Gary Lavin – Partner CEO Juice Frank Harkins CEO Juice Salescoach

How has the Copier Market Changed Inbound Marketing – What it means for the Dealer Key Success Factors Panel Discussion Summary & Key Takeaways

Copier Market Has changed Knowledge is Power Sales Had the Knowledge (& Power) Now Buyers Have the Knowledge (& Power)

Copier Market Has changed 57% of the Sale is Online – Before the salesperson is ever involved nnnnnnnnnn Similarities to the Auto Industry Buyer has the Vin number The car history Market price for that model

Market changed but many dealers haven’t Sales Pitch commoditizes us We Follow the Buyers process Numbers Game – Make more calls, work harder

Now Dealers need Both

What is Inbound Marketing? And How can it help your Dealership START OF SCRIPT: Today we are going to focus on what Inbound Marketing is and how it is relevant to your company. Specifically, how Inbound Marketing can help your company increase traffic, leads and customers.

People’s behaviors have changed People’s behaviors have changed. They’re tuning out traditional marketing tactics. This is due in part to the changing nature of people’s behaviors. We have learned to tune out traditional marketing tactics in order to access the content we are looking to consume.

The old outbound marketing playbook is BROKEN 94% skip TV ads 91% unsubscribe from email 27% of direct mail is never opened 200M on the Do Not Call list State of Inbound Marketing, HubSpot, 2015 This means that the old marketing playbook is broken. Just take a look at some of the stats on your screen. How many of these apply to you? Personally, I tend to avoid my personal inbox and never answer a phone call if I do not know the number.

What Makes Inbound Different? Traditional Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer-centric Inbound SEO (Search Engine Optimization) Blogging Attraction Customer-centric Inbound marketing works because it’s’ a more economically efficient way to create the experience that people are looking for instead of paying to interrupt one.

When you use inbound marketing, your customers will come to you.

Companies are 3x as likely to see higher ROI on inbound marketing campaigns than on outbound. Source: State of Inbound Marketing, HubSpot, 2015 Source: State of Inbound Marketing, HubSpot, 2015 .

This is How it Works Analyze those email campaigns Personas How many mails delivered, opened, clicked through Clicked is Key – Which messages worked Look at the end user – who in that target company clicked what Use Video – Analyze not just who watched, but what they paused, rewound, revisited Personas What type of prospects are visiting you online Arrange the content of your website to suit the persona visiting

The net result for your Dealership Work Smarter not Harder Phone every recipient of that email campaign? Call only those who clicked on the mail Tailor that phone call to their persona and what they clicked If IT Manager clicked on latest Konica MFP If CFO spent time looking at Managed Services Don’t treat everyone as a prospect. New MFP Productivity Reduced service costs Managed services Reducing your costs Add CEO Juice Value Add. Automate processes. Put in your raving fans, add list of Customers with machines 5plus year Add Hubspot Stats on performance increase for Sales

Telemarketing vs Inbound Marketing Where do you focus your $ ?

Manufacturer website trumps dealer Partner OR COMPETITOR Manufacturer website trumps dealer

Key Success Factors (CDA Survey) Why Dealer X Message NOT DIFFERENTIATE Been in Business 25 years - Tailor the message to customer Great Service - Reinforce – use it everywhere Quality - Unique Competitive pricing - Train Sales to deliver message For Online content AND sales calls

Key Success Factors Enterprise Video Show off Company culture & unique identity Shed Light on more complex areas (MNS) Capture who watched the video By 2017 69% internet traffic will be video Cisco Cost Whiteboard video $1500 minute

Key Success Factors Content Blog: B2B companies that blog get 67% more leads What is stopping You: “We Don’t have access to interesting content”

Key Success Factors Content Customer centric: What are the top questions customers and Prospects have for Sales CDA Group to share content We have a Host of other Suggestions for you to create content

Key Success Factors Automating Processes Train Sales on asking the right questions to get you wider Leverage Promoters to get you wider in Accounts This Dealer is great This Copier is 5+ years old Net Promoters List machines 5+ yr old

Key Success Factor Train Sales Implement a repeatable sales process Ditch the sales pitch Ask insightful, pain oriented questions Become a problem solver, not a product pusher Think of selling as a skill – all skills are perishable with out practice

Resources - Costs Estimated Costs $ When to Implement Resources

Panel Input

Some CDA Dealers with HubSpot Today AIS All Copy Products Advanced Systems Inc Datamax Texas Documation Office Interiors Pro Source RJ Young SOS Symquest

How can CEO JUICE Help Help you implement & leverage HubSpot Train Sales & Automate reinforcement of sales training based on CRM data Marketing automation based on page visits, video views etc Help share marketing message and content

SUMMARY Start Marketing your dealership Stop sending prospects to manufacturers site Redefine Why Dealer X Message Create a video – It’s the way forward Train Sales Guys to succeed in NEW world

QUESTIONS? HUB.ceojuice.com/CDA