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Firstborn 99U Studio Session: Selling to Skeptics
- 1. Selling to Skeptics99U ConferenceStudio Session | April 30, 2015
- 2. Preparedby: About Dan LaCivita DanLaCivita brings over a decade of experience to his role as CEO of Firstborn, an award-winning creative and technology company headquartered in New York City since 1997. Swiftly rising through the Firstborn ranks since joining in 2003, Dan has the hands-on experience of a former creative developer, sharp strategic instincts honed from leading long-term client relationships, and innate leadership abilities that drive Firstborn to be one of the most forward-thinking agencies in the world. His unique perspectives of being both a thinker and a maker drive this same culture within the company. Inside and outside the office, Dan can often be found shuffling a deck of cards—a nod to his expertise in the art of close-up magic. He lives in Manhattan with his wife, Jen, and his own first- and secondborn, Eli and Luca. About Firstborn Firstborn is a digital creative agency based in New York. We help brands transform their businesses through strategies, ideas, platforms, and content that strengthen their Experience Economies. We partner with clients to disrupt their categories through the power of digital—from marketing and advertising, to new product and service creation. Our culture of thinkers and makers from around the world work together to bring these experiences to life, reshaping how brands like PepsiCo, American Express, HBO, Aflac, L’Oréal and Rolex offer value to their consumers and differentiate themselves in the marketplace. Firstborn’s work has been recognized with numerous industry awards including Clios, Cannes Lions, and One Show Pencils; the agency, itself, has been placed on prestigious rosters such as Fast Company’s Most Innovative Companies, Advertising Age’s Agency A List, and Crain’s Best Places to Work in New York in both 2011 and 2014. firstborn.com facebook.com/firstborn.nyc twitter.com/firstborn_nyc
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- 4. A person inclinedto question or doubt all accepted opinions. skep tic noun
- 5. Skeptics are notthe enemy.
- 6. Skeptics are notthe enemy. We’re all skeptics.
- 7. And new ideasare filled with the unknown. We’re skeptical of things we’re unsure of.
- 8. We are skepticalof new ideas because... They require us to acknowledge that we’re not currently doing things entirely right.
- 9. We are skepticalof new ideas because... They require us to acknowledge that we’re not currently doing things entirely right. They often mean more work needs to be done.
- 10. We are skepticalof new ideas because... They require us to acknowledge that we’re not currently doing things entirely right. They often mean more work needs to be done. They ask us to take a risk.
- 11. To get aSkeptic over these hurdles, we need to build a multi-layered strategy. They require us to acknowledge that we’re not currently doing things entirely right. They often mean more work needs to be done. They require taking a risk.
- 12. Selling to Skeptics Identify yourSkeptic Convince the Skeptic of your Idea Persuade your Skeptic to Act
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- 14. You and yourSkeptic are likely coming from two different places. YOU & YOUR IDEA YOUR SKEPTIC
- 15. How much doesthis pen cost?
- 16. You’ll need tofigure out how to get your Skeptic closer to your way of thinking.YOU & YOUR IDEA YOUR SKEPTIC To do that, you’ll need to know your Skeptic.
- 17. Myers Briggs Personality Test createdby Isabel Briggs Myers influenced by Carl Jung
- 19. Introvert. Sensing. Feeling.Perceiving. Avoid conflict and exude a quiet friendliness. They are open-minded and sympathetic but prefer not to work with others.
- 20. The Skeptic PersonalityMatrix
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- 22. • Moved byevidence • A cautionary risk-taker • Moved by stories • Rely on gut & intuition • Motivated by feelings RATIONAL EMOTIONAL
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- 24. • Needs tosee the whole picture • More concerned with the destination than the journey • More comfortable with incomplete info • Wants to be involved in the ideation process APPROVER SEEKER
- 25. APPROVER SEEKER RATIONAL EMOTIONAL Rational ApproverEmotional Approver Rational Seeker Emotional Seeker
- 26. APPROVER SEEKER RATIONAL EMOTIONAL Rational Approver Emotional Approver Rational Seeker Emotional Seeker JIM Jim isa marketer for a major electronics brand. In calls about a potential piece of business, he: - Always speaks in campaign results. - References research studies on consumer behavior. - Repeats bullet points in the creative brief without much embellishment. - Wants to have scheduled milestone reviews but only every month.
