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Jingdong book

街头商学院:传承三代人的生意经,哈佛商学院也学不来的创富智慧

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街头商学院:传承三代人的生意经,哈佛商学院也学不来的创富智慧

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街头“全能教授”是美国当下爆红的真人秀节目主角,每周都有超过300万粉丝收看他的节目。他在节目中没有展现的潜能学、扩张学、品牌学、胆识学等多项财富攫取秘技将首次在本书中全面公开。

Content Description

虽然学历不高,身份低微,甚至几乎没有获得来自父母的支持,但凭借着敏锐的商业嗅觉、机变如神的经营策略以及千锤百炼的实战经验,莱斯在风云诡谲的典当行业开辟了一条属于自己的创富之路,独创了一门街头商业智慧学:
怎样比财经媒体更早看穿趋势?
怎么把收音机卖给想买电视的人?
如何一眼辨识真伪,洞悉人心?
怎样为每一件商品注入情感价值,让它们利润翻番?
《街头商学院:传承三代人的生意经,哈佛商学院也学不来的创富智慧》融合了企业经营、员工激励、品牌营销等管理技巧,以及作者在风起云涌的“商业丛林”野蛮生长的真实历程,读起来是一部精彩曲折的创业故事,学到的是商场生存的制胜法则。

Author Description

莱斯·戈尔德(Les Gold),全美最红当铺——美国珠宝借款公司老板。 7 岁参与外公的当铺生意,11岁赚得人生第一桶金,莱斯凭借着胆识和智慧经营起了美国珠宝借款公司。他是企业家、谈判专家、珠宝商,还是个精明无比的投机者。
热门真人秀“硬汉”主角。由莱斯出演的电视真人秀节目《铁杆典当铺》已进入第七季,每周有超过300 万观众收看,2012 年12 月成为美国有线电视节目收视冠军。
叱咤街头的“全能教授”。观众在路上见到莱斯,总会跟他交流自己的心得,或是请求他帮忙解决眼前的难题。莱斯也乐于停下脚步,拔刀相助,轻松而又漂亮地完成示范教学。

Comments

★真正的商业神话都是这样练就的,无论多么艰难都要坚守一行,并在积极接受挑战中摸爬滚打,这在莱斯·戈尔德身上体现得淋漓尽致,也特别值得中国当下的创业者去深思。
—刘如江 商业模式专家
畅销书《给你一个公司,你能赚钱吗》作者


★当今时代,什么才能推动人们攀登财富巅峰?是思维,是知识!《街头商学院》将带你领略决策者思维的魅力。拥有巨头的思维,让自己能够雄鹰展翅,天高任你飞!
——李治仪 《小老板创业经》作者
北京博睿点传媒、贵州鼎道传媒合伙人


★莱斯·戈尔德在《街头商学院》里分享了身在美国商业最前线(也就是当铺)学到的经营秘诀。想在事业和人生中取得成功,一定要看这本精彩迷人的好书。
—杰里·斯普林格 (Jerry Springer)
七度艾美奖最佳主播


★街头霸王是最厉害的创业家,莱斯更是霸王之王。他创立了不可思议的事业,撑过大大小小的挫折,更改造了他从事的这个行业。在《街头商学院》里,莱斯用动人、励志的方式,与大家分享了他大获成功的秘诀。
——乔希·林克纳(Josh Linkner)
畅销书《创新五把刀》作者


★戈尔德自从2012 年夏天第一次登上《早安美国》节目,便成为了我最喜爱的嘉宾之一。我常称他是我们的“圣诞老公公”,因为他能让大家看见自己未知的财富。莱斯多年的经验让他的商业嗅觉超越了行业的限制。不管你在什么行业,想让自己成功,这本书都不容错过。
——约什·艾略特(Josh Elliott)
美国广播公司《早安美国》节目主播

