ERA PRESS RELEASE
For release on: December 20, 2023
Contact: Clare Kluck / Communications Director / ckluck@era.org

Announcing 2024 ERA Conference General Session Speakers Brent Adamson and Crystal Washington

The 2024 ERA Conference Committee is pleased to announce that Brent Adamson and Crystal Washington will present as General Session speakers at the annual ERA Conference, Feb. 25-27, in Austin, Texas.

Brent Adamson

Brent Adamson is a researcher, author, presenter, trainer and advisor who has been billed as having “the biggest crystal ball in B2B sales” and is co-author of The Challenger Sale and The Challenger Customer.

Adamson will present “Creating Customer Confidence to Make the Sale” during the Tuesday, Feb. 27 morning general session. In this session, Adamson will cover how to overcome the most significant forces that are eroding customer confidence: decision complexity, information overload, implementation uncertainty and value opacity. He will teach the audience how to use customer insecurity as a point of opportunity to build trust with the customer and set themselves apart from other sales teams by solving what your customer is craving and giving them the ability to believe in themselves.

“Brent’s expertise and passion for researching and sharing new information about the critical intersection between selling and buying in B2B settings will be incredibly valuable for our audience,” said Julie Carr, MacInnis Group, co-chair of the Conference Keynote and General Sessions Committee. “His practical insights regarding buyer-seller interactions, the full customer value lifecycle and building customer confidence are especially compatible with our Conference theme this year of ‘energizing our customers’ experience.”

Crystal Washington

Crystal Washington, CSP, CPAE, is a technology strategist, certified futurist and author, whose clients have included Google, Microsoft and GE. She is a “tech translator” who specializes in taking complex social media, app and web topics and makes them easy to understand for everyday people.

Washington will present, “The Future is NOW: Technology & Trends That Will Revolutionize” on Tuesday, Feb. 27 at the final afternoon general session, where she will present a high-energy session on exciting and practical ways that technology will rock our world over the next 10 years. Attendees will learn the top five technologies that could interrupt or revolutionize our industry and walk away with the ability to use new tactics and stay ahead of the trends.

“Our Conference audience always loves ‘future in tech’ sessions, and I have no doubt that Crystal’s high-energy session will inspire and motivate us,” said Carr. “Crystal’s ability to break down complex tech topics will allow the audience to understand, embrace and leverage the latest technology trends and move forward with empowering insights.”

ERA thanks the entire 2024 ERA Conference Keynote/General Sessions subcommittee for their time and dedication in reviewing general session candidates and making its selections.

Read more information about Brent Adamson.

Read more information about Crystal Washington.

About the 2024 ERA Conference

The 2024 ERA Conference is an educational and networking event that offers the only opportunity for electronics industry reps, manufacturers and distributors to learn together from many experts in an environment dedicated to sharing proven best practices in field sales and marketing. Complete with keynote speakers, breakout sessions and networking events, this do-not-miss event offers a collaborative and energetic environment where all attendees can learn, connect and grow.

Read more information about the 2024 ERA Conference.

About ERA

The 88-year-old Electronics Representatives Association (ERA) is the international trade organization for professional field sales companies in the global electronics industries, manufacturers who go to market through representative firms and global distributors. It is the mission of ERA to support the professional field sales function through programs and activities that educate, inform and advocate for manufacturers’ representatives, the principals they represent and the distributors who are reps’ partners in local territories.

Find out more information about ERA.