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THE FUTURE OF
SELLINGBRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE
TODD HERMAN
CONSULTANT, OGILVYONE WORLDWIDE
DAVID OGILVY
WE SELL, OR ELSE.
“
”#sellorelse
#sellorelse
#sellorelse
#sellorelse
THE EXPERTS
! !
#sellorelse
! !
#sellorelse
JOHN CALLIES
Callies
Management
Consulting
! !
#sellorelse
JEN GROOVER
! !
#sellorelse
RICHARD BRAVMAN
! !
#sellorelse
TONY HSEIH
! !
#sellorelse
#sellorelse
THE WORLD’S GREATEST
SALESPERSON
#sellorelse
THE ANATOMY OF A GREAT SALESPERSON
#sellorelse
#sellorelse
Empathy
Problem-Solver
#sellorelse
Communicator
Beer-Worthy
Trustworthy
Relentless
Energy
#sellorelse
...BUT BUYING IS DIFFERENT
(this changes everything)
#sellorelse
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 U...
THE CUSTOMER IS KING
61%
66%
70%
67%
USA UK BRAZIL CHINA
CUSTOMERS ARE OBTAINING MORE INFORMATION OF OUR
PRODUCTS AND SERV...
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 CHI...
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%
...
TOP PERFORMING SALESPEOPLE ARE
ADOPTING SOCIAL MEDIA
49%
28%
33%
65%
73%
65%
38%
54%
70% 71%
Total USA UK Brazil China
USA...
48%
55%
41% 42%
SALES IS DESPERATE FOR HELP...
68% 69%
82% 84%
THE BUYING PROCESS IS CHANGING
FASTER THAN SALES
ORGANIZATI...
46%
53%
70%
85%
...REALLY DESPERATE
91% 93%
75% 78%
I WISH MY COMPANY OFFERED MORE
HELP IN USING SOCIAL MEDIA
MY COMPANY D...
#sellorelse
SALES MARKETING
The leads
SUCK!
No, YOU
suck!
A WORLD RADICALLY TRANSFORMED
66%
71%
79%
84%
USA UK BRAZIL CHINA
BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEA...
#sellorelse
“ SO CHANGE, OR ELSE ”
The 21st Century Guide to Selling
#sellorelse
NEW FRAMEWORK
Customer Journey
Research
Usage
Share
Shop & Purchase
Trigger Events
MORELESS
Sales Funnel
The fi...
#sellorelse
SALES NEEDS TO STEP UP
LESS INFO MORE INSIGHT
#sellorelse
CONTENT = DIGITAL BAIT
#sellorelse
DIGITAL BODY LANGUAGE
#sellorelse
#sellorelse
MORE
NEW SALES + MARKETING
LESS
“I WIN”
“YOU LOSE”
#sellorelse
THE EVOLUTION OF SELLING
GET ON
THE BUS!
WHERE DO
YOU WANT
TO GO?
#sellorelse
SOCIAL SELLING
#sellorelse
BEHAVIORAL ECONOMICS
THE $300
MILLION
BUTTON
#sellorelse
EXAMPLES OF
21ST CENTURY SELLING
#sellorelse
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
#sellorelse
622 NORTH - OWNER FRANK PERKOVICH
FILLED THE RESTAURANT
WITH 150 CUSTOMERS
#sellorelse
PONDS AGE MIRACLE
GREW SALES REVENUE BY 42%
#sellorelse
CHAMPION’S CHALLENGE
#sellorelse
CHAMPION’S CHALLENGE
59% OF ALL CUSTOMERS
COME VIA SOCIAL MEDIA.
491
173
118
Referring Sites
Direct Traffic
Se...
#sellorelse
FORD
10,000 PRE-ORDERS ONE MONTH
AWAY FROM FULL PRODUCTION
#sellorelse
CENTURY 21 “SELLING OR BUYING”
SOCIAL MEDIA LEADS DOUBLED
SINCE LAUNCH OF “SELLING/
BUYING” TAB
#sellorelse
SALESFORCE.COM CHATTER
#sellorelse
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 FACE...
#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 ...
#sellorelse
JOIN THE CONVERSATION
#sellorelse
The good salesman
combines the
tenacity of a bulldog
with the manners of
a s...
#sellorelse
JOIN THE CONVERSATION
#sellorelse
The good salesman
combines the
tenacity of a bulldog
with the manners of
a s...
#sellorelse
OGILVYONE ANNOUNCES . . .
“The 21st Century Selling” Partnership
Social Selling
Branded Selling
#sellorelse
PARTNERS
David Brock
PRESIDENT AND CEO
PARTNERS IN
EXCELLENCE
John Callies
PRESIDENT
CALLIES MANAGEMENT
CONSUL...
#sellorelse
PARTNERS
Michael
Lazerow
CEO
BUDDY MEDIA
Patou
Nuytemans
CHIEF DIGITAL OFFICER
OGILVY & MATHER
EAME
Phil Buehl...
