My Sales Concepts and Methodology 我的销售理念和方法论

This is my first stage. At least I started to proactively choose. In this stage, as always, I have read many books on sales skills – seeking answers in books is my consistent approach. However, I eventually discovered that there were very few answers to be found in books regarding this matter.
这是我的第一阶段。至少我开始主动选择。在这个阶段，我一如既往地阅读了很多关于销售技巧的书籍——在书中寻找答案是我一贯的方法。然而，我最终发现，关于这个问题的书中几乎没有答案。

Almost all books on sales skills are garbage, as they aim to turn the reader into a conscious or unconscious cheat – this is the simple conclusion I arrived at after reading many similar books. Don’t be proud of making so much money using a little trick on a mouse pad – I actually don’t like that, because in fact, it’s bullying people with your own intelligence.
几乎所有关于销售技巧的书都是垃圾，因为它们的目的是把读者变成一个有意识或无意识的骗子——这是我在阅读了许多类似的书后得出的简单结论。不要为在鼠标垫上用小把戏赚这么多钱而感到自豪——我其实不喜欢这样，因为事实上，这是在用你自己的智慧欺负别人。

(II) Only Sell Expensive Things
（二）只卖贵重的东西
After a period of time, when summarizing, the methodology slightly upgraded. Still, with the same starting point, since selling things consumes time and energy, and everyone’s time and energy are almost the same and have limits, selling low-priced items is not very profitable.
一段时间后，在总结时，方法略有升级。不过，同样的出发点，因为卖东西是耗费时间和精力的，而且每个人的时间和精力都差不多，而且是有限的，所以卖低价商品的利润不是很高。

Choosing to sell expensive things, or only selling expensive things, or even only selling particularly expensive things, is actually just a strategy because maintaining every customer, regardless of the selling price or profit margin, requires time. The premise of making a small profit from a large volume of sales is that the quality of those things is constant and the customer maintenance cost is extremely low.
选择卖贵的东西，或者只卖贵的东西，甚至只卖特别贵的东西，其实只是一种策略，因为维护每个客户，无论售价或利润率如何，都需要时间。从大量销售中赚取微薄利润的前提是这些东西的质量是恒定的，客户维护成本极低。

So, I tried to sell expensive things, then started to try to sell only expensive things, and finally only sold expensive things, and even only the most expensive things.
所以，我试着卖贵的东西，然后开始试着只卖贵的东西，最后只卖贵的东西，甚至只卖最贵的东西。

Dealing with customers more often, I discovered that those who only care about the price are too many, and those who only care about the price are basically all psychologically entangled – this is not discrimination, this is just a statement of fact.
和客户打交道比较频繁，我发现只在乎价格的人太多了，只在乎价格的人基本上都是心理纠结的——这不是歧视，这只是对事实的陈述。

My stubborn view is not to deal with psychologically entangled people; they are other people’s “gravity accelerators,” and they are particularly stubborn, confidently stubborn – just as if they have a warehouse containing at least one IOU from every human on Earth.
我固执的观点是不要与心理纠缠的人打交道;他们是别人的“重力加速器”，他们特别固执，自信固执——就好像他们有一个仓库，里面至少有一张来自地球上每个人的借条。

During that time in the computer market, it was difficult to find relatively “expensive” components, but I still found a category, computer cases. Throughout the computer market, only I specialized in selling, only selling particularly expensive computer cases. People generally fear that too expensive things will not sell. Therefore, except for me, everyone sells high, medium, and low-end cases. Only from me, there are no cheap cases, only “outrageously expensive cases.”
那段时间在电脑市场，很难找到相对“昂贵”的元器件，但我还是找到了一类，电脑机箱。纵观电脑市场，只有我专门卖，只卖特别贵的电脑机箱。人们普遍担心太贵的东西卖不出去。因此，除了我之外，每个人都在销售高、中、低端案例。只有我，没有便宜的箱子，只有“贵得离谱的箱子”。

