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1、Ogilvy & Mather1 1Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcHAVE WE DEFINED OURTARGET AUDIENCE?StructureStructurethe the communicationcommunicationDefine theDefine thetarget audiencetarget audienceDetermine the objectivesDetermine the objectivesOgilvy & Mather2 2Ref: TN/SELLING/DEFTARAU/
2、Ref: TN/SELLING/DEFTARAU/rcrc* *Decision makerDecision makerwill need less detailwill need less detail* *Opinion leaderOpinion leader* *ImplementorsImplementorswill need more detailwill need more detail* *ExpertsExperts* *SecondSecond guesser guesserwill need a harder sellwill need a harder sell(of
3、decision makers view)(of decision makers view)and the offer of support.and the offer of support.What is their role?Ogilvy & Mather3 3Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat frame of mind are they in?他们的心态是什麽他们的心态是什麽?Z Z Z z* *ApatheticApathetic冷漠冷漠冷漠冷漠Ogilvy & Mather4 4Ref: TN/SEL
4、LING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcZ Z Z z* *SophisticatedSophisticated老练的老练的老练的老练的* *ApatheticApathetic冷漠冷漠冷漠冷漠Ogilvy & Mather5 5Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcZ Z Z z* Hostile敌意敌意* *SophisticatedSophisticated老练的老练的老练的老练的* *ApatheticApathetic冷漠冷漠冷漠冷漠Ogilvy & Mather6 6
5、Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcZ Z Z z* *Critically Critically InterestedInterested非常有兴趣非常有兴趣非常有兴趣非常有兴趣* Hostile敌意敌意* *SophisticatedSophisticated老练的老练的老练的老练的* *ApatheticApathetic冷漠冷漠冷漠冷漠Ogilvy & Mather7 7Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat frame of mind?
6、* *EnthusiasticEnthusiastic热心的热心的热心的热心的Z Z Z z* *Critically Critically InterestedInterested非常有兴趣非常有兴趣非常有兴趣非常有兴趣* Hostile敌意敌意* *SophisticatedSophisticated老练的老练的老练的老练的* *ApatheticApathetic冷漠冷漠冷漠冷漠Ogilvy & Mather8 8Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcApathetics 冷漠型冷漠型WHY?WHY?为何为何为何为何?
7、 ? ? ? Poisoned by previous presentationsPoisoned by previous presentations被以前的经验毒害了被以前的经验毒害了被以前的经验毒害了被以前的经验毒害了! ! Saturated on the subjectSaturated on the subject对这个话题已听得不想再听对这个话题已听得不想再听对这个话题已听得不想再听对这个话题已听得不想再听 Poor physical environmentPoor physical environment身体状况很差身体状况很差身体状况很差身体状况很差Psychologicall
8、y dead Psychologically dead to your idea. to your idea. 心理上不接受你的想法心理上不接受你的想法心理上不接受你的想法心理上不接受你的想法Z Z Z zOgilvy & Mather9 9Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat you have to do你得怎麽做你得怎麽做 引起兴趣引起兴趣引起兴趣引起兴趣, ,保持他们的热情保持他们的热情保持他们的热情保持他们的热情. . 打动他们的心打动他们的心打动他们的心打动他们的心. . 快点进入正题快点进入正题快点进入
9、正题快点进入正题 把过程戏剧化把过程戏剧化把过程戏剧化把过程戏剧化, ,视觉化视觉化视觉化视觉化 让他们要采取的行动容易些让他们要采取的行动容易些让他们要采取的行动容易些让他们要采取的行动容易些Z Z Z zOgilvy & Mather1010Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcSophisticates 老练型老练型WHY?WHY?为何为何为何为何? ? ? ? Seen it before Seen it before 以前看过以前看过以前看过以前看过 Non-expert to expert Non-expert
