A Bold New Adventure
After facing significant challenges and leading transformations in leading companies, I chose to embark on my most daring adventure: becoming a consultant. This step reflects my constant commitment to learning, adapting, and sharing my experience to guide other companies towards success in the digital age.
The Background
My experiences exposed me directly to complex challenges, such as conflicts between sales channels and salespeople's resistance to using CRM. These experiences not only honed my ability to manage change and innovation but also provided me with a deep understanding of the specific pains companies face during digitization processes. As a consultant, I apply these lessons learned to help companies navigate and overcome their internal resistances, turning challenges into growth opportunities.
Challenges and Opportunities
The transition to consulting comes with the duty to stay at the forefront of technological and market evolutions. Challenges abound, but embracing these opportunities for innovation reveals true rewards. The forced digitalization by the current global context has opened new horizons for growth and adaptation. It is in this scenario that I see the greatest potential for companies to reinvent themselves, leveraging new technologies to consolidate their market position.
Winning Strategies: Overcoming Internal Resistance to Change
Transparent Communication and Active Engagement: The key to overcoming resistance lies in actively involving organization members in the early stages of change planning. During my experience at illycaffè, we addressed channel conflict by adopting an open communication policy, sharing the goals and benefits of the change with all levels of the organization. This helped to mitigate fears and build an internal support base for adopting new digital sales strategies.
Continuous Training and Support: To overcome salespeople's resistance to using CRM at Electrolux, we implemented a personalized training program that included practical sessions and ongoing support. By directly showing salespeople how the CRM could facilitate their work and increase sales, we transformed the perception of the system from an obstacle to a valuable tool.
Case Studies: Concrete Examples of Successful Business Transformations
illycaffè - Digitization of the Sales Channel: By addressing the conflict between traditional and digital channels, illycaffè adopted an integrated approach, developing sales strategies that valued both channels and promoting a company culture focused on collaboration rather than competition. This led to significant growth in both online and offline sales, demonstrating that digital and traditional channels can coexist successfully and support each other.
Electrolux - CRM Implementation: With strong initial resistance to CRM use, Electrolux embarked on a user-focused transformation journey. Through targeted training sessions, process reviews, and demonstrating the tangible benefits of the CRM, salespeople began to see the value of the tool, leading to significant improvements in sales efficiency and customer satisfaction.
Practical Tips: Immediate Actions to Start the Path to Innovation
Evaluate and Communicate: Start with an analysis of the needs and expectations of all stakeholders involved. Clearly communicate how the change will bring specific benefits to each group within the organization.
Targeted Training: Identify specific training needs for different user groups and develop a program that addresses these needs practically and applicably.
Celebrate Small and Large Successes: Recognizing and celebrating every success along the way helps maintain high morale and demonstrates the positive impact of the change.
The Role of a Consultant
My vision as a consultant is to go beyond the traditional role, acting as a true strategic partner. Through direct experience with channel conflicts and CRM resistance, I have developed effective strategies to overcome these resistances, leveraging the importance of technological adoption and internal process transformation. I focus on key areas such as CRM, eCommerce, and the use of AI in marketing, crucial for future success.
Challenges and Opportunities
The transition to consulting comes with the duty to stay at the forefront of technological and market evolutions. Challenges abound, but embracing these opportunities for innovation reveals true rewards. The forced digitalization by the current global context has opened new horizons for growth and adaptation. It is in this scenario that I see the greatest potential for companies to reinvent themselves, leveraging new technologies to consolidate their market position.