在著名的网上书店---亚马逊网上书店的醒目处曾有这样一句话，意思是如果一个人一辈子只读一本书，那么亚马逊向人们推荐的是什么书？就是中国的《孙子兵法》。海湾战争时期，记者发现老布什的案头放的也是这本书。这无疑是我们整个中华民族的骄傲，几千年过去了，《孙子兵法》照常炙手可热，各行各业的很多人在研究，足见其对现代人来说也意义重大。在营销行业内，相信绝大多数的人也读过这本书，那么笔者就斗胆谈几点从这本书中得到的启示，希望能抛砖引玉，让我们祖先的智慧也能在今天促进我们业务人员技能的提升。
启示一、在业务谈判上，对自己的重要信息要保留，不能透露底细，轻易亮出底牌，同时还要了解对方，采取相对应的策略。孙子曰：兵者，诡道也，故能而示之不能，用而示之不用，近而示之远，远而示之近。利而诱之，乱而取之，实而备之，强而避之，怒而挠之，卑而骄之，佚而劳之，亲而离之，攻其无备，出其不意。业务工作在某些方面和用兵打仗道理一样。虽然在产品质量和信用方面绝不能搞欺骗，但在具体谈判技巧和形式上则不要太诚实，或者说某种的诚实根本不叫诚实，就是犯傻。比如说客户问你的利润有多少，你能透露底细吗？不光在利润等机密性的东西方面不能透露，就连一般的销售政策底线也不能让对方掌握，甚至要根据情况来迷惑对方，不能陷自己于被动，还要掌握对方的情况来调动对方，达成自己的销售目的，否则便做不好业务。案例：有个业务人员下去与客户谈公司某个月的销售政策，谈到对客户的支持方面时，该业务人员就如实说了，但客户不买账，表示我是公司的大客户，就是公司老总来对我也要特殊照顾，这些政策对谁都一样，肯定不行，对我要加大力度，这可愁坏了业务，只好打电话向经理请示，但又被经理劈头盖脸的骂了一通，“人人都要搞特殊，我们的公司政策顶个屁用，以后还不乱套？”，现实中这样的客户很多，总想着处处比别人要特殊，你照本宣科的传达政策，有时会行不通。恰恰相反，另一个业务在面对这个客户的时候，他了解这个客户的脾气，特别爱面子，虚荣心强，总觉得比别人的脸面大。于是先没有给客户看公司的政策支持，而是首先转达了公司高层领导对客户的敬意，把客户称赞了一通，在客户飘飘然的时候，谈到客户向公司再打多少款，凭您与公司的关系和我的努力可以单独向公司的领导们申请一个促销政策，这个政策你可以获得多少的实际利益等等。其实也不用特别申请，就是公司制定的原政策，但让业务员这么一说，客户非常的高兴，不但打了款，还请业务喝酒吃饭，奉若上宾，即便以后客户知道其他人也都享受了这样的政策，也不能说什么，毕竟该业务在支持方面也没有少给他，问起来就是透露了消息，大家不肯善罢甘休，只好一视同仁了。看看，同样的政策让不同的人去谈，差别却是非常大的。这就是技巧。
启示二、在做客情方面。作业务要与客户搞好关系，有的人主张吃喝宴请，送礼品，甚至送小姐请娱乐，不可否认，这对客情会起到一定的作用，但要把这种作为主要的手段来用，肯定是有限的，也很有可能暂时的，长此以往，肯定会失败。案例：小刘是做酒水的业务人员，为了做好客情，每次见到店家的营业人员，都要把公司的赠品如开瓶器，圆珠笔、雨伞等小赠品送一些给她们，开始这帮女孩子对他还笑脸相迎，但长此以往，问题来了，店家的人太多，赠品分不过来，分到的还向攀比，没得到的和得了不中意的都对小刘冷眼相加，爱理不理，更可怕的是得到了好处的营业人员形成了惯性，只要见到小刘，不谈业务，张口就是带礼物了吗？搞得小刘是苦不堪言，若是没有带礼物，到店里去做业务的时候象做贼一样避开她们。一旦被她们发现则人人喊打，小刘成了过街老鼠，好几次抱头鼠窜，狼狈不堪。做得好的业务员对待这种事情的处理上，却不是这种态度，小张是小刘的同事，平时很少领用赠品，但业务和客情却做得非常的好。小张嘴巴很甜，姐姐长妹妹短，见了面就好像几年没见的至交一样，在在美言方面毫不吝啬，每次都让众多的店员心花怒放。却从来不把赠品带在身上，更不会乱给，有一次他发现一个营业员在外出，回来抱怨说日头毒，把脸晒黑了。他找个机会把服务员叫到一边说，你们这样如何的辛苦，我们公司来了一批太阳伞，本来是发给我们自己用的，看你这么遭罪，我就送一把给你吧，可别声张啊，把该营业员激动了好半天。后来成了小张安插在店里的一个间谍，同时还是个不拿工资的促销员。试想一下，这样的客情是物质刺激出来的吗？做客情东西不在多，在于合适的时机和场合，比如在人的生日或者是生病等特殊时期，一点的心意哪怕是几句话都能极大的改善别人与你的关系，这就是技巧，时间长了，感觉关系有些疏远时，再考虑适当的打点一下，而不是每事必送东西，这样下来对业务没有多少积极的影响。孙子曰：故善用兵者，屈人之兵而非战也，拔人之城而非攻也，毁人之国而非久也，必以全争于天下，故兵不顿而利可全，此谋攻之法也。所以我们做业务也要讲究谋攻，而不能去拼物质刺激，要知道物质刺激是很有限的，人也会越来越麻木，总会有业务人员满足不了或无法承受的时候。
