Chapter 31 10. Transform the problem skillfully

Sometimes, the problems we encounter in life may be very difficult or even impossible to solve directly.However, if the problem is changed, and a seemingly difficult problem is transformed into another easy-to-solve problem through the transformation of materials, relationships, methods, and focus, the effect will be completely different. Problem transformation is a way to solve problems with curves, and its formula can be expressed as: A problem is actually a B problem; A relationship is actually a B relationship; To solve problem A is to solve problem B; Transform the problem, mainly including:

Transformation of the subject of the problem: Transform the problem that was originally this person into another person's problem. Conversion of question types: convert originally one type of questions into another type of questions. Transformation of problem levels: Transfer the problems of this level to the problems of the previous level or the next level. Transformation of problem situations: Transform the unsolvable problems in situation A to situation B. Conversion of problem objects: such as converting one's own problems into other people's problems. Transformation of the focus of the problem: change the original focus of attention to another focus that was not originally concerned.

The transformation of the direction of the problem: that is, the problem that was originally in this direction is transformed into another direction or even a completely opposite direction. For now, we focus on four transformations: (1) Transformation of the subject of the problem Once, an architectural design institute designed several office buildings for a certain unit.The office building was built and put into use.The unit suddenly pointed out that there are frequent exchanges between employees in each building.If the connection routes between the buildings are not scientific, it will delay time. Therefore, it is hoped that the design institute will design the most scientific and time-saving sidewalks between the buildings.

The designers came up with one plan after another, but they were all rejected one by one.Just when everyone was at a loss, a designer suddenly asked: Isn't it spring now?We might as well plant some grass on the main route between the buildings.The most traveled route must be the most convenient route, because in order to hurry, people always choose the shortest road when walking.This will leave the deepest and most visible marks on the grass.The route designed based on these traces is the most scientific and time-saving route. This plan was adopted immediately, and the sidewalk designed by the Architectural Design Institute according to these traces was really popular.

This is a typical example of transforming a problem.What was supposed to be a problem for designers has become a problem for pedestrians. (2) Transformation of the nature of the problem Change the nature of the object: it is originally one nature, and it is transformed into another nature.The above story actually contains a change in the nature of the problem; it was originally a problem designed by a designer with his brain, and finally turned into a problem designed by a pedestrian with his feet. I have had in-depth discussions with many marketing experts, and they often talked about such a point of view: the most important thing for marketing is to learn to sell!become? , That is, don't sell hard, but understand and meet the needs of others more. This is a great skill, and it also contains great wisdom.The key to this is: not making up our own minds, but letting the people we want to influence make up their own minds.There are many ways to make the other party make up their minds. For example, we can turn the sales target into a teacher who helps us make up our minds.

There is a car salesman who successfully closed a business through this method: A couple came to his shop, hoping to buy an old car, but they came several times, looked at it again and again, were not satisfied, and couldn't make up their minds for a long time.Based on careful observation, the salesman found that the couple had high self-esteem and were also critical.He thought: If the current sales method is used, they will not be satisfied.Therefore, he changed the way of sales promotion. Not only did he not complain about their pickiness, but he praised them for their good vision. A few days later, the opportunity to ask for advice came.A customer went to a store to sell his old car, and after haggling over the price, he finally settled for a low price of five hundred dollars.Afterwards, he called the couple very much, saying that someone was selling him an old car, but he was not sure, so he wanted to ask the couple to come and give advice.With the warm invitation, the couple was delighted and soon came over.John took them to look at the car carefully, and then said: After several contacts, I admire you more and more.You are all car savvy.Please take a look at this car, how much is it worth?

Surprised and moved by such respect, the couple touched and looked at the car, and finally said: We think that if the owner is willing to sell it for eight hundred dollars, you can buy it immediately. The salesman thanked them again for their suggestion, and then asked: If I paid so much for the car, wouldn't you want to buy it from me again? I am very willing!When the wife said immediately.But immediately began to hesitate again, and said: If you buy it first, don't you want to increase the price? It doesn't matter, you don't have to worry about this, since you are sure, I will give you 800 US dollars!

The couple happily bought the car from him, and both parties were happy. This salesman is indeed a master of conversion problems.First of all, he changed the nature of the object: it was originally the object of sales, but it became the teacher he asked for advice.At the same time, he changed the nature of the problem: from a problem of selling cars to a problem of asking others.This consultation satisfies the self-esteem and pride of others, and achieves better results than direct sales. (3) Change of the focus of the problem The transformation of the focus of the problem is to change the original focus of attention to another focus that was not originally concerned.

In ancient times, there was a county magistrate who was sad and unhappy all day long.He sought medical advice everywhere, but nothing improved.Later, he invited a famous doctor to see him. The famous doctor asked about his condition. After taking his pulse, he said solemnly: You have menstrual disorders. When the county magistrate heard it, he couldn't laugh or cry, and left in a huff.From then on, I told everyone about this strange thing, and every time I said it, I laughed out loud. Unexpectedly, the time is not long, and the county magistrate's illness will be cured without treatment.At this time, he suddenly realized, and immediately went to the famous doctor's house to thank him.The famous doctor told him: You are suffering from depression and heart disease. To cure your disease, there is no better medicine than laughter.

See, as soon as the focus is changed, the original illness is cured at once. (4) Transformation of problem direction Transform the direction of the problem, that is, the problem that was originally in this direction, is transformed into another direction or even the completely opposite direction. My friend, Ms. Emily Yau, graduated from Harvard Business School with honors, and later worked in the world-renowned consulting firm Boston Consulting Group (BCG) for many years.Recently, she wrote a book "Harvard MBA is nothing special, anyone can have the business acumen of Harvard MBA graduates".

She tells a wonderful story in this book: When US President Roosevelt ran for election again, the campaign office produced a brochure for him.In this booklet are photos of President Roosevelt and some campaign information.Thousands of brochures followed and were printed. But just a few days before the distribution of these brochures, the campaign office suddenly discovered a problem: the copyright of a photo in the brochure did not belong to them, and they had no right to use it, because the copyright of the photo was owned by a photo studio.The campaign office was in a panic because there was no time to reprint it.But if it is distributed like this, the photo studio is likely to ask for a huge amount of copyright fees. When encountering such a problem, many people may take this approach: send a representative to negotiate with the photo studio and try to get a lower price as soon as possible.But the campaign office has chosen a different path.They informed the photo studio that the campaign office would put a photo of President Roosevelt in the brochure they produced, and a photo from your photo studio was also among the candidates.Since several photo studios were on the shortlist, the campaign office decided to auction off the publicity opportunity, and the photo studio with the highest bid would get the opportunity.If your library is interested, you can return the bid within two days after receiving the letter, otherwise you will lose the right to bid. As a result, the campaign office received the photo studio's bid and check within two days.As a result, the election office not only got rid of the disadvantageous position of possible infringement, but also got a income because of it. A problem that might have been paid to the other party, through this conversion, has become a problem of the other party paying to oneself!In this way, through the transformation of the direction of the problem, not only the difficult problem is solved, but also the problem is turned into an opportunity!