个人技术笔记

【转】怎样做一个好的营销推广？

发布时间：2021-05-18  栏目：软技能  评论：0 Comments

How to Deliver a Good Sales Pitch

Pitching an idea and selling it effectively can be a daunting and challenging task. Where do you start, how do you approach the prospect and what is the first thing you say? By knowing your audience, carefully crafting a pitch, and delivering the pitch confidently, you can make a successful sale and build a healthy relationship with your customers.

有效地推销一个想法可能是一项艰巨而富有挑战性的任务，怎样才能达到预期？开口的第一句话是什么？通过了解你的客户，认真制作推销方案，并且做到自信地推销，你一定能够推销成功而且还能与你的客户建立健康的关系。

Part 1 第一部分Knowing your Audience 知己知彼，百战不殆

1. Research your audience. 调研你的客户

Make sure you know as much as possible about the company and individual who will be hearing your sales pitch.[1] Look up your potential customers’ profiles on LinkedIn, and read through the company’s website.

你要尽可能地确保了解这家公司以及你将要推销的这个人。在领英上查阅你潜在客户的资料，并且去浏览该公司的网站。

• Find out what the business’ specific needs are and how they relate to your product or service. What will they gain by working with you?

找到他们公司的特定商业需求是什么，他们又是怎样关联到你的产品或者服务。如果和你合作的话他们能得到什么？

2. Pitch to the right person. 选对人

The person who can decide about using your product or service is the person who should hear your pitch. Find out who makes decisions about buying inventory or using services in the company.

能够决定使用你的产品或服务的人才将是听你推销的人。找到该公司中是谁能够决定购买存货或者使用服务。

3. Make an appointment with your customer. 和客户预约时间

Once you’ve identified the most appropriate person to listen to your pitch, schedule an appointment with them. Find out when it is most convenient for them.

一旦你选出会听你推销的最合适的人之后，要和他们预约一下时间。找出和他们洽谈的最方便时间。

· Be sure to consider the amount of lead time they might need in order to stock your product, or when they will most need your services. For example, if you are selling a holiday-related item, you shouldn’t wait until the beginning of December to deliver your sales pitch.

一定要考虑他们所需供货的交付时间点，或者他们什么时候最需要你的服务。举个例子来说，如果你销售的是一款假期相关的产品，那么你不应该等到12月初才开始推销吧。

4. Know how much time you’ve got for the pitch.了解你有多少时间去推销

Once you’ve gotten your appointment with the customer, confirm how much time is scheduled with them. Suggest at least 30 minutes for the appointment. Your pitch won’t last the full time; you need to leave time for discussion afterward.

一旦你和客户预约好，确认好你和他们预约了多少时间。假设预约了至少30分钟。千万不要在这段时间里一直在巴拉巴拉地自说自话，你至少要预留出一些和客户讨论的时间。

Part 1 Quiz 第一小节小测试

Who should you make your sales pitch to?

谁是那个你要推销的对象？

A. The head of the company. 公司的头头。

B. The person who makes decisions about whatever product or service you’re selling. 能决定买你产品或服务的那个人。

C. The person you contact first in the office. 他们公司中你第一次联系到的人。

D. The person in the company who seems most likely to buy your product or service. 他们公司中看起来对你产品或服务最感兴趣的人。P

Part 2 第二部分 Crafting your Pitch 制作推销方案

1. Know your product or service well. 熟知自己的产品和服务

Before you even start crafting your pitch, make sure you know all the facets of your product or service and how it can be useful to a range of customers. What are the common problems that your product encounters, and how do you resolve these problems?

开始推销之前，确保自己熟知产品或者服务的各方面以及它是如何帮助广大的客户群的。使用你的产品会遇到哪些常见问题，以及你是如何解决这些问题的？

2. Avoid giving a canned pitch.避免填鸭式推销

A canned pitch is one that is generic and does not take into account the customer. Instead, make your presentation unique and tailored to your audience.

预先演练好的推销也太一般了吧，它不会引起客户的足够重视的。所以一定要为你的客户量身定制而使你的宣讲特别又独到。

3. Tell a story with your pitch. 讲好你自己的故事

Tell an anecdote or personal story about your product or service. Use this as a hook to appeal to your customer’s emotion.

