之前分享了線上語音課程心得，也分享了《用經營公司的思維經營你的人生》課程筆記。
I previously shared my experience with an online voice course and my notes on the course “Manage Your Life with Company Management Thinking".
接下來要分享我上的第二堂課《銷售專業服務的系統化做法》的課程筆記，這堂課是Joe以系統化的方式講解銷售專業服務者的銷售核心概念，內容很豐富，以下是我彙整的內容。
Now, I would like to share my notes from the second course I took, “Systematic Approach to Selling Professional Services" taught by Joe. In this course, Joe explained the core concepts of sales for professional service providers in a systematic way. The content was rich, and below is my summary.
「銷售產品」的流程如下，Joe依此順序一一闡述系統化做法：
“The process of selling a product" is as follows, and Joe explains the systematic approach in the following order.
- 掌握市場需求(動機、時機、行銷) To master market demand (motivation, timing, and marketing):
- 累積信任資產 Accumulating Trust Assets
- 優化產品設計 Optimizing product design
- 提案策略 Proposal strategy
- 事業擴張 Business Expansion
Joe說明專業服務的銷售通常會遇到以下困境：
Joe explains that selling professional services typically encounters the following challenges:
- 服務內容抽象
Abstract service content - 服務須客製化
Customized services required - 推廣難以假手他人(因為自己最理解服務內容)
Difficult to delegate promotion to others (because the service provider best understands the service content) - 客戶不會衝動購買
Customers don’t make impulsive purchases - 過度行銷會降低信任度
Over-marketing can reduce trust - 可銷售時間有天花板(也是賣勞動力的一種)
Limited sales time (as it is a labor-based service) - 難以規模化
Difficult to scale up
接著Joe針對這些困境展開解方，首先說明何謂「成功的銷售」。
Joe then provides solutions to these challenges and begins by explaining what constitutes “successful sales."
掌握市場需求(動機、時機、行銷)
To master market demand (motivation, timing, and marketing):
「客戶的動機」及「販售時機」皆適宜，才能達到成功銷售，客戶動機可分為積極動機與消極動機。
To achieve successful sales, both the customer’s motivation and the timing of the sale must be appropriate. Customer motivation can be divided into positive and negative motivation.
積極動機：
Positive motivation:
- 購買服務能獲得直接利益
Purchasing the service can provide direct benefits - 購買服務能解決痛點
Purchasing the service can solve pain points - 購買服務能滿足心理需求
Purchasing the service can satisfy psychological needs
消極動機：
Negative motivation:
- 購買服務只為交差了事
Purchasing the service just to get it over with - 購買服務只為省去麻煩(客戶可能自己也有能力做，只是覺得麻煩)
Purchasing the service to avoid trouble (the customer may have the ability to do it themselves but find it troublesome) - 找人背書
Seeking endorsements from others.
要清楚掌握客戶購買服務的動機，才能設計出符合客戶需求的解決方案，客戶買的不僅是技能，而是能滿足動機的方案。
To design a solution that meets the customer’s needs, it is important to clearly understand their motivation for purchasing a service. Customers are not just buying skills, but a solution that satisfies their motivations.
但即使客戶抱持積極動機還不至於讓客戶行動，要讓客戶行動的臨門一腳是「時機」，客戶是否處在不得不購買的關鍵時刻？但這種時機無法創造只能準備充分以待之。
However, even with positive motivations, customers may not take action until the right timing arrives. Is the customer in a critical moment where they have to make a purchase? Such timing cannot be created, but one can be prepared for it.
而要讓需求者在需要的時候想到自己，需要進行適當的行銷，但Joe也提醒，專業服務的行銷務必與經營融合，行銷不只是透過廣告、文案、流行平台來協助販賣，而是整個品牌信任度的建構過程，必須持續有計畫地建立讓客戶信任的基礎，最後等待動機與時機，才有機會成交。
To make potential customers think of your services when they need them, appropriate marketing is necessary. However, Joe reminds us that marketing for professional services must be integrated with business operations. Marketing is not just about advertising, copywriting, and popular platforms to assist with sales, but is a process of building brand trust. Continuously and strategically building trust with customers is necessary to establish a foundation for customer trust, and then wait for the right motivation and timing to make a sale.
而客戶信任的基礎是什麼呢？是銷售專業服務者的「信任資產」。
So, what is the basis of customer trust? It is the “trust asset" of the sales professional.
累積信任資產
Accumulating Trust Assets
信任資產有五種累積方式：
There are five ways to accumulate trust assets:
- 建立明確印象：個人品牌
Establishing a clear impression: personal branding - 掌握顯赫頭銜
Holding prestigious titles - 累積嚇人經歷
Accumulating impressive experiences - 使用者認同價值
User identification of value - 產品定錨高價
Anchoring high prices for products
建立明確印象：個人品牌
Establishing a clear impression: personal branding
Joe建議個人品牌的經營策略，初期應專注於單一面向(針對一個產業、針對一個領域、針對一明確問題)避免潛在需求者不清楚自己銷售何種產品，且應該盡力在各方面凸顯自己的職業或專業，且長期經營。若能力多元，身分多棲，Joe則建議應區分不同平台呈現的樣貌，若混雜在同一平台，無法形成單一印象。
Joe suggests a personal branding strategy for individuals, which should initially focus on a single aspect (targeting a specific industry, field, or a clear problem) to avoid potential customers being unclear about what product they are selling. He also advises highlighting one’s profession or expertise in every aspect and to pursue long-term brand building. If an individual has multiple skills or identities, Joe recommends distinguishing different appearances on different platforms. If they mix on the same platform, a single impression cannot be formed.
