This is a presentation I gave to a group of dealers in Australia recently. It contains strategies to cross-sell current clients, create new leads and get involved in competitive deals. Enjoy!

1. /darrellamy
Innovative Marketing for Office Technology Resellers
/dealermarketingsystems
@DlrMktgSys
Three Proven Strategies to Use
the Web To Grow Your Dealership
Darrell Amy
Dealer Marketing Systems
www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!
Monday, February 25, 13

2. Your Web Properties
Website
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

3. Your Web Properties
Social Website
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

4. Your Web Properties
Social Website Search
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

5. Who Visits Your Web Properties?
1. Current Clients
2. Potential Clients
3. Search Engines
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

6. /darrellamy
Innovative Marketing for Office Technology Resellers
/dealermarketingsystems
@DlrMktgSys
1. Cross Sell Current Customers
www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!
Monday, February 25, 13

7. Current Clients
‣ What are your marketing goals for your current clients?
‣ Cross-sell new offerings
‣ Managed Services, Document Solutions, Printer Supplies
‣ Connect them with your communication channels
‣ Email, Facebook, Twitter, LinkedIn
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

8. Why Do Clients Visit Your Site?
‣ Place a service call
‣ Order supplies
‣ Enter meter readings
‣ Find a phone number
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

9. Cross-Sell Current Clients
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

10. Cross-Sell Current Clients
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

11. Cross-Sell Current Clients
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

12. Cross-Sell Current Clients
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

13. Connect
Email Signup
Social Media Likes/Follows
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

14. Question
‣ What do you want to communicate to your current
clients when they visit your website?
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

15. /darrellamy
Innovative Marketing for Office Technology Resellers
/dealermarketingsystems
@DlrMktgSys
2. Develop New Business Relationships
With Social Networks
www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!
Monday, February 25, 13

16. “Social networking is the new cold call.”
Jeffrey Gittomer
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

17. The Main Social Networks
A personal network of everyone I’ve ever met.
Searchable, public “text messages”
My network of business people.
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

18. The Power of LinkedIn
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

19. The Power of LinkedIn
• It’s a tool to help you finding new
business
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

20. The Power of LinkedIn
• It’s a tool to help you finding new
business
• 2,799,320 LinkedIn users in
Australia
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

21. The Power of LinkedIn
• It’s a tool to help you finding new
business
• 2,799,320 LinkedIn users in
Australia
• Visit an average of 5 times a
week
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

22. Market Intelligence
‣ Get connected to people
inside your potential
accounts
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

23. Referrals
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

24. Referrals
• John did a great job for Jay
• John “Would you be willing to refer us?”
• Jay “You bet!”
• John “Who should we talk to?”
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

25. Hmmm
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

26. Hmmm
• “Alan? He just changed jobs …”
• “Robin? Um, maybe not …”
• Jay’s trying to help
• But a good referral is hard to find
• He has to think about who he knows …
• … and match them to John’s business
• “Sorry John”
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

27. Where Referrals Go to Die
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

28. Where Referrals Go to Die
“If I think of someone, I’ll be sure to let you know”
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

29. Where Referrals Go to Die
“If I think of someone, I’ll be sure to let you know”
• Jay probably won’t think of someone
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

30. Where Referrals Go to Die
“If I think of someone, I’ll be sure to let you know”
• Jay probably won’t think of someone
• He means well … but it’s not a priority
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

31. Where Referrals Go to Die
“If I think of someone, I’ll be sure to let you know”
• Jay probably won’t think of someone
• He means well … but it’s not a priority
• Too bad – they were almost there
• Craig is an old friend of Jay’s
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

32. LinkedIn = Connections
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

33. LinkedIn = Connections
• LinkedIn allows you to:
• Identify connections
• Act on connections
• Do the heavy lifting so your buyer doesn’t have to
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

34. Jay’s Connections
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

35. An Opportunity Arises
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

36. John Asks for Feedback
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

37. The Reply
Craig is a great friend, I’d be happy to connect you.
Katy’s budget just got cut. Check back with me in a few months.
Willie is in my network, but I don’t know him that well.
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

38. Back to LinkedIn
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

39. Asking for the Introduction
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

40. No Magic Bullet
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

41. No Magic Bullet
• Referrals still take work
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

42. No Magic Bullet
• Referrals still take work
• It lets YOU do the work instead of your buyer
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

43. No Magic Bullet
• Referrals still take work
• It lets YOU do the work instead of your buyer
• It’s in your hands to make referrals happen
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

44. No Magic Bullet
• Referrals still take work
• It lets YOU do the work instead of your buyer
• It’s in your hands to make referrals happen
• No more “I’ll try to think of someone”
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

45. You Can Start Today
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

46. You Can Start Today
• Choose a client
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

47. You Can Start Today
• Choose a client
• Make the connection
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

48. You Can Start Today
• Choose a client
• Make the connection
• Go exploring
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

49. Question
‣ How can you use social networks to develop new
business relationships?
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

50. /darrellamy
Innovative Marketing for Office Technology Resellers
/dealermarketingsystems
@DlrMktgSys
3. Get Involved In Competitive
Deals With Google
www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!
Monday, February 25, 13

51. Who Is Searching For You?
‣ Prospective Clients That Met With a Ricoh Rep About Managed
Print
‣ Someone looking for a “Xerox” machine
‣ Someone searching for IT support
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

52. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

53. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

54. What Are They Searching For?
‣ Hint--it may not be what you think
‣ Google AdWords Keyword Tool
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

55. Australia Google Searches
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

56. Australia Google Searches
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

57. Why Page One of Google is Critical
‣ Most search traffic goes through
Google
‣ When you optimize for Google
you also hit the others
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

58. What Does Google Want?
‣ How much content related to a term? (Quantity)
‣ How fresh is that content? (Date)
‣ How popular is the site? (Web Traffic & Inbound Links)
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

59. How Do You Get
On Page One?
Content is King
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

60. Dominating Page One
‣ Website
‣ Google Places
‣ Facebook
‣ Twitter
‣ LinkedIn
‣ YouTube
‣ Social Bookmarks
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

61. Question
‣ Who is on page one of Google in your market?
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

62. Keys to Success
‣ Branded Web Properties
‣ Consistently Updated Content
‣ Sales Reps That Know How To
Use Social Networks
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13

63. Organic
ch
So
Managed Marketing Services
ar
ci
Se
al
Pay-per-click
Website ‣ Search
USP
‣ Social
C
am
nt
te ‣ Content
pa
Email
on
ig
‣ Campaigns
C
ns
Print
Ads
www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com!
/dealermarketingsystems
Monday, February 25, 13