Learning about the industry sector your customers are part of and experiencing the “real world” they live in day-to-day.

For partners attending the Citrix Summit 2015one of the last things you likely expect is that colleagues or a spouse will empathize when you arrive home exhausted from the week. Let’s face it, no one receives empathy (or sympathy) when it comes to a Vegas trip.

But, let’s take a step back.

Empathy is defined as “the ability to step into the shoes of another person, aiming to understand their feelings and perspectives, and to use that understanding to guide your actions”. Having empathy for customers and their IT buyers, business influencers and end-users has a lot to do with your success selling products, solutions and services to them – especially in today’s age.

And, that’s what Citrix Summit is all about – growing your business.

To show customers why they should invest with you and Citrix, we need a fundamental understanding of who our customers are and what it’s like to walk in their shoes. We need answers to questions like:

  • What keeps this customer up at night?
  • What do they value?
  • What are their bosses and stakeholders asking of them?
  • What is their competition doing?
  • How do they measure success and failure?

Let’s walk through an example.

Think about what might keep an IT Director at a regional community bank up at night versus an IT Director at a regional health system.

The Director at the bank might be worried about how to leverage mobile technology to transform banking branches, enabling a change in the way tellers, banking branch managers or loan officers engage with a different generation of customer. Or, they might be wondering how a solution could improve their customer’s experience, especially via self-service channels like web or mobile banking. Because technology investments like these could improve the bank’s competitive position against larger banks, strengthen customer relationships and create much needed opportunities to up-sell new services – all of which would improve their chances of getting CFO buy-in for a technology investment.

But, the Director at a regional health system would lose sleep over something completely different. They might be wondering whether a solution investment will help their IT team – who likely has flat budget and headcount – to support all of the new physician practices and users their organization acquired. Or, they might be asking themselves whether a solution can improve their posture when security audits accelerate in 2015 due to a rise in HIPAA data breaches. And they likely would be measuring the success of certain investments by how much the clinicians demand and adopt a technology.  While these are just two examples, the same could be said about the differences in other industries like Education and Manufacturing.

To help accelerate your Citrix business and strengthen customer relationships, Citrix Summit 2015 features two ways for you to gain better appreciation and knowledge of the Healthcare, Banking and Financial Services, Education and Manufacturing industries, including:  Three (3) industry-oriented sessions featuring business and technical experts from each sector:

The Real World Pavilion, a showcase environment in the Citrix booth where you can:

  • Speak with Citrix industry experts about relevant vertical use cases, ways to identify budgeted projects or understand challenges your customers face in their respective industries, licensing and more
  • Learn how to do a hands-on, day-in-the life mobile workspace demo for each of these industries
  • Find out what sales and marketing resources exist to help you be more successful in these verticals
  • Talk with some of our leading vertical sales reps about competitive wins and customer successes

While your colleagues and spouses may not show a lot of empathy for your long week in Vegas, the new vertical focus at Summit will help you embrace the power of empathy to sell more effectively in 2015 and beyond.

Register  or check out he exciting new conference venue now.

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