营销你自己 孙路弘讲座

1营销你自己科特勒营销集团中国区高级营销顾问孙路弘Howtosellyourselfatagoodprice?2市场营销最基本的原始要素4PProduct:whatistheproduct?Price:whatisthepriceyouaskfor?Place:whereareyougoingtosell?Andhow?Promotion:howwillyoupromotetheproduct?3Answer:Audi:Theluxurycar.AroundRMB350,000to550,000percar.Throughdealershiparoundthecountry.TVcommercial,printadvertising,event,sponsornationalevent.Yourselfasagraduatesfromwell-knownUniatthepremiumlevelsuchasEMBA.Youaretheproduct,howtodescribeit?RMB300,000annuallyfor8hoursperdayat264daysIamgoingtosellmyselfatthemarketthroughnewspaperorbyagentorbyfriendormarket.It’sverydifficulttopromotemyself.It’sbettertogethelpfrommyUni.4现代市场营销的全新要素4CConsumer,customer,clientCostConvenienceCommunication5Answer:AudiTheconsumerneedourcarasthesignsoftheirsocialstatus:whichissuccess.Thecostfortheseconsumeristherightamount.BuildupenoughdealerseverywheretoclosethemandprovidebetterserviceWeonlyappearattheplaceourcustomerwouldlikeustoshow.YourselfaspremiumproductWhoisyourconsumer?Howmuchtheycouldaffordyou?Dotheyhavebudgetandhowmuchitis?Whattheconveniencewaydotheyfindyouorapproachyou?Oryouapproachthem?Howdoyouestablishtheefficientcommunicationplatform?6扩展的相关营销常识STPSegmentationTargetingPositioning7Answer:AudiAnnulincomeaboveRMB300,000Officials,whitecollar,successfulpersonSuccessthroughtechnologyYourselfWhatthetypeofthecompany?Whoisthekeyperson?Decisionmaker?Howdistinctiveyouare?8有关销售的基础知识GatheringpotentialcostumerleadsEstablishthefirstcontactpointFindthecostumerneedsandwantsProductdemonstrationNegotiationandobjectionhandlingGetthepromiseandcontractDeliveringandtransactionAftersaleservice9GatheringpotentialcostumerleadsAudiDirectcall,tel-sell,tel-marketing,advertisingClubs,existingcustomereventsYourselfWhere?How?When?10EstablishthefirstcontactpointAudi40minutesintroductionarrangementRecordingthecontactdetailsEstablishthestrongbrandimageYourselfHowlongthefirstcontact?Howwellisyourcontactdatabase?Whatimageyougoingtoestablishinother’smind?11FindthecostumerneedsandwantsAudiAsktherightquestion:findouttherightneedsShowthestandardImplicatetheprofessionalismYourselfHaveyoueverthinktoasktheintervieweraquestion?Andwhatthequestionis,andwhatthepurpose?Haveyoueverthinktosetupastandardtohireapersonforanimportantposition?Andhowyougoingtoshowyouridea?Areyousuretheinterviewerhavesomethingaboutyouisjusttherightoneyouwanttohimhavewithoutyouspeak?12ProductdemonstrationAudi6pointpositiondemoDifferentfeaturefordifferentpeopleDemotheonlyfeaturefortheirneedsYourselfHaveyouhaveanoutstandingdemostrategy?Haveyouthinkdescribedifferentadvantagefordifferentpeople?Whichfeatureyouwilldemotopotentialemployer?13NegotiationandobjectionhandlingAudiConsidertheobjectionStandforyourcustomerDefendthecompanyprofitYourselfListallobjectionsyoumaybeaskedfor?ShowyouunderstandingforyourpotentialemployerHowmuchyouworthandhowmuchyourinvestment?14GetthepromiseandcontractAudiConfirmthecustomeragreeyourworkExplorethedetailsaboutthecarDiscussthedetailsaboutthecontractYourselfConfirmtheyknowyouaretherightoneExploretheyconsideryourcompetenceDiscusstheirconcerns15BasiccommunicationskillsHowtoshowyouunderstandtheopponent?Howtogetthemthinkyouunderstandthem?Howtogettherighttimetoshowyourcompetence?16TodolistWritetheprocesstofindarightpersonforanimportantpositionWritethedifficultiesasmanyasyoucanfortheinterviewersWriteagoodstandardtoinfluenceyourpotentialemployertoacceptandmeasureotherpersonWritethecostforyourpotentialemployertohirearightpersonforanimportantpositionWritewhatyoushoulddotoknowthepotentialemployerasmuchasyoucanbeforeyoumeettheinterviewers17Questions:Answers:[e-mail]