Marketing’s First Lessons 市场营销

(CHINESE:) 市场营销基础知识     
(MAORI:) Whakaako taketake o te hoko. Whakaako = Teachings; taketake = basic; original; o te hoko = of sales. [Maori]  

If we are in sales or marketing, whatsoever the products or the services, there are three basic rules or principles that we have to follow. These three basic rules are:

如果我们从事市场营销，无论产品或服务是什么，我们都必须遵循三个基本规则或原则。这三个基本规则是：

Mena kei te mahi tatou i te tauhokohoko, ahakoa ko nga hua, nga ratonga ranei, e toru nga ture me nga maataapono ranei hei whai ma taatau. Ko enei ture taketake e toru:

Basic Rule # 1: ABP. Always Be Prospecting.

基本规则 # 1：永远寻找机会。Ture # 1: Rapua nga kaihoko kaitoha hou i nga wa katoa.

There can be no sales without prospects. As an example, if we are selling real estate, we need to constantly be searching for properties as our exclusive listings. We also need to have an adequate pool of prospective buyers before we can match them to the properties they wish to buy or to lease.

Likewise, in the sale of cars, we need constantly be prospecting for car buyers to match them with the cars that we selling.

Prospecting is like a funnel in a distilling experiment. We need to be pouring sufficient solution into the wider end of the funnel in order to get the purer liquid coming out at the other narrower end.

没有前景就不可能有销售。例如，如果我们要出售房地产，就需要不断地寻找房地产作为我们的独家房源。我们还需要有买家，然后我们才能使他们与他们希望购买或租赁的房产匹配。Kaore e taea e taatau te hoko me te kore o nga hua. Kaore e taea e taatau te hoko kaore he kaihoko. Na reira, me rapu hua hou me nga kaihoko hou i nga wa katoa.

Read more about this golden rule at https://www.agentpipeline.com/2017/07/always-be-prospecting-abp/

Always Be Prospecting https://youtu.be/ICwWRijt_bA https://youtu.be/ICwWRijt_bA

There is also the need to classify our prospects into at list four categories - A, B, C, or D.

An “A” prospect is one whom we can immediately work towards a presentation of what we have to offer.

A “B” prospect is one whom we can call “Be Ready Prospect”, one whom we need to put some work to overcome any possible objections the “B” prospect has and in turn him or her into an “A” prospect.

A “C” prospect is one whom we shall place on “Call” to await the time when he or she can be ready to be a “B” and later an “A” prospect.

A “D” for “Dump” prospect is one whom we consider we can leave him or her out of our filing system. Before doing that, it does pay to “ask for referrals” just in case he or she has friends who can be our useful prospects.

Forecast Meeting with the Boss. https://youtu.be/glAPU9yjOMI

Basic Rule # 2: PPF. Past, Present and Future.

基本规则2：请始终询问他的过去，现在和将来。Ture Whakatau # 2: Me paatai ​​i nga wa katoa mo nga mea o mua, kei kona inaianei, me tona heke mai.

When we are talking to someone in a conversation, it is always interesting to note that the person whom you are talking to is always interested in talking about himself or herself. This is the nature of a conversation. Nobody is really interested in us or in the topics that interest us.

Therefore, we have this second basic rule for marketing personnel - Always Talk about that person’s Past, his or her Present, and his or her Future. We do this by asking open-ended questions like: “Where were you working before?” “Do you like your present job and why?” or “How do you see yourself in five years’ time?”

Such open-ended questions encourage the speaker to talk more about his (or her) life and aspirations. As we listen carefully with our two ears we shall be able to find areas of common interests. At such times, we shall have to interrupt with further questions. At least, we shall be able to uncover whether the speaker is a true prospect for our business.

当我们与某人交谈时，总是值得一提的是，您正在与之交谈的人总是想谈论自己。他对谈论我们不感兴趣。因此，我们不得不问有关他，他的过去，他的现在和他的预期未来的问题。I a maatau e korero ana ki tetahi, he mea tika tonu kia kite ko te tangata e korero ana koe ki te hiahia ki te korero mo ia ano. Kaore ia e hiahia ki te korero mo taatau. Na reira me paatai ​​taatau patai mo ia, ona ahuatanga o mua, ana mo inaianei me tana tumanako a meake nei.

At this point we can determine whether the speaker qualifies as an “A”, or a “B”, or a “C” prospect.

Conversation Starters with P, P, and F. https://youtu.be/tVgAtZ6iLBM

People love to share with the world about how they celebrate their past, how they live in the present, and what dreams they have about their future. 

Basic Rule # 3: RDRC. Relax, Disturb, Recommend, Close.

规则3：放松，打扰，推荐，关闭。Ture Whakatau # 3: Whakatā, Whakararuraru, Tūtohu, Kati.

The insurance industry has always very stringent daily training exercises for its sales agents. One of the first lessons for insurance trainees is the “Sales Track”.

“Imagine that you are driving a train,” the trainer would say, “You would never drive your train outside the ‘sales railway track’, would you?”

“So, keep on along the sales track,” he would continue, “Once you get your prospect sitting in front of you, get him relaxed by talking about the things he likes, find common interests to talk about. Essentially you have to get him relaxed and ready for your idea.”

“Then you proceed on with your presentation with the ‘disturb’ portion of the sales track. Here, your motive is to get his mind ‘disturbed’ with a series of ‘What ifs’ questions. Demonstrate the ‘would-be’ situations when he does not take into account the possibility of premature deaths.”

“The next part of the sales track is the “Recommend” stage. This is simply a recommendation of your product. Let him see the advantages of him having the protection of your insurance policy.”

“The last part of the sales track is the closing stage. This is the signing by him of a contract to commit to him on your insurance policy,” he concluded.

This same ‘sales track’ applies to all types of products, be it property, cars, or even services.

保险公司对其雇员进行了很多培训。面向保险专业人员的第一课之一是使用“火车的铁路线”。

He nui nga whakangungu a te kamupene inihua mo ana kaimahi. Ko tetahi o nga akoranga tuatahi mo nga tohunga inihua ko te “whai i te rerewe”.