In today’s digital age there are so many techniques, tools, and choices it’s daunting. Social media platforms, chat bots, CRMs, project management software, assisted intelligence, sales tools, analytics, content management systems, instant messengers, relationship intelligence, virtual sales coaches… the list goes on. The options have become endless and making any choice, never-mind the right choice, can be difficult.  Digital is now the most used medium so we know making the investment in key digital tools will allow us to connect with, learn from, and understand our customers better.

Three Steps to Making a Digital Decision

1. Research, ask your network, and research more
2. Implement and train
3. Follow through

The initial stage is perhaps the hardest step. If you are looking to advance technology or implement digital innovation in your company, you need to start somewhere. Look into what your competitors are doing. Seek advice from colleagues and peers in your network. Gather intel and categorize digital tools. Reviewing potential digital tools and their correlation to (your) business case scenario is important. One thing to note is digital tools often have multiple uses, and can overlap each other in terms of functionality. Top 10 lists and review sites are a great reference point:

• PC Mag does a great job of comparison reviews. Here is their Top 10 Business Messaging Apps of 2018.
• G2 Crowd is highly ranked on Google for business software reviews

Once you’ve made a decision, the next step is to implement and train staff. In regards to implementation, many digital tools offer monthly and annual subscriptions. You can always start with monthly, and convert to annual at a later date. Training for new technology is critical. Team members will fluctuate in technological ability so it is best to start with a 101 and advance from there. Providing continual training and support is paramount to long-term success.

The last step is follow through. There will be bumps in the road and uncertainty, but it is necessary to overcome these. Leading your team through obstacles will go a long way in adoption. Starting, stopping, or constantly changing digital tools can cause fatigue and burnout. The same goes for starting too many new things at once. It is better to focus, learn, and master one platform at a time, rather than be mediocre and bombarded by several. Harnessing the true potential of one platform is critical for long-term payout.

In a sea of digital disruption, things change quickly and often. The tools you use this year may not necessarily be the tools you use next year. While not every decision will be right, you’ll never know until you try! Here is PC Mag’s business choice awards for 2018.

Darren Glowacki

Originally posted on LinkedIN