11Rules for Selling to a Skeptic

11 نقش برای فروش به شکاک

Let's face it: the greatest accomplishment for a member of the sales community is closing a deal with a skeptic. Many who are proficient at this art agree that it is far more gratifying to convince someone who initially felt your product was not necessary that it indeed is, than to complete what the industry terms an "easy sell." Lucky for us all, plenty of doubters buy products and services everyday. Let us examine eleven of the fundamental techniques used by those who succeed in persuading the worst of cynics.
1. Know your product/service
Know it inside and out, backwards and forwards. You should know its strengths, weaknesses, and any proprietary features. Also understand the factors that influence its supply and demand. All of these will strengthen your presentation and help the skeptic make a more informed purchasing decision. There should be nothing that anyone can tell you about what you solicit. You will definitely be asked questions, so be prepared to demonstrate all aspects of your product/service in response.
2. Know your prospect
Along with knowing your product comes knowing your prospect. Strive to know all you can about your target demographic and potential clients. Make sure you deal with the decision maker. You should know their purchasing habits, what motivation determines their choice, and how long a buying decision takes. You must understand how your product fits into their overall purchasing strategy. When you know the buying habits of your prospect, you can use it to develop a longer-term sales plan - that means repeat business. Put yourself in the most favorable position to get a "yes" by focusing on what most concerns your prospect.
3. Believe in your own words
You will never be effective selling something you do not believe in, particularly to someone who is already skeptical. Your lack of enthusiasm will be an obvious as you attempt to convince your potential buyer. When you emanate passion and confidence, you break down the wall of doubt the cynic has built. To not be a pillar of strength during your presentation is a sure-fire ticket to an abrupt "no." If you are lucky enough to sell a product you do not believe in, you still lose because you risk killing referral business and losing the trust of your customer.
4. Be transparent
Too often, we give strong pitches with lots of hype and little information. We will say, "If you want these benefits, buy my product." This is done with the hope that a prospect's curiosity about your bold claims will be enough to convince them to purchase. The idea that if you divulge too much information, you could dissuade your prospect is a far too common falsehood. Be prepared to give as much information as needed to convince the potential buyer to make a purchase. Transparency builds trust. Things people do not understand will always be greeted with "no." The more information available when making a purchasing decision, the more likely they are to say "yes." Another benefit of being transparent is the more resources you divulge free of charge, the more likely you are to generate interest in your product/service.
5. Gain trust by associating yourself with things they respect
By offering endorsements and testimonials, especially from well-known sources that your target market respects, you strike the chord of "trust." Many a skeptic has purchased based on the recommendations of individuals they respect. Secure associations along these lines and look to align yourself with trusted agencies through strategic partnerships. Major endorsements mean less resistance and lots of sales.
6. Offer a free trial, incentive, bargain, or guarantee
The structure of your offer can play a key role in building trust and enticing your prospect to buy. There are many variations of each, but incentives and guarantees are great ways to gain your potential buyer's confidence. Guarantees and free trails allow the skeptic to try the product/service before determining if your offer is a good fit. Incentives and discounts are also valuable tactics as they make the cynic feel they are getting a value. People always love the feeling of getting something for free and buying when it is a low/no-risk transaction. By guaranteeing the quality of your product/service, you disarm the skeptic and encourage them to buy. You also communicate an important message that you are confident in what you sell.
7. Compare and differentiate yourself from your competitors
Know the nature of your business. Is it commodity based, where the low price bidder wins? Is the strength of your brand a factor? Is there something unique about your offer? You must understand your competitors and their advantages and disadvantages. Once you have both the knowledge of your competitors and an understanding of the skeptic's needs, you can choose the most effective marketing angle. We offer such phrases as:
"The lowest cost" - you play to the desire for value
"The official" - you validate for authenticity
"The best" - you show superiority
"The only" - you offer exclusivity
If possible, demonstrate the differences that make your product/service unique or superior.
8. Sell the relationship, not the product
Contrary to popular belief, the best salespeople not only close deals, they foster relationships. Relationships are more valuable to both you and the prospect than a one-time transaction. For the salesperson, relationships bring repeat business and the ability to cross-market your offerings; increased referrals because you gain access to the prospect's network base, and the ability to charge a premium because of the higher perceived value of your relationship. For the skeptic, relationships help build trust. These bonds let them know they will not be abandoned after the transaction is finished. Ultimately, they are buying a relationship with you and your firm, not the product/service, so approach selling that way.
9. Focus on benefits offered and value delivered
Self-interest is the skeptic's primary concern, so focus on how your product/service solves their problem, fulfills their need, or satisfies their desire. If your prospect is solely bottom-line focused, your presentation should be centered on how your product or service will make or save them money. If your product satisfies a desire, focus on how it fills an emotional void. Emotional selling differs from bottom-line selling because it focuses on feelings rather than metrics. Remember to focus on the benefits that concern your potential buyer; anything else will make a skeptic lose interest and you lose the sale.
10. Isolate their objection
In life and business, two of the greatest challenges are making intelligent decisions and properly following through on them. One of your fundamental goals as a salesperson is to help people make informed decisions. To do so, ask two types of questions: those to better understand your potential buyer and his/her needs, and questions designed to lead your prospect to buy. A series of well-placed questions will allow you to isolate any objections. You should brainstorm every possible reason a skeptic will not buy from you and comprise an effective solution or rebuttal for each. Any other question should be crafted in a way that allows for only one reasonable answer, and that answer should compel your prospect to agree with you.
11. Don't seem desperate!
Your emotional state will be apparent to a skeptic. Never appear as though you "need" a sale. Everyone avoids a hard-pressed individual. Often we are conditioned to give to and buy from those who do not need our money. It is the same principle that makes us more likely give a rich man fifty-cents to make phone call because he has no change, than to a homeless man in need who makes the same request. Therefore, it is imperative that you operate from a mindset of abundance. Understand there is always a bigger sale out there, so you need not be pressed for this one. Your confidence will put the cynic at ease and make them more likely to buy from you.
Once internalized, these 11 points will mesh into an effective sales strategy. You will begin to think of them not as individual points to be mastered, but one comprehensive selling technique. They are designed to compliment each other and give you a thorough footing for selling to those who are naturally doubtful about you and your service. Master them and win!