至於個人品牌平台的選擇，首先Joe建議應該購置個人網域，便於消費者搜尋、瀏覽、傳播，且能呈現專業的形象。平台類型選擇則應視客戶習慣模式(喜歡文字或圖片、影音，喜歡看網站還是社群等)以及自己擅長的模式來判斷，不過為了長久經營，Joe建議大家應該以自己擅長的模式為主，才能比較省心經營。
Regarding the selection of personal branding platforms, Joe recommends purchasing a personal domain for easy searching, browsing, and dissemination of professional images. The choice of platform types should be based on customer habits (preference for text or images, audio and video, websites or communities) and their own strengths. However, for long-term management, Joe recommends that everyone should focus on their own strengths to make management easier.
另外則是個人平台應該易於連結至付費商品，例如若是攝影師，應該建立IG帳號放置攝影作品；舞台表演者，應該運用影音平台；文字創作者，應該使用利於文字呈現的平台。
In addition, personal platforms should be easily linked to paid products. For example, if a person is a photographer, they should create an IG account to showcase their photography; if they are a performer, they should use audio and video platforms; if they are a writer, they should use platforms that are conducive to text presentation.
Joe建議亦可依據平台的特性發布不同類型的內容：例如官網可放「最專業、最嚴肅、無時效性」的內容、可用Line發布「最新資訊、行銷活動」、在FB可寫「主觀、輕鬆、時事」的內容。
Joe also suggests publishing different types of content based on platform characteristics. For example, the official website can contain “the most professional, serious, and timeless" content, Line can be used to publish “the latest information and marketing activities", and Facebook can contain “subjective, relaxed, and current affairs" content.
總之，銷售專業服務者經營平台的最終目的為能使觀看者轉換成客戶，因此需要仔細思考，要用何種方式與潛在客戶溝通。
In conclusion, the ultimate goal of selling professional services through platform management is to convert viewers into customers. Therefore, careful consideration is needed on how to communicate with potential customers.
掌握顯赫頭銜
Holding prestigious titles
頭銜是一個簡單、客觀可讓客戶馬上掌握自己能力的方式，像是取得國家證照、第三方佐證或是進入有條件門檻的組織，也可透過與知名人士同台增加信任度，若是銷售的服務並沒有相關證照等，也可以自己取個厲害的頭銜，增加權威感。
Titles are a simple and objective way for customers to quickly grasp one’s abilities, such as obtaining national certifications, third-party endorsements, or entering organizations with certain qualifications. It can also increase credibility by sharing the stage with well-known figures. If the service being sold does not have relevant certifications, one can also create an impressive title to increase authority.
累積嚇人經歷
Accumulating impressive experiences
擁有什麼樣的實績就是自己的成績單，也代表自己的實力與競爭力，因此在接案時應該努力在特定領域累積客戶實績、累積大客戶實績、累積特別專案實績。
Having impressive achievements is like having a personal report card, which reflects one’s own abilities and competitiveness. Therefore, when taking on projects, one should strive to accumulate customer records in specific fields, accumulate records of large customers, and accumulate records of special projects.
使用者認同價值
User identification of value
當客戶得到超出預期的成效及感受良好時會主動進行口碑轉介，另外也可以主動透過獎勵或是其他方式留下客戶證言，或是找KOL背書、取得其他專業工作者的認同。
When customers receive results beyond their expectations and have a positive experience, they will actively refer others through word-of-mouth. In addition, you can also proactively ask for customer testimonials through rewards or other means, or seek endorsements from key opinion leaders (KOLs) or gain recognition from other professionals in the industry.
產品定錨高價
Anchoring high prices for products
Joe認為銷售專業服務者的成長軌跡和訂價策略息息相關，市場認識專業工作者的方式其實就是從商品的價格帶來評估定位，若只擁有低價商品，就像酒莊永遠低價酒款，應該不會有人認為這是高級酒莊。潛在客戶會觀察專業工作者的最高價商品是什麼，只要市場覺得這個人成交價格低，就容易被跟「能力差」畫上等號。
Joe believes that the growth trajectory and pricing strategy of sales professionals are closely related. The market evaluates professional workers based on the price range of their products. If they only have low-priced products, it’s like a winery that always has low-priced wines, and no one would think of it as a high-end winery. Potential customers will observe what the highest-priced product of the professional worker is, and if the market perceives that person’s transaction price as low, they may be labeled as “incompetent".
