ADISA Seminar - More ways to
Attract and Engage New Clients
Robert McKechnie
April 17th 2013
The economy is tough…..
You are here!
The market is tough…..
• Shorter lifecycles…..Laptops 2
years, Mobile phone 18 months1
• 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 http://www.epa.gov/osw/education/pdfs/life-cell.pdf
How can we Survive and Thrive?
• Think Strategic!
• Innovate
• Educate
• Communicate
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!
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
OKBoring!
I’m happy
now…….
I’m I’m
although
leaving!
still
frowning
Innovation
“Innovation
is the specific instrument of
entrepreneurship. The act that endows
resources with a new capacity to create
wealth” – Peter Drucker
Innovation – Example #1
• Buy-back program provides client with
guaranteed minimum price for
at point of purchase
• www.planitroi.com
Innovate – Example #2
• Managed Trade-in
Educate
"There are two educations. One should
teach us how to make a living and the
other how to live.“ - John Adams
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!
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!
Potential Buyer Pyramid
Tactical Selling –
Potentially OK
Buying
3%
Open but
Not Active
7%
Not thinking about
it
Strategic Selling
– A MUST!!
Move Potential Buyers30%
up theSoftpyramid!!!
No: “I don’t think I’m
30%
interested”
Not Interested
Copyright © by Chet Holmes www.chetholmes.com
30%
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…..free
– Engage an expert
http://www.indefenseofdata.com/databreach-trends-stats/
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!
Building your Core Story
Step 3 – Presentation of Data
• Stack the info and cross reference
• Format: Power point, video, brochures
etc.
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
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
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
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)
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
Best Buyer Process
1. Research &
Select Best
Buyers
6. Deliver the
event (briefing,
webinar etc)
2. Choose gifts
5. Conduct
follow-up calls
3. Create Best
Buyer Letters
4. Create Best
Buyer calendar
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
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!
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!!
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
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!
Step 5 – Conduct Follow-up
Well done
• Call prospect after every mailing
Wrong!!!!
Einstein!!!!
Side Note:
Q: Who are you selling to? They have the ability to
say “No”
A:
The IT or Facilities Manager?
The CFO or CEO?
But they have the
ability to say “Yes”!!!
Important
distinction!!!!
Step 6 – Deliver the Event
• Focused on your Core Story:
Market
Data
– 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!
8 Internet Marketing Musts!
1. Keyword
Strategy
2. Optimise
website SEO
8. Measure
& Refine
3. Create
Blog &
Content
7. Be
MobileFriendly
4. Social
Media
6. Nurture
Leads
5. Convert
Traffic to
Leads
Content! Content! Content!
• You need engaging, valuable and original
http://www.youtube.com/watch?v=ZUG9qYTJMsI
content:
– Blogs
– White papers
– Checklists
– Videos
– Webinars
– E-Books
– Interviews
– Surveys
Dollar Shave Club
That makes you STAND OUT!!!
Blogging – Best Way to Drive Traffic?
• Not promotional
• Industry relevant
• Keeps your website
dynamic
• Constantly add value to create an Ultimate
Strategic Position (USP)
Inbound Marketing Works!
Resources
Where can I get help?
Inbound Marketing
• http://www.hubspot.com/
Educational Marketing
• The Ultimate Sales Machine
by Chet Holmes
Tech Trends/Social Marketing
• Scott Klososky www.futurepointofview.com
Resources
• Technology trends – Business Insider
http://www.businessinsider.com/the-death-of-the-pc-slide-deck-2013-1
• Core story/Education-based marketing
http://www.tonyrobbins.com/pdfs/Chet%20Holmes%20MM%20Workbook.pdf
• Market Velocity – Trade-ins
http://www.marketvelocity.com/our-solutions/tradeups-trade-in.html
• Data Breach trends – In Defence of Data
http://www.indefenseofdata.com/data-breach-trends-stats/
“To have a great
idea, have a lot
of them!” –
Thomas Edison
Thank You!
Contact: Robert McKechnie
Tel: 0141 567 8168
Mob: 07833 977 658
E-mail: robert.mckechnie@greenoaksolutions.co.uk
www.greenoaksolutions.co.uk
@Greenoaksol