Value Proposition: Meditation vs. Xanax & Supplements

‫ﻣﺘﺮﺟﻢ ﻣﻦ ﺍﻹﻧﺠﻠﻴﺰﻳﺔ ﺇﻟﻰ ﺍﻟﻌﺮﺑﻴﺔ ‪www.onlinedoctranslator.com -‬‬ ‫ﻭﻫﺬﺍﻫﻮ ﺍﻟﺴﺒﺐ ﻓﻲ ﺃﻥ ﺯﺍﻧﺎﻛﺲ ﻫﻮ ﻣﻨﺘﺞ ﺑﻤﻠﻴﺎﺭﺍﺕ ﺍﻟﺪﻭﻻﺭﺍﺕ ﺑﻴﻨﻤﺎ ﻻ ﺃﻋﺮﻑ ﺃﻱ ﺷﺮﻛﺔ ﺗﺄﻣﻞ ﺑﻤﻠﻴﺎﺭﺍﺕ ﺍﻟﺪﻭﻻﺭﺍﺕ ﺗﻘﺮﻳﺒﺎً ‪ ...‬ﺫﺍﺕ ﻗﻴﻤﺔ‪.‬‬ ‫ﺃﻧﺎﻟﺴﺖ ﻫﻨﺎ ﻷﺟﺎﺩﻝ ﺣﻮﻝ ﻣﺎ ﺇﺫﺍ ﻛﺎﻥ ﺍﻟﺘﺄﻣﻞ ﺃﻓﻀﻞ ﻣﻦ ﺯﺍﻧﺎﻛﺲ )ﻣﻦ ﺍﻟﻮﺍﺿﺢ ﺃﻧﻪ ﻛﺬﻟﻚ( ﻭﻟﻜﻦ ﻫﺬﺍ ﻻ ﻳﻌﻨﻲ ﺃﻧﻪ ﻳﻨُﻈﺮ ﺇﻟﻴﻪ ﻋﻠﻰ ﺃﻧﻪ ﺃﻛﺜﺮ ﻗﻴﻤﺔ‪.‬‬ ‫ﻭﻫﺬﺍﻫﻮ ﺍﻟﺴﺒﺐ ﺃﻳﻀﺎً ﻭﺭﺍء ﻧﻤﻮ ﺻﻨﺎﻋﺔ ﺍﻟﻤﻜﻤﻼﺕ ﺍﻟﻐﺬﺍﺉﻴﺔ )‪ 123‬ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ‪،‬ﻣﺮﻛﺰ ﺟﺮﺍﻧﺪﻓﻴﻮ ﻟﻸﺑﺤﺎﺙ( ﻫﻮ ﺿﻌﻒ ﺣﺠﻢ ﺻﻨﺎﻋﺔ ﺍﻟﻨﻮﺍﺩﻱ‬ ‫ﺍﻟﺼﺤﻴﺔ)‪ 62‬ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ‪IHRSA،‬ﻛﻼﻫﻤﺎ ﻳﺤﻘﻖ ﻧﻔﺲ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺘﻮﻗﻌﺔ ‪" -‬ﺃﻥ ﺗﻜﻮﻥ ﺑﺼﺤﺔ ﺟﻴﺪﺓ"‪" ،‬ﺇﻧﻘﺎﺹ ﺍﻟﻮﺯﻥ"‪" ،‬ﺃﻥ ﺗﺒﺪﻭ ﺑﻤﻈﻬﺮ ﺟﻴﺪ"‪" ،‬‬ ‫ﺯﻳﺎﺩﺓﺍﻟﻄﺎﻗﺔ"‪ ،‬ﻭﻣﺎ ﺇﻟﻰ ﺫﻟﻚ ‪ -‬ﻭﻟﻜﻦ ﻳﻨُﻈﺮ ﺇﻟﻰ ﺃﺣﺪﻫﻤﺎ ﻋﻠﻰ ﺃﻧﻪ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﻷﻧﻪ ﻳﺘﻤﺘﻊ ﺑـ "ﺗﻜﺎﻟﻴﻒ" ﺃﻗﻞ‪.‬‬ ‫ﺍﻟﻨﺎﺱﺃﻛﺜﺮ ﺍﺳﺘﻌﺪﺍﺩﺍً ﻟﺪﻓﻊ ‪ ٢٠٠‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﻣﻘﺎﺑﻞ ﺍﻟﻤﻜﻤﻼﺕ ﺍﻟﻐﺬﺍﺉﻴﺔ ﻣﻦ ﺍﺷﺘﺮﺍﻙ ﺷﻬﺮﻱ ﺑﻘﻴﻤﺔ ‪ ٢٩‬ﺩﻭﻻﺭﺍً ﺃﻣﺮﻳﻜﻴﺎً‪ .‬ﺗﻨﺎﻭﻝ ﺣﺒﺔ ﺩﻭﺍء ﺃﻭ ﺷﺮﺏ‬ ‫ﻣﺸﺮﻭﺏﺳﺮﻳﻊ‪ ،‬ﺃﺳﺮﻉ ﻭﺃﺳﻬﻞ ﺑﻜﺜﻴﺮ ﻣﻦ ﺍﻟﺬﻫﺎﺏ ﺇﻟﻰ ﺍﻟﻨﺎﺩﻱ ﺍﻟﺮﻳﺎﺿﻲ ﻳﻮﻣﻴﺎً‪ .