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The future of selling




Brian Fetherstonhaugh
Chairman & CEO
OgilvyOne Worldwide




©OgilvyOne Worldwide 2010. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, whether electronic, mechanical, photocopied, recorded or otherwise, without the prior permission
of OgilvyOne Worldwide.
Contents




The lifeblood of business                        3

The World’s Greatest Salesperson                 4

Buying is changing                              6

Change or else — a 21st Century Selling Guide   10

About the author                                19

For further information                         20

References                                      21
The lifeblood of business
All of us are salespeople. We may sell products or services, or we may sell ideas.
Perhaps we sell visions, opportunities, opinions, or just our value. But every time
we aim to shape another person’s point of view, we are selling.

When it comes to business, selling is crucial. Selling is the lifeblood of any business;
it is the crankshaft of economic interaction. Our founder, David Ogilvy, understood
this well. He put it succinctly: “We sell, or else.” David was a salesman, selling stoves
door-to-door to feed himself as a young man, and while his walk-and-knock-driven
skills may seem to have lost their relevance in our social, digital world, OgilvyOne
believes that selling is more important now than ever before. The discrete seller-buyer
interaction that ruled the world of David’s youth has given way to a complex web of
interactions — master one skill and another two appear.

To get ahead of this, we called in an army of enthusiasts and experts. We challenged
the world to sell a red brick in our search for the World’s Greatest Salesperson and
memorialized the insights from the victors. We asked 1,000 sales professionals in
the US, UK, Brazil and China what they saw as the future of selling. And then we
married those findings to the wisdom of 30 world-class experts to create this,
a 21st Century Selling Guide. We learned that successful selling will always remain
centered on the customer, but the successful salesperson will anticipate the customer’s
changing behavior.




                                            3
The World’s Greatest
Salesperson
We set out to find out how selling has changed in the years since David Ogilvy’s
stove-shilling days. Rather than rely on what we thought we knew or just the
testimony of business school professors, we thought we’d ask the people who really
know the selling business: salespeople.

                                              As part of that effort, Ogilvy embarked on
  The best salespeople are people             a mission to uncover the secrets of great
  who build real relationships.               selling. To do so, we challenged the world
                        tony hsieh            to perform a simple task, selling a plain
                         Zappos.com, Inc.
                                              red brick, and to post their pitch on
                                              YouTube in a two-minute video. Hundreds
  Great selling means connecting              of people from all over the world took up
  what you have with somebody’s               the challenge, and through a combination
  desires.         alex shootman              of an expert panel and live voting at the
                                   Eloqua
                                              Cannes Advertising Festival, we selected
                                              the World’s Greatest Salesperson, Todd
  Good selling gives people the               Herman. We were pleasantly surprised to
  emotional inclination to choose.            learn that even though everything about
                     drayton bird             selling has evolved, the anatomy of an ideal
         Direct marketing legend and author
                                              salesperson remains unchanged.

  I look for people who can               The anatomy of a salesperson
  analyze the customer’s needs            The things that make Todd Herman great
  and find a way to solve                 are the same things that have driven
  their problems.                         salespeople to succeed for decades.
                      mack hanan          But since he is at the apex of his profession
    Author and business growth consultant
                                          today, his anatomy should be our guide.
                                          Fortunately, no dissection was necessary as
Todd willingly gave us a rundown on the six things that a great salesperson must be:

1. Empathetic: Selling requires you to get out of your own needs and desires and into
   the mind of your customer.

2. Problem Solver: Problem solving consists of two parts. The first, problem finding,
   entails asking good questions aimed at uncovering and defining whatever is
   hampering the customer’s experience. In problem shaping, the next step,
   the salesperson asks questions that frame the issue in such a way that the solution
   you offer is the logical choice.

                                               4
3. Communicator: Of course great salespeople have all the hallmarks of superior
   conversational skills: eye contact, listening and questioning ability, and clear
   body language. However, they also have the ability to inspire and motivate with
   great clarity of message.

4. Trustworthiness: Customers rate you on your ability to deliver on what you’ve
   promised. While it sounds easy, you can differentiate yourself simply by doing
   what you said you were going to.

5. Beer-worthiness: Success in selling depends on having the social skills and cast
   of personality that make your customers look forward to spending time with you.

6. Relentlessly energetic: If you love your product, if you feel like an evangelist
   for what you have on offer, then you won’t rest until you’ve given everyone an
   opportunity to be a customer. Anything else would be unfair, and it is that
   mind-set that gives great salespeople the fire to keep going.




  THE ANATOMY OF A GREAT SALESPERSON




                                            5
Buying is changing
In the era of Facebook, Google and Twitter, TripAdvisor and Yelp, buyers have
as much control over the flow of information as salespeople do. Buyers have more
information than ever before and may have developed that knowledge long before
a salesperson got into the picture.

Buying, once a one-way interaction between an informed seller and a curious buyer,
has become a conversation between equals, and the revolution in buying behavior
is still ongoing.

                                             To find out just what was changing
  Buying is changing profoundly              and why, we did research among selling
  faster than sellers are responding.        professionals — over 1,000 of them in the
  In great sales organizations,              US, UK, Brazil and China. Selling, 73% of
  great people focus on the                  our respondents told us, will be radically
  buying experience, not the                 different in the next five years, and the key
  selling experience.                        factor is information asymmetry.
                          david brock
                   Partners in excellence
                                             Buyers are getting more information than
                                             ever before, and they are less reliant on
  The seller no longer commands              salespeople for it. But even though buyers
  information and price power.               are more informed, they are not necessarily
  The customer is now in charge.             better informed. The salesperson has
                       mack hanan            little way of knowing if the buyer is at the
     Author and business growth consultant
                                             beginning, middle or end of the customer
                                             journey. This ambiguity can play in your
  The mound of information
                                             favor, however. Customers may have
  available to the customer today
                                             information, but they are lacking analysis.
  significantly changes the power
                                             Salespeople can help them sort out what
  balance between the buyer and
                                             information is valuable and what is pure junk —
  the seller.      richard bravman
                        NCR Corporation      no matter what stage of the buyer journey
                                             the customer is at.