#sellorelse
FUTURE OF SELLING CHECKLIST
VISIT SELLORELSE.COM
TALK TO US ABOUT AN OPPORTUNITY AUDIT WITH 21ST
CENTURY SELLI...
Ogilvy One the future of selling
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Ogilvy One the future of selling

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Ogilvy One the future of selling

  1. THE FUTURE OF SELLINGBRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE
  2. DAVID OGILVY WE SELL, OR ELSE. “ ”#sellorelse
  3. #sellorelse
  4. #sellorelse
  5. #sellorelse THE EXPERTS
  6. ! ! #sellorelse
  7. ! ! #sellorelse JOHN CALLIES Callies Management Consulting
  8. ! ! #sellorelse JEN GROOVER
  9. ! ! #sellorelse RICHARD BRAVMAN
  10. ! ! #sellorelse TONY HSEIH
  11. ! ! #sellorelse
  12. #sellorelse THE WORLD’S GREATEST SALESPERSON
  13. #sellorelse THE ANATOMY OF A GREAT SALESPERSON #sellorelse
  14. #sellorelse Empathy Problem-Solver #sellorelse Communicator Beer-Worthy Trustworthy Relentless Energy
  15. #sellorelse ...BUT BUYING IS DIFFERENT (this changes everything)
  16. #sellorelse THE CUSTOMER IS KING
  17. #sellorelse WHAT DO SALES PROFESSIONALS SAY?   Full-time sales professionals   Sample = 1,007   USA, UK, Brazil, China
  18. 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
  19. 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
  20. 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
  21. 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) LinkedIn Twitter YouTube (or equivalent) Own Blog Source: OgilvyOne "Future of Selling" study, Oct 2010 N/A
  22. 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 Total 2010 Sales +>25% Source: OgilvyOne "Future of Selling" study, Oct 2010 SOCIAL MEDIA ARE IMPORTANT IN MY SUCCESS AS A SALESPERSON % AGREE
  23. 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
  24. 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
  25. #sellorelse SALES MARKETING The leads SUCK! No, YOU suck!
  26. 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
  27. #sellorelse “ SO CHANGE, OR ELSE ” The 21st Century Guide to Selling
  28. #sellorelse NEW FRAMEWORK Customer Journey Research Usage Share Shop & Purchase Trigger Events MORELESS Sales Funnel The first sales and marketing funnel was created in 1898 by St. Elmo Lewis, the founder of the Association of National Advertising.
  29. #sellorelse SALES NEEDS TO STEP UP LESS INFO MORE INSIGHT
  30. #sellorelse CONTENT = DIGITAL BAIT
  31. #sellorelse DIGITAL BODY LANGUAGE #sellorelse
  32. #sellorelse MORE NEW SALES + MARKETING LESS “I WIN” “YOU LOSE”
  33. #sellorelse THE EVOLUTION OF SELLING GET ON THE BUS! WHERE DO YOU WANT TO GO?
  34. #sellorelse SOCIAL SELLING
  35. #sellorelse BEHAVIORAL ECONOMICS THE $300 MILLION BUTTON
  36. #sellorelse EXAMPLES OF 21ST CENTURY SELLING
  37. #sellorelse VW - REAL RACING GTI 80% JUMP IN LEADS AND DOUBLED SALES TO NEW VW OWNERS.
  38. #sellorelse IKEA - TAG, I WIN! 16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE IN FIRST WEEK ALONE
  39. #sellorelse CAPTAIN MORGAN - DARE THE CAPTAIN DOUBLED SALES YEAR ON YEAR
  40. #sellorelse 622 NORTH - OWNER FRANK PERKOVICH FILLED THE RESTAURANT WITH 150 CUSTOMERS
  41. #sellorelse PONDS AGE MIRACLE GREW SALES REVENUE BY 42%
  42. #sellorelse CHAMPION’S CHALLENGE
  43. #sellorelse CHAMPION’S CHALLENGE 59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA. 491 173 118 Referring Sites Direct Traffic Search Engines
  44. #sellorelse FORD 10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION
  45. #sellorelse CENTURY 21 “SELLING OR BUYING” SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/ BUYING” TAB
  46. #sellorelse SALESFORCE.COM CHATTER
  47. #sellorelse IBM SOFTWARE ‘HOW TO BUY’ ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait Dominate Search
  48. #sellorelse E-COMMERCE TARGET = $4B P&G Opens Facebook store selling 29 top brands – Oct 5, 2010 PROCTER & GAMBLE AND FACEBOOK
  49. #sellorelse ARE YOU READY?
  50. #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
  51. #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. “ ”
  52. #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. “ ”
  53. #sellorelse OGILVYONE ANNOUNCES . . . “The 21st Century Selling” Partnership Social Selling Branded Selling
  54. #sellorelse PARTNERS David Brock PRESIDENT 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
  55. #sellorelse PARTNERS Michael Lazerow CEO BUDDY 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 DIGITAL OGILVYONE HONG KONG
  56. #sellorelse FUTURE OF SELLING CHECKLIST VISIT 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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