Brewing up Sales in a Digital World

Brewing up Sales in a Digital World Panelists Carl Weaver Ben Scheiner Marco Righetti Ben Tyrrell

Carl Weaver International Association of Movers

Brewing up Sales in a Digital World Why “Brewing” up Sales? Has Sales Changed? We have lots of cool digital tools Technology has allowed us to streamline processes and invent new processes However, sales in most industries is still a process, rather than something that automatically happens

Brewing up Sales in a Digital World Why “Brewing” up Sales? Brew Beer. Be Awesome. Making beer is a process It takes time and many steps to go from grain to drinkable beer Malting Mashing Cooking Fermenting Racking Clarifying Bottling/kegging Drinking – at last! At least two weeks!

Brewing up Sales in a Digital World What tools are worth using? What I use at IAM and Elsewhere

Ben Scheiner Global Relocations

Brewing up Sales in a Digital World Who I am – Ben Scheiner Global Relocations’ MD. Industry mover for nearly 20 years and owner of Global Relocations for 10 years. Not an expert on social media, but a consistent student of building a business which has grown from nothing to one that practically receives a very high proportion of moves from internet.

Brewing up Sales in a Digital World Ben Scheiner What I Have Done to Grow my Business Forms of Social Media – There are many, but I am here to talk and focus on Facebook, LinkedIn, Twitter, Instagram and Google ads. Stats – Facebook claims to have 1.2 billion active users with around 800 million users daily. Average daily use is about 35 minutes. Why is this important? Where there are people, businesses will follow. Google ads – Pay per click (PPC) keywords on geographic search. The value is to be able to target people on their keyword searches and for us as businesses to target prospective clients within geographic areas we serve, thereby putting ourselves in front of a captive audience at the exact time they are searching for movers, or down to choose a removal firm to move. Personal experience was a daily spend of between £100 - £200 in the early years which allowed us an immediate impact on the phones with a very measurable response.

Brewing up Sales in a Digital World Ben Scheiner What I Have Done to Grow my Business Lead source purchase such as Reallymoving.com, Triglobal, Movehub are useful as they offer a set cost per lead within the geographic target locations we like to serve and provide prospects with an immediate need. FB ads are really simple and only cost as little as £1 per day. Obviously the greater the spend, the more results will be seen, however there is a very low cost to uptake this medium compared to PPC. Also, with FB ads we are able to target prospects on the basis of their location, age and interests. FB numbers are impressive and the cost to reach this audience is very low so with the right ad and landing page, this is a very effective medium.

Brewing up Sales in a Digital World Ben Scheiner What I Have Done to Grow my Business What we do with a new lead is to use Linkedin, Twitter and Facebook to gather knowledge of the prospect and to see if there are any mutual friends or interests to warm to the prospect so the conversation can be engaging as well as mutually informative. We ask for feedback at the end of the move to promote our service through www.moveaide.com As it is impartial, the feedback remains correct and unbiased. We offer a referral programme to enhance the relationship once the move is done so that our clients become our Ambassadors.

Marco Righetti 1877 Stein S.r.l.

Thank you!