The 16th Annual Legislative Conference Agenda

Understanding Today’s Customer’s Pressures, Generations, and Archetypes is paramount to a successful business.  Today’s buyers are shaped by digital habits, new standards for speed, generational outlooks, and the culture of the businesses they lead. In this fast-moving session, you’ll learn what’s driving those shifts and how they impact your sales and service approach. From the rise of digital-first decision-making to the growing influence of Millennials and Gen Z in the buying center, we’ll break down the pressures reshaping the marketplace. You’ll also discover two practical lenses you can use right away: generational tendencies and seven customer archetypes that cut across industries. Walk away with a field-ready guide that will help you see your customers more clearly, anticipate what they expect, and avoid the risks of doing business “the way it’s always been done.”