36 essentials for making money in Modern Business (1)

1st: "Crossing the sea in the sky" and appreciation of the Business war

　　I. Original text and Source

Original document of the ancient war of war: the standby week is idle, and the common case is fail. Overcast within the sun, not right in the sun. Sun, overcast.

Original article: the defense is very strict and comprehensive, and it is often easy to relax, so that common things will not cause suspicion. Yin Ji can be used in the Yang affairs process, not the Yang affairs hostility. The yin technique can serve the purpose of the sun.

　　Ii. Typical Cases of modern business and appreciation

　　Case 1: Great Wall Hotel news from the president outside China

In 1983, China's first five-star hotel, also the first Sino-US Joint Venture Hotel, officially opened one by one Beijing Great Wall Hotel. At the beginning of the business, the primary challenge is how to entertain customers. According to the general practice, advertisements should be made on Chinese and foreign newspapers, radio stations, and television stations. This cost is very expensive. Domestic TV ads require thousands of yuan every 30 seconds. They need to be inserted several times a day, and a month requires at least 100,000 yuan. However, since Beijing Great Wall Hotel's basic customers are from Hong Kong, Macao and other countries, this requires overseas publicity, and Hong Kong TV's advertising fee per 30 seconds is at least 38 thousand Hong Kong dollars, for intercasting in the Mainland, millions of RMB are required each month. As for foreign advertising fees, one month is even more astronomical. At the beginning, Beijing Great Wall Hotel also advertised several times in several newspapers in the United States. Later, due to insufficient funds and poor results, it had to stop its advertising campaign. Although the advertising campaign has stopped, Beijing Great Wall Hotel has not stopped its own PR campaign, but they have changed their strategies. In order to ease the congestion of the Badaling Great Wall, Beijing renovated the Great Wall. When the Great Wall has just been restored and is ready to be opened, the Great Wall Hotel in Beijing will submit an invitation to the Great Wall management office to host a reception event for foreign reporters. All expenses will be borne by the Great Wall Hotel in Beijing. The two sides quickly reached an agreement. During the event to entertain foreign reporters, I asked them to browse and renovate a New Great Wall, which, of course, aims to publicize the newly opened Great Wall. On this day, the Great Wall Hotel in Beijing specially prepared a batch of donkeys at the foot of the Great Wall in mutianyu. Mao zi is a traditional walking tool in ancient China. He can ride and carry things. If the Great Wall and donkey are transferred to foreign countries by these foreign reporters, they will be more mysterious about China's ancient oriental civilization. In addition to a group of reporters willing to ride, the donkey prepared by Beijing Great Wall Hotel is mostly used to carry drinks and food. When foreign journalists came to the Summit one after another, the Lord took French champagne from the back of the donkey and opened it on the Great Wall for journalists to drink. Great Wall, Donkey, champagne, foreigners, reporters think that the camera is very clear, even better, have raised the camera. After the photos were sent back to different countries, the editors were very tempted. So the next day, almost all newspapers around the world published photos of the great wall of Mu Tianyu. Beijing, the famous hotel named after the Great Wall, also became famous. Through this activity, a PR manager of Beijing Great Wall Hotel, Miss America, once a reporter, tried to introduce the Great Wall Hotel to other countries around the world through the pen and lens of editors and reporters, not only does the effect far exceed the advertisement, but it also has little cost. As a result, the savvy lady decided to hold a larger PR activity. The opportunity has finally arrived. In April 26 to May 1, 1984, US President Reagan will visit China. Beijing Great Wall Hotel is now ready to learn about the agenda and accompanying staff of Reagan's visit to China. After learning that there was a news delegation with more than 500 people, including three television broadcasting companies in the United States, news agencies, and famous newspapers, the PR manager of Beijing Great Wall rice store was overjoyed, she decided to put the developed strategy into practice step by step. First, we strive to invite more than 500 news delegations to the hotel. They invited the staff of the U.S. Embassy in China to visit and taste the Great Wall Hotel for free three times. At the banquet, the general manager