Ogilvy One the future of selling
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This document discusses the future of selling and how it is being radically transformed by digital technologies and social media. It summarizes research findings from a study of over 1,000 sales professionals which found that customers now research products online before engaging with salespeople. It also found that top performing salespeople are adopting social media. The document argues that sales and marketing must work together to create engaging digital content and meet customers in online channels. It provides examples of companies that have boosted sales using social media campaigns. It concludes by urging readers to start walking in customers' digital footsteps and test social selling initiatives.
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Ogilvy One the future of selling
- 1. THE FUTURE OF SELLINGBRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE
- 2. DAVID OGILVY WE SELL, OR ELSE. ā ā#sellorelse
- 3. #sellorelse
- 4. #sellorelse
- 11. ! ! #sellorelse
- 13. #sellorelse THE ANATOMY OF A GREAT SALESPERSON #sellorelse
- 15. #sellorelse ...BUT BUYING IS DIFFERENT (this changes everything)
- 17. #sellorelse WHAT DO SALES PROFESSIONALS SAY? Ā Ā Full-time sales professionals Ā Ā Sample = 1,007 Ā Ā USA, UK, Brazil, China
- 18. 61% 70% 56% 70% THE CUSTOMER IS KING BUYERS ARENāT RELYING ON SALES PEOPLE FOR INFORMATION BEFORE MAKING A PURCHASE. USA UK BRAZIL CHINA Source: OgilvyOne "Future of Selling" study, Oct 2010 % AGREE
- 19. 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
- 20. 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
- 21. 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
- 22. 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
- 23. 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
- 24. 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
- 25. #sellorelse SALES MARKETING The leads SUCK! No, YOU suck!
- 26. 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
- 27. #sellorelse ā SO CHANGE, OR ELSE ā The 21st Century Guide to Selling
- 28. #sellorelse NEW FRAMEWORK Customer Journey Research Usage Share Shop & Purchase Trigger Events MORELESS Sales Funnel The ļ¬rst sales and marketing funnel was created in 1898 by St. Elmo Lewis, the founder of the Association of National Advertising.
- 29. #sellorelse SALES NEEDS TO STEP UP LESS INFO MORE INSIGHT
- 30. #sellorelse CONTENT = DIGITAL BAIT
- 32. #sellorelse MORE NEW SALES + MARKETING LESS āI WINā āYOU LOSEā
- 33. #sellorelse THE EVOLUTION OF SELLING GET ON THE BUS! WHERE DO YOU WANT TO GO?
- 36. #sellorelse EXAMPLES OF 21ST CENTURY SELLING
- 37. #sellorelse VW - REAL RACING GTI 80% JUMP IN LEADS AND DOUBLED SALES TO NEW VW OWNERS.
- 38. #sellorelse IKEA - TAG, I WIN! 16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE IN FIRST WEEK ALONE
- 39. #sellorelse CAPTAIN MORGAN - DARE THE CAPTAIN DOUBLED SALES YEAR ON YEAR
- 40. #sellorelse 622 NORTH - OWNER FRANK PERKOVICH FILLED THE RESTAURANT WITH 150 CUSTOMERS
- 41. #sellorelse PONDS AGE MIRACLE GREW SALES REVENUE BY 42%
- 43. #sellorelse CHAMPIONāS CHALLENGE 59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA. 491 173 118 Referring Sites Direct Traffic Search Engines
- 44. #sellorelse FORD 10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION
- 45. #sellorelse CENTURY 21 āSELLING OR BUYINGā SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF āSELLING/ BUYINGā TAB
- 47. #sellorelse IBM SOFTWARE āHOW TO BUYā ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait Dominate Search
- 48. #sellorelse E-COMMERCE TARGET = $4B P&G Opens Facebook store selling 29 top brands ā Oct 5, 2010 PROCTER & GAMBLE AND FACEBOOK
- 50. #sellorelse FIVE THINGS TO DO RIGHT NOW: 1. Walk in the buyerās 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
- 51. #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. ā ā
- 52. #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. ā ā
- 53. #sellorelse OGILVYONE ANNOUNCES . . . āThe 21st Century Sellingā Partnership Social Selling Branded Selling
- 54. #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
- 55. #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
- 56. #sellorelse FUTURE OF SELLING CHECKLIST VISIT SELLORELSE.COM TALK TO US ABOUT AN OPPORTUNITY AUDIT WITH 21ST CENTURY SELLING PARTNERS IāM JUST HERE FOR THE DRINKS!