以上信任資產便是在潛在客戶還沒有動機時，能讓在他們腦海中植入的印象，等到他們有動機時便會想到你，而當關鍵的時機到時，潛在客戶一查，發現你有正確的資歷、讓人安心的頭銜、有市場持續買單的高單價商品，便有可能進一步談合作。
The aforementioned trust assets are impressions planted in the minds of potential customers before they have any motivation to act. When the time comes, and they have a need, these impressions will come to mind. At the critical moment, if potential customers find that you have the correct qualifications, reassuring titles, and high-priced products that the market continuously purchases, they may be further inclined to negotiate a cooperation.
行銷便是有意識地建立以上的信任資產的過程。
Marketing is the conscious process of establishing these trust assets.
優化產品設計
Optimizing product design
客製服務是銷售專業服務的常態，但這卻是一種成本很高的服務型態，成本高，為了確保毛利也會造成售價高，而降低了市場競爭力，另外客製服務也會耗費大量的時間，專業工作者可銷售時間有天花板，因此事業的成長會受限，個人的生活也會備受影響。
Customized services are a common practice in selling professional services, but it is a high-cost service model. The high cost results in high prices to ensure profit margins, which reduces market competitiveness. Additionally, customized services consume a lot of time, and professional service providers have a limited amount of billable time. Therefore, the growth of their business will be limited, and their personal lives will also be affected.
因此Joe認為銷售專業服務者應盡早優化產品設計，設計出「產品組合」，讓每個客戶都有相對應的產品，而非只有一種「客製服務」來應對。
Therefore, Joe believes that sales professionals should optimize their product design as early as possible and design a “product package" that provides each client with a corresponding product instead of just offering a single “customized service" solution.
關於產品設計Joe提出五點產品設計的思考方向：
Regarding product design, Joe proposes five directions for product design thinking:
- 既有客戶的共通性
Commonality among existing customers - 既有客戶對自己的認可點
Recognition points from existing customers - 既有商品是否滿足客戶動機
Whether the product meets the customer’s motivation - 客戶是否得到明確實質利益
Whether the customer obtains clear and substantial benefits - 相較其他競爭者的優勢為何
What are the advantages over other competitors
Joe建議銷售專業服務者手中要有三種類型的產品類型：免費試吃品、付費規格品、付費進階品。
Joe recommends that sales professionals should have three types of product offerings: free samples, paid standard products, and paid premium products.
以下一一介紹三種產品類型的內涵。
Here are the descriptions of each type:
免費試吃品
Free samples
| 產品類型 | 免費試吃品 |
| 定義 | 和付費品不同形式 取得和使用低阻力(方便粉絲推廣) 幾乎不須額外投入 確保潛在客戶有興趣 |
| 可能性 | 提供免費資訊：新聞時事彙整、產業資訊、市場脈動 提供洞見 |
| Types of product | Free samples |
| Definition | Different form from paid products Low barrier to acquisition and use (easy for fans to promote) Almost no additional investment required Ensure potential customers are interested |
| Possibilities | Provide free information: news and current events, industry information, market trends Provide insights |
免費試吃品的目的是為確保潛在客戶在動機和時機還未形成時仍能對自己抱持興趣，因此設計重點在於以和付費品不同的形式展現自己的專業。
The purpose of free samples is to ensure that potential customers maintain interest in one’s products or services even before the motivation and timing have formed. Therefore, the key to design is to showcase one’s expertise in a different form than paid products or services.
例如，商品是付費文章，那麼試吃品就不能是免費文章，因為客戶可能會因為免費文章而滿足，或者購買商品後發現和試吃品差異不大而失望。可行的方式為，免費文章為資訊彙整、付費文章為獨家觀點。或是水電師傅經營部落格分享維修心得，這個部落格即是水電師傅的免費試吃品。
For example, if the product is paid articles, then the free sample cannot be a free article because the customer may be satisfied with the free article or may be disappointed after purchasing the product if the difference between the free sample and the paid product is not significant. A viable solution is to provide free articles as information summaries and paid articles as exclusive viewpoints. Or, for example, if a plumber runs a blog to share maintenance experiences, that blog serves as a free sample for the plumber.
另外免費試吃品必須幾乎不用花費精力投入產出，因為如果為了產製免費試吃品而影響到能獲得營收的工時，就本末倒置了。
Additionally, free samples must require almost no investment of time and effort because if producing free samples affects the hours that can generate revenue, then the priorities are reversed.
付費規格品
Paid standard products
| 產品類型 | 付費規格品 |
| 定義 | 核心營收 投入小，回收穩定 滿足八成客戶的八成需求 |
| 設計重點 | 明確成效 明確交付物(方便驗收) 商品易懂不須教育客戶 可槓桿：重複銷售、延伸商品、規模化 |
| Types of product | Paid standard products |
| Definition | Core revenue Low input, stable return Satisfy 80% of customers’ 80% needs |
| Design focus | Clear effects Clear deliverables (easy to accept) Product is easy to understand and doesn’t require customer education Leverageable: repeat sales, extended products, scalability |
付費規格品要能滿足八成客戶的八成需求，是銷售專業服務者的核心營收來源。付費規格品的目的是幫助客戶收斂需求，也可以給予不清楚自己需求的客戶方向，減縮前置摸索的投入成本。若客戶不滿意規格品，也可以規格品出發做局部客製微調並酌收費用，如此才能確保時間與毛利。
The purpose of paid standard products is to satisfy 80% of the needs of 80% of customers and serve as the main source of revenue for sales professionals. The design of paid standard products is to help customers converge their needs and provide direction for those who are unclear about their needs, reducing the upfront investment cost. If customers are not satisfied with the standard products, adjustments can be made based on the standard products for a fee, ensuring both time and profit.
