803观众（受众）策略.pptVIP

3. Motivate through message structure Opening Body of the message the “inoculation” technique; the “foot in the door” technique （Q宠等网络游戏，资源网站）; the “door in the face” technique; the two-sided technique （针灸的作用） Ending Scenario:　Many young parents complain that shortly after they have their babies, they constantly receive telephone calls or sometimes home visits by insurance agents, urging them to buy insurance for the new babies (including education insurance, life insurance, etc.) They are so annoyed by these calls that then they just turn down all the requests with a blunt refusal. “Later I calculated that the return （收益） was far less than that of a bank. So every time I had a sales rep again, I took out a calculator and began to do the calculating with him.” Discussion: If you were a sales rep, how would you convince this prospective client to buy insurance for the newborn? What do you think the client really need? Classroom discussion: Audience positioning： what does he need？ Communicator positioning： what can I supply？ Communication strategy： how to match “supply” to “need” ？ Problem: the sales rep tries to sell before getting to know what the client really needs Implication： put yourself in the shoes of your prospect clients Case analysis: 顾客定位： 顾客需要什么？ 自我定位： 我能给顾客什么？ 沟通策略： 如何把“需要”和“提供”结合为一体？ 有效管理沟通的本质：换位思考 练习的问题：　 业务员在没有弄清楚顾客需要什么之前，滔 滔不绝地推销产品，实际上，对有的顾客而　 言，讲得越多越容易反感。 请参照角色扮演script。 How to manage your  BOSS  ?? Some scenarios: 有一次，某老师把他的学生叫到办公室里，他对学生说：“你最近安排一次到B厂去作个调查。我的意思是，搞研究的人必须经常下到实践中掌握第一手材料，不了解实际，怎么做研究呢?”学生听了之后，马上答道：“好的，那么我先与这个单位联系一下，安排好时间。” 于是，这位学生就开始与对方联系，安排包括住宿、交通、时间进度、调查问题等在内