36 strategies for modern business?

Original text of ancient art of war

* * * The enemy is not as good as the enemy; Enemy yang is not as good as enemy yin.

Modern translation of the original text

Where the attacking troops are assembled, it is better to attack the scattered parts of the enemy; It is better to attack the masculine part of the enemy than to attack the feminine part of the enemy.

Source text

"The husband's solution ... speaks for itself. Today, Liang and Zhao hit each other, and the light soldiers and sharp soldiers will all be outside, and the old and the weak will stop at home. Without leading his troops across the water margin, he let Zhao go and saved himself on his own street. It was I who got rid of Zhao's encirclement in one fell swoop and suffered the disadvantages. "

Modern translation of provenance

All the solutions ... have been solved. Now that Liang and Zhao are at war, we must put all the elite soldiers and strong men into the front line of Handan, leaving only some old, weak and sick at home. Why don't you take your troops, quickly insert them into the back beam of Wei, occupy the main road of the capital, and attack the place where the current forces are empty, and Wei will inevitably give up Zhao and save itself. This move not only solved Zhao Zhiwei, but also further defeated Wei.

Second, the typical case of modern business and appreciation

situation

● Buyers seek advantages and avoid disadvantages to buy high-priced houses.

A family immigrated to a city in Taiwan Province Province and wanted to sell the high-priced house. The seller asked for NT$ 23 million and entrusted it to a real estate agent.

After accepting the case, the salesman of the company actively planned advertisements to publicize its superior geographical location, the rationality of room layout and the comprehensive improvement of supporting facilities, and soon put the house on the market.

Two weeks later, a buyer appeared. After visiting the inside and outside of our house, I am very satisfied with all the conditions, but I only bid NT$ 20 million, which is NT$ 3 million short of the seller's reserve price.

The salesman had no choice but to go back to the shopkeeper to bargain. After three days of discussion and coordination, the owner finally agreed to reduce the price to NT$ 2 1 10,000, but declared that the price would not be reduced, otherwise the contract would be terminated immediately.

Compared with the purchase price of NT$ 20 million, it is still NT$ 6,543,800+0,000. In view of the seller's firm attitude, in order to facilitate this transaction, the salesman had to bite the bullet and go back to the buyer to coordinate. After some twists and turns, the buyer softened his attitude and made concessions, agreeing to increase the price by NT$ 500,000, that is, the total price was NT$ 20.5 million. At the same time, in order to show his determination and sincerity in buying a house, he also paid a mediation sum of NT$ 6,543,800+0,000 on the spot.

Coincidentally, on the night of paying the mediation money, the buyer called the salesman again and told him, "I saw another house elsewhere a month ago, and all aspects are more satisfactory than the house I am optimistic about now." Just because the owner refused to reduce the price at that time and several negotiations failed, I had to give up, but who knows that after so long, I almost forgot about it, just an hour ago. The intermediary company suddenly called and told me that the owner was willing to sell at my price, but I have already paid the intermediary money under the second house today. If the owner still refuses to reduce the price and goes his own way, I sincerely hope that you can return NT$ 654.38+00,000. "

The sudden incident stumped the salesman. For the intermediary, it is basically just an intermediary role and has no right to decide whether to refund. Unless the owner agrees or the buyer repents after the owner accepts the buyer's price, the mediation money paid in advance can be confiscated. The current situation is: one party says that it will not reduce the price, and the other party claims that it is impossible to increase the price after being killed. The intermediary is in a dilemma. The only way to solve the problem is to send the information to the owner as soon as possible, which is up to the owner himself.

After hearing the news, the shopkeeper was also in trouble. As the buyer prefers the previous house, he may break his word. If I agree to his request but the other party refuses, I have the right to confiscate his mediation money, which means that the fund has dropped by NT$ 654.38+00,000, and it will be profitable to sell it no matter what. However, the premise of earning this 6.5438 million yuan is to accept the buyer's price-20.5 million yuan, that is, to reduce the price by 500,000 yuan on the basis of the original selling price; If you don't want to reduce the price by NT$ 500,000, you will miss the transaction in the current economic downturn, the real estate market continues to be sluggish and the transaction is not active. I don't know when the new buyer will appear again, and I don't know if anyone will pay NT$ 20.5 million. The most important thing is that it is a buyer's market now!

Because of the sudden incident, the seller has been thinking and thinking, and can't figure out a proper solution. The buyer has been calling the intermediary to ask for an early reply, on the grounds that the owner of the house was in a hurry before, otherwise the mediation money would be refunded immediately. In this way, the situation reached an impasse.

After dozens of minutes of "careful consideration", the owner finally agreed to sell at the buyer's price. If the buyer refuses, it is logical to "pocket" NT$ 654.38 billion.

The intermediary informed the buyer of this decision, and the buyer pretended to be helpless on the surface, arguing that I actually liked the house in front, but the seller of the house behind agreed to his offer. If he doesn't accept the deal, he will immediately lose NT$ 6,543,800+0,000.

