Work instead of being a boss

Chapter 15 How to Marketing (3)
It is impossible for people to buy a house just for living, what they buy is a sense of belonging and security; it is impossible for people to buy clothes just to keep out the cold, what they buy is confidence and image.What exactly do people need?Where is the commodity value?This is an economic subject that is always developing and cannot be thoroughly studied.

nonverbal instigation

Jewish businessmen generally have strong language skills, not only proficient in multiple languages, but also have a particularly strong expressive ability, so they are full of confidence in using language to persuade each other.There is such a little story:
Moses worked for an insurance company, and because of his effectiveness, the company decided to promote him to a senior officer.But the headache is that the senior staff of this company are all Catholics, but Moses is a Jew.The chairman can only raise it at the meeting, and it seems inappropriate to make Moses a senior staff member.However, the executive manager said that he knew a priest named McClane, who was very convincing and would definitely convert Moses to Catholicism.When everyone heard it, they all agreed, because in this way, things can have the best of both worlds.

After Father McClane came, he called Moses into a room alone.After a full three hours, I saw the priest come out.Everyone thanked the priest one after another, but the priest looked blank.

The chairman asked worriedly: "Father, have you convinced him?"

"Where? It looks like it will take another hour! However, Moses has already sold me [-] yuan in insurance."

This joke neither explained how Moses was eloquent in his business activities, nor did he describe how Moses and the priest fought each other. It only made the "very persuasive" priest admit that he had accepted it with a "dazed face". With an insurance of [-] yuan, it is not difficult for readers to imagine how the priest in the secret room was persuaded.In another hour, I am afraid that another [-] yuan in insurance can be implemented.

However, even so, Jewish businessmen still felt that it was not enough, and devised ways to further "incite people's hearts" to influence customers.

Here's another story:
Elman, the owner of the clothing store, published a newspaper to recruit a salesperson because of the expansion of his business scale.A young man came and introduced himself that he had sold cars, encyclopedias, toothbrushes, cosmetics, jewelry and real estate, etc. He could sell products to customers within seconds.

As soon as the young man finished his introduction, a customer came. Elman hurriedly stood up and said, "Come in, what do you want?"

The recruited young man tugged Elman's sleeve lightly and gave him a wink, which meant that he should come to receive the guests.Elman, however, acted as if he hadn't seen it, and just went forward by himself.

"I want to buy a ready-made suit, is there any orthodox style?" asked the guest.

"Yes, yes, yes, there are quite a few styles that suit you."

After Elman asked about the size, he took out a set from the inside and tried it on for the guests.

"Wonderful sir, this outfit looks like it was made just for you! Whether you're on a blind date, at a wedding, commuting to get off work, or just shopping on the weekends."

The guest looked at himself in the mirror and asked doubtfully, "Really?"

Elman put his hand on the shoulders of the guests, made them look sideways in the mirror, and said, "Well, from this angle, it looks like a movie star. Great, hey, if you turn around a little bit , looks more dignified."

Elman talked non-stop, while pushing the guests around, and he spun along with him.

The young applicant looked bored, so he went inside and took out another set of different styles.At this time, Elman was still walking around in front of the mirror with the guests, and kept saying flattering words.

The young man stepped forward, interposed between the two, and with a few words, the customer bought the suit he brought.

After the guests left, the young man said proudly to the boss: "You see, I am a genius salesman, right?"

Elman asked, "So who do you think made him dizzy?"

Who vilified the Jewish businessman's business strategy into such a shape?None other than the Jews themselves.In addition to admiring the humor of the Jews, we also admire the openness and enthusiasm of the Jews to use their business methods in such a caricature.

However, although the merry-go-round will not really exist, it is a tactic of a shrewd businessman to instigate the other party in a non-verbal form and make the other party make a decision that is beneficial to oneself in a daze when they are "dizzy" .This can be seen from the experience of businessmen of other ethnic groups when they talk about "don't accumulate old grievances". "Don't accumulate old grudges" is a lesson that Japanese businessmen summed up after suffering from the "non-verbal instigation" of Jewish businessmen in negotiations.

When Jewish businessmen sit at the negotiating table, they always put on a smiling face, no matter what the weather is or what situation they encounter.However, when it comes to substantive content, progress is rather slow.Jewish businessmen are so careful about money gains and losses that even smart Japanese find it annoying.Regardless of a penny of money or a small stipulation in the contract, Jewish businessmen will fight with each other red-faced.

Japanese businessmen are often used to "carrying private goods" with vague terms or omissions, while Jewish businessmen have always believed that "black and white" is clear and will never be dragged into the ecstasy soup by the Japanese.Therefore, no matter how small or small, if there is any disagreement, Jewish businessmen must find out the truth.As a result, the two sides will have fierce arguments, and even abuse each other from time to time.Typically, the first day ends in a fight.

Under such circumstances, many Japanese will give up the negotiation, at least there must be an emotional cooling stage, and it is difficult to give the other party a good face all of a sudden.But the Jews are different. They quarreled on the first day and said all the bad things out of their mouths. On the second day, they acted as if nothing happened. When they met, they still had a friendly face and a frank attitude, and they still took the initiative to say hello.On the other hand, the Japanese businessman was still pent up in his heart because of yesterday's anger, and was either at a loss or perplexed when he encountered this kind of smiling face offensive from the Jewish businessman.Even though I tried my best to pretend to be calm and greeted each other with handshakes, my heart was still agitated and it was hard to be at peace.At this point, about [-]% of them have fallen into the trap of Jewish businessmen.

