- You may not be in sales as your actual profession,

- 你可能不是以銷售作為你的實際職業。

but we all have times when we need to pitch an idea

但我們都有需要提出想法的時候

and get the approval of others.

並獲得他人的認可。

First, think about the people whose approval you need

首先，考慮一下你需要其準許的人

and what's in it for them to agree.

以及有什麼好處讓他們同意。

If you can't think of a single way

如果你想不出來一個辦法

in which your listener benefits from your idea,

其中你的聽眾從你的想法中受益。

you may need to rethink your plan.

你可能需要重新考慮你的計劃。

People first in every pitch.

每一次投球都是以人為本。

Consider the decision-making style

考慮決策風格

of the person you're trying to influence.

你試圖影響的人的。

Is she more of an analytical thinker type

她是否更傾向於分析思考型的人

who makes decisions by processing data

誰通過處理數據作出決定

and bottom line results?

和底線的結果？

Or is this someone who is more emotional

還是說這是一個比較感性的人

and makes decisions by processing the effects on people?

並通過處理對人的影響做出決定？

Head or heart?

頭還是心？

Thinker or feeler?

思考者還是感覺者？

Your thinker needs evidence, facts,

你的思想家需要證據、事實。

comparisons and benchmarks.

比較和基準。

The heart decision-maker needs to make sure

心臟決策人需要確保

people will benefit, values will be honored

人們將受益，價值將得到尊重

and harmony upheld.

和諧的維護。

Then, consider your message.

然後，考慮你的資訊。

A great pattern of organization

一個偉大的組織模式

when pitching an idea is the what, why and how.

在提出一個想法時，需要考慮的是 "什麼"、"為什麼 "和 "如何"。

Immediately overview what your suggestion is.

立即概述你的建議是什麼。

Then, give two to three compelling reasons

然後，給出兩到三個令人信服的理由

why your idea is a good one.

為什麼你的想法是一個好主意。

Back up those reasons with solid evidence,

用堅實的證據來支持這些理由。

statistics, voice of the customer, case studies,

統計數據，客戶的聲音，案例研究。

data, specific examples.

數據，具體的例子。

Make sure these reasons are aligned with the values

確保這些理由與價值觀相一致

and the priorities of your decision-maker.

和你的決策者的優先事項。

Finally, explain to your decision-maker

最後，向你的決策人解釋

how your idea will be implemented.

你的想法將如何實施。

Prove feasibility.

證明可行性。

What, why, how.

什麼，為什麼，如何。

Here's how you could influence someone

以下是你如何能影響別人

to add an additional rep to an account,

來為一個賬戶增加一個代表。

assuming you know the person you're speaking to with

假設你認識與你交談的人

tends to be a heart processor.

往往是一個心臟處理器。

It's best to start with what your suggestion is.

最好從你的建議開始。

And you could say something like this.

而你可以這樣說。

- [Male] I need one additional rep

- [男]我需要一個額外的代表

to run point on this campaign with me.

與我一起在這個運動中運行點。

- After you explain your suggestion,

- 在你解釋你的建議之後。

explain why your idea is smart

解釋為什麼你的想法是聰明的

and support ideas with evidence.

並以證據支持觀點。

You can say something like this.

你可以這樣說。

- [Male] We calculated that the social components alone

- [男]我們計算出，僅社會成分就有

are going to take 200 to 250 staffing hours.

將需要200至250個工作人員的時間。

That's too much for one person.

這對一個人來說太多了。

- Now it's time to speak to the heart.

- 現在是時候說說心裡話了。

Talk about what's in it for the client by saying.

談談對客戶有什麼好處，說。

- [Male] The client loves the work that we've done before

- [男] 客戶喜歡我們以前做過的工作

and I want to protect our reputation

而且我想保護我們的聲譽

and the client's loyalty.

和客戶的忠誠度。

- Finally, explain how your idea will work.

- 最後，解釋你的想法將如何運作。

You can say.

你可以說。

- [Male] I realize this adds significant costs,

- [男]我意識到這增加了大量的成本。

so I've been looking at ways we can adjust the budget.

所以我一直在尋找我們可以調整預算的方法。

Can I get your thoughts on some suggestions I have?

我可以就我的一些建議徵求你的意見嗎？

- And that's how you use the what, why, how pattern.

- 這就是你如何使用 "什麼"、"為什麼"、"如何 "模式。

When we influence,

當我們影響。

we also want to consider the context building block.

我們也要考慮上下文構件。

Think carefully about your timing and location

仔細考慮你的時間和地點

and history with the decision-makers.

以及與決策者的歷史。

One of my coaching clients recently shared

我的一位教練客戶最近分享了

some great news with his boss,

與他的老闆分享一些好消息。

but his boss responded with apathy.

但他的老闆以冷漠的態度迴應。

When I asked why, he said timing.

當我問及原因時，他說是時機問題。

My boss was giving some detailed instructions

我的老闆正在給一些詳細的訓示

at the meeting and I think he just wanted to stay focused.

在會議上，我認為他只是想保持專注。

Timing matters when you try to influence.

當你試圖影響時，時機很重要。

An influence is just not one isolated message.

一個影響不是一個孤立的資訊。

It's a campaign.

這是一場運動。

Talk to your decision-makers multiple times

多次與你的決策者交談

with slightly different messages each time.

每次的資訊都略有不同。

Perhaps you begin by dropping some subtle seeds,

也許你可以從扔下一些微妙的種子開始。

working up to a suggestion,

工作到一個建議。

and then, eventually a full-on request

然後，最終提出全面的要求

for action or resources.

為行動或資源。

Influence is a campaign.

影響力是一場運動。

Train yourself to ask questions, talk less and listen

訓練自己問問題，少說話，多傾聽

to deeply understand the needs of those

深入瞭解這些人的需求

we're trying to influence.

我們正在努力影響。

The best pitches aren't just making a sale

最好的推銷並不只是為了銷售

or getting your way,

或得到你的方式。

but they are about truly making life better

但他們是為了真正讓生活變得更好

for someone else.

為別人。

(bright music)

(明亮的音樂)