讲一个趣闻或者你自己的故事来包装你的产品或者服务，用这种方式来引起客户的共情。

4. Use simple language. 使用简洁白勺的语言

Strive to be clear and easy to understand. Take out jargon from your presentation, unless it’s standard in your industry to use certain terminology. Don’t assume that your buyer will automatically know what you’re talking about, so using simple language is best.

力求清晰易懂。除非是行业标准规定需使用，否则一定要剔除宣讲中的特定术语。不要假想你的买家会自动知道你所表达的是什么，所以使用简洁白勺的语言是最好的。

5. Keep it short. 简言之。

Be able to get the most important points across in the first minute. After this point, buyers might start to lose interest if they have already decided against your product. Your pitch will likely last much longer than 60 seconds. Hopefully you have at least 15-30 minutes, depending on the type of product or service; spend much of your time building a conversation. But make sure you build in the most important points immediately. These include:

l The name of your company (or your name if you are working as an individual)

l The products or services you provide

l The “What’s In It For Me” aspect: tell your buyer what they will gain by buying your product.

一定要在第一时间传达要点。过了这个时间节点，买家们如果已经决定不买你的产品了，那他们就开始失去听你讲话的兴趣，你的推销最长撑不过60秒。你有望得到至少15到30分钟的时间的话，这取决于你的产品和服务类型；为这次会话你已花了大量时间，会话开始，要确保立刻抛出要点。要点如下：

l 你公司的名字（或者你自己的名字（你为自己打工的话））

l 你提供的产品或者服务项目

l “我能得到什么好处”方面：告诉你的买家买你的产品他们能得到什么利益

6. Describe how your customer will benefit. 讲述你的客户怎样从你这儿获益

This is one of the key factors in a good sales pitch. Your customer isn’t always interested in how many awards your product has won, or how many stores you have merchandise at. They want to know how your product or service will improve their business and make their life easier.

这在一次好的销售中是重要的一点。你的客户不会在乎你的产品获了多少奖，或者你有多少经销商。他们想了解的是你的产品或服务是怎样提高他们的业务，怎样让他们的生活更好过。

7. Differentiate yourself from your competitor. 与你的竞争者区别开来

Describe how your product or service is different from others who offer similar products. Focus on how your product is unique or how you give personalized service.

讲述你的产品或服务是如何在供应类似产品的公司中脱颖而出的。重点讲述你的产品的独特之处或者你是怎样提供个性化服务的。

8. Treat your pitch as a conversation. 把此次推销看作一场对话

An important feature of the pitch is to have two-way communication with your audience. You might already know their needs, since you’ve done your research. But you should give them an opportunity to tell their story and to describe what makes their situation unique.[3]

l If you don’t feel comfortable yet trying to involve your audience throughout your pitch, plan for a question-and-answer session after your pitch. This will give them a chance to ask questions and get more information.[4]

与客户的互动性是推销的一个重要特性。既然已经做过调研，你可能已经知道他们的需求，但是你还是要给他们一个机会，去讲述他们故事和造成他们特殊情况的原因。

l 如果你觉得在整个推销过程中客户的参与度有待提高，那么在你讲完时可以设计一个问答环节。这可以让他们以提问的方式来获取更多的信息。

9. Prepare answers to objections. 做好准备，应对拒绝

Your customer may find reasons to decline your sales pitch. Be prepared with answers to these objections. Make a list of the top 10 reasons why someone might say they don’t need or want your product. Craft responses to each of these.[5]

你的客户可能会找到一些理由来拒绝你的推销。提前做好这方面的准备来应对他们的拒绝。制作一个他们可能会提到的不需要或者不认可你的产品的前十个理由的表单，一一预演解答。

10. Use visual aids carefully. 使用可视化辅助，须谨慎

Some people find visual aids, such as PowerPoint slides, useful in staying on track with a presentation and demonstrating or visualizing certain aspects of a product’s benefits or features. Visual aids can be distracting, however, especially to you. You might start to turn your focus to just reading through the slides instead of conversing with your audience.[6]