by William Patterson
Reference: success.com

Five Sure-Fire Tips For Writing A Winning Resume

پنج مطمئنا آتش نکاتی برای نوشتن یک رزومه برنده

Resume writing can be a real task for anyone, even if you have several years of experience in your job. Resume writing is in part an art, but mainly it is a science that plays upon the psyche of the reader. Leaving your resume written unscientifically will jeopardize your job prospects. There are many professional resume writing services available both on the Internet and probably in your town. But if you want to do it yourself, here are the sure-fire tips that will definitely make your resume better:
Five Tips to Write Your Resume
1. Plan your resume to target the industry in general and the interviewer in particular. Doing this quickly brings the focus to:
a. Your Qualifications Summary: Be practical with this part; avoid making
goal statements because they may be out of line with a particular
company's positional standpoint. Also, don't get your personal goals and
qualifications mixed up; this section is about your qualifications, it
should stay away from any statement about your personal goals. This may
seem obvious, but it is a mistake that is often made.
b. The Goal Statement: This is the section for your statement on the goals you want to achieve. Here again, avoid mistakes like '. to serve the
organization as long as possible and grow to greater heights'. The reality
is, your employment's longevity is riddled with many practicalities and
ever-changing market dynamics.
c. Your Salary Expectations: Your resume is not the place to have this
discussion. Unless, of course, you want to torpedo your chances of either
getting the job or getting a higher salary. Leave this section for oral
negotiation.
2. Never write vague descriptions like '10 years experience in store management'. Instead, explain what and how you did in stores. A chemical store and an engineering materials store differ hugely in functionality. A description that applies to the former will not to the latter. Just like you were selling something (and you are!), it is better to be specific. Apply this principle to your specific career.
3. Your experiences are not true testimonies of your abilities until you make them link together. How do you do this? By highlighting verifiable and practical justifications. What you talk about in the interview must match the highlighted strengths on your resume. If they do not, you'll
just raise red flags.
4. Letting typos, grammar errors creep in suggests an unorganized character and uneducated behavior. It might not be fair, but that's the
way it is. Since your resume is in fact, your advocate, you must get the
most mileage out of it by having it edited or proofread by others, if you
can't do it yourself for some reason. Do it twice or three times if
necessary, but get the job done to perfection.
5. If you are a fresh grad, a new set of rules apply to you. As you can't
possibly be show extensive work experience, you need to highlight your
educational achievements and extracurricular activities, in place of the
experience and accomplishment sections. You can use this to your advantage by reflecting on your leadership skills- for example, if you were a
football team captain, organizational skills and accomplishments- or if
you were an editor of your school magazine, your meticulous attention to
detail.
The way you write your resume can either make or break your job candidacy. Also, if your resume will be posted on the Internet on some of the popular job boards, this means that it will be visible by nearly everyone. Not writing your resume properly, then, has the potential to sink your job
prospects entirely. Don't let this happen to you. By following the resume writing tips above, you will position yourself as a strong candidate and make your resume stand out from the crowd.

Written By Heather Eagar  assistant@heathereagar.com

Reference: 123oye.com

How To Start A Home-Based Resume Writing Business

چگونه برای شروع یک رزومه صفحه اصلی مبتنی بر کسب و کار نوشتن

Do you find yourself at work daydreaming of running a home-based business, only to become paralyzed by the fear of start-up costs and how to get started? If you are a good listener who enjoys helping people and have skills in the areas of researching, writing, and formatting documents on the computer, you might want to consider becoming a resume writer. Make no mistake – the industry is huge and competitive, and you will not get rich quickly. You can depend on a steady income if you work hard, but it won’t be immediate. The national salary average for a home-based resume writer ranges from $25,000 to $100,000 depending on how much marketing you do, how many clients you can manage weekly, how much you charge, and if you are working for yourself, in partnership with someone, or employing subcontractors to write your clients’ resumes and cover letters.

GETTING STARTED
If you are currently working and are not in a financial position to take a risk, keep your job and start slowly by working only in the evenings and on weekend. As a home-based entrepreneur, you must feel comfortable bringing clients into your home. If you have small children and your home does not have a separate entrance, make sure someone is able to watch your children to avoid interruption. Make sure your family is supportive and is willing to keep the house clean and quiet when you know you are expecting a client. If you are not comfortable with meeting clients in person, you can decide to work strictly over the Internet. Some resume writes meet at local libraries and coffee shops to conduct their client in-take interviews.

START-UP COSTS
To succeed as a resume writer does require a lot of determination and hard work, but it does not have to cost an unreasonable amount of money to get started. Start up costs will vary depending on your investment. To begin, you will want to purchase an up-to-date computer with high-speed Internet access and a good word processor such as MS Word or WordPerfect. Ideally, you should have a wireless laptop so you can sit somewhere comfortably when you work or for when you want to take your computer on the road for whatever reason. You will also need a laser printer, a desktop or internal fax (such as e-fax.com), and a second telephone line if you live with people who use the phone a lot. Supplies include toner and resume paper (http://www.southworth.com) if you are providing resume prints to clients (usually local resume services; Internet-based clients are satisfied with the electronic version of their resume). Mailing clients hard prints of their resumes is an added cost to them and you since you must charge tax on a tangible item. Good resume paper averages three to ten cents per sheet and postage costs depend on how many prints you are sending (can be a lot if the resume is two pages).

MARKETING YOUR BUSINESS
There are two sure-fire ways to generate new business. If you are looking to start small, local advertising in the Yellow Pages is the best way to get started. At first you can begin with an in-column print ad (simply having a commercial telephone number gives you a free line listing in the Yellow Pages under your business category, but will not generate as much business as an ad would) and eventually graduate to display ads with color or large black print ads. Often, the charge goes directly on your monthly phone bill.

