目标市场开拓.ppt

目标市场开拓Target Marketing
匹配
Matching
1
目标市场开拓=匹配Target Marketing =Matching
Means matching your expertise to a group of people with whom you have something mon so that you maximize your selling efforts with that group
意思是把你的专业知识和一群与你有一定共性的人匹配起来,让你能在那个群体中最大限度地发挥销售潜能。
2
为何要开拓目标市场? Why Target Market?
在你感觉游刃有余的人群中进行销售能够更有成效。 You have more selling efficiency with a group with whom you are fortable
目标市场开拓让你利用自己的优势和背景,以便更加快速地产生绩效并提高件均保费。
TM lets you leverage your own strengths,your own background so as to produce results more rapidly with a higher unit premium per case
3
为了开拓目标市场你应该回答以下问题To be able to market, you must answer these questions:
谁?什么?为什么?何时?哪里?多少?多长时间一次?
Who?, what? ,why?, when?,where?, how much?, how often?
4
销售给谁? Who to sell to?
市场是一群人,他们的共同特征产生一定的共同需求。这群人之间的凝聚力使得彼此之间能够传递知识和资讯。
A market is a group of people, mon characteristics generate mon needs. The cohesiveness among group members tends to transfer knowledge and information among its members
5
我要销售什么才能最好地满足客户需求? What can I sell that will answer the group needs best?
不一定是某个单一产品
Not necessarily one single product
或许是适合于不同生命阶段的一系列保险计划
May be a life-cycle planned series of products
应该对这群人进行研究,看怎样的产品和服务对他们最为有益
Should study the group and what they can best use in products services
6
这群人为何需要我的产品? Why does the group need my product?
主要问题
Key question
需要了解这群人的特性
Requires knowledge of the true nature of the group and its members
并不意味着每个人都是相同的,他们可以是同一称号下的不同人员,例如医生等
Does NOT mean that everyone is alike; can be many different types of members under one title: doctors, for example
7
他们何时需要我的产品/服务? When do they need my product/services?
同样,必须考虑不同生命阶段
Again, must tie in with life-cycle
一个人在职涯发展初期阶段的需求是与其后期的需求不同的
An entry level person’s needs are different than that same person at a later stage of career development
可以从一个团体的行业协会信息中找到有用的启示
Helpful hints can be found in a group’s trade association’s information
8
哪里能找到那些团体人员的集中地? Where can I find a concentration of the group memb