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New Program at MCC Changes Mindset for Effective Business-to-Business Relationships

Role of salespeople shifts to align with “new normal” business environment.

BRIGHTON, N.Y. – Sept. 24, 2014 – Major changes in the global business environment in the wake of the economic recession have transformed the way sales professionals work with customers. Today, being successful in business-to-business sales requires salespeople to help their customers improve their competitiveness, reduce operational costs and meet changing industry compliance requirements with their products/services.

Local employers say the challenge is recruiting salespeople with the skills to meet these expectations. In the Rochester area, on average more than 2,000 sales jobs are available, according to

To bridge the skills gap, MCC has teamed up with Worldleaders Sales Solutions in Henrietta to offer a new Smart Selling: Business to Business Sales System & Sales Skills Development program, the only one of its kind in the nine-county region that addresses all stages of the sales process and brings in business leaders to share their expertise with participants.

The 12-week noncredit certificate program introduces participants to a comprehensive approach to developing strategies and systems. It covers assessment of clients’ needs and advantage, effective proposals and presentations, behavioral styles, and steps to developing new customers and managing long-term client relationships. Participants become familiar with a sales model that emphasizes educating clients on how to improve their business performance in ways that their customers or competitors have not yet thought of.

In the final week of the program, participants demonstrate their knowledge and skills through mock sales interviews with local CEOs and business owners.

“We are living in a rapidly changing world, and the traditional methods for engaging and communicating between businesses is also changing. The availability of information is instantaneous, and the features and benefits of every product are at everyone’s keyboard. Sales professionals in today’s world need to possess the technical skills and processes so that they can align specific requirements of different companies,” said Andy Nolan, president of Steiner Technologies in Perinton who has an employee enrolled in the program.

“As a multinational, global sales organization, it is a challenge to speak the same language amongst the team, let alone deliver a consistent value proposition to our worldwide customer base,” said Lisa Withers, president and CEO of Spectracom Corporation in Henrietta. “The training provided in the new certificate program enables a shared perspective of the roles and goals of the technical staff and sales team to quickly translate a company’s value into terms that fit its customers’ strategic objectives. This will have a huge payback in reducing sales cycle time, optimizing internal resources and most importantly, winning business.”

The program benefits job seekers, incumbent workers and individuals seeking to change careers.

Graduates can immediately begin their careers as business-to-business salespeople within such sectors as advanced manufacturing, aerospace and defense, biotechnology, consumer products, energy/green technologies, health care, information technology, staffing/consulting and outsourcing, and professional services.

Classes begin Oct. 21 and continue through Jan. 22 from 5:30 to 9:30 p.m. Tuesday and Thursday at 1057 E. Henrietta Road, Suite 100 (across the street from MCC’s Brighton Campus). For more information, call (585) 292-3771 or email Deadline for registration is Oct. 20.


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