The Evolving Dealership-Presented at IBPI on 6-16-2013
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Dealers face tremendous business challenges with new competition and downward price pressures. All of this is happening in an environment where it is hard to recruit reps and nearly impossible to train them on every product, service and solution a dealer sells. Join us to hear Darrell Amy (Dealer Marketing) explore new ways to sell and develop creative marketing strategies. The goals are to create new leads and cross sell your customers into everything your dealership offers!
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The Evolving Dealership-Presented at IBPI on 6-16-2013
- 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE EVOLVING DEALERSHIP Changing the Roles of Sales and Marketing to Meet Today’s Business Challenges Darrell Amy
- 2. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TODAY • Making sense of the confusion – How do you add value? – What kind of dealership are you? • Sales approach • Marketing strategies
- 3. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT DOES IT MEAN TO BE A VALUE PROVIDER?
- 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys VALUE PROVIDER EQUATION KNOWLEDGE + TECHNOLOGY + SUPPORT = ROI Understand their business problems Use technology to fix the problems Be there when they need help
- 5. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT KIND OF DEALERSHIP ARE YOU?
- 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE BIG QUESTION • How do we make sense all of the products, services and solutions we sell? Printers Variable Data Prin.ng Supplies Produc.on Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Rou.ng Cost Recovery VOIP
- 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CHALLENGES • Customers are confused • Sales reps are confused • Marketing is chaotic Printers Variable Data Prin.ng Supplies Produc.on Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Rou.ng Cost Recovery VOIP
- 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOLUTIONS COMPANY Documents drive business processes. We help companies use technology to manage documents and improve workflow. Benefits • Improve productivity • Enhance customer service • Create disaster recovery plans • Comply with government reg’s MFP’s Input (Scan) | Output (Print) Content Management Workflow Optimization Use Print Assessment Tool to Discover Document Use/Flow Quarterly Reviews to Discover Workflow Enhancement MPS
- 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SERVICES COMPANY When technology goes down, business grinds to a halt. Enjoy the same support you get for your copiers for all of your office technology. Benefits: • Maximize productivity • Manage cyber security risks • Create a disaster recovery plan Copier Service Desktops Servers Workflow Optimization Quarterly Reviews to Discover Workflow Enhancement Printers
- 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SYSTEMS COMPANY You need document production for your business. We understand (production print/CME) and deploy systems to enhance your business. Benefits: • Maximize profitability • Outstanding support • Specialized solutions Copier Service Production Niche Solutions Quarterly Reviews to Discover Workflow Enhancement Wide Format 3D Printing
- 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DISCUSSION Which kind of dealership are you? 1. Solutions 2. Services 3. Systems (with Specialty Niches)
- 16. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IMPLICATIONS • What is your message to the market? • How are you going to approach the sale?
- 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW ARE YOU GOING TO SELL? Sales Strategies
- 19. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys YOU HAVE ONE MINUTE WHAT DO YOU TALK ABOUT WITH A PROSPECT? Printers Variable Data Prin.ng Supplies Produc.on Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Rou.ng Cost Recovery VOIP
- 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IT STARTS OUT SIMPLE • Begin with the client’s business challenges • Empathize
- 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SERVICES APPROACH • Does your business rely on technology? – Technology poses risks • Information Security • Viruses • Disaster Recovery – Technology requires support – Do you have a full IT support department? – We can provide support for your office technologies for less than the cost of a full time employee Services
- 23. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOLUTIONS APPROACH • Have you ever thought to yourself that there could be processes inside your company that could be improved? • We help our clients integrate technology to improve their business processes, helping increase profits, improve competitive advantage and reduce risks. • What challenges are you facing in your business today? Solutions
- 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SPECIALTY SYSTEMS APPROACH • Have you ever wondered if there are technologies that could help you gain competitive advantage and improve your profits? • We help engineering and design companies integrate the latest 2D and 3D printing technologies to improve their processes and lower costs. • What are some of the biggest challenges you are facing in your business today? Specialty Systems
- 25. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE NEW SALES REP “We need to stop looking for technical people who can sell and develop business people who can sell.” Selling is Dead
- 27. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE TECHNOLOGY INTEGRATION REVIEW • We are always looking for ways to improve the value we deliver to our clients. • You have installed powerful technology in your office. Chances are you are only using a fraction of its potential. • We want to help you fully integrate it to help you improve your business, increase productivity and reduce your security risks.
