Download to read offline
Uploaded byDarrell Amy
The Evolving Dealership
This document discusses how dealerships can evolve their sales and marketing roles to meet today's business challenges. It suggests that dealerships should position themselves as either solutions companies, services companies, or specialty systems companies. This will help clarify their messaging and sales approaches. The document also provides advice on building credibility, communicating value, and generating awareness of managed services programs through blog posts, social media, and other marketing strategies to attract more mainstream customers.
![B2B Health Check: 5 Steps to eCommerce Fitness [WEBINAR]](https://cdn.slidesharecdn.com/ss_thumbnails/irfour51webinarslides2nddraftmh1-160211222821-thumbnail.jpg?width=640&height=640&fit=bounds)
The Evolving Dealership
- 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE EVOLVING DEALERSHIP Changing theRoles of Sales and Marketing to Meet Today’s Business Challenges Darrell Amy
- 2. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TODAY • Making senseof the confusion – How do you add value? – What kind of dealership are you? • Sales approach • Marketing strategies
- 3. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT DOES ITMEAN TO BE A VALUE PROVIDER?
- 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys VALUE PROVIDER EQUATION KNOWLEDGE +TECHNOLOGY + SUPPORT = ROIUnderstand their business problems Use technology to fix the problems Be there when they need help
- 5.
- 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE BIG QUESTION •How do we make sense all of the products, services and solutions we sell? Printers Variable Data Printing Supplies Production Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Routing Cost Recovery VOIP
- 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CHALLENGES • Customers areconfused • Sales reps are confused • Marketing is chaotic Printers Variable Data Printing Supplies Production Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Routing Cost Recovery VOIP
- 8.
- 9.
- 10.
- 11.
- 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOLUTIONS COMPANY Documents drivebusiness processes. We help companies use technology to manage documents and improve workflow. Benefits • Improve productivity • Enhance customer service • Create disaster recovery plans • Comply with government reg’s MFP’s Input (Scan) | Output (Print) Content Management Workflow Optimization Use Print Assessment Tool to Discover Document Use/Flow Quarterly Reviews to Discover Workflow Enhancement MP S
- 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SERVICES COMPANY When technologygoes down, business grinds to a halt. Enjoy the same support you get for your copiers for all of your office technology. Benefits: • Maximize productivity • Manage cyber security risks • Create a disaster recovery plan Copier Service Desktops Servers Workflow Optimization Quarterly Reviews to Discover Workflow Enhancement Printers
- 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SYSTEMS COMPANY You needdocument production for your business. We understand (production print/CME) and deploy systems to enhance your business. Benefits: • Maximize profitability • Outstanding support • Specialized solutions Copier Service Production Niche Solutions Quarterly Reviews to Discover Workflow Enhancement Wide Format 3D Printing
- 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DISCUSSION Which kind ofdealership are you? 1. Solutions 2. Services 3. Systems (with Specialty Niches)
- 16. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IMPLICATIONS • What isyour message to the market? • How are you going to approach the sale?
- 17.
- 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW ARE YOUGOING TO SELL? Sales Strategies
- 19. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT DO YOUTALK ABOUT WITH A PROSPECT? Printers Variable Data Printing Supplies Production Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Routing Cost Recovery VOIP
- 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IT STARTS OUTSIMPLE • Begin with the client’s business challenges • Empathize
- 21.
- 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SERVICES APPROACH • Doesyour business rely on technology? – Technology poses risks • Information Security • Viruses • Disaster Recovery – Technology requires support – Do you have a full IT support department? – We can provide support for your office technologies for less than the cost of a full time employee Services
- 23. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SOLUTIONS APPROACH • Haveyou ever thought to yourself that there could be processes inside your company that could be improved? • We help our clients integrate technology to improve their business processes, helping increase profits, improve competitive advantage and reduce risks. • What challenges are you facing in your business today? Solutions
- 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SPECIALTY SYSTEMS APPROACH • Haveyou ever wondered if there are technologies that could help you gain competitive advantage and improve your profits? • We help engineering and design companies integrate the latest 2D and 3D printing technologies to improve their processes and lower costs. • What are some of the biggest challenges you are facing in your business today? Specialty Systems
- 25. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE NEW SALESREP “We need to stop looking for technical people who can sell and develop business people who can sell.” Selling is Dead
- 26.
