Chapter 13 Chapter 12 Psychological Manipulation in Business Warfare

People often don't care about the content of the speech, but they are quite sensitive to the "sense of language". In modern society, "speaking" has more advantages than "writing", so the "linguistic sense" of words has been paid more and more attention. Dr. SI Hekawa, an American semantic theorist, also acknowledged the importance of "sense of language", and pointed out that when people listen to other people's narration, they often don't care about the content of the speech, but are immersed in the tone of speech.According to Dr. Heikawa's research, cats and dogs like to be petted, but they prefer to listen to people whispering while being petted.Dr. Heikawa called the effect of this "sense of language" "verbal hypnotism".

The most successful example of applying "verbal hypnotism" to naming is "SONY".When the new company was established, the original name "Dong Tong Gong" was often reminiscent of the names of some small and medium-sized enterprises, and when the company successfully developed the tape recorder, it changed its name to "SONY Company".This name is very different from "Dong Tong Gong", giving people the impression that it is "novel" and "bright". Today's SONY company is developing so fast, we can attribute to the language sense of the voice SONY, which attracts modern people. people's purchasing power.Since then, many companies have changed their names one after another in order to make the company name give people a "novel" and "bright" feeling.It can be seen that in daily life, "sense of language" does have some wonderful effects.

If the meaning is the same but the sense of language is different, the same product will give people different impressions. This is the magical power of "sense of language". The following example illustrates this point.A girl came to the store to buy clothes.The shop assistant praised the girl who was trying on a coat loudly: "It looks so fresh!" The sense of language of this "fresh" just catered to the girl's psychology, so she quickly Bought this dress.If the clerk said "it fits well", it may not have this effect.Therefore, we admire the clerk's speaking skills very much.It can be seen from this that as long as the "catalyst of speech" is skillfully used, one can definitely become a successful writer.

Modern people's sense of fashion has both material identity and emotional heterogeneity. Although the world economy has been sluggish in recent years, and the textile industry has been severely affected, the cotton clothes of "Reinern" are still welcomed by the masses.The main reason is that the product is of high quality and low price, and the price is uniform, and there are more than 600 different colors and patterns for you to choose.These factors easily capture the psychology of young people. Modern people's feeling for fashion lies in the identity of material, in other words, they hope that the price will be unified and low.In addition, it also lies in the heterogeneity of mood, that is, the psychology of wanting to be different. "Reinern" clothing is in line with this psychology. They changed people's previous commercial impression of items from "cheap-poor quality" to a new impression of "cheap-rich and personalized".In short, to make a commodity widely popular, it is necessary to have this dual important requirement at the same time.

There is a novelist who wrote a very best-selling novel, in which it describes quite delicately how a manager promoted the popularity of a girl singer.This agent once received a secret from a social psychologist, that is, how to use the principle of double structure to shape a popular singer.First of all, the singer must have a nature that is different from the popular ones, that is, his appearance, voice, and conditions are all top choices.But the singer must have the same troubles and sufferings as the fans.That is to say, it is necessary to agree with the public on the unfortunate experience, and only in this way can it resonate with the general public.Therefore, the agent deliberately fabricated the girl singer's background and growth environment into an unfortunate story, and publicized this "impression" through various media.The girl singer really became a hit and became a household name.

If the tactics of promoting "people" revealed by the novelist are to be believed, they are slightly different from the psychological tactics of promoting goods mentioned above.That is to say, these two methods are just opposite in terms of heterogeneous and homogeneous content.When promoting goods, the identity of "material" and the heterogeneity of mood must be required, but when promoting "people", the heterogeneity of matter and the homogeneity of mood must be required.All in all, as long as we can make good use of the popular principle of duality, we will be invincible in modern society.

The best salesperson is the one who can grasp the customer's buying psychology first. Suppose we want to buy a stroller and go to the baby products department of a department store. At this time, the sales girls in each counter will try their best to promote their products. "This is a portable stroller with a lightweight design that makes it easy to carry." "It's a fully automatic stroller that can be folded into a bag." "The roof of this car is made of four skeletons, which is very strong and durable." "The car has good springs to reduce vibration."

