Tài ứng xử và giao tiếp thông minh: Phần 2

262 <-

S t t e

GlflO TI £ P T410NG III IN 41 V 41 T 411 C H C X it

t i d p

d a n

e a a

t i o t t f j giat)

rfSng

t i e p


t i e n
tioi

Biet cdch giao tiep se mang lai cho ban
nhieu

cua cdi

D i l e n t r o n g thu'o'ng t r i f d n g
Muon lam tot viec giao tiep trong buon ban,
trUdc het phai du doan duoc t h i trudng, hieu thi

trudng, hieu khach hang. Phai chii y den anh
hudng cua xa hoi ddi vdi nhu cau cua ngUdi tieu
dung, vdi nhu cau cua t h i trudng. Bang con mat sac
ben, nam chac mot so viec ldn trong xa hoi, phan
doan chieu hudng ciia t h i trudng, t d dd ma nam
dupe nhdng bien ddi lifpng tieu thu.
Phai phan tich nhufng viec da qua, ddi mat vdi
hien thuc, ndm chdc quy luat, biet n h i n xa trdng
rdng, khdng phai la nhdng hoat ddng dieu tra
thong thudng. Du doan nguon hang va du doan nhu
cau hang hda la hai mat chu yeu cua du doan t h i


(41 Iff IK.I

-> 263

trudng. Dif doan dirge chuan xac t h i trudng tuong
lai, se nam chac dugc toan bo mach song cua
thuong trudng.
Tien de quan trong cua viec buon ban la lam tot
du bao t h i trudng, nam chac t i n h h i n h nganh hang
thifong nghiep. Quach M i n h Tdng la mot nha k i n h
doanh kiet xuat, vdn la mot nong dan Trung Qudc,
ke thda nghiep cha, ong sang Phap k i n h doanh
buon ban hang da. Ong noi: "Neu noi t d i co bi quyet
gi trong k i n h doanh, toi se t r a ldi: quan trong nhat
la phai di trUdc t h i trudng". Ong nhan thdc dugc
rang: "Khach hang can cai gi t h i ta ban cai dd,
khach hang thich cai gi ta san xuat cai dd", quan

niem buon ban dd van chua dat yeu cau cua t h i
trudng, dieu quan trong la phai nghien cdu trong
tui khach hang cd bao nhieu tien, mudn tieu bao
nhieu tien. V i du hp mudn mua day lung, v i da loai
bao nhieu tien? Tai sao hp lai thich loai day limg,
vi da dd?
Ong can cd vao mdc dp thu nhap k i n h te cua
dan chiing noi dd, phan chia khach hang thanh ba
loai: cao, vda va thap; can cd vao ba ldp khach
hang dd ma chuan bi ba loai day lung v i da, cd gia
cao, gia vda va gia thap. Bang each t i m hieu, ndm
vdng, phan tich sy bien ddi va xu the phat t r i e n


264 <-

ClflO TltP TUONG 11111141 VflTflI UHd X|}

nhu cau ciia t h i tnxdng do da, ong da chi dao san
xuat va k i n h doanh thanh cong, Quach M i n h Tong
co mot t h i trudng rpng rai, dufng thuf hai trong cac
dong nghiep d Pari.
Su thuc chdng to du doan t h i trudng cua Quach
M i n h Tong la khoa hoc va co hieu qua, ong chiem
dupe mot v i t r i tren t h i trudng nUdc ngoai khong
phai la dua vao van may nhat thoi. Du doan thi
trudng nhat dinh phai xay dung tren cot sd hieu biet
khach hang, ma mudn hieu khach hang trUdc het
phai lam tot viec dieu tra va phan tich t h i trudng.
NgUdi tieu dung la "thupng de" ciia ngudi kinh

doanh, ngUdi k i n h doanh lam moi viec la de phuc vu
ngUdi tieu dung, hieu dupe nhu cau cua cac thupng
de" cung la de chuan bi s&n sang cho budc sau cua
minh. Nghien cdu, t i m hieu ngUdi tieu dung, nam
chac dac trUng thdi dai va khuynh hudng nhu cau
cua ngudi tieu dung la rat quan trong.
Hanh dong mil quang khong dieu t r a t h i trudng
nhat dinh se hong viec, ngay ca co dieu t r a t h i
trudng cung chUa phai khong con sai sot, ma tinh
chuan xac va t i n h bien ddi cung co quan he triic
tiep t d i sU thanh bai trong tieu thu. Dieu nay ngay
cang thay ro trong t i n h h i n h t h i trudng bien ddi


t j in IK

J

•> 265

ngay cang t i n h v i va phdc tap, trong cuoc chien
ngay cang quyet liet tren thuong trudng hien dai.
Viec du doan t h i trudng, cd lien t d i dac t i n h cua
khach hang. Dieu nay la het sdc quan trong trong
mot t h i trudng ma hang hda da t d i mdc bao hda,
nhUng ngUdi k i n h doanh van mudn chen chan vao
chiem mot chd ddng. Phai t i m hieu dupe y thich
dac biet cua khach hang, phai nham vao t h i hieu
cua ho de day manh viec tieu thu.
Nam 1974, hang Gi-let cua M y ndi tieng mot

