ogilvy on the future of selling

8/7/2019 Ogilvy on the Future of Selling

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THE ANATOMY OF A GREAT SALESPERSON



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THE CUSTOMER IS KING

83%

86% 87% 87%

% AGREE USA UK BRAZIL CHINA

BUYERS ARE MORE INFORMED ABOUT PRODUCTS AND SERVICES

Source: OgilvyOne "Future of Selling" study, Oct 2010

MORE INFORMED, NOT BETTER INFORMED

61% 66%

70%

67%


CUSTOMERS ARE OBTAINING MORE INFORMATION ABOUT OUR

PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND




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SOCIAL MEDIA HELPS SELL

49%

27%3%

5%

19%

26%

20%

15%

30%

28%

10%

18%

11%

18%

20%

7%

17%

33%

73%

65%% AGREE

STRONGLY

MOSTLY

SOMEWHAT

USATOTAL UK BRAZIL CHINA

IMPORTANCE OF SOCIAL MEDIA LIKE TWITTER, FACEBOOK

AND YOUTUBE IN SUCCESS AS A SALESPERSON


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A WORLD RADICALLY TRANSFORMED

66%71%

79%84%


BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS


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1. New buyer journeysT AIDA S Fu 1898 E S. E L, u . I u u p pu u u . W S Fu u , .

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NEW FRAMEWORKCustomer Journey

Research

Usage

Share

Shop & Purchase

Trigger Events

MORELESS

Sales FunnelThe first Sales and Marketing Funnel

was created in 1898 by

Elias St. Elmo Lewis, the founder of theAssociation of National Advertisers.

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2. A new role for content: digital bait

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CONTENT = DIGITAL BAIT

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3. New listening skills: digital footprints

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DIGITAL FOOTPRINTS

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4. New marketing skills: behavioral economicsS 21 u p . I p , u u p . I u p- p .I u pu . S p:

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• Creating a convenient default option is one .Hu .

• Adding more choices often will result in , .

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6. A new partnership: selling is a team sport

NEW SALES AND MARKETING MODEL

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Your 30-day planN, u u u 30 .

1. u’ p.• Write down the exact journey you followed to make the last three big purchases

u p .• at role did a live salesperson play?• at role did the media play, including search and social media?• Do the same for your business: Talk to the last three people who bought

u. E u? . D u.• Do you have an arsenal of great oers and a systematic way to

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2. U .• Can you make a compelling two-minute YouTube video?• Do you tell people what you stand for?

• Are you providing true expertise and category insights for your buyers andp ?

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4. G M S . -- .• Are you on the same page?• at more can Marketing do for Sales?• at more can Sales do for Marketing?• How can you turn the tennis opponents into a winning basketball team?

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Digital Body Language: Deciphering Customer Intentions in an Online World , S ,N Y Pu, 2010

Consultative Selling: Te Hanan Formula for High-Margin Sales at High Levels, M H, AMACOM, 7h E, 2003

Real-ime Marketing & PR: How to Instantly Engage Your Market, Connect with Customers,and Create Products Tat Grow Your Business Now, D M S, , 2010

MacroWikinomics: Rebooting Business and the World , D p

A D. , P, 2010“A M’ Gu B E,” N , McKinsey Quarterly,Fu 2010

“B E: S Pp P-M,” E D H S, nef , Sp 2005

Nudge: Improving Decisions about Health, Wealth, and Happiness, R H. T C R. Su, Pu, 2009



22

Our expert panel

G A CEO S B I, u, “S M Y” 2004

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J B D Pu L M, S M S–E P B Bu p p

D BD u Commonsense Direct and Digital Marketing

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D BB u, P CEO PI excellence

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M GD PR & S M Cu 21 R E LLC

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