By Josie Heskje, GreatAmerica – In September, I had the opportunity to attend IMPACT Live, an amazing conference for sales and marketing professionals striving to evolve their go-to-market approach. As we embark on our journey to transform our own efforts to embrace the inbound marketing approach, I can’t help but notice our independent dealers in the office equipment channel are also embarking on similar journeys. We’ve realized the importance of understanding the new digital consumer and providing them the right information that helps inform as they seek a solution. And whether that solution is a printer, software, or even a financing partner, there are three things they need to experience before they even consider giving us their business.

Here’s a rundown of what I thought were the largest overarching themes from IMPACT Live and some ideas for implementation.

1. Trust

This idea was woven into almost everyone’s message, and it’s no wonder! The inbound methodology really boils down to earning the trust of your customers and prospects. People do not buy your product or service, they buy who you are and your ability to deliver on trust.


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SOURCE GreatAmerica

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