I am constantly thinking, updating and supplementing these principles. At present, there are two categories: service principle and protection principle. Limited to space, this issue first introduces the service principle, ***7.
1, principle of real demand
I think this is the core principle of Party B. No matter what kind of service Party B provides, it must be based on meeting the real needs of Party A in order to generate maximum value. As Levitt, the originator of marketing, said, "What customers want is not a drill with a diameter of 5 mm, but a hole with a diameter of 5 mm".
The aforementioned "Taihang: self-righteous speculation about Party A's intentions" is actually contrary to this principle. But it's not enough just to avoid big pits. Many times, the apparent demand of Party A is not consistent with the real demand, and there are many reasons for the dislocation, such as cognitive limitations, thinking inertia, interest disputes and so on. For example, the example of "temporary teaching" mentioned in Taihang III: mistaking "internal troubles" for "foreign troubles" is caused by Party A's cognitive limitations in the professional field.
Party B needs to judge Party A's real needs through full communication and analysis, so as to prescribe the right medicine, otherwise Party A will "lead by the nose", which will not only do a lot of useless work, waste resources, but also fail to truly show its professional value, and the result of cooperation will certainly not be too good.
Therefore, in any business activity, it is the first and most important step to accurately identify the real needs of Party A. ..
2, the principle of good faith
Needless to say, everyone can understand its importance. However, in order to make the principle of good faith really work, we need to pay attention to the following four points:
First, not only be honest, but also let the other person see your honesty. Especially for the first cooperation, when you know nothing about your own brand (organizational brand or personal brand), you need to consciously show your frankness. The case that one party loses money and the other party avoids losing money can touch Party A's heart more than the same successful case.
Second, honesty has different manifestations at different levels. Not only do you promise not to cheat, but the other party thinks you are honest. Multi-party cooperation will naturally be wary. In addition to using past cases to prove it, efforts at all levels are needed to print the label of integrity in Party A's mind. For example, at the communication level, actively reducing information asymmetry is a sign of integrity; At the planning level, it is also the embodiment of honesty to think of each other with empathy; At the executive level, everything must be explained, everything must be settled, and everything must be responded, so that Party A feels that you are reliable, which is favorable evidence of integrity. Honesty depends not only on how to say it, but also on how to do it.
Third, honesty does not mean "stupidity". In business activities, there are cooperation, games, wins and benefits. Reducing information asymmetry does not mean fully enjoying information; Have empathy and take into account your own interests; To be a reliable Party B, you don't have to promise everything, which requires a degree of certainty. It is difficult to cooperate in the game and strive for the greatest benefit when winning, but it is also what every professional of Party B should strive for. And how to carry out and show our integrity in this process requires strategy.
Fourth, don't overemphasize honesty. Honesty is the foundation of modern business, which can only make you hold the possibility of long-term cooperation. But honesty itself can't bring customer stickiness. After all, there are only a few dishonest partners, and finally there are winners and losers in terms of service value. Therefore, no matter the marketing link or the implementation link, there is no need to show excessive integrity, especially not to talk about the word "integrity", just enough is enough. It is the most appropriate way I can think of to hide our frankness through cases and actions and let the other party discover it for themselves.
3. The principle of exceeding expectations
In business activities, Party B must strive to exceed Party A's demand expectations in order to have market competitiveness, which is a truth that everyone knows. I believe that most Party B will also make efforts in this respect and strive to form their own service characteristics.
Providing services beyond expectations is nothing more than efforts in five aspects: quantity (more), time (faster), effect (better), cost (less) and added value. The first four are easy to understand. Most enterprises and individuals of Party B also choose and make progress in the four directions of "how fast is better".
But in fact, under the same conditions, it is not easy for these four directions to widen the gap with their competitors. For enterprises, they need to rely on the support of new technologies or new business models, which are not ubiquitous and within reach. For an individual, there is an upper limit to how fast you can save, and the marginal effect will decrease with you, so it is hard to say whether it is worthwhile to spend twice as much energy to turn 90 points into 95 points.
Then it is a relatively simple and effective way to improve the added value of services for enterprises and individuals who don't have much technical advantages, especially the traditional service industry. In the case of "Tai Qi Hang: the habit of not making emergency plans" mentioned in the last issue, the taxi driver of "Live Map" won the trust of passengers and gained more benefits by trying to make his service "worry-free".
Improving the added value of services depends on the understanding of the industry and keen insight. More need to jump out of their own business areas, from a broader perspective to examine and think, coupled with sustained action, to make it possible.
Generally speaking, no matter which direction you work hard, one thing is certain, that is, you can only say that you are qualified for a job if you "exceed expectations".
4. The principle of equal dialogue
As mentioned above, the rights of Party A and Party B are not equal, because Party A has the right to decide and review. This makes many Party B always involuntarily put themselves at a low position and Party A at a high position in cooperation with Party A ... Especially when Party A's overall potential energy is high (potential energy is the sum of social status, organization scale, reputation and influence), it is even more obvious when Party B's potential energy is low.
This situation shows that many Party B can't have an equal dialogue with Party A in attitude, which often gives Party A the illusion that "I can be strong". In my observation, I found that many of Party A's behavior styles were not strong, and Party B's excessive "modesty" contributed to Party A's strength, even its tough attitude.
