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在生活中或者生意場(chǎng)上獲得了像贏了美國(guó)“超級(jí)碗”大賽那樣的成功后,，如果不馬上重新投入訓(xùn)練,，你就再也不會(huì)贏第二次——你必須保持饑餓感，無(wú)論輸贏,，無(wú)論成功還是失敗,。不管贏得今年超級(jí)碗的是卡羅萊納黑豹還是丹佛野馬，如果他們停止訓(xùn)練,，就再也不會(huì)舉起這座獎(jiǎng)杯,。成功需要保持專注，一旦停止追尋,，它就會(huì)和你擦肩而過(guò),。你必須把爭(zhēng)取成功作為一種應(yīng)盡的義務(wù)、一項(xiàng)不成功便成仁的任務(wù),、一樣不可或缺的東西,，你的心態(tài)得像一只在運(yùn)肉卡車車廂里的餓狗。

讓顧客知道你有饑餓感,。不要表現(xiàn)得好像你不需要他們的生意,。有句老話說(shuō)：“在真正成功之前,首先裝作成功?！编?，它在這里并不適用。相反,，你得“像餓了一樣去做事,，以保證自己不會(huì)挨餓?！?/p>

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今天我要向大家提出兩項(xiàng)挑戰(zhàn)：

1. 你必須改變自己的思路,。

沒(méi)人喜歡那些表現(xiàn)的高人一等的人，所以絕不要讓自己顯得重要到不需要?jiǎng)e人的生意,。如果你不需要他們的生意,，你也就沒(méi)生意可做。大家都欣賞那些能多付出一些,，真正向別人展現(xiàn)出自己的所想和所需而且珍視他人生意的人,。目空一切的態(tài)度永遠(yuǎn)也創(chuàng)造不出強(qiáng)大、資金充裕,、繁榮而又富足的經(jīng)濟(jì),。

在我主持的研討會(huì)上,，幾乎每次都會(huì)有人對(duì)我說(shuō)：“如果我對(duì)生意表現(xiàn)得過(guò)于迫切，恐怕就會(huì)顯得軟弱,?！蔽业幕卮鹨部偸且粯樱骸澳憧赡芊傅淖畲箦e(cuò)誤就是沒(méi)有對(duì)生意表現(xiàn)出饑餓感?！弊屛覀兠鎸?duì)一個(gè)事實(shí),，那就是在任何經(jīng)濟(jì)中，你需要客戶的程度都要超過(guò)他們需要你的程度,?！八麄冃枰遥也荒敲葱枰麄儭钡膽B(tài)度一定會(huì)失??；對(duì)待顧客時(shí)要顯得他們比你和你的公司更有價(jià)值，因?yàn)榍闆r確實(shí)如此,。

在任何時(shí)候都要表現(xiàn)得好像你的生命就依賴于每一筆交易,。如果你必須告訴別人你真的需要他們的生意，那么,，你就很可能表現(xiàn)得還不夠有饑餓感,。表現(xiàn)出饑餓感意味著你的目標(biāo)很高或者競(jìng)爭(zhēng)意識(shí)很強(qiáng)。它也許源于戰(zhàn)勝貧困或以往失敗經(jīng)歷的需要,，也可能是因?yàn)槟銓?duì)成功是如此的渴望,。無(wú)論你在生活中的位置如何，如果你想保持領(lǐng)先,，就必須愿意不惜代價(jià)地爭(zhēng)取更多生意,，無(wú)論時(shí)局是好還是壞。

2. 采取大量行動(dòng),。

去年做的事對(duì)眼下的市場(chǎng)來(lái)說(shuō)沒(méi)有任何意義,。曾是本領(lǐng)域龍頭，如今卻只能在書上看到的公司在歷史上比比皆是,。Sears和Kmart就是兩個(gè)絕佳的例子,。它們都曾是某個(gè)領(lǐng)域的主導(dǎo)者，但都因?yàn)榘谅チ诉@樣的位置,。目前這兩家公司都在市場(chǎng)中苦苦掙扎,。

把所有的時(shí)間、精力,、創(chuàng)造力和資源都用于推進(jìn)自己的目標(biāo)，讓自己出類拔萃到足以一直奪取競(jìng)爭(zhēng)對(duì)手的業(yè)務(wù),。真實(shí)的生意場(chǎng)是世界上最殘酷的戰(zhàn)場(chǎng),，它不容忍自負(fù),，也不容忍生活在過(guò)去中的人。顧客不會(huì)重視借口,、時(shí)機(jī),、原因、評(píng)級(jí),、過(guò)往和處境,，他們只重視結(jié)果。如果你想建立自己的經(jīng)濟(jì),，就得知道自己面對(duì)的是什么,。你必須愿意做別人不愿做的事，甚至在似乎“過(guò)分”的行為層面采取那些你自己或許都會(huì)認(rèn)為“不合理”的行動(dòng),。

缺少努力可能就是因?yàn)檎J(rèn)識(shí)不足,，或者十分自負(fù)，也可能二者兼有,。請(qǐng)變得比以前更有用,、更客氣、更容易相處,、更謙遜,，而且愿意付出額外的努力。

超過(guò)所有人的期望,，表明你真的希望和別人做生意,，并且竭盡全力來(lái)予以爭(zhēng)取。如果你讓客戶有了喜歡你的真正理由,，展現(xiàn)出愿為他們做任何事的可靠意愿,，總是能提供幫助而且絕不退縮，他們就會(huì)愿意跟你做生意,，無(wú)論是什么樣的生意,。請(qǐng)記住，增加洽談次數(shù)的唯一途徑就是跟更多的人進(jìn)行交流,，并且充分說(shuō)明他們?yōu)槭裁匆谀闵砩匣〞r(shí)間,。