- 27. APPROVER SEEKER RATIONAL EMOTIONAL Rational Approver Emotional Approver Rational Seeker Emotional Seeker Jim JIM Jim isa marketer for a major electronics brand. In calls about a potential piece of business, he: - Always speaks in campaign results. - References research studies on consumer behavior. - Repeats bullet points in the creative brief without much embellishment. - Wants to have scheduled milestone reviews but only every month.
- 28. The more youknow about your Skeptic, the easier it will be to connect with them... ...and convince them. YOU & YOUR IDEA YOUR SKEPTIC
- 29. How do youidentify your Skeptic? Online Digging Channel your inner stalker Past Decisions What has your Skeptic green lit? Phone a Friend Tap into the Skeptic’s network
- 30. Persuade the Skeptic to Act Sellingto Skeptics Identify the Skeptic Convince the Skeptic of your Idea
- 31. Convince the Skeptic ofyour Idea Step 2 //
- 32. You must convince. Givea Skeptic reasons to believe
- 33. You must convince. Appealto the logical & rational mind
- 34. To convince, you’llneed evidence.
- 35. To convince, you’llneed evidence. Empirical Data Statistics Case Studies Use Cases Example A
- 36. Empirical Data StatisticsCase Studies Use Cases Example A Rational Skeptics Emotional Skeptics
- 37. So, you mustconvince your Skeptic.
- 38. But it maynot be enough to make them act. So, you must convince your Skeptic. Source: John Steel, Perfect Pitch
- 39. Remember this guy? Source: JohnSteel, Perfect Pitch
- 40. In 1995, retiredNFL player OJ Simpson stood trial for the murders of his ex-wife Nicole Brown and her friend Ronald Goldman. in case you missed it
- 41. Marcia ClarkState Prosecutor Sheneeded to convince the jurors that Simpson killed Brown & Goldman. Source: John Steel, Perfect Pitch
- 42. Marcia ClarkState Prosecutor Her(Very Convincing) Evidence Scene Weapon DNA Bloody Glove Source: John Steel, Perfect Pitch
- 43. Marcia ClarkState Prosecutor Butshe also needed to persuade them to act— to return a guilty verdict. Source: John Steel, Perfect Pitch
- 44. She forgot todo that. Source: John Steel, Perfect Pitch
- 45. She forgot todo that. Rodney King Distrust of LAPD Domestic Violence Personal Connection with Jury Involving Jury Personally Engaging the Jury Source: John Steel, Perfect Pitch
- 46. Source: John Steel,Perfect Pitch
- 47. 1944 The ACS issuedits first warnings about smoking $500MM spent on anti-smoking campaigns since 2012 480,000 smokers die every year from smoking-related diseases 42MM Americans still smoke
- 48. Clearly, convincing isnot enough. Source: John Steel, Perfect Pitch
- 49. You also needto persuade your Skeptic to act. Source: John Steel, Perfect Pitch
- 50. Persuade the Skeptic toAct Step 3 //
- 51. So, how dowe persuade?
- 52. First... build rapport withyour Skeptic.
- 53. Without rapport, youcannot persuade. So when do you start building it?
- 55. “The fight iswon or lost far away from witnesses —behind the lines, in the gym, and out there on the road, long before I dance into those lights.”
- 56. Once the rapportis there, what else should you do to persuade?
- 57. Create the Journey “TheWorking Session”
- 58. Choose an environmentthat reflects the mood of the meeting you want to have. Create the Journey “The Working Session”
- 59. The room setting(couches, no conference table) No physical obstacles between them and the “board”
- 61. Don’t default toPowerPoint! Create the Journey “The Working Session”
- 64. You aren’t persuadingif they believe it’s their idea... Create the Journey
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- 66. “There’s this instructionaldevice between what is, and what could be. What happens is, suddenly, what is does not look as appealing as what could be with your idea adopted. So that contrast starts to make the status quo undesirable, and this new place in the future more desirable.” -Nancy Duarte Source: Nancy Duarte
- 67. “There’s this instructionaldevice between what is, and what could be. What happens is, suddenly, what is does not look as appealing as what could be with your idea adopted. So that contrast starts to make the status quo undesirable, and this new place in the future more desirable.” -Nancy Duarte Source: Nancy Duarte
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- 69. Selling to Skeptics Identify theSkeptic Convince the Skeptic of your Idea Persuade the Skeptic to Act
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