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How to sell great work!

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How to sell great work!

  1. 1. HOW TO SELL GREAT WORKCRAFTED FROM THE GISTS OF ZILLION SUCH EXPERIENCES WE HAD WHILE SELLING OUTSTANDING / GREAT / NOT SO GREAT WORKS ACROSS VERTICLES, BRANDS, CLIENTS, GEOGRAPHIES ARNAB MITRA @aurnobmitro
  2. 2. Know of any good tricks?What has helped you sellan idea in the past?And what has stoppedyou selling an idea?WELL I KNOW FEW TOO! 2
  3. 3. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 3
  4. 4. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 4
  5. 5. In order to transform behaviour, we firstneed to UNDERSTAND PEOPLE 5
  6. 6. KnowYourAudience 6
  7. 7. The HumanDesires Framework One powerful approach to human understanding 10 core human desires to explain the reasons we do most things 7
  8. 8. Understanding your client’s motivationsWhat is their key motivator? The desiresFramework To be Taken Seriously For My Place For Love To ConnectFor Something to Something to Believe In To Be Useful Happen For Control To Belong For More Source: What Makes Us Tick? 8
  9. 9. PEOPLE & desiresDesires are universally relevant to us as people TO Human desires are BELIEVE TO FOR universal – they apply to BELONG CONTROL all of us, but some can predict individuals’ FOR SOMETHING actions more thanMY PLACE TO HAPPEN others At any point in time, TO TO BEBE USEFUL TAKEN different desires will rise SERIOUSLY to guide how we behave in and respond to FOR TO LOVE CONNECT different situations in FOR MORE our lives
  10. 10. Desires help explain……what motivates us at different points in time DESIRE TO DESIRE FOR DESIRE TO BEDESIRE FOR LOVE BELONG CONTROL USEFUL Kids Young Adults Professionals Elderly
  11. 11. PEOPLE & desires…how and why we engage with categories and brands TO TO BELIEVE FOR Brands and categories can help BELONG CONTROL to fulfil these various desires for people FOR SOMETHING But it’s not a one-size-fits-allMY PLACE TO HAPPEN solution – each desire will come to life differently for different people. TO TO BEBE USEFUL TAKEN For example, the brands and SERIOUSLY categories that help fulfil the desire to connect will be FOR TO different for a teenager LOVE CONNECT FOR compared with a grandmother MORE
  12. 12. PEOPLE & desires Strong brands deliver against multiple human desires Wearing TO Nike+ technologyNike helps BELIEVE keeps you in you fit in TO FOR control of your with the BELONG CONTROL training crowd Nike events give you an opportunity FOR SOMETHING to look forward to MY PLACE TO HAPPEN something Nike athletic apparel helps TO TO BE you feel like a BE USEFUL TAKEN contender SERIOUSLY FOR TO Nike running events & LOVE CONNECT communities provide an FOR opportunity to connect with MORE other runners
  13. 13. PEOPLE & desires Strong brands deliver against multiple human desires Coca-Cola TOFriendship BELIEVE s TO FOR BELONG CONTROL Coca-Cola brings me Happiness FOR SOMETHING MY PLACE TO HAPPEN TO TO BE BE USEFUL TAKEN SERIOUSLY FOR TO LOVE CONNECT Coca-Cola helps me FOR connect With MORE Friends and Occasions
  14. 14. Understand their business motivationClients buy ideas that:SOLVE problems…CREATE competitive advantageDEFINE the futureREDEFINE the futureOFFER hopeINSPIRE an actionMAKE money 14
  15. 15. Using the 10 desires to Tie it togetherAUDIENCE BRAND DESIRES DESIRES MEANINGFUL EXPERIENCIES CATEGORY DESIRES
  16. 16. FRAME EVERYTHING YOU SAY andshow in terms of your client’s point ofview and need 16
  17. 17. WorkshopHow do different humanneeds require a differentapproach to selling anidea? 17
  18. 18. Understanding your client’s motivationsWhat is their key motivator? The desiresFramework To be Taken Seriously For My Place For Love To ConnectFor Something to Something to Believe In To Be Useful Happen For Control To Belong For More Source: What Makes Us Tick? 18
  19. 19. Understanding your clients company 19
  20. 20. Key Barriers to selling UNDERSTAND their objectives HOW THEY LIKE to be sold THEIR APPETITE for riskHow they MAKE OR APPROVE decisions 20
  21. 21. Understanding their objectives Personal objectives Written objectives The Brief The Brief behind the Brief 21
  22. 22. How they like to be sold to A formal presentation A Pre-sell 22
  23. 23. What is their appetite for risk 危 機 Risk Opportunity 23
  24. 24. Understand how they make andapprove decisions 24
  25. 25. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 25
