如何销售--英文版

HOWTOSELLSOMETIPSFROMOGILVYDAVIDOGILVYwasn’tjustoneofthemostaccomplishedadvertisersofalltime.Hewas,atheart,theconsummatesalesman.“Istartedasasalesman,adoortodoorsalesmanforkitchenstoves,oncommission.IfIsoldIgotacommission.IfIdidnotsellIdidnotgetacommission,andIdidnoteat,nosale,nocommission,noeat.Seeadvertisingisallaboutselling,theabilitytosell.SoIsoldkitchenstovesforafewyears,inScotland,anditwasdamnedhardworktoo.”Themoreprospectsyoutalkto,themoresalesyouexposeyourselfto,themoreordersyouwillget.=“QUALITYQUANTITYButnevermistakequantityofcallsforqualityofsalesmanship.—DavidOgilvy”Sowhatisqualitysalesmanship?QUALITYDAVIDHADSOMEADVICEYoucan’tsellanythingunlessyouquitegenuinelyfeelthatyouwanttopersuadepeople,yourownfamily,yourownwife,yourfriends,thepeopleyoumeetatdinnerparties,theworldatlarge,tousethatproduct.Andyoucan’tpersuadethemtodoitunlessyougenuinelybelieveit.Youcan’tdoitforaliving.You’vegottobelieveintheproduct.Boildownyourstrategyintoonesimplepromise—andthatpromiseshouldbeimportantandunique.Youwouldn’ttellliestoyourownwife.Don’ttellthemtomine.Sotellthetruthbutmakeitfascinating.Youcan’tborepeopleintobuyingyourproduct.Youcanonlyinteresttheminbuyingit.-DavidOgilvyDAVIDONTHEVALUEOFNEWS“Wheneveryoucan,getnewsintoadvertising.Andtellyournewsloudandclear.”Newsaboutanewproduct,orimprovementsinanoldproduct.Oranewwaytouseanoldproduct.Newsisabsolutelyinvaluable.-DavidOgilvyNEWS!ADVICEFROMOTHERGREATSALESPEOPLEAcrosstheboard,greatsalespeoplesaytheabilitytosellisa“mentality.”SALESMANSHIPSALES=CONFIDENCE=NERVESIfyoudon’tthinkyoucansell,ifyou’renervous,thenyoucan’tsell.GOODSALESMANSHIPBADSALESMANSHIPDon’ttrytoselleverythingatonce.Everystepleadstothenextstep.Forexample,ifyou’remakingacoldcall,sellthemonmeetingwithyouinperson;don’ttrytoselltheproduct.Thebiggestsecretistodevelopgreatlisteningskills.Learnwhatyourcustomerswantandtellthemhowyou’regivingittothem.Don’tevergiveyourpotentialcustomerareasonnottotrustyou.Agentlereminder:Anysalespitchismerelypartofit.Salesbeginswellbeforeyourfirstcontactandcontinueslongafter.It’sarelationshipbusiness,sobeinitforthelong-term.Salespeopleandcustomersshouldbecreatingvaluetogether.Eleganceisacraft.MessagingSpeculationGiveupStubbornnessQuickfixDialogueFactsFollowupFlexibilityLong-termEMBRACECaringCraftDialogueFactsFollowupFlexibilityLong-termSHUNTrickeryGimmicksMessagingSpeculationGiveupStubbornnessQuickfixWEWANTTOKNOWMOREABOUTWHATWORKSANYBODYCANSELLAfterall,you’redoingitallthetime,youjustdon’tknowit.You’retryingtogetyourkidstocomehomeontime,you’retryingtogetthatpromotionatwork,etc.Butsomepeoplearegreatatit.Areyou?AtOgilvy,sellingisinourDNA.We’realwaystryingtogetbetteratit.Sotelluswhatwedon’tknowatourDiscussionGrouponLinkedIn.Betteryet,doyouthinkyouhaveit?Areyouoneofthosepeoplewhocansellanythingtoanyone?Canyouevensellaredbrick?C0M100Y100K0FONTS:TRADEGOTHICBOLDSCRIPTMTBOLD(MONOTYPE)Pantone485R233G40B35#DF2823DOYOUHAVEWHATITTAKESTOBETHEWORLD’SGREATESTSALESPERSON?Entertowinandearnapart-timefellowshipatOgilvyOne.ThetopfinalistsareflowntoCannes,France,forthefinalcompetitionattheCannesLionsInternationalAdvertisingFestivalonJune21,2010.Thewinnerearnsthejob,thetitle,andhelpsuswritethesalesguideforthefuture.Getthebriefandtherulesat: