Chapter 4 Chapter 4 Money in your pocket, money in your head A smart mind can make money

A Jewish businessman once said: Competing for profits face to face with people is the most difficult thing in the world.Indeed, who would willingly hand over the money in his pocket to others? Therefore, if you want to make money, you must have unique ideas, different ideas, and unexpected strategies, so that you can easily earn money from other people's pockets into your own pockets.And this requires an extremely shrewd mind. In business talk business, since a businessman must pursue the maximization of benefits and achieve the greatest economic benefits, then a businessman should do business like this: quick thinking and quick response.I can quickly see the truth of things that others have to think about slowly, I can straighten out things that others find troublesome, and I can think about things that others can't think of.Then when you do things, do business, and make money, you are always one step ahead of others, and you take good care of them without any mistakes.

To put it simply, shrewdness is a flexible mind, many methods, and many ideas. Seemingly difficult problems can always be easily solved through one’s extraordinary shrewdness. This is what people often say: thinking determines the way out . Tiananmen Square, located on the central axis of Beijing, is the main venue for the founding ceremony of New China and a symbol of the great motherland. However, a businessman made a huge fortune by selling the floor tiles eliminated from Tiananmen Square. In 1999, Tiananmen Square was renovated to celebrate the 50th anniversary of the founding of New China.How to transport those eliminated floor tiles is a headache for the people in the management office.In the end, someone came over and said that he would pay for all these bricks, but there is one condition, that is, to issue a certificate to me, proving that each brick came from Tiananmen Square.

What does this man want these floor tiles for?He wants to sell all the floor tiles in Tiananmen Square.To whom?He wants to sell it to the school.why?Because the school likes to do patriotic education, and Tiananmen Square is a very sacred place.So, he wrote to the principals of primary and secondary schools in many places, saying that I have bricks from Tiananmen Square, and I have a certificate to prove that they are real. You can buy one and put it where the national flag is raised, and let students step on the bricks from Tiananmen Square to raise the flag. Because it is the floor tile of Tiananmen Square, many primary and secondary schools bought it one after another. Although a palm-sized brick was priced at 1,999 yuan, it still sold well.The businessman said that there are 18,251 floor tiles in Tiananmen Square, from which he can calculate how much money he can make. Moreover, what makes people puzzled is that this businessman is still selling floor tiles. Maybe he has sold more than 18,251 floor tiles. Why? , I know without telling.

No matter what item, as long as it is associated with a famous person or thing, its value will increase hundreds of times. Moutai is known as the national liquor of China because of its long history, unique craftsmanship, high quality, profound cultural heritage, and its irreplaceable role in my country's political, diplomatic, and economic life. Since it is a national wine, it is of course expensive, and each bottle of Moutai costs at least several hundred yuan.Many people who buy Moutai don't want to drink it, but to give it as a gift.So in the society, there has been such a rumor for a long time: those who can afford Moutai don't need to spend money, but those who don't drink Moutai spend money instead.

It was originally a folk jingle, but after learning of this statement, Moutai distillery came up with a new marketing idea: they divided the refined 39° Moutai into several new types such as half a catty, 2 taels, and 1 tael. The packaging specifications are put on the market.This small bottle of Moutai is disposable, commemorative and economical, and is very popular among consumers.Customers used to spend 300 yuan for a bottle and were reluctant to drink it by themselves, but now they can afford to spend 30 yuan for a little tasting.This idea of ​​breaking down the whole into parts and reducing the cost of sales has greatly increased the income of Moutai Distillery.

The shrewdness of Maotai distillery lies in its ability to come up with new ideas from the feedback information and actively adapt to the needs of consumers. As long as the things produced can be sold, the factory is absolutely profitable.Therefore, sales are the most worrying issue for manufacturers, especially the fear of product backlog.At times like these, sometimes a good idea can do the trick. The main product of Jiamei Knitting Factory is men's undershirts. With the change of lifestyle, this kind of old-style undershirts are becoming less and less popular. Later, only retired old people wear them, so people call them "old men's shirts".Later, the backlog of "old shirts" in the warehouse of Jiamei Factory was so serious that the factory could not pay wages.They want to switch production, but lack of funds, many difficulties, the factory is facing bankruptcy.

At this time, a young female technician, Deng Ai, made a suggestion: print some epigrams in calligraphy on the back and front chest of the overstocked white sweatshirts, such as "Friends, please respect yourself" and "Hey, don't bother me" "Take a step, the sea and the sky will be brighter" and so on.Making such a small change may open up sales.The basis of her idea is: young people have a mentality of seeking novelty, and printing beautiful epigrams on clothes is in line with their psychology of pursuing novelty. In this way, "old man's shirt" may become a fashion shirt.

At that time, many people in the factory disagreed with her opinion, thinking that it is a joke to make the overstocked products sell well by just printing a few words without changing the style.Only Wei Jinglin, the factory director, attached great importance to Xiao Deng's suggestion. He decided to test print a small batch and put it on the market for the market to test.Soon, a batch of undershirts printed with aphorisms were put on the market, and they were called "cultural shirts" by the euphemistic name.Surprisingly, sales have been surprisingly good.The first batch of t-shirts came into the market and were favored by young people. They became a hot seller and were sold out soon after.The second and third batches of undershirts with aphorisms printed on them came on the market one after another, and a large number of them were dumped. At that time, the old men's shirts became fashionable shirts, which became popular all over the city.Within half a year, all the overstocked products in the warehouse of Jiamei Knitting Factory were sold out.The profit of the year was about one million yuan.