                                              6
THE CUSTOMER IS KING
                           86%         87%        87%
                83%




% AGREE         USA        UK         BRAZIL    CHINA




      BUYERS ARE MORE INFORMED ABOUT PRODUCTS AND SERVICES


                                                    Source: OgilvyOne "Future of Selling" study, Oct 2010




MORE INFORMED, NOT BETTER INFORMED

                                       70%        67%
                            66%
                61%



% AGREE         USA        UK         BRAZIL    CHINA




          CUSTOMERS ARE OBTAINING MORE INFORMATION ABOUT OUR
             PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND

                                                    Source: OgilvyOne "Future of Selling" study, Oct 2010




                                  7
Social media has had an enormous impact on buying behavior. Thinking about
it as digital word of mouth enables salespeople to appreciate just how crucial it is.
Already 49% of sellers see social media as important to their success. In fact,
top-performing salespeople already use social media to sell. 65% of the most
successful salespeople believe social media is integral to their sales success.
Our colleagues from the fast-growing emerging markets, predictably, find their
customers even more willing to adopt social media than those in the mature markets
— just as they are themselves. While only 28% of US salespeople think sales success
depends on social media, 73% of salespeople in China believe this to be the case.




                 SOCIAL MEDIA HELPS SELL
                                                                                             73%
                                                              65%                              15%
     % AGREE
                                                              20%
                   49%
                    11%                                                                        30%
   STRONGLY
                                                 33%
      MOSTLY        18%             27%           5%          26%
                                     3%
                                                 10%
                                     7%
   SOMEWHAT                                                                                    28%
                    20%                                       19%
                                                 18%
                                    17%



                 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




And just as predictably, companies are not adapting fast enough. It’s always this
way — the frontline troops know if the tide of battle is waxing or ebbing long before
the battle planners in the rear. The salespeople see this wave coming, and they
are desperate for help in riding it. Unfortunately, our panel of sales professionals
believed that the selling process is changing faster than their own organizations
are adapting to it. The salespeople we spoke to felt that their companies were
not providing solid training in social media to sales professionals. In fact, many
companies, they said, are actively discouraging the use of social media even though
many of their customers are already shopping and buying that way.

Not only that, but companies persist in actively restricting social media use. 48%
of salespeople believe their companies are afraid of letting employees use social
media. Once again, the fast-growing emerging markets have made more progress




                                           8
in solving this dilemma than the US. Many US companies claim to have a social
media strategy, but only 9% of US salespeople say their company trains or educates
them on the use of social media for sales. This stands in stark contrast to Brazil,
where 25% of salespeople surveyed receive training on social media usage. 38% of
the salespeople we surveyed in China use personal blogs in their selling process
while only 3% of US salespeople do the same.




         SALES IS DESPERATE FOR HELP...
                                       % AGREE
                        82%      84%

      68%      69%

                                                          55%
                                                   48%
                                                                        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
      91%      93%                     % AGREE
                                                                                                85%
                        75%      78%
      68%                                                               70%

                                                          53%
                                                   46%


     USA       UK      BRA      CHN               USA     UK         BRA                     CHN



    MY COMPANY DOES NOT TRAIN OR                 I WISH MY COMPANY OFFERED MORE
  EDUCATE ON HOW TO USE SOCIAL MEDIA                 HELP IN USING SOCIAL MEDIA

                                                                Source: OgilvyOne "Future of Selling" study, Oct 2010




                                          9
Change or else —
a 21st Century
Selling Guide
If salespeople are to continue providing solutions to their customers, selling must
evolve in lockstep with buying.




       A WORLD RADICALLY TRANSFORMED
                                                                84%
                                                  79%
                                    71%
                     66%



    % AGREE          USA            UK           BRAZIL       CHINA




          BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS


                                                                   Source: OgilvyOne "Future of Selling" study, Oct 2010




Buyers have moved ahead for now, but our quantitative and qualitative research has
revealed several significant initiatives that salespeople can adopt in order to remain
the ideal partner to an interested customer. Look closely and you’ll see one thing
that unites all of these new ideas: the centrality of the customer. This new world
of distributed information doesn’t loosen the focus on the buyer. If anything,
it sharpens it; buyers are the authors and audience for their own sales scripts.
Our job is to deliver what they want.




                                            10
1. New buyer journeys
The AIDA Sales Funnel was invented in 1898 by Elias St. Elmo Lewis, and we have
been using it ever since. It assumes that all customers begin at the same zero point
and can be pushed or drawn through the funnel by the seller. While the Sales Funnel
has served us well, it no longer reflects reality.

                                              These days, customers create their own
  We have to make the transition              buyer journeys. They take many steps
  from thinking about the sales               without the seller’s involvement. They go
  process to thinking about the               forwards and backwards. And they may
  customer’s buying journey.                  not always start at step one. A tremendous
                     steve solazzo            amount of action happens after the sale,
                IBM global general business
                                              especially when customers experience the
                                              brand and then share their experiences with
  Buyers come already prepared to             others. Sometimes they will talk with a few
  buy what they have envisioned.              friends and family, or perhaps they will self-
  They are not caught by surprise.            cast their thoughts to hundreds, thousands
         antonio carbonari netto              or millions of others through social media.
               Anhanguera Educacional S.A.
                                              What was once a tidy funnel now looks like
                                              a mad scientist’s chemistry set.

Salespeople need to find out exactly where their customers are in their journey right
now and advise them on the best way to get where they’re going.




                              NEW FRAMEWORK
         Sales Funnel                                       Customer Journey
   The first Sales and Marketing Funnel
          was created in 1898 by                                    Trigger Events

  Elias St. Elmo Lewis, the founder of the
    Association of National Advertisers.            Share                                              Research




                                                            Usage
                                                                                     Shop & Purchase




                 LESS                                               MORE




                                               11
2. A new role for content: digital bait




                       CONTENT = DIGITAL BAIT




Content was once something that had a nicely chiseled-out niche in the sales process.
We used it to articulate our messages or hype our benefits. Content was, to be blunt,
copy. Now, we see a whole new role for content.

                                                In a disintermediated media world,
   My philosophy, I.C.E.E., stands              customers are eager for professionally
   for Inspire, Connect, Educate                produced content, and we can use that
   or Entertain. I try to have each             desire to draw customers to our messages.
   of the tweets I send out fall into           In other words, we can use content as
   those categories.                            digital bait.
                          tony hsieh
                           Zappos.com, Inc.
                                                There are three main kinds of digital bait:

   There is a difference between                A. Beliefs and Points of View: Put out
   chumming and fly-fishing.                       what your company believes and what
                      alex shootman                it stands for. Not everybody will like it,
                                     Eloqua
                                                   but it will attract the kind of prospects
                                                   already aligned with what you have
   Don’t hire marketers. Hire                      to sell.
   journalists. I love the concept
   of brand journalism.
                david meerman scott
                 Author, blogger, and speaker




                                                 12
B. Expertise: Customers and prospects are hungry for high-quality expert information.
   They want to be smart shoppers and to be informed. They appreciate factual
   expert opinions about the category and about you. They will generate this
   information with or without your involvement, and you would be well served by
   having a hand in creating their narrative.
C. Invitations and Offers: You need to put invitations and offers in the water for
   your prospects to bite. Extending appealing digital content makes it easy for
   people to engage.


