All systems go for Austin!

Adam Anderson, CPMR
Vice President, Norris & Associates
2024 ERA Conference Chair

by Adam Anderson, CPMR

A new year has begun, and the 2024 ERA Conference is approaching fast. The Conference has long been an important event for our industry and it continues to be a great way to develop relationships, knowledge and skills. One of the primary objectives of ERA is to educate its members, and the annual conference has become a must-attend event for reps, distributors and manufacturers as a way to continually learn and improve.

The theme of this year’s conference is “All Systems Go: Energizing Our Customers’ Experience.” Much has changed in our industry in the past few years and the value proposition that we bring to our customers has certainly evolved. As sales professionals, we must clearly understand what our customers need from us and what we can do better to help them be successful. This year’s conference is all about looking at the field sales function through the eyes of our customers and learning how we can become the valued, trusted resources that are needed today more than ever. The Conference planning committee has worked hard to incorporate the voice of the customer into this year’s keynote, general, and breakout sessions.

The Conference program will kick off on Monday morning, Feb. 26, with a keynote session titled “Build Trust and Connection to Create Influence Monday to Monday.®” Our speaker will be Stacey Hanke, an expert in communication who will speak about building influence in a virtual world, creating a unique brand and communicating with customers and business partners effectively.

The four general sessions will start with a detailed look into our economic future with economist Andrew Busch. Andrew will take a deep dive into how innovation, policy changes and societal shifts drive opportunities for our businesses and customers. Author and consultant Cam Marston will show us how to create fast and genuine connections with new customers, sell to our customer’s expectations, build trust between generations and avoid communication pitfalls.

To continue with our customer-focused theme, author and researcher Brent Adamson will discuss how sales teams and organizations can become a trusted source of confidence creation for their customers and empower them to make large-scale decisions. We will close out the Conference schedule with a presentation by Crystal Washington, a technology marketing strategist and futurist. Crystal will take a look at exciting technology and trends that will impact our industry and world in the next 10 years. One of the unique aspects of the ERA Conference has always been the breakout sessions, and this year will be no exception. The Breakout Session planning committee has been working hard to create 15 diverse sessions that are packed with information, best practices and actionable takeaways.

The Conference would not be possible without the hard work and dedication of the ERA staff and the dozens of ERA volunteers from around the country who have selflessly given countless hours in order to make the Conference a world-class event —thank you! I would also like to thank the many companies who have generously sponsored the Conference year after year. The value of your participation and contribution to our industry is greatly appreciated.

The ERA Conference is one of my favorite events of the year because it provides an opportunity to briefly step away from the non-stop demands of business and focus on learning and improvement. I always return home feeling inspired, energized and encouraged. My hope is that your experience at this year’s Conference will be a great one as well. All systems go! See you in Austin!