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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 to Sell SOME Tips from Ogilvy David Ogilvy wasn’t just one of the most accomplished advertisers of all time He was, at heart, the consummate salesman “ I started as a salesman, a door to door salesman for kitchen stoves, on commission If I sold I got a commission If I did not sell I did not get a commission, and I did not eat, no sale, no commission, no eat See advertising is all about selling, the ability to sell So I sold kitchen stoves for a few years, in Scotland, and it was damned hard work too ” = “ The more prospects you talk to, the more sales you expose yourself to, the more orders you will get QUALITY QUANTITY But never mistake quantity of calls for quality of salesmanship — David Ogilvy ” quality 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 it unless you genuinely believe it You can’t 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 david on the value of news news “ Whenever you can, get news into advertising And tell your news loud and clear NEWS ! ” News about a new product, or improvements in an old product Or a new way to use an old product News is absolutely invaluable - David Ogilvy Advice from other great sales people SALESMANSHIP Across the board, great sales people say the ability to sell is a “mentality.” SALES GOOD SALESMANSHIP BAD SALESMANSHIP = CONFIDENCE = 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 Dialogue Facts Follow up Flexibility Long-term Messaging Speculation Give up Stubbornness Quick fix EMBRACE SHUN Caring Craft Dialogue Facts Follow up Flexibility Long-term Trickery Gimmicks Messaging Speculation Give up Stubbornness Quick fix we want to know more about what works Anybody can sell 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 get better at it So tell us what we don’t know at our Discussion Group on LinkedIn Better yet, you think you have it? Are you one of those people who can sell anything to anyone? Can you even sell a red brick? C0 M100 Y100 K0 Pantone 485 R233 G40 B35 #DF2823 FONTS: TRADE GOTHIC BOLD SCRIPT MT BOLD (MONOTYPE) Do you have what it takes to be The World’s Greatest Salesperson? 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: www.youtube.com/ogilvy Follow the contest at www.twitter.com/Sell_or_Else ... 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... Ogilvy wasn’t just one of the most accomplished advertisers of all time He was, at heart, the consummate salesman “ I started as a salesman, a door to door salesman for kitchen stoves, on commission... it takes to be The World’s Greatest Salesperson? 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