The nuclear idea of converse sale
Converse sale, The nuclear idea of converse sale thinks
Development was made in a few the biggest to the United States
companies comprehensive later, we reach a revolutionary conclusion:
The strategy ought to from bottom to top and come, is not from above
to below is fulfilled go down. Change character, the strategy ought
to on the foundation that the root lays at deep to itself of real
sale tactics understanding.
Tactics ought to govern the strategy, namely the communication
tactics such as advertisement conduct propaganda ought to govern sale
strategy. The ideal just in time of personnel of most market sale is
contrary, the overall strategy that what accept generally is an
enterprise must above all establish, just be art of choice photograph
accept a challenge next.
Manager people be bent on “ we plan to do what ” and cannot
extricate oneself. Will plan every time to develop blue print to
regard first class as to want a job henceforth for the company.
However, stress the strategy overly when people, hold fan henceforth
when plan of a few years, they made one of two following main errors
at least: ① refus does not admit to fail; ② uses accident
successful opportunity not actively. They are the evil consequence of
thinking of from above to below.
Review 50 time, general Electric Company makes the decision that
enters mainframe market, through effort of 14 years, cost 400 million
dollar, end in failure finally. The canzonet on those tactics makes
the enormous waste that brought about resource to go up.
If additional monarch of General Electric Company paths, do not go
data of follow IBM, general purpose computer, Bailesi, NCR, RCA,
control, Hanniweier and manufacturer of other lead plane, take
oneself route however, will how?
General Electric Company has two kinds of choices at that time,
toward altitude it can develop exceed large computer, toward small
part it can develop a PC. Pretty good, no matter be to exceed large
computer or PC,do not have the market at that time, but because such,
no matter why be planted,tactics may make General Electric Company
becomes the pioneer of a kind of new-style computer market. Whether
make money to should be not talked additionally, this depends on the
development of prospective a got-up affair. (what no less than
produces later in that way, at least two companies obtained
tremendous profit —— Ke Lei severally on two direction (Cray) be in
in the success that exceeds large computer market to go up and apple
the success of PC market. )
Market sale is not exceptional also, exclusive and effective
tactics is to search a way to take the lead in entering some kind of
potential market, but to forerunner, the real market that is not kept
possibly in the product that he offers or service, he must build the
market through his effort.
Refus does not admit failure often is accompanying the successful
opportunity of accident of not active profit. Company of current
electric equipment is in the computer is gotten The exclusive
progress of region is to took the lead in founding the concept of
“ time-sharing ” . This one success ought to make this company
concentrate the resource of computer business in time-sharing kind
product side, but the strategic intent that this one idea does not
accord with company of current electric equipment to become another
IBM through selling of all kinds computer, because this this one
opportunity was missed.
In manage, people apt sees what they are willing to see, and
helpless to those aux would rather at realizing the successful
opportunity of its strategy intent turn a blind eye to, this is the
dangerous place of thinking of from above to below.
When you change a direction to think, you can achieve the major
discovery that expect is less than sometimes.
Wei Kesi's researcher invented the new drug that a kind of catch a
cold catchs a cold, unfortunate is this kind of medicine can make a
person drowsy, if you want to continue to work or should drive, this
kind of medicine may be more of a hindrance than a help. However they
are done not have cancel totally of this one achievement, thought up
an excellent idea however. Since this product can make the person
falls asleep, so why to regard a kind as it nightly use patulin?
“ the first kind nightly use patulin ” can make a most valid
advertisement statement undoubtedly.
Of expect of no less than in that way, ” of Er of “ Nai Kui
(NyQuil) make the new product with Wei Kesi the most successful
throughout history, ” of Er of “ Nai Kui is catching a cold now the
sales volume in medicines and chemical reagents ranks the first.
This is tactics undoubtedly (nightly use patulin) govern the
strategy (the cold new drug that rolls out a kind to be called ” of
Er of “ Nai Kui) one of successful example.
