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&InthebeginningwastheideaIdea是一切的起源OurSimpleSellingModel一厢情愿的贩卖模式Simplistic简易and但Risky高风险ModelSellingSellingIftheideaisn‘tbought,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间FiveStepModelFOURBASICQUESTIONSWhatarewetryingtodo?HAVEWEDEFINEDOURTARGETAUDIENCE?*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmaker'sview)andtheofferofsupport.Whatframeofmindaretheyin?他们的心态是什麽?ZZZzZZZzZZZzWhatframeofmind?Sophisticates老练型Hostiles敌意型Exercise:PaperclipREPORT/INFORMFORMATReport/InformExamplePersuasion:ProblemFormatPersuasion:ProblemFormatPersuasion:IdeaFormatHOWPERSUASIVEAREYOU?EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising*Regaindistribution*Leapfrogcompetition*Preferredbrandwithconsumers*Increasepriceandmargin*__________________________*__________________________*__________________________Let'sdothisNextstepsWHO,WHAT,WHENFiveKindsofEvidenceFiveKindsofEvidenceSlowBuildtoaGrandFinaleBackgroundStrategyRationaleIdeaAnyQuestions?HereItIsandWeAreExcitedIdeaHowwegotthere?Whyit'sright?AnyQuestions?TheTell'emFormatPlanningCycleFormatMatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVisualsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.Exercise:PaperclipsRevisitedFiveStepModelYoucanneverboresomeoneintobuyingyourideaFiveStepModelPeopleareMoreLikelytoListentoSomeonewho:IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsActiveListeningSendreinforcementswe'regoingtoadvanceActiveListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'si
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