Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier Dealers
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Transcript of 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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pe
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M
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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
Call-to-Action
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Teaser
SOME Info
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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
Han
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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
02 8310 4841 x.101
