Has your company made the equivalent of a better mousetrap? Check your mousetrap. Innovation is everywhere, with new products launched with greater frequency than the trade shows where they’re promoted. Yet, I have two questions for you:

1. Are you making just making better products or are you doing a better job at positioning them?
2. Are you rewarding users every time they use your products?

Those two questions are pressing, because with more players in the market and an expanding house of worship market means that you need to be able to answer those questions with an emphatic yes!

While innovation is important, it is likely that your firm could seriously benefit from reviewing your past sales performance into churches to determine what’s been selling and, more importantly, why churches are buying them.

At the same time, innovation in product features and benefits may not be the most important consideration in the future of selling to churches — social rewards may be the future for all of the A/V/L industry’s products.

Regardless of where your company is in developing products or selling to churches, the coming changes need to be identified, addressed and promoted to ensure you have a seat at the table of the house of worship market.