成智大兵解读杰亚伯拉罕营销智慧研究系列(四)

杰.亚伯拉罕营销思维导图认知自从接触了杰.亚伯拉罕营销思维导图以后，对营销又有了新的认知。

认识到做营销我们不能仅用营销的眼光去看市场，我们要换一个角度，比如可以从潜在客户的文化背景、性格以及心理等角度来看营销。

也许这样我们会“柳暗花明又一村”，甚至会创造出不同的营销奇迹。

在这个嘈杂的社会唯一不变的就是变化，我们要去根据这个社会每天不同的变化去选择不同的营销方式，以下是我分析了杰亚伯拉罕营销思维导图以后举例说明了几点营销方式。

1、开放式营销2011年，是百事集团进入中国市场的第30个年头，百事集团在中国的发展是从星星之火变成了燎原之势。

中国成为百事集团海外第一大市场，只是最重要的市场之一。

当然这与百事的营销方式是离不开的，百事有一个非常特别的团队—青少年顾问团，他们是帮助百事捕捉、引领年轻人需求的重要力量。

百事可乐搭建的开放平台，从来不是以自我为中心，而是在真正了解年轻人喜好的基础上，打造一个属于年轻人的平台。

面对互联网的崛起，百事的营销精髓就是“开放，开放，还是开放”，而且不是单纯的开放，是要真正读懂年轻人的内心世界，引领他们的需求，引起他们内心的共鸣。

充分说明这种开放式的营销方式给他们带来了财富，带来了奇迹。

2、社会化营销社会化营销主要是利用社会化网络、在线社区、博客、论坛、微博、百科等互联网协作平台媒体来进行营销的一种方式。

随着社交网络在全球范围的火爆，尤以微博的崛起为代表，社会化营销越来越被企业和个人关注。

尽管国内社交网络的发展相比欧美而言晚了一步，但从目前的市场状况来看，市场需求已经形成规模，对于专业第三方社会化营销公司来说，发展机遇已经到来。

3、品牌营销西班牙是橄榄油最大的国家，意大利被认为橄榄油之王，西班牙产油最多，意大利从中获得利润最多，就是因为有他们自己的品牌。

他们首先树立了自己市场定位，就是全球最大的橄榄油生产国，可是必须要和意大利进行竞争，怎么办呢？不能说意大利是在撒谎。

你只可以说意大利买西班牙的油把它装进瓶子作为意大利产的橄榄油来进行出口。

杰亚伯拉罕营销思维导图秘密行销网整理：注：营销导图建议调整到100%放大观看，谢谢！Internet Marketing 'Super Summit'communication THE SINGLE MOST IMPORTANT STRATEGY YOU CAN USE TO MAXIMIZE THE VALUE OF ALL OTHER STRATEGIES IS TO COMMUNICATE ON A REGULAR BASIS WITH EVERYONEWHO CONTRIBUTES, OR EVER WILL CONTRIBUTE, IN ANY WAY TO YOUR BUSINESS SUCCESSyour challenge is to keep clients constantly connected to youkeep them thinking how valuable you arehow good you arehow much you care about themthe more contact + communication you have with a person, the stronger + richer the relationship becomes. in business the secret to keeping + growing clients is to keep meaningful communication w/everyone important to youUSP to get your prospects + clients to see your business as offering them a superior benefit or advantage that no other competitor offers themyou must determine the most powerful benefit or advantage you can possibly offer an existing or future client so it will be totally irrational for them to choose to do business with anyone but your companyYOU MUST IDENTIFY WHATADVANTAGE OR RESULT YOUR CLIENTS WANT THE MOSTyou must integrate your USP into all your promotional, marketing, advertising, +selling operationsthe more clearly you telegraph what makes you a better choice, the more often they'll choose you over the competitionthe pint is to focus on the one need, or gap that is most sorely lacking - provided you can keep the promise you makeIT IS CRITICAL TO ALWAYS FULFILL THE"BIG PROMISE" OF YOUR USP the USP is the nucleus around which you build your success, fame + wealth. SO YOU BETTER BE ABLE TO STATE IT!try it. write 1 paragraph statement of your new USP. at first you will have trouble expressing it tightly + specifically. it may take 2 or 3 paragraphs or more. ruthlessly edit away the generalities + focus on a crisp clear statement that promises the most you could possibly offer.remember axiom: you will not appeal to everybody. in fact certain USPs are designed to appeal to only 1 segment of a market all your employees (or subcontractors) withany public contact or client interaction, or anyone who impacts your business -MUST FULLY UNDERSTAND, EMBRACE, +BELIEVE YOUR USPtalk to your staff, write scripts, HOLD CONTESTS, + reward people whodistinguish themselves promoting your USP IT'S VITALLY IMPORTANT TO INDELIBLY ETCH A STRONG,CLEAR, COMPELLING USP IN THE MINDS OF YOUR CLIENTS AFTER THEY'VE BOUGHT FROM YOU immediately following the sale, write,e-mail, phone, or visit your clients. During the follow-up, make sure the clients feel important + special, and that their initial purchases are "RESOLD". repeat your USP + remind the clients how it helped them make their purchasing decision a USP can come in the form of an occasional special offer.I advice my clients to frequently offer special promotions to their clients by mail,telephone, or in person.by offering your clients genuine, specially priced deals, you endear yourself to them 1st the client should always see the offer as a logical extension of your basic USP if your USP is service, your preferred promotions will be service based rather than price based 2nd make it very clear that this special offer is only available to current clients give staff reasonable authority to ensure the promise behind your USPRisk Reversal whenever 2 parties come together to transact business of any kind,1 side is always asking the other to assume more or all of the riskif you ask someone to take on all the risk,their 1st