Products are dead, but people are alive. As long as you use your brain, you can find a way. Hilton hotels are located in more than 60 countries around the world. It owns 1,900 hotels, 350,000 guest rooms and related properties. However, when Hilton started its business, it only had 5,000 US dollars. Back then, Hilton was full of dreams of wealth and was struggling to find opportunities to make a fortune. One day in 1923, Hilton was walking on the streets of the bustling Dallas business district, and he found that there was not a high-end hotel here.So Hilton thought: "If I build a high-end hotel here, I will definitely make a lot of money."

Therefore, Hilton acted immediately and observed a "feng shui treasure land". He believed that the business of building a hotel there would definitely be popular.The land price at the time was $300,000, and Hilton didn't have that much money. If it was replaced by a person who didn't really want to make money, maybe he would give up. Hilton wanted to make money so much, so he made up his mind to build the hotel.But the price of the land is too high. If you buy the land, you won't have the money to build the hotel.How to do it? Smart Hilton thought of a good way.He said to the owner of the land, Old Demick: "I lease your land for 90 years, and pay a rent of 30,000 U.S. dollars a year. Once I can't pay, you will take back your land and the hotel, how about it?"

When old Demick heard it, there is no such good thing in the world.The land originally worth $300,000 can be exchanged for a rent of $2.7 million, and the land is still his own. The problem was solved in this way, and the hotel was successfully built, and Hilton gradually became a famous hotel king in the world, ranking among the top ten richest people in the United States. All roads lead to Rome, if this road fails, take another road, there is always a road that works. Jinhua ham has bright yellow skin, looks like a pipa, has ruddy flesh, rich aroma, rich nutrition, and is delicious. .However, although Jinhua ham is famous, few people eat it. In June 1991, the director of the Jinhua Ham Factory approached He Yang, the king of ideas, insisting on He Yang's idea for one of their electronic products, and gave him a big ham, and told He Yang how to eat it.During the conversation, there was also a joke about the mayor of Jinhua: the mayor gave an old comrade-in-arms a high-quality Jinhua ham, and several old friends gathered together, chopped the whole ham, put it in the pot, and cooked it.Bring it up and taste it, frowning.Why is this thing so unpalatable!This incident became an interesting talk for a while, and then the Jinhua factory added instructions on how to eat it on the packaging. After hearing this story, He Yang slapped his head and said to them: "What era is it now? Who still chops the ground with a knife and an axe to eat ham. It must be fast food, easy food, and small packaging. This is Jinhua ham. The direction of development.” He Yang analyzed the market and thought that the canned hams on the market are all Western-style hams, without the taste of Chinese hams, not to mention that people’s living standards are improving now, who would not want to try traditional tributes?It doesn't matter if it's more expensive. For this reason, the manufacturer invested millions of dollars in equipment and experiments, and the result was an instant hit.Foreign businessmen ordered one after another, and it was also out of stock in China for a while. Don't think that it is a very popular brand-name product and you will not think about making progress. If you think about it, you may be able to make it even better. Tao Zhugong's twelve merchants: 1. Know people.Know people's good and evil, and live up to your accounts. 2. Can accept.Treat each other with courtesy and manners, and have many contacts. 3. The third is to be able to secure a job.Dislike the old and like the new, merchants are seriously ill. 4. Can rectify.The goods are neat and eye-catching. 5. Can be agile.Hesitating and indecisive will lead to nothing. 6. Can collect accounts.Be diligent and never slack, and take more from yourself. 7. Can use people.Because it is applicable, everything depends on it. 8. Can debate.There is a way to make money, and to explain ignorance. 9. Can handle goods.If you buy goods carefully, you will lose money. 10. Can know machine.Sell ​​Ning at any time, you can be called a philosopher. 11. Be able to advocate.Practice must be disciplined, and personal experience is self-sufficient. 