‬ﻭﻟﺬﻟﻚ‪ ...‬ﻳﻘُﺪﺭَّ‪.‬‬ ‫ﺍﻟﻌﺎﻟﻢﺍﻟﻤﺠﻨﻮﻥ ﺍﻟﺬﻱ ﻧﻌﻴﺶ ﻓﻴﻪ‪.‬‬ ‫ﻭﻳﻤﻜﻨﻚﺇﻣﺎ ﺃﻥ ﺗﺠﻠﺲ ﻭﺗﻨﺸﺮ ﻣﻨﺸﻮﺭﺍﺕ "ﺷﻜﻮﻯ" ﺣﻮﻝ ﻣﺎ "ﻳﻨﺒﻐﻲ" ﺃﻥ ﻳﻜﻮﻥ ﻋﻠﻴﻪ ﺍﻟﻨﺎﺱ‪ .‬ﺃﻭ ﻳﻤﻜﻨﻚ ﺍﺳﺘﻐﻼﻝ ﻃﺮﻳﻘﺔ ﺗﻌﺎﻣﻞ ﺍﻟﻨﺎﺱ ﻣﻊ‬ ‫ﺍﻵﺧﺮﻳﻦ‪.‬ﻧﻜﻮﻥﻭﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ‪.‬ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻣﺨﺼﺺ ﻷﻭﻟﺉﻚ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﺮﻳﺪﻭﻥ ﺃﻥ ﻳﻜﻮﻧﻮﺍ ﻣﻨﺘﺼﺮﻳﻦ‪ ،‬ﻭﻟﻴﺲ ﺿﺤﺎﻳﺎ ﻟﻠﻈﺮﻭﻑ‪.‬‬ ‫ﺇﻣﺎﺃﻥ ﺗﻜﻮﻥ ﻋﻠﻰ ﺣﻖ ﺃﻭ ﺃﻥ ﺗﺼﺒﺢ ﻏﻨﻴﺎً‪ .‬ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻭﺳﻴﻠﺔ ﻟﻠﺜﺮﺍء‪ .‬ﺇﺫﺍ ﺃﺯﻋﺠﻚ ﻫﺬﺍ‪ ،‬ﻓﺪﻋﻪ ﺟﺎﻧﺒﺎً ﻭﻋﺪ ﺇﻟﻰ ﺍﻟﺠﺪﻝ ﺿﺪ ﺍﻟﻄﺒﻴﻌﺔ ﺍﻟﺒﺸﺮﻳﺔ‪.‬‬ ‫ﺗﻠﻤﻴﺢ‪:‬ﻟﻦ ﺗﻐﻴﺮﻫﺎ‪.‬‬ ‫ﻣﻊﺫﻟﻚ‪ ،‬ﻓﺈﻥ ﻣﻌﺮﻓﺔ ﻣﺎ ﻳﻘُﺪﺭّﻩ ﺍﻟﻨﺎﺱ ﻣﻘﺎﺭﻧﺔ ًﺑﻤﺎ ﻳﻔُﻴﺪﻫﻢ ﺃﻣﺮ ٌﺃﺳﺎﺳﻲ‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻪ ﻳﻤُﻜﻨﻚ ﺇﻳﺠﺎﺩ ﻃﺮﻕ ٍﻟﻼﺳﺘﻔﺎﺩﺓ ﻣﺎﺩﻳﺎً ﻣﻦ ﺍﻷﺷﻴﺎء ﺍﻟﺘﻲ‬ ‫ﻳﻘُﺪﺭّﻫﺎﺍﻟﻨﺎﺱ ﻟﻤﻨﺤﻬﻢ ﻣﺎ ﻳﺤﺘﺎﺟﻮﻧﻪ ﺣﻘﺎً‪.‬‬ ‫ﻓﻮﺯﻟﻠﺠﻤﻴﻊ‪.‬‬ ‫ﻳﻤﻜﻨﻚﺃﻥ ﺗﺘﺮﻙ ﺃﺛﺮﺍ ﻓﻲ ﺍﻟﻜﻮﻥﺑﻴﻨﻤﺎﺗﺤﻘﻴﻖ ﺍﻟﺮﺑﺢ‪.‬‬ 7 ‫ﺣﺴﻦﺍﻟﻨﻴﺔ ﻣﺠﺎﻧﻲ‬ ‫"ﻣﻦ ﻗﺎﻝ ﺃﻥ ﺍﻟﻤﺎﻝ ﻻ ﻳﺴﺘﻄﻴﻊ ﺷﺮﺍء ﺍﻟﺴﻌﺎﺩﺓ‪ ،‬ﻟﻢ ﻳﻘﺪﻡ ﻣﺎ ﻳﻜﻔﻲ‪".‬‬ ‫ﻣﺠﻬﻮﻝ‬ ‫ﺹ‬ ‫ﺍﻷﺷﺨﺎﺹﺍﻟﺬﻳﻦ ﻳﺴﺎﻋﺪﻭﻥ ﺍﻵﺧﺮﻳﻦ )ﺩﻭﻥ ﺃﻱ ﺗﻮﻗﻌﺎﺕ( ﻳﺨﺘﺒﺮﻭﻥ ﻣﺴﺘﻮﻳﺎﺕ ﺃﻋﻠﻰ ﻣﻦ ﺍﻟﺮﺿﺎ‪ ،‬ﻭﻳﻌﻴﺸﻮﻥ ﻟﻔﺘﺮﺓ ﺃﻃﻮﻝ‪،‬ﻭﺍﺭﺑﺢ ﺍﻟﻤﺰﻳﺪ ﻣﻦ‬ ‫ﺍﻟﻤﺎﻝ‪.