--- title: "No Doubt About It, Your Job Is to Execute!" description: "A few days ago, a friend in domestic coffee sales asked me about the market prospects of cup coffee. I asked if he was at headquarters or field sales, and he said North China region; the product was already launched. I told him that since the company had decided, he just needed to execute. He persisted, and I found it hard to answer, recalling cases like Xiang Piao Piao and Yinmei Cola that succeeded despite doubts. The key is that execution-level staff should follow decisions, as trust and execution can produce miracles." author: "陈彦华" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-10-22" language: "en" canonical: "https://xinjignxiao.com/en/articles/no-doubt-about-it-your-job-is-to-execute-a41d7761/" markdown: "https://xinjignxiao.com/en/articles/no-doubt-about-it-your-job-is-to-execute-a41d7761.md" original_source: "https://mp.weixin.qq.com/s/BNsXKsX6Ww2b_Ov7ntceeg" translation: "https://xinjignxiao.com/zh/articles/%E4%B8%8D%E7%94%A8%E6%80%80%E7%96%91-%E4%BD%A0%E7%9A%84%E4%BB%BB%E5%8A%A1%E5%B0%B1%E6%98%AF%E6%89%A7%E8%A1%8C-a41d7761.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/no-doubt-about-it-your-job-is-to-execute-a41d7761/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # No Doubt About It, Your Job Is to Execute! > A few days ago, a friend in domestic coffee sales asked me about the market prospects of cup coffee. I asked if he was at headquarters or field sales, and he said North China region; the product was already launched. I told him that since the company had decided, he just needed to execute. He persisted, and I found it hard to answer, recalling cases like Xiang Piao Piao and Yinmei Cola that succeeded despite doubts. The key is that execution-level staff should follow decisions, as trust and execution can produce miracles. A few days ago, a friend who sells domestic coffee on QQ discussed some issues with me. He asked whether cup coffee has market prospects. I asked whether he was at the company headquarters level or the field sales execution level, and he said he was in the North China region. I then asked whether the product was still in development or already launched, and he said it was already launched. So I told him, since the company has already made the decision, you just need to do your execution work well! Unexpectedly, this guy was very persistent, the type who won't give up until he gets to the bottom of things. He continued to ask me about the prospects of cup coffee. For a moment, I didn't know how to answer him. Should I say it has prospects or not? If I say it has prospects, I lose the rigor and scientific approach expected of a consultant. Moreover, in recent years, with the growing health awareness, sales of brands like Nestlé and Maxwell have fluctuated to varying degrees. If I say it has no prospects, it would inevitably dampen his enthusiasm for promoting the company's products and might even lead him to oppose the company. Besides, in recent years, there has been a trend of cereal products being cup-packaged and made more convenient. Brands like Xiang Piao Piao, Xiang Yue, and Xizhilang are doing well. Who says cup coffee has no market? Due to the complexity of the Chinese market, it is sometimes difficult to follow rules or patterns. For example, Lipton once conducted extensive research and concluded that the Chinese market was not suitable for cup milk tea, but later Xiang Piao Piao, Xiang Yue, and Xizhilang rose successively and made a fortune, so much so that Lipton changed its view and launched cup milk tea. Also, when Zong Qinghou vigorously promoted Future Cola, many people questioned it, thinking that carbonated cola had been perfected by Coca-Cola and Pepsi, and any Chinese cola would not do well. But didn't Future Cola find its place in the rural market? Even in Yuzhou, a county-level city in Henan, the local cola—Yinmei Cola—dominates, with almost 100% distribution and impressive sales, reaching tens of millions in a county-level city, leaving Coca-Cola and Pepsi helpless! This guy essentially put me in a dilemma where I couldn't make a decision! This reminds me of an early incident involving Zhang Zuolin, the "King of the Northeast." In his early years, Zhang Zuolin went to borrow weapons from bandits. The second-in-command of the stronghold harbored a grudge against Zhang Zuolin, so after several rounds of drinks, he picked up a live goose and asked Zhang Zuolin whether the goose was dead or alive. Zhang Zuolin knew it was a trap and replied, "If I say the goose is dead, it will surely live; if I say it is alive, it will surely die!" The others were puzzled, so Zhang Zuolin explained, "If I say it's dead, the second-in-command will let go, and the goose will squawk and run around, clearly alive. If I say it's alive, the second-in-command will squeeze its neck, and it will die, then throw it on the ground, and it will be dead." The second-in-command felt embarrassed