THE FUTURE OF SELLINGBRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE TODD HERMAN CONSULTANT, OGILVYONE WORLDWIDE

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

#sellorelse

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THE EXPERTS

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! ! #sellorelse JOHN CALLIES
Callies Management Consulting

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JEN GROOVER

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RICHARD BRAVMAN

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TONY HSEIH

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#sellorelse
THE WORLD’S GREATEST
SALESPERSON

#sellorelse THE ANATOMY OF A
GREAT SALESPERSON #sellorelse

#sellorelse Empathy Problem-Solver #sellorelse Communicator
Beer-Worthy Trustworthy Relentless Energy

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

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THE CUSTOMER IS
KING

#sellorelse WHAT DO SALES PROFESSIONALS
SAY? Full-time sales professionals Sample = 1,007 USA, UK, Brazil, China

61% 70% 56% 70% THE
CUSTOMER IS KING BUYERS AREN’T RELYING ON SALES PEOPLE FOR INFORMATION BEFORE MAKING A PURCHASE. USA UK BRAZIL CHINA Source: OgilvyOne "Future of Selling" study, Oct 2010 % AGREE

THE CUSTOMER IS KING 61%
66% 70% 67% 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 % AGREE

SOCIAL MEDIA HELPS SELL 20%
18% 11%STRONGLY MOSTLY SOMEWHAT 17% 18% 19% 28% 7% 10% 26% 30% 3% 5% 20% 15% USA UK BRAZIL CHINATOTAL IMPORTANCE OF SOCIAL MEDIA LIKE TWITTER, FACEBOOK AND YOUTUBE IN SUCCESS AS A SALESPERSON 27% 33% 65% 73% Source: OgilvyOne "Future of Selling" study, Oct 2010 49%% AGREE

SOCIAL MEDIA USE VARIES BY
COUNTRY USA UK BRAZIL CHINA 25% 26% 45% 40% 20% 21% 10% 8% 9% 22% 47% 7% 10% 17% 23% 3% 5% 13% 38% USA UK Brazil China Facebook (or equivalent) LinkedIn Twitter YouTube (or equivalent) Own Blog Source: OgilvyOne "Future of Selling" study, Oct 2010 N/A

TOP PERFORMING SALESPEOPLE ARE ADOPTING
SOCIAL MEDIA 49% 28% 33% 65% 73% 65% 38% 54% 70% 71% Total USA UK Brazil China USA UK BRAZIL CHINATOTAL Total 2010 Sales +>25% Source: OgilvyOne "Future of Selling" study, Oct 2010 SOCIAL MEDIA ARE IMPORTANT IN MY SUCCESS AS A SALESPERSON % AGREE

48% 55% 41% 42% SALES
IS DESPERATE FOR HELP... 68% 69% 82% 84% THE BUYING PROCESS IS CHANGING FASTER THAN SALES ORGANIZATIONS ARE RESPONDING MY COMPANY IS AFRAID OF EMPLOYEES USING SOCIAL MEDIA USA UK BRA CHN USA UK BRA CHN Source: OgilvyOne "Future of Selling" study, Oct 2010 % AGREE

46% 53% 70% 85% ...REALLY
DESPERATE 91% 93% 75% 78% I WISH MY COMPANY OFFERED MORE HELP IN USING SOCIAL MEDIA MY COMPANY DOES NOT TRAIN OR EDUCATE ON HOW TO USE SOCIAL MEDIA USA UK BRA CHN USA UK BRA CHN Source: OgilvyOne "Future of Selling" study, Oct 2010 % AGREE

#sellorelse SALES MARKETING The leads
SUCK! No, YOU suck!

A WORLD RADICALLY TRANSFORMED 66%
71% 79% 84% USA UK BRAZIL CHINA BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS Source: OgilvyOne "Future of Selling" study, Oct 2010 % AGREE

#sellorelse “ SO CHANGE, OR
ELSE ” The 21st Century Guide to Selling

#sellorelse NEW FRAMEWORK Customer Journey
Research Usage Share Shop & Purchase Trigger Events MORELESS Sales Funnel The first sales and marketing funnel was created in 1898 by St. Elmo Lewis, the founder of the Association of National Advertising.

#sellorelse SALES NEEDS TO STEP
UP LESS INFO MORE INSIGHT

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CONTENT = DIGITAL BAIT

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DIGITAL BODY LANGUAGE
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#sellorelse MORE NEW SALES +
MARKETING LESS “I WIN” “YOU LOSE”

#sellorelse THE EVOLUTION OF SELLING
GET ON THE BUS! WHERE DO YOU WANT TO GO?

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SOCIAL SELLING

#sellorelse BEHAVIORAL ECONOMICS THE $300
MILLION BUTTON

#sellorelse EXAMPLES OF 21ST 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%

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CHAMPION’S CHALLENGE

#sellorelse CHAMPION’S CHALLENGE 59% OF
ALL CUSTOMERS COME VIA SOCIAL MEDIA. 491 173 118 Referring Sites Direct Traffic Search Engines

#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

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SALESFORCE.COM CHATTER

#sellorelse IBM SOFTWARE ‘HOW TO
BUY’ ONE SINGLE SALE PAYS FOR ENTIRE PROGRAM Digital Bait Dominate Search

#sellorelse E-COMMERCE TARGET = $4B
P&G Opens Facebook store selling 29 top brands – Oct 5, 2010 PROCTER & GAMBLE AND FACEBOOK

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

#sellorelse JOIN THE CONVERSATION #sellorelse
The good salesman combines the tenacity of a bulldog with the manners of a spaniel. If you have any charm, ooze it. “ ”

#sellorelse OGILVYONE ANNOUNCES . .
. “The 21st Century Selling” Partnership Social Selling Branded Selling

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

#sellorelse PARTNERS Michael Lazerow CEO
BUDDY MEDIA Patou Nuytemans CHIEF DIGITAL OFFICER OGILVY & MATHER EAME Phil Buehler HEAD OF PLANNING OGILVYONE Sean Muzzy MANAGING DIRECTOR NEO@OGILVY John Bell MANAGING DIRECTOR OGILVYPR Barney Loehnis HEAD OF DIGITAL OGILVYONE HONG 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!