激勵與溝通_激勵技巧大全155

你真的想要成功嗎？ Do you sincerely want to succeed?作者：Kenneth Roman. PresidentMy title is taken from the philosophy of the great financier (and fraud), Bernie Corhfeld.我的題目是摘自大財政家（也是騙子）Bernie Cornfeld 的個人哲學(xué)。Bernie became a multimillionaire in the years after World War II by selling mutual funds. More important, almost all of Bernies salesman became millionaires in their own right.二次世界大戰(zhàn)后，Bernie因銷售互助公債而致富成為千萬富翁。更重要的是，幾乎所有為Bernie 工作的銷售員，后來個個都變成為百萬富翁。The technique he used in interviewing to find the right people is fascinating. The key question was always:當(dāng)他在甄試適當(dāng)人選時，所用的晤談技巧是相當(dāng)吸引人的。他的主要問題總是問：“Do you sincerely want to be rich?”“你真的想要有錢嗎？”O(jiān)f course, we all want to be rich. The point is, do you sincerely want to be rich. Are you willing to do the work, to know what is required, to have the discipline - and make the personal sacrifices - to be rich?當(dāng)然，我們每一個人都想要有錢。重點(diǎn)是，你真的想要有錢。你是否愿意去做，去知道必須具備的條件，去培養(yǎng)必要的紀(jì)律iiiiii 做一些個人的犧牲iiiiii 為的是要有錢？Theres a story about Marion Harper, who built Interpublic, chiding his executives on a Friday night in Kansas City ”You are too home-oriented.” Perhaps an extreme example.Interpublic公司的創(chuàng)辦人Marion Harper有這么一個故事：某一周五晚上他在Kansas City對著公司的主管咆哮“你們太家庭導(dǎo)向?！边@或許是個太極端的例子。Do you sincerely want to succeed?你真的想要成功嗎？David Ogilvy said, “If you are tend your rose garden, Ill admire you the more, But dont complain when you dont get promoted.”David Ogilvy 曾說：“當(dāng)你在悉心照顧你的玫瑰園時，我會相當(dāng)?shù)亓w慕你。但是當(dāng)你沒有升遷時，千萬不要抱怨”。Of course what David did was to tend his rose garden and do more work than anybody else in the place.當(dāng)然，David Ogilvy 所做的是不僅照顧他的玫瑰園，同時他比公司任何人做更多的工作。You are about to catriculate in the Ogilvy & Mather account training program. Weve been running this program for over 18 years, honing improving it each year. By now, it is probably the best training program in the business. A graduate school in advertising administration.現(xiàn)在你們將開始這個奧美的業(yè)務(wù)訓(xùn)練課程。我們已經(jīng)持續(xù)進(jìn)行了18年了，并且每年不斷地改進(jìn)，去舊存菁。目前,幾乎可以說是業(yè)界最好的訓(xùn)練課程。就好象是廣告管理中的研究所。Its all here if you want to take advantage of it.所有的資料都列在這里iiiiii 如果您想好好利用它。So her are some thoughts for you to keep in mind as you embark on your account management career:所以這里是一些想法，當(dāng)你從事廣告業(yè)務(wù)時應(yīng)該謹(jǐn)記在心的：1. Remember that clients hire us for advertising 1永遠(yuǎn)記得，客戶是為了做廣告才找我們的iiiiii Not for marketing .researchmediapromotion. 不是為了行銷iiiiii 市調(diào)iiiiii 媒體iiiiii 促銷。All these are vital elements in the process - things that contribute to advertising to sales and to setting us apart from all other agencies.所有這些項目是廣告過程中的一些重要元素這些元素對廣告iiiiii 對銷售iiiiii 有相當(dāng)?shù)呢暙I(xiàn)，同時是讓我們與其他代理商有所差別的原因。But they are means - not ends. The purpose of our business and the reason clients hire us is advertising.但是這些是方法而不是結(jié)果。我們這行業(yè)的目的及客戶為何選擇我們的理由是廣告。We have a creative heritage that must never be forgotten.千萬不要忘記我們有一個創(chuàng)意的祖蔭。Unless you learn how to recognized, encourage and defend great advertising, theres only so far you can go in this business.除非你學(xué)會如何去辨認(rèn)、鼓勵，并保護(hù)偉大的廣告，否則你在這行業(yè)的成就就僅止于此了。2. Become a student of advertising .2成為一個廣告的學(xué)生。Our first Smith Barney commercial with John Houseman says, “Good investments dont come up and bite you on the bottom.” Good advertisements dont either.John Houseman在我們第一支Smith Barney的影片中說，“好的投資不會自動找上門來：。