How copier reps can use social media to grow sales

www.dealermarketing.net
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dealer-marketing-systems
@DlrMktgSys
HOW COPIER REPS CAN USE SOCIAL MEDIA
TO GROW SALES
Darrell Amy
Dealer Marketing

214.224.0050
@DlrMktgSys
(Used correctly) the social networks of your
employees may be the biggest untapped
resource in your dealership.

214.224.0050
@DlrMktgSys
THE WORLD HAS CHANGED
What Was & Is What Is & What’s Next
Go to a Networking Event Participate on LinkedIn
Newsletters sent to Email Inbox Info dripped in Social Media Newsfeeds
Get Printed Client Reference Letters References posted on Google, LinkedIn
Ask for Referrals Send LinkedIn Connect Request
Email to Schedule Meetings Calendar Meeting Request
Meet in person Meet on web: GoToMeeting, Skype

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BUSINESS SOCIAL MEDIA
“Business social media is the new cold call”
Jeffrey Gittomer

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@DlrMktgSys
WHAT SOCIAL IS NOT
•  An online email list
•  A place to cold call
•  A billboard for promotions

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@DlrMktgSys
USING SOCIAL MEDIA IN BUSINESS
1.  Relationship Development
2.  Market Intelligence
3.  Positioning Yourself as an Expert

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@DlrMktgSys
Twitter
“Searchable, public
text messages”
LinkedIn:
“My network of
business people”
Facebook
“Everyone I’ve ever
met”
Blog (Tumblr)
“My brilliant ideas on
record”
THE LANDSCAPE
Connections Credibility+

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DEVELOP RELATIONSHIPS

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SALES REPS AND SOCIAL
•  Relationships drive sales
•  People buy from people
•  Social media is social
–  Lets you “run into” people
more often
–  Lets you build a network

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BUILD YOUR NETWORK
•  Connect with other people
– After a meeting
•  Assure them you won’t SPAM them
–  I enjoyed our meeting today…
–  As I interact with businesses around the city, I’m always on the lookout
for new ideas and best practices that could benefit my clients. From
time-to-time I share these on my LinkedIn profile. (When we connect, I
promise not to post every 30 minutes or share upcoming specials…)

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@DlrMktgSys
JOIN GROUPS
•  Look for local groups to join
•  Participate with relevant content

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COMMENT ON INTERESTING STATUSES

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@DlrMktgSys
REFERRALS
•  Get connected to
people inside your
potential accounts

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@DlrMktgSys
THE TRADITIONAL APPROACH
•  I did a great job for Jay
•  Me: Would you be willing to refer us?
•  Jay You bet!
•  Me: Who should we talk to?

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HMMM…
•  Alan? He just changed jobs …
•  Robin? Um, maybe not …
•  Jay s trying to help
•  But a good referral is hard to find
•  He has to think about who he knows …
•  … and match them to my business
•  Sorry Darrell

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@DlrMktgSys
WHERE REFERRALS GO TO DIE
If I think of someone, I ll be sure to let you know
• Jay probably won t think of someone
• He means well … but it s not a priority
• Too bad – they were almost there
–  Craig is an old friend of Jay s
–  I’ve been trying to meet Craig
–  It s a missed opportunity

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LINKEDIN = CONNECTIONS
•  LinkedIn allows you to:
– Identify connections
– Act on connections
– Do the heavy lifting so
your buyer doesn’t have
to

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@DlrMktgSys
JAY S CONNECTIONS

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AN OPPORTUNITY ARISES

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JOHN ASKS FOR FEEDBACK

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THE REPLY
•  Craig is a great friend, I’d be happy to connect you.
•  Katy’s budget just got cut. Check back with me in a few
months.
•  Willie is in my network, but I don’t know him that well.

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@DlrMktgSys
BACK TO LINKEDIN

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@DlrMktgSys
ASKING FOR THE INTRODUCTION

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@DlrMktgSys
NO MAGIC BULLET
•  Referrals still take work
•  It lets YOU do the work instead of your buyer
•  It’s in your hands to make referrals happen
•  No more “I’ll try to think of someone”

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POSITION YOURSELF AS AN EXPERT

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POSITIONING AS AN EXPERT
•  How do you want current an potential
clients to see you?
– Just another sales rep?
– A smart, helpful person with lots of useful
ideas?

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WHY?
•  There are no shortcuts in today’s world
•  Your are vetted online by your prospects
•  You need to look like experts
– Thought leaders who have something to say
– Well connected

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LINKEDIN
•  A growing network of over 100
million business people

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POSITION YOURSELF AS AN EXPERT
•  LinkedIn Profile = sales
rep’s website
•  Clients vet reps before
meeting with them
–  Look like an expert
–  Back up with references

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LINKED IN PROFILE
•  You need a complete profile
–  Description
–  Shared Ideas
–  Connections
–  References
•  This should be updated weekly

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POSITION REP AS AN EXPERT

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KEY BENEFIT
STATEMENT

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REFERENCES

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WELL
CONNECTED

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USEFUL
IDEAS

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@DlrMktgSys
TWITTER
•  A micro blog that anyone can read
– 140 character bites
– Started as a text messaging service
•  Who has a Twitter address?
– Most individuals: @billsmith
– Most companies: @xerox

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POSITION AS AN EXPERT
•  Share useful information
– “Tweet” your LinkedIn updates
– Tweet interesting articles
•  OfficeProductNews.net

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BLOGGING
•  A blog (weblog)
– A place to share your ideas

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BLOGGING
•  Share Useful Information on your blog
–  Did you answer a client question in a long email?
Reformat it as a blog post.
–  Did you think of a new benefit of your product/
service?
–  Did you read an interesting article?
•  Post links on LinkedIn, Twitter and Facebook
•  Comment on other people’s blog posts

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MARKET INTELLIGENCE

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MARKET INTELLIGENCE
•  Follow your target companies
– Twitter
– LinkedIn
– Facebook

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PULLING IT ALL TOGETHER
A Practical Action Plan

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@DlrMktgSys
GETTING STARTED
1.  Set up Profiles
–  LinkedIn, Facebook, Twitter, Tumblr
2.  Put it all in one place
–  www.hootsuite.com
3.  Get Apps for your phone
4.  Put Links in Your Email Signature Line

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30 MINUTES A DAY
Daily Weekly
Update your status
Connect with people you met with today
Check your groups
Update your profile
Send out a Tweet
Glace at your feed for business/personal news
Retweet interesting Tweets
Follow people you met with that day
Update your status
“Like” local businesses
Write an article on your blog

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AT A DEALERSHIP LEVEL
•  Provide useful
content your reps
can share
–  Social Media Posts
–  Articles on Your Blog
Website/Blog
Facebook
Twitter

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@DlrMktgSys
HOW DEALER MARKETING CAN HELP
•  Social Media
– Regular Updates
– Follower Building
– Graphics for your Social Pages
•  Content
– Weekly custom articles for your blog

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@DlrMktgSys
BRANDING YOUR DEALERSHIP
Branded header when
you link to an external
website
•  Links to your
website
•  Brand impression
•  Track click-throughs
•  Content your reps
can share
Your
Dealership’s
Branding
Linked Article
http://stwb.co/zcuuel
Custom
Short Link

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SOCIAL MEDIA STARTER PACKAGE:
$99/MONTH
Regular content updates for
your dealerships social media
pages
www.dealermarketing.net/social-starter
INCLUDES
•  Daily Tweets
–  Interesting Tech Articles
–  Your Vendor’s Press
Releases
•  Weekly Facebook and
LinkedIn Updates
•  Branded to Your
Dealership
FIRST MONTH
FREE

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