The Apprentice: 5 Lessons in Marketing学徒： 5市场营销中的经验教训

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Article source: http://www.kabish.com/ . 文章来源： http://www.kabish.com/ 。 Used with author's permission. 用作者的许可。

Donald Trump's hit reality show, The Apprentice is a godsend for marketers around the world.川普的热门真人秀，学徒是一个天赐的行销世界各地。

Why?为什么？

Because all of the tasks that the prospective apprentice's go through each week and each season involves some sort of marketing skills.因为所有的任务，未来的学徒的经历和每星期每个赛季涉及某种形式的营销技巧。 So, the Apprentice is a great media channel to show how important marketing is in everyday business and especially if you want to be successful in business.因此，学徒是一个伟大的媒体渠道，以显示如何营销是重要的日常业务，特别是如果你想成为成功的业务。

So, here are some fundamental lessons that we can all learn from the Apprentice:所以，这里有一些基本的经验教训，我们大家都可以学习的学徒：

Lesson 1: Give the client what they want.第1课：给客户他们想要什么。

In the first season of the show, the Girls team came up with a risque and provocative ad campaign compared to the Men's team which came up with something safe and conservative.在第一个赛季的显示，女生队想出了一个淫秽的和挑衅性广告相比，男子队想出了一些安全和保守。

The Girls team's advertising campaign won because they followed a fundamental rule of marketing: ask the client what they want and deliver it to them.女生队的广告，因为他们赢得遵循的一项基本规则营销：要求客户他们想要什么，并提供给他们。

The best way to get your client(s) to buy what you have to offer is to give them what they want.最好的办法让您的客户端（星期日）购买你所提供的是给他们他们想要什么。 The men's team lost simply because they "guessed" what the client was looking for instead of spending the time to meet and ask questions of the client and deliver what the client wanted.男子队失去仅仅是因为他们“猜到了”什么是客户在寻找而不是花费的时间，以满足和发问的客户和提供什么客户想要的。

Lesson 2: Sell and market what you know; and sell a product and service that you can truly stand behind第2课：销售和市场什么你知道;和销售产品和服务，您可以真正站在

In another task, the two teams had to choose an artist and help sell that artist's artwork.在另一项任务，两个小组选择了一个艺术家和帮助出售该艺术家的作品。

The winning team kept it simple and chose an artist who's work they liked.获胜的球队保持它简单，选择一个艺术家谁是他们喜欢的工作。 The losing team chose an artist who's work was rather controversial and which they didn't understand themselves.失败的球队选择了一个艺术家谁在工作，而不是争论和他们不理解自己。

Ultimately, because the losing team didn't have any clue what the artwork was about and because they didn't even like the work themselves, they couldn't effectively sell it.归根结底，是因为失去球队没有任何线索是艺术品约，因为他们甚至不喜欢自己的工作，他们不能有效地卖掉它。

If you have no confidence in your product or if you don't understand your product, you will have a tough time selling it to other people if you can't even sell yourself on the product.如果你有没有信心在您的产品或如果你不理解您的产品，你将有一个艰难的时间将它出售给其他人如果你不能连上出售自己的产品。 Customers can sense that you don't have any confidence in your product, once they sense that you may as well pack it in.用户可以感觉到，你没有任何信任你的产品，一旦他们感觉到，您可能也有个包

Lesson 3: Find different ways to create new revenue streams from your existing business第3课：寻找不同的方式来创造新的收入流从您现有的业务

In the "Rickshaw task", the winning team knew that they could not solely rely on revenue streams simply from offering rides in a rickshaw.在“骆驼祥子任务”的冠军队知道他们不能仅仅依靠简单的收入流从在提供乘坐人力车。

They diversified and made optimum use of their assets to create multiple revenue streams by also selling advertising space on the rickshaw.他们多样化，最大限度地利用其资产，以创建多个收入流，还出售广告空间的人力车。 The revenue generated from selling the advertising space was what sealed the win.所产生的收入来自出售广告空间是什么锁定胜局。

This way you mitigate your risks if one revenue stream is suddenly negatively affected you don't go broke.这样你减轻你的风险，如果一个收入流突然产生不利影响你不去了。

Lesson 4: Price it right教训4 ：价格是正确

In the 2nd season, the guys team won the QVC task because of price.在第二个赛季，球员队赢得了QVC的任务，因为价格。 The women lost simply because they overpriced.妇女失去仅仅是因为他们高估。 In another example, the men lost in the fashion design task again, because their pricing was simply out of whack with what the buyers were looking for.另一个例子是，男子失去了在时装设计任务再次，因为它们的价格只是击出与买家正在寻找。

Price too low and you lose.价格太低，你失去。 Price too high and you lose.价格过高，你失去。 No one can give you a simple formula for getting the right price for your product or service so it's up to you test and choose the optimal price for your product or service.没有人可以给你一个简单的公式为获得正确的价格为您的产品或服务，以便就看您的测试和选择最佳的价格为您的产品或服务。

Lesson 5: 80/20 Pareto Principle教训5 ： 80/20帕累托原则

Going back to the rickshaw task, how did the winning team manage to sell advertising in such a short period of time?回到人力车的任务，是如何的冠军队管理销售广告在这么短的一段时间？ They went straight to the businesses they already had relationships with.他们径直向他们的企业已经有合作关系。

You have a higher chance of generating sales if you concentrate on selling and marketing and generating more revenue out of the clients and prospects you already have existing relationships with.你有一个较高的机会产生的销售如果你专注于销售和营销，创造更多收入的客户和前景您已经有现有的合作关系。 The 80/20 Pareto principle.帕累托的80/20原则。

So, no matter what you think of Donald Trump and reality shows, there are lots of lessons to be learned from reality tv.所以，不管你觉得川普和现实表明，有很多经验教训从实际出发电视。

Copyright © 2004. 2004年版权所有。 Ethan Hathaway.伊桑哈撒韦。

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