打动有钱的营销方法

大多针对富人的营销法则都是胡扯。它们尽是些“凸现价值”和“关注质量”的技巧，换句话说，这些都是明摆着的事情，说了和没说一样。
Most marketing rules for selling to the rich are nonsense. They are filled with tips like 'Highlight Value.' Or 'Focus on Quality.' In other words, a blinding flash of the obvious.
　　
不过，比尔．波特曼列出了一个更为实用的清单：“向巨富营销的五大法则”。实际上，这里只有一条法则，而它可能是最重要的一点，至少从我个人的经验看来是这样。这些法则在和巨富打交道的时候都很有用，无论你是想向他们推销东西，还是正和他们进行午餐谈话或是采访。
Bill Bartmann, however, has come up with a more practical list of '5 Rules for Pitching the Very Rich.' It really is just one rule-but the one rule is probably the most important, at least in my experience. The rules are useful in any dealings with the ultrawealthy, whether you are selling to them or just engaging in a dinner conversation or interview.
　　
我在波特曼的五大规则后面都加上了自己的评论：
I have added some of my own comments to each of his rules.

如下：　　
Here they are:

法则一：守时。波特曼建议销售人员准时达到（不是提早到，而是准点到）。他还建议销售人员务必将谈话时间控制在约定的时段之内。如果原定60分钟的谈话时间还剩十分钟，那么你能做的只是下面二者之一：起身告辞或是提些问题。　　
Rule 1-Respect time. Bartman advises salespeople to arrive on time (not early, but on the dot). He also advises them to keep their comments to an appointed schedule. If you have 10 minutes and you hit the 60-minute mark, 'you should be doing one of two things: walking out or answering questions.'

在我看来，这是和富人打交道的唯一黄金法则：富人什么都能拿钱买，只有时间买不来。所以在占用他们时间的问题上要力求节省。
In my view, this is the single Golden Rule in dealing with the rich: time is the one thing they can't buy more of. Use it sparingly.
　　
法则二：别对他的事指手画脚。别告诉他们你的解决方案正是他需要的，或是能给他的业务带来革命；你的话在他听来不啻为一种侮辱。
Rule 2-Don't tell him his business. 'Don't insult him by announcing how your solution will revolutionize his operation or be just the thing.'
　　
在这些有钱人看来，你存在的价值在于给他们的生活或事业锦上添花，或干脆对此大力讴歌，总之你是绝对不能质疑它们的。
In their view, you are there to improve or compliment their life or business, not challenge them.
　　
我还想补充一点，那就是一定要照顾到富人的自负情绪；而这一点往往和他们的财富水平成正比。
I would add a sub-rule to this: respect their egos. They are often in direct proportion to their wealth.
　　
法则三：摆事实。波特曼写道：怎样才能从竞争对手中脱颍而出？你可以用大量的信息来打动他们。
Rule 3-Give him the facts. 'How do you stack up against your competitors? The answer will tell him volumes,' Bartman writes.

在我看来，这和法则一说的是一回事。他们没有时间来听哲学思想或长篇大论；他们要的是快速、可行的事实和数据，而且要以高效的方式传递给他们；至于你是谁，他们真的没什么兴趣。
To me, this really goes back to rule No. 1. They don't have time for philosophies or views. They want quick, actionable facts and data, delivered efficiently. And they don't want really to know about you.
　
法则四：记笔记。波特曼说，记笔记是尊重的表现，而且还意味着什么事情只要和你说一次，你就会替他记着。
Rule 4-Take notes. 'Taking notes is a show of respect. It also means you need to be told something only once and he can rely on you to know it.'
　　
这又回到了法则一，当然还有我对法则二所做的补充说明。
Again, this is Rule 1, combined with the my sub-Rule 2.
　　
法则五：预见他的需求。当你和他的见面结束时，要留给他一份简练、实际、规整的文件，总结一下你刚刚传达的信息。
Rule 5-Anticipate his needs. 'When your presentation is finished, leave him with a concise, factual, well-organized document summarizing the information you presented.'
　　
我想补充一点，那就是这有助于发现他的个人好恶和风格，如果他只关注数据，就让数字说话，如果他做高瞻远瞩状，那就让宏观信息上阵吧。
I would add that it helps to find out his personal likes and style: if he is data-obsessed, load up on the numbers. If he is a big-picture guy, think macro.