After the intermediary kept circling in the middle, the buyer and the seller finally succeeded in clinching a deal and reached an agreement.

As far as the whole transaction process of the high-priced house in this case is concerned, it seems to be "natural", but in fact it is an ingenious bargaining means extended by the buyer's negotiation strategy of "encircling Wei to save Zhao". Taking NT$ 6,543,800+as bait and the threat of "front house", the other party was caught in a dilemma and finally fell into the trap set by the buyer, realizing the ultimate goal of the buyer's price reduction.

Another example is that an import and export company in China won the negotiation with foreign businessmen.

1In August, 1993, a domestic import and export company imported 2 million tons of DW products from abroad. Considering the high quality and low price, the products are well received by consumers, and major manufacturers compete to place orders. The company has also made a lot of profits by operating this product. Although the company lost several exhibition opportunities and suffered certain economic losses because of the delay in delivery, it did not impose sanctions on foreign businessmen for the sake of long-term friendly trade between the two sides.

Shortly thereafter, DW products were in short supply in China, and the company was prepared to further negotiate with foreign businessmen on repeated imports of products. In order to save foreign exchange funds for the country, reduce the purchasing cost of imported goods and improve the profitability of the company, the company wants to ask the other party to reduce the price by 10%. Of course, they know that if there is no change in the international market, if they ask for it at the beginning of the negotiations, they will definitely be rejected by the other side, and it will be difficult for the other side to accept it. They need to adopt certain negotiation skills to force them to submit.

Therefore, after research, we found the breakthrough point of the problem and designed a set of quite thorough negotiation plans. At the beginning of the negotiation, we made a fuss about the late delivery of the last 2 million tons of goods. We said, "Because of your late delivery last time, we lost several good opportunities for exhibition and sales, which caused us great economic losses." After hearing this, the other party thought that we would file a claim, and naturally rushed to explain the problem of delayed delivery, apologized, and then waited anxiously for our response to see if the time was ripe. We took the opportunity to ask for a price reduction, clearly pointing out that we hoped that the loss of the last deferred transaction could be made up by this price reduction of 65,438+00%, but the other party had no choice but to agree.

So, we pursued the victory and proposed to increase it from the original 2 million tons to 5 million tons. The other party finally had to sign the contract, and the negotiation was a complete success.

Experienced negotiators often avoid storming on issues they really care about, but refer to turning left and right, taking detours, so that the other party can't see one thing and another, and finally have to compromise. Our negotiators skillfully used the strategy of "encircling Wei to save Zhao", which made the negotiation successful and achieved the expected purpose.

The "encirclement" of "encircling Wei to save Zhao" is the means, and "salvation" is the purpose. To achieve the goal of "redemption", it is necessary to distract the other party's attention. In business negotiation, if we want to use this plan successfully, we should not only pay attention to accumulating strength and waiting for the opportunity, but also pay attention to "blowing fire with yin gong" to really scratch the other party's "itching spot" and avoid "fighting with open fire" and exposing ourselves prematurely.

● Plastic companies are known as the "God of Management" for investing in plum blossoms.

Wang Yongqing, chairman of Formosa Plastics Company, is the king of plastics in the world, and is known as "the God of Management" and "the Savior of Formosa Plastics Enterprises". He always adheres to the belief that "everyone is for me, and I am for everyone", and advocates that enterprises must benefit themselves and others when doing business. Because both buyers and sellers want to survive, develop and make money, they must cooperate sincerely and benefit each other, and they must never just make money for themselves, regardless of each other's life or death. So he is very popular with users. 1986, the appreciation of Taiwan dollar rose from 40 yuan to 37 yuan to 1. He personally held a meeting with customers and decided that Formosa Plastics would be solely responsible for the exchange losses caused by the appreciation of Taiwan dollars. In this way, Formosa Plastics loses at least 654.38 billion yuan (equivalent to 3 million US dollars) every day. Formosa Plastics Group absorbed this part of the loss through internal management, which made it profitable this year, that is, it developed itself and protected others, laid the foundation for cooperation with customers, and the financial resources rolled in. This is called convenience for others and convenience for yourself; Help others and benefit yourself.