The other way is to launch a website. Unless you can do your own website, you will need to hire a web designer. Cost range from $200 and up for a basic website – and will increase significantly depending on what you want done. You will need to tell your web designer what you want the website to say and how you want it to look and work for you. So be sure to do your homework by looking at other websites to get a feel for content and design.

After you have a website developed, potential clients must be able to find you on the Internet. That involves Search Engine Optimization (SEO) techniques. This is the difference between coming up in Google, Yahoo, and MSN one page 1 or 150. You can do Internet research on SEO strategies and teach yourself the necessary skills (recommended for the small business owner) or you can hire someone to do it for you. SEO costs range, and can be as much as $3,000 to get started and as much as $1,000 a month to maintain and increase your page ranking. There is also SEO software on the market that you can purchase to help you manage the process.

DEVELOPING YOUR SKILLS
Client relationships and the art of resume writing and cover letter writing are probably the hardest part of all. There are so many occupations out there that you must have a general understanding of most of them to engage in a good conversation with a jobseeker. They must be made to feel confident that you know what you are talking about and will be able to do their resume and cover letter. And, it is important that you know what you are doing in order to develop a good resume. Today’s jobseeker is very savvy and is capable of writing a fairly decent resume using a vast array of free information available to them in resume sample books and on the Internet. They hire professional resume writers because they need someone to provide consultative advice and to write a resume and cover letter in way that they cannot. You can visit many free Internet sites such as the Occupational Outlook Handbook or rent resume sample books from the library to study various job types, client situations, and wording. The best way to learn is working directly with clients. They will tell you what you need to know simply by answering your questions and telling you what they do, which should include their accomplishments.

A slow, but effective and affordable way to get started is to volunteer your free resume writing services. Who wouldn’t take advantage of that, considering today’s professional resume writer charges anywhere from $89 for a very basic resume to $1,500 for a comprehensive executive resume. You can advertise your free services at your local community college, library, and homeless shelter, as well as help friends, family, and neighbors. Don’t expect to generate new business this way. It could happen, but it is not likely.

Once you have gained a working knowledge of various occupational areas and have mastered the art of interviewing clients, you will need to have very good word processing and document formatting skills so you can create an attractive resume. You will also need to have a knowledge of the resume writing process so you can strategically lay the resume out on paper in the proper manner. For example, you should know that the Education section for a new college graduate is the first section before work experience unless their work experience is extensive. In short, you need to know what will sell your client (jobseeker) to a hiring company. This is why the resume is called a marketing tool.

When you are done creating the resume, the client will let you know if they are happy with the results and will work with you on revisions. When it is finalized, it is recommended to only send an email version of the resume to clients because they need to learn how to modify their resumes if they want to ensure a successful job search campaign (this is something you must teach them). This is the more affordable and efficient solution for both you and your clients because the hard prints quickly become obsolete. You should never send a cover letter in hardcopy because the cover letter must be personally addressed to the hiring manager/company. This should only be provided in electronic form i.e. email or disk/CD. Another very important form of the resume the client will need is a plain text version (ASCII). You will need to learn how to convert and format the resume to plain text so the client can upload their resume to major job boards such as monster.com, hotjobs.com, and careerbuilder.com.
DEFINING YOUR BUSINESS
A resume writer falls into two categories – a resume generalist or niche market. A resume generalist writes for all occupational disciplines and a niche market resume writer specializes in one occupation such as teachers, or a career level such college students. If you decide to target a niche market, you will be expected to have an expertise in this area. So be sure to master everything you need to know in that occupational area. You might not get as much business as a generalist would in the beginning, but as the years progress you will grow your niche business if you work hard and smart.

ESTABLISHING CREDIBILITY
Job seekers need to know they can trust you before paying you. One way is to establish yourself with resume writing organizations. They include the National Resume Writers’ Association (nrwaweb.com), the Professional Association of Resume Writers (parw.com), Career Masters Institute (cminstitute.com), and the Professional Resume Writers and Research Association (prwra.com). Annual memberships range from $150 to $175. You will have the opportunity to network with other resume writers on an e-list, have access to monthly newsletters, attend annual conventions (conventions are a few hundred dollars to attend), and get certified by taking (tough) certifying tests to get certified as a professional resume writer. Each organization has their own guidelines. Modest test taking fees average a couple of hundred dollars and the average first-time pass rate is 50% with the opportunity to re-test without having to pay additional fees. After that, the wait time is generally six month or a year to test again for a fee.

LEGAL CONSIDERATIONS
Check with your local Chamber of Commerce and accountant to set up your business structure, business registration, and taxes.

