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.

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DAVID OGILVY

W2Sïit Just one of the

m0st accomplished

advertisers of all time

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& & | 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 |

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PT

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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 use that product And you can’t persuade

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Boil down your strategy into one simple promise—

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You wouldn’t tell lies

to your own wife Don’t

tell them to mine So tell the truth but make

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You can't bore people into buying

your product You

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

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

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SALESMANSHIP

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GOOD SALESMANSHIP BAD SALESMANSHIP i = CONFIDENCE

Me = NERVES

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The biggest secret is to develop

great listening skills Learn what your

customers want and tell them how

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Don’t ever give your potential

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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

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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

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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?

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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: Follow the contest at