3. New listening skills: digital footprints




                            DIGITAL FOOTPRINTS




One thing hasn’t changed: Customers have always telegraphed their intentions, and
a smart seller knows how to read these signals. A wink, a smile, a twitch, folded arms,
or a steadfast refusal to make eye contact have always made the buyer’s real feelings
clear to a sharp salesperson. These customer cues are still there, and they are still as
revealing as ever. However, they have moved into the digital sphere.

                                              Your customers and prospects are throwing
   I can walk into most calls now with        off billions of digital buying indications every
   a broad knowledge of the person            day. They signal their intentions through
   on the other side of the desk.             the search keywords they use, the blogs
                         john callies         they read, the white papers they download,
             Callies Management Consulting
                                              and the shopping baskets they fill.




                                              13
They are leaving digital footprints for the
  I treat social networks as entry           savvy hunter to observe and act upon.
  points into the way people want
  to do business, and not just               One such hunter is IBM, which used digital
  consumers but B2B people too.              traces to create sales leads for their software
                        mack hanan           group. They studied the exact language
     Author and business growth consultant
                                             that IT buyers use in their searches about
                                             software topics and then custom designed
  We’re finally starting to discover         a whole raft of inexpensive “how to” videos
  how much social media affects              around these topics. IBM posted them on
  and influences purchase behavior.          YouTube and tagged them with exactly
                         marc lewis          the same words that buyers use when they
         School of Communication Arts 2.0
                                             search. Lead volume and quality increased.
                                             That’s smart.
  Our philosophy is to take the
  money we would have used                   And it is proof that the smart sellers of
  on paid advertising and invest             the 21st century must be outstanding at
  it into customer experience.               systematically reading and responding
  The customers then do the                  to their customers’ digital trails.
  marketing for us through word
  of mouth.             tony hsieh
                         Zappos.com, Inc.




4. New marketing skills: behavioral economics
Some of the smartest 21st century sellers are discovering the power of behavioral
economics. In its simplest form, behavioral economics is the study of how consumers
make choices and the economic impact those choices have. It has been used in many
forms in economics and policy-making and is now sharply on the rise in marketing.
It combines the rational and emotional sides of buying decisions in an interesting
and powerful way. Some examples:

                                             • Sometimes, increasing the price will
  A salesperson who caves when                 increase sales volume, not reduce it.
  a customer says “No” will not
  be a successful salesperson.               • Consumers are irrationally biased toward
 “No” is the first opportunity you             the “middle” choices on a menu.
  have to begin to sell.
                       john callies          • Creating a convenient default option is one
           Callies Management Consulting       of the most effective ways to make a sale.
                                               Human inertia stands in the way of selling.

                                             • Adding more choices often will result in
                                               fewer yeses, not more.




                                             14
21st century marketing and sales organizations
  If I get someone who doesn’t              need to start understanding and deploying
  know how to spring back from              behavioral economics in their own businesses.
  a loss, that person’s going to            What were once thought of as low-level
  be useless.                               tactics like designing offers and response
                         john hickey        mechanisms must be elevated to a rigorous
                      Avoca Technologies    science. There is a well-documented case
                                            of the US online retailer that discovered
  Our job as communicators is to            “the $300 million button.” By redesigning a
  persuade the consumer to take             single button on their checkout procedure,
  action, whatever the action is.           the retailer lifted sales by $300 million. In
                        marc lewis          every business, behavioral economics can
         School of Communication Arts 2.0   unlock millions — sometimes billions — of
                                            dollars in sales and profits.


5. A new way to sell: social selling
Whereas selling may have once been a lone-wolf activity by the road warrior, it is
now more than ever a social enterprise. Great salespeople use all their allies to propel
customers along the new buyer journeys to close a sale.

                                            To do this, Sales must collaborate with
  Information is the most important         Marketing and work with customers to
  weapon for a salesperson, and             create solutions. Social media creates
  it’s no longer how you look in a          momentum and fits the new buyer journeys
  suit but how your relationship is.        to a T.
  You are helping your customer
  achieve strategic advantage with          And speaking of Ts, Ford is a perfect
  your technology and tools.                example of social selling in action.
                          jim steele        To launch the new 2010 Explorer, Ford
                           Salesforce.com
                                            created a community of advocates and
                                            enthusiasts online.
  The only way to sell is via a
  consultative approach. You have           They shared their plans for the new model,
  to roll up your sleeves, dive into        previewed the car, and gave their fans first
  your customer’s business and              dibs on seeing and test-driving the new
  understand the issues.                    model. They looped in dealers in 11 major
                        john hickey         cities, getting them excited about the new
                      Avoca Technologies
                                            vehicle and ready to take preorders.
  Follow-up activity and constant
  contact are the fundamental               It worked. Ford Explorer preorders far
  advantages that social media              exceeded the target. Ford boasted 10,000
  bring to a sales organization.            Explorer orders in the system over a month
                       matt gentile         before full production, which eclipsed the
               Century 21 Real Estate LLC   hugely successful Fiesta and Taurus lines
                                            for preorders.

                                            15
Facebook, once a toy for teenagers, has emerged as a global colossus with 500 million
members and 130 million mobile members, but until recently few people bothered to
exploit its power as a selling platform. That’s starting to change, and great salespeople
will be in the vanguard of this change, not the rear echelon.

Salespeople complain their organizations have been laggard in supporting social
selling, and that is generally true. However, a few notable corporations have
embraced the potential of the social sale.

Procter & Gamble — one of the world’s most ROI-savvy marketers — just announced
that they would begin selling twenty-nine of their top brands on a Facebook
e-commerce store. Twenty-nine P&G brands could easily do $1 billion in e-commerce
from Facebook in the next year. That’s quite a status update.


6. A new partnership: selling is a team sport




          NEW SALES AND MARKETING MODEL

      “I WIN”




                             “YOU LOSE”


                  LESS                                        MORE


Just as sellers are collaborating with buyers in new ways, Sales and Marketing need
a new arrangement. In the words of Richard Bravman from NCR, “The relationship
between Sales and Marketing needs to be less like tennis, a win-lose match over a
barrier, and more like basketball, where a team with different skills works together,
passing and moving into optimal position, to achieve the unified purpose of
scoring points.”




