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ADISA Seminar - More ways to Attract and Engage New Clients Robert McKechnie April 17 th 2013.

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Presentation on theme: "ADISA Seminar - More ways to Attract and Engage New Clients Robert McKechnie April 17 th 2013."— Presentation transcript:

1 ADISA Seminar - More ways to Attract and Engage New Clients Robert McKechnie April 17 th 2013

2 The economy is tough….. You are here!

3 The market is tough….. Shorter lifecycles…..Laptops 2 years, Mobile phone 18 months 1 Transition to cloud-based services Lower resale value of IT equipment More ITADs than ever….approx 600 in UK Increased focus on data security and environmental concerns Supported by legislation 1- According to US EPA










13 How can we Survive and Thrive? Think Strategic! Innovate Educate Communicate

14 Strategic vs Tactical What do I want to accomplish from a sales call? Stock tactical answer “I want to make a sale” Is that all? What about these strategic objectives? – Building brand loyalty – Generating referrals – Becoming the Most trusted – Being seen as the Best expert – Setting the buying criteria!

15 Strategic vs Tactical Example What does your business do? Tactical Answer: We are an IT Asset Disposal company Strategic Answer: We help our corporate clients manage their IT asset strategy by – Maximising their return on retired assets – Taking complete responsibility for Data Security and Environmental Compliance – Developing programmes that leverage assets for social good wherever possible Boring! I’m leaving! OK I’m happy now……. although I’m still frowning

16 Innovation “ Innovation is the specific instrument of entrepreneurship. The act that endows resources with a new capacity to create wealth” – Peter Drucker

17 Innovation – Example #1 Buy-back program provides client with guaranteed minimum price for at point of purchase

18 Innovate – Example #2 Managed Trade-in

19 Educate "There are two educations. One should teach us how to make a living and the other how to live.“ - John Adams

20 A Sales Pitch? Do we really want a sales pitch? Hmmm…..perhaps not People don’t like to be sold but they like to buy!

21 Market Data vs Product Data People are far more likely to respond when presented with information of value to them….. Than they ever will to hear you sell your product or service! Market data is much more motivational than product or service information!

22 Potential Buyer Pyramid Buying Open but Not Active Not thinking about it Soft No: “I don’t think I’m interested” Not Interested 3% 7% 30% Copyright © by Chet Holmes Tactical Selling – Potentially OK Strategic Selling – A MUST!! Move Potential Buyers up the pyramid!!!

23 Building your Core Story Step 1 – Research Research industry over a 30-year period and look for trends Resources – Internet search…..everybody has access – University study… – Engage an expert breach-trends-stats/

24 Building your Core Story Step 2 – Look for Bad News! Identify the “pain points” This is what motivates people Make sure data is reference able…..don’t make things up!

25 Building your Core Story Step 3 – Presentation of Data Stack the info and cross reference Format: Power point, video, brochures etc.

26 Building your Core Story Step 4 – Pitch your Service at End First 75% should be compelling market data Keep it educational e.g. “7 things to look for in a professional IT Asset Disposal company”….technology, process, certification, awards, warning signs

27 Communicate “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” – Peter Drucker

28 Communication Internet or Inbound Marketing Direct contact – salespeople, customer service Market education – trade shows, speaking engagements, white-board sessions PR Literature – brochures, case studies Direct mail Advertising

29 Best Buyer Strategy Possibly fastest way to grow sales Smaller number of “best buyers” than all buyers… Easier and cheaper to market to… They buy considerably more than your other customers (80/20 rule)

30 Best Buyer Strategy Goal of your Best Buyer Programme: “I’ve never heard of this company” to “What is this company I keep hearing about?” to “I think I’ve heard of that company” to “Yes, I’ve heard of that company” to “Yes, I do business with that company

31 1. Research & Select Best Buyers 2. Choose gifts 3. Create Best Buyer Letters 4. Create Best Buyer calendar 5. Conduct follow-up calls 6. Deliver the event (briefing, webinar etc) Best Buyer Process

32 Step 1 – Research & Select Be clear on selection criteria: – Number of employees? – Value of company? – Revenue/Profit? – Location? – Industry sector? – Etc. Whatever else qualifies them to buy faster, more and more often than any other buyer

33 Step 2 – Choose Gifts You need to be noticed! Inexpensive (<£5) – it’s not a bribe! Useful – otherwise it will end up in the bin! Send gift once per month The goal is to stand out and have your letter read!

34 Step 2 – Choose Gifts Ideas for gifts: – Branded/novelty USB key – LED pen torch – Emergency iPhone charger – Miniature tape measure – Magnifying glass – Etc. – Be Innovative!!

35 Step 3 – Create Letter Letter should be SHORT so that it gets read! Tie in with the gift in clever way Contains a clear Call To Action e.g. – Sign up for industry session – Register for webinar Remember that you are launching a campaign not sending a single letter

36 Step 4 – Create Calendar Need regular communication to gain awareness Should happen at least every month Not every communication needs to be a gift….as long as it is something of value Don’t expect immediate results - Be disciplined!

37 Step 5 – Conduct Follow-up Call prospect after every mailing Side Note: Q: Who are you selling to? A: The IT or Facilities Manager? The CFO or CEO? Wrong!!!! They have the ability to say “No” But they have the ability to say “Yes”!!! Important distinction!!!! Well done Einstein!!!!

38 Step 6 – Deliver the Event Focused on your Core Story: – Market data not product data – Set the buying criteria in your favour – “Smoking gun” or ultra-USP that positions you above any competitors – Make sure to hit their pain points – Include your company pitch only after you have covered educational material thoroughly! Market Data

39 1. Keyword Strategy 2. Optimise website - SEO 3. Create Blog & Content 4. Social Media 5. Convert Traffic to Leads 6. Nurture Leads 7. Be Mobile- Friendly 8. Measure & Refine 8 Internet Marketing Musts!

40 That makes you STAND OUT!!! Content! Content! Content! You need engaging, valuable and original content: – Blogs – White papers – Checklists – Videos – Webinars – E-Books – Interviews – Surveys Dollar Shave Club

41 Not promotional Industry relevant Keeps your website dynamic Constantly add value to create an Ultimate Strategic Position (USP) Blogging – Best Way to Drive Traffic? Key Components of a Great Blog: Attention-Grabbing Title Well written/formatted Images/Videos Links Calls-to-Action

42 Inbound Marketing Works!

43 Resources Where can I get help? Inbound Marketing Educational Marketing The Ultimate Sales Machine by Chet Holmes Tech Trends/Social Marketing Scott Klososky

44 Resources Technology trends – Business Insider Core story/Education-based marketing Market Velocity – Trade-ins Data Breach trends – In Defence of Data

45 “To have a great idea, have a lot of them!” – Thomas Edison

46 Thank You! Contact: Robert McKechnie Tel: 0141 567 8168 Mob: 07833 977 658 E-mail: @Greenoaksol

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