Hello Master!
I am very pleased to meet all of you. I come from the Beijing headquarters, and my name is Zhang Chunjian. Zhang stands for "Zhang" as in bow length; Chun stands for "Chun" as in spring; Jian stands for "Jian" as in healthy. The meaning of these three characters together is: "Open your arms wide, embrace the spring, and stride forward with me toward a glorious future!"
The name isn't too important to introduce, but please remember these three characters, and remember such a sincere friend like me: Zhang - Chun - Jian.
In the sales industry, I've been struggling for more than ten years. In these past ten years, I have experienced countless storms and difficulties, joys and sorrows. There has been the joy of success, as well as the pain of failure and setbacks, accumulating much experience and lessons. At this moment, I plan to spend about an hour sharing some of my experiences and insights with all of you, aiming to help everyone take fewer detours and reduce the time spent fumbling in the dark, offering you some assistance.
Yesterday, the company held a meeting, which went very well and was very successful. It was a very practical meeting, serving both as an exchange session to summarize experiences and as a rally to boost morale. It was also a training session to assign tasks and teach methods, as well as a promotional recruitment conference. One could say it achieved multiple goals at once.
In just a few days, it will be May, known by people as the "Red May." This month is crucially important for the Chengdu market. Favorable circumstances present challenges, and how well we fight this battle will significantly impact the next few months or even the entire year. We must put forth our best effort to fiercely contend in the "Red May," making sure this endeavor succeeds. Yesterday, the meeting was held, responsibilities were assigned, goods were distributed, and promotional materials were sent out. Should we then sit idly by waiting for customers to come to us, or pursue mere showy actions? No! We must actively go out, use every means possible, and ensure that the goods are sold. Currently, the distribution and promotion work can only be considered the first step in a long journey. There is still a long way to go, many arduous tasks ahead, and much detailed work to be done. If our work is not meticulous, solid, and thorough, the peak of distribution will be followed by a wave of returns.
As I understand it, in the past, we have held numerous meetings and issued plenty of documents. After reviewing some of the company's documents and materials and discussing with friends from Chengdu Company, I found that many things existed before and some were quite good. If these things were followed through on diligently, Chengdu Company would surely reach new heights. The current issue lies in why some tasks cannot be implemented, and why some work is consistently done poorly. This boils down to an execution problem.
Why can't things be executed? First, there is a "blockage" at the lower levels. You do your thing, I do mine. Work lacks planning and organization. Meetings are held, documents are sent out, but what happens afterward? Everything is forgotten, cast aside. Who is responsible? Who ensures follow-through? I can say: no one is responsible, no one follows up. You investigate and find no one accountable. Many matters end up being talked about, written down, posted on walls, but never acted upon!
How to solve this? In short: listen and follow without excuses. What does listening and following mean? It means doing exactly as the company instructs, without deviation. Fully implement Chairman's directives. Follow the opinions of company leadership whether you fully understand them or not. If mistakes occur, leadership takes responsibility. Of course, this doesn't mean suggestions aren't welcome. Suggestions can be made. Chairman once said: "Sufficient democracy, high concentration." Once the company decides on something, it must be resolutely implemented without compromise. Even if you have reservations internally, you should retain them while firmly executing the decision. This is a matter of principle. Otherwise, nothing gets done. It's the same as in the military, orders must be followed without question. Soldiers' duty is to execute, this point must be clear!
The second reason for poor execution is low team quality, leading to discounting efforts. One could say: different people executing the same task yield different results.
Below, I want to discuss three issues with everyone. How to explain? Both abstract and concrete points need to be addressed. "Abstract" refers to a higher perspective, the format of one's thoughts. President Hu Jintao often mentions strengthening the theoretical study of leaders and personally serves as the president of the Central Party School. Consider why? Without this theory as guidance, action lacks direction. You are local leaders, the company entrusts this territory to you. Without this height, neither you nor your subordinates will achieve it. "Concrete": refers to task requirements. Neither aspect should be neglected. Both must be pursued vigorously, both must be strong, neither can be missing.