                                                16
The rules of this sport, however, are far
You can almost envision the                from settled law. Who should lead and
employee of the future becoming            who should follow? Should Marketing
less of a product expert and more          join Sales in having a quota? Regardless
like a librarian. You can assume           of the uncertainties, one thing is clear:
that the librarian hasn’t read             successful selling requires new and
every book but knows where                 deeper collaboration.
to find it or who a particular
expert would be on a topic.                And not just collaboration with Marketing
                     john bernier          departments. All of these new initiatives —
                               Best Buy
                                           new buyer journeys, digital bait, digital
                                           footprints — are dependent on solid
A great marketer can’t sell his            partnerships. Selling may have once
way out of a paper bag and                 been an individual event, but it is now
a great salesperson doesn’t                a team sport.
know what the heck marketing
is. When you try to put them               Great salespeople use all their compatriots
together and neither one knows             to propel customers along the journey
who is leading, you’re setting             and close a sale. Sales collaborates with
them up to fail.                           Marketing; Sales uses social media to create
                amilya antonetti           momentum; Sales works with customers to
       Entrepreneur, speaker, and author
                                           create solutions.

Salespeople are paid to honor
the dollar and respect the brand,
but marketers are paid to honor
the brand and respect the dollar.
                    dan lovinger
                        MTV Networks



You have to make it in Sales’s
interest for Marketing to do a
better job and in Marketing’s
interest for Sales to improve.
You have to bring them together.
                     drayton bird
      Direct marketing legend and author




                                           17
Your 30-day plan
Now, let us leave you with five things you can do in the next 30 days.

1. Walk in the buyers’ footprints.
   • Write down the exact journey you followed to make the last three big purchases
     in your personal life.
   • What role did a live salesperson play?
   • What role did the media play, including search and social media?
   • Do the same for your business: Talk to the last three people who bought
     from you. Exactly how did they buy? Write it down. Draw the journey.
   • Do you have an arsenal of great offers and a systematic way to
     personalize them?

2. Use digital bait.
   • Can you make a compelling two-minute YouTube video?
   • Do you tell people what you stand for?
   • Are you providing true expertise and category insights for your buyers and
     helping them make good choices?

3. Sell something using social media. Maybe it’s something simple like an upcoming
   event or more complicated like a new product. The important thing
   is to try it and then to measure it.

4. Get Marketing and Sales into the same room. Take half a day and share a
   heart-to-heart session.
   • Are you on the same page?
   • What more can Marketing do for Sales?
   • What more can Sales do for Marketing?
   • How can you turn the tennis opponents into a winning basketball team?

5. Join the new selling conversation.

This is the most important time in the history of Marketing and Sales. Buying
has changed dramatically, and we as sellers have fallen behind — so far. But our
customers want us to catch up. They depend on us, especially as they try to navigate
a confusing new world awash in more information than they can handle.

Our customers are not hiding from us, hoping that we don’t notice their confusion
or their footprints as they search for answers. Quite the opposite. They are giving off
their digital trails as transparently as a young single in a pickup bar, praying that we
catch on. It’s time we did.




                                           18
About the author



                                  Brian Fetherstonhaugh
                                  Chairman & CEO
                                  OgilvyOne Worldwide

Brian has a unique vantage point on how brands are built, how corporate cultures
are created, and what happens as the world goes digital.

In the course of the past 25 years, Brian has worked hands-on with many of the
world’s leading brands, including IBM, American Express, Cisco, Coca-Cola,
Motorola, Unilever, and Nestlé.

Brian began his career in brand management with Procter & Gamble Canada.
He then joined the advertising firm Ogilvy & Mather and rose up through the
ranks to become President of its Canadian operations.

In 1997, Brian moved to New York and to the worldwide stage. His first assignment
was to lead Ogilvy’s flagship global account, IBM, through its dramatic
repositioning as an “e-business.” He later founded and became the first Chairman of
Ogilvy’s Global Brand Community, representing the agency’s top 20 international
clients, and was appointed to the Ogilvy Executive Committee in 2002.

Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting
arm of the Ogilvy Group. With more than 4,000 staff in 50 countries, OgilvyOne is
at the forefront of the digital revolution. Several major innovations have come to life
under Brian’s leadership. In February 2006, Neo@Ogilvy, the agency’s full-service,
global digital media and search capability, was launched; within one year it was
named as one of the Wall Street Journal’s “Agencies to Watch.” In March 2008, the
Ogilvy Digital Labs network, with hubs in Singapore, New York, Beijing, London
and São Paulo, was established to create innovative digital experiences that build
brands and results.




                                           19
For further information
Contact Brian Fetherstonhaugh at brian.fetherstonhaugh@ogilvy.com. Come visit
us at sellorelse.ogilvy.com. Follow us on Twitter @ sell_or_else. See what the
experts have to say and share your thoughts and experience. We even have a free
Marketing and Sales Social Media Audit form that you can customize and use for
your own company.




                                        20
References
Digital Body Language: Deciphering Customer Intentions in an Online World, Steven Woods,
New Year Publishing, 2010

Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels, Mack Hanan,
AMACOM, 7th Edition, 2003

Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers,
and Create Products That Grow Your Business Now, David Meerman Scott, Wiley, 2010

MacroWikinomics: Rebooting Business and the World, Don Tapscott and
Anthony D. Williams, Portfolio, 2010

“A Marketer’s Guide to Behavioral Economics,” Ned Welch, McKinsey Quarterly,
 February 2010

“Behavioral Economics: Seven Principles for Policy-Makers,” Emma Dawney and
 Hetan Shah, nef, September 2005

Nudge: Improving Decisions about Health, Wealth, and Happiness, Richard H. Thaler and
Cass R. Sunstein, Penguin, 2009




                                            21
Our expert panel

Greg Alexander
CEO of Sales Benchmark Index, author, and “Sales Manager of the Year”
in 2004

Amilya Antonetti
Entrepreneur, speaker, author, and national media personality

John Bernier
Digital Product Line Manager, Social Media Steward–Emerging Platforms
at Best Buy and pioneer of Twelpforce

Drayton Bird
Direct marketing legend and author of Commonsense Direct and Digital Marketing

Greg Bradley
SVP of Sales and US Operations for GlaxoSmithKline Consumer Healthcare

Richard Bravman
CMO and VP of Corporate Development at NCR Corporation

David Brock
Blogger and sales and marketing consultant, President and CEO at Partners
In excellence

John Callies
President, Callies Management Consulting

Antonio Carbonari Netto
Founder and President of Anhanguera Educacional S.A.

