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The Road Ahead | EquipmentFX



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  • 1. A look back… and a look ahead
    The Road Ahead
  • 2. What We’ll Explore
    A Look Back: Words of Wisdom from Bill Gates
    A Look Ahead: What He Left Out
    The Basics: They Count More Than Ever… But They’ve Changed
    Other Industry Standards: Why Not Us
    What it Looks Like When It’s Right:
  • 3. A Look Back…
    The Road Ahead written by Bill Gates
    Written in 1995, and looks back 20 years
    In those 20 years…
    Programming written in BASIC (Beginners All Purpose Instruction Code)
    Bill & Paul Allen purchased an “Altair 8800” computer
    No software, 1975, decided to form a company called “Microsoft”, wrote the first software
  • 4. His Main Revelation
    “When we look back at the last 20 years, it is obvious that a number of large companies were so set in their ways that they did not adapt properly and lost out as a result”
  • 5. What The Book Covered
    A Revolution Begins
    From Big and Slow to Small and Fast
    The Beginning of the Information Age
    Easily Accessed, Digital in Nature
    Lessons from the Computer Industry
    Positive Spiraling… Negative Spiraling
  • 6. What The Book Covered (cont.…)
    4) Applications & Appliances
    PC’s, VCR’s, “wallet PC’s”
    5) Paths to the Highway
    Didn’t exist, software, PC, Internet
    T1 Line = $20K per year, $20/mo = 20 hours per month of individual usage (think TODAY!)
    6) The Content Revolution
    Indexed, “interactively explored”
  • 7. 7) Implications for Business
    Flexibility, access, improved communication
    9) Friction-Free Capitalism
    Comparisons, Spec Sheets, Pricing
    The Role of the Sales Person/Middleman
    9) Education: The Best Investment
    Flexibility, schools “slow to adapt”, curriculums
    Collaboration, results & monitoring, real time
    What The Book Covered (cont.…)
  • 8. 10)Plugged In at Home
    Stay at home, but still socialize, “virtual dating”
    Keep up with friends, find new companions
    Communities of others with common interests
    Online subscriptions, gaming services
    Forums on a variety of topics
    What The Book Covered (cont.…)
  • 9. 11) Race for the Gold
    MSOFT “investing” $100M per year in R & D
    5 year time frame for payback
    Broadband connections being tested
    Services being invented that “make it easy to do business” and stay connected
    What The Book Covered (cont.…)
  • 10. 12) Critical Issues
    Worker retraining
    Privacy and access to critical information
    Professions and industries will fade
    Pressure on middlemen
    “Cellular Telephone Service is Spreading Rapidly”
    What The Book Covered (cont.…)
  • 11. In Closing
    “If you’re too focused on your current business, it’s hard to change and focus on innovating”
    Bill Gates
  • 12. So What?
    How Should WE Shape OUR Future?
  • 13. Part 2: Areas That Weren’t Covered
    How to Create Customers
    Search Engine Optimization
    Social Networking
    Mobile Device Technology
    Video Marketing
    Customer Relationship Management
    Database Management
  • 14. Google and Yahoo Didn’t Exist
    Imagine no Google…
    Imagine no Yahoo…
    Imagine no Bing…
    Where will we be in 10 years time?
  • 15. How to Create Customers
    In 2000, a fundamental shift from “outbound” marketing to “inbound marketing”
    Customers/Prospects found you where, when and how they wanted
    You’ve got to heed that notice and build it into your plan
  • 16. Search Engine Optimization
    Read the books, go to class or trust a vendor that “gets it”
    Someone that offers “case studies” and “proof” and measures Return on Investment
    If you’re not in the ORGANIC first or second position, you miss out on 52-63% of total opportunity
  • 17. SEO Stats That Should Shock You
    88-92% of YOUR buyers go online regardless of the relationship to shop
    95% of total “clicks” are organic in nature
    Organic positions #1 & #2 get 52-63% of total clicks
    IF THAT’S NOT YOU… What Now?
  • 18. Social Networking
    Bill Gates alluded to it several times but… there was no way for him to know
    How to MONETIZE this and not waste time is the key
    What can it do for your company? Plenty!
  • 19. What Social Networking IS
    IT IS: A way for communities to engage, talk, interact, refer, build trust and talk about their needs.
    IT IS: A way for a company to recognize this, interact with them, solve problems for them and build a referral engine on steroids!
  • 20. What Social Networking is NOT
    It is NOT: A place to mindlessly post what you have for sale
    It is NOT: A place to let others know what you had for lunch, and where you next stop is
    It is NOT: A place to sell UNTIL… you have earned the trust of your audience and community
  • 21. The Big Four: A BRIEF Overview
  • 22. Facebook
    Over a half BILLION users
    Average time spent per day… 6 hours
    If you don’t have a FacebookFanpage, you’ll be perceived as “not with it”
    The KEY: Integrate with website, automate technologies to post, don’t waste time
  • 23. Twitter
    Will have 1 BILLION USERS by 2012, still no formal business plan
    It’s a SEARCH ENGINE people can use to target conversations that interest them
    It’s a real way to receive “real time” information of your choice
  • 24. YouTube
    28% of searches through Google are done through YouTube
    Highly effective for SEO and local product/service ranking
    It educates, it’s to the point, but there is a technical side to doing this properly and efficiently!