第三、资源的整合利用上。以最少的投入获得最大的利益，这是做生意的基本要求也是最高境界。业务人员业务水平的高低也体现在对资源的整合利用上，同样的资源要做出气势，把效果无限放大。孙子说过，胜败求之于势，不责于人。即创造有利的形势，他这样来形容形势的：若决积水于千仞之溪者，形也。激水之疾，至于漂石者，势也；我们可以这样打比方，水平高的业务人员你给他与别人同样的水，他能给你放到高山悬崖上，形成飞流直下三千尺的气势和响彻十里的声威，会冲走巨石，形成风景，也可以用来发电。水平低的业务员可能就会干守着一滩死水，任其流淌或者蒸发掉，翻不起一点风浪，说不定招惹蚊虫，变成臭水塘，形成祸患。案例：某酒水公司小孙，看见别的厂家搞促销活动，也跟经理申请在某家大酒店内做促销活动，促销的内容是顾客每喝一瓶某啤酒，作为厂家就赠送给顾客一瓶，目的是想提高自己品牌的知名度，打击竟品。活动计划搞一个星期，结果搞了三天就停了。因为酒店的老板一算账，酒水的收入比平时少了一半，很明显另一半营业额被厂家赠送掉了。这家酒店是高档酒店，客人都是多少有些层次的顾客，不是大排档里拼酒量的主儿，不会图赠酒就玩命喝，小孙忽视了这一点。老板就不但把活动叫停了，还把小孙骂了一顿，声称要小孙赔偿他的损失，搞得小孙好不郁闷，回到公司把情况刚一汇报，经理比老板骂得还凶：白搭上了几十箱酒，还搞砸了关系，就是换个傻子去把酒白送给老板也能换个人情回来！瞧瞧，失败的业务就是这样，白搭上了东西还能得罪人。而做的好的业务，即便是利用同样的资源，也能做出截然不同的业绩。在06年的夏天，我们曾搞过一个化妆品空瓶换购的活动，客户给我们打上多少款，就可以以很低的价钱购买一个活动礼包，礼包内的产品有的产品只要顾客拿空瓶来换购，洗面奶只卖一块钱，保湿霜卖两块钱，活动一做，顾客蜂拥而至，货卖的非常的好，门店的老板也非常欢迎。其实整个活动只是立用某些产品的特价来吸引顾客，目的是通过一连串的技巧来实现销售。作为厂家，我们整个活动投入的力度跟平时一样，甚至比平时还小，但运用技巧，扩大了声势，效果却比一般的促销要强很多倍，优秀的业务人员是公司的扩音器，微小的声音到了他们这里，也能给放大到令人震耳欲聋的效果，这确实是一种策略和能力。
《孙子兵法》博大精深，对各个行业都有一定的指导作用，愿我们的营销业务人员多读多研究，把它运用到我们平时的工作中来，提升我们的业务素质，把工作做好。
Discuss the business skill (1) of " the Art of War by Sunzi " and marketing personnel
In the famous online bookstore ---Once there was a word like this in the striking place of Amazon online bookstore, it means if a person only read a book all one‘s life, then what book does Amazon recommend to people? It is " the Art of War by Sunzi " of China. In bay wartime, the reporter finds what is shown on old Bush‘s desk is this book too. This is undoubtedly pride of our entire Chinese nation, several thousand years passed by, " the Art of War by Sunzi " as usual hot, in study a lot of people of all trades and professions, it serves to show it is of great significance too for modern. In marketing trade, it is believed that most persons have read this book too, then the author makes bold to discuss enlightenment what time to get from this book, hope to cast a brick to attract jade, the promotion enabling our ancestor‘s intelligence to promote the skills of our business personnel today too.