inclination is not buyyour goal is to eliminate as much, if not all,of the risk in the transaction for your client take away risk, you lower the barrier to action + eliminate the primary obstacle to buying1 of the biggest "competitive edge"advantages you'll ever gain is to always make it easier for the client to say yes than it is for them to say no.ASSUME THE RISK IN EVERY TRANSACTION YOU HAVE WITH YOUR CLIENTS you totally +completelyguarantee thepurchase foryour client BTRF Better Than Risk Free compensating your client for their dissatisfaction + valuing their time + trust is the concept behind itconsider offering the client something else in addition (a bonus) when they agree to purchase. offer them an exceptionalmoney-back guarantee, but allow the client to keep the bonus if he or she asks for a refundTEST THE MOST SPECIFIC TYPES OF GUARANTEES + BETTER THAN RISK FREE GUARANTEES YOU CAN BEFORE ARBITRARILY DECIDING ON ONEwhen you put a very specific + dramatic performance-based guarantees or risk reversals on your selling proposition, your sales almost certainly soar.the longer the guarantee + the more specific the performance expectations youmake, the more people will buytest it yourself RISK REVERSAL CAN BECOME AN IMPORTANT PART OF YOUR USP weight-loss programs guarantee specific weight loss in a specified period of time make a complete list of every obstacle to your clients that might prevent them from purchasing, dealing with, or choosing you over your competition.business when you limit your business to doing things the same way every other competitor of your does, you can only produce modest,incremental gains at best most business people don't realize it, but they are in the client and prospect generating business. that's the basic goal of all marketing Breakthroughs breakthroughs are unconventionally fresh,superior, more exciting ways of doing something ask yourself continually " Where's the big overlooked opportunity here?"always discover the hidden opportunity in every situation try to uncover at least 1 cash windfall for your business every 3 months build a foundation based upon multiple streams of idea generation. get ideas from others one of you breakthrough goals is always to make your product or business special,unique, + more advantageous in your clients eye Breakthroughs increase in direct proportion to the amount of networking, brainstorming,and masterminding you do with like minded,success driven people outside your industry 3 Ways to increase business increase # of clientsincrease the average size of the sale per clientincrease the # of time clients return + buy againwork on all three = geometric growthInternet Marketing 'Super Summit'Add Ons +Cross-selling add ons= you graduate the client to a larger or superior alternative product or package of goods or services cross sell= is introducing the client an additional product or service that will add or increase the result of their transaction with you or your company every time someone buys from your company, you have an opportunity to increase the size of the purchase adding product + services adding volume or time options adding combinations (packages)when you close the sale, it's the perfect time to make an additional sale- particularly if there's a very good reason + benefit for the client to buy your package deal. 60% of all clients will increase if you do it right +offer true value make ad-ons work for you write the names of you 3 best selling products now add the end result that clients desire when they buy these items alongside list some of the ways in which you might increase the value + benefit of those goods + services to your clients by adding a product or service to a typical sale ways tocome upwith observe what your clients do before theybuy your services, Can you provide that to them, too?watch what people do w/your service after they buy it, + offer to do it for them for a fee see what people buy to go with yourproduct or service in the pursuit of their end result. make it available through youAsk yourself how you would make a clients'end result even more completeIF YOU CAN SELL ANY PRODUCT OR SERVICE THAT CAN BE OFFERED ON WHAT I REFER TO AS 'TFN' (TILLFURTHER NOTICE) BASIS, YOUR CAN USE YOUR AD ON OR UP SELLING TECHNIQUE TO TURN A 1 TIMEPURCHASER INTO AN ONGOING,PERPETUAL, WEEKLY, DAILY,MONTHLY OR QUARTERLY LOCKED IN