‬ﺃﻭﺩ ﺃﻥ ﺃﺗﻴﺢ ﻟﻚ ﻓﺮﺻﺔ ﺇﻳﺼﺎﻝ ﻫﺬﻩ ﺍﻟﻘﻴﻤﺔ ﺇﻟﻴﻚ ﺧﻼﻝ ﺗﺠﺮﺑﺔ ﺍﻟﻘﺮﺍءﺓ ﺃﻭ ﺍﻻﺳﺘﻤﺎﻉ‪ .‬ﻭﻟﺘﺤﻘﻴﻖ ﺫﻟﻚ‪ ،‬ﻟﺪﻱ ّﺳﺆﺍﻝ ﺑﺴﻴﻂ ﻟﻚ‪...‬‬ ‫ﻫﻞﺳﺘﺴﺎﻋﺪ ﺷﺨﺼﺎً ﻟﻢ ﺗﻘﺎﺑﻠﻪ ﺃﺑﺪﺍً‪ ،‬ﺇﺫﺍ ﻟﻢ ﻳﻜﻠﻔﻚ ﺫﻟﻚ ﺃﻣﻮﺍﻻً‪ ،‬ﻭﻟﻜﻨﻚ ﻟﻢ ﺗﺤﺼﻞ ﻋﻠﻰ ﺃﻱ ﺗﻘﺪﻳﺮ ﻟﺬﻟﻚ؟ ﺇﺫﺍ ﻛﺎﻥ ﺍﻷﻣﺮ‬ ‫ﻛﺬﻟﻚ‪،‬ﻓﻠﺪﻱ ّﻃﻠﺐ ٌﺑﺎﻟﻨﻴﺎﺑﺔ ﻋﻦ ﺷﺨﺺ ٍﻻ ﺗﻌﺮﻓﻪ‪ .‬ﻭﻋﻠﻰ ﺍﻷﺭﺟﺢ ﻟﻦ ﺃﻋﺮﻓﻪ ﺃﺑﺪﺍً‪.‬‬ ‫ﺇﻧﻬﻢﻣﺜﻠﻚ ﺗﻤﺎﻣﺎً‪ ،‬ﺃﻭ ﻛﻤﺎ ﻛﻨﺖ ﻗﺒﻞ ﺑﻀﻊ ﺳﻨﻮﺍﺕ‪ :‬ﺃﻗﻞ ﺧﺒﺮﺓ‪ ،‬ﻭﻣﻠﻴﺉﻴﻦ ﺑﺎﻟﺮﻏﺒﺔ ﻓﻲ ﻣﺴﺎﻋﺪﺓ ﺍﻟﻌﺎﻟﻢ‪ ،‬ﻭﻳﺒﺤﺜﻮﻥ ﻋﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﻟﻜﻨﻬﻢ ﻏﻴﺮ‬ ‫ﻣﺘﺄﻛﺪﻳﻦﻣﻦ ﺃﻳﻦ ﻳﺒﺤﺜﻮﻥ‪ ...‬ﻭﻫﺬﺍ ﻫﻮ ﺍﻟﻤﻜﺎﻥ ﺍﻟﺬﻱ ﺗﺄﺗﻲ ﻓﻴﻪ‪.‬‬ ‫ﺍﻟﻄﺮﻳﻘﺔﺍﻟﻮﺣﻴﺪﺓ ﺍﻟﺘﻲ ﻧﻌﺘﻤﺪﻫﺎ ﻓﻲ ‪ acquire.com‬ﻟﺘﺤﻘﻴﻖ ﻣﻬﻤﺘﻨﺎ ﻓﻲ ﻣﺴﺎﻋﺪﺓ ﺭﻭﺍﺩ ﺍﻷﻋﻤﺎﻝ ﻫﻲ‪ ،‬ﺃﻭﻻ‪ ً،‬ﺍﻟﺘﻮﺍﺻﻞ ﻣﻌﻬﻢ‪ .‬ﻭﻓﻲ ﺍﻟﻮﺍﻗﻊ‪،‬‬ ‫ﻳﺤﻜﻢﻣﻌﻈﻢ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﻟﻜﺘﺎﺏ ﻣﻦ ﻏﻼﻓﻪ )ﻭﻣﻦ ﻣﺮﺍﺟﻌﺎﺗﻪ(‪ .‬ﺇﺫﺍ ﻭﺟﺪﺕ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻗﻴﻤﺎ ًﺣﺘﻰ ﺍﻵﻥ‪ ،‬ﻓﻬﻞ ﻟﻚ ﺃﻥ ﺗﺨﺼﺺ ﻟﺤﻈﺔ ﺍﻵﻥ ﻟﻜﺘﺎﺑﺔ‬ ‫ﻣﺮﺍﺟﻌﺔﺻﺎﺩﻗﺔ ﻟﻠﻜﺘﺎﺏ ﻭﻣﺤﺘﻮﻳﺎﺗﻪ؟ ﻟﻦ ﻳﻜﻠﻔﻚ ﺫﻟﻚ ﺷﻴﺉﺎ ًﻭﻟﻦ ﻳﺴﺘﻐﺮﻕ ﺃﻛﺜﺮ ﻣﻦ ‪ 60‬ﺛﺎﻧﻴﺔ‪.‬‬ ‫ﺳﻮﻑﺗﺴﺎﻋﺪﻙ ﻣﺮﺍﺟﻌﺘﻚ…‪.‬‬ ‫‪....‬ﺭﺟﻞﺃﻋﻤﺎﻝ ﺁﺧﺮ ﻳﺪﻋﻢ ﺃﺳﺮﺗﻪ‪.... .‬ﻣﻮﻇﻒ ﺁﺧﺮ ﻳﺠﺪ ﻋﻤﻼ ً‬ ‫ﻳﺠﺪﻩﺫﺍ ﻣﻌﻨﻰ‪.‬‬ ‫‪....‬ﻋﻤﻴﻞ ﺁﺧﺮ ﻳﺨﺘﺒﺮ ﺗﺤﻮﻻ ًﻟﻢ ﻳﻜﻦ ﻟﻴﺨﺘﺒﺮﻩ ﻟﻮﻻ ﺫﻟﻚ‪.‬‬ ‫‪....