Customer shopping expectations are racing ahead at light speed. We are at the point where buying online is often simpler and preferred over talking with a person. When that happens, new value is created, and a new buying preferences are formed. In this session, you will learn how to leverage your relationships, while participating in the burgeoning online channel. A great web experience enhances customer relationships – and drives more sales. You will leave with actionable information to help you create your own strategy for hybrid selling.

1. Hybrid Selling
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2. Who am I?
• Chief Information Officer (CIO) Geiger
• MAS+
• Incoming Chair Elect of PPAI
• 2015 Premier 100 IT Leaders, Computerworld Magazine

3. Be Afraid Be very Afraid

4. Big Boys have Big Bucks!

5. Ecommerce is Growing
Ecommerce
Firms

6. Large Firms Have Credit Card Security
Payment Card Industry (PCI) Data Security Standard (DSS) Compliant

7. Be Afraid Be very Afraid

8. Be Afraid Be very Afraid
Department Stores Are Paying the Price for Underestimating Amazon
Department stores across the country are paying the price for underestimating Amazon this holiday season.
Amazon Takes the Prize
Many point a finger at Amazon. The company characterized this holiday season as the "best-ever" in a press release
issued two days after Christmas.
"[Amazon] may well have walked away with almost all the growth in e-commerce again, as well as taking share from
brick and mortar stores," Jan Dawson, chief analyst at Jackdaw Research, said via email. "Traditional retail definitely
continues to struggle in the face of stronger e-commerce sales."
Department stores failed to adapt quickly enough to the online shopping boom in general — and
underestimated the threat posed by Amazon in particular.
"Consumers are shopping in different ways and in different channels. It's happening so rapidly that they are losing
share on the whole," said Liz Dunn, founder and CEO of Talmage Advisors. "That's likely going to continue — they've
been market share losers for 15, 20 years," she said. "There's a hastening of the pace now because of the growth in e-
commerce."

9. Adapt To Thrive

10. Adapt To Thrive

11. Adapt To Thrive

12. Multi-Channel Sales People are Growing
“Sales success is applying your personal skills and tools to emerging
customer needs.”

13. “Technology allows you to focus on the
human aspect of the relationship. It
doesn't take it away.”

14. Online Companies Key Strategy
•Acquire & keep your customers
Your Customers Are Slipping Away

15. They are slipping away to…

16. They are slipping away to…

17. They are slipping away to…

18. They are slipping away to…
100 MOQ!

21. They are slipping away to…
2015
$500 million sales
+82 million over 2014
$33 million PBT

22. And soon to…

23. Laws Of The Universe

24. Newton’s 3rd Law
For every action there is an equal and
opposite reaction.

25. Einstein’s Theory of Relativity
E = mc2
Energy = mass X speed of light squared

26. Denham’s Law of Attraction
Customers are relatively slippery
unless our reactions make us sticky.

27. Our Challenge
Our Requirement
If we are to compete with
Amazon – and “Amazon-like”
competitors, we have to think like
them.
Same old won’t work.

28. We must be sticky

29. Very, very sticky

30. Being sticky means…fixing problems fast
“Thanks for the heads-up. My client is a good one but he hadn’t told me he wasn’t happy with the
embroidery. I have used the same tape in the past and everything has been fine, but I think next time, I’ll
have a new tape made up...”
Satisfaction Surveys allow you
know and react fast.

31. A combination of selling skills, persistence and technology tools led to this email:
“…Impressed the heck out of him. Enough so that I moved from the “don’t have time
to see you” status to ‘please come in for a face to face’ status.
…The main vendor for this account was 4Imprint…”
Delivering more value…as the customer sees it

32. Use Your Sales Skills and Technology to
Find New Customers and Make Sure they Stick
Your Objective

33. Be Their Employee
Take burdens off harried buyers. Hold hands through troubled orders.
Provide custom products with novel distribution methods. That's where
the successes are.

34. New (Young) Buyers have Aspirations
• Help them meet their goals

35. Focus on Selling Activities
• If you are spending too much time
on non selling activities, you will
lose business.

36. Social is Sticky
• Use social media to stay top of mind with clients

37. Specials
• People love special offers

38. End User Shows
End User Shows

39. Encourage Clients To Shop Online
“A referral from a current client shopped my website. I got
orders totaling $5,221, and I didn’t do a thing. ”
Embrace Your Web Tool

40. Web Site is No Longer Enough

41. Online Order Status & History

42. Virtual Logos
An increasingly common feature

43. Proposals

44. What Does Your Client Do?

45. What Does Your Client See?

46. What Does Your Client Learn?

47. Are You Offering a Fair Price?

48. Before You Quote

49. Customers Expect You to be Accessible

50. 3 Critical Factors for your Web Strategy
1. Checkout price must be the actual price your client is going to
pay.

51. 3 Critical Factors for your Web Strategy
2. Don’t overwhelm
with product options.

52. 3 Critical Factors for your Web Strategy
3. Pick the best
products from your
top vendors, and
don’t show duplicate
items.

53. Corporate Programs
A very sticky service

54. Catalogs Drive Web Traffic
• 2 large players (and others) spend a fortune on direct mail which
drives traffic for them.

55. Online Advertising - Invest Wisely

56. PPC – Paid Internet Marketing
• Your name
• Your company name
• Keywords – local
• Your best selling products – local
• Google shopping
• Remarketing
• Social advertising

57. SEO is Very Valuable Online
• You are the SEO!
• Blogging is your most cost effective
SEO opportunity

58. Blogging
• Focus locally
• Custom product pages
• Great promotions
• Review products

59. Marketing Automation
• Drip marketing
• Leverages learning
• Simplifies
• Hubspot or Act-On

60. Email Marketing
From: Dana Coleman
To: Angela Morris
Subject: New item research
It’s always like you are
reading my mind when you
send out your emails – I’ve
been needing to get in
touch with you!
I need to get cost info for a
giveaway something along
the line of a double-wall
insulated stainless mug (16
oz.) or small growler or
something like that…

61. Get In Touch
• Use Get in Touch materials

62. In Closing
• Be sticky!
• Focus local
• Curate your online products
• Google before you quote
• Be sticky!
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