好的廣告亦然。You must know that to look for -key visual, selling ideas, campaigns. Consumer benefits, not manufacture claims or product attributes. Emotional benefits as well as rational promises.你必須知道尋求重點(diǎn)主要視覺點(diǎn)，銷售創(chuàng)意，系列廣告活動，消費(fèi)者利益點(diǎn)，而非廠商的訴求或產(chǎn)品屬性。感性的利益點(diǎn)和理性的承諾點(diǎn)一樣都重要。Do you homework - be firm in refusing to support copy you find wanting. Demonstrate that you know the different between brilliant creative workand that which is simply flashy.做你的家庭作業(yè)當(dāng)你拒絕去支持一篇你覺得不夠好的文案時，態(tài)度要堅定。必須證明你自己知道如何分辨杰出的創(chuàng)意作品iiiiii 以及只是曇花一現(xiàn)的東西。3. Use researchand judgement.3善用調(diào)查iiiiii 并加以判斷The research report is not a report card. The numbers are there to help make a judgement.調(diào)查報告并非一份資料卡,數(shù)據(jù)本身是用來協(xié)助判斷。Research is there to guide copy development not to decide after the fact whether it is any good. That means more pre-research more research that will help the copywriter.調(diào)查是用來引導(dǎo)文案之發(fā)展iiiiii 而不是事后用來判斷做得好不好。也就是說應(yīng)多做事前測試iiiiii 愈多的市調(diào)對文案人員愈有益。Encourage people to think about fresh ways to test copy and to help us all develop the best advertising solution. Dont fall into the mold of applying standard solutions for all problems.鼓勵大家思考新的方法來測試文案，進(jìn)而幫助我們發(fā)展出最好的廣告創(chuàng)意。不要陷入老是以標(biāo)準(zhǔn)模式來解決所有問題的巢廄。Be on guard against turning off ideas that are not conventional. Go for the long haul, the big idea.當(dāng)創(chuàng)意因與傳統(tǒng)不同而遭拒絕時，必須嚴(yán)加防衛(wèi)。努力尋找具長期性的大創(chuàng)意。4. Great strategies are your responsibility4 杰出的策略是你的責(zé)任The biggest single contribution you can make to identify a unique and meaningful strategy is to guide the advertising.你最重大的貢獻(xiàn)就是確認(rèn)一個獨(dú)特又有意義的策略來引導(dǎo)廣告。Simple strategies. Strategies that talk to consumer needs. Competitive strategies that build brand preference. Sensitive strategies the identify real leverage points - product benefits or brand image.簡潔的策略。針對消費(fèi)者需要訴求的策略。建立品牌偏好的競爭性策略。確認(rèn)真正有力的特點(diǎn)產(chǎn)品利益或品牌印象的靈敏策略。Well-written strategies. Bill Philips says that the ultimate strategy is what the boss wants to do. That may be a little cynical but do make sure that the boss strategy is simpleclear and can lead to great advertising .策略必須妥善的書面畫，Bill Philips說最終的策略是老板所要的策略，這雖然有些諷刺iiiiii 但是請確定老板的策略是簡潔iiiiii 清楚iiiiii 并且能引導(dǎo)杰出廣告的產(chǎn)生。5. Keep in touch with your business5 持續(xù)不斷接觸客戶的行業(yè)That means more than talking with the client and reading all the reports.這意味著不只是和客戶交談及閱讀所有相關(guān)的報告。Get into the field regularly.(You dont have to go 3,000 miles away - New Jersey and Long Island are important markets, too. )還須定期地深入業(yè)界。（你不須跑到三千里以外iiiiii 我們的四周就有許多重要市場）Dont just check shelves in stores. Talk to store managersto consumergo beyond the product manager.不只是看看商店的貨架陳列。和商店老板交談iiiiii 和消費(fèi)者談?wù)刬iiiii 超 越產(chǎn)品經(jīng)理所做的事。I cant remember ever going on a field check or some group sessions without coming back with at least one idea that could help us do a better job.我?guī)缀趺恳淮蔚疆a(chǎn)品銷售現(xiàn)場實地勘察以及參加一些團(tuán)體座談會回來后，至少都會產(chǎn)生一個新的創(chuàng)意來幫助我們將工作做得更好。6. Learn how to sell 6學(xué)習(xí)如何銷售Learn how to sell - ideas、advertising, other services.學(xué)習(xí)如何銷售創(chuàng)意、廣告、其他的服務(wù)。Presentation decks or boards are OK much of the time, but look for opportunities to put on a show. Put some show business into your presentations.