Newsletter

Make the Most of Your Trade Show Investments

// January 15, 2013

As we gear up for another year of industry trade shows, we find ourselves thinking about what’s made trade shows worthwhile for our clients in the past.

Leading up to our days on the road, we set goals within three key areas: 1) connect with current clients to continue to strengthen our relationships, 2) meet with potential clients and 3) stay engaged in what’s happening in the industry (trends, new products, market education).

Embrace the New Normal

// September 21, 2012

The market has brought us many new things over the last 4-5 years. 8 million fewer jobs, 75% lower housing starts, harder to obtain loans and reduced dispensable income just to name a few. It’s all led to a decline in the organic market opportunity, and therefore less opportunities to sell building materials or home improvement products. Or so it seems.

Change Your Business Results
by Changing the Conversation

// July 13, 2012

I had the opportunity last month to be a featured speaker at the International Door Association (IDA) Show, which focuses on the garage door industry. My topic was “Re-Thinking How to Outperform Your Market.” While preparing for the presentation, I found more and more information that made me think differently about the rich opportunity that existed in the category – if only the players in the market first change how they think about their market. In this article, I’ll explore the garage door industry’s particular opportunity, but I challenge you to see the parallels in your own industry. Ask yourself how you could re-think your own category – and consider how you can change how you and your customers approach your market.

Creating a Successful Product Launch

// May 2, 2012

So what is the cause of the low level of successful launches? Many leaders will explain that “we are terrible at execution”. Many put the poor execution moniker solely on the sales team. While part of that may be true, execution flaws can be wide and deep within the organization if you let them creep in. When product launches aren’t well aligned throughout the organization, failure is far more likely. It’s your job to ensure alignment from start to finish.

Ask the Panel: Selling Commercial Architects

// January 31, 2012

How can you win the spec in today’s highly competitive commercial architectural community? In Interrupt’s latest Industry Insight Panel, we sought some answers – speaking with Rachel Hepner Zawodny, a manufacturer’s sales rep for Technical Glass Products (TGP).

INSIGHT ONE: The Digital Divide Rachel shared with us that selling to today’s architects is a multi-dimensional challenge in terms of how they prefer to receive and best respond to product education. As we have seen in other product categories, the industry is evolving from print to digital.