策劃必修之idea是一切起源經(jīng)典教材營銷策劃-資料下載頁
2025-05-06 16:22本頁面
【導(dǎo)讀】一廂情愿的販賣模式。如果idea沒賣掉,我們都浪費(fèi)了時間。他們的心態(tài)是什麼?
【正文】 effort to understand the speaker39。s intent ? Really only slightly concentrating ? Making a bit of an effort ? The yes dear syndrome Tracking words Ogilvy amp。 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。 Mather 77 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time Ogilvy amp。 Mather 78 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X Ogilvy amp。 Mather 79 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X X Ogilvy amp。 Mather 80 Ref:TN/SELLING/WEL2/rc Agency Attention Level Time X X X X X X The Rehearsal Curve Ogilvy amp。 Mather 81 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。 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 83 Ref:TN/SELLING/WEL2/rc The work you39。ve just sold deserves the highest level of listening. ? Listen actively and nonjudgementally to your client39。s response. ? Force yourself to take notes of key points and then return quickly. ? Avoid surfing the rehearsal curve. Listening: Summary 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 85 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。 Mather 86 Ref:TN/SELLING/WEL2/rc ? They are asked to act on it ? The action required is not too much trouble ? They have previous positive experience with the originator of the idea ? It meets their needs better than other options ? The benefits to them outweigh the risks ? They will be part of the implementation process People Are More Likely to Act on an Ideas when: Ogilvy amp。 Mather 87 Ref:TN/SELLING/WEL2/rc What we bring What is expected Preparing the way Ogilvy amp。 Mather 88 Ref:TN/SELLING/WEL2/rc What we bring What is expected Find ways to reframe expectations Find ways to presell the idea Preparing the way Ogilvy amp。 Mather 89 Ref:TN/SELLING/WEL2/rc Questions What we bring Concerns Need for reassurance Queries Preparing the way Ogilvy amp。 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 91 Ref:TN/SELLING/WEL2/rc ? Know who they are ? Know what we want from them ? Have decided our core idea and supports ? Have worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY Once we…... Ogilvy amp。 Mather 92 Ref:TN/SELLING/WEL2/rc Ourselves Ogilvy amp。 Mather 93 Ref:TN/SELLING/WEL2/rc The frame of Buying Impeccable logic Energy amp。 enthusiasm Be Yourself Act Adopt Present Prepare Plan Ogilvy amp。 Mather 94 Ref:TN/SELLING/WEL2/rc Know when to stop
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