10、to expert 非专家做专家提案非专家做专家提案非专家做专家提案非专家做专家提案 Subordinate to superior Subordinate to superior 下对上下对上下对上下对上 Peer to peer Peer to peer 平辈间平辈间平辈间平辈间Know it all already (and more)Know it all already (and more)这些早就知道了这些早就知道了这些早就知道了这些早就知道了Ogilvy & Mather1111Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/r
11、crcWhat you have to doWhat you have to do你得怎麽做你得怎麽做你得怎麽做你得怎麽做 让他们用全新的角度看待你让他们用全新的角度看待你让他们用全新的角度看待你让他们用全新的角度看待你, ,及你的及你的及你的及你的idea.idea. 让他们了解你的专业程度让他们了解你的专业程度让他们了解你的专业程度让他们了解你的专业程度. . 尽量做到最好尽量做到最好尽量做到最好尽量做到最好 如您知道的如您知道的如您知道的如您知道的 引用权威的话引用权威的话引用权威的话引用权威的话Ogilvy & Mather1212Ref: TN/SELLING/DEFTARAU/Re
12、f: TN/SELLING/DEFTARAU/rcrcHostiles 敌意型敌意型WHY? WHY? 为何为何为何为何? ? 觉得被威胁觉得被威胁觉得被威胁觉得被威胁 对你评价不高或对你的对你评价不高或对你的对你评价不高或对你的对你评价不高或对你的 出身出身出身出身 有质疑有质疑有质疑有质疑 怀疑你的动机怀疑你的动机怀疑你的动机怀疑你的动机 文化的阻隔文化的阻隔文化的阻隔文化的阻隔Opposes either you or your ideaOpposes either you or your idea反对你或你的反对你或你的反对你或你的反对你或你的ideaideaOgilvy & Math
13、er1313Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat you have to doWhat you have to do你得怎麽办你得怎麽办你得怎麽办你得怎麽办? ? 找出他们对你有敌意的原因找出他们对你有敌意的原因找出他们对你有敌意的原因找出他们对你有敌意的原因 显示你了解他们的处境显示你了解他们的处境显示你了解他们的处境显示你了解他们的处境 建立共通的关注焦点建立共通的关注焦点建立共通的关注焦点建立共通的关注焦点 举例举例举例举例 保持冷静保持冷静保持冷静保持冷静- -你一动思他们就会杀了你你一动思他们就会杀了你你
14、一动思他们就会杀了你你一动思他们就会杀了你 不要期望事情太快有变化不要期望事情太快有变化不要期望事情太快有变化不要期望事情太快有变化Ogilvy & Mather1414Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcCritically interestedsWHY?WHY? 为何为何为何为何? ? 专业对专业专业对专业专业对专业专业对专业 理性导向理性导向理性导向理性导向 期望你证明你的说法期望你证明你的说法期望你证明你的说法期望你证明你的说法Willing to accept ideas based on fact Willin
15、g to accept ideas based on fact and sound reasoningand sound reasoning愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好ideaideaOgilvy & Mather1515Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat you have to doWhat you have to do你得怎麽办你得怎麽办你得怎麽办你得怎麽办 Show benefits Show benefit
16、s 呈现利益点呈现利益点呈现利益点呈现利益点 Cover all options objectively Cover all options objectively 中立中立中立中立 Present factually & non emotionally Present factually & non emotionally 事实而非情感事实而非情感事实而非情感事实而非情感Ogilvy & Mather1616Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcEnthusiasts 热情派热情派WHY? WHY? 为何为何为何为何? ?
17、 Already sold and motivated Already sold and motivated IdeaIdea已被接受已被接受已被接受已被接受 Accept you and your messageAccept you and your message你说的都算你说的都算你说的都算你说的都算Have faith alreadyHave faith already已有信心已有信心已有信心已有信心Ogilvy & Mather1717Ref: TN/SELLING/DEFTARAU/Ref: TN/SELLING/DEFTARAU/rcrcWhat you have to doWh
18、at you have to do你得怎麽做你得怎麽做你得怎麽做你得怎麽做 Reinforce their beliefs Reinforce their beliefs 增强信心增强信心增强信心增强信心 Go light on pure information and proofs Go light on pure information and proofs 淡淡的卖淡淡的卖淡淡的卖淡淡的卖, ,呈现证据呈现证据呈现证据呈现证据 Go heavy onGo heavy on colour colour and emotion and emotion 色彩和情感色彩和情感色彩和情感色彩和情感