大體上來說，提案時利用一些陳列板或卡紙是不錯的，但是我們應(yīng)該找機(jī)會做一下秀。在你的提案中加入一些生動活潑的表演。Pin ads on the walls for meetings. Blow up key visuals. Take several small ideas and turn them into a big idea. Give projects names. Get excited - get your audience excited about an idea.開會時先將作品釘在墻上。將主要視覺畫面放大。將許多小創(chuàng)意轉(zhuǎn)化成為一個大創(chuàng)意。為計劃活動取名字。帶動令人振奮的氣氛讓聽眾為一個創(chuàng)意振奮不已。Learn how to sell our services. We are evolving into a new form of agency creating outstanding advertising and mobilizing other services and offices for our clients. You must understand these services, and how they fit.學(xué)習(xí)如何銷售我們的服務(wù)。我們正在演進(jìn)成為一個新形態(tài)的代理商創(chuàng)造杰出的廣告，并且為我們的客戶提供其他的服務(wù)與協(xié)助。你必須很清楚地了解這類服務(wù)及如何適用于客戶上。The problem in this business is not ideas. We have lots of them. The challenge is to sell ideas.我們這一行業(yè)的問題并不在于創(chuàng)意。我們有很多的創(chuàng)意，但我們的挑戰(zhàn)是如何將創(chuàng)意銷售給客戶。7. Encourage contributions from all departments7 鼓勵所有部門一起貢獻(xiàn)Dont set up artificial barriers.不要樹立一些認(rèn)為的障礙。We want the creative groupand any other departmentto comment on all areas of marketing. We want everyone to feel they can make a contribution to the advertising. Andmost importantwe want to maintain a healthy balance between account and creative groups. Thats the best atmosphere for creative work.我們希望創(chuàng)意小組iiiiii 及任何部門iiiiii對行銷所有層面提出看法。我們希望每一個人都感覺到自己能對相關(guān)廣告有所貢獻(xiàn)。并且iiiiii更重要的一點(diǎn)iiiiii我們希望創(chuàng)意部與業(yè)務(wù)部一直維持在一種健康的平衡狀態(tài)。這也就是最佳的創(chuàng)意氣候。But people cannot make contributions unless they are informed and involved. Make it your responsibility to set up briefing for all departments on the total business situation. Then be prepared not to be defensive but to listen carefully.但是除非人們熟知并參與狀況，否則他們很難有所貢獻(xiàn)。因此你有責(zé)任將所有業(yè)務(wù)的狀況對所有部門做周全的簡報。然后準(zhǔn)備毫無防衛(wèi)的。很仔細(xì)的聆聽別人的意見。We are experimenting with a new organization concepts-teams, to capture the energy and cohesion of a new business team. This represents an evolution of the role of the account manager from someone who directs to one who leads. A more rewarding role, I am convinced.我們正在嘗試一種西年的組織概念小組團(tuán)隊，去結(jié)合一個團(tuán)隊并發(fā)揮其潛在的能力。這意味著業(yè)務(wù)經(jīng)理角色的演化，將以往指揮的角色轉(zhuǎn)變?yōu)轭I(lǐng)導(dǎo)的方式。我相信這是一個令人比較有收獲的角色。8. Push your job. Dont let it push you.8 推動你的工作，不要讓工作來推動你。Develop a sense of urgency. Beat deadlinesdont just meet them.培養(yǎng)一種緊急的意識，超越期限日iiiiii 而不只是準(zhǔn)時而已。Learn how to handle paper quickly and efficiently. Dont let pile up on you. 學(xué)習(xí)快速而有效的處理文件，不要讓他們堆積如山。Initiate and anticipate. Dont just react to problems. You might aim to send at least one idea to your client every week.主動創(chuàng)新并且預(yù)期事情。不要只是對問題產(chǎn)生反應(yīng)。你應(yīng)該立定目標(biāo)每個星期至少提供給客戶一個創(chuàng)意。Take control.控制每件事9. Make your boss job easier9減輕你上司的工作負(fù)擔(dān)Search for ways to reduce his or her workload - not add to it.尋求方法減輕上司的工作量iiiiii 而不是增加其工作量。Its easy to ask your boss to do your thinking, but YOU must cope with problems and develop solutions. Some day you will be grateful when people youve worked with and trained demonstrate they can do this.求助于上司幫你思考問題是相當(dāng)容易的，但是你必須學(xué)著去面對問題并且想辦法去解決處理。有一天當(dāng)那些一起和你共事過以及你曾予以訓(xùn)練的人都表現(xiàn)出可以獨(dú)擋一面時，你會覺得非常欣慰。And remember - ask for more to do. It shows you can handle your job (and get your boss promoted).并且請謹(jǐn)記要求做更多的工作，如此顯示你能處理好自己的工作（并且使上司獲得升遷）。