【正文】
grateful client 給一個非常 激賞你的客戶 Ogilvy amp。 Mather 12 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。 Mather 19 Ref:TN/SELLING/WEL2/rc Z Z Z z * Sophisticated 老練的 * Apathetic 冷漠 Ogilvy amp。 Mather 27 Ref:TN/SELLING/WEL2/rc Hostiles 敵意型 WHY? 為何 ? ? 覺得被威脅 ? 對你評價不高或?qū)δ愕?出身 有質(zhì)疑 ? 懷疑你的動機(jī) ? 文化的阻隔 Opposes either you or your idea 反對你或你的 idea Ogilvy amp。 Mather 34 Ref:TN/SELLING/WEL2/rc ONE CORE IDEA OUR MAIN MESSAGE Many different possible elements data, background, experiences ideas, structures, insights supports, etc. Ogilvy amp。 Mather 39 Ref:TN/SELLING/WEL2/rc Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Brand sales dropping * Losing distribution * Losing margin * Losing ground in eyes of consumer * ____________________ * ____________________ * ____________________ Must do something about it Relaunch New packaging New flavours New advertising Ogilvy amp。 or 39。 Mather 49 Ref:TN/SELLING/WEL2/rc Idea T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 56 Ref:TN/SELLING/WEL2/rc The Tell 39。 Mather 58 Ref:TN/SELLING/WEL2/rc Matching Your Communication Style to Your Client39。 Mather 64 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。re going to advance Send three and four pence we39。 Mather 76 Ref:TN/SELLING/WEL2/rc ? Paying attention ? Listening non judgementally ? Trying to read the intention ? Understanding the feelings ? Processing what is being said Noting Checking back Physical signals Eye contact Active Listening Ogilvy amp。ve just sold deserves the highest level of listening. ? Listen actively and nonjudgementally to your client39。 Mather 90 Ref:TN/SELLING/WEL2/rc ? Anticipate ? Think through ? Prepare Most are highly predictable Questions What we bring Concerns Need for reassurance Queries Preparing the way Ogilvy amp。 Mather 92 Ref:TN/SELLING/WEL2/rc Ourselves Ogilvy amp。 Mather 84 Ref:TN/SELLING/WEL2/rc ? They judge that the presenter really cares about their business ? The idea seems right because of the support offered ? Major concerns have been satisfactorily addressed ? Their input has been incorporated in some way into the idea People Are More Likely to Accept Ideas when: Ogilvy amp。 Mather 78 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X Ogilvy amp。 Mather 72 Ref:TN/SELLING/WEL2/rc Loss of detail Substitution Filters Misinterpretation Add ition ORIGINAL LISTENING DISTORTION RECEIVED Distortion Ogilvy amp。 Mather 66 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。 Mather 59 Ref:TN/SELLING/WEL2/rc Visuals Eye Movements Up Right Up Left Unfocussed Words See Envision Reflect Show View Watch Bright Perceive Preview Picture Illustrate Survey Clear Highlight Perspective Look Focus Ogilvy amp。em what you39。 Mather 51 Ref:TN/SELLING/WEL2/rc Here It Is and We Are Excited Intro T ? Ogilvy amp。. Allows you to exaggerate a point without offending the intelligence of your audience. ? Judgement of expert (Quotes) Which listeners will recognise as an authority . If they don39。 Mather 41 Ref:TN/SELLING/WEL2/rc HOW PERSUASIVE ARE YOU? EXERCISE Ogilvy amp。 Mather 36 Ref:TN/SELLI