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THE FUTURE OF SELLING BRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE

Ogilvy One the future of selling

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Page 1: Ogilvy One the future of selling

THE FUTURE OF SELLING

BRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE

TODD HERMANCONSULTANT, OGILVYONE WORLDWIDE

Page 2: Ogilvy One the future of selling

DAVID OGILVY

WE SELL, OR ELSE.“

”#sellorelse

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#sellorelse

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#sellorelse

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#sellorelse

THE EXPERTS

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! ! #sellorelse

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! ! #sellorelse

JOHN CALLIES

Callies Management Consulting

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! ! #sellorelse

JEN GROOVER

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! ! #sellorelse

RICHARD BRAVMAN

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! ! #sellorelse

TONY HSEIH

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! ! #sellorelse

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#sellorelse

THE WORLD’S GREATESTSALESPERSON

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#sellorelse

THE ANATOMY OF A GREAT SALESPERSON

#sellorelse

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#sellorelse

Empathy

Problem-Solver

#sellorelse

Communicator

Beer-Worthy

Trustworthy

RelentlessEnergy

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#sellorelse

...BUT BUYING IS DIFFERENT(this changes everything)

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#sellorelse

THE CUSTOMER IS

KING

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#sellorelse

WHAT DO SALES PROFESSIONALS SAY?

!!Full-time sales professionals

!!Sample = 1,007

!!USA, UK, Brazil, China

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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

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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: Ogilvy One the future of selling

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: Ogilvy One the future of selling

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

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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

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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

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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

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#sellorelseSALES MARKETING

The leadsSUCK!

No, YOUsuck!

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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

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#sellorelse

“ SO CHANGE, OR ELSE ”The 21st Century Guide to Selling

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#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.

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#sellorelse

SALES NEEDS TO STEP UP

LESS INFO MORE INSIGHT

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#sellorelse

CONTENT = DIGITAL BAIT

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#sellorelse

DIGITAL BODY LANGUAGE

#sellorelse

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#sellorelseMORE

NEW SALES + MARKETING

LESS

“I WIN”

“YOU LOSE”

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#sellorelse

THE EVOLUTION OF SELLINGGET ON

THE BUS!

WHERE DO YOU WANT

TO GO?

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#sellorelse

SOCIAL SELLING

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#sellorelse

BEHAVIORAL ECONOMICS

THE $300 MILLION BUTTON

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#sellorelse

EXAMPLES OF 21ST CENTURY SELLING

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#sellorelse

VW - REAL RACING GTI

80% JUMP IN LEADS AND DOUBLED SALES TO NEW

VW OWNERS.

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#sellorelse

IKEA - TAG, I WIN!

16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE

IN FIRST WEEK ALONE

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#sellorelse

CAPTAIN MORGAN - DARE THE CAPTAIN

DOUBLED SALES YEAR ON YEAR

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#sellorelse

622 NORTH - OWNER FRANK PERKOVICH

FILLED THE RESTAURANT WITH 150 CUSTOMERS

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#sellorelse

PONDS AGE MIRACLE

GREW SALES REVENUE BY 42%

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#sellorelse

CHAMPION’S CHALLENGE

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#sellorelse

CHAMPION’S CHALLENGE

59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA.

491173

118

Referring SitesDirect TrafficSearch Engines

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#sellorelse

FORD

10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION

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#sellorelse

CENTURY 21 “SELLING OR BUYING”

SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/

BUYING” TAB

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#sellorelse

SALESFORCE.COM CHATTER

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#sellorelse

IBM SOFTWARE ‘HOW TO BUY’

ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM

Digital Bait

Dominate Search

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#sellorelse

E-COMMERCE TARGET = $4B

P&G Opens Facebook store selling 29 top brands – Oct 5, 2010

PROCTER & GAMBLE AND FACEBOOK

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#sellorelse

ARE YOU READY?

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#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

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#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.

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#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.

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#sellorelse

OGILVYONE ANNOUNCES . . .

“The 21st Century Selling” PartnershipSocial Selling

Branded Selling

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#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

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#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

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#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!

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