SALES STRATEGY

Digital Signage Solutions

Manoj Kumar Meena

Are we in the right business?Digital signage industry growing with a CAGR of 26 percent worldwide

Predicted to have more than 22 millions digital sign by 2015

UAE marketing is projected to grow at a CAGR of 23% from 2014-2019

Global digital signage market is expected to touch $20.03 billion by 2020

Target Market

Market Share

Retail

Entertainment

Corporate

Hospitality

Healthcare

Banking

Transportation

Education

Customer pain points• Shopper experience• Upsell ,Cross sell• Drive inventory turn• Personalize Customer

Experience• Promote sales/merchandize

effectively

Retail

• Patient experience• Medical Advice• Ambience: Entertain while

waiting• AD revenue• HOSPITALS: Direction/Way

finding Emergency alerts

Healthcare

• Enhance customer reception• Updates on meeting and

events• Drive traffic to facilities• Menu boards• Security• Simplify Directions

Hospitality

•Travellers Updates•Weather news•Security Monitoring•Emergency Alerts•Way finding•Advertising

Transportation

•Student experience•Campus schedules•Security Paging•Weather news•Direction/Way finding Emergency alerts

Education

•Tenant Experience•Menu boards(Cafeteria)•News/Weather•Ad Revenue•Emergency Alerts•Simplify Directions

Corporate

4 pillar of sales

• Providing solutions isn’t enough to sell the products things like value and impact on bottom line should be addressed properly

• Understand the needs of various decision makers and prepare accordingly to satisfy their specific needs

• Educating the prospecting clients or defining that how it will help their business to grow and perform exceptionally

• Understanding the pain points and specific needs of the customers is the basic need to sell the solutions effectively

Knowledge Awareness

ROIWIFM

Mapping the needs with the solutions

The deal size can be increased by selling the various applications of the same technology for different purpose to the same client

ReceptionDigital Signage

Way finding Interactive Screen Kiosks Guest Welcome

Menu Boards Mobile Interaction

Mapping needs of decision makers

• Performance • Reliability• Integration• Upgradeability• Easy to Administer

• Initial Cost• Ongoing Cot• Savings • Revenue Potential• Overall ROI

• Overall Support to business

• ROI• Reliability • Scalability

• Speed• Availability• Customization• Personalization• Measurement

Sales and Marketing

Board of Directors

ITFinance

• More Sales• More Customers• More Higher Margin Sales• More sales per customer• More Productivity from sales

associate• More sales per Location

Business Objectives

• High Cost of Marketing• Competitive Advantage• Understanding mindshare of

customers• Lacking brand differentiation• Poor understanding of

products• Tailoring message to

demographics

Business Issues

• Enhancing Customer Experience

• Branding at lower cost• Fewer inventory writeo ffs• More demonstrated

instances of cross selling• Low rates of shop lifting,

security issues• More Opportunities for

personalized messages

Business Value

Mapping solutions with Business concerns

Value addition to the businesses

Talk Values

Replace Posters

Ambience

Customer

Support

Targeted Promoti

ons

Product Demonstrations

Personalizing

Experiences

Employee

Communication

Advertising

Monitor Operatio

n

Branding

Employee

Communications

We should be prepared to talk about the value additions which the solutions would be providing to the clients to enhance their business and help them to grow

Explain each points that how the solutions are going to help them in various business processes and improve the customer experience and the quality of services

Positioning of products

Product Segment

Basic Mainstream High Demand

Star

ter S

oluti

on

Plug and play package, Single Player ScreensNo Audience AnalyticsNo in-house technical support neededOption to growContent : No real time vide feeds, Still images

Keep

Gro

win

g S ingle Player and Multiplayer ScreensAudience AnalyticsTouchscreen input/mobile device integrationOption to expandContent : HD videos blended with real time feeds

Com

petiti

ve E

dge Multiple player,

Multiple DisplaysProven reliability, Proven PerformanceTouchscreens, Mobile , GesturesInvestment ProtectionContent : Extensive blending with real time feed

Business Development :Sales Perspective

• Generating leads through different channel on online and offline platforms

• Dedicated telesales team to keep knocking the customers and emphasizing to convert them

Acquiring new customers

• Regular product updating and new product launch to cater to the new markets

• Concentrating on converting the client after getting shortlisted

Increasing Market Share

• Working on how to increase the deal size by means of clubbing up the products and services

• Gaining competitive advantage by providing cost effective solutionsPricing

• Regularly engaging the key personals in related activities• Keep doing marketing activities and demos at client locations

Building Client Loyalty

Business Development :Marketing Perspective

Using publishing platform Pulse to publish articles increase the visibility of the organization against search. Complete information of the previous assignments add multiple positive points for the

organization

Facebook and Twitter are bit more conversational medium so these can be used as 2-way communication channels. For example: On Twitter fortnightly/monthly tweet-chat with experts on

relevant topics can be done which will add value to the audience.

Searching for relevant questions on Quora and answering them will help the customers to clear their doubts and also increase the credibility of the organization.

Regular useful articles on blog, but again instead of writing them as one person/company, motivate employees to showcase their knowledge/expertise via articles. This will also give them recognition and showcase that your team is an expert on the topic.

Creating case study, best practices etc. decks and uploading on Slide share. This will showcase the activeness and expertise of the companies

You tube can also be used to market the product and the assignment done with the previous clients very effectively.

Hitting the right point : Cracking the deal

Creating a matching between the solutions and the capabilities it will deliver to the solve the problems of the clients

Defining that how the customer’s world would be after investing in our solutions

Mapping the emotional buying decision with the logical reasons

Emotional Buying BehaviorPeople get emotional when they get a solution to satisfy their needs which motivate the change

Logical ReasonsWhen we find out a solution as per our need we develop a rationale to justify the investment

So hitting the customer at the right point by providing a logical basis for motivating the change would definitely help to close the sales deal

Thank You