  26. 26. Educate your client aboutWHAT GREAT WORK LOOKS LIKE 26
  27. 27. What Great Work Looks Like – A simple formula… GREAT PRODUCT = GREAT STORYTELLING INNOVATION and PACKAGINGA MEANINGFUL and CREATIVITY EXPERIENCE (get it sold to clients and submitted to awards festivals) 27
  28. 28. Show them examples from yourlocal market and beyond 28
  29. 29. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 29
  30. 30. Seed the idea 30
  31. 31. Seed the idea Involve Joint Integrated them in research/ Joint briefing multi-agency developmentimmersion sessions workshops and review sessions sessions 31
  32. 32. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 32
  33. 33. Stories are powerfuland memorable 33
  34. 34. Create a STORY Stories HAVE INTRIGUE Stories HAVE DRAMA Stories HAVE A CHALLENGE WHICH NEEDS TO BE OVERCOME 34
  35. 35. The rhythm of a story is powerful Close with PASSION Offer HOPE and make it SIMPLE Create CREDIBILITY Provide CONTEXT and tell a STORY Create DRAMA and INTRIGUE 35
  36. 36. Story begins by setting up theimpossible task or challenging opportunity How is what they want to accomplish at odds with the Marketplace / Category Media Landscape Consumer Create TENSION and DOUBT 36
  37. 37. Make the impossible seem possible Tell them how you are going to solve their problem Simply…3 or 5 Things Doing More / Better for the Same of The Same For Less (Qualitative and Offer HOPE Quantitative) 37
  38. 38. Creative demonstration ofyour solution Showing them how we will deliver on their needs Combination of art and science Offer comparisons where possible Solve the RELEVANT PROBLEM Simply and Visually 38
  39. 39. Getting the buy-in / creating distancebetween you and the competition Reinforcing what you want them to remember about you Reinforce dedication and partnership via “skin in the game” Passionately Close with PASSION 39
  40. 40. Remember the power of visuals 40
  41. 41. ‘ The more strikingly visual the presentation, the more people will remember it. ‘ More importantly, they will remember you. Paul Arden 41
  42. 42. Animal FlatulenceAnnual Methane emissions in equivalent CO2 Cows Pigs Goats Sheep Humans Source: UN Environmental Programme, theresider.co.uk 42
  43. 43. Animal Flatulence Annual Methane emissions in equivalent CO2Source: UN Environmental Programme, theresider.co.uk 43
  44. 44. Animal FlatulenceAnnual Methane emissions in equivalent CO2 Cows Pigs Goats Sheep Humans Source: UN Environmental Programme, theresider.co.uk 44
  45. 45. 3500 370 230 320 73Source: UN Environmental Programme, theresider.co.uk 45
  46. 46. Lastly, remember your story needsa red thread…. A simple unifying theme that makes sure it is easy to follow all the way through 46
  47. 47. Rehearse Rehearse RehearseMORE SO FOR EXISTING CLIENTS. DAILY MEETINGS. IDEA PRESENTATIONS 47
  48. 48. 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 48
  49. 49. Keeping it soldBULLET PROOFING your ideaREMIND them why its rightSOLICIT SUPPORT from stakeholdersFOCUS your idea doesn’t have to solve every problemDON’T LOSE momentumMANAGE upDON’T LET your ideas be ruined by bad activation or budgetcuts 49
  50. 50. Create BULLET PROOF ideas 50
  51. 51. REMIND them why its right! Media agencies tend to sell using the what and how…focus on the why Tell them why its right? That is more powerful and drives emotional attachment. 51
  52. 52. SOLICIT SUPPORTSolicit support from internal stakeholders (investment teams) and external influencers(creative agencies). Help them understand the strategic intent behind the idea toensure they buy into it. 52
  53. 53. DON’T TRY TO SOLVE every problemin one meeting Do not try selling everything in one meeting and ending up talking a client out of an idea that they were buying into. Think about selling an idea in slices and about maintaining momentum by organizing another meeting to iron out an issue they might have. Remember Focus + Action = Success 53
  54. 54. DON’T LOSE momentum Don’t leave a meeting without agreeing to the next action. “Ask for the order” 54
  55. 55. ENSURE you manage upwards KNOW. WHO TO SELL WHAT! 55
  56. 56. Don’t let your ideas beruined by badactivation and budgetcuts 56
  57. 57. REMEMBER 5 key steps to Better Selling 1 Understand your Client and their Company 2 Create an appetite for greatness 3 Involve clients in the journey 4 Tell and sell a powerful story 5 Keep the work sold 57
  58. 58. Thank you!ARNAB MITRA@aurnobmitro 58

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