Leading a Commercial Team Through Major Transformations

Change is the only constant in the world of business. As organizations evolve, they often find themselves introducing new technologies, shifting market strategies, or restructuring workforce dynamics to adapt to an ever-changing environment. These transformations, while essential for growth and innovation, can create a sense of discomfort and uncertainty among team members.

It’s not uncommon for resistance to emerge during such times, which can lead to tension, confusion, and a decrease in productivity.

For leaders, managing this resistance is one of the most daunting aspects of guiding their teams through a transformation. Achieving success goes far beyond simply implementing a new system, process, or technology; it involves a holistic approach to change management. Leaders must actively guide their people through the transition, addressing their concerns empathetically and fostering an atmosphere of trust and collaboration. This process often requires open communication, active listening, and the ability to instill confidence in the team’s abilities to navigate the changes ahead. This is where the philosophy of servant leadership comes into play—a transformative approach that reorients the traditional leadership structure.

Rather than prioritizing authority, power, or personal accolades, servant leaders focus on the needs and well-being of their team members. They emphasize empowerment, support, and the creation of an inclusive work environment where everyone has the opportunity to thrive.

This leadership style is particularly beneficial during periods of significant change, as it encourages engagement and buy-in from team members, reducing resistance and fostering smoother transitions.

If you find yourself at the helm of a commercial team facing substantial transformation and grappling with pushback from your team, this guide will equip you with strategies to effectively leverage servant leadership. You’ll learn how to engage with your team meaningfully, address their concerns, and build a collaborative culture that not only embraces change but sees it as an opportunity for growth and development. By applying these servant leadership principles, you can create a resilient team poised to navigate the complexities of transformation together.

Understanding Resistance to Change

Before we delve into specific strategies, it’s important to understand the underlying reasons behind resistance to change. When faced with change, individuals often experience a range of psychological and emotional responses. These reactions can include fear of the unknown, which stems from uncertainties about how new situations will affect their lives. People may also feel a loss of control, as change can disrupt established routines and familiar environments.

Additionally, resistance can arise from past experiences where change led to negative outcomes, creating a sense of skepticism or distrust. Social dynamics play a role as well; individuals may feel pressured to conform to group norms or may experience anxiety about how their peers will react to their own acceptance of change. Other emotional responses can include anxiety, frustration, or even anger, all of which can hinder the ability to embrace new ideas or methods. Understanding these factors is crucial in addressing resistance effectively and facilitating a smoother transition during periods of change:

Fear of the Unknown: People worry about what the change means for their roles, responsibilities, and job security.

· Comfort with the Status Quo: If the current way of working feels safe and familiar, moving away from it can create discomfort.

· Lack of Understanding: When the reasons for change aren’t clear, team members may feel skeptical or disconnected.

· Feeling Unprepared: A lack of confidence in their ability to adapt to the new system can lead to reluctance.

· Fear of Failure: Team members may worry they won’t be able to perform under the new system.

· Loss of Identity: Some employees see current processes as part of their professional identity. Changes can feel like a personal loss.

· Perceived Inequity: If some team members feel the changes benefit only a subset of the organization, resentment can build.

Here are some key points to consider:

·       Normalize the learning curve: Say, “Mistakes are expected during this process, and they’ll help us improve.”

·       Reframe the narrative: Highlight how their existing skills are crucial for success in the new system.

·       Communicate the benefits broadly and show how everyone gains in the long run.

If you’re not yet a member of the European Customer Experience Organization, now is the perfect time to join! Membership is still open and free of charge. Subscribe here: https://ecxo.org/individuals/.

Example in Action

When a logistics firm transitioned to an AI-based sales prediction tool, the sales team felt their expertise was being replaced. The manager reassured them by emphasizing, “Your experience is vital to interpreting this data and turning it into actionable insights.” This reduced resistance and motivated the team to learn the new tool.

Change Management and Servant Leadership

Using Change Management und Servant Leadership together is a highly effective approach for leading a team through transformation in a business because these frameworks address both the structural and human aspects of change. Here’s why combining these two practices creates a strong foundation for successful transitions:

Build Trust and Reduce Resistance

· Change Management provides tools to address resistance through communication, training, and feedback.