thdi san xuat ludi dao cao rau da cd mot quyet dinh
nghe cd ve "hoang dudng" la tung ra t h i trudng loai
"dao cao long" nhan hieu: Nu cue dung cho phu nU.
Ket qua la nd ra mot tieng phao rdn ra, ban chay
khap nUdc M y , mdc tieu thu dat hai ty dd-la, hang
Gi-let phat tai to. Dd la ngau nhien? la may man?
hay la meo mil vd ca ran? Tat ca deu khdng phai.
Su thanh cdng cua dao cao long nhan hieu. Nu cue
ciia hang Gi-let hoan toan xay dung t r e n cd sd t i m
hieu nhu cau khach hang.
Nam 1973, trong dieu t r a t h i trudng hang Gilet phat hien trong sd 83,6 trieu phu ntf t r e n 30
tudi, cd khoang 64,9 trieu ngUdi v i mudn lam dep,
nen van dinh k y cao long chan va long nach, dieu


266 4-

C III 0 TIEP TUONG 11 Nil VflTflI ll N G X l]

nay co quan he chat che vdi each trang phuc ngay
cang hd hang ciia phu n£r trong xa hoi. Tong ket ciia
nha dieu t r a cho thay, trong sd nhdng phu nu" do
ngoai hon 40 trieu ngudi dung dao cao dien va
thudc rung long, con cd hon 20 trieu ngUdi chu yeu
la dung dao cao rau cua nam gidi, mot nam tieu tdn
t d i 75 trieu dd-la cho viec mua rao cao rau. Khdng
con nghi ngd gi, dd diing la mot t h i trudng tiem
tang rat cd sdc hap dan, ai phat hien sdm, khai
thac duoc se phat t a i ldn.
Can cd vao ket qua dieu t r a t h i trudng, hang

Gi-let quyet dinh phai chu t r o n g den dac diem cua
ntf gidi trong thiet ke san pham va quang cao.
Than kep dao dung mau sang ma phu nd Ua thich,
t r e n can cam cd i n ld-gd mot nu hoa cue. Quang
cao tuyen truyen cung nhan m a n h t i n h an toan,
khdng lam tdn thuong den cap dui ngoc cua phu
nd. Dd la quyet sach ma hang nay dua ra sau k h i
da trUng cau rdng r a i y k i e n cua phu nd trong cudc
dieu tra.
Tom lai, quyet d i n h san xuat dao cao long cho
phu nd cua hang Gi-let khdng phai la hanh ddng
mu quang, bdc ddng nhat thdi, ma la mot ket luan
tich cUc nhung than trong dupe dua r a sau k h i da


(SiUH-.i

-» 267

dieu tra t h i trudng mot each chu dao. Trong t a m
quang cao kieu dang san pham cung khong dua vao
tudng tupng chii quan, ma cung phai dua vao dieu
tra thirc te, nen thanh cong ciia hp khong phai la
nglu nhien, ma phai t r a i qua dieu t r a t h i trudng,
nam chac Ithuynh hudng nhu cau cua ngudi tieu
diing va dac t n m g cua thdi dai. Cac dong nghiep
vdn tnrdc day che g i l u hang Gi-let la hoang dudng
nay vd cung ngac nhien thay mieng ngon "beo bd"
roi vao mieng ngUdi khac ma buon het cho ndi.
Khdng dieu t r a t h i trudng, khdng nam dupe

khuynh hudng nhu cau cua khdeh hang va dac trung
cua thdi dai t h i khd ma k i n h doanh thanh cdng.

Danh thuan tien cho nguoi,
minh cung thuan tien
Ton trong "Thupng de", thda man y mudn va
nhu cau ciia ngudi tieu dung da t r d thanh mot hien
thuc khac nghiet bay ra trUdc mat cac thuong gia.
Cac hang t i n h khon thuc sU, xUa nay deu lay
chat liipng Uu viet de thda man nhu cau ciia ngOdi
tieu dung, khdng he l a m an gia ddi. Can phai hieu
rang, ngUdi tieu dung va hang buon la mot cap mau


268 4-

C Ifl0 TI f l» T410 M C HI I H 41 V 41 TflI 8 H 5 X |]

thuan. NgUcfi tieu dung luon co mot t a m l y hoai
nghi t u nhien. Cung tdc la hang cua anh dung la
rat tot. NhUng ngUcfi tieu dung van khong yen tam.
Cho nen, trong cuoc chien t r e n thuong trUOng
khong nhufng phai cung cap cho ngUOi tieu dung
nhdng hang thoc tot, dong thOi cung phai biet van
dung k y thuat, thu phap nhat d i n h l a cho nhOng
hang thuc do dat t d i chat loong cao dupe ngUOi tieu
dung chap nhan.
Dau nhUng nam 80, dong ho deo tay nhan hieu
ngoi sao do mot hang dong ho cua Trung Qudc san
xuat la mot mat hang ndi chat lucfng cao, gia re.