At this time, the Jews had already taken the initiative psychologically and took advantage of the momentum to launch an offensive.The Japanese businessman hastily accepted the challenge. After a few rounds, he calmed down and realized that he had unknowingly accepted the conditions he had been arguing about yesterday.

This is the personal experience of Fujita, a Japanese businessman who calls himself "the Jew of Ginza", in an advertising pamphlet written by him, and uses it as a warning to Japanese businessmen.It is doubtful whether Japanese businessmen are so irritable, so irresistible, because, according to American entrepreneurs, the Japanese are also difficult to deal with at the negotiating table.

The reason why Jewish businessmen behave in this way is because the Jews have always been famous for their patience and tenacity. There is no second nation in this world that has had such a rough experience as the Jewish nation, let alone a second nation that has experienced such a rough experience. survived and thrived.In contrast, how much patience is needed for such a trivial quarrel?What's more, they believe that when conveying information, it is known as hot communication and cold communication.The so-called "hot communication" refers to the communication in the form of language, including the information disseminated by swearing words in quarrels; while the so-called "cold communication" refers to the information disseminated by the "communication process" itself, in other words, it is not conveyed by swearing words. information.In the case of negotiating with other businessmen, as far as quarrels are concerned, the purpose of Jewish businessmen is not to vent personally or insult the other party's "hot communication", but to disturb the other party's mind through quarrels.From this perspective, let’s look at the above-mentioned joke about the clothing store. Obviously, the flattery in it is "hot communication", and the "cold communication" of the boss's true intention is to make customers dizzy by showing different angles. .

Some tips for displaying goods

Rich knowledge of related products Rich product knowledge can make customers deeply understand the products you display, make products more attractive in order to gain customers' trust, enhance self-confidence, and increase transaction volume.

There must be a complete set of introduction procedures. A complete and systematic product introduction can introduce the characteristics of the product to users very clearly.Using one's own knowledge to organically combine the performance characteristics of products with practical experience can enhance customers' confidence in their products.

Targeted display of product features You need to let customers be intoxicated by your product, let them touch the product, get a good feeling, taste the taste of the product, get a good taste, and so on.It is best to allow customers to appreciate the product's shape, function display and other specific content from multiple angles in a specific place, so that customers can fully and effectively feel the benefits of using this product and satisfy customers' strong desire to buy.

To understand competitors' products, know yourself and your enemy, you must know as much as possible about your competitors, arrange the tables, and use good skills to highlight the advantages of the products you display.Displaying products is a very important business operation procedure in selling products. How to use skills to stimulate customers' desires, so that customers have a strong desire to buy, is the essence of displaying products.Developing a scientific display method suitable for selling products by oneself is of great benefit to increasing the transaction volume of commodities.

Learn to "create emotion"

Creating emotion is Haier's core concept of creating a famous brand.Haier believes that in order to create a famous brand, it is necessary to create emotion, to impress employees, impress dealers, and impress users. The "smashing refrigerator incident" is an example of "moving employees". At that time, the [-] refrigerators had shortcomings but were not completely unusable.Haier did that to establish a high-quality concept.By smashing tangible refrigerators, the intangible ideas are promoted.Moving dealers is also an important strategy for Haier. Before Haier’s largest dealer in the United States came to China for a meeting, her wife put forward a suggestion for improving Haier’s freezer. She mentioned it inadvertently during the meeting at [-] p.m. At [-] o'clock, two freezers refitted according to her proposal had been handed over to the dealer and named after her, which moved the dealer very much. "Users are always right" and "sincere to users forever", Haier pioneered the "door-to-door installation" service in China, and later developed a series of service rules such as wearing shoe covers, not drinking, not smoking, not eating, etc. Impress users.

Concentrating on studying the history of the growth and development of domestic and foreign commercial (enterprise) companies, I realized that there are many cases where great achievements have been achieved by creating inspiration, and the most representative example is Wal-Mart in the United States.His founder, Sam Walton, is known by the world as the American retail king. He has a golden rule in his business: he requires his employees to use every opportunity to introduce themselves first, and then know the customer's name.He believes that the most touching thing for anyone is that you can say his name.Sam's business strategy of making friends widely has made him invincible in the highly competitive market.

Creating emotion is also called "emotional investment."Learning to "create emotion" is of great benefit to a prosperous career.Because in business activities, we can't regard business activities as simple buying and selling, but we should integrate emotional color into the business process, let employees feel the true feelings as much as possible in the business process, let the dealers feel the family affection, and let the users To feel the warmth, we don't have to worry about temporary "losing money". We must climb high and look far away, and learn to create benefits in "creating emotion", so that we will be sure to win in the fierce market competition.

Nowadays, in the business (enterprise) world, there are many operators who lack "creative touch".In their management dictionary, the word "strictness" has become the supreme rule. One-sidedly think that strictness can produce benefits, and strictness can "cure all diseases". However, "strictness" that is too strict will often backfire.Don't you see, because of the "strictness" that there is no emotion at all, there are endless incidents of employees "changing their faces", dealers "turning their faces", and users "not giving face", too many to enumerate.What is the reason?To a large extent, this is closely related to the lack of business strategies for creating moving business.Just imagine: in today's society, who would like to work and live in an environment without emotion?

Non-vegetation, ruthless Practice makes perfect.With the integration of the global economy, it is particularly urgent for the majority of operators to learn to "create emotion".Everyone should devote more energy to creating inspiration, and quickly implement the creation inspiration into practical actions. Only in this way can the career develop healthily.

(End of this chapter)