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 How to apply the ten principles of "Sun Tzu's Art of War"


   date:2020-09-18 18:56:23     read:38   

How to apply the ten principles of "Sun Tzu's Art of War"

Efficient sales?

Sun Tzu's art of war has changed from ancient to modern. People all over the world are learning to apply it, especially military strategists, politicians and entrepreneurs. Many entrepreneurs and professional managers at home and abroad have achieved brilliant results by using Sun Tzu's art of war to improve business performance. Mr. Qiu Mingzheng summarized the ten basic principles of "Sun Tzu's Art of War" and further understood these ten principles (prophetic principle, planning principle, natural principle, self-seeking principle, all-in-one principle, active principle, benefit principle, rapid principle, secret principle, and change principle), and applied them to sales work, which will play a certain role in marketing work.

-------Zhuge's Notes

(1) Prophetic principle: know the enemy and know yourself, and victory is not imminent; Know the heaven and the earth. I know the victory and defeat by the way of the Lord, the will, the heaven and the earth, the law, the soldiers, the soldiers, the rewards and punishment.

1. Understand the characteristics, design, manufacturing methods, quality, disadvantages and competitive advantages of our products

2. Understand the characteristics, design, quality, advantages and disadvantages of the products of the same industry, and make comparative analysis

3. Understand the organizational system of the company and the personality of relevant colleagues, and establish friendship with relevant colleagues

4. Understand the company's sample selection, quotation, customer complaint, production management, property management, quality control and other operating procedures

5. Understand customer business, organization and management

6. Understand the personality, preferences and family status of relevant personnel and supervisors of customer procurement, engineering and quality control

7. Understand customer needs

(2) The principle of planning: the winner of the temple before the battle will have more; Those who do not win the battle and the temple is not won, will get less. More wins, less wins, let alone nothing? I can see the outcome from this point of view.

1. Formulate strategies: product strategy, pricing strategy, market segmentation strategy, market region strategy, channel strategy, promotion strategy

2. Use objective management: set regional objectives, product objectives, personnel objectives, and conduct monthly comparative analysis and review

3. Formulation of action plan: set completion steps, procedures, phased objectives, work arrangements, sponsors, co-organizers, final objectives, etc. for the objectives, and review them monthly or at important stages.

4. Plan organization and personnel utilization.

(3) Natural principle: therefore, those who are good at war should seek the potential and not be responsible for others, so they can choose people and let the potential. The image of the husband and soldier is water. The shape of the water is to avoid the high and move down. The shape of the soldier is to avoid the real and attack the empty.

1. Provide products needed by customers to meet their needs

2. Be diligent in visiting: before, during and after sales

3. Require the supervisor to visit regularly or accompany

4. Actively care about the dynamics, health, family and career of customer personnel, and send cards and small pets in due time

5. Provide advice on life, health and career for customer personnel

6. Actively send the company's product materials and promotional materials

7. The pre-sale and after-sales service is considerate, and customer complaints and claims are handled quickly

8. Complete the transaction in friendship or communication

(4) The principle of seeking the self: Those who were good at fighting in the past should first be invincible and wait for the enemy to win. Therefore, those who are good at war should first stand in an invincible position without losing the enemy.

1. Thoroughly require punctual delivery and good quality

2. Thoroughly understand the product cost structure of the company and require continuous reduction of product costs

3. The materials are complete when visiting customers

4. Thoroughly understand the customer's personality and needs, break the customer's defences at the appropriate time, cut into the customer's demand points, and try to meet the customer's needs

5. Understand the operation and management status and product content of peers, and rationally and objectively explain the advantages and disadvantages of our products

6. Strengthen education and training of oneself and colleagues

7. Strengthen the knowledge of life, philosophy, health, operation, management, society, politics, economy and religion, and talk and discuss with customers to enhance friendship

(5) The principle of all-existence: we can go to the deep stream with the pawn as if it were a baby; You can die with a pawn if you love him. To win every battle is to be a good man; A good man is a good man. Therefore, we should attack the enemy first, then the enemy, then the army, and then the city.

1. Know what you know, plan properly, use organization and strengthen management

2. Strengthen the friendship, contact and service with customers

3. Maintain good relationship with peers

4. Provide customer opinions to the company and strengthen and improve the company's management

5. Sign the simplest and easiest order with the customer first, and then slowly open up large cases after establishing a customer relationship

(6) The principle of initiative: whoever is in the field first and loses the enemy; The latter is in the field of war, and those who are fighting are tired. Therefore, those who are good at fighting are not good at others. Therefore, if you are prepared, you will be left, right and left. If you are prepared, you will be left.

1. Take the initiative to visit, send materials and provide opinions

2. Proactively solve technical difficulties for customers and put forward suggestions for improvement

3. Actively reduce costs and save expenses for customers

4. Actively provide technical design assistance to customers, or actively design for customers

5. Actively assist customers to solve various problems, or introduce other experts to solve customer problems

6. Actively report the situation to the supervisor and provide suggestions for improving management

7. Distinguish between main products and secondary products, focus on the central breakthrough

(7) Principle of profit movement: move with profit and stop with profit. The Lord cannot be angry and start a war.