· Servant Leadership builds trust by prioritizing empathy, transparency, and collaboration, creating a safe space for employees to voice concerns.

Foster Engagement and Ownership

· Change Management involves employees in structured processes, helping them feel part of the solution.

· Servant Leadership empowers individuals, encouraging them to take ownership and contribute meaningfully.

Equip Teams for Success

· Change Management ensures the team has the necessary skills, tools, and support.

· Servant Leadership provides emotional guidance, boosting confidence and resilience during the transition.

Promote Adaptability and Alignment

· Change Management embeds changes into organizational processes, ensuring alignment with business goals.

· Servant Leadership connects these goals to personal growth, fostering enthusiasm and long-term adaptability.

Applying Both to a Transformation Process

This combined approach ensures transformations are well-planned and effectively implemented while keeping the team motivated, engaged, and ready for future challenges. It creates a culture of trust and collaboration, turning change into an opportunity for growth. Here are some strategies and actions to focus on:

Communication is King (and Queen)

During times of change, the way you communicate can either alleviate fears or amplify them. Clear, consistent, and compassionate communication is critical.

Best Practices for Communication:

· Keep it Simple: Avoid jargon or overly complex explanations. Focus on clarity.

· Repeat Key Messages: Important ideas need reinforcement. Use multiple channels—emails, meetings, and one-on-ones—to repeat your core message.

· Use Stories: Share examples of successful transformations from within or outside the company. Stories resonate and inspire.

· Be Two-Way: Create opportunities for your team to ask questions and share feedback.

Example in Action:

During a global product launch, a commercial director recorded weekly video updates summarizing progress, challenges, and next steps. These updates created transparency and kept the team engaged and informed.

Start with Empathy

Empathy is the foundation of servant leadership. When people resist change, it’s often because they feel unheard or misunderstood. By putting yourself in their shoes, you can address their concerns more effectively.

Practical Steps:

•Host open forums: Create safe spaces where team members can voice their worries without fear of judgment.

•Ask questions: Instead of dismissing resistance, dig deeper. For example, “What about this new system feels challenging to you?”

•Acknowledge emotions: If someone feels overwhelmed, validate their feelings. A simple “I understand why this feels overwhelming right now” can make a big difference.

Example in Action:

When a global sales company introduced a new CRM system, one sales rep voiced frustration about learning the tool. Instead of brushing it off, the manager empathized, saying, “I know learning something new takes time, especially when you’re busy. Let’s work together to make this easier for you.” This approach reduced the employee’s stress and built trust.

Be Transparent About the Purpose of Change

People are more likely to resist change when they don’t understand its purpose. Transparency is key to overcoming this.

Practical Steps:

•Explain the “why”: Don’t just talk about what’s changing—communicate why it’s necessary. Highlight the benefits for the team, customers, and the organization.

•Be honest about challenges: If the transition involves difficulties, address them openly. This builds credibility and trust.

•Tailor your message: Different team members may care about different aspects of the change. Customize your communication to address their specific concerns.

Example in Action:

Imagine your commercial team is shifting to a digital-first sales strategy. Instead of simply announcing the change, say:

“This shift allows us to connect with customers more effectively. It might feel different at first, but it’ll help us close deals faster and make your day-to-day work more efficient.”

Create a Long-Term Vision

Big transformations often take months or years to fully realize. A clear, inspiring vision helps sustain motivation over the long haul.

How to Articulate the Vision:

•Paint a Picture: Describe what success will look like in vivid detail.

•Break it Down: Share milestones and how they connect to the bigger picture.

•Revisit Regularly: Keep the vision front and center through updates and celebrations.

Example in Action:

A logistics leader facing a complex supply chain overhaul regularly shared updates showing how each improvement contributed to the ultimate goal of faster, more reliable deliveries.

Involve the Team in Shaping the Change

People are less likely to resist change when they feel involved in creating it. Collaborative problem-solving not only generates better ideas but also builds a sense of ownership.

