Selling Ideas
Of all the things to sell, Creativity is perhaps the most difficult. And for some reason, the better the Idea, the harder it is to sell.
So how do you sell an Idea that no one can see, touch or try? How do you help people see a benefit in something they can’t fully understand? How do you stop them buying ordinary Ideas and start them buying your best Ideas? The answer is The MAChINE.
THE MAChINE
The MAChINE is a creative selling workshop that was developed by advertising people for the advertising industry, although the method can be easily applied in any industry. MAChINE is an acronym for our selling method. You will find that when your people follow this method, their presentations will be better structured for easier understanding and that there will be a natural connection between the client’s objectives, the market’s needs and perceptions, and the Idea itself.
Workshop Objectives
To help your people sell your best Ideas
To show how to win the client’s trust
To understand what clients are looking for in Ideas
To provide a method that your people can employ, practice, and master
To enable more unified team presentations by showing how Strategy, Creative, and/or Media work together.
Creative Theme
Not surprisingly, the workshop is themed to Machines.
Workshop Content
The importance of selling your best ideas
Building trust at a company level: agency to client
Establishing and using a personal relationship in selling
How to ensure the client sees the idea as relevant to the target market (rather to themselves)
Establishing criteria to judge the idea in order to reduce subjectivity
Separating the Idea from the Execution
Using the MAChINE approach to maximise the chances of selling creative and media ideas
Practice sessions with professional coaching for each person.
Target Audience
This workshop is perfect for all those who sell communications concepts or marketing Ideas, whether they are on the Account Management and Creative side of the business. It is also perfectly suited to Media people and those who sell Digital Ideas.
The workshop can be pitched at middle or senior levels, although mixing of levels is not recommended. The workshop is not recommended for junior staff. The strict maximum number of participants for this workshop is 12.
Workshop Duration
The workshop is conducted over two consecutive days in a very un-mechanical way. It can also be conducted as a series of Zoom events.