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In the beginning was the ideaIdea 是一切的起源是一切的起源In the beginning was the ideaOur Simple Selling Model一厢情愿的贩卖模式一厢情愿的贩卖模式Sell hardSell hard努力卖!To a deeplyTo a deeplygrateful clientgrateful client给一个非常给一个非常给一个非常给一个非常激赏你的客户激赏你的客户激赏你的客户激赏你的客户Our Simple Selling Model一厢情愿的The Frequent Result 常有的结果常有的结果The ClientThe Clientsavagessavages客户客户客户客户 杀人鲸杀人鲸杀人鲸杀人鲸 Us and Us and the ideathe idea撕裂我们撕裂我们撕裂我们撕裂我们和和和和ideaideaThe Frequent Result 常有的结果The Simplistic简易简易and 但但Risky高风险高风险ModelAct行动行动Sell贩卖贩卖SimplisticActSellSellingSellingSellingSellingIf the idea isnt bought,we have all wasted our time如果如果idea没卖掉没卖掉,我们都浪费了时间我们都浪费了时间I IS S WWE EL L2 2 -7 7/9 96 6If the idea isnt bought,we Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlanFive ActAdoptPresentPreparePlaFOUR BASIC QUESTIONSWhat question are we addressing?What question are we addressing?What is our main message in answer to the What is our main message in answer to the question?question?What are we trying to do?What are we trying to do?Inform?Inform?Persuade?Persuade?Reassure?Reassure?Inspire?Inspire?Entertain?Entertain?What do we want the target audience to do as a What do we want the target audience to do as a result?result?FOUR BASIC QUESTIONSWhat questActActAdoptAdoptPresentPresentPreparePreparePlanPlanStructureStructurethe the communicationcommunicationDefine theDefine thetarget audiencetarget audienceDetermine the objectivesDetermine the objectivesActAdoptPresentPreparePlanStruWhat are we trying to do?*Give informationGive information*Gain agreementGain agreement*Obtain informationObtain information*Spur actionSpur action*Build understandingBuild understanding*Neutralise resistanceNeutralise resistanceInformPersuadeNew New InformationInformationNew Information orNew Information orRearrange Old InformationRearrange Old InformationWhat are we trying to do?*GivHAVE WE DEFINED OURTARGET AUDIENCE?StructureStructurethe the communicationcommunicationDefine theDefine thetarget audiencetarget audienceDetermine the objectivesDetermine the objectivesHAVE WE DEFINED OURTARGET AUD*Decision makerDecision makerwill need less detailwill need less detail*Opinion leaderOpinion leader*ImplementorsImplementorswill need more detailwill need more detail*ExpertsExperts*Second guesserSecond guesserwill need a harder sellwill need a harder sell(of decision makers view)(of decision makers view)and the offer of support.and the offer of support.What is their role?*Decision makerwill need lWhat 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What frame of mind are they inZ 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Z*Sophisticated*ApatheticZ 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Z*Hostile*Sophisticated*ApaZ 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Z*Critically Interested*HostWhat frame of mind?*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What frame of mind?*EnthusiasApathetics 冷冷漠漠型型WHY?WHY?为何为何为何为何?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Psychologically 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 zApathetics 冷漠型WHY?为何?PsycholoWhat 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 zWhat you have to do你得怎麽做引起兴趣,Sophisticates 老老练练型型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 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Sophisticates 老练型WHY?为何?Know What 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What you have to do你得怎麽做让他们用全Hostiles 敌敌意意型型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ideaideaHostiles 敌意型WHY?为何?Opposes What 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What you have to do你得怎麽办?找出他们Critically 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 Willing 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ideaideaCritically interestedsWHY?为何?What 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 benefits 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What you have to do你得怎麽办Show Enthusiasts 热热情情派派WHY?WHY?为何为何为何为何?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Enthusiasts 热情派WHY?