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ALS(肌萎缩侧索硬化症)冰桶挑战证明了社交媒体在全球范围内影响公益营销的能力。这种社交风暴是前所未有的，但是对那些试图破解ALS活动成功秘诀的业务人员来说，这个活动确实可以让人们学到了几个重要的经验，这些经验对我们业务员来说同样适用。
1. 安排在合适的时机。
这次冰桶挑战活动从6月开始，在8月达到顶峰。时机的选择非常完美，此时正值中东战乱和密苏里州弗格森小镇骚乱的画面占据了晚间新闻，这项形成鲜明对比的活动让人感觉不错。夏天是度假的好时光，让人们有机会参与挑战。对于我们业务员来说，在合适的时机内安排合适的销售同样重要。一年中最佳的销售季节要掌握好，懂得区分淡、旺季，在旺季增大销售量，在淡季存储客户信息，制定好销售计划。在合适的时间及时出击，想必订单肯定是源源不断。
2. 活动要深入个人层面。
从你的头顶浇下冰水，唤起人们对某项慈善事业的认识，唤起人们对ALS的认识。意识是由人们的行动来唤醒的，也就是说当我们在向客户介绍产品时，我们在主动地唤醒客户对产品全面的认识，这时就需要我们不仅要运用专业的知识来为客户讲解，有时还需要辅助一些形象化的描述或者替换法，让客户能够真正了解到你表达的功能，当你产品的功能能够满足客户的需求的时候，这时，你的客户会更加深入了解你的产品，可能会介绍更多的客户向你采购呢！
3. 名人效应。
在几位本地名人和体育明星参加冰桶挑战之后，这项活动迅速蹿红，吸引了形形色色的各界大佬。在名人效应方面，这也对活动或者产品起到了推广作用。在我们销售的过程中，我们经常会提到我们已经为了某国某产品贴牌过，经常与某些大品牌的客户合作过，这就是“名人效应”，在向客户推广时，这招“名人效应”确实是起到效果的，一则客户看出公司的客户资源宽广，圈内名气大，二则与高要求的客户合作过，说明公司产品质量有保障。
4. 简单至上。
保持简单明了(KISS)是一条众所周知的设计原则，这条原则表明简单的设计往往比复杂的设计效果要好。这就好比我们在与客户沟通环节，将复杂问题简单化，令客户更好地了解问题所在，缩短沟通时间，让问题解决更有效率。在客户说我们产品不适合的时候，我们要分析原因，是客户没有这个采购需要，还是价格或质量问题，在与客户进行了深入沟通之后，我们了解到原因，就重点击破，若是价格问题，就跟客户强调质量。而不是将简单问题复杂化，和客户纠结这样或那样的原因。
5. 专注于目标。
从最终筹得的善款数额来看，这样病毒式传播的公益营销活动依然能够让慈善成为了最终的受益者。在业务中，我们的最终目标是与客户合作，获得订单。那么在这过程中使用怎样的方式才能达到目标呢？这就需要与客户合作中慢慢地用自己的销售方式来引导客户，始终将客户放在首要位置，可能这个过程很漫长，短则几个月，长则可能一年多，然而，即使时间多长，遇到的问题甚多，能够达到最终的目标，我们也是值得的！
ALS冰桶挑战的盛典是一场一生仅能遇到一次的成功活动，一场不可复制的完美风暴。然而，我们业务人士却可以从这次活动中学到很多经验，能够实实在在地提高销售量。
以上由斑马陆一婷转载自“外贸连”，祝大家在2014下半年生意兴隆、财源广进。欢迎大家一起来交流~~
[ 本帖最后由 斑马海外仓-贰婷 于 2014-9-12 10:14 编辑 ]
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ALS Ice Bucket Challenge has proved the marketing strength for charity of social media worldwide. This social contact storm is never seen before, and as for the business people who try to decode the secrets of the success of the ALS Ice Bucket Challenge, they may learn some important lessons, which can also be helpful for us salespeople.
1. Good timing.
This ALS Ice Bucket Challenge started in June and culminated in August, The timing was perfect, because it was the time when the war of Middle East and the turbulence in Ferguson town Missouri kept being reported in evening news, so the Ice Bucket Challenge could be in sharp contrast with these tragedies. Summer is a good season for vacations, and people can be able to participate in the challenge. For us salespeople， it is also important to arrange our sales activities according to seasons and timing. We must make the best of the favorable seasons, and distinguish the busy seasons from the off seasons. We should collect customers’ information in the off seasons and make sales plans, and take actions in the good timing, so we can get endless orders.
2. Deepen the activity into a personal level.
Make people get soaked by ice water from the top of the head to raise people's awareness for the charity and ALS, because awareness needs to be raised by actions. And that means when we are introducing products to customers we should raise their full awareness for our products, so we need to introduce the products with professional knowledge and add vivid description or use substitution method to make the customers fully understand the functions of the products. If the functions of your products can really meet the customers' needs, they might want to make a further understanding of your products, and they may introduce some other customers to purchase from you!
3. Celebrity charm.
After some local celebrities and sports stars participated in the ALS Ice Bucket Challenge the activity became popular and attracted leaders of all industries. Celebrity charm can also work for promoting activities and products. In the process of marketing we will often mention that we have been the original equipment manufacturer for some brands in some countries and have cooperated with some big brands, and this is what we call "celebrity charm". When we are promoting precuts to customers “celebrity charm” works well. For one thing the customer would know that our companies have a vast source of customers and are famous in the industry, and cooperating with demanding customers shows the high quality of our products.
4. Simplicity is the best policy.
KISS is a well-known principle for designing, which shows that simple designs are usually better than the complex ones. It is just like our communication with customers. If we simplified the complex questions and help customers better understand the problems, we can shorten the time for communication and solve the problems more efficiently. When the customers say our products are not suitable， we should analyze and find out the reasons. Is it because the customers do not need to buy the products or is it because the problem of prices or quality? And after we make a further communication with them and we find out the reasons we should solve efficiently. If it is the problem of price, we should emphasize the quality of the products, instead of complicate the simple problem and try to make various explanations the customers.
5. Focus on the target.
Judged by the sum of donation the Ice Bucket Challenge raised, the charitable marketing activities that spread in a virus-disseminating way can still be beneficial for charity. When making sales marketing, our ultimate goal is to cooperate with customers and get the orders. So how should we achieve the goal? We need to lead the customers with our sales skills in our cooperation with them, and we should always put customers first. The process could be as long as months to more than a year. However, the longer the time is the more problems we could meet with. But in order to achieve the ultimate goal every effort is worthwhile!
The ALS Ice Bucket Challenge can be an only successful activity that you can meet in your life, whose success is impossible to be clone. As salespeople we can learn a lot from this activity so as to improve our sales volumes literally. My friend, did you learn something?
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