You have launched a managed services business knowing that it will be an important part of your future. But while some of your key clients have signed up for managed services, the majority of your customers and prospects still view you as a copier company. In this workshop-style session, you will learn practical strategies to cross the chasm and position your managed services and document solutions offerings so that the majority of your clients want to sign up. You'll discover ways to get the attention and buy-in of the majority of your current and potential clients so that your managed services business can become a core revenue driver in your dealership.

1. Marketing to Make Managed
Services Mainstream
Darrell Amy Larry Levine
Chief Innovation Officer Social Sales Coach

2. Challenge
• How do we make Managed I.T. a core part of
your customer base?

3. The Chasm

4. The Mainstream Buyer
• Skeptical
• Don’t want to be the
first one!
• Afraid of making a
bad decision
• Want references
from their peers

5. How Do You Make Managed I.T.
Mainstream in Your Dealership?

6. Two Questions
Would you trust your
dealership with your
network and data?
Would you trust your
sales rep to give you
technology advice?

7. Buyer 2.0
Researches Online
1. Empowered with information
2. Afraid of making bad decisions
3. Pressed for time

8. 1. Pass the Online Smell Test
Does this company/sales rep look like an
team of technology experts?

9. Your Online Presence
• Look like you’ve been doing I.T. for a long time
as a core part of your service offering
– Share content related to I.T.
– Show I.T. on your home page
– Feature I.T. tech partners

15. Your LinkedIn Profile
www.linkedin.com/in/larrylevine1992

16. 2. Have a Unified Value Proposition
Show me how you can help my business.

19. What is Your Value Proposition?
• How can you present one
message that:
– Ties together everything
that you do
– Is relevant to your
prospects

20. Headline
Business
Head Shot
(First
Impression)
Personal
URL
Headline: What You Do
(Not Your Title)

22. 3. Bring the Goods
Offer me some evidence that you know what
you’re talking about.

23. 94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers 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

24. Bring the Goods
• Make sure you have
enough content on
your website to
balance out your
copier content

25. Bring the Goods
Have Multiple Pages of I.T. Content

26. Bring the Goods
• Share I.T. content on your
blog

27. “77% of people who are going
to interact with you will check
you out on LinkedIn first.”
Entrepreneur Magazine

28. RESEARCH
Find companies
and contacts in
your territory.
FOLLOW
Learn about
your prospect
CONNECT
Send a
personalized
invitation.
NURTURE
Build
relationship with
content
MEET
Ask for a
conversation.
The Social Selling Process

29. Content Drives Conversation

30. What Types of Content Should
Reps Share?
• Dealership’s Blog Articles
Dealership’s Social Posts
• Tech Partner Articles
• Tech White Papers
• Your Own Thoughts
– Ideas following an
appointment
– Your own blog article

31. 4. Demonstrate Competence
Prove that I should trust you.

32. KNOW
LIKE
TRUST
Building Trust

33. Demonstrate Competence
• Show that you know
what you are doing
– Get new references for
your I.T. support
– Write case studies

34. • Get active in social
media
Demonstrate Competence

35. Demonstrate Competence

36. “The two keys to success are:
(1) building relationships and
(2) changing the way people think”
Social selling can accomplish both
“1937”

37. Trust = Credibility + Connection
WHO does this rep
know that I know?
WHAT does this rep
know that could help
my business?

38. References
• Get references on
your technical
competence

39. If you were a prospective client…
Would you trust your
dealership with your
network and data?
Would you trust your
sales rep to give you
technology advice?

40. Action Items
Marketing Sales
 Website shows I.T. as a core
offering of the business
 Plenty of content related to
I.T. topics
 I.T. references and case
studies
 A value proposition that ties
together hardware and
managed services
 Active in social media
 Managers lead the way with
credible LinkedIn profiles
 Sales reps’ LinkedIn profiles
make them look like credible
sources of technology advice
 Sales reps have solid
references
 Sales reps consistently
share I.T. related information

41. www.socialsalesacademy.net