David Ogilvywasn’t just one of themost accomplishedadvertisers of all time.He was, at heart, theconsummate salesman.
“ I started as a salesman, a door to door salesman for kitchen stoves, on commission. If I sold I got a commission. If I did not sell I did not get a commission, and I did not eat, no sale, no commission, no eat. ” See advertising is all about selling, the ability to sell. So I sold kitchen stoves for a few years, in Scotland, and it was damned hard work too.
=“ The more prospects you talk to, the more sales you expose yourself to, the more orders you will get.
QUALITY QUANTITYBut never mistake quantity of calls for quality of salesmanship.— David Ogilvy ”
You can’t sell anything unless you quitegenuinely feel that you want to persuadepeople, your own family, your own wife,your friends, the people you meet atdinner parties, the world at large, to usethat product. And you can’t persuadethem to do it unless you genuinelybelieve it. You can’t do it for a living.You’ve got to believe in the product.
Boil down yourstrategy into onesimple promise— and that promiseshould be importantand unique.
You wouldn’t tell liesto your own wife. Don’ttell them to mine. Sotell the truth but makeit fascinating.
You can’t borepeople into buyingyour product. Youcan only interestthem in buying it.- David Ogilvy
SALESMANSHIPAcross the board, great sales people say the ability to sell is a “mentality.”
SALES GOOD SALESMANSHIP BAD SALESMANSHIP = CONFIDENCE = NERVES If you don’t think you can sell, if you’re nervous, then you can’t sell.
Don’t try to sell everything at once. Every stepleads to the next step. For example, if you’remaking a cold call, sell them on meeting withyou in person; don’t try to sell the product.
The biggest secret is to developgreat listening skills. Learn what yourcustomers want and tell them howyou’re giving it to them.
Don’t ever give your potentialcustomer a reason not to trust you.
A gentle reminder: Any sales pitch is merely part of it.Sales begins well before your first contact and continueslong after. It’s a relationship business, so be in it for thelong-term. Sales people and customers should becreating value together. Elegance is a craft.
Dialogue Messaging Facts Speculation Follow up Give up Flexibility Stubbornness Long-term Quick fixEMBRACE SHUN Caring Trickery Craft Gimmicks Dialogue Messaging Facts SpeculationFollow up Give upFlexibility StubbornnessLong-term Quick fix
Anybody can sellAfter all, you’re doing it all the time, you just don’t know it. You’retrying to get your kids to come home on time, you’re trying to get thatpromotion at work, etc. But some people are great at it. Are you?
At Ogilvy, selling is in our DNA. We’re always trying toget better at it. So tell us what we don’t know at ourDiscussion Group on LinkedIn.Better yet, do you think you have it? Are you one ofthose people who can sell anything to anyone?Can you even sell a red brick?
FONTS: TRADE GOTHIC BOLD SCRIPT MT BOLD (MONOTYPE)C0 M100 Y100 K0Pantone 485R233 G40 B35#DF2823 Do you have what it takes to be The World’s Greatest Salesperson? Enter to win and earn a part-time fellowship at OgilvyOne. The top finalists are flown to Cannes, France, for the final competition at the Cannes Lions International Advertising Festival on June 21, 2010. The winner earns the job, the title, and helps us write the sales guide for the future. Get the brief and the rules at: www.youtube.com/ogilvy Follow the contest at www.twitter.com/Sell_or_Else