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Selling in a Challenging Environment

Practical Strategies for Finding Funds, Creating Value, and Closing Deals

September 5, 2012

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In this informative session, MDR’s panel of experts provided tips and strategies for finding business opportunities in the unpredictable market.

An overview of the funding landscape set the stage for a lineup of practical sales strategies for establishing need with customers so you can close the sale.

Participants heard:

  • Highlights of the current funding situation
  • Tools and resources for determining funding sources
  • Sales best practices for a challenging market
  • Actionable tips to create need and value with customers

Our Expert Panel

Anne Wujcik
Senior Education Research Analyst, MDR

Anne Wujcik has more than 25 years of education and publishing experience. She is a Senior Education Research Analyst in MDR’s Market Research Department and Managing Editor of EdNET News Alert. As a Research Analyst, Anne uses her market experience to inform quantitative and qualitative research projects and also conducts focus groups nationwide. As Managing Editor of EdNET News Alert, Anne is responsible for strategic positioning and content development for the newsletter and news alert services, policy analysis, and tracking education market trends. Anne is also part of the EdNET Insight team, MDR’s research and information service that delivers decision support services to industry leaders.

Anne ran her own consulting firm, helping companies in the education market developing and implementing strategic marketing plans. Anne spent a year as Market Research Director for the Software Publishers Association, now SIIA, and was Director of Research for TALMIS, the leading market research company focused on educational technology use. Anne began her career as an elementary school teacher. She has a master’s degree in early childhood education and supervised early education programs for the state of Georgia. 

Pat Walkington
Co-Owner, Walkington/Sugarman Education Sales Advisors

Pat has more than 20 years of experience creating, leading, and growing the education divisions of technology companies. Pat has served as Vice President, Sales & Marketing, in a number of companies, such as The Learning Company, Broderbund Software, Adaptive Curriculum, and others. She is also a respected consultant to many of the leading educational technology companies, including netTrekker, Intellitools, Evan-Moor, Learning.com, ABC CLIO, LeapFrog Learning, etc. She has served on the SIIA Education Division Board of Directors and is a co-founder of Making It Happen in Educational Technology.

Larry Sugarman
Co-Owner, Walkington/Sugarman Education Sales Advisors

Larry has been involved with software and SaaS companies for almost 40 years, 25 of which have been focused on education. He was the Western Region Vice President for Jostens Learning for ten years prior to forming his own sales training and consulting company, SMART Selling. During the past 15 years, Larry’s training has helped over 2,500 sales professionals in the education market to improve their effectiveness and efficiency, resulting in increased revenues and shortened sales cycles. His clients include Pearson, DreamBox, Apple, IBM, Curriculum Associates, eChalk, Smarthinking, eCollege, and others.