the digital imperative for smes · enough work without it.” “every day i receive calls from...
TRANSCRIPT
The Digital Imperative for SMEs
A Decade of Media Consumption Growth
3.0 3.1 3.1
4.6 5.0 5.26.2
7.0 7.48.2
9.2
5.6 5.86.5
7.98.5 8.9
9.410.0
11.2
12.9
Radicle Consulting 2017. Source Info: BIA/Kelsey Local Commerce Monitor, Thrive Analytics Local Pulse Reports, LSA Local Media Tracking Study
In today’s competitive media landscape, publishers and resellers MUST offer a broad suite of marketing and business-efficiency solutions across the full digital spectrum – the skill is to package these into compelling value bundles that customers can easily understand and buy
The number of different sources used by consumers when shopping for Local products & Services
The average number of different media used by SMME’s for Local Advertising & Promotion
Random comments from SMEs…
“I don’t really understand all this new technology. All the rep wanted to do was sell to me.”
“Digital marketing appears all very confusing, and I don’t have
the time to learn about it for myself. Thankfully I still get enough work without it.”
“Every day I receive calls from people trying to sell me all sorts
of digital products: Websites, Google Adwords, Payroll services, you name it.”
“I can’t afford it. Advertising has become far too
expensive”
“I bought an Adwords campaign, but when it came to renewing, the
rep said it would cost me a lot more – how can that be right?“Nobody listens – you
see lots of different reps, yet they all have their script and their standard agenda.”
“People of my generation don’t really understand how ads on Google and
Facebook work.”
“I would love to know more, but I don’t have the time, and I don’t want to be sold things that I don’t understand.”
“I was promised (I paid for) a certain number of leads, but when it didn’t work,
nobody came back to me.”
Where does the modern SME business owner spend his/her time?
Source: Local Search Association, Tech Adoption Index Survey, May 2017
Local business owners spend years learning their craft and yet today they spend barely ONE-THIRD OF THEIR TIME practicing what they originally set out to do
Source: Local Search Association, Tech Adoption Index Survey, May 2017
“Local Business Owners spend just 36% of their time practicing their craft”
What’s the offer – what are you selling?What are the “must haves” as opposed to the “nice to haves”?
What does the SME really need?
?
What are the SMEs’ priorities?
Leads Easy to deal with
A trusted local advisor
Evidence/Proof
Digital ‘Value Staircase’Sh
are
of w
alle
t / L
oyal
ty /
Rela
tions
hip
Customer journey / Evolution of proposition / Value Perception
Connectivity Contact Commerce Community
Presence
Prominence
Performance
Partnership
Payments
Presentation
© Radicle Consulting Ltd, 2010
Processing
Content
Permanence
CRM
To Sell or To Serve – What’s the true role of the sales rep today?
The most important attribute of successful media salespeople…
Tell me all about your business, your market, your customers,
and your needs
Overcome objections Close the deal
Let me tell youabout my product
Let’s agree the right solution for you
Close
Proportion ofTIME SPENT
FactFind
- identifya need
• Product-led• Prescriptive, structured process• Predicated on selling a specific product• Rep does most of the talking• Strong emphasis on objection handling
• Customer-centric• Less prescriptive, more conversational• Predicated on establishing a relationship• Customer does most of the talking• Strong emphasis on adding value
The changing face of media selling…
Traditional sales approach
New World sales approach
In summary…SOLUTION• Best in class, compellingly attractive, sensibly priced
• Provides access to a broad network of consumer usage
• Anchored in online – with a clear, defined value path
• ROI measurement & transparency built in
SALES• Knowledgeable trusted local media advisors
• Fully skilled and professionally equipped
• Relationship focused
SERVICE• World class fulfilment experience
• Slick and responsive CRM and supporting processes
• Added value with every touchpoint, building loyalty and advocacy
SOLUTION
SALES SERVICE
ModernMedia Reseller
