The Assignment: Adaptive Selling
You will use the techniques of personality profiling and influencing to form a an adaptive selling personality profile for each of the fictional characters described below. At the end of class, you will be expected to create and share two different pitching/closing strategies based on the personality profiles.
背景介绍
您是 土豚技术公司Aardvark 是一家专为大型营销公司设计的综合平台。Aardvark 的产品与市场契合度很高，尽管推出仅 18 个月，但已拥有一些顶级客户和强大的风险投资支持，发展迅速。与大多数顶级公司目前使用的拼凑式解决方案相比，该平台有了巨大的改进。Aardvark 允许客户在一个地方无缝管理他们的整个技术生态系统，而不是授权使用十几种不同的解决方案并试图将它们整合在一起。
Adaptive Selling Opportunity
通过您团队的网络努力，您已经打开了通往以下领域的大门 PowerPlay Ltd.PowerPlay是全球首屈一指的营销公司之一。PowerPlay 公司总部位于伦敦，与许多家喻户晓的大品牌合作，为其开展全球顶级营销活动。无论是在超级彩球上投放广告，还是邀请好莱坞名人为新活动的发布助阵，PowerPlay 都是业内最赚钱、最受瞩目的公司之一。如果您和您的团队能与他们达成交易，那么您将在其他所有目标客户心目中留下深刻印象。你甚至对你的团队说，你愿意免费做这笔交易，只为了在今后的推销中能够说 "PowerPlay 是我们的客户"。
Your team will be presenting to several members of the PowerPlay executive team, but your research has determined that there are only two people who will really factor in the decision to engage with Aardvark. This is where adaptive selling and personality types come to play:
PowerPlay 首席执行官 Lilibeth Reyes
有人说，雷耶斯女士 "会用她的魅力和风度征服你，把你带入一个充满想法、联系和未来可能性的令人陶醉的漩涡......但当你事后发现自己流落街头时，你可能一无所获"。
Ms. Reyes is the creative visionary at the heart of PowerPlay. She began her career as an intern and by sheer volume and quality of idea generation, rose up through the ranks to help build the company into what it is today. Rumored to have formed deep, lasting relationships with much of the top talent in Hollywood, she is often seen at major sporting events, exclusive clubs, and anywhere else where it’s important to be seen. She is an unconventional and innovative creator who has designed dynamic and unexpected campaigns which typically generate as much news coverage as the campaigns themselves.
Empathetic and warm, Reyes prides herself on the “relationship-before-task” culture that she’s created at PowerPlay. Applying her outside-the-box mindset to running the firm, her policies set the gold standard in the industry for flexibility, child-support, and even offers a “creative sabbatical” for anyone in the company to take time off and explore things that inspire them. The Aardvark team has spoken with other firms and has learned that Reyes has a reputation for being unwilling to commit to new products, often pushing off decisions for months or longer. People who have pitched her say they are amazed by her energy, enthusiasm, and how quickly she grasped their solution… only to find that she had moved on to something else by the time their next meeting was arranged.
阿方索-席尔瓦，PowerPlay 首席技术官
正如你的一位联系人所说："不要指望阿方索会给你任何'温暖的感觉'。但是，如果你能坚持下去，用大量的数据和逻辑支持你的推销，你就有机会推动事情向前发展"。
Silva 先生不仅负责 PowerPlay 组织内部的所有技术运作，还负责需要大量技术元素的客户项目。Silva内敛、拘谨、紧张，以其对细节的关注和职业道德而闻名。他曾在公司财务报表的脚注中发现了一系列重大错误（他对这一领域并不负责）。您的研究表明，席尔瓦是一个非常谨慎的买家，他要求对任何新项目或软件解决方案进行广泛的尽职调查和背景了解。然而，一旦被说服，他就会成为非常忠实的客户，经常以直接而实际的方式提出产品改进建议。众所周知，他还把沉默作为一种谈判策略，让潜在的供应商和顾问长时间坐着，而自己则盯着他们。
解决方案
"(《世界人权宣言》) 类型教练影响力计划 为参与者提供有关人格类型的基础背景知识，特别是帮助你进一步了解 识别 其他类型，以及 适应性 your communication style to more effectively communicate. As a sales person, adaptive selling, that is, tailoring your approach based on the personality types of your client(s), is critical. Based on these techniques, the two characters at play here can be described as an ENFP and an ISTJ. Here are some influencing tactics for each of these personality profiles:
莉莉贝丝-雷耶斯（ENFP）的影响策略
- 如果她能看到对团队和人员的长期积极影响，她就会购买。
- 注重真实的个人联系--花时间建立融洽关系，表现出脆弱和开放的一面
- 鼓励双向讨论而不是正式介绍；让她提问并参与讨论
- 将 Aardvark 的能力与她的长期愿景联系起来；尽量减少对后勤和 "如何 "要求的关注
- 列出 3 个前进方案，帮助她完成淘汰过程
- 询问 "我们还应该让谁参与讨论，以帮助开展下一步工作？(这很可能决定一切）。
阿方索-席尔瓦（ISTJ）的影响策略
- 如果他认为这是负责任、安全且行之有效的解决方案，他就会购买
- 保持正式，迅速进入正题
- 进行演示，并期待最后的提问
- 强调您将带来的实际益处和解决的短期问题
- 在继续之前，回答任何具体问题或关切
- 以循序渐进的方式陈述，最终得出结论
- 参考与 PowerPlay 类似的客户，提供真实的成功案例，使用案例研究方法
- 不要认为关切或分歧就是对话的结束；要冷静果断地作出回应
- Provide suggested next steps, and use the word “process” as much as possible
- 遵守所有议程和时间表
- 准确履行所有承诺
One Comment
Love this! It really helps the learning curve on identifying type!