为何?Have What 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 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 on colour and emotion Go heavy on colour and emotion 色彩和情感色彩和情感色彩和情感色彩和情感What you have to do你得怎麽做ReinfExercise:PaperclipExercise:PaperclipONE CORE IDEAOUR MAIN MESSAGEMany different possibleMany different possibleelements data,background,elements data,background,experiences ideas,experiences ideas,structures,insightsstructures,insightssupports,etc.supports,etc.ONE CORE IDEAOUR MAIN MESSAGETHECOREIDEASupport ideas thatSupport ideas thatcan expand or defend thecan expand or defend theCore Idea in ever greater detailCore Idea in ever greater detailTHESupport ideas thatREPORT/INFORM FORMATSubjectSubjectBackgroundBackgroundInformation index(what Im going to tell you)Information index(what Im going to tell you)InformationInformationRecap/Summarise(what Ive told you)Recap/Summarise(what Ive told you)Meaning/action what I want you to do or Meaning/action what I want you to do or understand as a resultunderstand as a resultREPORT/INFORM FORMATSubjectReport/Inform ExampleSubjectSubjectUnderstanding Consumers in Asia PacificUnderstanding Consumers in Asia PacificBackgroundBackgroundNew Young Adult study pilot in Singapore,Hong Kong&New Young Adult study pilot in Singapore,Hong Kong&Kuala LumpurKuala LumpurInformationInformationIndexIndexEmergence of a much greater degree of tension since last Emergence of a much greater degree of tension since last studystudyInformationInformationIndependenceIndependenceEngagementEngagementIndividualismIndividualismCommunalismCommunalismOptimismOptimismFrustrationFrustrationSelf-DeterminationSelf-DeterminationFatalismFatalismGlobal outlookGlobal outlookLocal prideLocal prideRecapRecapHow these greater degrees of tension resolve themselves How these greater degrees of tension resolve themselves will influence how the young respond to brandswill influence how the young respond to brandsMeaningMeaningWe need to monitor this carefullyWe need to monitor this carefullyReport/Inform ExampleSubjectPersuasion:Problem FormatProblemProblemNegativeNegativeConditionsConditionsEvidenceEvidenceSummarySummaryIdea andIdea andActionActionPersuasion:Problem FormatProbPersuasion:Problem FormatProblemProblemNegativeNegativeConditionsConditionsEvidenceEvidenceSummarySummaryIdea andIdea andActionActionBrand sales droppingBrand sales dropping*Losing distributionLosing distribution*Losing marginLosing margin*Losing ground in eyes of consumerLosing ground in eyes of consumer*_*_*_Must do something about itMust do something about itRelaunchRelaunch-New packagingNew packaging-New flavoursNew flavours-New advertisingNew advertisingPersuasion:Problem FormatProbPersuasion:Idea FormatProblemProblemOpportunityOpportunitySummarySummaryIdeaIdeaPositivePositiveResultsResultsSummarySummaryActionActionEvidenceEvidencePersuasion:Idea FormatProblemHOW PERSUASIVE ARE YOU?EXERCISEHOW PERSUASIVE ARE YOU?EXERCIBrand has lost its way recently,but we canBrand has lost its way recently,but we canturn it around quicklyturn it around quicklyRelaunch-new packaging,Relaunch-new packaging,new flavours,new advertisingnew flavours,new advertising*Regain distributionRegain distribution*Leapfrog competitionLeapfrog competition*Preferred brand with consumersPreferred brand with consumers*Increase price and marginIncrease price and margin*_*_*_Lets do thisLets do thisNext stepsNext stepsWHO,WHAT,WHENWHO,WHAT,WHENPersuasion:Idea FormatProblemProblemOpportunityOpportunitySummarySummaryIdeaIdeaPositivePositiveResultsResultsSummarySummaryActionActionEvidenceEvidenceBrand has lost its way recentlFive Kinds of EvidencePersonal experiencePersonal experience AnalogyAnalogy Judgement of expert(Quotes)Judgement of expert(Quotes)ExampleExample Statistics/FactsStatistics/Facts Five Kinds of EvidencePersonalFive Kinds of EvidencePersonal experiencePersonal experienceTalk first person.Relive.Act out.Most interesting and Talk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.unique evidence.Gives emotional dimension.AnalogyAnalogyCompares dissimilar things using like or as.Allows you to Compares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your exaggerate a point without offending the intelligence of your audience.audience.Judgement of expert(Quotes)Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.know,credentialise the expert before your quote.ExampleExampleSpecific.Where key factors are similar(eg,overseas market).Specific.Where key factors are similar(eg,overseas market).Statistics/FactsStatistics/FactsWhat we usually think of as evidence.Visualise statistics if What we usually think of as evidence.Visualise statistics if you can.you can.Five Kinds of EvidencePersonalSlow Build to a Grand