tag:blogger.com,1999:blog-62905798508608480692024-03-13T17:05:52.687+08:00Ahwii業務狂專門撰寫神經行銷-Neuromarketing、業務與商業寫作的文章。Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.comBlogger172125tag:blogger.com,1999:blog-6290579850860848069.post-13101074163305805192016-05-09T16:31:00.002+08:002016-05-09T16:31:17.737+08:00簡報是一種說服性的演說,目的是要他人採取行動<div class="MsoNormal" style="background-color: white; color: #333333; font-family: 'Helvetica Neue Light', HelveticaNeue-Light, 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 14px; line-height: 19.6px; margin: 0px; outline: none; padding: 0px; text-align: justify;">
<span style="font-family: 新細明體, serif; font-size: 12pt;">簡報是甚麼?它是不是像瞎子摸象一樣,摸到甚麼就認為它像某樣東西。當然不是啊!大象主體是不變,並不會你摸起來像甚麼,就是那樣東西。那回頭來看看簡報,它是不是美觀的畫面,或者簡潔的排版,或者是有說服力的觀點,或者是講者的魅力等,我想「是」也是「不是」,它是這些的綜合體,不能單單從一種角度來詮釋,而是要有系統觀來審視整體現象。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span lang="EN-US" style="font-family: 新細明體, serif; font-size: 12pt;">2</span><span style="font-family: 新細明體, serif; font-size: 12pt;">千多年前,希臘有位哲學家,名為亞里斯多德,他將演說定為<span lang="EN-US">3</span>種類型,分別是訊息告知、裝飾性與說服性。當然,當時沒有剪報系統,聽眾只能看講者的肢體語言與口述訊息。簡報也是演講的一種,只是需要透過簡報工具來輔助講者。在訊息告知的類型中,我們可以知道人們非常不利短期記憶,常常聽聽就忘了,所以簡報不是用來傳遞訊息的好方法,給聽眾一份文書資料或許會更好一點;至於裝飾性的目的是歌頌與讚美他人的事跡,雖然有點激勵效果,但大部分的人感動一下之後,就會退去,效果也不大。所以,我們可以知道:<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: 新細明體, serif; font-size: 12pt;">「簡報是一種說服性的演說,目的是要他人採取行動,這項行動對聽眾有利,也對講者有利。」<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: 新細明體, serif;"><簡報幾乎是知識工作者必備技能,歡迎來到我的<a href="http://actionpresentation.blogspot.tw/" target="_blank">行動簡報</a>部落格></span></div>
Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-7898834516330090612014-08-20T13:55:00.000+08:002014-08-20T13:55:18.719+08:00燃燒消費者的渴望,激起熊熊烈火-原燒行銷事件,評「可看出不理性的人有多少」<h1 style="background: white; line-height: 15.6pt; margin-bottom: .0001pt; margin: 0cm;">
<span lang="ZH-TW" style="background-color: transparent; font-family: 新細明體, serif; font-size: 12pt;"><span style="font-weight: normal;">這幾天炒得沸沸揚揚的消費事件就屬原燒</span></span><span style="background-color: transparent; font-family: 新細明體, serif; font-size: 12pt; font-weight: normal;">10<span lang="ZH-TW">元行銷事件,剛好看到蘋果日報有位作者對此<a href="http://www.appledaily.com.tw/realtimenews/article/new/20140817/453128/" target="_blank">行銷事件</a>的評論。看完之後,真的替蘋果日報的專業捏把冷汗。</span></span></h1>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">因此,購買一項產品,我們通常認為都是理性問題,其實還有一些感性的成分存在。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">理性部分:時薪、成本、油價、等候、排隊、限量、免費廣告</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">從上面的分類我們可以看到,這位作者一直以理性的成本、價格、排隊</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">等理性的分析,來支撐他的論點,所以他的結論是戴老闆是行銷高手,我們都被他拐了,我不用「騙」這個字</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這是一般外行人</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">這位作者是律師</span>)<span lang="ZH-TW">對行銷的初淺認知,以為價格</span>(<span lang="ZH-TW">成本</span>)<span lang="ZH-TW">衡量等於行銷,銷售等於行銷,促銷等於行銷,或者廣告等於行銷。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我寫了一篇文章<a href="http://blog.ahwii.com/2010/08/2.html" target="_blank">行銷人的鼓</a></span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><span lang="ZH-TW">,說明這種狀況。</span><o:p></o:p></span></div>
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<span style="background: white; color: #333333; font-family: "Georgia","serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">S</span><span style="background: white; color: #333333; font-family: "Georgia","serif"; font-size: 12.0pt;">eth Godin</span><span lang="ZH-CN" style="background: white; color: #333333; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: "\; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: "\;">在其著作「行銷人是大騙子」中認為:消費者才是大騙子,因為「人們會為想購買的東西編謊,相信某些東西能讓自己更好,消費者比行銷人更了解自己的死穴,因此會說故事給自己和別人聽,證明自己花錢有理。<span lang="ZH-CN" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; font-size: 12pt;">」</span></span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Godin<span lang="ZH-TW">當然不認為行銷人是大騙子,而戴老闆也不是大騙子,都是消費者自己在洗自己的大腦。但是洗腦過程是一種感性部分,如果用一些理性的因素</span>10<span lang="ZH-TW">元換</span>560<span lang="ZH-TW">來認定戴老闆是行銷高手就掉入陷阱了。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">到底要不要讓消費者排隊?是一項很衝擊性的問題,我在上課中常常出這個問題讓學員討論,答案五花八門,目的不是求得一致性的解答,而是開放思考與創意。我在</span><span style="background-color: white; font-family: Georgia, serif; line-height: 25.48000144958496px;"><a href="http://blog.ahwii.com/2010/08/blog-post_11.html" target="_blank">到底要不要讓消費者排隊</a></span><span style="font-family: 新細明體, serif; font-size: 12pt;"><span lang="ZH-TW">與</span></span><span style="background-color: white; font-family: Georgia, serif; line-height: 25.48000144958496px;"><a href="http://blog.ahwii.com/2010/08/blog-post_22.html" target="_blank">再論「到底要不要讓消費者排隊」</a></span><span style="font-family: 新細明體, serif; font-size: 12pt;"><span lang="ZH-TW">有詳細的論述,你會覺得讓消費者排隊購買不是那們簡單。</span></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我把排隊放在理性部分是因為單純認為我要便宜的套餐,但是隱藏感性部分,就是認同感與社會證明,所謂認同感是我跟我同儕之間對某件事有共同喜好;而社會證明是別人做我也會跟著做,這隱含規避風險,所以形成一窩蜂,風頭過了就風平浪靜,恢復原狀。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">限量是稀少的意思,物以稀為貴,本來就會搶著要,當然要排隊等候。《影響力》的作者</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Robert B. Cialdini<span lang="ZH-TW">認為:「稀有性原理在我們確定事物價值時,有著強大影響力,最直接了當的作法,是所謂的數量有限策略:告訴顧客某種商品供不應求,不見得隨時都有。」</span><o:p></o:p></span></div>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-13061928201924502292014-08-16T22:57:00.000+08:002014-08-16T22:57:35.289+08:00你喜歡抽象還是具體的語言-取得信任的訣竅<div style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 15.454545021057129px; line-height: 18.81818199157715px; margin-bottom: 6px; margin-top: 6px;">
信任是甚麼?在BMG讀書會裡各位成員提出許多解釋,例如:是一種感覺、相信對方、正直、踏實產生放心、不會傷害、信賴、長久關係、可以量化(品質)、口碑、肢體語言...。其實這樣說明也不錯。</div>
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我們常看到這些很抽象的名詞,知道他的意思卻講不出來實際的東西,習慣用抽象來解釋抽象,如果聽者有實際的經驗,他人會體會;如果沒有,那就各人憑想像猜測,你的想法與我的猜測是否能符合卻不知道。更可怕的是,我們假裝對方了解我們的溝通。這是一種問題,一條鴻溝。如何解決這個問題?如何搭起這座橋,跨越鴻溝?都是我們必須要做的。</div>
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我們的語言其實是有限了,根據教育部公布常用字是4804個,但是個人感受、經驗、事實、推測、想像的訊息卻是千千萬萬,很難估計,我們卻要用這麼少的字來解釋、說明這些訊息,況且有些感受是說不明白、講不清楚,有隱晦的地方。</div>
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早川(S. I. Hayakawa)曾在《語言與人生》裡提出抽象階梯的概念。如果我有一隻貓,喵喵,胖胖的、橘色的毛、有點奸詐。就抽象階梯而言是:</div>
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階梯:物質構成-->喵喵-->家貓-->貓科寵物-->哺乳類動物<br />解釋:可以摸看的到-->我家的貓(胖胖的、橘色的毛、有點奸詐)-->可以豢養老虎、獅子也是-->用乳汁哺育下一代-->會動、有血有肉。</div>
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物質構成是非語言層次,其他是語言層次,也就是說可以用語言來敘述這個現象。左邊越具體;右邊越抽象。</div>
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如果我們說:「我養了一隻會動的、有血有肉的東西。」我想大部分的人聽不太懂你講的話,除非對方有看過你家的貓。所以為了讓溝通清楚明瞭我們的抽象階梯要往下走,走向更具體的方向,彼此的認知才能一致性。</div>
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早川認為有效的語言應該在抽象階梯上下來往,可以用底層語言(我家的貓)說明,就不要在上層語言(動物)表達。</div>
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我們說明一個名詞時,例如:信任。我們習慣用抽象解釋抽象,一般來講是我們沒有一個定見,腦袋充滿混沌,對這件事情沒有把握,常常聽到、想到,知道這件事情,卻難以解釋這件事情,而且我們認為對方也知道這件事情的定義,彼此之間就心領意會,何需多加解釋。</div>
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早川以為這件事情的解釋有三種選擇:往下、停留與向上。如果日常對話是沿著抽象階梯往上的話,會更讓人不知所措。我以為為了保持彼此的理性之下,即使你聽不懂對方的意思,你也會「假裝」了解對方的意思。</div>
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有空氣人才會活,所以空氣是人的必要條件,那麼人可以活下來只有空氣就夠了嗎?當然不是,需要空氣、水、食物與陽光,所以這些構成人們可以活下來的充分條件。那麼,哪一個是急迫性呢?當然是空氣,沒有空氣幾分鐘就到蘇州賣鴨蛋;沒有水與食物可以撐好幾天;至於沒有陽光可能可以撐好幾年。</div>
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我們來看看上面對信任的解釋,長久關係是信任的必要條件嗎?感覺是嗎?相信對方是嗎?假設這些都是的話,那麼甚麼是構成信任的充分條件呢?也就是提出這些條件就能形成別人對你的信任。</div>
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創業者從無到有,取得客戶、投資者與夥伴的信任是多麼重要。你跟你的合作夥伴有革命的情懷,也就是有長期的關係,他們想要與你合作,就表示他們信任你。但是客戶與投資者沒有這段長期關係,信任就很難建立。</div>
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所以撇掉長期關係的話,你一位創業者必須知道如何在短時間建立信任,否則客戶與投資者對你不信任,後面都不用講了。</div>
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就以上推論,取得信任的方法,我認為:<br />1. 每個人的特質與經歷都不一樣,你要建立一份信任抽象階梯表。<br />2. 商談中,不要往上抽象解釋,盡量往下具體說明與證據顯示。<br />3. 了解信任的充分條件與必要條件,尤其找出那個急迫性的條件。<br />4. 最後,透明化自己,取得初步信任。</div>
Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-7260622307206403022014-08-01T21:30:00.001+08:002014-08-01T21:30:22.660+08:00這不是競爭優勢<span style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;">競爭優勢是有市場,客戶喜愛,競爭者很難模仿的。Jason Cohen在</span><a href="http://blog.asmartbear.com/not-competitive-advantage.html" rel="nofollow" style="background-color: white; color: #3b5998; cursor: pointer; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px; text-decoration: none;" target="_blank">http://blog.asmartbear.com/not-competitive-advantage.html</a><br style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;" /><span style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;">提出那些不是競爭優勢卻常被提出的項目。</span><br style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;" /><span style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;">1.我們有X特點</span><br style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;" /><span style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;">2.我們有最多特點</span><br style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;" /><span style="background-color: white; color: #141823; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;">3.我們特點有專利</span><span class="text_exposed_show" style="background-color: white; color: #141823; display: inline; font-family: Helvetica, Arial, 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 14.999999046325684px; line-height: 17.25px;"><br />4.我們的SEO與社群媒體比較好<br />5.我們充滿熱情<br />6.我們有3個博士/碩士<br />7.我們工作很努力<br />8.我們比較便宜</span>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-79124459255441462842014-07-31T22:28:00.000+08:002014-07-31T22:28:54.730+08:00主張你的獨特價值,打中顧客的需求紅心<div align="left" class="MsoNormal">
<span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt;">在</span><span style="font-family: 新細明體, serif; font-size: 12pt;">BMG<span lang="ZH-TW">的圖中有</span>9<span lang="ZH-TW">大區塊,最重要的是目標市場</span>(Customer
Segment)<span lang="ZH-TW">,你投入的資源,如果顧客不買單,其它地方做得再好也沒有用。顧客買單關係公司賺不賺錢,公司賺錢才能永續經營。</span></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">公司提供顧客利益的一系列產品或服務</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">所以,你要將公司裡的優勢進行整合形成獨特的價值,這些價值整合可能是定量或者定性。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">BMG<span lang="ZH-TW">列出一些創造價值的要素,例如:新穎、性能、客制化、設計、價格、成本與風險降低</span>…<span lang="ZH-TW">的訴求。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這些要素可以歸納為功能性</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(iPhone<span lang="ZH-TW">很好操作</span>)<span lang="ZH-TW">或情感性</span>(<span lang="ZH-TW">拿</span>iPhone<span lang="ZH-TW">很潮</span>)<span lang="ZH-TW">。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">如果你是一塊鐵,你想成為甚麼?這是我上課時最喜歡問的問題。我們換個方法問,假設你手上有一塊鐵,你要如何賣給顧客?</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">1.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我有一塊</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">50<span lang="ZH-TW">公斤的鐵,一公斤</span>20<span lang="ZH-TW">元,賣你</span>1<span lang="ZH-TW">千元好嗎?</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">2.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我這塊鐵,可以做成</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">100<span lang="ZH-TW">個水溝蓋,一個賣</span>300<span lang="ZH-TW">元,你可以轉賣</span>500<span lang="ZH-TW">元,可以賺</span>2<span lang="ZH-TW">萬塊。</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">你看這塊鐵價值不斐,我要做成勞力士手表,我估計你可以賺</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">100<span lang="ZH-TW">萬。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">假設我們不考慮其他因素,顧客可能是終端消費者、店面、經銷商或工廠。顧客當然選擇附加價值最高的那個選項。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">企業擁有許多有限的資源,我們必須將這些資源轉成有價值、高績效、高品質的產出。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">投入</span><span style="font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 新細明體; mso-ascii-theme-font: minor-fareast; mso-char-type: symbol; mso-fareast-language: ZH-TW; mso-hansi-font-family: 新細明體; mso-hansi-theme-font: minor-fareast; mso-symbol-font-family: Wingdings;">è</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">V</span><span style="font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 新細明體; mso-ascii-theme-font: minor-fareast; mso-char-type: symbol; mso-fareast-language: ZH-TW; mso-hansi-font-family: 新細明體; mso-hansi-theme-font: minor-fareast; mso-symbol-font-family: Wingdings;">è</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">產出</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">V<span lang="ZH-TW">是一種轉換成有價值的工具,可能是製造,也有可能是運輸、通路、包裝、廣告、設計</span>…<span lang="ZH-TW">。所以,投入原始資源加上附加價值就成為高品質的產出。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">如果你這塊鐵,經過你的手之後,甚麼都沒加上去,當然價值不高,顧客興趣也不高,畢竟他跟其他供應商可能買到一斤</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">19<span lang="ZH-TW">元的鐵;如果你經過工廠的加工與製造之後,可以讓顧客賺</span>2<span lang="ZH-TW">萬元,他應該很高興;如果你這塊鐵,經過設計、製造、行銷與廣告加工之後,產生高優質的附加價值,你的顧客會愛你愛的要命。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">簡單化價值</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">感情價值</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">從這幾項之中,我們可以找到企業所擁有的獨特價值訴求來滿足</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">CS<span lang="ZH-TW">的痛苦或快樂的需求。在</span>The
Value Proposition Canvas<span lang="ZH-TW">裡有描述</span>CS<span lang="ZH-TW">的痛苦與快樂,根據內容可以選擇你的顧客需求。</span><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Job to be done<span lang="ZH-TW">是</span>Clay
Christensen<span lang="ZH-TW">在其文章</span>Innvator’s Solution<span lang="ZH-TW">所提出的。</span>CS<span lang="ZH-TW">為顧客區隔,一般來講,我們習慣以年齡、地理、文化、教育</span>…<span lang="ZH-TW">等來找出適當的目標客群,有些人會認為這樣太大了,但要往下區隔到多細卻沒有一定的衡量標準。</span><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Levitt<span lang="ZH-TW">認為顧客是買孔洞,而不是買鑽孔機。他的意思是注意解決顧客的困難,而不是產品身上。</span>Job
to be done<span lang="ZH-TW">是顧客待完成的工作,也就是解決顧客的困難點才是企業主要的工作。</span>Mark Johnson<span lang="ZH-TW">在《白地策略》提到成功的顧客價值主張,有三個衡量標準:</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">1.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">待完成工作對顧客的重要度</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">2.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">顧客對現行解決方案的滿意度</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">相對於其他選擇,新供應項目對任務的完成度</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">所以,如何主張你的獨特價值,我們有許多思考條件:</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">1.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">必須考量顧客的區隔是否難以衡量,而需要轉到</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Job to be done<span lang="ZH-TW">方面</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">2.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">思考你的資源轉成</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">VP<span lang="ZH-TW">的方式,讓顧客晚上做夢也想要</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3.<span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">將</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">BMG<span lang="ZH-TW">的價值創造加上</span>8<span lang="ZH-TW">種價值組合來找出目標客群的需求</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">思考這麼多,接下來</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">VP<span lang="ZH-TW">要用文字來表達,才能讓人理解,我們下次再來談談這個問題,用甚麼方法來敘述你的</span>VP<span lang="ZH-TW">並引誘顧客上鉤。</span><o:p></o:p></span></div>
Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com1tag:blogger.com,1999:blog-6290579850860848069.post-80547317068821544082014-07-27T16:25:00.002+08:002014-07-31T22:29:34.642+08:00表達意見時,邏輯是最重要的 <div align="left" class="MsoNormal">
<span lang="ZH-TW" style="color: #141823; font-family: 新細明體, serif; font-size: 12pt;"><a href="http://blog.ahwii.com/2014/07/blog-post.html" target="_blank">前文</a></span><span style="color: #141823; font-family: 新細明體, serif; font-size: 12pt;"><span lang="ZH-TW">貼在</span> FB<span lang="ZH-TW">時,網友對此提出不同的觀點,如下:</span></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">「</span><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">文中舉例說:</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">另外一個看法是,李維特(</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">Ted
Levitt</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">)曾提出一個觀念,人們不是要鑽孔機,而是牆上的那個孔。我們必須了解客戶的需求,只要能達到目的,並不需要鑽孔機。所以如果你是賣鑽孔機的話,除了</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">B</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">牌是你的競爭對手之外,槌子可能也是你的競爭對手。</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
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</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">上述這段話也極像源自哈佛大學李維特教授的觀點:</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">行銷短視症</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">呢!</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
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</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">記得李維特教授說:鐵路業除了鐵路各家業者是你的競爭對手,航空、公車也是你的競爭對手。所以鐵路業應該定義自己為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">運輸業</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">!</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">所以同理,鑽孔機業者的競爭對手除了自動工具機業者外,鐵鎚也是,所以應該將自己定義為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">打孔業</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">?</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
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</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">顯而易見的,至今雖有名叫某某運輸的公司,但深入看看其實該公司還是專注在貨運或航運或空運或鐵路運輸。李維特教授也認為石油業也該將自己定義為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">能源業</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,但與事實不符的是在能源業當中,石油管道業、電力設備、天然氣公司、煤礦公司,以及其他各有專精的在能源業底下的專精公司,沒有自稱能源公司的。</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">(</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">就算是自稱能源公司,就其本質仍是單一專精某項</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">)<span style="background: #F6F7F8;"><br />
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</span></span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">舉個生活的例子,嘉義雞肉飯專賣店的競爭者有專賣控肉飯、滷肉飯、肉燥飯、米糕的專賣店,嘉義雞肉飯面對這些競爭者應該將自己定義為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">飯店</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">嗎?顯然這現象在早期沒有那麼競爭的美好年代可能會有,但面對競爭趨烈的現在,漸漸行不通了,除非你想用過去的思維面對現在。</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
