NAVIGATING REMOTE GHTA Webinar Presentation.pdf• Package content and share across all your...
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Transcript of NAVIGATING REMOTE GHTA Webinar Presentation.pdf• Package content and share across all your...
NAVIGATING REMOTE SELLING WHILE MARKETS ARE ON PAUSE
SPEAKERS
Eric DeanPresident, IMC_di
Teddy PekalskiDirector of Sales, IMC_di
Dorothy BelshawExecutive Vice President, Chief
Marketing & Digital Officer, IMC
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Prepare for Recovery
Foster Buyer Relationships
Increase Productivity + Collaboration Between Buyers and Sellers
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03
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Q&A
Summer Markets
AGENDA
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IMC_di Overview
SUMMER MARKETS
Formed in January 2020: Anchored by
Two Acquisitions: G&H Industry Veterans
RepZio & ShopZio | Decade of Success
• 660 customers• 10,000 reps using sales software• 2.3 million sku# in system• 35,000 total buyers on Shopzio• Supports vendor and rep community
Pharos | from Whereoware
• 80 customers • Over $2 billion in processed orders• 1500 reps on sales tool• Full digital sales and marketing software suite for reps
and vendors
IMC_di Philosophy and
Summer Solution
Be Inclusive and Lift the Entire Industry
Markets - Market Enhancing Tools Reps – Rep & Marketing SoftwareOnline – Websites & Transactional Digital Marketplace
IMC Represents the Heart of the Industry.
Digital Summer Solution to Support and Enhance Physical Markets:
• Dedicated IMC marketing effort engages buyer audience• ATL and LV Market websites for discovery• ShopZio Digital Marketplace - No Fee offer
We All Win when Industry Recovers and Grows
PREPARE FOR RECOVERY
INCREASE PRODUCTIVITY + COLLABORATION BETWEEN
BUYERS AND SELLERS
FOSTER RETAILER RELATIONSHIPS
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FOSTER BUYER RELATIONSHIPS
SHOW BUYERS YOUR SUPPORT
• Send links to Financial Aid resources
• Host helpful webinars
• Provide updates to order and supply chain impact
• Write social or website copy to help them sell
• Send high quality product imagery and product descriptions to save them time
• Communicate market plans and complimentary buying options
RECOMMENDED CONTENT
Buyer• How to videos
• Educational webinars
• Virtual Q&A
• Social media posts
• Product copy and
images
Sales Rep
• How to videos
• COVID-19 messaging
• Video conferencing
instructions
• Alternative selling
methods
ENGAGE BUYERS ACROSS CHANNELS
• Package content and share across all your marketing channels
• Review email strategy and consider pausing automated email campaigns
• Shift marketing focus to promoting buyer resources
• Boost your social presence and be responsive to customer comments and questions
INCREASE PRODUCTIVITY + COLLABORATION BETWEEN BUYERS AND
SELLERS
EVALUATE YOUR TECHNOLOGY
What Technology is Available to Your Reps?
• PDF of catalog• Website• iPad Sales App• CRM• Video Conferencing• Email
Free or Affordable Video Conference Solutions:
• Zoom• Microsoft Teams• Skype• Google Hangouts• GoToMeeting
USE TECHNOLOGY TO MIMIC IN PERSON MEETINGS
SHARE SALES REP & BUYER CONTENT
Free or Affordable File Sharing Solutions:
• Dropbox• Google Drive• OneDrive • Box• WeTransfer
PREPARE YOUR PRODUCT DATA FOR REMOTE SELLING
• Identify all necessary product data templates for your customers & marketplaces
• Develop a process for managing and updating product data
• Use a standardized naming convention that makes it easy to organize assets. For example, SKU_image#
• Consider adopting a Product Information Management System to manage all product data and assets
REMOTE SELLING: VIDEO + DIGITAL CATALOGS
Things To Consider…
• Do sales reps have access to inventory information?
• Can reps share customer pricing?
• Do you need to create smaller category specific
catalogs?
• How are reps sharing buyer content?
REMOTE SELLING: VIDEO + DIGITAL CATALOGS
REMOTE SELLING: VIDEO + WEBSITE
Things To Consider…
• Do your reps have website accounts?
• Does your navigation make it easy to find products?
• Can reps see customer level pricing?
• Can reps answer customer service questions through
your website?
REMOTE SELLING: VIDEO + WEBSITE
WEBSITE FEATURE EXAMPLES
Multiple Ways to Shop
WEBSITE FEATURE EXAMPLES
Alternate Images &
VideoProduct Descriptions &
Specs
Inventory Status &
Product Options
WEBSITE FEATURE EXAMPLES
Order History
Instant Reorder
REMOTE SELLING: VIDEO + SALES APP
REMOTE SELLING: VIDEO + SALES APP
Things To Consider…
• How easy is it for your reps to work with customers?
• Is your sales app flexible for all selling environments (show,
road, & remote)
• Do reps have access to customer data?
• Does your sales app integrate with your ERP?
SALES APP FEATURE EXAMPLES
Meeting History & Open
Carts
Order History
SALES APP FEATURE EXAMPLES
Stock Status
Product Descriptions &
Specs
Alternate Images
SALES APP FEATURE EXAMPLES
Shoppable Catalogs
MEASURING REMOTE SUCCESS
• Hold daily or weekly stand ups to keep reps engaged and share feedback from customer conversations
• Give managers insight into rep activity through meeting and call reports
• Provide reps with a way to organize their day and plan for calls
• Provide reps reports on top selling products by territory or customer
• Consider adopting a CRM for real-time insight into rep activity and a 360° view of the customer
PREPARE FOR RECOVERY
TAKE A STEP BACK AND ANALYZE PERFORMANCE
Current “Snapshot” of your website activity.
REALTIME
Who is visiting? Demographics, Interests, Geolocation,
Device Type
AUDIENCE
What channels are driving traffic? Search, Social, Referral,
Email, Paid Ads
ACQUISITION
How is my site performing? Top pages, Site speed, Search
terms
BEHAVIOR
How many visitors are completing goals like product
purchase or registration?
CONVERSIONS
Google Analytics offers FREE reports to understand your audience and website performance
CHECK YOUR CHANNEL MIX
• Analyze your channel performance in the year pre-dating COVID-19, and since• Use both to understand what worked in the past and changes in buyer behavior
LEVERAGE DATA
• Identify opportunities for future marketing
campaigns
• Use analytics to update categories and
enhance product data
• Optimize your SEO based on your keyword
performance
• Share performance trends with sales reps
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KEY TAKEAWAYS
Be creative with your technology to personalize meetings
Analyze data to identify digital opportunities
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Create buyer focused content