1. What is meant by tactics
Tactics namely originality, seek tactics to seek originality
This kind of view sounds a bit specious, people can'ts help
wanting to ask: What kind of originality? How to search? To answer
these questions, we suggest to use undermentioned special definition:
Tactics is the aggression angle of the mentally of a kind of
Tactics must have competitive advantage, this does not mean the
product with must have a kind better or service, but must have some
kind of original place: Or volume is minor, or weight is light, or
good in quality and cheap in price, or qualitative actor price is
high, or different cent sells a system. Say further, tactics must
have an advantage in whole market competition, is to be in not just
some has competition ability on two kinds of products or service.
For example, the 50 time end of masses Motor Corporation decides
first roll out minicar, name “ beetle ” . This is an extraordinary
highly competitive tactics really, because in general at that time
steam Car company is to be produced blindly only big stupid plating
chromium car. The prices of “ beetle ” because of this successively
Of course, ” of masses “ beetle is not the earliest small-sized
car on the market, but the first kind of car that it is position of
small ” of the “ in holding people mental view. In prate of other
car business its car has “ when capacious dimensional ” ,
“ beetle ” with its volume is minor and develop a school of one's
Because tactics is improper and cause failure also there is no
lack of its exemple. Xigelamu imagines 60 time roll out a kind to be
mixed with the ” of guest of “ Jim · that suffers people to love
quite the whisky other the new wave of make a stand against of ” of
“ great grandfather. Result, because “ surprises originally,the
whisky other mark ” wave does not have distinct competitive
advantage and unmanned make inquires.
Next, tactics must have the competitive advantage of mentally.
Change character, because the battle happens in the memory of
potential customer, accordingly, those competitor that did not occupy
position in client memory often are ignored. As contrary as this,
some competitor are paid attention to very heavier deal is had in
client memory, although this kind of deal and fact are endless
conform to. What what the consideration answers in tactical choice is
deal of this kind of psychology is not actual condition how.
Anyhow, aspect of emulative psychology attack is to show in people
memory middleman and guarantor holds a kind to be able to make the
market sale of the enterprise plans the aggression position that is
able to carry out effectively, of this one position just be like
fulcrum at company sale at lever.
But, only tactics is insufficient, what manage to assure a company
is successful; Must evolve into tactics into the strategy. If tactics
is nail, the strategy is hammer, both the base oneself upon in must
holding in the right way concurrently to be able to compete in the
2. What is meant by the strategy
The strategy is not a kind of target. The strategy is just like
life, the goal is not main, important is journey itself. Thinking of
from above to below person it is the target is oriented, they want
achieved goal certainly above all, next again exert all over skill
achieves a goal.
However most target is not accomplish in one move, many
negotiating should come to nothing. Market sale is like same kind, be
When Roger · Smith is in 1981 company of general motors of in
control of (GM) when, he predicts GM is in market of car of 3 big
country what hold share final will by 1980 66% rise to 70% . To
achieve this one goal, GM begins to undertake Of 50 billion dollar
turn a project. However, at this late hour, general motors occupies
specific gravity to be in place of 3 big home market 58% continueing
to drop. The deficit specified number with the annual ministry of
North America car of GM is as high as several dollars. Smith's target
because was not built,this comes to nothing so is go up in correct
According to our definition, the strategy is not a kind of target,
it is a kind of market sale way that has consistency.
The meaning that the strategy has consistency is to show it is
abstracted already the tactics of make choice of. The masses relied
on small-sized car to score the huge success on tactics, did not
raise this one originality to consistency strategy height however
however, did not continue to carry out tactics of ” of “ small-
sized car when entering American market consequently, acting with
bulk big, speed the masses car with fast, high price, what its use
tactics to be applied first by other car business already. This
applied tactics of ” of “ small-sized car to level for Japanese
Next, the strategy is perforative at the enterprise all market
sale activities. Product, order valence, cent to sell, these
advertisement —— is all apply forming that what the activity that
market sale combines must reflect tactics centrally.