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</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">世界朝向分岐,所以各行各業欣欣向榮,但是李維特教授的觀念偏向與時代演化背道而馳的</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">融合</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,行銷短視症可能忽略了人們會以最終專精品類</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">(</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">就像生物分類的最後一個分類</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">種</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">")</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">來選擇你,不得不注意啊!</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
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</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">競爭者很重要,但在這競爭激烈的現代來說,或許該努力的是成為鑽孔機這個類別中競爭者們的領導者,而非</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">融合</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">鐵鎚業者,畢竟消費者最終會選擇一個工具來打孔,就像消費者最終會選擇一家專賣雞肉飯或米糕的店一樣,所要做的事只有在你的品類中成為佼佼者供消費者優先選擇你</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體;">。</span></i><span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">」</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">關於這篇文章評論,我提出兩個論點,一是對</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Levitt<span lang="ZH-TW">論點的說明;另外是</span></span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">注意前後邏輯概念,否則會掉入空洞的主張</span><span lang="ZH-CN" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體;">。</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">鑽孔機理論與行銷近視症</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(Marketing Myopia)<span lang="ZH-TW">皆是</span>Theodore(Ted) Levitt<span lang="ZH-TW">所提出的。行銷近視症在於不要只看眼前的事物</span>(<span lang="ZH-TW">產品或服務</span>)<span lang="ZH-TW">,而要看更長遠的目標</span>(<span lang="ZH-TW">市場或消費者需求</span>)<span lang="ZH-TW">。</span><o:p></o:p></span></div>
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<span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">1960<span lang="ZH-TW">年代在美國的火車是運輸的主流,</span>Levitt<span lang="ZH-TW">看到一個趨勢,所以在</span>Harvard
Business Review<span lang="ZH-TW">寫下</span>Marketing Myopia<span lang="ZH-TW">這篇文章。他說明不要以為乘客只是來搭火車而已,乘客的需求是要更快速與安全到達目的地,所以,任何交通工具只要能比火車更快速與安全就能打敗火車運輸。果然,在這之後的航空運輸打敗了火車運輸。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">記得李維特教授說:鐵路業除了鐵路各家業者是你的競爭對手,航空、公車也是你的競爭對手。所以鐵路業應該定義自己為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">運輸業</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">!</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;"><br />
</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">所以同理,鑽孔機業者的競爭對手除了自動工具機業者外,鐵鎚也是,所以應該將自己定義為</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">打孔業</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">"</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">?</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">”</span></i><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">我們在做分類時,必須注意</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Barbara Minto<span lang="ZH-TW">在《金字塔原理》所提的觀念,歸納要符合</span>MECE<span lang="ZH-TW">原則,網路很多這方面的敘述,我就不再贅述。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">假設有這些東西,獅子、鱷魚、蛇、橘子、蘿蔔、葡萄、老虎、白菜、蘋果應該如何分類?</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">通常我們將獅子、老虎分為一類;鱷魚、蛇分為一類;橘子、葡萄、蘋果分為一類;而蘿蔔跟白菜分為一類。除了分類以外,我們要給他一個類別名稱,也就是抽象的名詞。所以獅子、老虎是哺乳類;鱷魚、蛇是爬蟲類,哺乳類與爬蟲類可歸納為動物;橘子、葡萄、蘋果是水果,蘿蔔跟白菜是蔬菜;水果跟蔬菜又能歸類為植物。動物與植物又可向上歸類為生物,這樣就可以形成金字塔狀的類別圖。</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">鐵路、汽車、飛機、輪船是以運載貨物與人員來定義為運輸業,並不是以競爭對手來分類,就像獅子與老虎是以乳汁哺育下一代而歸類為哺乳業或動物,而不是以他有</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">4<span lang="ZH-TW">隻腳來歸類,否則桌子也可以歸為同一類,椅子跟馬都可以坐也應該是同一類。</span><o:p></o:p></span></div>
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<span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Levitt<span lang="ZH-TW">的觀念就如前面我所說的,注意你的競爭者,滿足消費者需求,不要只看目前的產品功能,而非以歸類為訴求。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">突然想到</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Henry Ford<span lang="ZH-TW">曾說過:</span></span><span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">「</span><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">如果我問客戶的話,他們會說給我一匹跑得<em><span style="font-style: normal;">更快的</span></em></span><em><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; font-style: normal; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">馬</span></em><em><span lang="ZH-TW" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; font-style: normal; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">。</span></em><span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">」如果你以為</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Henry Ford</span><span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">認為消費者的需求根本不準確的,非也!非也!你只看到</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">”<span lang="ZH-TW">更快的馬</span>”<span lang="ZH-TW">,而</span>Henry Ford<span lang="ZH-TW">看到的是</span>”<span lang="ZH-TW">更快的</span>…”<span lang="ZH-TW">想像空間。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">至於後面鑽孔機、能源公司、雞肉飯的分析,我就不再說明。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">文章中,開頭的論述錯誤,後面的推論就不會正確,結論就不足以採信。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">競爭者很重要,但在這競爭激烈的現代來說,或許該努力的是成為鑽孔機這個類別中競爭者們的領導者,而非</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">融合</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt;">”</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">鐵鎚業者,畢竟消費者最終會選擇一個工具來打孔,就像消費者最終會選擇一家專賣雞肉飯或米糕的店一樣,所要做的事只有在你的品類中成為佼佼者供消費者優先選擇你</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體;">。</span></i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<i><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">1.Levitt<span lang="ZH-TW">認為以競爭對手來定義火車為運輸業是錯誤的</span><o:p></o:p></span></i></div>
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<i><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">2.<span lang="ZH-TW">而同理以競爭對手來定義鑽孔機與鐵槌定義為打孔業也是不正確的</span><o:p></o:p></span></i></div>
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<i><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">3.<span lang="ZH-TW">所以,</span>Levitt<span lang="ZH-TW">的</span></span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">觀念偏向與時代演化背道而馳</span></i><i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></i></div>
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<i><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">4.</span></i><i><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">因此,應該</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">成為鑽孔機這個類別中競爭者們的領導者</span></i><i><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">消費者</span></i><i><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">才會</span></i><i><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">優先選擇你</span></i><i><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">。</span></i><i><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></i></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">我在前面已經說明第</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">1<span lang="ZH-TW">段的歸類是有問題,假設第</span>1.2.3<span lang="ZH-TW">段的演繹是正確的,第</span>4<span lang="ZH-TW">段就有問題,因為</span>”</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">成為鑽孔機這個類別中競爭者們的領導者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">消費者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">才會</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">優先選擇你</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">”</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">跟前</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">3</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">段的推論關係不大,產生前後不一致性。</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">這幾天颱風過後,天氣不穩定,當我要出門時,我總是看看天空的顏色,看到灰色的烏雲就表示快要下雨,所以,我要準備雨具,否則我會變成落湯雞。</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">我們從原因</span><span style="color: #141823; font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 細明體; mso-bidi-font-family: 細明體; mso-char-type: symbol; mso-fareast-font-family: 細明體; mso-fareast-language: ZH-TW; mso-hansi-font-family: 細明體; mso-symbol-font-family: Wingdings;">à</span><span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">結果</span><span style="color: #141823; font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 細明體; mso-bidi-font-family: 細明體; mso-char-type: symbol; mso-fareast-font-family: 細明體; mso-fareast-language: ZH-TW; mso-hansi-font-family: 細明體; mso-symbol-font-family: Wingdings;">à</span><span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">方法</span><span style="color: #141823; font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 細明體; mso-bidi-font-family: 細明體; mso-char-type: symbol; mso-fareast-font-family: 細明體; mso-fareast-language: ZH-TW; mso-hansi-font-family: 細明體; mso-symbol-font-family: Wingdings;">à</span><span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">行動,來分析這一段。</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">原因:天空有灰色烏雲</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">結果:</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">表示快要下雨的跡象</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">方法:所以我要</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">(</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">可選擇方案</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">)</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">攜帶雨具</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">(</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">雨傘、雨衣、雨鞋、雨帽</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">)</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">、開車、取消</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">…<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">行動:因此我選擇攜帶雨傘,因為</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;">…<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">如果結論是決定到海灘游泳,就是前後邏輯不一致。</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">文章結論是</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">成為鑽孔機這個類別中競爭者們的領導者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">消費者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">才會</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">優先選擇你</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">。</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」</span><span style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">你要告訴我們原因,為什麼在</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">成為鑽孔機這個類別中競爭者們的領導者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">,</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">消費者</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">才會</span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">優先選擇你</span><span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">?然後說明如何成為行業中的領導者的方法,依照這些方法,鼓勵讀者採取行動才能達成目標。</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">否則,讀者看到結論也不知道怎麼辦,如果在加上前後不一致性,就會造成空洞的主張。</span><span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 12.0pt; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">上面所述回答我文章開頭的兩個論點,</span><span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">一是對</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">Levitt<span lang="ZH-TW">論點的說明;另外是</span></span><span lang="ZH-CN" style="color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Helvetica; mso-bidi-font-family: Helvetica; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Helvetica;">注意前後邏輯概念,否則會掉入空洞的主張</span><span lang="ZH-CN" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體;">。</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">PhD<span lang="ZH-TW">是博士的稱號,不管是化學、企管、數學</span>…<span lang="ZH-TW">都是。</span>Ph<span lang="ZH-TW">是</span>Philosophy(<span lang="ZH-TW">哲學</span>)<span lang="ZH-TW">,它的意思是不管專業能力多強,都要強化一種哲學思考,邏輯辨思。所以,說話也好、寫文章也好,不管你專業能力多棒,邏輯有問題,甚麼都不用講。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">最後,作業來了</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">…<span lang="ZH-TW">請教底下的演繹推論問題出在哪裡?</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">懶惰會造成失敗</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">以上論點我參考:</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">金字塔原理</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(Barbara Minto)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">批判性思考</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(Stella Cottrell)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">行銷管理學</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(Philip Kotler)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">邏輯寫作力</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(<span lang="ZH-TW">照屋華子</span>)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">邏輯思考的技術</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(<span lang="ZH-TW">照屋華子與岡田惠子</span>)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">邏輯力</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">(D.Q.McInerny)<o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">網路維基百科</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;">自己經驗</span><span style="color: #141823; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
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<span style="background-color: white; font-family: Georgia, serif; font-size: 18px; line-height: 25.48000144958496px;"><a href="http://blog.ahwii.com/2010/11/blog-post_26.html" target="_blank">上班族以文服人就能開啟升官途徑</a></span></div>
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<span style="background-color: white; font-family: Georgia, serif; font-size: 18px; line-height: 25.48000144958496px;"><a href="http://blog.ahwii.com/2011/08/blog-post_15.html" target="_blank">上班族寫作力訓練</a></span></div>
Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-81582651253246804902014-07-26T11:19:00.002+08:002014-07-31T22:29:19.382+08:00沒有競爭者,還是沒有市場<div class="MsoNormal">
<span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt;">第</span><span style="font-family: 新細明體, serif; font-size: 12pt;">1<span lang="ZH-TW">期的</span>BMG(<span lang="ZH-TW">獲利世代</span>)<span lang="ZH-TW">讀書會已經結束了,成員們個個收穫滿滿,我也從他們的案例獲得許多知識,雖然他們道謝連連,但是我心裡卻想要感謝他們給我這次機會。</span></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">有一位同學問是否有繼續讀下去的可能。我本來沒有準備,突然想到</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3C<span lang="ZH-TW">架構,就是</span>Company<span lang="ZH-TW">、</span>Customer & Competitor<span lang="ZH-TW">。於是我提出繪製</span>Competitor
BMC<span lang="ZH-TW">,他說他沒有競爭者,我就跟他講:你的簡報裡就有</span>5<span lang="ZH-TW">力分析,你可以從這邊找到。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">當然,他的新創事業我不懂,我也不知道他的公司到底有沒有競爭者。但是我對沒有競爭者這句話,感到非常詫異。在我教書這麼多年來從來沒有同學跟我說他的公司或事業是沒有競爭者。所以,我就想要來探討這個問題。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">到非洲賣鞋子的案例,我相信很多人都聽過,你看到非洲人不穿鞋子,那邊鞋店也很少,所以,到非洲賣鞋子一定有生意;另外有人看到他們不習慣穿鞋,所以應該很難賣。一件事情兩種看法,到底你看到的是沒有競爭者還是沒有市場?</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這延伸幾個問題</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">競爭者的定義</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">?</span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">你了解消費者</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">(<span lang="ZH-TW">顧客</span>)<span lang="ZH-TW">行為嗎</span>?</span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">你有經過市場調查嗎</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">?</span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">你喜歡用猜測來自動補腦嗎</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">?</span></li>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">很久以前我曾經賣過家電,那時大家電</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">冰箱、冷氣、電視</span>)<span lang="ZH-TW">大部分都是以萬起跳,冷氣甚至有</span>10<span lang="ZH-TW">幾萬元的機種。夏天冷氣賣得比較好,電視就很差;冬天當然冷氣銷售不佳,電視卻是旺季。夏天天氣熱,冷氣賣的比較好,這比較容易理解,那麼為什麼夏天的電視就會賣的不好呢?</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">因為我們的薪水有限原因,用薪水購買
</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">投資</span>)<span lang="ZH-TW">冷氣,就沒有多餘的錢花在電視上,所以,顧客暫時不買或延遲消費。這種替代性的消費,買了</span>A<span lang="ZH-TW">,放棄了</span>B<span lang="ZH-TW">又可稱為機會成本的投資。一般來講賣冷氣的</span>A<span lang="ZH-TW">公司的競爭者應該是賣冷氣的</span>B<span lang="ZH-TW">公司才對,如果我們以機會成本的觀念來講,這種潛在</span>(<span lang="ZH-TW">不是主要</span>)<span lang="ZH-TW">的競爭者,也會讓客戶不進門消費的原因之一。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">另外一個看法是,<span style="color: #0d0d0d; mso-themecolor: text1; mso-themetint: 242;">李維特</span></span><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-font-family: Arial; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Arial; mso-themecolor: text1; mso-themetint: 242;">(</span><span style="background: white; color: #0d0d0d; font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-themecolor: text1; mso-themetint: 242;">Ted Levitt</span><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-themecolor: text1; mso-themetint: 242;">)</span><span lang="ZH-TW" style="background: white; color: #0d0d0d; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW; mso-themecolor: text1; mso-themetint: 242;">曾提出一個觀念,人們不是要鑽孔機,而是牆上的那個孔。我們必須了解客戶的需求,只要能達到目的,並不需要鑽孔機。所以如果你是賣鑽孔機的話,除了</span><span style="background: white; color: #0d0d0d; font-family: 細明體; font-size: 12.0pt; mso-bidi-font-family: 細明體; mso-fareast-language: ZH-TW; mso-themecolor: text1; mso-themetint: 242;">B<span lang="ZH-TW">牌是你的競爭對手之外,槌子可能也是你的競爭對手。</span></span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">亞當.史密斯在《國富論》提到一個觀念</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">-<span lang="ZH-TW">「看不見的手」,意思是自由經濟的市場會自動調節,其中之一是量影響價的原因,這牽涉供應的問題。</span>100<span lang="ZH-TW">多年前福特</span> Model T<span lang="ZH-TW">賣的非常好,它以流水裝配線的生產方式,大量生產來符合市場需求。它幾乎沒有競爭者,但後來</span>GM<span lang="ZH-TW">、克萊斯勒出來,日本的</span>Toyota<span lang="ZH-TW">、</span>Honda<span lang="ZH-TW">也來了,後進韓國的</span>Hyundai<span lang="ZH-TW">、</span>Kia<span lang="ZH-TW">也出現了。福特的優勢也慢慢消退,有錢人才能開的汽車,變成平民交通工具。「看不見的手」產生平衡市場的作用。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">競爭者除了跟你同類型的產品或服務之外,也應該包含替代性的消費與潛在的競爭者。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">賣梳子給和尚是一種假矛盾,我們可以用奔馳法</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(scamper)<span lang="ZH-TW">與</span>5W2H<span lang="ZH-TW">法將問題切出來或合併。在廟裡除了和尚以外,還有誰</span>(Who)<span lang="ZH-TW">跟廟有關聯?梳子難道只能用在頭髮</span>(What)<span lang="ZH-TW">上面嗎?梳子只能在廟裡</span>(Where)<span lang="ZH-TW">使用嗎?梳子可以跟甚麼</span>(what)<span lang="ZH-TW">合併</span>(combination)<span lang="ZH-TW">使用呢?網路很多案例我就不贅述了。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">當我們在開創新事業時,我們總是覺得我們的</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">idea<span lang="ZH-TW">是唯一的,不可多得的,幾乎沒有競爭者或對手。但是消費者或顧客會買單嗎?你了解他們嗎?你有做個問卷調查嗎?</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">有一次我在教</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">scamper<span lang="ZH-TW">的時候,我先放一部影片,是一個甲蟲推正方形的食物,其它都是推圓形的。我的題目是用</span>scamper<span lang="ZH-TW">法改變甲蟲的工作方法並說服它,結果各組都朝向圓形方向著手,然後自動補腦這個方法比較好推。</span><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">繪製獲利世代所提的同理心地圖來了解你的顧客。</span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">描寫你的主要競爭者與潛在競爭者,沒有競爭者是假議題。</span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">分析顧客為什麼非你產品不可</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">(<span lang="ZH-TW">解決他們的哪些痛苦或快樂</span>)<span lang="ZH-TW">,是否其他替代性產品也行?否則你的產品或服務可能沒有市場。</span></span></li>
