Ogilvy on the Future of Selling
-
Upload
sharthak-shankar-bhagat -
Category
Documents
-
view
219 -
download
0
Transcript of Ogilvy on the Future of Selling
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 1/24
B FuC & CEOOO
T uu
©OO 2010. A . N pu p pu, , , , pp, , u p p
OO .
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 2/24
C
T u 3
T ’ G Sp 4
Bu 6
C — 21 Cu S Gu 10
Au u
F u 20
R 21
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 3/24
T u
A u pp. pu , .Pp , ppu, p, u u u. Bu p p’ p , .
W u, u. S u; . Ou u, D O, u . H pu u: “ , .” D , -- u , --- u , , OO p . T -u u D’ u p
— pp.
, u p. u ’ G Sp . 1,000 p US, UK, B C uu . A 30 - p , 21 Cu S Gu. uu u, u uu p p u’ .
3
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 4/24
T ’ G
Sp u u D O’- . R u u u p, u ’ pp u: pp.
A p , O u . ,
p p , p , p p Yuu -u . Hu pp up , u p p C A F, ’ G Sp, H. p up u u , p u.
Te anatomy of a salespersonT H pp u .Bu p p, u u u.Fu,
u u p u :
1. Ep: S qu u u u u u.
2. P S: P p. T , p , qu u p u’ p. I p p, p, p qu u u uu .
4
T pp pp u p.
tony sieZpp., I.
G u ’. alex sootman
Equ
G pp .
drayton birdD u
I pp u’ p.
mack ananAu u u
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 5/24
3. Cu: O u pp up : , qu , u. H, p .
4. u: Cu u u u’p. W u , u u p u u .
5. B-: Su p p u u p u.
6. R : I u u pu, u u , u ’ u u’ ppu u. A u u, - pp p .
5
THE ANATOMY OF A GREAT SALESPERSON
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 6/24
Bu
I F, G , pA Yp, u u pp . Bu p p pu.
Bu, - uu u, qu, u u .
u u ,
p — 1,000 US, UK, B C. S, 73% u p u, , .
Bu , pp . Bu u u , . T p u , u u. T u p u , . Cu , u .Spp p u u pu u — u u u .
6
Bu pu
p.I , pp u u p, p.
david brockP excellence
T p p.T u .
mack ananAu u u
T u u p u . ricard bravman
NCR Cp
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 7/24
7
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%
% AGREE USA UK BRAZIL CHINA
CUSTOMERS ARE OBTAINING MORE INFORMATION ABOUT OUR
PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND
Source: OgilvyOne "Future of Selling" study, Oct 2010
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 8/24
S u p u . T u u pp pp u u .
A 49% p u. I ,p-p pp u . 65% uu pp u.
Ou u - , p, u p u
— u . W 28% US pp up , 73% pp C .
8
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
Source: OgilvyOne "Future of Selling" study, Oct 2010
A u p, p p u. I’ — p p . T pp , p p . Uu, u p p p p . T pp p p p p. I ,
p, , u u u u pp u .
N , u p p u. 48% pp p p u . O , - p
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 9/24
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 10/24
C —
21 CuS GuI pp u p u u, u p u.
10
A WORLD RADICALLY TRANSFORMED
66%71%
79%84%
% AGREE USA UK BRAZIL CHINA
BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS
Source: OgilvyOne "Future of Selling" study, Oct 2010
Bu , u u qu qu pp p p u. L u’
u : u. T u ’ u u. I , p ; u u u p.Ou .
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 11/24
1. New buyer journeysT AIDA S Fu 1898 E S. E L, u . I u u p pu u u . W S Fu u , .
T , u u u. T pu ’ . T . A p . A uu pp ,p u p p . S , pp -
u u, u u .W u ’ .
Spp u u u ’ .
11
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.
u p u u’ u u.
steve solazzoIBM u
Bu pp u .
T u up.antonio carbonari netto
Au Eu S.A.
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 12/24
2. A new role for content: digital bait
12
CONTENT = DIGITAL BAIT
C -u p. u u u p u . C , u,p. N, .
I ,u ppu , u u u .I , u .
T :
A. B P V: Pu u u p
. N ,u pp u .
M pp, I.C.E.E., Ip, C, Eu E. I I u .
tony sieZpp., I.
T u -.
alex sootmanEqu
D’ . H u. I p u.
david meerman scottAu, , p
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 13/24
B. Ep: Cu pp u -qu p .T pp . T pp up p u u u. T u u , u u .
C. I O: Yu pu u pp . E pp pp .
3. New listening skills: digital footprints
13
DIGITAL FOOTPRINTS
O ’ : Cu p , . A , , , , u u’ p p. T u u , . H, p.
Yu u pp u . T u u, , pp , pp .
