HOW TO GET YOUR DEALERSHIP INVOLVED IN MORE COPIER DEALS MEASURING AND MAXIMIZING DEAL EXPOSURE

Darrell Amy Dealer Marketing

Larry Levine Social Sales Academy

GOALS 1.  Calculate Your Deal Exposure 2.  Put Google To Work For You 3.  Leverage Social Selling

Darrell Amy Marketing Strategist Dealer Marketing

Larry Levine Co-Founder Social Sales Academy

CALCULATE DEAL EXPOSURE

DEAL EXPOSURE •  How many deals went down

in your market? •  What percentage of these

deals were you involved in?

BEQI Business Equipment

Quota Index

National Units Sold/Year A3+A4:

2,485,137*

Average # of Units/Deal

3

ESTIMATING NUMBER OF DEALS

* 2016 Data from KeyPoint Intelligence

X /

Example: Portland BEQI 0.006794005 X 2,485,137 units / 3 = approx. 6,754 deals/year

MEASURING DEAL EXPOSURE SALES •  How many proposals did your reps submit?

•  1,200 proposals / 6,754 = 17% Deal Exposure

93% of B2B tech buyers look to Search as their #1 source of information during the buying process.

MEASURING DEAL EXPOSURE MARKETING •  93% of B2B buyers use online search as their #1 source

of information during the buying process

# of Search Engine Visitors From the Local

Market

Number of Deals / Year Deal

Exposure X =

HOW CAN YOU GET INVOLVED IN MORE DEALS?

PUT GOOGLE TO WORK

SEARCH STRATEGY GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

MAKE COLD CALLS

ADD VALUE

CLOSE FOR THE APPOINTMENT

DIGITAL MARKETING

SALES PROSPECTING =

SEARCH STRATEGY GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

LOC

AL

SEO

ST

RATE

GY

CO

NTE

NT

SOC

IAL

MED

IA

SEO BLOGS

SOCIAL

TOP SEARCH PLACEMENT

LOCAL SEO STRATEGY GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

TOP PERFORMING KEYWORDS KEYWORD RELATIVE SEARCH VOLUME (May 2017)

Copiers 754

Laser Printers 531

Document Management Systems

1,294

Network Monitoring 2,820

Online Backup 3,265

Network Security 7,471

Cloud Services 12,583

LOCAL SEO STRATEGY GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

CONTENT AND SOCIAL MEDIA GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

KEY

WO

RD

STRA

TEG

Y

CO

NTE

NT

SOC

IAL

MED

IA

SEO BLOGS

SOCIAL

TOP SEARCH PLACEMENT

CONTENT GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

BLOGGING

•  Add blog posts at least once a week

•  Ask reps what questions they are getting in the field

•  Blog about hot topics, interesting technology, and business problems.

•  Content MUST be original

SOCIAL GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

SOCIAL

•  Use a different strategy for each social network

•  Be consistent

•  Share content from your blog

•  Share content that positions you as a team of tech experts

•  Amplify across the sales team

CALLS-TO-ACTION GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

•  Your website needs to close!

•  Direct:

•  Contact Us

•  Get a Quote

•  Request an Assessment

•  Indirect

•  Special Report

•  Buyer’s Guides

•  White Papers

CALLS-TO-ACTION GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

CALLER ID FOR YOUR WEBSITE GET FOUND

ONLINE

OFFER HELPFUL INFORMATION

CLOSE FOR THE APPOINTMENT

LEVERAGE SOCIAL SELLING

SOCIAL STRATEGY GET VISIBLE

GET VALUABLE

DRIVE CONVERSATION

MAKE COLD CALLS

ADD VALUE

CLOSE FOR THE APPOINTMENT

DIGITAL PROSPECTING

ANALOG PROSPECTING

GET VISIBLE GET VISIBLE

GET VALUABLE

DRIVE CONVERSATION

•  Create a buyer-centric profile

•  Socially-surround your current accounts

BE SEEN AS A RESOURCE GET VISIBLE

GET VALUABLE

DRIVE CONVERSATION

BE SEEN AS A RESOURCE GET VISIBLE

GET VALUABLE

DRIVE CONVERSATION

•  Share content that’s useful to your buyers

•  Get references from your current clients

DRIVE CONVERSATIONS GET VISIBLE

GET VALUABLE

DRIVE CONVERSATION

•  Look for ways to engage in conversation

•  Engage with people that comment on your posts

•  Comment on other’s posts

•  Take conversations offline

CONVERSATION TRIGGERS •  Profile viewed •  Invitation to connect •  Accepted invitation •  Contact’s job change •  Contact gets promoted •  Contacts birthday •  Contacts work anniversary •  Contact is mentioned in the

news •  Contact updates profile •  LinkedIn blog post is liked •  LinkedIn blog post is shared •  Comment on your blog post

•  LinkedIn update is liked •  LinkedIn update is shared •  LinkedIn update is

commented on •  Group post is liked •  Group post is commented on •  Group member makes a

comment •  You’re endorsed for a skill •  Receive a recommendation •  Opportunity to ask for

recommendation •  Invited to join a group

•  A shared group member reaches out to you

•  You receive an InMail •  A contact’s contact likes a

LinkedIn update post •  A contact’s contact shares a

LinkedIn post •  LinkedIn’s people you may

know section

Darrell Amy /in/darrellamy @darrell_amy damy@dealermarketing.net

Larry Levine /in/larrylevine1992 @larry1levine llevine@socialsalesacademy.net

Calculate Your Deal Exposure Improve Search Engine Placement

Social Sales Coaching Major Account Rep Coaching