Tiec thay thdi dd moi ngUdi con t h i c h hang ngoai
va co t a m ly hoai nghi hang noi, nen mdc tieu thu
ciia dong ho deo tay ngdi sao van r a t thap. Lam the
nao de chat loong cua dong hd deo tay ngdi sac
dupe khach hang chap nhan, chiem dUpfc mot ch£
ddng trong con mdt ciia ngUdi tieu dung? Hang sar
xuat da nghi ra mot tuyet chieu de tieu thu hang
Trong mot cudc hpi chp t r i e n l a m l d n , hang da thuc
mot chiec may bay trUc thang bay t r e n cao de nen
dong ho deo tay xudng dat. Ddng ho nem xudng var
chay tot. The la dong ho deo tay ngdi sao dupe tiei
thu rat manh.


(JllfHlC.t

"* 269

Van dung thu phap do duong nhien la co the
day manh dupe viec tieu thu, nhung phai tren t i e n
de la chat lupng san pham tot. Neu chat lopng
khong phu hop v6i yeu cau, t h i dung la hang do t u
vac da dap vao chan.
Hien nay, co the noi la cac hang co danh tieng
trong gidi cong thoong da, t i m moi each de thoa
man nhu cau tam ly cua ngOdi tieu dung. V i du
hang hang khong Bdc Au con bd t r i ca van phong
lam viec tren khong trong mot sd chuyen bay, co
lap he thong thu phat ghi am, ghi hinh, co ca dich
vu in an van phong. Tai san bay cung bo t r i "phong

dpi yen tinh" va quay dich vu chuyen phuc vu hanh
khach cong vu. Cach lam nay duoc cac nha doanh
nghiep rat hoan nghenh.
Cac hang buon khong phai chi k h i nao hang
hoa ban khong chay mdi tao dieu kien thuan tien
cho khach hang, ma ngay trong k h i hong t h i n h
cung phai nghi tdi dieu nay. Dii rang "tao thuan
tien cho khach hang", la mot thu doan day manh
tieu thu hang hoa, nhung can phai het sdc t r a n h
"de lo chan todng". Hay lam cho khach hang cam
thay dang dupe cung cap dich vu tot nhat dupe. Va
trong k h i cung cap nhdng dieu kien thuan tien cho


270 <-

G Ifl0 T11P T 44 0 M C IT) I li 44 VflTflI ll (I G X ll

khach hang hay nghi den nhufng dieu ma ngUcfi tieu
dung chua nghi t d i , nhung l a i dung la nhufng can
thiet cho ho, hieu qua se cang ly tudng.
Bat cd ai cdng deu khong mudn la ngUdi lac hau
vdi thdi dai, deu mudn t r d thanh ngudi di trUdc thdi
dai. Cd k h i ngUdi tieu dung mua hang, ndi la de
thda man nhu cau cuoc song, nhUng thuc ra chang
tha ndi la dat duqc ham mudn theo k i p "mot". Cho
nen tam ly chay theo mot cua ngUdi tieu dung phai
dupe cac hang buon coi trong, l p i dung nd mot each
kheo leo, cd hieu qua, se mang l a i l a i ldn. Neu
khdng theo "mot" hoac di ngUpc l a i vdi "mot", nhat

dinh se that bai t h a m hai tren thuong trudng.
Thang 4 nam 1982, hang so-mi H a i Diem t i n h
Triet Giang tdng ndi tieng mot thdi nhan dupe bao
cao cua nhan vien tiep t h i gdi giam ddc, d Thupng
Hai cd mot loai ao thun nd bang terylene nen den
cai hoa dd ban r a t chay. Nhan dupe t i n nay, hang
lap tdc tung ra loai vai nen den i n hoa dd va gia
cdng t h a n h so-mi nd. Chiec ao so m i dupe dat ten
la "Mau dPn den" nhanh chdng dupe tung ra cac
thanh t h i ldn, khach hang dua nhau dat hang. Sau
nay hang so m i H a i Diem dupe t i n x i nghiep may
d cac noi dang chuan bi san xuat loai so-mi nay,
lien lap tdc ngdng san xuat so-mi "Mau don den",


(11 H I C I

-5-271

chuyen sang san xuat so-mi nu" co dufng vien dangten va scfmi thorn mdi xuat hien tren bai bien
ThOcfng Hai, ket qua l a i tao ra mot cao trao tieu
thu mdi.
Mot van de rat co y nghia thirc te vdi cac hang
buon la lpi dung "mot" nhu the nao. Dung thu doan
quang ba de thoa man nhu cau tam ly chay theo
"mot" cua ngUdi tieu dung, nham muc dich day
manh tieu thu hang. Du doan "mot", nam chac
"mot", tao "mot" la ba mat chu yeu cua van de nay.
"Mot" cung co quy luat cua no. Cac nha buon
tinh khon phai biet thu hut vdi viec tung san pham

ra, phai tuy co dng bien, phdi hpp vdi cac chuyen
gia du doan "mot". K h i co "mot" mdi, phai nam
ngay lay. "Mot" vdn ton t a i thdi gian ngan nho "hoa
quynh nd dem", chang bao lau "mot" cu se qua,
"mot" mdi lai den. "Mot" la do con ngudi tao ra, nen
cac hang buon phai dua vao dac diem thdi dai, tam
ly ciia dai chung de tao ra "mot".