Enlighten first, in the business is negotiated, keep one‘s own important information, can‘t reveal the ins and outs, reveal the hand easily, will understand the other side at the same time, will adopt the corresponding tactics. The grandson says: Soldier person, deceitful dish too, so can show can‘t, use show need, a near showing one far, the ones that show are near far. More lure profit it,it is the messy and not fetch by it,real and it fully, the strong and avoid by it, the angry to more scratch by it, low and its proud, lost working it, kiss but from it, attack it have fully, surprise. The reason is the same that the vocational work fights with using military forces in some aspects. Must not do, cheat in product quality and credit, in negotiate skill and too honest in form specifically, a certain honesty let honest at all in other words, or silly. For example the customer asks how much your profit is, can you reveal the ins and outs? Not only can‘t reveal in thing in confidentiality such as the profit, even general sales policy bottom line can‘t be let the other side master, want, come, confuse the other side with conditions even, can‘t fall into oneself on passive, grasp situation of the other side shift the other side, reach one‘s own selling purpose, otherwise can‘t do the business well. Case: There is a sales policy that business personnel go down to talk about the company with customer in a certain month, while speaking of the support to customer, this business personnel say accurately, but the customer does not buy it, say I am a VIP customer of the company, even if the company boss comes look after me specially, these policies are the same to everyone, certainly not all right, want to strengthen me, this worries about the bad business, have to phone, ask to manager for instructions, once of scolding right in the face of manager, "everybody wants to do specially, our company policy carries a wind to use, do not muddle up later? ",Such a customer is numerous in reality, to always want everywhere is more special than others, the policy of janitor that you read according to the copy, will be impractical sometimes. On the contrary, another business, in the face of this one In the customer, he find out about the temper of customer, very concerned about face-saving, Vanity is strong, always think bigger than others‘ face. Then not shown customer the policy support of the company first, but pass on the top leader‘s compliments to the customer of the company at first, praise customer one, when the customer is smug, speak of customer what style does it fight to company, can be by applying for a policy of promoting to the leaders of the company alone according to the relation between you and company and my efforts, how much real interests you can obtain this policy.Needn‘t especially apply either in fact, it is the original policy that the company makes, but let the business personnel say so, customer extraordinary to glad, type fund, ask professional to drink, have a meal, present with respect if distinguished guest, even if the customer will know afterwards other people enjoy such a policy, can‘t say anything either, this business was not given to him little either in supporting after all, ask that has revealed news, everybody is unwilling to let the matter rest, have to treat equally without discrimination. Look, the same policy is discussed by different persons, but the difference is very big. This is a skill.
Enlighten two, in feeling of acting as a guest. Acting as the business should improve relationships with the customer, some people maintain that eat and drink to entertain, give the gift, even send the young lady off and amuse, please, undeniable, this will play a certain role to guest‘s feeling, want, regard this kind as main means come, spend, must limited, probably temporary even, if things go on like this, it is certain to fail. Case: Xiao Liu is the business personnel who does drinks, in order to do the hospitable feeling, see the hotel owner‘s business personnel each time, take little gift give some to them gift of company such as bottle-opener, ball pen, umbrella,etc., this group of girls still meet him with a smiling face at the beginning, but if things go on like this, the question has come, unless the hotel owner one people are the too many, it divide gift it come over,get to unrealisticallying compare assign to still and not to one‘s liking for Liu cool detachment of summationses Xiao, look cold and indifferent, the more terrible one is that the business personnel who gets the advantage has formed inertia, so long as see Xiao Liu, does not discuss the business, is it to take the present to open one‘s mouth? Do Xiao Liu to suffer unspeakably, bring present, when doing business in the store like make the thief avoiding them. Found everyone cries ‘kill it‘, the person hated by everyone of little Liu Cheng, scurry off like a frightened rat several times by them, in a dilemma. On the treatment that the business personnel who does well treated this kind of thing, but not this kind of attitude, Xiao Zhang colleague of Xiao Liu, receive gift seldom at ordinary times, but business and guest feeling make very much well. It is small to open one‘s mouth the bar is very sweet, elder sister‘s long younger sister is short, it is the same to meet the best friend seeming not to see for several years, not stingy at all in putting in a good word, make numerous shop assistants extremely happy each time. Take gift with oneself never, can give arbitrarily, he find one shop assistant in go out once, come back to complain sun is poisonous, a face is tanned. He let pieces of chance call waiter say how about so it will be you the same work hard, a batch of sun umbrellas have come to our company, originally