10. Learn how to write well10. 學(xué)習(xí)如何寫得更好Writing is not something you are born with. It can -and must - be learned.書寫能力并非與生俱來的，它可以而且必須從學(xué)習(xí)中得來。Every piece that comes from your office - whether it goes inside the agency or outside - must be edited. Clear, concise writing. No jargon - or abbreviations, or misspellings, or bad grammar. I judge a persons thinking and professionalism on the basis of their writing. So bepreparedIm ready to judge you on any piece of paper that happens to come across my desk.每一件從你那里出來的文件不論它是在公司內(nèi)部使用或是要送出公司外都必須謹(jǐn)慎編寫。清楚并且簡潔的書寫。沒有術(shù)語或者縮寫，或者錯別字，或者拙劣的文法。我判斷一個人的思路及專業(yè)的基礎(chǔ)在于其書面工作，所以請準(zhǔn)備iiiiii 我隨時都要針對你傳送到我這兒的文件予以評斷。11. Be a builder 11 做一名建造者 New business is your business.爭取新業(yè)務(wù)是你的責(zé)任。That comes from doing a terrific job on your current clients. Your client will eventually move on, to another division or another company, and should leave with the impression of O &M as the best agency. Treat every project as a new business presentation.而這些是來自于對目前客戶工作出色表現(xiàn)?？蛻艨偸菚儎?，被調(diào)到別的部門或換到別家公司，一定要讓他們感覺奧美是最好的代理商。對待每一件工作都要像在對一個新客戶般的態(tài)度。Develop personal relationships that go beyond your current client list. Wander around the hallsmeet other product groups, new product managers, whether or not you have any business with them. Stay in touch with former clients and former employees. They will almost always turn up in another company and become either a client or a prospect.發(fā)展超越目前客戶以外之人際關(guān)系。四處走動iiiiii 會見其他產(chǎn)品部門、新的產(chǎn)品經(jīng)理。不論你是否與他們有任何工作上之關(guān)系，繼續(xù)不斷的和以前的客戶及以前的員工保持聯(lián)系，他們幾乎都可能出現(xiàn)在其他公司而成為你的客戶或潛在客戶。Pick an ideamake it happen. New products arent created by laundry lists of concepts, but by careful thought and analysis. Be a godfather to one good idea. Make it happen.慎選創(chuàng)意。讓它實現(xiàn)。一張長長的寫滿概念的清單，并不能創(chuàng)造新產(chǎn)品，必須經(jīng)過深思熟慮與分析，才可創(chuàng)造出新產(chǎn)品。有好的創(chuàng)意時應(yīng)好好保護(hù)它，并且使其實現(xiàn)。Bill Philips created Electric-Perk Coffee for General Foods by single-mindedly pushing this idea at everyone who would listen, for three years. It turned out to be good for General Foodsand good for Bill Philips.Bill Philips幫GF想出了Electra-Perk Coffee之創(chuàng)意，一心一意推動了三年，才說服了所有的人接受它。結(jié)果是不僅對GF產(chǎn)生效益iiiiii 亦對Bill Philips產(chǎn)生效益。Ultimately, Our job is to build client businesses. We must be creative strategists to help our clients grow.總而言之，我們的工作是增進(jìn)客戶的業(yè)務(wù)。我們必須是具創(chuàng)意的策略家，才能幫助客戶業(yè)務(wù)成長。12. Pay attention to details12. 注意細(xì)節(jié)Nothing is too small for your attention.任何小事都需要你的注意。Its easy to have terrific meeting diminished in some way by an oversight on a small logistical detail.一些粗心大意的小疏忽，很容易讓一個杰出的會議大打折扣。When you get a media plan, assume there is a mistake in it you must find. When you present a storyboard, make sure it has been timed.當(dāng)你拿到一份媒體計劃時，必須假設(shè)其中有一處錯誤，你一定要找出來。當(dāng)你提示腳本時必須確定已算好秒數(shù)。Be a worrier.當(dāng)個憂心重重的人。The same principle works in new business. After a particularly good presentation, We guard against complacency. We worry and assume we came in a close second. We try to figure out what else we could have done to get the business.同樣的道理適用在新客戶的開發(fā)作業(yè)上。當(dāng)一個杰出的提案結(jié)束后，我們需慎防自滿。應(yīng)該要擔(dān)心并且假設(shè)自己是第二位，而試圖設(shè)法做一些我們能做的事，以爭取到客戶。13. There is no one route to the top.13. 