Luyen da thanh vang
Trong xa hpi hien dai, con ngudi ta ngay cang
tham thia vdi ham y sau sac "mot tac thdi gian,
mot tac vang, tac vang kho ddi tac thdi gian". Cung


272 -e-

ClflOTlfPT4ION(inilUIV4iT4llllHUl)

vdi tiet tau tang nhanh cua nhip dieu san xuat,
trong cam giac ciia con ngUcfi then nay, thdi gian
ngay cang thieu. Cho nen trong tieu dung, nhu cau
tien dung cang co doi hoi manh me. Trong giao tiep
thuong vu cung vay, phai pha bo quan niem truyen
thong, budc kip tiet tau thdi dai, phu hop vdi nhu
cau cua moi ngUdi.
Nhat Ban co mot cdng ty goi la Place, la x i
nghiep chuyen k i n h doanh cac mat hang van phong
pham, nhu giay, dung cu van phong, dinh mu, thudc
ke... do khong the thuc hien l a i i t ban nhieu, van
theo each k i n h doanh cu, hang hoa ban khong

chay, cong ty da ddng ben bd pha san.
Mot horn, ong chii cdng ty bong tuyen bd: san
pham ciia cong ty ta thieu y tudng mdi, hang hoa e
am, dang co nguy co pha san. Be thoat khoi canh
quan bach nay, mong toan the nhan vien hay vat
6c, nghi each giup cong ty vugt qua kho k h a n nay".
Tamamura la mot co gai co t i n h t h a n trach nhiem
rat cao, l a i thao vat lanh l o i , nhd l d i ong chu nen
khi ra t h i trudng co chu y quan sat phan tich khach
hang. Co phat hien ngUOi den mua hang r a t i t k h i
mua mot thd, ma thudng mua may t h d mot luc. Bat
giac co chat nghi ra mot each k i n h doanh mdi la td


(UUH.i

-» 273

hop dung cu van phong, tdc la tap trung mot sd
dung cu van phong xep vao mot hop de ban.
Chi mot cai tien nhd, da thda man duoc nhu cau
thuan tien cua khach hang, loong hang ban ra cua
hang Place bat dau tang manh, nhanh chong t h i n h
hanh tren toan cau.
Hang hoa t d cho e am l a i ban chay, x i nghiep
lui bai l a i hung vUpng, cd phai cd phep luyen da
thanh vang? Chang co gi het, chang qua la biet
thoa man nhu cau mudn thuan t i e n cua khach
hang? Trong trudng hop ma cac dieu k i e n tuong t o
nhau hang nao tao thuan t i e n cho ngudi tieu dung,

thi hang do gianh dupe khach hang, gianh dupe
thi trOOng.
0* Tokyo Nhat Ban co mot thuong trudng ldn la
thoong trudng bach hoa Nishitake, hp chiu bo tien
va cdng sdc nham thoa man nhu cau thuan t i e n ciia
ngUOi tieu dung. Cong ty nay do Koyama k i n h
doanh, chiem mot dien tich may day pho, nho mot
thi tran nho dope vay l a i . Trong toa lau ldn 12 tang
nhu mot me cung, cd t d i 47 cda vao, 63 phong an
va quan ca phe, 1 bao tang, 5 phong my thuat, mot
hpi trudng ldn, 1 san van dong v.v... day ap hang
hda, thd gi cung cd.


274 <-

GIfl0 T i f P TUONG HI IN fl Vfl1flI ll N G X li
P h a t t a i k h o n g scf x a u

mat

Nguyen soai Trieu Cong M i n h la nhan vat trong
truyen Phong Than, ong khong nhufng la mot v5
tudng ma con la ong to cua nha buon. NhUng bon
buon gian ban lau lira bip sau nay mudn t u to ve cho
minh, da sda cau noi cua dng td "khdng ngon khong
ban" thanh "khong gian khdng ban" (Chd ngon va
chuf gian ngUdi Trung Qudc phat am nhu nhau ngUdi dich), sda co mot chd ma y nghia khac han.
"Ngon" cua Trieu Cong M i n h la k h i ban luong thuc
cho ngUdi, t h i dong dau phai co ngon, dd la pham

ddc cao thuong, con bpn ngUdi sau nay that la that
ddc. That ddc nhung l a i dd len dau dng. Neu dng
Trieu Cdng M i n h ma biet dupe chac tdc den chet.
Ngudi Trung Qudc sung bai Trieu Cdng M i n h , d
nUdc ngoai cung cd nhieu ngudi sung bai nguyen
soai Trieu Cdng M i n h , tiec rang t a m dia bat chinh,
dira vao nhan hieu dng td ma buon ban k i n h doanh.
Chang phai nhu vay sao? "Huy chuong vang" cd the
mua dupe. Binh huy chuong khdng can phai thu tuc
tham dinh gi, cung khdng can dira vao tieu chuan
nao, cd cd t i e n la mua dupe huy chuong, t i e n nhieu
thudng vang, t i e n vda thudng bac, t i e n i t thudng
dong, khdng du t i e n mua huy chuong t h i cung mua


