Download - How to sell great work!
![Page 1: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/1.jpg)
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
![Page 2: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/2.jpg)
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!
![Page 3: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/3.jpg)
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
![Page 4: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/4.jpg)
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
![Page 5: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/5.jpg)
5
In order to transform behaviour, we first
need to UNDERSTAND
PEOPLE
![Page 6: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/6.jpg)
6
Know Your Audience
![Page 7: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/7.jpg)
7
The Human Desires
FrameworkOne powerful approach
to human understanding
10 core human desires to explain the reasons we
do most things
![Page 8: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/8.jpg)
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
![Page 9: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/9.jpg)
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
![Page 10: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/10.jpg)
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
![Page 11: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/11.jpg)
…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
![Page 12: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/12.jpg)
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
![Page 13: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/13.jpg)
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
![Page 14: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/14.jpg)
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
![Page 15: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/15.jpg)
AUDIENCE DESIRES
BRAND DESIRES
CATEGORY DESIRES
MEANINGFUL EXPERIENCIES
Using the 10 desires to Tie it together
![Page 16: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/16.jpg)
16
FRAME EVERYTHING YOU SAY and show in terms of your client’s point of view and need
![Page 17: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/17.jpg)
17
WorkshopHow do different human needs require a different approach to selling an idea?
![Page 18: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/18.jpg)
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
![Page 19: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/19.jpg)
19
Understanding your clients company
![Page 20: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/20.jpg)
20
UNDERSTAND their objectives
HOW THEY LIKE to be sold
THEIR APPETITE for risk
How they MAKE OR APPROVE decisions
Key Barriers to selling
![Page 21: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/21.jpg)
21
Understanding their objectives
Written objectivesThe Brief
Personal objectivesThe Brief
behind the Brief
![Page 22: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/22.jpg)
22
How they like to be sold to
A formal presentation
A Pre-sell
![Page 23: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/23.jpg)
23
What is their appetite for risk
危 機Risk Opportunity
![Page 24: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/24.jpg)
24
Understand how they make and approve decisions
![Page 25: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/25.jpg)
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
![Page 26: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/26.jpg)
26
Educate your client about WHAT GREAT WORK LOOKS LIKE
![Page 27: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/27.jpg)
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)
![Page 28: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/28.jpg)
28
Show them examples from your local market and beyond
![Page 29: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/29.jpg)
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
![Page 30: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/30.jpg)
30
Seed the idea
![Page 31: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/31.jpg)
31
Seed the idea
Joint research/ immersion sessions
Joint briefing sessions
Integrated multi-
agency workshops
Involve them in
development and review
sessions
![Page 32: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/32.jpg)
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
![Page 33: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/33.jpg)
33
Stories are powerfuland memorable
![Page 34: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/34.jpg)
34
Create a STORY
Stories HAVE INTRIGUE
Stories HAVE DRAMA
Stories HAVE A CHALLENGE WHICH
NEEDS TO BE OVERCOME
![Page 35: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/35.jpg)
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
![Page 36: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/36.jpg)
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
![Page 37: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/37.jpg)
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
![Page 38: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/38.jpg)
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
![Page 39: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/39.jpg)
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
![Page 40: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/40.jpg)
40
Remember the power of visuals
![Page 41: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/41.jpg)
41
‘The more strikingly visual the presentation, the more people will remember it.
More importantly, they will remember you.
Paul Arden
‘
![Page 42: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/42.jpg)
42
Animal FlatulenceAnnual Methane emissions in equivalent CO2
Cows Pigs Goats Sheep Humans
Source: UN Environmental Programme, theresider.co.uk
![Page 43: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/43.jpg)
43
Animal FlatulenceAnnual Methane emissions in equivalent CO2
Source: UN Environmental Programme, theresider.co.uk
![Page 44: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/44.jpg)
44
Animal FlatulenceAnnual Methane emissions in equivalent CO2
Cows Pigs Goats Sheep Humans
Source: UN Environmental Programme, theresider.co.uk
![Page 45: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/45.jpg)
45Source: UN Environmental Programme, theresider.co.uk
![Page 46: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/46.jpg)
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
![Page 47: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/47.jpg)
47
RehearseRehearseRehearseMORE SO FOR EXISTING CLIENTS.
DAILY MEETINGS.
IDEA PRESENTATIONS
![Page 48: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/48.jpg)
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
![Page 49: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/49.jpg)
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
![Page 50: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/50.jpg)
50
Create BULLET PROOF ideas
![Page 51: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/51.jpg)
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.
![Page 52: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/52.jpg)
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.
![Page 53: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/53.jpg)
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
![Page 54: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/54.jpg)
54
DON’T LOSE momentum
Don’t leave a meeting without agreeing to the next action. “Ask for the order”
![Page 55: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/55.jpg)
55
ENSURE you manage upwards
KNOW. WHO TO SELL WHAT!
![Page 56: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/56.jpg)
56
Don’t let your ideas be ruined by bad activation and budget cuts
![Page 57: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/57.jpg)
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
![Page 58: How to sell great work!](https://reader035.vdocuments.site/reader035/viewer/2022081414/54bd5f164a7959f3178b4590/html5/thumbnails/58.jpg)
58
Thank you!
ARNAB MITRA@aurnobmitro