the evolving dealership
TRANSCRIPT
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THE EVOLVING DEALERSHIP Changing the Roles of Sales and Marketing to Meet Today’s Business Challenges Darrell Amy
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TODAY• Making sense of the confusion– How do you add value?–What kind of dealership are you?
• Sales approach• Marketing strategies
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WHAT DOES IT MEAN TO BE A VALUE PROVIDER?
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VALUE PROVIDER EQUATION
KNOWLEDGE + TECHNOLOGY + SUPPORT = ROIUnderstand their business problems
Use technology to fix the problems
Be there when they need help
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WHAT KIND OF DEALERSHIP ARE YOU?
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THE BIG QUESTION• How do we make sense all of the
products, services and solutions we sell?
Printers
Variable Data Printing
Supplies
ProductionWide
Format
MFP’s
Document Management
Managed Print Services
Managed Network Services
Cloud Services
Print Routing
Cost Recovery
VOIP
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CHALLENGES• Customers are confused• Sales reps are confused• Marketing is chaotic
Printers
Variable Data Printing
Supplies
ProductionWide
Format
MFP’s
Document Management
Managed Print Services
Managed Network Services
Cloud Services
Print Routing
Cost Recovery
VOIP
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SOLUTIONS COMPANYDocuments 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’sInput (Scan) | Output
(Print)
Content Management
Workflow Optimization
Use Print Assessment Tool to Discover Document Use/Flow
Quarterly Reviews to Discover Workflow Enhancement
MPS
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SERVICES COMPANYWhen 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
DesktopsServers
Workflow Optimization
Quarterly Reviews to Discover Workflow Enhancement
Printers
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SYSTEMS COMPANYYou 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
Quarterly Reviews to Discover Workflow Enhancement
Wide Format3D Printing
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DISCUSSIONWhich kind of dealership are you?1. Solutions2. Services3. Systems (with Specialty Niches)
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IMPLICATIONS• What is your message to the market?• How are you going to approach the
sale?
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HOW ARE YOU GOING TO SELL?Sales Strategies
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YOU HAVE ONE MINUTEWHAT DO YOU TALK ABOUT WITH A PROSPECT?
Printers
Variable Data Printing
Supplies
ProductionWide
Format
MFP’s
Document Management
Managed Print Services
Managed Network Services
Cloud Services
Print Routing
Cost Recovery
VOIP
www.dealermarketing.net214.224.0050
dealer-marketing-systems@DlrMktgSys
IT STARTS OUT SIMPLE• Begin with the client’s business
challenges• Empathize
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THREE APPROACHES
Services SolutionsSpecialtySystems
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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
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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
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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?
SpecialtySystems
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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
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TECHNOLOGY INTEGRATION REVIEW
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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.
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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?
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TECHNOLOGY INTEGRATION REVIEW• Prepare a report for the client:– Their Business Challenges– Ideas for Improved Technology Use– Process Improvement Ideas– Security Risks– Recommendations
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KEYS TO SUCCESS• Sincerity• Passion
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HOW ARE YOU GOING TO MARKET?PositioningLead Generation Strategies
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WHAT IS YOUR CORE MARKETING MESSAGE?
Printers
Variable Data Printing
Supplies
ProductionWide
Format
MFP’s
Document Management
Managed Print Services
Managed Network Services
Cloud Services
Print Routing
Cost Recovery
VOIP
www.dealermarketing.net214.224.0050
dealer-marketing-systems@DlrMktgSys
THREE APPROACHES
Services SolutionsSpecialtySystems
We support your technology.
We help you integrate technology to improve your business.
We have specialized knowledge that will help you business.
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WHAT PERCENTAGE OF YOUR CLIENT BASE IS IN A MANAGED SERVICES PROGRAM?
HOW DO WE INCREASE THIS NUMBER?
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THE CHASM
Geoffrey Moore, Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers
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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
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HOW DO MAINSTREAM BUYERS PERCEIVE YOUR DEALERSHIP AND YOUR MANAGED SERVICE PROGRAMS?SAFE CHOICE OR RISKY?
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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
39
They do not see the provider as a credible source of IT services
Awareness
Credibilit
yValue
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dealer-marketing-systems@DlrMktgSys
THE THREE HURDLES
They do not understand how the client values the offering.
40
Awareness
Credibilit
yValue
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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
41
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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?
42
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CREDIBILITY
43
They do not see the provider as a credible source of IT services
Awareness
Credibilit
yValue
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DOES YOUR DEALERSHIP LOOK AND FEEL LIKE A CREDIBLE SOURCE OF I.T. SOLUTIONS?
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HOW DO I BUILD TRUST?• Look Like an Expert• Professional Online
Presence• Thought Leadership• Blog Posts• Social Media
Participation
• Professional Documents45
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HOW DO I BUILD TRUST?• Look Like an Expert• Professional Online
Presence• Thought Leadership• Blog Posts
46
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HOW DO I BUILD TRUST?• Look Like an Expert• Professional Online
Presence• Thought Leadership• Blog Posts• Social Media
47
www.dealermarketing.net214.224.0050
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HOW DO I BUILD TRUST?• Educate Your
Clients– Events/Webinars– Special Reports/White
Papers– Blog Posts
48
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HOW DO I BUILD TRUST?• Get Endorsed• Case Studies• Get References• Google• LinkedIn• Facebook
49
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AWARENESSCurrent customers and the market are not aware of the managed services offering
50
Awareness
Credibilit
yValue
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AWARENESSVALUE & 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
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MANAGED MARKETING SERVICES
10% Discount for IBPI
Members