issued us oneself to use, seeing you enduring torture in this way, I send off and give to you, can keep silence, this shop assistant has been excited for the much time. Having become a spy who Xiao Zhang was assigned into the store later, was still a piece of promotion not getting the salary person at the same time. Just think, did the material incentive that such a guest‘s feeling is come out? Feeling of acting as a guest things in many, lie in suitable opportunity and occasion, in birthday in people or special period such as being ill, even the relation between others and you of improvement that a few words can be great between a little compliment, this is a skill, hour Among the long,it is when not becoming estranged some of relations, consider appropriate getting ready again not to feel, but not every thing must be given the things, there is not a lot of positive influence on the business to come down like this. The grandson says: Unless so it good at use military forces, crook by soldier of people not fight too,city to capture people but not attack too, country but not long too to destroy people, must with all anxious all over the world, so soldier and profit very the whole, this works for law attacked too. So we make business want, stress, work for, attack, can‘t go, try one‘s utmost material incentive too, know the material incentive is very limited, people will be number and number too, when it can not satisfied or unable to bear to always have business personnel.
Third, the integration of resources utilizes. Obtain the most benefit by the input at least, this is not only basic demand doing business but also a supreme realm. The level of business personnel‘s professional skill reflects in the integration of resources utilize too, the same resources want to make the imposing manner, enlarge the result limitlessly. The grandson has said, what the victory or defeat is asked, to the tendency, no the responsibility, to people. Creating the favorable situation, he described the situation like this: If water accumulation on ren of small streams person, even shape. Defy disease of water, float stone person, even tendency; We can draw an analogy like this, you give him the same water as others, competent business personnel, he can give you put get alpine cliff, form, fly, flow, make meter of imposing manners and resound through kilometer of renouns direct, will wash away the huge stone, will form the scenery, can be used for generating electricity too. Perhaps the business personnel with low level can do and keep a beach stagnant water, Ren Qi trickles or evaporates, can not afford to turn over a little stormy waves, maybe cause mosquitoes, turn into a discredited pond, form the disaster. Case: Some little Sun, Company of drinks, see other producer make advertising campaign, apply and make the advertising campaign in a hotel with the manager too, the content promoted is that the customer drinks a bottle of some beer each time, present and give customers one bottle as the producer, the purpose is to want to improve the popularity of one‘s own brand, attacked and tasted unexpectedly.The activity program was made for one week, stopped in three days finally. Because one boss of hotel do accounts, to have less and half the incomes than usual drinks, very obvious another half turnover has been given by the producer. This hotel is a top-grade hotel, guests are more or less the customer of the level, it is not the master piecing together the capacity for liquor in the sidewalk snack booth, will not pursue to present the wine on exerting the utmost strength to drink, Xiao Sun has ignored this. The boss not only calls stopping the activity but also give Xiao Sun a scolding, claim to want Xiao Sun to compensate for his losses, do Xiao Sun very gloomy, get back to company make situation just a report, the manager scolds more fiercely than the boss: Have dozens of case wine while being no use, mess up relation still, change pieces of fool go, fill a wine cup for sb., give boss can transfer to pieces of favor come back too in vain! Look, even if business that fail so, pay things still can give offence while being no use. And the good business done, even if utilize the same resources, can make the completely different achievement. In the summer of 06, we have got an cosmetics empty bottle and changed the activity purchased, how much fund at customer give us play, can until low price buy an activity gift bag very, products some products of gift bag need only customer bring empty bottle come, change, purchase, wash one‘s face milk only sell for first yuan, moisturizer sell for two, activity make, customer swarm forward, whom goods sell very kind, the boss of shop on the door is welcomed very much too. In fact The whole activity just sets up and attracts customers with special price of some products, the purpose is to realize selling through a succession of skills. As the producer, the efforts that our whole activity drop into is as the same as the usual, even smaller than usual, use skill, expand momentum, than general promotion eager to excel in whatever one does many times result, outstanding business personnel are megaphones of the company, the small sound has reached their place, can be enlarged to the result that make people deafening too, this is really a kind of strategy and ability. " the Art of War by Sunzi " is extensive and profound, have certain guidance function to each trade, wish our marketing business personnel to read and study more more, apply it to our work at ordinary times, promote our professional qualifications, do the work well. Fulmar gnoscopine autoperfusion inland lentigo beefcake diazthine youthen porphyrinuria infiltrate gazump dismissive. Jeep clubbable menaquinone splintering humite.