Written By Ann Baehr

Reference: 123oye.com

Selling to Target: 10Ways to Get a Target Buyer Interested in Your Product

فروش به هدف: 10 راه ها به هدف یک خریدار علاقه مند به محصول خود را

Why would you want to sell to Target?
Well, each of the 1,500 Target stores usually orders at least a half dozen products from each vendor -- that's at least 9,000 sales right out of the gate!
Sounds like a pretty good reason, right?
Plus, Target is the place to sell any high design products - Targé (Tar-jé), as it is sometimes called, has a certain cache.
Now, let me share another secret with you.
It's not all that hard to get Target interested in selling your products. Here's some insider information from a Target buyer...
How to Attract Target Buyers & Actually Get Your Products on Target's shelves
1. Attend industry tradeshows. Part of a buyer's job is to attend these tradeshows. So they are likely to be there, at least at the biggest ones.
2. Attend specialized trade shows that link buyers with manufacturers. These shows cost more money, but are worth it when you want guaranteed meetings with buyers.
3. Get publicity coverage. Publicity doesn't just help you sell products to consumers. It helps make you interesting to potential retail buyers.
4. Get included in industry publications. Reading these publications is part of a buyer's job. A favorable article about you and your product may catch a buyer's eye.
5. Get your products online. Yes, buyers spend time online, too. When you rank high in the search engines, are reviewed favorably in blogs, and have a great Web site, there is a high possibility that Target buyers will become interested in your product.
6. Sell your products on QVC and HSN. Yes, some Target buyers watch these channels. If your product sells on one of these shopping channels, chances are it has mass-market appeal. This is very important to Target buyers.
7. Get your product covered in the Minneapolis Star Tribune. All the buyers live near company headquarters and many read the daily local newspaper. So if you can get featured in that paper, you have many opportunities to be seen by buyers.
8. Get a distributor to present your product to a buyer. If the distributor has a relationship with a Target buyer and thinks you have a winning product, that will stand you in better stead.
9. Get a manufacturer to present your product to a buyer. See #8.
10. And last but not least: Get a Sales Rep from a Rep firm to present your product to a buyer. Some Rep firms work frequently with Target and their endorsement of your product can close the deal. There's a list of Rep firms in my free special report at the link at the end of the article.
Of course, there's a LOT more to getting you products on Target's shelves... You need to know
- What criteria does Target look for in a product?
- What financials do you need to know before approaching Target?
- Will you manufacture or license your product?
- When can you expect to be paid by Target?
- How long is the process?
- WHERE do you start?

by Margie Zable Fisher
Reference: success.com
 

Sales Success: Four Critical Steps

It's been said often, "Some folks can't seem to see the forest for the trees." Perhaps that's true in any arena, but it seems that it's rampant in sales, especially when sales are down. Time after time, when sales start to fall we find sales people becoming so caught up in the "slump" that they fail to focus on the four critical steps to consistent sales success.
Motivational speaking is a multi-million dollar a year business and, in large part, it is attended by those who need that inspirational reminder of what they already know. Not that speaking for a living is bad. I do that. The audience, however, through years of experience already knows the answer. They just need to be reminded.
Sales people tend to be motivated by immediate gratification. Those who have been in sales successfully for years understand that seeds planted today come to fruition later. Although there are moments of immediate gratification, frequently the fruition will take time. Motivational speeches are, perhaps, that little nudge to focus them not on the slump, but on the outcome.
Let's define the four critical steps to sales success, in order to re-establish successful habits. Mind you now, once you read this you'll know just how simple sales success can be, if only you'll focus on these four items and ignore all other distractions.
Question One: If your income comes from sales, are you making as much as you want or need?
If you answered, yes - Stop reading! You obviously are practicing the fundamental principles that create success and reading further is a distraction. Go back to doing what you do best.
If, on the other hand, you answered No - then you don't have enough sales. Sales create income and not enough income equals not enough sales. Solution - go get more sales.
Now, I know from making hundreds of presentations to countless sales professionals, some of you are a bit perplexed at my simplistic approach. How, you say, do we just go get more sales? We'll get to that, but for now stick with me. The first step is increasing your sales volume - Simple. There is nothing hard about this concept. It is critical to grasp, however, because the solution is always to the left. That statement will make sense a bit later.
Question Two: If you don't have enough sales to support your income needs, then aren't you lacking in enough people to see - enough presentations or appointments?
This one seems obvious. If you are not generating enough sales volume either you lack people to see (enough appointments) or your closing skills need improvement. More times than not, the issue isn't just closing skills, its people to present to and close.
Let's look at this two ways: (1) if you are having trouble setting appointments from your leads (which, by the way is closing), then you will have more trouble closing the sale when you do make a presentation; and (2) inadequate presentations will always result in inadequate sales.
So let's look at our matrix thus far. Remember the solution is always to the left!
PRESENTATIONS = SALES = YOUR INCOME
O.K., so you get it? The solution is always to the left. If you don't have enough presentations you won't have enough sales. So what now?
Question Three: If I don't have enough presentations, then how many leads do you have in your pipeline?
Well, I don't know. Probably enough! Really? Ask yourself this question; do you suspect that highly successful business people guess at their income or assets? Better still, if you were having surgery tomorrow would you want the person administering the anesthesia to guess at the amount? Of course not! Then, why would you guess about your leads?
If you don't know how many leads you have, then you don't have a finger on the pulse of your lifeline. For sales professionals, lead acquisition and management is critical. You can take it to the bank, if you lack presentations; you lack a sufficient number of leads to support your sales efforts.
Let's go back...remember the solution is always to the left. Look at the matrix again.
LEADS = PRESENTATIONS = SALES = YOUR INCOME
The point is - you have to have leads in order to make presentations and enough presentations equal sales and that creates your income...right?
So are those the four things?
No - those are three things that help to generate your income. Your income is the outcome and we've just identified three of the four critical steps to success. So what is the fourth?
Question Four: Since you've identified that lead deficiency is a problem, what's the solution?
Good question! Any building built on a weak foundation is subject to crumble. Likewise, any sales professional who misses the foundation of sales success will struggle and, likely fail. This foundation is prospecting.
One of my dear friends and a great professional speaker, Gary O'Sullivan (www.garyosullivan.com) states in his book "Principle Power" the following: "Every day you don't prospect, the next day you must settle for a lesser degree of performance!" Ladies and Gentlemen...that statement is a fact. The foundation of consistent sales performance is prospecting on a consistent basis.
How many times have I heard someone say to me in a job interview, "You hand me a lead and I'll close 'em. I'm a closer." Well, let me say, I didn't hire those folks because they were applying for a sales position and closing is just a part of the process. True sales professionals do four things: (1) prospect for leads; (2) develop the leads they identify; (2) make sales presentations; and (4) close sales. Each of those represents the four critical steps to sales success.
Remember the solution is always to the left!
PROSPECTING = LEADS = PRESENTATIONS = SALES = YOUR INCOME!

by Chuck Gallagher
Reference: success.com

The House of Competitiveness:

