This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses. @juliancole

1. r.i.c.kjamesmodel
How to sell in innovative ideas
by@juliancole

2. punkfunk
rickjamescreatedanewgenreofmusic

3. !
motowndidn’tknowtheyneededpunkfunk
butrickwasavisionaryandknewpeople
wouldgetdowntoit!

4. ‘thekingofsellinganideathatmotown
didn’tknowtheyneeded’
rickjames

5. atthemomentweareseeinganincreasein
demandfromclientsfornontraditional
ideas.

6. howevertheyhaveahardtimebuyingit.
nontraditionalideasdon’thaveaholein
theirmediaschedule.

7. unfortunatelycreative
agencieshavealowstrike
ratefortheseideas.
rickisnothappyaboutthis.

8. ihavecomeupwithaprocessthatisgoingto
overcomethesebarrierandgiveyouabetter
hitrateofsellinginnovativeideas
!
ther.i.c.kjamesprocess

9. r.i.c.kjamesprocess
r-role
i-idea
c-cash
k-kpis(keyperformanceindicators)
!

10. y’allgotaprocessandnameditafterme!
wegonedonemaderickproud!

11. CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
therearetwokeytimesintheprocessthat
weneedtoconcentrateonther.i.c.kmodel

12. OLE
!
R

13. rickalwayshada
clearrolewhenhe
gotonstage…
theentertainer

14. oneofthemistakeswemakewithideasis
sometimeswedon’thavearolefortheidea.

15. youneedtogettheclienttocommitearlyon
theimportanceofanontraditionalidea.you
needademand.
!
soyouneedtoshowtheroleinthe4c’s

16. !
whatistheroleinthecommsjourney?
whatcommstaskisitsolving?
whatistheroleinthecommsecosystem?
wheredoesitfallintheircalendarof
activity?
!

17. DEA
!
I

18. rickjamesalwaysgave
journalistssomethingto
writeabout.

19. createideasforjournaliststocover.
!
journalistsarethekeytoexponential
growthnotconsumers.createideasfor
them.
!

20. ASH/cost
!
C

21. rickwouldnevergetonstage
withoutseeingthecashfirst.

22. cash
!
inmostcasesyoushouldseeabudgetbefore
yougooffandconceptideas.thiswillhelp
yourstrikerate.

23. cost
!
youshouldalsopresentideasbackwitha
pricetag.lettheclientknowhowmuchitis,
don'tletthemguess.

24. PIs KEYPERFORMANCEINDICATORS
!
K

25. RICKALWAYSHADA
CLEARGOAL
!
‘THISSONGISGOING
TOMAKEMEMY
NEXTMILLION’

26. kpis(keyperformanceindicators)
!
gettheclienttoagreeonbroad
performancemeasures,thenwhenyouhave
theideapresentitbackwithkpis

27. KNOWWHENYOURCLIENTISBUYING
!
presentinginthegoldenwindow

28. CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
!
don'tforget;
-agreeonroleandmeasures
-don’tleavethemeetingwithout
thecash(budgetballpark)

29. CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
checklistforpresenting
nontraditionalideas
!
-role
-idea
-cost
-kpis

30. nowgosellthepantsoutofthoseinnovativeideas
andmakeyourboyrickjameshappy