Wel-2-奥美.ppt

In the beginning was the idea Idea 是一切的起源 Our Simple Selling Model一厢情愿的贩卖模式 The Frequent Result 常有的结果 Simplistic 简易 and 但 Risky 高风险 Model If the idea isn‘t bought, we have all wasted our time如果idea没卖掉, 我们都浪费了时间 IS WEL2 - 7/96 Five Step Model FOUR BASIC QUESTIONS What question are we addressing? What is our main message in answer to the question? What are we trying to do? Inform? Persuade? Reassure? Inspire? Entertain? What do we want the target audience to do as a result? What are we trying to do? * Give information * Gain agreement * Obtain information * Spur action * Build understanding * Neutralise resistance HAVE WE DEFINED OURTARGET AUDIENCE? What is their role? * 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 frame of mind are they in?他们的心态是什麽? * Apathetic 冷漠 * Apathetic 冷漠 * Apathetic 冷漠 What frame of mind? * 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 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 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 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 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 What you have to do你得怎麽办 Show benefits 呈现利益点 Cover all options objectively 中立 Present factually non emotionally 事实而非情感 Enthusiasts 热情派 WHY? 为何? Already sold and motivated Idea已被接受 Accept you and your message 你说的都算 What you have to do你得怎麽做 Reinforce their beliefs 增强信心 Go li