2. 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:
3. 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
4. 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”
5. What The Book Covered
1) 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
6. What The Book Covered
(cont.…)
4) Applications & Appliances
PC’s, VCR’s, “wallet PC’s”
5) Paths to the Highway
Didn’t exist, software, PC, Internet
T1 Line = $20K per year, $20/mo = 20 hours
per month of individual usage (think
TODAY!)
6) The Content Revolution
Indexed, “interactively explored”
7. 7) Implications for Business
Flexibility, access, improved communication
9) Friction-Free Capitalism
Comparisons, Spec Sheets, Pricing
The Role of the Sales Person/Middleman
9) Education: The Best Investment
Flexibility, schools “slow to adapt”,
curriculums
Collaboration, results & monitoring, real time
What The Book Covered
(cont.…)
8. 10)Plugged In at Home
Stay at home, but still socialize, “virtual
dating”
Keep up with friends, find new companions
Communities of others with common
interests
Online subscriptions, gaming services
Forums on a variety of topics
What The Book Covered
(cont.…)
9. 11) Race for the Gold
MSOFT “investing” $100M per year in R & D
5 year time frame for payback
Broadband connections being tested
Services being invented that “make it easy
to do business” and stay connected
What The Book Covered
(cont.…)
10. 12) Critical Issues
Worker retraining
Privacy and access to critical information
Professions and industries will fade
Pressure on middlemen
“Cellular Telephone Service is Spreading
Rapidly”
What The Book Covered
(cont.…)
11. In Closing
“If you’re too focused on your
current business, it’s hard to
change and focus on
innovating”
Bill Gates
13. 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
14. Google and Yahoo Didn’t
Exist
Imagine no Google…
Imagine no Yahoo…
Imagine no Bing…
Where will we be in 10 years time?
15. 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
16. 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
17. 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?
18. 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!
19. 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!
20. 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
21. The Big Four: A BRIEF
Overview
Facebook
Twitter
YouTube
LinkedIn
22. 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
23. 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
24. 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!
25. 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
26. 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 conversations
Use “Twitter Search” and “Trackable Links”
to monitor discussions about your brand
Visibly see the “viral” nature of your brand
27. 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?
28. 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?
29. 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
30. 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
31. 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
32. 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!
33. 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!!!
34. 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?
35. 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!
36. Part 3: BASICS COUNT!
“Marketing & Innovation are the
two main reasons business
exists… everything else is a
cost”.
Peter Drucker
37. Marketing 101 Basics
Marketing is Basically a 3 Step Process
1) Have something good to say…
2) Say it well…
3) Say it often…
38. 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
39. 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
40. 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
41. 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
42. 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?
43. 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?
44. Follow-Up Processes
Are they mapped out?
Response goals: 30 minutes, tomorrow,
next week or?
4 X in 48 Hours… see example
45. Thanks for the Business!
At every touch point
With every person
With every follow-up opportunity
Cross sell at EVERY opportunity
46. 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!!!
