Fighting for the Future of the Social Web: Selling Out and Opening Up
The future of selling
-
Upload
ogilvyonebrasil -
Category
Business
-
view
1.753 -
download
0
description
Transcript of The future of selling
![Page 1: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/1.jpg)
THE FUTURE OF SELLING
BRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE
TODD HERMANCONSULTANT, OGILVYONE WORLDWIDE
![Page 2: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/2.jpg)
DAVID OGILVY
WE SELL, OR ELSE.“
”#sellorelse
![Page 3: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/3.jpg)
#sellorelse
![Page 4: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/4.jpg)
#sellorelse
![Page 5: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/5.jpg)
#sellorelse
THE EXPERTS
![Page 6: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/6.jpg)
! ! #sellorelse
![Page 7: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/7.jpg)
! ! #sellorelse
JOHN CALLIES
Callies Management Consulting
![Page 8: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/8.jpg)
! ! #sellorelse
JEN GROOVER
![Page 9: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/9.jpg)
! ! #sellorelse
RICHARD BRAVMAN
![Page 10: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/10.jpg)
! ! #sellorelse
TONY HSEIH
![Page 11: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/11.jpg)
! ! #sellorelse
![Page 12: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/12.jpg)
#sellorelse
THE WORLD’S GREATESTSALESPERSON
![Page 13: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/13.jpg)
#sellorelse
THE ANATOMY OF A GREAT SALESPERSON
#sellorelse
![Page 14: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/14.jpg)
#sellorelse
Empathy
Problem-Solver
#sellorelse
Communicator
Beer-Worthy
Trustworthy
RelentlessEnergy
![Page 15: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/15.jpg)
#sellorelse
...BUT BUYING IS DIFFERENT(this changes everything)
![Page 16: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/16.jpg)
#sellorelse
THE CUSTOMER IS
KING
![Page 17: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/17.jpg)
#sellorelse
WHAT DO SALES PROFESSIONALS SAY?
!!Full-time sales professionals
!!Sample = 1,007
!!USA, UK, Brazil, China
![Page 18: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/18.jpg)
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
![Page 19: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/19.jpg)
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
![Page 20: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/20.jpg)
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
![Page 21: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/21.jpg)
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
![Page 22: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/22.jpg)
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
![Page 23: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/23.jpg)
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
![Page 24: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/24.jpg)
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
![Page 25: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/25.jpg)
#sellorelseSALES MARKETING
The leadsSUCK!
No, YOUsuck!
![Page 26: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/26.jpg)
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
![Page 27: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/27.jpg)
#sellorelse
“ SO CHANGE, OR ELSE ”The 21st Century Guide to Selling
![Page 28: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/28.jpg)
#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.
![Page 29: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/29.jpg)
#sellorelse
SALES NEEDS TO STEP UP
LESS INFO MORE INSIGHT
![Page 30: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/30.jpg)
#sellorelse
CONTENT = DIGITAL BAIT
![Page 31: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/31.jpg)
#sellorelse
DIGITAL BODY LANGUAGE
#sellorelse
![Page 32: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/32.jpg)
#sellorelseMORE
NEW SALES + MARKETING
LESS
“I WIN”
“YOU LOSE”
![Page 33: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/33.jpg)
#sellorelse
THE EVOLUTION OF SELLINGGET ON
THE BUS!
WHERE DO YOU WANT
TO GO?
![Page 34: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/34.jpg)
#sellorelse
SOCIAL SELLING
![Page 35: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/35.jpg)
#sellorelse
BEHAVIORAL ECONOMICS
THE $300 MILLION BUTTON
![Page 36: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/36.jpg)
#sellorelse
EXAMPLES OF 21ST CENTURY SELLING
![Page 37: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/37.jpg)
#sellorelse
VW - REAL RACING GTI
80% JUMP IN LEADS AND DOUBLED SALES TO NEW
VW OWNERS.
![Page 38: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/38.jpg)
#sellorelse
IKEA - TAG, I WIN!
16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE
IN FIRST WEEK ALONE
![Page 39: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/39.jpg)
#sellorelse
CAPTAIN MORGAN - DARE THE CAPTAIN
DOUBLED SALES YEAR ON YEAR
![Page 40: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/40.jpg)
#sellorelse
622 NORTH - OWNER FRANK PERKOVICH
FILLED THE RESTAURANT WITH 150 CUSTOMERS
![Page 41: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/41.jpg)
#sellorelse
PONDS AGE MIRACLE
GREW SALES REVENUE BY 42%
![Page 42: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/42.jpg)
#sellorelse
CHAMPION’S CHALLENGE
![Page 43: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/43.jpg)
#sellorelse
CHAMPION’S CHALLENGE
59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA.
491173
118
Referring SitesDirect TrafficSearch Engines
![Page 44: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/44.jpg)
#sellorelse
FORD
10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION
![Page 45: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/45.jpg)
#sellorelse
CENTURY 21 “SELLING OR BUYING”
SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/
BUYING” TAB
![Page 46: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/46.jpg)
#sellorelse
SALESFORCE.COM CHATTER
![Page 47: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/47.jpg)
#sellorelse
IBM SOFTWARE ‘HOW TO BUY’
ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM
Digital Bait
Dominate Search
![Page 48: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/48.jpg)
#sellorelse
E-COMMERCE TARGET = $4B
P&G Opens Facebook store selling 29 top brands – Oct 5, 2010
PROCTER & GAMBLE AND FACEBOOK
![Page 49: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/49.jpg)
#sellorelse
ARE YOU READY?
![Page 50: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/50.jpg)
#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
![Page 51: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/51.jpg)
#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.
“
”
![Page 52: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/52.jpg)
#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.
“
”
![Page 53: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/53.jpg)
#sellorelse
OGILVYONE ANNOUNCES . . .
“The 21st Century Selling” PartnershipSocial Selling
Branded Selling
![Page 54: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/54.jpg)
#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
![Page 55: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/55.jpg)
#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
![Page 56: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/56.jpg)
#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!
![Page 57: The future of selling](https://reader034.fdocuments.in/reader034/viewer/2022042813/54580c03af7959755d8b50dc/html5/thumbnails/57.jpg)