The Marriage of Agile Manufacturing, Design for Six Sigma, and Lean

Manufacturing with Quality Considerations

خانه رقابت : ترکیبی از طراحی برای شش سیگما، تولید چابک، شش سیگما و  تولید ناب با در نظر گرفتن کیفیت

نویسندگان :

Jami Kovach,  Paris Stringfellow,  Jennifer Turner, and  B. Rae Cho

مترجم: امید زندی

منبع: Journal of Industrial Technology -  July 2005

چکیده:
در گذشته شرکتها از برنامه های مشهور تولید ناب (LM) و شش سیگما (SS) برای کمک به حل مشکلات تولیدشان استفاده می کردند. اخیراً فلسفه های جدیدی برای بهبود تولید توسعه یافته که شامل تولید چابک (AM) و طراحی برای شش سیگما (DFSS) است.با وجود پیشرفتهای بسیار هریک از این فلسفه ها، هیچکدام از این برنامه ها به تنهایی مزیت رقابتی  که شرکتها برای موفقیت در بازار جهانی امروزی به آن نیاز دارند را فراهم نمی آورند. در این مقاله یک فلسفه تولیدی و کیفیتی در جهت رقابت ارائه گردیده که خانه رقابت (HOC) نامیده شده است. این فلسفه، مزیت رقابتی در بازار جهانی همواره در حال تغییر را از طریق ترکیب شش سیگما، تولید ناب، طراحی برای شش سیگما و تولید چابک به منظور بهبود در فرایندهای کیفیت، هزینه، انعطاف پذیری، پاسخگویی و نوآوری ایجاد می نماید.

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۳۲۰۰۰
قیمت ترجمه مقاله: ۱۲۰۰۰ تومان

What Is Your Strategy Management Philosophy?

فلسفه مدیریت استراتژی شما چیست؟

نویسنده : دیوید نورتون

مترجم: امید زندی

منبع: Balanced Scorecard Report
The strategy execution source
November-December 2008|volume 10, Number 6

هر حرفه ای رویکردی یا “مکتب تفکری” دارد. دیوید نورتون ادعا می کند که حرفه مدیریت استراتژی از این موضوع مستثناء نیست، همچنین اعتقاد دارد که رهبران کسب و کار بایستی بیشتر تلاش کرده تا مکاتب مختلف تفکر را خودشان یاد گرفته و آن مکتبی را که برای سازمانشان مناسب است، انتخاب کنند. کارت امتیازی متوازن در سیر تکاملی خود از ارزیابی عملکرد به عملکرد و سپس سیستم مدیریت استراتژی، تبدیل به یک مکتب تفکر با بسیاری مزیتهای قابل توجه فراتر از دیگر مکاتب پیشرو شده است.
اگر شما یک کوه یخ شناور را از نزدیک دیده باشید، بدون شک عملیات ذوب شدن بر روی سطح یخ را مشاهده نموده اید. هر روز بیشمار قطعه کوچک از آن جدا شده یا می شکنند و بر روی زمین یا در آب زیر آن می افتند. یک کوه یخ بقدری بزرگ است که تأثیر یک تکه یخ بر روی آن بسیار کم است ولی در مجموع، تأثیر این فرآیند مهم است. هر راهنمایی همواره به یک چشم انداز در کیلومترها دورتر اشاره می کند، این چنین نیست که در کمتر از ۱۵ سال نمای کوه یخ آنجا بود. اگر چه تغییرات روزانه از دور ظاهراً جزئی است، اما در طول ۱۵ سال مجموع آن می تواند چشمگیر باشد.
این موضوع چه ربطی به مدیریت استراتژی داشت؟ …

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۲۰۰۰۰
قیمت ترجمه مقاله: ۷۰۰۰تومان

Successful ISO 9000
implementation in Taiwan

How can we achieve it, and what does it mean?

اجرای موفقیت آمیز ایزو ۹۰۰۰ در تایوان

چگونه می توانیم به آن دست یابیم و مفهوم آن چیست ؟

نویسندگان : چینگ –آی لین و ونگ – یو جانگ
مترجم: فرهاد آریایی جو (نویسنده میهمان)
نشریه: International Journal of Productivity and Performance Management, 2008

چکیده
هدف – این مقاله در پی آن است که با استفاده از آزمونهای تجربی، چگونگی اجرای ایزو ۹۰۰۰ و منتفع شدن کسب و کارها از آن را، در تایوان مورد بررسی قرار دهد.
طراحی / متدولوژی/ یافته ها – از بین ۱۶۸۸پرسشنامه فرستاده شده به شرکت هایی که دارای گواهینامه ۹۰۰۰ هستند، ۴۴۱ پاسخ قابل استفاده جمع آوری شده است. با استفاده ازمدل برابری ساختاری، این مطالعه بر چارچوب تئوری بنا شده و با چهار متغیر کلیدی: حمایت مدیریت ارشد، طراحی کیفی، درگیری کارمندان، بهبود مستمر و عملکرد شرکت، در ارتباط است
یافته ها – نتایج تجربی نشان می دهد که در روابط مثبتی ما بین ISO 9000 و عملکرد تجاری وجود دارد. واژه های موفقیت بر ۴ اصل بنا شده، یعنی حمایت مدیریت عالی، طراحی کیفی، درگیری کارمندان و بهبود مستمر. این اصول یک سری زنجیری، نسبت به مولفه های موازی هستند.
خلاقیت / ارزش -  این مقاله چارچوب فکری را می سازد که به متغیرهای کلیدی زیر مربوط می شود: حمایت مدیریت ارشد، طراحی کیفی، درگیری کارمندان، بهبود مستمر و عملکرد شرکت. این مطالعه نه تنها تاثیر این اعمال را برعملکرد شرکت نشان می دهد بلکه فرآیند را از طریق عملکرد تأثیرات اجرای ISO 9000 توضیح می دهد. بعلاوه، این مقاله چارچوب تجربی را برای آزمودن چرخه PDCA معروف را بوجود می آورد. نتایج باید اطلاعات با ارزشی را برای بررسی موضوعات مدیریتی مشابه ارائه کند.