This is a reverse selection; customers think they are choosing products themselves, but I know that I am using an invisible and intangible method to select customers.
这是一个反向选择;客户以为是自己选择产品，但我知道我是在用一种无形无形的方法来选择客户。

During that period, I realized a particularly important truth: those customers who disappeared after purchasing something and never came back to you are actually the truly valuable customers. You should proactively contact them, treat them seriously, and befriend them. Selling the same computer to hundreds of people, there are always some people whose computers always have problems, yes, it’s always them… do their computers really have quality problems? I began to suspect that actually, these customers have a problem with their minds. But most salespeople don’t understand this, haven’t thought about it carefully, so their ultimate approach is, just deal with whoever comes to them, be good to whoever is good to them – fools.
在那段时间里，我意识到一个特别重要的事实：那些买了东西就消失了，再也没有回来的顾客，其实才是真正有价值的顾客。你应该主动联系他们，认真对待他们，并与他们交朋友。把同一台电脑卖给几百人，总有一些人的电脑总是有问题，是的，总是他们……他们的电脑真的有质量问题吗？我开始怀疑，实际上，这些客户的思想有问题。但大多数销售人员不明白这一点，没有仔细考虑过，所以他们最终的做法是，对来找他们的人打交道，对对他们好的人好——傻瓜。

(III) Must Choose to Sell Truly Good Things
（三）必须选择卖真正的好东西
Few people “select customers in reverse” like me – everyone thinks the more customers, the better. I can’t be bothered to explain. For those who don’t understand me, “you have to cherish your time and energy,” they can’t understand! Because they don’t think their own time and energy are valuable, they really can’t feel it…
很少有人像我一样“反向选择客户”——每个人都认为客户越多越好。我懒得解释。对于那些不理解我的人，“你要珍惜你的时间和精力”，他们无法理解！因为他们不认为自己的时间和精力有价值，所以他们真的感觉不到……

When I was young, I had a lot of bad temper, and when I encountered customers I didn’t like, I would just say, “I really, really, really dislike people like you. No matter how much money you give, I don’t want to sell you anything… So, I’m a straightforward person. I just said it directly. You’re definitely not happy, so just scold me a little, let off some steam, and then find another store, okay? That way, both of us can relax…”
小时候，我脾气很坏，遇到不喜欢的顾客，我只会说：“我真的，真的，真的很不喜欢你这样的人。不管你给多少钱，我都不想卖给你任何东西……所以，我是一个直截了当的人。我只是直接说了。你肯定不开心，所以就骂我一句，发泄一下，然后再找一家店，好吗？这样，我们俩都可以放松……”

Sometimes, there are customers who cannot contain themselves and shout at me, “The customer is God! Don’t you know?” I just smirked and said, “Have you ever seen God walk up the stairs? He always comes in through the window…”
有时，有些顾客控制不住自己，对我大喊大叫，“顾客是上帝！你不知道吗？我只是傻笑着说：“你见过上帝走上楼梯吗？他总是从窗户进来……”

Selling expensive items ultimately comes with a burden – the item, since it’s expensive, must be of high quality. This is especially challenging in China, you know. Once, a customer’s computer broke down, and when I went to check, I discovered that the power supply was actually a counterfeit product. In other words, the whole batch of power supplies was fake. It was a huge loss.
销售昂贵的物品最终会带来负担——商品既然昂贵，就必须是高质量的。你知道，这在中国尤其具有挑战性。有一次，一位客户的电脑坏了，我去查的时候，发现电源竟然是假冒产品。换句话说，整批电源都是假的。这是一个巨大的损失。

