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1、1,如何与客户开会,2003 Junior People Intensive Training2003年10月31日,2,如何开会?,3,如何在工作上,与你想要服务的人,做有效率的沟通,-如何让他们又幸福快乐,又尊敬你,4,什么人你要去服务?,你喜欢的人你在意的人付钱的人会加你工资,提拔你的人你想使他工作更顺利的人他/她不顺,你就不顺的人,5,什么叫服务?,6,非常,非常地善解人意,彻底了解他的需要彻底了解他的困难彻底了解他的问题,7,想出非常,非常聪明的办法,满足他的需要排除他的困难解决他的问题,8,非常,非常地心甘情愿,服务,是这个行业的本质服务,是所有商业工作的本质服务人的能力,是你最大
2、的本钱服务人者,人恒服务之,9,如何有效率地沟通?,10,预先思考,事前准备,我的目的是什么?我想要了解什么?我想要告知什么?我想要讨论什么?我希望对方采取什么行动?对方的目的是什么?在什么时间,什么地方,用什么方式?预先思考一遍全部的过程我想要表达什么,怎么说?别人会想要说什么?他对于我的说法,会怎么反应?,把所有可能会用到的东西都准备好,11,装出精明干练的样子,穿西装,打领带眼神锐利,神情沉稳注意倾听,反应灵敏说话节奏快,有重点,12,事后总结,结论是什么?Next Step是什么?谁?什么时间以前?做什么事情?,13,能不能更明确一些?,Can We KISS?,14,AE与客户开会,
3、具体必须做些什么?,1998 Junior People Intensive Training1998年10月31日,15,AE不一定是主持人或发言人,却是客户会议的负责人,这一行里所有的主角,都是从制片干起的,16,会议前,约定时间地点,并通知所有与会人员了解所有事情的最新状况与相关人员讨论后,尽早撰写并发送会议议程(Meeting Agenda)安排场地与设备准备文具与茶水确保所有人准时参加,延迟时及时通知设想各种可能的状况,准备会议中所有可能用到的东西,17,会议中,记笔记眼观四面,耳听八方,对所有人的需要,做出快速反应精神上的积极参与没有相当把握,决不轻易发言仪态端庄,神情专注频频点头
4、,18,会议后,收拾会议室回想整个会议的过程,并总结经验24小时内撰写并发送会议纪录Next Step的跟催,19,现在,准备好上战场了吗?,20,别,傻 X才上战场,21,如何在工作上,与你想要服务的人,做有效率的沟通,-如何让他们又幸福快乐,又尊敬你,22,关于人性,23,创造双赢的几个要领,深入挖掘客户的问题,然后想出更好的办法来解决如果想不出来,就接受客户的解决方案让客户觉得好主意是他们自己想出来的让客户觉得异常地受到尊重让客户觉得我们的提议,是经由专业团队的深思熟虑而产生的尽可能为自己,为团队留下回旋余地诚恳,诚恳,非常的诚恳,24,问题?,25,谢谢,26,&,27,In the
5、beginning was the ideaIdea 是一切的起源,28,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,29,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,30,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,31,Selling,32,Selling,33,If the idea isnt bought,we
6、have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,34,Five Step Model,Act,Adopt,Present,Prepare,Plan,35,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
7、 target audience to do as a result?,36,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,37,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,N
8、ew Information,New Information orRearrange Old Information,38,HAVE WE DEFINED OURTARGET AUDIENCE?,?,39,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their r
9、ole?,40,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,41,*Sophisticated老练的,*Apathetic冷漠,42,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,43,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,44,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophis
10、ticated老练的,*Apathetic冷漠,45,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,46,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,47,Sophis
11、ticates 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,Know it all already(and more)这些早就知道了,48,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,49,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,Opposes either you
12、 or your idea反对你或你的idea,50,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,51,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,52,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all
13、 options objectively 中立Present factually&non emotionally 事实而非情感,53,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,Have faith already已有信心,54,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on co
14、lour and emotion 色彩和情感,55,Exercise:Paperclip,56,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,57,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,58,REPORT/INFORM FORMAT,SubjectBa
15、ckgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,59,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala
16、 Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how th
17、e young respond to brands,Meaning,We need to monitor this carefully,60,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,61,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*L
18、osing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New flavours-New advertising,62,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,63,HOW PERSUASIVE ARE YOU?EXERCISE,64,Brand has lost its way recently,but we canturn it
19、 around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,
20、65,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts,66,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Al
21、lows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/Facts
22、What we usually think of as evidence.Visualise statistics if you can.,67,Slow Build to a Grand Finale,Intro,68,Background,Slow Build to a Grand Finale,69,Strategy,Slow Build to a Grand Finale,70,Rationale,Slow Build to a Grand Finale,71,Idea,Slow Build to a Grand Finale,72,AnyQuestions?,Slow Build t
23、o a Grand Finale,73,Here It Is and We Are Excited,Intro,74,Idea,Here It Is and We Are Excited,75,How we got there?,Here It Is and We Are Excited,76,Why its right?,Here It Is and We Are Excited,77,Any Questions?,Here It Is and We Are Excited,78,The Tell em Format,Tell em what youre going to tell them
24、Tell emTell em what youve told themEnsures three exposures to the main message,79,Planning Cycle Format,80,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,81,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceiv