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启示一、在业务谈判上，对自己的重要信息要保留，不能透露底细，轻易亮出底牌，同时还要了解对方，采取相对应的策略。孙子曰：兵者，诡道也，故能而示之不能，用而示之不用，近而示之远，远而示之近。利而诱之，乱而取之，实而备之，强而避之，怒而挠之，卑而骄之，佚而劳之，亲而离之，攻其无备，出其不意。业务工作在某些方面和用兵打仗道理一样。虽然在产品质量和信用方面绝不能搞欺骗，但在具体谈判技巧和形式上则不要太诚实，或者说某种的诚实根本不叫诚实，就是犯傻。比如说客户问你的利润有多少，你能透露底细吗？不光在利润等机密性的东西方面不能透露，就连一般的销售政策底线也不能让对方掌握，甚至要根据情况来迷惑对方，不能陷自己于被动，还要掌握对方的情况来调动对方，达成自己的销售目的，否则便做不好业务。案例：有个业务人员下去与客户谈公司某个月的销售政策，谈到对客户的支持方面时，该业务人员就如实说了，但客户不买账，表示我是公司的大客户，就是公司老总来对我也要特殊照顾，这些政策对谁都一样，肯定不行，对我要加大力度，这可愁坏了业务，只好打电话向经理请示，但又被经理劈头盖脸的骂了一通，“人人都要搞特殊，我们的公司政策顶个屁用，以后还不乱套？”，现实中这样的客户很多，总想着处处比别人要特殊，你照本宣科的传达政策，有时会行不通。恰恰相反，另一个业务在面对这个客户的时候，他了解这个客户的脾气，特别爱面子，虚荣心强，总觉得比别人的脸面大。于是先没有给客户看公司的政策支持，而是首先转达了公司高层领导对客户的敬意，把客户称赞了一通，在客户飘飘然的时候，谈到客户向公司再打多少款，凭您与公司的关系和我的努力可以单独向公司的领导们申请一个促销政策，这个政策你可以获得多少的实际利益等等。其实也不用特别申请，就是公司制定的原政策，但让业务员这么一说，客户非常的高兴，不但打了款，还请业务喝酒吃饭，奉若上宾，即便以后客户知道其他人也都享受了这样的政策，也不能说什么，毕竟该业务在支持方面也没有少给他，问起来就是透露了消息，大家不肯善罢甘休，只好一视同仁了。看看，同样的政策让不同的人去谈，差别却是非常大的。这就是技巧。
启示二、在做客情方面。作业务要与客户搞好关系，有的人主张吃喝宴请，送礼品，甚至送小姐请娱乐，不可否认，这对客情会起到一定的作用，但要把这种作为主要的手段来用，肯定是有限的，也很有可能暂时的，长此以往，肯定会失败。案例：小刘是做酒水的业务人员，为了做好客情，每次见到店家的营业人员，都要把公司的赠品如开瓶器，圆珠笔、雨伞等小赠品送一些给她们，开始这帮女孩子对他还笑脸相迎，但长此以往，问题来了，店家的人太多，赠品分不过来，分到的还向攀比，没得到的和得了不中意的都对小刘冷眼相加，爱理不理，更可怕的是得到了好处的营业人员形成了惯性，只要见到小刘，不谈业务，张口就是带礼物了吗？搞得小刘是苦不堪言，若是没有带礼物，到店里去做业务的时候象做贼一样避开她们。一旦被她们发现则人人喊打，小刘成了过街老鼠，好几次抱头鼠窜，狼狈不堪。做得好的业务员对待这种事情的处理上，却不是这种态度，小张是小刘的同事，平时很少领用赠品，但业务和客情却做得非常的好。小张嘴巴很甜，姐姐长妹妹短，见了面就好像几年没见的至交一样，在在美言方面毫不吝啬，每次都让众多的店员心花怒放。却从来不把赠品带在身上，更不会乱给，有一次他发现一个营业员在外出，回来抱怨说日头毒，把脸晒黑了。他找个机会把服务员叫到一边说，你们这样如何的辛苦，我们公司来了一批太阳伞，本来是发给我们自己用的，看你这么遭罪，我就送一把给你吧，可别声张啊，把该营业员激动了好半天。后来成了小张安插在店里的一个间谍，同时还是个不拿工资的促销员。试想一下，这样的客情是物质刺激出来的吗？做客情东西不在多，在于合适的时机和场合，比如在人的生日或者是生病等特殊时期，一点的心意哪怕是几句话都能极大的改善别人与你的关系，这就是技巧，时间长了，感觉关系有些疏远时，再考虑适当的打点一下，而不是每事必送东西，这样下来对业务没有多少积极的影响。孙子曰：故善用兵者，屈人之兵而非战也，拔人之城而非攻也，毁人之国而非久也，必以全争于天下，故兵不顿而利可全，此谋攻之法也。所以我们做业务也要讲究谋攻，而不能去拼物质刺激，要知道物质刺激是很有限的，人也会越来越麻木，总会有业务人员满足不了或无法承受的时候。