針對付費規格品的設計，Joe建議應該要能讓客戶明確感知到成效或是收到具體的交付物、商品模式也要易懂，讓客戶能迅速理解、迅速成交。另外一個重點是，必須思考槓桿的可能，例如製作一次就可以持續販賣的商品、或是延伸商品(例如，雷射後的保養品、課程延伸讀物等)，或是更進階的將服務規模化(例如，顧問服務導入專案管理軟體等)。
Regarding the design of paid standard products, Joe suggests that the effects should be clearly perceived by customers, and specific deliverables should be provided. The product model should also be easy to understand so that customers can quickly grasp it and make a purchase. Another important aspect is to consider the potential for leverage, such as creating products that can be sold continuously after being made once, extending products (such as laser after-care products or course extension reading materials), or scaling up services (such as introducing project management software into consulting services).
付費進階品
Paid premium products
| 產品類型 | 付費進階品 |
| 定義 | 高度客製 營收高，成本高，毛利低 |
| 接案判斷 | 能獲得成就感 累積信任資產 服務少數VIP客戶 |
| Types of product | Paid premium products. |
| Definition | Highly customized products or services High revenue, high cost, low margin. |
| Project selection criteria | Ability to achieve a sense of accomplishment Accumulation of trust assets Serving a small number of VIP clients |
銷售專業服務者執業初期，高度客製的商品會是主軸，但隨著事業穩定，營收主軸應該慢慢轉為上述的「付費規格品」，因為高度客製化的商品不管是前置作業的成本還是正式提供服務的過程，都須投入大量時間成本，若以實際投入的時間換算，毛利表現應該很差。且會壓縮到其他案件的時間、驗收也可能因為客製而不容易。這麼努力完成的案件，因為高度客製也難以運用在其他客戶上。
In the early stages of a professional service provider’s career, highly customized products may be the main focus. However, as the business stabilizes, the revenue focus should gradually shift to the above-mentioned “paid standard products". Because highly customized products require a large investment of time and cost, both in pre-service preparation and in formal service provision, their profit margin is likely to be poor when the actual investment of time is factored in. Additionally, they may compress time available for other projects, and their acceptance may be difficult due to their high degree of customization. Furthermore, the effort put into such projects is difficult to apply to other clients due to the high degree of customization.
這類商品一多，會沒空設計標準品、產出免費試吃品、思考槓桿等長期規劃，因此執業的目標應該盡量減少這類麻煩案件，Joe建議除非滿足以下三項中之一的條件，否則不建議接此類案件。
If there are too many such products, there may not be enough time to design standard products, produce free trial products, or consider long-term plans for leveraging the business. Therefore, the goal of a professional service provider should be to minimize such troublesome cases as much as possible. Joe recommends not accepting such cases unless they meet one of the following three conditions:
- 因案件的高難度獲得成就感
A sense of achievement is obtained due to the high difficulty of the project. - 稀有或龍頭的客戶，累積信任資產
Rare or leading clients, accumulating trust assets. - 服務少數VIP客戶
Serving a small number of VIP clients.
提案策略
Proposal strategy
除了信任資產和產品設計之外，與客戶接觸的過程也十分重要，不只客戶在挑我們，我們也在挑客戶。
In addition to trust assets and product design, the process of interacting with clients is also crucial. It’s not just the clients who are choosing us, but we are also choosing our clients.
Joe認為考量是否接案有兩個思維，一個是毛利、一個是客戶組合。
Joe believes that there are two factors to consider when deciding whether to take on a project: gross profit and customer portfolio.
關於毛利，即是「持盈保泰」，Joe認為好的案件可以是：金額小、時間短、好結案，重要的不是「可能拿到多少錢」而是「實際拿到多少錢」。
With regard to gross profit, the key is to “hold steady profits." Joe thinks that a good project is one that involves a small amount of money, takes a short amount of time, and has a good outcome. What matters is not “how much money you might make" but “how much money you actually make."
