Creating the Perfect Storm Part IV: Understanding Resistance

So far we’ve learned about the relationships that are affected by a new technology, how to choose a technology that minimizes the negative effects, and how to maximize returns on the information gathered using that new technology.

The next part of the series will focus on the human side of implementing a new technology with a sales team. As we will see, despite the huge benefits there
may be a backlash to implementing a new technology.

Dr. Dheeraj Sharma of Louisiana Tech University and Jule B. Gaussenheimer of the University of Alabama recently released a paper on the effects of introduction of new technologies, particularly through the internet, on the mentality of a salesforce. They came up with the following model:

According to the research, the actual cannibalization of sales by a new technology is not the important factor. Perceived cannibalization, which may or may not represent what is actually taking place, has a very real effect on several factors nonetheless. The dimensions that are affected in a salesperson’ performance are effort, job satisfaction and job performance, all critical factors to the efficiency and turnover rate of the salesforce.

Thankfully, there is a mediating factor which can ameliorate the negative effects of SPC. The concept of relational concept has been present in research since the mid 90s and represents mutual trust, mutual understanding, collaboration and cooperation. Effectively, a team that understands why technology is being implemented will fear its effect on their business less.

From a quantitative perspective, the study revealed that RC had a huge effect on mediating SPC, decreasing the negative effect on self-administered ratings of effort, job satisfaction and job performance by 42%, 70% and 50%, respectively.

Those looking to succeed with the implementation of a new sales technology should focus on maintaining relational capital with a salesforce through open communication at all steps of the process. Determining what capabilities the salesforce needs early on can save headaches later on, as the goals will be aligned throughout the process.