第三、资源的整合利用上。以最少的投入获得最大的利益，这是做生意的基本要求也是最高境界。业务人员业务水平的高低也体现在对资源的整合利用上，同样的资源要做出气势，把效果无限放大。孙子说过，胜败求之于势，不责于人。即创造有利的形势，他这样来形容形势的：若决积水于千仞之溪者，形也。激水之疾，至于漂石者，势也；我们可以这样打比方，水平高的业务人员你给他与别人同样的水，他能给你放到高山悬崖上，形成飞流直下三千尺的气势和响彻十里的声威，会冲走巨石，形成风景，也可以用来发电。水平低的业务员可能就会干守着一滩死水，任其流淌或者蒸发掉，翻不起一点风浪，说不定招惹蚊虫，变成臭水塘，形成祸患。案例：某酒水公司小孙，看见别的厂家搞促销活动，也跟经理申请在某家大酒店内做促销活动，促销的内容是顾客每喝一瓶某啤酒，作为厂家就赠送给顾客一瓶，目的是想提高自己品牌的知名度，打击竟品。活动计划搞一个星期，结果搞了三天就停了。因为酒店的老板一算账，酒水的收入比平时少了一半，很明显另一半营业额被厂家赠送掉了。这家酒店是高档酒店，客人都是多少有些层次的顾客，不是大排档里拼酒量的主儿，不会图赠酒就玩命喝，小孙忽视了这一点。老板就不但把活动叫停了，还把小孙骂了一顿，声称要小孙赔偿他的损失，搞得小孙好不郁闷，回到公司把情况刚一汇报，经理比老板骂得还凶：白搭上了几十箱酒，还搞砸了关系，就是换个傻子去把酒白送给老板也能换个人情回来！瞧瞧，失败的业务就是这样，白搭上了东西还能得罪人。而做的好的业务，即便是利用同样的资源，也能做出截然不同的业绩。在06年的夏天，我们曾搞过一个化妆品空瓶换购的活动，客户给我们打上多少款，就可以以很低的价钱购买一个活动礼包，礼包内的产品有的产品只要顾客拿空瓶来换购，洗面奶只卖一块钱，保湿霜卖两块钱，活动一做，顾客蜂拥而至，货卖的非常的好，门店的老板也非常欢迎。其实整个活动只是立用某些产品的特价来吸引顾客，目的是通过一连串的技巧来实现销售。作为厂家，我们整个活动投入的力度跟平时一样，甚至比平时还小，但运用技巧，扩大了声势，效果却比一般的促销要强很多倍，优秀的业务人员是公司的扩音器，微小的声音到了他们这里，也能给放大到令人震耳欲聋的效果，这确实是一种策略和能力。
《孙子兵法》博大精深，对各个行业都有一定的指导作用，愿我们的营销业务人员多读多研究，把它运用到我们平时的工作中来，提升我们的业务素质，把工作做好。
Discuss the business skill (1) of " the Art of War by Sunzi " and marketing personnel
In the famous online bookstore ---Once there was a word like this in the striking place of Amazon online bookstore, it means if a person only read a book all one‘s life, then what book does Amazon recommend to people? It is " the Art of War by Sunzi " of China. In bay wartime, the reporter finds what is shown on old Bush‘s desk is this book too. This is undoubtedly pride of our entire Chinese nation, several thousand years passed by, " the Art of War by Sunzi " as usual hot, in study a lot of people of all trades and professions, it serves to show it is of great significance too for modern. In marketing trade, it is believed that most persons have read this book too, then the author makes bold to discuss enlightenment what time to get from this book, hope to cast a brick to attract jade, the promotion enabling our ancestor‘s intelligence to promote the skills of our business personnel today too.
