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Selling ideas tointernal clientsand bosses.INHOWSE MANAGERS CONFERENCESam HarrisonSunday, June 26, 20113:45 pm – 5 pm
“Management cannot be expected to recognize agood idea until itʼs presented to them by a good salesperson.” David OgilvyDo you have a seat at the table(or are you an item on the menu)?Rapport (ra-porʼ) noun: Relationship,especially one of mutual trust or emotional affinity.What does your decision maker do on Saturday night?Where does he or she sit on the Buyer Bench?UnawareAwareUnderstandAcceptBUY!Do you know the personality traits of your decision maker?Shhhhhhhhhhhhhhhhhhhhhhhhhhhhhh70/30 RULE harrison2011 www.zingzone.com 770.908.2225
VALUEWhat does this idea mean to me?Why should my customers care?Why should I care?“Is this a good time?”PERFORMANCEFeaturing The Best You!Not just what you say – itʼs also how you say it.And how you frame it.Practice Practice Practice Practice PracticeWhat about handouts? Leave-Behinds?What are my presenting strengths?Weaknesses? harrison2011 www.zingzone.com 770.908.2225
The Glory of theStoryItʼs about controlling the flow of information –arriving at the right lengthand the right speedin the right order.”Tom Stoppard“Stories areequipmentfor living.”Kenneth BurkeFive Pitching Secrets:12345 harrison2011 www.zingzone.com 770.908.2225
Do you have one main theme?Have you given it the breath test?Getting a strong start:123NOT THISTHISAre you saying it simply?Are you saying far too much? harrison2011 www.zingzone.com 770.908.2
“Iʼm gonna make him an offer he canʼt refuse.”Don Corleoneʼs memorable line“”Your memorable lineHow can you help decision makers visualize ideas?How can you add personal stories?FIVE SENSESDescribe your first car (without looking): harrison2011 www.zingzone.com 770.908.2225
How can you add appropriate drama to your next pitch?“First show them what they want.Then show them whatyou want them to have.”Paul ArdenMissileDefenseAnd donʼt forget follow-up! harrison2011 www.zingzone.com 770.908.2225
GO INTO ACTION!Three things I will do next weekto start improving my selling and pitching skills:123 harrison2011 www.zingzone.com 770.908.2225
A few of Samʼs favorite bookson selling and storytelling.Books on selling skills:1The Psychology of Selling by Brian Tracy2Little Red Book of Selling by Jeffrey Gitomer3SPIN Selling by Neil RackhamAnd (of course) IdeaSelling: Successfully pitch your creative ideas tobosses, clients and other decision makers by Sam Harrison.Books on storytelling:1Story by Robert McKee2The Elements of Persuasion by Richard Maxwell3Bird by Bird by Anne LamottBooks for in-house creatives:1The Corporate Creative by Andy Epstein2Orbiting the Giant Hairball by Gordon MacKenzie3Caffeine for the Creative Team by Stefan MumawAnd (youʼll not be surprised to hear) IdeaSpotting: How to find yournext great idea and Zing! Five steps and 101 tips for creativity oncommand by Sam Harrison. harrison2011 www.zingzone.com 770.908.2225
Final Words“Thereʼs no correlation between how good your idea is and how likelyyour organization will be to embrace it. None. Itʼs not about goodideas. Itʼs about selling those ideas and making them happen. Ifyouʼre failing to get things done, itʼs not because your ideas suck. Itʼsbecause you donʼt know how to sell them.”Seth Godin“The better you are at tapping into storytelling ability – and weaving atale of drama, action and risk – the more likely you are to get peopleto buy your product, support your brand and pledge loyalty to yourvision.”Peter Guber“It takes years to build a reputation and minutes to lose it.”Warren Buffet“The best salespeople are great listeners. Thatʼs how you find outwhat the buyer wants.”Spencer Johnson“Those who are blessed with the most talent donʼt necessarilyoutperform everyone else. Itʼs the people with follow-throughwho excel.”Mary Kay Ash harrison2011 www.zingzone.com 770.908.2225
Thank youfor participating today!If you have questions, comments or successstories – or if youʼre interested in Samʼscreativity-related talks and in-house training –please visit www.zingzone.com. You can reachSam at sdh@mindspring.comand 770.908.2225.Keep sparking ideas –and bring those ideas to life!
A few of Samʼs favorite books on selling and storytelling. Books on selling skills: 1 The Psychology of Selling by Brian Tracy 2 Little Red Book of Selling by Jeffrey Gitomer 3 SPIN Selling by Neil Rackham And (of course) IdeaSelling: Successfully pitch your creative ideas to bosses, clients and other decision makers by Sam Harrison. Books on storytelling:
