先了解当地买家再决定卖法
What should we research before taking the current tea offer into a new market?
茶公司准备服务一个新海外市场。国内热销的大包装未必适合当地小咖啡馆，团队先约三家了解采购习惯。
1 · 先听见真实对话
Colleague: What should we learn first?
You: We should ask local cafés about their buying habits.
Colleague: Why should we not assume the current offer will work?
You: Our current large pack may not fit their needs.
Colleague: What should the market research cover?
You: The market research should cover pack size, ordering frequency and support needs.
2 · 理解表达在这里做了什么
market research
learning about customers and conditions in a market
Our market research starts with café buying habits.
研究不能用几个回答概括整个国家；要区分样本观察与广泛结论。localisation
adapt an offer for a particular market
Localisation includes clear product information in the buyers’ language.
localisation 不只是翻译；单位、使用习惯、支持等也可能要调整，具体要求需核实。pilot launch
a small initial launch used to learn
We will run a pilot launch with three cafés.
试点不是保证成功；要预先说明范围、检查项和何时决定扩大。3 · 跟读后，换成自己的信息
We should ask local cafés about their buying habits.
应询问当地咖啡馆的采购习惯。
Our current large pack may not fit their needs.
现有大包装可能不适合他们。
The market research should cover pack size, ordering frequency and support needs.
市场研究应涉及包装大小、订购频率和支持需求。
We should treat three interviews as an initial view, not the whole market.
三次访谈只提供初步认识，不能代表整个市场。
保留沟通意图，换掉人物、文件或时间。简单而准确的句子同样有效。
4 · 接住对方的话
What should we learn first?
应询问当地咖啡馆的采购习惯。
查看一种可行回答
We should ask local cafés about their buying habits.
Why should we not assume the current offer will work?
现有大包装可能不适合他们。
查看一种可行回答
Our current large pack may not fit their needs.
What should the market research cover?
市场研究应涉及包装大小、订购频率和支持需求。
查看一种可行回答
The market research should cover pack size, ordering frequency and support needs.
5 · 换一个情境，再试一次
What if cafés give different answers?
What if cafés give different answers?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · 明天不看答案，再想一次
What should we learn first?