University of Innovative Distribution
The Four Pillars of the Sales Profession, Sales Professional Training Camps
Sales Professional Negotiation™
Business Valuation: Why? When? How?
Results Focused Online Marketing Webinar Series


University of Innovative Distribution

March 11-14, 2018
Indianapolis, IN

The University of Innovative Distribution (UID) is a concentrated educational program focused on the unique needs of the wholesale distribution industry. Known worldwide for excellence in education, UID is sponsored by PIDA and other leading distribution associations, in cooperation with the Department of Technology Leadership and Innovation of Purdue University. Working together, these groups take great pride in providing a superior learning experience.

For more information visit the website.

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The Four Pillars of the Sales Profession, Sales Professional Training Camps

Oct 31-Nov 2, 2017 in Dayton, Ohio
2-1/2 days of practical skills, tools and fundamental disciplines that are essential for sales professionals and a productive sales team.

Included in this course:

The Four Pillars are stabilized and sturdy when the tools and disciplines of our profession become standardized. This program provides curriculum that is understandable, applicable and proven; facilitation that is passionate, persuasive and believable; and participant response that is motivated, challenged and measurable.

  • Pillar I — Personal Disciplines
    Learn the 24 disciplines needed as a professional sales person. Taking personal ownership of these will assure consistent actions and maximized results in your territory or area of sales responsibility. Sales is an individual sport where you must employ your own workout regimen and have a personal work ethic for brilliant performance and continuous improvement! These sessions will inspire personal change and improved time management.

  • Pillar II — Relationship Skills
    People buy from people that they like and trust. This course will sharpen core communication skills and drive home the importance of active listening! Highly engaging sessions will help you build relationships and skillfully adapt to all types and styles of customers.

  • Pillar III — Strategic Selling
    Attendees will gain a clear understanding of the big picture and the full range of responsibilities expected of sales professionals. Prospecting, account penetration, follow-up, service, and CRM will all be addressed. We will focus on territory management and implement formal strategic planning for key, major accounts.

  • Pillar IIII — Tactical Selling
    Includes a full day, target account workshop where each person selects an actual customer and will pre-plan for the next call with that customer. Using the workbinder, discussion, and help from peers, managers and the trainer; each will complete a written pre-call plan. Includes a high impact role-play session - recorded digitally and professionally critiqued! We will also work on skillfully responding to objections and negotiation ploys.

This training will inspire immediately and have significant long term impact - changing behaviors and building consistent professional selling disciplines! Discount registration for PIDA members. Learn more and register.

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Business Valuation: Why? When? How?

Understanding your company's value is the starting point for all strategic planning and long-term value creation. Whether considering a sale in the next 12 months or the next 12 years, this valuation presentation will help PIDA members understand the drivers that influence value and will offer business owners actionable insight as to how they can maximize and realize this value. Participants will gain a better understanding of the following:

  • Who is the most logical buyer for your business and how will they evaluate it?
  • How to best prepare and position your company to maximize the value when you sell
  • The 5 methods of valuing a business
  • A case study of a pet industry distributor: how is their current value determined and what are the drivers that will allow that company to have an even higher valuation one year later.
  • An overview on pet industry transaction activity in private capital markets
  • How the current economic climate has changed the value of your business


Carol Frank is a former CPA and 20+ year veteran of the pet industry. She is the founder and former president of Avian Kingdom Supply and Avian Adventures, Inc. and has actively participated in the sale of three pet industry companies. Carol is currently working with SDR Ventures as managing director specializing in the pet industry. SDR Ventures is a Denver based boutique investment bank focusing on small to middle market manufacturing and distribution companies.

Don Van Winkle: Don's 30 year professional career includes advisory and operation experience across a broad spectrum of industry sectors ranging from corporate banking to distribution. In corporate banking, Don has held roles as President and Corporate Lender. Prior to this, Don was the CEO/Owner of a multiple store retail grocery group and COO/CFO of a large sportswear design and distribution firm. Don is currently a managing director at SDR Ventures.

Travis Conway has spent the past 9 years providing financial, strategic and legal?related advisory services to a wide array of privately and publicly-held companies. As an SDR Director, Travis advises clients involved in capital formations, transactions and strategic decisions and leads all client valuations. Prior to joining SDR, Travis was a consultant at Ernst & Young as well as Navigant Consulting. Travis has a Bachelors in Finance and Economics from Trinity University.

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PIDA and the Association Education Alliance (AEA), recently hosted the Results Focused Online Marketing Webinar Series. These Webinars are now available on-demand:

Seven Steps to Search Engine Marketing Success

Right now, somewhere, a potential customer is searching for your products. But, who will they find first - your company or your competition? Search engine marketing is all about getting in front of customers at the very moment they are searching for your products on Google and the other engines. But how do you take full advantage of search engine marketing and outshine your competition. This enlightening Webinar will put you on the path to search engine marketing success. You will learn how to: Make your Website attractive to Google; Choose the most profitable keyword phrases ; Attract quality links to your Website ; Run a results-focused pay-per-click advertising campaign; Measure your search engine marketing success and more!

How to Be Successful with Email Marketing

Is your email newsletter a success? The big challenge in producing a successful email newsletter is generating content that will motivate prospects and customers to open, read, and respond. E-newsletters that simply provide a recap of your latest products and news may be of great interest to you, but they are of little interest to your readers. This enlightening webinar will show you how to make your e-newsletter a 'must read' and a valuable nurturing tool for you business. You will learn proven tips to: Define an effective email marketing strategy; Build your list and gain permission; Create content your customers will love; Measure the success of your email marketing efforts and more!

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Pet Leadership Council
Pets in the Classroom
Global Pet Expo
Pet Industry Leadership Conference



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