c -a if ir it c .1

275

dope cai giai khuyen khich. Choi cai tro danh gia
huy chuong theo tien. Cach lam nay neu Trieu
Cong Minh ma biet dupe, ong ta khong t r i e t cong
ty anh mdi la cai la!
Co mot "Hoi chp trien lam van hoa rUpu quoc
te" tai Thai Lan, trong thong bao gui t o i cac hang
tham gia binh tuyen co ghi ro: nop cho uy ban binh
tuyen 48.000 se dupe huy choong vang, neu tien i t
huy chuong bac, huy chuong dong. Mot v i giam ddc
nha may rUpu noi, trong nda nam t r d i dng ta nhan
dugc tdi 7 thong bao loai dd, deu la khong can biet

quy md, hieu qua, chat lopng san pham, chi can
anh chiu bd tien ra la duoc "nhan hieu ndi tieng".
Nghe ndi cd mot nha may rUpu, trong nda nam t r d i
da mua dope 3 "huy chuong vang qudc te", doan ciia
mot nha may rUpu, mang tien di khong du, nen chi
mua va dupe 1 "huy chuong bac".
Con each lam an Ida ngUdi trong nUdc bang
"mac hang ngoai" diing la kiem lai to, bi Ida van la
ngUdi tieu dung thong thodng.
Nhan mac ndi tieng dope tao ra bang chat
lopng va uy t i n , nhung cung co nhdng "nhan mac
ndi tieng" la danh Ida. Phuong phap danh Ida cung
rat don gian, chi can t i m hang mau tot dua di binh


276 <-

GIAO T11P Tfl0 N G HI I (I fl VflTflI fl M G X li

chon, cong them viec l o i keo mpt sd uy vien trong
hoi dong tuyen chon la cd the thirc hien "giac mong
huy chuong". Dung nhdng thu doan "map md danh
lan con den", che mat t h i e n ha mang dupe "huy
chuong" ve vdn "co gia", chi co ddn thudng la khong
ro nguon con, mac Ida ma van "yen ch>i ldn"
Dung each mao danh tot la don gian nhat de co
dupe nhan mac ndi tieng, che mdt thien ha, coi
thudng luat phap, phdt Id dao ddc thuong nghiep,
an cap nhan mac ndi tieng ma nhdng x i nghiep
khac phai mat nhieu nam mdi tao dung dupe, danh

Ida khach hang, kiem l a i tr&ng t r p n .
Rupu Mao Dai von ndi tieng the gidi, diing la
mat hang qui trong cac loai rUpu, nen cung bi lam
gia nhieu nhat. Co thdi ky sd rUpu Mao Dai tieu thu
d mot thanh pho no, cd 10 chai co den 8 chai la
rupu gia! Ngay 18-11-1992 giam ddc La Ddc Minh,
ban giam ddc To Doong nha may rOpu Lao Luc
Cung, huyen Nhan Hoai, t i n h Quy Chau da bi toa
an xd cUc h i n h ve toi san xuat va tieu thu rUpu Mao
Dai gia. Thang 8-1992, co quan k i e m t r a thanh pho
Ngac Chau, t i n h Ho Bac da tieu huy mot lopng ldn
"rOpu ndi tieng". Toan bo sd hang gia do l a i dupe
xuat ra t d don vi ma dan chung khong the ngd lai


(JII/IH'fiJ

-5- 277

co hang gia. Do la cong t y thuc pham phu ciia
thanh pho. Nam 1988, cong ty nay da nhap ve rUou
Bd Khang gia cua mot dia phuong d Phuc Kien, da
ban 4 nam nay, Ida ddi nhan dan Ngac Chau het
cho noi.

Gioi da gian bien
Dieu ma con ngUdi quan tam nhat thudng la
ban than minh. Dd la ban t i n h chung ciia loai
ngUcfi. Ducfc ngUdi khac quan tam den nhOng viec
nho nhat, rat de lam m i n h co cam giac than thiet

vdi ngUdi do, dieu nay rat ro d phu nd. Cho du la
vdi ngUdi phu nO chi gap mat mot doi lan, nhung
chi qua dam cau chuyen ma t i m hieu dUcfc sd thich
ciia cd ta. Lan gap sau chi can ndi mot cau: "Con
chd con Ben ciia cd, do nay the nao?" Chi vdi mot
cau dd thdi, cung dii lam cho t i m cd ta dap ron rang
"Anh ay quan tam den minh that!" NgOdi phu nd
thudng rat cam ddng k h i ban trai nhd ngay sinh
nhat ciia minh va nhdng dieu minh Ua thich se lam
nay sinh long t i n vdi anh ta. Ndi chung chdng cd cd
gai nao lai coi chang t r a i quan tam den minh la con
ngudi xau ca. Ket qua ciia long t i n dd se chuyen
thanh "tinh yeu", va cd gai de dang bi Ida.


