Today, the color television sets of the Japanese company Sony have long been known all over the world. However, in the mid-70s of the 20th century, in the United States, it was still a little-known and unpopular "miscellaneous goods".

When Mr. Ugi came to Chicago to serve as the head of Sony's foreign department, Sony's color TV was sleeping in a local consignment store, and almost no one cared about it.

Faced with such an embarrassing situation, Mr. Ugi Zhao thought hard and was almost at a loss.

One day, he happened to pass by a pasture. As the sun was setting and the birds were returning to the forest, a childish shepherd boy led a large sturdy bull into the bullpen. A bell was tied around the bull's neck, which jingled and jingled, and a large herd of cattle followed the bull's buttocks, meekly rushing in. Umu Zhao looked at it, and suddenly shouted "Yes".

It turned out that he was touched by the scene, and he was suddenly inspired to come up with a way to sell color TVs: the group of behemoths in front of him were tamed by a shepherd boy who was less than three feet in a regular manner, because the shepherd boy was holding a "leading cow". If Sony color TV can find a "leading cow" store to be the first to sell, won't it soon open up sales?

After research, Umuzhao selected the largest local electrical appliance seller, Mahilir Company, as the main target. When he went to work the next day, he rushed to Mahariel's company in high spirits to meet the company manager. The business card was handed in by the messenger for a long time before it was returned, and the answer was "the manager is not there".

Mr. Umu thought to himself: I just went to work, and the manager must be in the office. Maybe he's too busy to meet him, so come back tomorrow. The next day, he chose a time when he estimated that the manager was more leisurely to ask for a meeting, but this time he still did not see him.

It was not until the fourth request that Mr. Ugi saw the manager.

"We don't sell Sony products," the manager said without waiting for Mr. Ugi to speak, and then made a big discussion. It was to the effect: "Your products are auctioned at reduced prices, like a deflated ball, kicked around and no one wants it." ”

For the sake of his career, Mr. Umu Zhao swallowed his anger and made promises with a smiling face, saying that he would no longer engage in price reduction sales and immediately set out to change the image of the product.

After the meeting, Mr. Ugi immediately retrieved the Sony color TV from the consignment store, canceled the price cut, and re-advertised it in the local newspaper to recreate the image of the product.

Mr. Ugi took the newspaper with the new advertisement and went to meet the company manager again. The manager refused to sell on the grounds that "Sony's after-sales service is too poor".

Mr. Umu Zhao didn't say a word, and immediately after returning to the station, he set up a special maintenance department for Sony color TV, responsible for the after-sales service of the product, and re-advertised, announcing the address and telephone number of the special maintenance department, to ensure that customers are on call.

Who knew that when the manager of Maharil met for the third time, he once again refused to sell on the grounds that "Sony is not well-known enough and is not popular with consumers".

Although he was still rejected, Mr. Ugi did not lose heart, but felt full of confidence. After he returned to his station, he immediately summoned more than 30 staff members and stipulated that each person make five telephone calls a day to inquire about the purchase of Sony color televisions from the Mahariel Company. The continuous purchase calls made the staff of the Mahariel Company dizzy, and mistakenly put Sony color TVs on the "delivery list".

When Mr. Ugi saw the manager again, the manager was annoyed: "What the hell are you doing?!" Creating public opinion and interfering with the normal work of our company is too unusual! ”

Unhurried, Mr. Ugi talked about the advantages of Sony's color TV, which is one of the best-selling products in Japan, after the manager's anger has subsided a little. He said sincerely: "I have asked to see you again and again, on the one hand, for the benefit of our company, but also for the benefit of your company. The best-selling Sony color TV in Japan will definitely become a cash cow for the Mahriel company! ”

After hearing this, the manager of Mahilir found another reason: Sony's products have less profits, and the discount is 2% less than that of other color TVs.

At this time, Mr. Ugi Zhao was not in a hurry to increase the discount, but cleverly said: the goods with a discount of 2% cannot be sold on the counter, and your company's profit will not increase; Although the Sony discount is a little less, but the goods are pretty, the sales are fast, and the capital turnover is fast, won't your company get greater benefits?

Full of confidence, Mr. Ugi immediately sent two capable young and handsome salesmen to deliver two color televisions to the Mahilir Company, telling them that the two color televisions were the beginning of a million-dollar order, and that they should stay on the counter after they were delivered and sell them side by side with the clerks of the Mahilir Company.

Before leaving, Mr. Ugi also asked them to have a good relationship with the clerks, and took turns to invite the clerks to a nearby café for coffee during the break. If these two color TVs can't be sold within a week, they won't return to the company......

At 4 o'clock in the afternoon of the same day, the two young men came back and reported that two color TVs had been sold, and that the Mahiriel Company had ordered two more. Mr. Ugi was very happy.

At this point, Sony color TV has finally squeezed into the "leading cow" store in Chicago. At that time, it was the beginning of December, which was the peak sales season for household appliances in the U.S. market, and after a Christmas, more than 700 units were sold in a month.

Mahilir is a big profit. The manager was immediately impressed by Sony's color TV, personally visited Mr. Ugi, and immediately decided that Sony color TV would be the company's main product for next year, and jointly published huge advertisements in major newspapers and magazines in Chicago to increase the popularity of the product.

With the "leading cow" of the Mahirel Company, more than 100 stores in the Chicago area followed suit and asked to distribute Sony color TVs. In less than 3 years, Sony's color TV market share in the Chicago area reached 3%.

Thanks to Chicago, the "leading cow", the situation of Sony color TV in other cities in the United States has opened.

Mr. Ugi used the strategy of "capturing the thief and capturing the king".

Mahriel is the "leader" in Chicago's electrical appliance sales industry, that is, the "king" of this industry. Inspired by the shepherd boy's herding of cattle, Mr. Ugi decided to grasp the crux of the problem when Sony color TV was neglected.

This is precisely the power of the strategy of "capturing the thief and capturing the king".