The document discusses the future of selling and how it is being transformed by digital technologies and social media. It highlights that customers now research products online before engaging with salespeople. It also notes that top performing salespeople are adopting social media and content marketing strategies. The document advocates that for sales organizations to thrive, they need to meet customers where they are doing research online and change how they approach the buying and selling process.

1. THE FUTURE OF
SELLING
BRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE
TODD HERMAN
CONSULTANT, OGILVYONE WORLDWIDE

2. “ SELL, OR ELSE.
WE
DAVID OGILVY
#sellorelse
”

3. #sellorelse

4. #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

12. THE WORLD’S GREATEST
SALESPERSON
#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