12. Can count.How much is loose and tight, just act according to discretion. Carrefour, Knorr, Tesco, Wal-Mart, Renrenle, Lotus, Auchan...the biggest hope of these many large supermarkets is "A World Without Thieves".Because they have to think hard almost every day, and come up with various ways to deal with those gentlemen on the beam. What is the best way to prevent thieves?It can not only prevent theft and avoid unnecessary losses, but also avoid nervousness and damage the self-esteem of customers. In a supermarket in Cologne, Germany, people can often be caught walking around. While the shopping mall was annoyed, it discovered a pattern.That is, if a shoplifter is caught on the same day in the mall, there will be very few goods stolen in the mall within a few days. As a result, the mall owner had a plan, and often sent people to pretend to be thieves. When stealing things in the mall, they were caught by the security personnel of the mall on the spot, handed over the goods in full view, and fined them. This practice of killing one to warn others has a strong deterrent effect, because thieves can often be caught, making those who attempt to steal think that the anti-theft equipment of this shopping mall is impeccable, so the number of patronage by thieves is greatly reduced. The trick of German supermarkets is high: fight poison with fire! Advertising requires creativity, as we all know.But no matter how creative it is, it is not as outrageous as the following idea: spending money to advertise for others. Huaxue Pharmaceutical Co., Ltd. has developed a new product - "Yangliu" brand slimming granules.In order to open up the market, the company is not afraid of spending money, and the production and promotion of advertisements cost 300,000 yuan.Although this is well-intentioned, the market response is mediocre, and the inventory is increasingly backlogged.Ms. Yu Na, the female manager of the sales department, is worrying about this! One day at noon, Yu Na casually picked up a newspaper to browse, and a humorous essay in it caused her to burst out laughing: A policeman heard a call from a residential building, and hurriedly followed the sound, only to see a couple pulling my hair and I pulling your clothes, fighting fiercely.Seeing this scene, the policeman was not busy moving forward to dissuade them, but ran directly to the fresh and tender big roast chicken on the table in the house, picked it up and began to chew, the two couples were taken aback, let go of each other, At the same time, they rushed to the police to snatch the roast chicken. The police turned around and opened the door and left. Yu Na laughed so hard that she was about to shed tears. Suddenly, she thought of how to advertise the product.The next day, she published an advertisement in the newspaper: I have lost weight successfully, and the thinnest clothes in the past now look fat, so I had to decide to transfer a set of such-and-such brand-name clothes at half price. After the ad was published, she was overwhelmed with phone calls and letters, and there was an endless stream of visitors, but none of them came to buy clothes, but asked her the secret of losing weight.Of course, Ms. Yu Na will not lose the good opportunity to introduce "Yangliu" brand slimming granules to them.Yu Na succeeded, and the sales of "Yangliu" brand slimming granules soared. Instead of making advertisements colorful and gimmicky, it is better to point fingers and scold others. One of modern business training: 1. Choose a profitable industry and devote yourself to a career with great development potential. 2. Follow in the footsteps of successful people, associate with smart, capable, active, passionate and energetic people, and stay away from dull and failed environments and pessimistic and negative people. 3. Let the whole soul be immersed in the atmosphere of the market, and always maintain a good sense of crisis, forward-looking awareness, role status, and competitive status. 4. A tree moves one step to die, but a person moves one step to live.If you are doing nothing in one place and it is difficult to get ahead, you should not stick to it, but change to another place, a different angle, and a different method. 5. Don't let the monkey break the bag of corn, break one and throw one away, try to stop or do everything, and not specialize in everything. If one person opens a restaurant and the business is very good, many people choose to open a more beautiful restaurant next to it.And what about the Jews?They will open a corresponding teahouse, hotel, etc. next to it. This is the shrewdness of the Jews.The following story is similar to the Jewish choice. In 1984, Hunan Jianglu Machinery Factory, which used to produce tanks and had more than 8,000 employees, was facing the problem of converting the army to civilians.At that time, the "automobile fever" was almost an "infectious disease" in the national machinery industry. Many comrades in the factory suggested to engage in automobiles.However, after precise calculations, the factory director Zhang and his counselors believed that the cost of building a car was high, the benefit was low, and there was no competitive advantage, so they gave up this idea. Director Zhang decided what to do. He saw that the road mileage per capita in my country is lower than that in India. With the accelerated development of the automobile industry, the construction and renovation of roads is imperative, and road construction machinery will also become a hot commodity. The market The potential is huge.Moreover, there were very few manufacturers of road construction machinery in the past, and their strength was weak. Therefore, at the factory meeting, the whole factory unified its thinking and decided to produce a series of products such as fully hydraulic vibratory road rollers, road milling machines, paver machines, and sweepers with the world's advanced level.Factories that can manufacture tanks must be more than enough to manufacture road rollers, so they have become famous, and the highway transportation departments of many provinces and cities have come to order in person.The foresight of the factory leaders made the factory's output value increase by an average of 42% every year in just four years from 1984 to 1988. The business that many people are doing is not necessarily a good business, but the business that can make money is a good business. Modern business training II: 1. Be careful not to let professional knowledge and skills, past successful experience, expertise and habits in a certain field, authority, traditional concepts, people's words and ordinary life block your vision, trap or frame your hands and feet, and lose your sensitivity and flexibility. 