Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier Dealers

SESSION SPONSOR

THE NEW BUYING PROCESS

Darrell AmyChief Innovation Officer, Dealer Marketing

1995: Analogue to Digital

• 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.

Buyer 2.0

Researches Online

1. Empowered with information

2. Afraid of making a bad decision

3. Pressed for time

Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep.Consumer Economics BoardSurvey of 1,400 business decision makersHarvard Business Review, July 2012

57%Sales Rep Engaged

The New Buying Process

Meet The Newest Members of Your Sales Team

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

84% of C-level/VP executives surveyed use social media to make purchasing decisions.IDCSocial Buying Meets Social SellingApril 2014

Pew Internet Research Project

How Will You Respond?

Option 2Take Advantage of the Trend

Option 1Continue To Get Squeezed Out

57%Sales Rep Engaged

How Will You Adapt to Buyer 2.0?

57%In Person

Sales

Marketing

Online

2015Analogue to Digital

Analogue Prospecting Digital Prospecting

Analogue Marketing Digital Marketing

Digital Prospecting

Cold calling is not dead,cold calling is different

1. 3.9 million users in Australia

2. 200 conversations per minute in LinkedIn groups

3. 10th most popular site in the United States

Reps using social selling realize a 66% greater quota attainment than traditional prospecting meansSales Benchmark Index

Digitally-Enhanced Prospecting

Mine Connections

ConnectBuild

CredibilityRequestMeeting

OnlineNew Sales Skills Needed

Mine Connections

Advanced Search

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Second Level Connections & Group

Members

Title

Location

235 Results

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LinkedIn Helps You

1. Enhance your personal brand

2. Build your relationship funnel

Build Trust

Create New Opportunities

Social selling sees a 15% conversion rateSales Benchmark Index

Sales Funnel

Relationship Funnel

Dig

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1. # of C-Level Connections

2. Profile Quality3. References

1. Calls2. Appointments3. Proposals4. Sales

Build Credibility

BusinessHead Shot

PersonalURL

Headline: What You Do(Not Your Title)

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

Analogue to Digital Marketing

Analogue

Marketing < Sales

Digital

Marketing is Sales

Implications

• Knowledge is stored in the sales reps’ heads.• You need to make that knowledge available online

57%

Digital MarketingIn Person

Online

How To Create Leads

Understand Your Prospects’ Questions

Offer Information That’s Helpful To Them

Implement Automated Processes

Buyer’s JourneyWhat 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?

From Advertising to Answers• Buyer 2.0 Wants Answers to their Questions

• Problem: Different Buyers have Different Questions

Buyer Personas

I.T. Director Managing Director FinanceDirector

Buyer Personas1. 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

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

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• 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

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• Passed as Lead to CRM

• Rep gets full visibility into the Buyer’s Journey

• Web Pages Visited• Emails Opened• Offers Downloaded• Social Media Clicks

SESSION SPONSOR

What Do We Do?

Digital Sales/Marketing Plan

1. Helpful Web Presence

1. Website with a Blog2. Company Social Media3. Search Engine Optimized4. Mobile-Responsive

Digital Sales/Marketing Plan

1. A Helpful Web Presence

2. Digital Prospecting

1. Completed LinkedIn Profiles2. Mining for Connections3. Regular Updates

Digital Sales/Marketing Plan

3. Inbound Marketing

1. A Helpful Web Presence

2. Digital Prospecting

1. Buyer Personas2. Buyer’s Journey Offers for

Awareness, Consideration and Decision

3. Marketing Automation System Linked to CRM

Next StepsDigital Sales and Marketing Transition Plan

Darrell Amy

damy@dealermarketing.net

02 8310 4841 x.101