人们发现一些可视化辅助例如幻灯片在宣讲中的定位展示或者产品的某方面的功能和特征的可视化是很有裨益的。然而可视化辅助可能会分散你的注意力。你可能开始将你的关注点在阅读这些幻灯片上而忽略了与观众的沟通交流。

11.Demonstrate your product. 演示你的产品

If you have a product that can be demonstrated, such as how sharp knives can cut through rope or stain remover can eliminate ink stains, incorporate this demonstration into your pitch. 如果你的产品可以展示出来，例如切断绳子的刀具是如何锋利，去污剂是如何去除墨水渍迹的，那么一定要将这些演示贯穿在你的推销中，应该会得到事半功倍的效果喔。

12. Refine your pitch. 精炼你的推销词

Once you’ve written down your pitch, find ways to cut down words, clarify meanings, and make your wording more dynamic. Eliminate parts that don’t apply to the particular customer you’re going after.

一旦写下推销词，要想方设法精简文字，阐明含义，使你的措辞更富活力。消除那些不符合你在跟进的特定客户的那部分文字。

Part 2 Quiz 第二小节小测

How should you start your pitch? 如何展开你的推销？

A.Briefly explaining your product or service. 简要描述你的产品或服务。

B. Tell a story about yourself to connect with the potential buyer.

讲述一个关于自己的故事去引起潜在客户的关注。

C. Tell a story about how your product or service has benefited someone.

讲述一个你的产品或服务如何使他人获益的例子。

D.Explain why their company needs your product or service.

解释他们公司为何需要你的产品或服务。

Part 3 Preparing to Deliver your Pitch 第三部分

1. Rehearse your pitch. 预演推销

Practice delivering your pitch to a colleague or friend. Ask them what makes sense and what doesn’t make sense. Run through a revised version of your pitch with them to see how it has been improved. 预演推销给你的同学或者朋友。询问他们哪些地方合理，哪些不合理。和他们一起重整你的推销使其改善。

2. Confirm the time and location. 确认好时间和地点

One or two days before your pitch, email or call your customer to confirm your appointment. Make sure they still have the time to devote to hearing the pitch.

· Also confirm who will be attending the pitch. Will the company’s CEO be there? Will someone from another division of the company be attending?

在推销会前一两天，发邮件或者打电话给你的客户跟他们确认好你们的预约。确保他们仍然有这个时间来听你的推销。

· 也要确认好出席推销会的嘉宾都有谁。他们公司的首席执行官会不会到场？他们公司其他部门的人员会不会出席？

3. Get a good night’s sleep before the pitch. 推销会前夜，好好睡一觉喔

You might be nervous going into your meeting, but getting a good night’s sleep will ensure that you are operating with maximum energy and focus.

踏进会场的时候，你可能会紧张，但是良好的睡眠将能确保你有充足的活力和高度集中的注意力做好这件事儿。

4. Dress professionally. 正式着装

Present a professional image to your customer. Your physical appearance will assure them that you are responsible and will deliver a product or service on time. A business suit is most appropriate.

· Consider the norms of the industry that you’re presenting to, not your own. If you normally work outside and get dirty, but you are presenting to someone who works in an office, dress as you would for the office environment.

给你的客户展示一个职业的形象。你外在的形象会让他们确信你是值得信赖的人，会准时交付产品或服务项目。穿一套职业装再合适不过了。

· Consider the norms of the industry that you’re presenting to, not your own. If you normally work outside and get dirty, but you are presenting to someone who works in an office, dress as you would for the office environment.

一定要重点考虑你要宣讲行业的标准，而不是你自己行业的着装规范。若是你经常露天且易脏作业，那么当你要去对一个在办公室地方工作的人展示产品时，一定要穿符合办公室环境的衣着。

5. Arrive early. 要早到。

Leave early and give yourself plenty of time to get to the location where you will deliver your sales pitch. This will give you a chance to check your appearance, get a drink of water, and calm your nerves before going into a meeting.

要早出发，这样能留给自己足够的时间去你要推销的地方。也让自己有时间去检查仪容，喝一杯水，并且在进入会议室前镇定下来。

Part 3 Quiz 第三部分小测

When should you double-check the time and location of your pitch?

