THE ROAD AHEAD

A look back… and a look ahead

What We’ll Explore

A Look Back: Words of Wisdom from Bill Gates

A Look Ahead: What He Left Out The Basics: They Count More Than

Ever… But They’ve Changed Other Industry Standards: Why Not Us What it Looks Like When It’s Right:

A Look Back… The Road Ahead written by Bill Gates Written in 1995, and looks back 20 years In those 20 years…

Programming written in BASIC (Beginners All Purpose Instruction Code)

Bill & Paul Allen purchased an “Altair 8800” computer

No software, 1975, decided to form a company called “Microsoft”, wrote the first software

His Main Revelation

“When we look back at the last 20 years, it is obvious that a number of large companies were so set in their ways that they did not adapt properly

and lost out as a result”

What The Book Covered1) A Revolution Begins

From Big and Slow to Small and Fast

2) The Beginning of the Information Age Easily Accessed, Digital in Nature

3) Lessons from the Computer Industry Positive Spiraling… Negative Spiraling

What The Book Covered (cont.…)

4) Applications & AppliancesPC’s, VCR’s, “wallet PC’s”

5) Paths to the HighwayDidn’t exist, software, PC, InternetT1 Line = $20K per year, $20/mo = 20 hours

per month of individual usage (think TODAY!)

6) The Content Revolution Indexed, “interactively explored”

7) Implications for BusinessFlexibility, access, improved communication

9) Friction-Free CapitalismComparisons, Spec Sheets, PricingThe Role of the Sales Person/Middleman

9) Education: The Best InvestmentFlexibility, schools “slow to adapt”,

curriculumsCollaboration, results & monitoring, real time

What The Book Covered (cont.…)

10)Plugged In at HomeStay at home, but still socialize, “virtual

dating”Keep up with friends, find new companionsCommunities of others with common

interestsOnline subscriptions, gaming servicesForums on a variety of topics

What The Book Covered (cont.…)

11) Race for the GoldMSOFT “investing” $100M per year in R & D5 year time frame for paybackBroadband connections being testedServices being invented that “make it easy

to do business” and stay connected

What The Book Covered (cont.…)

12) Critical IssuesWorker retrainingPrivacy and access to critical informationProfessions and industries will fadePressure on middlemen“Cellular Telephone Service is Spreading

Rapidly”

What The Book Covered (cont.…)

In Closing

“If you’re too focused on your current business, it’s hard to

change and focus on innovating”

Bill Gates

So What?

How Should WE Shape OUR Future?

Part 2: Areas That Weren’t Covered

How to Create Customers Search Engine Optimization Social Networking Mobile Device Technology Video Marketing Customer Relationship Management Database Management

Google and Yahoo Didn’t Exist Imagine no Google…

Imagine no Yahoo…

Imagine no Bing…

Where will we be in 10 years time?

How to Create Customers In 2000, a fundamental shift from

“outbound” marketing to “inbound marketing”

Customers/Prospects found you where, when and how they wanted

You’ve got to heed that notice and build it into your plan

Search Engine Optimization Read the books, go to class or trust a

vendor that “gets it”

Someone that offers “case studies” and “proof” and measures Return on Investment

If you’re not in the ORGANIC first or second position, you miss out on 52-63% of total opportunity

SEO Stats That Should Shock You 88-92% of YOUR buyers go online

regardless of the relationship to shop

95% of total “clicks” are organic in nature

Organic positions #1 & #2 get 52-63% of total clicks

IF THAT’S NOT YOU… What Now?

Social Networking

Bill Gates alluded to it several times but… there was no way for him to know

How to MONETIZE this and not waste time is the key

What can it do for your company? Plenty!

What Social Networking IS IT IS: A way for communities to engage,

talk, interact, refer, build trust and talk about their needs.

IT IS: A way for a company to recognize this, interact with them, solve problems for them and build a referral engine on steroids!

What Social Networking is NOT It is NOT: A place to mindlessly post what

you have for sale

It is NOT: A place to let others know what you had for lunch, and where you next stop is

It is NOT: A place to sell UNTIL… you have earned the trust of your audience and community

The Big Four: A BRIEF Overview Facebook

Twitter

YouTube

LinkedIn

Facebook Over a half BILLION users

Average time spent per day… 6 hours

If you don’t have a Facebook Fanpage, you’ll be perceived as “not with it”

The KEY: Integrate with website, automate technologies to post, don’t waste time

Twitter

Will have 1 BILLION USERS by 2012, still no formal business plan

It’s a SEARCH ENGINE people can use to target conversations that interest them

It’s a real way to receive “real time” information of your choice

YouTube

28% of searches through Google are done through YouTube

Highly effective for SEO and local product/service ranking

It educates, it’s to the point, but there is a technical side to doing this properly and efficiently!