of the hotel solicited the embassy's opinions on the quality of service, and repeatedly asked for advice. After that, they proposed a request to receive a news delegation accompanied by Reagan on the grounds that the first-class hotels invested by the United States should receive the first-class News Agency in the United States. After mutual consultations, the Great Wall Hotel received the task of receiving the US News delegation as expected. Secondly, the potential motivation for achieving preferential services is met by Great Wall Hotel with all requirements of the delegation. In order to allow the news agencies of the delegation to send the manuscript back to China in a timely manner, Great Wall Hotel launched a fan-shaped antenna on the roof, and arranged the superior suite of the room into a workroom for convenient Publishing. It takes special care for the three television broadcasting companies in the United States. We will introduce the hexagonal pavilions of the Yiting garden tea garden with Chinese garden characteristics to CBS, introduce the top-floor bar "Linglong Pavilion" on the Chinese and western sides to NBC, and introduce the ancient and elegant open-air garden ABC Company, they are used as the background for playing TV news respectively. In this way, the essence of the Great Wall Hotel is a view of the public in Western countries. In order for the public watching, listening to TV, and broadcasting to remember the name of Great Wall Hotel, the general manager of the hotel proposed that, if each television broadcasting company says "I spoke to the audience at Beijing Great Wall Hotel" during the broadcasting, all expenses will be favorable. Economic-minded television broadcasting companies in the United States are naturally willing to accept this condition. For now, they serve as spokespersons, make free advertisements, and pass the name of the Great Wall Hotel to the world. With the successful experience in these two steps, Great Wall Hotel has targeted the high-specification President Reagan's appreciation banquet. It is quite difficult to win such a high-specification appreciation banquet, in the past, banquets like this were held in the People's hall or the u. S. Embassy, and there was no precedent for moving to other places. They decided to use facts to speak. As a result, Great Wall Hotel gave detailed information and materials to the heads of China and the United States and the relevant executive department staff, the focus is on inviting leaders of various parties and leaders at all levels to visit and inspect the hotel, so that they can see with their own eyes the facilities, appearance, quality and service level of the Great Wall Hotel, not only in China, even in the world, it is first-class. The Chinese and American officials present were convinced by the fact that they were making an instant shot and won the approval of President Reagan. After obtaining the ownership, the hotel manager immediately contacted the major news agencies in and outside China and invited them to rent a venue to broadcast the appreciation banquet of the president of the United States on live. The charges can be discounted, but the conditions are of course: great Wall Hotel should be mentioned during the broadcasting. On the day of the banquet, the heads of China and the United States, foreign embassies in China, and foreign journalists gathered at the Great Wall Hotel. When the Grand Ballroom of the Great Wall Hotel is displayed on TV, TV reporters from different countries and the host of the three major television and broadcasting companies of the United States say in unison: "Now we are broadcasting the last event of President Reagan's visit to China at the Great Wall Hotel in Beijing, China-Thank you for the banquet ......" In the frequently raised glasses, the name of the Great Wall Hotel once and again flew across the world through the radio waves, and the style of the Great Wall Hotel once and again jumped into the eyes of the public in various countries. President Reagan's wife, Nancy, then wrote to the Great Wall Hotel: "Thank you for your thoughtful service, so that my husband and I have a pleasant evening ." Through this successful PR activity, Beijing Great Wall Hotel was well known. Visitors from various countries, tourists, and business people come here. The Jewelry yacht of the United States has signed the contract, and the American travel company Linde bread has signed the contract; several foreign airlines have also signed contracts. Later, when the heads of 38 countries visited China, they all held a thank-you banquet at the Great Wall Hotel to show their appreciation and success for this visit, just like President Reagan. Since then, the name of the Beijing Great Wall Hotel has been passed out.

