BUSINESS DECLINE: WHAT TO DO?
业务下滑，怎么办？
比利（化名）是一家中型设计公司的领导者。他面临着业务下滑的困境，陷入了迷茫之中。他像在胡同中打转，渴望重现过去的辉煌。然而，一年又一年过去，直到我们的对话，他终于找到了转机的机会。以下是我们的教练对话记录：
教练：你好。比利，我们今天的对话有什么目标？
比利：业务不好，不知道该怎么办……竞争越来越激烈，设计费用……
教练：你现在的感受如何？
比利（叹气）（沉默）前方茫然，不知道该怎么办，我很担心。
教练：（沉默）
比利：我想知道该怎么继续下去。
教练：告诉我更多一点。
比利：我是设计公司的领导，公司已经成立了8年。最近一年业务明显下滑……是因为疫情吗？我不知道。实际上，在疫情之前，业绩就开始下滑了。为了生存，我们只能接一些不太理想的项目。员工很辛苦，经常加班，但利润不高，甚至亏损。
教练：你的忧虑来自业务下滑，而努力却看不到效果。
比利：是的，教练。我的员工都很优秀，愿意为公司拼搏，甚至在周末加班。只是回报不多，只是为了生存……如果继续这样下去，我们很快就会支撑不住了。
教练：这是一个困难的时刻，只为了生存，缺乏理想。
比利：是的，我应该怎么做？
教练：好的。我们今天的教练对话，你希望实现什么目标？
比利：我希望找到扭转公司境况的方法。
教练：你所说的“扭转”是什么意思？
比利：（思考）扭转……是指……
教练：（沉默）
比利：赢得一个大型项目。
教练：有多大规模？
比利：超过300万。
教练：好。什么时候？
比利：越快越好。
教练：什么时候？
比利：我们的员工都很忙，三个月后应该可以。
教练：在哪个行业领域？
比利：办公或酒店都可以。
教练：好的，你总结一下我们今天对话的目标是什么……
比利：寻找如何在三个月内获得一个超过300万设计费的办公或酒店项目的方法。
教练：好的。对你来说，达到这个目标有多重要？
比利：当然非常重要。我们需要流动资金，需要好项目，需要好设计，需要未来。
教练：我发现你说得很兴奋，今天是我第一次看到你笑了。
比利：是吗？哈哈，真的吗？是的。
教练：你对自己说了什么？
比利：（沉默）教练，我一直对设计抱有理想，只是为了生存而忘记了。刚才谈到好设计、好项目，那种感觉又回来了。
教练：好的。如果我们现在飞到三个月后，你还没有拿下一个300万的项目，你彻底失败了。你会怎样告诫现在的你？
比利：嗯……经济不好，疫情的关系，一切都变得缓慢了，包括回款、设计审批、签约，还有解除合同等等。
教练：除了这些外，你自己有没有原因导致无法拿下那个300万的项目？
比利：我们以前的项目都是接踵而至的，但现在情况不同了。我自己的原因嘛……（思考片刻）。
教练：是的，你自己的原因。
比利：我只关注了自己的人脉圈，没有扩大开阔。
教练：请再多告诉我一点。
比利：你知道吗？整个市场都放缓了，有些人脉改变了职业，有些人脉也遇到了问题。我认为最大的原因是竞争激烈，项目越来越难拿下，设计费也降低了……
教练：这是个困局……我注意到你有点生气。
比利：没有，没有。（沉默）
教练：你对自己说了什么？
比利：我应该更主动一些。
教练：什么意思？
比利：市场发生了变化，我需要主动出击，让他们再次看到我们过去的辉煌。
教练：那是什么阻止你这样做呢？
比利：我害怕。我害怕。（闭上眼睛）
教练：你看到了什么？
比利：一片黑暗。
教练：黑暗之后有什么？
比利：（思考片刻）这是个好问题……黑暗之后是机会。
教练：请告诉我你的想法。
比利：我要让更多的人知道我们的服务。对，为什么我不这样做呢？这太简单了。
教练：更多的是什么人？
比利：在这8年里，我们已经积累了一定的客户群，我需要整理一份清单。
教练：那你要怎样让他们看到你的辉煌？
比利：我需要重新审视我们的营销文案和策略。
教练：还有其它的吗？
比利：从客户群中筛选出最合适的客户。
教练：还有呢？
比利：我们都很忙……我需要确定和我一同出席营销会议最有效果的人，除了我们的营销经理。
教练：什么时候开始行动？
比利：立刻行动。对话结束后就开始。
教练：好的。你会和谁讨论你今天的计划？
比利：我会先和营销经理讨论一下今天对话的内容。
教练：那你打算什么时候安排这个讨论？
比利：这个嘛...今天筛选核心客户，明天联系他们和整理营销文本。希望这周可以开始主动出击。
教练：给我一个原因，今天的计划是最后没法执行的。
比利：哈哈。不可能。我一定会做的。
教练：是什么让你跃过了你的害怕？
比利：教练，其实我还是害怕的。只是没有对话开始前的害怕。
教练：你指给我看你的害怕在哪里？
比利：在这里。（按着胸口）很重。
教练：有多重？一最轻，十最重。
比利：六。
教练：开始的时候呢？
比利：九。
教练：好。今天你学到什么？
比利：有了目标行动就没有那么害怕。
教练：还有呢。
比利：教练，你说我会成功吗？
教练：你认为呢？
比利：我不知道？
教练：要怎样才知道。
比利：去做吧。哈哈。
教练：好...让我检查一下，你是否达到了今天的目标？
比利：有的。虽然不知道是否能在3个月内能做得到...
