How to sell ideas




London, April 28, 10 | | 1
How to sell ideas
City University HCID Open Day
April 21, 2010
I hold the view that ideas are
aimless until you make them
   happen. In the commercial
context, the best ideas amount
to ...
10 Practical tips
1.  Work with the imagination

  of your audience
•  Let people feel smart and engaged
•  A client that feels some ownersh...
118 118
2.  Seed an idea and get advocates

•  Many executives won’t get on board
   unless they see others going for it first
Electrolux
3.  Be prepared

•    Find out what you can about the people
     you’ll pitch to
•    Think about what questions your
   ...
Client X
4.  Structure your pitch

•    Excitement can be developed by
     building up toward a big reveal
•    Themes that develo...
The White Company
5. Give an idea a context that your

  audience are already bought into

•  Link your ideas to business objectives
   and ...
Canon
6. Do your research

•  Change will always be strongly resisted
•  Give your idea a foundation that your
   audience under...
Unilever
7.  Give people an easy way to get on board

•    Develop your idea of what ‘next steps’ need to
     happen
•    The ‘eas...
Big high street bank
8.  Be surprising

•  Nothing deflates a big idea faster than
   the words “..but we know all this
   already”
Generation Green
9.  Be positive

•    Try to turn any negative issues on their head
•    ‘Opportunities’ sell innovative ideas better than...
UBS
10. Dramatise, and have fun…

•    Design how you communicate
•    Good imagery can make an idea come to life
     in the ...
Virgin Atlantic
The interview
10 Practical tips
1.  Work with the imagination     6.  Do your research
    of your audience
                            ...
THANK YOU FOR YOU TIME

  GOOD LUCK!




Questions
www.LBi.co.uk
                              Follow us @LBiLondon




London, April 28, 10 | | 41
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
How to Sell Ideas
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How to Sell Ideas

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Ideas are aimless until you make them happen. At LBi, we need to make our clients buy in to them. From our collective experiences, here are some practical tips on how to pitch, present, collaborate with, and excite clients.

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How to Sell Ideas

  1. 1. How to sell ideas London, April 28, 10 | | 1
  2. 2. How to sell ideas City University HCID Open Day April 21, 2010
  3. 3. I hold the view that ideas are aimless until you make them happen. In the commercial context, the best ideas amount to nothing if you can't get your client to buy in to them.
  4. 4. 10 Practical tips
  5. 5. 1.  Work with the imagination of your audience •  Let people feel smart and engaged •  A client that feels some ownership of an idea is almost half the battle won
  6. 6. 118 118
  7. 7. 2.  Seed an idea and get advocates •  Many executives won’t get on board unless they see others going for it first
  8. 8. Electrolux
  9. 9. 3.  Be prepared •  Find out what you can about the people you’ll pitch to •  Think about what questions your audience may ask and have some answers ready •  Don’t take things personally
  10. 10. Client X
  11. 11. 4.  Structure your pitch •  Excitement can be developed by building up toward a big reveal •  Themes that develop through a presentation really help keep an audience engaged
  12. 12. The White Company
  13. 13. 5. Give an idea a context that your audience are already bought into •  Link your ideas to business objectives and customer insights
  14. 14. Canon
  15. 15. 6. Do your research •  Change will always be strongly resisted •  Give your idea a foundation that your audience understands
  16. 16. Unilever
  17. 17. 7.  Give people an easy way to get on board •  Develop your idea of what ‘next steps’ need to happen •  The ‘easiest’ route may not always be fastest •  Getting in on the ground floor to develop a business case can be a great opportunity
  18. 18. Big high street bank
  19. 19. 8.  Be surprising •  Nothing deflates a big idea faster than the words “..but we know all this already”
  20. 20. Generation Green
  21. 21. 9.  Be positive •  Try to turn any negative issues on their head •  ‘Opportunities’ sell innovative ideas better than ‘Issues’ •  Memorable phrases are great hooks •  If you get knocked back, learn from the experience and come back stronger
  22. 22. UBS
  23. 23. 10. Dramatise, and have fun… •  Design how you communicate •  Good imagery can make an idea come to life in the minds of the audience
  24. 24. Virgin Atlantic
  25. 25. The interview
  26. 26. 10 Practical tips 1.  Work with the imagination 6.  Do your research of your audience 7.  Give people an easy way to 2.  Seed an idea and get get on board advocates 8.  Be surprising 3.  Be prepared 9.  Be positive 4.  Structure your pitch 10. Dramatise, and have fun... 5.  Give an idea a context that your audience are already bought into
  27. 27. THANK YOU FOR YOU TIME GOOD LUCK! Questions
  28. 28. www.LBi.co.uk Follow us @LBiLondon London, April 28, 10 | | 41

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