奥美教程：如何销售的技巧（英文）.pdfVIP

How to Sell SoMe tipS froM ogilvy DaviD ogilvy wasn’t just one of the most accomplished advertisers of all time. He was, at heart, the consummate salesman. i started as a salesman, a door to door salesman for kitchen stoves, on commission. if i sold i got a commission. if i did not sell i did not get a commission, and i did not eat, “ no sale, no commission, no eat. See advertising is all about selling, the ability to sell. So i sold kitchen stoves for a few years, in Scotland, and it was damned hard work too. ” = the more prospects you talk to, the more sales you expose yourself to, the more orders you will get. “ QUALITY QUANTITY But never mistake quantity of calls for quality of salesmanship. — David ogilvy ” quality So what is quality salesmanship? DaviD HaD SoMe aDvice you can’t sell anything unless you quite genuinely feel that you want to persuade people, your own family, your own wife, your friends, the people you meet at dinner parties, the world at large, to use that product. and you can’t persuade them to do it unless you genuinely believe it. you can’t do it for a living. you’ve got to believe in the product. Boil down your strategy into one simple promise— and that promise should be important and unique. you wouldn’t tell lies to your own wife. Don’t tell them to mine. So tell the truth but make it fascinating. you can’t bore people into buying your product. you can only interest them in buying it. - David ogilvy DaviD on tHe value of newS new whenever you can, get news into advertising. and tell your news loud and clear.