新系统推广的客户选择原则

<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">新系统在推广阶段，是非常脆弱的，如果选择不好试用客户，很容易给新系统带来更多的障碍。那么，选择试用客户，需要什么原则呢？</span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">借用一下下面的模型，来分析一下我们的客户，主要从两个维度来看：意愿和需求。</span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><img src="http://blog.vsharing.com/Uploads/UserDirs/3/1124/449393/req_yiyuan.jpg" alt="" width="456" height="243"></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿<span style="font-family: Times New Roman;">-</span><span style="">需求都很低的客户，往往思想相对比较保守，而意愿</span><span style="font-family: Times New Roman;">-</span><span style="">需求都很高的人，却又太激进了，很容易被打击，特别是所要的需求不能满足的时候。意愿低，需求高的人，容易坐在那里等待你完成他所有的需求。意愿高，需求低的人很容易尝试新的事物，并愿意改变自己的一些习惯，这类人对新事物很容易上手</span></span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">当年<span style="font-family: Times New Roman;">WindowsXP</span><span style="">刚刚上市的时候，就明显的有几派人。一类是固守</span><span style="font-family: Times New Roman;">Windows2000</span><span style="">或者</span><span style="font-family: Times New Roman;">98</span><span style="">的人。他们会说</span><span style="font-family: Times New Roman;">Windows2000</span><span style="">有多么多么的好。还有一类非常喜欢</span><span style="font-family: Times New Roman;">XP</span><span style="">，从此就告别了</span><span style="font-family: Times New Roman;">2000</span><span style="">系统，他们基本就是需求低意愿高的人。很多人都说不习惯</span><span style="font-family: Times New Roman;">XP</span><span style="">，所以不喜欢</span><span style="font-family: Times New Roman;">XP</span><span style="">，这一类基本就是需求和意愿都很低的。</span></span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">从总体上来说，新产品试用，最好选择意愿高，而需求低的人。这类客户会很快使用产品，并提出改进意见。这对于试用和推广是非常有利的。他们往往看到的是产品的优良特性，而不是处处挑刺。提出的方案也都是改进类的。这些都非常好。</span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿和需求都很高的人，虽然也愿意试用，但是由于他们的需求很可能不能被很快满足，这样他们的积极性可能被打击了，风险随之就会增加。</span></p>
<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">经过上面的分析，大家会发现，在变革管理过程中，我们往往会遇到这四类人。如何利用好他们的特点，使之在变革过程中相对顺利，是非常重要的。下面的这个表格，是我尝试着去提出一些解决方案，大家可以共同完善。</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-weight: bold; font-size: 10.5pt; font-family: '宋体';">人群</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-weight: bold; font-size: 10.5pt; font-family: '宋体';">特点</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-weight: bold; font-size: 10.5pt; font-family: '宋体';">变革方案</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿低需求低</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">保守</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">引导</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿高需求低</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">体验</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">合作</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿低需求高</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">挑剔</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">命令</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">意愿高需求高</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">激进</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; line-height: 150%; text-align: center;"><span style="font-size: 10.5pt; font-family: '宋体';">冷却</span></p>
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<p class="p0" style="margin-top: 0pt; margin-bottom: 0pt; vertical-align: baseline; text-indent: 21pt; line-height: 150%;"><span style="font-size: 10.5pt; font-family: '宋体';">信息化其本质是一个变革过程，信息化只是手段，关键还是工作方式方法的改变。这个过程中，我们应该了解人性，从而很好的指导我们的变革工作。</span></p>