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 in May 2015, 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
- And more
Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier DealersDarrell Amy
Just like the move from analog to digital copiers made profound shifts to how we do things, the move from analog to digital prospecting and marketing opens new opportunities to grow business.
With 94% of business buying decisions now beginning online and buyers 57% of the way thorough the buying process before engaging with a sales rep, copier dealers need to get smart when it comes to online sales and marketing.
In this presentation you'll learn how you can move your dealership from analog to digital prospecting with LinkedIn. You'll also learn the latest inbound marketing strategies to leverage the internet to create and nurture leads.
The presentation concludes with a practical three-step action plan for a copier dealership to build a powerful marketing engine.
LinkedIn and Copier Sales-Debunking the Four FearsDarrell Amy
LinkedIn has forever changed the traditional sales process. However, many sales managers and dealer principles have some real fears related to sales reps using LinkedIn:
Fear One: My Best Reps Will Get Recruited Away
Fear Two: The Competition Will Steal Our Current Accounts
Fear Three: Reps Will Stop Cold Calling
Fear Four: Reps Will Spend All Day Sitting At Their Computers
In this webinar, Larry Levine will hit these four fears straight on. You'll hear real-world stories about how reps are using LinkedIn to blow past their quota. You'll also learn about four core digital prospecting skills that your sales team needs to succeed.
Not too long ago, Sales success was the result of a (rather mystical) combination of networking, people skills, intuition, and good ol’ cold calling.
But the advancement in enterprise technology over the past two decades has changed all that, especially in the B2B environment. Today, networking takes place online, technical skills are becoming more valuable than people skills, data has replaced the ‘hunch’, and automation is threatening to shrink the job market.
But while technology seems to have made selling harder, it has certainly made buying easier. Which, when you think about it, is exactly what Sales and Marketing are trying to do.
Luckily, Sales professionals are known for their ability to adapt. The Sales department is often the first in a business to embrace new technology, find better ways of doing things, and cut unnecessary tasks.
It was Sales, after all, who first embraced cloud technology (CRM was the first viable cloud application for business). And Sales who played a huge role in the consumerization of IT, by insisting on bringing their own devices to work.
The internet, SEO and ferocious content marketing have put a wealth of information at the buyer’ fingertips. And in many cases, have made Sales all but redundant until the final stages of the buying process.
Now, Sales needs to lead the charge once again – accepting the changes that technology brings, and making the most of their new situation.
To find out how our proposal management software is a necessity for a sales professional of the future visit our website for more info: https://www.qorusdocs.com/proposal-software
Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier DealersDarrell Amy
Just like the move from analog to digital copiers made profound shifts to how we do things, the move from analog to digital prospecting and marketing opens new opportunities to grow business.
With 94% of business buying decisions now beginning online and buyers 57% of the way thorough the buying process before engaging with a sales rep, copier dealers need to get smart when it comes to online sales and marketing.
In this presentation you'll learn how you can move your dealership from analog to digital prospecting with LinkedIn. You'll also learn the latest inbound marketing strategies to leverage the internet to create and nurture leads.
The presentation concludes with a practical three-step action plan for a copier dealership to build a powerful marketing engine.
LinkedIn and Copier Sales-Debunking the Four FearsDarrell Amy
LinkedIn has forever changed the traditional sales process. However, many sales managers and dealer principles have some real fears related to sales reps using LinkedIn:
Fear One: My Best Reps Will Get Recruited Away
Fear Two: The Competition Will Steal Our Current Accounts
Fear Three: Reps Will Stop Cold Calling
Fear Four: Reps Will Spend All Day Sitting At Their Computers
In this webinar, Larry Levine will hit these four fears straight on. You'll hear real-world stories about how reps are using LinkedIn to blow past their quota. You'll also learn about four core digital prospecting skills that your sales team needs to succeed.
Not too long ago, Sales success was the result of a (rather mystical) combination of networking, people skills, intuition, and good ol’ cold calling.
But the advancement in enterprise technology over the past two decades has changed all that, especially in the B2B environment. Today, networking takes place online, technical skills are becoming more valuable than people skills, data has replaced the ‘hunch’, and automation is threatening to shrink the job market.
But while technology seems to have made selling harder, it has certainly made buying easier. Which, when you think about it, is exactly what Sales and Marketing are trying to do.