SALES. THE CONCEPT THAT DRIVES THE MUSIC CLUB BUSINESSgive clients three better options + a number of them will choose 1 of the two additions over their initial intent. give them superior value in each option you add, and they become benefited many more times more than you do from the processanother approach to increasing the average transaction value is to use point of sale promotions. point of sale promotions are nothing more than displays or signage that grab the clients attention right at the point of sale.I STRONGLY URGE YOU TO LOOK AT YOUR BUSINESS OR PRACTICE + ASK SELF "COULD I TAKE ANY OR ALL OF THE PRODUCTS OR SERVICES I SELL +REPOSITION THEM TO BE MORE UP MARKET?Testingtest everything. it's simple and the payoff can be enormous until you start testing different responses +performance levels, your leaving massive potential on the table with each specific ad compute the cost per prospect, the cost per close, the averagesale per prospect, the average conversion per prospect, + the average profit per sale against the controlWHEN YOU TEST ONE APPROACH AGAINST ANOTHER + CAREFULLYANALYZE + TABULATE THE RESULTS,YOU WILL BE AMAZED THAT ONEAPPROACH ALWAYS SUBSTANTIALLY OUT PULLS ALL THE OTHERS BY A TREMENDOUS MARGINTEST EVERY SALES VARIABLE. any positive or negative data can help youmanipulate dramatically the effectiveness of your sales efforts.NEVER TEST BIG IF YOU CAN TEST SMALLA/B SPLITS ALLOW YOU TO TEST TWO APPROACHES WITH ONE HOMEPAGE when advanced test quality of response instead of mere quantitywhatever you think is your best selling price probably isn't Formal Referral System a formal client referral system will bring you an immediate increase in clients and profit a referral-generated client normally spends more money, buys more often, and is more profitable + loyal than most categories of business you could go afterREFERRALS BEGET REFERRALS they are self perpetuatingevery time clients deal w/ you in person,through sales staff, by letter, e-mail, or on the phone, diplomatically ask them for client referralsyou provide far too important a value +benefit to allow all of the friend, coworkers,family members, and colleagues of your current clients to be denied access to you refuse to allow yourself to become acommodity. instead focus on yourcontribution to clients lives + the ultimate impact that resultsA PSYCHIATRIST I'VE ADVISED MADE HIS BUSINESS BOOM BY FOLLOWINGJUST 1 PIECE OF ADVICEHE TOLD PEOPLE WHO REFERRED PATIENTS TO HIM TO TELL ANYONE THEY REFERRED THAT THEYWOULDN'T HAVE TO PAY FOR THE FIRST SESSION the law of consistency is such that if clients recommend you to someone else, they have committed themselves also.IF YOU WANT TO OPTIMIZE ANYBUSINESS, THEN YOU WILL HAVE AT LEAST 4 TO 5 DIFFERENT REFERRAL SYSTEMS what you need to know who are the ideal prospects?what is the benefit your ideal prospect wants +needs what benefit or result does your competitor provide what benefit do you provide what is the ideal prospect's biggest problem that is not being met?steps what are the demographics of your ideal prospect who can refer prospects to you clients employees competitors prospects prospects who didn't convert other business + professionals associations - unions, etc..set stage for getting referrals make sure you have a good or valuable product revere what you do position yourself as different from your competitors show interest in your current clients by asking them about themselves explain that even if the referral doesn't buy,you will provide a valuable service for them give them both logical +emotion reasons why they should give you referrals explain that you get most of your business from referrals because you do, you're able to invest your money + time in providing a better service offer to give them an incentive forthe referral in the case of someprofessionals whocannot ethically take payfor referrals do otherthings like donatingmoney to their favoritecharities offer to give their clients a product or service for free or at a discount and tell them that this is something that the person referring you to them has bought them offer to give the referral a special incentive have your client call or directly contact the referral do something in advance of asking for the referral for the person for who you want to get referrals. THIS WILL INDUCE THE LAW OF RECIPROCITY keep in frequent