The Future of Selling

THE FUTURE OFSELLING BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE

“ SELL, OR ELSE. WEDAVID OGILVY #sellorelse ”

#sellorelse

THE EXPERTS #sellorelse

! ! #sellorelse

Callies Management ConsultingJOHN CALLIES ! ! #sellorelse

JEN GROOVER ! ! #sellorelse

RICHARD BRAVMAN ! ! #sellorelse

TONY HSEIH ! ! #sellorelse

! ! #sellorelse

THE WORLD’S GREATESTSALESPERSON #sellorelse

THE ANATOMY OF A GREAT SALESPERSON #sellorelse

Communicator TrustworthyProblem-Solver Beer-Worthy Empathy Relentless Energy #sellorelse

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

THE CUSTOMER ISKING #sellorelse

WHAT DO SALES PROFESSIONALS SAY? Full-time sales professionals Sample = 1,007 USA, UK, Brazil, China #sellorelse

THE CUSTOMER IS KING 70% 70%% AGREE 61% 56% USA UK BRAZIL CHINA BUYERS AREN’T RELYING ON SALES PEOPLE FOR INFORMATION BEFORE MAKING A PURCHASE. Source: OgilvyOne "Future of Selling" study, Oct 2010

THE CUSTOMER IS KING 70% 66% 67%% AGREE 61% 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

SOCIAL MEDIA HELPS SELL 73% 65% 15% 20% % AGREE 49% 30% 11% 33% STRONGLY 27% 5% 26% 18% 3% MOSTLY 7% 10% 28%SOMEWHAT 20% 17% 18% 19% TOTAL USA UK BRAZIL CHINA IMPORTANCE OF SOCIAL MEDIA LIKE TWITTER, FACEBOOK AND YOUTUBE IN SUCCESS AS A SALESPERSON Source: OgilvyOne "Future of Selling" study, Oct 2010

SOCIAL MEDIA USE VARIES BY COUNTRY Facebook (or equivalent) LinkedIn Twitter 47% YouTube (or equivalent) 45% Own Blog 40% 38% 25% 26% 22% 23% 20% 21% 17% 13% 9%10% 10% 8% 7% 5% 3% N/A USA UK Brazil China USA UK BRAZIL CHINA Source: OgilvyOne "Future of Selling" study, Oct 2010

TOP PERFORMING SALESPEOPLE ARE ADOPTING SOCIAL MEDIA Total 2010 Sales +>25% 70% 73% 71% 65% 65%% AGREE 54% 49% 38% 33% 28% Total USA UK Brazil China TOTAL USA UK BRAZIL CHINA SOCIAL MEDIA ARE IMPORTANT IN MY SUCCESS AS A SALESPERSON Source: OgilvyOne "Future of Selling" study, Oct 2010

SALES IS DESPERATE FOR HELP...% AGREE 82% 84% 55% 48% 68% 69% 41% 42% USA UK BRA CHN USA UK BRA CHN THE BUYING PROCESS IS CHANGING MY COMPANY IS AFRAID OF FASTER THAN SALES EMPLOYEES USING SOCIAL MEDIA ORGANIZATIONS ARE RESPONDING Source: OgilvyOne "Future of Selling" study, Oct 2010

...REALLY DESPERATE% AGREE 93% 85% 91% 75% 78% 70% 53% 46% USA UK BRA CHN USA UK BRA CHN MY COMPANY DOES NOT TRAIN OR I WISH MY COMPANY OFFERED MOREEDUCATE ON HOW TO USE SOCIAL MEDIA HELP IN USING SOCIAL MEDIA Source: OgilvyOne "Future of Selling" study, Oct 2010

The leads SUCK! No, YOU suck!SALES MARKETING #sellorelse

A WORLD RADICALLY TRANSFORMED 84% 79% 71%% AGREE 66% USA UK BRAZIL CHINA BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS Source: OgilvyOne "Future of Selling" study, Oct 2010

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

NEW FRAMEWORK Sales Funnel Customer JourneyThe ﬁrst sales and marketing funnel was created in 1898 by Trigger Events St. Elmo Lewis, the founder of theAssociation of National Advertising. Share Research Usage Shop & Purchase LESS MORE #sellorelse

SALES NEEDS TO STEP UPLESS INFO MORE INSIGHT #sellorelse

CONTENT = DIGITAL BAIT #sellorelse

DIGITAL BODY LANGUAGE #sellorelse

NEW SALES + MARKETING“I WIN” “YOU LOSE” LESS MORE #sellorelse

THE EVOLUTION OF SELLING WHERE DO GET ON YOU WANT THE BUS! TO GO? #sellorelse

SOCIAL SELLING #sellorelse

BEHAVIORAL ECONOMICS THE $300 MILLION BUTTON #sellorelse

EXAMPLES OF21 ST 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 118 173 491 Referring Sites Direct Traffic Search Engines 59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA. #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’ Dominate Search ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait #sellorelse

PROCTER & GAMBLE AND FACEBOOKP&G Opens Facebook store selling 29 top brands – Oct 5, 2010 E-COMMERCE TARGET = $4B #sellorelse

ARE YOU READY? #sellorelse

FIVE THINGS TO DO RIGHT NOW:1. Walk in the buyer’s digital footsteps2. Create digital bait3. Get Marketing and Sales in the same room4. Test one social selling initiative5. Join the new selling conversation #sellorelse

JOIN THE CONVERSATION“The good salesmancombines thetenacity of a bulldogwith the manners ofa spaniel. If youhave any charm, ”ooze it. #sellorelse #sellorelse

OGILVYONE ANNOUNCES . . .“The 21st Century Selling” Partnership Social Selling Branded Selling #sellorelse

PARTNERSJohn Callies David Brock Todd Herman Lisa Haldeman Cheryl PRESIDENT PRESIDENT AND CEO CONSULTANT EXECUTIVE CONSULTANT Ader SmithCALLIES MANAGEMENT PARTNERS IN LEOPARD EXECUTIVE DIRECTOR CONSULTING EXCELLENCE OF STRATEGY LEOPARD #sellorelse

PARTNERS John Bell Patou Phil Buehler Barney Michael Sean MuzzyMANAGING DIRECTOR Nuytemans HEAD OF PLANNING Loehnis Lazerow MANAGING DIRECTOR OGILVYPR OGILVYONE NEO@OGILVY CHIEF DIGITAL OFFICER HEAD OF DIGITAL CEO OGILVY & MATHER OGILVYONE HONG BUDDY MEDIA EAME 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! #sellorelse

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The Future of Selling

by Ogilvy & Mather on Dec 02, 2010

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