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The Inbound Sales and Marketing Blog

Position Your Dealership as a Team of Experts

Your prospects have a long list of business problems.  They also have many questions related to how technology could be used to solve these business problems.

Most business leaders are open to getting help in solving their business problems.  However, most people have been burned at one point because they have made a bad buying decision.  This is especially true in the area of technology where many promises are made but the actual results end up not delivering.  As a result, today’s buyer is very skeptical.

How do you earn trust in this skeptical environment?  

9 Common Mistakes Copier Dealers (and Others!) Make When Writing Blog Posts

Blogging continues to be the backbone of content and inbound marketing.

While video is an ever-increasing tool to use to connect to your audience, the humble blog will continue on as a way to bring in traffic. I mean, after all, one of the ways to share videos you create is – you may have guessed – a blog post.

Blogs have been around for roughly 20 years now. Blogs and “posts” are often used interchangeably. For this post, “blog” refers to the portion of your website devoted to sharing information while “post” refers to the individual, er, posts within the blog.

These 2 Simple Steps To Connect Your Message to the Right People

One of the culprits of slower-than-they-could be sales is ignoring the many opportunities of social media. Every day, there’s an audience of millions consuming thoughts and ideas that help them choose products or get their jobs done more effectively.

This is an audience you can and should tap into. I’m going to focus on two simple steps you can take to leverage your sales reps’ LinkedIn connection. We’ve found that sales reps have an average of 500 Linkedin connections. So, if you have 10 reps, you have an audience of 5,000.

The New Way to Win More Deals: Sales and Marketing as Co-Creators of Value

Why do sales people win? Until recently, the primary points of differentiation for companies have been based on two factors:

  • We provide great products
  • We back them up with great service

While that may be true, the challenge is that these provide little differentiation in a marketplace where the great product you sell can be sourced from dozens of vendors online. And while great service is rare, the reality is that there are many companies that provide great service.

In order to win sales, we need to differentiate ourselves. How do we do that? We have to bring value beyond the product and service. 

Today's Buyer: What Are They Thinking?

You’ve probably heard this before: a CEB study revealed that buyers are 70% towards making a decision before they want to talk with a sales rep.

Whether you believe the number is that high given the product or service that you sell, unless there is a glaring emergency to make a decision to fix something that stops working, buyers go through a gradual process before reaching out to talk with a rep.

So, how can you become part of that process to increase your chance of winning? I’ll share a few ideas in a second post. Today, let’s get inside our buyers’ heads and see what they’re thinking before they pick up the phone or fill out a contact form.

Marketing Isn't a Brochure or Leave-Behind

True confession – I used to think marketing was a load of BS.

Yep, before I got into content and inbound marketing, I was an editor. Marketing to me was an endless barrage of crappy email pitches and product press releases.

My job as an editor was to separate the wheat from the chaff to educate my readers. Oddly enough, that's almost exactly what I do now when creating content for clients – with the additional goal of also driving the audience to take an action.

I saw more than my share of bad marketing, brochure-ware websites and other marketing “strategies” focused on the glory of the vendor.

We still see too much of that for copier dealers and managed IT provider sites. No one cares about you. They care about how you can help them solve their business problems.

Does Your Dealership Resonate With Buyers?

As competitive dealer principals, sales leaders, and sales reps, we all want to win. But in our highly commoditized industry it can be hard for buyers to differentiate between products that seem to have the same features and dealerships that all promise to deliver great service.

How do you differentiate in this marketplace? You need to resonate!

Your Company Can Blog - 9 Writer's-Block Busting Tips That Will Turn You Into a Blogging Machine

Writing is hard.

There's no way around that.

Everyone gets stuck at least once in a while and needs a little nudge to get them going.

I'm going to share a few ideas that I use frequently to help bust through writer's block. But, first, why should you even care about blogging?

Will Content Marketing Be Around in 20 Years?

Hang around with me for any amount of time and you’ll hear about Buyer 2.0 and how buyers are on average 71% of the way through their buying process before contacting a vendor or sales rep. Why? Because when we have questions the fastest and most unbiased way to get answers is online. So, we’ve become a culture dependent on search and social proof.

Three Ways Copier Dealers Can Convert More Website Traffic To Sales Leads

In a similar way that copier sales reps drive appointments, copier dealers work hard to drive traffic to their websites in the hopes of converting visitors to potential sales leads. With effective Search Engine Optimization strategies, backed up by consistent blogging and social media, dealers can drive increasing traffic to their websites.

(Want to learn more about this? Download our special report on How To Get Top Placement in Google.)