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www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CREATE LEADS AND CLOSE
NET-NEW BUSINESS W...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1995: ANALOGUE TO DIGITAL
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
• The modern consumer is digitally
driven, socia...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER 2.0
Researches Online
1. Empowered with in...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Buyers are 57% of the way
through the buying pro...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
57%
Sales Rep Engaged
THE NEW BUYING PROCESS
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MEET THE NEWEST MEMBERS OF
YOUR SALES TEAM
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
94% of buying decisions
begin online
Digital con...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
84% of C-level/VP
executives surveyed
use social...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU RESPOND?
Option 2
Take Advantage of...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW WILL YOU ADAPT TO BUYER 2.0?
57%
In Person
S...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
2015: ANALOGUE TO DIGITAL
Analogue Prospecting D...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL PROSPECTING
Cold calling is not dead,
co...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1. 3.9 million users in
Australia
2. 200 convers...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
REPS USING SOCIAL SELLING REALIZE A 66%
GREATER ...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITALLY-ENHANCED PROSPECTING
Mine
Connections
...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
MINE CONNECTIONS
Advanced Search
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dealer-marketing-systems
@DlrMktgSys
MINECONNECTIONS
Second Level
Connections &
Group...
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dealer-marketing-systems
@DlrMktgSys
235 Results
MINECONNECTIONS
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LINKEDIN HELPS YOU
1. Enhance your
personal bran...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SOCIAL SELLING SEES A 15%
CONVERSION RATE
Sales ...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Sales
Funnel
Relationship
Funnel
DIGITALPROSPECT...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUILD CREDIBILITY
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
Business
Head Shot
Personal
URL
Headline: What Y...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
REGULAR STATUS UPDATES
• Position as a Thought
L...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
ANALOGUE TO DIGITAL MARKETING
Analogue
Marketing...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
IMPLICATIONS
• Knowledge is stored in the sales ...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CREATE LEADS
Understand Your Prospects’ Q...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER’S JOURNEY
WHAT TYPE OF QUESTIONS?
Awarenes...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
FROM ADVERTISING TO ANSWERS
• Buyer 2.0 Wants An...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS
I.T. Director Managing
Director
F...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
BUYER PERSONAS
1. How would your persona describ...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
EXAMPLE:
PRACTICE ADMINISTRATOR PAM
Practice
Adm...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
CALL-TO-ACTION
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LANDINGPAGE
No Menu
Teaser
SOME Info
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
LANDINGPAGE
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
THANKYOUPAGE
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
OFFER2:
CONSIDERATION
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
OFFER3:
DECISION
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HANDOFFTOSAL
• Marketing Qualified
Lead
• Handof...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HANDOFFTOSALES
• Passed as Lead to
CRM
• Rep get...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT DO WE DO?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. Helpful Web Pres...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
1. A Helpful Web Pr...
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DIGITAL SALES/MARKETING PLAN
3. Inbound Marketin...
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dealer-marketing-systems
@DlrMktgSys
NEXT STEPS
John Pulley
jpulley@dealermarketing.n...
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How To Create Leads and Close Net-New Business with Buyer 2.0-Australia

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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

Published in: Sales
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How To Create Leads and Close Net-New Business with Buyer 2.0-Australia

