Some say the future depends on learning ability, and I agree, but the ability to learn first requires the ability to choose. As salespeople, we need to learn, but what should we learn? The so-called knowledge is a mix of good and bad, mostly boasting cases or foreign marketing theories; there is too little good stuff. So even though many people are eager to learn, excellent marketing talents are still rare. I judge a salesperson's future by whether they possess these ten 'spirits'.
Ambition Set your sights high. If as a salesperson you only aim to support your family, you may find it hard to support them and struggle to make ends meet. Aim high to achieve the middle. Without a grand ideal, even the most talented will become ordinary. Zhou Enlai studied for the rise of China and became Premier; Zhang San, who went to school just to avoid losing money in vegetable selling, lives a pastoral life. The same applies to sales. If Zong Qinghou had not had ambition, Wahaha, which turned a school-run factory into a company that made Danone uncomfortable, might have just produced a rich man, and the brand would be unknown!
Courage Brave people are energetic and infectious. A sales professional who cannot face market difficulties bravely or take responsibility is unimaginable. Like a soldier who fears battle, you cannot be a victor on the battlefield. As a salesperson, you must continuously overcome inferiority and shyness. Dare to speak, dare to say, dare to do, and dare to take responsibility.
Refusal to Be Outdone We can admire heroes and envy warriors, but we cannot be submissive and lose ourselves. Everyone is a unique work of God, with incomparable advantages. While magnifying others, do not diminish yourself. Have a bit of refusal to be outdone about everything, and use your own efforts to improve yourself, narrow the gap, and create a different beauty. As the old saying goes, 'In literature, there is no first.' Borrowing this, marketing people also have no peak; everyone will create their own scenery. Chen Anzhi, Yu Shiwei, Tang Jun, and Li Kaifu are all different, but they do not easily bow to others.
Vitality You may be twenty, thirty, or fifty or sixty; that is not your doing, but you cannot be old and stale, even if you are seventy or eighty. You must have vitality, not be lifeless. Why do people generally like young girls? Because they have vitality and make those around them feel young. Marketing people should become lively young girls, not the old lady next door. You may not be pretty or cute, but you must have a lively style and an inspiring spirit. Your aura will tell everyone that your products are not outdated and your services are not obsolete.
Confidence (Niúqì) Boasting has become a required course for Chinese people, and I do not approve, though I often boast a little. Humility is always a virtue. Marketing people do not rely on boasting, but they cannot lack confidence. This confidence is introverted, calm, and persuasive, not reckless boasting. As a marketing person, your tone, speed, and intonation should not be too arrogant, as it may cause resentment, but your temperament cannot be shabby, and your expression cannot be sloppy. You must interpret your company's image and brand through your body language, which requires confidence. This comes from cultivation, but you must have this awareness. In short, confidence is supported by substance.
Temperament (Píqì) Capable people generally have a temper. If you really lack ability, it is best to have a bit of temper to save face. Being amiable is fine, but it does not suit most marketing people. In this era of quick success, an appropriate outburst can earn points. A few years ago, when signing contracts, some of my colleagues could not close deals because the distributor proposed countless conditions, as if signing an indenture. I took my colleague to the distributor, put the contract down, and asked if he had read it. He said yes. I asked, 'Manager XX, will you sign or not?' He said he would consider it. I said, 'Fine, I'll give you thirty minutes to consider. If you don't sign, we may have another chance to cooperate, but after thirty minutes, even if God comes, I won't sign—not you, but me.' Then I left. Ten minutes later, my colleague brought back the signed contract.
Having a temper is necessary, but it must be scientific. There is psychology involved; everyone should learn, research, and use it cautiously.
Physical Strength Marketing personnel travel thousands of miles, speak thousands of words, think of countless ways, endure countless hardships, and sort out countless threads, but the results vary greatly. Can you do it without strength? Here, strength refers to health. Even Zhuge Liang fell at Wuzhangyuan without a good body. No matter how capable you are, health is the most important. This strength does not mean champion weightlifter level, but at least you should have some endurance, not have the will but lack the strength. Exercise regularly, not just in eating, drinking, and having fun, or playing cards, mahjong, and dancing.
Trendiness (Yángqì) What is trendiness? It means having some novelty, not always harping on the past, not being rigid. You should understand the present and the future, know the vastness of the world, the differences between China and abroad, the trends, and the directions. Always bring something new to your distributors, subordinates, and superiors. At the very least, say something innovative each time, do something pioneering, even if it is just wearing a new outfit to refresh people's eyes. Sticking to old ways is not suitable for the marketing industry, at least not for the current market.
Generosity (Háoqì) Generosity means being magnanimous and open-handed, not stingy. In life, if someone treats you to a big feast, you should not treat them to a boxed lunch in return. That is not good. Marketing people deal with people all the time, and while people like different things, their dislikes are surprisingly consistent. For example, everyone dislikes stingy people, even if they themselves are stingy. This is true in all times and in all countries. If people do not like you, your products and services will be discounted. More friends mean more paths; be generous and you will have more friends.
Calmness (Píngxīn jìngqì) Zhuge Liang said, 'Without indifference, there is no clear ambition; without tranquility, there is no far-reaching goal.' This is from a family letter to his son, and I think it is even better than the 'Memorial to the Throne.' Marketing people know that we are trendsetters; the tide rises and falls, and we cannot always be at the forefront. Do not be overjoyed at success, nor overly sad at loss. Tranquility leads to far-reaching goals, because flowers will bloom again after falling, and geese will return after leaving.
Use these ten 'spirits' well. May our colleagues all be spirited, talented, confident, and prosperous.
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