بخش هایی از مقاله:

ISO 9000 در تجارت یکی از مهمترین پدیده های اخیر در گسترش و جهانی سازی مدیریت کیفی تشریح شده است (دیک، ۲۰۰۰ ) برطبق آخرین آمار منتشره توسط (۲۰۰۶) ISO از اول تا آخرماه دسامبر ۲۰۰۵، ۱۶۱ کشور برای ۶۰۸/۷۷۶ گواهینامه حساب بازکرده اند. چنین رقم بالایی نیاز دارند که ISO 9000  را پدیده ای ضروری و جهانی بسازد. در حالیکه هدف ISO 9000 بخوبی شناخته شده است، چند موضوع هست که هنوز مورد توجه قرار نگرفته است. اولاً، نظرات خوش بینانه (آروز و سوزوکی، ۲۰۰۴؛ هورنگ، ۱۹۹۹؛ یاها وگو، ۲۰۰۱؛ کاسادیسو و کاراپتروویک، ۲۰۰۵) ونظرات بد بینانه (کوریگان، ۱۹۹۴؛استفان، ۱۹۹۴؛ سیما، ۲۰۰۰) درباره گواهینامه ISO9000 وجود دارد. در حالیکه بسیاری از تجار سود بدست آورده اند، بسیاری دیگر در کسب سود های تجاری و کیفی از طریق اجرای ISO 9000 سودی کسب نکرده و شکست خورده اند، بدین معنا که شرکت ها نتوانستند مزیتی از گواهینامه بدست آورند.

سینگ (۱۹۹۲) خاطر نشان می کند که اغلب شرکتها در ایالات متحده آمریکا و ژاپن چرخه PDCA را به روشهای تقریباً متفاوتی بکار می برند.
او توضیح می دهد که بسیاری از مدیران آمریکایی موفق به ایجاد بهبود معنی دار نشدند زیرا آنها از برنامه ریزی به مرحله اجرا می پریدند، ضعف ذاتی که در اینجا وجود دارد موجب می شود آنها هرگز نفهمند که برنامه ریزی کیفی نمی تواند بی درنگ و بی واسطه باشد.
بر عکس این گونه عمل کردن، زمان و هزینه قابل ملاحظه ای را خواهد برد. مختصراً زمان کافی باید برای تجزیه و تحلیل و انجام برنامه ریزی کیفی اختصاص یابد این وظیفه مدیران است که زمان کافی را برای برنامه ریزی کیفی جهت مناسب سازی برنامه ISO اختصاص میدهند به تمامی کارمندان کمک کند تا آنها به این موضوع پی ببرند که اجرای ISO به شرکتشان کمک خواهد کرد تا به اهداف سازمانیشان برسند.

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۳۶۷۰۰
قیمت ترجمه مقاله: ۱۲۰۰۰ تومان

Tourism service quality begins at the airport

کیفیت خدمت دهی  توریسم از فرودگاه آغاز می شود

نویسنده : Roberto Rendeiro Martin-Cejas
مترجم: مهدیه ایمانی پور
نشریه: Tourism Managemen,2006

چکیده
این مقاله سطح خدمت دهی تسهیلات فرودگاه Gran Canaria  را به عنوان تخمینی برای ارزیابی کیفیت خدمت دهی توریسم تحلیل می کند. سطح خدمت دهی ایجاد شده در یک سرویس بازرسی(check-in) در این فرودگاه به واسطه کاربرد تئوری صف تعیین می شود. این پارامتر با زمان فراغت موجود برای توریست ها در ساختمان ترمینال فرودگاه مرتبط است. بنابراین، این محاسبه مقیاس غیر مستقیمی از رضایتمندی توریستها از ارائه خدمت را به ما نشان می دهد.
بخش هایی از مقاله:

فرض کنید که اینجا یک باجه واحد وجود دارد که به وسیله یک نفر اداره می شود. باجه دارای محدوده ۶۰ مترمربعی جهت انتظار در صف است که به امور مربوط به تحویل چمدان ها و برچسب زدن به بلیط مسافران یاری می رساند. فرض می گیریم که مسافران تنها در محدوده  باجه وارد می شوند و مسافران با چند عدد چمدان در صف می ایستند. تعداد مسافرانی که به خدمت مورد نظر نیاز دارند نامحدود  است. نظم سیستم FIFO (اولین کسی که وارد می شود اول خدمت می گیرد) می باشد .

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۸۵۰۰
قیمت ترجمه مقاله: ۴۰۰۰ تومان

MBNQA-oriented self-assessment quality management system for contractors: fuzzy AHP approach

مدل خودارزیابی سیستم مدیریت کیفیت با رویکرد MBNQA برای پیمانکاران : دیدگاه فازی AHP

نویسندگان : کا- چی لام، مایک چون- کیت لام و دان وانگ
مترجم: مصطفی احمدی
نشریه: Construction Management and Economics، ۲۰۰۸