就我個(gè)人而言，只要為我服務(wù)的人展現(xiàn)出那種饑餓感,，表明他們?cè)敢鉃榱藸?zhēng)取我的生意而竭盡全力,，我就會(huì)盡可能地為他們提供支持。只要能展現(xiàn)出這種饑餓的態(tài)度,，我就會(huì)一直跟他們做生意,。我覺(jué)得我的這種做法并不特殊。大多數(shù)人都希望獲得善待和關(guān)注,，他們渴望別人提供這樣的服務(wù),，因?yàn)槲覀兊奈幕腥鄙龠@一點(diǎn),。

你必須對(duì)自己獲得的所有機(jī)會(huì)展現(xiàn)出深深的欣賞和感激之情。要愿意通過(guò)“后仰”,、“側(cè)彎”,、甚至在必要時(shí)“倒立”等姿勢(shì)來(lái)讓別人知道你愿意不惜一切代價(jià)來(lái)爭(zhēng)取他們的生意。別讓過(guò)去的成功給自己一種虛假的安全感,，從而使你覺(jué)得今天和以后自己不再需要獲得成功,。你必須把注意力放在未來(lái)，這樣才會(huì)有未來(lái),。

一定要一直展現(xiàn)出你在發(fā)展業(yè)務(wù)方面的饑餓感和渴望,，途徑就是每時(shí)每刻都表明自己是多么的以服務(wù)為導(dǎo)向，而且對(duì)客戶是多么的感興趣,。不懈地跟進(jìn),，通過(guò)一切方法（當(dāng)然是合乎道德而且專業(yè)的方法）來(lái)爭(zhēng)取別人的生意。要有饑餓感,。（財(cái)富中文網(wǎng)）

譯者：Charlie

校對(duì)：詹妮

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When you win the Super Bowl, in life or in business, you cannot ever win again if you do not immediately go back to training — you must stay hungry, win or lose, success or failure. Whether the Panthers or the Broncos win the Super Bowl this year if they stop training they will never win another Super Bowl. Success requires constant attention and the moment you stop hunting for it, it will escape you. You must approach the creation of success as a must-have obligation, do-or-die mission, gotta-have-it, hungry-dog-on-the-back-of-a-meat-truck mentality.

Let your customers know you are hungry. Don’t act like you don’t need their business. There is an old saying that tells people to “fake it ’til you make it.” Well, this doesn’t apply here! Instead, you want to “act hungry to make sure you don’t end up hungry.”

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I challenge you today to do two things:

1. You must change your mindset.

No one likes people who act like they are better than others and never act so important you don’t need people’s business. If you didn’t need their business you wouldn’t be in business. Everyone appreciates someone who goes the extra mile and really shows others that he or she wants, needs, and values others’ business. You will never create a powerful, solvent, prosperous, and abundant economy with an attitude of arrogance.

In almost every seminar I conduct, someone will say to me, “I’m afraid I might seem weak if I act like I want the business too much.” My response is always the same: “The biggest mistake you can make is not to act like you’re hungry for the business!” Let’s face it: You need clients more than they need you in any economy. An attitude of, “they need me more than I need them” always fails; treat your customers as though they’re more valuable than you and your company—because they are.

Every moment of every day act like your life depends on every transaction. And if you have to tell someone that you really want his or her business, well then, you probably aren’t acting hungry enough! Acting hungry means that you’re aggressively ambitious or competitive. Perhaps it stems from a need to overcome poverty or past defeats or it is because your desire to succeed is so great. Regardless of your position in life, if you want to stay on top, you have to be willing to do whatever it takes to earn more business—during good times and bad.

2. Take massive action.

What you did last year means nothing in the market today. History is laden with companies that were number one in their field but who only exist nowadays between the pages of books. Sears and Kmart are two perfect examples of these. Both dominated their fields at one time, but their arrogance cost them their positions—and now they’re struggling in the market.

Spend all your time, energy, creativity, and resources in advancing your goals and getting so far ahead of the pack that you seize your competitors’ business along the way. The real world of business is the most brutal battlefield in the world; it will not tolerate conceit or people who are living in the past. Customers don’t value excuses, timing, reasons, ratings, yesterday, position; they only value results. If you want to create your own economy, you have to know what you are dealing with. You must be willing to do what others won’t do—and even take actions that you might deem “unreasonable” at activity levels that seem “obsessive”.

Any absence of effort is likely due to a lack of awareness, an abundance of arrogance, or a combination of the two. Be useful, courteous, accessible, humble, and now more than ever, willing to go the extra mile.

Surpass any and all expectations, act like you really want someone’s business—and do whatever you can to earn it. If you give your clients genuine reasons to like you, demonstrate an authentic willingness to do anything for them, are consistently helpful, and never quit, they will want to do business with you, whatever your business is. Remember that the only way to increase appointments is to increase the number of people to whom you speak—and then amplify the reasons why they should make time for you.

Personally, any time someone who serves me continues to exhibit that hungry desire to do anything humanly possible to earn my business, I find every reason possible to support him or her. I stick with that person as long as he or she keeps exhibiting that kind of hungry attitude, and I don’t think I am unique this way. Most people want to be taken care of and paid attention to, and they crave this type of service from people because it is lacking in our culture.

You must show great appreciation and gratitude for every opportunity you get. Be willing to bend over backward, sideways—even do handstands, if necessary—to let people know that you’ll do whatever it takes to earn their business. Don’t let yesterday’s successes give you a false sense of security and make you feel like you don’t need success today and tomorrow. You must have your attention on the future to create one.

Always, always, always demonstrate your hunger and desire to grow your business by displaying how service-oriented and interested you are in your clients on a daily basis. Follow up relentlessly and do anything you can (ethically and professionally, of course) in order to obtain someone’s business. Be hungry!