First, arm yourself before arming others.
Today, I'm here to talk about "learning attitude." I'm not here to discuss why we need to learn, but rather how to learn and what to learn. How to transform what you know into action, turn what I say today into performance, into productivity.
Nowadays, we live in a learning society, a learning company, a learning team. Competition in all industries is fierce. If you don't learn, or don't learn fast enough compared to others, it simply won't work.
Without progress, where is there output? Some lack new information updates, their old knowledge has already been exhausted, they keep repeating outdated cliches, their speech lacks vitality, their minds are empty. How can you continue like this? You cannot adapt to societal development. Without growth, there is no momentum. Your team will lack momentum. There can be no great growth.
Some people don't value learning, adopting an indifferent attitude, aimlessly wandering each day. The more you wander, the faster you die. For instance, if you want to watch the sunrise, where would you run? If you blindly run westward, the faster and harder you run, the further away from your goal you get. Therefore, we must study diligently, correct our attitudes, and elevate learning to a significant level of awareness.
How to learn?
First, maintain a zero-based learning mindset. Here, I have a cup. If this cup is full of water, can you pour milk, coffee, or soda into it? No, it would overflow entirely. Only by emptying the water inside can you make room for more.
Here, I also have two mountains (see diagram). In the past, you may have excelled in a certain industry, field, or position, becoming an expert. Some have even reached the pinnacle of their profession, achieving transcendence. However, today, if you want to reach the peak of our industry at XXX Company, there are no shortcuts. You must humbly descend to the valley floor, lower your pride, and become an ordinary person.
If you wish to scale the mountain of XXX's career today, don't ask your family or friends what to do. Instead, seek advice from those who have successfully descended from the summit, like Mr. Hu and Mr. Peng. They have reached the top in this industry, they are successful individuals with experience, methods, and lessons. They have the most authority to speak, knowing the best paths and pitfalls. Listen carefully to their advice, follow their guidance, and avoid exploring on your own or devising alternative plans. Doing so would incur great costs and sacrifices.
Some people, having achieved success and recognition in other companies, start with arrogance and pride when joining XXX. When others speak, they think they already know everything, unable to listen to others' words, only to fail miserably in the field.
Therefore, heroes shouldn't boast of past glories. You must lower your stance, start from zero, and relearn from the beginning. Don't be overly confident or proud. Times have changed; some of your old practices are outdated. You must keep pace with the times, continuously learn and recharge, or else you'll be eliminated by the era. This is what I want to say to new friends.
I also have a few words for our veteran friends. Some veterans have worked at XXX Company for a long time, learned extensively, attended numerous classes, participated in various trainings, and even taught others. As I speak today, some might think: "Why are we hearing these things again? I've heard them all before." Consequently, they lose their humility and attentiveness. However, I urge you to remain focused and adopt an open-minded attitude towards learning, listening carefully to others' perspectives. Even if there's just a little bit worth taking, it's worth paying attention to.
Our business is a replicable one, meaning simple ideas repeated often and simple actions repeated frequently. I know you may have heard much before, but new friends haven't. Even if you've attended similar classes, each instructor may differ, offering valuable lessons. Therefore, as a superior, supervisor, or veteran, regardless of how many times you've heard it, you must lead by example, taking notes and clapping enthusiastically, setting a model for those below. If you don't take it seriously, how will those beneath you perceive and act? This is a matter of attitude.
There was a young monk—entering Shaolin Temple at five years old, mastering all eighteen martial arts by eighteen. Ready to leave the temple to help the poor and punish the rich, the master heard and thought the disciple wasn't yet mature enough. He said: "Disciple, fetch a wooden basin from down the mountain filled with stones." The disciple ran to the riverbank, filled the basin with stones, and returned swiftly to the master, proudly declaring: "Master, I'm back!" The master saw he hadn't awakened—"Fetch sand instead." "Water"—Learning is endless!
