LSA15: Sales 2.0 Best Practices (LA Times Media Group, Advance Digital, Closely)
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Presentation from the 2015 Local Search Association (LSA) Conference in LA, April 20-22.
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LSA15: Sales 2.0 Best Practices (LA Times Media Group, Advance Digital, Closely)
- 1. LOCAL SEARCH Effective Targeting Tactics Presented by Earl Baer – Los Angeles Times Media Group
- 2. What Local Businesses Need Get the Word Out Be Found, Be Seen
- 3. BEST PRACTICES: Local Search: Adver6ser Prospec6ng
- 4. Local Search: Adver6ser Targe6ng Where to Start? LA-‐DMA 5 COUNTIES 52,000 SQ MI 520,000 SMBs 7 TacAcs for EffecAve ProspecAng
- 5. Effective Prospecting Get the Word Out Be Found, Be Seen
- 6. Effective Prospecting Be Found, Be Seen Tac6c 1: Most Likely Business Categories • Auto • Healthcare • Legal • Educa6on • Real Estate • Restaurant • Home Services • Retail -‐ eComm “I Need a _____ Now.” “I’m Looking for a ______”
- 7. LA Times Media Group Local Search: Adver6ser Prospec6ng Tac6c 2: Who Needs Help Being Found & Being Seen?
- 8. Local Search: Adver6ser Prospec6ng • Budget Poten6al • Category/Industry Research • Current Search Strategy • Compe66on • Keyword Tools Tac6c 3: Use Research Tools
- 9. Local Search: Adver6ser Prospec6ng Tac6c 4: ExisAng AdverAsers – Show Them the Importance of Search
- 10. LA Times Media Group Local Search: Adver6ser Prospec6ng Tac6c 5: Educate • Become the ‘Trusted Advisor’ • Share Knowledge, Research & Insights • In-‐Person Training • Webinars • Digital Training Events
- 11. LA Times Media Group Local Search: Adver6ser Prospec6ng Tac6c 6: Promote • Adver3ser Marke3ng through exis3ng media channels • B2B E-‐mail Marke3ng • Event Marke3ng • PPC
- 12. LA Times Media Group Local Search: Adver6ser Prospec6ng Tac6c 7: Harness the ExperAse, Interests & Passions of Your Sales Force
- 13. The 3 Keys to Prospecting Success People Focus Tools & Resources
- 14. LOCAL SEARCH Effective Targeting Tactics Presented by Earl Baer – Los Angeles Times Media Group
- 15. Sales Training at Advance Digital Sandy Lohr, SVP/Sales
- 16. 2 We Believe… AdvanceDigitalSalesPhilosophy Vision / Values Information / Insight People / Process Engagement / Empowerment Review / Report
- 17. P3 The Sales Rep is Not Alone After the Sale Making the Sale Getting Ready to Sell Collaboration at Every Stage 3 WHY? HOW? WHEN?
- 18. P4 Company Objectives Industry Trends Marketing & Promotions Target Audience RESEARCH Company Objectives Industry Trends Marketing & Promotions Target Audience QUESTIONS Company Objectives Industry Trends Marketing & Promotions Target Audience ANSWERS Informed Selling … At Every Step of the Sales Process 4 Continuous Learning = Knowledgeable Salespeople Knowledgeable Salespeople = Results for Advertisers
- 19. Advance Digital New Hire Training The Local Market Training Manager creates a customized, three month-long “Blended Learning” Plan based on the new hire’s previous experience, skills and knowledge. 5 The balancing act: Quick Productivity VS Too Much Information / Too Fast. Blended Learning Classroom E-Learning – Advance University Joint Sales Calls Coaching Shadowing Other Reps Assisted time in territory
- 20. Advance Digital New Hire Training • After first two weeks, new hires attend one advertising solution class per week, and are assisted on-the-job by the training department, peers, management and Advance University (E-Learning). • At the end of three months, their sales skills are tested via a Role Play Case Study. 6 The “Why” of our Company Sales Training Salesforce Training Advertising Solutions Overview During first two weeks, new hires attend these four classes:
- 21. Blended Learning Approach 7 E-Learning System, with hundreds of self- directed classes, industry resources, sales presentations and peer-to-peer sessions. Access to lynda.com, with thousands of training videos on every subject imaginable. And, our training team: • Local Market Trainers • Subject Matter Trainers (National, Centralized Team) • Instructional Design Manager • Training & Communications Coordinator
- 22. An Organization Focused on Continuous Learning • We invest heavily in training – via a combination of in-market and centralized resources. • Trainers specialize … verticals, marketing services and sales process. • Advance University, our E-learning system, is integrated into the learning process. • We are constantly obtaining feedback and adjusting our training methods accordingly. • We believe people are the difference. • Training produces better equipped and differentiating skillset. • Investing in employees increases retention, which diminishes client churn. Thank you, Sandy Lohr SLohr@advance.net 8
- 24. Who is Closely? Then SaaS tool to create and schedule promotions for posting to social media Now Mobile service to watch social activity, learn about social media and discover products & solutions Closely helps small businesses step up their game in digital marketing
- 25. Our Audience
- 26. Our Audience
- 27. Our Audience
- 28. Our Sales Experience When selling direct • Getting the attention of SMBs is difficult • Steep competition for the attention of the SMB • SMBs are inundated with sales calls • SMBs don’t have time for sales calls • Name recognition / relationship with the small businesses is a must to get in the door with SMBs
- 29. Our Sales Experience When partnering • Sales force has multiple products to sell – focus often on greatest reward for rep • Customers are sold on the product/service • Message often reaches SMB at the wrong time – No nurturing of “need” • It’s a one-time opportunity to sell • SMBs don’t fully understand what they are buying • Low usage / high churn
- 30. Sales Dead Zone • No great distribution channels for SMB products around $1,000 • Products need a personal sales effort, but the sales process is too expensive PeterThiel | Zero to One
- 31. The Problem Borrell Associates | SMB Marketing Patterns | December 2013 “SMBs are pestered. On average, SMBs get 5 sales calls per week and listen to only 1 of them.”
- 32. The Problem
- 33. The Problem Lots of great products, but too many calls • 2,500 start-ups focused on new products for SMB • SMBs are being sold at indiscriminately and constantly • Personalized sales are too expensive - Phone based sales are too abusive SMB attention is increasingly difficult to secure – the problem is getting worse and we need a new approach!
- 34. The Opportunity We can help SMBs decide by reinventing how we reach, inform and educate them.
- 35. Our Approach Establish a relationship with the small business using Perch – a free service with a simple value proposition • Watch : What’s happening with my business and with my competitors • Learn : How am I doing? • Discover : What should I do next?
- 36. Our Approach To foster this relationship, we create moments of interaction with our users through... • Daily engagement in the app • Daily and weekly digest emails • Weekly performance reports All with data customized for their business
- 37. Watch • Social media • Review sites • Promotions • Organized by Business Venue • For Biz & Competitors
- 38. Learn • Data driven insights • Learning content
- 39. Learn
- 40. Discover • Building the Perch Marketplace • Smartly match solutions to needs of 100K+ SMBs • Where/when SMBs are paying attention (9+ times per month)
- 41. What works • Customized information • Consistent value • Convenient access
- 42. Thanks! Perch Partnership Program • perchapp.com/partners • @perchapp