"This baby stroller is the easiest to fold." If there is a road project going on in your neighborhood, and you have thought about not wanting your baby to be exposed to excessive shock, then the phrase "reduce vibration" must have impressed you!Or, if you are worrying about where to put it, then, when you hear "the folding method is the easiest", you may buy it immediately, and you don't listen to other sales girls at all. This is the so-called "expectation" phenomenon in psychology.In other words, perception or memory is often affected by our inner expectations.What follows is a rather interesting experiment.

First of all, the subjects were allowed to watch several playing cards illuminated by the transient display with a very weak and instantaneous light.In this way, the subject will form an expectation that "only playing cards will appear".But then, when the subject was not psychologically prepared, a strange card suddenly appeared, for example, a card similar to a spade playing card. At the beginning, the subject did not find surprise, anger, etc. fierce reaction.This is because the already formed anticipation of playing cards limits the subject's perception. When something that is not "expected" appears in front of their eyes, the subject cannot find the difference for a while.

When this "expectation" psychology forms the purchase motivation, it is called the "reason for purchase." Only by testing out the other party's expectation psychology as soon as possible and actively taking the offensive is a successful sales force.If the direction is not correct, it will not only make the other party feel impatient, but also make them lose their trust in you. Consumer preferences will change with the packaging of the product. If we pour domestic whiskey into a bottle of famous Scotch black brand whiskey and ask someone to taste it, after taking a few sips, the person will definitely squint his eyes and say with a satisfied expression: "Scotland The black label whiskey really lives up to its reputation." In fact, it was not the delicacy of the wine that made the guest admire, but the trademark of the black label whiskey made the other party feel a sense of trust and admiration.

It can be seen from this that the packaging of commodities can influence the wishes of consumers, and this tendency is called irrational orientation.Color researcher Louis Justin once confirmed this theory with the following experiment. In order to test the packaging design of the new detergent, he used yellow, blue, and yellow-blue detergents to distribute to ordinary housewives, let them use them for several weeks, and then asked them which one to clean Detergent is best for washing delicate fabrics. The housewives who accepted this experiment thought that these were three detergents with different effects, but in fact they were just packaged differently, and the ingredients and contents of the detergents themselves were exactly the same. What was the result?Almost all housewives think that the detergent in the yellow package is too powerful and will easily damage the fabric, while the detergent in the blue package is not easy to clean the dirt on the clothes. The most acclaimed one is the detergent in the third package agent. In fact, the third package color is the color that color researchers agree is the most ideal for tonal balance.All housewives agree that this packaged detergent has the best cleaning effect. A company has cleverly used this psychology of consumers to successfully expand the sales volume of its products.This company specializes in the manufacture of margarine. The packaging paper of the product has two or three figures of margarine and other dairy products, and a four-leaf clover is drawn in the corner. The four-leaf alfalfa is considered to represent luck, which is in line with the psychology of consumers, so the merchants also place special emphasis on this graphic.Later, three packaging designs were changed, and each time the graphic of alfalfa was enlarged.As a result, as the figure of alfalfa increased, the sales volume also skyrocketed, but in fact, the essence of this margarine has never changed. People are defensive, and when the other person shows signs of backing down, that mentality tends to weaken. In modern society, there is a battle of deals between selling and buying goods.There is also an offensive and defensive battle between buyers and sellers.Therefore, sellers are constantly conducting organized research in anticipation of waging a bitter war with buyers.If you are a buyer, you should have a deep understanding of the seller's tricks, and if you are a seller, you must study the psychology of customers