<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">當遇到衝突與矛盾時</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">(<span lang="ZH-TW">市場與競爭者難題</span>)<span lang="ZH-TW">,以</span>5W2H<span lang="ZH-TW">與奔馳法來切割或合併問題,不要自動補腦,只喜歡你喜歡的觀念,自動排除不想預見的觀念。</span></span></li>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-76823416464187097722014-06-20T14:29:00.000+08:002014-06-20T14:29:11.910+08:00正直才是尋找合作的重要因素<div class="MsoNormal">
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<em><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; font-style: normal; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">棉花糖</span></em><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">實</span><span lang="ZH-CN" style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">驗</span><span style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">(</span><span style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">Marshmallow Experiment</span><span style="background: white; color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">)<span lang="ZH-TW">是一項很有趣的人格特質測試。在一個獨立空間裡,實驗者給小孩子一顆棉花糖,規定他在一定的時間裡,如果沒有吃掉棉花糖就會給予雙倍獎品;如果吃掉了,就甚麼都沒有。這項實驗可以預測未來成功與否,沒有吃的小孩,未來功課與事業都很好;至於,看到大人走開之後,就一口咬下去的小孩,未來不是中輟學業,就是流浪街頭,當壞人。更可怕的是,這個預測機率是</span>100%<span lang="ZH-TW">。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">延遲滿足與自律是這個實驗所要揭櫫的理念,這個理念是來自於誘惑</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">我會在我們的讀書會教各位會員,因為篇幅的關係,書中有些不足的地方,需要補充</span>)<span lang="ZH-TW">。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">原賦效應是來自於損失厭惡感。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">行動科學大師</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Chris Argyris<span lang="ZH-TW">提出潛藏人類互動間的行為是「支配傾向」的價值觀,它指導我們如何解析與應付這個社會的互動。「支配傾向」包含:</span><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">在任何互動中,只能贏不能輸</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: Arial; mso-fareast-language: ZH-TW;">•<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">隨時維持主控權</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: Arial; mso-fareast-language: ZH-TW;">•<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">避免任何難堪</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; mso-fareast-font-family: Arial; mso-fareast-language: ZH-TW;">•<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">自始至終保持理性 </span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">反正,任何互動我就是要贏你,不能輸掉</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">損失厭惡感的關係</span>)<span lang="ZH-TW">,所以我要維持主控權,控制整個互動的程序,但是又怕我的論點占優勢,會讓你察覺並產生抗拒或尷尬,所以我要讓你避免難堪,因此,自始至終我要保持理性,不能情緒化,隱藏自己的人格特質。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「君子慎其獨」來自於中庸,是說明正人君子不只在共處環境中要正直、謹慎,在獨處的時候也要,不能沒人看,就投機取巧。費孝通觀察華人社會之後,提出一個「差序格局」理論,關係就如投石所引起的漣漪,內外圈有別,內外圈的形成通常是血緣、地緣、經濟水準</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">所產生。所以,在自己的環境裡,要保持乾淨清潔,因為有家人在,健康最重要。至於,公共場所是大家的,清潔與乾淨是公眾的責任,關係就殊遠了,別人的健康、心情、感官、危險</span>…<span lang="ZH-TW">跟我沒關係,沒人看到的時候,丟一下垃圾,圖一下鴨,吐一口痰,應該不會怎樣。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">君子慎其獨在強調我們的人格要很高尚,但實際透過學者的社會觀察卻有差異。就如我們要避免難堪,所以要保持理性,這是高尚的行為,但實際上我們的骨子裡卻是不能輸,不能輸就是要掌控主導權一樣。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">綜合上面所提:</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">延遲</span><span lang="ZH-CN" style="background: white; color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">滿足 、自律與成功有關</span><span lang="ZH-CN" style="background: white; color: #141823; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: 細明體; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">係</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">接受誘惑會讓你失敗。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: ZH-TW;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">原賦效應是解釋你目前擁有東西</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">創意</span>)<span lang="ZH-TW">會讓你覺得無比珍貴,但卻不是這回事。</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: ZH-TW;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">在互動中我們不喜歡輸的感覺。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我們喜歡說一套做一套。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">回到</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">BMG<span lang="ZH-TW">讀書會上,這裡是創業菁英班,以創業為主要目的。有些人已經是賽車手,教練不能教他們如何倒車入庫;有些人不會開車,教練除了教一些基本駕駛知識之外,也要心理建設,否則上路駕駛會產生恐懼。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">教練要懂得因材施教。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我參加許多讀書會,很多成員志在參加,不在實際參與。所以,總是希望取得別人的知識,自己少做一點,換自己報告就隨隨便便混過去,時間久了,變成以聯誼為主,讀書為輔,時間再拖久一點,反正大家都認識了,自己也懶得去了。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">BMG(</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Business Model Generation)</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"> <span lang="ZH-TW">讀書會是以讀書並獲得知識為目的,創業聯誼並不是我們的訴求。所以,我們定一些規則,最主要是:</span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: ZH-TW;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">將賽車手與新手駕駛分開</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">避免有些人只是覺得有趣來看看而已</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: ZH-TW;">·<span style="font-family: 'Times New Roman'; font-size: 7pt;">
</span></span><!--[endif]--><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我們要一步一步來,就如棉花糖實驗一樣,拒絕誘惑</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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to pitch to a VC<span lang="ZH-TW">所提的投資者覺得人是最重要的,其中正直是人的最重要特質。我們不是道德教師可以教你這些,但是我們可以來討論創業知識,創業只是短時間就可以達成,接下來的管理知識、業務技巧、說服力才能讓你像永備電池一樣,電力比別人長久。</span><o:p></o:p></span></div>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-80477881718309161872014-01-17T18:38:00.000+08:002014-01-17T18:38:27.939+08:00業績與行政的決策兩難-哪個比較重要?<div align="left" class="MsoNormal" style="background-color: white; background-position: initial initial; background-repeat: initial initial;">
<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">我常常到我家附近的大賣場買東西,這家連鎖店就是最近高速公路收費鬧得沸沸揚揚的關係企業。這家店停車場很大,所以,附近的住戶都把它當成私人停車場來停,而且還過夜,因此,可能造成店長的不滿,所以,最近開始實施收費措施,以免被白停。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">我一個禮拜去</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">1-2<span lang="ZH-TW">次,最主要的是有停車費,而且還有很多吃的攤位,有時也去剪個只要</span>100<span lang="ZH-TW">元的頭髮,一次解決我的問題,真的很方便。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">有一次有個員工在門口給我一張停車證明單,我看了一下說明,一小時收費</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">50<span lang="ZH-TW">元,購物</span>500<span lang="ZH-TW">元抵一小時的停車費,最多抵</span>5<span lang="ZH-TW">小時。我的天啊!時間緊迫,害我那天一邊推著購物車,一邊計算產品價格是否超過</span>500<span lang="ZH-TW">元,還一邊看著手機時間是否超過。就這樣在</span>20<span lang="ZH-TW">幾分鐘就買完,結完帳已經超過</span>30<span lang="ZH-TW">分鐘了。看看附近的餐廳,用餐時候到了,還剩下</span>20<span lang="ZH-TW">幾分鐘,於是趕快點了一份餐點,餐點端上來只剩下</span>10<span lang="ZH-TW">幾分鐘的用餐時間,我用當兵吃飯的速度在</span>10<span lang="ZH-TW">分鐘解決,還好一小時時間來得及。當我將停車卡與發票給管理員,他竟然說:「這樣就好了!謝謝!」我的天呀!他都沒有檢查,原來是玩假的。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">當我出了店門口之後,開了三分鐘左右的路程,熊熊想起來,我忘了買蒜頭。於是,我再繞回去,買完東西,這次我比較悠哉地購物,順便逛逛,看看有甚麼東西需要補給。當我要出去的時候,一樣給管理員發票跟停車卡,他開始看看時間,看看我的消費金額,原來已經換另外一個人了。他說我的消費不夠,要跟我收</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">50<span lang="ZH-TW">元,我趕快拿出另外的發票,他又說不夠,我再搜
搜其他口袋,終於找到第一次購物的發票。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">到底要維持客戶的購物愉快氣氛比較重要還是管理停車場的行政作業?這或許是一個兩難。但是,應該可以取得平衡點才對啊!</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">我上網看到</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">PPT<span lang="ZH-TW">已經有人在批評,因為這個措施,不願再去消費,因為許多客戶消費不到</span>500<span lang="ZH-TW">元,卻要繳</span>50<span lang="ZH-TW">元的停車費,</span>50/500=10%<span lang="ZH-TW">,購物越低,客戶所繳的費用比越高,難道有人批評。可能店長認為,這樣停車收費作業,一方面可促使客戶購買多一點,滿足</span>500<span lang="ZH-TW">元的消費,提高客單價;另一方面可以防止沒有消費的附近居民免費停車。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">是否此措施可以提高客單價,這要看該店的營業報表才知道,但是我們可以確認一件事情,店長趕走了免費停車的居民,也嚇跑了我們這些忠誠客戶,而且老實講,他們的價格比全聯還貴,以前是認為停車方面,順便逛逛,現在這種措施,當然盡量少逛為妙。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">俗話說:「一分錢打</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">24<span lang="ZH-TW">個結」,也就是說要我們拿出我們身上的錢是很痛苦的一件事情。如果我們不小心跌倒或割傷的時候,大腦有一個區域</span>-<span lang="ZH-TW">腦島</span>(insula)<span lang="ZH-TW">會啟動,感受痛苦。看到價格時,我們的大腦也會啟動腦島,這表示價格是一種痛苦。所以,要將自己的一分錢打上</span>24<span lang="ZH-TW">個結,讓賣家難以打開。因此,賣家或業務員要懂得引誘客戶,降低痛苦。引誘的條件就是提升對客戶的報償,例如:購物環境、方便性、愉悅性、折扣、贈品、業務話術、服務態度</span>…<span lang="ZH-TW">。這些無非是一步一步地讓客戶的一分錢上的</span>24<span lang="ZH-TW">結慢慢打開,而不是為了管理方便,或看某一群人不順眼造成來造成老客戶的不方便。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">免費是非常有魅力的,能大大地降低購物痛點。每次那間賣場都有免費試吃麵包活動,我常常吃著吃著就買了許多麵包。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">Chris Anderson<span lang="ZH-TW">認為免費比幾乎免費有效非常多倍。所以,當然比連幾乎免費都沒有的產品還要高出</span>n<span lang="ZH-TW">倍。</span>Dan Ariely<span lang="ZH-TW">在「誰說人是理性的」也提到:「免費是如此具情緒感染力,以致於免費事物在我們眼中的評價,大大超出他真正的價值。」</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">停車免費的魅力無窮大,雖然客戶可能沒有感覺到,但是,現在要付費,就會造成相對剝奪感,畢竟以前來此購物不用任何額外費用啊!而且我們大腦對損失會產生嚴重厭惡感。</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">Dan Ariely<span lang="ZH-TW">認為人類天生害怕損失,而免費真正的誘惑力和這種恐懼息息相關。我們選擇免費的東西時,沒有可見的可能損失</span>(<span lang="ZH-TW">不花一錢</span>)<span lang="ZH-TW">。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">這種兩難的決策考驗執行單位,一方面要提升業績;另一方面要管理停車位。我想他們應該不是要收停車費來增加業績,最主要還是販賣產品來提升銷售額才對。所以,執行單位必須考慮降低客戶的痛點,每購一項產品就產生一個痛點,然而,停車又會讓客戶產生痛點與相對剝奪感。客戶在這樣的購物環境裡,會愉快嗎?</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;">因此,對大賣場來講,停車位確實是非常關鍵,關係客戶購物的方便性,但又牽涉到不購物的免費停車。所以我認為:</span><span style="color: #0d0d0d; font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-family: Arial; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast; mso-themecolor: text1; mso-themetint: 242;"><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">開發新客戶與維持老客戶的成本是</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">7:1<span lang="ZH-TW">,所以,可以根據客戶的消費金額來判斷是否老客戶。給予老客戶尊榮感,發給固定期限的停車卡。</span></span></li>
<li><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">500</span><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">元抵</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">1</span><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">小時</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">50</span><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">元的停車費確實高一點,同業中應該沒這麼高的抵用方式,</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">50</span><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">元的停車費不用降,但是可以降低抵用購物金額,不然會趕跑那些常常去又買不多的老客戶。</span></li>
<li><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">執行要徹底,不要有管理員會檢查發票,有的不會,讓客戶認為管理鬆散,引起糾紛,因為客戶會抗議上次來不用檢查發票費用。</span></li>
<li><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">免費是很有魅力的,但免費不是</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">0<span lang="ZH-TW">元,而是有價值的。例如:「免費送你</span>xxx<span lang="ZH-TW">,價值</span>5000<span lang="ZH-TW">元的贈品」所以停車是有價值的,不是</span>0<span lang="ZH-TW">元。</span></span></li>
<li><span lang="ZH-TW" style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">創造購物環境的順暢度,讓客戶感覺來此店購物是很輕鬆愉快的,畢竟為了省</span><span style="color: #0d0d0d; font-family: 新細明體, serif; font-size: 12pt;">50<span lang="ZH-TW">元,有些客戶會草草結束,我們可以知道,客戶留在店裡越久,越能購買更多的產品。如果有甚麼措施讓客戶產生急迫感,這就不是正確的方法,除非店面很小或坐位不多才可以有一些柔性逼迫客戶盡快結束購買行程。</span></span></li>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-2730374448261454022013-12-26T16:04:00.000+08:002013-12-26T16:04:25.752+08:00採取雙贏的銷售策略<div class="MsoNormal">
<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">遙想當年還是</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">3<span lang="ZH-TW">台電視台的時代,港劇正在流行,台灣人瘋迷楚留香之餘,港星也隨後大批來台。我記得有位港星董瑋也來台拍一部電視劇,就是「魔鬼樹」。雖然已經</span>20<span lang="ZH-TW">幾年了,我還依稀記得一些劇情,是一位有錢人的小孩很叛逆,老爸希望他繼承家業,可是他偏不聽,跑去當修車師傅,結果他老爸氣他氣得要死,而兄弟姊妹卻樣樣聽老爸的話,只是各懷鬼胎。結局是老爸卻將遺產分給這叛逆小子,這些兄弟姊妹氣得要命,因為他們總是認為這小子不孝,所以不應該分家產。可是這叛逆小子聽到遺囑之後,覺得老爸不公平,因為老爸把「愛」給了兄弟姊妹,卻把遺產給他,沒有「愛」,但是他想得到老爸的「愛」。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">芭樂切一半公平嗎</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">假設這位老爸只有兩個兒子,老大與這位叛逆小子老二。老爸考慮三種分法,一人一半;老大得到老爸的愛,老二得到全部財產;或者第三種方式為老大得到全部財產,老二得到老爸的愛。我想大部分的人會認為一人一半才是公平,或許吧!</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">當初看這齣劇的結局時,年紀還很小,不懂叛逆小子喜歡得到父親的愛勝過遺產。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">前幾天我問大學部的學生,如果要將一顆芭樂分給兩個人,如何分會比較公平。同學的答案有:切的人分比較多、一人一半、打成果汁分成兩杯同樣的分量、賣錢對分、自己不要,全部給對方</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">答案很多,很難說哪一個比較公平。照一般的解釋,公平就是一人一半。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我們看看魔鬼樹的結局,叛逆小子已經得到遺產,照理想應該很高興,可是他只想得到老爸全部的愛,也就是這是他的需求。如果我們照一般的常識推理,當然是實質的金錢比較重要吧!「愛」太過於抽象,看也看不到,摸也摸不著,而且不能兌換,有甚麼用呢?但結果他卻需要這種東西。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">芭樂怎麼分才是公平,從這部電視劇的主角可以了解,一人一半或得到全部,對他來講顯然不太公平。所以一人一半的公平是沒有符合個人想法的假公平。假設這顆芭樂要分的時候,詢問他們各需要甚麼,可能一個需要核心的部分;另一個可能需要外面的果肉,這樣一個分法,兩個人各得所需,皆大歡喜。換句話說,如果這位老爸在立遺囑時,詢問他們的看法,或許這群兒女們會滿意老爸的分配。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">銷售是一種交換過程</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">銷售有一種很高深的藝術成分存在,也是一種交換的過程,例如管顧公司的講師以知識跟學員的學費交換;汽車公司以車輛跟消費者的資金交換</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">。知識是無形又抽象;車輛是有形又具體,業務員拿這些不管是有形或無形的產品與客戶交易時,只是得到他們的付出的有形費用而已嗎?當然,有經驗的業務員不會這樣認為,當你收到客戶的金錢時,是有形鈔票伴隨無形的「信任」。我們常常認為具體看的見,容易操作;至於無形,看不到、摸不著,這是業務員頭痛的地方。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">莊子寓言曾說,有次他家沒米了,想說到隔壁有個官人跟他借點糧食,這位官人答應他,不過有個條件,就是等收到租稅之後,才能借給莊子。莊子一聽之下,就說:昨天我走在路上,看到一條魚躺在乾枯水溝上,它請求我給它一桶水,我跟他講,我要去西江,那邊的水非常豐沛,等我把水引來之後,你就能活命。然而,這條魚聽到之後,不但高興不了,而且很憤怒地說,等你比水引來之後,你乾脆到菜市場的魚舖上找我吧</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">!<o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">當然,莊子不是業務員,但是,從莊子的書中我們可以知道他一直在推銷他的理念,希望別人能了解人生的道理。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這個寓言讓我想到,莊子很急,但是官人不急,慢慢來,強烈需求的是莊子,而不是官人。是不是很像目前我們業務員的狀況?被公司的業績壓力壓到難於喘息,然後跟客戶要求訂單,不然這個月會很淒慘,下個月可能會被開除。這樣客戶就會啟動憐憫之心嗎?話又說回來,是不是客戶常常聽到其他業務員的悲哀的叫聲呢?如果是這樣,客戶怎麼可能啟動憐憫之心呢?總歸一句話,缺乏信任。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">拿甚麼跟客戶交換呢?</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">雙贏不是一人得一半,也不是利用哀兵政策。客戶需要了解你跟你的產品有沒有符合他的需求,需求是要問出來的,也需要去分析,更需要能證明你讓他得到利益的銷售語言。這些利益不管是具體,還是無形的情感都要包含在內。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">除了產品之外,我們業務員還有甚麼可以跟客戶交換呢?我認為以重要程度依序為情感、成功故事、數據與願景作為交換的內容。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<li><span style="font-family: 新細明體, serif; font-size: 12pt;">情感:我們對情感的購買慾是非常強烈,你跟客戶的聯繫如果有情感的加持,將會提升對方的認同感。</span></li>
<li><span style="font-family: 新細明體, serif; font-size: 12pt;">成功故事:客戶最怕購買之後的風險,那麼,如果我們有許許多多跟其他人合作的成功經歷,將會激勵客戶的購買意願。</span></li>
<li><span style="font-family: 新細明體, serif; font-size: 12pt;">數據:數字是很具體的,可以做為強烈的對比,客戶也會立刻了解其中的差異,所以有數據的輔助,會提升產品的說服力。</span></li>
<li><span style="font-family: 新細明體, serif; font-size: 12pt;">願景:提不出上面的銷售語言,至少也要提出公司或產品的願景,雖然未來願景有點抽象,但是至少能讓客戶了解我們是長久經營的企業。</span></li>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">不管如何,要成為一位優良的業務員,你將產品賣給客戶不是拿到客戶的貨款就結束了,你必須要有長久經營之道。也就是你贏客戶也贏,成為客戶的顧問,結交為永久的朋友。如果你贏了,對方感覺輸了這個交易,你想他可能成為永久的朋友嗎?他還會找你諮詢產品或服務的問題嗎?反之,你輸了,客戶贏了,你還有可能繼續生存下去嗎?我想這兩種狀況都不是我們業務員所要面對的狀況,我們必須深入思考如何雙贏才對。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<li><span style="font-family: 新細明體, serif; font-size: 12pt;">採取雙贏的思考,也就是站在對方的立場思考一下,客戶需要甚麼?你有很多產品主張,先要克制,採取探詢對方的方法,將客戶的需求或隱藏的需求浮出檯面。</span></li>
<li><span style="font-family: 新細明體, serif; font-size: 12pt;">取得客戶的信任,也就是在交易的過程中,必須了解客戶的有形產品解決方案與無形的壓力問題。尤其無形的壓力所產生的不信任,我們必須找出幫他解決的策略。</span></li>
<li><span style="font-family: 新細明體, serif; font-size: 12pt;">精練銷售語言,當我了解客戶的立場與無形的壓力時,我們就要主張我們的產品對他有甚麼的利益。所以,你必須找出用何種情感跟客戶交流,用甚麼樣的成功故事來讓客戶降低猜測,如何用數據讓客戶堅定信念或者提出你的願景讓客戶與你站在同一邊。</span></li>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-10846191816869382722013-12-18T18:06:00.000+08:002013-12-18T18:06:00.976+08:00簡化銷售語言的力量<div class="MsoNormal">
<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">前幾天接到一通電話。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「先生你好</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">!<span lang="ZH-TW">我是中華電信,我們目前有一項優惠方案,你目前使用</span>5M