什么时候你应该再次确认你宣讲会的时间和地点？

A. An hour before. 一小时前

B. A day or two before. 一两天前

C. A week before. 一周前

D. You don’t need to double-check if both of you wrote the time and location in your calendars 因为你们已经约好了时间和地点，没有必要再次确认了。

Part 4 Delivering your Pitch 第四部分开始你的表演吧！

1. Break the ice.破冰

Introduce yourself and give everyone in the room a chance to do so, too

做自我介绍，并且让每一个在场的人都有机会去做自我介绍。

2. Don’t show nervousness. 紧张么？不要显现出来喔！

Delivering a pitch can be a nerve-wracking experience, especially if it’s the first time you’re doing it, or it’s a really important contract. But you want to project confidence, so make sure to breathe deeply and take your time.

在众人面前宣讲可能是一次令人头大的经历，尤其如果是第一次或者是非常重要签约的话更严重。但是你想表现得自信得体，一定要深呼吸，从容镇定的应对。

3. Demonstrate positive body language. 展示积极的肢体语言

Have good posture and try to minimize any nervous fidgeting. Stay as relaxed as possible. Speak with enthusiasm and authority, but with a friendly manner.

展示良好的姿态，尽力克制不安。使自己放松自如，演讲热情友好而不失庄重。

4. Maintain eye contact. 保持 眼神交流，很重要喔！

You can keep someone’s attention better if you maintain eye contact with them. This will also make them feel like you are really focusing on them and their reaction to what you’re saying. Keep friendly eye contact throughout your conversation with your customer.

如果跟一个人保持眼神接触的话，你会更能吸引到他的注意力。这样也会使她们感觉你真的有在关注他们对你演讲作出的反应。整个宣讲一定要跟你的客户保持友好的眼神交流。

5. Proceed at an appropriate pace. 宣讲速度适中

Check in with your customer during the presentation. Don’t just deliver your pitch and pack up. Be ready to listen to your customer as you proceed, stopping to answer questions.在演讲的时候一定要跟你的客户确认好一切可能出现问题。不要仅是简单的宣讲完然后打包走人。一定要在宣讲过程随时准备好倾听客户的问题，及时解答。

6. Ask questions. 记得问问题喔！

As you deliver your sales pitch, it may become clearer to your customer that your product or service can help them. Ask questions during the pitch so that you can understand their needs better., Be ready to give them good answers to their questions that keep pushing them towards your product or service.

· Consult with the customer and asking questions about their interests and their past experience with similar products.

宣讲的时候，你的客户会越来越了解你的产品或服务。及时问问题，确保更好的了解他们的需求，准备好问有所答，从而提高他们对你产品或服务的意向水平。

· 咨询客户，询问他们的意向，以及他们之前使用类似产品的经历。

Part 4 Quiz 第四部分小测

How can you engage with your potential customer? 如何吸引你的潜在客户参与进来

A. Ask questions. 问问题

B. Answer questions. 回答问题

C. Ask them to participate in demonstrations. 让他们参与展示

D. Maintain eye contact. 保持眼神接触

E. All of the above. 以上所有都可

Part 5 Closing your Pitch 第五部分 尾声

1. Outline the next steps for the buyer. 给买主爸爸下一步的提案

You have delivered your pitch and answered questions that your customer has. Now you need to give them some direction on the next steps to take. You may choose to schedule a follow-up meeting once they’ve had some time to think things over. You might give them a trial period to use your product. Above all, keep working at this relationship and don’t disappear from view.

· For example, if you are selling advertisement, you could end your pitch like this: “As you said, Mr. X, your company is looking for more brand awareness and new clients. Our marketing solutions will provide you with the brand awareness you are looking for. If you could allow me, I can run you through the procedure of advertising through us…” This is a simple, indirect way of asking, “Are you interested?”

