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Speaker stresses need to know new customer behaviors

Business performance speaker Ryan Estis delivered the closing keynote address last Wednesday at the 2014 Marine Dealer Conference & Expo in Orlando, Fla., discussing evolving customer buying behaviors.

“Holding on to the status quo when the world around you is changing is a very dangerous thing,” Estis said during his address. “We are on the cusp of an even bigger transformation than we were in 2009, predicated on the notion that customers are changing the way they make buying decisions.”

The speech, “Lead Your Business to Breakthrough Performance,” gave dealers insight into where to spend the most time to get the biggest impact; how to create a sales culture of accountability and performance; how to coach teams to maximum productivity; ways to use technology to engage customers and shorten the sales cycle; and how to develop a plan to take immediate action.

“Ryan did an amazing job getting dealers excited about how to boost their sales results in today’s market,” Marine Retailers Association of the Americas education director Liz Walz said in a statement.

The MRAA produces the annual event in partnership with Boating Industry.

“We knew his energy and enthusiasm would be infectious and that he’d be just the right speaker to break through the intensity of the preceding days and deliver a message that truly stands out,” Walz said. “It’s clear that dealer attendees picked up on his positive message and are energized to return home and implement many of Ryan’s ideas and strategies at their own dealerships.”

A former chief strategy officer at McCann-Erickson Advertising, Estis is globally recognized for helping companies, leaders and salespeople embrace change, accelerate growth and achieve breakthrough performance in the new economy.

“Ryan was an incredible addition to the MDCE speakers’ roster this year, and we could not be more pleased to have him usher dealers out on a high note after several days of incredible education and training opportunities,” Boating Industry editor-in-chief Jonathan Sweet said. “A special thanks to the generous support of the dealers who comprise Boating Industry’s Top 100 Hall of Fame, as this group volunteered to sponsor the closing keynote. They made bringing Ryan to MDCE 2014 possible.”


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