in many ways.However, whether you are a buyer or a seller, I hope you understand this tactic. First of all, you should have had the following experience!When we see an advertisement for a big sale in a department store or a supermarket, for example advertising a TV set for a sale, it triggers your desire to buy.And when you go to a department store, you find that there are many high-end electrical appliances auctioned besides TVs. In the end, what you buy is often other electrical appliances that are several times more expensive than TVs... At this time, you are trapped in a department store. The trap was set.In other words, in the series of actions you just took, the key is to trigger your desire to buy the moment, and then leave for the department store.Once you fall into the marketing tactics of department stores, you already have a potential buying psychology, so even if it is a slightly more expensive electrical appliance, you will buy it without hesitation. Psychologically, people often build defensive barriers for defense, and once external forces step into the barriers, people often forget what they originally wanted to protect.In other words, although you are determined to buy only when the price is cheap, when you have the determination to buy, the original condition-cheapness often disappears at this moment. A spring bed salesman also used this principle to design a set of outstanding sales techniques.First of all, he let customers look at the lowest-priced products first, so as to attract customers.At this time, customers often have already developed a trusting psychology.Next, he recommended another type of spring bed to customers: "If you buy this type, it can be guaranteed to be used for 20 years. Although the price is a little higher, it is still quite a bargain..." Generally speaking, when selling durable products such as furniture and electrical products, the tactic of leading from low prices to high prices often produces very good results.When selling daily necessities, cosmetics, and kitchen utensils, it is best to let customers see expensive things first, and then gradually shift to cheap products. When their desires are inconsistent with reality, people tend to face reality squarely. The causal relationship between cigarettes and lung cancer seems to have attracted the attention of ordinary people, but the number of smokers has not decreased.A newspaper in the United States once conducted a questionnaire survey titled "Do you think it has been confirmed that smoking is related to lung cancer?" The result was that 28% of non-smokers believed that it had been confirmed, while those who insisted that it had not been confirmed It is as high as 72%. In addition, this newspaper also conducted interviews with 65 adult men who purchased new cars within 4-6 weeks.The newspaper office prepares the magazines of the previous 4 weeks and the newspapers of the previous 7 days in advance, and then asks the car buyers if they have ever read the car advertisements in magazines and newspapers.The result is that 65% have read the advertisement of the model they bought, and only 35% have seen the advertisement of other cars at the same time. In short, the news that "smoking is bad for your health" or "there are cheaper and better cars than your own" is unpleasant news for addicts or those who already own a car, if If the contradictions are not removed, this kind of psychological shock will make them feel confused.American psychologist L. Festiga called this state "dissonance", and people often reduce this "dissonance" by disbelieving or ignoring a certain message to obtain a "concordant state". Some people think that if this kind of psychological effect, which is common to everyone, is applied to business, the sales effect can be improved.For example: when Ford Motor Company launched the Model M standard car, it once selected several couples with a 10-year-old child and an ordinary car to let them watch this new car without a marked price.Their unanimous opinion is: I like this model very much, but this kind of vehicle lacks practicality, that is, it is not suitable for general family use.However, when the company informed that the price of the car was 2,368 US dollars, their attitude changed suddenly. They not only revalued the value of the car, but also agreed that the car was quite practical. Originally, these couples thought that this car was definitely not something they could afford, but when they learned that it was so cheap, they turned their attention to the advantages of this vehicle as much as possible.In other words, merchants use the above-mentioned psychology to lead customers from a state of