Brian Clark
Founder of Copyblogger, one of the world’s 50 most powerful blogs

David Fischer
VP of Advertising and Global Operations at Facebook

Matt Gentile
Director of PR & Social Media at Century 21 Real Estate LLC

Jen Groover
Media mogul, entrepreneur, lifestyle contributor, and author




                                           22
Mack Hanan
Author of Consultive Selling, business growth consultant

John Hickey
Cofounder and VP of Sales at Avoca Technologies

Tony Hsieh
CEO of Zappos.com, Inc. and author

Jon Karl
Director of Sales for CDW Healthcare, Inc.

Marc Lewis
Dean of School of Communication Arts 2.0

Dan Lovinger
SVP of Sales & Integrated Marketing for MTV Networks

David Meerman Scott
Best-selling author, blogger, and speaker

Alex Shootman
SVP of Worldwide Sales of Eloqua, known for “Getting It Done”
and “Doing It Right”

Steve Solazzo
GM of IBM Global General Business

Jim Steele
Chief Customer Officer for Salesforce.com

Don Tapscott
Author of Wikinomics and 12 other best-selling books

Barry Trailer
Cofounder of CSO Insights, author and consultant

Dan Waldschmidt
Edgy inspirator, sales motivator, and editor of the blog Edge of Explosion




                                            23
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The Future of Selling - white paper

