Why salesmanship matters
1. We have moved from advertising simple commodities like washing powder to more complex services and products which require greater salesmanship skills to persuade people to use them.
2. Today the customer has a wider selection of choices and competition is tougher than ever before – and the situation isn't going to get easier.
3. The results of your advertising can be tracked down to every cent you spent.
4. It's almost frightening to think that on the internet your every click, minute and action is saved to some distant database. Whether that information is used or not is a different story, but it's there.
5. Companies have started to measure their marketing activities more. A new group of consultants have began to help clients to understand massive loads of online behavioral data. The next step is to use it. But how?
6. You need salesmanship to make people act. Even the fanciest graphics and analysis can't replace the fact that today you need to be better at selling than you were ten years ago. It's salesmanship, not statistics, that makes your prospects buy.
I think Rory Sutherland, vice chairman of Ogilvy Group UK, is one of the most interesting characters in advertising business today. Rory Sutherland's one of the latest videos is titled "Why Salesmanship Matters Really Matters" where he tells you interesting facts about advertising today. Click here to watch it.
If you want to learn more about how Rory Sutherland thinks, watch his TED Talk "Life lessons from an ad man" – You will learn how a group of naked supermodels could have solved a problem that an army of engineers, several years and billions of dollars couldn't.