RVDA Keynote: Don’t Wait to Reinvent Yourself

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LAS VEGAS – There is no denying that the U.S. RV industry is in an upswing such as hasn’t been seen for at least the better part of a decade.

But it wasn’t that long ago that the industry, as well as the rest of the American economy, was faced with a lot of difficult decisions that left many companies in the scrapheap of history.

With those memories still fresh, marketing professional Ryan Estis urged those attending the RV Dealers Association Convention/Expo not to wait for the next crisis to make changes. Now is the time to act.

View photos from the RVDA Convention Expo, here

“You have to reinvent now to remain relevant in 2020,” Estis told the crowd that packed the Platinum Ballroom at Bally’s Hotel & Casino on Tuesday.

Estis urged the dealers and suppliers to take four steps to make sure they not only keep up with a changing world, but get out in front of the change.

  • Initiate continuous reinvention. Instead of waiting for tough times and then taking drastic measures, the successful business will constantly be changing. “You have to get a lot more comfortable being uncomfortable,” he said.
  • Brand the customer experience. In the modern age, customers don’t buy on price. They buy on perceived value and on the experience the product can provide. The modern customer, if thoroughly sold upon the experience, not only becomes a consumer, but can become a valuable marketing voice. Dealers should strive to create “brand evangelists”.
  • Prepare to win. Estis said those who are determined to be “future makers” are those who will succeed in business beyond 2020. He said it is important for a businessman to ask himself two questions. Who will I impact? How will I be remembered?
  • Take action now. Rather than waiting for emergencies, start thinking about new business ideas immediately.

A good practice for business leaders to engage in is to come up with three ideas to put in place in the next 30 days.

Businesses that are willing to act on these challenges can make a breakthrough performance that can lead them to success beyond the near term and through any economic challenges and be ready for success beyond 2020.

Estis has more than 20 years of experience as a top sales professional in an ad agency and as a consultant. His clients include AT&T, MasterCard, Adobe, MassMutual, the National Basketball Association, the Mayo Clinic and Prudential.


Travis O. Pryor

Travis Pryor is the former managing editor of RV PRO.

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