The Road Ahead | EquipmentFX


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The Road Ahead | EquipmentFX

  1. 1. A look back… and a look ahead
  2. 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. 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. 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. 5. What The Book Covered 1) A Revolution Begins  From Big and Slow to Small and Fast 2) The Beginning of the Information Age  Easily Accessed, Digital in Nature 3) Lessons from the Computer Industry  Positive Spiraling… Negative Spiraling
  6. 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. 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. 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. 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. 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. 11. In Closing “If you’re too focused on your current business, it’s hard to change and focus on innovating” Bill Gates
  12. 12. So What? How Should WE Shape OUR Future?
  13. 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. 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. 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. 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. 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. 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. 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. 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. 21. The Big Four: A BRIEF Overview  Facebook  Twitter  YouTube  LinkedIn
  22. 22. Facebook  Over a half BILLION users  Average time spent per day… 6 hours  If you don’t have a Facebook Fanpage, you’ll be perceived as “not with it”  The KEY: Integrate with website, automate technologies to post, don’t waste time
  23. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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…  A PROSPECT THAT WANTS TO DO BUSINESS!
  33. 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. 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?
  35. 35. NO CRM, NO SUCCESS  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. 36. Part 3: BASICS COUNT! “Marketing & Innovation are the two main reasons business exists… everything else is a cost”. Peter Drucker
  37. 37. Marketing 101 Basics Marketing is Basically a 3 Step Process 1) Have something good to say… 2) Say it well… 3) Say it often…
  38. 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. 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. 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. 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. 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. 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. 44. Follow-Up Processes  Are they mapped out?  Response goals: 30 minutes, tomorrow, next week or?  4 X in 48 Hours… see example
  45. 45. Thanks for the Business!  At every touch point  With every person  With every follow-up opportunity  Cross sell at EVERY opportunity
  46. 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…  ONE POSITIVE EXPERIENCE CAN LEAD TO MILLIONS IN SALES AND PROFITS!!!
  47. 47. First To Be Found
  48. 48. Forklift Leasing California
  49. 49. Forklift Parts California
  50. 50. Forklift Rentals California
  51. 51. Forklift Leasing California
  52. 52. First To Respond
  53. 53. “Amazon-Style” Landing Page
  54. 54. Briggs – Auto-responder Example
  55. 55. In 30 Minutes Or Less
  56. 56. Product Brochure: Mailed Every Night to Web Inquiries
  57. 57. Thanks For Your Time!