Ref TNSELLINGWEL1rc Ogilvy Mather 1 Ref TNSELLINGWEL1rc In

& Ref: TN/SELLING/WEL-1/rc Ogilvy & Mather 1

Ref: TN/SELLING/WEL-1/rc In Two Words, What is Your Job Really About? 请描述一下. 你的 作本质到底是什麽? Ogilvy & Mather 2

Ref: TN/SELLING/WEL-1/rc Great Ideas 好Idea Ogilvy & Mather 3

Ref: TN/SELLING/WEL-1/rc Selling Great Work 贩卖好的作品 IS NZ 1 7/96 Ogilvy & Mather 5

Ref: TN/SELLING/WEL-1/rc Selling 贩卖 1. 什麽意思? 2. 为什麽这麽难? Ogilvy & Mather 6

Ref: TN/SELLING/WEL-1/rc Think of Grey 灰色的世界 Ogilvy & Mather 9

Ref: TN/SELLING/WEL-1/rc The Territories of Presentation 简报的颜色 l o 冷l, Co er 冰oo rn C Co BLUE 蓝色 RED 红色 火 C Ho or t ne r 热 GRAY 灰色 Ogilvy & Mather 10

Ref: TN/SELLING/WEL-1/rc Where's your Favourite Territory? 你自己最喜欢的颜色是什麽? l o 冷l, Co er 冰oo rn C Co BLUE 蓝色 RED 红色 火 C Ho or t ne r 热 GRAY 灰色 Ogilvy & Mather 14

Ref: TN/SELLING/WEL-1/rc You can never bore someone into buying your idea 别人如果对你厌烦绝不会 买下你的idea Ogilvy & Mather 16

Ref: TN/SELLING/WEL-1/rc Five Characteristics of People We Want in O&M in Asia Pacific 奥美在亚太区寻找的五种人的特质 Bravery 勇敢 Agility 敏捷 Curiosity 好奇 Passion 热情 Accountability 负责 Ogilvy & Mather 19

Ref: TN/SELLING/WEL-1/rc Passion 热情 We want people who 我们要奥美人 • tingle with excitement when they see something that's great 看见伟大的创意时, 因为激动心中感到微微的刺痛. • follow their instincts as to what's good or bad 关於好坏的判断, 也敢跟随自己的本能. • have an infectious enthusiasm and the ability to stimulate others with it 拥有感染力, 能触动别人感激你的热情. Ogilvy & Mather 20

Ref: TN/SELLING/WEL-1/rc Bravery 勇敢 We want people who 我们要奥美人 • act quickly and decisively 行动更迅速, 更有决心. • are prepared to take risks now and then 预备承受风险. • know when to make a stand when it's needed 知道必要的时候要表明立场. • can help others carry the day 能帮助别人渡过难关. Ogilvy & Mather 21

Ref: TN/SELLING/WEL-1/rc Exercise: Barriers to Selling Great Work 分组练习: 贩卖伟大作品的障碍 Ogilvy & Mather 22

Ref: TN/SELLING/WEL-1/rc The Road to Greatness 通往伟大之道 • The road is bumpy and winding, strewn with sharp objects and uphill all the way. 是崎岖的 • You will succeed on the road if you know 想成功, 你得知道 Your brand 你的品牌 Your job 你的 作 How to recognise a great idea 如何辨认伟大 的idea How to sell 如何贩卖 How to get people to buy 如何鼓励别购买 Ogilvy & Mather 26