2. To learn reverse thinking, know how to reverse exploration and innovation. 3. Be ruthless and tough on the profit point, cut through the mess quickly, pursue and expand vigorously; and constantly improve and enrich yourself, its products and organizations, so as to make your name and services infinitely publicized. 4. Don't let details, family matters, children's affair, etc. affect and hinder your established goals and goals. 5. Nothing is terrible, what is terrible is being timid, blindly talking, talking on paper; or being ambitious, or looking for excuses, self-deprecating, self-defeating.To seize the real opportunity closest to you, no matter how big or small, do it first, do it now, and the future will illuminate your eyes. The shrewdness of a businessman must be used in an appropriate place, and it must vary from person to person, from time to time, and from place to place. Otherwise, cleverness will be misunderstood by cleverness. There is such a company that wants to negotiate a cotton yarn export business with foreign businessmen.The foreign businessman sent a three-person team to negotiate.The manager of the company explained to the reception department: "This negotiation is very important, we must entertain well, and prepare a few 'red envelopes' if necessary." As a result, the Chinese launched a fierce offensive against foreign businessmen in luxury hotels, large and small receptions, dragon-tiger fights, Farewell My Concubine, precious jade articles and even accompanying girls.In the group of three foreign businessmen, the head is a 50-year-old veteran of the shopping malls. As soon as he checked into the hotel, he began to mutter, why do Chinese people spend so much money?Could it be that there is something wrong with their goods and they are eager to get rid of it? During the dinner, although the foreign team leader smiled, he was drumming in his heart: We just arrived and bought us at all costs, there must be something wrong with this business.After drinking and eating, the team leader politely declined the company manager and led the team back to China. "This time, we didn't entertain well. We need to sum up our experience seriously." The self-righteous manager was still saying this to the staff. To be shrewd is to be shrewd aboveboard, not to engage in petty tricks, opportunism, or tricks. Guo Fangfeng, chairman of Hong Leong Group in Singapore, is a world-renowned banker, and his business covers five continents around the world. In 1983, Guo Fangfeng was listed as the second richest banker in the world in Investor, the most influential financial magazine in the United States.How did Guo Fangfeng achieve success? In 1945, just after the end of World War II, Guo Fangfeng predicted that there would be a climax of healing war wounds and rebuilding homes immediately after the war, and there would definitely be a shortage of construction materials.According to this estimate, he immediately invested funds to purchase war surplus materials, such as hardware and building materials.What happened later was exactly as he expected.Hardware and building materials are in short supply, and prices continue to rise.The trade of war surplus materials brought huge wealth to Guo Fangfeng. In 1948, Hong Leong Company became a well-known and powerful commercial institution in Singapore. Guo Fangfeng was not intoxicated by the success of managing the war surplus, and began to plan the next move.Guo Fangfeng predicted that with the recovery of the economy, a large amount of land would be required to build factories and houses, and land prices would rise, so he gradually shifted his attention to real estate.He bought the promising land piece by piece, and prepared to sell it at a high price.Most of the acquired land is land with good geographical location, and the price of these lands has been rising year by year.By the 1970s, the value of land had multiplied several times. Later, Guo Fangfeng transformed the simple land transaction into real estate transaction in time, and established Fenglong Industrial Co., Ltd. for this purpose.For the land acquired in the early stage, comprehensive and more effective operation and investment are carried out, and they are successively built into modern residential areas and commercial office buildings. The Hong Leong Building, which is located in the strategically located Luomin Middle Road, is one of them.Real estate investment also brought huge profits to Guo Fangfeng. The best example that Guo Fangfeng has a long-term vision and is good at grasping opportunities is that in 1957, Guo Fangfeng saw that with the arrival of the construction boom, the demand for cement would