contact w/ people who have provided referrals in the past ASK FOR REFERRALS WHEN CLIENT IS MOST RECEPTIVE DON'T BE BASHFUL; ASK FOR REFERRALS THANK YOUR CLIENTS FOR REFERRALShelp your clients locate referrals for you.ask them, "WHO DO YOU KNOWWHO______?"a health club's new clients are 80% from referrals. when new people are introduced,the emphasis is on service + results. when they sign up, the club gets them to commit to consistently come into the club and use it- then they get them to promise to refer friends so they can help them out, too. after the new clients get results they were after,the club asks them to write a letter of recommendationInternet Marketing'Super-Summit'love is better 2nd time around over 80% of all lost clients didn't leave for an irreparable reasonyou can instantly take action + get many,even most of the clients backwhen they come back, they tend to become one of your best, most frequent, and most loyal client groups'they also turn into your best single source of referralsuntil + unless you first identify how many of your old clients are no longer activelydealing with your company, you can't begin to immediately improve on that figure3 reasons people stop buying something totally unrelated comes up. they intend to come back but never get around to itthey had a problem or unsatisfying last purchase experience with youtheir situation has changed to the point where they no longer can benefit from whatever product or service you sellwhat do you say 1st, tell them the truth. they haven't been buying product or services from your firm for quite a while + you sense something is wrongsincerely ask them "is anything wrong?"before they have a chance to answer add "have we done something wrong?, did we offend you? because if we did, it certainly wasn't intentional. is everything alright w/your business, job, family, health, etc.?"your point of focus should be on them the important point is to focus on is to dowhatever it takes to make them happy and aware that their well being + satisfaction is of the utmost importance to you.if the client definitely won't come back to you, thank him for helping you identifyweakness in your service that you can fix or eliminate. and in doing so massively increase your future success this attitude + approach is so dramatically different, unexpected, and impactful, it frequently turns the tide + breaks through to the lost client and actually wins him back Fish where the big fish aresuspect vs. prospect suspect= anyone who maybe, possibly,somehow could or might someday have the capacity to buy your serviceprospect=someone who is qualified todayads in magazines or newspapers,brochures or letters, telephone calls, radio or TV spots, should offer very specific qualifying propositions so that when theyrespond they're qualifying themselveslist is the most important 2 typescompiled= a categorical list of people who have similar things in commondirect response lists=include people who've actually responded to previous solicitationGET YOUR HANDS ON A STANDARD RATE + DATA SERVICE DIRECTORY ($400 PER YEAR) 1-800-851-SRDSask yourself "what other industry would normally be selling to my clients?"call them and ask them if they would be willing to make their clients or prospects available to youdon't overlook the value of your own list compile your own listcommunicate + reward them frequentlywhenever possible, also secure your clientsE-mail address + permission tocommunicate information + offers of value +importance to him i had a chiropractor client who targeted the 50 primary personal injury attnys in hismarketing area. each + every month, for the next year, we sent a letter to every one of those attnys telling them about my client chiropractor + his areas of specialization +reporting on cases he worked on. within a matter of 9 months my client had picked up 15 of those 50 attnys + his practice tripled i consulted for a PT (physical therapist) who has built the 2nd most successful PT practice in CA. he did it by identifying the 1200 physicians + chiropractors in his marketing area who were most likely to have the kind of patients who would need physical therapy. we then took the prospect list + systematically mailed them, + called them., + mailed them, + called them over a period of a year. he picked up 400 of those 1200 physicians + chiropractors as referring clients。