你已经宣讲完毕并且也回答了客户提的问题。现在你需要给他们指示接下来要做的事情。客户如若仍需仔细考量的话，你可能会选择安排一个后续会议。你可能还会给他们一个你们产品的试用期。综合来说，一定要持续保持良性关系，时刻在客户面前晃悠，保持黏性。

· 举个例子来说，如果你在销售一款广告产品，你可能会这样结束你的推销：“正如您所说，X先生，贵司正在打造品牌知名度以及寻求更多的客户。我们所提供给您的品牌重塑市场解决方案正好契合您的需求。若您容许，我可以帮您快速浏览一遍我们给您打造的品牌推广方案。。。”这里言外之意就是，“不知您是否感兴趣呢？”

2. Negotiate with the customer. 与客户协商，这是个技术活哈哈

You may need to negotiate with your customer. If they have initially declined your product or service, you can help them get to a “yes” or even a “maybe” through negotiation. Think about giving them a sample or a trial period to use your product. Alternately, if you are selling them a service, offer a free or reduced cost for a trial period.

你或许需要和客户去协商。如果他们一开始拒绝了你的产品或者服务，你可能需要努力通过协商最终从客户那里得到一个肯定甚至是可能合作的意向。考虑给他们一份样品或者让他们试用产品一段时间。另外，如若你卖的是一项服务，那么就要考虑提供给他们一份免费或者是低成本的试用。

3. Accept rejection gracefully. 优雅接受拒绝

If the customer declines your product or service, and they do not change their mind even after you negotiate with them, then respect their decision. Accept the rejection gracefully and thank them for their time.

如果客户拒绝了你的产品或者服务，并且在你与他们协商之后依然坚持拒绝，那么一定要优雅的转身，感谢曾经相遇。

4. Get a referral. 老客户转介绍

This customer, if you’ve chosen a good representative from the industry, will likely have good contacts that will be worth exploring as other potential customers. This will build your network of contacts and get your name out there.

如果你的这个客户是你所选这个行业里的优秀代表，那么这个客户极有可能会有一些其他值得开发的潜在客户资源。这也会扩大你的客户群并且你在这个圈儿里就很吃得开了。

Part 5 Quiz 第五部分小测

What could you say at the end of a meeting where the client doesn’t seem very interested? 会议结束，客户似乎看上去不咋感兴趣时候你该怎么说？

A． “Would you be interested in a free trial period?” 给您产品试用您是否感兴趣？

B． “I really think you should reconsider.” 我真的认为您有必要再次考虑一下我们的产品。

C． “You’ll regret not having this service.” 不选我们，你会后悔的。

D． All of the above. 综上所有

Part 6 Following Up 第六部分后续跟进

1. Send a follow-up email to the customer within 24 hours.

在 二十四小时之内给客户发一封跟进邮件

Thank them for the meeting, regardless of its outcome. If you made plans for next steps, such as signing an NDA, getting a referral, or scheduling another meeting, include that in your email. If you offered to send them more information, make sure that you include it.

不管结果如何都要感谢他们这次会面。如果你为接下来的事情做好了计划，例如签订一份保密协议，希望得到他们转介绍客户，或者安排下一场会议，那么把这些都写进邮件。如果你答应给他们提供产品或服务更多的信息，也确保一并发给他。

2. Adjust your pitch. 调整你的推销

Think about what worked and what didn’t, and make tweaks to your presentation or style accordingly. 想一下哪些地方做得好，哪些地方需要改进，对你的演讲进行微调或者相应的改变风格。

Part 6 Quiz 第六部分小测

True or False: Send a follow-up e-mail even if the client didn’t purchase your product or service.

判断正误题：即使这个客户不买你的产品或者服务也要给他们发一封跟进邮件。

True 对

False 错

 

不同行业有不同行业的推销方式，但大道理都差不多，很多人以为眼睛看到了就等于我会了，卖好产品或者服务真的需要在每个小细节上细细推敲，深深耕耘，希望大家都能在这个时期努力提高自己，时刻开心 ，一直发现美好和有趣。There are different ways of Pitching with different industries，but the basic rules are mostly similar, devote yourself heart and soul to do a good pitching with focusing on every details. During this Epidemic period, Hopefully all of you could try your best to improve yourself, keep smile and be happy, looking for the beauty and fun things all the time.

 

原文链接：

https://zhuanlan.zhihu.com/p/142636916

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