Four Ways to Motivate Stakeholders in the Business Analysis Process

Article by guest writer Heather Black, founder and CEO of Supermums. She is an experienced Salesforce Consultant and Change Management Practitioner.

Introduction

You might not immediately think it, but a Salesforce CRM Project can be a very emotional journey for people in both a positive and negative way. As a Salesforce professional, you can tap into emotional intelligence and adopt a considered communication strategy to support people through change in a considered manner.

The easiest way to explain a relatable scenario is by comparing it to parenting skills and helping kids deal with a new situation. The two share many common traits which require us to elicit motivation, encouragement, reward, confidence, and self-esteem.

Enthusing, empowering, and engaging stakeholders during a Salesforce design process requires a considered approach based on multiple aspects.

First, we must understand the overall business and departmental motivations and relay them to people throughout the project. People like to be heard and understood, giving them reassurance and confidence.

Next, we should understand the organizational culture and their preferred approach to managing change to get the tone of voice and strategy right. It influences your selection and application of the techniques below, ensuring that they align with the client’s culture.

Finally, we also need to implement a broad communication strategy that will empower all individuals, to accommodate stakeholders’ different personality types, emotional states, and learning styles.

Below, we’ll take a deep dive into the different emotional states that your stakeholders might be feeling. We will explore four ways you can deploy your communication strategy to align with the various emotional states. The techniques you deploy depend on the organization’s culture. So, let us take a look.

Technique 1 - Behavioral Reward v Consequences

Assumption - Individuals will not get on board unless they are motivated by rewards​ or will avoid penalties. 

Approach – How do people experience rewards for using Salesforce or penalties if they do not.

If you can identify the ‘real’ wins for stakeholders personally, then they will get a sense of reward when the system materializes. For example, the new system might reduce the admin in their jobs. You might reward them for learning Salesforce, like providing prizes or gamification using Trailhead. You can use Salesforce dashboards to track and celebrate performance and trigger financial bonuses or career promotions.

You can also emphasize the need to use Salesforce within performance frameworks and employment contracts to support compliance. If need be, this can provide a route to consequences for those who refuse to use the system.

Technique 2 - Turning Fears into a Positive Reality

Assumption – There will be an emotional reaction to a new CRM system being implemented, and some people will feel limiting beliefs and feelings about why and whether they can get on board with Salesforce maybe down to time, a fear of tech, previous experience, etc.​ They might be questioning the change and why it’s needed.

Approach – It is important that the senior management team clearly communicate the business case for the CRM so stakeholders understand the Why.

If people are resistant or fearful, you will need to build rapport by asking and understanding their concerns, exploring the potential benefits to them, and helping them to shift to a positive perspective by using coaching and mentoring techniques.

Neuro-Linguistic Programming Coaching Techniques are an added value skill set in this situation. The following techniques can build confidence and self-esteem

• GROW (Goals - Reality - Options - What Will You Do model)

• Positive Reframing

• Visioning

• SMART (Specific - Measurable, Achievable, Realistic, Time Framed) measures of success

All of these tools are great to apply.

Technique 3 - Managing Negative Emotions ​ 

Assumption – People will mourn the loss of their old way of working – you might be taking away their spreadsheets, or worst still, they might be losing their job. People may have had a bad experience with Salesforce or a new CRM project, causing an underlying concern. Inevitably, these individuals will go through the Kubler-Ross Grief Cycle of Denial – Anger – Depression – Bargaining – Acceptance.

Approach – Negatively affected individuals will need varying levels of counseling depending on the level of loss. The conversations can help address their emotions and surface hidden issues. It is important to nip negativity in the bud so it doesn’t cause a poison ivy effect. Normally this emotional reaction can be a pivotal point as some employees may choose not to stay at the organization if they can’t come to terms with the new way of working.

Technique 4 - Professional Growth of Individual ​

Assumption – If we give people the opportunities to see the potential of Salesforce and how it could help them in their careers, they will be motivated to engage in the CRM project. Individuals strive to achieve success for themselves personally and professionally to boost their self-esteem and confidence.

Approach – Work closely with individuals by having consultations, two-way communication channels, providing options for ​learning and development, and helping people address their higher aspirations for personal and professional growth. 

These top tips are shared from the Salesforce Consultancy Skills Programme delivered by Heather Black, CEO of Supermums, a global company helping young parents to learn Salesforce and find flexible, well paid roles that fit around family life. To find out more, visit https://supermums.org/training/Salesforce-consultancy-course/