杰亚伯拉罕-25条绝密营销策略作为全美收费最高的营销顾问之一，许多人都让我拼命地帮他们寻找方法，让他们的业绩持续增长，让他们在每一个领域付出的所有努力都能得到丰厚的回报。

讽刺的是，所有这些人都在寻求一些非常复杂的，高科技的——近乎深奥的解决方案。

他们想要的答案（也是您想要的）比您想象的更简单、更容易，更方便。

首先，您们需要做个深呼吸，然后放松……然后让您放松了的理性头脑重新控制您的思维。

接下来，跟随着我的指导，一起进入明显的（经常被忽略）的计划执行中。

我的目标是向您展示，您最大的杠杆不是您有能力从银行借到钱——虽然那也没什么坏处。

相反，您的杠杆是，您如何能从您正在做的相同数量的营销开支和努力中，提升您的利润。

我不是一个非常聪明的人。

我所知道和所教的，都是一些常识——并非什么高科技，什么晦涩的行业术语。

我将会告诉您的都是简单的事情，比如测试、直接回应广告、广告的生命力、客户的需求和为客户消除购买风险。

您很快就会看到这些简单事实却能产生巨大的利润，所以，让我们开始行动吧。

当然，现在一切都变得更艰难困难，因为充满了更多的竞争，而且也不像以前那样容易得到顾客了。

较弱的企业会失败，并被彻底驱逐出市场。

这就是为什么巩固您的业务是如此重要，因为这能保护您免受消费者特性和竞争对手策略的影响。

您不必成为行业潮流的牺牲品。

在竞争激烈的年代您也能在各种竞争和利润的争夺中抢占上风。

当您的基础越来越巩固，您的可识别性、您的声誉和您的独特性成为您的企业生存和发展的关键。

在这竞争激烈的年代，您独特的卖点可以作为一个您的护身符。

这就是最令人信服的单一理由——为什么顾客会和您做生意而不是与您的竞争对手做生意。

绝密营销策略#1：从您当前和以前客户的名单上想办法您应该做的第一件事情，就是确定并开始认真列出您目前和过去的客户名单。

为什么？因为您花了几百，几千，几万美元，从头开始来圈定、跟进，最后锁住这些人。

您在报纸上刊登大幅广告，撒出数百万美元巨款，而实际上您最终只得到了几十或几百位顾客。

亚伯拉罕的93种推荐方案杰·亚伯拉罕简介杰·亚伯拉罕被誉为「世界上最伟大的商人」并拥有「营销鬼才」、「独一无二的零售专家」等盛名，在25年的营销生涯中，曾协助超过400多种产业、上万家公司，如IBM、微软、花旗银行、AT&T等解决企业成长所遇到的瓶颈，不仅为客户创造了额外几十亿美元的财富，也成为世界上收费最高的营销顾问，一天8小时的顾问费用为4万～7.5万美元。

名列＜福布斯＞(Forbes)杂志的美国经理主管人员教练排行榜名列第一的杰亚伯拉罕，最擅长的事就是找出或开发企业隐藏、可利用的资产和资源，并创造新的价值和商机，为企业赢得最大的利润。

杰·亚伯拉罕累积过去的专业和实战经验，不仅举办一系列叫好叫座的企业训练课程和研讨会，还出版各式各样的营销报告和影音教材，让想要「赚大钱」的个人与企业，可运用技巧如愿以偿。

有销售鬼才之称，名列＜福布斯＞杂志美国经理主管人员教练排行榜第一名的杰·亚伯拉罕认为，成功没什么大道理，只要你善用手边的每一个机会、每一个客户、每一块钱。

你想要成功吗？想要获得比现在更多吗？其实这一点都不难。

巿场营销大师杰·亚伯拉罕Jay Abraham提出，其实你身边就有许多资源与机会，可以让你的收入、权力、影响力与日俱增，问题是：你视若无睹。

杰·亚伯拉罕指出，好比公元前2000年就有冰淇淋，但直到3900年后，才有人做出蛋卷冰淇淋；1775年抽水马桶问世，卫生纸却到1857年才被发明一样，其实，只要用心发掘周遭隐而未现的机会，抢先一步将其商业化，就可获致惊人利润。

