how copier reps can use social media to grow sales

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HOW COPIER REPS CAN USE SOCIAL MEDIA TO GROW SALES Darrell Amy Dealer Marketing



(Used correctly) the social networks of your employees may be the biggest untapped resource in your dealership.



THE WORLD HAS CHANGED What Was & Is What Is & What’s Next

Go to a Networking Event Participate on LinkedIn

Newsletters sent to Email Inbox Info dripped in Social Media Newsfeeds

Get Printed Client Reference Letters References posted on Google, LinkedIn

Ask for Referrals Send LinkedIn Connect Request

Email to Schedule Meetings Calendar Meeting Request

Meet in person Meet on web: GoToMeeting, Skype



BUSINESS SOCIAL MEDIA “Business social media is the new cold call”

Jeffrey Gittomer



WHAT SOCIAL IS NOT •  An online email list •  A place to cold call •  A billboard for promotions



USING SOCIAL MEDIA IN BUSINESS 1.  Relationship Development

2.  Market Intelligence

3.  Positioning Yourself as an Expert



Twitter “Searchable, public text messages”

LinkedIn: “My network of business people”

Facebook “Everyone I’ve ever met”

Blog (Tumblr) “My brilliant ideas on record”

THE LANDSCAPE

Connections Credibility +



DEVELOP RELATIONSHIPS



SALES REPS AND SOCIAL •  Relationships drive sales •  People buy from people •  Social media is social

–  Lets you “run into” people more often

–  Lets you build a network



BUILD YOUR NETWORK •  Connect with other people – After a meeting

•  Assure them you won’t SPAM them –  I enjoyed our meeting today… –  As I interact with businesses around the city, I’m always on the lookout

for new ideas and best practices that could benefit my clients. From time-to-time I share these on my LinkedIn profile. (When we connect, I promise not to post every 30 minutes or share upcoming specials…)



JOIN GROUPS •  Look for local groups to join •  Participate with relevant content



COMMENT ON INTERESTING STATUSES



REFERRALS •  Get connected to

people inside your potential accounts



THE TRADITIONAL APPROACH •  I did a great job for Jay •  Me: “Would you be willing to refer us?” •  Jay “You bet!” •  Me: “Who should we talk to?”



HMMM… •  “Alan? He just changed jobs …” •  “Robin? Um, maybe not …” •  Jay’s trying to help •  But a good referral is hard to find •  He has to think about who he knows … •  … and match them to my business •  “Sorry Darrell”



WHERE REFERRALS GO TO DIE “If I think of someone, I’ll be sure to let you know” •  Jay probably won’t think of someone •  He means well … but it’s not a priority •  Too bad – they were almost there –  Craig is an old friend of Jay’s –  I’ve been trying to meet Craig –  It’s a missed opportunity



LINKEDIN = CONNECTIONS

•  LinkedIn allows you to: –  Identify connections – Act on connections – Do the heavy lifting so

your buyer doesn’t have to



JAY’S CONNECTIONS



AN OPPORTUNITY ARISES



JOHN ASKS FOR FEEDBACK



THE REPLY •  Craig is a great friend, I’d be happy to connect you. •  Katy’s budget just got cut. Check back with me in a few

months. •  Willie is in my network, but I don’t know him that well.



BACK TO LINKEDIN



ASKING FOR THE INTRODUCTION



NO MAGIC BULLET

•  Referrals still take work

•  It lets YOU do the work instead of your buyer

•  It’s in your hands to make referrals happen

•  No more “I’ll try to think of someone”



POSITION YOURSELF AS AN EXPERT



POSITIONING AS AN EXPERT •  How do you want current an potential

clients to see you? – Just another sales rep? – A smart, helpful person with lots of useful

ideas?



WHY? •  There are no shortcuts in today’s world •  Your are vetted online by your prospects •  You need to look like experts – Thought leaders who have something to say – Well connected



LINKEDIN •  A growing network of over 100

million business people



POSITION YOURSELF AS AN EXPERT •  LinkedIn Profile = sales

rep’s website •  Clients vet reps before

meeting with them –  Look like an expert –  Back up with references



LINKED IN PROFILE •  You need a complete profile –  Description –  Shared Ideas –  Connections –  References

•  This should be updated weekly



POSITION REP AS AN EXPERT



KEY BENEFIT STATEMENT



REFERENCES



WELL CONNECTED



USEFUL IDEAS



TWITTER •  A micro blog that anyone can read – 140 character bites – Started as a text messaging service

•  Who has a Twitter address? – Most individuals: @billsmith – Most companies: @xerox



POSITION AS AN EXPERT •  Share useful information – “Tweet” your LinkedIn updates – Tweet interesting articles

•  OfficeProductNews.net



BLOGGING •  A blog (weblog) – A place to share your ideas



BLOGGING •  Share Useful Information on your blog –  Did you answer a client question in a long email?

Reformat it as a blog post. –  Did you think of a new benefit of your product/

service? –  Did you read an interesting article?

•  Post links on LinkedIn, Twitter and Facebook •  Comment on other people’s blog posts



MARKET INTELLIGENCE



MARKET INTELLIGENCE •  Follow your target companies – Twitter – LinkedIn – Facebook



MARKET INTELLIGENCE



PULLING IT ALL TOGETHER A Practical Action Plan



GETTING STARTED 1.  Set up Profiles –  LinkedIn, Facebook, Twitter, Tumblr

2.  Put it all in one place –  www.hootsuite.com

3.  Get Apps for your phone 4.  Put Links in Your Email Signature Line



30 MINUTES A DAY Daily Weekly Update your status Connect with people you met with today Check your groups

Update your profile

Send out a Tweet Glace at your feed for business/personal news Retweet interesting Tweets Follow people you met with that day

Update your status “Like” local businesses

Write an article on your blog



AT A DEALERSHIP LEVEL •  Provide useful

content your reps can share –  Social Media Posts –  Articles on Your Blog

Website/Blog

Facebook

Twitter



HOW DEALER MARKETING CAN HELP •  Social Media – Regular Updates – Follower Building – Graphics for your Social Pages

•  Content – Weekly custom articles for your blog



BRANDING YOUR DEALERSHIP Branded header when you link to an external website •  Links to your

website •  Brand impression •  Track click-throughs •  Content your reps

can share

Your Dealership’s

Branding

Linked Article

http://stwb.co/zcuuel Custom Short Link



SOCIAL MEDIA STARTER PACKAGE: $99/MONTH Regular content updates for your dealerships social media pages www.dealermarketing.net/social-starter

INCLUDES

•  Daily Tweets –  Interesting Tech Articles –  Your Vendor’s Press

Releases

•  Weekly Facebook and LinkedIn Updates

•  Branded to Your Dealership

FIRST MONTH FREE

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