There are many ways to convince investors that they will make money. At present, it is popular to adopt a prospectus with an expert's return on investment analysis. However, in the early days, people believed that seeing was believing.
Holiday Inn, a chain enterprise run by Wilson, the world hotel king and American tycoon, gained the trust of investors in this way.
at the beginning of Wilson's business, all his family had only one popcorn popper, which was paid on credit by installment and was worth 5 dollars.
At the end of World War II, Wilson made some money in business and decided to engage in land business. At that time, there were not many people in this business, because people were very poor after the war, and not many people bought land to repair houses, build shops and build factories, and the price of land was always low.
I heard that Wilson was going to do this unprofitable business, and all his good friends opposed it. But Wilson insisted that these people were too short-sighted. Although years of war have depressed the American economy, the United States is a victorious country, and its economy will take off soon. The price of land will definitely rise day by day, and there will be no problem in making money.
Wilson used all his money and a part of the loan to buy a large but unwanted piece of land in the suburbs. Because this land is low-lying, it is neither suitable for farming nor building houses, so it has been neglected, but after seeing it twice in person, Williamson bought this overgrown and desolate land at a low price.
this time, even my mother and wife, who rarely ask about business, intervened. However, Wilson believes that the American economy will soon be prosperous, the urban population will increase, and the urban area will continue to expand. The land he bought will definitely become a golden treasure.
As Wilson predicted, three years later, the population of the city increased sharply, and the urban area developed rapidly. The road was built all the way to the edge of Wilson's land, and most people suddenly found that the scenery here was really pleasant. The broad Mississippi River meandered by it, and the willows were shaded on both sides of the river, which was a good place for people to spend the summer.
As a result, the price of this land doubled immediately, and many businessmen rushed to buy it at a high price. However, Wilson was in no hurry to sell it, which was really unpredictable. Later, Wilson built a motel on this land and named it "Holiday Inn".
the idea is good, but there is no money, which is really the biggest problem for Wilson. Offering shares, others didn't understand the mode of "holiday hotel" and dared not take shares. Wilson didn't flinch. He had only one thought in his heart. He had to try his best to build a "holiday hotel" first, so that those who wanted to participate in the IPO could feel at ease and boldly participate in the IPO after seeing the model.
Wilson, who dared to think and do something, took the risk of failure and decisively mortgaged his house and the land where he was going to build a hotel and borrowed a loan of 3, dollars from the bank. In 1952, the second year of his trip, he finally built the first "Holiday Inn" on a piece of land next to Summer Avenue in Memphis, Tennessee, USA.
As a result, the business of "Holiday Inn" is very hot, and investors have seen the profit-making effect and invested in "Holiday Inn" in succession.
after gaining the trust of investors, Wilson pursued the victory and actively raised funds for establishing more "holiday hotels". At this moment, Wilson met a confidant lawyer William Wharton, who had strong analytical ability and a clear business mind. The two researchers agreed that the IPO should be offered by people who are willing to accept new ideas and new affairs and are willing to do good things for society, such as doctors, lawyers, priests and other middle classes. After careful preparation and repeated publicity, 12, shares were issued at a price of $9.75 each, and a miracle appeared. 12, shares were sold out in one day. This hard-won precious fund helped them build five more "holiday hotels". Later, in the same way, he successfully developed the "holiday hotel" to all parts of the country and achieved satisfactory results.
Implement the principle of "value for money": Holiday Inn founded by Wilson covers 49 countries and regions. No matter where in the world, whether it is an advanced country or a backward developing country, hotels and restaurants in the outlets of Holiday Inn must meet the most stringent international hotel standards. Wilson goes deep into reality and strictly manages. Every year, he personally or sends inspectors to "holiday hotels" at home and around the world to supervise and inspect them. If there are substandard hotels, he points out the problems and makes them improve within 3 days. If there is no improvement within the time limit, he can take back the signboard of "holiday hotels". In the Asia-Pacific region alone, four hotels were forced to take off the brand of "Holiday Inn" because of poor management, failure to meet the standards and failure to improve in time.
The staff working in Holiday Inn should receive the education of "customer first". Every staff member always thinks that when customers believe our service is the best, they choose to stay in Holiday Inn. Wilson believes: "Only by providing good accommodation for tourists and making them feel at home can we win customers." He personally designed the "Holiday Inn" with soft colors and bright light, which made customers feel a warm family atmosphere. The hotel has complete facilities, and the room is equipped with air conditioning, television, radio, stereo and refrigerator, which makes every passenger staying in the "Holiday Inn" as convenient as living at home. So as to get a comfortable rest and a pleasant pastime.
Wilson has a good way of running a business. In order to make money and attract more customers, he added many facilities and entertainment places in the Holiday Inn. In order to save passengers' expenses, a crib was set up in parents' room for free, which was very popular with parents. In the "Holiday Inn", services such as steam bath, swimming pool, golf and bowling are set up. The expenses of these facilities and venues are charged into the total fee. When customers live in the "Holiday Inn", they can use these facilities and venues freely. Even the consultation fee (except medicine fee) is free. This has won a lot of tourists, which is the unique skill of Wilson's management. Customers generally have such a psychology that even if they earn a lot of money and spend a lot of money, they like to take advantage of small things. If all services are accounted for with them, it will not only be troublesome, but also make passengers feel ripped off every time, which naturally makes them very disgusted. "We put these possible service fees into the total cost in advance. When passengers use them, they will no longer charge, and they will feel that they are taking advantage of it and have a sense of satisfaction." This is the genius of Wilson.
Because of its good geographical location, comfort and convenience, Holiday Inn is full of tourists and its business is very prosperous after its opening. Since then, Wilson's holiday hotels have mushroomed in the United States and other parts of the world, and this visionary "Mr. Feng Shui" has been successful.
Doing business is like playing chess. A mediocre player can only see the first step or two, but a clever player can see the last five or six steps. Being able to pay attention to everything and see farther and more accurately than others is Wilson's entrepreneurial quality.
When adopting this strategy, business operators should have foresight and courage, be good at observing and analyzing the market development, and look for fighters. When opportunities arise, they can make decisive decisions to meet the needs of market changes, so as to win in the competition.