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商业计划

Business Plan

大家好 我是你们的讲师Tom Ferry
Hi!I am coach Tom Ferry.
我知道你们将要面对的问题是
And I know one of the issues you are going to face
经纪人对于公司商业计划的拖延执行
is the pushback from your agents on business planning
我非常理解 因为跟你们一样我已经处理这类问题近二十年
I understand as I’ve been dealing with it for close to two decades just like you
以下就是失败的原因
Here is what we’re failing to look at
在门店里有两种不同类型的经纪人
There are two types of agents in your office,
一种我称之为“自由职业经纪人” 另一种是“顶级高产量经纪人”
what I call “lifestyle agents” and “top producers”
当我和这两类经纪人一起在一个屋子开会
And if I was in a meeting with all those people inside a room
让他们写目标与企划
when I said “write your goals and write your plan”
你会在开会期间听到两类经纪人那儿种种拖延说辞
you are gonna get different types of pushback from both those agents.
所以下面这个绝好的点子教给你 记住了
So here is the most important piece of advice for you.
首先是判断公司里谁是自由职业经纪人
First is to identify who are those lifestyle agents in my office.
他们的特点在于 喜欢孤注一掷
They are the ones very comfortable rolling the dice,
不会花费大量时间做计划
don’t spend a lot of time planning
最终你我双方互利共赢 都有钱赚
they make money and they make you money
但他们不会想成为在房地产领域叱咤风云的顶尖专业经纪人
But they are not striving to be that top producing take over the world real-estate professional
所以你最好就是成立两个企划组
The best thing you can do is to create two planning sessions
好的公司企划所必备的10个关键点
There’s ten major elements a good business plan should have
第一点 成立两个讨论组
The best thing you can do is to create two planning sessions
一类由自由职业经纪人组成
One for your lifestyle agents
对于他们 你只需要关注以下所讲的两点或三点
with them you are only going to focus on two or three
对于顶级高产量经纪人来说
With your top producers
10个部分都要关注
It’s taking them through all ten components
因为他们更倾向于跟踪 测量进度 然后写出市场营销计划书 完成很多其他工作
Because they are more inclined to want to track and measure and create their marketing plan and do so much more
让我们看看这10个关键点吧
Let’s take a look at the ten elements.
The first one is a little self-assessment
The first one is a little self-assessment
The first one is a little self-assessment
第一点是自我评估
The first one is a little self-assessment
We call it the pyramid starting with commitment
We call it the pyramid starting with commitment
We call it the pyramid starting with commitment
这是一个类似金字塔型的过程 以你投入这份工作为起始点
We call it the pyramid starting with commitment,

