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Articles by 黄会斌
Browse 2 New Distribution articles by 黄会斌.
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Reflections on the Commercial Nature of Modern Distributors
Many readers are familiar with the concept of human nature, but perhaps less so with 'commercial nature,' a term the author coins to describe the human traits distributors exhibit in business activities. Through years of studying distributors, the author identifies common characteristics, such as a smallholder mentality, a tendency to seek personal gain, and the importance of psychological control in management, offering insights for peers in the industry.
黄会斌How Marketers Should Grasp Distributor Interests
Before discussing distributor interests, the author presents two basic viewpoints: the interest-driven nature of all commercial activities, and the human tendency toward greed, where wealthier individuals are often more avaricious. Under these premises, analyzing distributor interests becomes easier. To solve problems, one must first analyze them, and before analyzing distributor interests, it's essential to understand the types of interests from multiple angles. As mentioned in a previous article, interests can be broadly categorized into two types: gaining something positive and avoiding loss. For example, when marketing chewing gum, emphasizing that it prevents cavities or bad breath is more effective than just saying it freshens breath. Psychological research shows that people change only when faced with pain or pressure, and the motivation to avoid pain is four times stronger than the pursuit of pleasure. Therefore, discussing negative aspects with distributors may pique their interest more. In marketing, we often describe interests in terms of direct and extended benefits, or direct and extended losses.
黄会斌