inevitably expand.Therefore, he joined forces with Mitsui and Heilong to establish the Singapore cement industry, which was officially put into production in 1961.When the cement of this plant was put into the market, it was at the stage of the most vigorous development of Singapore's real estate industry, and the supply of the products was in short supply. Today, the Hong Leong Group of Companies has dozens of different companies located in Singapore, Malaysia, Hong Kong and the United Kingdom, operating in industries such as manufacturing, trade, distribution, hotels, real estate, shipbuilding, insurance, and finance. Guo Fangfeng reviewed his more than 40 years of entrepreneurial history and concluded: "Business must have a far-sighted vision and meet the needs of the times." One of the six realms of entrepreneurship and wealth: action first: You must have the experience of seeing a waiting car pull into the station when you are far away from the station. Most people will give up chasing because they are afraid that they will not be able to catch up even if they run for a long time.So there is such a situation: the car has started, and a certain gentleman chases the car and shouts: "Master, wait for me! Master, wait for me!" Only a few people will chase desperately, so they catch up with this car. Many friends had good ideas, and these ideas were very operable at the time, but these people did not have confidence in their state at the time, and would say: "I am not ready to start a business, and the probability of success is very low!" Therefore, most people give up, and those who dare to go all out when they are 60% sure of success will have two results.Successful people are successful, and unsuccessful people have one more chance to accumulate experience. To make money by speculating in stocks is easy to say, that is, sell at highs and buy at lows, which is a good idea. The key is to know when it will rise and when it will fall! The factory director Chen Ping made a decision after returning from the meeting of the Ministry of Chemical Industry, which puzzled all the employees of the Sichuan Shehong County Chemical Fertilizer Factory: He decided to immediately sell the fertilizer produced in the factory to various places at a reduced price. The sooner the better.You know, at that time, the fertilizer market in China was crazy bullish, especially the small nitrogen fertilizer industry, which was so hot that it was enviable. Chen Ping didn't think so, he knew the truth that things must go against extremes.When other manufacturers were still in full swing for large-scale production and special production, Chen Ping's sales team reduced prices and sold out all the over 2,000 tons of chemical fertilizers in the factory in less than two months. Soon, the feedback came back, and two-thirds of the small nitrogen fertilizer factories across the country had unsalable products and suffered serious losses, so they all stopped.However, Chen Ping's trick made his factory a profit of 108,000 yuan. While the workers in the factory were secretly thankful, they also worried whether their factory would close down or switch to other products.Chen Ping remained calm, and he still asked workers to overhaul equipment and train production skills.Sure enough, half a year later, the market began to rebound and recover, and they rushed ahead of their peers, doubling their output and value. Cheap in, expensive out, doing business is the same as engaging in production. From a small tin shop with 8 men and 800 yuan to a large enterprise group with more than 15,000 employees and assets of nearly 5 billion yuan today, Wu Zhijian has fully proved that he is a "money-making machine". After Wu Zhijian retired from the army, he was assigned to work in the Public Security Bureau of Changde City, Hunan Province. In 1985, he resigned and went to sea.The first thing Wu Zhijian did after entering the sea was to set up a chicken factory. The chicken factory had not been open for a long time, but suffered from chicken plague, and Wu Zhijian's chickens were "annihilated."Then he cooperated with a county broadcasting bureau to start a broadcasting development company, which also failed because the other party withdrew midway.Since then, he has run a cement prefabricated panel factory and a dance hall, but all failed. In the autumn of 1985, Wu Zhijian, who had nowhere to go, led seven of his educated youth partners to Shenzhen.At that time, he only had 800 yuan on him.By chance, Wu Zhijian had the opportunity to contract the Huadong shopping mall that belonged to the former Shenzhen Material Company.At this time, the Huadong shopping mall was heavily in debt.With a shrewd mind and hard-working spirit, Wu Zhijian paid off the debts of Huadong Shopping Mall in just three months, and made a net profit of 170,000 yuan in half a year. In 1986, Wu Zhijian joined forces with his hometown Changde Municipal Materials Company to form Shenzhen Zhenghua Trading Co., Ltd. He was appointed as the general manager. The company was fined more than 100 yuan by the relevant department because the company's salesmen fled the company with huge sums of money and improperly handled home appliances for Taiwan compatriots. Ten thousand yuan, the business is in trouble.In order to solve the problem, Wu