To Grow, How You Are Selling is as Important as What You Are Selling

Jeremy Erard SDI News

Jeremy ErardI recently read an interesting article in Inc. Magazine titled “6 Ways that Selling Will Change by 2024.”  Although the article itself was geared toward predicting trends in selling, it got me thinking about a slightly larger question…When organizations want to grow, where should they really be focusing their resources in order to achieve their goals?

Typically, when growth is the goal, companies are quick to develop and launch new products and/or services, open new markets, hire more sales people, or even upgrade their current sales and marketing personnel.  In most cases, this results in a significant investment of time and financial resources for modest (if any) ROI.

But how often do organizations invest an equal amount of time and financial resources in reinventing their process of approaching the market? Adopting a new sales methodology, restructuring the sales organization, and other fundamental actions can create a substantial competitive advantage in the market.  Unless your organization is on the leading edge a new emerging technology, this is likely one of the most impactful innovations your organization can make.

If you are in the middle of attempting to aggressively grow your organization, make sure you spend as much time thinking about evolving HOW you are generating demand as you are on WHAT your are generating demand for.


Demand Generation RadarComplete the form to receive our complimentary self evaluation tool to asses the current state of your organization’s Demand Generation Systems!


To assist with this initial assessment SDI has created a tool called the Demand Generation Radar.  This simple tool allows you to rate your organization in the 15 key areas that contribute to generating demand in the marketplace. Please take a moment to submit the short form here to download and complete the tool for your organization.

After all, your current market approach got you this far, but what is the likelihood that more of the same can get you to a fundamentally different place in the future?

Referenced Articles 6 Ways that Selling Will Change by 2024 (March 31, 2014) – http://www.inc.com/geoffrey-james/6-ways-selling-will-change-by-2024.html

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About the Author

Jeremy Erard

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Partner | A Grand Rapids, MI native with an entrepreneurial background spanning over 15 years, Jeremy has led the creation of several start-up companies and strategic business units that represent in excess of $200 million in annual revenue. Jeremy has worked with various clients across many industries to develop strategies and implement solutions that enable them to achieve profitable and sustainable growth, and secure and develop the critical talent necessary for future success.