THE FUTURE OFSELLING      BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE           TODD HERMAN  CONSULTANT, OGIL...
“ SELL, OR ELSE.               WEDAVID OGILVY                 #sellorelse                             ”
#sellorelse
#sellorelse
THE EXPERTS              #sellorelse
!   !        #sellorelse
Callies               Management               ConsultingJOHN CALLIES                     !      !                        ...
JEN GROOVER              !   !                      #sellorelse
RICHARD BRAVMAN                  !   !                          #sellorelse
TONY HSEIH             !   !                     #sellorelse
!   !        #sellorelse
THE WORLD’S GREATESTSALESPERSON                       #sellorelse
THE ANATOMY OF A GREAT SALESPERSON                                #sellorelse
Communicator     TrustworthyProblem-Solver   Beer-Worthy   Empathy       Relentless                  Energy               ...
...BUT BUYING IS DIFFERENT     (this changes everything)                                 #sellorelse
THE CUSTOMER ISKING                  #sellorelse
WHAT DO SALES PROFESSIONALS SAY?  Full-time sales professionals  Sample = 1,007  USA, UK, Brazil, China                   ...
THE CUSTOMER IS KING                        70%                   70%% AGREE      61%                                   56...
THE CUSTOMER IS KING                                      70%                          66%                     67%% AGREE ...
SOCIAL MEDIA HELPS SELL                                                                          73%                      ...
SOCIAL MEDIA USE VARIES BY COUNTRY Facebook (or equivalent) LinkedIn Twitter                                              ...
TOP PERFORMING SALESPEOPLE ARE       ADOPTING SOCIAL MEDIA   Total   2010 Sales +>25%                                     ...
SALES IS DESPERATE FOR HELP...% AGREE            82%      84%           55%                                   48%  68%    ...
...REALLY DESPERATE% AGREE           93%                                                                     85%   91%    ...
The leads   SUCK!              No, YOU               suck!SALES         MARKETING   #sellorelse
A WORLD RADICALLY TRANSFORMED                                                84%                                   79%    ...
“ SO CHANGE, OR ELSE ”The 21st Century Guide to Selling                                #sellorelse
NEW FRAMEWORK     Sales Funnel                              Customer JourneyThe first sales and marketing funnel       was ...
SALES NEEDS TO STEP UPLESS 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?                          #sel...
SOCIAL SELLING                 #sellorelse
BEHAVIORAL ECONOMICS                       THE $300                       MILLION                       BUTTON            ...
EXAMPLES OF21 ST CENTURY SELLING                        #sellorelse
VW - REAL RACING GTI                 80% JUMP IN LEADS AND                 DOUBLED SALES TO NEW                      VW OW...
IKEA - TAG, I WIN!                 16% OF TRAFFIC FROM FACEBOOK,                    OVER $112,000 IN REVENUE              ...
CAPTAIN MORGAN - DARE THE CAPTAIN                       DOUBLED SALES YEAR ON YEAR                                        ...
622 NORTH - OWNER FRANK PERKOVICH                         FILLED THE RESTAURANT                          WITH 150 CUSTOMER...
PONDS AGE MIRACLE               GREW SALES REVENUE BY 42%                               #sellorelse
CHAMPION’S CHALLENGE                       #sellorelse
CHAMPION’S CHALLENGE                    118                 173                            491                       Refer...
FORD       10,000 PRE-ORDERS ONE MONTH        AWAY FROM FULL PRODUCTION                    #sellorelse
CENTURY 21 “SELLING OR BUYING”                     SOCIAL MEDIA LEADS DOUBLED                      SINCE LAUNCH OF “SELLIN...
SALESFORCE.COM CHATTER                         #sellorelse
IBM SOFTWARE ‘HOW TO BUY’                 Dominate Search                      ONE SINGLE SALE PAYS                      F...
PROCTER & GAMBLE AND FACEBOOKP&G Opens Facebook store selling 29 top brands – Oct 5, 2010                                 ...
ARE YOU READY?                 #sellorelse
FIVE THINGS TO DO RIGHT NOW:1. Walk in the buyer’s digital footsteps2. Create digital bait3. Get Marketing and Sales in th...
JOIN THE CONVERSATION“The good salesmancombines thetenacity of a bulldogwith the manners ofa spaniel. If youhave any charm...
JOIN THE CONVERSATION“The good salesmancombines thetenacity of a bulldogwith the manners ofa spaniel. If youhave any charm...
OGILVYONE ANNOUNCES . . .“The 21st Century Selling” Partnership             Social Selling            Branded Selling     ...
PARTNERSJohn Callies         David Brock         Todd Herman    Lisa Haldeman             Cheryl     PRESIDENT       PRESI...
PARTNERS  John Bell            Patou                Phil Buehler         Barney          Michael       Sean MuzzyMANAGING ...
FUTURE OF SELLING CHECKLIST   VISIT SELLORELSE.COM   TALK TO US ABOUT AN OPPORTUNITY AUDIT WITH 21ST   CENTURY SELLING PAR...
