the future of selling
TRANSCRIPT
THE FUTURE OF SELLING
BRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE
TODD HERMANCONSULTANT, OGILVYONE WORLDWIDE
DAVID OGILVY
WE SELL, OR ELSE.“
”#sellorelse
#sellorelse
#sellorelse
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THE EXPERTS
! ! #sellorelse
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JOHN CALLIES
Callies Management Consulting
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JEN GROOVER
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RICHARD BRAVMAN
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TONY HSEIH
! ! #sellorelse
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THE WORLD’S GREATESTSALESPERSON
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THE ANATOMY OF A GREAT SALESPERSON
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Empathy
Problem-Solver
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Communicator
Beer-Worthy
Trustworthy
RelentlessEnergy
#sellorelse
...BUT BUYING IS DIFFERENT(this changes everything)
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THE CUSTOMER IS
KING
#sellorelse
WHAT DO SALES PROFESSIONALS SAY?
!!Full-time sales professionals
!!Sample = 1,007
!!USA, UK, Brazil, China
61%
70%
56%
70%
THE CUSTOMER IS KING
BUYERS AREN’T RELYING ON SALES PEOPLE FOR INFORMATION BEFORE MAKING A PURCHASE.
USA UK BRAZIL CHINA
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
THE CUSTOMER IS KING
61%66%
70% 67%
USA UK BRAZIL CHINA
CUSTOMERS ARE OBTAINING MORE INFORMATION OF OUR PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
SOCIAL MEDIA HELPS SELL
20%
18%
11%STRONGLY
MOSTLY
SOMEWHAT 17% 18% 19%28%
7% 10%
26%
30%
3%5%
20%
15%
USA UK BRAZIL CHINATOTAL
IMPORTANCE OF SOCIAL MEDIA LIKE TWITTER, FACEBOOK AND YOUTUBE IN SUCCESS AS A SALESPERSON
27%33%
65%73%
Source: OgilvyOne "Future of Selling" study, Oct 2010
49%% AGREE
SOCIAL MEDIA USE VARIES BY COUNTRY
USA UK BRAZIL CHINA
25% 26%
45%40%
20% 21%
10%8% 9%
22%
47%
7%10%
17%
23%
3% 5%
13%
38%
USA UK Brazil China
Facebook (or equivalent)LinkedInTwitterYouTube (or equivalent)Own Blog
Source: OgilvyOne "Future of Selling" study, Oct 2010
N/A
TOP PERFORMING SALESPEOPLE ARE ADOPTING SOCIAL MEDIA
49%
28%33%
65%73%
65%
38%
54%
70% 71%
Total USA UK Brazil China
USA UK BRAZIL CHINATOTAL
Total2010 Sales +>25%
Source: OgilvyOne "Future of Selling" study, Oct 2010
SOCIAL MEDIA ARE IMPORTANT IN MY SUCCESS AS A SALESPERSON
% AGREE
48%55%
41% 42%
SALES IS DESPERATE FOR HELP...
68% 69%
82% 84%
THE BUYING PROCESS IS CHANGING FASTER THAN SALES
ORGANIZATIONS ARE RESPONDING
MY COMPANY IS AFRAID OF EMPLOYEES USING SOCIAL MEDIA
USA UK BRA CHN USA UK BRA CHN
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
46%53%
70%
85%
...REALLY DESPERATE
91% 93%
75% 78%
I WISH MY COMPANY OFFERED MORE HELP IN USING SOCIAL MEDIA
MY COMPANY DOES NOT TRAIN OR EDUCATE ON HOW TO USE SOCIAL MEDIA
USA UK BRA CHN USA UK BRA CHN
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
#sellorelseSALES MARKETING
The leadsSUCK!
No, YOUsuck!
A WORLD RADICALLY TRANSFORMED
66%71%
79%84%
USA UK BRAZIL CHINA
BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
#sellorelse
“ SO CHANGE, OR ELSE ”The 21st Century Guide to Selling
#sellorelse
NEW FRAMEWORKCustomer Journey
Research
Usage
Share
Shop & Purchase
Trigger Events
MORELESS
Sales FunnelThe first sales and marketing funnel
was created in 1898 by St. Elmo Lewis, the founder of the
Association of National Advertising.