I p .
jon calliesC M Cu
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 14/24
14
T p u up.
O u u IBM, u
up. T u u I u u u p u p “ ” u p. IBM p Yuu u u . L u qu .T’ .
A p 21 u u u p u’ .
4. New marketing skills: behavioral economicsS 21 u p . I p , u u p . I u p- p .I u pu . S p:
• Sometimes, increasing the price will u, u .
• Consumers are irrationally biased toward “” u.
• Creating a convenient default option is one .Hu .
• Adding more choices often will result in , .
I p pp u, uu u B2B pp .
mack ananAu u u
’ u u pu .
marc lewisS Cu A 2.0
Ou pp u u
p u p.T u u u u. tony sie
Zpp., I.
A p u “N” uu p.
“N” ppu u
.jon calliesC M Cu
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 15/24
21 u u p u.W u - p
u u. T -u US “ $300 u.” B u u pu, $300 . I u, u — — p.
5. A new way to sell: social selling W - , p. G pp u ppu u u .
, S u M u u. S u u u .
A p , F pp . u 2010 Ep, F u u .
T p ,p , - . T p 11
, u p.
I . F Ep p . F 10,000Ep u pu, p u uu F uu p.
15
I I ’ p , p’ u.
jon ickeyA
Ou u pu u , .
marc lewisS Cu A 2.0
I pp p, ’ u u u u p .Yu p u u u .
jim steeleS.
T u pp. Yu up u , u u’ u u u.
jon ickeyA
F-up u .
matt gentileCu 21 R E LLC
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 16/24
16
F, , u 500 130 , u u pp p p p. T’ , pp u , .
Spp p upp , u. H, p p .
P & G — ’ ROI- — u u u - p F- . - P&G u $1 - F . T’ qu u up.
6. A new partnership: selling is a team sport
NEW SALES AND MARKETING MODEL
Ju u , S M . I R B NCR, “T p S M , - , , ,p p p, u pup p.”
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 17/24
17
T u p, , . W u u ? Su M S qu? R u, :
uu qu p .
A u Mp. A — u u, , p — p pp. S u , u p.
G pp u p pp u u . S M; S u u; S u u.
Yu p uu pu p . Yu u
’ u pu p u p.
jon bernier B Bu
A ’ u pp p ’
. W u pu , u’ up .
amilya antonettiEpu, p, u
Spp p p ,u p p .
dan lovinger MV N
Yu S’ M M’ S p.Yu .
drayton birdD u
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 18/24
18
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
p ?
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 ?
3. S u . M ’ p up p pu. T p u .
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?
5. J .
T p M S. Bu , — . Bu u u u up. T p u, p u .
Ou u u, p ’ u p . Qu pp. T p u pup , p . I’ .
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 19/24
19
Au u
B uqu p u, p uu , pp .
I u p 25 , B - ’ , u IBM, A Ep, C, C-C,M, U, Né.
B P & G C.H O & M up u
P C p.I 1997, B N Y . H O’ p u, IBM, u p “-u.” H u C O’ G B Cu, p ’ p 20 , pp O Eu C 2002.
, B OO , u O Gup. 4,000 50 u, OO u. S
u B’ p. I Fu 2006, N@O, ’ u-, p, u; Wall Street Journal ’ “A .” I M 2008, O D L , u Sp, N Y, B, L Sã Pu, p u u.
Brian FetherstonhaughC & CEOOO
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 20/24
20
F u
C B Fu .u@.. C u ... F u @ __. S p u u p. M S S M Au u u u u p.
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 21/24
21
R
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
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 22/24
22
Our expert panel
G A CEO S B I, u, “S M Y” 2004
A AEpu, p, u, p
J B D Pu L M, S M S–E P B Bu p p
D BD u Commonsense Direct and Digital Marketing
G BSVP S US Op GSK Cu H
R BCMO VP Cp Dp NCR Cp
D BB u, P CEO PI excellence
J CP, C M Cu
A C NFu P Au Eu S.A.
B CFu Copyblogger , ’ 50 pu
D F VP A G Op F
M GD PR & S M Cu 21 R E LLC
J G M u, pu, u, u
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 23/24
23
M H Au Consultive Selling , u u
J HCu VP S A
HCEO Zpp., I. u
J KD S CD H, I.
M LD S Cu A 2.0
D L
SVP S & I M MV N
D M SB- u, , p
A SSVP S Equ, “G I D” “D I R”
S SGM IBM G G Bu
J SC Cu Of S.
D p Au Wikinomics 12 -
B Cu CSO I, u u
D E p, , Edge of Explosion
8/7/2019 Ogilvy on the Future of Selling
http://slidepdf.com/reader/full/ogilvy-on-the-future-of-selling 24/24