The Future of Selling

Ogilvy
Ogilvy Ogilvy
THE FUTURE OF
SELLING
      BRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE

           TODD HERMAN
  CONSULTANT, OGILVYONE WORLDWIDE
“ SELL, OR ELSE.
               WE

DAVID OGILVY
                 #sellorelse
                             ”
#sellorelse
#sellorelse
THE EXPERTS


              #sellorelse
!   !
        #sellorelse
Callies
               Management
               Consulting


JOHN CALLIES

                     !      !
                                #sellorelse
JEN GROOVER

              !   !
                      #sellorelse
RICHARD BRAVMAN

                  !   !
                          #sellorelse
TONY HSEIH

             !   !
                     #sellorelse
!   !
        #sellorelse
THE WORLD’S GREATEST
SALESPERSON

                       #sellorelse
THE ANATOMY OF A GREAT SALESPERSON




                                #sellorelse
Communicator     Trustworthy


Problem-Solver   Beer-Worthy


   Empathy       Relentless
                  Energy



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




                                 #sellorelse
THE CUSTOMER IS


KING
                  #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 MORE
EDUCATE 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 Journey
The first sales and marketing funnel
       was created in 1898 by                          Trigger Events

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




                                               Usage
                                                                        Shop & Purchase




             LESS                                      MORE                           #sellorelse
SALES NEEDS TO STEP UP




LESS 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 OF
21 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 FACEBOOK
P&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 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

                                           #sellorelse
JOIN THE CONVERSATION



“
The good salesman
combines the
tenacity of a bulldog
with the manners of
a spaniel. If you
have any charm,



               ”
ooze it.

                                  #sellorelse
                                    #sellorelse
JOIN THE CONVERSATION



“
The good salesman
combines the
tenacity of a bulldog
with the manners of
a spaniel. If you
have any charm,



               ”
ooze it.

                                  #sellorelse
                                    #sellorelse
OGILVYONE ANNOUNCES . . .


“The 21st Century Selling” Partnership
             Social Selling
            Branded Selling


                                 #sellorelse
PARTNERS


John Callies         David Brock         Todd Herman    Lisa Haldeman             Cheryl
     PRESIDENT       PRESIDENT AND CEO     CONSULTANT   EXECUTIVE CONSULTANT    Ader Smith
CALLIES MANAGEMENT      PARTNERS IN                           LEOPARD
                                                                               EXECUTIVE DIRECTOR
    CONSULTING          EXCELLENCE                                                OF STRATEGY
                                                                                    LEOPARD




                                                                                             #sellorelse
PARTNERS


  John Bell            Patou                Phil Buehler         Barney          Michael       Sean Muzzy
MANAGING 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
The Future of Selling
1 of 57