ADSL<span lang="ZH-TW">和</span>MOD<span lang="ZH-TW">,</span>5M<span lang="ZH-TW">目前是</span>559<span lang="ZH-TW">元,扣掉長期租用月租費優惠,所以你一個月差不多繳</span>480<span lang="ZH-TW">元,我們有個方案是提升為</span>6M<span lang="ZH-TW">的光纖,只要</span>499<span lang="ZH-TW">元,</span>499<span lang="ZH-TW">元跟目前你用的價格</span>480<span lang="ZH-TW">元差不了多少,而且速度比較快,提升之後,會對你比較有利。還有</span>MOD<span lang="ZH-TW">你目前是</span>89<span lang="ZH-TW">元的方案,這是基本的台數而已,如果你用光纖的話,可以使用我們</span>MOD<span lang="ZH-TW">精選餐</span>1<span lang="ZH-TW">年,前半年</span>0<span lang="ZH-TW">元,後半年</span>169<span lang="ZH-TW">元,這樣一年是</span>1014<span lang="ZH-TW">元,而你目前是</span>89<span lang="ZH-TW">元</span>12<span lang="ZH-TW">個月就要</span>1068<span lang="ZH-TW">元,所以你不會多加錢,而且還增加許多節目,</span>Discovery<span lang="ZH-TW">、三立、壹電視、電影</span>…<span lang="ZH-TW">。」</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「喔</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">!<span lang="ZH-TW">我這樣就好了阿,我很少看電視。」</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「這個方案不錯,你花的錢也不多,你看你本來網路就要繳</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">480<span lang="ZH-TW">元,光纖網路只要</span>499<span lang="ZH-TW">元只增加一點點錢,就可以提升</span>6M<span lang="ZH-TW">,這樣很划得來。」</span><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">電話行銷中,幾乎都不會預約客戶,所以一旦你要打給客戶時,有沒有想過客戶是處於哪種狀態之中?處理公文、開會、思考、逛街、睡覺、看電視</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">都有可能,客戶絕對不會處於正在等你來電的狀態之下。所以,客戶接到你電話時,是有點強迫性,不得不接,一旦得知你要推銷的時候,通常不是很舒服。你想想看,假設你在處理公司的事情時,突然來一通電話,跟你解釋投資狀況或採購某項商品,這時你會怎麼處理,如果對方的解釋又很複雜時,我想你可能會覺得很煩。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我們人在專心做一件事情,要馬上轉到另一件事情時,腦筋常會轉不太過來,需要一段小時間來適應。所以,業務員一開始沒有簡化說明,告知買這項產品的利益,通常客戶會拒絕你講下去的機會。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">其實中華電信幾乎每個月都會打一通電話給我,我通常聽到前幾句的時候,就會拒絕。因為每次我在處理事情時,我哪有心情聽他解釋,目前的事情才是最重要的。因此,我們業務員應該簡化你的銷售語言,畢竟在電話裡,顧客比較沒耐心,也比較不會給你面子。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">例如這個案子,前面我所打的對話很清楚又有邏輯性,但在聽的人會覺得很囉唆。所以業務員要用對比方式來達到你的目標。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">現在:</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"> 89 (MOD) + 476(ADSL 6M)=535*12(<span lang="ZH-TW">月</span>)=6420<span lang="ZH-TW">元</span>/<span lang="ZH-TW">年</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">新方案:</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">499(<span lang="ZH-TW">光纖</span>6M)*12(<span lang="ZH-TW">月</span>)+MOD(<span lang="ZH-TW">前</span>6*0+<span lang="ZH-TW">後</span>6*165)=6978<span lang="ZH-TW">元</span>/<span lang="ZH-TW">年</span><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">6978-6420=558<span lang="ZH-TW">元</span></span><span style="font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 新細明體; mso-ascii-theme-font: minor-fareast; mso-char-type: symbol; mso-fareast-language: ZH-TW; mso-hansi-font-family: 新細明體; mso-hansi-theme-font: minor-fareast; mso-symbol-font-family: Wingdings;">à</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">一年增加</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">558/365=1.52<span lang="ZH-TW">元</span></span><span style="font-family: Wingdings; font-size: 12.0pt; mso-ascii-font-family: 新細明體; mso-ascii-theme-font: minor-fareast; mso-char-type: symbol; mso-fareast-language: ZH-TW; mso-hansi-font-family: 新細明體; mso-hansi-theme-font: minor-fareast; mso-symbol-font-family: Wingdings;">à</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">每天增加</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">由新舊方案對比得知一年增加</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">558<span lang="ZH-TW">元就可以享受增加網路速度與電視節目。如果</span>558<span lang="ZH-TW">元對客戶是沉重負擔的話,你可以將這筆錢切割到以天為單位,就是一天只要</span>1.5<span lang="ZH-TW">元就可以了。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">接下來我們業務員就可以用這樣的開場白來引起客戶的興趣。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「先生你好!我是中華電信</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">xxx<span lang="ZH-TW">,你有使用我們的</span>ADSL<span lang="ZH-TW">與</span>MOD<span lang="ZH-TW">,我們現在有一個優費方案,專門提供給長期使用的貴賓,只要每天花</span>1.5<span lang="ZH-TW">元就可以提升你的上網速度與增加</span>50<span lang="ZH-TW">頻道,例如:</span>Discovery<span lang="ZH-TW">、三立、壹電視、電影等,我想這個方案對你很有利吧!」</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這個開場白,前面是自我介紹,然後告知這個方案只給我們的貴賓,提升客戶的尊榮感,也表明這個方案是稀少的,人們對稀少的物品非常著迷。接下來我們再用簡單的具體如「每天花</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">1.5<span lang="ZH-TW">元」就可以享受這麼好、這麼多的優惠。說明數字上的具體,人們才會一下子進入狀況,但是不要講複雜的具體,就是用計算式來說明,客戶會搞不清楚。如「現在費用是</span>ADSL<span lang="ZH-TW">電路月租費是</span>230<span lang="ZH-TW">元</span>+Hinet<span lang="ZH-TW">上網費</span>329<span lang="ZH-TW">元,總共識</span>559<span lang="ZH-TW">元再扣掉優費</span>83<span lang="ZH-TW">元,所以一個月是</span>475<span lang="ZH-TW">元</span>…</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 14.0pt; mso-ascii-theme-font: minor-fareast; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">。</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」最後,再跟他講這個方案對他很有利,使用非常肯定的用詞,就在這裡停住,等客戶回答。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">如果對方不想要,你可以回答:「太可惜了,我昨天跟許多貴賓用戶說明這個對他們有利的方案,有</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">50<span lang="ZH-TW">幾位同意這個方案,我也希望你跟他們同樣可以享受我們的高畫質電視節目。」</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">人們不想買的原因,有一部分是恐懼,怕買了這樣一個產品會不會有問題。所以使用「太可惜」讓他產生為什麼太可惜的疑問,然後讓他知道許許多多的用戶都有同意這項方案,大家都買,你跟著買比較沒問題。這就是群眾效應。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">電話行銷必須在短時間內就要達到客戶的利益點,尤其現在詐騙橫行的時代,客戶聽到有推銷的意味時,通常拒絕聽下去。所以,一定要簡化我們的銷售語言,而且要在介紹自己之後就推出來,使用簡單的對比,如:使用前</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">/<span lang="ZH-TW">使用後、</span></span><span lang="ZH-CN" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">沒有</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">x<span lang="ZH-CN">的情況</span>/<span lang="ZH-CN">有</span>x<span lang="ZH-CN">的情況</span></span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">、</span><span lang="ZH-CN" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">你</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">/<span lang="ZH-CN">你的競爭對手</span></span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">、</span><span lang="ZH-CN" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">現在</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">/<span lang="ZH-CN">未來</span></span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">、</span><span lang="ZH-CN" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">質</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">/<span lang="ZH-CN">量 </span></span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…+<span lang="ZH-TW">數字讓客戶的腦袋快速轉到電話筒之前。</span><o:p></o:p></span></div>
Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-40655423867143465032013-09-17T11:06:00.000+08:002013-09-17T11:06:22.429+08:00聯合報系搶救職場文字力<div class="separator" style="clear: both; text-align: center;">
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-34315241476611051582013-08-03T10:13:00.002+08:002013-08-03T10:21:36.172+08:00不要業績的公司<div class="MsoNormal">
<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">7/25<span lang="ZH-TW">在</span>PPT Sales<span lang="ZH-TW">版聚時,有一位</span>”<span lang="ZH-TW">電燈</span>”<span lang="ZH-TW">問一個問題,接到訂單之後,後勤單位超過上班時間不處理,上級認為已經滿單,無法排單上生產線,種種因素無法向客戶交代。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">業務在公司存在的目的就是取得客戶的訂單,再由訂單來驅動公司的營運,公司的各個成員才有工作做,公司賺錢之後,我們才能領到薪水來養家餬口。看似為了這份薪水,上班族會戮力為公,一切都以訂單為要。其實不然,尤其業務員以為自己是公司的</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Key Man(<span lang="ZH-TW">其實我也這樣認為</span>)<span lang="ZH-TW">,公司上下理應協助以接單為主要工作,但是常常事與願違,我們可以說這只是我們業務人員的本位考量。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">公司為什麼不接單呢</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">?<span lang="ZH-TW">可能有</span>:<o:p></o:p></span></div>
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* 客戶前帳未清<br />* 看到客戶有財務危機跡象<br />* 跨區經營被抗議<br />* 客戶削價競爭<br />* 利潤不佳<br />* 保護主要客戶<br />* 公司技術不足<br />* 公司產能不足<br />* 售後服務無法達成<br />* 成本突然劇升<br />* 違法考量<br />* 準備與製造時間不足<br />* 品質無法滿足客戶<ul>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">所以公司不接訂單的理由非常多。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">那天</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">7/25<span lang="ZH-TW">的版聚,聽</span>”<span lang="ZH-TW">電燈</span>”<span lang="ZH-TW">的意思是接到訂單之後,行政人員不願加班處理,產能</span>(capacity)<span lang="ZH-TW">限制無法處理訂單,主管沒辦法解決,還有客戶認為別人</span>2-3<span lang="ZH-TW">天就可以處理好,你們公司沒辦法,所以客戶無法接受。這是一個典型問題,業務接單之後,因為產能問題無法處理,上面所列的不接訂單的因素之一。本位主義每個人都有,此時業務身上產生很嚴重的價值觀衝突問題</span>-<span lang="ZH-TW">與事實相反的情況發生。一般而言,就如前面所述,業務存在的目的就是接單,這就是</span>”<span lang="ZH-TW">事實</span>”<span lang="ZH-TW">,然而,放棄訂單違反業務內心價值的承諾,無法自我認同,進而產生內心無法平衡,此時,業務的反彈非常巨大,開始懷疑別人的企圖與不願協助的同事。這時,相關人員出現在你的抱怨清單裡</span>:<o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">* 我都是為了公司阿,為什麼行政人員不願加班將訂單處理好?將設計稿做好呢</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">?<span lang="ZH-TW">這些人的薪水還不是來自於這些訂單。</span></span><br />
<span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">* 製造部門為什麼不將我的訂單排進去呢</span><span style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">?<span lang="ZH-TW">產能問題不是我應該解決的阿!客戶才不會管這些,客戶只想知道何時收到產品。</span></span><br />
* 主管一直要求我訂單,等訂單來了,卻要放棄,一點忙也幫不了,也不協調相關單位,開個協調會議也可以阿。甚麼都沒有做,真的很沮喪。<br />
* 客戶最大,但是也不要這麼急,根本沒辦法溝通,時間來不及就要砍單,你教我怎麼辦,一點寬限都沒有。<br />
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">B2B<span lang="ZH-TW">的業務員常要兼顧內外問題,對內是接單之前的準備工作以及接單之後的協調各部門將訂單完成,這些需要溝通與問題解決技巧;對外則是如何用業務技巧與客戶接洽。所以一個優秀的</span>B2B<span lang="ZH-TW">業務員必須擁有這兩項能力,如果單單一項是無法滿足訂單的完成。可惜的是,業務員的認知裡,通常是擁有一項業務技巧就夠了,而不太強調對內的溝通與問題解決能力。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我們必須找出治標與治本的解決方法,上面第</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">4<span lang="ZH-TW">項對外客戶的問題,要求客戶延期交貨是治標的問題,下次如果再出現產能問題時,還要用說服方式請客戶接受。不知客戶的想法是如何</span>?<span lang="ZH-TW">如果是我的話,我絕對會想,是不是我比較細漢,否則每次交貨時間都要延。這會打擊客戶的信任度。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">對內反而比較難處理,要從擴大產能的治本方法著手,可是業務員無法處理這個問題,即使是單位主管也沒辦法。這要長久計畫才行,牽涉風險觀念,畢竟增加產能必定增加人員與設備,這些投資成本絕非業務員能夠掌握的。高層人員要思考產能利用率的問題,如果只是偶而出現的急單或者不是重要客戶就要考慮投資產能的風險程度。當然,這超出我們業務員所能掌控的。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">業務員很難決定提高產能的問題,因為提高產能有增加設備與人力、加班或者改善製造流程等等的方法。若以主管的高度想法,加班是比較可行。而業務員要解決這個問題,除了增加產能之外,就是跟製作單位申請插單或者跟說服客戶延期交貨。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這些溝通技巧應該從三方面來著手,就以系統觀念來處理這個難題。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">向上與主管溝通應說出自己的感受</span></li>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">主管都需要業績來證明自己的能力,只是迫於無奈才要放棄或不處理這些訂單。他們通常以</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">80/20<span lang="ZH-TW">法則來看待自己的客戶,所以有新客戶或者小訂單通常不會放心力在上面,可是對業務員來講,這些訂單都是辛苦而來,維持重要的老客戶固然重要,但是這些重要客戶的比重過大會影響公司的發展。這形成主管與業務的衝突。解決衝突的第一步不是堅持己見,但是業務員還是要準備證據、資料與說服方法。</span></span><span lang="ZH-TW" style="background-color: white; background-position: initial initial; background-repeat: initial initial; font-family: 新細明體, serif; font-size: 12pt;">所以,業務員必須跟主管展開對話,</span><span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">模擬對話如下:</span><span style="font-family: 新細明體, serif; font-size: 12pt;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">業務:經理,我覺得很沮喪,生產部門無法下星期</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">5<span lang="ZH-TW">之前完成我的訂單,我費了大的心力,用</span>2<span lang="ZH-TW">個月的時間說服</span>A<span lang="ZH-TW">客戶購買我們的產品,現在沒辦法在規定時間完成,我真的不知道</span>A<span lang="ZH-TW">客戶如何看待我們?</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">經理:你也知道這段期間是我們公司的旺季,生產單位的產能已經很緊繃,短期之內很難處理。你跟</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">A<span lang="ZH-TW">客戶講是否延到月底交貨。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">業務</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">:<span lang="ZH-TW">我有跟他溝通過了,他是希望下個禮拜交貨。雖然他是新客戶,量也不多,可是我認為</span>A<span lang="ZH-TW">客戶有市場上的份量,每個月他賣</span>2<span lang="ZH-TW">萬本書,如果這次我們配合他,他會記得我們的協助,未來我們合作會比較順利。我在想經理以前應該有遇到這種狀況,不知道有甚麼好方法處理這種狀況</span>?<o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">經理</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">:<span lang="ZH-TW">插單啊</span>!<span lang="ZH-TW">但是這會影響生產流程,會造成工廠的困擾。或者轉單也可以,暫時將這個訂單轉給同業,當然客戶還是我們控制,我們只是外包給同業而已。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">業務</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">:<span lang="ZH-TW">插單、外包或者邀請</span>A<span lang="ZH-TW">客戶來公司協調,順便參觀工廠,不知道哪一個比較適當</span>?<o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">經理</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">:<span lang="ZH-TW">這筆訂單也不大,外包不太可能。</span>OK!<span lang="ZH-TW">我來跟工廠協調一下,如果不行,我們找生管人員與</span>A<span lang="ZH-TW">客戶來公司參觀協調也是一種方法,順便我也認識一下。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">這段對話有許多溝通技巧,主要是把你的感受說出來,還有客戶狀況。接下來以邀請的角度讓主管說出解決方法,我們可以補充我們的主張。所以兼顧主張自己與探詢主管的想法來取得比較適當的發展。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">平行與同事溝通應講究人脈技巧</span></li>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">主管有本位主義,他是以比較高的位置來看待問題,而同事的本位主義大都很強,是以自己的利益為出發點。所以,有事就推</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">(<span lang="ZH-TW">沒時間、事情很多、不會</span>)<span lang="ZH-TW">,沒辦法推就拉</span>(<span lang="ZH-TW">拉其他同事進來</span>)<span lang="ZH-TW">,沒辦法拉就拖。反正,增加他的工作的人都是妨礙他休息或做其他事情的人。此時,平常所用的人脈技巧就可以派上用場,以下三項可以軟化他的心並願意協助你,記得平常時間就要常做。</span><o:p></o:p></span></div>
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<li><span lang="ZH-TW" style="font-family: 新細明體, serif; font-size: 12pt; text-indent: -18pt;">對外與客戶溝通應透明化自己</span></li>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">如果前面都行不通,最後就要請客戶答應延期交貨,記住客戶好不容易給我們訂單,不到最後關頭絕不延期交貨,也就是交易當中,很重視信任,客戶願意給你訂單表示懷疑已經降低,是不是達到信任的程度,我想應該還沒有。他可能想先試看看小單,看看你的處理程度,再決定往後交易深淺。</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">遇到這種狀況,你的談判技巧不要顯露出來,你要透明化自己,也就是告訴他實情。所以你可以跟生管人員要生產計畫表,跟他討論出貨狀況或者邀請客戶來公司協調,換個場所,感受公司對他的禮遇與誠意。透明化自己來展現沒有隱藏的事情,甚至可以把你這段期間的努力告訴對方,如衝突解決狀況、會議中的折衝</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">…<span lang="ZH-TW">等等。讓客戶信任你比甚麼都重要。記住!不要遇到內疚就給他價格的補償,如果到最後真的不得已要價格折扣的話,也要抓一把米回來,也就是說至少要讓客戶承諾提高定購量或取得下次訂單。</span><o:p></o:p></span></div>
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<span lang="ZH-TW" style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">我想溝通的阻礙很多都是本位主義作祟,當然我們不能說是別人的問題,否則就會有爭執,所以,只好反求諸己,找出辦法來。畢竟,我們是業務員,尤其是</span><span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">B2B<span lang="ZH-TW">的業務通常要擁有高度協調的能力。協調的能力必須具備很多面向,這裡先提出</span>PMI<span lang="ZH-TW">法,也就是說你如何看待事情,如果你的本位主意很強的話,協調能力就會很弱,所以,你必須要擁有比較多面的思考,才能強化解決問題的能力。</span><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 12.0pt; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-language: ZH-TW; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">Minus:<span lang="ZH-TW">負面、壞處、缺點、損失的思考</span><o:p></o:p></span></div>
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Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-70876692679280498572012-01-15T10:07:00.005+08:002012-01-17T11:18:26.871+08:00免費講座-top sales的銷售密技<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJErvG98Kbhgng6xwhJLSupr4uh1eE82zwzu8KYBdoGU5mE7vgYbXTEuHCZpkgGrXKezEHIGa0m06mJVZhUHJv367wbDMs3fjWVOxg_99l53cssljoUOc8ChypLiyqQ5YGk2JyPj-MEGRS/s1600/photo_9511_20091105.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 213px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJErvG98Kbhgng6xwhJLSupr4uh1eE82zwzu8KYBdoGU5mE7vgYbXTEuHCZpkgGrXKezEHIGa0m06mJVZhUHJv367wbDMs3fjWVOxg_99l53cssljoUOc8ChypLiyqQ5YGk2JyPj-MEGRS/s320/photo_9511_20091105.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5697675796918292210" /></a><br /><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div><span style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; "><br /></span></div><div>銷售過程中,<wbr>我們業務員都會充滿活力一直想要把產品知識與功能說給顧客聽。<wbr>但是顧客本身總是希望業務員能解決他的問題,<wbr>無奈我們業務員太過急於急躁,想要趕快成交,<wbr>所以常常錯過顧客的需求,解決他的需求才是顧客想要的,否則,<wbr>只是想要"推銷"而已,會讓彼此之間產生隔閡,所以,<wbr>傾聽與詢問才能了解顧客的真正需求。<wbr>了解顧客的真正需求才能提升銷售的成功率。</div></span><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">##ReadMore##</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; "><br /></span></span></div><div style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px;">課程大綱:</span></span></div><div style="color: rgb(34, 34, 34); font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span style="line-height: 19px; font-family: 'Lucida Sans Unicode', 'Lucida Grande', sans-serif; ">為什麼客戶心裡想的跟實際做的會不一樣</span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">客戶跟我們交易會得到甚麼</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">我們要挖掘客戶的隱藏需求</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">專業業務人員應該擁有的銷售方法</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">其實客戶是要買到對他們有利的產品</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">客戶心中有一個價值等式</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">應用spin詢問法找到客戶的需求</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">業務提問不要跳太快</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; "><br /></span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; ">2/7下午2-4點</span></span></div><div style="color: rgb(34, 34, 34); font-family: arial, sans-serif; font-size: 14px; text-align: -webkit-auto; background-color: rgba(255, 255, 255, 0.917969); "><span><span style="line-height: 19px; "><a href="http://www.iiiedu.org.tw/ites/MML.htm">免費報名</a></span></span></div>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-18567045638464509212011-11-07T16:51:00.006+08:002011-11-07T17:20:07.049+08:0036小時業務課程收穫滿滿<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhR1Xpqmu51Q3MfEOBK_nWD9l3xWfXySaKv9ZAhYYG_T5xpSBTwrXr8TBB14OlrpAs7nZ3Kf35XoW8OnIzVv6MepaMBMWihwcjNDBHS10YVVEw_-d7F3bHxWF_InXyC9RzwQr04MDiJkQee/s1600/388722_302180353126076_100000023402682_1297897_2075067121_n.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhR1Xpqmu51Q3MfEOBK_nWD9l3xWfXySaKv9ZAhYYG_T5xpSBTwrXr8TBB14OlrpAs7nZ3Kf35XoW8OnIzVv6MepaMBMWihwcjNDBHS10YVVEw_-d7F3bHxWF_InXyC9RzwQr04MDiJkQee/s320/388722_302180353126076_100000023402682_1297897_2075067121_n.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5672180137172371410" /></a>36小時的業務課程終於結束,這次的課程有:<div><ul><li><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; line-height: 18px; ">業務人脈關係與溝通術</span></li><li><span class="apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; text-indent: -24px; "><span lang="ZH-TW" style="font-size: 12pt; ">業務高手的強力成交心</span></span><span class="apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; text-indent: -24px; "><span lang="ZH-TW" style="font-size: 12pt; ">法</span></span></li><li><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; line-height: 18px; ">業務高手的企劃提案技巧</span></li><li><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; line-height: 18px; ">業務高手的簡報技巧</span></li><li><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; ">顧客異議處理原則</span></li><li><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; line-height: 18px; ">顧客消費行為分析</span></li></ul><div><span lang="ZH-TW" style="font-size: 12pt; font-family: 新細明體, serif; "><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; ">同學們!在快樂與互動中學習業務技巧</span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; ">每個人都收穫滿滿</span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; ">很多同學期待下次能有更多更好的課程上架</span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; line-height: normal; "><span lang="ZH-TW" style="font-size: 12pt; line-height: 115%; "><br /></span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; "><span class="Apple-style-span" style="line-height: 18px;">##ReadMore##</span></p><p class="MsoListParagraph" style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; "><span class="Apple-style-span" style="line-height: 18px;">列舉幾位同學對上課的評語:</span></p><p class="MsoListParagraph" style="margin-top: 0cm; margin-right: 0cm; margin-left: 18pt; margin-bottom: 0.0001pt; text-indent: -18pt; "></p><p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; ">「原來銷售的確是可以有系統的</span><span style="color: black; ">, </span><span lang="ZH-TW" style="color: black; ">透過老師的引導有效的切入重點</span><span style="color: black; ">.