how to sell great work!

HOW TO SELL GREAT WORKCRAFTED 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!

3

5 key steps to Better Selling

Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

4

Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

5 key steps to Better Selling

5

In order to transform behaviour, we first

need to UNDERSTAND

PEOPLE

6

Know Your Audience

7

The Human Desires

FrameworkOne powerful approach

to human understanding

10 core human desires to explain the reasons we

do most things

8Source: What Makes Us Tick?

Understanding your client’s motivationsWhat is their key motivator? The desires Framework

For LoveFor My Place

Something to Believe In

To Connect

To Be UsefulFor Something to Happen

For Control For MoreTo Belong

To be Taken Seriously

Desires are universally relevant to us as people

PEOPLE & desires

FOR MY PLACE

TO BELONG

TO BELIEVE

FOR CONTROL

FOR MORE

TO BE TAKEN

SERIOUSLY

FOR LOVE

TO CONNECT

TO BE USEFUL

SOMETHING TO HAPPEN

Human desires are universal – they apply to all of us, but some can predict individuals’ actions more than others

At any point in time, different desires will rise to guide how we behave in and respond to different situations in our lives

DESIRE TO BELONG

DESIRE FOR CONTROL

DESIRE TO BE USEFUL

DESIRE FOR LOVE

Desires help explain…

Kids Young Adults Professionals Elderly

…what motivates us at different points in time

…how and why we engage with categories and brands

PEOPLE & desires

FOR MY PLACE

TO BELONG

TO BELIEVE

FOR CONTROL

FOR MORE

TO BE TAKEN

SERIOUSLY

FOR LOVE

TO CONNECT

TO BE USEFUL

SOMETHING TO HAPPEN

Brands and categories can help to fulfil these various desires for people

But it’s not a one-size-fits-all solution – each desire will come to life differently for different people.

For example, the brands and categories that help fulfil the desire to connect will be different for a teenager compared with a grandmother

Strong brands deliver against multiple human desires

PEOPLE & desires

FOR MY PLACE

TO BELONG

TO BELIEVE

FOR CONTROL

FOR MORE

TO BE TAKEN

SERIOUSLY

FOR LOVE

TO CONNECT

TO BE USEFUL

SOMETHING TO HAPPEN

Wearing Nike

helps you fit in with

the crowd

Nike+ technology keeps you in control of your training

Nike running events & communities provide an opportunity to connect with other runners

Nike athletic apparel helps you feel like a contender

Nike events give you an opportunity to look forward to something

Strong brands deliver against multiple human desires

PEOPLE & desires

FOR MY PLACE

TO BELONG

TO BELIEVE

FOR CONTROL

FOR MORE

TO BE TAKEN

SERIOUSLY

FOR LOVE

TO CONNECT

TO BE USEFUL

SOMETHING TO HAPPEN

Coca-Cola Friendshi

ps

Coca-Cola helps me connect With Friends and Occasions

Coca-Cola brings me Happiness

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Clients buy ideas that:

SOLVE problems…

CREATE competitive advantage

DEFINE the future

REDEFINE the future

OFFER hope

INSPIRE an action

MAKE money

Understand their business motivation

AUDIENCE DESIRES

BRAND DESIRES

CATEGORY DESIRES

MEANINGFUL EXPERIENCIES

Using the 10 desires to Tie it together

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

17

WorkshopHow do different human needs require a different approach to selling an idea?

18Source: What Makes Us Tick?

Understanding your client’s motivationsWhat is their key motivator? The desires Framework

For LoveFor My Place

Something to Believe In

To Connect

To Be UsefulFor Something to Happen

For Control For MoreTo Belong

To be Taken Seriously

19

Understanding your clients company

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UNDERSTAND their objectives

HOW THEY LIKE to be sold

THEIR APPETITE for risk

How they MAKE OR APPROVE decisions

Key Barriers to selling

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Understanding their objectives

Written objectivesThe Brief

Personal objectivesThe Brief

behind the Brief

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How they like to be sold to

A formal presentation

A Pre-sell

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What is their appetite for risk

危 機Risk Opportunity

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Understand how they make and approve decisions

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Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

5 key steps to Better Selling

26

Educate your client about WHAT GREAT WORK LOOKS LIKE

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What Great Work Looks Like – A simple formula…

GREAT PRODUCT =

A MEANINGFUL EXPERIENCE

INNOVATION and CREATIVITY

GREAT STORYTELLING and PACKAGING

(get it sold to clients and submitted to awards festivals)

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Show them examples from your local market and beyond

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Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

5 key steps to Better Selling

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Seed the idea

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Seed the idea

Joint research/ immersion sessions

Joint briefing sessions

Integrated multi-

agency workshops

Involve them in

development and review

sessions

32

Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

5 key steps to Better Selling

33

Stories are powerfuland memorable

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Create a STORY

Stories HAVE INTRIGUE

Stories HAVE DRAMA

Stories HAVE A CHALLENGE WHICH

NEEDS TO BE OVERCOME

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The rhythm of a story is powerful

Provide CONTEXT and tell a STORY

Close with PASSION

Create CREDIBILITY

Offer HOPE and make it SIMPLE

Create DRAMA and INTRIGUE

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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

ConsumerCreate TENSION and DOUBT

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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 Quantitative)Offer HOPE

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Creative demonstration of your solution

Showing them how we will deliver on their needs

Combination of art and science

Offer comparisons where possible

Simply and VisuallySolve the RELEVANT PROBLEM

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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”

PassionatelyClose with PASSION

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Remember the power of visuals

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‘The more strikingly visual the presentation, the more people will remember it.

More importantly, they will remember you.

Paul Arden

‘

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Animal FlatulenceAnnual Methane emissions in equivalent CO2

Cows Pigs Goats Sheep Humans

Source: UN Environmental Programme, theresider.co.uk

43

Animal FlatulenceAnnual Methane emissions in equivalent CO2

Source: UN Environmental Programme, theresider.co.uk

44

Animal FlatulenceAnnual Methane emissions in equivalent CO2

Cows Pigs Goats Sheep Humans

Source: UN Environmental Programme, theresider.co.uk

45Source: UN Environmental Programme, theresider.co.uk

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Lastly, remember your story needs a red thread….

A simple unifying theme that makes sure it is easy to follow all the way through

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RehearseRehearseRehearseMORE SO FOR EXISTING CLIENTS.

DAILY MEETINGS.

IDEA PRESENTATIONS

48

Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

5 key steps to Better Selling

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

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Create BULLET PROOF ideas

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REMIND them why its right!

Media agencies tend to sell using the what and how…focus on the whyTell them why its right? That is more powerful and drives emotional attachment.

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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.

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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

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DON’T LOSE momentum

Don’t leave a meeting without agreeing to the next action. “Ask for the order”

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ENSURE you manage upwards

KNOW. WHO TO SELL WHAT!

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

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Understand your Client and their Company12Create an appetite for greatness

3Involve clients in the journey

4Tell and sell a powerful story

5Keep the work sold

REMEMBER 5 key steps to Better Selling

58

Thank you!

ARNAB MITRA@aurnobmitro