FinaleIntroIntroT T Slow Build to a Grand FinaleInBackgroundBackgroundT T Slow Build to a Grand FinaleBackgroundT Slow Build to a GrStrategyStrategyT T Slow Build to a Grand FinaleStrategyT Slow Build to a GranRationaleRationaleT T Slow Build to a Grand FinaleRationaleT Slow Build to a GraIdeaIdeaT T Slow Build to a Grand FinaleIdeaT Slow Build to a Grand FiAnyAnyQuestions?Questions?T T Slow Build to a Grand FinaleAnyT Slow Build to a Grand FinHere It Is and We Are ExcitedIntroIntroT T Here It Is and We Are ExcitedIIdeaIdeaT T Here It Is and We Are ExcitedIdeaT Here It Is and We Are ExHow we How we got there?got there?T T Here It Is and We Are ExcitedHow we T Here It Is and We AreWhy its Why its right?right?Here It Is and We Are ExcitedT T Why its right?Here It Is and Any Any Questions?Questions?Here It Is and We Are ExcitedT T Any Questions?Here It Is and WThe Tell em FormatTell em what youre going to tell themTell em what youre going to tell themTell emTell emTell em what youve told themTell em what youve told themEnsures three exposures to the main messageThe Tell em FormatTell em whPlanning Cycle FormatWhere arewe now?What canwe reach?Are weGetting there?How do weget there?Planning Cycle FormatWhere areMatching Your Communication Style to Your Clients Preferred Thinking ModeVersion 1.0 5/96Matching Your Communication StVisualsEye MovementsUp RightUp RightUp LeftUp LeftUnfocussedUnfocussedWordsSeeSeeEnvisionEnvisionReflectReflectShowShowViewViewWatchWatchBrightBrightPerceivePerceivePreviewPreviewPicturePictureIllustrateIllustrateSurveySurveyClearClearHighlightHighlightPerspectivePerspectiveLookLookFocusFocusVisualsEye MovementsUp RightUpEye MovementsSide RightSide RightSide LeftSide LeftDown LeftDown LeftWordsSaySaySpeakSpeakAskAskTellTellExpressExpressInquireInquireToneToneMentionMentionHearHearStaticStaticAccentAccentTalkTalkRingRingResonateResonateSoundSoundRemarkRemarkAuditoriesEye MovementsSide RightSide LeDown RightDown RightWordsFeelFeelImpressImpressGrabGrabHitHitTouchTouchSufferSufferHandleHandleTackleTackleRubRubPressurePressureGraspGraspKnowKnowAffectAffectIntuitIntuitKinestheticsEye MovementsDown RightWordsKinestheticsEyeOne on OneOne on OneMatch your style to the style of your client.Match your style to the style of your client.GroupGroupMake sure that you cover all styles in the group.If Make sure that you cover all styles in the group.If you dont some will feel excluded.you dont some will feel excluded.How to Develop TrustOne on OneHow to Develop TrustExercise:Paperclips RevisitedExercise:Paperclips RevisitedFive Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlanFive ActAdoptPresentPreparePlaYou can never bore someone into buying your ideaYou can never bore someone intFive Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlanFive ActAdoptPresentPreparePlaAcceptUnderstandListenAcceptUnderstandListenPeople are More Likely to Listen to Someone who:They respect and trust.They respect and trust.Is enthusiastic.Believes in the idea.Is enthusiastic.Believes in the idea.Given them an idea they value.Given them an idea they value.Speaks in a language they understand.Speaks in a language they understand.Makes them feel comfortable.Makes them feel comfortable.Dresses and behaves in a way that is generally Dresses and behaves in a way that is generally in keeping with their expectations.in keeping with their expectations.Presents in a lively way.Presents in a lively way.Knows when to stop.Knows when to stop.People are More Likely to ListIs clearly organisedIs clearly organisedShows the idea clearlyShows the idea clearlyExplains and interprets itExplains and interprets itEmphasises key and difficult pointsEmphasises key and difficult pointsBrings the points to lifeBrings the points to lifeEncourages and responds to questionsEncourages and responds to questionsListeners are more Likely to Listen to a Presentation that:Is clearly organisedListeners Active ListeningVersion 1.1 5/96Active ListeningVersion 1.1 5Send reinforcementsSend reinforcementswere going to were going to advanceadvanceSend three and Send three and four pence were four pence were going to a dancegoing to a danceConfusionSend reinforcementsSend three Loss of detailLoss of detailSubstitutionSubstitutionFiltersFiltersMisinterpretationMisinterpretationAddAdditionitionORIGINALORIGINALLISTENING DISTORTIONLISTENING DISTORTIONRECEIVEDRECEIVEDDistortionLoss of detailSubstitutionFiltActive