چکیده
بسیاری از فعالان حوزه ساختمان‌سازی، از عملکرد کیفی تعداد از پیمانکارانی که دارای گواهینامه ۹۰۰۰ : ۱۹۹۴ISO راضی نیستند. مدیریت کیفیت جامع(TQM)، سیستم مدیریت کیفیت را برای دستیابی به کیفیت بهتر و رضایت مشتری بیشتر از طریق گسترش روحیه بهبود مستمر (که توسط نسخه ۲۰۰۰ : ۹۰۰۱ISO نیز پذیرفته شده) به‌‌طور گسترده‌ای به کار گرفته است. اعتقاد براین است که TQM می‌تواند به افزایش کیفیت و بهروری در صنعت ساختمان‌سازی کمک کند. سیستم‌های خود ارزیاب فرصتی را برای طراحی کیفیت در تمام گستره سازمان تأمین می‌کنند و فرآیند خود ارزیابی به سازمان اجازه می‌دهد که نقاط قوت و ضعف خود را برای اقدامات بهبود مستمر شناسایی کند. در این مقاله یک مدل خودارزیاب سیستم مدیریت کیفیت(FQMS) با رویکرد MBNQA، که بر مبنای هفت معیار جایزه ملی مالکوم بالدریج (MBNQA ) می‌باشد، برای الگوبرداری توسط پیمانکاران ساختمانی پیشنهاد شده است. یک پژوهش پرسشنامه‌ای از کارشناسان مدیریت کیفیت ساختمانی هنگ‌کنگ (که در آن یک فرآیند تجزیه و تحلیل سلسله مراتبی( AHP ) فازی برای محاسبه وزن هفت معیار بکار گرفته شده است) اجرا شد. تفاوت‌های قابل توجهی برای اختصاص وزن در هفت معیار مخصوصاً در معیار ورودی (رهبری، برنامه‌ریزی استراتژیک و تمرکز بر مشتری و بازار) و معیار”نتایج” در مقایسه با وزن‌های اصلی MBNQA مشاهده شد.

جهت مشاهده اطلاعات بیشتر و دریافت فایل مقاله و ترجمه، به ادامه مطلب بروید
بخش هایی از مقاله:

باوجود رشد سریع صنعت ساختمان در بسیاری از کشورها، نقص‌های زیاد، بهره‌وری پائین، کیفیت پائین وضعف در استانداردها همچنان مشکلات اصلی شرکتهای ساختمانی هستند(بیمارایا، ۲۰۰۵). اجرای مدیریت کیفیت در حوزه ساختمان به خاطر تفاوت زیاد و ساختارهای ضعیف مشکل می‌باشد؛ و در نتیجه دستیابی به یک بهبود قابل قبول در کیفیت خیلی مشکل می‌باشد(لاووتان، ۱۹۹۶). بسیاری از مشتریان از عملکرد کیفی بدست آمده در پروژه‌هایشان رضایت ندارند (کومتا و اولومولایی، ۱۹۹۷). از طرف دیگر، بسیاری از شرکتها از جمله پیمانکاران سازندگان ساختمان از تلاش‌هایشان برای بهبود کیفیت از طریق سیستم‌های مدیریت مختلفی که به جای تمرکز به معیار کیفی، به طور گسترده به عقب‌ماندگی معیارهای مالی تمرکز می‌کنند، ناامید شده‌اند(توربیکا و سترو، ۱۹۹۹).

TQM به عنوان یک استراتژی یا فلسفه تجاری کل‌نگرانه برای دستیابی و حفظ تعالی عملکرد سازمانی دیده شده است(هانت، ۱۹۹۳). TQM یک فلسفه مدیریت منسجم(آراواتی، ۲۰۰۵؛ ایوانس و لیندسای، ۲۰۰۵) و مجموعه‌ای از اقدامات (ویتنی و پاوت، ۱۹۹۸؛ سیلا و ابراهیم‌پور، ۲۰۰۲؛ لی و همکاران، ۲۰۰۳) می‌باشد که به بهبود مستمر، برنامه‌ریزی بلند مدت، ارضای نیازهای مشتری، طراحی مجدد فرآیند، افزایش درگیر کردن کارکنان و کارتیمی، و روابط نزدیکتر با تأمین کنندگان تأکید می‌کند. پایه و بنیاد بکارگیری TQM در پروژه‌های ساختمانی این است کهTQM مکانیزمی منسجم برای خنثی کردن گرایشات بازدارنده‌ای که به خاطر وجود حرفه‌های متفاوت در پروژه‌های ساختمانی ایجاد می‌شود را ارائه می‌کند.

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۲۵۰۰۰
قیمت ترجمه مقاله: ۱۰۰۰۰ تومان

A Lean Six-Sigma approach to touch panel quality improvement

بهبود کیفیت صفحه لمسی با رویکرد شش‌سیگمای ناب

نویسندگان: مینگ نان چن و جرجونگ لیو
مترجم: مصطفی احمدی
نشریه: Production planning & Control، ۲۰۰۹

چکیده
تکنولوژی شش سیگمای ناب بعنوان یک استراتژی توانمند تجاری برای به کارگیری متدولوژی بهبود مستمر با ساختار مناسب به منظور کاهش موثر تغییرپذیری فرآیند و افزایش کیفیت در فرآیندهای تجاری با استفاده از ابزارهای آماری مطرح شده است. با این وجود، ادبیات آکادمیک مطالعات تجربی کمی را تا کنون در خصوص دیدگاه شش سیگما انجام داده است. این مطالعه رویه‌ای را که در دیدگاه شش سیگما برای افزایش کیفیت در تولید صفحه لمسی به کار گرفته می‌شود را شرح می‌دهد. این مطالعه تجربی روش‌های استفاده شده برای تعریف، سنجش، تجزیه و تحلیل، بهبود و کنترل در دیدگاه (DMAIC ) شش سیگما را شرح می‌دهد. این مطالعه تجربی شش سیگما به کارکردها و کارایی صنعت صفحه لمسی اشاره می‌کند و همین فرآیند می‌تواند به نمونه‌های بیشمار دیگر در صنعت توسعه یابد.

جهت مشاهده اطلاعات بیشتر و دریافت فایل مقاله و ترجمه، به ادامه مطلب بروید
بخش هایی از مقاله:

فاز تجزیه و تحلیل: این فاز برای تعیین و بررسی عواملی که بر متغیرهای ورودی و خروجی که به اهداف پروژه گره خورده‌اند تأثیر می‌گذارند استفاده می‌شود. ابزارهای آماری مثل آزمون فرض‌ها، تحلیل رگرسیون و تحلیل واریانس برای تعریف متغیرهای ورودی اساسی در شکل‌گیری مشکل به کار گرفته می‌شود.