discord to a state of harmony. When advertising stimulates consumers to recall their childhood experiences, the product tends to feel familiar. It is said that the most popular food among people all over the world, especially young people, is instant food and chewing gum.In fact, neither instant food nor chewing gum is very delicious food, but why are they so loved by young people?The real factor is that the sensation of chewing or eating these foods is reminiscent of suckling as a child and is satisfying. You may not have noticed that in our subconscious mind, there are actually hidden strong nostalgia for young children's experiences such as biting nails, sucking fingers, licking food, and putting objects in the mouth.With the tense pace of life in modern society, this kind of nostalgia is gradually increasing. Therefore, it is undeniable that the demand for instant food that is addictive and reminiscent of baby food, and chewing gum that can be chewed frequently will continue to increase in the future. Most of the food advertisements on TV have captured the psychological weakness of consumers. There are often scenes of children chewing a certain food, or children shouting "Mom, I want to eat XXX" on the grassland at dusk. The advertisement is mainly to evoke the nostalgia of childhood in consumers. In order to increase the sales volume of its products in a certain mining area, a chewing gum company in the United States published two cartoon advertisements in local newspapers, and it really achieved considerable results.What they use is the above-mentioned principle. The first ad featured a series of cartoons in which a kid who made mistakes eats chewing gum and solves any difficulty as smoothly as Popeye eats spinach.The second ad was a cartoon of an adult who was in a harsh working environment, but overcame all difficulties by chewing gum.This advertisement mainly tells people that adults can easily cope with any work as long as they eat chewing gum, just like children use their fingers to relieve tension. These two advertisements actually greatly increased the sales of chewing gum in an instant.Therefore, we really have to lament that "people's hearts are really hard to predict." The ice cream advertisements in the United States are usually a scene of various kinds of ice cream exposed on the crisp tube and about to drip. This kind of exaggerated advertisement is also to remind consumers of their childhood. A tactic for making purchases. Men are largely at the mercy of women when it comes to dressing. Dear male readers, do you choose your own tie or suit yourself?According to a survey in the United States, 50% of men's suits and 70% of shirts are purchased by women. The person in charge of a certain department store noticed this tendency and set up a special counter selling ties in the center of the floor where women's clothing was sold. Unexpectedly, the sales volume was twice that of the general tie sales department.This is because women who come to buy their own clothes also buy ties for their husbands or boyfriends.The department store has succeeded by cleverly capturing the psychology of women. David Lister, a sociologist at the University of Chicago, once pointed out in the book "The Lonely Crowd" that in today's society, people with other aspirations (letting others aspire) have emerged, especially men who listen to women's opinions. There is a tendency to surge.Just because modern men seem to want to cater to women's expectations in every action, so how to make women buy men's products is the secret to increasing the sales of men's products.The aforementioned department store simply transferred the tie sales department from the men's product floor to the women's product floor, and immediately doubled the sales volume. An American manufacturer of men's hats advertised in women's magazines in 1950, which led to a sharp increase in sales.Perhaps judging from the current situation, it is not surprising to advertise men's products in women's magazines, but the behavior of this hatter can be said to be a pioneering work in the history of magazine advertising. The tactics established by using men to listen to women's opinions can actually be used in various forms.For example, advertisements for Shiseido men’s cosmetics will always add the general ad text: “Our opposite sex is women.” A person in charge of a men’s clothing store in a busy city also noticed that almost all customers go shopping together in pairs. His accompanying female companion often made high-level remarks, which caused him a lot of headaches.But just worrying can't solve the problem, so he devised some countermeasures to treat women