(the light that tentative idea tactics is some kind of special
wavelengh, and the strategy is harmonious the laser of this one
light-wave. In must holding both ability concurrently to wear the
mind that takes prospective client) .
What need ambitious shift finally is: The strategy is battalion of
already of perforative look forward to from beginning to end sale
direction, once build, cannot change easily.
Strategic purpose depends on arousing company natural resources
forestalls his opponent by a show of strength on tactics. The total
natural resources the enterprise brings into unified strategic orbit,
the efficiency that conduces to industry tactics falls in the case
that does not get fixed target tie be able to utmost ground play.
Bazaar is like battlefield, nimble is sufficient person ascend first,
the safest strategy is tactics apply first, laches person have let
slip a golden opportunity only.
3. The contrast of tactics and strategy
Tactics is a kind of single plan or ruse, and the strategy
contains a lot of elements, but the focus is on tactics.
Tactics often is a kind of unique scheme, and the strategy is
Tactics is independent at time and relatively constant, the
strategy continues for some time. Depreciate selling is a kind of
tactics that occasional of American most shop uses, and discount
store depreciates everyday sell, it is depreciate sell as a kind of
Tactics is opposite at product, service or have externalism, it
need not be the enterprise is self-ordained even, and the strategy is
immanent, normally need undertakes many interior organizes the work.
Tactics is to communicate oriented, strategic criterion is product,
service Or the enterprise is oriented.
The principle of converse sale is very simple: From special arrive
general, from short-term arrive long-term.
Be sure to keep in mind the uniqueness connotation of converse
sale, the tactics that seeks an effective namely evolves into it into
the strategy, it is a tactics merely, is not 2, 3 or 4.
4. A kind of strategy and many tactics
Most manager always is on the idea contact a kind of strategy
together with a variety of tactics, namely what they search is one
kind can be behaved to make the strategy of many different tactics.
Traditional market sale also emphasizes applying many tactics to
extend different market, company strategy is bearing with generally
consequently a lot of tactics.
According to " wall street daily " report, when ·M· agreement
writing Sidafude becomes Pierce Bury (Pillsbury) when general manager,
the first his act is to establish a committee to draw up with respect
to the “ task of the company and value ” a lengthy report. Look he
goes up in management also the —— with Mosaic religiosity go up
first hill obtains true classics, scrupulously abide by 10 give up
next downhill. Unfortunate is this method not be successful, manager
people in burger king and Pierce a few cafeteria manage Bury's other
in the mission that did not execute a company effectively, and him
Sidafude also abides by “ because of doing not have the commandment
that you must obtain satisfactory profit margin ” and by dismiss.
Most general, no matter be,still be in martial war in sale fight,
do not like to put attention on tactics, this makes them feel dull
insipidity. They like to stand high above the masses, talk in
generalities, sit in “ pyramid ” to carry the “ task of a planning
company and value ” on the head.
“ bishop ” is become in industrial group when a person hind, he
is opposite produce a kind when “ pope ” cannot the impulse of keep
within limits. And once he arrives at influence to carry a layer on
the head, he likes “ free ” , free land casts off inconsiderable
tactical detail, free land is devoted into can give a person to be
mixed with interest at market sale of major strategy of contented
company of one side —— .
5. Tactics is the payoff of battle victory and defeat
However the victory and defeat of sale fight was in tactical
administrative levels is not the decision on strategic administrative
levels. Jumping over battle fail in Vietnam, is not in Washington. In
sale fight, people ought to begin recognize is the success or failure
that tactics decides to manage.
& Nbsp; Tactics can comparative simple, duomingnuo (Domino’s) Tom
the tactics that Monahan uses · is the deliver goods that
concentrates power in pizza comes to go up merely. Although this far
from the stirring feat of what huge, but it is unique however,
outstanding, because do not have store of the 2nd chain so do. Plant
and asking advertent Duomingnuo to be applied only is not package
tactics, namely everything comes around deliver goods closely, is not
deliver goods comes to add a client to take away food, add dining
room service, add the hamburger, hodgepodge that adds hot dog to wait
Duomingnuo makes catering trade gigantic child the key depends on
deliver goods coming the strategic intention that tactical place has,
through building the pizza that spreads all over the whole nation
exclusive deliver goods comes to interlink a group, duomingnuo and
with realizing “30 the earliest deliver goods of the pizza inside
minute comes, protect the service tenet of your satisfaction ” .
