How To Create Leads and Close Net-New Business with Buyer 2.0-Australia
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Are you looking for new ways to grow sales? Learn how to reach Buyer 2.0 with digital prospecting and marketing strategies. Originally presented at the BTAS Conference in Sydney a few weeks ago, this content was very well received by the dealers in attendance. I thought it would be great to share this with everyone. You'll learn: - How the buying process is changing - Why cold calling isn't dead but how it's different - Strategies to get involved earlier in the buying process - Tips to use LinkedIn to mine for prospects - How to position your dealership as a team of IT experts
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How To Create Leads and Close Net-New Business with Buyer 2.0-Australia
- 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO CREATE LEADS AND CLOSE NET-NEW BUSINESS WITH BUYER 2.0 Darrell Amy Chief Innovation Officer Dealer Marketing ORIGINALLY PRESENTED AT
- 2. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1995: ANALOGUE TO DIGITAL
- 3. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys • 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.
- 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER 2.0 Researches Online 1. Empowered with information 2. Afraid of making bad decisions 3. Pressed for time
- 5. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep. Consumer Economics Board Survey of 1,400 business decision makers Harvard Business Review, July 2012
- 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 57% Sales Rep Engaged THE NEW BUYING PROCESS
- 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys MEET THE NEWEST MEMBERS OF YOUR SALES TEAM
- 8. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 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
- 9. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 84% of C-level/VP executives surveyed use social media to make purchasing decisions. IDC Social Buying Meets Social Selling April 2014
- 10. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW WILL YOU RESPOND? Option 2 Take Advantage of the Trend Option 1 Continue To Get Squeezed Out 57% Sales Rep Engaged
- 11. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW WILL YOU ADAPT TO BUYER 2.0? 57% In Person Sales Marketing Online
- 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 2015: ANALOGUE TO DIGITAL Analogue Prospecting Digital Prospecting Analogue Marketing Digital Marketing
- 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL PROSPECTING Cold calling is not dead, cold calling is different
- 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1. 3.9 million users in Australia 2. 200 conversations per minute in LinkedIn groups 3. 10th most popular site in the United States
- 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys REPS USING SOCIAL SELLING REALIZE A 66% GREATER QUOTA ATTAINMENT THAN TRADITIONAL PROSPECTING MEANS Sales Benchmark Index
- 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys MINECONNECTIONS Second Level Connections & Group Members Title Location
- 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys LINKEDIN HELPS YOU 1. Enhance your personal brand 2. Build your relationship funnel Build Trust Create New Opportunities
- 21. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOCIAL SELLING SEES A 15% CONVERSION RATE Sales Benchmark Index
- 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Sales Funnel Relationship Funnel DIGITALPROSPECTING METRICS 1. # of C-Level Connections 2. Profile Quality 3. References 1. Calls 2. Appointments 3. Proposals 4. Sales
- 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Business Head Shot Personal URL Headline: What You Do (Not Your Title)
- 25. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 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 from Cyber Attack
- 26. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys ANALOGUE TO DIGITAL MARKETING Analogue Marketing < Sales Digital Marketing is Sales
- 27. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IMPLICATIONS • Knowledge is stored in the sales reps’ heads. • You need to make that knowledge available online 57% Digital Marketing In Person Online
- 28. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO CREATE LEADS Understand Your Prospects’ Questions Offer Information That’s Helpful To Them Implement Automated Processes
- 29. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER’S JOURNEY WHAT 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?
- 30. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys FROM ADVERTISING TO ANSWERS • Buyer 2.0 Wants Answers to their Questions • Problem: Different Buyers have Different Questions
- 31. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER PERSONAS I.T. Director Managing Director Finance Director
- 32. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER PERSONAS 1. 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
- 33. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 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
- 41. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HANDOFFTOSAL • 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
- 42. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HANDOFFTOSALES • Passed as Lead to CRM • Rep gets full visibility into the Buyer’s Journey – Web Pages Visited – Emails Opened – Offers Downloaded – Social Media Clicks
- 44. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 1. Helpful Web Presence 1. Website with a Blog 2. Company Social Media 3. Search Engine Optimized 4. Mobile-Responsive
- 45. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 1. A Helpful Web Presence 2. Digital Prospecting 1. Completed LinkedIn Profiles 2. Mining for Connections 3. Regular Updates
- 46. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 3. Inbound Marketing 1. A Helpful Web Presence 2. Digital Prospecting 1. Buyer Personas 2. Buyer’s Journey Offers for Awareness, Consideration and Decision 3. Marketing Automation System Linked to CRM
Notes de l'éditeur
- More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
- Dig in – who are your second degree connections – who can you connect with – like minded folks who are valuable.
- After the break, I’ll show you some strategies to get you connected with every decision maker and influencer in your territory.
- Engage with prospects Reply to questions posed DO NOT SELL – be useful to them
- At the end of a blog post or on the sidebar of your webpage, give them an action. You have to create the path for them to follow.
- Once they hit that submit button, they should be redirected here. You have to thank them and give them a place to download that offer.