</span><span lang="ZH-TW" style="color: black; ">老師的教學方式</span><span style="color: black; ">,</span><span lang="ZH-TW" style="color: black; ">感覺上較接近</span><span style="color: black; "> "</span><span lang="ZH-TW" style="color: black; ">用自己親身的經歷</span><span style="color: black; ">,</span><span lang="ZH-TW" style="color: black; ">來帶動同學的學習</span><span style="color: black; ">"</span><span lang="ZH-TW" style="color: black; ">我個人覺得很好</span><span style="color: black; ">! </span><span lang="ZH-TW" style="color: black; ">很實務</span><span lang="ZH-TW" style="color: black; "> </span><span style="color: black; ">!</span><span style="color: black; "> <span lang="ZH-TW">」</span></span><span style="color: black; "><o:p></o:p></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; ">---中興公司黃經理</span><span style="color: black; "><o:p></o:p></span></p><p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; "><br /></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span style="color: black; "><o:p> </o:p></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">「我發現老師準備的資料、講義非常的豐富,多樣化,清晰,</span><wbr style="text-align: -webkit-auto; background-color: white; color: black; font-family: arial, sans-serif; font-size: 13px; text-indent: 0px; "><span style="text-align: -webkit-auto; float: none; ">條理分明,焦點明確</span></span><span class="apple-style-span"><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p></o:p></span></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">老師真的非常不容易,將互動式教學落實得很徹底!超讚的!</span></span><span lang="ZH-TW" style="color: black; ">還有老師你整理的資料真的太厲害了,學到了很多</span><span style="color: black; ">"</span><span lang="ZH-TW" style="color: black; ">撇步</span><span style="color: black; ">"</span><span lang="ZH-TW" style="color: black; ">,受益良多。」</span><span style="color: black; "><o:p></o:p></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; ">--國科公司蔡同學</span><span style="color: black; "><o:p></o:p></span></p><p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; "><br /></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p> </o:p></span></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">「上課習得很多資訊</span></span><span class="apple-style-span"><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">,<span lang="ZH-TW">收獲良多</span></span></span><span lang="ZH-TW" style="color: black; ">」</span><span class="apple-style-span"><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p></o:p></span></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">--元富證券 沈同學</span></span><span class="apple-style-span"><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p></o:p></span></span></p><p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span class="apple-style-span"><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><br /></span></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p> </o:p></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">「從老師的授課過程真的有收穫</span><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">!(</span><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">尤其是銷售及簡報方面</span><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">)<span lang="ZH-TW">,</span></span><span lang="ZH-TW" style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">另老師的上課風格亦是敝人欣賞、稱羨的。」</span><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p></o:p></span></p> <p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">--NEC<span lang="ZH-TW">公司 夏同學</span></span><span style="color: black; "><o:p></o:p></span></p><p style="color: rgb(13, 13, 13); margin-top: 0cm; margin-right: 0cm; margin-left: 0cm; margin-bottom: 0.0001pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span style="color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><span lang="ZH-TW"><br /></span></span></p> <p class="MsoNormal" style="color: rgb(13, 13, 13); margin-bottom: 0.0001pt; "><span class="apple-style-span"><span style="font-size: 12pt; color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "><o:p> </o:p></span></span><span class="apple-style-span"><span lang="ZH-TW" style="font-size: 12pt; color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">「教學方式很好</span></span><span class="apple-style-span"><span style="font-size: 12pt; color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">~<span lang="ZH-TW">不會呆板</span>,<span lang="ZH-TW">無趣</span>,<span lang="ZH-TW">簡單說就是不會說一就是一</span>,</span><wbr style="text-align: -webkit-auto; background-color: white; color: black; font-family: arial, sans-serif; font-size: 13px; text-indent: 0px; "><span style="text-align: -webkit-auto; float: none; ">1+1<span lang="ZH-TW">也不會</span>=2<span lang="ZH-TW">的方式來教學</span>,SO GOOD</span></span><span class="apple-converted-space"><span style="font-size: 12pt; color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; "> </span><span lang="ZH-TW">」</span></span></p> <p class="MsoNormal" style="color: rgb(13, 13, 13); margin-bottom: 0.0001pt; "><span class="apple-converted-space"><span lang="ZH-TW" style="font-size: 12pt; color: black; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">--上揚公司 吳同學</span></span></p></span></div></div>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-49474359431917052982011-08-19T16:45:00.002+08:002011-08-19T16:48:59.257+08:00了解顧客的需求才是銷售的開始<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnPqvUnmYIOQIUViKY9O43kp75uJ2bT-md3nG3jwD_bo2-bOetgIGNC4UfvGSysSL3V4QIv90T7ustzl37GQnE0SpoNAOpkaiLV9Sou0K2GCmjlMIT6g56bakuHTZDzOr3Bv1dL8M2ob6S/s1600/DSCN5776.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 239px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnPqvUnmYIOQIUViKY9O43kp75uJ2bT-md3nG3jwD_bo2-bOetgIGNC4UfvGSysSL3V4QIv90T7ustzl37GQnE0SpoNAOpkaiLV9Sou0K2GCmjlMIT6g56bakuHTZDzOr3Bv1dL8M2ob6S/s320/DSCN5776.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5642486129907498370" /></a>
<br /><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 12px; line-height: 18px; background-color: rgb(255, 255, 255); ">前幾天到原民會對合作社的學員講授業務銷售技巧,我教他們如何用詢問法來開啟顧客對他們的好奇與興趣,所以,學員對我的課程印象深刻。剛好這幾天看了商業週刊介紹有位保險業務員在捷運賣保險,年薪千萬。當然她的努力與毅力讓人佩服,也是成功的必要因素。業務員對陌生人銷售總是恐懼,有時也不知所措,面對困難也會逃避,畢竟,顧客十之八九不理人。所以,開場白就很重要。這位業務員用詢問法來開啟對話,如:"您坐捷運通勤嗎?"不管對方答是或不是,都表示打破沉默,可以進行下一步驟。然後她再問:"自己有開車嗎?"或"有房子嗎?"這樣是以銷售產物險為鋪陳,最終是賣人壽險或其他的投資。</span><div><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 12px; line-height: 18px; background-color: rgb(255, 255, 255); ">
<br /></span></div><div><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 12px; line-height: 18px; background-color: rgb(255, 255, 255); ">這是銷售員對我的銷售,我提出我的想法。</span></div><div><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 12px; line-height: 18px; background-color: rgb(255, 255, 255); "><a href="http://blog.ahwii.com/2011/08/blog-post.html">銷售技巧的省思</a></span></div>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-53846184776634626572011-08-15T11:27:00.003+08:002011-08-15T11:33:44.260+08:00上班族寫作力訓練<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHYcj30bgSEWONSS59zXzm82QFCIW5ixU7o4-uDgkVuTWGKs7lnn0rq3iOA1p-vvLxR6BZiNs3_WdXhlSkmH_0WKR9w9jwihNvNrgl34-f-5j9fOgJXgXpxLEgBGPOJeKV02nncmO2Sm9r/s1600/DSCN5777.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 239px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHYcj30bgSEWONSS59zXzm82QFCIW5ixU7o4-uDgkVuTWGKs7lnn0rq3iOA1p-vvLxR6BZiNs3_WdXhlSkmH_0WKR9w9jwihNvNrgl34-f-5j9fOgJXgXpxLEgBGPOJeKV02nncmO2Sm9r/s320/DSCN5777.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5640920085181234658" /></a><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span style="font-family: 新細明體, serif; ">8/14<span lang="ZH-TW">在資策會有一堂「商業文件撰寫技巧精修班」的課程,講白一點這堂課是有關於上班族的寫作能力。在我們工作之中,能力是很重要的,但是大部分我們的認知,「能力」是指我們的本職學能。沒錯!上班工作就是要將任務順利完成,除了本職學能以外,就是要有溝通能力,畢竟任務常常要多人協同作業,也就是用溝通與說服同事來協助我們完成作業。溝通除了口語與肢體語言之外,就是寫文章。不管是</span></span><span class="apple-style-span"><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">報告、企劃書、摘要、備忘錄、手冊</span></span><span class="apple-style-span"><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; ">…<span lang="ZH-TW">等等都是上班族所要面對的。可惜的是,我們會訓練我們的口語表達能力,卻很少願意強化自己的文件撰寫能力,所以常看到詞不達意,零零落落,前後不一的商業文件出來。##ReadMore##</span><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="apple-style-span"><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: white; background-position: initial initial; background-repeat: initial initial; " ><o:p> </o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">我們在分析時,習慣歸納與推論,所以讀者</span><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">(<span lang="ZH-TW">主管、同事、外部人員</span>)<span lang="ZH-TW">喜歡有邏輯的文件,他們希望閱讀容易理解、快速進入狀況的環境之中。因此,我們所撰寫的文件沒有符合這些條件的話,讀者會浪費許多時間在理解的層面。所以我們必須訓練自己的作文能力在</span>30<span lang="ZH-TW">秒之內就要讓讀者明瞭我們所寫的文章。因此,我們在撰寫商業文件上面,必須朝向「思路清晰」、「文章短」、「條理性」等原則考量。</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " ><o:p> </o:p></span></p> <p class="MsoListParagraph" style="margin-bottom:0cm;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-18.0pt;line-height:normal;mso-list:l0 level1 lfo1"></p><ul><li><span class="Apple-style-span" ><span style="font-family: Symbol; color: rgb(13, 13, 13); "><span><span style="font:7.0pt "Times New Roman""> </span></span></span><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">以架構讓我們的思路清晰:思路不清晰大部分是我們的思考習慣跳耀與連結,也就是說內外部的干擾讓我們從</span><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">A<span lang="ZH-TW">點一下子跳到</span>I<span lang="ZH-TW">點去。當然,需要創意性的工作時,這項能力確實很重要,如果將這些思考的順序直接撰寫,讀者就有可能跟不上腳步,這就會讓他以為你的思路不清晰。所以,架構很重要,可以讓你在紛雜的論述之中,收斂與整理成容易閱讀的文件。</span></span></span></li></ul><span class="Apple-style-span" >
<br /></span><ul><li><span class="Apple-style-span" ><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; "> </span><span style="font-family: Symbol; color: rgb(13, 13, 13); "><span><span style="font:7.0pt "Times New Roman""> </span></span></span><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">善用文字用詞讓文章簡短:長文章不利閱讀與思考,而且上班族都很繁忙,所以又短又能表達意思的文章是最受歡迎的。因此,除了注重架構之外,還要考量文字用詞。我們上班族不是文學家,也不是小說家,所以一些形容詞與副詞或者一些修辭的技巧能免則免,盡量用動詞與名詞來取代。</span></span></li></ul><span class="Apple-style-span" >
<br /></span><ul><li><span class="Apple-style-span" ><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; "> </span><span style="font-family: Symbol; color: rgb(13, 13, 13); "><span><span style="font:7.0pt "Times New Roman""> </span></span></span><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">注重邏輯推演讓表達條理性:文章有沒有道理在於邏輯的推演。我們的思考當中,常常會產生重複、遺漏、離題,甚至不連貫的現象。因此,我們依照我們的思考順序以文章來表達就會缺少條理性。為了避免這些現象的產生就要以</span><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">MECE</span><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); "><span lang="ZH-TW">的邏輯思考來解決。</span></span></span></li></ul><span class="Apple-style-span" ><span class="Apple-style-span">
<br />
<br /></span><span class="Apple-style-span" style="color: rgb(13, 13, 13); font-family: 新細明體, serif; "> </span>寫 撰寫商業文件的目的在於說明某些現象或解決某些問題,其實我們上班族應該著重於解決問題的方向思考。商業文件寫得好,甚至會影響我們的口語表達能力,畢竟口語也必須經過思考的過程。因此,撰寫商業文件能以邏輯推演的方式來解決我們的問題,間接也能訓練我們的口才,讓聽者知道我們的思路清晰與表達能力有條理性,進而說服對方採取行動。<!--[if !supportLists]--></span><p></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " >這次上課的學員來自各行各業,有大學的副教授、建設公司的營業人員、圖書公司的企劃人員、資訊公司的業務人員、科技公司的管理師、生技公司的</span><span style="font-family: 新細明體, serif; color: rgb(13, 13, 13); "><span class="Apple-style-span" >PM<span lang="ZH-TW">與流通業的訓練專員等等。我們利用案例來實際分析與演練,他們都表現非常優秀,從照片中可以看出來他們對案例的分析程度。</span><o:p></o:p></span></span></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-12344900423269210712011-08-11T10:31:00.003+08:002011-08-11T10:39:37.224+08:00銷售技巧的省思<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFnLpSXlRKMicRyQZ2AhiODimZTxx3zb6bLp-QWdhY5hUR8hEl0TVuVr-R2Lq_y-9GYPjcoAnHNi8YMp0sSdXM-bTxpMIjHCFxe8KOAP34tBxAEK_kRrpTfDw1LkRBWH4JZIyrcZcJLnet/s1600/10764srxngmu3ml.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFnLpSXlRKMicRyQZ2AhiODimZTxx3zb6bLp-QWdhY5hUR8hEl0TVuVr-R2Lq_y-9GYPjcoAnHNi8YMp0sSdXM-bTxpMIjHCFxe8KOAP34tBxAEK_kRrpTfDw1LkRBWH4JZIyrcZcJLnet/s320/10764srxngmu3ml.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5639421163016482146" /></a><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">有一次在父親節前夕我到賣場想買一些東西,進入賣場之後,看到有一個知名品牌正在促銷刮鬍刀。我想到我那隻刮鬍刀刮久了會過熱的問題,有次還燙到我的嘴唇。於是,我很好奇的靠近攤位。銷售小姐看到獵物來了,很高興地介紹他們公司的刮鬍刀。一開始,她一直講</span><span style="font-family: 新細明體, serif; ">P<span lang="ZH-TW">牌刮鬍刀有甚麼特點,有甚麼好處,例如:圓形三刀頭、內建磨刀石、可水洗、鬢角刀</span>…<span lang="ZH-TW">等等一大堆產品特性,講非常多,到後來我也忘了她講了甚麼。</span><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" >##ReadMore##</span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><b><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " >
<br /></span></b></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span style="font-family: 新細明體, serif; "><o:p> </o:p></span><b><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); ">一般銷售話術的弊端</span></b></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >當她講的頭頭是道的時候,我覺得她的口條不錯,我就問了一個問題:</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" >「妳又沒有鬍子怎麼知道使用你們的刮鬍刀會比較好呢?」</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >「我們有受過訓練啊!公司的主管跟我們講很多這方面的知識。」銷售小姐這樣子回答。</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" >然後,她又霹靂啪啦講了一大堆。</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " >接下來我說了我的問題:</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「我現在用的刮鬍刀有缺點,刮久了,上面很燙,有次還燙到我的嘴唇,你們的會嗎</span><span style="font-family: 新細明體, serif; ">?<span lang="ZH-TW">」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >「當然不會,我保證我們不會。」</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >然後,銷售小姐又再講他們產品的特性與優點。</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">最後,我跟她講我要考慮一下。她就拿了一張</span><span style="font-family: 新細明體, serif; ">DM<span lang="ZH-TW">給我,我順手放在購物車上,結果我也忘了把</span>DM<span lang="ZH-TW">帶回家。</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">這個銷售過程只有</span><span style="font-family: 新細明體, serif; ">5<span lang="ZH-TW">分鐘左右,好像時間很短,其實</span>5<span lang="ZH-TW">分鐘可以講很多。在銷售一開始時,如果在前</span>30</span><span style="font-family: 新細明體, serif; "><span lang="ZH-TW">秒沒有吸引顧客的注意,後面的時間都會很難說服顧客購買。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><b><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " >
<br /></span></b></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><b><span lang="ZH-TW" style="font-family: 新細明體, serif; color: rgb(13, 13, 13); " >如何處理產品的異議?</span></b></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >我們來看看我的第一個異議。我懷疑她沒用過怎麼知道好不好?其實這也沒甚麼,因為業務員不可能用過公司的全部產品。所以,她應該這樣回答:</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「先生您講的沒錯,有使用過會比較好</span><span style="font-family: 新細明體, serif; ">(<span lang="ZH-TW">同意我的想法</span>)<span lang="ZH-TW">,因為我是女生,所以我確實沒有用過刮鬍刀</span>(<span lang="ZH-TW">說明沒辦法使用的原因</span>)<span lang="ZH-TW">。公司產品眾多,大部分的業務員也沒辦法使用所有產品,您說對嗎?</span>(<span lang="ZH-TW">說明要使用公司所有產品是不可能的</span>)<span lang="ZH-TW">我們公司的主管是男性,教育我如何銷售刮鬍刀,以他的經驗教我們是綽綽有餘</span>(<span lang="ZH-TW">找出證據與專家證明</span>)<span lang="ZH-TW">。對了!我還買了這支刮鬍刀送給我爸爸,我爸爸認為很適合他</span>(<span lang="ZH-TW">從眾現象與同理心</span>)<span lang="ZH-TW">。」</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" >
<br /></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><b><span lang="ZH-TW" style="font-family: 新細明體, serif; ">如何抓住顧客的痛處並將問題擴大?</span></b><b><span style="font-family: 新細明體, serif; "><o:p></o:p></span></b></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">光講產品的特點與優點是無法抓住顧客的痛處,以這個銷售案例來講,這位小姐根本沒有抓住我的需求。後來我說了我的需求時,她也不當一回事,隨便帶過,只講她認為重要的銷售話術。那在這不到</span><span style="font-family: 新細明體, serif; ">5</span><span style="font-family: 新細明體, serif; "><span lang="ZH-TW">分鐘的銷售過程中,應該怎麼辦呢?我認為應該引起顧客的注意力,並讓顧客說出需求,進而解決顧客的需求才是銷售的重點。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >當然,我們也不可否認,專講產品的特點與優點時,也會講到顧客的需求面,也會將產品賣出去,只是顧客可能不耐煩,然後離開。就像小時候,我們父母常常劈哩啪啦地說了一大堆,最後一句話好像例行公事一樣:「我是為你好,才要講你。」不知你的感覺如何。</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " >所以,銷售過程中,銷售小姐的話術最好如下的方式:</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >「先生!您好!來看看我們的刮鬍刀,請教一下,您現在用甚麼方法刮鬍子?」</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「一樣用刮鬍刀。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「喔!是甚麼品牌?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「</span><span style="font-family: 新細明體, serif; ">S<span lang="ZH-TW">牌」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「</span><span style="font-family: 新細明體, serif; ">S<span lang="ZH-TW">牌是很好的牌子。」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「還好啦!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「那麼!使用上會有甚麼問題呢?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「有阿!有時候,刮久了,上面會有一點燙。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「喔!這樣會傷皮膚喔!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「對阿!有一次還燙到我的嘴唇。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「的確不太妙,有去給醫生看嗎?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「沒有欸!隔天就好了。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「那還好!假如嚴重一點,嘴唇有一個水泡,會不會影響進食?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「有可能,只是我的水泡很小。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「那麼,如果水泡大一點的話,這樣看起來會不會不好看?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「對阿,的確不好。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「別人會不會認為您長泡疹,對您的社交活動不太好吧?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「妳講的沒錯,有可能。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「其實對您的工作也會有影響,對嗎?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「有一點!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「如果很嚴重的話,您可能要請假吧!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「確實是,請假很麻煩,還要去看醫生」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「請假要扣薪水,看醫生要費用,對嗎?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「對阿!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「前前後後差不多要花費多少?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「應該有</span><span style="font-family: 新細明體, serif; ">3<span lang="ZH-TW">千元吧!」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「如果您一年有</span><span style="font-family: 新細明體, serif; ">2<span lang="ZH-TW">次發生這種比較嚴重的狀況,就要損失</span>6<span lang="ZH-TW">千元吧?」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「應該是」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「您看用錯刮鬍刀會有皮肉之痛,嘴唇有一個水泡會影響社交,也會讓人誤會您做了甚麼壞事,甚至吃東西不方便,嚴重一點要請假看醫生,一年可能損失</span><span style="font-family: 新細明體, serif; ">6<span lang="ZH-TW">千元吧!」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「嗯!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「如果我們的產品可以幫助您解決過燙的問題,您要不要使用看看?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「好阿!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「我們刮鬍刀不會過燙的原因是</span><span style="font-family: 新細明體, serif; ">…<span lang="ZH-TW">」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「</span><span style="font-family: 新細明體, serif; ">OK</span><span style="font-family: 新細明體, serif; "><span lang="ZH-TW">!這一隻是多少錢?」</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">顧客買不買有一項重要原因,就是急迫感,如果您的產品沒辦法讓顧客有一股急迫感想要購買的話,顧客就會思考可否回家問看看,這樣就會拖延下去。所以,在銷售過程中,一定要讓顧客感覺問題的嚴重性,不能在拖延下去。一直用問話擴大他們的痛處</span><span style="font-family: 新細明體, serif; ">(<span lang="ZH-TW">費用</span>)<span lang="ZH-TW">,顧客才會感覺所花的錢得到應有的價值。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" >