Though the content remains the same, each time you receive it, your understanding deepens differently. Different teachers address the same theme differently. Even the same teacher varies over time in information and insight. One could say, even if there's just a bit worth taking, it's worth listening to. Even if there's just one sentence that resonates, it's worth it.
Thus, both newcomers and veterans should maintain a zero-based learning mindset.
How to learn? Here, I offer two phrases: the cheapest form of learning is asking questions, and the fastest shortcut to learning is imitation. Confucius said: "When three are walking together, one of them is bound to be my teacher." Everyone has something worth learning from.
Learn from experienced salespeople, successful individuals, books, classroom settings, and practice while learning. Stand on the shoulders of giants to see further, tread the path paved by successful predecessors. Here, seniors should mentor, assist, and guide, supporting juniors who strive to surpass, not only learning themselves but teaching others. Especially note the action part—not sitting idly but actively engaging. Let's be people who leave footprints on life's journey, not those who merely leave buttock imprints on sofas watching boring TV shows daily.
Additionally, among salespeople and experts, mutual learning should occur, leveraging strengths, avoiding weaknesses, and progressing collectively.
What to learn?
● Basic Knowledge
Knowledge about XXX and lactic acid bacteria must be studied thoroughly first, then explained clearly in simple terms. Only by mastering this knowledge will you avoid sounding uninformed. Now, let me ask you a few questions: (Questions omitted)
You are all regional representatives or provincial representatives, and you must understand basic knowledge, especially regarding these questions. For example, how do you introduce our company? What is lactic acid bacteria? What are the selling points of our products? How do you inspire dealers' dreams? When they say our product is expensive, how do you convince them? How do you distribute goods? Promote? Conduct roadshows? Promote in communities or rural areas? Negotiate with supermarkets... All these skills you must possess. If you can't articulate even basic concepts, how can you persuade others or move them?
● Communication Skills
Communication is essential for any industry, and everyone must learn it. In this world, the stronger your communication skills, the better your problem-solving abilities, and the greater your ability to conquer challenges.
How to communicate effectively? For example, consider this door (see diagram). To pass through it, someone outside wants to enter. How can they enter? The door must be opened from the inside, right?
For instance, convincing dealers to cooperate with us: Why do you engage in business? To make money! Right? If you follow my instructions, not only will I help you earn money, but there will be no risk. Our company offers specific policies. First, I'll tell you, take the goods, and if unsold, you can return them. Moreover, our profit margin exceeds Mengniu and Yili. Ask yourself: buying Mengniu or Yili earns you eighty cents, while buying XXX earns several dollars. Would you prefer earning dollars or cents? Additionally, we're a major brand with advertising, promotional items, and activities. We provide training on how to earn money. Consider this: will you collaborate with us or others? I hope today isn't my last visit; we look forward to long-term cooperation. If you lack vision, others are queuing up to work with us. Miss this opportunity, and there'll be no turning back. This captures their needs.
Everyone has needs. Capture those needs, and anyone can be swayed easily. Fail to capture needs, and even a thousand sentences won't suffice. Because what you say isn't what they want. This is the art of communication. People want to make money, fear losses, and desire quick profits.
Similarly, during communication, first open the other party's heart. If the heart isn't open, no matter how much you say, it's useless. How to open it? Hearts open from within; when they're willing to talk, you can enter their inner world, and your words will have an impact. A saying goes: "To connect, you must share common ground; to share common ground, you must exchange hearts; to exchange hearts, you must conduct business."
In our world, anything can be resolved through communication. How to effectively enter another's mind involves artistic nuances. This is a specialized course, perhaps discussed another time.
● Eloquence
A saying in business circles goes: "To be a boss, first hone your speaking skills; to be a president, first take the stage." In modern society, eloquence outweighs talent. If you can confidently express your thoughts in public forums, you already possess the qualities of a millionaire.