How to recover from this loss? I had to recall hundreds of computers and replace all of the power supplies with new ones. Then, I arranged a special banquet at a large restaurant, specifically to apologize. Surprisingly, in those days, customers had never seen a salesperson like me and thought I was particularly sincere (and indeed I was!), and even began to request that I hold such events regularly, saying they could chip in money… So my customers occasionally gathered, had small parties, and many interesting things happened. Every time I came back, we all sighed and said, “Laughing, after you left, we felt life was a bit less fun…”
如何从这种损失中恢复过来？我不得不召回数百台计算机，并用新电源更换所有电源。然后，我在一家大餐厅安排了一场特别的宴会，专门道歉。令人惊讶的是，在那些日子里，客户从未见过像我这样的销售人员，并认为我特别真诚（我确实是！），甚至开始要求我定期举办此类活动，说他们可以赚钱……所以我的客户偶尔会聚在一起，开个小聚会，发生许多有趣的事情。每次回来，我们都叹了口气说：“笑，你走后，我们觉得生活少了一点乐趣……”

(IV) Making your own good things
（四）自己做好东西

Sales come with responsibility. People trust you. When they buy something from you, they consider you a good person, at least not a swindler. But when problems arise, the other party knows it’s not your fault, but don’t you feel guilty? I do. Every time something like this happens, I feel upset, especially upset.
销售伴随着责任。人们信任你。当他们从你那里买东西时，他们认为你是一个好人，至少不是一个骗子。但是当问题出现时，对方知道这不是你的错，但你不感到内疚吗？我愿意。每次这样的事情发生，我都会感到不安，尤其是心烦意乱。

Over time, selling things, this kind of situation inevitably arises. If you sell for long enough, the level of discomfort will accumulate to an unbearable level. Sometimes, looking at the things that make me uncomfortable, I can’t help but curse in my heart, how stupid and foolish must one be to make something like this?! But how difficult it is for a salesperson to bring things out?!
久而之，卖东西，这种情况难免会出现。如果你卖得足够久，不适的程度会累积到难以忍受的程度。有时候，看着那些让我难受的事情，我不禁在心里咒骂，一个人该有多傻，多傻才能做出这样的东西？！但是销售人员要把东西拿出来有多难？！

So, when choosing my direction afterward, I went to New Oriental, instead of going to big cities to sell cars or houses. According to my methodology, if I sold cars, I would definitely figure out how to sell luxury cars. If I sold houses, I would definitely figure out how to sell mansions. But this time I decided to figure out how to sell my own things, no matter what they were, they had to be something I created myself. In doing so, being scolded for not doing it well is only deserved.
所以，在后来选择方向的时候，我去了新东方，而不是去大城市卖车卖房。按照我的方法论，如果我卖车，我肯定会想办法卖豪车。如果我卖房子，我肯定会想办法卖豪宅。但这次我决定弄清楚如何出售我自己的东西，无论它们是什么，它们都必须是我自己创造的东西。这样一来，被骂做得不好是罪有应得的。

In fact, everyone naturally makes some things during their growth. When I was selling computers in the computer market before, I wrote a small booklet with detailed processes. Several chapters, many sections, from assembling computers to installing operating systems to various troubleshooting, all had detailed “idiot-proof” processes – that was my training manual.
事实上，每个人在成长过程中都会自然而然地做出一些东西。我以前在电脑市场上卖电脑的时候，写了一本小册子，里面有详细的流程。从组装计算机到安装操作系统再到各种故障排除，有几章，许多部分，都有详细的“防白痴”过程——这就是我的培训手册。

How detailed was it? For instance, which brand of screwdriver had the best magnetic force, or when going to repair a computer, always bring at least two power cords…
它有多详细？例如，哪个牌子的螺丝刀磁力最好，或者去修理电脑时，一定要带上至少两根电源线……

The kids I hired, holding the copied booklet, were reluctant to show it to others. After I updated it every one or two months, they were willing to sell the previous version to their brothers in other stores… Several months later, these kids would inevitably start thinking about opening their own store and that booklet became their treasure when they became their boss, still coming back from time to time to ask for the “updated version” – none of the kids who left me ever considered the former boss as an enemy.
我雇来的孩子们拿着那本复印的小册子，不愿意给别人看。在我每隔一两个月更新一次后，他们愿意把以前的版本卖给其他商店的兄弟……几个月后，这些孩子不可避免地开始考虑开自己的店，当他们成为老板时，这本小册子成了他们的宝藏，仍然时不时地回来要求“更新版本”——离开我的孩子没有一个把前老板当成敌人。

