What We've Learned So Far

WHAT WE’VE LEARNED SO FAR EXCERPTS ABOUT SALES FROM CONTEST PARTICIPANTS

DAVID OGILVY KNEW THE IMPORTANCE OF SELLING. His oft-quoted mantra “We sell, or else” cuts to the heart of the purpose of advertising. But what does salesmanship look like in the digital age? Where does proven wisdom marry with new tools and platforms? OgilvyOne wants to find out and, at the same time, reinvigorate the noble art of selling. So the agency launched a competition on YouTube to find the World’s Greatest Salesperson. The three finalists will compete on stage on June 21, 2010 at the Cannes Lions Inter- national Advertising Festival. FOLLOW THE EFFORT ON TWITTER @SELL_OR_ELSE

FROM THE ESSAYS “SALES IS CRUCIAL TO OUR CLIENTS BUT HOW WE SELL HAS CHANGED. WHAT DOES SELLING LOOK LIKE IN THE 21ST CENTURY?”

SELLING HAS COME FULL-CIRCLE.

M AKE A GRAND CLAIM TODAY AND ‘JANE SEARCHER’ WILL BE ON GOOGLE TO CHECK IT OUT. SHE’LL ASK HER FRIENDS ON FACEBOOK OR TWITTER ABOUT IT. WATCH VIDEOS ON YOUTUBE TO SEE IF ‘AMAZING WIDGET’ IS WHAT THEY SAY IT IS. THE WORLD HAS COME FULL CIRCLE. WE’VE RE-ESTABLISHED TRIBES. THEY JUST LOOK A BIT DIFFERENT NOW. But the end result of this re-organization is the power has been placed squarely back into the hands of the people. A small one-man shop in Topeka Kansas that engages the online community, listens and builds relationships can now compete with the ‘big boys’. SO, HOW HAS SELLING CHANGED? Selling has returned the power to the person with a great product, great relationships and ability to communicate their benefits to the tribe. Selling has once again become more of a human experience. The skills of pushing the right psychological triggers and emotional hot buttons are still relevant and extremely useful. But only if value is being delivered.Without it, you’ll simply be ‘drawn and quartered’ online. Finalist: Todd Herman, Edmonton, Canada

“ Selling in the 21st century looks like the custom car workshop on MTV’s “Pimp My Ride.” ”

SELLING BEGINS WITH KNOWLEDGE. As more and more options become avail- Good selling is being knowledgeable about the able directly to each individual, it is product. Great selling is being knowledgeable CUSTOMIZATION about the product and the customer. But the greatest selling is applying the knowledge about both the product and the customer into a cus- that ultimately defines us. Products that can tomized application of benefits to lifestyle. In be customized to fit into the complex identi- our instant gratification society, we are seeped ties of the people that form the customer base in an age of instant information overload. Speed are the products that those people seek for and quantity have overshadowed accuracy and their own lives. And it is the job of sales to quality in so many aspects of our lives that it has gotten difficult to wade through the digital muck. educate the public on how those products can AS SALESPEOPLE IN THE 21ST CENTURY, IT be customized. But in a time where so many IS OUR JOB TO ENSURE THAT OUR CUSTOM- things are fighting for the mind-share of each ERS ARE NOT WEIGHED DOWN BY GOBS OF individual, that education must be RAW DATA, but are instead presented with infor- sought after, engaging, and relevant. ” mation that is carefully analyzed with empathy and relevancy in mind. Finalist: Y. Lee Abbas, Hokkaido, Japan

“ THE LANDSCAPE OF THE AFFECTED YEARS HAS DRAMATICALLY PAST 10 THE WAY IN WHICH WE SELL IN THE 21ST CENTURY ” “Selling in the 21st century will look a lot like an Internet-based open-source application, growing like a living, eating, breathing organism, influenced by billions, growing wildly out of control with infinite psychological buyer profiles. Harnessing this new beast of a matrix will necessitate the atomic teamwork pod approach of research-driven, technology savvy, psychoanalytic profilers. Low-end products and services will yield less face time with target audiences, while high-ends become more expensive to market and sell due to investments in education-based sales teams; MUCH LIKE THE NEW SOCIAL LANDSCAPE, but that is another essay altogether.” Finalist: Eric Polins, Tampa, Florida, USA

8 18 28 48 78 “ Products are becoming age-neutral ”

I SAW MY FIRST COMPUTER AT THE AGE OF 15 AND MY FIRST CELLPHONE AT THE AGE OF 18. TODAY, THE ENTRY AGE FOR BOTH THESE PRODUCTS HAS COME DOWN TO 8 YEARS. THIS MEANS TWO THINGS:S: WE NEED TO RETHINK WE NEED TO RETHINK OUR SELLING PROPOSITIONS: LIFETIME VALUE: Giving products an age group allows us to As products adapt to a younger audience, predefine selling strategies. Broadly these they begin to find new ways to interact with could be emotional, intellectual or offer- them.This means product obsolesce will driven. However, as the age group declines, happen much sooner. We therefore need we now need to shift our focus to younger to remap the lifetime value of a customer psychological triggers. into smaller timeframes and be prepared to migrate. Honor Roll: Alfred Lee, Mumbai, India