Listening to your speeches just now, some weren't adequate and must improve! Since our line of work relies on knowledge and intelligence for marketing, to make others buy your product, they must first buy you as a person. How to achieve this? Knowing it in your heart isn't enough; you must express it well. Use your mouth to convey it, using your tongue to persuade the world.
Thus, we must emphasize eloquence, practicing anytime, seizing all opportunities to enhance our persuasiveness, influence, and motivational power. Use your tongue to conquer markets and open clients' wallets.
● Psychology
In business, human nature forms the foundation of transactions. Only by mastering and utilizing human nature can you achieve anything. For example, during face-to-face negotiations, don't interrupt others' speeches or interject randomly. Listen carefully when they speak, mastering the art of listening. Everyone desires self-expression, wanting to become the center of attention and appreciating others' attentiveness. When communicating with clients, satisfy these psychological needs, making them feel happy and willing to interact with you, treating you as a friend. Becoming friends facilitates everything, including closing deals. If you dominate the conversation, they won't like you. Disliking you, even if your product is excellent, they won't do business with you. Thus, many things lie beyond direct efforts.
Of course, much remains to be learned. Due to time constraints, I'll conclude here. Initially, some may think they know everything, but after working for a while, they realize they only understand 40%, and eventually, they understand just a little. Our industry relies on learning to create profits. The more you learn, the deeper your insights, the smoother your growth, and the higher your performance. Otherwise, stagnation, disconnection, and struggles ensue, resulting in setbacks and failures.
(Wordplay: less learning leads to more mistakes.) Diagram shown
Some friends, inadequately trained, rush into action, failing every negotiation, killing two birds with one stone, wiping out a chain reaction, and eventually destroying themselves. This is akin to inexperienced soldiers entering combat without knowing how to shoot, firing aimlessly on the battlefield, even shooting themselves (ruining the market).
What is learning? Learning entails both studying and practicing. Practice involves repetition. Simultaneously learning, acting, and teaching others. Knowledge means questioning what you've learned, repeatedly internalizing it until it becomes true knowledge. Therefore, we must study diligently, continuously learning and improving!
Secondly, to achieve new heights, one must break personal barriers.
Why have so many of our lives and careers remained unchanged over the years, with this market lacking breakthrough progress? This is the bottleneck we often encounter. Why does a bottleneck occur? It stems from failing to break personal barriers and escape old frameworks.
Let's play a game:
Game: Draw four lines to connect nine dots in one stroke. Can anyone do it?
If you don't break free from this framework, remaining confined, you won't succeed.
This game evolves with new developments. If I, Teacher Zhang, only knew the old version, I'd have been eliminated from the training market long ago.
The new method is: three lines connecting dots. Can anyone draw it?
Solution: Connect the endpoints—use a Z-shaped line to link them, as two non-parallel lines inevitably intersect, though possibly far away. This is called "breaking through."
Summary: If you can't escape this invisible boundary, you'll never achieve this outcome. If you can't transcend this limitation, you'll never draw the figure. Thus, we mustn't remain trapped in past lifestyles, work patterns, or mentalities. We must surpass ourselves, innovate, and absorb fresh information to overcome life and career bottlenecks.
Sichuan's investment and growth rates are unprecedented. If our mindset remains stuck in old frameworks and models, achieving targets will be impossible, with increasing pressure and heavier responsibilities ahead. We must quickly shift perspectives, keeping pace with rapid development. Establish a mindset of "big thinking, bold strokes, grand scale," breaking through personal limits. Pressure fuels motivation; the greater the pressure, the greater the drive. People grow under pressure. Everyone must change perspectives, embracing ambitious growth to fulfill company objectives.
Thirdly, Embrace Positive Thinking Patterns
I believe: differences between people aren't primarily in abilities but in thinking patterns. If today you feel others succeed