  • 1. The future of selling Brian Fetherstonhaugh Chairman & CEO OgilvyOne Worldwide ©OgilvyOne Worldwide 2010. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system or transmitted in any form or by any means, whether electronic, mechanical, photocopied, recorded or otherwise, without the prior permission of OgilvyOne Worldwide.
  • 2. Contents The lifeblood of business 3 The World’s Greatest Salesperson 4 Buying is changing 6 Change or else — a 21st Century Selling Guide 10 About the author 19 For further information 20 References 21
  • 3. The lifeblood of business All of us are salespeople. We may sell products or services, or we may sell ideas. Perhaps we sell visions, opportunities, opinions, or just our value. But every time we aim to shape another person’s point of view, we are selling. When it comes to business, selling is crucial. Selling is the lifeblood of any business; it is the crankshaft of economic interaction. Our founder, David Ogilvy, understood this well. He put it succinctly: “We sell, or else.” David was a salesman, selling stoves door-to-door to feed himself as a young man, and while his walk-and-knock-driven skills may seem to have lost their relevance in our social, digital world, OgilvyOne believes that selling is more important now than ever before. The discrete seller-buyer interaction that ruled the world of David’s youth has given way to a complex web of interactions — master one skill and another two appear. To get ahead of this, we called in an army of enthusiasts and experts. We challenged the world to sell a red brick in our search for the World’s Greatest Salesperson and memorialized the insights from the victors. We asked 1,000 sales professionals in the US, UK, Brazil and China what they saw as the future of selling. And then we married those findings to the wisdom of 30 world-class experts to create this, a 21st Century Selling Guide. We learned that successful selling will always remain centered on the customer, but the successful salesperson will anticipate the customer’s changing behavior. 3
  • 4. The World’s Greatest Salesperson We set out to find out how selling has changed in the years since David Ogilvy’s stove-shilling days. Rather than rely on what we thought we knew or just the testimony of business school professors, we thought we’d ask the people who really know the selling business: salespeople. As part of that effort, Ogilvy embarked on The best salespeople are people a mission to uncover the secrets of great who build real relationships. selling. To do so, we challenged the world tony hsieh to perform a simple task, selling a plain Zappos.com, Inc. red brick, and to post their pitch on YouTube in a two-minute video. Hundreds Great selling means connecting of people from all over the world took up what you have with somebody’s the challenge, and through a combination desires. alex shootman of an expert panel and live voting at the Eloqua Cannes Advertising Festival, we selected the World’s Greatest Salesperson, Todd Good selling gives people the Herman. We were pleasantly surprised to emotional inclination to choose. learn that even though everything about drayton bird selling has evolved, the anatomy of an ideal Direct marketing legend and author salesperson remains unchanged. I look for people who can The anatomy of a salesperson analyze the customer’s needs The things that make Todd Herman great and find a way to solve are the same things that have driven their problems. salespeople to succeed for decades. mack hanan But since he is at the apex of his profession Author and business growth consultant today, his anatomy should be our guide. Fortunately, no dissection was necessary as Todd willingly gave us a rundown on the six things that a great salesperson must be: 1. Empathetic: Selling requires you to get out of your own needs and desires and into the mind of your customer. 2. Problem Solver: Problem solving consists of two parts. The first, problem finding, entails asking good questions aimed at uncovering and defining whatever is hampering the customer’s experience. In problem shaping, the next step, the salesperson asks questions that frame the issue in such a way that the solution you offer is the logical choice. 4
  • 5. 3. Communicator: Of course great salespeople have all the hallmarks of superior conversational skills: eye contact, listening and questioning ability, and clear body language. However, they also have the ability to inspire and motivate with great clarity of message. 4. Trustworthiness: Customers rate you on your ability to deliver on what you’ve promised. While it sounds easy, you can differentiate yourself simply by doing what you said you were going to. 5. Beer-worthiness: Success in selling depends on having the social skills and cast of personality that make your customers look forward to spending time with you. 6. Relentlessly energetic: If you love your product, if you feel like an evangelist for what you have on offer, then you won’t rest until you’ve given everyone an opportunity to be a customer. Anything else would be unfair, and it is that mind-set that gives great salespeople the fire to keep going. THE ANATOMY OF A GREAT SALESPERSON 5
  • 6. Buying is changing In the era of Facebook, Google and Twitter, TripAdvisor and Yelp, buyers have as much control over the flow of information as salespeople do. Buyers have more information than ever before and may have developed that knowledge long before a salesperson got into the picture. Buying, once a one-way interaction between an informed seller and a curious buyer, has become a conversation between equals, and the revolution in buying behavior is still ongoing. To find out just what was changing Buying is changing profoundly and why, we did research among selling faster than sellers are responding. professionals — over 1,000 of them in the In great sales organizations, US, UK, Brazil and China. Selling, 73% of great people focus on the our respondents told us, will be radically buying experience, not the different in the next five years, and the key selling experience. factor is information asymmetry. david brock Partners in excellence Buyers are getting more information than ever before, and they are less reliant on The seller no longer commands salespeople for it. But even though buyers information and price power. are more informed, they are not necessarily The customer is now in charge. better informed. The salesperson has mack hanan little way of knowing if the buyer is at the Author and business growth consultant beginning, middle or end of the customer journey. This ambiguity can play in your The mound of information favor, however. Customers may have available to the customer today information, but they are lacking analysis. significantly changes the power Salespeople can help them sort out what balance between the buyer and information is valuable and what is pure junk — the seller. richard bravman NCR Corporation no matter what stage of the buyer journey the customer is at. 6
  • 7. THE CUSTOMER IS KING 86% 87% 87% 83% % AGREE USA UK BRAZIL CHINA BUYERS ARE MORE INFORMED ABOUT PRODUCTS AND SERVICES Source: OgilvyOne "Future of Selling" study, Oct 2010 MORE INFORMED, NOT BETTER INFORMED 70% 67% 66% 61% % AGREE USA UK BRAZIL CHINA CUSTOMERS ARE OBTAINING MORE INFORMATION ABOUT OUR PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND Source: OgilvyOne "Future of Selling" study, Oct 2010 7
  • 8. Social media has had an enormous impact on buying behavior. Thinking about it as digital word of mouth enables salespeople to appreciate just how crucial it is. Already 49% of sellers see social media as important to their success. In fact, top-performing salespeople already use social media to sell. 65% of the most successful salespeople believe social media is integral to their sales success. Our colleagues from the fast-growing emerging markets, predictably, find their customers even more willing to adopt social media than those in the mature markets — just as they are themselves. While only 28% of US salespeople think sales success depends on social media, 73% of salespeople in China believe this to be the case. SOCIAL MEDIA HELPS SELL 73% 65% 15% % AGREE 20% 49% 11% 30% STRONGLY 33% MOSTLY 18% 27% 5% 26% 3% 10% 7% SOMEWHAT 28% 20% 19% 18% 17% 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 And just as predictably, companies are not adapting fast enough. It’s always this way — the frontline troops know if the tide of battle is waxing or ebbing long before the battle planners in the rear. The salespeople see this wave coming, and they are desperate for help in riding it. Unfortunately, our panel of sales professionals believed that the selling process is changing faster than their own organizations are adapting to it. The salespeople we spoke to felt that their companies were not providing solid training in social media to sales professionals. In fact, many companies, they said, are actively discouraging the use of social media even though many of their customers are already shopping and buying that way. Not only that, but companies persist in actively restricting social media use. 48% of salespeople believe their companies are afraid of letting employees use social media. Once again, the fast-growing emerging markets have made more progress 8
  • 9. in solving this dilemma than the US. Many US companies claim to have a social media strategy, but only 9% of US salespeople say their company trains or educates them on the use of social media for sales. This stands in stark contrast to Brazil, where 25% of salespeople surveyed receive training on social media usage. 38% of the salespeople we surveyed in China use personal blogs in their selling process while only 3% of US salespeople do the same. SALES IS DESPERATE FOR HELP... % AGREE 82% 84% 68% 69% 55% 48% 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 91% 93% % AGREE 85% 75% 78% 68% 70% 53% 46% USA UK BRA CHN USA UK BRA CHN MY COMPANY DOES NOT TRAIN OR I WISH MY COMPANY OFFERED MORE EDUCATE ON HOW TO USE SOCIAL MEDIA HELP IN USING SOCIAL MEDIA Source: OgilvyOne "Future of Selling" study, Oct 2010 9