世界营销大师Jay Abraham杰·亚伯拉罕亚伯拉罕的93种推荐方案“如果一个老师确然睿智，他并不命令你进入他的智慧的屋宇，而是引导你步向自己心智的门槛。

”-----------------Kahil Gibran亚伯拉罕的93种推荐方案1、影像服务我会与一些竞争对手相互推荐客户。

秘密营销亿万美元营销周末课程的创始人——世界第一营销之神杰. 亚伯拉罕我要为你做的事情非常简单—就是帮你赚钱，给你提供最可行的策略，让你的生意成长超越你的预期，甚至超越你所能想象的。

我会指导你去认识那些隐藏在你身边但你没有看到的商业关系资源，并从中取得立刻的巨大收入和成功。

我给予你的这些策略是经过验证有效的，并且我会告诉你详细的案例怎么样去最大化这些策略原则。

以让他们转化成你更大的金钱、名誉、权力和成功。

当你按这些策略去行事，你的人生就已经永远的改变了…25年来我一直在用新的商业想法教一些私营业主如何创造财富。

不是自我吹嘘，我确实可以毫不惭愧地说我做得非常好。

我的生意就是帮人壮大他们的业务和市场。

算起来，我已经帮助了12000多个像你一样的人，使他们的收入成倍的增长，利润不断增多，业务和市场做得令人瞠目结舌，我还帮助他们发掘未来无限的发展潜力。

现在，我准备为你的商业或者新的生意来做这些。

那么，这个胆大无畏、作出如此断言的“我”又是谁呢？我叫杰?亚伯拉罕。

你也许已经从我那些更有传奇特色的商业成功史中听说我的名字。

我是一个市场营销专家，商业拓展大师和财富创造专家。

我有12000多个成功的故事，在我的名下，我已经帮别人累计创造出超过70亿美金的额外纯利润。

《成功》杂志的出版商说，我也许是他知道和采访过的人中最多策略、帮助人数最多、而且使帮助对象赚钱最多的一位人士。

他们称我是当今世界上，最伟大的营销天才。

《福布斯》排行榜，在一篇长达两页的关于决策性商业指导者的文章中，只将五个人称为“不同凡响的人物”，而我就是其中一个；并说我的厉害之处就是把运营不善的公司奇迹般地变成盈利者。

《今日美国》发表了两篇文章，其中一篇就是关于我的，他们称是我让商业运行和壮大。

《投资者商务日报》说我知道如何用最小的付出换得最大的回报。

虽然我的报导可能让人印象深刻，现在对我而言重要的是怎样做才能为你取得更多收入和业务。

从今天开始的几个月，你的生意可以仍然象现在这样，或者也可以销售额和利润不断扩大并成为行业中的领导者。

免费下载：世界行销之神杰.亚伯拉罕行销资料全套资料1、10 种风险逆转，迅速增加利润的模式！通过向潜在顾客承诺从你这里购买的所有东西都有保障，以此来逆转风险是消除“客户顾虑”的一种非常好的方法。

然而有相当一部分小型企业主和专业人士不愿承担全部有时甚至是部分交易风险。

这正事目光短浅的表现。

这对于客户来说不公平。

我们可以这样考虑：如果商家对其所销售的产品与服务考虑不 周，那顾客又凭什么购买他的产品呢？影响销售成功的最大的障碍就是：购买人担心有风险。

如果你能消除潜在客户这种担心，那么你就可以成功销售。

利用风险逆转来确保购买，这是什么意思？我们来解释一下，对以一个公司、一个供应商或者企业来说，你一定要 确保新客户跟你打交道做生意时非常容易的，那么你就要让他放心。