politely.First, set up a sofa in front of the fitting room, put women's magazines on the table, and let the clerk sell some men's products in due course. After using this series of methods, the purchase rate of customers has increased greatly, which made the person in charge often laugh.It seems that we men are really at the mercy of women when it comes to dressing! Harnessing the "innovators" among consumers facilitates product sales. When investigating consumers' purchasing motives, it is surprising that the number of people introduced by others is more than the number of people who have seen the advertisement before they have the idea of ​​buying.Those who introduce others to buy can really be called "innovators". If you want to increase the sales of goods, you must first train these people to become "salesmen". According to the survey conducted by WE Bell of the University of Illinois in the United States, there is a clear gap between the so-called "innovators" and ordinary consumers.In this survey, it is known that about 10% of the 100 purchasers are the above-mentioned "innovators" and these "innovators" all have the following characteristics: first, the male owner is a supervisor or has a skill; Second, the level of education and salary are high; third, those who own houses are very particular about housing construction, and renters almost always pay higher rents. In addition, 65% of them will ask other people's opinions when shopping, and more than half want to see the actual finished product.And about 70% of those who want to watch the finished product and are often picky about the product will buy it.Another point of reference is that ordinary consumers seem to be easily influenced by the "innovators" around them. These "innovators" seem to feel themselves in the position of "innovators" and are afraid of losing that "status of honor" because it would be a disgrace to them if new products were to fall into the hands of ordinary consumers first.There was a man who cleverly used this kind of psychology to miraculously acquire wealth. He has a roster of first-class university graduates, and records in detail the current occupation, address and family members of each graduate.Just relying on this roster alone earned him enough living expenses.Because major companies sent advertisements to select targets, and they bought rosters from him one after another.Because the graduates of first-class universities and their families have a great influence on society, they will have a great effect on promotional products.And these folks from top universities seem to be happy to be the first to hear about new products that just come out, and maybe buy them or recommend them to others. The so-called best-selling products refer to products that can help the public realize their ideals and hopes. One year, the sales of locomotives of the German NSU company suddenly dropped sharply, the reasons for which are unknown.The person in charge of the company was panicked, and hurriedly hired a famous American deep psychologist, E. Dishida, to investigate consumers' purchasing motivations.In this interview-style investigation, a surprising fact finally came out. NSU has always been accustomed to adding a prominent advertisement text "this locomotive is guaranteed for 10 years" to emphasize the sturdiness of the locomotive.This ad seems to be in line with the personality of Germans who are seeking truth from facts. However, according to the results of the survey, it is this text that destroys consumers' dreams.Because the general consumer public in Germany at that time expected to be able to buy a car with four wheels - even the smallest one - within two or three years. Germans attach great importance to economic concepts. If they buy a locomotive with a 10-year warranty, wouldn't it be a waste when they buy a car in a few years.Therefore, they prefer to wait a little until they can afford to buy a car, which saves them money for a motorcycle. When NSU learned of the reason for the sudden drop in sales, it immediately removed the words "guarantee for ten years" and at the same time used another tactic.They changed the shape of the original locomotive to make it closer to the image of a four-wheeled vehicle.For example: replacing the motorcycle horn with a car horn, installing an unnecessary license plate number (German locomotives do not need a license plate) and adopting a second-hand goods discount system.Since the implementation of this series of tactics, the sales of locomotives have shown a straight-line upward trend. This incident tells us a truth, that is, the so-called best-selling products do not refer to the practicability of the