Looking back now, my exploration in the “selling knowledge” direction actually started from that time…
现在回想起来，我对“销售知识”方向的探索，其实就是从那个时候开始的……

During my time at New Oriental, I wrote two best-selling books, “TOEFL Core Vocabulary Breakthrough in 21 Days” and “TOEFL High Score Essays”. I finally didn’t have to deliberately look for expensive things to sell, which was a relief. The book price was not particularly high, similar to other books, but the sales in the end were more than an order of magnitude larger than other books.
在新东方大学期间，我写了两本畅销书，《21 天内的托福核心词汇突破》和《托福高分论文》。我终于不用刻意找贵的东西卖了，这让我松了一口气。书价不是特别高，跟别的书差不多，但最终的销量却比其他书大了一个数量级以上。

How the book “TOEFL Core Vocabulary Breakthrough in 21 Days” was made was described in the preface and usage instructions of the book. The core was only one sentence: Carefully selected a total of 2140 words, instead of the rumored “at least twelve thousand vocabulary words”.
《21 天内的托福核心词汇突破》一书是如何制作的，在本书的序言和使用说明中进行了描述。核心只有一句话：一共精挑细选2140个单词，而不是传闻中的“至少一万两千个词汇”。

Other details include all the example sentences coming from real test questions.
其他细节包括来自真实测试问题的所有例句。

Disrupting the AZ’s rigid order, each list contains AZ; For example, try to use the same sentence, with one or more vocabulary words explained in the book in the best case, and then repeat the words, to reduce reading pressure and increase repetition…
打破了 AZ 的刚性顺序，每个列表都包含 AZ;例如，尝试使用相同的句子，在最好的情况下，用书中解释的一个或多个词汇，然后重复这些单词，以减轻阅读压力并增加重复……

This may not sound like a remarkable detail, but the effect is quite significant. The book has been on the market for twelve years now and, after its initial edition, I haven’t maintained it at all. I just left it there, no promotion, no advertising, no book signings, just left it there, and sales have never declined. In fact, they have been steadily increasing. Compared to other vocabulary books in the market, this book obviously stands out because it has a soul – I know it.
这听起来可能不是一个了不起的细节，但效果却相当显着。这本书已经上市十二年了，在初版之后，我根本没有维护过它。我只是把它留在那里，没有促销，没有广告，没有签售，只是把它留在那里，销量从未下降过。事实上，它们一直在稳步增长。与市场上的其他词汇书相比，这本书显然脱颖而出，因为它有灵魂——我知道。

Making something really good is like sales doesn’t exist, just leave it there – why? Because this is the internet age. “The art of deal” also confirms this view, as the print sales have also steadily increased over the years, despite the free version constantly being available online.

(5) The best things don’t need reasoning.
（5）最好的事情不需要推理。
Making things really good, to the best, is actually the most carefree, time-saving philosophy. If something is truly the best, any “sales pitch” is unnecessary. No need to explain to others why my product is the best or why you must buy it. Totally unnecessary.
把事情做到最好，做到最好，实际上是最无忧无虑、最省时的哲学。如果某样东西真的是最好的，那么任何“推销”都是不必要的。无需向别人解释为什么我的产品是最好的，或者为什么你必须购买它。完全没有必要。
I’ve always thought that the best product manager in China is Tao Huabi, making the best chili sauce. How good is the best? She never has to explain to anyone why my chili sauce is really good, or why it’s so delicious… She doesn’t need to come out and talk about emotions, she doesn’t even need to think in her heart “I want to change the world”, nothing. Advertising, PR, and the like are all clouds compared to what Tao Huabi has always done – she’s focused on one thing: trust.
我一直以为中国最好的产品经理是陶华碧，他做的辣椒酱最好吃。最好的有多好？她从来不需要向任何人解释为什么我的辣椒酱真的很好，或者为什么它这么好吃……她不需要出来谈情绪，她甚至不需要在心里想“我想改变世界”，什么都没有。广告、公关等，与陶华碧一直以来的所作所为相比，都是云——她只专注于一件事：信任。

