how to sell great work!
DESCRIPTION
TRANSCRIPT
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
14
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
16
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
20
UNDERSTAND their objectives
HOW THEY LIKE to be sold
THEIR APPETITE for risk
How they MAKE OR APPROVE decisions
Key Barriers to selling
21
Understanding their objectives
Written objectivesThe Brief
Personal objectivesThe Brief
behind the Brief
22
How they like to be sold to
A formal presentation
A Pre-sell
23
What is their appetite for risk
危 機Risk Opportunity
24
Understand how they make and approve decisions
25
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
27
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)
28
Show them examples from your local market and beyond
29
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
30
Seed the idea
31
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
34
Create a STORY
Stories HAVE INTRIGUE
Stories HAVE DRAMA
Stories HAVE A CHALLENGE WHICH
NEEDS TO BE OVERCOME
35
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
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
ConsumerCreate TENSION and DOUBT
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 Quantitative)Offer HOPE
38
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
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”
PassionatelyClose with PASSION
40
Remember the power of visuals
41
‘The more strikingly visual the presentation, the more people will remember it.
More importantly, they will remember you.
Paul Arden
‘
42
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
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
47
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
50
Create BULLET PROOF ideas
51
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.
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.
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
54
DON’T LOSE momentum
Don’t leave a meeting without agreeing to the next action. “Ask for the order”
55
ENSURE you manage upwards
KNOW. WHO TO SELL WHAT!
56
Don’t let your ideas be ruined by bad activation and budget cuts
57
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