Active ListeningListeningTracking wordsTracking wordsDrifting in Drifting in and outand outTHE KEY IS TO LISTENTHE KEY IS TO LISTENAPPROPRIATELYAPPROPRIATELYLevel of ListeningActive ListeningTracking words Hearing with half an earHearing with half an ear Giving into day dreams and fantasiesGiving into day dreams and fantasies Exploring tangentsExploring tangents ZappingZapping Essentially passiveEssentially passiveDrifting in&outHearing with half an earDrifti Appearing to pay attention and listen intentlyAppearing to pay attention and listen intently Hearing words but not making the effort to understand Hearing words but not making the effort to understand the speakers intentthe speakers intent Really only slightly concentratingReally only slightly concentrating Making a bit of an effortMaking a bit of an effort The yes dear syndromeThe yes dear syndromeTracking wordsAppearing to pay attention and Paying attentionPaying attention Listening non judgementallyListening non judgementally Trying to read the intentionTrying to read the intention Understanding the feelingsUnderstanding the feelings Processing what is being saidProcessing what is being said-Noting-Noting-Checking back-Checking back-Physical signals-Physical signals-Eye contact-Eye contactActive ListeningPaying attentionActive ListeniAgencyAgencyAttentionAttentionLevelLevelTimeTimeAgencyTimeAgencyAgencyAttentionAttentionLevelLevelTimeTimeX XAgencyTimeXAgencyAgencyAttentionAttentionLevelLevelTimeTimeX XX XBlue DressBlue DressAgencyTimeXXBlue DressAgencyAgencyAttentionAttentionLevelLevelTimeTimeX XX XX XX XX XX XThe Rehearsal CurveBlue DressBlue DressAgencyTimeXXXXXXThe Rehearsal Paying attentionPaying attention Listening non judgementallyListening non judgementally Trying to read the intentionTrying to read the intention Understanding the feelingsUnderstanding the feelings Processing what is being saidProcessing what is being said-Noting-Noting-Checking back-Checking back-Physical signals-Physical signals-Eye contact-Eye contactActive ListeningPaying attentionActive ListeniX XX XX XX XX XX XN NN NN NN NN NDefeating the Rehearsal CurveXXXXXXNNNNNDefeating the ReheaThe work youve just sold deserves the highest The work youve just sold deserves the highest level of listening.level of listening.Listen actively and non-judgementally to your Listen actively and non-judgementally to your clients response.clients response.Force yourself to take notes of key points and Force yourself to take notes of key points and then return quickly.then return quickly.Avoid surfing the rehearsal curve.Avoid surfing the rehearsal curve.Listening:SummaryThe work youve just sold deseThey judge that the presenter really cares about They judge that the presenter really cares about their businesstheir businessThe idea seems right because of the support The idea seems right because of the support offeredofferedMajor concerns have been satisfactorily Major concerns have been satisfactorily addressedaddressedTheir input has been incorporated in some way Their input has been incorporated in some way into the ideainto the ideaPeople Are More Likely to Accept Ideas when:They judge that the presenter Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlanFive ActAdoptPresentPreparePlaThey are asked to act on itThey are asked to act on itThe action required is not too much troubleThe action required is not too much troubleThey have previous positive experience with They have previous positive experience with the originator of the ideathe originator of the ideaIt meets their needs better than other optionsIt meets their needs better than other optionsThe benefits to them outweigh the risksThe benefits to them outweigh the risksThey will be part of the implementation They will be part of the implementation processprocessPeople Are More Likely to Act on an Ideas when:They are asked to act on itPeoWhat we bringWhat we bringWhat is What is expectedexpectedPreparing the wayWhat we bringWhat is PreparingWhat we bringWhat we bringWhat is What is expectedexpectedFind ways toFind ways toreframereframeexpectationsexpectationsFind ways toFind ways topresell the ideapresell the ideaPreparing the wayWhat we bringWhat is Find waysQuestionsQuestionsWhat we bringWhat we bringConcernsConcernsNeed forNeed forreassurancereassuranceQueriesQueriesPreparing the wayQuestionsWhat we
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