September-October 2022 - 13

1
Increase pay-per-click (PPC)
advertising.
Yes, it is costly. The good news: If your
competition isn't reading this, chances
are, they are cutting back on their
advertising and especially PPC, so the
price-per-click should come down.
I have written and spoken about
PPC advertising before. As far as I
am concerned, it is the magic bullet.
Yes, you can rely on search engine
optimization (SEO) and hope for
the best, but if you want to put your
sales reps in front of highly motivated
prospects on a consistent basis, PPC is
the answer.
Relying on SEO is like buying
a patio set from Sears and putting
it together yourself. Over time, it
will get completed. It might even be
assembled properly. It will be cheaper
than buying one from the expensive
patio furniture store where my
neighbor bought his. The difference
is this: My neighbor will be lounging
on his patio, relishing in the success of
his purchase, while I am still crawling
along the floor a week later, looking
for that missing nut and bolt. I speak
from experience.
2
Increase paid strategic
partnership efforts.
Everyone is a little hungrier in leaner
times, and it is easy to find a strategic
partner who is motivated by compensation
- my favorite type of strategic
partner. Consider it part of the
account acquisition cost. Would you
pay $250 to $400 for an account that
will generate $12,000 or much more
in annual sales? Usually you find
these strategic partners at trade shows
or serving your existing accounts. I
never hesitated to solicit them directly
on LinkedIn. These strategic partners
are calling on the same decisionmakers
that you are. They could be a
commercial mover, an office supply
rep, a plant service or a move planner.
These people know which
companies are relocating, who is
growing, who is unhappy and who
makes the decisions. If they are a
truly motivated strategic partner, the
decision-maker will be expecting your
call. My deal was simple: " Get me in the
door - if I secure the account - you get
paid. " A few strategic partners in this
category can help you set the table for
the post-recession bounce back.
3
Actively promote paid referral
programs within your client base.
If an existing client, an office manager
or a facility manager refers you to
another company, they get a $50 gift
card after the appointment and a $200
gift card when you install the location.
Give Starbucks a
Run for Their Money
Add ice to your
vending solutions. We
make it easy for you.
September/October 2022 * VendingMarketWatch.com 13
2210AUTM_Easy Ice.indd 1
8/18/22 2:34 PM
http://easyice.com http://www.VendingMarketWatch.com

September-October 2022

Table of Contents for the Digital Edition of September-October 2022

Editor’s Note
Industry News
Recession? Choose not to participate and pour on the sales effort
State of the Office Coffee Service Industry Report
40 Under 40
Cold brew solutions in OCS
Bringing Joy to the Workplace
Classifieds
Social Hubs
September-October 2022 - PCOV1
September-October 2022 - PCOV2
September-October 2022 - 1
September-October 2022 - 2
September-October 2022 - 3
September-October 2022 - 4
September-October 2022 - 5
September-October 2022 - Editor’s Note
September-October 2022 - 7
September-October 2022 - Industry News
September-October 2022 - 9
September-October 2022 - Recession? Choose not to participate and pour on the sales effort
September-October 2022 - 11
September-October 2022 - 12
September-October 2022 - 13
September-October 2022 - 14
September-October 2022 - 15
September-October 2022 - State of the Office Coffee Service Industry Report
September-October 2022 - 17
September-October 2022 - 18
September-October 2022 - 19
September-October 2022 - 20
September-October 2022 - 21
September-October 2022 - 22
September-October 2022 - 23
September-October 2022 - 24
September-October 2022 - 25
September-October 2022 - 40 Under 40
September-October 2022 - 27
September-October 2022 - 28
September-October 2022 - 29
September-October 2022 - 30
September-October 2022 - 31
September-October 2022 - 32
September-October 2022 - 33
September-October 2022 - 34
September-October 2022 - 35
September-October 2022 - 36
September-October 2022 - 37
September-October 2022 - Cold brew solutions in OCS
September-October 2022 - 39
September-October 2022 - 40
September-October 2022 - 41
September-October 2022 - Bringing Joy to the Workplace
September-October 2022 - 43
September-October 2022 - 44
September-October 2022 - 45
September-October 2022 - 46
September-October 2022 - 47
September-October 2022 - 48
September-October 2022 - 49
September-October 2022 - Classifieds
September-October 2022 - Social Hubs
September-October 2022 - 52
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https://www.nxtbook.com/endeavor/automaticmerchandiser/november2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/september-october2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/august-2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/june-july-2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/april-2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/february-march-2023
https://www.nxtbook.com/endeavor/automaticmerchandiser/november-2022
https://www.nxtbook.com/endeavor/automaticmerchandiser/september-october-2022
https://www.nxtbook.com/endeavor/automaticmerchandiser/august-2022
https://www.nxtbook.com/endeavor/automaticmerchandiser/june-july-2022
https://www.nxtbook.com/endeavor/automaticmerchandiser/april_2022
https://www.nxtbook.com/endeavor/automaticmerchandiser/february-march-2022
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https://www.nxtbook.com/endeavor/automaticmerchandiser/September_2021
https://www.nxtbook.com/endeavor/automaticmerchandiser/august2021
https://www.nxtbook.com/endeavor/automaticmerchandiser/automatic_merchandiser_june-july_2021
https://www.nxtbook.com/endeavor/automaticmerchandiser/automatic_merchandiser_april_2021
https://www.nxtbook.com/endeavor/automaticmerchandiser/automatic_merchandiser_february-march_2021
https://www.nxtbook.com/endeavor/automaticmerchandiser/december2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/AUTM_1020
https://www.nxtbook.com/endeavor/automaticmerchandiser/september2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/august2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/junejuly2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/april2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/Automatic_Merchandiser_February-March_2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/december2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/octobernovember2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/september2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/august2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/junejuly2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/april2019
https://www.nxtbook.com/endeavor/automaticmerchandiser/februarymarch2019
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