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The Future of Selling

  • 1. THE FUTURE OF SELLING BRIAN FETHERSTONHAUGH CHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE
  • 2. “ SELL, OR ELSE. WE DAVID OGILVY #sellorelse ”
  • 5. THE EXPERTS #sellorelse
  • 6. ! ! #sellorelse
  • 7. Callies Management Consulting JOHN CALLIES ! ! #sellorelse
  • 8. JEN GROOVER ! ! #sellorelse
  • 9. RICHARD BRAVMAN ! ! #sellorelse
  • 10. TONY HSEIH ! ! #sellorelse
  • 11. ! ! #sellorelse
  • 13. THE ANATOMY OF A GREAT SALESPERSON #sellorelse
  • 14. Communicator Trustworthy Problem-Solver Beer-Worthy Empathy Relentless Energy #sellorelse
  • 15. ...BUT BUYING IS DIFFERENT (this changes everything) #sellorelse
  • 16. THE CUSTOMER IS KING #sellorelse
  • 17. WHAT DO SALES PROFESSIONALS SAY?   Full-time sales professionals   Sample = 1,007   USA, UK, Brazil, China #sellorelse
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. ...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 MORE EDUCATE ON HOW TO USE SOCIAL MEDIA HELP IN USING SOCIAL MEDIA Source: OgilvyOne "Future of Selling" study, Oct 2010
  • 25. The leads SUCK! No, YOU suck! SALES MARKETING #sellorelse
  • 26. 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
  • 27. “ SO CHANGE, OR ELSE ” The 21st Century Guide to Selling #sellorelse
  • 28. NEW FRAMEWORK Sales Funnel Customer Journey The first sales and marketing funnel was created in 1898 by Trigger Events St. Elmo Lewis, the founder of the Association of National Advertising. Share Research Usage Shop & Purchase LESS MORE #sellorelse
  • 29. SALES NEEDS TO STEP UP LESS INFO MORE INSIGHT #sellorelse
  • 30. CONTENT = DIGITAL BAIT #sellorelse
  • 31. DIGITAL BODY LANGUAGE #sellorelse
  • 32. NEW SALES + MARKETING “I WIN” “YOU LOSE” LESS MORE #sellorelse
  • 33. THE EVOLUTION OF SELLING WHERE DO GET ON YOU WANT THE BUS! TO GO? #sellorelse
  • 34. SOCIAL SELLING #sellorelse
  • 35. BEHAVIORAL ECONOMICS THE $300 MILLION BUTTON #sellorelse
  • 36. EXAMPLES OF 21 ST CENTURY SELLING #sellorelse
  • 37. VW - REAL RACING GTI 80% JUMP IN LEADS AND DOUBLED SALES TO NEW VW OWNERS. #sellorelse
  • 38. IKEA - TAG, I WIN! 16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE IN FIRST WEEK ALONE #sellorelse
  • 39. CAPTAIN MORGAN - DARE THE CAPTAIN DOUBLED SALES YEAR ON YEAR #sellorelse
  • 40. 622 NORTH - OWNER FRANK PERKOVICH FILLED THE RESTAURANT WITH 150 CUSTOMERS #sellorelse
  • 41. PONDS AGE MIRACLE GREW SALES REVENUE BY 42% #sellorelse
  • 42. CHAMPION’S CHALLENGE #sellorelse
  • 43. CHAMPION’S CHALLENGE 118 173 491 Referring Sites Direct Traffic Search Engines 59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA. #sellorelse
  • 44. FORD 10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION #sellorelse
  • 45. CENTURY 21 “SELLING OR BUYING” SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/ BUYING” TAB #sellorelse
  • 46. SALESFORCE.COM CHATTER #sellorelse
  • 47. IBM SOFTWARE ‘HOW TO BUY’ Dominate Search ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait #sellorelse
  • 48. PROCTER & GAMBLE AND FACEBOOK P&G Opens Facebook store selling 29 top brands – Oct 5, 2010 E-COMMERCE TARGET = $4B #sellorelse
  • 49. ARE YOU READY? #sellorelse
  • 50. FIVE THINGS TO DO RIGHT NOW: 1. Walk in the buyer’s 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 #sellorelse
  • 51. JOIN THE CONVERSATION “ The good salesman combines the tenacity of a bulldog with the manners of a spaniel. If you have any charm, ” ooze it. #sellorelse #sellorelse
  • 52. JOIN THE CONVERSATION “ The good salesman combines the tenacity of a bulldog with the manners of a spaniel. If you have any charm, ” ooze it. #sellorelse #sellorelse
  • 53. OGILVYONE ANNOUNCES . . . “The 21st Century Selling” Partnership Social Selling Branded Selling #sellorelse
  • 54. PARTNERS John Callies David Brock Todd Herman Lisa Haldeman Cheryl PRESIDENT PRESIDENT AND CEO CONSULTANT EXECUTIVE CONSULTANT Ader Smith CALLIES MANAGEMENT PARTNERS IN LEOPARD EXECUTIVE DIRECTOR CONSULTING EXCELLENCE OF STRATEGY LEOPARD #sellorelse
  • 55. PARTNERS John Bell Patou Phil Buehler Barney Michael Sean Muzzy MANAGING 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
  • 56. 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