Case 2

Prior to liberation, the Chinese pen market was once occupied by Parker pen. Because the company was the most famous manufacturer and a new kind of "tap water pen" was launched, the company's development to 40 or 50 was the peak. Hungary's Belo brothers invented the ballpoint pen, breaking Parker's unified market. Thanks to the practicality, convenience, and low cost of ballpoint pen, it has become popular among consumers since its launch. As a result, Parker's production has suffered a great blow and its value has plummeted, and it is on the verge of bankruptcy. Ma Keli, the company's European Senior Director, believes that Parker has made a fatal mistake in the ball pen market competition. It is not as short as it is, but as short as it is, attacker. He raised enough money to buy Parker. Then we immediately began to reshape the image of Parker's pen, highlighting its elegant, exquisite and durable characteristics, and making it a symbol of the status of a noble society from the general popularity of real products. Starting from such a strategic idea, two tactical measures were taken. First, we cut the output of Parker pens and increased the original sales price by 30%. Second, increase the advertising budget, and strengthen publicity to improve the popularity of Parker pen as a symbol of social status. The Queen of England is the Head of State of the British Union, and all the items it uses show its status. As a result, its product trademarks and manufacturers are also marked with a noble brand. Maskeli knew this well. He worked hard and made great efforts to qualify the Parker pen for the pen used by Elizabeth II. The opposite direction and effective measures have been achieved, and maskeli's strategic goal has been achieved. In 1989, Parker's pen raised the price again. The old utility-marked Parker pen has gone down, and the old Parker company no longer exists. The new Parker pen is in the form of show-off and decoration, parker is also new. There is a person in the United States who buys bankrupt companies and makes a living for them. His name is Paul. Domil, he is a real "Broken King ". According to U.S. law, once a company or enterprise declares bankruptcy in accordance with law, the bank that lent the company can be auctioned as a creditor. Domil often goes to such banks to buy bankrupt enterprises. Every time he buys a bankrupt enterprise, he must comprehensively analyze and study all aspects of the enterprise, develop a transformation plan, take strong measures, and strengthen management, such an enterprise will "borrow a corpse and return a soul" on the ruins of bankruptcy, new life. Any product or enterprise has its own growth, maturity, and recession. In the course of decline, we seize the opportunity to make full use of all the favorable conditions for bold investment. By borrowing the "let alone the dead" technique, products and enterprises will be able to get new, and often get twice the result with half the effort, this strategy deserves the reference of Enterprise Operators in enterprise investment decision-making.

　　Case 3: store owner fake information, real wealth, and good fortune

Crok was originally a poor job in the United States. After reading the middle school, he came out to work to support his family and survive. Later, he became a salesman in a factory. On the one hand, his income has been improved, and his life has been obviously improved. On the other hand, he is also more important. He went south and north when selling products, I have met many people, made many friends, increased my knowledge, and accumulated a lot of valuable experience in business management. After a while, he began to become more and more unsatisfied with serving as an employee and wanted to create his own company. Which row can be selected? With the accelerated pace of work and life, he found through market research that at that time, the catering industry in the United States was far from meeting the requirements of the changed era, and it was in urgent need of reform, to meet fast food needs of million Chinese people. It's not that easy to turn it into reality. You have to pay a price for it. The primary problem that krock is facing is the capital issue. To achieve the ambition of Hong Kong without starting capital, it is like "water in the Moon" and "flowers in the mirror", which is not to be reached. It is not false to say "A penny is a hero. How easy is it to run a restaurant on your own for a poor crok?

