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!

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

8. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MAPPINGTHEMARKET

9. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MAPPINGTHEMARKET

10. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MAPPINGTHEMARKET

11. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MAPPINGTHEMARKET

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?

17. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BREAK

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

21. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
THREE APPROACHES
Services Solutions
Specialty
Systems

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

26. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
TECHNOLOGY INTEGRATION REVIEW

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

52. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MANAGED MARKETING SERVICES
10%
Discount
for IBPI
Members

53. www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FREE RESOURCE
www.DealerMarketingSystems.com
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