Winning the Hearts & Minds of Your Team: Leading Change with Purpose

Master change management at work with ADKAR principles. Learn how leaders can inspire teams and win hearts and minds to execute new strategies successfully.

Change is inevitable in every workplace. New leadership, updated strategies, innovative technologies, shifting markets — it’s all part of the game. Yet despite its frequency, one thing is clear: change initiatives often fall flat. Why? Because the human element; the heart of any organization, is overlooked. When people don’t understand the why behind a change or feel unsupported, resistance grows, trust erodes, and morale takes a hit. Instead of progress and growth, we see stalled momentum.

But it doesn’t have to be this way. Change can be empowering, not daunting. Over the years, I’ve learned that with the right approach, leaders can transform transitions into growth opportunities. For example, I used the ADKAR framework to roll out a new commission plan; a significant change that could have created friction. Instead, it aligned the team, fostered success, and ultimately grew results and performance.

The key? Intentionality. Change management isn’t just about strategy; it’s about people. It’s about winning their hearts and minds so they feel empowered to embrace new directions. Keep reading to learn how you can lead change with clarity, empathy, and purpose.

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What Is Change Management?

Change management isn’t just about implementing new strategies, tools, or processes. It’s about guiding people through transitions. It’s the art and science of helping individuals, teams, and organizations move from a current state to a desired future state. This means addressing fears, building trust, and creating clarity to ease the journey.

Simply put, change management is about the people side of change. Rolling out a structure or process is only half the battle; the real work lies in bringing your team along on the journey.

In my experience, introducing a new commission plan highlighted this truth. Using the ADKAR model allowed me to focus on awareness, desire, knowledge, ability, and reinforcement, which turned a potential challenge into a moment of alignment. Effective change management doesn’t just prevent resistance; it inspires trust, alignment, and momentum.

Why Is Intentionality Critical in Change Management?

The success of change lies not in what is changing, but in how that change is led. Intentionality is the difference between driving progress and creating chaos. Leaders who approach change with purpose set clear expectations, communicate openly, and foster an environment of trust.

Imagine rolling out a new commission structure without explaining the reasons behind it, the impacts, or the steps to succeed. You’d likely face confusion and resistance. The same principle applies to any transition. Effective change management starts with a clear vision, transparent communication, and intentional steps to empower your team.

Here’s why intentionality matters:

• It Builds Trust: Transparency boosts confidence in leadership.
• It Aligns Goals: Teams understand their role in achieving broader objectives.
• It Reduces Resistance: Open communication makes individuals feel included and valued.

During the rollout of our new commission program, many leaders initially underestimated the need for clarity. This created uncertainty within the team. But, knowing that is often the case, I applied the ADKAR framework, ensuring intentionality at every step. The result? Clarity, trust, and enthusiasm replaced hesitation and fear.

What Leaders Can Do to Facilitate Change

As leaders, we set the tone for how change is perceived and embraced. Here are the foundational steps for guiding your team:

1. Be Transparent: Share the “why” behind the change. Explain the benefits and address questions openly. Transparency fosters trust.
2. Create a Roadmap: Break the change into clear, manageable steps. Define roles, timelines, and success metrics.
3. Provide Resources and Training: Equip your team with the skills and tools needed to adapt. Offer coaching, workshops, and ongoing support.
4. Empathize: Change often brings uncertainty. Acknowledge your team’s concerns, celebrate wins, and show you’re in it together.
5. Communicate Regularly: Keep the dialogue open with frequent updates and feedback sessions.

When rolling out the new commission plan, listening to the team’s feedback made all the difference. Listening and addressing their concerns directly aligned our strategies with their needs, turning skepticism into enthusiasm.

Executing Change Using the ADKAR Model

One of the most effective tools I’ve used to guide change is the ADKAR model, developed by Prosci (credit to them for this incredible methodology). ADKAR breaks the change process into five manageable stages: Awareness, Desire, Knowledge, Ability, and Reinforcement. Here’s how it works:

1. Awareness: Teams need to understand why the change is happening. During the commission rollout, I explained through a structured communication campaign, how the old structure wasn’t meeting our goals and how the new plan aligned with individual and organizational success.
2. Desire: Create a genuine desire to embrace the change. Connect the change to team members’ values and goals. For example, using videos and newsletters, we emphasized how the new plan rewarded high performance and increased earning potential.
3. Knowledge: Equip your team with the knowledge to succeed. We held training sessions, eLearns, and Q&A forums to ensure clarity around the commission plan change.
4. Ability: Build the ability to apply knowledge effectively. This step involves practice and hands-on coaching. We paired training with one-on-one support and practice sessions to boost confidence in the commission plan.
5. Reinforcement: Celebrate successes and sustain momentum. Recognize achievements and follow up to address challenges. Reinforcing progress ensures changes stick.

Benefits of Using the ADKAR Model

The ADKAR model is a game-changer because it focuses on individuals. Here’s why it works:

• Clarity: Provides a structured approach to change.
• Engagement: Encourages buy-in by addressing personal motivations.
• Empowerment: Equips individuals with the tools they need to succeed.
• Sustainability: Reinforces new behaviors to ensure lasting success.

For example, during the commission plan rollout, ADKAR minimized confusion and resistance, boosting employee engagement and driving higher sales in subsequent quarters. It turned a daunting shift into an opportunity for growth and performance.

Tips for Managing Change in Large Teams

Leading change across a large team requires additional strategies:

• Communicate Frequently: Use tools like emails or team huddles to keep everyone aligned.
• Segment Your Approach: Tailor messaging for different team roles to ensure relevance.
• Empower Change Ambassadors: Equip influential team members to champion the change.
• Leverage Leadership: Gain buy-in from other leaders to cascade the message.
• Be Patient: Allow time for gradual progress and adaptation.
• Conduct Regular Check-ins: Use surveys or meetings to gauge progress and address concerns.

Scaling ADKAR across a large team requires effort but ensures alignment and engagement at every level.

Conclusion: Navigating Change with Purpose

Leading through change isn’t easy, but it’s one of the most rewarding aspects of leadership. With tools like ADKAR, leaders can guide teams through transitions with empathy, transparency, and purpose. Change isn’t just about strategies or processes; it’s about people. By winning their hearts and minds, you can turn challenges into opportunities for growth and innovation.

Success doesn’t happen by chance; it happens by choice.

What’s your go-to strategy for leading change? Let’s connect and exchange insights—because while change is inevitable, how we lead it defines our impact.

I’m Eric Boettner, a data-driven sales executive with 20 years of experience leading high-performing teams across multiple industries. From NASCAR sponsorships to driving telecom sales at Spectrum and AT&T, I’ve consistently delivered results through innovative sales strategies & go-to-market plans. I’ve had the privilege of leading teams of 450+ employees across six states, developing growth-focused programs that resulted in a 62% year-over-year increase in mobile sales – all with record breaking (low) employee attrition rates.

I thrive in fast-paced environments, where I can combine my passion for data analytics and team engagement to optimize performance and uncover new opportunities. My leadership style focuses on creating inclusive, growth-oriented cultures, and I’m all about bringing strategy to life through actionable execution in the field. I believe in the power of people, the insights data provides, and the impact a clear vision can have on a team’s success.

I’m here to help power teams that don’t just meet their goals—they crush them.

Change Management Leadership Team Engagement Sales Strategy Coaching Development ADKAR Model Transparency Employee Growth Innovation Eric Boettner Sales Executive

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