评论
打印
Sup guys, it's Gary Vaynerchuk, had something that happened in my own business life that I thought I could share with you guys,
大家好我是加里，我今天想和大家分享一下我在生意场遇到的一些事情，
cause I think it's really a great example of what can be done in today's world of technology and it's really a basic business principle,
我认为它很好地说明了在当今技术当道的世界，我们能做些什么，当然它也是一条非常基本的商业准则，
but I think it really has a lot of, a lot of merit. You know I always scare people, like should we do this, should we do that.
但我认为它还是有许多优点的，我经常和朋友们讲我们应该做这个，应该做那个。
They are rippled by their indecisiveness and their worries about total reaction.
大家有时候会缺少果断，太过担心后果。
It's not what you do. It's how you follow up on that mistake. It's not how you spill the milk. It's how you clean it up.
其实重要的不是你怎么做，而是你犯了错误之后该怎么做，重要的不是你怎么犯的错误，重要的是你怎么弥补错误。
That's really what's important in business.
这才是商业世界最重要的。
The other day I've got my book "Crush It!" coming out. Matt looks that up,
我的新书《Crush It!》出版了，马克看了我的新书，
and I'm excited about it and I'm trying to find different creative ways to, you know move the books and get into people's hands
我非常兴奋，我也在尝试利用创造性的方式卖书，希望大家能够看到我的新书，
and trying to do creative things here at Wine Library the retail side of things.
还有我的“红酒图书馆”零售业，我也是想了许多创新办法。
So we tried something new and I was worried about.
我们做着新的尝试，我其实也是比较担心。
I knew there was a little half, you know like is this gonna work out, kind of thing with it.
有时候我也在想这个方法可行吗，诸如此类吧。
We sent out an email to our entire email service, saying if you buy three books
我们给所有电邮服务器发了封邮件，信上说如果你买了三本书，
and a mix of these five wines, two cases if you buy that total package,
加上五瓶酒，这就是两个礼盒，如果你买了我们的套餐，
two cases and three books sending them two receipts, one from Amazon, one from winelibrary.com
两个礼盒和三本书，然后把收据寄给他们，一个来自亚马逊，一个来自“winelibrary.com”网站，
will send you back a free shipping code for the entire month of June and we came up with that based on the you know,
那么我们将为您提供6月份免费邮寄服务，这个想法是来源于，
average shipping cost per customer for the month of June
我们对六月份人均邮寄费的计算，
and I realized there was an angle where they could actually buy these wines and books in essence for free.
之后我发现顾客买红酒和书的运费几乎可以忽略不计。
Sounds good right? But I also knew like you know, being kind of aggressive, we sent it out.
听起来不错对吗，但我发现我们还是有点急功近利了，我们发了邮件。
We got five to seven out of hundreds of thousands of people on the list. Five to seven emails saying this bullcrap.
我们给数十万顾客发了邮件，其中有5-7个顾客说这些太垃圾了。
Why don't you make me stand on my head. You guys are jerk.
你干嘛不让我做个倒立，你们这些蠢货。
You know, you know all these different things that you know what, I totally understood
当然还有许多其他问题，我完全理解，
and I knew had the ability to happen. Six or seven out of a half a million email addresses is not a big percentage,
我知道这种事情当然会发生，50万个邮箱中有6,7个发生这样的问题不是什么大事，
but knowing and it's where a key comes in, knowing there's a lot of silent voices.
但你要知道，大家听好了这是重点，你要知道许多人并没有发声。
Brands, there's a few vocal people multiply them by a couple of hundred, for everyone,
品牌企业听好了，那6,7个发声的乘以数百个沉默不语的，
500,000 people are thinking the same thing or by percentage of your list so whatever.
这就等于5万人和他们有同样的想法，或是乘以名单上的百分比，不管怎么样吧。
Anyway, we reacted quickly the next day. Got those emails,
我们第二天及时作出了回应，收到邮件以后，
I went to the order Department, said if anything happens from this email today, let me know.
我马上去了订单管理处，我说电邮有任何变化马上通知我。
Sure they forward me, one person called as well and I decided that the next day
他们把邮件转发给我，还有一位顾客打来电话，然后第二天我做出决定，
what we were gonna do and what we did was we sent out an email to everybody on our mailing list
我们给名单上的每名顾客发了邮件，
for a free shipping code for the month of June. No strings attached.
免费赠送他们六月份免邮优惠，没有附加条件。
Six, seven thousand emails later today, people thanking us, tons of people saying
就在今天晚些时候，我们收到了6-7千封感谢信，许多人都说
screw them Gary, you business man！You could do whatever you want but at the end of day,
你太棒了加里，你是个商业天才！你想干什么都能干成等等，但到了晚上，
thousands of people that said yeah you know that was kind of off,
数千名顾客说这有点不太正常，
you know the radar kind of new for you guys. I was a little taken aback.
有这么好的事情，我有点不太相信了。
You know a huge coup for our brand, our customers are happy. My controller and CFO is not happy,
我觉得我们成功在哪里呢，我们的顾客非常满意，但我们的执行者，我们的首席财务官却不太满意。
because we're taking a beating. We don't run on the margins like Wine.com or Amazon do that.
因为我们被打败了，因为我们不像“Wine.com”或亚马逊一样靠盈余来提供各种优惠。
We can have those kind of, you know prime or monthly fees, you know five or fifty bucks, free shipping for the year.
不像他们有什么月费，或是交50-60美金就可以享受全年免邮等等。
We are a low margin business, so we're taking a beating,
我们还是小家小户，所以我们被打败了，
but your brand and your relationship with your customer should never take a beating, no matter how short-term the financial losses.
但品牌和顾客的关系不应该遭到破坏，即使你只是暂时亏损也不行。
So just couple things out there, you know, you know Gawker did something with True Blood the other day and I was asking is that right.
还有我想说一下，高客那天和《真爱如血》电视剧有了合作，我还在想这么做到底对不对。
I don't want to kill creativity. If we're all gonna be scared to do something,
我不想扼杀创新力，如果我们总是畏手畏脚，
we're all gonna be confined and no creative marketing and business ideas will grow.
那么我们将被禁锢住，那么有创造力的市场营销和商业想法也就没有了。
Understand this, try things don't abuse or disrespect your base, you know that's definitely not a good move.
记住，不要忘记你所取得的成功，这可不是什么好事。
But do understand that if you missed it by a little mark and that's still painful.
但是如果你失误了，而且还在影响你，
How you fix it really can become the reputation and the legacy of that program.
那么你的解决办法就将成为你的宝贵遗产，也将造就品牌声誉。
Stop not trying to do cool stuff, push that envelope and when you push it too far, clean it up
要敢于尝试，挑战极限，如果你感觉做得太过，马上纠正，
because the way you clean it up is what's always remembered.
因为你改正的方式就是你的财富，也会让人们铭记于心。