278 <-

cmo i i I P iiioiic minn

VA

nil

IJHC xii

Quan t a m den ngUcfi khac khong phai deu co an
y do xau, tiep nhan sU quan t a m cua ngUdi khac
cung khong can phai lo lang, nghi nggi. d day, muc
dich nhac nhd moi ngUdi khong phai la bao ban t d
chdi moi sU quan tam, san sdc, nhUng trong ddi

song nhat dinh phai biet nhan biet ai la ke luong
thien ai la ke gia vd sot s&ng nhiet t i n h , phai kheo
nhan biet, phan biet ke gia ddi. Neu khdng, k h i
ban cam thay hanh phuc rat co the lai l a budc khdi
dau rat bi t h a m cua ban. Can rut ra bai hoc "bi
ngUdi khac ban re van giiip ngudi dem tien". Nhdng
mong ban hay nhd lay cau nay: "Rat i t ngudi trong
trudng hgp khdng cd chut lgi ich nao l a i cdm dao
vao 2 mang sudn, hy sinh ban than m i n h v i ban
ca", nhUng cau nay cung chang the l a m cho bau t r d i
u am, cd the sau k h i ban nhd dugc cau nay, ban se
lam viec mot each t i n h tao hon.
H i e n nay cd nhieu ngUOi phai nhd nhdng ngUdi
cd quyen quyet dinh lgi ich cho m i n h deu nhan ra
rang neu m i n h to ra quan tam, tham hoi con cai,
bd me vg hoac chong ngudi ta se thu dugc hieu qua
khdng ngd. Bdi v i k h i ngUdi khac bieu xen cho
ngudi cd quan he trUc tiep vdi minh, duong nhien
ngUdi ta se biet ngudi dua qua bieu dd nhat dinh
mudn cau canh dieu gi; nhung khdng bay to vdi


(Ilfflfi.l

•*

2

7

9

minh ma bay to quan tam than thiet vdi ngOdi
than cua minh, de lam ban mem long hon la ddi
vdi minh. Ve mat tam ly cung co hieu qua tich cOc,
ngOdi cd ngOdi than dope bieu xen thodng cd cam
giac cam kich va ay nay, thay can phai den dap l a i
yeu cau ciia ngUdi x i n nhd va.
Cd mot so ngUdi rat kheo lung lac cam t i n h cua
ngOdi khac, hp lam mot chut viec nhd khien ban
cam thay hp da giup ban rat nhieu, hoac dac biet
quan tam tdi ban hon ca moi ngudi, thoc ra trong
long hp da t i n h toan ca roi.
Ky so hp Voong la mot ngOdi cd t r i n h dp k y
thuat rat gidi, r a t cd uy t i n trong nganh, nhieu
hang van den x i n t u van, x i n y k i e n chi dao. M o t
horn dng ta t h a m do t r i e n l a m cua mot hang san
xuat do dien, k h i ra ve, giam ddc hang phai mot
nhan vien dua xe chd dng ve nha. Dpc dudng ndi
chuyen, dng Vuong k h d n g de y da n d i : " M i n h ban
qua, ba cu l a i n a m v i e n , m i n h vda l a m viec, vda
lo viec nha cham sdc me dm". Horn sau v i e n
giam ddc hang nghe t i n l i e n mua qua vao t h a m
ba me dng Voong t r o n g benh v i e n . Ong Voong
vifa ngac n h i e n va cam k i c h k h d n g n d i len l d i .
Sau dd dng da het sdc giup dd giai quyet nhdng


280 4-

GlflO TUP TUONC 01INII Vfl T411 llNd lD

van de kho k h a n cua hang san xuat do dien.
Thong m i n h cua g i a m doc la d cho dung chut qua
bieu ma cd dugc sU cai t i e n va k y thuat va thu
l g i may t r a m ngan, t h a m chi hang t r i e u nhan
dan te.

Chdp lay thdi ccf
Mudn nam lay cd hdi lam an buon ban, phat
trien md hudng mdi, phai cd gan dam mao hiem,
dam danh van ddc t u i . Con ngUdi cd dung k h i ldn
tat nhien cung cd mUu lupc ldn, nhat dinh lam nen
sU nghiep ldn, dd chinh la the hien ro nhat biet
phat huy sdc manh cua minh.
Moi quyet sach sang tao de nam lay va l g i dung
co hdi deu phai mao hiem nhat dinh. Tinh chat
sang tao cang manh, t i e n do va hieu qua cang tot
va t i n h chat mao hiem cang ldn. Nhdng viec khdng
cd gi mao hiem hoac i t mao hiem, t a t nhien moi
ngUdi deu phai t r a n h nhau lam, nhu vay ngUdi
tham du, ke canh t r a n h se rat nhieu, hieu qua sau
k h i thanh cdng cung nhd. Ngugc l a i viec cang mao
hiem, nhieu ngUdi sg, n h i n ma khdng dam budc,
ngudi tham du ke canh t r a n h se i t , hieu qua k h i
thanh cdng se l d n .