“ THE MORE THINGS CHANGE, THE MORE THEY STAY THE SAME ” “Great 21st Century salespeople will distinguish themselves by pulling off an impressive trick: they will harness new technologies to reach a larger audience than previously possible, in a more immediate and personal way than ever before. More importantly, THEY WILL RESIST THE URGE TO ABANDON SALESMANSHIP IN PURSUIT OF GIMMICKRY.” Honor Roll: Jason Schroeder, New York, USA

APPLYING THE IMPORTANCE OF A PRODUCT TO A CHANGED MARKET REALITY “The importance of ( WORD OF MOUTH ) cannot be overstated, especially consid- ering that well over 90 percent of the 3000+ advertising messages an average person gets in contact with every day go by unnoticed. This leads to new ways of getting in touch with consumers needing to be studied. ” Honor Roll: Philip Thys, Leipzig, Germany

IDEAS ! “ The role of ideas ”

“ The majority of successful brands have leaned towards selling a user experience and integrating themselves to their consumer’s lives rather than a monotonous hard sell on traditional media between certain hours... W HAT’S MANDATORY IN SELLING IN THE 21ST CENTURY ARE IDEAS THAT EASILY SUM A PRODUCT’S EXISTENCE IN A FRESH WAY. Nearly everyone has access to the same technologies and services. IT IS CRITICAL TO DEVELOP A TONE OF VOICE IN THE WAY YOU SELL TO DIFFERENTIATE YOURSELF AND YOUR PRODUCT FROM OTHERS. So far I have learned that finding a unique way in to tell ” the story of your product will ultimately determine if people will listen to you or not Honor Roll: Sergio Fermin, New York, USA

BEGINNING MIDDLE END = ENGAGEMENT = NON ENGAGEMENT “ A higher level of engagement from beginning to end ”

“ ‘FEAR, UNCERTAINTY ANDbusiness are still a part of making DOUBT’ decisions, so a good salesperson finds the way to help the client move through this successfully. The client recognizes that this type of salesperson has their well-being in mind and that this sale is happening to- ” gether as a group responsibility. Honor Roll: Annette Osnos, New York, USA

“ CREATE TWO SETS OF CUSTOMERS — THOSE WHO CONSUME YOUR PRODUCT ” AND THOSE WHO MAKE IT THE EMERGING SUPER-TREND FOR BUSINESSES IS TO CREATE ENABLING ENGINES. I’M A TINKERER, AND THERE ARE TONS OF PEOPLE LIKE ME WHO LOVE TO MAKE STUFF. Enabling engines are tools that allow customers like us to easily make novel products that consumers would actually want to buy. This business strategy turns every maker of a business’ product into a member of a vast sales force that is only paid on commission. These makers are often more zealous and pas- sionate than a traditional sales force because they have an integral stake in the success of the product. And because the maker network is now the sales force, the message is much more personal and focused to each consumer.” Honor Roll: Brandon Baunach, Berkeley, California, USA

“HOW DO I GIVE PEOPLE WHAT THEY WANT?”

N EW SALES OPTIONS WILL ALWAYS INCREASE, BUT WE CAN FOREVER HEAD IN THE DIRECTION OF GAINING SALES BY FO- CUSING ON ONE CRITICAL SALES QUESTION THAT HAS NEVER AND WILL NEVER CHANGE: HOW DO I GIVE PEOPLE WHAT THEY WANT? Although this key sales ingredient remains unchanged, what gaining sales often look like has changed because what people want evolves. A current paradigm shift correlates to the Internet’s free flow of information. This has conditioned consumers to expect and appreciate businesses that are willing to share something of value freely (often information), who are as transparent as possible, and that build community. Traditionally, sales took place at the moment when goods or services were exchanged for something of equal perceived value. Nowadays the moment of sales is often delayed. Many businesses, like Google, are making sales by the counter-intuitive practice of giving away their products/services and finding ways to monetize them later. This practice runs deeper than traditional promotional giveaways for brand awareness positioned to lead to sales. This is actual consumer inclusion and empowerment in product development and brand identity. SALES THAT LEVERAGE THIS THEME OF CUSTOMIZATION, USER- GENERATED CONTENT, AND INTERACTION WILL FLOURISH.” Honor Roll: Wayne Culpepper, Pietmont, South Carolina, USA

“ Technology as an ally to sales ”