25、ePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,82,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,83,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffect
26、Intuit,Kinesthetics,Eye Movements,84,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,85,Exercise:Paperclips Revisited,86,Five Step Model,Act,Adopt,Present,Prepare,Plan,87,You can ne
27、ver bore someone into buying your idea,88,Five Step Model,Act,Adopt,Present,Prepare,Plan,89,Accept,Understand,Listen,90,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Make
28、s them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,91,Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and res
29、ponds to questions,Listeners are more Likely to Listen to a Presentation that:,92,Active Listening,Version 1.1 5/96,93,Send reinforcementswere going to advance,Send three and four pence were going to a dance,Confusion,94,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENI
30、NG DISTORTION,RECEIVED,Distortion,95,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,96,Hearing with half an earGiving into day dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,97,Appearing to pay attention and
31、listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,98,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what
32、is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,99,AgencyAttentionLevel,Time,100,AgencyAttentionLevel,Time,X,101,AgencyAttentionLevel,Time,X,X,Blue Dress,102,AgencyAttentionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,103,Paying attentionListening non judgem
33、entallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,104,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,105,The work youve just sold deserves the highest level of listening.Listen actively a
34、nd non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,106,They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor concerns h
35、ave been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,107,Five Step Model,Act,Adopt,Present,Prepare,Plan,108,They are asked to act on itThe action required is not too much troubleThey have previous positive experienc
36、e with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,109,What we bring,What is expected,Preparing the way,110,What we bring,What is expecte
37、d,Find ways toreframeexpectations,Find ways topresell the idea,Preparing the way,111,What we bring,Preparing the way,112,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,113,Know who they areKnow what we want from themHave decided our core idea and supportsHa
38、ve worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,114,Ourselves,115,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,116,Know when to stop,117,&,118,In the beginning was the ideaIdea 是一切的起源,119,Our Simp
39、le Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,120,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,121,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,122,Selling,123,Selling,124,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了
40、时间,IS WEL2-7/96,125,Five Step Model,Act,Adopt,Present,Prepare,Plan,126,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?,12
41、7,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,128,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRea
42、rrange Old Information,129,HAVE WE DEFINED OURTARGET AUDIENCE?,?,130,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,131,What frame of mind are th
43、ey in?他们的心态是什麽?,*Apathetic冷漠,132,*Sophisticated老练的,*Apathetic冷漠,133,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,134,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,135,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,136,A
44、pathetics 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,137,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,138,Sophisticates 老练型,WHY?为何?Seen it
45、 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,Know it all already(and more)这些早就知道了,139,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,140,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,Opposes either you or your idea反对你或你的idea,
46、141,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,142,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,143,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively
47、中立Present factually&non emotionally 事实而非情感,144,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,Have faith already已有信心,145,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩
48、和情感,146,Exercise:Paperclip,147,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,148,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,149,REPORT/INFORM FORMAT,SubjectBackgroundInforma
49、tion index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,150,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,Inform
50、ationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respon