關於客戶組合，Joe建議單一客戶佔營收的比例應該低於25%。考量點如下：
Regarding customer portfolio, Joe suggests that no single client should account for more than 25% of revenue. The following points should be considered:
- 若單一客戶佔營收比例過高，則自己明明身為組織外的專業工作者，卻變成像是組織內部的沒有保障的雇員。
If a single client accounts for too much of your revenue, you may find yourself in a situation where you are an external professional worker but are treated like an unsecured employee within the organization. - 為了確保單一客戶這穩定營收，自然而然你所有的製程、產品、做事方式等都會變成專為這單一客戶設計的樣式，造成手上「沒有付費規格品」的局面。
In order to ensure stable revenue from a single client, you may naturally design all of your processes, products, and methods of doing business to meet the needs of that single client, which can result in a situation where you have “no paid standard products" on hand. - 因為有這單一穩定的收益，勢必也會疏於經營個人品牌，降低了讓其他客戶認識自己的機會。
Because you have this stable source of income from a single client, you may neglect to cultivate your personal brand, which can reduce your chances of being recognized by other clients. - 因為單一客戶的要求幾乎每年相同，甚至因為需求相同還會要砍價。對於你來說這個大客戶是唯一，但對於這客戶來說你只是他眾多供應商的其中一個，時間拉長了你會對大客戶產生依賴，喪失議價空間，甚至客戶組織內部的員工也學會了你的能力，客戶越來越不依賴你，便少了找你的動機。自己執業的目的就是為了降低對於組織的依賴，如此就本末倒置了。
Because the demands of a single client are almost the same every year, they may even try to negotiate prices due to their identical requirements. For you, this big client is the only one, but for them, you are just one of many suppliers. Over time, you may become overly reliant on this client, lose bargaining power, and even have the organization’s employees learn your capabilities, resulting in the client becoming less dependent on you and having fewer reasons to contact you. The goal of working independently is to reduce dependence on the organization, but this approach turns things around.
客戶組合越多樣，才能進入真正的經營安穩期。
A diverse customer portfolio is the key to achieving true stability in your business.
Joe建議可將客戶分為三種類型：
Joe suggests categorizing clients into three types:
| 客戶類型 | 佔比 | 定義 |
|---|---|---|
| 主要營收客戶 | 佔可銷售時間50%-60% | 主要營收來源 付費規格品加少量客製即可滿足需求 |
| 建立信任資產客戶 | 佔可銷售時間<30% | 可累積嚇人經歷 不賺錢但聽起來很厲害 |
| 個人興趣客戶 | 佔可銷售時間<20% | 不能累積嚇人經歷，對於營收也沒有貢獻 單純主觀想嘗試不同類型的客戶 |
| Types of client | Percentage | Definition |
|---|---|---|
| Main revenue clients | 50%-60% of available selling time | Primary source of revenue Paid standard products with minimal customization to meet the requirements |
| Trust-building clients | Less than 30% of available selling time | Clients who can help build impressive experience and credibility May not generate significant revenue but their name adds value to the portfolio. |
| Personal interest customers | Less than 20% of available sales time | Cannot accumulate impressive experience and do not contribute to revenue Purely subjective and interested in trying out different types of products |
接著Joe開始一一說明客戶接觸的流程，總共有五大步驟：
Joe then began to explain the five steps of the client engagement process:
- 個人品牌
Personal branding - 篩選客戶
Client screening - 盤點商品
Inventory of products - 組合提案
Proposal composition - 議約議價
Negotiation and agreement
個人品牌
Personal branding
讓客戶找上門來，便是提案的第一步，而客戶會找上門來，通常是透過免費試吃品培養成的潛在客戶，或是經由過往客戶口碑轉介而來。
The first step in making a proposal is to make sure that clients come to you. Clients usually come to you through potential customers who have been cultivated through free samples or through word-of-mouth referrals from past clients.
篩選客戶
Client screening
不是每個客戶都是等值的，Joe認為仔細篩選客戶是非常重要的步驟，以下是他建議的篩選方向：
Not all clients are equal, and Joe believes that carefully screening clients is a crucial step. Here are his recommended screening directions:
確認客戶動機與預算
Confirm client motivation and budget
高價值客戶：
High-value clients:
具備積極動機(獲得直接利益、解決痛點、滿足心理需求)、較非價錢導向，會為了降低隱性成本而付出相應報酬。
They have a positive motivation (direct benefits, pain point resolution, psychological needs satisfaction), are less price-oriented, and are willing to pay a corresponding price to reduce implicit costs.
隱性成本(價錢以外的麻煩)：搜尋成本、協議成本、溝通成本、契約成本、監控成本、重置成本。
Implicit costs (costs other than price): search costs, negotiation costs, communication costs, contract costs, monitoring costs, and resetting costs.
若能承諾客戶妥善處理上述隱性成本，那麼高價值客戶較願意付出較高的價格來取得這項服務。
If we can promise to handle the above implicit costs properly, high-value clients are more willing to pay a higher price to obtain the service.
中價值客戶：
Mid-value clients:
具備消極動機(交差了事、省去麻煩、找人背書)、價錢導向。
They have a negative motivation (getting it over with, avoiding trouble, seeking endorsements) and are price-oriented.
雖然這類型客戶的動機不那麼好，但仍是願意付費解決需求，只是願意付出的價格較低。
Although the motivation of this type of client is not as good, they are still willing to pay to meet their needs, but are willing to pay a lower price.
低價值客戶：
Low-value clients:
無明確動機、只願意付出低於行情的價格。
They have no clear motivation and are only willing to pay a price lower than the market rate.