When I finally created a good product myself, I remembered the joke of selling mouse pads in the computer market back then. I’m glad I don’t have to use a little more psychology than others and bully people who don’t understand like I did back then – it’s a kind of relief, no longer having to be a bad person again.
当我终于自己做出一个好的产品时，我想起了当年在电脑市场上卖鼠标垫的笑话。我很高兴我不必比别人多用一点心理学，欺负那些不理解的人，就像我当年所做的那样——这是一种解脱，再也不用做坏人了。
You have to learn or you’ll be in trouble, that’s for sure.
你必须学习，否则你会遇到麻烦，这是肯定的。

Just take an example. There’s a way to earn money using the principles of probability. You design a way to confuse customers and engage in widespread fraud. Only a few customers will figure it out – it’s just a probability problem. They will complain – you obviously know they will complain, it’s expected. Then you sincerely apologize, and then either return the unrighteous wealth, or give them a little extra (such as extra points)… These few customers who realize this have been “pacified”. The laws in China are not so complete, and big stores swindling costumers is happening all the time, and in my eyes, using the principles of probability to bully the public and not be pursued by the public is extremely evil and dark.
举个例子。有一种方法可以使用概率原理来赚钱。您设计了一种混淆客户并进行广泛欺诈的方法。只有少数客户会弄清楚——这只是一个概率问题。他们会抱怨——你显然知道他们会抱怨，这是意料之中的。然后你诚恳地道歉，然后要么把不义的财富还给他们，要么给他们一点额外的（比如加分）……这少数意识到这一点的客户已经被“安抚”了。中国的法律还不是那么完备，大店骗客的现象一直在发生，在我看来，用概率原理欺负大众而不被大众追究是极其邪恶和黑暗的。

Making the best things doesn’t mean no reasoning, it means you don’t need to reason anymore – because making the best things is the greatest logic, everything is done, what else is there to say? You’ve made the best things, and someone disagrees, just let them be, ignore them, filter them out, don’t have time to deal with them, that’s it.
做出最好的东西并不意味着没有推理，这意味着你不再需要推理——因为做出最好的东西是最大的逻辑，一切都完成了，还有什么可说的？你做了最好的东西，有人不同意，就顺其自然，忽略它们，过滤掉它们，没有时间处理它们，仅此而已。
In my eyes, Apple in the Steve Jobs era is like this. Steve Jobs is the guy who makes the best things, and that’s his most precious place. He was a godlike salesman, he worked miracles – doing what others couldn’t is a miracle, it’s a very simple truth. He made the best things, how good? Apple has many unreasonable aspects, but they don’t matter because other areas are so good that users can’t give them up.
在我眼里，史蒂夫·乔布斯时代的苹果就是这样。史蒂夫·乔布斯（Steve Jobs）是做出最好东西的人，这是他最宝贵的位置。他是一个神一样的推销员，他创造了奇迹——做别人做不到的事情是一个奇迹，这是一个非常简单的道理。他做了最好的东西，有多好？苹果有很多不合理的方面，但它们并不重要，因为其他方面太好了，用户不能放弃它们。

This is how my sales concept works in my mind, and you can understand why I won’t buy other smartphones. If someone tries to reason with me, telling me why I should buy that thing (better parameters, larger screen, brighter screen, better feel…), I know it’s definitely not the best thing, because the best thing doesn’t need these reasons.
这就是我的销售理念在我脑海中的运作方式，你可以理解为什么我不会购买其他智能手机。如果有人试图跟我讲道理，告诉我为什么要买那个东西（更好的参数、更大的屏幕、更亮的屏幕、更好的感觉……），我知道这绝对不是最好的东西，因为最好的东西不需要这些理由。

(6) The ultimate skill in sales.
（6）销售的终极技能。