How to Sell - Some tips from one of the most accomplished advertisers

You can’t sell anything unless you quite genuinely feel that you want to persuade people, your own family, your own wife, your friends, the people you meet at dinner parties, the world at large, to usethat product. and you can’t persuade them to do it unless you genuinelybelieve it. you can’t do it for a living. you’ve got to believe in the product.You can’t bore people into buying your product. you can only interestthem in buying it.

HOW 70 SELL SOME TIPS FROM OGILVY

DAVID OGILVY

W2Sïit Just one of the

m0st accomplished advertisers of all time

He was, at heart, the consummate salesman

& & | started as a salesman, a door to door salesman for

kitchen stoves, on commission If | sold | got a commission

If | did not sell | did not get a commission, and | did not eat,

no sale, no commission, no eat

See advertising is all about selling, the ability to sell So |

sold kitchen stoves for a few years, in Scotland, and it was damned hard work too

PT

& & The more prospects you talk to, the more sales you expose yourself to,

the more orders you will get

But never mistake quantity of calls for quality of salesmanship " "

— David Ogilvy

So what is quality salesmanship?

DAVID HAD SOME ADVICE

You can’t sell anything unless you quite genuinely feel that you want to persuade people, your own family, your own wife,

your friends, the people you meet at dinner parties, the world at large, to use that product And you can’t persuade

them to do it unless you genuinely believe it You can’t do it for a living

You've got to believe in the product

Boil down your strategy into one simple promise—

and that promise should be important and unique

You wouldn’t tell lies

to your own wife Don’t

tell them to mine So tell the truth but make

it fascinating

You can't bore people into buying

your product You

can only interest them in buying it

- David Ogilvy

Or a new way to use an old product News is absolutely invaluable

News about a new product, or improvements in an old product " "

- David Ogilvy

ADVIDE FRDM DTHER GREAT SALES PEOPLE

SALESMANSHIP

Across the board, great sales people say the ability to sell is a “mentality.”

GOOD SALESMANSHIP BAD SALESMANSHIP

i = CONFIDENCE

Me = NERVES

If you don’t think you can sell, if you’re nervous, then you can’t sell

Don’t try to sell everything at once Every step leads to the next step For example, if you’re making a cold call, sell them on meeting with you in person; don’t try to sell the product

The biggest secret is to develop great listening skills Learn what your

customers want and tell them how

you're giving it to them

Don’t ever give your potential customer a reason not to trust you

A gentle reminder: Any sales pitch is merely part of it

Sales begins well before your first contact and continues

long after It’s a relationship business, so be in it for the long-term Sales people and customers should be

creating value together Elegance is a Craft

EMBRACE

Caring Craft Dialogue Facts Follow up Flexibility Long-term

SHUN

Trickery Gimmicks Messaging Speculation Give up Stubbornness

Quick fix

After all, you’re doing it all the time, you just don’t know it You’re

trying to get your kids to come home on time, you're trying to get that

promotion at work, etc But some people are great at it Are you?

At Ogilvy, selling is in our DNA We’re always trying to

øet better at It So tell us what we don't know at 0ur

Discussion 6roup on Linkedn

Better yet, do you think you have ¡t? Are you one of

those people who can sell anything to anyone?

an you even sell a red brICK? s s s s s e e e s ©

Enter to win and earn a part-time fellowship at OgilvyOne

The top finalists are flown to Cannes, France, for the final competition at the Cannes Lions International Advertising Festival on June 21, 2010 The winner earns the job, the title, and helps us write the sales guide for the future

Get the brief and the rules at:

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