“The more we share, the more we have.”
̶ Leonard Nimoy
This is not only true for our personal lives, but for professional selling as well. But changing to a sharing and learning organization is more challenging in sales than in other functions, because for decades salespeople have the habit of hoarding their knowledge. Sharing is a cultural shift that’s triggered by information symmetry on the Internet, by people’s increasing sense of limited resources on Earth, by information technology that empowers people to connect together on various platforms and by a broader economic concept, the sharing economy.
Driving a car or playing cello is no longer connected to owning the asset. The sharing economy allows people to have access to tangible and intangible assets without the need to own them. A common premise is that when information about goods and services is shared, the value of those assets may increase, for the business, for individuals, and for the community. Various sharing economy models exist, but all of them leverage technology to empower individuals and organizations with information that enables distribution, sharing and reuse of goods and services.
In the world or professional selling, knowledge is the gold standard of the knowledge shareconomy.
Capability knowledge and situational knowledge are the key dimensions of the shareconomy’s gold standard. Capability knowledge covers a provider’s products, services and solutions. But it is the situational knowledge, the deep understanding of a customer’s specific situation and challenges, their stakeholders’ specific concepts and their specific decision dynamics, that allows a sales professional to apply the provider’s capabilities into a valuable and compelling perspective for customers.
Shareconomy models are collaborative consumption models based on three core elements:
- Sharing instead of hoarding:
Content and learning assets, such as internal enablement content, best practices, win/loss analyses and client-facing content, are shared on a collaborative, social, and well-integrated platform. This is the opposite of hoarding content on a personal laptop, accessible for the individual only. To become a sharing and collaborative organization, many sales professionals need to change their deeply ingrained attitudes toward sharing knowledge. Changing attitudes toward sharing requires sales leadership to create a compelling transformation story that shows the sales force how they can achieve more when they share knowledge and best practices instead of hoarding them. Getting salespeople to share content developed or contributed by others is a first step.
- Authorship instead of ownership:
Especially for younger generations, having a car available when needed is more important than owning a car. A car is a tangible example, but the same principle is true for intangible knowledge assets. Honoring content creators and their expertise ensures that the shared value is credited to the authors. In turn, giving credit where credit is due encourages others to share. The principle of authorship and the related personal recognition is an important enabler for the knowledge shareconomy. Reflecting the principle of authorship over ownership in performance management systems and commission plans can be of tremendous value as an organization transforms to the knowledge shareconomy.
- Knowledge flow instead of knowledge stocks:
A car-sharing business only works if you can get a car when you need it. Likewise, knowledge is only valuable if it can flow to where it is needed. If knowledge is kept locked away, its value is wasted. Think about all the various dead content directories in your organization, where only a few have access and even fewer know about it. Social and collaborative technologies empower knowledge to flow and people to share, re-use, exchange, and evolve knowledge in various forms and shapes. Therefore, flowing knowledge has to be an intrinsic part of the sales professional’s working environment. That is why enablement solutions that are embedded in CRM systems are highly effective in helping salespeople to share knowledge and improve outcomes for everyone.
Sharing, participating, and contributing – three levels of knowledge shareconomy engagement.
Stay tuned! Next time, we will discuss how to embrace the knowledge shareconomy.
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