到你最终有一天能够在房地产业独当一面
all the way to the mastery in your business
掌握这份工作的门道
where you can actually sell your real estate practice some day
你需要从顶尖高产量经纪人那儿了解到
You have to find out from your top producers,
在任一领域 他们是如何定位自己的
how they would rate themselves in each one of those areas
第二点是 评估一下在2012年业务往来
The second thing is an assessment of where my business came from in 2012
从而可以确定2013年我的计划
so I can really powerfully articulate what I want to do in 2013
如果我正在跟踪并估量已经有业务往来的公司
I can forecast more aggressively, with more certainty
那么就可以更大胆地并更肯定地去预测
if I’m tracking and measuring where it already came from
第三点当然就是愿景陈述
The third element of your plan is of coursethe vision statement.
你我都心知肚明 有些人只是草草地看一眼计划上的数字
You and I both know some people would just look at those numbers on a plan
这些数字没有任何心跳 也不带任何情感
And there is no heartbeat to it,there is no emotion to it
看 激励是至关重要的因素
Look!Motivation matters.
我们需要知道 为什么他们想要让计划得以实现
And what we need to do is to discoverwhy they want to have this happened
并用激励的话语
and to create some compelling language
促使他们动身去做该完成的任务
that inspires them to go out to do the things they need to do
第四点
The fourth part of your plan
明确每天你需要发起多少新的话题
is to break it down to the number of new conversations
才能让顶级高产量经纪人采取行动
you need to have everyday for the top producers to move the needle
同样的 对自由职业经纪人也奏效哟
and by the way same thing for the lifestyle agents
第五点当然是营销日志
The fifth part of your plan of course isthe marketing calendar
很多的经纪人 尤其是自由职业经纪人
Too many agents especially our lifestyle agents
孤注一掷 殷切地向房地产大佬们祈祷
are rolling the dice and hoping and praying to the real estate gods
生意快些出现
that a transaction would show up
顶尖高产量经纪人心知肚明
The top producer knows
如果我提早一年想好 计划里要传达什么中心思想
If I decide in advance for the year,a general idea what pieces I’m going to send
可以制造出什么效益
and the results I want to produce
这样就能带动生产
that alone would boost the production
于是我的朋友—你 就能更快地通往财富之路
And get you, my friend, on a much faster path to wealth.
第六点就是流程图
The number six part of your plan is the progress chart.
它能清楚地展示我们目前阶段跟踪并测量的进度
It’s how we’re tracking and measuring what’s working and what’s not
第七点是日常清单
Number seven is your daily action checklist.
所有的计划和不错的点子只有试了才知好不好
All these plans and all these grandiose ideas are meaningless unless we implement.
第八点当然是你的营业费用
Number eight is of course your business expenses.
这三个三分之一我一直在强调
I talk a lot about three numbers a third a third a third
你三分之一的总收入需要用来整顿公司
A third of your gross income should be to reoperate your business
其中包括企业税收
that includes corporate taxation
你三分之一的业务收入需要贴补家用同时用作个人日常消费
A third of your business income should run your household and pay your personal expenses,
剩余的三分之一就作为收益
leaving them with one-third of their business as profit
想象一下你是一个掮客 你在公司内部
Think about for you as a brokerthink about for you inside your company
如果你让你所有经纪人切实遵循三个三分之一原则
If you got all of your agents around the mantra a third a third a third
你手下的经纪人会饱含热情干活
You’d have some really happy agents
人们也会不请自来地想要加入你们
And people banging down your doorlooking to join your organization
第九点是个人支出
Number nine is their personal expenses
是的 我们的计划进入了下一阶段
Yes,we are taking the planning to the next level
现在需要帮他们分配贴补家用的钱
Helping them by identify how much money they’re spending to run their household
还有个人税收费用
Including their personal taxes
在此期间不要忘了三个三分之一法则
’cause remember the goal is a third a third a third
最后一条当然就是每周例会 跟踪考察实时进展
Then the last one of course is the weekly meeting to measure and track performance
顶级生产商肯定是希望一切准备到位
Now again a top producer is gonna wanna have all of that in place
但是他们会需要你的帮助 他们需要你作为指引者
But they’re gonna need your helpThey’re gonna need your as a guide
不然就会有拖延借口出现
Otherwise the pushback will be there
因为他们可能对这些数字有些陌生
Because maybe they don’t know all these numbers
他们没有花时间去评估公司的业务来往
They haven’t taken the time to really assess where their business comes from
所以 作为领导 我们有义务在整个过程中帮助他们
It’s our obligation as leaders to help them through the process
如果有了自由职业经纪人 想想以下简单的问题
With your lifestyle agents, think about it as simple as this
你想要赚多少钱
How much money do you want to make?
也就是 交易目标是多少
You know what is the transaction goal?
如果你能给出一个营销计划的轮廓
And if you could put together some semblances of a marketing plan
自由职业经纪人会有更清晰的思路
They will perform at a much higher level
一切的源头都归结到作为领导的你身上
It all starts with you as the leader.
快点登录Myru网站
coming soon on Myru
引领你走向财富之路
Is navigating your road to wealth
那是你的计划 那是你的机遇
That’s your plan That’s your opportunity
记住你不是自由职业经纪人
To make sure that you’re not operating like a lifestyle broker,
而是顶尖高产量经纪人
you are operating like a top producing broker
获得与你能力相当的报酬
Who’s going to earn the money you deserve
这是我给你的建议
So that’s my advice to you
你也可以登录我们的网站YourCoach.com去下载我们的工作企划
You could also check out our website YourCoach.com to download our business plan
与Remax网站所做的计划对比一下
And look at it compared to the Remax plan
看看哪份计划更适合你的自由职业经纪人和顶尖高产量经纪人
And find out which one is gonna be right for your agents both your lifestyle and your top producers
这样他们才能打胜仗
So they can win.
感谢你的观看 一如既往地要记得 策略很重要
Thanks for watching.Remember as always, your strategy matters
但同时记得兴趣是最好的老师
and now more than everyour passion rules

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视频概述

lifestyle agent和top producer是什么?快来听大师讲解business plan的10个关键点……yourcoach.com你不容错过的好频道

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好饿好饿好饿我真的好饿

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视频来源

http://subtitle-biz.oss-cn-qingdao.aliyuncs.com/wusen/BPlan.mp4

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