<br /></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><b><span lang="ZH-TW" style="font-family: 新細明體, serif; ">顧客決定不買時,應該怎麼辦?</span></b><b><span style="font-family: 新細明體, serif; "><o:p></o:p></span></b></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">在我決定考慮看看時,此時,我已經朝向不買,這時業務員應該有所查覺,而不是拿一張</span><span style="font-family: 新細明體, serif; ">DM</span><span style="font-family: 新細明體, serif; "><span lang="ZH-TW">渴望顧客回去看一看就會回來買。這時業務員必須問一些話來探知自己的問題點。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" >「我很高興您會回去考慮看看,花了這筆錢的確要想一想,不然,買回去沒用也是浪費錢而已。可否請教您一個問題?」</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「不要緊,請說!」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「我這麼努力想要幫您的忙,但是我還是覺得很遺憾沒辦法滿足您的需求,我也很高興您不會敷衍我。想請您幫忙,在這個銷售過程中,我哪裡需要改善的?不要緊,請直說,我不會介意的,我也會很高興您提供的建議。」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「沒有啦!其實是</span><span style="font-family: 新細明體, serif; ">…<span lang="ZH-TW">」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「謝謝您提供這麼寶貴的建議,不知您的親朋好友是否有人要買刮鬍刀,如果有的話,可否推薦一下?」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「嗯!這個沒問題,如果他們有需要的話</span><span style="font-family: 新細明體, serif; ">…</span><span style="font-family: 新細明體, serif; "><span lang="ZH-TW">」</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;text-align: justify;text-justify:inter-ideograph;line-height:normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">在顧客不要購買時,不必感到很沮喪,或塞點</span><span style="font-family: 新細明體, serif; ">DM<span lang="ZH-TW">就行了。我們業務員必須再作最後的要求,讓顧客知道我很努力,讓他產生愧疚,並提供意見作為我們改善的動力,也可以請顧客幫忙推薦,或許能得到其他的銷售管道。</span></span></span></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-47729075666785467812011-07-20T13:49:00.003+08:002011-08-11T16:37:34.787+08:00業務人的5功秘笈<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO7gtlpUwrgVSlFBY5CGim5EsKseVmQc9qhg_5HX36L74akw7J5ut_uYQZN6dWbOscJj5VHbgiaYGYU5er0001TXG9k5WYZRJeJS5FeYQXncCd5rdRxyvsgjGLd3sABu_8Y0ceCeYwWEjV/s1600/%25E6%25A5%25AD%25E5%258B%25995%25E5%258A%259F%25E7%25A7%2598%25E7%25AC%2588.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 228px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO7gtlpUwrgVSlFBY5CGim5EsKseVmQc9qhg_5HX36L74akw7J5ut_uYQZN6dWbOscJj5VHbgiaYGYU5er0001TXG9k5WYZRJeJS5FeYQXncCd5rdRxyvsgjGLd3sABu_8Y0ceCeYwWEjV/s320/%25E6%25A5%25AD%25E5%258B%25995%25E5%258A%259F%25E7%25A7%2598%25E7%25AC%2588.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5639514706778886050" /></a><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:新細明體; mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font: minor-latin;mso-fareast-language:ZH-TW">筆者從事業務工作一二十</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW">年,其中的心酸不欲人知,但也練就一生功夫。綜觀業務工作是腦力活動、臉皮厚度、心理調適、口語表達與手腳勞動等項目的集合體。可以這麼說,只要你願意,不管甚麼背景都可以做業務,但是,陣亡率也是最高的。因為大部分的人都在臉皮厚度薄與心理調適難的困境之下,豎起白旗。</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW">究其原因在於不懂業務技巧與業務工具應用,所以熟悉這些技能就能降低被客戶異議或拒絕的狀況發生,如此就能提升成交率,而業務員的自信心也會增加許多。業務一有自信,心理狀態就會自動調適。</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p></o:p></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW">##ReadMore##</span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW">我將這幾年的業務工作經歷與執行業務授課心得集結成冊。從業務工作中,最重要的人脈發展與維持,還有如何說服客戶、業務自我效率管理到企劃書的提案與業務簡報的規劃等有關一般業務常見的工作都在書中可以一窺究竟。</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW">撰寫此書是希望協助業務員提升自我能力,進而達成業績目標,增加企業的利潤。</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font: minor-fareast;mso-fareast-language:ZH-TW"><o:p></o:p></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW">
<br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW"></span></p><p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">第一篇</span><span lang="ZH-TW" style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"> </span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">人脈功</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></span></p><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-font-family:新細明體;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-fareast-language:ZH-TW"> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">業務人脈發展的</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">3</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">部曲</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">-</span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">衡量、精練與拓展</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">衡量我們所擁有的價值</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;mso-outline-level:1;mso-layout-grid-align: none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning: 0pt">業務人是否擁有被「利用」的價值</span><span style="font-family:"Arial","sans-serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">用</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">SWOT</span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">強化優點與征服缺點</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">讓人虧欠是人脈關係的高級技巧</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">精鍊個人優良品牌</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt;mso-pagination:widow-orphan"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">修練個人品牌的</span><span style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">6<span lang="ZH-TW">大步驟</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">注意個人形象,留下美好的一面</span><span style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">隨時讚美與關懷他人,讓好感度直上升</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">發揮幽默感</span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">參加社團活動,才能暫離舒服圈</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">規劃美好未來,一步一步向前行</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">拓展高尚品味的價值</span><span lang="ZH-TW" style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">事後立即傳</span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">email</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">問候,讓對方對我們印象深刻</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">客製化傳送訊息,增加人脈關係的效率</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">人脈分類的技巧</span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><span style="mso-tab-count:1"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">使用</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">Word</span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">傳送客製化的訊息給重要人物</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; text-indent:36.0pt;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">使用社群網站替自己的人脈加分</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">第二篇 說服功</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">你是否充滿知識的傲慢?導致無法跟對方正確溝通</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">初次見面要適當拋出誘餌,解除對方的抗拒</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">用比較的訣竅才能顯示你的價值</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">認知顧客購買行為是從習慣開始,習慣比態度還重要</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:Tahoma;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">如何讓顧客養成購買習慣的秘訣</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; mso-bidi-font-family:Tahoma;color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242"><o:p></o:p></span></p> <p class="MsoNormal" style="mso-pagination:widow-orphan;background:white"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; mso-bidi-font-family:Tahoma;color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242;mso-font-kerning:0pt">為什麼你有「認知失調」的習慣呢?業務人遭難的開始</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; mso-bidi-font-family:Tahoma;color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:-.8pt;text-align:justify;text-justify: inter-ideograph;mso-pagination:widow-orphan;background:white"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Cambria Math"; mso-hansi-font-family:"Cambria Math";mso-bidi-font-family:"Cambria Math"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">治療顧客的「認知失調」方法</span><span style="font-family:"Cambria Math","serif";mso-bidi-font-family:"Cambria Math"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">了解顧客的「從眾現象」能讓顧客掏光口袋</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">別忘了!還有另一半的顧客對你有興趣</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">用好感度拉近彼此關係的實施步驟</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="mso-pagination:widow-orphan;background:white"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; mso-bidi-font-family:Tahoma;color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242;mso-font-kerning:0pt">為什麼你有「認知失調」的習慣呢?業務人遭難的開始</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; mso-bidi-font-family:Tahoma;color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:-.8pt;text-align:justify;text-justify: inter-ideograph;mso-pagination:widow-orphan;background:white"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Cambria Math"; mso-hansi-font-family:"Cambria Math";mso-bidi-font-family:"Cambria Math"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">治療顧客的「認知失調」方法</span><span style="font-family:"Cambria Math","serif";mso-bidi-font-family:"Cambria Math"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">了解顧客的「從眾現象」能讓顧客掏光口袋</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">別忘了!還有另一半的顧客對你有興趣</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">用好感度拉近彼此關係的實施步驟</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">使用貪婪</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">-</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">威脅銷售法滿足被動顧客的需求</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Georgia","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">20%</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:Georgia;mso-hansi-font-family: Georgia;color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">折扣是點燃顧客購買的熊熊之火</span><span style="font-family:"Georgia","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">表現良好的肢體語言讓顧客喜愛的</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">6</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">項訣竅</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242"><o:p> </o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">第三篇</span><span lang="ZH-TW" style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"> </span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">效率功</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">時間管理對業務人的重要程度</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">了解業務人的工作項目才能提升效率</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">業務人是否有績效不張的問題點</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">找出績效不佳的原因</span><span style="font-family: "新細明體","serif";color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">我們習慣讓時間自動膨脹</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">看看卡內基的處理方法</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">懷念美好過去,舊物就堆滿地</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">業務人應該降低拖延的習慣</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">戰勝時間管理的敵人</span><span style="font-family: "新細明體","serif";color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">找出浪費的原因,才能提升效率</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">辨別動作與工作的不同點</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">7<span lang="ZH-TW">項造成「無駄」</span>(<span lang="ZH-TW">浪費</span>)<span lang="ZH-TW">的發生原因</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">利用時間調查表來分析我們的工作狀況</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">持續改善</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">3<span lang="ZH-TW">個層面,我們的工作效率就會提升</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">搬開阻礙發展的心理石頭</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">改變習慣從簡單、重複做起 </span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">自我感覺良好的人才會找藉口 </span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">絕不跟干擾妥協,了解降低干擾的方法</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D; mso-themecolor:text1;mso-themetint:242">規劃越多,急事越少,前程越好</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242"><span style="mso-tab-count:2"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">減少緊急工作的四象限法</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242">ƒ <span style="mso-tab-count:2"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">管理任務的成功法則</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242">ƒ <span style="mso-tab-count:2"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">填寫行程規劃報表,讓我們的行動透明化與效率化</span><span lang="ZH-TW" style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">執行作業層面,拋棄空談</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-align:justify;text-justify: inter-ideograph;tab-stops:56.4pt"><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><span style="mso-tab-count: 1"> </span><span style="mso-tab-count:1"> </span><span lang="ZH-TW">記錄可以讓我們的記憶與處理更加順暢</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">適當的分類能減少處理時間</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">利用行事曆做為控制中心</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">制訂訊息整理標準,我們就可以想用就用</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">準備每天必須執行的日期檔案</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">保持整齊才能心情愉快地工作</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">善用數位工具來減少空間並能提升效率</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">「檔案總管」的分類準則讓資料更容易搜尋</span><span lang="ZH-TW" style="color: #0D0D0D;mso-themecolor:text1;mso-themetint:242"> </span><span style="color: #0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">3</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">秒鐘找到你要的檔案</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">讓煩人的電子郵件管理更加輕鬆</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">使用快捷鍵加快操作</span><span lang="ZH-TW" style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"> </span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">使用協同作業軟體不再為修改而煩惱</span><span style="color:#0D0D0D; mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint: 242"><o:p> </o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">第四篇 企劃功</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">企劃是預測未來、達成目標的步驟</span><span style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">了解業務人的企劃種類</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">企劃的基本核心就是</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">5W2H1E<o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">認識問題點的產生</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">蒐集資料的方法</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">創意評估的必要性</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">選擇適當方案</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">打通左右腦的創意構思法</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">水平與垂直思考</span><span style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">不同思考面向的</span><span style="font-family:"新細明體","serif";mso-bidi-font-family:新細明體;color:#0D0D0D; mso-themecolor:text1;mso-themetint:242;mso-font-kerning:0pt">PMI<o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">集合眾人之力的腦力激盪法與</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242">KJ</span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">法</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">找到明確方向的十字定位圖</span><span style="color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">轉變創意的</span><span style="color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">SCAMPER</span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">奔馳法</span><span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">企劃書內容的安排與調整</span><span style="font-family:"新細明體","serif";color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">繪製圖案來表達企劃概念</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">使用標準</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">SmartArt<span lang="ZH-TW">圖形製作</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">用「圖片」編排文章</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:72.