1. Gary Lavin – Partner CEO Juice Frank Harkins CEO Juice Salescoach

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

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

4. 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

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

6. Now Dealers need Both

7. 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.

8. 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.

9. The old outbound marketing playbook is BROKEN
94% skip TV ads
91% unsubscribe from
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.

10. What Makes Inbound Different?
Traditional
Cold Calling
Cold s (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.

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

12. 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 .

13. 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

14. The net result for your Dealership
Work Smarter not Harder
Phone every recipient of that 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

15. Telemarketing vs Inbound Marketing
Where do you focus your $ ?

16. Manufacturer website trumps dealer
Partner OR COMPETITOR
Manufacturer website trumps dealer

17. 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

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

19. 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”

20. 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

21. 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

22. 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

23. Resources - Costs
Estimated Costs $
When to Implement Resources

24. Panel Input

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

26. 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

27. 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

28. QUESTIONS?
HUB.ceojuice.com/CDA