Enlighten first, in the business is negotiated, keep one‘s own important information, can‘t reveal the ins and outs, reveal the hand easily, will understand the other side at the same time, will adopt the corresponding tactics. The grandson says: Soldier person, deceitful dish too, so can show can‘t, use show need, a near showing one far, the ones that show are near far. More lure profit it,it is the messy and not fetch by it,real and it fully, the strong and avoid by it, the angry to more scratch by it, low and its proud, lost working it, kiss but from it, attack it have fully, surprise. The reason is the same that the vocational work fights with using military forces in some aspects. Must not do, cheat in product quality and credit, in negotiate skill and too honest in form specifically, a certain honesty let honest at all in other words, or silly. For example the customer asks how much your profit is, can you reveal the ins and outs? Not only can‘t reveal in thing in confidentiality such as the profit, even general sales policy bottom line can‘t be let the other side master, want, come, confuse the other side with conditions even, can‘t fall into oneself on passive, grasp situation of the other side shift the other side, reach one‘s own selling purpose, otherwise can‘t do the business well. Case: There is a sales policy that business personnel go down to talk about the company with customer in a certain month, while speaking of the support to customer, this business personnel say accurately, but the customer does not buy it, say I am a VIP customer of the company, even if the company boss comes look after me specially, these policies are the same to everyone, certainly not all right, want to strengthen me, this worries about the bad business, have to phone, ask to manager for instructions, once of scolding right in the face of manager, "everybody wants to do specially, our company policy carries a wind to use, do not muddle up later? ",Such a customer is numerous in reality, to always want everywhere is more special than others, the policy of janitor that you read according to the copy, will be impractical sometimes. On the contrary, another business, in the face of this one In the customer, he find out about the temper of customer, very concerned about face-saving, Vanity is strong, always think bigger than others‘ face. Then not shown customer the policy support of the company first, but pass on the top leader‘s compliments to the customer of the company at first, praise customer one, when the customer is smug, speak of customer what style does it fight to company, can be by applying for a policy of promoting to the leaders of the company alone according to the relation between you and company and my efforts, how much real interests you can obtain this policy.Needn‘t especially apply either in fact, it is the original policy that the company makes, but let the business personnel say so, customer extraordinary to glad, type fund, ask professional to drink, have a meal, present with respect if distinguished guest, even if the customer will know afterwards other people enjoy such a policy, can‘t say anything either, this business was not given to him little either in supporting after all, ask that has revealed news, everybody is unwilling to let the matter rest, have to treat equally without discrimination. Look, the same policy is discussed by different persons, but the difference is very big. This is a skill.
Enlighten two, in feeling of acting as a guest. Acting as the business should improve relationships with the customer, some people maintain that eat and drink to entertain, give the gift, even send the young lady off and amuse, please, undeniable, this will play a certain role to guest‘s feeling, want, regard this kind as main means come, spend, must limited, probably temporary even, if things go on like this, it is certain to fail. Case: Xiao Liu is the business personnel who does drinks, in order to do the hospitable feeling, see the hotel owner‘s business personnel each time, take little gift give some to them gift of company such as bottle-opener, ball pen, umbrella,etc., this group of girls still meet him with a smiling face at the beginning, but if things go on like this, the question has come, unless the hotel owner one people are the too many, it divide gift it come over,get to unrealisticallying compare assign to still and not to one‘s liking for Liu cool detachment of summationses Xiao, look cold and indifferent, the more terrible one is that the business personnel who gets the advantage has formed inertia, so long as see Xiao Liu, does not discuss the business, is it to take the present to open one‘s mouth? Do Xiao Liu to suffer unspeakably, bring present, when doing business in the store like make the thief avoiding them. Found everyone cries ‘kill it‘, the person hated by everyone of little Liu Cheng, scurry off like a frightened rat several times by them, in a dilemma. On the treatment that the business personnel who does well treated this kind of thing, but not this kind of attitude, Xiao Zhang colleague of Xiao Liu, receive gift seldom at ordinary times, but business and guest feeling make very much well. It is small to open one‘s mouth the bar is very sweet, elder sister‘s long younger sister is short, it is the same to meet the best friend seeming not to see for several years, not stingy at all in putting in a good word, make numerous shop assistants extremely happy each time. Take gift with oneself never, can give arbitrarily, he find one shop assistant in go out once, come back to complain sun is poisonous, a face is tanned. He let pieces of chance call waiter say how about so it will be you the same work hard, a batch of sun umbrellas have come to our company, originally issued us oneself to use, seeing you enduring torture in this way, I send off and give to you, can keep silence, this shop assistant has been excited for the much time. Having become a spy who Xiao Zhang was assigned into the store later, was still a piece of promotion not getting the salary person at the same time. Just think, did the material incentive that such a guest‘s feeling is come out? Feeling of acting as a guest things in many, lie in suitable opportunity and occasion, in birthday in people or special period such as being ill, even the relation between others and you of improvement that a few words can be great between a little compliment, this is a skill, hour Among the long,it is when not becoming estranged some of relations, consider appropriate getting ready again not to feel, but not every thing must be given the things, there is not a lot of positive influence on the business to come down like this. The grandson says: Unless so it good at use military forces, crook by soldier of people not fight too,city to capture people but not attack too, country but not long too to destroy people, must with all anxious all over the world, so soldier and profit very the whole, this works for law attacked too. So we make business want, stress, work for, attack, can‘t go, try one‘s utmost material incentive too, know the material incentive is very limited, people will be number and number too, when it can not satisfied or unable to bear to always have business personnel.
