Back to the Future?

Peady’s Selling Engagement

I’m a huge fan of – they consistently publish invaluable articles on sales, advertising, management and leadership.

Recently I revisited an article written a couple of years ago called “David Ogilvy’s Four Rules of Selling in the Digital Age”. The author John Rampton argues that today’s prospective customers might be armed with information and data from the internet but while the playing field has evolved Ogilvy’s advice still holds true.

Who’s David Ogilvy?

For those too young to know, David Ogilvy was an advertising genius whose theories about marketing and advertising are as relevant today as they were in the 1950’s and 60’s (yep you read that correctly – the 50’s and 60’s). Do yourself a favour and read “Confessions of an Advertising Man

Ogilvy’s 4 Rules

These rules are simple, effective and the basis of any successful media sales person:

  1. Find out all you can about your prospects before you call them. 
  2. Foster discussions; the longer you stay the better you get to know the prospect, and the more you will be trusted. 
  3. The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. 
  4. Selling does not materially differ from military campaigning under two main headings. Attacks (delivery of content) and defence (dealing with objections). 

The Summary

I know that some of you will say that his advice is too simplistic, today’s different, that approach wont work – its old fashioned. But think about it for moment. Isn’t his advice the basis of all consultative selling models?

  • Do your deep dive research
  • Meet F2F and learn about the prospective customer and their business
  • Listen more and talk less – ask questions
  • Plan your attack and be prepared to address any questions or concerns

Until next week good selling!

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]