#sellorelse
SALES NEEDS TO STEP UP
LESS INFO MORE INSIGHT
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CONTENT = DIGITAL BAIT
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DIGITAL BODY LANGUAGE
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#sellorelseMORE
NEW SALES + MARKETING
LESS
“I WIN”
“YOU LOSE”
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THE EVOLUTION OF SELLINGGET ON
THE BUS!
WHERE DO YOU WANT
TO GO?
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SOCIAL SELLING
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BEHAVIORAL ECONOMICS
THE $300 MILLION BUTTON
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EXAMPLES OF 21ST CENTURY SELLING
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VW - REAL RACING GTI
80% JUMP IN LEADS AND DOUBLED SALES TO NEW
VW OWNERS.
#sellorelse
IKEA - TAG, I WIN!
16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE
IN FIRST WEEK ALONE
#sellorelse
CAPTAIN MORGAN - DARE THE CAPTAIN
DOUBLED SALES YEAR ON YEAR
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622 NORTH - OWNER FRANK PERKOVICH
FILLED THE RESTAURANT WITH 150 CUSTOMERS
#sellorelse
PONDS AGE MIRACLE
GREW SALES REVENUE BY 42%
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CHAMPION’S CHALLENGE
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CHAMPION’S CHALLENGE
59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA.
491173
118
Referring SitesDirect TrafficSearch Engines
#sellorelse
FORD
10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION
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CENTURY 21 “SELLING OR BUYING”
SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/
BUYING” TAB
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SALESFORCE.COM CHATTER
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IBM SOFTWARE ‘HOW TO BUY’
ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM
Digital Bait
Dominate Search
#sellorelse
E-COMMERCE TARGET = $4B
P&G Opens Facebook store selling 29 top brands – Oct 5, 2010
PROCTER & GAMBLE AND FACEBOOK
#sellorelse
ARE YOU READY?
#sellorelse
FIVE THINGS TO DO RIGHT NOW:
1. Walk in the buyer’s digital footsteps
2. Create digital bait
3. Get Marketing and Sales in the same room
4. Test one social selling initiative
5. Join the new selling conversation
#sellorelse
JOIN THE CONVERSATION
#sellorelse
The good salesman combines the tenacity of a bulldog with the manners of a spaniel. If you have any charm, ooze it.
“
”
#sellorelse
JOIN THE CONVERSATION
#sellorelse
The good salesman combines the tenacity of a bulldog with the manners of a spaniel. If you have any charm, ooze it.
“
”
#sellorelse
OGILVYONE ANNOUNCES . . .
“The 21st Century Selling” PartnershipSocial Selling
Branded Selling
#sellorelse
PARTNERS
David BrockPRESIDENT AND CEO
PARTNERS IN EXCELLENCE
John Callies PRESIDENT
CALLIES MANAGEMENT CONSULTING
Cheryl Ader Smith
EXECUTIVE DIRECTOR OF STRATEGY
LEOPARD
Lisa Haldeman EXECUTIVE CONSULTANT
LEOPARD
Todd Herman CONSULTANT
#sellorelse
PARTNERS
Michael Lazerow
CEOBUDDY MEDIA
Patou Nuytemans
CHIEF DIGITAL OFFICER OGILVY & MATHER
EAME
Phil Buehler HEAD OF PLANNING
OGILVYONE
Sean Muzzy MANAGING DIRECTOR
NEO@OGILVY
John Bell MANAGING DIRECTOR
OGILVYPR
Barney Loehnis
HEAD OF DIGITALOGILVYONE HONG
KONG
#sellorelse
FUTURE OF SELLING CHECKLISTVISIT SELLORELSE.COM
TALK TO US ABOUT AN OPPORTUNITY AUDIT WITH 21ST CENTURY SELLING PARTNERS
I’M JUST HERE FOR THE DRINKS!