(J II HUG. 8

-> 281

Nhimg lam bat cd viec gi cung khong the voi
vang hap tap, phai nam dugc chac. Nhung neu lgi
dung co hoi ma cuf nhat dinh dgi co day du to t i n ,
-

hoan toan hieu ro t i n h h i n h mdi quyet, nhat dinh
phai nam chkc t i n h hinh 100% mdi dam lam, t h i se
15 mat co hoi. NgUdi xUa noi, t i n h dugc tren 60 phan
la tot, cd nghia la nam dirge t r e n 60% t i n h h i n h t h i
can co dung k h i lam ngay, do la k i n h nghiem.
Muon co dugc dung k h i don chd mao hiem, can
phai khac phuc tam trang "sg pham sai lam". N h u
Pho-lang-cO nha vat ly hoc noi tieng cua Ddc k h i
nhan giai thudng No-ben da noi: "Toi ghi nhd ldi
cua Gdt, con ngudi ta theo dudi sO nghiep, khong
the khong pham sai lam". Co mot sd nha doanh
nghiep gioi cua phuong Tay t h a m chi con ndi, mot
nhan vien dac biet la nhan vien phu trach cong
viec co tinh chat khai pha, neu trong mot nam t r d i
ma khong pham bat cd sai l a m hgp ly nao, t h i can
phai xet xem co nen tiep tuc thue anh ta nda hay
khong. V i theo hp con ngudi ma khong co chi tien
thu, khdng dam mao hiem, cung tdc la khdng pham
sai lam, la con ngUdi khong cd t i n h sang tao, la bao
thu, tam thodng. Nhdng ngUdi dd se mat nhieu co
hpi trong t h i trOdng canh t r a n h va kho ndm bdt
dope co hdi.

282 <-

< I fl 0 TI IP i[ 10IIC (111 N 11 V j IflI ll N C X ll

Co the noi pham sai l a m la chiec noi, la bac
thang cua sang tao. Pham sai l a m co the mang lai
that bai va ton that, dong t h o i cung co the lam
ngudi ta tang them kien thdc va t a i nang. Trong
k i n h doanh x i nghiep co the phai ddi mat vdi nhieu
mat co nhieu nhan t d khdng xac dinh nhu moi
trudng thien nhien, t i n h h i n h k i n h te, su kien
chinh t r i , sU phat t r i e n cua khoa hoc, sU bien ddi
cua t h i trudng, moi x i nghiep deu d trong trang thai
mao hiem nhat dinh. Muon x i nghiep k i n h doanh
ma "khdng cd mao hiem" la dieu khdng the. Nhat
la ddi vdi nhufng x i nghiep mudn "phat t r i e n tang
tdc" hoac mudn "thoat

khoi canh khon

quan",

khdng mao hiem lai chinh la t i e m an cua mot sU
mao hiem ghe gdm.
Trudng dai hoc Ha-vdt va dai hoc Yale cua My
td chdc mot cudc dau bong bau due. Gidn, thac si
k i n h te hoc cua trudng dai hoc Ha-vdt cho rang day
la co hdi kiem tien. A n h ta ra cda hang mua ve mot
ld mu vai, nghi ra each i n chd " H " la 16-gd cua dai

hoc Ha-vdt vao mu, roi mang r a quang trudng de
ban, ket qua la ban het veo. A n h ta mua vao vdi gia
buon mu la 1 dd-la, ma bdn ra vdi gia 2,5 dd la.
Thang lpi dd da khuyen khich anh t a va cung lam
cho anh ta thay rd nghiep vu nay l a m an dupe. Anh


(Jiff DCI

283

ta vay cua ba noi 1.500 do-la, lap r a mot cong ty mu
binh dan. Gap dip co nhufng t r a n dau quan trong,
anh ta lai mang mu co i n sa"n lo-gd cua hai ben t h i
dau ra ban. Nghiep vu cua cong t y phat t r i e n rat
nhanh, ve sau thu nhap hang nam t d i 15 trieu ddla, gap van lan so t i e n anh ta dau t u ban dau.
Cac nha thien van t i n h rang ngay 13-9-1981
xuat hien nhat thuc toan phan. Sau k h i t i n nay
duoc cong bd, cac nha quan ly k i n h doanh cua nha
may linh kien 6-td Ngu Tam Huong khu Ddng Lang
thanh pho Tham Duong do t i n h se cd rat nhieu
ngudi muon dupe n h i n thien toqng ky la nay.
NhOng nhin bang mat thodng hay k i n h r a m se bi
hong mat, ma to l a m lay cdng cu quan sat t h i r a t
phien phdc. Hp lien nghi rang day chinh la CO hdi
hiem cd de san xuat va tieu thu t a m k i n h quan sat
nhat thoc cd hieu qua k i n h te cao. Hp dung tam
cac-tdng hinh chd nhat, gida kep ldp giay bong
kinh den, lam thanh t a m "cac" quan sat nhat thoc,
tren tam "cac" cd i n h i n h ve gian don va gidi thieu

ve nguyen ly nhat thoc. Loai "cac" nay tung ra t h i
trudng cd vai ngay da ban dupe may trieu chiec,
rieng d ThOpng H a i ban dope 500.000 chiec.
Dii la mu cd i n chd " H " cua Gidn, hay t a m "cac"
quan sat nhat thoc cua nha may che tao l i n h k i e n


284 4-

<i 14) 0 TI £ l> T 410IIC ID I H Jl V 41 T11 ll H 5 i |}

6-to Ngu Tam Huong, ai dam bao dam la ho nghi
r a each nam bat va l p i dung co hoi do nhat dinh se
t h a n h cong? Ho da "chien thang", ro rang la ho
dam dung cam chap nhan mao hiem.