Zhijian had no choice but to order part of the company's office space to be vacated to open a guest house. Shortly thereafter, Wu Zhijian seized an opportunity, borrowed 5 million yuan, and bought a color printing factory at one time. Four months later, he sold it for 11 million yuan.From this business, Wu Zhijian made a net profit of 6 million yuan. In 1987, Wu Zhijian bought a set of offices on the third floor of the International Trade Building, the most commercially significant building in Shenzhen at that time, for 3 million yuan. In just over ten years, Wu Zhijian has covered everything from real estate to industry, commerce, and modern agriculture. Currently, he owns dozens of industrial companies in Hong Kong, Singapore, Malaysia, Thailand, the United States, and Australia.He once ranked 26th on the mainland's richest list with a personal asset of 115 million US dollars. A shrewd person will sometimes miscalculate, but a shrewd vision can always make him stand out. The second of the six realms of entrepreneurship and wealth: follow the trend: Often driving, there must be times when luck is particularly good.As soon as I arrived at the station, as soon as I turned my head and was about to look around, I heard the conductor's shout: "Stand aside, step aside, the bus of ×× is going to ××, please get off first and then get on!" Hehe, if there are still seats on the bus, it is very satisfactory It's over. In entrepreneurship, this kind of situation is almost a good thing that falls from the sky. Either there is a sudden inheritance to be inherited, or the luck is very good. I have been planning to start my own business, and suddenly I found that the preparations for starting a business are ready, and even the east wind comes. Just right, so seize the opportunity, follow the trend, achieve success, and may become a new force leading the current economy. Good products are manifested in four aspects: first, they sell a lot, such as Wahaha; second, they sell expensive, such as Moutai; third, they sell quickly, such as Coca-Cola;A boss occupied three of them at once in a foreign trade. The tea harvest in a certain province was bumper, which caused a backlog of products for the tea import and export company.So much tea makes the boss very worried, how to sell it? At this moment, a foreign businessman came to inquire.Although this is an excellent opportunity, according to the practice of ordinary people, even if the price is lower, they should sell as soon as possible.The boss was bold and careful, he wanted to sell the tea at a good price at the same time.In this regard, they have a well-thought-out plan. During the negotiation, the boss quoted a higher price for the black tea.After seeing the quotation, the foreign businessman immediately asked, "Why is the price of black tea so high?" The boss said frankly: "The price of black tea is high because the purchase volume of black tea is low this year, the inventory is small, and there are many customers who come to buy, so the price has to go up." . In the next few days, customers from home and abroad came to buy.We still replied to them with the same reason and the same price, saying: "Because the purchase of black tea is small, the inventory is small, and there are many customers who want to buy, so the price will increase." At this time, foreign businessmen have no idea: Is it really as they said?If the demand is really high and the inventory is small, then the purchase contract must be signed quickly, otherwise the price may increase. Although foreign businessmen have doubts about the high price of black tea, if they want to know the real output and demand, they can only rely on indirect channels, that is, to inquire and ask other customers to see if the information is consistent with their own. Therefore, the foreign businessmen quickly signed the contract according to the price proposed by the boss, lest they would be late and there would be no goods available.In this way, other customers followed suit and sold out the backlog of black tea in a short period of time, and sold it at a good price. The boss dared to raise the price boldly, and his confidence came from his extraordinary shrewdness: making the opponents suspicious of each other. If the product sales are not good, people's first reaction is to sell at a reduced price, or even sell at a loss. Of course, this has merits.But selling at a lower price is always frustrating, so how exciting it would be if raising the price works. Paul Domier was originally a salesman for a company in the United States.After years of sales career, I have accumulated rich experience and decided to start my own business.Paul, who resigned from his original job, bought a handicraft factory that was about to close down. He updated all the products and developed a unique marketing method.The most notable feature of his marketing method is that the price of the product is greatly increased, and the profit often exceeds the cost by more than double. Although the employees in the factory admired his rich sales experience, they did not dare to compliment this price increase sales method.They believe that the business of craft factories is sluggish.If the price is raised again, it is tantamount to asking for a dead end. In this case, the only way out is to