“富爸爸”的最新致富秘诀

　　作为《穷爸爸富爸爸》系列书的作者、投资家、企业家以及教育家，罗伯特·T·清崎（Robert Kiyosaki）的观点已经影响了很多人对待金钱和投资的看法。现在，他在《创业家》杂志发表文章《从繁荣与衰落中受益》（Benefit from Boom and Bust），继续将富爸爸的“致富秘诀”传授给“不够耐心”的企业家们，请他们耐心等待“六个星期”销售周期，然后再去享受商业促销所带来的喜悦；同时告诉他们在企业盛衰轮回中，推陈出新，做一些和别人截然相反的事情；更重要的是，避免常犯的三个错误。

　　他说，衰落会在每一次的繁荣过后到来，上升与下降总是交替轮回。因此，当企业一切良好的时候，也正是为其走下坡路做准备的时候。

　　几年来，在当企业由盛到衰的循环中，他发现了企业家们犯的三个错误。第一是在企业蒸蒸日上的时候去消耗。因为信心满涨，他们扩大生意范围，雇佣更多的员工，买大的房子，租新车或生更多的孩子。

　　第二是在经济转变、商业状况下滑的时候，信心骤减，企业家们开始节衣缩食。殊不知一味削减成本只会加快企业下滑。

　　富爸爸教给他最棒的秘密是在企业好的时候节俭，而在企业状况下滑的时候花费。换句话说就是，做与别人截然相反的事情。

　　在企业运作良好的时候，在花费上节省、提高收入以及资产负债率。使商业经济更加繁荣。如果要承担更多的债务，一定要小心。尤其是由于自我主义膨胀而进行的花费，比如扩建办公室之类的。

　　在企业状况逐渐转危的时候，不要削减有关商业销售方面的开支，比如广告和促销。相反，应该增加销售方面的支出，像促销以及市场花费。雇佣更多的销售人员、加大销售培训力度。一个充满竞争性的对外销售策划可以使你信心倍增。

　　在经济复苏时，那些曾经节省的开支会变得微不足道；而花费掉的费用则加倍回报回来，使企业迅速转盛。

　　第三个错误是不理解销售和促销的循环周期。富爸爸告诉他，应该是六个星期。那意味着，如果我今天做促销活动，我的销售增加将在六个星期后体现出来。一个使企业家们失败的原因是：他们不够耐心。他们做了推销活动，如果没有立刻收到回报，就认为那是无用之举。

　　永远不要停止商品推销、广告以及销售，无论企业处在繁荣期还是衰败期。

As I write, the economy is strong. Yet, as we all know, every boom is followed by a bust. Every up cycle is followed by a down cycle. So when things are good, that's the time to prepare for when things will be bad.

Over the years, I've seen entrepreneurs make three mistakes during boom-and-bust cycles. The first mistake is made when times are good: Entrepreneurs begin to spend. With increased confidence, they expand their businesses, hire more people, buy bigger houses, lease new cars or have more kids.

The second mistake occurs when the economy shifts and business slows down. Suddenly, confidence is shaken, and entrepreneurs begin to save. Cutting back only causes the business to fall faster.

One of the best secrets my rich dad taught me was to save when times are good, and spend when times are bad. In other words, do the exact opposite of what everyone else is doing.

When times are good, save money by paying off bills and improving income-to-expense and asset-to-liability ratios. Make the business financially stronger. Be careful about taking on more debt, especially ego debt, like bigger offices.

When times are bad, don't cut back on sales-generating activities like advertising and promotion. Instead, increase your sales, promotion and marketing budgets. Hire more salespeople and increase sales training. An aggressive outbound sales campaign reverses your fears--it gets energy flowing out and then flowing back to you in the form of sales.

When the economy recovers, a business that has saved money often emerges smaller and weaker. A business that has spent money emerges bigger and stronger, able to expand rapidly.

The third mistake is failing to understand the sales and promotion cycle. My rich dad taught me that it is a six-week cycle, meaning if I do some promotion today, my sales will increase in six weeks. One reason entrepreneurs fail: They're impatient. They do some promotion, but when nothing happens immediately, they think advertising is a waste of money.

Never stop promoting, advertising and selling, whether business is good or bad.

Robert Kiyosaki, author of the Rich Dad series of books, is an investor, entrepreneur and educator whose perspectives have changed the way people think about money and investing.