The Art of Selling Ideas

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<ul><li> 1. The Art of Selling Ideas </li> <li> 2. Good Ideas are so frequently undermined by bad presentations thatit is almost tragic Shelly Lazarus, Chairman and CEO, Ogilvy &amp; Mather Worldwide </li> <li> 3. So why is presenting so important Work poorly presented is frequently work that is rejected. your X Work rejected is work that has to be revisited at the agencys expense. Work thats rejected wears people down with disappointment and the need to X revisit the same brief over and over again. task X Poorly presented work doesnt do much for the client relationship either. any </li> <li> 4. The Value of Well-Presented Work </li> <li> 5. The Value of Well-Presented Work Well presented work gets approved, the job moves on, we can all go back to focus on the work. your boss X Even if the client rejects the work, your professionalism is respected and in turn youll receive a professional response directed at improving the job. Well presented work also develops trust. By presenting well you show that you believe in what you do, and your sincerity becomes the foundation for trust. ...and theres the excitement factor. </li> <li> 6. small brown things that move... MICE!A CONCEPT: an abstract or AN IDEA: the specic result of your cognition, what yougeneral idea inferred or have in your mind.derived from specicinstances </li> <li> 7. It is Not What You SayIt is What Other People Hear One of the most difcult things about presenting, is that weve already done the work and our heads are into the next three jobs. We know why we did it the way we did, we moan, It should be obvious. But the fact is, its not obvious. You have to guide people through your thinking, get their buy-in. By explaining where youve come from, you include them in the process, giving them a share of the work . In covering-off the thinking that lead you to your recommended concept, you put an end to the question, What if we did this..? because you have generally already tried it, and in showing how you reached your conclusion, youve already shown why youve moved on from that point. </li> <li> 8. Try to imagine them using PowerPoint... </li> <li> 9. The Cognitive Style of PowerPoint PowerPoint undermines good thinking by forcing the imprecise use of language, by fragmenting information, and by encouraging the triumph of order over content. These inherent problems are then compounded by slavish devotion to an array of tools (clipart, transitions, templates etc.) that are supposed to help, and a widely embraced presentation slide that involves reading every last word on the slide. PowerPoint over-dependency represents intellectual lethargy on the part of the presenter, and generally includes something similar in its audience. ...by the way I am using Keynote. </li> <li> 10. Your Way Frank Sinatra was one of the great presenters. He presented in his own style. And you can present in your own style. Today you will learn a few techniques. But you must present in your own way. As Frank used to sing Ill state my case, of which Im certain. </li> <li> 11. Homework Everything that can go wrong, will go wrong. So make sure youve covered all eventualities. You need to spend way longer preparing than you do presenting. Way, way longer. Make sure you present it all the way through with all the technology and charts and stuff, to a critical audience. Only through presenting it will you see where the aws and weaknesses are. </li> <li> 12. Energy Be condent. If youre happy with the work you should be condent. Be happy. A happy presenter is one who knows no fear, and clients can smell fear. Dont do a presentation just communicate with passion and imagination. Stand up. Walk about. Talk naturally. Tell jokes. Tell stories. Be a natural, warm energetic person telling people about interesting stuff. </li> <li> 13. Know Your Audience Who are you presenting to? What do they want from you? What mood are they in? Are they words people or pictures people or numbers people? Do you need to establish your credibility somehow? The presentation isnt about you. Its about them. </li> <li> 14. Distill Picasso was one asked how he could turn a large block of rock into a sculpture of a lion. Its easy, he said. Just take a chisel and chip off all bits that dont look like a lion. Maybe you can see the idea, but to others it still looks like a large, ugly boulder. You have to reduce it to make it simple. Less is always more... </li> <li> 15. Purpose If its a purpose you can share then state that purpose right upfront. Make sure your presentation is geared to that purpose. If youre trying to get a decision made dont spend 20 minutes diverting to something else Let people know what you expect of them. What are you expecting them to do? </li> <li> 16. Reveal Youre now ready to show the BIG IDEA. Paint pictures in their minds that will form the perfect backdrop to those you are about to reveal. Then reveal. Its your work its gold. Take them through the concept slowly, Once you feel everyone understands the idea, then go over it again, this time explaining the detail. </li> <li> 17. Ideas not Executions The idea does not limit itself to being the literal expression of the strategy. It does not stop there. The idea expresses the benet in an engaging, distinctive way. The execution is the way the idea is presented, explained and depicted. An execution is an idea about the idea. In other words, the selling idea dramatizes the benet, and the execution dramatizes the idea. Is the art of selling ideas not executions... </li> <li> 18. The Finish People pay disproportionate attention to the end of things and they remember the end of things better. Most peoples presentations just zzle out at the end because they run out of energy before the end. Make conclusions. Youre an expert. Dont be afraid to make your recommendation. Summarize recap everything youve just told them in your presentation. </li> <li> 19. Defending Now its time for someone else to have their say. Usually its the client. Some like to comment straight away. If theyre straight into their comments listen. Others like to mull it over. If theyre a muller, leave them to mull. Defend your work in line with the thinking youve already presented. But whatever happens, never, ever, create answers on the spot. </li> <li> 20. Always Remember It is not what you say that counts it is what other people hear. One of the most important truths of any presentation is that it does not exist in a vacuum. Every presentation must have a theme and a narrative structure. Be thinking as much about the drama of what you have to say as about the content. People dont care how much you know, unless they know how much you care. The key to all story endings is to give the audience what it wants, but not in the way it expects. </li> <li> 21. An Example </li> <li> 22. KING AGAMEMNONS BRIEF: </li> <li> 23. Others presented... Military Strategies Attack Plans Overviews of Resources Required Broad Costings Depending on Length of Battle Widely Varying Casualty Estimates </li> <li> 24. Odysseuspresented... Trojans Are On Alert - Waiting for Attack Troy is well defended Conventional Attack is Dangerous Time consuming (10 years) Capital intensive...an analysis </li> <li> 25. Odysseuspresented... In Trojan Culture You never refuse a gift In Trojan Culture the Horse is totally revered...an analysis </li> <li> 26. ONLY DECEPTION WILL GIVE US THE ELEMENT OF THE CONCEPT SURPRISE </li> <li> 27. AN IDEA </li> <li> 28. Reading The Perfect Pitch, by Jon Steel. The Cognitive Style of PowerPoint, by Edward Tufte. Envisioning Information, by Edward Tufte Presentation Zen, by Garr Reynolds. How not to come Second, by David Kean ...and many more. </li> <li> 29. Antonis Kocheilas antonis.kocheilas@me.comAs Managing Partner / Planning forLOWE Athens, I am responsible foragencys acknowledged strategicprowess. LOWE Athens is the 2ndmost effective agency ofce inEurope according to the EfeEffectiveness Index(http://www.efeindex.com) </li> <li> 30. THANKS A LOT </li> </ul>