‬ﺗﻐﻴﻴﺮﺁﺧﺮ ﻓﻲ ﺍﻟﺤﻴﺎﺓ ﻧﺤﻮ ﺍﻷﻓﻀﻞ‪.‬‬ ‫ﻭﻟﻜﻲﻳﺤﺪﺙ ﺫﻟﻚ‪ ...‬ﻛﻞ ﻣﺎ ﻋﻠﻴﻚ ﻓﻌﻠﻪ ﻫﻮ‪ ...‬ﻭﻫﺬﺍ ﻻ ﻳﺴﺘﻐﺮﻕ ﺃﻛﺜﺮ ﻣﻦ ‪ 60‬ﺛﺎﻧﻴﺔ‪ ...‬ﺗﺮﻙ ﻣﺮﺍﺟﻌﺔ‪.‬‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺴﺘﺨﺪﻡ ‪ - Audible‬ﺍﺿﻐﻂ ﻋﻠﻰ ﺍﻟﻨﻘﺎﻁ ﺍﻟﺜﻼﺙ ﻓﻲ ﺃﻋﻠﻰ ﻳﻤﻴﻦ ﺟﻬﺎﺯﻙ‪ ،‬ﺛﻢ ﺍﻧﻘﺮ ﻓﻮﻕ ﺍﻟﺘﻘﻴﻴﻢ ﻭﺍﻟﻤﺮﺍﺟﻌﺔ‪ ،‬ﺛﻢ ﺍﺗﺮﻙ‬ ‫ﺑﻀﻊﺟﻤﻞ ﺣﻮﻝ ﺍﻟﻜﺘﺎﺏ ﻣﻊ ﺗﺼﻨﻴﻒ ﻧﺠﻤﻲ‪.‬‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﻘﺮﺃ ﻋﻠﻰ ‪ Kindle‬ﺃﻭ ﻗﺎﺭﺉ ﺇﻟﻜﺘﺮﻭﻧﻲ ‪ -‬ﻳﻤﻜﻨﻚ ﺍﻟﺘﻤﺮﻳﺮ ﺇﻟﻰ ﺃﺳﻔﻞ ﺍﻟﻜﺘﺎﺏ‪ ،‬ﺛﻢ ﺍﻟﺘﻤﺮﻳﺮ ﻷﻋﻠﻰ ﻭﺳﻴﺆﺩﻱ ﺫﻟﻚ ﺗﻠﻘﺎﺉﻴﺎً‬ ‫ﺇﻟﻰﻣﻄﺎﻟﺒﺘﻚ ﺑﻤﺮﺍﺟﻌﺔ‪.‬‬ ‫ﺇﺫﺍﻗﺎﻣﻮﺍ ﺑﺘﻐﻴﻴﺮ ﺃﻱ ﻣﻦ ﻭﻇﺎﺉﻔﻬﻢ ﻟﺴﺒﺐ ﻣﺎﻱ ‪ -‬ﻳﻤﻜﻨﻚ ﺍﻟﺬﻫﺎﺏ ﺇﻟﻰ ﺻﻔﺤﺔ ﺍﻟﻜﺘﺎﺏ ﻋﻠﻰ ﺃﻣﺎﺯﻭﻥ )ﺃﻭ ﺃﻳﻨﻤﺎ ﺍﺷﺘﺮﻳﺖ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ(‬ ‫ﻭﺗﺮﻙﻣﺮﺍﺟﻌﺔ ﻣﺒﺎﺷﺮﺓ ﻋﻠﻰ ﺍﻟﺼﻔﺤﺔ‪.‬‬ ‫ﻣﻼﺣﻈﺔ‪-‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺸﻌﺮ ﺑﺎﻟﺮﺿﺎ ﻋﻦ ﻣﺴﺎﻋﺪﺓ ﺭﺍﺉﺪ ﺃﻋﻤﺎﻝ ﻣﺠﻬﻮﻝ ﺍﻟﻬﻮﻳﺔ‪ ،‬ﻓﺄﻧﺖ ﻣﻦ ﺍﻟﻨﻮﻉ ﺍﻟﺬﻱ ﺃﻓﻀﻠﻪ‪ .‬ﺃﻧﺎ ﻣﺘﺤﻤﺲ ﺟﺪﺍً ﻟﻤﺴﺎﻋﺪﺗﻚ ﻋﻠﻰ‬ ‫ﺗﺤﻘﻴﻖﺍﻟﻨﺠﺎﺡ ﻓﻲ ﺍﻟﻔﺼﻮﻝ ﺍﻟﻘﺎﺩﻣﺔ )ﺳﺘﺤﺐ ﺍﻟﺘﻜﺘﻴﻜﺎﺕ ﺍﻟﺘﻲ ﺳﺄﺷﺮﺣﻬﺎ ﻗﺮﻳﺒﺎً(‪.‬‬ ‫ﺑﻲﺑﻲ ﺍﺱ ‪-‬ﻧﺼﻴﺤﺔ ﺣﻴﺎﺗﻴﺔ‪ :‬ﺇﺫﺍ ﻗﺪﻣّﺖ ﺷﻴﺉﺎً ﻗﻴﻤّﺎً ﻟﺸﺨﺺ ﻣﺎ‪ ،‬ﻓﺴﻴﺮﺑﻂ ﻫﺬﻩ ﺍﻟﻘﻴﻤﺔ ﺑﻚ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺣﺴﻦ ﻧﻴﺔ‬ ‫ﻣﻦﺭﺍﺉﺪ ﺃﻋﻤﺎﻝ ﺁﺧﺮ‪ ،‬ﻓﺄﺭﺳﻞ ﻟﻪ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ‪.