1. HOW TO SELL GREAT WORK
CRAFTED 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. Know of any good tricks?
What has helped you sell
an idea in the past?
And what has stopped
you selling an idea?
WELL I KNOW FEW TOO!
2

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. 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. In order to transform
behaviour, we first
need to UNDERSTAND
PEOPLE
5

6. Know
Your
Audience
6

7. The Human
Desires Framework
One powerful approach to
human understanding
10 core human desires to
explain the reasons we do
most things
7

8. Understanding your client’s motivations
What is their key motivator? The desires
Framework
To be Taken Seriously
For My Place For Love To Connect
For Something to
Something to Believe In To Be Useful
Happen
For Control To Belong For More
Source: What Makes Us Tick?
8

9. PEOPLE & desires
Desires 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 than
MY PLACE TO HAPPEN
others
At any point in time,
TO TO BE
BE 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. Desires help explain…
…what motivates us at different points in time
DESIRE TO DESIRE FOR DESIRE TO BE
DESIRE FOR LOVE
BELONG CONTROL USEFUL
Kids Young Adults Professionals Elderly

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-all
MY PLACE TO HAPPEN solution – each desire will
come to life differently for
different people.
TO TO BE
BE 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. PEOPLE & desires
Strong brands deliver against multiple human desires
Wearing TO Nike+ technology
Nike 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. PEOPLE & desires
Strong brands deliver against multiple human desires
Coca-Cola TO
Friendship 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. Understand their business motivation
Clients buy ideas that:
SOLVE problems…
CREATE competitive advantage
DEFINE the future
REDEFINE the future
OFFER hope
INSPIRE an action
MAKE money
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15. Using the 10 desires to Tie
it together
AUDIENCE BRAND
DESIRES DESIRES
MEANINGFUL
EXPERIENCIES
CATEGORY
DESIRES

16. FRAME EVERYTHING YOU SAY and
show in terms of your client’s point of
view and need
16

17. Workshop
How do different human
needs require a different
approach to selling an
idea?
17

18. Understanding your client’s motivations
What is their key motivator? The desires
Framework
To be Taken Seriously
For My Place For Love To Connect
For Something to
Something to Believe In To Be Useful
Happen
For Control To Belong For More
Source: What Makes Us Tick?
18

19. Understanding your clients company
19

20. Key Barriers to selling
UNDERSTAND their objectives
HOW THEY LIKE to be sold
THEIR APPETITE for risk
How they MAKE OR APPROVE decisions
20

21. Understanding their objectives
Personal objectives
Written objectives
The Brief
The Brief behind the Brief
21

22. How they like to be sold to
A formal presentation A Pre-sell
22

23. What is their appetite for risk
危 機
Risk Opportunity
23

24. Understand how they make and
approve decisions
24

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. Educate your client about
WHAT GREAT WORK LOOKS LIKE
26

27. What Great Work Looks Like –
A simple formula…
GREAT PRODUCT =
GREAT
STORYTELLING
INNOVATION and PACKAGING
A MEANINGFUL
and CREATIVITY
EXPERIENCE (get it sold to clients and
submitted to awards
festivals)
27

28. Show them examples from your
local market and beyond
28

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. Seed the idea
30

31. Seed the idea
Involve
Joint
Integrated them in
research/ Joint briefing
multi-agency development
immersion sessions
workshops and review
sessions
sessions
31

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. Stories are powerful
and memorable
33

34. Create a STORY
Stories HAVE
INTRIGUE
Stories HAVE DRAMA
Stories HAVE A
CHALLENGE WHICH
NEEDS TO BE
OVERCOME
34

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. Story begins by setting up the
impossible 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. 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)
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38. Creative demonstration of
your 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. Getting the buy-in / creating distance
between 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. Remember the power of visuals
40

41. ‘ The more strikingly visual the presentation,
the more people will remember it.
‘
More importantly, they will remember you.
Paul Arden
41

42. Animal Flatulence
Annual Methane emissions in equivalent CO2
Cows Pigs Goats Sheep Humans
Source: UN Environmental Programme, theresider.co.uk 42

43. Animal Flatulence
Annual Methane emissions in equivalent CO2
Source: UN Environmental Programme, theresider.co.uk 43

44. Animal Flatulence
Annual Methane emissions in equivalent CO2
Cows Pigs Goats Sheep Humans
Source: UN Environmental Programme, theresider.co.uk 44

45. 3500
370 230
320 73
Source: UN Environmental Programme, theresider.co.uk 45

46. Lastly, remember your story needs
a red thread….
A simple unifying theme that makes
sure it is easy to follow all the way
through
46

47. Rehearse
Rehearse
Rehearse
MORE SO FOR EXISTING CLIENTS.
DAILY MEETINGS.
IDEA PRESENTATIONS
47

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. Keeping it sold
BULLET PROOFING your idea
REMIND them why its right
SOLICIT SUPPORT from stakeholders
FOCUS your idea doesn’t have to solve every problem
DON’T LOSE momentum
MANAGE up
DON’T LET your ideas be ruined by bad activation or budget
cuts
49

50. Create BULLET PROOF ideas
50

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. SOLICIT SUPPORT
Solicit support from internal stakeholders (investment teams) and external influencers
(creative agencies). Help them understand the strategic intent behind the idea to
ensure they buy into it. 52

53. DON’T TRY TO SOLVE every problem
in 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. DON’T LOSE momentum
Don’t leave a meeting without agreeing to the next action. “Ask for the order”
54

55. ENSURE you manage upwards
KNOW. WHO TO SELL WHAT!
55

56. Don’t let your ideas be
ruined by bad
activation and budget
cuts
56

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. Thank you!
ARNAB MITRA
@aurnobmitro
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