6. Seek the tactics that accords with the strategy
The person that is used to thinking of from above to below often
costs several hours of tactics that choose a likelihood, they can
plant some sometimes the working program of from bottom to top
considers as converse sale by accident, in fact the just accords with
established strategy tactics that they seek.
“ deliver goods comes to interlink inn, do not accord with our
strategic ” , pizza is breathed out make probably at that time
especially react so, what we manage “ is restaurant business. ”
result, with one action of Mo Na Chinese gets rich, and pizza Hart
however let slip a golden opportunity.
Manager people total in the contend of bazaar hope finds effective
tactics, but to arranging Xiang Saiwei person, because they already
had planned what to do beforehand, what they search is the means that
become only, the malady of this kind of train of thought is very
7. The change that converse sale place emphasizes
What converse sale emphasizes is the change of enterprise interior.
Sell channel without product, service, price and cent any on one hand
change, so-called strategy is a mere scrap of paper only.
What sale of traditional from above to below emphasizes is
environmental change, common view this is “ is led to finish the
market to have raise the target of 10% , we must enhance a client the
brand preference of the product to us. ” changes character,
enterprise oneself is not changed, try to change the market however,
this is the oldest corrupt practice of thinking of from above to
Nazi army yuan Long Meier of Shi Ouwen · once had said: “ if the
strategy cannot is on tactics be able to carry out, again good
strategy also was not used. Of ” misfortune is, grand is beautiful
Er It is to be in the thinking of from above to below that to go up
clear of the smelliest name wears person effectiveness. Long Meier
paid the price of life for this, and security wants in sale fight
much, fail to meet each other to be able to pay the price on the job
only at most with company strategy.
8. Strategic purpose
In market sale, one of the most insignificant practices are around
move a piece of board evaluates the strategy
The strategy is indifferent to the cent of stand or fall, have the
branch of the invalid strategy on the effective strategy on tactics
and tactics only, say from this meaning, after all what is strategic
Strategic purpose is to prevent competition to be opposite the
harm of this industry tactics.
Deliver goods of alone many bright Nuo comes the group may be
extremely easy be breathed out by market leader pizza especially
crowded break down, but support “ development comes to interlink
inn ” strategy into the deliver goods that spreads all over the
whole nation, ground of success of many bright Nuo in the market
stand firm calcaneal.
Tactics is the ruse that produces gain, the strategy is generation
the biggest, the business of tactical pressure is underlying
On French battlefield, german tactics is to use England expedition
army is mixed with north France is legionary with the “ aperture ”
south, the strategy is to make sure large unit of its armor division
passes through the offensive that A mounts is successful.
Tactics governs the strategy, next the strategy drives tactics.
The view of any say turkey to one and bazzard to another is pair of
converse sale essence is misinterpret, both the critical aspect that
the relation between just is market sale success or failure.
The what in aircraft design is the most important; Engine or wing?
Not be, both the relation between just is to decide the flying
function that you design denies the key that leaves track.
Tactics is the originality that arises to managing directly, and
the strategy adds Shuang Yi for tactics, make battalion of already of
look forward to volant thereby hover.
9. The contrast of sale of from above to below and converse sale
The manager that the sort of from above to below has planning is
to be in force its happening, and the sort of converse the manager
that has planning is to be being searched but endowment the issue
The manager follow of sale of from above to below shows some
markets, and the manager of converse sale always is in the
opportunity with new look for.
The manager of sale of from above to below is indrawn model, the
manager in converse sale is extroversion model.
The manager of sale of from above to below thinks to be able to
sacrifice for long-term interests at the moment interest, the manager
of converse sale is certain capture only ability holds future now.