Webinar how to covert copier customers to managed services clients

www.DealerMarketingSystems.com
214.224.0050
dealer-marketing-systems
@DlrMktgSys
HOW TO CONVERT
COPIER CUSTOMERS TO
MANAGED SERVICES
CLIENTS
Darrell Amy
Date: May 14, 2013
Presenter: Darrell Amy
NEXT EVENT
May 14
11:00 am Eastern | 8:00 am Pacific
www.dealermarketingsystems.com/webinar

214.224.0050
@DlrMktgSys
HOW TO CONVERT
COPIER CUSTOMERS TO
MANAGED SERVICES
CLIENTS
Darrell Amy
Date: May 14, 2013
Presenter: Darrell Amy
#copier2mps

214.224.0050
@DlrMktgSys
DARRELL AMY
• 10 years helping dealers
market solutions/services
• Trained thousands of sales
reps in solution selling
• 20 years in industry
– Independent dealer
– National dealer
– OEM
#copier2mps

214.224.0050
@DlrMktgSys
TODAY
• The top three biggest opportunities to present
the MPS value proposition to your clients
• Four things you could do to your website to help
generate MPS leads
• The three essential legs of the MPS marketing
stool (Without all three it falls over!)
• How to build trust with your clients
• Why businesses buy managed services and how
to incorporate that into your marketing message
#copier2mps

214.224.0050
@DlrMktgSys
THE CHALLENGE OF
THE NEXT DECADE
• Revenue/profit growth in the next decade will
depend on a dealer’s skill in cross-selling their
current client base into managed services.

214.224.0050
@DlrMktgSys
THE MARKET
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
2009 2010 2011 2012 2013 2014 2015 2016
Revenue(inmillionsofU.S.dollars)
Stage 1 and 2 MPS versus Traditional Market, 2009-2016
MPS (Stage 1 and 2) Traditional imaging market
59%
41%
• The traditional business-to-business imaging market continues to show evidence of mild decline.
• By 2016, Stage 1 and 2 MPS are estimated to reach 41 percent of the total imaging market value.
• While Stage 1 and 2 MPS are generally erosive to traditional imaging market, Stage 3 and 4 MPS (enhance and integrate) are
expected to create additional revenue opportunities for MPS providers.
#copier2mps

214.224.0050
@DlrMktgSys
AFTER SEVERAL YEARS IN MPS…
WHAT PERCENTAGE OF
YOUR CUSTOMER BASE IS
IN A MANAGED SERVICES
PROGRAM?
#copier2mps

214.224.0050
@DlrMktgSys
THE CHASM
Geoffrey Moore, Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers
#copier2mps

214.224.0050
@DlrMktgSys
INNOVATORS MAINSTREAM
Love technology Skeptical about technology
Take Risks Scared of making a bad decision
Want to be seen as leaders Want to know what others are
doing
#copier2mps

214.224.0050
@DlrMktgSys
HOW DO MAINSTREAM
BUYERS PERCEIVE YOUR
DEALERSHIP AND YOUR
MANAGED SERVICE
PROGRAM?
SAFE CHOICE OR RISKY?
#copier2mps

214.224.0050
@DlrMktgSys
THE THREE HURDLES
They do not understand how the
client values the offering.
Current customers and the
market are not aware of the
managed services offering
They do not see the provider as
a credible source of IT services
Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
MARKETING DRIVES THE NEXT
DECADE
• In the next decade
dealers must become
experts at marketing.Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
VALUE
They do not understand how the
client values the offering.
Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
COMMUNICATING
VALUE
• Why do clients’ buy managed services
agreements?
– Reduces The Number of Vendors
– Eliminates Inventory Costs and Risk of Theft
– Frees Up IT Staff to Focus on Core Projects
– Enhances Security
– Manages Unmeasured Costs
– Addresses Problems Proactively
– Maps Out a Technology Upgrade Plan
#copier2mps

214.224.0050
@DlrMktgSys
COMMUNICATING
VALUE
• Communicate value in the
clients’ language
– What are their business
problems?
– How can you connect your
managed services offerings
to their problems?
#copier2mps