He finally came up with a good idea. When he was working as a salesman, he had known the McDonnell brother who opened a restaurant. Instead, he had to break into his internal study based on the friendship between the two parties, to realize your great ambitions. His mind has been fixed. After he finds his brother Mai and praises him, he starts to talk about his current dilemma. After winning the sympathy of the other party, at the same time, he asked his brother Mai to help him in whatever way, and promised him to stay in the restaurant for work, even if he was a running guy. Otherwise, his daily life will face a crisis. During the past period of contact, croke knew the psychological characteristics of the two bosses. In order to achieve his ambitious goal as soon as possible, he proposed to do the original sales promotion work while serving as a clerk and to make profits of 5% of sales revenue to the boss, he readily agreed to his requirements, seeing that his brother was profitable and considering that the store was really inadequate. After entering the fast food restaurant, crok quickly grasped the actual strength and conditions. In order to gain the trust of the boss, he worked very hard, started to get up early, and worked hard. He has repeatedly suggested that Mike brothers improve the business environment to attract more customers; it also proposes a series of business methods, such as preparation of meals, light packaging, and door-to-door delivery, to expand the business scope, increase service types, and obtain more business income. It is also recommended to install audio equipment in the store, the customer can use their meals more comfortably. He also vigorously improves food hygiene and pays close attention to food quality to maintain the service reputation. He carefully selects shop attendants, try to hire a young girl with agile actions and considerate services to entertain herself; while those with untidy teeth and common looks are arranged to work in the back to ensure the quality of service, better serve customers. Of course, his boss is satisfied with every reform, because his speech and manners are always so frank and trustworthy, and he will leave a very good impression of modesty and prudence. Because of his proper operation, he has served many customers in the store. The better his business is, the better his boss is. The name of a restaurant is still the brother of Michael, but in fact, the management and decision-making power of the restaurant are in the hands of Crock. All these are paving the way for its ultimate goal. The poor two bosses have been in the dark, and they have no fear of this. They are even glad that the decision to leave croke at the time was correct, thanks to his effective management and hard-working efforts, the restaurant business is so prosperous that the wealth of money is surging, and there is a great pride and comfort in "bole acquaintance qianma. Unconsciously, Crock has been in the store for six years. As his feathers grew plump, his wings became harder and harder, and the time was ripe to take off his wings, he secretly stepped up the pace of action and raised a large loan in various ways. It's time to show off the cards with the mes' brothers. He thought, it's not difficult to get stuck. He continues to delay. He knows that the two bosses have always liked the immediate interests, for a temporary need, we often forget the original basic requirements. To this end, croke has fully prepared his thoughts before the negotiation. One night in June 1961, croke had a tough negotiation with his brother. At first, Crock proposed more demanding conditions, and the other party refused to agree. After croke made a slight concession, the two sides went through intense bargaining, and finally croke made a cash of 2.7 million US dollars, he bought the Mai's restaurant and operated it on his own. Despite a kind of anxiety and anxiety, the mes' brothers have finally been tempted by such attractive prices. "$2.7 million, $2.7 million! A fool will not accept such a favorable price! The two parties reached an agreement on this and soon handed over the property rights. The next day, there was a striking master-servant misplacement incident in the restaurant, and the Clerk fired the boss's squid. At that time, it could be said that it was a big bang in the local area, which caused a great sensation, fast restaurants are deeply rooted in the hearts of the people, greatly increasing their popularity in the United States. So far, croke's "Crossing the sea" plan has basically achieved the expected goal. After crok entered the main restaurant, its operation and management were even better, and soon it became famous in the United States with a brand new look. In a short time, $2.7 million was fully recovered. After more than 20 years of painstaking operation, the company's total assets have reached $4.2 billion, making it one of the top ten most famous restaurants in the world. Crock's success lies in his understanding of the temper and character of the mys' brothers. He easily broke into the mys' restaurant with only 5% of the profits. Then, through a long period of subtle influence, in exchange for the trust of the brothers, the brothers thought that he was thinking about himself everywhere, and felt that the interests of both sides were consistent, and they automatically eliminated the suspicion of him, he happily accepted his various suggestions. After gradual penetration and overhead, the boss had already "saved his name". In the last transaction, all of them had eaten McDonald's restaurant. The negotiations between the two parties ended with the completion of crok's "Crossing the sea. Coincidentally, in Japan, there was a similar story about false concealment, indicating that the store owner had a fortune.