On the other hand, sales people can also look Consumers are far more educated to use accessibility of information to their ad- vantage. By looking at a prospect as a person, than in previous decades...It is no lon- accessing online demographics, avoiding ste- ger sufficient to only have a basic knowl- reotypical judgement, and appealing to an indi- edge of the product you are selling. vidual’s worldview, a salesman can create wants PREPARATION within individuals. By utilising the technology of databases, salespeople can research and tar- is key in facilitating the decision making get prospects accurately and strategically. process, and a good salesperson should be able to offer valuable information and MARKETING GURU, SETH GODIN APTLY DE- SCRIBES THAT, “SELLING TO PEOPLE WHO insight that can’t be matched by a ACTUALLY WANT TO HEAR FROM YOU IS static webpage. MORE EFFECTIVE THAN INTERRUPTING STRANGERS WHO DON’T.” Honor Roll: Andrew Kirkby, London, UK and Cape Town, South Africa

FROM OUR SELL_OR_ELSE GROUP ON

“SO WHAT MAKES A GREAT SALESPERSON?” SOME POSTINGS FROM THE SELL_OR_ELSE LINKEDIN GROUP

A SALESMAN MUST BE CURIOUS ABOUT LIFE. He must read all sorts of subjects. He must hang out with all kinds of people and he must try things outside of his comfort zone.” Alfred Lee, Group Head at Rapp India and Honor Roll for Search for the World’s Greatest Salesperson THE SALES PERSON IS DRIVEN BY PRODUCING RESULTS IMPORTANT TO AND VALUED BY THE CUSTOMER. Second, the best sales professionals are incessantly curious. They want to learn about their customers, their industry, their customers, the issues they face. They are curious about their own profession and how they get to be the best!” David Brock, President at Partners In EXCELLENCE, partnersinexcellenceblog.com THE SALESMAN HAS THE MISSION / THE POWER TO ESTABLISH A CONTEXT, to bring to life an environment allowing a transaction to become an engaging moment.” Patrick Leclercq, Interactive Marketing Director at Ogilvy & Mather, New York

IF YOU WANT SOMEONE TO RANK IN THE TOP 5%, HERE IS WHAT YOU SHOULD LOOK FOR:

1.They set the bar very high for themselves. 5. 100% ACCOUNTABILITY FOR A LACK OF PERFOR- THINK BHAG (BIG HAIRY AUDACIOUS GOAL THAT MANCE. Win or lose, they take responsibility for MOST SHAKE THEIR HEAD AT) figuring out how to make a deal happen. 2. NO QUALMS ABOUT MONEY. They can talk about 6.THEY’RE SOLD ON WHAT THEY ARE SELLING, WHO it, uncover budgets and not feel the least bit of THEY ARE SELLING TO AND WHY THEY ARE SELLING. pressure when it comes to money. 7. They get PUSH NOT PULL and understand the 3. UNCONDITIONAL COMMITMENT, what ever it power of selling is not in asking and listening not takes ( as long as its legal) type of attitude. showing and telling. They sell collaboratively. 4. THE ABILITY TO ESTABLISH RAPPORT AND TRUST. 8. SELLING IS FUN FOR THEM, INFLUENCING PEOPLE Specifically, they are able to convince someone IS A JOY. with the questions and the sales prospect believes the sales person is competent, reliable and has no hidden agenda. THIS IS DIFFERENT THAN LIKE. Teicko Huber, CEO, Inbound Marketing and Sales Execution Consultant

“ HOW HAS TECHNOLOGY CHANGED HOW WE SELL? WHAT’S THE IMPACT ON HOW WE CONNECT, CONVINCE AND BUILD ” TRUSTED RELATIONSHIPS? More from the Sell_Or_Else LinkedIn group. Log on and add yours.

“IT IS MORE IMPERATIVE THEN EVER TO BUILD BRAND LOYALTY SO THAT ALL THE EMAILS, BLOGS, ETC ETC AREN’T JUST NOISE TO YOUR CUSTOMER BECAUSE HE/SHE IS LOYAL TO YOUR BRAND. Another point is personal attention once you get the customer on board to buy or “hear your pitch” We all want to know there is a speaking, breathing, living person behind your company for that sense of security.” Christopher Kresge MBA, LEED AP Medical/Biotech Executive / Green / Entertainment Ventures , “THE INTERNET, SOCIAL MEDIA, WEB 2.0 AND ALL OTHER THINGS 2.0 CHANGE THE WAY CUSTOMERS LEARN ABOUT US AND OUR REPUTATIONS. Integrating these into our marketing and sales strategies is critical to our engagement strategies. Before we even contact the customers, they know more about us, our reputations, our competitors” David Brock, President at Partners In EXCELLENCE, partnersinexcellenceblog.com THE CONSUMER IS INFORMED MORE THAN EVER BEFORE. They won’t just believe what they tell you. They will research your product, seek opinions, check it from every angle, know exactly how it compares with competitors... Chris Jones, Digital Creative Director, Ogilvy Amsterdam

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What We've Learned So Far

by OgilvyOne Worldwide on Jun 10, 2010

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What We’ve Learned So Far — Presentation Transcript