- 27. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE TECHNOLOGY INTEGRATION REVIEW •We are always looking for ways to improve the value we deliver to our clients. • You have installed powerful technology in your office. Chances are you are only using a fraction of its potential. • We want to help you fully integrate it to help you improve your business, increase productivity and reduce your security risks.
- 28. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TECHNOLOGY INTEGRATION REVIEW • Whatchallenges are you facing in your business today? • What are your biggest goals? • How are people using the technology? • Are there security risks?
- 29. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TECHNOLOGY INTEGRATION REVIEW • Preparea report for the client: – Their Business Challenges – Ideas for Improved Technology Use – Process Improvement Ideas – Security Risks – Recommendations
- 30.
- 31. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW ARE YOUGOING TO MARKET? Positioning Lead Generation Strategies
- 32. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT IS YOURCORE MARKETING MESSAGE? Printers Variable Data Printing Supplies Production Wide Format MFP’s Document Management Managed Print Services Managed Network Services Cloud Services Print Routing Cost Recovery VOIP
- 33. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THREE APPROACHES Services Solutions Specialty Systems Wesupport your technology. We help you integrate technology to improve your business. We have specialized knowledge that will help you business.
- 34.
- 35. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT PERCENTAGE OF YOURCLIENT BASE IS IN A MANAGED SERVICES PROGRAM? HOW DO WE INCREASE THIS NUMBER?
- 36. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE CHASM Geoffrey Moore,Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers
- 37. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys INNOVATORS MAINSTREAM Love technologySkeptical about technology Take Risks Scared of making a bad decision Want to be seen as leaders Want to know what others are doing
- 38. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO MAINSTREAM BUYERSPERCEIVE YOUR DEALERSHIP AND YOUR MANAGED SERVICE PROGRAMS? SAFE CHOICE OR RISKY?
- 39. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE THREE HURDLES Theydo not understand how the client values the offering. Current customers and the market are not aware of the managed services offering They do not see the provider as a credible source of IT services Awareness Credibility Value
- 40. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE THREE HURDLES Theydo not understand how the client values the offering. Awareness Credibility Value
- 41. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys COMMUNICATING VALUE • Why doclients’ buy managed services? – Reduces The Number of Vendors – Eliminates Inventory Costs and Risk of Theft – Frees Up IT Staff to Focus on Core Projects – Enhances Security – Manages Unmeasured Costs – Addresses Problems Proactively – Maps Out a Technology Upgrade Plan
- 42. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys COMMUNICATING VALUE • Communicate valuein the clients’ language – What are their business problems? – How can you connect your managed services offerings to their problems?
- 43. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CREDIBILITY They do notsee the provider as a credible source of IT services Awareness Credibility Value
- 44. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DOES YOUR DEALERSHIP LOOKAND FEEL LIKE A CREDIBLE SOURCE OF I.T. SOLUTIONS?
- 45. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO IBUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts • Social Media Participation • Professional Documents
- 46. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO IBUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts
- 47. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO IBUILD TRUST? • Look Like an Expert • Professional Online Presence • Thought Leadership • Blog Posts • Social Media
- 48. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO IBUILD TRUST? • Educate Your Clients – Events/Webinars – Special Reports/White Papers – Blog Posts
- 49. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO IBUILD TRUST? • Get Endorsed • Case Studies • Get References • Google • LinkedIn • Facebook
- 50. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys AWARENESS Current customers andthe market are not aware of the managed services offering Awareness Credibility Value
- 51. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys AWARENESSVALUE & CREDIBILITY HOW WE’REHELPING DEALERS Weekly blog posts and quarterly graphics updates Automated email/social/Google lead gen campaigns Placement on page one of Google for key search terms Daily social media updates and follower building
- 52.
- 53.