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среда, 15 сентября 2010 г.

9. English for Business Consultants and Managers: Guy Kawasaki

2 комментария:

  1. Listen to the lecture, write out the new words and be ready to retell it (below is the transcript for it (word-for-word):

    The tenth thing is seed the clouds. This is about rain-making, about sales. These are the things I learned about sales. First thing is: "Let a Hundred Flowers Blossom." This I stole from Cheoman Mao although it's not clear to me he implemented "letting the hundred thousand blossom."

    Hundred of flowers blossom means that at the start of the company you'll often see people who're not your intended customers using your product or service and they're going to be using it in ways you didn't anticipate.

    Many entrepreneurs go crazy, "My God, the WRONG people are buying our products in large quantities! What are we doing WRONG? Let's get marketing and sales in here, we need to reposition the product because WE should know who should buy our product."

    Well, it's categorically STUPID. Fundamentally, when you see this happening, first of all, take the MONEY. Take the MONEY.

    There's two theories in engineering for revising a product. One, is you go to the people who AREN'T buying your product and you ask them, "Why aren't you buying our Macintosh, Mr. Fortune-500 CIO?" And, the CIO will say, "You don't have a letter-quality printer driver, you don't have LOTUS 123."

    You come back to the lab, you convince Lotus to do it, you get the letter-quality printer driver, you go back to the Fortune-500 CIO, you say, "Alright! We listened! Now there's a printer driver, now there's 123..." They still won't buy it, they still won't buy it.

    The other theory in engineering is you go to people who ARE buying your product. "Mr. Desktop Publishing or Ms. Desktop Publishing, why are you buying our product?" "Because it's Wizzywig, because it's high resolution printing..." See, you come back to the lab, you say, "Wow, people are buying our product to use for desktop publishing, not spreadsheets, database, and word processing like we intended." And what do they need for desktop publishing system? They need bigger monitors, they need higher resolution printers, they need higher resolution monitors. They need all these things to make Desktop Publishing better.

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  2. That's my theory: Fix for who's buying! Ignore the people who are atheists. Atheists are TOO hard to convert to your religion. Go for agnostics, and go for believers. Forget the atheists.

    Second point is: you need to enable people to test drive your product. Say to them, "I think you are smart, and because I think you're smart I'm not going to bludgin you into becoming my customer. Take home my product, take home my service, try my software, try my website, then you decide."

    The third point is to suck down. One of the fundamental shortcomings of sales training is that you think or many people think that selling a new product is about "sucking up." You need to "suck up" to the CXO level people, suck up to the CIO, suck up to a CTO, suck up to a CEO, a CMO - sucking up to a CXO-level people.

    It has been my experience that particularly from a tech start-up, the people who TRULY make the decision to try our product or service are NOT the people with CXO, vice-president, or director-level title. They're the people who are administrative aids, and database administrators, and the tech-support people, they're the interns, they're the summer hires, they're people without titles. They're the people who REALLY do the work however. And so if you want to be successful in sales, you have to understand something that in most organizations the higher you go the thinner the oxygen, and therefore the more difficult it is to find intelligent life. Right?

    So, if you dedicate yourself in your sales effort to sucking up, you'll be sucking up to the dummest people in the organization. You need to learn to suck down, you need to learn to suck across. Because THAT's where the decisions are made for high-tech start-ups. Suck down, suck across, don't just suck up.

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