How do you communicate the purpose and benefits of change to your sales team?

I agree but it's also important who communicates the need for change. Sales leaders such as the VP of Sales must clearly communicate why the change is needed and how the change will benefit each salesperson. They must reinforce this message in a meaningful way regularly during the period of change if they want to help their salespeople move through change successfully. Sales managers can then work with their team on the other elements of change management such as individual motivation, new skills required to make the change and regular reinforcement.

I'm not sure that the first step is to explain the why. Maybe the sales team can already see and understand the why. So my suggestion would be to: 1. ASK the sales team how they see e.g. the market e.g. the competitors, e.g. how our product / service stacks up. (Whatever the response, you will learn something about your sales team.) Then the sales manager can fill in the gaps as they see them. 2. Then ask the sales team for their thoughts as to what changes are required and again, fill in any gaps. (Again, whatever the response, you will learn something about your sales team.)

Leadership provides purpose, direction and motivation. Articulating a clear why for anything a team is required to do provides an underlying purpose, encourages everyone to take ownership for the outcomes, and sets the conditions for them to exercise initiative when conditions change.

Knowing what motivates your team members allows leaders to connect the benefits of the change to something that is meaningful for each of them.

Implementing change can be challenging for organizations, especially when introducing new processes or technologies to the sales team. By highlighting benefits like improved skills, increased opportunities, and rewards and recognition, organizations can create a sense of enthusiasm around the transition. Changes that make work easier, faster, and more enjoyable can also reduce frustration and burnout, while driving growth and innovation. Implementing a change can be a rewarding process that drives success for both individuals and the organization.

Similar to my earlier comment, my suggestion would be to first ASK the sales team as to the benefits that they can see and you will again (regardless as to their response), learn something about your sales team.)

Asking questions to understand and listening without judgment is so important. Great leaders care about the people with whom they work!

I believe this to be a grossly overlooked practice and yet, it’s an extremely crucial element required in order to achieve future milestones... I’m not talking about the leaderboards, paycheques or pats on the back either. But instead, to feel true recognition and appreciation. This is what I like to call a “teachable moment” for opportunity. Any attentive Manager worth their salt could see where a difficult negotiation ended in closing. When celebrating wins and even ideas, complement your team(s) on how their individual contribution played a major that took them to victory… Be specific! By focusing on specifics, you show them they’re VALUED. Statistically, a winning mindset will create and generate more wins than one that’s well rested.