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"Since childhood, I've had a nemesis called 'the other people's child.' This child never plays games, never chats on QQ, doesn't like shopping, and studies all day; is good-looking, obedient, and gentle, always ranks first in the grade, and has a rich and respectable boyfriend/girlfriend; can cook, do housework, and speak eight foreign languages; and while studying away from home, only needs 400 yuan a month for living expenses and still thinks it's too much..."
This passage is from a once-viral online discussion about the 'other people's child.' Originally intended as a well-meaning admonition and encouragement for children, it became synonymous with 'courting resentment' due to inappropriate expression and tone. In fact, upon calm reflection, the 'other people's child' is merely symbolic. If handled properly and used wisely, it can be an effective strategy in work. Making good use of the 'other people's child' means setting examples, establishing benchmarks, and letting facts speak.
The 'Other People's Child' Is Mighty
Once, a regional manager asked for my help, saying that after two or three negotiations with a promising potential client, they had already maximized the policy concessions, but the client's attitude remained unclear. He wanted me to help talk to this client and push things forward.
After understanding the situation in detail, during the negotiation, I analyzed the advantages, disadvantages, and opportunities of cooperation with the client, but didn't dwell too much on specific business details. Instead, I focused on sharing several actual cases from our operations in the Hebei market over the past two years: first, which markets we had successfully developed in Hebei; second, which Hebei distributors had made money and prospered by selling Gujing Gongjiu; third, which Hebei Gujing Gongjiu clients we had helped build operational teams and systems; and fourth, the adaptability of our operational model and in which types of markets it was more likely to succeed.
Afterwards, I invited him and his core management team to visit and inspect several markets and our headquarters to get a firsthand feel. As a result, after the visit, the client finalized the contract and later became a key client for our Gujing Gongjiu Nianfen Yuanjiang (vintage original) series.
Actions speak louder than words! If there is a secret to closing big clients, it's two phrases: create a model and let facts speak! Let the client be moved and convince themselves. Specifically, make full use of the clients and markets that are already performing well—the so-called 'other people's children'—to conduct a practical demonstration and promotion, dispel the potential client's doubts, ignite their enthusiasm for cooperation, and build trust in the brand and team. Leverage the solid groundwork and quality service to maximize returns on investment. If we were to name this tactic, it would be 'model-driven.'
The power of the 'other people's child' is limitless! Such examples are common in daily life: schools often cite famous alumni, high-ranking officials, or top scorers admitted to Tsinghua or Peking University to attract outstanding students; rural cadres and agricultural technicians typically select farmers for trial planting, create demonstration plots, and then organize farmers to visit and hold on-site promotion meetings. Through cadre mobilization, technician explanations and demonstrations, and testimonials from trial farmers, they share success and harvest, and the villagers become eager to try.
What's Good About the 'Other People's Child'
If Europeans and Americans are driven by personal interest and 'dreams,' Chinese people are more convinced by examples and by vivid, accessible role models they can see and feel. Don't look at ads; look at results! Let facts speak. A model market is a testing ground, a demonstration base, and a training base. It can solve the problem of 'who to learn from and what to learn.' In other words, a model market is the most vivid, inspiring, persuasive, and moving teaching material.
To develop a large region, you must first create a model; to lead a team well, you must set up exemplary employees; to manage operations well, you must be adept at building model stores, model regions, and model clients.
Creating a model market means letting facts speak. It authentically, vividly, and directly interprets policies and models. It strengthens the confidence of the wavering, dispels the doubts of the skeptical, and moves onlookers, convinces experiencers, and inspires followers. It gathers multiple forces to break through point markets and create benchmarks. In this way, it transmits positive energy, inspires, attracts, and motivates people!
Many brands succeed starting from the creation and promotion of model markets, because after a model market succeeds, it not only demonstrates and drives surrounding markets but, more importantly, can be replicated. This is usually reflected in: first, summarizing the practice and experience of the model market, continuously exploring and innovating, to form an effective operational model. Second, attracting excellent clients from other markets to join and replicate the model market. Third, training and cultivating a batch of excellent teams with strong business capabilities who are adept at promoting and replicating model markets.
How to Create the 'Other People's Child'
First, select target markets, i.e., choose the 'other people's child.' Screen markets with clear brand foundations and advantages, suitable competitive environments, and greater growth potential. At the same time, equip them with personnel who have high overall quality, dare to explore and innovate, and have strong execution.
Second, focus on breakthroughs and persist. To create a model market, you must concentrate efforts to explore and break through, starting with one or two markets and trying first. Creating a model market will encounter various difficulties. Leaders and operators must fully anticipate and prepare for difficulties, actively face failure, doubt, and even ridicule and opposition, and be able to rise to the challenge, believe unwaveringly, and persist until success!
Third, provide key support and optimize resource allocation. Without key support, you cannot create a model market. To create a model market, you must give priority support and key allocation in terms of personnel, finances, and policies. Also, actively guide and help with innovative planning and design, build systems, processes, and organizational structures, and design models and plans.
Fourth, leaders should pay attention and adjust and correct deviations. On one hand, leadership support encourages the model market team to dare to break through and innovate, solving problems in development; on the other hand, leaders going to the front line to inspect and guide can correct deviations in a timely manner, ensure that innovative operations focus on the long term, adhere to the correct direction, and develop while solving problems.
Fifth, allow mistakes. This is especially important! Because innovation is trial and error, and no one who does pioneering work avoids mistakes!
Make good use of the 'other people's child' and believe in the power of models!
Daonong recently opened a public account specifically about how traditional enterprises can do WeChat marketing. If you're interested, you can follow it. Search for the WeChat ID above or scan the QR code below to follow.
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