【正文】 have all wasted our time 如果 idea沒賣掉 , 我們都浪費(fèi)了時(shí)間 IS WEL2 7/96 Ogilvy amp。 Mather 26 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼做 ? 讓他們用全新的角度看待你 ,及你的 idea. ? 讓他們了解你的專業(yè)程度 . ? 盡量做到最好 ? 如您知道的 ? 引用權(quán)威的話 Ogilvy amp。 Mather 38 Ref:TN/SELLING/WEL2/rc Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Ogilvy amp。 Mather 48 Ref:TN/SELLING/WEL2/rc Rationale T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 57 Ref:TN/SELLING/WEL2/rc Planning Cycle Format Where are we now? What can we reach? Are we Getting there? How do we get there? Ogilvy amp。 Mather 71 Ref:TN/SELLING/WEL2/rc Send reinforcements we39。 Mather 83 Ref:TN/SELLING/WEL2/rc The work you39。 Mather 93 Ref:TN/SELLING/WEL2/rc The frame of Buying Impeccable logic Energy amp。 Mather 79 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X X Ogilvy amp。 Mather 67 Ref:TN/SELLING/WEL2/rc Accept Understand Listen Ogilvy amp。re going to tell them ? Tell 39。t know, credentialise the expert before your quote. ? Example Specific. Where key factors are similar (eg, overseas market). ? Statistics / Facts What we usually think of as evidence. Visualise statistics if you can. Ogilvy amp。m going to tell you) ? Information ? Recap / Summarise (what I39。 Mather 22 Ref:TN/SELLING/WEL2/rc What frame of mind? * Enthusiastic 熱心的 Z Z Z z * Critically Interested 非常有興趣 * Hostile 敵意 * Sophisticated 老練的 * Apathetic 冷漠 Ogilvy amp。 Mather 7 Ref:TN/SELLING/WEL2/rc Selling Ogilvy amp。 Mather 8 Ref:TN/SELLING/WEL2/rc Selling Ogilvy amp。 Mather 23 Ref:TN/SELLING/WEL2/rc Apathetics 冷漠型 WHY?為何 ? ? Poisoned by previous presentations 被以前的經(jīng)驗(yàn)毒害了 ! ? Saturated on the subject 對(duì)這個(gè)話題已聽得不想再聽 ? Poor physical environment 身體狀況很差 Psychologically dead to your idea. 心理上不接受你的想法 Z Z Z z Ogilvy amp。ve told you) ? Meaning / action what I want you to do or understand as a result Ogilvy amp。 Mather 45 Ref:TN/SELLING/WEL2/rc Slow Build to a Grand Finale Intro T ? Ogilvy amp。em ? Tell 39。 Mather 68 Ref:TN/SELLING/WEL2/rc People are More Likely to Listen to Someone who: ? They respect and trust. ? Is enthusiastic. Believes in the idea. ? Given them an idea they value. ? Speaks in a language they understand. ? Makes them feel fortable. ? Dresses and behaves in a way that is generally in keeping with their expectations. ? Presents in a lively way. ? Knows when to stop. Ogilvy amp。 Mather 80 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X X X X X X The Rehearsal Curve Ogilvy amp。 enthusiasm Be Yourself Act Adopt Present Prepare Plan Ogilvy amp。 Mather 82 Ref:TN/SELLING/WEL2/rc X X X X X X N N N N N Defeating the Rehearsal Curve Ogilvy amp。 Mather 70 Ref:TN/SELLING/WEL2/rc Active Listening Version 5/96 Ogilvy amp。ve told them Ensures three exposures to the main message Ogilvy amp。 Mather 47 Ref:TN/SELLING/WEL2/rc Strategy T ? Slow Build to a Grand Finale Ogilvy amp。 Kuala Lumpur Information Index Emergence of a much greater degree of tension since last study Information Independence Engagement Individualism Communalism Optimism Frustration SelfDetermination Fatalism Global outlook Local pride Recap How these greater degrees of tension resolve thems