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by Tim Hughes | @Timothy_Hughes | LinkedIn

While we were in Singapore onboarding team DLA to cover the Asia Pacific area we visited on a number of occasions Microsoft office. After drinking a couple coffee I needed to use the washroom.

On the wall were two images, one told me to wash my hands properly, the other told washroom users not to waste water.

So what do I do? Do I wash my hands? Or I could save water and not wash my hands? Of course I washed my hands, but used my common sense to use the water wisely.

This reminded me of my previous company where I worked where one day to speak to the outside world required you to attend a two day course on how to talk to the press. You were then registered at headquarters as a spokesperson. If you didn’t do this and spoke to the press you were fired. As one high profile “Influencer” found out.

The next day day, the corporation told everybody, we want you to go on-line and talk on social.

So, yesterday I would get fired, today I don’t.

You can imagine, nobody posted on social. Of course not, we were programmed that if posted on we got fired. Our behaviour didn’t change.  It didn’t matter how many webinars were run, webinars don’t change behaviour.

Now like the hand washing example some common sense needs to be applied, but knowing and doing are two very different things.

Change didn’t happen overnight and expecting people to change habit or the way they work, companies cannot assume it will happen. Some cultures want instruction, some don’t, but either way the change we need coaching and mentoring.

Some choices are not as “simple” as hand washing, it can impact on incremental revenue and competitive advantage. In that case a company might not want to rely on posters in the washroom.

Here at DLA we see that Social Selling is a change in mindset, you don’t get a change in mindset by webinars and intensive knowledge transfer training. If I want to get slim, I don’t go to the gym for two days, I go running every other day and change my diet. The same with Social Selling.

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