1. For the benefit of customers, use objective figures to calculate, plan and strive for the lowest cost and maximum benefit

2. Use their rich common sense to improve customer knowledge and make customers gain additional benefits

3. Use good planning, moving instructions and good friendship to urge customers to sign or purchase immediately when they are moved

4. Give patient, polite and rational explanations to customers' questions. Don't care about customers' impolite words and attitudes

5. Use extensive contacts to introduce manufacturers that can provide products and services to customers, and introduce customers to customers

(8) The principle of quickness: therefore, it is too slow to see the truth for a long time. Therefore, it is as fast as the wind and as fast as fire.

1. Use products that meet customer needs and considerate services to win customers, and family friendship is only used as a kind of auxiliary assistance

2. Provide prompt service to customers' requirements

3. Appoint the time for the next meeting after each meeting

4. Conduct intensive and close tracking of customers for each case, but pay attention not to annoy customers

5. The various procedures of each case should be tracked in a list until they are completed, and each step should not be missed or delayed

(9) Secret principle: attack unprepared, surprise, the victory of this strategist should not be spread first. Those who are good at defending are hidden under the nine heavens, and those who are good at attacking are moved above the nine heavens, so they can protect themselves and win completely.

1. Guide customers to tell their real needs and meet them

2. Understand the customer's situation and put forward important suggestions to the customer from a professional standpoint

3. Keep business secrets and keep them secret

4. Understand the business secrets of peers in many ways

5. The customer information should be extremely confidential, and should not be disclosed to others

(10) Principle of change: Those who are good at fighting will win by right combination. The war situation is only positive, and the change of positive and positive cannot be defeated. The water will flow because of the ground, and the army will win because of the enemy. Therefore, war is unstable and water is unstable.

1. With low cost, good quality, accurate delivery and proper management as the main force to win over and maintain customers (Zhengbing); The others serve as secondary forces (magic forces), and the two serve each other

2. Grasp customer dynamics and adjust sales strategies and practices flexibly

如何运用"孙子兵法"十大原理

提高效率的销售?

 

  


  

   孙子兵法震古烁今,全世界的人都在学习应用,尤其是军事家、政治家和企业家。中外许多企业家和职业经理人,运用孙子兵法来提高经营绩效,都获得辉煌的成果。邱明正先生总结了"孙子兵法"十大基本原理,进一步了解这十大原理(先知原理、计划原理、自然原理、求己原理、全存原理、主动原理、利动原理、迅速原理、秘密原理、变化原理),并且应用到销售工作中,会对营销工作起到一定的作用。                              

                                 ------- 诸葛手记


(一)先知原理:知彼知己,胜乃不殆;知天知地,胜乃可全。主孰有道,将孰有能,天地孰得,法令孰行,兵众孰强,士卒孰练,赏罚孰明,吾以此知胜负矣。

1、了解本公司产品的特色、设计、制造方法、品质、缺点及竞争优势
2、了解同行产品的特色、设计、品质、优点、缺点,并作比较分析
3、了解本公司的组织系统及各相关同仁的个性,与相关同仁建立友谊关系
4、了解本公司選样、报价、客诉、生管、物管、品管等作业程序
5、了解客户业务状况、组织与管理状况
6、了解客户采购、工程、品管相关人员与主管的个性、喜好及家庭状况等
7、了解客户的需求

(二)计划原理:夫未战而庙算胜者,得算多也;未战而庙算不胜者,得算少也。多算胜,少算不胜,而况于无算乎?吾以此观之,胜负见矣。

1、制订策略:产品策略、订价策略、市场区隔策略、市场地区策略、通路策略、推广策略
2、运用目标管理:订立地区目标、产品目标、人员目标、每月作比较分析检讨
3、订立行动计划:针对目标订立完成步骤、程序、阶段性目标、工作安排、主办人、协办人、最后目标等,逐月或在重要阶段检讨。
4、规划组织及人员运用。

 

(三)自然原理:故善战者,求之于势,不责于人,故能择人而任势。夫兵形象水,水之形,避高而趋下,兵之形,避实而击虚。

1、提供客户需要的产品,满足客户的需求 
2、勤于拜访:销售前、销售时、销售后
3、要求主管定时拜访或陪同拜访
4、主动关心客户人员动态、健康、家庭、事业,适时寄卡片、小宠物
5、对客户人员提供人生、健康、事业上的意见
6、主动寄公司产品资料、宣传资料
7、售前售后服务周到,处理客户抱怨、索赔迅速
8、在友谊****谈中或交际中完成交易