這類客戶不建議接案，Joe強烈建議大家「勿薄利多銷」，只會損及自己的信用資產。
It is not recommended to take on projects for this type of client. Joe strongly advises everyone to “not sacrifice profit for sales", which will only damage their credit assets.
確認時機適宜與否
Confirm if the timing is appropriate
確認時機也就是確認客戶是否可以明確告訴你需求、遇到的困擾、為什麼需要找你來解決。
Confirm if the timing is appropriate is to confirm whether the client can clearly tell you their needs, challenges, and why they need your service.
高價值的的客戶通常可以詳細說明需求，而中低價值的客戶則通常說不清需求。Joe建議除非手上有相應的規格品可以因應，否則不建議投入商談，曠日廢時。
High-value clients usually can describe their needs in detail, while middle-to-low value clients often struggle to articulate their needs. Joe suggests not investing time in negotiations unless there are corresponding specifications that can be used to address the client’s needs.
確認客戶決策權限
Confirm client decision-making authority
高價值客戶本身是決策者
High-value clients are decision-makers themselves.
中價值客戶能接近決策者
Middle-value clients have some access to decision-makers.
低價值客戶離決策者很遠
Low-value clients are far from decision-makers.
若來接洽的客戶離決策者很遠，很有可能都是來添亂的，可能白忙一場只是為了幫他做功課而已。
If the client who comes for negotiation is far from the decision-maker, it is very likely that they are just there to cause trouble, and may end up wasting time doing their homework for them.
客戶信任自己的程度
The level of trust the client has in us
高價值客戶通常已經熟悉我們，非常了解我們的專長。
High-value clients are usually familiar with us and have a deep understanding of our expertise.
中價值客戶可能過去不認識我們，但透過信任的熟人推薦才找上門。
Middle-value clients may not have known us before but were recommended by trusted acquaintances.
低價值客戶通常對我們一無所知，可能只是看了廣告而來，過程中要花費許多時間向客戶證明自己的能力。
Low-value clients typically have no knowledge of us and may have only come through advertising, requiring a lot of time to prove our capabilities.
客戶信任自己的程度越高，越容易開始談合作細節。
The higher the level of trust the client has in us, the easier it is to start discussing the details of cooperation.
處理時限
Deadline for handling
原則上高價值客戶會給予合理的工作期程，而中低價值客戶會要求盡速處理，但若客戶願意付出高額回報取得盡速處理，也算是高價值客戶。
In general, high-value clients provide a reasonable timeline for the work, while mid-to-low-value clients often request expedited processing. However, if a client is willing to pay a high fee for expedited processing, they can be considered a high-value client.
依據不同領域「急件」可能是高價值客戶也可能是低價值客戶，因此Joe建議應該依自己所處的產業來判斷哪種處理時限代表哪種類型的客戶。
Depending on the industry, “urgent cases" may represent either high or low-value clients. Therefore, Joe suggests that it is necessary to judge which type of client each processing time represents based on their own industry.
客戶聲望
Client reputation
若客戶的聲望高、案件特別，非常值得在資歷記上一筆，那麼即使透過上述幾項的篩選，判斷客戶非屬於高價值客戶，仍可考量接案。
If a client has a high reputation and a particularly important case, it is worth noting in our professional experience even if they do not meet the criteria for a high-value client based on the above screening, and we may still consider taking on the case.
客戶性格
Client personality
客戶在各方面的篩選皆屬高價值客戶，但透過與客戶的接觸，感受到客戶的性格有「奧客」的特質，則可考量是否接案。
If the client meets the criteria of a high-value client in all aspects of screening, but their personality shows signs of being difficult to work with, such as being overly demanding or nitpicky, it may be worth considering whether to take on the case.
盤點商品
Taking inventory of products
盤點自己手上有什麼付費規格品可提供，或者為了這次案件客製的新產品，往後是否可以成為規格品還是只是適用於本次案件的低經濟價值客製品？
Take inventory of what paid specification products are available to offer, or new customized products developed for this project, and consider whether they can become standard products in the future or just low economic value customized products for this project.
如果是低經濟價值客製品，那麼便要思考是否值得投入。
If it is a low economic value customized product, then it is necessary to consider whether it is worth investing in.
組合提案
Combination proposal
提案時重點不是簡報多厲害，而是所有內容都要以客戶動機為依歸，且說明要能消弭客戶的恐懼(買貴、選錯)：
The key to a proposal is not about how impressive the presentation is, but rather, all content should be based on customer motivation, and the explanation should eliminate the customer’s fears (paying too much, making the wrong choice):
- 明確說明價值與好處
Clearly explain the value and benefits - 詳細說明做法
Detailed explanation of the approach - 預言可能問題與因應對策
Predict possible problems and response strategies - 給予成功案例
Provide successful cases - 給予負面案例(如果沒有做這件事情，後續會遇到什麼麻煩)
Provide negative cases (If you don’t do this, you will encounter problems later)
就算盡力消弭客戶的恐懼，仍不免面對客戶質疑，面對質疑時Joe建議在客戶提出質疑前應該主動提出客戶可能在意之處、提早設想並調整產品，而在受質疑的當下則應正面釋疑，不閃躲。
Even if you try your best to eliminate customer fears, you still face customer doubts. When facing doubts, Joe suggests that you should proactively anticipate and adjust the product to address customer concerns before they raise them. In the event of questioning, you should respond positively and not dodge.
