The MHEDA Journal - Second Quarter, 2015 - (Page 42)

CONVENTION SALES STRATEGY SPEAKER What Does a Winning Sales Strategy Look Like in 2015? T BY RYAN ESTIS he sales techniques that most small business owners and sellers relied upon ten (or even five) years ago have stopped working. Customers have changed. We're living in the middle of a major market transformation. Sales are changing more right now than it has in the past 100 years. Today, selling is about getting referred and getting found. If that isn't happening, you're stuck relying on traditional, interruption-based sales tactics that are only going to continue to become less and less effective. At the MHEDA Annual Convention, I'll be leading a conversation about these themes. How are customers changing? And, more importantly, what can you do to leverage this transformation to succeed and grow in this new environment? We'll talk about the challenge: Customer transformation. Our customers have more information than ever before. In fact, they have the same information that the sellers have. Today a customer is 60 percent of the way into a decision before they ever come in contact with sales. They travel the first mile of the decision alone, and when Convention Speaker 42 MHEDA | themhedajournal.org you do finally get involved, they have big expectations about the insight and value you should provide. Savvy business owners are responding to these changes and turning them into an opportunity. It simply requires a different approach. Here are five ways you can start to rethink your sales strategy to meet customers where they are. 1. Embrace continuous learning. Think of yourself as a student. Your job is to understand everything you can about your industry, your market, your own products, your competitors and, most importantly, your customers. We're working in an exciting time. You have endless amounts of information available to you - about your industry, your customers and your competitors. Start reading and researching. Follow the best blogs. Keep an eye on competitors' social sites. Pay attention to Twitter chats and LinkedIn group conversations. Soak up all of the knowledge that's available, for free, right in front of you. Entrepreneurs who don't push themselves to keep learning and applying that knowledge in the way they work with customers will get left behind. If you aren't interested in learning, you can be sure that there will be others out there who are willing to spend time researching, learning, staying current and earning your customers' attention and respect. 2. Provide compelling insight. Your customers have a lot of information available to them, too. So when they come to you, they're looking for more than what they can get on their http://www.themhedajournal.org

Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2015

President’s Perspective
From the Desk of Liz Richards
Editor’s Note
MHEDA University Calendar
Ask Your Board
MHEDA MEMBER PROFILE Cisco-Eagle, Inc. BY STEVE GUGLIELMO
@ WORK Sarah Fiola, Tri Lite, Inc.
INDUSTRY PULSE Second Quarter Projections
GROWTH AS STRATEGY How to strategically plan and execute a growth strategy BY JERRY WEIDMANN
THE BENEFITS AND HAZARDS OF WORKING IN A FAMILY BUSINESS Having it both ways – a successful business and a happy family. BY BUDDY SMITH
Exhibitors’ List and Floor Plan
Exhibitor Summaries
ROCK STARS CREATE UNIQUE EXPERIENCES Enhancing your value proposition BY JIM KNIGHT
WHAT DOES A WINNING SALES STRATEGY LOOK LIKE IN 2015? BY RYAN ESTIS
THE SHIFT: A FORCE OF CHANGE IN THE NEW WORLD OF WORK BY SETH MATTISON
THE SEARCH ENGINE AND SOCIAL MEDIA RELATIONSHIP BY BRIAN BLUFF
New Members
Spotlight on Association News
Index of Advertisers by Product Category

The MHEDA Journal - Second Quarter, 2015

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