135: Shannon Gregg – People, Process & Technology

Guest: Shannon Gregg

 

Guest Bio:

Shannon J. Gregg, PhD, MBA, is an aficionado of sales technology to increase efficiency in the sales process, and an early adopter and adoption influencer for sales technology systems, particularly Salesforce.com and technology that integrates with the Salesforce platform. Dr. Gregg is the President of Cloud Adoption Solutions, a sales process and Salesforce.com consulting practice, and she also provides keynote talks, consulting and workshops on sales productivity. Her popular book, “It’s About Time,” is available now and is being used by sales teams across the country to refocus on what’s really important to drive revenue and results. She also instructs the Professional Selling course at Point Park University. She also competes on a jazz dance team for moms.

 

Key Points:

Career Transition to Sales Technology:

Shannon started in sales almost by accident, selling software in the nuclear nonproliferation space. She discovered that sales is like choreography, focusing on improving sales processes to help salespeople focus on delighting prospects and customers. Shannon transitioned to sales management and eventually started her own Salesforce.com practice in 2018, which has been successful.

 

Sales Choreography:

Sales is more complex than sports analogies like "at-bats"; it's about choreographed moments where various teams (marketing, sales, etc.) move prospects through the funnel in a coordinated manner. Having a dance background helped her think quickly on her feet, which is a crucial skill in sales, especially when unexpected challenges arise.

 

Sales Technology:

Technology is a tool, not a solution in itself. It should help salespeople do what they do best without overcomplicating things. Sales technology can range from simple tools like phones and Zoom to complex CRMs integrated with other systems. The key to success with sales technology is choosing tools that are easy to use and integrate naturally into the sales process.

 

Adoption of Technology:

Sales technology should be easy to adopt. Sales leaders should ensure the tools don’t overwhelm the team with complexity, which could lead to poor usage and frustration. Avoid forcing long training sessions. Instead, show how the tools benefit the individual salesperson by demonstrating their value through real-life examples and role-playing.

 

Process in Sales:

Having a defined sales process is crucial before introducing technology. Sales leaders should first educate themselves on sales processes and how they fit their market. Sales leaders should focus on progress, not perfection, when creating a sales process. The process should evolve based on feedback and performance.

 

CRM (Client Relationship Management) Tools:

A CRM helps sales leaders track where salespeople need coaching and support. CRMs help manage data more efficiently than spreadsheets, providing visibility into the sales pipeline and buyer’s journey. CRMs should be customizable to fit the organization’s process, but it’s important to start with an out-of-the-box version before making customizations.

 

Getting Salespeople to Use Technology:

To encourage salespeople to use a CRM, leaders need to show what's in it for them. Demonstrate how using the system helps them perform better. Rather than pushing lengthy training sessions, involve reluctant salespeople in the design and testing phases of the process to ensure the tool works for them. Reluctant salespeople can be powerful allies in motivating others to adopt the tool once they see its value.

 

Challenges with Salespeople’s Reluctance:

Salespeople often resist using CRMs because they see them as time-consuming or invasive. Leaders should address these concerns by focusing on the benefits of CRM usage, such as better organization and visibility of the sales pipeline, and ensuring the tool is user-friendly.

 

Behavioral Change and Buy-in:

Getting salespeople to adopt new systems requires not only clear communication of benefits but also continuous feedback, training, and reinforcement. Real-world examples of success stories, like a salesperson improving their results, can help convince others to embrace the techno