Bill, the founder of Hughes Company in the United States, started from $350, and developed into the largest leather shoes manufacturer in the United States in just 10 year, with assets of 10 million dollars. The reason why he can stand on his feet is to vote for clubs. At the beginning of his business, he knew that his financial resources were weak and it was impossible to compete with the big manufacturers in the same industry on his own. He must combine external manpower, material resources and financial resources, and to do this, he must change his heart. Once, the soft leather shoes with white shoelaces and white buttons produced by Hughes Co., Ltd. lost its market in Cincinnati. The retailer called for a return every day, and Gu Jialun, the wholesaler in charge of this area, came to Bill overnight to discuss countermeasures. If the goods are recycled and piled up at home, wholesalers will suffer huge economic losses. Bill said, "Your difficulty is my difficulty." "No matter what causes this situation, I will never let you suffer. You take back all the leather shoes with white belts and white buttons and send them to me for another style of shoes. " Gu Jialun said with emotion, "But you can't suffer alone." Bill said kindly, "We are all family. It makes no difference who loses. This matter should be handled by me. " After the news came out, wholesalers all over the country respected Bill more. Bill, there are countless similar things. Wholesalers and retailers repay Bill's thoughtfulness with practical actions. They not only tried their best to promote all kinds of leather shoes produced by Bill Company, but also spontaneously organized themselves to help Bill tide over the difficulties after Bill suffered a devastating blow. That year, the river burst its banks and washed away almost all the equipment, materials and products of Bill's newly-built modern leather shoes factory with loans. Bill was like a bolt from the blue. He wanted to cry and thought of death. When he was desperate, several large wholesalers in Bill's sales network called him to encourage him to "rally". However, Bill doesn't even have the money to pay off his debts, so how can he build a factory? A wholesaler said cheerfully, "Don't worry, as long as you are willing to continue, the money is on us." Another person said, "In the past, when we were in trouble, you helped us. Now we must not stand by with our conscience. " Five days later, those big wholesalers held a fund-raising meeting for hundreds of wholesalers from all over the country. In just two hours, Bill raised funds to rebuild the new factory. A week later, Bill resumed production in the factory. No one can be heartless unless he is a plant or a grass. Bill sacrificed himself to save others when others were in trouble, and when he was devastated, he was rewarded.

Grass boats use the wealth of the world to our advantage.

In the 46th chapter of Romance of the Three Kingdoms, there is a story of "borrowing an arrow from a straw boat": Zhou Yu gave Zhuge A Liang a problem and built 65,438+10,000 arrows in 10 days. Zhuge Liang knew that this was a "romantic crime" that he wanted to harm himself, but he readily obeyed, shortened the date to three days, and made a "military order" on the spot. On the third day, the river was shrouded in dense fog, making it difficult to tell the distance. Accompanied by Lu Su, Zhuge Liang commanded 20 straw boats to sail to the water village in Cao Jun, and asked the sergeant on board to drum and shout. Suddenly, Cao Daying was in a panic, thinking that the enemy was coming, and immediately ordered the archers to shoot arrows in the direction of drums. In this way, Zhuge Liang "borrowed" many arrows from Cao Jun through the straw boat, relying on the fog to complete the task of "making" arrows. Lu Su asked in surprise, "How do you know there is so much fog today?" Zhuge Liang replied, "I don't know astronomy, geography, strange yin and yang, array map and military intelligence, and I'm mediocre." The success of "borrowing an arrow from a straw boat" lies in the schemer Zhuge Liang's knowledge of astronomy, geography, understanding opportunities and making good use of them. Although the "arrow of borrowing grass boat" comes from military strategy, it can also produce miraculous effects when applied to the economy.

The success of Zhong Huasheng, the mayor of Zhuhai West District, introducing hundreds of millions of funds to the local area is an example of the strategy of borrowing the arrow from the grass boat. 1984, when the national money was tight, he constructed the idea of "I use the financial resources of the world". At that time, the whole country was carrying out reform and opening up, and the central, provincial and municipal leaders were very concerned about the construction of Zhuhai and actively supported it. This is undoubtedly a good opportunity for people with brains, vision, courage to explore and forge ahead. Zhong Huasheng is also such a person. He is good at identifying opportunities and thinks that now is a good opportunity to attract external funds and do a good job in local economic construction, so we should make full use of it. In order to make the local barren land rich, he did not hesitate to make a profit first, more and longer, attracting a large number of investors. And more investors will inevitably bring prosperity, prosperity will inevitably bring prosperity, and prosperity will inevitably bring prosperity. As a result of preferential measures, it attracted a lot of funds and promoted the development of eight major industries such as tourism, construction, industry, agriculture, commerce, gardens, highways and dredging in Baiteng Lake. The annual output value of the joint development company also rose rapidly from several million yuan to nearly 100 million yuan. Zhong Huasheng is good at seizing the opportunity, making use of preferential policies and land resources, and adopting the way of "making profits first, then benefiting" to attract a large amount of external funds for our use, so as to achieve the effect of "borrowing arrows", which is really the best policy.

Make an appreciative comment

When "encircling Wei to save Zhao" is used in modern business to make money, enterprise managers must have certain conditions, need extraordinary vision and wisdom, have extensive knowledge, be good at observing changes in the surrounding environment, and find and seek opportunities; Seize the essence of the other party, adopt management skills of avoiding reality and avoiding emptiness, and preemptively; We should have the courage to take risks, seize opportunities when they appear, and achieve the goal of gaining advantages and avoiding disadvantages and winning the final money.