Catalogue

导 言
商学院从未教授的街头智慧
第1课 直面内心的恐惧 当铺老板的胆识学
开店,就做最会赚钱的老板
商业头脑不是天生的
超级客户"攻坚战"
是谁捆住了你的手脚
赢家都是"胆小鬼"
第2课 相信你自己 当铺老板的潜能学
我那个收废品的支持者
小成果的大功效
聪明人都是被骗出来的
成为历史还是创造历史
第3课 不投入,就只能被行业淘汰 当铺老板的热情学
如何满足一千名顾客的一千种需求
利润与大脑的使用程度成正比
"没有主见"是优点
每一门生意都有被骗的故事
比别人牛,还要比别人更努力
第4课 事业零极限 当铺老板的扩张学
比财经媒体更早洞悉趋势
把触角伸向意想不到的市场
从别的行业偷师
能限制你的事业的,只有你自己
第5课 世界上赚钱最快的方法 当铺老板的谈判学
找出顾客的"购买按钮"
为每一件商品讲一个动人的故事
金牌销售员都是最佳演员
除了被拒绝,没什么可失去的
第6课 稳赚不赔,只需解决一个问题 当铺老板的经营学
私人订制,有求必应
不过度承诺,但要超值交付
遇到无法跨越的障碍,就绕过去
找伙伴,而不是请伙计
成功人士都缺乏睡眠
第7课 信誉是最大的资产 当铺老板的品牌学
在刀锋上舞蹈
分清欲望与贪婪的界线
名声,要留给人探听
人际增值策略
第8课 你不是一个人在战斗 当铺老板的动力学
找到家庭与事业的半边天
事业永远摆在第二位
如何组建最团结的"梦之队"
守得住现在,才看得到未来
结 语 想要成功,还是"渴望"成功
致 谢
读者评论