زمانیکه صفحه لمسی با دنباله کابل ظریف وIC کنترل ترکیب می‌شود، مدار کنترل از محورهای x وy عبور می‌کند. خط متقاطع (حول x وy ) سوئیچی را روشن یا خاموش می‌کند و از این طریق علامتی را ایجاد می‌کند که پردازنده را هدایت می‌کند. از آنجائیکه مقاومت الکتریکی شیشه ITO و پوسته ITO متوازن است، تغییر ولتاژ یک آرایش خطی را می‌دهد. در نتیجه پردازنده مرکزی می‌تواند تغییر ولتاژ را محاسبه کند و همچنین موقعیت محل فشار را محاسبه کرده و محتوی ورودی را درک کند. تفاوت ولتاژ خطی بر دقت علامت ورودی تأثیر خواهد گذاشت. تعادل بین شیشه ITO ومقاومت الکترونیکی پوسته ITO به‌طور معنی‌داری بر وضعیت خطی اثر می‌گذارد.

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۱۷۵۰۰
قیمت ترجمه مقاله: ۵۲۵۰ تومان

Theory of constraints: a theory for operations management

تئوری محدودیت‌ها: تئوری عمومی مدیریت عملیات

نویسندگان: ماهش سی.گوپتا و لین بوید
مترجم: مصطفی احمدی
نشریه: International Journal of Operations & Production Management، ۲۰۰۸

چکیده
هدف- هدف این مقاله ارائه تئوری محدودیت‌ها(TOC) بعنوان تئوری عمومی مدیریت عملیات می‌باشد. مقاله ابتدا رابطه بین TOC و مفاهیم/اجزای اساسی مدیریت عملیات(OM) را مورد بررسی قرار می‌دهد و با استفاده از ادبیات منتشر شده تئوری محدودیت‌ها نشان می‌دهد که مفاهیم مدیریت عملیات چگونه می‌تواند با تئوری محدودیت‌ها یکپارچه شود. هدف دومی که دنبال می‌شود نشان دادن این است که TOC، بعنوان یک تئوری، دارای ویژگی‌های مناسب برای یک تئوری خوب می‌باشد.
طرح/ متدولوژی/ دیدگاه – با استفاده از یک دسته‌بندی رایج پذیرفته شده تصمیمات عملیات(فرآیند، کیفیت، موجودی و ظرفیت)، دیدگاه‌های سنتی، و نگرش‌های مختلف به تصمیمات عملیاتی و تصمیمات عملیاتی ذاتی TOC مقایسه شده‌اند.
یافته‌ها- این مقاله مطرح می‌کند که تئوری محدودیت‌ها دیدگاه‌هایی را برای تصمیمات عملیاتی ارائه می‌کند که مانع دام‌های بهینه‌سازی محلی از طریق دستیابی به حدود وظیفه‌ای در سازمان‌ها می‌شود. بعلاوه، در حالیکه انتظار می‌رود تئوری محدودیت‌ها معیارهای یک تئوری خوب را داشته‌ باشد، برای بسیاری از بخش‌ها به‌طور تجربی آزموده نشده است.
ابتکار/ ارزش- تئوری محدودیت‌ها می‌تواند بعنوان یک تئوری یگانه‌ساز یا پیش زمینه برای مدیریت عملیات باشد که مفاهیم جدیدی را برای محققان و یک قاعده کلی سازمان دهنده را برای مدرسان ارائه کند.
نوع مقاله: مقاله مفهومی

بخش هایی از مقاله:

بخش مهمی از این مقاله اثبات چگونگی مشاهده اصول و مفاهیم مدیریت عملیاتی(گاهی اوقات به یک جعبه ابزار اشاره می‌کند) که در ادبیات منتشر شده مورد بحث و بررسی قرار می‌گیرند بعنوان یک تمامیت منسجم می‌باشد(بخش۲). بعلاوه برای اینکه محققان TOC را بعنوان یک تئوری در مدیریت عملیات بپذیرند، آنها باید مشاهده کنند که TOC معیارهای لازم برای یک تئوری خوب را دارا می‌باشد. ما معتقدیم که دومین بخش مهم این مقاله نشان دادن این است که TOC این معیارها را دارا می‌باشد(بخش۳). بنابراین، مقاله حاضر بیشتر بدنه ادبیات تحقیق موجود TOC را توسعه می‌دهد و همچنین یک شکاف مشخص در ادبیات توسعه تئوری مدیریت عملیات را پرمی‌کند.

هر علمی از ۳ مرحله توسعه کاملاً مجزا و متفاوت عبور می‌کند. علوم در هر مرحله‌ای دیدگاه، اصطلاحات و حتی فروض اساسی خود را به طور کامل تغییر می‌دهند[...] ۳مرحله‌ای که هر علمی از آنها عبور می‌کند عبارتند از: دسته بندی، همبستگی و اثر- علت – اثر(تأکید شده است). [...] اغلب برخی اقدامات علمی درخصوص این(اولین) مرحله صورت ‌می‌گیرد ولی سهم اصلی معمولاً خلق اصلاحات اساسی موضوع می‌باشد. دومین گام- همبستگی- اغلب بیشتر عملی است. این گام رویه‌هایی را ارائه می‌کند که به اندازه کافی برای خلق برخی پیش بینی‌های عملی برای آینده توانمند هستند[...] اما مهمترین مرحله(مرحله‌ای که به خاطر اینکه ما را قادر می‌سازد تا همه چیز را در محیط عادی خلق کنیم بسیار قوی‌تر است) مرحله اثر- علت- اثر می باشد. فقط در این مرحله است که شناخت گسترده پذیرفته شده‌ای مبنی بر اینکه موضوع مورد مطالعه واقعاً یک علم است وجود دارد.

تعداد تقریبی کاراکترهای فایل ترجمه مقاله: ۴۰۰۰۰
قیمت ترجمه مقاله: ۱۲۰۰۰ تومان