‬‬ ‫ﺷﻜﺮﺍ ًﺟﺰﻳﻼ ًﻟﻜﻢ ﻣﻦ ﺃﻋﻤﺎﻕ ﻗﻠﺒﻲ‪ .‬ﻭﺍﻵﻥ ﻧﻌﻮﺩ ﺇﻟﻰ ﺑﺮﻧﺎﻣﺠﻨﺎ ﺍﻟﻤﺠُﺪﻭﻝ ﺑﺎﻧﺘﻈﺎﻡ‪.‬‬ ‫‪-‬ﺃﻛﺒﺮ ﻣﻌﺠﺐ ﺑﻚ‪ ،‬ﺃﻟﻴﻜﺲ‬ 8 ‫ﻋﺮﺽﺍﻟﻘﻴﻤﺔ‪ :‬ﻋﻤﻠﻴﺔ ﺍﻟﺘﻔﻜﻴﺮ‬ ‫"ﺇﺫﺍ ﻟﻢ ﺗﻨﺠﺢ ﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻷﻭﻟﻰ‪ ،‬ﺣﺎﻭﻝ‪ ،‬ﺣﺎﻭﻝ‪ ،‬ﺣﺎﻭﻝ ﻣﺮﺓ ﺃﺧﺮﻯ‪".‬‬ ‫ﺗﻮﻣﺎﺱﻫـ‪ .‬ﺑﺎﻟﻤﺮ‪ ،‬ﺩﻟﻴﻞ ﺍﻟﻤﻌﻠﻢ‬ ‫ﺃﻧﺎ‬ ‫ﺃﺭﻳﺪﺃﻥ ﺃﺟﺮﻱ ﻣﻌﻚ ﺗﻤﺮﻳﻨﺎً ﺍﻵﻥ‪ .‬ﺃﺭﻳﺪ ﺃﻥ ﺃﻭﺿﺢ ﻟﻚ ﺍﻟﻔﺮﻕ ﺑﻴﻦ ﺣﻞ ﺍﻟﻤﺸﻜﻼﺕ ﺍﻟﻤﺘﻘﺎﺭﺏ ﻭﺍﻟﻤﺘﺒﺎﻋﺪ‪ .‬ﻟﻤﺎﺫﺍ؟ ﺣﺘﻰ ﺗﺘﻤﻜﻦ ﻣﻦ ﺍﺑﺘﻜﺎﺭ ﻋﺮﺽ ٍ‬ ‫ﺭﺍﺉﻊ ٍﻳﺼُﺒﺢ ﺣﺠﺮ ﺍﻷﺳﺎﺱ ﻓﻲ ﻋﻤﻠﻚ‪ .‬ﺍﻟﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﻘﺎﺭﺏ ﻭﺍﻟﻤﺘﺒﺎﻋﺪ‬ ‫ﺑﺒﺴﺎﻃﺔ‪،‬ﺣﻞ ﺍﻟﻤﺸﻜﻼﺕ ﺍﻟﻤﺘﻘﺎﺭﺑﺔ ﻫﻮ ﺃﻥ ﺗﺄﺧﺬ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ‪ ،‬ﺟﻤﻴﻌﻬﺎ ﻣﻌﺮﻭﻓﺔ‪ ،‬ﺑﺸﺮﻭﻁ ﺛﺎﺑﺘﺔ‪ ،‬ﻭﺗﺘﻘﺎﺭﺏ ﺇﻟﻰ ﺇﺟﺎﺑﺔ ﻭﺍﺣﺪﺓ‪ .‬ﻓﻜﺮّ ﻓﻲ‬ ‫ﺍﻟﺮﻳﺎﺿﻴﺎﺕ‪.‬‬ ‫ﻣﺜﺎﻝ‪:‬‬ ‫ﻟﺪﻳﻚﺛﻼﺛﺔ ﻣﻨﺪﻭﺑﻲ ﻣﺒﻴﻌﺎﺕ‪ ،‬ﻛﻞ ٌّﻣﻨﻬﻢ ﻗﺎﺩﺭ ﻋﻠﻰ ﺍﺳﺘﻘﺒﺎﻝ ‪ ١٠٠‬ﻣﻜﺎﻟﻤﺔ ﺷﻬﺮﻳﺎً‪ .‬ﻳﺘﻄﻠﺐ ﺍﻷﻣﺮ ﺃﺭﺑﻊ‬ ‫ﻣﻜﺎﻟﻤﺎﺕﻹﺗﻤﺎﻡ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﻭﺍﺣﺪﺓ )ﺑﻤﺎ ﻓﻲ ﺫﻟﻚ ﺣﺎﻻﺕ ﻋﺪﻡ ﺍﻟﺤﻀﻮﺭ(‪.‬‬ ‫ﻳﺠﺐﻋﻠﻴﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ‪ 110‬ﻣﺒﻴﻌﺎﺕ‪...‬‬ ‫ﻛﻢﻋﺪﺩ ﻣﻮﻇﻔﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﺬﻳﻦ ﻳﺠﺐ ﻋﻠﻴﻚ‬ ‫ﺗﻮﻇﻴﻔﻬﻢ؟ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻤﺴﺘﻨﺘﺠﺔ‪:‬‬ ‫‪1‬ﻣﻨﺪﻭﺏ ﻣﺒﻴﻌﺎﺕ = ‪ 100‬ﻣﻜﺎﻟﻤﺔ ‪4‬‬ ‫ﻣﻜﺎﻟﻤﺎﺕ= ﺇﻏﻼﻕ ﻭﺍﺣﺪ‬ ‫‪100‬ﻣﻜﺎﻟﻤﺔ‪ 4/‬ﻣﻜﺎﻟﻤﺎﺕ ﻟﻜﻞ ﺇﻏﻼﻕ = ‪ 25‬ﺇﻏﻼﻗﺎً ﻟﻜﻞ ‪ 100‬ﻣﻜﺎﻟﻤﺔ‬ ‫‪25‬ﺇﻏﻼﻗﺎً ﻟﻜﻞ ﻣﻤﺜﻞ‬ ‫ﺍﻟﻬﺪﻑ‪ 110:‬ﻣﺒﻴﻌﺎﺕﺍﻟﻤﺠﻤﻮﻉ‪ 25/‬ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﻟﻜﻞ ﻣﻨﺪﻭﺏ = ‪4.4‬‬ ‫ﻧﻈﺮﺍًﻷﻧﻪ ﻻ ﻳﻤﻜﻨﻚ ﺗﻮﻇﻴﻒ ‪ 4.4‬ﻣﻤﺜﻼً‪ ،‬ﻓﻘﺪ ﻗﺮﺭﺕ ﺃﻧﻪ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ‬ ‫ﻟﺪﻳﻚﺧﻤﺴﺔ‪ .‬ﺍﻹﺟﺎﺑﺔ‪ :‬ﻭﺑﻤﺎ ﺃﻥ ﻟﺪﻳﻚ ‪ ،3‬ﻓﺄﻧﺖ ﺗﺴﺘﺄﺟﺮﺍﺛﻨﻴﻦﺃﻛﺜﺮ‪.‬‬ ‫ﻣﺴﺎﺉﻞﺍﻟﺮﻳﺎﺿﻴﺎﺕ ﻣﺘﻘﺎﺭﺑﺔ‪ .‬ﻓﻴﻬﺎ ﻣﺘﻐﻴﺮﺍﺕ ﻛﺜﻴﺮﺓ ﻭﺇﺟﺎﺑﺔ ﻭﺍﺣﺪﺓ‪ .‬ﻧﻌُﻠﻢّ ﻃﻮﺍﻝ ﺣﻴﺎﺗﻨﺎ ﻓﻲ ﺍﻟﻤﺪﺭﺳﺔ ﺍﻟﺘﻔﻜﻴﺮ ﺑﻬﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ‪ ،‬ﻭﺫﻟﻚ ﻟﺴﻬﻮﻟﺔ‬ ‫ﺍﻟﺘﺼﺤﻴﺢ‪.‬‬ ‫ﻟﻜﻦﺍﻟﺤﻴﺎﺓ ﺳﺘﻜﺎﻓﺉﻚ ﻋﻠﻰ ﻗﺪﺭﺗﻚ ﻋﻠﻰ ﺍﻟﺤﻞ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﺒﺎﻋﺪ‪ .‬ﺑﻤﻌﻨﻰ ﺁﺧﺮ‪ ،‬ﻓﻜﺮّ ﻓﻲ ﺣﻠﻮﻝ ﻣﺘﻌﺪﺩﺓ ﻟﻤﺸﻜﻠﺔ ﻭﺍﺣﺪﺓ‪ .‬ﻟﻴﺲ ﻫﺬﺍ‬ ‫ﻓﺤﺴﺐ‪،‬ﻓﺎﻹﺟﺎﺑﺎﺕ ﺍﻟﻤﺘﻘﺎﺭﺑﺔ ﺛﻨﺎﺉﻴﺔ‪ ،‬ﺇﻣﺎ ﺻﺤﻴﺤﺔ ﺃﻭ ﺧﺎﻃﺉﺔ‪ .‬ﻣﻊ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﺒﺎﻋﺪ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻋﺪﺓ ﺇﺟﺎﺑﺎﺕ ﺻﺤﻴﺤﺔ‪ ،‬ﻭﺇﺟﺎﺑﺔ ﻭﺍﺣﺪﺓ‬ ‫ﺃﻛﺜﺮﺻﺤﺔ ﻣﻦ ﻏﻴﺮﻫﺎ ﺑﻜﺜﻴﺮ‪ .