Business Technology Association (BTA) just held another successful conference in Orlando Florida February 10-11, 2012. This summit was designed to deliver thought-provoking content and discussions on the current state and the future of the Imaging Industry. I think the real value was the opportunity for so many influential leaders to chat about business, swap stories, and solve problems.
The event was built around one keynote presentation and five additional education sessions by industry leaders. Many thanks to the BTA and their helpful staff for putting together such a well organized and successful event. This year’s topics included “Understanding Your Customer: Output Strategies” by the keynote speaker Marty Canning, president, Imaging Solutions and Services, Lexmark International Inc., recruiting and selecting sales reps for MS and MPS by Rich Sissen, services challenges every dealer faces by Ken Staubitz, the rise of social media in business by Martin Perry, what’s on the horizon for BTA dealers in 2012 by Keith Kmetz, and yours truly was very privileged to present the hot topic of how aftermarkets is an untapped resource.
Some of the key points that stood out to me were the following:
1. Rich Sissen (Sissen & Associates) “people’s behaviors don’t change. . . behaviors are usually set in their teens . . . attitudes can change – behaviors don’t . . .”
2. Martin Perry (in2communications Inc.) “traditional marketing and communication approaches are quickly giving way to “social business” . . businesses are moving away from outbound marketing (customers look at the old forms as an interruption) and moving towards inbound marketing (in which companies are asking permission with clients). . . this forever changes the way businesses communicate with customers and the way customers make buying decisions. This shift in the buy/sell equation is changing how you reach and influence buyers. Look up your company on “yelp” and know what others are saying about you in posted reviews.”
Overall I thoroughly enjoyed reconnecting with old contacts and meeting new ones that can strengthen company’s competitive advantages. If you weren’t able to make it to the conference, but you are interested in seeing my presentation on turning an “order-taking aftermarkets department into a “sales machine,” please feel free to contact me.
