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Transcript

  • 1.  
  • 2. A Famous Quote & Cold Hard Fact
    • Peter Drucker, famed management theorist: “Business exists for two reasons: marketing and innovation. Everything else is a cost.
    • Businesses that innovate their businesses to better serve their customer, and market their differences, statistically outperform during stable, declining and recovering economies.
  • 3. A Brief Overview
    • During this brief 14 Slide Demonstration, you’ll find the following:
      • Reasons to consider marketing the right way
      • Statistics & trends affecting today’s sales forces.
      • Some practical steps to reassess whether marketing actually CAN help.
  • 4. Marketing vs. Sales
    • “ We don’t need no stinking marketing!”
    • Because…
    • “ We’re a sales organization”
  • 5. What does Marketing Do, Exactly?
    • Marketing defines your company, products and capabilities to your customers, potential customers, salespeople, distributors, employees, potential employees, competitors, suppliers, bankers……
  • 6. Yes, you do need marketing because . . .
    • Presenting your company and its products to customers is too important to default to salespeople.
    • Salespeople will be more effective if supported by effective marketing.
    • Initial sales investment is so large in this industry, that salespeople need to spend more of their time selling qualified prospects.
    • Initial sales investment is so large in this industry that salespeople need to be more effective closing deals.
  • 7. Yes, you do need marketing because .
    • Customers source what you sell worldwide
    • You compete with skilled marketers
    • Markets are changing… some of your traditional customers go away
    • There’s a new generation of users/buyers of your products
    • Its “harder and harder” to get people’s attention
  • 8. Trends & Statistics…
    • 88% of Capital Equipment buyers go online first to look at alternatives, regardless of their relationship with the incumbent product and service provider.
    • The average prospect needs to hear from you in some way between 8-10 times per year to even think of your company, products or services.
    • The average prospects gets bombed by over 3,000 marketing messages PER DAY.
    • The average prospect is busier than ever and doesn’t want to see a sales person if they don’t have to.
  • 9. Trends & Statistics…
    • The days of “see twenty people” are over… forever!
    • The average prospect buys on the first call 2% of the time, 3% on the second call, 4% on the third call, 10% on the fourth call, 81% on the fifth call
    • The current and upcoming generation is moving toward technology, mobile devices, social networking, Search and is gravitating toward companies that recognize this, make it easy to do business, and respond to their needs!
  • 10. What You Can Do to Prepare…
    • Spend more time understanding technologies to make you efficient: CRM, data tools and how they are supposed to work together.
    • Focus on higher ROI marketing activities, eliminate expense where there is limited or no return and dedicate yourself to the practice of a craft that can make a difference if done right.
  • 11. The Future is Here…
    • Today’s marketing departments need to understand a mix of technologies, long standing fundamentals, how to integrate the two approaches, and time it perfectly to keep from disrupting your cultural balance and all that has been working well.
  • 12. Practical Steps…
    • Discuss openly with key team members how they think you’re doing.
    • Evaluate every penny that is marketing related, see if there is solid ROI.
    • Look for your company online, using normal words and phrases, see where you are.
    • Perform a SWOT analysis, assess your position, “see around the corner”.
  • 13. Practical Steps…
    • Think hard about how all of the marketing disciplines and how they are supposed to work together, make some notes, 5 minutes every hour, an hour every day
      • Social networking, mobile devices, trends
      • Marketing fundamentals, how good are you
      • Web & SEO, their proper integration and purpose
      • CRM, lead management, data, efficiency tools and how to pull it together.
  • 14. We’re Available to Help…
    • Use our site as a resource, use the free resources and evaluation tools.
    • Contact us with questions.
    • Stay tuned for upcoming workshops on more detailed topics by contacting us.
    • www.equipmentfx.com