目标市场开拓.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,1,目标市场开拓,Target Marketing,匹配,Matching,2,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 in common 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。,3,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 more comfortable,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,4,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?,5,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,whose common characteristics generate certain common needs.The cohesiveness among group members tends to transfer knowledge and information among its members,6,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,7,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,8,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,2024/12/10 周二,9,10,哪里能找到那些团体人员的集中地？,Where can I find a concentration of the group members?,很多时候，同一团体的成员会聚居在一起（物以类聚，人以群分）,Many times,there are clusters of group members near one another(birds of a feather,),11,这群人需要多少保障？,How much do the group members need?,同样，须考虑生命周期,Again,a function of the life-cycle,需要考虑在不同生命阶段购买不同产品,Must think in terms of a series of purchases over a cycle,面临的挑战是应该在较早阶段进入客户的生命周期（把竞争者排除在外）,The challenge is to try and enter the cycle at an early point(keep the competitors out of the loop),12,客户需要我产品的频率如何？,How often do the members need my products?,不总是容易回答,Not always easy to answer,需要建立一个拜访与服务计划的追踪系统,Requires setting up a follow through system of planned sales calls and service calls,是收集转介绍名单的极好机会,Perfect opportunity for Referred Lead gathering,13,那么，良好的市场是怎样的呢？,So,what makes a good market?,足够的量，区域集中，容易接近，有消费能力，相融一致。,Large enough,concentrated,approachable,responsible and compatible,14,市场类型,Market Types,特定区域团体,Groups in particular places,社会性团体,Social groups,行业或职业性团体,Trade or occupational groups,语言、文化和少数民族团体,Group with common language,ethnicity or cultural ties,特殊需求团体,Special groups,15,我们的专家团,Now,our Panel of Experts,肖锄珍女士,孙 麦先生,于 鹏先生,16,专家团经验分享规则,Rules of the Panel Presentation,Overview,概 述,Bios of each,个人介绍,Questions afterward,回答提问,17,Now,each team will analyze pre-seminar material you brought with you,各组将对你们带到,研讨班上来的课前材料进行分析,2024/12/10 周二,18,