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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 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)
LinkedIn
Twitter
YouTube (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
Total
2010 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
#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 YEARS
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
#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 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
#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
Search Engines
#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 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” Partnership
Social Selling
Branded Selling
#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
#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
#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!
Ogilvy One the future of selling

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Ogilvy One the future of selling