In the fall of the year, the Chamber of Commerce, which runs coal in Kobe, Japan, was officially listed for sale. The surrounding area was filled with a festive atmosphere. The owner of the Chamber of Commerce is JIU yongjun, a young man with lofty sentiments. His founding Chamber of Commerce thanks to his father's old friend Mr. Teng ze for his generosity and full assistance, JIU yongjun was deeply impressed, did not forget, and was ready to pay back as needed, just as the Chinese saying goes: the grace of dripping water is reported by Yongquan. Just a few days after the opening, I came to a guest who claimed to be the waiter of the chunshan Hotel, the most famous hotel in Kobe at the time. I requested an appointment with the Chamber of Commerce owner and handed in an invitation and a referral book with respect to me. After receiving the invitation, JIU yongjun saw his book: Mr. JIU Yongqi and his money: Yamaguchi santaro. JIU yongjun glanced at the visitors and opened the invitations and recommended books in a puzzled manner. After reading the documents, he realized that Mr. tengze was a submitter, Yamaguchi santaro, and he was doing the coal business, yamaguchi santaro is preparing to prepare a thin wine table at the chunshan hotel, so that he can ask JIU yongjun for the way of life and wealth. The words in the invitation box are full of infinite admiration for JIU yongjun. Since I am a friend of my kind of support, I am afraid to neglect it. I have to look at the Buddha's face without looking at it. After speaking a few quotes to Yamaguchi santaro, he readily agreed that he would like to make an appointment tonight. Night soon shrouded the earth. JIU yongjun put on a pen-style suit and came to the Spring Mountain hotel handlily. santaro had long been there waiting for a big drive. Upon entering the hotel door, JIU yongjun was well received by thoughtful and enthusiastic services. The delicious food on the banquet made him feel full. In addition, when Yamaguchi santaro was flattering, JIU yongjun was not able to feel a little flustered, so proud ......

It is a good opportunity to negotiate when the wine is hot. Yamaguchi santaro was well versed in this. He thought that the time was up, and then he proposed to JIU yongjun with utmost respect: "Mr. JIU Yong, I have a good friend, a bu Jun, it is a famous coal retailer in Yokohama, Japan. It has a good reputation and many customers, and its business is booming. If you trust me and would like to give me a chance to serve you, I will be happy to bridge the gap between them. For you, you can increase the coal sales volume and sales channels to accelerate capital turnover and achieve more benefits, as a result, we will have reliable and stable sources of supply, and business operations will also improve. As for me, I just want to get a certain amount of commission from you. "Jiu yongjun did not answer this question immediately. He was hesitant and the negotiations between the two sides were deadlocked. Yamaguchi santaro glanced at the other party and did not force the other party to make a decision immediately, but did not ask the service lady without any trouble: "Miss, I heard that your Kobe specialty slice has a good taste, could you please buy me some? "Said, he took out a huge amount of money from his pocket and took out two large-sized tips as Miss. Long yongjun looked at the thick pile of tickets and looked at the free and easy samples of Yamaguchi santaro, and determined that the other party must be a big boss with strong financial strength, if there is no danger in doing business with Yamaguchi santaro, he took the initiative to make a detailed negotiation on the coal transaction and readily agreed to the requirements. After the parties formally reached an agreement, the two men shook hands and said goodbye. As soon as yongjun leaves, Yamaguchi santaro will rush to the bus station to take the last bus back to Yokohama. The high consumption at the chunshan hotel today is too luxurious for him, how can he afford it? JIU yongjun never dreamed that Yamaguchi santaro was actually just a small coal manager in Yokohama. He looked at it as he was about to close the door and go bankrupt, so his business could not continue, after learning from his friends about the special relationship between JIU yongjun and Teng zedao, he lent some money to the bank with his coal store as collateral; he asked Mr. Dao to write a letter of recommendation for his coal business as an excuse to do with JIU yongjun. Then, with the help of the Grand Stage of chunshan Hotel, after successfully playing a "let the sky go through the sea" drama, everything is so natural, it is a matter of course, Yamaguchi three Taro's superb negotiation skills make him not to spend any money, will long yongjun coal Chamber of Commerce coal, sold to a retail store in a department, the company made a lot of profits as soon as it got out of the market. The small coal manager store, once on the verge of collapse, was booming.

　　Appreciation:"Crossing the sea"-the basic idea of the technique and method used to make money in business operations is to use "deception" to secretly act and hide your attempts to make money in obvious things, to achieve your goals. Because ordinary people tend to have no doubt about things of Si Kong, this is to use people's illusion to conceal their true intentions. In addition, when the distribution of MSG in Japan is sluggish, they will expand the small hole in the flavor bottle from 1mm to 1.5mm in diameter, without the consumer's perception, in this way, the sales volume of MSG is greatly increased. This is the most common and most used method. Because of this, it is easy to be ignored, so that various businesses can easily implement in sales, to achieve the real purpose of selling products and occupying the market.