广告策划丽景湾项目定位策略报告.ppt

* SAY : We have defined five characteristics of people we want in our agency. What we are pushing for in this module is for them to show more passion and bravery in selling work. Work of any kind. EXPLAIN What we mean by passion and bravery in next two charts. * * Then warm up the group, remembering to model it yourself first. Suggestion - The greatest salesman in history and why. * Hand out cards. Ask them to spend a couple of minutes writing down what they think are the barriers to selling great work. Go round picking up one from each and post on flip chart. Discuss * * This can also be used as a questionnaire handout. * * ASK : In two words, what is your job really about in Advertising? POST : Ask for their words and post responses. * * COPY : The attached and hand it out. ASK : Participants to complete it individually and honestly. (Allow a couple of minutes) SAY : That you want to get a sense of where the group is, to tailor the module to meet their needs. ASK : Their two highest scores from the list (if they POST have three at the same height say you will accept three ...) Their lowest score (or two). COLLECT The questionnaires and say you will feed back a summary to them during the programme. * ASK : We talk a lot about selling and how hard it is. Just so we are all sure of what we are talking about please take a card and write down individually 1. Your definition of selling 2. Why it is so hard ALLOW 10 minutes POST AND DISCUSS * * SAY : When presenting every presenter or salesman does so in one of three broad ways, or we could say operates in one of three zones - Blue, Red or Grey. We can cross zones temporarily but the majority of us are mostly Blue, mostly Red or mostly Grey. There are variations in the Blue Zone from bright to light and in Red from scarlet to pink. Grey is grey is grey. Lets develop this a bit more. * GO BACK TO YOUR BLUE LIST OF WORDS ON THE EASEL AND