Lesson #2: Rewards Are In the Results for Clients
Lesson #2: Rewards Are In the Results for Clients
When Ogilvy was working as an AGA salesman selling the company’s cooking stoves door-to-door to Scottish housewives, he learned the importance of the final sale. “No sale, no commission,” he later wrote. “No commission, no eat. That made an impression on me.” It didn’t matter how well he made his pitch to the customers nor how sweetly he might have talked them up; if Ogilvy didn’t make that final sale, he would have nothing to show for all of his hard work.
Ogilvy used to say, “You can’t save souls in an empty church.” It was to this end that he made getting results for his clients his firm’s number one priority. He didn’t want creative ads that people wouldn’t be drawn too, nor did he want well-written ads that weren’t going to be read. What Ogilvy wanted most were ads that were going to bring in the dollars; this, after all, was what he believed to be the true purpose of advertising.
When Ogilvy believed that too many awards for creativity were distracting copywriters from focusing on the final sale, he decided to launch his own award. The David Ogilvy Award was launched to recognize the agency campaign that did the most to improve a client’s sales or reputation. Awarded on a yearly basis, the winner would receive a small red plaque as well as $10,000 in cash. To the losers, Ogilvy would say, “If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.”
Ogilvy understood that what clients wanted was simple: “Great campaigns, with the spark to ignite sales and the staying power to build enduring brands.” It was Ogilvy’s position that his firm existed for the sole purpose of building the business of its clients. “The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest,” he said. “This earns their respect, which is the greatest asset we can have.”
Creating an atmosphere in which partnerships with his clients could flourish was a priority for Ogilvy. He thus attached great importance to discretion – “clients don’t appreciate agencies that leak their secrets” – and never took credit for his clients’ successes – “to get between a client and the footlights is bad manners.” While his agency always took pride in its work, Ogilvy’s clients were always given the final say. After all, “It is their money,” he said.
Ogilvy once found himself talking to a British Cabinet Minister about increasing the budget for British Travel advertising in the U.S. “Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies?” asked the Minister. “I can only suppose that your advertising is the answer.”
“Damn right,” Ogilvy replied. He knew he got results for his clients and he wasn’t going to pretend otherwise.
Lesson 2 Rewards Are In the Results for Clients
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“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create,” said Ogilvy. “We sell – or else.”
When Ogilvy was working as an AGA salesman selling the company’s cooking stoves door-to-door to Scottish housewives, he learned the importance of the final sale. “No sale, no commission,” he later wrote. “No commission, no eat. That made an impression on me.” It didn’t matter how well he made his pitch to the customers nor how sweetly he might have talked them up; if Ogilvy didn’t make that final sale, he would have nothing to show for all of his hard work.
Ogilvy used to say, “You can’t save souls in an empty church.” It was to this end that he made getting results for his clients his firm’s number one priority. He didn’t want creative ads that people wouldn’t be drawn too, nor did he want well-written ads that weren’t going to be read. What Ogilvy wanted most were ads that were going to bring in the dollars; this, after all, was what he believed to be the true purpose of advertising.
When Ogilvy believed that too many awards for creativity were distracting copywriters from focusing on the final sale, he decided to launch his own award. The David Ogilvy Award was launched to recognize the agency campaign that did the most to improve a client’s sales or reputation. Awarded on a yearly basis, the winner would receive a small red plaque as well as $10,000 in cash. To the losers, Ogilvy would say, “If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.”
Ogilvy understood that what clients wanted was simple: “Great campaigns, with the spark to ignite sales and the staying power to build enduring brands.” It was Ogilvy’s position that his firm existed for the sole purpose of building the business of its clients. “The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest,” he said. “This earns their respect, which is the greatest asset we can have.”
Creating an atmosphere in which partnerships with his clients could flourish was a priority for Ogilvy. He thus attached great importance to discretion – “clients don’t appreciate agencies that leak their secrets” – and never took credit for his clients’ successes – “to get between a client and the footlights is bad manners.” While his agency always took pride in its work, Ogilvy’s clients were always given the final say. After all, “It is their money,” he said.
Ogilvy once found himself talking to a British Cabinet Minister about increasing the budget for British Travel advertising in the U.S. “Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies?” asked the Minister. “I can only suppose that your advertising is the answer.”
“Damn right,” Ogilvy replied. He knew he got results for his clients and he wasn’t going to pretend otherwise.
Lesson 2 Rewards Are In the Results for Clients
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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