HAVE WE DEFINED OUR TARGET AUDIENCE资料.pptVIP

DISTRIBUTE : Handouts of submodule to date. SAY : To practise tailoring presentations to different audiences lets do an exercise. Ogilvy Mather * Ref: TN/SELLING/DEFTARAU/rc HAVE WE DEFINED OURTARGET AUDIENCE? ? Structure the communication Define the target audience Determine the objectives * Decision maker will need less detail * Opinion leader * Implementors will need more detail * Experts * Second guesser will need a harder sell (of decision makers view) and the offer of support. What is their role? What frame of mind are they in?他们的心态是什麽? Z Z Z z * Apathetic 冷漠 Z Z Z z * Sophisticated 老练的 * Apathetic 冷漠 Z Z Z z * Hostile 敌意 * Sophisticated 老练的 * Apathetic 冷漠 Z Z Z z * Critically Interested 非常有兴趣 * Hostile 敌意 * Sophisticated 老练的 * Apathetic 冷漠 What frame of mind? * Enthusiastic 热心的 Z Z Z z * Critically Interested 非常有兴趣 * Hostile 敌意 * Sophisticated 老练的 * Apathetic 冷漠 Apathetics 冷漠型 WHY?为何? Poisoned by previous presentations 被以前的经验毒害了! Saturated on the subject 对这个话题已听得不想再听 Poor physical environment 身体状况很差 Psychologically dead to your idea. 心理上不接受你的想法 Z Z Z z What you have to do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 Z Z Z z Sophisticates 老练型 WHY?为何? Seen it before 以前看过 Non-expert to expert 非专家做专家提案 Subordinate to superior 下对上 Peer to peer 平辈间 Know it all already (and more) 这些早就知道了 What you have to do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 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 Opposes either you or your idea 反对你或你的idea What you have to do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 Critically interesteds WHY? 为何? 专业对专业 理性导向 期望你证明你的说法 Willing to accept ideas based on fact and sound reasoning 愿意接受基於事实和理性辩证下的好idea What you have