This is a time of change. Businesses will change more in the next five years than they have in most people’s lifetimes so far. And that’s why it’s crucial that businesses adapt if they wish to survive and succeed. That’s the word according to author and retail/horticulture consultant John Stanley, who gave the keynote address at the 2014 Farwest Show.

“Every business in the world is at a crossroads,” Stanley said. “You can’t stay there too long, or your business will die in the next few years. You have to make changes. You have to move out of your comfort zone. You have no choice.”

The changes happening today are social, economic and technical. Winning businesses, Stanley said, will recognize the changes in how customers want to relate to businesses. Old-school sales techniques are dead. “The old system is broken, and you will not repair it,” he said.

In place of the old system? Daymakers. These are team members who develop insight into customer needs, and know how to offer more than the customer expects. It’s not about cost, or value. It’s about telling a story and creating an experience — something the customer will remember. It’s an important distinction.

“Salespeople process,” Stanley said. “Daymakers make people’s day.”

It’s also about being consumer-centric, not product-centric. Why is this important?

“You don’t sell product,” Stanley said. “Your customer sells your product through referrals.”

These referrals may come from person-to-person. Or, they may come through social media channels, such as Facebook, Twitter and others. That’s why all companies need to be familiar with these channels and have a presence.