  1. 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO CREATE LEADS AND CLOSE NET-NEW BUSINESS WITH BUYER 2.0 Darrell Amy Chief Innovation Officer Dealer Marketing ORIGINALLY PRESENTED AT
  2. 2. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1995: ANALOGUE TO DIGITAL
  3. 3. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys • The modern consumer is digitally driven, socially connected and mobile empowered. • They have unlimited access to real-time information about your company, products, competitors & customers • It’s time to adapt.
  4. 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER 2.0 Researches Online 1. Empowered with information 2. Afraid of making bad decisions 3. Pressed for time
  5. 5. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep. Consumer Economics Board Survey of 1,400 business decision makers Harvard Business Review, July 2012
  6. 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 57% Sales Rep Engaged THE NEW BUYING PROCESS
  7. 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys MEET THE NEWEST MEMBERS OF YOUR SALES TEAM
  8. 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
  9. 9. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 84% of C-level/VP executives surveyed use social media to make purchasing decisions. IDC Social Buying Meets Social Selling April 2014
  10. 10. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW WILL YOU RESPOND? Option 2 Take Advantage of the Trend Option 1 Continue To Get Squeezed Out 57% Sales Rep Engaged
  11. 11. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW WILL YOU ADAPT TO BUYER 2.0? 57% In Person Sales Marketing Online
  12. 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 2015: ANALOGUE TO DIGITAL Analogue Prospecting Digital Prospecting Analogue Marketing Digital Marketing
  13. 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL PROSPECTING Cold calling is not dead, cold calling is different
  14. 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 1. 3.9 million users in Australia 2. 200 conversations per minute in LinkedIn groups 3. 10th most popular site in the United States
  15. 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys REPS USING SOCIAL SELLING REALIZE A 66% GREATER QUOTA ATTAINMENT THAN TRADITIONAL PROSPECTING MEANS Sales Benchmark Index
  16. 16. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITALLY-ENHANCED PROSPECTING Mine Connections Connect Build Credibility Request Meeting Online New Sales Skills Needed
  17. 17. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys MINE CONNECTIONS Advanced Search
  18. 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys MINECONNECTIONS Second Level Connections & Group Members Title Location
  19. 19. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys 235 Results MINECONNECTIONS
  20. 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys LINKEDIN HELPS YOU 1. Enhance your personal brand 2. Build your relationship funnel Build Trust Create New Opportunities
  21. 21. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOCIAL SELLING SEES A 15% CONVERSION RATE Sales Benchmark Index
  22. 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Sales Funnel Relationship Funnel DIGITALPROSPECTING METRICS 1. # of C-Level Connections 2. Profile Quality 3. References 1. Calls 2. Appointments 3. Proposals 4. Sales
  23. 23. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUILD CREDIBILITY
  24. 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys Business Head Shot Personal URL Headline: What You Do (Not Your Title)
  25. 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
  26. 26. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys ANALOGUE TO DIGITAL MARKETING Analogue Marketing < Sales Digital Marketing is Sales
  27. 27. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IMPLICATIONS • Knowledge is stored in the sales reps’ heads. • You need to make that knowledge available online 57% Digital Marketing In Person Online
  28. 28. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO CREATE LEADS Understand Your Prospects’ Questions Offer Information That’s Helpful To Them Implement Automated Processes
  29. 29. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER’S JOURNEY WHAT TYPE OF QUESTIONS? Awareness Consideration Decision • I have a business problem • What are the potential solutions? • What have other people done? • Who can help me? • Who is credible?
  30. 30. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys FROM ADVERTISING TO ANSWERS • Buyer 2.0 Wants Answers to their Questions • Problem: Different Buyers have Different Questions
  31. 31. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUYER PERSONAS I.T. Director Managing Director Finance Director
  32. 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. 33. www.dealermarketing.net 214.224.0050 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
  34. 34. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys
  35. 35. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CALL-TO-ACTION
  36. 36. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys LANDINGPAGE No Menu Teaser SOME Info
  37. 37. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys LANDINGPAGE
  38. 38. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THANKYOUPAGE
  39. 39. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys OFFER2: CONSIDERATION
  40. 40. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys OFFER3: DECISION
  41. 41. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HANDOFFTOSAL • Marketing Qualified Lead • Handoff to sales once the prospect meets a minimum lead score • Examples: – Moved through Awareness, Consideration, and Decision Stages – Read 5+ Blog Posts
  42. 42. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HANDOFFTOSALES • Passed as Lead to CRM • Rep gets full visibility into the Buyer’s Journey – Web Pages Visited – Emails Opened – Offers Downloaded – Social Media Clicks
  43. 43. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT DO WE DO?
  44. 44. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 1. Helpful Web Presence 1. Website with a Blog 2. Company Social Media 3. Search Engine Optimized 4. Mobile-Responsive
  45. 45. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 1. A Helpful Web Presence 2. Digital Prospecting 1. Completed LinkedIn Profiles 2. Mining for Connections 3. Regular Updates
  46. 46. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DIGITAL SALES/MARKETING PLAN 3. Inbound Marketing 1. A Helpful Web Presence 2. Digital Prospecting 1. Buyer Personas 2. Buyer’s Journey Offers for Awareness, Consideration and Decision 3. Marketing Automation System Linked to CRM
  47. 47. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys NEXT STEPS John Pulley jpulley@dealermarketing.net 02 8310 4841 x.301

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