& 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 Sell hard 努力卖 ! To a deeply grateful client 给一个非常 激赏你的客户 The Frequent Result常有的结果 The Client savages 客户杀人鲸 Us and the idea 撕裂我们 和idea Simplistic 简易 and 但 Risky 高风险 Model Act 行动 Sell 贩卖 Selling Selling 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 Act Adopt Present Prepare Plan 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 Act Adopt Present Prepare Plan Structure the communication Define the target audience Determine the objectives What are we trying to do *Give information*Gain agreement *Obtain information*Spur action *Build understanding*Neutralise resistance Inform Persuade New Information New Information or Rearrange Old Information HAVE WE DEFINED OURTARGET AUDIENCE *Decision makerwill need less detail *Opinion leader *Implementorswill need more detail *Experts *Second guesserwill need a harder sell (of decision maker's 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 *Apathetic 冷漠 *Sophisticated 老练的 *Apathetic 冷漠 *Hostile 敌意 *Sophisticated 老练的 *Apathetic 冷漠 *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 *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