The Evolving Dealership-Presented at IBPI on 6-16-2013

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



TODAY •  Making sense of the confusion – How do you add value? – What kind of dealership are you?

•  Sales approach •  Marketing strategies



WHAT DOES IT MEAN TO BE A VALUE PROVIDER?



VALUE PROVIDER EQUATION

KNOWLEDGE + TECHNOLOGY + SUPPORT = ROI

Understand their business problems

Use technology to fix the problems

Be there when they need help



WHAT KIND OF DEALERSHIP ARE YOU?



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



CHALLENGES •  Customers are confused •  Sales reps are confused •  Marketing is chaotic

Printers


Supplies


MFP’s

Document Management



Cloud Services

Print Rou.ng

Cost Recovery

VOIP



MAPP

ING

THE M

ARKE

T



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



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


Printers



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


Wide Format 3D Printing



DISCUSSION Which kind of dealership are you? 1.  Solutions 2.  Services 3.  Systems (with Specialty Niches)



IMPLICATIONS •  What is your message to the market? •  How are you going to approach the sale?



BREAK



HOW ARE YOU GOING TO SELL? Sales Strategies



YOU HAVE ONE MINUTE WHAT DO YOU TALK ABOUT WITH A PROSPECT?

Printers


Supplies


MFP’s

Document Management



Cloud Services

Print Rou.ng

Cost Recovery

VOIP



IT STARTS OUT SIMPLE •  Begin with the client’s business challenges •  Empathize



THREE APPROACHES

Services Solutions Specialty Systems



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



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



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



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



TECHNOLOGY INTEGRATION REVIEW



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.



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?



TECHNOLOGY INTEGRATION REVIEW •  Prepare a report for the client: – Their Business Challenges –  Ideas for Improved Technology Use – Process Improvement Ideas – Security Risks – Recommendations



KEYS TO SUCCESS •  Sincerity •  Passion



HOW ARE YOU GOING TO MARKET? Positioning Lead Generation Strategies



WHAT IS YOUR CORE MARKETING MESSAGE?

Printers


Supplies


MFP’s

Document Management



Cloud Services

Print Rou.ng

Cost Recovery

VOIP



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.



HOW TO GET THE MESSAGE OUT



WHAT PERCENTAGE OF YOUR CLIENT BASE IS IN A MANAGED SERVICES PROGRAM? HOW DO WE INCREASE THIS NUMBER?



THE CHASM

Geoffrey Moore, Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers



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



HOW DO MAINSTREAM BUYERS PERCEIVE YOUR DEALERSHIP AND YOUR MANAGED SERVICE PROGRAMS? SAFE CHOICE OR RISKY?



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

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They do not see the provider as a credible source of IT services

Awareness

Credibility Value



THE THREE HURDLES

They do not understand how the client values the offering.

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Awareness

Credibility Value



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

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COMMUNICATING VALUE •  Communicate value in

the clients’ language –  What are their business

problems? –  How can you connect your

managed services offerings to their problems?

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CREDIBILITY

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They do not see the provider as a credible source of IT services

Awareness

Credibility Value



DOES YOUR DEALERSHIP LOOK AND FEEL LIKE A CREDIBLE SOURCE OF I.T. SOLUTIONS?



HOW DO I BUILD TRUST? •  Look Like an Expert •  Professional Online

Presence •  Thought Leadership •  Blog Posts •  Social Media Participation

•  Professional Documents

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Presence •  Thought Leadership •  Blog Posts

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Presence •  Thought Leadership •  Blog Posts •  Social Media

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HOW DO I BUILD TRUST? •  Educate Your Clients –  Events/Webinars –  Special Reports/White

Papers –  Blog Posts

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HOW DO I BUILD TRUST? •  Get Endorsed •  Case Studies •  Get References •  Google •  LinkedIn •  Facebook

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AWARENESS Current customers and the market are not aware of the managed services offering

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Awareness

Credibility Value



AWARENESS VALUE & 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



MANAGED MARKETING SERVICES 10%

Discount for IBPI

Members



FREE RESOURCE

www.DealerMarketingSystems.com

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The Evolving Dealership-Presented at IBPI on 6-16-2013

Technology

Transcript of The Evolving Dealership-Presented at IBPI on 6-16-2013