議約議價
Negotiations
思維
Mindsets
針對企業客戶，應該盡力保護單價，因為每次報出的價格都會成為下次客戶跟你議價的起點，尤其傳統的產業，很習慣每次簽約時都會議價，應該預想這些情況，避免單價被破壞。
For enterprise clients, we should try our best to protect the unit price because every quoted price will become the starting point for future negotiations with the client. Especially in traditional industries, it is common for clients to negotiate every time they sign a contract, so we should anticipate these situations and avoid damaging the unit price.
針對個人客戶，應該避免折扣，前面也有提過，要增加信任資產的其中一項是「定錨高價」，折扣會對個人品牌帶來傷害，尤其不是販賣實體商品，更應該避免折扣，因為可能因為折扣帶來過量的客戶而影響服務品質。另個要做的是釐清權利義務，因為個人客戶通常沒什麼簽約經驗，可能對於自己花錢買下什麼交付物都不清楚，為避免後續驗收時的困難，應該在合作時就清楚說明，避免客訴與爭議。
For individual clients, we should avoid offering discounts. As mentioned earlier, one way to build trust assets is to “anchor the high price". Offering discounts can harm personal branding, especially if we are not selling physical products. We should also avoid overloading our service quality with excessive clients due to discounts. Another thing we need to do is clarify the rights and obligations because individual clients usually have little experience in contract signing and may not understand what they are paying for. To avoid difficulties during the acceptance process, we should clearly explain everything during the collaboration to prevent customer complaints and disputes.
報價
Quotation
依據不同類型的產品可以有不同的報價方式：
Different types of products can have different quotation methods:
| 產品類型 | 報價方式 |
|---|---|
| 付費規格品 | 數量 時數 數量+時數(例如，兩場每次七小時的課程) 交付物(以交付物驗收不管過程工時) |
| 批量販賣 | 週期付款(月費、年費) 使用時數限制(購買使用時數並限期使用) |
| 客製化商品 | 總價承攬 時數計價 交付物+額外時數(例如，完成設計稿之後的變更以每小時計價) 達成佣金(過程不收費，申請成功才收取費用) |
| Types of product | Quotation methods |
|---|---|
| Paid standard products | Quantity Hours Quantity + hours (for example, two courses of seven hours each) Deliverables (based on deliverables acceptance regardless of process hours) |
| Wholesale | Periodic payment (monthly or yearly fee) Limited usage time (purchase of usage hours with an expiration date) |
| Customized product | Total price contract Hourly rate Deliverables + additional hours (for example, additional hourly rate for design changes after completing the initial design draft) Commission-based (no fee during the process, fee collected upon successful application) |
要提出合宜的報價(確保合理毛利)，Joe建議可以考量以下要素：
To propose a reasonable quote (to ensure a reasonable gross profit), Joe suggests considering the following elements:
- 直接投入時間 Direct time investment
將工作項目轉換為工時並計算滿意的小時單價
Convert the work item into working hours and calculate a satisfactory hourly rate. - 非計價的投入時間 Non-billable investment time
前期商談、相關文書作業、議約程序等
Early-stage negotiations, related document processing, negotiation procedures, etc. - 風險溢價 Risk premium
被砍價的風險(向客戶確認總共會有幾次議價)、需求含糊造成的試錯成本等
The risk of being cut (confirming how many negotiations will be made with the customer), trial and error costs caused by ambiguous demands, etc. - 機會成本 Opportunity cost
接其他案子是否會獲得更高的利益？
Will accepting other projects lead to higher profits?