sell at a lower price. Paul, however, stands out from the crowd and believes that underselling and making small profits but quick turnover is a way of selling, but it is not the only good way.Raising prices is also a business strategy.Whether to cut prices or raise prices depends on the type of business, the object of purchase, the sales environment and other factors.That is to say, the comprehensive situation of the right time, the right place, and the harmony of people, make the best use of the situation, and win by surprise.In addition, people do not understand the cost and production process of handicrafts from the perspective of the right time, location, and harmony of people.As long as the product is exquisite and beautiful, the price is not comparable to ordinary items.Besides, people who buy handicrafts generally belong to the wealthy class, or those who are in urgent need, and the price is not their main consideration.On the contrary, they believe that the price of handicrafts is directly proportional to the value of the buyer, and they always seek high rather than low when buying the same.The price of handicrafts is low, but people don't come to care about them. Despite this, the employees thought that Paul's approach was too risky after all, so they submitted their resignations one after another to find another way out, unwilling to "die together" with the factory.Paul still insisted on implementing his price increase sales method, and it really made him win again and again. There is no right or wrong distinction between price reduction sales and price increase sales. Whether to reduce prices or increase prices should be selected according to specific circumstances such as products, sales targets, and sales timing. The third of the six realms of starting a business and getting rich: ordinary things: After arriving at the station, the car came without waiting for a while.Such a situation still belongs to the lottery, at least it didn't waste more time and patience, and the waiting was over before experiencing the torment.This is the situation faced by most people, without too much joy or worry. Entrepreneurship is actually very common, but it is just being your own boss and running a business.I have accumulated many years of experience, and I have been looking for suitable opportunities. Fortunately, the opportunity is just around the corner of the street, and I arrived within a few steps, so I also lived a happy life, a typical smooth start-up. There is a Ron Sutan company in the United States. The owner is a Jew named Ron Sutan. Although he lives in the United States and also runs a huge jewelry business, he is not an American citizen but a Liechtenstein citizen. His company headquarters Also based in Liechtenstein. Ron Sutan's business is all over the world. According to the needs of the company's business, the company's daily payment and profits can be credited to the company in the United States, it can also be credited to the company in Liechtenstein, and it can even be credited to other countries, such as In the accounts of companies in Britain, France, and Switzerland, everything depends on your own needs.Why bother?This is the shrewdness of Jewish business. Before World War II, the Principality of Liechtenstein was a poor and backward agricultural country. In order to absorb a large amount of foreign funds, banks were protected by legislation and kept strictly confidential for depositors; the state imposed very low taxes on foreign companies, with a tax rate of only 0.1%.Therefore, there are more than 50,000 foreign companies and agencies in the country, and they deposit here the money they earn all over the world.Liechtenstein also sells citizenship. You can buy a citizenship of this country for a little money, and then no matter how much your income is, you only need to pay 350 US dollars in taxes per year, and you don’t have to pay other taxes.Because of the low tax rate, Liechtenstein has become a paradise that Jews yearn for and pursue. In business talk business, since you are a businessman, you should do everything possible to make more money and spend less, including paying less tax. Huang Chujiu was the owner of the Shanghai Great World Amusement Park back then. In addition to the Great World, his businesses include Day and Night Bank, Day and Night Exchange, Public Stage, Sino-French Pharmacy, Sino-Western Pharmacy, Jiufu Pharmaceutical Factory and so on. At the beginning, Huang Chujiu also started from scratch without a penny. How did he get his initial capital?Did it fall from the sky?Of course not, but this is how it came about. At the beginning, he chose the widow of the rich man, borrowed 20 yuan from her, and agreed to return it in three days.But Huang Chujiu didn't use it, but kept it at home until the third day, and then returned it; the second time, he borrowed 50 yuan and agreed to pay it back on five days. This time, Huang Chujiu simply returned it on the fourth day. Lost, and thus established credit.Then he continued to borrow, and the amount he borrowed increased each time, from 100 yuan, 200 yuan, 500 yuan, 1,000 yuan, to 20,000 yuan.Huang Chujiu used the 20,000 yuan to buy the Sino-French Pharmacy, which was the first batch of capital he started.From then on, he gradually expanded his business scope. On the one hand, he used huge profits to absorb deposits in various business institutions, and on the other hand, he established a day and night bank. In addition to the higher interest rate than other banks, it is also open for business at night and can be paid at any time.At that time, there were open casinos in the French Concession, which were most prosperous at night. The opening of this day and night bank greatly facilitated gamblers.Huang Chujiu relied on these methods to absorb funds to expand his business. Without capital, business cannot open.What should I do if I have no capital?The ancients said that "the magic of using it lies in one mind", as long as you have a smart head, you will have milk and bread. 