Taking the attitude of 'Change or Die' and if you are not having channel conflicts, you are probably not being aggressive enough. This session, presented by Scott Lechner, discusses how, at Zoeller, they were forced to 'think outside the box' and look to grow market share outside their traditional wholesale customer base. Learn how the team was conscious of doing this both profitably and without eroding their current loyal customer base. Channels that they successfully integrated into (and cannot be ignored going forward) included Retail, Big Box Retail, E-commerce, and OEM (Original Equipment Manufacturing) accounts.

§ Key Takeaways:

1. Understanding the changes in the dynamic marketplace

2. Identify and understanding both your product and your competitor's products

3. Building a 'value added' story (sales presentation) around your niche

4. Using differentiation and branding as a selling tool

5. How to gain entrance to the target customer