  • 10. Change or else — a 21st Century Selling Guide If salespeople are to continue providing solutions to their customers, selling must evolve in lockstep with buying. A WORLD RADICALLY TRANSFORMED 84% 79% 71% 66% % AGREE USA UK BRAZIL CHINA BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS Source: OgilvyOne "Future of Selling" study, Oct 2010 Buyers have moved ahead for now, but our quantitative and qualitative research has revealed several significant initiatives that salespeople can adopt in order to remain the ideal partner to an interested customer. Look closely and you’ll see one thing that unites all of these new ideas: the centrality of the customer. This new world of distributed information doesn’t loosen the focus on the buyer. If anything, it sharpens it; buyers are the authors and audience for their own sales scripts. Our job is to deliver what they want. 10
  • 11. 1. New buyer journeys The AIDA Sales Funnel was invented in 1898 by Elias St. Elmo Lewis, and we have been using it ever since. It assumes that all customers begin at the same zero point and can be pushed or drawn through the funnel by the seller. While the Sales Funnel has served us well, it no longer reflects reality. These days, customers create their own We have to make the transition buyer journeys. They take many steps from thinking about the sales without the seller’s involvement. They go process to thinking about the forwards and backwards. And they may customer’s buying journey. not always start at step one. A tremendous steve solazzo amount of action happens after the sale, IBM global general business especially when customers experience the brand and then share their experiences with Buyers come already prepared to others. Sometimes they will talk with a few buy what they have envisioned. friends and family, or perhaps they will self- They are not caught by surprise. cast their thoughts to hundreds, thousands antonio carbonari netto or millions of others through social media. Anhanguera Educacional S.A. What was once a tidy funnel now looks like a mad scientist’s chemistry set. Salespeople need to find out exactly where their customers are in their journey right now and advise them on the best way to get where they’re going. NEW FRAMEWORK Sales Funnel Customer Journey The first Sales and Marketing Funnel was created in 1898 by Trigger Events Elias St. Elmo Lewis, the founder of the Association of National Advertisers. Share Research Usage Shop & Purchase LESS MORE 11
  • 12. 2. A new role for content: digital bait CONTENT = DIGITAL BAIT Content was once something that had a nicely chiseled-out niche in the sales process. We used it to articulate our messages or hype our benefits. Content was, to be blunt, copy. Now, we see a whole new role for content. In a disintermediated media world, My philosophy, I.C.E.E., stands customers are eager for professionally for Inspire, Connect, Educate produced content, and we can use that or Entertain. I try to have each desire to draw customers to our messages. of the tweets I send out fall into In other words, we can use content as those categories. digital bait. tony hsieh Zappos.com, Inc. There are three main kinds of digital bait: There is a difference between A. Beliefs and Points of View: Put out chumming and fly-fishing. what your company believes and what alex shootman it stands for. Not everybody will like it, Eloqua but it will attract the kind of prospects already aligned with what you have Don’t hire marketers. Hire to sell. journalists. I love the concept of brand journalism. david meerman scott Author, blogger, and speaker 12
  • 13. B. Expertise: Customers and prospects are hungry for high-quality expert information. They want to be smart shoppers and to be informed. They appreciate factual expert opinions about the category and about you. They will generate this information with or without your involvement, and you would be well served by having a hand in creating their narrative. C. Invitations and Offers: You need to put invitations and offers in the water for your prospects to bite. Extending appealing digital content makes it easy for people to engage. 3. New listening skills: digital footprints DIGITAL FOOTPRINTS One thing hasn’t changed: Customers have always telegraphed their intentions, and a smart seller knows how to read these signals. A wink, a smile, a twitch, folded arms, or a steadfast refusal to make eye contact have always made the buyer’s real feelings clear to a sharp salesperson. These customer cues are still there, and they are still as revealing as ever. However, they have moved into the digital sphere. Your customers and prospects are throwing I can walk into most calls now with off billions of digital buying indications every a broad knowledge of the person day. They signal their intentions through on the other side of the desk. the search keywords they use, the blogs john callies they read, the white papers they download, Callies Management Consulting and the shopping baskets they fill. 13
  • 14. They are leaving digital footprints for the I treat social networks as entry savvy hunter to observe and act upon. points into the way people want to do business, and not just One such hunter is IBM, which used digital consumers but B2B people too. traces to create sales leads for their software mack hanan group. They studied the exact language Author and business growth consultant that IT buyers use in their searches about software topics and then custom designed We’re finally starting to discover a whole raft of inexpensive “how to” videos how much social media affects around these topics. IBM posted them on and influences purchase behavior. YouTube and tagged them with exactly marc lewis the same words that buyers use when they School of Communication Arts 2.0 search. Lead volume and quality increased. That’s smart. Our philosophy is to take the money we would have used And it is proof that the smart sellers of on paid advertising and invest the 21st century must be outstanding at it into customer experience. systematically reading and responding The customers then do the to their customers’ digital trails. marketing for us through word of mouth. tony hsieh Zappos.com, Inc. 4. New marketing skills: behavioral economics Some of the smartest 21st century sellers are discovering the power of behavioral economics. In its simplest form, behavioral economics is the study of how consumers make choices and the economic impact those choices have. It has been used in many forms in economics and policy-making and is now sharply on the rise in marketing. It combines the rational and emotional sides of buying decisions in an interesting and powerful way. Some examples: • Sometimes, increasing the price will A salesperson who caves when increase sales volume, not reduce it. a customer says “No” will not be a successful salesperson. • Consumers are irrationally biased toward “No” is the first opportunity you the “middle” choices on a menu. have to begin to sell. john callies • Creating a convenient default option is one Callies Management Consulting of the most effective ways to make a sale. Human inertia stands in the way of selling. • Adding more choices often will result in fewer yeses, not more. 14
  • 15. 21st century marketing and sales organizations If I get someone who doesn’t need to start understanding and deploying know how to spring back from behavioral economics in their own businesses. a loss, that person’s going to What were once thought of as low-level be useless. tactics like designing offers and response john hickey mechanisms must be elevated to a rigorous Avoca Technologies science. There is a well-documented case of the US online retailer that discovered Our job as communicators is to “the $300 million button.” By redesigning a persuade the consumer to take single button on their checkout procedure, action, whatever the action is. the retailer lifted sales by $300 million. In marc lewis every business, behavioral economics can School of Communication Arts 2.0 unlock millions — sometimes billions — of dollars in sales and profits. 5. A new way to sell: social selling Whereas selling may have once been a lone-wolf activity by the road warrior, it is now more than ever a social enterprise. Great salespeople use all their allies to propel customers along the new buyer journeys to close a sale. To do this, Sales must collaborate with Information is the most important Marketing and work with customers to weapon for a salesperson, and create solutions. Social media creates it’s no longer how you look in a momentum and fits the new buyer journeys suit but how your relationship is. to a T. You are helping your customer achieve strategic advantage with And speaking of Ts, Ford is a perfect your technology and tools. example of social selling in action. jim steele To launch the new 2010 Explorer, Ford Salesforce.com created a community of advocates and enthusiasts online. The only way to sell is via a consultative approach. You have They shared their plans for the new model, to roll up your sleeves, dive into previewed the car, and gave their fans first your customer’s business and dibs on seeing and test-driving the new understand the issues. model. They looped in dealers in 11 major john hickey cities, getting them excited about the new Avoca Technologies vehicle and ready to take preorders. Follow-up activity and constant contact are the fundamental It worked. Ford Explorer preorders far advantages that social media exceeded the target. Ford boasted 10,000 bring to a sales organization. Explorer orders in the system over a month matt gentile before full production, which eclipsed the Century 21 Real Estate LLC hugely successful Fiesta and Taurus lines for preorders. 15
