How to sell great work!
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Here are 3 examples of great work from other markets that could inspire your client: 1. Coca-Cola's "America the Beautiful" ad campaign featured a multilingual rendition of the song to celebrate diversity and inclusion. Though a simple idea, it powerfully connected with audiences and increased sales. 2. IKEA's "ThisAbles" campaign featured furniture designed for people with disabilities, showing how inclusive design can solve real problems while appealing to a broader market. It improved the brand's image and social impact. 3. Gillette's "We Believe" ad took a risk by addressing toxic masculinity but started an important conversation and increased engagement with younger audiences. It demonstrated how brands can use their voice for
How to sell great work!
- 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 clients 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 its 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 14
- 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 clients 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 clients 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 罘 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 Simply3 or 5 Things Doing More / Better for the Same of The Same For Less (Qualitative and Offer HOPE Quantitative) 37
- 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 doesnt have to solve every problem DONT LOSE momentum MANAGE up DONT 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 howfocus 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. DONT 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. DONT LOSE momentum Dont 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. Dont 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
Editor's Notes
- #6: To achieve our dream of transforming behaviour, it is important that we start by understanding what current behaviours are and what is driving them.