LinkedIn

Highly effective “peer” engagement forum

Increased response rates to e-mails, high ability to target peers and industry prospects

Ways to optimize your profile can create you as the “expert” in your field

Cool “off the radar” Stuff Social Media can be damaging if it’s not

managed You’ve gotta get a routine and manage

your daily, weekly, monthly activities I SPY… You CAN…

Use Google Alerts to monitor conversationsUse “Twitter Search” and “Trackable Links”

to monitor discussions about your brandVisibly see the “viral” nature of your brand

Mobile Device Technology Bill Gates referred to it as a “Wallet PC”

There are over 53 million smart phones, and it’s growing exponentially

There’s an “APP” for that

Service, Rentals, Parts and?

Mobile Device Technology Is your website mobile device browser

compatible?

Can your prospects find you on their phones? Are your reps getting leads on their phones?

Can they download your “apps” to schedule service, order parts or rent?

Mobile Device Technology Imagine for a moment…

Real Time Inventory Feeds of Used Equipment

Apps to schedule service appointments or rentals

An Ad campaign for .01 – 03 per click, targeted to users in your area

Video Marketing

Some brief background…

The competition rarely uses this and they definitely don’t understand it

It practically guarantees you a first place organic ranking

The “set up” process leads a visitor from one video to another

Video Marketing

It tells your company story

It educates about your service and your difference

It builds trust and rapport

It speeds up the sales cycle

Video Marketing Imagine for a moment…

A company intro video that leads to… A service department video that leads to… A fleet management video that leads to…

A PROSPECT THAT WANTS TO DO BUSINESS!

Done Correctly It IS…

Viral in nature… your message spreads like wildfire

It is the ultimate customer referral and satisfaction program

It adds relevancy to your business… IF IT’S DONE CORRECTLY!!!

Customer Relationship Management

Which version are you?

Marketing Automation: Capturing leads and following up automatically?

Contact Management: Managing your reps activities, quotation pipeline?

FULL CRM: Full business system integration with CRM program?

NO CRM, NO SUCCESS

If you don’t have a “call to action”, and landing page strategy, you’re just hoping for success

You can’t follow-up automatically

You can’t test campaigns

You can’t measure ROI!

Part 3: BASICS COUNT!“Marketing & Innovation are the

two main reasons business exists… everything else is a

cost”.

Peter Drucker

Marketing 101 Basics

Marketing is Basically a 3 Step Process

1) Have something good to say…

2) Say it well…

3) Say it often…

Have Something Good to Say You’ve innovated your business to

warrant consideration

You make the customer service experience something to remember

It is ingrained throughout your company, you’re people know it and live it

Say it Well

Your website is first class and is “user friendly”

Your material is professional and leaves a good impression

Your material and website BOTH focus on solving problems and “how to” guides

Fundamental #4: To the Right Prospects Use good data

Be efficient with it’s use

Plan in advance to lower costs

Connect ALL of the dots

Say it Often

Customers and Prospects get bombed by over 3,000 marketing message per DAY!

They buy when they’re ready to buy, not when you’re ready to sell

You’ve got to balance out all mediums and communicate consistently

Customer Surveys

Do you survey to know how you’re doing?

Do you do verbal or written surveys?

Do you act on the answers, consistently?

Direct Response Marketing Is your stuff “me too”, or is it compelling?

Does it “ask for the order” by telling someone what to next (like visit our landing page?)

Does is hit the emotional hot buttons of a prospect?

Follow-Up Processes

Are they mapped out?

Response goals: 30 minutes, tomorrow, next week or?

4 X in 48 Hours… see example

Thanks for the Business! At every touch point

With every person

With every follow-up opportunity

Cross sell at EVERY opportunity

Part 4: What Other Industries Can Teach Us

Imagine this…

Your prospects look for something online They find you first… You are the first to respond… You engage them… 4 X in 48 hours… ONE POSITIVE EXPERIENCE CAN

LEAD TO MILLIONS IN SALES AND PROFITS!!!

First To Be Found

Forklift Leasing California

Forklift Parts California

Forklift Rentals California

Forklift Leasing California

First To Respond

“Amazon-Style” Landing Page

Briggs – Auto-responder Example

In 30 MinutesOr Less

Product Brochure: Mailed Every Night to Web Inquiries

Thanks For Your Time!

www.EquipmentFX.com