- 28. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TECHNOLOGY INTEGRATION REVIEW • What challenges are you facing in your business today? • What are your biggest goals? • How are people using the technology? • Are there security risks?
- 29. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TECHNOLOGY INTEGRATION REVIEW • Prepare a report for the client: – Their Business Challenges – Ideas for Improved Technology Use – Process Improvement Ideas – Security Risks – Recommendations
- 30. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys KEYS TO SUCCESS • Sincerity • Passion
- 31. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW ARE YOU GOING TO MARKET? Positioning Lead Generation Strategies
- 32. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT IS YOUR CORE MARKETING MESSAGE? Printers Variable Data Prin.ng Supplies Produc.on Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Rou.ng Cost Recovery VOIP
- 33. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THREE APPROACHES Services Solutions Specialty Systems We support your technology. We help you integrate technology to improve your business. We have specialized knowledge that will help you business.
- 34. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO GET THE MESSAGE OUT
- 35. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT PERCENTAGE OF YOUR CLIENT BASE IS IN A MANAGED SERVICES PROGRAM? HOW DO WE INCREASE THIS NUMBER?
- 36. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE CHASM Geoffrey Moore, Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers
- 37. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys INNOVATORS MAINSTREAM Love technology Skeptical about technology Take Risks Scared of making a bad decision Want to be seen as leaders Want to know what others are doing
- 38. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO MAINSTREAM BUYERS PERCEIVE YOUR DEALERSHIP AND YOUR MANAGED SERVICE PROGRAMS? SAFE CHOICE OR RISKY?
- 39. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE THREE HURDLES They do not understand how the client values the offering. Current customers and the market are not aware of the managed services offering 39 They do not see the provider as a credible source of IT services Awareness Credibility Value
- 40. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE THREE HURDLES They do not understand how the client values the offering. 40 Awareness Credibility Value
- 41. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys COMMUNICATING VALUE • Why do clients’ buy managed services? – Reduces The Number of Vendors – Eliminates Inventory Costs and Risk of Theft – Frees Up IT Staff to Focus on Core Projects – Enhances Security – Manages Unmeasured Costs – Addresses Problems Proactively – Maps Out a Technology Upgrade Plan 41
- 42. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys COMMUNICATING VALUE • Communicate value in the clients’ language – What are their business problems? – How can you connect your managed services offerings to their problems? 42
- 43. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CREDIBILITY 43 They do not see the provider as a credible source of IT services Awareness Credibility Value
- 44. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DOES YOUR DEALERSHIP LOOK AND FEEL LIKE A CREDIBLE SOURCE OF I.T. SOLUTIONS?
- 45. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO I BUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts • Social Media Participation • Professional Documents 45
- 46. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO I BUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts 46
- 47. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO I BUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts • Social Media 47
- 48. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO I BUILD TRUST? • Educate Your Clients – Events/Webinars – Special Reports/White Papers – Blog Posts 48
- 49. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO I BUILD TRUST? • Get Endorsed • Case Studies • Get References • Google • LinkedIn • Facebook 49
- 50. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys AWARENESS Current customers and the market are not aware of the managed services offering 50 Awareness Credibility Value
- 51. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys AWARENESSVALUE & CREDIBILITY HOW WE’RE HELPING DEALERS Weekly blog posts and quarterly graphics updates Automated email/ social/Google lead gen campaigns Placement on page one of Google for key search terms Daily social media updates and follower building