Book Abstract

第3课
不投入,就只能被行业淘汰当铺老板的热情学。
从活鳄鱼到跳舞用的钢管,从僵尸道具到手摇研磨咖啡机,还有人体骨骼模型和活蹦乱跳的猴子,莱斯什么都敢买,又什么都卖得出去。他是怎么做到的?
善变,才能把生意越做越大。
这一课要告诉你如何爱上自己的工作。
拥抱改变;
打开耳朵,听别人要说什么;
找出工作中最令你自豪的部分。
如何满足一千名顾客的一千种需求
我热爱自己的工作,而且我觉得每个人都和我一样。典当业与大多数行业不太相同,我在当铺工作了一辈子,什么东西都卖过,鞋子、钢管、意式手摇咖啡机、山猫标本,无所不包。这就是这份工作让人兴奋的地方——我永远不会知道每天走进店门后会遇到什么事。
我的当铺里什么宝贝都有,有为传奇电贝斯手詹姆斯·杰米森(JamesJamerson)量身打造的贝斯。这位传奇明星演奏了三十多首畅销冠军单曲,他是底特律的传奇,这把贝司也成了底特律历史的一部分。我还收购过电影道具。
有一次,一位顾客带来了一个电影中的僵尸道具,他声称自己花了2500美元买到的这件道具,想1500美元转让给我。我说要掷硬币,正面向上我就付他300美元,背面向上我就付他100美元,结果我们以100美元成交。
街头智慧
满足奇怪顾客的另类需求
有一次,一位女性顾客带来一张妇科检查台,她以前就用这张检查台做穿刺。每一件商品对我来说都是全新的体验,在顾客把东西带到当铺之前,我从来没有经手过这些东西,不过我的观念向来是:只要曾经有人买,就会有其他人也想买;只要把东西买进来,就一定卖得掉。
几乎所有东西都找得到买主,就在收进那张妇科检查台的同一天,我就把它卖掉了。一位男性顾客走进店门,指着那张检查台说:“那是什么?”
我简单介绍了一下。他说:“可以在那上面做那事儿吗?”
我说当然可以,他就买了下来。
我的想法是:他想用来干什么都行。
虽然当铺常常收进一些看起来很古怪的东西,不过我也不是什么都买。前段时间有个家伙拿来了1000只发声蟑螂(HissingCockroaches,一种宠物蟑螂。——译者注),想卖100美元,但我最终没有买。我的当铺里千奇百怪的东西已经够多了。
有时候,有些人到了走投无路的境地,甚至连自己都想卖掉。美国珠宝借款公司所在的街上有一家献血中心,停车位常常爆满,因为想卖血的人太多了。人在穷途末路的时候,就可能走上绝路。曾有几个人想卖肾脏给我;还有个人想卖治疗艾滋病的药剂给我,开价5000美元;还有一位女顾客来问我,可不可以把小孩卖给我,看她当时的表情并不像在开玩笑。
当然,违反法律和违背伦理道德的东西我绝对不买。只是在遇到一些不同寻常的商品时,我会碰碰运气。比如我收过一只活鳄鱼,我们把鳄鱼养在店里,喂它吃金鱼。后来我们送走了那只鳄鱼,把它吃剩下的金鱼养了起来。
最近,一位女顾客带来了一个学校用的置物柜,里面有一副人体骨骼模型。她用24美元买下了一个放满杂物的柜子,却不知道里面有什么。最后我们用400美元买下了那副骨骼模型,这种模型在医学院很受欢迎,可以卖到1200美元。
我在外公的店里工作和成长的过程中学到,几乎没有卖不掉的东西。我们以前卖西装、裤子、帽子和鞋子,现在当铺里比较常见的是珠宝和电器,有时候还会有人来卖猫和狗,我就有一次与动物有关的难忘经历。在我小时候,父亲收了一只猴子,把它关在我家的衣柜里。我放学回到家,父亲对我说:“我们来玩捉迷藏吧!”如果我当时选择躲进衣柜,然后发现自己跟一只活蹦乱跳的猴子蹲在一起,一定会吓一大跳。顾客原本想在第二天就把猴子赎回,但后来那只猴子在我家住了一个月。母亲根本不喜欢家里有一只动物,谢天谢地,顾客终于把猴子牵回家了。要知道,猴子向来都不是典当行业的热门商品。
各种千奇百怪的商品,以及走进店里的各式各样的顾客,带给了我无穷无尽的兴奋感。我选择录制电视节目,也是想抓住那种感觉。我唯一的原则就是,工作人员绝对不能让我事先知道我要遇到什么样的顾客。在非拍摄时段,如果店里的员工遇到棘手的问题或不寻常的顾客,他们就会找我帮忙,向我汇报最新情况。不过在拍摄《铁杆典当铺》的时候,我在面对顾客之前什么都不想知道。我想要真正的惊喜,也要让观众看到我真实的反应。我想这就是上百万人收看《铁杆典当铺》的原因之一。
我们要让观众真正了解到,我热爱经营当铺,就是因为每天都有层出不穷的变化和惊喜,以及随之而来的兴奋感。观众会在电视上看到我应付各种疯狂、意想不到、不断变化的情况。我想,这种未知带来的兴奋感,也会传染给观众。
利润与大脑的使用程度成正比
从事典当行业最大的乐趣就在于应对它的千变万化。小时候,外公的当铺会出售吉他、枪、行李箱、电视机,当然还有珠宝,不过我们必须与时俱进,5年前热门的东西,现在可能已经不流行了。当然,有些商品当铺会保留好多年,放入仓库的商品和摆上柜台的商品,必须保持一种平衡。我很喜欢看着顾客带来各种不同的东西,让当铺也因此不断改变。
我的当铺里以前没有太多银饰,但大约6年前,我的一位主管布赖恩告诉我,有顾客来问有没有银饰。顾客的直接反馈对我来说相当重要,我经营的不是百货公司,没有专门设置采购部门去关注趋势,所以我和我的主管们必须仔细倾听,确保我们拥有客户想买的东西。现在我们大约有30%的首饰盒都是银制的。
……
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欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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