  • 16. Facebook, once a toy for teenagers, has emerged as a global colossus with 500 million members and 130 million mobile members, but until recently few people bothered to exploit its power as a selling platform. That’s starting to change, and great salespeople will be in the vanguard of this change, not the rear echelon. Salespeople complain their organizations have been laggard in supporting social selling, and that is generally true. However, a few notable corporations have embraced the potential of the social sale. Procter & Gamble — one of the world’s most ROI-savvy marketers — just announced that they would begin selling twenty-nine of their top brands on a Facebook e-commerce store. Twenty-nine P&G brands could easily do $1 billion in e-commerce from Facebook in the next year. That’s quite a status update. 6. A new partnership: selling is a team sport NEW SALES AND MARKETING MODEL “I WIN” “YOU LOSE” LESS MORE Just as sellers are collaborating with buyers in new ways, Sales and Marketing need a new arrangement. In the words of Richard Bravman from NCR, “The relationship between Sales and Marketing needs to be less like tennis, a win-lose match over a barrier, and more like basketball, where a team with different skills works together, passing and moving into optimal position, to achieve the unified purpose of scoring points.” 16
  • 17. The rules of this sport, however, are far You can almost envision the from settled law. Who should lead and employee of the future becoming who should follow? Should Marketing less of a product expert and more join Sales in having a quota? Regardless like a librarian. You can assume of the uncertainties, one thing is clear: that the librarian hasn’t read successful selling requires new and every book but knows where deeper collaboration. to find it or who a particular expert would be on a topic. And not just collaboration with Marketing john bernier departments. All of these new initiatives — Best Buy new buyer journeys, digital bait, digital footprints — are dependent on solid A great marketer can’t sell his partnerships. Selling may have once way out of a paper bag and been an individual event, but it is now a great salesperson doesn’t a team sport. know what the heck marketing is. When you try to put them Great salespeople use all their compatriots together and neither one knows to propel customers along the journey who is leading, you’re setting and close a sale. Sales collaborates with them up to fail. Marketing; Sales uses social media to create amilya antonetti momentum; Sales works with customers to Entrepreneur, speaker, and author create solutions. Salespeople are paid to honor the dollar and respect the brand, but marketers are paid to honor the brand and respect the dollar. dan lovinger MTV Networks You have to make it in Sales’s interest for Marketing to do a better job and in Marketing’s interest for Sales to improve. You have to bring them together. drayton bird Direct marketing legend and author 17
  • 18. Your 30-day plan Now, let us leave you with five things you can do in the next 30 days. 1. Walk in the buyers’ footprints. • Write down the exact journey you followed to make the last three big purchases in your personal life. • What role did a live salesperson play? • What role did the media play, including search and social media? • Do the same for your business: Talk to the last three people who bought from you. Exactly how did they buy? Write it down. Draw the journey. • Do you have an arsenal of great offers and a systematic way to personalize them? 2. Use digital bait. • Can you make a compelling two-minute YouTube video? • Do you tell people what you stand for? • Are you providing true expertise and category insights for your buyers and helping them make good choices? 3. Sell something using social media. Maybe it’s something simple like an upcoming event or more complicated like a new product. The important thing is to try it and then to measure it. 4. Get Marketing and Sales into the same room. Take half a day and share a heart-to-heart session. • Are you on the same page? • What more can Marketing do for Sales? • What more can Sales do for Marketing? • How can you turn the tennis opponents into a winning basketball team? 5. Join the new selling conversation. This is the most important time in the history of Marketing and Sales. Buying has changed dramatically, and we as sellers have fallen behind — so far. But our customers want us to catch up. They depend on us, especially as they try to navigate a confusing new world awash in more information than they can handle. Our customers are not hiding from us, hoping that we don’t notice their confusion or their footprints as they search for answers. Quite the opposite. They are giving off their digital trails as transparently as a young single in a pickup bar, praying that we catch on. It’s time we did. 18
  • 19. About the author Brian Fetherstonhaugh Chairman & CEO OgilvyOne Worldwide Brian has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital. In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands, including IBM, American Express, Cisco, Coca-Cola, Motorola, Unilever, and Nestlé. Brian began his career in brand management with Procter & Gamble Canada. He then joined the advertising firm Ogilvy & Mather and rose up through the ranks to become President of its Canadian operations. In 1997, Brian moved to New York and to the worldwide stage. His first assignment was to lead Ogilvy’s flagship global account, IBM, through its dramatic repositioning as an “e-business.” He later founded and became the first Chairman of Ogilvy’s Global Brand Community, representing the agency’s top 20 international clients, and was appointed to the Ogilvy Executive Committee in 2002. Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting arm of the Ogilvy Group. With more than 4,000 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. Several major innovations have come to life under Brian’s leadership. In February 2006, Neo@Ogilvy, the agency’s full-service, global digital media and search capability, was launched; within one year it was named as one of the Wall Street Journal’s “Agencies to Watch.” In March 2008, the Ogilvy Digital Labs network, with hubs in Singapore, New York, Beijing, London and São Paulo, was established to create innovative digital experiences that build brands and results. 19
  • 20. For further information Contact Brian Fetherstonhaugh at brian.fetherstonhaugh@ogilvy.com. Come visit us at sellorelse.ogilvy.com. Follow us on Twitter @ sell_or_else. See what the experts have to say and share your thoughts and experience. We even have a free Marketing and Sales Social Media Audit form that you can customize and use for your own company. 20
  • 21. References Digital Body Language: Deciphering Customer Intentions in an Online World, Steven Woods, New Year Publishing, 2010 Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels, Mack Hanan, AMACOM, 7th Edition, 2003 Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now, David Meerman Scott, Wiley, 2010 MacroWikinomics: Rebooting Business and the World, Don Tapscott and Anthony D. Williams, Portfolio, 2010 “A Marketer’s Guide to Behavioral Economics,” Ned Welch, McKinsey Quarterly, February 2010 “Behavioral Economics: Seven Principles for Policy-Makers,” Emma Dawney and Hetan Shah, nef, September 2005 Nudge: Improving Decisions about Health, Wealth, and Happiness, Richard H. Thaler and Cass R. Sunstein, Penguin, 2009 21
  • 22. Our expert panel Greg Alexander CEO of Sales Benchmark Index, author, and “Sales Manager of the Year” in 2004 Amilya Antonetti Entrepreneur, speaker, author, and national media personality John Bernier Digital Product Line Manager, Social Media Steward–Emerging Platforms at Best Buy and pioneer of Twelpforce Drayton Bird Direct marketing legend and author of Commonsense Direct and Digital Marketing Greg Bradley SVP of Sales and US Operations for GlaxoSmithKline Consumer Healthcare Richard Bravman CMO and VP of Corporate Development at NCR Corporation David Brock Blogger and sales and marketing consultant, President and CEO at Partners In excellence John Callies President, Callies Management Consulting Antonio Carbonari Netto Founder and President of Anhanguera Educacional S.A. Brian Clark Founder of Copyblogger, one of the world’s 50 most powerful blogs David Fischer VP of Advertising and Global Operations at Facebook Matt Gentile Director of PR & Social Media at Century 21 Real Estate LLC Jen Groover Media mogul, entrepreneur, lifestyle contributor, and author 22
  • 23. Mack Hanan Author of Consultive Selling, business growth consultant John Hickey Cofounder and VP of Sales at Avoca Technologies Tony Hsieh CEO of Zappos.com, Inc. and author Jon Karl Director of Sales for CDW Healthcare, Inc. Marc Lewis Dean of School of Communication Arts 2.0 Dan Lovinger SVP of Sales & Integrated Marketing for MTV Networks David Meerman Scott Best-selling author, blogger, and speaker Alex Shootman SVP of Worldwide Sales of Eloqua, known for “Getting It Done” and “Doing It Right” Steve Solazzo GM of IBM Global General Business Jim Steele Chief Customer Officer for Salesforce.com Don Tapscott Author of Wikinomics and 12 other best-selling books Barry Trailer Cofounder of CSO Insights, author and consultant Dan Waldschmidt Edgy inspirator, sales motivator, and editor of the blog Edge of Explosion 23