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Ogilvy&Mather1Ref:TN/SELLING/WEL-2/rc会务公司上海会务公司善达公关Ogilvy&Mather2Ref:TN/SELLING/WEL-2/rc会务公司Ogilvy&Mather3Ref:TN/SELLING/WEL-2/rc会务公司InthebeginningwastheideaIdea是一切的起源Ogilvy&Mather4Ref:TN/SELLING/WEL-2/rc会务公司OurSimpleSellingModel一厢情愿的贩卖模式Sellhard努力卖!Toadeeplygratefulclient给一个非常激赏你的客户Ogilvy&Mather5Ref:TN/SELLING/WEL-2/rc会务公司TheFrequentResult常有的结果TheClientsavages客户杀人鲸Usandtheidea撕裂我们和ideaOgilvy&Mather6Ref:TN/SELLING/WEL-2/rc会务公司Simplistic简易and但Risky高风险ModelAct行动Sell贩卖Ogilvy&Mather7Ref:TN/SELLING/WEL-2/rc会务公司SellingOgilvy&Mather8Ref:TN/SELLING/WEL-2/rc会务公司SellingOgilvy&Mather9Ref:TN/SELLING/WEL-2/rc会务公司Iftheideaisn‘tbought,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间ISWEL2-7/96Ogilvy&Mather10Ref:TN/SELLING/WEL-2/rc会务公司FiveStepModelActAdoptPresentPreparePlanOgilvy&Mather11Ref:TN/SELLING/WEL-2/rc会务公司FOURBASICQUESTIONS•Whatquestionareweaddressing?•Whatisourmainmessageinanswertothequestion?•Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?•Whatdowewantthetargetaudiencetodoasaresult?Ogilvy&Mather12Ref:TN/SELLING/WEL-2/rc会务公司ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesOgilvy&Mather13Ref:TN/SELLING/WEL-2/rc会务公司Whatarewetryingtodo?*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationOgilvy&Mather14Ref:TN/SELLING/WEL-2/rc会务公司HAVEWEDEFINEDOURTARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesOgilvy&Mather15Ref:TN/SELLING/WEL-2/rc会务公司*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmaker'sview)andtheofferofsupport.Whatistheirrole?Ogilvy&Mather16Ref:TN/SELLING/WEL-2/rc会务公司Whatframeofmindaretheyin?他们的心态是什麽?ZZZz*Apathetic冷漠Ogilvy&Mather17Ref:TN/SELLING/WEL-2/rc会务公司ZZZz*Sophisticated老练的*Apathetic冷漠Ogilvy&Mather18Ref:TN/SELLING/WEL-2/rc会务公司ZZZz*Hostile敌意*Sophisticated老练的*Apathetic冷漠Ogilvy&Mather19Ref:TN/SELLING/WEL-2/rc会务公司ZZZz*CriticallyInterested非常有兴趣*Hostile敌意*Sophisticated老练的*Apathetic冷漠Ogilvy&Mather20Ref:TN/SELLING/WEL-2/rc会务公司Whatframeofmind?*Enthusiastic热心的ZZZz*CriticallyInterested非常有兴趣*Hostile敌意*Sophisticated老练的*Apathetic冷漠Ogilvy&Mather21Ref:TN/SELLING/WEL-2/rc会务公司Apathetics冷漠型WHY?为何?•Poisonedbypreviouspresentations被以前的经验毒害了!•Saturatedonthesubject对这个话题已听得不想再听•Poorphysicalenvironment身体状况很差Psychologicallydeadtoyouridea.心理上不接受你的想法ZZZzOgilvy&Mather22Ref:TN/SELLING/WEL-2/rc会务公司Whatyouhavetodo你得怎麽做•引起兴趣,保持他们的热情.•打动他们的心.•快点进入正题•把过程戏剧化,视觉化•让他们要采取的行动容易些ZZZzOgilvy&Mather23Ref:TN/SELLING/WEL-2/rc会务公司Sophisticates老练型WHY?为何?•Seenitbefore以前看过•Non-experttoexpert非专家做专家提案•Subordinatetosuperior下对上•Peertopeer平辈间Knowitallalready(andmore)这些早就知道了Ogilvy&Mather24Ref:TN/SELLING/WEL-2/rc会务公司Whatyouhavetodo你得怎麽做•让他们用全新的角度看待你,及你的idea.•让他们了解你的专业程度.•尽量做到最好•如您知道的•引用权威的话Ogilvy&Mather25Ref:TN/SELLING/WEL-2/rc会务公司Hostiles敌意型WHY?为何?•觉得被威胁•对你评价不高或对你的出身有质疑•怀疑你的动机•文化的阻隔Opposeseitheryouoryouridea反对你或你的ideaOgilvy&Mather26Ref:TN/SELLING/WEL-2/rc会务公司Whatyouhavetodo你得怎麽办?•找出他们对你有敌意的原因•显示你了解他们的处境•建立共通的关注焦点•举例•保持冷静--你一动思他们就会杀了你•不要期望事情太快有变化Ogilvy&Mather27Ref:TN/SELLING/WEL-2/rc会务公司CriticallyinterestedsWHY?为何?•专业对专业•理性导向•期望你证明你的说法Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事实和理性辩证下的好ideaOgilvy&Mather28Ref:TN/SELLING/WEL-2/rc会务公司Whatyouhavetodo你得怎麽办•Showbenefits呈现利益点•Coveralloptionsobjectively中立•Presentfactually&nonemotionally事实而非情感Ogilvy&Mather29Ref:TN/SELLING/WEL-2/rc会务公司Enthusiasts热情派WHY?为何?•AlreadysoldandmotivatedIdea已被接受•Acceptyouandyourmessage你说的都算Havefaithalready已有信心Ogilvy&Mather30Ref:TN/SELLING/WEL-2/rc会务公司Whatyouhavetodo你得怎麽做•Reinforcetheirbeliefs增强信心•Golightonpureinformationandproofs淡淡的卖,呈现证据•Goheavyoncolourandemotion色彩和情感Ogilvy&Mather31Ref:TN/SELLING/WEL-2/rc会务公司Exercise:PaperclipOgilvy&Mather32Ref:TN/SELLING/WEL-2/rc会务公司ONECOREIDEAOURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.Ogilvy&Mather33Ref:TN/SELLING/WEL-2/rc会务公司THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailOgilvy&Mather34Ref:TN/SELLING/WEL-2/rc会务公司REPORT/INFORMFORMAT•Subject•Background•Informationindex(whatI'mgoingtotellyou)•Information•Recap/Summarise(whatI'vetoldyou)•Meaning/actionwhatIwantyoutodoorunderstandasaresultOgilvy&Mather35Ref:TN/SELLING/WEL-2/rc会务公司Report/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobaloutlookLocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyOgilvy&Mather36Ref:TN/SELLING/WEL-2/rc会务公司Persuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionOgilvy&Mather37Ref:TN/SELLING/WEL-2/rc会务公司Persuasion:ProblemFormatProblemNegati