例如，达美乐比萨就彻底的清除了障碍：如果30分钟以后送到，你就可以免费享用比萨。

在很多时候，你都可以用退款保证来清除每次销售的障碍。

我总觉得奇怪，为什么有那么多生意人担心购买者利用这一点而不愿意这样做。

如果销售时你不愿意提供退款保证，那么，你一旦了解 了以下几点，就会马上改变你的做法：点击以下链接下载电子书：《杰·亚伯拉罕-10种风险逆转的模式》/download/10266838/Jay-10Styles.pdf.html2、37个价值 100万美元的标题——–汇聚最有力、最吸引人、最有效的标题好的标题如何帮助构建您的业务在大多数广告中，标题无疑是最重要的因素。

同样的，这也是您的公司曾经使用的所有销售信息中最引人注目的重要元素：现场或录音、亲自拜访或电话访问、音频或视频”。

这是您发送给客户、潜在客户、供应商或员工的任何推销信件或书面材料中的开篇之辞。

当您或您的销售人员(包括店内职员、订货部门或电话销售人员)进 行销售展示或者一对一讨论时，这是他们说出来的第一句话。

同样，“标题”或“对等元素”是您与亲自登门拜访或打电话询问的客户或潜在客户开始谈话的开场白。

杰.亚伯拉罕的行销策略头脑急转弯，垃圾变黄金放眼众所称羡的企业家，他们和一般人最不一样的地方在于，能看到并抓住 眼前出现的「突破机会」，果决采取行动，使得人生和事业，获得跳跃式的成就。

“突破，是用非传统的新鲜、高超和令人振奋的方式来行事。

”杰.亚伯拉罕表示，你不能老是跟在别人屁股后面，却又同时想当老大，你必须对周遭尚未 开发的机会展开行动。

例如，在Ａ产业中被弃如敝屣的商业策略，应用到另一个 未使用过的Ｂ产业时，有时会产生如原子弹爆炸性的效果。

突破创新的人，会去寻找任何一丝可能的机会。

1972年，美国民主党大会提名麦高文竞选总统，但麦高文却出其不意，抛弃他的副总统搭档伊高顿。

现场准备5000个两人连袂竞选的徽章与贴纸，顿时无用武之地。

然而，一个16岁的少年却看出机会 ，花了微不足道的5美分，将这堆“垃圾”全部买走。

然后，以绝版稀有的政治纪念品为名，马上转手卖出，每个售价25美分，现赚好几倍。

这个年轻人不是别人，就是今天全球的的首富、创立微软的比尔.盖兹。

敏锐的洞察力，让比尔.盖兹日后也可以看到别人没有察觉的机会。

事实上，很多影响人类生活的发明，例如：按键式电话、原木笔等产品，都不是专业人士的杰作，而是一些「普通人」的神来之笔。

他们能从创新的角度思考，凡事追求突破，所以能挖到金矿。

独特卖点，充满无限想象杰.亚伯拉罕指出，若要取得压倒对手的竞争优势，就要想办法挖掘独特的卖点(USP)，让你与竞争者有明显区别，并且好感度更高。

“独特卖点的可能性是无限的，往往不同的公司在不同的巿场就会有不同的独特卖点。

”杰.亚伯拉罕指出，寻找卖点的最佳方法，就是确认你的产业还有哪些需求尚未被满足，然后趁虚切入，填补巿场缺口。

另外一种发展独特卖点的方法，是采取先发制人的营销包装手法。

最典型的例子是多年前的施丽兹啤酒(Schlitz Beer)。

1920年初期,大约有10家啤酒品牌在巿场较劲，施丽兹啤酒排名第八。

当时所有的啤酒商在广告上都传达同样的讯息：“我们最纯！”但是却从没人解释“纯”的意思。

教您在市场上赢过竞争对手的25 条绝密策略杰亚伯拉罕作为全美收费最高的营销顾问之一，许多人都让我拼命地帮他们寻找方法，让他们的业绩持续增长，让他们在每一个领域付出的所有努力都能得到丰厚的回报。

