The MHEDA Journal - Second Quarter, 2015 - (Page 42)
What Does a Winning Sales Strategy
Look Like in 2015?
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
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
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
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
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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
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
Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2015
From the Desk of Liz Richards
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
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
Spotlight on Association News
Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2015