products, but the products that can help the public realize their ideals and hopes.Therefore, in order to increase the sales of locomotives, it is necessary to imbue the public with the impression of cars, and let the public fulfill their original wishes by means of hints. However, the dreams of the public are always changing, and we must not be complacent because a certain product has been widely recognized.Because when the public realizes that this product no longer has the function to satisfy their dreams, they will immediately abandon it.All in all, the implementation of all sales tactics and publicity strategies should start from the spirit of pursuing ideals for the public.Therefore, the so-called "sales" can actually be interpreted as "the psychological warfare between the seller and the consumer". There is a great gap between the expressed desires of people and the unconscious desires. The editor-in-chief of a women's magazine once introduced that whenever the magazine reports "sex" information, it often prepares 10 headlines as a preparation.It includes provocative and mild titles, and then voted by many readers to choose the title that they think is the most appropriate.Afterwards, the topic with the most votes will be eliminated first, and then the topic with the fewest votes will be submitted to the editorial meeting for research, and finally the most suitable topic will be selected.In other words, the conclusions thus drawn are undoubtedly the exact opposite of the reader's votes. In fact, this is a clever tactic, and the result fully meets the reader's unconscious desires.General market research is to ask consumers some simple questions, so as to understand consumers' preferences, and then engage in production and sales.However, the results of the survey are often contrary to the actual consumption situation. It can be seen from this that there is actually a big gap between people's own thoughts and unconscious desires; and it is unconscious desires that really control our actions. The following two examples may give you a better understanding of the meaning. An advertising agency surveyed people's motivations for buying smoked fish. One of the questions was "Why don't you buy smoked fish?" Most people answered "I don't like it." , about 40% have never eaten smoked fish at all, so they don't buy it not because they don't like it, but because they haven't eaten it. A beer company specializes in brewing premium beers with low alcohol content as well as cheap beers for mass consumption.In a survey, it was learned that people prefer high-grade beer with low alcohol content.So the director of the company immediately ordered to urgently increase the production of high-grade beer.However, the demand for premium beer has not increased. In fact, the question asked by the investigators is "what kind of beer do you drink?", but consumers unconsciously think that what the other party asks is "is the beer you drink cheap?" So I answered that I like to drink premium beer. It can be seen from this that if you blindly listen to other people's superficial words, unsatisfactory or even irreversible results will often occur. The meaningless diphonic reduplicative language can best cater to the psychology of young people. Most of the current consumer market is dominated by young people in their twenties. These young people often use their intuition to decide to act.Therefore, if you want to grasp their psychology, you must appeal to their feelings and intuition.But how can we grasp their psychology? "Voice tactics" is one of the methods often used by sellers.Because young people have always had the most sensitive sense of hearing and touch, they must use sound to express the image of the product, for example: Yangyang, Lingling, Qingqing... meaningless two-syllable reduplicative language. If you have the opportunity to listen to a group of young people talking, you can often hear a series of puzzling words and sentences, but there seems to be no communication problem between young people.According to a commentator well versed in the psychology of young people, who classifies particular expressions used by young people as "meaningless opinions," he believes that "to young people, double-syllable words sound more pleasing to the ear, and It's relatable." The company that achieved the greatest success by using the two-tone overlapping tactic was the "Renan" company.They established their corporate image 10 years ago by adopting the word "yeah" as the commodity era.In addition, Baobao, Want Want, KK, etc. are the most commonly heard product names. The "Red Auditorium" in Tokyo, Japan, recently changed its name to "Abu