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 MANUFACTURING CASE STUDY
Typically, in a thriving economy, for certain businesses, DCI may recommend using a tiered approach to sales and marketing, protecting your best presentations for a non-public client/customer forum, where you reveal your most effective value propositions. Even if your presentation does not contain any "protected" intellectual property, why give your competition a leg-up?

For this scenario, in a great economy (or a thriving sector in any economy,) we would:
  • use high impact "key point" advertising/marketing as the first tier to create interest and generate/capture a lead;

  • use a second tier strategy with carefully crafted, effective communications to qualify and channel the lead into a warm or hot prospect;

  • then we would unleash the "closing" tier, saving your "best sales practices" for a non-public face-to-face, live demo, phone conference or WebEx meeting.

For today's tough economy, however, the above approach may be too expensive, especially if the number of qualified leads has diminished significantly. So for these conditions, or for a highly competitive market in any economy, DCI may suggest:
  • condense and leverage key corporate knowledge and extend "best sales practices" and "best training practices" onto the web

  • support this with performance based Search Engine Optimization and PPC (Pay-Per-Click) Search Engine Marketing known as SEO / SEM

  • then automate the lead capture and pre-qualification process online

  • Advantages: more informed, more deeply qualified leads with a higher conversion rate, and lower cost of converted lead

  • Risks: losing a human touch during the pre-qualification phase and giving your competition something to shoot back at, having revealed your "best practices" to the world
Today, it's a fight to capture and convert leads affordably; it's a fight to maintain, much less gain market share. Budgets are tight, and the stakes are high. Can you afford NOT to take the risk in TODAY'S ECONOMY?

This is exactly what we did when we suggested that Gyro-Trac (www.gyrotrac.com) "pull off the gloves" and extend their "best sales practices" onto the web. We encapsulated the most effective selling propositions into an all HD video sales website, replacing expensive, time consuming "tow and show" direct sales activities for this heavy equipment manufacturer.

This "virtual" walk around and equipment demo NEVER sleeps, and NEVER has a bad day . . . Check out GyroTrac.com and see if you think this strategy may work for your business.

Contact DCI today, and learn how we can help your business succeed, IN ANY ECONOMY - GUARANTEED!