The Challenge of Managing Change in a Sales Organization

If change was a gesture, it would look like something, “totally crazy — out of control,” according to Dave DiStefano, President and CEO of Richardson, a leading global sales training and performance improvement company.

As he says in this interview with Selling Power founder and CEO Gerhard Gschwandtner, the Richardson change model is as follows: awareness, desire, knowledge, ability, and reinforcement.

The first step — awareness — is crucial, says DiStefano. Internally, the organization must understand what is happening and why. It’s up to sales leaders to create that awareness and articulate why the change will benefit the team in the end.

DiStefano says that strategic change related to creating value in an uncertain global economy is high on most CEOs’ agendas today. Specifically, companies are redirecting investments to drive organic growth, focus more on their customers, and achieve greater operational effectiveness.

Unfortunately, many sales leaders often overlook the link between the intended organizational changes and the individual behavior changes. Sales leaders must create and communicate a consistent message about the purpose of change strategy in order to ensure achievement of the vision.

At the Boston Sales 2.0 Conference on July 15, DiStefano will reveal how sales leaders can introduce, execute, and reinforce strategic initiatives in a way that takes the chaos and uncertainty out of change.

Register now to join us in Boston; special discounted rates expire June 24. 

About Lisa

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