‬ﺭﺍﺉﻊ‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟‬ ‫ﻫﺬﺍﻣﺎ ﺗﻘﺪﻣﻪ ﻟﻨﺎ ﺍﻟﺤﻴﺎﺓ ﻟﻠﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﺒﺎﻋﺪ‪ :‬ﻣﺘﻐﻴﺮﺍﺕ ﻣﺘﻌﺪﺩﺓ‪ ،‬ﻣﻌﺮﻭﻓﺔ ﻭﻏﻴﺮ ﻣﻌﺮﻭﻓﺔ‪ ،‬ﻇﺮﻭﻑ ﺩﻳﻨﺎﻣﻴﻜﻴﺔ‪ ،‬ﺇﺟﺎﺑﺎﺕ ﻣﺘﻌﺪﺩﺓ‪.‬‬ ‫ﻭﻟﻬﺬﺍﺍﻟﺴﺒﺐ‪ ،‬ﺃﺭﻳﺪ ﺃﻥ ﺃﻗﻮﻡ ﺑﺘﻤﺮﻳﻦ ﻣﻌﻚ ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﻨﺸﻂ ﺍﻟﺠﺰء ﻣﻦ ﺩﻣﺎﻏﻚ ﺍﻟﺬﻱ ﺳﺘﺤﺘﺎﺝ ﺇﻟﻰ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻣﻦ ﺃﺟﻞ ﺻﻨﻊ ﺷﻲء ﺳﺤﺮﻱ‪.‬‬ ‫ﺃﺳُﻤﻴّﻪﺗﻤﺮﻳﻦ "ﺍﻟﻄﻮﺑﺔ"‪ .‬ﻻ ﺗﻘﻠﻖ‪ ،‬ﻟﻦ ﻳﺴﺘﻐﺮﻕ ﺳﻮﻯ ‪ ١٢٠‬ﺛﺎﻧﻴﺔ‪.‬‬ ‫ﺗﻤﺮﻳﻦﺍﻟﻄﻮﺏ‬ ‫ﺍﻵﻥ‪،‬ﺃﺭﻳﺪﻙ ﺃﻥ ﺗﻀﺒﻂ ﻣﺆﻗﺘﺎً ﻋﻠﻰ ﻫﺎﺗﻔﻚ ﻟﻤﺪﺓ ‪ ١٢٠‬ﺛﺎﻧﻴﺔ‪ .‬ﻣﺎ ﻋﻠﻴﻚ ﻓﻌﻠﻪ‪ :‬ﻓﻜﺮّ ﻓﻲ ﺣﺠﺮ‪.‬‬ ‫ﺍﻛﺘﺐﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦﻣﺨﺘﻠﻒﺍﺳﺘﺨﺪﺍﻣﺎﺕ ﺍﻟﻄﻮﺏ ﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺗﺨﻴﻠﻬﺎ‪ .‬ﻛﻢ ﻋﺪﺩ ﺍﻻﺳﺘﺨﺪﺍﻣﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﻄﻮﺏ ﻓﻲ ﺍﻟﺤﻴﺎﺓ ﻹﺿﺎﻓﺔ ﻗﻴﻤﺔ؟‬ ‫ﺟﺎﻫﺰ؟ﺍﻧﻄﻠﻖ‪ .‬ﻻ ﺑﺄﺱ ﺑﺎﻟﻜﺘﺎﺑﺔ‪.‬‬ ‫__________________________________ ‪...‬‬ ‫________________________________________‬ ‫________________________________________‬ ‫ﺣﺴﻨﺎً‪ -‬ﺗﻮﻗﻒ‪ .‬ﻗﺒﻞ ﺃﻥ ﺃﻋﺮﺽ ﻋﻠﻴﻚ ﻗﺎﺉﻤﺘﻲ‪ ،‬ﻫﻞ ﻓﻜﺮﺕ ﻓﻴﻤﺎ ﻳﻠﻲ؟‬ ‫ﻣﺎﺣﺠﻢ ﺍﻟﻄﻮﺑﺔ؟ ﻗﻄﻌﺔ ﻣﻦ ﺍﻟﺼﻤﻎ‪ ٥/٨-٣ ،‬ﺑﻮﺻﺔ × ‪ ١/٤-٢‬ﺑﻮﺻﺔ × ‪ ٨‬ﺑﻮﺻﺔ )ﻗﻴﺎﺳﻲ(‪ ٢ ،‬ﻗﺪﻡ × ‪ ٢‬ﻗﺪﻡ × ‪ ٦‬ﺃﻗﺪﺍﻡ؟