Luckily, Sales professionals are known for their ability to adapt. The Sales department is often the first in a business to embrace new technology, find better ways of doing things, and cut unnecessary tasks.
It was Sales, after all, who first embraced cloud technology (CRM was the first viable cloud application for business). And Sales who played a huge role in the consumerization of IT, by insisting on bringing their own devices to work.
The internet, SEO and ferocious content marketing have put a wealth of information at the buyer’ fingertips. And in many cases, have made Sales all but redundant until the final stages of the buying process.
Now, Sales needs to lead the charge once again – accepting the changes that technology brings, and making the most of their new situation.
To find out how our proposal management software is a necessity for a sales professional of the future visit our website for more info: https://www.qorusdocs.com/proposal-software
CMO Council & Vince Ferraro Trends, Directions and InsightsVINCE FERRARO
The leader of global and consumer marketing for both Eastman Kodak and HP during great technological shifts, Vince
Ferraro is truly a marketing pioneer. He's also a digital and social media innovator. In this special session presented in
conjunction with the CMO Council, he'll share his insights on creating game-changing results as marketing evolves from
a traditional to hyper-digital world.
Big business expo 2015 - The Next Generation of SalesInsideSales.com
Ken Krogue presents The Next Generation of Sales as the Keynote for the Big Business Expo 2015. For the 10th year Ken Krogue shares research and best practices about selling in a high velocity business model at the largest annual conference in Utah Valley.
New this year is information on Inside Sales, predictive analytics, innovation, women in sales, and social Selling
What is Sales 2.0? Much has changed since Sales 1.0, and it's important for sales organizations to keep up with the changing times. Check out this new Slideshare, inspired by InsideView, on what exactly is Sales 2.0.
Success with CRM Consulting, Inc, 10 minute member presentation to the Michiana BNI chapter. Dick Wooden and Julie Cooper as presenters. Dick is the outgoing past President.
Presentation for the Michiana Consultants Round Table held August 17, 2010 by Dick Wooden and Julie Cooper. Focusing on business relationship development changes, social media and small business Contact management (Sage ACT!). Development of a marketing strategy before picking tactics.
Champions and Competitions; Making Social Fun - PTC Customer Story - Sales Co...LinkedIn Sales Solutions
Featuring Julian Lee, Senior Director - Sales Enablement - EMEA, PTC. Hear from your peers in Sales and Marketing leadership roles as they share real world social selling best practices learned at their own companies
Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.
How To Create Leads and Close Net-New Business with Buyer 2.0-AustraliaDarrell Amy
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
How to Integrate Managed Network Services Into Your Dealership's Marketing Me...Darrell Amy
You've launched a Managed Network Services business.
Now the challenge is this: Your local market knows you as a copier dealership, not a team of I.T. experts.
THIS RAISES MANY IMPORTANT QUESTIONS:
How do you come up with one message that clearly communicates what you do to your current and potential clients?
How do you promote I.T. services without neglecting your core copier business?
How do you develop a value proposition your sales reps can communicate?
How do you position your business as a credible source of I.T. services?
WHAT YOU WILL LEARN
We've been helping dealers across the US and Australia navigate these challenges. In this webinar you will learn best practices you can put to work immediately to:
Develop your own marketing message that integrates copiers, managed services and solutions
Position your dealership as a team of I.T. experts
Build a strategy to communicate your managed services value proposition to your market over time
Totango and thismoment discuss data-driven insights for customer acquisition, customer success, and churn management.
Learn how thismoment uses Totango to:
- Identify buy and churn signals from product usage data
- Segment your user-base for smarter customer engagement
- Impact every aspect of the customer journey from trial to onboarding to renewal and upsell
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
CMO Council & Vince Ferraro Trends, Directions and InsightsVINCE FERRARO
The leader of global and consumer marketing for both Eastman Kodak and HP during great technological shifts, Vince
Ferraro is truly a marketing pioneer. He's also a digital and social media innovator. In this special session presented in
conjunction with the CMO Council, he'll share his insights on creating game-changing results as marketing evolves from
a traditional to hyper-digital world.
Big business expo 2015 - The Next Generation of SalesInsideSales.com
Ken Krogue presents The Next Generation of Sales as the Keynote for the Big Business Expo 2015. For the 10th year Ken Krogue shares research and best practices about selling in a high velocity business model at the largest annual conference in Utah Valley.