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">應用已完工的美工圖案</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt;text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">使用圖案製作理想的概念圖</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">製作適當的表格</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:36.0pt;margin-bottom:.0001pt;mso-para-margin-top:0cm; mso-para-margin-right:1.0gd;mso-para-margin-bottom:0cm;mso-para-margin-left: 36.0pt;mso-para-margin-bottom:.0001pt;text-align:justify;text-justify:inter-ideograph; text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">數字化的表格</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">重點項目排序</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">小數點對齊的方法</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">強調重點部分</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">比較相同的項目</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">符號的利用</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:108.0pt;margin-bottom:.0001pt;text-align:justify;text-justify: inter-ideograph"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">欄位固定</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:36.0pt;margin-bottom:.0001pt;mso-para-margin-top:0cm; mso-para-margin-right:1.0gd;mso-para-margin-bottom:0cm;mso-para-margin-left: 36.0pt;mso-para-margin-bottom:.0001pt;text-align:justify;text-justify:inter-ideograph; text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">完成時間行程表</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0cm;margin-right:12.0pt;margin-bottom: 0cm;margin-left:36.0pt;margin-bottom:.0001pt;mso-para-margin-top:0cm; mso-para-margin-right:1.0gd;mso-para-margin-bottom:0cm;mso-para-margin-left: 36.0pt;mso-para-margin-bottom:.0001pt;text-align:justify;text-justify:inter-ideograph; text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">調整文章中的數字敘述</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-right:12.0pt;mso-para-margin-right:1.0gd; text-align:justify;text-justify:inter-ideograph"><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><span style="mso-tab-count: 1"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">將論點排版整齊</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor: text1;mso-themetint:242"><span style="mso-tab-count:1"> </span></span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">封面、頁首與頁尾設計</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"新細明體","serif";mso-ascii-theme-font: minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p> </o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">第五篇 簡報功</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">開啟簡報大門</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">-<span lang="ZH-TW">一個案例的分析 </span><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">故事讓人感同身受 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">具體能增強可信度 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">互動讓聽眾深入其境 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">取得好的成果 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">簡報以感性打頭陣 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">其他參賽者的主要問題點 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">業務人簡報規劃的六大原則 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">辨別觀眾的需求 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">以簡單方式表達 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">提出具體的證據 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">以感性訴求先發 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">降低文字的內容 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">就是練習再練習 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">業務簡報的目的就是說服顧客 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">解析我們的簡報常常出現的問題 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">架構業務簡報的步驟</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">-<span lang="ZH-TW">成果、推論、總</span><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">開始動手規劃業務簡報的方法 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">邏輯樹幫我們釐清問題以</span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">MindMap<span lang="ZH-TW">的架構思考 </span><o:p></o:p></span></p> <p class="MsoNormal" style="text-indent:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">採用手寫方式規劃簡報內容 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">製作讓人認同的</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">5<span lang="ZH-TW">項簡報技巧 </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">從頭到尾的一致性原則 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">物件與文字對稱原則 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">文字表達簡單性原則 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">資訊必須有組織性原則 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:36.0pt"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">圖形與概念有關連性原則 </span><span style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">色彩搭配能讓簡報如虎添翼 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">突顯文字用來衝擊視覺 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">標題使用「取得好處」概念是最有效</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">條列式項目越少越好 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">使用藏頭詩加深印象與記憶 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">強化圖片效果來影響顧客的情感 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">修飾</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">PPT<span lang="ZH-TW">來強化圖片效果</span><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">操作</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242">Photocap<span lang="ZH-TW">將圖片去背來凸顯概念</span><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">業務人上台必須注意的地方 </span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p> <p class="MsoNormal"><span lang="ZH-TW" style="font-family:"新細明體","serif"; mso-ascii-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast; color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">業務人戰勝顧客問題的方法</span><span style="font-family:"新細明體","serif";mso-ascii-theme-font:minor-fareast; mso-hansi-theme-font:minor-fareast;color:#0D0D0D;mso-themecolor:text1; mso-themetint:242"><o:p></o:p></span></p></span><p></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-43130124887634575432011-04-08T14:46:00.003+08:002011-04-08T15:15:19.261+08:00管理任務的成功法則-利用小筆記本<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRoS6mKsyoQY95bxP-G6rw6SprIzi_2qaL5S2e5fru5kqUD8hU-eSyQe88WwTU8K4k-Nx4qIm2rI-LSZoL7QhDaTt-MlZMsIiqBLdqDjm0e2E9mjW2az2_1qGo2n1_-8gsxKi6c9aTIBi6/s1600/DSCN5669.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 247px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRoS6mKsyoQY95bxP-G6rw6SprIzi_2qaL5S2e5fru5kqUD8hU-eSyQe88WwTU8K4k-Nx4qIm2rI-LSZoL7QhDaTt-MlZMsIiqBLdqDjm0e2E9mjW2az2_1qGo2n1_-8gsxKi6c9aTIBi6/s320/DSCN5669.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5593107805602227762" /></a>資訊充滿我們的工作環境,雖然我們有許多事情要做,但是,也有許許多多的訊息來到我們身邊。這些訊息包含簡報、會議記錄、電話留言、便利貼、電腦報表、筆記、信函、出版品、電腦資料、通知、簽呈、企業規範…等等。所以,常常看到我們的桌上堆滿這些資料,要用的時候就拼命搜尋,事情就會延宕下來。這些訊息只要透過整理與分類並找個空間大都能處理完畢。<br /><br />除了外在的訊息之外,還有我們自己產生的概念或雜事之類,通常我們會利用筆記本、便利貼、白紙或者電子式工具記錄下來,以便將來能執行這些條列式的清單。<br />當然,記錄下來的事情最好能整理,將類似的事情歸類一起,長時間與短時間的任務要有區別,這樣才會有效率。<br /><br />收集概念是很重要的事情,以前我在辦公室時,我都用廢棄的白紙背面,裁切成八等份來記錄,或者直接寫在桌曆上。外出就帶筆記本,但是有點大,所以攜帶有點不方便。有次我到朋友的辦公室,剛好聊到時間管理的議題,他說他們公司有一種筆記本很好用,我拿來試用一下,真的不錯,滿適合攜帶與記錄。##ReadMore##<br /><br />筆記本的紙張有三種顏色,我將它定義為:<br />白色:我要做的事。<br />藍色:我交代給人的事。<br />紅色:主管交代的事。<br />當然,你可以根據你使用的需要,以時間分,重要程度分,任務分都可以。<br /><br />紙張還有一項重要的功能,是每張分成四等份,每一等份都可以撕下來,這樣可以減少紙張的浪費,也方便整理歸納。非常適合任務管理,跟一般的筆記本不同。<br /><br />我將它可以用的功能敘述如下:<br />1.整張概念表達<br />此筆記本為長方形,適合手握與書寫,所以我們可以左手握住筆記本,將概念寫在紙上。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDrRjxLe7lLJGY95X82q4S89tUaxOBp11WBe7c2cYpJ_zOuOizRQS15DKilj32uOKdfldCm2BodCyf9Mgc0cxMr6gwVXLkMcax1voTmIPRuBpMmu2WKjJJqU3vPuYrYSYkFJXITlI_JOEz/s320/DSCN5659.JPG" style="cursor:pointer; cursor:hand;width: 222px; height: 320px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593101810351368338" /><br /><br />2.一等份的概念填寫<br />紙張已裁好四等份,我們可以將雜事記錄下來,並可撕下來做分類或分派,在適當的時間與地點執行。已完成就可以將此任務丟棄。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5Js0KAGKgld7luJOXIBgavX38je3acDJmT0FZd2OSCdpPUAlOueyEBUtIehuRMIIx8w_bjg9Dn1nWmtcS-yPYMrz_tSJXRm3VFxsN3kblj6x8NU-vNgFHgCtEsi4F8oR__msH8Te_3Mk9/s320/DSCN5661.JPG" style="cursor:pointer; cursor:hand;width: 320px; height: 240px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593101819503566642" /><br /><br />3.使用曼陀羅方法<br />曼陀羅是一種九宮格思考法,中心格填入主題或問題點,其它八格填入跟中心主題相關的想法。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijtozdWFbEF6eT5BEg5oXzlB8O14kR_kcLJk1HPD2Ce8OB4Tnc6VnnSOnw6h5_Vah-OyeR5A55qRKS0wxf_6l2gcOB-NEi9hjmCqHB1Ood_n4uuj-ST1lIc3P-1uHpWKaNJo8k0_zu6NLE/s320/DSCN5662.png" style="cursor:pointer; cursor:hand;width: 246px; height: 320px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593101822853301970" /><br /><br />4.矩陣法分析<br />很多管理手段是用矩陣的四格表示法,清楚明瞭是它的特點,所以,我們可以容易表達,而讀者也能很快進入狀況。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAP-vrxrrsSMkbi19LUKhtnR1cIVK-69f4Py99OHNccQWtpgZyDmKiVWFZ8bW403GoUe3_PjuBMVnyNOKfF7ZD79GlCObv7UXCPpf0p54m0roBKjT2XbEnac4bEh0T6X3811WoMFByKP2C/s320/DSCN5663.png" style="cursor:pointer; cursor:hand;width: 237px; height: 320px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593103010307598946" /><br />5.金字塔法應用<br />此法是以一個主題標示在上,並向下延伸論點,論點必須符合邏輯思考與MECE的概念。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghCrDmiz-GQU4RCu-WmbKrgv2uIfXF5uftFTeiGtb0a0VyCE_ZE3IrkFMoy1EmfZcSFXPatHySP9g6HgMoYFKsfjFV7BBCODR3T7zP_CfDPIHs1Ju_omInZau1vzuHCxCiQrqWWjLaoDNR/s320/DSCN5664.png" style="cursor:pointer; cursor:hand;width: 234px; height: 320px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593101826460042610" /><br /><br />6.繪製邏輯樹<br />類似金字塔法,它是以橫向作為表達方式,透過議題的確定,向右發展論點。<br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzMO9hEh361QUc_9DB4yB2MrlXu3mm-zlPxAlsI2J__TzciDYqnaR0jqThOx9SAZn9TuwxnWE9T9-sKvd0jEb3hkak26n7pnsATKWzt_YGiU9ooF45C9D6K9cYS4a4_e8FZuOZdde1WN31/s320/DSCN5666.png" style="cursor:pointer; cursor:hand;width: 320px; height: 226px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5593101830548144098" /><br /><br />7. 5W2H法<br />如同3一樣的思考方式。<br /><br />我們每天的任務太多了,但是根據調查上班族50%的時間是浪費掉,當然有些是打混摸魚。但是,大部分是不懂的做事方法,也就是績效不彰。收集概念只是初步的動作,再來就是匯整與執行。我們可以將上面的概念或任務分成:<br /><br />1. 馬上動手處理:簡單的任務,在短時間可以處理。例如:電話通知、協調出貨…。<br />2. 瑣碎問題:短時間無法解決,必須挪出一段時間專門處理。例如:整理文件…。<br />3. 規劃問題:需要長時間思考與作業的問題。例如:年度銷售計畫、拓展新店計畫。<br />4. 訊息通知:只是一種通告並不需要行動,這種通告產生存檔與丟入垃圾桶的選擇。<br /><br />任務來了必須思考馬上動手做,拖越久越不利,後面的任務會一直來。首先,不管甚麼事情必須把這些事情通通記錄成清單。使用筆與紙是最方便,攜帶容易,也可快速記下事情。<br /><br />當然記下所有事情是怕有所遺漏,而以後會一直想起此事。此項目就要考慮是否應該處理,如果並不需要就把它丟到垃圾桶;或者它只是一項參考資訊,就將它歸入檔案櫃,以後需要時再拿出來參考。<br /><br />所以,我們可以利用上面的筆記本所述,將重要概念記錄下來,方便分類與執行,進而增加我們處理任務的效率。<br /><br />如果你覺得這個筆記本對你有用的話,可到www.1095.tw購買。我推薦的原因是這個筆記本實在好用,「好東西要跟好朋友分享」。使用方法與價格請跟該網站連繫,我不會賺取任何金錢。Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-5782582181737955452011-03-23T17:00:00.004+08:002011-03-23T17:09:08.653+08:00但是我還以為我知道而已<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8RKRnhLbsq3f7dRTLpqJjhXSHe5lo-3EqOy6XJot8IDv54ES43zHaz_NN-SIX9dhUDbST9CL5IMPCsd4RjriBl55jATkXqs9vHpyLfjuyBrp9eg_irnkq_TmEIKEcSNRlZIn8efLdqaui/s1600/photo_23672_20101203.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 213px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8RKRnhLbsq3f7dRTLpqJjhXSHe5lo-3EqOy6XJot8IDv54ES43zHaz_NN-SIX9dhUDbST9CL5IMPCsd4RjriBl55jATkXqs9vHpyLfjuyBrp9eg_irnkq_TmEIKEcSNRlZIn8efLdqaui/s320/photo_23672_20101203.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5587198862488347442" /></a>人們總是有一些不加思索的自然反應,有時是演化的結果;有些是習慣使然。所以,我們會發現在路上注視一個人的眼睛時,他會自然的轉移目光,這是演化的結果。畢竟,直視一個人的眼睛過久是挑釁的行為,所以,動物也有這種狀況,如果我們注視狗的眼睛不放,狗也會有敵意的感覺。因此,我們會自然而然地轉移目光,以免造成衝突。<br />言語也會有自然的反應,可惜的是,我們大都覺得別人有這種反應會讓我們不舒服,但是我們卻使用這些語言。這些都是反射性的反應,我們不易察覺這些用詞的不當,因此,造成衝突或溝通障礙。##ReadMore##<br /><br />注意「但是、可是、不過」轉折語<br />我們向對方提出建議或不同意見時,深怕傷害對方,所以會提出-認同、轉折語、意見等三段式表達,例如:<br /><br />• 妳身材好、臉蛋又漂亮,但是穿牛仔褲比較不好看(或無法稱托妳的身材)。<br /><br />從這句話我們可知我們想要表達後段用詞,為了怕刺傷對方,所以以前段用詞來降低衝突。當然這樣講會比直接評論還好。如果能以「如果」來修飾會比較好,例如:<br /><br />• 妳身材好、臉蛋又漂亮,如果穿裙子更能稱托妳的身材。<br /><br />或者用謙卑的詢問句,例如:<br /><br />• 我這樣講不知道對不對?妳如果穿裙子會更好看。<br />• 不知道妳介不介意這樣講?穿裙子才能彰顯妳的高雅。<br /><br />當然也可以假借別人的認同點,例如:<br /><br />• 有沒有人跟妳說:妳穿裙子會比較漂亮。<br />• 是不是大家都這麼講:穿裙子能穿出妳的身材來。<br /><br />不要自以為原來是<br />有次我在上課的時候,講到:「如果你是一塊鐵,你希望變成甚麼?」學員都講出他們的想法,突然間!有人說出:「原來是『鐵』喔,我還以為是『田』耶。」為什麼彼此的想法會有出入呢?可能是:<br /><br />• 講者沒說清楚<br />• 聽眾沒聽清楚<br />• 聽眾不瞭解意思<br /><br />所以,雙方都有可能會誤解彼此的意思,此時,我們最好閉嘴,當然我們都知道這是自然反應,是一種彰顯自己的知識,貶抑對方的表現。為了顯示不是「我」聽不懂,而是「你」講不清楚,讓我心裡產生疑惑,所以,我就會隨口說出我聽錯的字,然後帶著有點玩笑的口吻。<br /><br />我相信我們都接受過這種貶抑對方的口吻,我們也認為不恰當,可是我們卻常常使用。聽不清楚或不懂,最好是閉嘴,然後問對方。如果角色互換,別人問我們的時候,我們也不要為了急於解釋而大聲或用貶抑的口氣。<br /><br />有次我要印講義的時候,發現沒黑色墨水,我就跑到3C賣場(黃色招牌)看看有沒有這種機種的墨水,這種牌子的墨水很貴,彩色要價1千多元,黑色快要1千元,此時,我發現對方的DM有台特價品$1680元。我想想我被目前這個牌子坑了很多墨水錢,墨水非常貴,所以看到另外品牌的機型很便宜,就乾脆買新的。因為還可以用半價買墨水匣,我就買一個。收到發票之後,有些我不懂就請教店長價格的問題,這時店長慌了,一直拿計算機計算,也搞不清楚單價是怎麼計算。然後解釋聲音也越來越大,後來,他弄懂之後,告訴我單價是怎麼來的,跟DM是一樣的。然後他就說:懂不懂阿… 知不知道阿,並伴隨一種急躁的口氣。<br /><br />當然我知道這是一種自然反應,也就是平常這位店長都是以這種口氣與態度對部屬或同事講話,習慣之後,也會以這種方式對待客戶。大家工作都很煩,如果沒辦法心平氣和地看待事情,對未來是一種阻礙。口氣平緩是很重要的,最好要用謙卑的口吻,例如:<br /><br />• 這樣的解釋是否說明清楚呢?<br />• 這樣的計算方式能解釋你的問題嗎?<br /><br />記得用「你懂不懂阿!」、「你知不知道阿!」伴隨撲克牌的臉孔、急促與聲量大的語氣會多麼恐怖。不然,我們可以看著鏡子以那種態度講這兩句話,是否看到老師、師長、上司的樣子呢?你喜歡嗎?<br /><br /><br />想到我知道就閉嘴<br />有次我在課堂上講一則笑話,當講出第一句話時,有人就講出答案來了。網路發達了,訊息這麼靈通,笑話滿天飛,所以,要讓所有人都不知道的笑話很難。其實知識、技能、說明、解釋…等等,也不是我們獨家擁有,想必有些學員也知道我們想要表達的內容。<br /><br />我們前面有講過,我們習慣自然反應我們所知道的事情與疑問。因此,我們會隨口說出「但是…」、「原來是…」,還有一個是「我知道…」。「我知道」有兩種意涵,一種是意思表達我知道;一種是直接說明「我知道」,例如前面的例子,當我講第一句話時,別人如果聽過的話,就會忍不住插話,這樣會破壞講者的講話氣氛,有時候會讓講者下不了台;另外一種是講者講完了,其實我們早就聽過其他人講過了,這時知識的炫耀又湧上來了,我們可能就會向講者講:我在xx場合聽過了,我知道這個意思。<br /><br />閉嘴是避免對方下不了台的方法,畢竟每個人都希望他的知識是獨有的,也就是講者的話是對聽者有幫助的。所以,聽者顯示自己的知識並不會讓講者快樂。<br /><br />這三種潛意識的反應正是我們溝通的阻礙點,我們不喜歡的,別人也不喜歡。只是我們不會在意,我們只關心我們自己的感受。因為自然反應常常不經過大腦的思考,所以,最好是常用詢問的方式徵求對方的意見或者先閉嘴2秒鐘再回答,不要急著表達。<br /><div><br /></div><div>photo:<a href="http://www.freedigitalphotos.net/">www.freedigitalphotos.net/</a></div>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-17317945038355671342011-02-23T10:03:00.003+08:002011-03-24T11:40:51.324+08:00隨時讚美與關懷他人,讓好感度直上升<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitYlPJMcjeHVfck1Jrx0SkN2FDrdKotfXYoyUOnqQPTaq_WaHT2g9CVEJtI_cOXxQNgcuUrbRvaHQQ-wDl7KVG_LfQVMpoTJyydhtAQj8ojTQgAHhUKJ5_KCeuidfBAXTmzqjCtRFjAJ1f/s1600/136335411_997f646160_z.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 216px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitYlPJMcjeHVfck1Jrx0SkN2FDrdKotfXYoyUOnqQPTaq_WaHT2g9CVEJtI_cOXxQNgcuUrbRvaHQQ-wDl7KVG_LfQVMpoTJyydhtAQj8ojTQgAHhUKJ5_KCeuidfBAXTmzqjCtRFjAJ1f/s320/136335411_997f646160_z.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5576700345110287778" /></a><p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">台灣人個性保守,也就</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">是、</span><span style="font-family:"新細明體","serif"">”</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">閉俗</span><span style="font-family: "新細明體","serif"">”<span lang="ZH-TW">,所以有些話常常卡在喉嚨,不敢說出來,這種忠厚形象使得稱讚別人成為少之又少的行為。儒家思想講究倫理,也就是說跟別人的關係要保持一份「禮儀」,對上盡忠、對中講信、對下有仁,所以層層關係要有節次。當然這份關係維護社會穩定架構是有其必要的,但是在這份溫良恭謙讓之下,我們不太敢或不太願說出讚美的話。如果小孩子考了</span>90<span lang="ZH-TW">分,做父母的,常常罵小孩為什麼被扣</span>10<span lang="ZH-TW">分,我們也知道父母總是希望孩子好還要更好,但是忘了鼓勵是最好激發上進的方法。所以有些人在這種環境之下,漸漸地把讚美當成虛偽,因而防衛心就築起來了。雖然如此,人們總是喜歡被尊重,讚美就有被尊重的感覺,所以讚美可以維持彼此的人際關係,因而使雙方的友誼更能進一步發展。##ReadMore##</span><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"新細明體","serif""><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">我們重視我們的工作,也了解我們個人的成就,更關心我們的家庭。我們關心與重視這些焦點,也是別人關心與重視的。所以在我們的心理總是期待別人對我們這些成就、地位與榮耀能加以肯定。當然我們也不期待別人因為這些種種來贈與我們實質的報酬,但是,希望得到別人口頭的讚揚是非常高的。</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"新細明體","serif""><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">我們非常有個性,所以會認為讚美有違心意,何必去奉承他們呢;另一是自視過高,目空一切,不甘示弱,我就是最厲害,就是不想讚美弱者;然而,也有過於害臊,想要保持自尊,維持尊嚴的態度,所以吝於出口讚揚他人。但是這些都是心理作祟,畢竟口語表達是成本最少的禮物,所以我們業務人必須認定讚美他人會得到認同,也可以強化彼此的關係。但是隨便讚美一番可能顧客不會認同,也會認為我們有點虛偽,所以讚美應該注意下面的事項:</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"新細明體","serif""><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">我們的態度要誠懇,而且根據事實來讚美</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">內心想甚麼,動作與表情會顯示出來,顧客也會感覺我們說的話與我們的表情是否一致,所以一定要保持誠懇與認真的心態,否則顧客會覺得我們心虛了,表裡不一。最好的辦法是根據事實,以事實為基礎,我們的心裡面就會認為他的某項優點是事實,值得讚揚,口、身體、表情、內心就會一致,顧客也會認為我們是出於真誠,而非信口開河的朋友。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">將他人的行為往正確、正直的方向貼標籤</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">從小我們就羨慕超人打擊犯罪,拯救路人;或者常常聽到某個成功者從困頓到有成就的故事。這些有成就的人身上都有某項特質或態度,我們很崇拜,也希望能效法他們的精神,所以適當的將顧客的特質往這些方向來貼標籤,讓顧客感覺我就是符合正義、道德、不屈不饒、判斷正確的一方,他們就會開始型塑自己,我們就可以順勢推他一把。例如:「我們可以選擇其他公司合作,但是你選擇了我們公司表示你對我們有信心,也是推動我們持續研發更好的產品給你,我們總經理很感謝你。」將顧客貼上判斷正確、有信心的標籤就會影響他對我們的好感;例如:「聽到你成功的故事,你小時候早上就要起來送報紙,半夜又要值夜班太令人佩服,希望我也能像你一樣的精神,未來也能跟你一樣的成功。」往不屈不饒、先苦後甘的方向貼標籤會令人感動。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">將他人比喻成形像端正的人</span><span style="mso-tab-count:1"> </span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">有些人喜歡直接了當讚美別人,這不一定是壞事,但是如果能以比喻的方式,拐個彎,顧客會更加舒服。「喔</span>~<span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">你的鼻子很特殊喔</span>!<span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">很像劉德華。」劉德華因為很英俊,有很大的一部分是來自於他的鼻子的特徵,而他的鼻子像劉德華表示他也很帥。「妳的名字很像瓊瑤小說的女主角名字。」對女孩子來講,昇華為漂亮女主角的地位,讓她墜入愛情小說的情境。</span><span style="font-size:14.0pt;mso-bidi-font-size:12.0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">先否定別人,隨後肯定對方</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">「在我們公司我誰都不服氣,只有你讓我心甘情願,因為你的業績做的最好,讓我與有榮焉,應該向你多學習銷售技巧。」「誰都不服氣」是否定的用法,但是只有你讓我崇拜,是肯定表示,這是暗示在公司你最厲害,別人都比不上你,會比我們稱讚他得到第一,得到冠軍,讓人欽佩還要恰當。注意!否定別人不要具體,應該指出某個公司或團體之類。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">背後讚美他,他如果聽到會更加欣賞我們</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">某些人確實不甩或不喜歡別人當面的讚美,我們可以用背後的讚美,找到他親近的人,一而再向他親近的人誇獎他有多棒,能力有多強,久而久之就會傳入他的耳朵裡。我們聽到別人在背後稱讚我們,我們難道不會有飄飄然的感覺嗎?所以他就會對我們另眼看待,彼此當成好朋友。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">看到他人得意時,不忘錦上添花</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">許多人對自己身邊的事總是自滿意得,尤其是家人的重要事件,如果有人說他小孩考上某間國立大學或競賽名列前茅時,我們要了解他的心意,他是有點滿足,高興之中夾帶炫燿的心態。或許我們嗤之以鼻,非常不屑地想到我以前也是有這樣的榮譽</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">阿!</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">如果是這樣也不要表現出來,人們總是愛比較,我們最好放下身段,表示同意與羨慕,告知:「好厲害</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">喔!</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">你是怎麼教育</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family: "新細明體","serif";mso-ascii-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman"">的小</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">孩呢?」這樣他高興,我們也高興。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">關心小細節的變化,他人會感到愉快</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">人們都喜歡別人關心,很少人會討厭別人注意我們的小細節。我們常常在生活上、工作上做一些改變,改變是不滿意現狀,所以我們想將原來的模式換成其他的模式。我們當然對現在模式冷淡才需要改變</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">啊!</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">不然照舊就可以了,何必變化呢?所</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">以,</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">沒人會對關心自己的變化產生厭惡,畢竟你關心我並不表示我們有同樣的喜好,但是可以說我們有同樣的注意方向,彼此之間的認同度與辨識度會提升不少。如果我們看到女同事身上飾品有些變化,我們可以說:「</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">的髮圈很適合</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family: "新細明體","serif";mso-ascii-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman"">的髮型,上頭有朵小玫瑰很突出,不知道去哪裡買的,可否介紹一下,我要去買,送給我的女友。」細微之處的關注更能表示我們對他的關心,也更能打動人心。</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">和自己比較是非常恭維的用詞</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">人們總是愛比較,但是我們的比較心態是,我比</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">強,我比</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family: "新細明體","serif";mso-ascii-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman"">好,我比</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">更適合,所以我們心理的反應自己是樣樣比</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">行,比</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family: "新細明體","serif";mso-ascii-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman"">不行是因為我從小書讀不多,書讀不多是家庭關係,我沒有富裕的老爸、我沒有時間、我沒有這方面的背景,反正因為是因為太多了,造成我們的心態比較偏向不服輸的一面。所以,我們不喜歡說自己比他人弱。我們的思考必須轉彎,畢竟我們不是萬能,我們不可能在任何專業都很強,即時同樣專業也有比我們更厲害的人,所以示弱也是一種讚美,例如:「</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">你</span><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">的確比我厲害,這個企劃書連我都無法寫出來。」把連我都無法完成的事跟顧客講,相信是很大的恭維。</span><span style="font-size:14.0pt;mso-bidi-font-size:12.0pt"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">表達只信任他是讚揚他的能力</span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman"">關係的培養之中,信任是最重要的,但是也是很難維持,畢竟取得顧客的信任要有一段長時間的來往。