Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier Dealers
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Just like the move from analog to digital copiers made profound shifts to how we do things, the move from analog to digital prospecting and marketing opens new opportunities to grow business. With 94% of business buying decisions now beginning online and buyers 57% of the way thorough the buying process before engaging with a sales rep, copier dealers need to get smart when it comes to online sales and marketing. In this presentation you'll learn how you can move your dealership from analog to digital prospecting with LinkedIn. You'll also learn the latest inbound marketing strategies to leverage the internet to create and nurture leads. The presentation concludes with a practical three-step action plan for a copier dealership to build a powerful marketing engine.
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Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier Dealers
- 2. SESSION SPONSOR THE NEW BUYING PROCESS Darrell Amy Chief Innovation Officer, Dealer Marketing
- 3. 1995: Analogue to Digital
- 4. • The modern consumer is digitally driven, socially connected and mobile empowered. • They have unlimited access to real-time information about your company, products, competitors & customers • It’s time to adapt.
- 5. Buyer 2.0 Researches Online 1. Empowered with information 2. Afraid of making a bad decision 3. Pressed for time
- 6. Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep. Consumer Economics Board Survey of 1,400 business decision makers Harvard Business Review, July 2012
- 7. 57% Sales Rep Engaged The New Buying Process
- 8. Meet The Newest Members of Your Sales Team
- 9. 94% of buying decisions begin online Digital content IS becoming a deal breaker for consumers (especially younger buyers) who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
- 10. 84% of C-level/VP executives surveyed use social media to make purchasing decisions. IDC Social Buying Meets Social Selling April 2014
- 11. Pew Internet Research Project
- 13. How Will You Respond? Option 2 Take Advantage of the Trend Option 1 Continue To Get Squeezed Out 57% Sales Rep Engaged
- 14. How Will You Adapt to Buyer 2.0? 57% In Person Sales Marketing Online
- 15. 2015 Analogue to Digital Analogue Prospecting Digital Prospecting Analogue Marketing Digital Marketing
- 16. Digital Prospecting Cold calling is not dead, cold calling is different
- 17. 1. 3.9 million users in Australia 2. 200 conversations per minute in LinkedIn groups 3. 10th most popular site in the United States
- 18. Reps using social selling realize a 66% greater quota attainment than traditional prospecting means Sales Benchmark Index
- 19. Digitally-Enhanced Prospecting Mine Connections Connect Build Credibility Request Meeting Online New Sales Skills Needed
- 21. MineConnections Second Level Connections & Group Members Title Location
- 23. LinkedIn Helps You 1. Enhance your personal brand 2. Build your relationship funnel Build Trust Create New Opportunities
- 24. Social selling sees a 15% conversion rate Sales Benchmark Index
- 25. Sales Funnel Relationship Funnel DigitalProspecting Metrics 1. # of C-Level Connections 2. Profile Quality 3. References 1. Calls 2. Appointments 3. Proposals 4. Sales
- 27. Business Head Shot Personal URL Headline: What You Do (Not Your Title)
- 28. Regular Status Updates • Position as a Thought Leader • Top of Mind Awareness Helped a law firm re-plant 200 trees to offset the paper they used last year. #PrintReLeaf Medical Clinics: Check out this helpful article… How To Get Your Office Ready for The Coming ICD-10 Conversion Enjoyed seeing how the teachers at Middlebrook High School are preparing leaders of tomorrow with Chromebook Carts and Digital Whiteboards I was surprised by the stats in this special report: Five Ways to Protect Your Critical Business Information fro Cyber Attack
- 29. Analogue to Digital Marketing Analogue Marketing < Sales Digital Marketing is Sales
- 30. Implications • Knowledge is stored in the sales reps’ heads. • You need to make that knowledge available online 57% Digital Marketing In Person Online
- 31. How To Create Leads Understand Your Prospects’ Questions Offer Information That’s Helpful To Them Implement Automated Processes
- 32. Buyer’s Journey What Type of Questions? Awareness Consideration Decision • I have a business problem • What are the potential solutions? • What have other people done? • Who can help me? • Who is credible?
- 33. From Advertising to Answers • Buyer 2.0 Wants Answers to their Questions • Problem: Different Buyers have Different Questions
- 34. Buyer Personas I.T. Director Managing Director FinanceDirector
- 35. Buyer Personas 1. How would your persona describe themselves? 2. What is your persona’s job level or level of seniority? 3. What does your persona value most? 4. What are they trying to accomplish, achieve, or are working towards? 5. What problems are they struggling with that you can help solve? 6. What are their most common objections to your products or services? 7. What is their demographic information? (Age, Income Range, Education Level) 8. What experience are they looking for when seeking out products or services like yours? 9. What does a day in their life look like? 10.Where do they go for information? I.T. Director Ivan
- 36. Example: Practice Administrator Pam Practice Administrator Pam Roles Pam is responsible for the overall profitability for the medical practice. She's a wife and mother who juggle in her career and personal life. Goals Keep the physicians happy, patients happy, practice profitable and compliant Challenges Healthcare is in a state of flux with compliance, Obamacare, IDC 10 approaching and things coming at her from all angles of the business. Age 40-55 Education Ranges - younger PAM has a college degree - older PAM has learned by doing
- 38. Call-to-Action
- 40. LandingPage
- 41. ThankYouPage
- 43. Offer3: Decision
- 44. HandoffToSales • Marketing Qualified Lead • Handoff to sales once the prospect meets a minimum lead score • Examples: • Moved through Awareness, Consideration, and Decision Stages • Read 5+ Blog Posts
- 45. HandoffToSales • Passed as Lead to CRM • Rep gets full visibility into the Buyer’s Journey • Web Pages Visited • Emails Opened • Offers Downloaded • Social Media Clicks
- 46. SESSION SPONSOR What Do We Do?
- 47. Digital Sales/Marketing Plan 1. Helpful Web Presence 1. Website with a Blog 2. Company Social Media 3. Search Engine Optimized 4. Mobile-Responsive
- 48. Digital Sales/Marketing Plan 1. A Helpful Web Presence 2. Digital Prospecting 1. Completed LinkedIn Profiles 2. Mining for Connections 3. Regular Updates
- 49. Digital Sales/Marketing Plan 3. Inbound Marketing 1. A Helpful Web Presence 2. Digital Prospecting 1. Buyer Personas 2. Buyer’s Journey Offers for Awareness, Consideration and Decision 3. Marketing Automation System Linked to CRM
- 50. Next Steps Digital Sales and Marketing Transition Plan Darrell Amy damy@dealermarketing.net 02 8310 4841 x.101
Notas del editor
- More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
- Dig in – who are your second degree connections – who can you connect with – like minded folks who are valuable.
- After the break, I’ll show you some strategies to get you connected with every decision maker and influencer in your territory.
- Engage with prospects Reply to questions posed DO NOT SELL – be useful to them
- At the end of a blog post or on the sidebar of your webpage, give them an action. You have to create the path for them to follow.
- Once they hit that submit button, they should be redirected here. You have to thank them and give them a place to download that offer.