"I don't need any additional education. I've been in this industry for years. Besides I am too busy." This is what one salesperson told me when I suggested that he attend educational seminars at a recent trade show. I was floored.
The reality is that I have heard this many times before and a bigger reality is you must keep yourself educated and up to speed or you will eventually become irrelevant. Think of all the recent developments in marketing, technology, client behavior and social media – it's dynamic and ever-changing. Are you up to speed?
Take Control of your Professional Development
You are the pilot of your own ship and you control your destination. In a business world that is dynamic and ever-evolving, it is critical to remain relevant to your entire audience: prospects, employees, vendors and clients. According to Paul Kiewiet, author of a series of articles about how we are in a marketspace that has four generations of buyers and employees, each of those segments, buy, interact, and communicate uniquely and differently. Therefore, knowing how those dynamics play out makes you more relevant on multiple levels.
As a speaker, consultant and author I am constantly educating myself through reading and attending various education presentations both live and online. This is how I remain current and relevant. Here's an example. I had the pleasure of listening to Tim Brown lead a compelling four-hour presentation on compliance in our industry. I was blown away by what I learned, including the fact that many sales organizations are at risk due to legislative changes that have dramatically affected our industry. Whether or not you take educational classes – you are still accountable.
Do you know what the hottest trends are in the industry now? What are the up-and-coming trends? What are the hot colors for 2015? What are clients and prospects looking for? What are the new technology trends? What’s happening in Asia, Europe, and Mexico and how does that affect the supply chain? Get educated!
Become an Active Participant
Professional development means more than taking an occasional class or watching a webinar. It can include interacting with a mentor, speaker or presenter. When I speak I feel I deliver some great relevant content but every time I speak I learn so much (learning does flow both ways). After a presentation folks will approach me to share a story, an anecdote, or a case history that I can use in a future presentation or during a one-on-one consultation. Sharing is an important part in professional development.I have always learned something from everyone I interact with. You only need to be approachable and open to all possibilities – so get involved!
Make Friends at Every Level
I learn so much from younger people, especially children. I have found that having a huge cross-section of friends of widely varying ages really does add balance to my thought process. When I develop a new marketing program I run it by my children, my wife and a group of industry professionals who I trust will give me an honest appraisal and I get some remarkable feedback. It may be that the message is confusing to one group versus another, or the suggested delivery method appeals to one and not another – the insight is invaluable. After getting this feedback I am able to rework and tweak for optimal results.
Be Accountable for Your Actions/Inaction
With all of the education available to you through PPAI, ASI, local regional associations, and webinars and at shows, and not to mention all the relevant education that is available online in the way of blogs, articles and online presentations, there is truly no excuse to remain ignorant or stagnant.
Take a hard look at where you feel you are deficient and take the necessary steps to educate yourself in these areas. If you are unsure, I recommend starting by reviewing the PPAI curriculum. If you’d like my advice, I am happy to give you any and all information that I have to help get you on track – it would be my pleasure. Contact me at 301-717-0615 or cliff@quicksellspeaks.com.
Until next month, continued Good Selling and Get Educated!
Cliff Quicksell, MAS+, has been involved in the promotional marketing industry for over 30 years. He is the recipient of over 25 international sales and marketing awards for innovation, creativity and his contributions to the industry. He can be reached at cliff@quicksellspeaks.com or 301-717-0615.