and quickly offered Zhang Zuolin a toast. So in communication, it is inappropriate to ask others questions that cannot be concluded or that put either party at a disadvantage regardless of the answer. Besides the inappropriateness of the question, whether he has fulfilled his role—doing what is within his position and not meddling in matters beyond it—is also worth pondering. Chinese traditional culture has always held that one should do what is within their position and not interfere in matters outside it. This maintains good order. Whatever your position, you should first do well within your responsibilities. That is doing what is within your position. If you are a county magistrate, you should first be a good county magistrate, ensuring your jurisdiction is peaceful and stable. If a county magistrate focuses not on governing his county well but on matters of the capital all day, that would be inappropriate. That is probably overstepping. Overstepping leads to dereliction of duty. If you use your energy in the wrong places, it is hard to do your own job well! This friend is at the field sales execution level, and the company has already decided, and the product is launched. If he still doubts the company's decision and hesitates about the product's prospects, it is hard to imagine he will do a good job promoting it in his region and increase sales. This is almost dereliction of duty! This also shows that execution, a problem we have talked about for years, still cannot be well implemented in marketing teams! I am not saying that execution-level people should not engage in systematic and holistic thinking, but as execution level, after the company decides, you must execute unconditionally! Just like in the military, if the commander has decided to take a high ground, and you are still thinking about whether it is correct to take it, rather than how to take it, if your commander is Li Yunlong, a kick in the backside would be the least you'd get! This also reminds me of a story from Cai Yunsheng's "Absolute Deal": A newly hired salesperson was disliked by his supervisor, so the supervisor assigned him the company's most difficult client and said, "This is one of the company's best clients. He will initially reject you, but he is not telling the truth. The more he rejects you, the stronger his desire to buy. Go ahead; this is the company's best client. I'm giving it to you as a favor and trust!" Unexpectedly, this guy was a bit simple-minded and didn't notice anything, so he went happily. Since the client was actually the most troublesome and hardest to win, the guy was, of course, rejected. But he was happy, thinking, "The supervisor was right!" So he continued to visit the client, who rejected him rudely again. The guy was even happier, thinking, "The supervisor said the more he rejects, the stronger his desire to buy. It seems I'm about to succeed!" So he visited the client with confidence. Eventually, the client was completely won over by the guy's tenacity and sincerity and indeed purchased a substantial amount of products. The guy was overjoyed, thinking, "The supervisor really takes care of me; he introduced me to such an important client right after I joined!" This story is typical, showing that obeying instructions and investing in execution can produce positive results! Some might say, "What if the leader gives me a hard time? Should I treat it as a windfall?" Well, you might actually get a windfall! A few years ago, a friend of mine was transferred from the Xuzhou office, which had a good market foundation, to become the office manager in Taiyuan, Shanxi. Many of his friends viewed this transfer negatively because the Taiyuan office was a poor market with low sales, and the distributors there were cross-selling and even fighting each other. The manufacturer had no credibility there. The previous office manager was driven back. Facing such a decision, my friend did not retreat and took the post. After arriving, he divided the large clients, restrained the big distributors, cultivated medium-sized clients, and encouraged small clients. He changed the market's single-structure, broke the situation where big clients controlled sales, and turned the tide. Sales doubled twice within three months, and he established himself as a key player among company leaders, earning their high regard! If you do not have sufficient evidence and ability to prove that the company's decision is wrong, choosing to believe and execute is the best strategy! This also shows that trust is productivity! Full execution after trust can create miracles! In a company's governance structure, if every level does its own job well and fulfills its duties, I believe China will see more excellent companies and more excellent professional managers! **-END-** Content Selection Click the title below to read directly: [Line Sales Rep Practical Operation Guide (with full PPT download)] --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671