deal exposure: how to get involved in more copier deals
TRANSCRIPT
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HOW TO GET YOUR DEALERSHIP INVOLVED IN MORE COPIER DEALS MEASURING AND MAXIMIZING DEAL EXPOSURE
Darrell Amy Dealer Marketing
Larry Levine Social Sales Academy
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GOALS 1. Calculate Your Deal Exposure 2. Put Google To Work For You 3. Leverage Social Selling
Darrell Amy Marketing Strategist Dealer Marketing
Larry Levine Co-Founder Social Sales Academy
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CALCULATE DEAL EXPOSURE
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DEAL EXPOSURE • How many deals went down
in your market? • What percentage of these
deals were you involved in?
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BEQI Business Equipment
Quota Index
National Units Sold/Year A3+A4:
2,485,137*
Average # of Units/Deal
3
ESTIMATING NUMBER OF DEALS
* 2016 Data from KeyPoint Intelligence
X /
Example: Portland BEQI 0.006794005 X 2,485,137 units / 3 = approx. 6,754 deals/year
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MEASURING DEAL EXPOSURE SALES • How many proposals did your reps submit?
• 1,200 proposals / 6,754 = 17% Deal Exposure
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93% of B2B tech buyers look to Search as their #1 source of information during the buying process.
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MEASURING DEAL EXPOSURE MARKETING • 93% of B2B buyers use online search as their #1 source
of information during the buying process
# of Search Engine Visitors From the Local
Market
Number of Deals / Year Deal
Exposure X =
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HOW CAN YOU GET INVOLVED IN MORE DEALS?
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PUT GOOGLE TO WORK
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SEARCH STRATEGY GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
MAKE COLD CALLS
ADD VALUE
CLOSE FOR THE APPOINTMENT
DIGITAL MARKETING
SALES PROSPECTING =
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SEARCH STRATEGY GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
LOC
AL
SEO
ST
RATE
GY
CO
NTE
NT
SOC
IAL
MED
IA
SEO BLOGS
SOCIAL
TOP SEARCH PLACEMENT
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LOCAL SEO STRATEGY GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
TOP PERFORMING KEYWORDS KEYWORD RELATIVE SEARCH VOLUME (May 2017)
Copiers 754
Laser Printers 531
Document Management Systems
1,294
Network Monitoring 2,820
Online Backup 3,265
Network Security 7,471
Cloud Services 12,583
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LOCAL SEO STRATEGY GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
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CONTENT AND SOCIAL MEDIA GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
KEY
WO
RD
STRA
TEG
Y
CO
NTE
NT
SOC
IAL
MED
IA
SEO BLOGS
SOCIAL
TOP SEARCH PLACEMENT
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CONTENT GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
BLOGGING
• Add blog posts at least once a week
• Ask reps what questions they are getting in the field
• Blog about hot topics, interesting technology, and business problems.
• Content MUST be original
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SOCIAL GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
SOCIAL
• Use a different strategy for each social network
• Be consistent
• Share content from your blog
• Share content that positions you as a team of tech experts
• Amplify across the sales team
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CALLS-TO-ACTION GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
• Your website needs to close!
• Direct:
• Contact Us
• Get a Quote
• Request an Assessment
• Indirect
• Special Report
• Buyer’s Guides
• White Papers
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CALLS-TO-ACTION GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
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CALLER ID FOR YOUR WEBSITE GET FOUND
ONLINE
OFFER HELPFUL INFORMATION
CLOSE FOR THE APPOINTMENT
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LEVERAGE SOCIAL SELLING
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SOCIAL STRATEGY GET VISIBLE
GET VALUABLE
DRIVE CONVERSATION
MAKE COLD CALLS
ADD VALUE
CLOSE FOR THE APPOINTMENT
DIGITAL PROSPECTING
ANALOG PROSPECTING
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GET VISIBLE GET VISIBLE
GET VALUABLE
DRIVE CONVERSATION
• Create a buyer-centric profile
• Socially-surround your current accounts
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BE SEEN AS A RESOURCE GET VISIBLE
GET VALUABLE
DRIVE CONVERSATION
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BE SEEN AS A RESOURCE GET VISIBLE
GET VALUABLE
DRIVE CONVERSATION
• Share content that’s useful to your buyers
• Get references from your current clients
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DRIVE CONVERSATIONS GET VISIBLE
GET VALUABLE
DRIVE CONVERSATION
• Look for ways to engage in conversation
• Engage with people that comment on your posts
• Comment on other’s posts
• Take conversations offline
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CONVERSATION TRIGGERS • Profile viewed • Invitation to connect • Accepted invitation • Contact’s job change • Contact gets promoted • Contacts birthday • Contacts work anniversary • Contact is mentioned in the
news • Contact updates profile • LinkedIn blog post is liked • LinkedIn blog post is shared • Comment on your blog post
• LinkedIn update is liked • LinkedIn update is shared • LinkedIn update is
commented on • Group post is liked • Group post is commented on • Group member makes a
comment • You’re endorsed for a skill • Receive a recommendation • Opportunity to ask for
recommendation • Invited to join a group
• A shared group member reaches out to you
• You receive an InMail • A contact’s contact likes a
LinkedIn update post • A contact’s contact shares a
LinkedIn post • LinkedIn’s people you may
know section
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Darrell Amy /in/darrellamy @darrell_amy [email protected]
Larry Levine /in/larrylevine1992 @larry1levine [email protected]
Calculate Your Deal Exposure Improve Search Engine Placement
Social Sales Coaching Major Account Rep Coaching