Abu", which is more popular with young people, hoping to sweep away the image of "cheap market" in the past.It is said that the person in charge of this store specially asked a famous psychologist for advice before renaming it.After a thorough study, the psychologist believes that the African drum sound "Abu Abu" is the best way to return to the starting point, and then develop towards the hometown, nature, the earth.... A clothing magazine aimed at young people aged 18-23 is named after everyone's favorite panda name "An An".In addition, a certain chewing gum company has opened up many new buying layers under the name of "BON, BON". This is also a typical example of being good at using sound tactics to achieve success. Giving customers a range of options makes them feel compelled to buy. In order to increase the sales rate, salesmen often need to have 6W common sense.These skills must also be used skillfully when selling products to customers. "Which color do you want?" "Where to send (WHERE)" "When (WHEN) send it?" "What (WHAT) size do you want?" "Which (WHO) is going to use it?" "Why (WHY) is it postponed until tomorrow?" Among them, the first item (WHICH) can best prompt hesitant customers to buy your product. For example, there is a customer coming from a distance, his attitude is not like eagerly looking for something to buy, before this kind of customer comes to the counter, the salesperson should first look into his eyes, then smile slightly, and then look at him. approach.At this time, timing is very important.A bad attitude, or lack of a friendly tone of voice, could make your customers run away.Because the customer is puzzled, perhaps not in the choice of goods, but hesitating whether to buy in this store.Therefore, the salesman should approach the customer in a friendly manner, and then put out two or three things that the customer may want to buy, put them on the counter, and say: "This pearl ring and this ruby ​​​​ring are both beautiful and generous. You will never regret buying it. It is very suitable for a noble lady like you, which one do you like?" Here, the key is not to ask "what" he needs but to ask "which one" the other party needs. In this inquiry, the relationship between the buyer and the seller has been established between the customer and the salesperson, which also includes letting the customer choose by himself. skills. Therefore, the customer will have the mentality of "buy here", and quickly decide which one to buy from the range delineated by the clerk or the things displayed in front of him.In short, allowing customers to choose is the key to this tactic. People tend to trust the opinions of experts about things they are not sure about. The owner of a shoe store said this when dealing with customer complaints and dissatisfaction: "Do you mean that the soles of the feet are too tight? In fact, it is better to wear shoes that are tighter at the soles of the feet. The toes It should be very loose! Like this, it's ideal..." "Are you saying that it's not easy to wear when you wear it? So, how does it feel when you walk? So-so, right? So, these shoes are not easy to put in, but they are okay to walk on. To be honest, these shoes are really good. It suits you very well!" Later, the customer seemed quite satisfied with the boss's explanation, and went back with the original pair of shoes. The most common problem that shoe stores encounter is that customers complain that the shoes on the left foot are not comfortable to wear.In fact, any business is the same. If the complaints of customers must be satisfied one by one, I am afraid that the business will not be able to continue.The above-mentioned store owner most often said to customers in an authoritative tone: "I think you should know that the left foot of a person is naturally slightly larger than the right foot." Usually, customers are quite satisfied with his rhetoric.What kind of persuasive power does this shopkeeper have to convince customers of him?In fact, he uses his authority to give a hint to customers, which is called "power hint" in psychology. People tend to believe in the opinions of experts when they are not sure about things. The better the effect of power hinting.Therefore, when dealing with customer dissatisfaction, it is often better for the boss to come forward to explain than for the clerk to use all their tongues. The following example best illustrates the effect of power suggestion.A group of people enjoy a record together, and then the musician explains to everyone that the lead singer of this record is a well-known musician, and its sound quality is very delicate and gorgeous.After a period of time, these people were