沒有一步登天的捷徑 Some accounts get a reputation for offering an inside track, but the facts dont bear this out. Bill Philips and I have worked on package goods, but Mike Turner has become an expert on corporate and industrial accounts, Graham Philips made his remark on Shell, and never having worked on package goods doesnt seem to have hurt Jock Elliotts career.某類客戶似乎擁有使廣告人易于成名的聲譽(yù)；但事實不見得如此。Bill Philips和我都曾做過包裝產(chǎn)品的客戶，而Mike Turner則成為企業(yè)與工業(yè)性客戶的專家，Hank Bernhard因汽車類客戶建立他的事業(yè)，Graham Philips Bill Philips因Shell而揚(yáng)名。同時Jock Elliott并沒有因為從來未做過包裝產(chǎn)品的經(jīng)驗而使事業(yè)受到影響。 I could make a case that the best accounts to start on are TWA or the American Express Service Establishment programsretail businesses that give you a lot of exposure to a lot of advertising - and a lot of responsibility very quickly. 我可以舉例說明最好的開始是從負(fù)責(zé)TWA或美國運(yùn)通旅游推廣等客戶。零售業(yè)通?？梢院芸斓厥鼓憬佑|到許多的廣告以及擔(dān)起很多的責(zé)任。Or I could make the point that starting to work in Publishers Clearing House would teach you the disciplines of mail order, or Owens-Corning Fiberglas would educate you in dealer distribution systems and merchandising. 或者我可以重點(diǎn)提示，就是開始在Publishes Clearing House客戶上工作，這個客戶可以教你有關(guān)郵購之訓(xùn)練，或在康寧餐具上工作可以教育你零售點(diǎn)的配銷系統(tǒng)及產(chǎn)品管理知識。Realistically, it makes sense to get package goods exposure at some point in you career, They are big accounts, and the analytical disciplines help in any business. 實際上，在你的事業(yè)歷程中，有些包裝產(chǎn)品經(jīng)驗是有道理的。他們是大客戶，而且相關(guān)分析的紀(jì)律，有助于任何客戶的作業(yè)。 The point is, get a variety of account experience - and dont worry about what accounts you are assigned to. There are no bad accounts. 上述重點(diǎn)是， 要具有處理各類客戶的經(jīng)驗而且不要擔(dān)心你會被分派到什么客戶。事實上是沒有什么壞客戶的。14 Keep balance in your life.14. 保持生活平衡狀態(tài)Dont make long hours a habit. Long hours make you an uninteresting drone. Be careful about becoming too narrow.不要讓長時間工作變成一種習(xí)慣。如此會使你成為一個無趣而庸懶的人。你要小心自己變得愈來愈狹窄。Read - and read more than Ad Age, Business Week and The Gallagher Report. Go to shows, movies, art galleries, concerts.閱讀不只是閱讀Ad Age ,Business Week 及Gallagher Report這類有關(guān)廣告之書籍。讀一些其他的書刊。去看看表演、電影、參觀藝?yán)?、聽聽音樂會。Develop at least one outside interest that will stretch your mind. Develop an inquiring mind.至少尋求一項工作以外之興趣發(fā)展來拓展你的心胸，培養(yǎng)追根究底的精神。I have given you a litany of ideas that will help you grow as an account manager.我已經(jīng)給你們一連串的建議來幫助你們進(jìn)步成長為一個業(yè)務(wù)經(jīng)理。We have a lots of advice on how to become better advertising men and women.我們有許多報道有關(guān)如何成為一位好的廣告人才的建議資料。We have published a virtual library of advice on what it takes to succeed in this business:我們亦出版過一些如何在這行業(yè)中成功的書刊：Principles of Account Management -by Bill Philips業(yè)務(wù)管理的原則Bill Philips 著How to Get Promoted (and other speeches) - by Andrew Kershaw 如何獲得升遷Andrew Kershaw著Confessions of An Advertising Man - By David Ogilvy 一位廣告人的自由David Ogilvy著Its all there - if you are sincerely interested. Interested in getting these thoughtful pieces, studying them, applying them, and reminding yourself of what it takes by re-reading them at least once every year.全部都列于此了iiiiii 假使你真正感到興趣的話。有興趣獲取這些經(jīng)驗談，那就去閱讀它、應(yīng)用它，并且記得提醒自己至少再去重新閱讀一次。There was a nice piece in Harpers magazine on The Virtues of Ambition, Which starts by noting that “As drunks have done to alcohol, the singleminded have done to ambition - given it a bad name.”在Harpers雜志中有一篇精彩的The Virtues of Ambition （野心的