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
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
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
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
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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
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.