214.224.0050
@DlrMktgSys
CREDIBILITY
They do not see the provider as
a credible source of IT services
Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
DOES YOUR DEALERSHIP
LOOK AND FEEL LIKE A
CREDIBLE SOURCE OF I.T.
SOLUTIONS?
#copier2mps

214.224.0050
@DlrMktgSys
HOW DO I BUILD
TRUST?
• Look Like an Expert
• Professional Online Presence
• Thought Leadership
• Blog Posts
• Social Media Participation
• Professional Documents
#copier2mps

214.224.0050
@DlrMktgSys
HOW DO I BUILD
TRUST?
• Educate Your Clients
• Events/Webinars
• Special Reports/White
Papers
• Blog Posts
#copier2mps

214.224.0050
@DlrMktgSys
HOW DO I BUILD
TRUST?
• Get Endorsed
• Case Studies
• Get References
• Google
• LinkedIn
• Facebook
#copier2mps

214.224.0050
@DlrMktgSys
AWARENESS
Current customers and the
market are not aware of the
managed services offering
Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
IF WE SURVEYED YOUR
CURRENT CLIENTS AND
ASKED THEM HOW MANY
WERE AWARE THAT YOU
HAD A MANAGED
SERVICES OFFERING HOW
MANY WOULD BE AWARE?
#copier2mps

214.224.0050
@DlrMktgSys
CAPITALIZE ON EVERY
INTERACTION
Make sure they get a message about your
managed services program each time they interact
with your company!
#copier2mps

214.224.0050
@DlrMktgSys
THREE BIGGEST
OPPORTUNITIES
1. Service Calls and
Meter Readings
– Message on web
form/confirmation email
– Flyer from service
technicians
#copier2mps

214.224.0050
@DlrMktgSys
THREE BIGGEST
OPPORTUNITIES
2. New Installations
– Email campaign showing
how they can use their new
MFP
– Feature MPS and solutions
#copier2mps

214.224.0050
@DlrMktgSys
THREE BIGGEST
OPPORTUNITIES
3. Sales Calls
– Drip marketing campaigns
from reps to “keep you
updated on ideas that
could help your business.”
#copier2mps

214.224.0050
@DlrMktgSys
THREE BIGGEST
OPPORTUNITIES
1. Service Calls and Meter Readings
– Message on web form/confirmation email
– Flyer from service technicians
2. New Installations
– Email campaign showing how they can use their
new MFP
– Feature MPS and solutions
3. Sales Calls
– Drip marketing campaigns from reps to “keep you
updated on ideas that could help your business.”
#copier2mps

214.224.0050
@DlrMktgSys
CAPITALIZE ON EVERY
INTERACTION
Educate your current clients through as many
channels as possible.
• Events
• Newsletters
• Blog Posts
• White Papers
• Social Media Posts
– Company
– Shared by Sales Reps
#copier2mps

214.224.0050
@DlrMktgSys
ACTION PLAN Develop a marketing
plan for
(1) Current Clients
(2) Ideal Clients
(3) Active Shoppers
Understand why your
clients say “yes” and
communicate in their
language
Become a thought leader
(blog, social media)
Write case studies
Awareness
Credibility
Value
#copier2mps

214.224.0050
@DlrMktgSys
SAMPLE MARKETING
CALENDAR
CREDIBILITY/VA
LUE
AWARENESS
Monthly Education event/webinar Client newsletter
Weekly Write a helpful Blog Post
Daily Update social media pages
(Twitter, LinkedIn, Google+)
Service call leave-behinds
Ongoing Build social media following Search Engine
Optimization/Marketing
Automated nurturing email
campaigns
#copier2mps

214.224.0050
@DlrMktgSys
MANAGED MARKETING
SERVICES

214.224.0050
@DlrMktgSys
www.dealermarketingsystems.com/marketing-review
• How well does your
marketing support
your business
goals/challenges?
#copier2mps

Webinar how to covert copier customers to managed services clients

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Webinar how to covert copier customers to managed services clients