New this year is information on Inside Sales, predictive analytics, innovation, women in sales, and social Selling
What is Sales 2.0? Much has changed since Sales 1.0, and it's important for sales organizations to keep up with the changing times. Check out this new Slideshare, inspired by InsideView, on what exactly is Sales 2.0.
Success with CRM Consulting, Inc, 10 minute member presentation to the Michiana BNI chapter. Dick Wooden and Julie Cooper as presenters. Dick is the outgoing past President.
Presentation for the Michiana Consultants Round Table held August 17, 2010 by Dick Wooden and Julie Cooper. Focusing on business relationship development changes, social media and small business Contact management (Sage ACT!). Development of a marketing strategy before picking tactics.
Champions and Competitions; Making Social Fun - PTC Customer Story - Sales Co...LinkedIn Sales Solutions
Featuring Julian Lee, Senior Director - Sales Enablement - EMEA, PTC. Hear from your peers in Sales and Marketing leadership roles as they share real world social selling best practices learned at their own companies
Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.
How To Create Leads and Close Net-New Business with Buyer 2.0-AustraliaDarrell Amy
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
How to Integrate Managed Network Services Into Your Dealership's Marketing Me...Darrell Amy
You've launched a Managed Network Services business.
Now the challenge is this: Your local market knows you as a copier dealership, not a team of I.T. experts.
THIS RAISES MANY IMPORTANT QUESTIONS:
How do you come up with one message that clearly communicates what you do to your current and potential clients?
How do you promote I.T. services without neglecting your core copier business?
How do you develop a value proposition your sales reps can communicate?
How do you position your business as a credible source of I.T. services?
WHAT YOU WILL LEARN
We've been helping dealers across the US and Australia navigate these challenges. In this webinar you will learn best practices you can put to work immediately to:
Develop your own marketing message that integrates copiers, managed services and solutions
Position your dealership as a team of I.T. experts
Build a strategy to communicate your managed services value proposition to your market over time
Totango and thismoment discuss data-driven insights for customer acquisition, customer success, and churn management.
Learn how thismoment uses Totango to:
- Identify buy and churn signals from product usage data
- Segment your user-base for smarter customer engagement
- Impact every aspect of the customer journey from trial to onboarding to renewal and upsell
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
There are usually 3 or 4 decision makers involved in the purchase of a managed service. These people can be CIO, CISO, Network manager, Operations managers, security architect, procurement and finance. How can you work out the titles of the people in existing large companies who were the decision makers / influencers so you sought out the right people to market to?
This presentation gives a brief overview of what a 100 day complex sales marketing consultancy plan would look like.
This is the deck from the Big Data and Social Insights breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com
How to Align Sales and Marketing to Connect with Today's Modern BuyerLarry Levine
First in wins! However, these days, being first in usually involves connecting online rather than in person. Learn how to integrate online marketing, social media, traditional marketing and your sales team to engage modern buyers early in the buying process.
How to Align Sales and Marketing to Connect With the Modern BuyerDarrell Amy
First in wins! However, these days, being first in usually involves connecting online rather than in person. Learn how to integrate online marketing, social media, traditional marketing and your sales team to engage modern buyers early in the buying process.
Join Darrell Amy and special guests, Larry Levine and Jon Mitchell in a high-impact session packed with practical ideas to align marketing and sales to drive results.
Using The Web and Social to Transform Your DealershipDarrell Amy
Are you transforming your copier dealership into a managed services or solutions provider? This presentation gives helpful insight into the ways that web and social media can help transform your position with prospects, clients and employees. You'll also learn how to integrate your website and social media pages.
The Evolving Dealership-Presented at IBPI on 6-16-2013Darrell Amy
Dealers face tremendous business challenges with new competition and downward price pressures. All of this is happening in an environment where it is hard to recruit reps and nearly impossible to train them on every product, service and solution a dealer sells. Join us to hear Darrell Amy (Dealer Marketing) explore new ways to sell and develop creative marketing strategies. The goals are to create new leads and cross sell your customers into everything your dealership offers!
