To reach modern customers, resellers need a modern marketing strategy. They must adjust their complete go-to-market philosophy to compete for today’s tech-savvy end user and build a reputation as a trusted leader in the business phone industry.
To create that modern marketing strategy, resellers must do five things.
Engage Customers Online
Here’s an interesting statistic: According to GE Capital Retail Bank’s 2013 shopper survey, 81 percent of customers who spent $500 or more for a product researched online before making a purchase. This is a phenomenon that Google calls the Zero Moment of Truth. Customers are using company websites, online product information, and product reviews to not just research a purchase, but often actually make the purchasing decision.
That’s why consumers need engaging multimedia to understand how a reseller’s products can impact daily business functions, and make educated decisions regarding the purchase of a new phone system.
Modern business websites should include customer reviews or testimonials, along with links to the company’s social media profiles. In addition to detailed product descriptions, effective websites must provide key information, such as how a new solution will improve business operations, cut costs and provide better customer service. Websites need to have information about the business itself – such as bios of the leadership and a short history of the company – to further establish expertise and industry experience. ROI data and calculators can also be invaluable tools for potential customers to see that a new system will positively impact their bottom line.
Establish Thought Leadership
Once prospects find a reseller online, the focus must be to convert these prospects into customers. To do that, resellers will need to establish themselves as a trusted advisor. That’s accomplished by establishing thought leadership from the start.
Continually providing fresh and informative content – such as case studies and blog posts – and maintaining regular interaction via social media can drive traffic to the reseller’s website.
Market to Your Current Client Base
In the past, resellers focusing on small businesses installed traditional, on-premise systems for companies that needed only two or three seats. By engaging with current customers through strategic marketing campaigns and offering guidance through educational program, resellers can encourage customers to make the switch to a cloud-based business phone system.
Develop Consistent Communication
With a shift to consultative selling, resellers must develop a channel of consistent communication. A monthly newsletter offering general tips and business advice reinforces is one way to accomplish that in a way that’s easy and affordable. Emails, phone calls and newsletters are excellent channels, but direct mail can also be effective – especially when it complements existing efforts.
Become a Trusted Advisor
Up until now, resellers have been considered strictly sales and service contacts. The connection was obvious: a business needs a phone system; a reseller has a phone system to sell. With the entrance of cloud-based solutions, a reseller needs to transition into the role of a consultant who examines the needs of a business and suggests solutions that best fit their business requirements.
It’s about more than just being a supplier of equipment. It’s about becoming a partner in the business’ success.