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The future of selling.pdf

  1. 1. THE FUTURE OFSELLING BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE
  2. 2. “ SELL, OR ELSE. WEDAVID OGILVY #sellorelse ”
  3. 3. #sellorelse
  4. 4. #sellorelse
  5. 5. THE EXPERTS #sellorelse
  6. 6. ! ! #sellorelse
  7. 7. Callies Management ConsultingJOHN CALLIES ! ! #sellorelse
  8. 8. JEN GROOVER ! ! #sellorelse
  9. 9. RICHARD BRAVMAN ! ! #sellorelse
  10. 10. TONY HSEIH ! ! #sellorelse
  11. 11. ! ! #sellorelse
  12. 12. THE WORLD’S GREATESTSALESPERSON #sellorelse
  13. 13. THE ANATOMY OF A GREAT SALESPERSON #sellorelse
  14. 14. Communicator TrustworthyProblem-Solver Beer-Worthy Empathy Relentless Energy #sellorelse
  15. 15. ...BUT BUYING IS DIFFERENT (this changes everything) #sellorelse
  16. 16. THE CUSTOMER ISKING #sellorelse
  17. 17. WHAT DO SALES PROFESSIONALS SAY?  Full-time sales professionals  Sample = 1,007  USA, UK, Brazil, China #sellorelse
  18. 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. 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. 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. 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. 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. 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. 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 MOREEDUCATE ON HOW TO USE SOCIAL MEDIA HELP IN USING SOCIAL MEDIA Source: OgilvyOne "Future of Selling" study, Oct 2010
  25. 25. The leads SUCK! No, YOU suck!SALES MARKETING #sellorelse
  26. 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. 27. “ SO CHANGE, OR ELSE ”The 21st Century Guide to Selling #sellorelse
  28. 28. NEW FRAMEWORK Sales Funnel Customer JourneyThe first sales and marketing funnel was created in 1898 by Trigger Events St. Elmo Lewis, the founder of theAssociation of National Advertising. Share Research Usage Shop & Purchase LESS MORE #sellorelse
  29. 29. SALES NEEDS TO STEP UPLESS INFO MORE INSIGHT #sellorelse
  30. 30. CONTENT = DIGITAL BAIT #sellorelse
  31. 31. DIGITAL BODY LANGUAGE #sellorelse
  32. 32. NEW SALES + MARKETING“I WIN” “YOU LOSE” LESS MORE #sellorelse
  33. 33. THE EVOLUTION OF SELLING WHERE DO GET ON YOU WANT THE BUS! TO GO? #sellorelse
  34. 34. SOCIAL SELLING #sellorelse
  35. 35. BEHAVIORAL ECONOMICS THE $300 MILLION BUTTON #sellorelse
  36. 36. EXAMPLES OF21 ST CENTURY SELLING #sellorelse
  37. 37. VW - REAL RACING GTI 80% JUMP IN LEADS AND DOUBLED SALES TO NEW VW OWNERS. #sellorelse
  38. 38. IKEA - TAG, I WIN! 16% OF TRAFFIC FROM FACEBOOK, OVER $112,000 IN REVENUE IN FIRST WEEK ALONE #sellorelse
  39. 39. CAPTAIN MORGAN - DARE THE CAPTAIN DOUBLED SALES YEAR ON YEAR #sellorelse
  40. 40. 622 NORTH - OWNER FRANK PERKOVICH FILLED THE RESTAURANT WITH 150 CUSTOMERS #sellorelse
  41. 41. PONDS AGE MIRACLE GREW SALES REVENUE BY 42% #sellorelse
  42. 42. CHAMPION’S CHALLENGE #sellorelse
  43. 43. CHAMPION’S CHALLENGE 118 173 491 Referring Sites Direct Traffic Search Engines 59% OF ALL CUSTOMERS COME VIA SOCIAL MEDIA. #sellorelse
  44. 44. FORD 10,000 PRE-ORDERS ONE MONTH AWAY FROM FULL PRODUCTION #sellorelse
  45. 45. CENTURY 21 “SELLING OR BUYING” SOCIAL MEDIA LEADS DOUBLED SINCE LAUNCH OF “SELLING/ BUYING” TAB #sellorelse
  46. 46. SALESFORCE.COM CHATTER #sellorelse
  47. 47. IBM SOFTWARE ‘HOW TO BUY’ Dominate Search ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait #sellorelse
  48. 48. PROCTER & GAMBLE AND FACEBOOKP&G Opens Facebook store selling 29 top brands – Oct 5, 2010 E-COMMERCE TARGET = $4B #sellorelse
  49. 49. ARE YOU READY? #sellorelse
  50. 50. FIVE THINGS TO DO RIGHT NOW:1. Walk in the buyer’s digital footsteps2. Create digital bait3. Get Marketing and Sales in the same room4. Test one social selling initiative5. Join the new selling conversation #sellorelse
  51. 51. JOIN THE CONVERSATION“The good salesmancombines thetenacity of a bulldogwith the manners ofa spaniel. If youhave any charm, ”ooze it. #sellorelse #sellorelse
  52. 52. JOIN THE CONVERSATION“The good salesmancombines thetenacity of a bulldogwith the manners ofa spaniel. If youhave any charm, ”ooze it. #sellorelse #sellorelse
  53. 53. OGILVYONE ANNOUNCES . . .“The 21st Century Selling” Partnership Social Selling Branded Selling #sellorelse
  54. 54. PARTNERSJohn Callies David Brock Todd Herman Lisa Haldeman Cheryl PRESIDENT PRESIDENT AND CEO CONSULTANT EXECUTIVE CONSULTANT Ader SmithCALLIES MANAGEMENT PARTNERS IN LEOPARD EXECUTIVE DIRECTOR CONSULTING EXCELLENCE OF STRATEGY LEOPARD #sellorelse
  55. 55. PARTNERS John Bell Patou Phil Buehler Barney Michael Sean MuzzyMANAGING 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. 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

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