

انديشه های پراکنده
پاشنه آشيل شرکتها، سازمانها، و بنگاههاي اقتصادي است. هم سازمانهايي که موفق شده اند ميزان فروش را رشد صعودي بخشند، و هر سازمانهايي که در فروش با ناکامي مواجه شده اند، همواره با اين پرسش و به رويند که چه علل و عواملي موجب افزايش فروش و يا کاهش فروش" است؟ براي پاسخگويي به اين پرسش ساده که پاسخ دشواري دارد، علاقه مندم از تجربه ي سالهاي پيشينم در انتشار اولين کتابم بگويم که با عنوان مديريت فروش و فروش حضوري با نگرش بازار ايران در سال 1384چاپ و منتشر شد. اين کتاب اکنون به چاپ سي و يکم رسيده است. اين در حالي است که در طول اين سالها، تعداد وسيعي
ضروري است پس از اين سالها با صراحت اعلام کنم که ما در فروش هنوز به بسياري از ظرائف و داناييها نيازمنديم و در اين باره نمي دانيم. دليل آن نيز پرواضح است. سالها پيش در کتابهاي دبيرستاني در درس فيزيک آموختيم بزرگ نابغه سر آمد جهان يعني اسحاق نيوتن، با کوششهاي فراوان علمي توانست جاذبه هاي نامرئي زمين را کشف کند.
نخست مجموعه کتابهاي دل گفته ها و دل نوشته هاي معلم بازاريابي در 3 جلد منتشر شد. به مرور احساس کردم فارغ از تجربيات و دانشها، ضروري است دريچه هاي تازه اي براي موضوعات بازاريابي و فروش گشوده شود. در ابتدا به تناسب رويدادهايي که در مشاوره با شرکتهاي بزرگ و کوچک و متوسط داشتم، همچنين در کلاسهاي متفاوتي که براي دانشجويان دانشگاهها بويژه در انستيتو مهندسي نفت دانشگاه تهران، سازمان مديريت صنعتي و دانشگاه علوم و فنون مازنداران براي دانشجويان MBA داشتم، دريافتم که جنس پرسشها کاملا تغيير يافته است. از اين رو لازم بود اقدامات تازه اي براي پاسخگويي به اين پرسشها فراهم شود. فراتر از جنس پرسشها، ظرفيت مخاطبان بود. درست يا نادرست، ما به بيماري عصر ديجيتاليسم گرفتار شده ايم. حوصله ي مطالعه حتي در بين دانشجويان کم شده است. با اين رويکرد، کوشيدم که تا حدود زيادي از تجزيه و تحليلهاي پيچيده فاصله بگيرم، پاسخها در حد لازم بويژه در قالب فهرستهاي راهکار عرضه شود. در نهايت، مجموعه ي آنچه پيش از اين در سايت شخصي من براي مديران فروش عرضه شده بود، تدوين و در قالب کتابهاي تازه اي با موضوع واحد 40 گفتار" متولد شد. نخستين کتاب از اين مجموعه با عنوان "40 گفتار پيرامون مديريت و رهبري در کسب و کار" پديد آمد. چهل گفتار پيرامون ارتقاي مهارتهاي فروش، کتاب دوم از اين مجموعه است.
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