Missionaries ... Breaking into New Markets!

I had the privilege of attending my first medical conference (appropriately named SCAR) in Salt Lake City, Utah. The conference brought together leading radiologists and equipment manufacturers from around the world and featured educational sessions and exhibitor booths.

The purpose of our trip was to scope out opportunities in the medical industry, specifically in radiology, for our company's products. This was my tenth conference so far this year and was part of my continued journey and ongoing missionary work -- work focused on introducing new technology (something that most people have never seen before) to well-established markets. This is an exciting time for our company as we commercialize the technology and a very fortunate opportunity for me to learn so much about a number of industries, from medical, wireless, electronic publishing, digital imaging and CAD!

Throughout this journey I have found it critically important to keep a strong sense of perspective and realistic expecatations. Most importantly, I have found it adding volumes to my patience quotient. The primary goals at these trade shows have been to make the necessary contacts, introduce the technology, and most importantly, plant the relationship seed. This is not as easy as it sounds.

Fortunately, we have some interesting technology; most people say that it is "cool." This feedback, however, does not guarantee their willingness to write a cheque. Business development, missionary work and successfully breaking into any industry requires a number of things, the least of which is a strong belief in what you are doing!

Keeping a strong sense of faith and belief will allow things to materialize in your favor - Good Luck!

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