I remember when I first entered the planning company, at the event execution site, the leader of Party A asked me to talk about the past. She was short, sitting in a chair, and the meeting was very noisy, so I bent down to listen unconsciously, and this action was just seen by our leader. After the activity, the leader said to me very seriously: "Remember, in the cooperation between the two sides, no matter who you are facing, you can find a chair to sit down or bend over, but you must never squat!" "I didn't understand it at the time. Later, I gradually realized that the other person was sitting and I was squatting, which was an overly humble performance, indicating that I put the other person in a very high position and myself in a very low position. The leader wants to remind me of the principle of equal dialogue through this detail.
Everyone in the workplace who has been in Party B's position for a long time understands that what really makes Party A choose us is professional ability, not a "humble" gesture. It is very important for Party B, especially the newcomers of Party B, to maintain the mentality of equal dialogue with Party A ... It is not only conducive to improving communication efficiency and making cooperation smoother, but also makes it possible for both parties to become friends at the relationship level, because the basis of friends is psychological equality.
Therefore, no matter how great Party A's potential energy is, no matter how strong Party A's leadership is, Party B should maintain a supercilious and equal dialogue posture in cooperation. Use professional ability to win each other's friendship, not humility to get the reward behind vanity.
5. Dare to choose the principle
As Party B, it is often the case that multiple project opportunities are faced at the same time. In the case of limited time and manpower, instead of evenly allocating resources to compete for every opportunity, it is better to choose bravely and concentrate on doing a project best. There is an experience in marketing. 10 Ordinary customers are often less valuable than a trustworthy customer, especially in business cooperation.
For Party B, whether it is an enterprise or an individual, the biggest fear is that "the bear will break the stick". Serving a customer and losing a customer will benefit in the short term, but it will be very unfavorable to development in the long run. Everyone understands this truth, but it is not so easy to do it in practice. After all, the immediate interests are so tempting that I can't wait to eat them all. The result of swallowing them all is often choking.
Everyone has met people who serve themselves and said, "Sorry, it's not ideal this time, mainly because there are too many projects in hand ..." This may be an excuse or it may be true, but in any case, this reply is to push the customer out. Instead of apologizing afterwards, it is better to choose from the beginning and honestly say to the customer: In order to ensure the quality, there is no time to take on new projects for the time being. This at least ensures the possibility of cooperation next time.
6, the principle of priority
In cooperation, some problems will inevitably arise. When there is a problem, you can see Party B's true attitude towards customers. What "service is life" and what "customer interests are above everything else", no matter how loud the slogan is, it will be exposed as soon as problems are encountered.
Mature Party B must communicate and coordinate with the attitude of solving problems first, instead of distinguishing responsibilities or even leaving the relationship behind as soon as it comes up.
This is not to say that it is not important to distinguish responsibilities, let alone that Party B will inexplicably assume all responsibilities, but always set a goal, that is, to better complete the project through service, so as to gain the long-term trust and cooperation opportunities of Party A. Therefore, in the long run, it is not so unacceptable to be "wronged" or even give in.
It must be understood that the most urgent thing for Party A is how to solve the problem, not who caused it. As Party B, thinking from the standpoint of Party A, it is much better to help him solve the problem first, and then analyze the responsibility and reasons with victory than to distinguish the responsibility first, and then both sides solve the problem with emotion. This is also one of the manifestations of empathy, which has been elaborated in the previous "Thai Wu Hang: Lack of Empathy" and will not be repeated here.
In addition, in terms of effect, it is not only more convincing to find an opportunity to reply with Party A after solving the problem, but also to distinguish the responsibilities when replying. And because it was done first, it even suffered some "grievances" for this. Under normal circumstances, Party A will not only have more trust in your professional attitude, but also feel a little guilty. It is a high-value gain to make Party A owe you a favor.
Therefore, poor Party B regards problems as troubles, mature Party B regards problems as opportunities, and excellent Party B turns problems into long-term interests.
7. * * * The same growth principle
All along, I have been thinking about a question, that is, what kind of Party B is the best Party B? In other words, what does Party A expect Party B to do besides professional and high-quality services and helpers in dealing with the delay?
Later, I became Party A myself, and vaguely realized that it would be better if I could learn some knowledge from Party B that would be helpful to my work. It was not until last year that I learned from Li Xiaolai and understood the meaning of growing up that I suddenly realized. It turns out that the best Party B can help Party A grow, and the best cooperative relationship between Party A and Party B is a relationship that complements each other and grows together.
So, I began to re-examine those Party B who cooperated with me very smoothly and had a high degree of trust. In this way, these excellent Party B can not only solve my professional needs, but also let me learn a lot of professional knowledge and industry rules that they are good at. In some fields, they even made me a semi-expert.
In the cooperation, I am not limited to business communication, but let Party B provide more suitable services and consciously tell them the characteristics, rules, operational processes and business models of our industry. It is in this kind of intentional or unintentional mutual learning that our cooperation naturally becomes smooth and efficient.
Therefore, if Party B wants to gain the trust and recognition of Party A quickly, it is a good way to cultivate Party A into a semi-major (Party B's industry) in addition to excellent professional ability. Fundamentally speaking, the common interest model has been transformed into the growth partner model.
What is more passionate, motivated and tacit than a partner sprinting to the goal together? Is there anything that both sides can't cross the threshold together? How many unsolvable contradictions will there be between partners?
Of course, we can't expect every Party A to grow up with us, but this mentality and perspective will definitely show its strength in more and more cooperation, and will definitely make Party B gain more favor and trust from Party A ... This is truly irreplaceable value.
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