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The Inbound Sales and Marketing Blog

Why the Inside Sales Model Makes Sense For The Office Technology Industry

Every dealership wants to grow net-new business. However, using field sales reps as the sole source of prospecting leads to inconsistent results. That’s why most technology companies outside the office equipment industry have inside sales teams with Sales Development Reps (SDR’s) focused exclusively on developing new business opportunities.

As we’ve been coaching and equipping inside sales teams with the latest automated prospecting strategies combined with monitoring market triggers, I’ve become more and more convinced that inside sales team are an effective strategy  for dealers who want to grow new business. Here’s why:

Want More Appointments? The Trend Is Your Friend

Sales reps and marketing professionals struggle to get attention with decision makers when talking about copiers since these products are viewed as commodities. Yet if we don’t get the attention of decision makers we cannot sell anything.

How do you get the attention of a decision maker? Talk about something interesting to them.

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?  

Why You Need Case Studies

As you grow new business areas like Managed Services, Document Solutions, Production Print or Wide Format one of the most valuable tools you can have are case studies.  Let’s face it -- everyone knows and trusts you as a great provider of copiers. And, the value proposition for a copier or printer is fairly simple.

The trust you have for office equipment may not immediately translate into these new business areas.  Just because you have serviced someone’s copiers for 20 years doesn’t mean they will trust you with their network support or workflow software.

At the same time, the value propositions for these new areas is more complex than a value proposition for a copier.  Your clients understand what they are buying when they buy a copier (for the most part...) but they may not understand the full value proposition of a cloud-based document management system or a managed network security package.  

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.

Selling Technology That Requires Change? Two Overlooked Essentials You Need To Consider

What do you sell?

Every business owner, sales rep, and marketing professional needs to ask this question on a regular basis.

The answer to this question is typically different than the actual products, services, or solutions you sell. Essentially, you don’t sell a product, you sell results.

Today's Buyer: What Can You Do?

Last month’s blog Today’s Buyer: What Are They Thinking?, looked at the mindset of someone making a relatively calculated thinking.  To summarize, there were 3 progressive thoughts behind a decision:

  • Thought 1: I have a problem to solve or an opportunity to take advantage of.  
  • Thought 2 (days or weeks later): I need to start to think about taking action.  
  • Thought 3 (Days or weeks later): I need to take action

Given this thought process, what can you do at each step to ensure you have the opportunity to help those that you can help?

Be Wary of Misleading Stats on Email Marketing

At a recent industry trade show, I saw some ridiculous statistics about the effectiveness of email marketing. Yes, email can be highly effective. However, done the wrong way, it can be destructive. How do you take advantage of email to get results without the risks?

What IT Company Logos Should I Have On My Dealership's Website?

As you grow your dealership’s Managed IT Services business you need to look like a credible source of IT services. In our recent webinar (How To Position Your Dealership For Success In Managed IT Services) we talked about the importance of passing the IT grunt test. Simple put, if a cave man came to your website, they should get the sense that you provide IT 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.