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THE ANATOMY OF A GREAT SALESPERSON
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THE CUSTOMER IS KING
% AGREE
83%
86%
87%
87%
USA
UK
BRAZIL
CHINA
BUYERS ARE MORE INFORMED ABOUT PRODUCTS AND SERVICES
Source: OgilvyOne "Future of Selling" study, Oct 2010
MORE INFORMED, NOT BETTER INFORMED
61%
% AGREE
USA
66%
UK
70%
67%
BRAZIL
CHINA
CUSTOMERS ARE OBTAINING MORE INFORMATION ABOUT OUR PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND Source: OgilvyOne "Future of Selling" study, Oct 2010
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SOCIAL MEDIA HELPS SELL 73% 65%
15%
% AGREE 20%
49% STRONGLY
11%
MOSTLY
18%
30%
33%
27%
5%
3% 7%
SOMEWHAT
28%
20% 17%
TOTAL
26%
10%
USA
18%
19%
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
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SALES IS DESPERATE FOR HELP... % AGREE
82% 68%
84%
69% 55% 48%
USA
UK
BRA
CHN
USA
UK
41%
42%
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
...REALLY DESPERATE 91%
% AGREE
93%
85% 75%
78% 70%
68% 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
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A WORLD RADICALLY TRANSFORMED 79% 66%
% AGREE
USA
84%
71%
UK
BRAZIL
CHINA
BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS
Source: OgilvyOne "Future of Selling" study, Oct 2010
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1. New buyer journeys
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NEW FRAMEWORK Customer Journey
Sales Funnel The first Sales and Marketing Funnel was created in 1898 by Elias St. Elmo Lewis, the founder of the Association of National Advertisers.
Trigger Events
Share
Research
Usage
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Shop & Purchase
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2. A new role for content: digital bait
CONTENT = DIGITAL BAIT
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DIGITAL FOOTPRINTS
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4. New marketing skills: behavioral economics
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5. A new way to sell: social selling
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NEW SALES AND MARKETING MODEL
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Your 30-day plan
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• at role did a live salesperson play? • at role did the media play, including search and social media? • Do the same for your business: Talk to the last three people who bought
u. E u? . D u. • Do you have an arsenal of great oers and a systematic way to
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Au u
Brian Fetherstonhaugh
C & CEO OO B uqu p u, p uu , pp . I u p 25 , B - ’ , u IBM, A Ep, C, C-C, M, U, Né. B P & G C. H O & M up u P C p. I 1997, B N Y . H O’ p u, IBM, u p “-u.” H u C O’ G B Cu, p ’ p 20 , pp O Eu C 2002. , B OO , u O Gup. 4,000 50 u, O O u. S u B’ p. I Fu 2006, N@O, ’ u-, p, u; Wall Street Journal ’ “A .” I M 2008, O D L , u Sp, N Y, B, L Sã Pu, p u u.
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F u C B Fu .u@.. C u ... F u @ __. S p u u p. M S S M Au u u u u p.
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R Digital Body Language: Deciphering Customer Intentions in an Onl ine World , S ,
N Y Pu, 2010 Consultative Selling: Te Hanan Formula for High-Margin Sales at High Levels , M H,
AMACOM, 7h E, 2003
Real-ime Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products Tat Grow Your Business Now, D M S, , 2010 MacroWikinomics: Rebooting Business and the World , D p
A D. , P, 2010 “A M’ Gu B E,” N , McKinsey Quarterly , Fu 2010 “B E: S Pp P-M,” E D H S, nef , Sp 2005 Nudge: Improving Decisions about Health, Wealth, and Happiness , R H. T
C R. Su, Pu, 2009
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Our expert panel
G A CEO S B I, u, “S M Y” 2004 A A Epu, p, u, p J B D Pu L M, S M S–E P B Bu p p D B D u Commonsense Direct and Digital Marketing G B SVP S US Op GSK Cu H R B CMO VP Cp Dp NCR Cp D B B u, P CEO P I excellence J C P, C M Cu A C N Fu P Au Eu S.A. B C Fu Copyblogger , ’ 50 pu D F VP A G Op F M G D PR & S M Cu 21 R E LLC J G M u, pu, u, u
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M H Au Consultive Selling , u u J H Cu VP S A H CEO Zpp., I. u J K D S CD H, I. M L D S Cu A 2.0 D L SVP S & I M MV N D M S B- u, , p A S SVP S Equ, “G I D” “D I R” S S GM IBM G G Bu J S C Cu Of S. D p Au Wikinomics 12 - B Cu CSO I, u u D E p, , Edge of Explosion
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