asked to listen to the same record, but the musician explained that it was played by a music student. Although it was the same piece of music, the playing skills were quite different.At this time, about one out of 10 people agreed with the expert's explanation and thought that what they were listening to were two completely different records. The reason why a person is nostalgic for work is largely due to the self-esteem possessed by work. There is a company that specializes in cleaning and waxing. The employees often resign after only two or three months, which makes the owner feel quite troubled. Most of the employees in this company are women in their 40s and 50s. The most common sentence they say is: "If I don't do this kind of dirty work, I won't starve to death. I don't want to continue doing it!" Therefore, they always submit their resignations to the company for reasons such as the birth of their daughters.Although they may not find better jobs after resigning, they are still reluctant to engage in such inferior jobs. To this end, the company has taken measures to retain employees.Every morning, when the employees are about to go out, the company sends them very clean white and straight starched gloves. These gloves do not have the company name printed on them, even if they are worn on other occasions, they are very decent. This is a tactic adopted by the company, mainly to make employees feel that cleaning is not a low-level job, but a profession that makes the environment cleaner and more beautiful.Sure enough, this tactic achieved better results than expected, and the resignation rate dropped below 50%. It can be seen from this that whether it is a group or an individual, the reason for their dedication to work is entirely rooted in their sense of self-esteem for work. Therefore, the company gives employees clean and white gloves, not only to let them recognize the great significance of the work itself, but also to give them a sense of self-esteem in the job, so that they can improve their willingness to work.At the same time, this fact proves that this approach is very effective. The approximate number will relax the mind, while the specific number will make people feel psychologically tense. From early childhood, whether it is going to school, dating, meetings, or commuting to and from get off work, we are always used to setting the flexibility of time at about 30 minutes.Some people even thought that things would definitely change from the beginning, and deliberately delayed the arrival time.例如：大学生上课时，对于某位教授习惯迟到30分钟的现象早已习以为常，所以当铃声响起时，几乎没有人会到达教室。或许，我们可以将这种现象视为现代生活中一种适应调节的做法。 但实际上，这种做法会使人产生松散的心理，由于它会降低学习及工作的效率，所以绝对不是一种值得鼓励的现象。反之，如果经常使自己处于高度紧张的状态，则必可发现或创造平日不可能做成的事情，也可大大提高工作效率。所以，有人每天都订一份分毫不差的工作表，不论做什么，总是据表行事。 实行这个方法之后，紧张感提高到最大限度，自然工作的能力也得到充分的发挥。因此，这可以说是一种“冲击疗法”（休克疗法）。 有个地方已经实际在实施这种疗法，那就是世界最著名的IBM公司，这里员工的工作效率可说是世界第一位。某位教授曾经受邀到IBM公司去演讲，邀请他的人预先对他说道：“希望你把演讲的时间定在下午3:01-3:51之间。”他避开了3点开始或3点半结束的“约整数”使人不得不恪守这个时间约定。由此也可以看出IBM特有的精神。 这种精神不仅可以节约时间，而且使工作的“质”也提高到相当的水准。在某次会议中，他们从全国两三千名优秀推销员中选出表现优异的推销员予以表扬。他们之中，对工作目标的要求最普通的水准是500%，当选第一名的推销员所创的纪录达到2500%。当这位推销员上台发表演说时，真可谓妙语联珠，使会场气氛达到最高潮，同时，他的演讲在限定三分钟内巧妙地结束了。其实，这种守时的精神不只表现在这位推销员身上，而是全体IBM员工都具备的。 利用情报交换，可提高个人对工作的参与意愿。 几乎所有保险公司的保险业务员都不采取单独行动，而通常是乘坐汽车到达某个地区，然后每两人或三人成一小组再前往各个目的地。之后再约定时间集合，彼此互相交换情报，并订立下一个作战目标。 这种集合、分散再集合的功用，主要在于交换情报，此外，也可以有效地促进员工之间的情感，并提高工作的参与意愿。有了参与的意愿，自然会对从事的事情产生责任感。同时，也会自动地参与其他必要的工作。除了作家、画家、自由职业或单纯经营商店的人以外，凡是组织里的成员，都会有一种共同的意识，也就是“工作快乐、值得去做”如此一来，就足以促成参与的意愿，甚至不会在意工作的性质。 例如，我们将同样的工作人员分成三个不同类型的小组，然后观察他们的感受。第一组是中央集权型，由其中一人担任指导工作，而且组员之间不许交换情报；第二组是小组型，也就是每两位员工成一组，彼此间可互相联络；第三组则是完全结合型，也就是所有成员都可自由交换意见。当这三组的工作完成之后，再问他们一个相同的问题：“工作有趣吗？”“你想继续工作下去吗？” 回答“是”的人几乎都是小组型和完全结合型的组员，隶属中央集权型的组员则根本不愿再从事这项工作，而这种意愿与工作的内容完全无关，主要是他们只能听从上级的指示行事，根本没有办法按照自己的意愿来参与这项工作。 因此，要提高员工的参与意识，可仿效保险业务员的小组行动，让组员间可以彼此交换意见，同时也能扮演各种角色，或者给予员工某种地位，这些做法都能有效地提高员工的参与意愿。 有一位小学老师曾经讲过一个实例。当他刚刚任教时，班上有个性情十分消极的男生，他几乎交不到朋友，而且成绩也节节下降。这位老师在改选班长的时候，故意任命他为班长，这个学生获得这项意外殊荣之后，几乎脱胎换骨，变得活泼、积极，朋友也愈来愈多，成绩更是大有进步。 若要使属下自觉工作且相互合作，则领导者必须具备民主作风。 在某次重要会议中，总经理突然起身说道：“我有事必须离开5分钟，你们继续讨论这个问题吧！”这位总经理经常以命令的口吻对待部属，甚至对部属咆哮，所以，虽然名为会议，实际上是总经理个人意见的发表会。 尽管他吩咐职员继续开会，但事实上，职员们都知道，就算讨论出结果，总经理也不会采纳他们的意见。 不过，每个人还是形式化地提出自己了的看法，彼此交换意见。当总经理再度回到会场时，情况却有了变化，因为总经理不仅侧耳倾听员工们所提的意见，而且一一提出质询，使会场的气氛变得活泼而且热烈。 由于总经理态度的改变，整个会议获得了转机。 其实，这是有人建议这位总经理采取的战术。因为每当开会时，气氛总是十分沉闷，使他感到十分无奈。 但如果突然面带微笑，反而显得不自然，倒不如使用“离席”的战术来改变会议的气氛。 不论任何工作，保持良好的人际关系都是十分重要的一环，尤其是在必须共同工作的情况下，领导者要与部下的精神融合在一起，独裁型的领导人绝对无法拥有自动自发、相互合作的属下。 领导人可以大致分为独裁型、民主型、放任型等三种。最能使员工产生自主性和创造性工作态度的，自然是民主型的领导人。根据美国某大学所进行的关于领导人的人格与业绩关系的调查中，显示工作效率最高的，依然是民主型领导人领导下的员工。至于独裁型领导人的属下，当领导不在时，工作量会骤减三分之一。此外，员工之间的同伴意识融洽程度，也以民主型的领导人的属下为最高。 但是，独裁型和放任型领导人若骤然转变为民主型的话，反而会助长部属的警戒心，从而产生反效果。因此，要变为民主型领导，且不使部属产生警戒心的话，有时必须使用一点小技巧，例如前面所举的实例那样。