Chapter 25 Business Road 24 Take a small loss and make a big deal

The essence of business: Wenzhou merchants do business, make money, and like money, but they are definitely not blind to money and only seek profit.Sometimes, for the sake of long-term benefits, Wen Shang would rather "suffer a small loss" than break his promise. To lose is to take advantage, which is not a paradox in the business world.People often say that there is no business without evil, which means that businessmen are always counting the money in other people's pockets.But it is difficult for a real profiteer to achieve success in modern society. Honesty is the essence of modern business.Merchants and customers form a new type of business cooperation relationship. In this relationship, customers must guarantee the interests of merchants, and merchants must also guarantee the interests of customers. If the interests of the other party are damaged due to one party's reasons, Compensation should be given where possible, so that business contacts can continue and benefits can be generated from it.

People who really know how to do business attach great importance to the interests of customers and are responsible to them.The so-called customer is God, if you always let God suffer, God will naturally not bless you. Some operators also had a short-sighted stage when they started their businesses. Later, they learned the lessons of the market, and their business concepts gradually matured, and they began to realize that personal interests are actually combined with the interests of consumers. .Every time you kill a consumer, you kill your own future.In this regard, Wenzhou merchants have learned a lesson. Their so-called "high-quality products" such as "sunshine leather shoes" and "horse manure paper belts" once deceived the people of the whole country. all abandoned them.

The current Wenshang believes that insisting on integrity may suffer a little under certain circumstances, but it is indeed an essential quality for a great career.If an enterprise wants to expand the vast international market, it needs to have a sense of integrity. Once, the International Trade Department of Wenzhou Aokang Group received an order from an Italian merchant. The two parties negotiated a unit price of 23 US dollars and signed a purchase and sale contract.But when the product was put into production, they found that the price of the leather material was too low when calculating the cost. If calculated according to the actual cost, the export price would increase by at least one dollar per pair of shoes.When the person in charge of the department reported the situation to the president Wang Zhentao and asked whether to negotiate a price increase with the foreign businessman, Wang Zhentao said: Since the contract is signed, it is a loss, and this transaction must be done.

The news reached the ears of Italian merchants, who offered to increase the amount by one dollar, but Wang Zhentao politely declined.He said that it doesn't matter if you earn a dollar more or less, the important thing is to abide by your credit. The Italian businessman was very moved, and immediately increased the original order of more than 200,000 US dollars to more than 1 million US dollars, and said: In the future, we will establish a long-term cooperative relationship with Aokang Group and place more orders. Smart businessmen often know the relationship between investment and profit.The amount of investment often has a decisive impact on profits.This is especially true for investment in some customers.You may lose some money in the immediate future, but the investment will be worth it in the long run.

Regal Sears is the founder of the century-old Sears, someone asked him the secret of getting rich. Sears said amazingly: "I get rich because my store business is good, and my store business is good. There is nothing special about it, but it is slightly different from others. The operating principle of other stores is generally 'goods go out, No return or exchange', and I changed it to 'the goods are out of the house, and I will be responsible to the end'." Customers who buy things in Sears stores, no matter what products they buy, once they feel dissatisfied, they just need to tell the reason and ask for a return. Sears always enthusiastically agrees to return them seriously.Sears not only does this himself, but also requires his employees to do the same, and even stipulates that when accepting customer returns, no matter what the customer asks for, no disputes with customers are allowed.Even if there are some customers who are obviously mischievous and intentionally exploit the store's "oil", Sears will pretend to be deaf and blind, turn a blind eye, and would rather lose money by himself, and never care about such people.

Once, a customer asked Sears to return a pair of obviously worn-out leather shoes, and Sears smiled and returned the money to him without hesitation. Some people can't help asking: Where is the mystery of Sears' blindly returning goods?In fact, Sears' business strategy of returning goods and losing money is not purely to compensate customers for justice, but its real intention is: losing money is to earn more and longer-term money. Those who open a store and do business, their sales target is one customer after another.Sears asked his employees not to argue with customers no matter what happened.Once there is a quarrel, immediately shake the store up and down, stabbing one will scare away a group of people, and the normal order in the store cannot be maintained; after customers are scared away, they will inevitably have lingering fears when they pass by the store.How about when a customer asks for a return or exchange, you silently agree to it, and quickly send him away with a smile. After seeing it, other customers will definitely feel good about it. The normal order has not been disrupted. Although it is a loss once, it has won for the future. More business opportunities.

Mao Zedong once said: "The loss lies in being dishonest." Marshal Chen Yi also said: "Take advantage of the small and suffer the big loss." All these are telling people to be honest and trustworthy in life and doing things.Integrity may suffer a little short-term loss, but in the end it will take "big advantage". Wen Shang, who once suffered a big loss because of "dishonesty", has deeply understood: the loss is only temporary, and making money is the real purpose.Be a fool once in the business field, others will not treat you as a fool, the impression left by a fool is deep on customers, let customers remember, you will open up the situation of product sales, and win the capital to make money .