Practical Steps:

•Create task forces: Assemble teams to brainstorm solutions for specific challenges in the transformation process.

•Invite feedback: Regularly ask for input through surveys, meetings, or one-on-one conversations.

•Empower champions: Identify team members who are open to change and encourage them to act as advocates within the group.

Example in Action:

During a restructuring process, a commercial director invited employees to contribute ideas on how to optimize team workflows. One salesperson suggested a staggered implementation plan that reduced disruptions, which was ultimately adopted.

Lead by Example

Actions speak louder than words. As a leader, your team looks to you for cues on how to navigate the transformation. Demonstrating adaptability, positivity, and commitment can inspire others to follow suit.

Practical Steps:

•Use the new system: If you’re introducing a new tool, master it yourself and show how it’s helping you.

•Share your experiences: Be honest about your own learning curve and what strategies have worked for you.

•Stay resilient: When setbacks occur, model a problem-solving mindset instead of frustration.

Example in Action:

During a major shift to remote selling, a sales leader actively participated in training sessions alongside the team. By openly discussing her own challenges and progress, she set a tone of shared learning and encouraged others to engage fully.

Equip Your Team with the Right Resources

Resistance often arises from feeling unprepared or ill-equipped for change. Providing the right tools, training, and support can alleviate these concerns.

Practical Steps:

•Offer hands-on training: Make sure team members have the skills they need to succeed.

•Assign mentors: Pair less experienced employees with colleagues who can guide them through the transition.

•Provide ongoing support: Set up help desks, FAQs, or regular check-ins to address issues as they arise.

Example in Action:

A pharmaceutical company transitioning to a new sales model invested in a three-month training program, complete with role-playing exercises and individual coaching. The extra support helped team members feel confident and capable.

Celebrate Small Wins to Build Momentum

Big transformations can feel overwhelming. Celebrating incremental successes helps keep morale high and reinforces progress.

Practical Steps:

•Recognize milestones: Acknowledge achievements like completing training sessions, meeting early targets, or solving a specific challenge.

•Share success stories: Highlight examples of how the change is already benefiting the team.

•Reward contributions: Offer tangible rewards—such as gift cards or public recognition—for those who go above and beyond.

Example in Action:

When a retail company implemented a new inventory management system, the manager celebrated the first month of accurate data reporting with a team lunch. This small gesture reinforced the value of the change and motivated the team to keep pushing forward.

Stay Patient and Persistent

Change is a process, not an event. Some team members will adapt quickly, while others may take longer. It’s important to remain patient and persistent as you guide everyone through the journey.

Practical Steps:

•Schedule regular check-ins: Meet individually with team members to assess their progress and address concerns.

•Adapt your approach: If something isn’t working, be willing to adjust your strategy.

•Encourage a growth mindset: Remind your team that challenges are opportunities to learn and improve.

Example in Action:

During a digital transformation, one team member struggled with the new software for months. Instead of giving up, her manager offered extra training sessions and encouraged her to keep trying. Eventually, she became one of the most proficient users and a go-to resource for her colleagues.

The Role of Trust in Servant Leadership

Throughout the transformation process, trust is your most valuable asset. Servant leadership thrives on trust, and building it requires consistency, authenticity, and care.

How to Build Trust:

•Be approachable: Let your team know they can come to you with any concern, big or small.

•Follow through on promises: If you commit to providing resources or addressing an issue, deliver on that promise.

•Show humility: Admit when you don’t have all the answers and involve your team in finding solutions.

If you’re not yet a member of the European Customer Experience Organization, now is the perfect time to join! Membership is still open and free of charge. Subscribe here: https://ecxo.org/individuals/.

Fazit

Big transformations are challenging, but they’re also opportunities to strengthen your team’s cohesion, creativity, and resilience. By adopting servant leadership, you can turn resistance into collaboration and uncertainty into growth.

Remember, leading through change isn’t about forcing compliance—it’s about fostering understanding, empowerment, and shared purpose. When you prioritize your team’s needs and guide them with empathy, you’ll not only navigate the transformation successfully but also emerge with a stronger, more connected team.

What strategies have worked for you when managing resistance to change?

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