教练：但是...
比利：但是我总要尝试。跳出我的舒适区。
教练：好的比利。还有其他问题吗？
比利：没有了。
教练：比利，我们下周再见。
比利：好的，教练。
教练的目标是改变被教练者在组织中的行为，以便有机会突破困境。否则，在胡同里打转，却期望得到不同的结果，那是疯狂之举。并非每个人都适合接受教练，但比利是个积极的例子，他愿意改变、跳出舒适区、接受挑战，并且愿意进行思考。作为公司的领导者，他拥有一定的经验和智慧。
阻碍他前进的是内心的恐惧，然而，作为教练，我的角色并非心理辅导员，不是为了揭开他恐惧背后的原因，尽管我是心理辅导员。最重要的是继续前进，找到行动计划，并朝着目标迈进。我给了他建议吗？没有。教练不是财务公司，也不是在困难时即时提供援助的救星。路还是要自己走，自己承担责任，自我追问，亲身体验，不断成长。这才是持久发展的道路。
在我的桌上有美国作家歌德的一句名言：“以人们应该成为的样子对待他们，这样你就帮助他们成为他们有能力成为的样子。”
Billy (alias) is the leader of a medium-sized design company. He encountered a decline in business and fell into a predicament. He found himself going around in circles, yearning for the return of past glory. However, one year, two years, three years passed until our conversation, and that's when he discovered a turning point. Here is a record of our coaching dialogue.
Coach: Hi Billy, how can we make use of our conversation time today?
Billy: Business is not good, and I don't know how to proceed... The competition is getting tougher, and the design fees...
Coach: How are you feeling right now?
Billy: (sighs) (silence) I'm lost and unsure about the future... I'm very worried.
Coach: (silence)
Billy: I want to know how to move forward.
Coach: Tell me a little more.
Billy: I'm the leader of a design company, and we've been in business for 8 years. Our business has noticeably declined in the past year... Is it because of the pandemic? I don't know. In fact, the decline began before the pandemic. To survive, we've had to take on less-than-ideal projects. The employees are busy and often work overtime, but the profits are low, and we're even losing money.
Coach: You're worried because the business is declining, and your efforts haven't yielded results.
Billy: Yes, Coach. My employees are great and willing to work hard for the company. They even come back to work on weekends. It's just that their efforts aren't paying off. We're only working to survive... We won't be able to sustain this for much longer.
Coach: This is a difficult time, working only to survive without a clear vision.
Billy: Yes, and what can I do?
Coach: Okay. Our conversation today. What goals do you hope to achieve?
Billy: I want to know how to turn the company's situation around.
Coach: What do you mean by "turn around"?
Billy: (pondering) To turn around... it means...
Coach: (silence)
Billy: To win a large-scale project.
Coach: How large?
Billy: Over 3 million.
Coach: Okay. When?
Billy: The sooner, the better.
Coach: When?
Billy: Our employees are all busy, so anytime within three months.
Coach: What sector of projects?
Billy: Office or hotel projects would both work.
Coach: Alright, summarize the goal of our conversation today...
Billy: To learn how to secure a project, either an office or hotel project, with design fees of over 3 million within three months.
Coach: Okay. How important is it for you to achieve this goal?
Billy: It's definitely important. We need working capital, good projects, good designs, and a future.
Coach: I see you're excited. It's the first time I've seen you smile today.
Billy: Really? Haha. Is it? Yes, it is.
Coach: What are you saying to yourself?
Billy: (silence) Coach, I have ideals when it comes to design, but I've forgotten them while focusing on survival. When we talked about good designs and good projects just now, that feeling came back.