(四)求已原理:昔之善战者,先为不可胜,以待敌之可胜。故善战者,先立于不败之地而不失敌之败也。

1、彻底要求交货准时,品质良好
2、彻底了解本公司产品成本结构,要求持续降低产品成本
3、拜访客户时资料准备齐全
4、彻底了解客户个性与需求,在适当的时间打破客户心防,切入客户的需求点,并尽量满足客户的需求
5、了解同行经营管理状况及产品内容,理性而客观的说明本公司产品的优点及同行产品的缺点
6、加强自己及同仁的教育训练
7、加强对人生、哲学、健康、经营、管理、社会、政治、经济、宗教的相关知识,与客户交谈讨论增进情谊

(五)全存原理 :视卒如婴儿,故可以与之赴深溪;视卒如爱子,故可与之俱死。百战百胜,非善之善者也;不战而屈人之兵,善之善者也。故上兵伐谋,其次伐交,其次伐兵,其下攻城。

1、知已知彼,妥善规划,运用组织,加强管理
2、加强与客户的友谊、连络及服务
3、与同行保持良好的关系
4、对公司提供客户意见,加强改善公司管理
5、先与客户签订最简单容易的订单,与建立客户关系后再慢慢开拓大的案子

(六)主动原理凡先处战地,而得敌者佚;后处战地,而趋战者劳。故善战者,致人而不致于人。故备前则后寡,备左则右寡,备右则左寡,无所不备,则无所不寡。


1、主动拜访、主动寄资料、主动提供意见 
2、主动为客户解决技术上的困难,提出改善的建议
3、主动为客户降低成本、节省费用
4、主动为客户提供技术设计之协助,或是主动代客户设计
5、主动协助客户解决各种问题,或是介绍其他专家解决客户问题
6、主动向主管报告状况及提供改善管理的意见
7、区分主要产品及次要产品,集中力量、中央突破

(七)利动原理 :合于利而动,不合于利而止。主不可以怒而兴师,将不可以愠而致战。

1、为客户的利益着想,运用客观的数字计算,规划及争取最低的成本及最大的利益
2、运用本身丰富的常识增进客户的知识,使客户得到附加的利益
3、运用良好的规划、动人的说明、良好的友谊关系,在客户感动之余促使客户立即签约或购买
4、对客户的质疑作耐心、有礼,而且理性的说明。不计较客户不礼貌的言辞和态度
5、运用广大的人脉关系为客户介绍可提供产品与服务的厂商,并且为客户介绍客户

(八)迅速原理:故兵闻拙速,未睹巧之久也。故其疾如风,侵掠如火。

1、运用符合客户需求的产品及周到的服务争取客户,亲情友情只作为一种辅助性的助力
2、对客户的要求做迅速的服务
3、每次见面后约定下次见面的时间
4、针对每一案例对客户作密集而紧密的追踪,但要注意勿使客户厌烦
5、对每一案件的各种程序应列表追踪直至完成,不要错失或迟延每一步骤

 (九)秘密原理 :攻其不备,出其不意,此兵家之胜,不可先传也。善守者藏于九地之下,善攻者动于九天之上,故能身保而全胜也。

1、引导客户说出内心真正的需求,针对需求予以满足
2、了解客户的状况,以专业的立场,对客户提出切要的建议
3、善守业务机密,勿使同行知悉
4、多方了解同行业务机密
5、对客户资料应极端守密,忽泄漏予他人

(十)变化原理 :凡善战者,以正合,以奇胜。战势不过奇正,奇正之变,不可胜穷也。水因地而制流,兵因敌而制胜。故兵无常势,水无常形。

1、以低廉的成本、良好的品质、准确的交货、妥善的管理作为争取及维持客户的主要力量(正兵);其他作为次要力量(奇兵),两者相互为用
2、掌握客户的动态,机动调整销售策略与作法

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com )

Zhuge Changqing mailbox:

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 

 (本文是诸葛长青原创文章,图片选自网络。欢迎转发,转发引用请注明出处)

 

诸葛长青简介:诸葛长青,中国国学传统文化传承弘扬者,愿与天下志同道合者一起学习圣贤、弘扬善德、振兴中华、造福世界

 

 

 

(诸葛长青:zhuge8031@163.com

 

Zhuge Changqing mailbox

zhuge8031@163.com

     

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

 

 

 

Selected Articles in Previous Periods

Click the article title to view

 

往期精选文章

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1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1国学智慧改命运:孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 (十五步简洁版)

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3诸葛长青施食仪轨 (十五步简洁版)

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔:忏悔仪轨忏悔方法(完整版)

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5如何念地藏经:念地藏经仪轨方法(完整版)

6How to release? The ritual of releasing life

6怎样放生?放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化:改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化:中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片:佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向:回向修改为简洁回向



 

 





That is to say, with this merit and virtue, we should solemnly observe the Buddha's net ten. Report four blessings and save three hardships. Those who wish to see and hear,Know and send Bodhi Heart. To live in a state of bliss

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