  • 25. LinkedIn
    Highly effective “peer” engagement forum
    Increased response rates to e-mails, high ability to target peers and industry prospects
    Ways to optimize your profile can create you as the “expert” in your field
  • 26. Cool “off the radar” Stuff
    Social Media can be damaging if it’s not managed
    You’ve gotta get a routine and manage your daily, weekly, monthly activities
    I SPY… You CAN…
    Use Google Alerts to monitor conversations
    Use “Twitter Search” and “Trackable Links” to monitor discussions about your brand
    Visibly see the “viral” nature of your brand
  • 27. Mobile Device Technology
    Bill Gates referred to it as a “Wallet PC”
    There are over 53 million smart phones, and it’s growing exponentially
    There’s an “APP” for that
    Service, Rentals, Parts and?
  • 28. Mobile Device Technology
    Is your website mobile device browser compatible?
    Can your prospects find you on their phones? Are your reps getting leads on their phones?
    Can they download your “apps” to schedule service, order parts or rent?
  • 29. Mobile Device Technology
    Imagine for a moment…
    Real Time Inventory Feeds of Used Equipment
    Apps to schedule service appointments or rentals
    An Ad campaign for .01 – 03 per click, targeted to users in your area
  • 30. Video Marketing
    Some brief background…
    The competition rarely uses this and they definitely don’t understand it
    It practically guarantees you a first place organic ranking
    The “set up” process leads a visitor from one video to another
  • 31. Video Marketing
    It tells your company story
    It educates about your service and your difference
    It builds trust and rapport
    It speeds up the sales cycle
  • 32. Video Marketing
    Imagine for a moment…
    A company intro video that leads to…
    A service department video that leads to…
    A fleet management video that leads to…
  • 33. Done Correctly It IS…
    Viral in nature… your message spreads like wildfire
    It is the ultimate customer referral and satisfaction program
    It adds relevancy to your business… IF IT’S DONE CORRECTLY!!!
  • 34. Customer Relationship Management
    Which version are you?
    Marketing Automation: Capturing leads and following up automatically?
    Contact Management: Managing your reps activities, quotation pipeline?
    FULL CRM: Full business system integration with CRM program?
    If you don’t have a “call to action”, and landing page strategy, you’re just hoping for success
    You can’t follow-up automatically
    You can’t test campaigns
    You can’t measure ROI!
  • 36. Part 3: BASICS COUNT!
    “Marketing & Innovation are the two main reasons business exists… everything else is a cost”.
    Peter Drucker
  • 37. Marketing 101 Basics
    Marketing is Basically a 3 Step Process
    Have something good to say…
    Say it well…
    Say it often…
  • 38. Have Something Good to Say
    You’ve innovated your business to warrant consideration
    You make the customer service experience something to remember
    It is ingrained throughout your company, you’re people know it and live it
  • 39. Say it Well
    Your website is first class and is “user friendly”
    Your material is professional and leaves a good impression
    Your material and website BOTH focus on solving problems and “how to” guides
  • 40. Fundamental #4: To the Right Prospects
    Use good data
    Be efficient with it’s use
    Plan in advance to lower costs
    Connect ALL of the dots
  • 41. Say it Often
    Customers and Prospects get bombed by over 3,000 marketing message per DAY!
    They buy when they’re ready to buy, not when you’re ready to sell
    You’ve got to balance out all mediums and communicate consistently
  • 42. Customer Surveys
    Do you survey to know how you’re doing?
    Do you do verbal or written surveys?
    Do you act on the answers, consistently?
  • 43. Direct Response Marketing
    Is your stuff “me too”, or is it compelling?
    Does it “ask for the order” by telling someone what to next (like visit our landing page?)
    Does is hit the emotional hot buttons of a prospect?
  • 44. Follow-Up Processes
    Are they mapped out?
    Response goals: 30 minutes, tomorrow, next week or?
    4 X in 48 Hours… see example
  • 45. Thanks for the Business!
    At every touch point
    With every person
    With every follow-up opportunity
    Cross sell at EVERY opportunity
  • 46. Part 4: What Other Industries Can Teach Us
    Imagine this…
    Your prospects look for something online
    They find you first…
    You are the first to respond…
    You engage them… 4 X in 48 hours…
  • 47. First To Be Found
  • 48. Forklift Leasing California
  • 49. Forklift Parts California
  • 50. Forklift Rentals California
  • 51. Forklift Leasing California
  • 52. First To Respond
  • 53. “Amazon-Style” Landing Page
  • 54. Briggs – Auto-responder Example
  • 55. In 30 Minutes
    Or Less
  • 56. Product Brochure: Mailed Every Night to Web Inquiries
  • 57. Thanks For Your Time!www.EquipmentFX.com