Coach: Okay. If we fast forward to three months from now and you haven't secured a 3-million project and you completely failed. How would you admonish your present self?
Billy: ... It's because of the bad economy and the pandemic. Everything has slowed down, from payments and design approvals to contracts and contract terminations...
Coach: And what about yourself?
Billy: Myself? What do you mean?
Coach: The reasons why you couldn't secure that 3-million project.
Billy: Our previous projects used to come one after another, but it's different now. The reason... (silence).
Coach: Yes.
Billy: I've only focused on my existing network, and I haven't expanded it.
Coach: Tell me more.
Billy: You know what? The entire market has slowed down. Some people have changed professions, and others have encountered problems. I think the main reason is that there are too many people and too few projects. When we do secure a project, the design fees are low...
Coach: It's a difficult situation... I see you're a bit angry.
Billy: No, no. (silence)
Coach: What are you saying to yourself?
Billy: I should be more proactive.
Coach: What do you mean?
Billy: The market has changed, and I need to take the initiative and let them know about our past successes.
Coach: What's preventing you from doing that?
Billy: I'm afraid. I'm afraid. (closes eyes)
Coach: What do you see?
Billy: Darkness.
Coach: What's behind the darkness?
Billy: (pondering) That's a good question... There are opportunities behind the darkness.
Coach: Tell me.
Billy: I need to make more people aware of our services. Yes, why haven't I done that? It's so simple.
Coach: More of what kind of people?
Billy: Over the past 8 years, we've accumulated a certain number of clients. I need to make a list.
Coach: How can you show them your brilliance?
Billy: I need to revamp our marketing materials and strategies.
Coach: What else?
Billy:
I need to select the most suitable clients from our client base.
Coach: Anything else?
Billy: We're all busy... I need to figure out who, besides our marketing manager, should attend the marketing meetings with me for the most effective results.
Coach: When will you do all of this?
Billy: I'll take immediate action. Right after our conversation.
Coach: Good. Who will you discuss your plans with?
Billy: I'll start by discussing the content of our conversation with the marketing manager.
Coach: How will you schedule the time?
Billy: Well... Today, I'll select core clients, tomorrow I'll reach out to them and organize the marketing materials. I hope to start taking initiative this week.
Coach: Give me a reason why today's plan might not be executed in the end.
Billy: Haha. Impossible. I will definitely do it.
Coach: What made you overcome your fear?
Billy: Coach, to be honest, I'm still afraid. It's just a different kind of fear than before our conversation started.
Coach: Can you show me where your fear is?
Billy: It's right here. (presses chest) It's heavy.
Coach: How heavy? On a scale of one to ten, with one being the lightest and ten being the heaviest.
Billy: Six.
Coach: And at the beginning?
Billy: Nine.
Coach: Okay. What did you learn today?
Billy: When I have a goal, I’m not as afraid to take action.
Coach: Anything else?
Billy: Coach, do you think I will succeed?
Coach: What do you think?
Billy: I don't know.
Coach: How will you find out?
Billy: By taking action. Haha.
Coach:
Good... Let me check if you've achieved today's goal.
Billy: I have. Although I'm not sure if I can accomplish it within three months...
Coach: But...
Billy: But I have to try. Step out of my comfort zone.
Coach: Well done, Billy. Any other questions?
Billy: None.
Coach: See you next week, Billy.
Billy: Okay, see you coach.
The coach's purpose is to transform the behavior of the coachee within the organization, thereby creating an opportunity to break through the current impasse. After all, it would be sheer madness to keep going in circles in the alley and expect different outcomes. Coaching isn't for everyone, but Billy serves as a positive example. He is willing to change, to step out of his comfort zone, to embrace challenges, and to engage in thoughtful introspection. As a leader within the company, he possesses a certain level of experience and intelligence.
The internal fear impedes his progress, yet it is not my role as a coach to delve into the reasons behind that fear, even though I am a counsellor. The most crucial aspect is to keep moving forward, to discover an actionable plan, and to strive towards the desired objectives. Did I provide any advice? No, I did not. A coach is not a financial institution or a miraculous solution that lends money to those in need. The path must be walked individually, assuming responsibility, being accountable, experiencing the journey firsthand, and fostering personal growth. That is the essence of a sustainable path.
On my desk, I have a quote from the American writer Goethe: "Treat people as if they were what they ought to be, and you help them become what they are capable of being."
Love.
腾讯公众号
David Tsui|徐敏聪
Business & Creativity Coach+Consultant
Ferryman
www.ferryman.pro
Coaching Brilliant Design Leaders That
Make A High Impact.
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