这个故事中主人公赚钱的办法，人人都可以复制，虽然赚的是小钱，但是一劳永逸，可以坐在家里面等钱。 老汤是一个工厂的下岗职工，年纪大了，没有找到工作，但他每天会来厂里面取信件，而且足足有几十封、十几斤之多。是一些什么信件呢？全部是什么致富信息、产品推销、招生广告之类的宣传单、宣传册。有一次，收发室的人忍不住问老汤：怎么这么多信件啊？ 老汤说出了来龙去脉：不瞒你说，我老伴下岗了，缺钱用，上次我患了风湿病，按照那些广告的地址写了封信咨询，结果他们每个礼拜都给我寄资料。有一次，遇到收购废品的，我将那成捆的信件卖了出去，居然卖了20多元钱。因此，我就不断给各个医院写信，然后等他们把数不清的资料寄来后，就卖给收废品的。再后来，我又给那些致富信息中心、各类学校写信，索取资料，这有多了一些收入。很多推广致富信息是资源共享的，只要其中一家知道你的地址，其他的也会给你寄资料。而且，他们有了什么新的致富消息，又会马上给我寄来宣传资料，这样，信件就源源不断了。每个月下来，也能挣一点小钱。 现在无聊的广告像苍蝇一样到处飞，老汤这个财源真是取之不尽、用之不竭！ 经商如作战，商场如战场。经商者如指挥千军万马之将帅，智慧的将帅往往会占据有利的地形，最终取得战争的胜利。 古代精明的商人都很重视经商的地点对经营的作用，如果选择了一个对做买卖非常有利的地点，如交通便利之处、居民集中之点、物产丰赢之地，都可使经营业务达到事半功倍的效果。 “中华商祖”范蠡，就是选择了叫做“陶”的这个地方，他认为该地位于全国的中心，四面都可以和其他诸侯国相通，是物资交流的集散地，是从事商业活动的理想场所，在这里做生意肯定能够致富。于是，范蠡便在那儿置办产业，积聚货物，根据时机买卖最能获利的商品。范蠡在“陶”这里经营了19年，最后发了大财。因此，人们以“陶朱公”来推崇和纪念他。后世商人还将自己的商业经营活动称之为“陶朱事业”。 明清时期几个地方的大商人集团，大多不在本地经营，都是在那些有利于商业发展的地方经商，选择的都是物产丰富、交通便利之地。比如扬州，自唐宋以来它就是一个繁华的都市，因为它地处交通要道，南北货运，频繁往来。其本身又是土地肥沃、物产丰富，所以很多商人都看中了这个地方，纷纷到这里来经商，有名的徽商、晋商、陕商就在这里定居经营。 物以稀为贵，甲地方的物产在本地不值钱，在乙地也许就值大钱了，这是“择地生财”的另一层意思。 徽商善于根据市场运行的特点选择适宜的经营地点、经营项目和经营方式。由于各地经济发展水平的不平衡和自然条件的差异性，必然会出现物产此地丰收而彼地歉收、物价此地贵而彼地贱的现象。徽商利用这一市场运行特点，大多从事长途贩运贸易。他们经营的几个主要行业除典当业之外，其他的如盐、茶、木、粮、布等，无不是转迁四方和长途贩运的。他们把江浙一带的棉布、丝绸，徽州的茶叶、竹木运销到四面八方，又把长江中上游的木材、粮食贩运到长江下游销售；还利用运河航道，把北方的棉花、大豆运销到江南，把江南的物产又运销到北方。正是在由东至西、由南至北大规模的双向商品流通中，徽商获取了丰厚的利润。 北京王府井、上海南京路、美国华尔街、纽约曼哈顿，这些地方房价高，那是有道理的。不信，你去南沙群岛试试？去西伯利亚高原试试？去撒哈拉试试？ “创可贴”是贴于伤口的一种橡皮膏，生产工艺极其简单，生产原料也易得，生产厂家很多。为此，“创可贴”市场竞争十分激烈。 米多尼公司是一家生产“创可贴”的专业厂家，面对着“创可贴”销售的日趋疲软，公司社长会田正昭愁容满面，他整天冥思苦想，思考有什么好点子能使公司生意好起来呢？经过一番苦思后，会田正昭悟出：要使人们产生新的购买冲动，必须从心理上创新产品。 于是，一种名为“快乐的伤口”的新式创可贴被米多尼公司开发出来，身体上有了伤口，本已痛苦，何来“快乐”？看看新的创可贴，你或许会明白新产品的创意，新型创可贴摒弃了传统产品的肉色色彩，一反常态地采用了鲜艳的桃红、橘黄、天蓝、翠绿等花哨的颜色，外形上则摒弃了原先的条形，而采用了“心形”“五角星形”“十字形”“香肠形”等形状、在它的上面还印上了颇具幽默色彩的“花头巾”“好疼啊”“我快乐极了”等文字，真是令人忍俊不禁。 这种几乎完全满足人们“精神需求”的新型创可贴一经推出，人们立即纷纷前来购买。孩童们更是喜爱，甚至有的孩子故意弄破皮肤，闹着要求贴上这样一张创可贴。此外，女士们手上有了伤口，贴上新型创可贴后也不再感到难堪，因此也十分喜欢用它，新产品仅在一年不到的短短时间里就销出830万盒，销售额高达15亿日元，令同行们目瞪口呆。 人性化的设计能够给产品带来人缘与财源。 创业致富的六种境界之四：学会选择，懂得放弃：到车站后，等了好久车还没有来，不得已，作出“换车”的决定。可能一：费了劲正准备往另一个车站跑，刚走出100米，就发现刚才等的车从自己身边扬长而过，停都停不下来。这时心中有的只是懊悔：为什么我不多等一会呢？可能二：跑到另一个车站，发现等的车还没到，这时来了一辆车，正好也到达目的地。欢天喜地地上了车，心里暗想：今天运气不错。 创业中这种境遇是最常见的，多少人都在这种彷徨和动摇中挣扎着。这需要有极好的眼光和决策力，要知道在什么情况下应该放弃，那不是一般人能具备的潜质，能经起挑战的人会在很快放弃后收获更多，对于那些只会跟风的人可能收获后悔的结局的几率会更大一些。 这是一个55岁的普通老人经营报亭的经典案例，他精明的经商手法毫不夸张地说，是教科书般的商业谋略，虽然，他自己并没有意识到这点。 1.制定工作目标。该老人名叫黄丰，几年前，他下岗了，生活的压力迫使他要找一份工作，他岁数大、没文化、没技术、没特长。但他脑子灵活，想来想去，他决定卖报纸。 2.经过初步市场分析，选择销售点。于是，他开始寻找合适的卖报地点。几经挑选，发现城北客运中心人流量大，车次多，于是选定在城北客运中心卖报。 3.分析竞争对手。黄丰经过几天的实地考察发现，城北客运中心已经有两个人在卖报纸了。两个人当中，有一个已经卖了很长时间了，而另一个是车站一位驾驶员的亲戚。黄丰知道，如果直接进车站内卖报，会被人家赶出来，也会被他们排挤的得寸步难行。 4.制定并实施公关策略。于是黄丰决定以车站的管理人员作为突破口。最初，他每天给每位管理人员送一份报纸，一来二去也就熟了。黄丰经常在与他们的交往中介绍自己的情况：现在下岗了，在附近卖报但销量不好，女儿马上高考了，但高昂的学费实在是无力负担，女儿很优秀，假如她不读了，真的对不起她了……车站的管理员们听了之后，很同情他，就主动提出说：“那你就来我们车站卖报嘛，这边生意很好的。” 5.维护公共关系。如此一来，大功告成！这时候黄丰就光明正大地到城北客运中心卖报纸了。当然，他还是每天给每位管理员送一份报纸。 6.营销策略分析。一个车站之内，有三个卖报人，而且卖的报纸都差不多。那两个卖报的各有一个小摊点，在车站的一左一右。黄丰决定自己不摆摊，带报纸到等车的人群中和进车厢里卖。 7.分析市场。一段时间下来后，通过实践，黄丰还总结了一些门道：等车的人中一般情况是中青年男子的喜欢买报纸，车上有座位的人一般也喜欢买报纸，而且边看报边吃早点，有重大新闻时报纸卖的特别快。 8.制定销售策略。于是，黄丰又有了新创意。原来他每天叫卖报纸时，是这样的：快报、晨报、晚报，三毛一份，五毛两份。现在他这么叫卖：伏明霞嫁给53岁的梁锦松啦、一个女检察长的堕落啦、非典疫情新进展啦等等。果然，这一招十分见效！原先许多不想买报纸的人也都纷纷开始买了。这样一来，每天卖的报纸居然比平时多了一半。 9.开发相关联产品。同时，黄丰还让同样下岗的老婆在车站摆了个小摊，专卖豆浆。他卖的豆浆是用封口机封装的那种，拿在手上不会洒出去。虽然比人家多花了五百块钱买封口机，但豆浆价格比别人贵一毛钱。他老婆的豆浆摊生意也好得很。 10.收购破产企业，扩大生产规模。半年之后，车站的一家报摊因为生意不太好就不卖了，于是黄丰就接下了这个报摊，并进行了改造：买了政府统一制作的报亭，气派又美观。黄丰的经营品种也从单一的卖报纸发展到卖一些畅销杂志，销量就更上一层楼了。 11.促销策略。黄丰还搞买一送一的经营策略，比如说买一本《读者》送一份《晚报》，因为杂志赚的比较多。黄丰的女儿周末在肯德基打工，经常带回来一些优惠券，于是，这又成了黄丰促销的独特武器！一次买报纸杂志多的，就赠送肯德基优惠券一份。 12.开发新的产业。由于黄丰这个报亭地理位置优越，销量巨大，人气旺盛，很快就被可口可乐公司发现了。他们安排业务人员上门，在黄丰的报亭里张贴了可口可乐的宣传画，安放了小冰箱，于是，报亭不仅变得更漂亮、更醒目，还能收一些宣传费，增加了卖饮料的收入。 13.连锁经营。两年之间，黄丰的卖报生意从小到大，做得有声有色。每月的收入都不低于4000元。有了经验与资金的原始积累后，黄丰又有了新的目标，就是在附近的一个小区出口再开一家新的报亭。 普通人在普通经营中的制胜招术，令人感慨颇多；卖报居然能卖出这样的经营谋略，让人拍案叫绝！ 美国的服装商德鲁比克兄弟二人开了一家服装店，他们的服务十分热情。每天，哥哥都站在服装店的门口，向行人推销。但是，这兄弟二人都有些“聋”，经常听错话。 经常是，两兄弟中的一个，热情地把顾客拉到店中，反复介绍某件衣服是如何地物美价廉，穿上后又是如何地得体和漂亮。经过这样劝说一番之后，顾客总会无可奈何地说：“这衣服多少钱？” “耳聋”的大德鲁比克先生把手放在耳朵上问道：“你说什么？”顾客又高声问道：“这衣服多少钱？” “噢，你问多少钱呀，等我问一下老板。十分抱歉，我的耳朵不好。”哥哥转过身对那边的弟弟大声喊道：“喂，这套全毛的衣服卖多少钱？” 小德鲁比克站起身来，看了顾客一眼，又看了看服装，然后说：“那套嘛，72美元。” “多少？”大德鲁比克再问一遍。 “72美元。”小德鲁比克大声高喊道。 于是，大德鲁比克就回过身来，微笑着对顾客说：“先生，42美元一套。” 顾客一听，以为天上真的是掉馅饼了，随即赶紧掏钱买下了这套便宜的衣服，溜之大吉。 其实，德鲁比克兄弟两人的耳朵一点儿也不聋，而是借“聋”给想占小便宜的人造成一种错觉来促销。事实上，这两兄弟采用此种方法经营生意，十分成功，赚了不少钱，他们供着三个孩子上大学。 不要以为精明就是目光如炬、明察秋毫，该装聋作哑的时候，就不妨装疯卖傻。 创业致富的六种境界之五：赢得起，更要输得起： 到了车站后，等了好久车还没有来，接着又等好久还没有来，无奈只好换车。有时放弃是需要勇气的，你投入的时间越多，你就在心里越是不甘心放弃，总想一旦放弃了，以前的付出就没有意义了。于是总是心存侥幸，想着车马上就会来。 可运气不佳的时候，这种等待会越来越让你焦急，甚至开始怀疑车子是不是改线？ 再看看周围，有没有人和自己一样等了这么久的？当最后一丝希望被一次次的失望打击后，最后，就放弃等车了。 这是创业中最悲壮的镜头了。坚持一份事业，不断投入自己的心血和金钱，可最后由于这样那样的内忧外患，你有可能不得不放弃的时候，估计这份伤痛是一辈子都很难弥补的。在创业中还有可能因为这种放弃，你将再没有收获的可能和再次尝试的勇气。