How to Create Leads and Close Net-New Business with Buyer 2.0

www.dealermarketing.net

214.224.0050

dealer-marketing-systems

@DlrMktgSys

HOW TO CREATE LEADS AND CLOSE NET-NEW BUSINESS WITH BUYER 2.0Darrell Amy

Chief Innovation OfficerDealer Marketing

ORIGINALLY PRESENTED AT


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@DlrMktgSys

1995: ANALOG TO DIGITAL


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@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.


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@DlrMktgSys

BUYER 2.0

Researches Online

1. Empowered with information2. Afraid of making bad

decisions3. Pressed for time


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@DlrMktgSys

Buyers are 57% of the way through the buying process before engaging with a vendor or sales rep.Consumer Economics BoardSurvey of 1,400 business decision makersHarvard Business Review, July 2012

https://hbr.org/2012/07/the-end-of-solution-sales


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57%Sales Rep Engaged

THE NEW BUYING PROCESS


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MEET THE NEWEST MEMBERS OF YOUR SALES TEAM


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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


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84% of C-level/VP executives surveyed use social media to make purchasing decisions.IDCSocial Buying Meets Social SellingApril 2014


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@DlrMktgSys

HOW WILL YOU RESPOND?

Option 2Take Advantage of the Trend

Option 1Continue To Get Squeezed

Out

57%Sales Rep Engaged


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@DlrMktgSys

HOW WILL YOU ADAPT TO BUYER 2.0?

57%In Person

Sales

Marketing

Online


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2015: ANALOG TO DIGITAL

Analog Prospecting Digital Prospecting

Analog Marketing Digital Marketing


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@DlrMktgSys

DIGITAL PROSPECTING

Cold calling is not dead,

cold calling is different


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1. Over 350 million users

2. 200 conversations per minute in LinkedIn groups

3. 10th most popular site in the United States


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REPS USING SOCIAL SELLING REALIZE A 66% GREATER QUOTA ATTAINMENT THAN TRADITIONAL PROSPECTING MEANSSales Benchmark Index


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DIGITALLY-ENHANCED PROSPECTING

Mine Connections Connect Build

CredibilityRequestMeeting

OnlineNew Sales Skills Needed


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MINE CONNECTIONS

Advanced Search


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MIN

E C

ON

NEC

TIO

NS

Second Level Connections &

Group Members

Title

Location


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235 ResultsM

INE

CO

NN

ECTI

ON

S


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LINKEDIN HELPS YOU

1. Enhance your personal brand

2. Build your relationship funnel

Build Trust

Create New Opportunities


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SOCIAL SELLING SEES A 15% CONVERSION RATESales Benchmark Index


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Sales Funnel

Relationship Funnel

DIG

ITA

L PR

OSP

ECTI

NG

M

ETR

ICS

1. # of C-Level Connections

2. Profile Quality3. References

1. Calls2. Appointments3. Proposals4. Sales


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BUILD CREDIBILITY

http://blog.dealermarketing.net/sales-managers-guide-to-linkedin


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@DlrMktgSys

BusinessHead Shot

PersonalURL

Headline: What You Do(Not Your Title)


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@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


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@DlrMktgSys

ANALOG TO DIGITAL MARKETING

Analog

Marketing < Sales

Digital

Marketing is Sales


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@DlrMktgSys

IMPLICATIONS• Knowledge is stored in the sales reps’ heads.• You need to make that knowledge available online

57%

Digital MarketingIn Person

Online


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HOW TO CREATE LEADSUnderstand Your Prospects’ Questions

Offer Information That’s Helpful To Them

Implement Automated Processes


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BUYER’S JOURNEYWHAT 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?


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FROM ADVERTISING TO ANSWERS• Buyer 2.0 Wants Answers to their Questions• Problem: Different Buyers have Different Questions


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BUYER PERSONAS

I.T. Director Managing Director

Finance Director


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@DlrMktgSys

BUYER PERSONAS1. 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


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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


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CALL-TO-ACTION


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LAN

DIN

G P

AG

E No Menu

Teaser

SOME Info


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LAN

DIN

G P

AG

E


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THA

NK

YO

U P

AG

E


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OFF

ER 2

: C

ON

SID

ERAT

ION


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OFF

ER 3

: D

ECIS

ION


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HA

ND

OFF

TO

SA

LES • 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


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HA

ND

OFF

TO

SA

LES

• Passed as Lead to CRM

• Rep gets full visibility into the Buyer’s Journey– Web Pages Visited– Emails Opened– Offers Downloaded– Social Media Clicks


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WHAT DO WE DO?


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DIGITAL SALES/MARKETING PLAN

1. Helpful Web Presence

1. Website with a Blog2. Company Social Media3. Search Engine Optimized4. Mobile-Responsive


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1. A Helpful Web Presence

2. Digital Prospecting

1. Completed LinkedIn Profiles2. Mining for Connections3. Regular Updates


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3. Inbound Marketing

1. A Helpful Web Presence

2. Digital Prospecting

1. Buyer Personas2. Buyer’s Journey Offers for

Awareness, Consideration and Decision

3. Marketing Automation System Linked to CRM


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@DlrMktgSys

NEXT STEPS

John Pulley

[email protected]

214-224-0050 x.301

mailto:[email protected]

http://blog.dealermarketing.net/strategic-marketing-review

http://blog.dealermarketing.net/webinar-demystifying-search-engine-optimization

How to Create Leads and Close Net-New Business with Buyer 2.0

Sales

dlrmktgsys buyers

person sales marketing

dlrmktgsys reps

sales rep

digital content

sales team

enhanced prospecting

new buying process