讽刺的是，所有这些人都在寻求一些非常复杂的，高科技的——近乎深奥的解决方案。

他们想要的答案（也是您想要的）比您想象的更简单、更容易，更方便。

首先，您们需要做个深呼吸，然后放松 然后让您放松了的理性头脑重新控制您的思维。

接下来，跟随着我的指导，一起进入明显的（经常被忽略）的计划执行中。

我的目标是向您展示，您最大的杠杆不是您有能力从银行借到钱—1—虽然那也没什么坏处。

相反，您的杠杆是，您如何能从您正在做的相同数量的营销开支和努力中，提升您的利润。

我不是一个非常聪明的人。

我所知道和所教的，都是一些常识——并非什么高科技，什么晦涩的行业术语。

我将会告诉您的都是简单的事情，比如测试、直接回应广告、广告的生命力、客户的需求和为客户消除购买风险。

您很快就会看到这些简单事实却能产生巨大的利润，所以，让我们开始行动吧。

当然，现在一切都变得更艰难困难，因为充满了更多的竞争，而且也不像以前那样容易得到顾客了。

较弱的企业会失败，并被彻底驱逐出市场。

这就是为什么巩固您的业务是如此重要，因为这能保护您免受消费者特性和竞争对手策略的影响。

您不必成为行业潮流的牺牲品。

在竞争激烈的年代您也能在各种竞争和利润的争夺中抢占上风。

当您的基础越来越巩固，您的可识别性、您的声誉和您的独特性成为您的企业生存和发展的关键。

在这竞争激烈的年代，您独特的卖点可以作为一个您的护身符。

这就是最令人信服的单一理由——为什么顾客会和您做生意而不是与您的竞争对手做生意。

2绝密策略#1：从您的当前和以前客户的名单上想办法您应该做的第一件事情，就是确定并开始认真列出您目前和过去的客户名单。

为什么？因为您花了几百，几千，几万美元，从头开始来圈定、跟进，最后锁住这些人。

您在报纸上刊登大幅广告，撒出数百万美元巨款，而实际上您最终只得到了几十或几百位顾客。

导读：我们来回顾一下以上三篇营销日志；一篇：我们知道了客户到底是谁；请看“如何快速地定位你的金矿——目标客户”第二篇：我们知道了客户在哪里；请看“如何快速地找到你的金矿——目标客户”第三篇：我们知道了客户在想什么；请看“如何精准地读懂客户的内心需求？”到这里，我们在营销前期的客户分析工作基本上完成了；接下来应该开始把产品或服务卖给客户，或者说推广向市场了。

可是，我们又碰到难题了！难题是什么呢？常常我们拿着产品给客户，客户也知道自己想要，但迟迟却不做购买决定。

或者：客户愿意购买，却进行惨无人道的砍价。

又或者：客户说，我已经购买了同类产品了。

我们常常无法完成那临门的一脚——成交。

这是为什么呢？答案是：成交是一个心理流程，它不是单纯的一个购买决定。

没有好的成交流程，就象你搞砸了求婚流程一样，结果会是很痛苦的。

如何设计一个完美的成交流程呢？不着急，成智大兵将通过多年工作经验，以及多年研究杰亚伯拉罕的智慧，跟大家分享如何巧妙设计一个完美的成交流程，让你出师必胜。

先来看一个小故事：在一个冬天里，有三个乞丐，他们一起盯上了一个富翁家。

于是打赌说：看谁能从富翁那里获得一份热汤喝。

第一个乞丐敲开了富翁的门，对富翁说：行行好，给我一家老小一碗汤暖暖胃吧！你的大恩大德必保佑你升官发财。

富翁听了不为所动，使了个眼色，让管家把他赶出门了。

他走时愤愤地说：铁公鸡，生了孩子没鸡鸡！第二个乞丐敲开了富翁的门，然后介绍了一番自己的悲惨过去，同时说到“上有老，下有小”，又跟富翁说：“我不是来向你要钱的，我只想向你要一碗热汤，暖暖我们一家老小的胃。

”说得富翁极其感动，于是吩付，去打碗汤来。

管家的回答说：家里没有汤。

富翁极其同情地对这位乞丐说：对不起，我们今天没有煮汤，你下次再来吧。

第三个乞丐敲开了富翁的门，对富翁说：您好，先生。

我有一块神奇的石头，想赠送给您。

这块石头可以煮出全天下最鲜美的汤。

在赠送给您之前，请允许我先验证给您看。

富翁半信半疑，开了门，让他进来了。