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Huthwaite調查:試著找出業務的必勝法則
業務成功率1~3%,但IBM / M$可以到 30%以上
⼈們重視⾃⼰所說的話 / 得到的結論
⽽不重視被告知的事情
⼈們重視⾃⼰索要來的東⻄
⽽不重視免費得到的東⻄
1.開場⽩
2.調查
3.證明能⼒
4.獲得許諾
1.開場⽩: 有禮貌、眼中不能只有Key man
2.調查: 找出需求 (價格/品質)
3.證明能⼒: 讓他相信你
4.獲得許諾(失敗通常是調查不全⾯)
需求強度 (⽻絨⾐ in 台灣 / 北極)
a.近乎完美
b.這是個問題,但我可以接受
隱含需求:對難題的不滿
c.問題⽐我意識的還要嚴重
d.我想採取⾏動、解決問題
明確需求:強烈的願望&渴望 (必須 / 100% / 知道解答)
Situation -狀況
Problem - 難點
Implication - 後果
Need-Payoff -需求回報
§
§ I 後果問題 - B障礙 / O人員 / T時間 / C成本 / H困難&麻煩
§ 把人推落山谷,在給予一盞明燈XD
§ N 需求回報問題 - 明確需求
背景
事實
數據
對賣⽅來說很重要,知⼰知彼
問題 / 困難 /不滿
隱含需求
對買⽅來說更重要
B障礙
O⼈員
T時間
C成本
H困難
把⼈推落⼭⾕,在給予⼀盞明燈
引導⾄明確需求
背景
事實
數據
對賣⽅來說很重要,知⼰知彼
狀況 —> 難點 —> 後果 —> 解決⽅案
肥胖 —> 禿頭 —> 單⾝ —> 買產品
有辦法把客⼾的隱含需求導到明確需求
在傷⼝上灑鹽,使其正視之

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