我們可以先行一步,採取先信任顧客的心態,例</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">如:「小李阿!這個專案只有你有這個能力規劃,其他人恐怕不行。」把只有你能做的說出口是對他能力的肯定;「老王阿!你在這個行業這麼久,這件任務就交給你去處理就好了,你一定要幫助我完成。」這句話暗示其他人無法處理,人選就是老王,這也是讚揚他的能力與毅力的一種。</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">稱讚他未被發覺的新形象會比稱讚舊形像好</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:24.0pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">上面的稱讚方法大部分以是事實或模糊條件為根據,但是有些讚美的方式,顧客已經聽過很多次,再聽一次當然好感度也會增加,但是雪中送炭跟錦上添花終究是不同的。如果要加深印象,讓好感度直上昇,就要以他的弱點著手。某人打字很慢,如果進步許多時,我們就可以跟他講:「這份報告你打得真棒!你看我明天的簡報應該沒有問題吧!」如果某人個性高傲、不合群,你看到他跟人合作工作順利時,你就說:「你真是平易近人,人緣非常好,大家都願意跟你相處。」他聽到這樣的讚美是以前從未聽過,他一定對我們另眼相看。但是要注意一點的是,如果他身材矮小,我們可不能這樣說:「你的身材高大,籃球應該可以打前鋒。」這就不是稱讚,而是諷刺。所以,要以模糊的事項稱讚,如個性、氣質,不要以很明顯的實際東西,如身體狀況;另外,有些很明顯的事項,如工作技能,要等他改善之後,才能稱讚,否則他會不適應。所以,稱讚新的一面會比舊的一面好。</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">是不是有人說你</span><span style="font-family:"新細明體","serif"">…<o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:21.3pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span lang="ZH-TW" style="font-family:"新細明體","serif"">最後,如果直接讚美你會覺得不好意思說出口,那你可以用拐彎抹角的方法。以別人的口做為你的口,例如:「是不是有人說妳的身材很像林志玲?」或者「聽大家說你的工作能力非常強。」透過這種方式表達你跟別人的看法一致,在對方的心中就會認為,所有功勞都屬於你。</span><span style="font-family:"新細明體","serif""><span style="mso-tab-count:1"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:21.3pt;text-align:justify;text-justify: inter-ideograph;mso-outline-level:1;mso-layout-grid-align:none;text-autospace: none"><span style="font-family:"新細明體","serif""><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">我在授課之中,曾經做個專題討論,如果你是個新人,那個交接的人早就離職,主管指定一個老鳥協助你,但是他的態度對你不太友善,可能多出這項工作的關係</span><span lang="ZH-TW" style="font-family:"新細明體","serif"">吧!此時,你應該怎麼辦才好呢?其實學員討論之後,所發表的感想都非常好,我非常讚揚他們的論點,然而,當我問其中幾個人,你們敢這麼做嗎?喜歡這麼出口嗎?結果大都說不敢,不好意思。這就是重點,也是我們台灣人的弊病。</span><span style="font-family:"新細明體","serif""><o:p></o:p></span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><o:p> </o:p></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><span lang="ZH-TW" style="font-family:"新細明體","serif";mso-ascii-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman"">要有別人比我們好的心態才會讓讚美說出口,心境改變,態度就會改變,態度改變了,行為就會改變,行為改變了,任何事情就能隨意走。讚美就是如此,改變心境,轉換心態,讚美別人就會易如反掌。最後,要將馬兒遷到河邊很容易,要不要喝水?還是要馬兒自己來吧!</span></p> <p class="MsoNormal" style="text-align:justify;text-justify:inter-ideograph; mso-outline-level:1;mso-layout-grid-align:none;text-autospace:none"><o:p> </o:p></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com1tag:blogger.com,1999:blog-6290579850860848069.post-2416124632020254982011-02-15T10:59:00.008+08:002011-02-17T15:45:49.471+08:00醫師的推銷術-改善銷售話術與DM的思考<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOix34RKWoq-roIO_FPDdUY0cbwiUN8S3agJILFBIf84rBWI-AlrLQUOmnzUustFl7pF-017zKIDG5wkHQ4ZplYLfH2gskiZHuYDprKh9S-ZWlRXiUh59C7NkwdYjKewCzWPVJf8TRjsjM/s1600/4603946826_6337e880e3_z.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 219px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOix34RKWoq-roIO_FPDdUY0cbwiUN8S3agJILFBIf84rBWI-AlrLQUOmnzUustFl7pF-017zKIDG5wkHQ4ZplYLfH2gskiZHuYDprKh9S-ZWlRXiUh59C7NkwdYjKewCzWPVJf8TRjsjM/s320/4603946826_6337e880e3_z.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5573773059853274642" /></a><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">前幾天耳鳴又頭暈,我去一家診所看病。醫生問了一些話之後,診斷了一下,然後拿出一張紙出來,我看了一下上面標題「廢血清除術」,當下我的意識是「又要推銷甚麼醫療之類,應該很貴吧</span><span style="font-family: 新細明體, serif; ">!<span lang="ZH-TW">」於是,我瞄了內文一兩秒鐘就收起來了。醫師叫我把手伸出來,他用他的指甲跟我的指甲作比較,我就說「我的指甲比較紅。」他說「是黑不是紅」,我感覺他是要推銷這個「廢血清除術」,這時我的腦袋裡浮現會不會很貴。於是我保持沉默,這位醫師也很老實,問了一些簡單的生理問題之後,就叫我去領藥跟打針。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ><br /></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" >##ReadMore##</span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >護士叫我隔天再去診所抽血檢查,早上要空腹,檢查才不會有誤差。</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " >隔天一早就去診所掛號,進入注射室之後,旁邊有位阿桑正在注射,護士叫我坐在旁邊,護士跟我解釋那位阿桑正在抽廢血。然後,她說這位阿桑的血有點黑,她指著注射筒給我看上面還有一層油。問我:是否知道「廢血清除術」。我說:昨天醫生有拿資料給我看了。然後她又說血太黑會有中風的跡象,當我看到阿桑的血還有她講的話之後,我就嚇到了。</span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; "></span><span class="Apple-style-span" style="font-family: 新細明體, serif; ">我年紀又不大,中風怎麼辦呢?美好的人生就沒了,人生就是黑白的!</span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " ><br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span class="Apple-style-span" style="font-family: 新細明體, serif; "></span><span lang="ZH-TW" style="font-family: 新細明體, serif; ">我就問要自費嗎?她就說掛號費</span></span><span style="font-family: 新細明體, serif; "><span class="Apple-style-span" >100</span><span lang="ZH-TW"><span class="Apple-style-span" >元就好了,我一想這麼便宜,就決定要試看看。抽血需要一段時間,這位護士有點胖,她就跟我聊天,她說她有點胖,第一次抽血時很嚇人,也是很黑,抽過幾次之後,情況比較好了。還叫我要常拍手、多運動、多吃蔬菜水果。抽完之後,我就問多久再來一次。</span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " ><br /></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span style="font-family: 新細明體, serif; "><span lang="ZH-TW"></span></span><span class="Apple-style-span" style="font-family: 新細明體, serif; ">回到家裡,我就在思考為什麼昨天醫師的推薦時,我不想要,而護士的推銷我卻一下答應呢?照理說,醫生的專業程度遠大於護士,然而,我卻被護士說服。我發覺有兩項重要的因素,社會證明與價值衡量。</span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">我們業務習慣推銷產品的好處,到底顧客喜不喜歡或需不需要全然不管,造成各說各的話,顧客也不鳥你的推銷話術,因為他們認為我們業務的話都是只會說好話,也就是以業務的立場講話,造成顧客不太信任。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">而這次這位醫生不是業務,雖然他也想要推銷他的服務,但他犯了一個錯誤,也就是沒有告知價值。所謂價值一個是產品本身的價值對顧客的重要程度,如果對顧客不重要,那麼,任何所謂的價值都沒用;另一個是產品所能對換的價值,通常是錢或者勞務之類。所以,產品的價值跟錢的價值產生兩端的衡量關係,顧客根據判斷就會有買與不買的決定。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">所以在以下的價值水平之中,有醫師的</span><span style="font-family: 新細明體, serif; ">DM<span lang="ZH-TW">說明與指甲比較,我是相信他的專業說明,但是,我的疑問是要不要費用?會不會很高?要花錢的買賣我都不敢多問,醫生也沒有多講,所以也沒用收場白,生意就此結束了。</span></span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW"><span class="Apple-style-span" style="font-family: Georgia, serif; " ><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdws7eX7Sr5zXGUFuTY_on5BFGZTniSBHjTa2R7x_CRe6RcSPVi7whRVHUYYTWd-ijQXNJ0hWFMxhregJW4EXFJe6_dsjm8ytf05OXJ40Re7Zoq2FNS0M7dYfb8F4Ndpt0GS6rasg9IPSD/s1600/2011-02-15_122940.png"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdws7eX7Sr5zXGUFuTY_on5BFGZTniSBHjTa2R7x_CRe6RcSPVi7whRVHUYYTWd-ijQXNJ0hWFMxhregJW4EXFJe6_dsjm8ytf05OXJ40Re7Zoq2FNS0M7dYfb8F4Ndpt0GS6rasg9IPSD/s320/2011-02-15_122940.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5573770687991276354" style="cursor: pointer; width: 298px; height: 308px; " /></a></span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ><br /></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">反觀這位護士利用阿桑的具體證明、自己的經歷、可能中風的疑慮,抽取廢血之後,骨髓可以造血,所以常捐血的人的血比較鮮紅,比較健康。在這麼多的證據</span><span style="font-family: 新細明體, serif; ">(<span lang="ZH-TW">社會證明</span>)<span lang="ZH-TW">之下,我就好奇問是否要自費?護士說</span>100<span lang="ZH-TW">元掛號費即可。我的天阿!這麼好的銷售話術竟然都沒講,只要</span>100<span lang="ZH-TW">元就可以改變血管硬化,防止中風。可見醫生或護士如果利用這個行銷語言,我相信會有更多病人來接受這項服務。很神奇地,我還問多久再來一次,就這樣我就成為忠誠顧客了。</span><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW"><span class="Apple-style-span" style="font-family: Georgia, serif; " ><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj31oXsVuVcjThhV9vjC9Xm2hg-h2l32GwPmHJ5TiIzajKPgJWThBa89K_DMpffVNBcx1WlvaUsZ9jMsIbOCfZHlqzLX33Piny8gH1AputsD8AiFnbQaLXihF-XVZFZQksdTXTzAkJQLGTx/s1600/2011-02-15_123008.png"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj31oXsVuVcjThhV9vjC9Xm2hg-h2l32GwPmHJ5TiIzajKPgJWThBa89K_DMpffVNBcx1WlvaUsZ9jMsIbOCfZHlqzLX33Piny8gH1AputsD8AiFnbQaLXihF-XVZFZQksdTXTzAkJQLGTx/s320/2011-02-15_123008.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5573770691133764098" style="cursor: pointer; width: 285px; height: 302px; " /></a></span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ><br /></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">當天回到家之後,我將丟到一旁的</span><span style="font-family: 新細明體, serif; ">DM<span lang="ZH-TW">拿起來看,發現寫得真好,只是沒有突顯重要文字,所以讓我當初拿到手之後,就折起來放在口袋裡。</span>DM<span lang="ZH-TW">沒有讓顧客產生好奇並感到興趣時,任何</span>DM<span lang="ZH-TW">的功能只剩下墊便當而已。</span><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW"><span class="Apple-style-span" style="font-family: Georgia, serif; " ><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0dgnHkRunQdMvOBjQooCkTxMQXXRpxaDZGFoaoegPJF7oauJJWzQE3uRONb1kJnshbE3_F8M92bMgWaxQ6-IbNhWA0qMx-xzoh_ze6Bmz8OigDb3jDHb-cWdD4kxyR4tYbm7SEgRzB1w6/s1600/DSCN5645.JPG"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0dgnHkRunQdMvOBjQooCkTxMQXXRpxaDZGFoaoegPJF7oauJJWzQE3uRONb1kJnshbE3_F8M92bMgWaxQ6-IbNhWA0qMx-xzoh_ze6Bmz8OigDb3jDHb-cWdD4kxyR4tYbm7SEgRzB1w6/s320/DSCN5645.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5573770704105266018" style="cursor: pointer; width: 253px; height: 320px; " /></a></span></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ><br /></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">健康是個很好促銷的因子,但是顧客常常怕花太多錢,就如上面的價值平衡一樣,花太多錢就會向右傾斜,讓顧客產生不買的決定。所以,此</span><span style="font-family: 新細明體, serif; ">DM<span lang="ZH-TW">一定要讓顧客一眼看完就產生興趣,否則,顧客就會丟棄不理。</span><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span lang="ZH-TW" ><br /></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">因此,標題很重要。這個標題是「廢血清除術」,太過於專業化,顧客是有看沒有懂,還有也沒講出重點好處,也就是說沒有標示出對顧客利益的行銷語言。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">它可以這樣寫:</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「只要</span><span style="font-family: 新細明體, serif; ">100<span lang="ZH-TW">元降低血管硬化」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「用</span><span style="font-family: 新細明體, serif; ">100<span lang="ZH-TW">元換一身的健康」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「避免中風就從</span><span style="font-family: 新細明體, serif; ">100<span lang="ZH-TW">元開始」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「酸性體質是疾病的原因,只要</span><span style="font-family: 新細明體, serif; ">100<span lang="ZH-TW">元就好了」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「花費</span><span style="font-family: 新細明體, serif; ">100<span lang="ZH-TW">元,健康</span>100<span lang="ZH-TW">趴」</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " >…<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">副標</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「讓廢血清除術清除您的痛苦」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">「改善健康就是廢血清除術」</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " >…<o:p></o:p></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">我們再來看它的內容。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">當然,如果你有很好的標題,顧客會產生好奇並且往下閱讀內容。如果能將內容重要的句子提出來,讓顧客花更少的時間專注關鍵的句子,更會強化購買的信心。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " >DM<span lang="ZH-TW">有兩段,第一段是說明血液對身體的重要程度,如果保養不好會有很多不良的結果;第二段是透過「廢血清除術」能夠改善這些病狀。</span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">更改文章的內容有很多方法,其中如果能將文中關鍵重點標示出來,可以讓顧客立刻想到對我有用是比較適當的。如下:</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; "><span class="Apple-style-span" style="font-family: Georgia, serif; " ><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_OOaqIXoEj0fUjwlYBl1mQ0bHa4Drk_QBgZ7M8VqJdkaP3j006zY5MWYPKpIsRqHW9ToJMiy2Bdln9Mka7JjhE9yuvMMq5tLWQYtJziWDS5LQl6IMRXrq4XgQM-XYd7GjKL8AxIBxRBUl/s1600/2011-02-15_123435.png"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_OOaqIXoEj0fUjwlYBl1mQ0bHa4Drk_QBgZ7M8VqJdkaP3j006zY5MWYPKpIsRqHW9ToJMiy2Bdln9Mka7JjhE9yuvMMq5tLWQYtJziWDS5LQl6IMRXrq4XgQM-XYd7GjKL8AxIBxRBUl/s320/2011-02-15_123435.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5573770693527959394" style="cursor: pointer; width: 295px; height: 320px; " /></a></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span class="Apple-style-span" ><span lang="ZH-TW" style="font-family: 新細明體, serif; ">我們將血液的重要性、人為處理不當的因素與治療的方法等重點提出來,再透過適當的編排。顧客透過標題的好奇吸引,其中服務價格是很重要的促銷因子。然後,顧客會往下看,我們擷取重要的關鍵文字放在左側邊,顧客看到這些項目一定能引起他的關注,當然,吸引他的目光之後,就會往右邊的內容讀取。在他的心中就會產生價值平衡,購買的訊息就產生了。醫生只要說病人身體上的某項特徵很符合這種狀況,然後告知他用這個治療術是很好的方法。這樣就是很好的收場白了。</span><span style="font-family: 新細明體, serif; "><o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span lang="ZH-TW" style="font-family: 新細明體, serif; " ><br /></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; " ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal"><span style="font-family: 新細明體, serif; "><span class="Apple-style-span" >**<span lang="ZH-TW">這篇文章只是以銷售的角度說明,其中有牽涉到的醫療行為與本人無關,</span>DM<span lang="ZH-TW">都是照抄診所的,如果有身體上的不適應該到醫院診斷才對。</span><o:p></o:p></span></span></p><p></p><p></p><p></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com2tag:blogger.com,1999:blog-6290579850860848069.post-85177454556151754152010-11-29T14:48:00.004+08:002010-11-29T14:58:43.063+08:00讀「為什麼斑馬是頂尖業務員?」感想-原來我們業務員都用錯方法<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfeyv0C9lwAVXe-B_46K81_tGDGoOQLV04MxcD6f1tmydVzBa9Qro7ta8foVppgEkDYvGWSHZOABOQA2QyCD1Ov7uxlcwhXUDSpqOt9-sQOYByW4BJY96gBaKSHKiQ9XOeDr5yX_z_nr4X/s1600/374717733_4ec0f062c5.jpg"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 320px; FLOAT: left; HEIGHT: 222px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5544861598214273442" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfeyv0C9lwAVXe-B_46K81_tGDGoOQLV04MxcD6f1tmydVzBa9Qro7ta8foVppgEkDYvGWSHZOABOQA2QyCD1Ov7uxlcwhXUDSpqOt9-sQOYByW4BJY96gBaKSHKiQ9XOeDr5yX_z_nr4X/s320/374717733_4ec0f062c5.jpg" /></a>看了這本書覺得很驚訝,它跟一般的業務書籍有點不同。大部分的業務書強調個人如何應用業務技巧贏得業績,這些業務技巧不外乎說話能力、讀心術與肢體語言。但是作者將這些能寫書的top sales歸類為天才型的業務員,而大部分的我們被歸為「地才型」的業務員,所以都不具備這種天才,況且以他們的銷售環境根本無法套入到我們的銷售狀況,所以,看太多這些人的成功之道,根本就無用;還有一個原因,這些作者很多重要的技巧根本沒有寫出來,所以,我們看他們的書只是瞎子摸象一樣,自以為大象是某種形狀,其實不是。因此,看到那些激勵或銷售技巧的文字就以為學到很多而陷入自己也是天才業務的錯覺。 ##ReadMore##<br /><br />確實很多人是天才型的業務員,憑著三寸不爛之舌,說服顧客購買商品。作者認為現在的商品要靠三項條件才能滿足顧客的胃口。<br /><ul><li>暢銷商品,也就是你的商品要有口碑,讓顧客在心中定位你的商品。 </li><li>企業的暢貨支援,也就是不能缺貨,不然顧客就會轉向。</li><li>黃金業務員,不再是苦幹蠻幹的賣東西,而是腦筋「總協調」,也就是要腦力激盪者。</li></ul><p>當然,這本書不是講行銷,所以暢銷商品不會講;也不是講供應鏈,所以暢貨支援也不會講;所以,是講如何成為「黃金業務員」的方法。<br /><br />我們業務員在「賣」的意識中,顯示獅子的噬血性,顧客是敏感的,一旦他聞出血腥味道就會逃之夭夭。所以,我們要成為斑馬型的業務讓顧客感覺我們是溫馴、食草性、不會傷害人的。<br /><br />黃金業務員不一定要很會說話,也不一定要很懂銷售理論。一般台灣人都認為「生意嘴唬纍纍」,這個就產生信任與信賴問題,雖然這個兩名詞實際上是不分軒輊,沒甚麼差別,但是,我在這裡做個簡單的區別。信任是顧客對我們業務的感覺,感覺不對甚麼都不用說了;而信賴是提出證據證明,因為這些證據讓顧客對我們的信賴度提升。<br /><br />哪一個比較重要呢?當然是信任,信任常常是一個人的特質表現。所以你會看到有些人口拙,但是他的業績會特別好,是在於一般人比較信任看起來誠懇的人,誠懇的人常常不善於說話,看起來憨厚憨厚的。<br /><br />言語或許能說服顧客,但是太過時,顧客就會產生失調狀況。<br /><br />作者為了求證他的論點找出七個業務員現身說法,這七位是上過他的訓練課程的人。當然這七位就是一直強調知識無用論,當然不是本身對產品或市場的知識,而是看那麼多的銷售技巧的書是沒有用的,唯有自身的反省能力才是轉捩點。畢竟,每個業務員的處境都不同,靠著天才型的業務員的專書是無法改變銷售不彰的事實。所以我們地才型的業務員必須經過反省,然後找出適合自己的銷售模式才是正道。<br /><br />他提的觀點我是滿贊同的,但是我覺得這七個業務員的想法,是用套的,也就是本來作者就有一堆的理論,然後以這七位的現身說法強制以為這些業務員是對的,也因為這些人在市場上有一番的作為就認為業務員就是樣這樣子,也就是先射箭再畫靶。先有理論射出箭後,再以這七位業務員的成功畫上靶,所以沒有正中靶心也難。<br /><br />一開始讀這本書時,我認為作者寫得非常好,很符合我做業務的心態,因為20幾年前我剛做業務的時候,我很木訥也不太會講話,而且怕事,有點懦弱,即使不合理,不敢直接跟顧客反應,提出自己的看法。很奇怪我的業績卻特別好,以前不知道原因,看到這本書之後,心有戚戚焉,頗有相見恨晚之憾。<br /><br />可惜讀到後面,除了七個業務員例子是用套了以外,作者反對銷售理論,但是他也提出一串理論出來,還有這本書的真正目的是—賣課程。<br /><br />這只是一本引誘的書,他先說服你不是天才型的業務員,畢竟大部分的業務員都充滿了挫折感,這個說法擊中我們的心,所以,我們開始懷疑是否口才不好?是否親切度不夠?是否努力不足?等等因素讓我們必須對外尋求方法,看書是一種、受訓也是一種。但是,我們業務員看過太多的書,受過太多訓練,結果也是沒甚麼功效。所以,這本書說到我們的心坎裡。<br /><br />所以看書沒用、受訓沒用,唯有自我反省才有用,如何自我反省呢?當然,靠自己有時無法察覺,所以要靠別人提醒才有用,而且要一對一的教導才行。作者就是從事這種教育訓練,他也認為他的方法是很有用的。<br /><br />雖然這本書最終的目的是要你去上他的訓練課程,但是在日本還是有可能說服讀者,但是在台灣沒有他的機構,所以也沒甚麼用,除非你懂日語,也想要到日本受訓,或者請作者來台灣授課,否則功效不高。雖然如此,這本書的觀念還是值得一讀,畢竟作者本身提出不同的看法,也寫出一些解決之道。 </p><p>photo: <a href="http://www.flickr.com/photos/druidicparadise/374717733/">emerald isle druid</a></p>Ahwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0tag:blogger.com,1999:blog-6290579850860848069.post-25852543658598987062010-11-26T16:43:00.005+08:002010-11-26T16:56:30.150+08:00上班族以文服人就能開啟升官途徑<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_CWpFv_eLwHLubJCoUQhIMdFk3Whu0hHp2KVtQV_W-0vyp3ieHGO1aBNC8anBDUcSOD2ibiqTLsjU39QCwN5rqp7zYkP2uvoUL1i5IG5djlBJIsV-TbwZiCrGtVIXprcAa5XIix-k3AlK/s1600/3086674683_4696abc23a_z.jpg"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 320px; FLOAT: left; HEIGHT: 214px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5543778466607351538" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_CWpFv_eLwHLubJCoUQhIMdFk3Whu0hHp2KVtQV_W-0vyp3ieHGO1aBNC8anBDUcSOD2ibiqTLsjU39QCwN5rqp7zYkP2uvoUL1i5IG5djlBJIsV-TbwZiCrGtVIXprcAa5XIix-k3AlK/s320/3086674683_4696abc23a_z.jpg" /></a>上班族有一大段的時間要寫文章,包含email、說明書、企劃書、操作手冊、函、呈…等等。然而,我們從小學開始到大學甚至研究所畢業之後,看看你的右手,摸摸你的大腦,你認為你的文章是否可以達到說服別人的程度呢?沒錯!文章不一定是說服的方式而已,也有說明、宣告、裝飾…等等的架構,但畢竟這些方式大都隱含勸說讀者採取行動。雖然文章內容不一定包含「我建議」、「我認為」這些明顯的勸說用詞,只要我們文章的表達方式妥當的話,也能達成說服的目的。這也是我們上班族應該注意的一點。<br /><br />在同一公司裡,看你的文章的讀者都是熟悉你這一行業的,所以,不用過長的解釋,簡短、清晰、架構形成企業文章的最基本要求。它跟我們一般寫的文章是不太一樣,如書籍、部落格、微網誌…等。 ##ReadMore##<br /><br />如果你在大公司裡,其垂直的組織可能是這樣:<br /><br />董事長-->總經理-->協理-->處長-->經理-->副理-->主任-->職員<br /><br />如果你只是基層人員或基層主管的話,你想要跟處長級以上的主管開會,機會是少之又少,換句話說,你想要用口語來表達自己的想法根本是不可能。但是你寫的文章卻能上達天聽,達到說服高階主管的目的。當然,文章說服對象不只是主管而已,同事、顧客、供應商都可用文章的方式。所以也不限於大公司,有些時候無法當面溝通或電話裡講不清楚時,利用文章反而可以表達自己的想法。畢竟,文章可以長時間的思考,會比較清晰,而且讀者可以一看再看,而口語只能靠瞬間的直覺。<br /><br />記得剛出社會不久在一家大公司當業務,那時的我拙於口語表達,但是我就是比較喜歡用文章說服。有一次我的顧客是很有名的連鎖量販店,為了讓產品上架,因為產品上架才有可能銷售,所以我認為舉辦促銷活動才有可能。但是,我根本沒有機會跟高階主管開會,他們又很怕全國的經銷商反彈。所以,文章成為我的武器,一方面說服高階主管支持,另一方面說明如何安撫經銷商的方法。果然,利用促銷活動的機會全面上架公司的產品,也帶動經銷商的商機。<br /><br />如何寫一篇說服的文章呢?架構是很重要的,此架構分成:主題(項目、主旨、標題都可)、序言(前提、前文、引言或導言都可)、論點 (內文、主文都可)與結論。<br /><br /><strong>主題<br /></strong>主題是此篇文章所要表達的內容,我們可以分成: <ul><li>取得好處:我們到底可以得到甚麼利益、好處、優勢、機會之類。如「舉辦ABC公司的周年慶可以提升50%業績」。</li><li>標示驚悚:讓讀者感到恐怖、驚嚇進而想要了解如何避免。如「不舉辦ABC促銷活動,會讓ABC反彈!」。</li><li>提出疑問:想要引起讀者的好奇心,讓他想要進一步了解原因。如「ABC促銷活動,對我們有好處嗎?」。</li><li>揭露訊息:這是四平八穩的普通標題,也是一般人最常用的,只是單純傳達訊息而已。如「ABC公司舉辦周年慶事宜」 </li></ul><p>哪一種比較好呢?通常是取得好處。<br /><br /><strong>序言</strong><br />序言是說故事的時候,也就是在內文之前,有段進入主文的簡短說明。你最好能表達故事的情境,然後這個故事引起哪種衝突,這個衝突會帶來問題點,接下來說明你如何解決這個問題點。解決方法就是下面的論點。<br /><br /><strong>論點<br /></strong>論點就是解釋如何解決問題點的方法,有兩種方式:<br />由上往下法<br />就是你的思考方式是順著自然方式一直擴展下來。有4種方法:</p><ul><li>程序:順序、步驟都可,例如:製造流程、運送方法、銷售步驟…等。</li><li>一對:兩個主要論點,例如:相對的男女、內外,對立的正負、陰陽。像我前面所舉的例子二元式的量販店與經銷商的問題解決方法。</li><li>元素:一些已經存在的方法論,例如:5力分析、4P、3C、4M…等等。</li><li>自發:當然上面還沒辦法找出你的論點時,就自己想自己的辦法解決須注意邏輯的關係。</li></ul><p>由下往上法<br />當我們還是想不出論點或無法找出問題時,可以利用由下往上法,KJ法、腦力激盪、魚骨圖都是。想出點子,收集點子,往上概括,形成共識。有興趣可以在網路上找到這些方法,我就不再贅述。<br /><br />注意這些論點之間,都需要邏輯思考的觀念,就是每個論點都是解決問題的方法,而不是多餘的或不相關的論點。<br /><br /><strong>結論<br /></strong>如果上面的論點清楚的話,結論的作用就不大了,甚至在短文裡,連結論也不會出現。但是我還是認為要有小小的結論來強化論點的合理性與要求支持的條件。這樣,讀者才能提供資源或協調相關人員來幫助我們。<br /><br />文章的重要性不會輸給口才,從古至今唯有文字才能流傳至今,傳頌不已,不易改變。你想看看是口語還是文章的片字片詞影響你呢?你家最多的資訊是書、雜誌、文件還是CD或影片呢?當然妳會認為以前沒有錄音設備,所以也沒辦法留下任何口語,話雖如此,但是就算有錄音設備,近期影響你的可能也是這些文字吧!<br /><br />我無法將所有的知識在這篇文章表達完整,如果你有這方面的需求,可以來資策會的<a href="http://www.iiiedu.org.tw/ites/BD.htm">商業文件撰寫精修班</a>上課,我們一起來討論。由練習與授課之中,保證你的文章說服力會更進一步。 </p><p></p>photo:flickr e_walkAhwii數位效率王http://www.blogger.com/profile/01227171577108546633noreply@blogger.com0