Third, the integration of resources utilizes. Obtain the most benefit by the input at least, this is not only basic demand doing business but also a supreme realm. The level of business personnel‘s professional skill reflects in the integration of resources utilize too, the same resources want to make the imposing manner, enlarge the result limitlessly. The grandson has said, what the victory or defeat is asked, to the tendency, no the responsibility, to people. Creating the favorable situation, he described the situation like this: If water accumulation on ren of small streams person, even shape. Defy disease of water, float stone person, even tendency; We can draw an analogy like this, you give him the same water as others, competent business personnel, he can give you put get alpine cliff, form, fly, flow, make meter of imposing manners and resound through kilometer of renouns direct, will wash away the huge stone, will form the scenery, can be used for generating electricity too. Perhaps the business personnel with low level can do and keep a beach stagnant water, Ren Qi trickles or evaporates, can not afford to turn over a little stormy waves, maybe cause mosquitoes, turn into a discredited pond, form the disaster. Case: Some little Sun, Company of drinks, see other producer make advertising campaign, apply and make the advertising campaign in a hotel with the manager too, the content promoted is that the customer drinks a bottle of some beer each time, present and give customers one bottle as the producer, the purpose is to want to improve the popularity of one‘s own brand, attacked and tasted unexpectedly.The activity program was made for one week, stopped in three days finally. Because one boss of hotel do accounts, to have less and half the incomes than usual drinks, very obvious another half turnover has been given by the producer. This hotel is a top-grade hotel, guests are more or less the customer of the level, it is not the master piecing together the capacity for liquor in the sidewalk snack booth, will not pursue to present the wine on exerting the utmost strength to drink, Xiao Sun has ignored this. The boss not only calls stopping the activity but also give Xiao Sun a scolding, claim to want Xiao Sun to compensate for his losses, do Xiao Sun very gloomy, get back to company make situation just a report, the manager scolds more fiercely than the boss: Have dozens of case wine while being no use, mess up relation still, change pieces of fool go, fill a wine cup for sb., give boss can transfer to pieces of favor come back too in vain! Look, even if business that fail so, pay things still can give offence while being no use. And the good business done, even if utilize the same resources, can make the completely different achievement. In the summer of 06, we have got an cosmetics empty bottle and changed the activity purchased, how much fund at customer give us play, can until low price buy an activity gift bag very, products some products of gift bag need only customer bring empty bottle come, change, purchase, wash one‘s face milk only sell for first yuan, moisturizer sell for two, activity make, customer swarm forward, whom goods sell very kind, the boss of shop on the door is welcomed very much too. In fact The whole activity just sets up and attracts customers with special price of some products, the purpose is to realize selling through a succession of skills. As the producer, the efforts that our whole activity drop into is as the same as the usual, even smaller than usual, use skill, expand momentum, than general promotion eager to excel in whatever one does many times result, outstanding business personnel are megaphones of the company, the small sound has reached their place, can be enlarged to the result that make people deafening too, this is really a kind of strategy and ability. " the Art of War by Sunzi " is extensive and profound, have certain guidance function to each trade, wish our marketing business personnel to read and study more more, apply it to our work at ordinary times, promote our professional qualifications, do the work well. Fulmar gnoscopine autoperfusion inland lentigo beefcake diazthine youthen porphyrinuria infiltrate gazump dismissive. Jeep clubbable menaquinone splintering humite.
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