You’ve most likely seen the movie Field of Dreams. The concept of the movie plays out in the deployment of most sales processes. You develop and implement your process, you hold up your side of ‘build it,’ now you await sales, marketing and operations to ‘come play.’
Not a week goes by that I don’t talk to a sales leader or a head of sales operations who tells me that they just implemented a sales process and rolled it out to their sales team. All is good — high-fives and smiles all around. Let the efficiency improve and the revenue roll in.
Fast forward 6 months and the same leaders are reviewing their adoption key indicators and the data is not looking good. Spotty adoption, few consistent users, and the question everyone asks is ‘what went wrong?’
In the movie, Shoeless Joe Jackson is the key adopter, and with his adoption, others come because the field was built for them. When we see sales leaders struggling, we look for their Shoeless Joe Jackson.
Who is going to see immediately that the new solution was specifically designed to meet their needs, and clearly understand the WIIFMs (what’s in it for me) to play on the field?
Who can then be the champion to lead by example and get others on board? And explain that the ‘field’ was built for them?
When implementing a sales process, don’t forget to focus on the WIIFMs for each of the key users on the team. It will not matter how aligned it is to your buyer or how easy it is to use in your CRM system if your sales team does not see the value. When doing your business requirements analysis, involve your frontline sales people on what they see as the value drivers. Select a cross-region group of well-respected participants and have them develop the WIIFM documentation and champion the cause during the training and adoption phase.
If you build it for them and with them, they will come.