Khong de 16 tien cua
Trong xa hoi hien nay, khong ai co the phu
nhan, k i n h te la hoat dong thoc t i e n cua con ngudi
trong xa hoi, la co sd duy t r i vat chat sinh ton. Cho
dii t u tudng ngUdi ban cua anh cd t i e n bo den may,
pham ddc co cao thupng den may, cung khdng the
khdng cd y thdc k i n h te. Con ngOdi chu ddng ket
giao vdi anh, rat cd the v i hp thay anh co tien,
mudn thong qua anh va giao tiep vdi anh de dope
lpi hoac dat dope muc dich nao dd. Cung cd ngUoi
trong qua t r i n h giao tiep vdi anh, phat hien dope
t i n h h i n h k i n h te ciia anh, thay cd t i e n cua ma sinh
ra y xau, mudn bdp nan. Trong qua t r i n h giao tiep
vdi ban be, du la anh cd k i n h te hung hau, cung

nen t r a n h ndi den t i n h h i n h k i n h te cua minh.
Tuc ngd cd cau: "Giau chd Id t i e n cua". Khdng
phai la khdng t i n ban, m i n h cd de 16 t i e n cua, ban
be cung khdng Id ra ngoai va cung khdng lam hai
minh, nhung v d i ke xau khd t r a n h k h o i bi nd hai.


(Jiff HCI

•> 285

Neu ddi phucfng cd hoi xoay vao t i n h trang k i n h te,
ban nen ne t r a n h nhufng van de nhu the, hoac la
tim hieu xem y do thirc ciia ddi phuong mudn hoi
lam gi, de xd ly cho thda dang, cU xd can than.
NhUng cho du y do cua ddi phuong la the nao, la
quan tam, la hieu ky, hay la hoi choi khong co muc
dich gi, cung khong nen tuy tien ndi Id t i n h h i n h
kboh te cua minh. Phai gid k i n sd tien gdi ngan
hang, thu nhap k i n h te cua minh. Neu ddi phuong
cd hdi mai ve t i n h h i n h k i n h te cua minh, t h i cd
the lat lai hdi anh ta cd khd khan gi can m i n h giiip
dd. Thong thodng neu ddi phuong la ban cua ban,
thi anh ta can phai ton trong y nguyen cua ban.
Neu thay ddi phuong t i m moi each de hdi t i n h h i n h
kinh te, nhat dinh ban phai canh giac, phan tich
ky muc dich ciia ddi phuong, va can cd bien phap
de phong.
Phai nhd ky, bat cd luc nao cung khdng dupe
chu ddng ndi het t i n h h i n h k i n h te ciia minh.

Nhung cd mot sd ngudi trong qua t r i n h giao tiep
ciia minh vdi ban be, mudn td ra m i n h la ngOdi giau
cd, cd' y khoe me t i n h t r a n g k i n h te ciia minh, khoe
khoang minh cd bao nhieu tien. Cd ngUdi con cd y
khoac lac m i n h giau cd, ra ve m i n h giau su, cd bao
nhieu tien gdi ngan hang. Thuc te dd la bieu hien


286 f

(110 TllP TUONG m IM 4J VflTflI if M G til

cua sU nhe da k h i n h suat, v i mdi giao t i n h gida
nhting ngudi ban tot chan chinh, khdng phai v i ddi
phuong co bao nhieu t a i san, ma d sU giao lUu tinh
cam, cung chi hudng, yeu thich cua hai ben. Ngoai
ra hanh v i khoe khoang cung r a t de gay nen hau
qua xau.
De cho ngifdi thich, de cho ngifdi buon
Hien nay cac hang buon dung each mua hang co
thudng lam thu doan day m a n h viec tieu thu hang,
neu van dung thich hop, cd the l a m cho k i n h te lUu
thong song dong, md rpng tieu t h i , thuc day kinh
te phat trien. NhUng n h i n vao nhOng hoat dong
ban hang co thudng d cac noi, chung t a thay xuat
hien nhieu hanh v i du do, Ida loc khach hang.
1. Tieu thu hang co thudng

theo kieu rut tham

Phuong thdc ban hang cd thodng theo kieu rut
tham cd t i n h chat dung l p i ich khong chinh dang
de du khach hang mac Ida, me hoac khach hang,
ton hai den l p i ich cua khach hang. Tieu thu hang
cd thodng theo kieu r u t t h a m la h i n h thdc tieu thu
hang co thudng bang h i n h thdc r u t t h a m hoac bang
nhOng phuong thdc n g l u n h i e n khac, gia t r i phan
thudng r a t ldn, thudng l a xe otd con cao cap, nha 6"