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...Bridgeline Digital
Speakers:
Matt Sullivan - Director of Account Management, Bridgeline Digital
Brian Harris - Director of Digital Services, iSG Bridgeline Digital
It’s no secret that Social Media’s influence as a business channel is growing by the day. Nearly half of all online shoppers rely on Social Media when making a purchase decision. Marketers know this – in fact, 93% say they currently use Social Media for business. But being Social isn’t just robotically pushing out content – it’s about developing a strategy focused on engagement and achieving real ROI. Where do you start? What tools do you need? Glad you asked, join our webinar to find out!
Finally, a clear recipe that marries the influence of Social Media with organizational goals.
• Purpose & Goals: Examination of what Social Media can offer your business
• Social Business: Measurement of true Social ROI
• Execution & Strategy: Identify the tools and planning needed to drive social success
9 Measurement Tips to Improve Your Relationship With Your CMO, Jon Russo – F...Full Circle Insights
Jon Russo, Founder of B2BFusion, discusses how to get the marketing metrics your CMO or VP of marketing by cleaning up your data, fixing your processes, and finding the right tools.
Similar to How to Create Leads and Close Net-New Business with Buyer 2.0 (20)
How to See Who Is Coming To Your Copier Dealership' sWebsiteDarrell Amy
Have you ever wondered who is coming to your dealership's website?
Now you can find out!
Every smart copier dealer wants to be at the top of Google search with the goal of driving increasing amounts of traffic to your website. However, only a small percentage of visitors will ever fill out a form--even on the best websites. What about the other visitors?
Imagine if you could know who was coming to your website. Your sales reps could use this intelligence to generate new sales leads and close active opportunities!
In this webinar we'll reveal how smart copier sales teams leverage new technologies to see what companies are visiting their websites!
How to Build an Annual Marketing Calendar for Your Copier DealershipDarrell Amy
One of the best ways to ensure success in the new year is to create a marketing calendar. This master plan will help make sure you fully optimize your events, promotions, and online marketing throughout the year. Join Darrell Amy and Jon Mitchell from Dealer Marketing as they discuss how they assemble Dealer Marketing's annual plan. You'll leave with a template to build your dealership's 2017 marketing calendar.
Copier dealers and managed services providers looking to improve their placement on Google with Search Engine Optimization (SEO) will learn about Google's latest updates along with a practical strategy to get favorable placement.
How Copier Reps Can Used LinkedIn to Grow SalesDarrell Amy
Darrell Amy and Larry Levine share strategies to use social networking sites like LinkedIn in the copier sales process. Join us for a live presentation of this content on 4/1/15. Register for the webinar at www.dealermarketing.net/webinar
How copier reps can use social media to grow salesDarrell Amy
Learn how you can use social media in your sales process to create new relationships, position yourself as an expert and get market intelligence on your target accounts. This is a recording of a live webinar presented on 9/25/2013 by Darrell Amy.
Photizo transform 2013 marketing strategies for managed servicesDarrell Amy
Marketing is one of the most critical components of a managed services strategy. Current customers and the local market see the dealer as a hardware provider. They are not aware of the managed services offerings and how they could benefit. Even if they are, they may not see the dealer as a credible, competent provider of IT-related services. Unfortunately, most sales-focused organizations do not see marketing as a strategic driver and neglect to deploy a full marketing strategy. In this session you will learn proven marketing strategies to develop awareness, prove value and build credibility.
Three Proven Strategies to Use the Web To Grow Your DealershipDarrell Amy
This is a presentation I gave to a group of dealers in Australia recently. It contains strategies to cross-sell current clients, create new leads and get involved in competitive deals. Enjoy!
Itex Solutions Selling With Short Sales CyclesDarrell Amy
Here\'s an old presentation on solution selling and shortening sales cycles from ITEX in 2008. I like the part near the end about convergent and divergent demand. Check it out.
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
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
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. 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
More from the IDC Study:
Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers.
Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
Dig in – who are your second degree connections – who can you connect with – like minded folks who are valuable.
After the break, I’ll show you some strategies to get you connected with every decision maker and influencer in your territory.
Engage with prospects
Reply to questions posed
DO NOT SELL – be useful to them
At the end of a blog post or on the sidebar of your webpage, give them an action. You have to create the path for them to follow.
Once they hit that submit button, they should be redirected here. You have to thank them and give them a place to download that offer.