合約
Contract
一份合約應該包含以下內容：
A contract should include the following contents:
- 規格與計價方式
Specifications and pricing method - 權利歸屬
Ownership of rights - 業主應辦事宜
Obligations of the owner - 變動的認定與處理(修改、增加、中止)
Identification and handling of changes (modifications, additions, termination) - 付款事宜
Payment terms
事業擴張
Business Expansion
信任資產有了，產品設計有了，也掌握了提案策略，接下來Joe建議大家可以思考擴張事業的方式：
Now that you have trust assets, product designs, and proposal strategies, Joe suggests considering the following ways to expand your business:
| 槓桿方式 | 內容 |
|---|---|
| 服務賣動機相同客戶 | 思考自己的客戶通常是什麼動機 可不可以打動其他抱持同樣動機的客戶 |
| 服務延伸 | 全面理解客戶的問題 讓客戶每個問題都有解決方案 |
| 服務+產品 | 讓服務帶入商品 例如，牙醫賣牙膏、美容院賣髮品、健身教練賣蛋白飲 |
| 針對痛點開發新服務 | 觀察客戶有沒有新的困擾 可以與其他專業人士合作解決客戶的新困擾 例如，原本只是擔任攝影師拍人像，發現客戶有化妝和服裝的需求，帶上妝髮及服裝團隊 |
| 組成團隊 | 增加人手協助處理雜事 設計出讓他人來執行也沒問題的商品 |
| 耗材補充，定期維護 | 建立與客戶的連結，讓客戶定期消費 例如，定期洗牙、定期眼睛檢查、定期美容保養 |
| 能簡單生成的訂閱制 | 可以簡單生成或委託他人執行的訂閱制 例如，讓客人買一年份的面膜、每日提供金融資訊、每月付一筆錢可以獲得幾小時的諮詢服務 |
| 服務賣給動機不同客戶 | 規模化到一定程度，原本經營的族群很難創造新收益，才可開發不同動機的客戶 若原本經營的族群龐大，且不打算衝營收，不開發不同動機的客戶也可以 |
| Leverages | Contents |
|---|---|
| Selling services to customers with similar motivations | Consider what motivations your customers typically have. Can you appeal to other customers with the same motivation? |
| Service extension | Fully understand the customer’s problem. Provide solutions for each of the customer’s problems. |
| Service + Product | Introduce products through services. For example, dentists selling toothpaste, beauty salons selling hair products, personal trainers selling protein drinks. |
| Developing new services for pain points | Observe whether customers have new concerns. Collaborate with other professionals to solve customer’s new problems. For example, originally only served as a photographer taking portraits, but discovered that customers have makeup and clothing needs, so bring in a hair and makeup team. |
| Forming a team | Increase manpower to handle miscellaneous tasks. Design products that can be executed by others. |
| Consumable replenishment and regular maintenance | Establish a connection with the customer and let them consume regularly. For example, regular teeth cleaning, regular eye exams, regular beauty treatments. |
| Subscription that can be easily generated | Create or outsource a subscription that can be easily generated. For example, customers buying a year’s worth of face masks, daily financial information, monthly payment for a few hours of consulting services. |
| Selling services to customers with different motivations | When the scale reaches a certain level, it may be difficult to create new revenue with the original customer base, so it may be necessary to develop customers with different motivations. If the original customer base is large and revenue is not the main goal, it may not be necessary to develop customers with different motivations. |
事業擴張使用的槓桿方式務必要「內容多元」，而非內容單一只是「形式多元」的槓桿，後者只會造成「市場侵蝕(Cannibalization)」自己打自己的局面(新產品的銷售排擠原有產品的銷售)。
When expanding business, it is crucial to leverage “content diversity" rather than just “form diversity." The latter only results in “market cannibalization," where new products cannibalize sales of existing ones.
例如，為了一魚多吃，一名講師將原本14小時的課程(A產品)刪去部分單元，濃縮為7小時(B產品)；因應其他客戶的需求又將部分單元刪去，濃縮為5小時(C產品)；再來又濃縮為3小時(D產品)，甚至2小時(E產品)。
For example, to offer more options, a lecturer may condense a 14-hour course (Product A) into a 7-hour (Product B), then further into a 5-hour (Product C), a 3-hour (Product D), and even a 2-hour (Product E) course.
這個講師ABCDE的產品其實都是同樣的內容(甚至名稱類似)，只是時數不同，客戶無法分辨這些課程的差異，可能只會選擇便宜時數又短的課程嘗鮮，但買了又覺得沒學到什麼東西，打壞了名聲。最終這種內容單一的槓桿方式只是自我競爭的產品設計，無法擴張事業反而傷害個人品牌。
These products are essentially the same content with different time durations and possibly similar names, making it difficult for customers to distinguish the differences. Customers may choose the cheaper and shorter courses for trial but end up feeling unsatisfied and damaging the lecturer’s reputation. Ultimately, such a content-only approach to leverage is a self-competition product design that cannot expand business but rather harm personal branding.
要避免市場侵蝕Joe建議應該以高價商品為主力商品，主力商品以外的前導商品才做低價或是免費試吃。
To avoid market cannibalization, Joe suggests focusing on high-priced products as the main product, while using lower-priced or free products as lead products.
例如，律師透過上節目、演講之類提升知名度，通告費和演講費盡量便宜無所謂，重點是知名度提升後，將來客戶找上門來購買高價的諮詢服務。
For example, lawyers may increase their visibility through media appearances and speeches. The announcement fees and speaking fees can be cheap, but the focus is on increasing visibility and attracting future customers to purchase high-priced consultation services.
Joe也建議若已經站穩高端市場，必要時應該放棄低價商品，維護產品區隔及品牌。
Joe also recommends giving up low-priced products when already established in the high-end market to maintain product differentiation and branding.
以上就是《銷售專業服務的系統化做法》的課程筆記，我也有做成心智圖，提供給有在執業的朋友參考。
URL：https://xmind.works/share/hTWZKVcK
The above is the course notes for “Systematic Approach to Selling Professional Services". I have also created a mind map as a reference for friends who are in the sales professional services industry.
PDF：
Translation using ChatGPT Mar 23 Version.
遲來的啟蒙 Start From Here Now 
《銷售專業服務的系統化做法》課程筆記 有 “ 3 則迴響 ”