‬ ‫ﻣﻢ َّﺻﻨُﻌﺖ ﺍﻟﻄﻮﺑﺔ؟ ﺑﻼﺳﺘﻴﻚ‪ ،‬ﺫﻫﺐ‪ ،‬ﻃﻴﻦ‪ ،‬ﺧﺸﺐ‪ ،‬ﻣﻌﺪﻥ؟‬ ‫ﻛﻴﻒﺷﻜﻞ ﺍﻟﻄﻮﺑﺔ؟ ﻫﻞ ﺑﻬﺎ ﺛﻘﻮﺏ؟ ﻫﻞ ﺑﻬﺎ ﺃﺧﺎﺩﻳﺪ ﻟﻠﺘﺸﺎﺑﻚ؟‬ ‫ﻭﺍﻵﻥ‪،‬ﻭﺃﻧﺖ ﺗﻔﻜﺮ ﻓﻲ ﺫﻟﻚ‪ ،‬ﻫﻞ ﻳﻤﻜﻨﻚ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻣﺎﺕ ﺃﺧﺮﻯ ﻟﻠﻄﻮﺏ ﺃﻛﺜﺮ ﻣﻤﺎ ﺩﻭﻧّﺘﻪ ﻋﻠﻰ ﺍﻷﺭﺟﺢ؟ ﺇﻟﻴﻚ‬ ‫ﻗﺎﺉﻤﺘﻲ‪:‬‬ ‫ﻭﺯﻥﺍﻟﻮﺭﻕ‬ ‫ﺳﺪﺍﺩﺓﺍﻟﺒﺎﺏ‬ ‫ﺑﻨﺎءﺍﻷﺷﻴﺎء‬ ‫ﻣﻮﻃﻦﻟﺴﻤﻜﺔ ﻓﻲ ﻭﻋﺎء ﺳﻤﻚ‬ ‫ﺣﺎﻣﻞﻧﺒﺎﺕ ﻣﻊ ﺍﻟﺘﺮﺍﺏ ﻓﻲ ﺍﻟﺜﻘﻮﺏ )ﻃﻮﺏ ﻣﺜﻘﻮﺏ(‬ ‫ﻛﻜﺄﺱ)ﻃﻮﺏ ﻣﻄﻠﻲ(‬ ‫ﺩﻳﻜﻮﺭﺭﻳﻔﻲ‬ ‫ﻟﻜﺴﺮﺍﻟﻨﺎﻓﺬﺓ‬ ‫ﺍﺻﻨﻊﺟﺪﺍﺭﻳﺔ )ﻃﻮﺏ ﺻﻐﻴﺮ ﻣﻄﻠﻲ(‬ ‫ﻭﺯﻥﻟﺘﺪﺭﻳﺐ ﺍﻟﻤﻘﺎﻭﻣﺔ ﺇﺳﻔﻴﻦ ﺗﺤﺖ‬ ‫ﻣﻨﺼﺔﻏﻴﺮ ﻣﺴﺘﻮﻳﺔ ﺣﺎﻣﻞ ﻗﻠﻢ )ﻃﻮﺏ‬ ‫ﻣﺜﻘﻮﺏ(‬ ‫ﻟﻌﺒﺔﺃﻃﻔﺎﻝ )ﻗﻄﻊ ﻟﻴﻐﻮ( ﺟﻬﺎﺯ ﺗﻌﻮﻳﻢ )ﻗﻄﻌﺔ‬ ‫ﺑﻼﺳﺘﻴﻜﻴﺔ( ﺩﻓﻊ ﺛﻤﻦ ﺍﻟﺒﻀﺎﺉﻊ )ﻗﻄﻌﺔ ﺫﻫﺒﻴﺔ‬ ‫( ﻣﺜﺒﺖ ﻹﺳﻨﺎﺩ ﺷﻲء ﻣﺎ ﻋﻠﻴﻪ ﺣﺎﻓﻆ ﺍﻟﻘﻴﻤﺔ )‬ ‫ﻗﻄﻌﺔﺫﻫﺒﻴﺔ(‬ ‫ﺣﺎﻣﻞﻟﻌﻤﻮﺩ ﺍﻟﻌﻠﻢ )ﻃﻮﺏ ﻣﺜﻘﻮﺏ(‬ ‫ﻭﻣﻘﻌﺪ)ﻃﻮﺏ ﺟﺎﻣﺒﻮ(‬ ‫ﻟﻜﻞﻋﺮﺽ ﻋﻨﺎﺻﺮ ﺃﺳﺎﺳﻴﺔ‪ ،‬ﻭﻫﻲ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺘﻲ ﻋﻨﺪ ﺩﻣﺠﻬﺎ‪ ،‬ﺗﺠﻌﻞ ﺍﻟﻌﺮﺽ ﻻ ﻳﻘُﺎﻭﻡ‪ .‬ﻫﺪﻓﻨﺎ ﻫﻮ ﺍﺳﺘﺨﺪﺍﻡ ﻣﻨﻬﺠﻴﺔ ﺗﻔﻜﻴﺮ ﻣﺘﺒﺎﻳﻨﺔ ﻹﻳﺠﺎﺩ ﺃﻛﺒﺮ‬ ‫ﻋﺪﺩﻣﻤﻜﻦ ﻣﻦ ﺍﻟﻄﺮﻕ ﺍﻟﺴﻬﻠﺔ ﻟﺪﻣﺞ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ ﻟﺘﻘﺪﻳﻢ ﻗﻴﻤﺔ ﻣﻀﺎﻓﺔ‪.‬‬ ‫ﻓﺈﺫﺍﻛﻨﺖ ﺃﺑﻴﻊ ﻟﺒﻨﺔ‪ ،‬ﻓﺴﺄﻛﺘﺸﻒ ﻣﺎ ﻫﻲ ﺭﻏﺒﺔ ﻋﻤﻴﻠﻲ‪ ،‬ﺛﻢ ﺃﺑﺘﻜﺮ ﻋﺪﺩ ﺍﻟﻄﺮﻕ ﺍﻟﺘﻲ ﻳﻤﻜﻨﻨﻲ ﻣﻦ ﺧﻼﻟﻬﺎ ﺧﻠﻖ ﺍﻟﻘﻴﻤﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ "ﻟﺒﻨﺘﻲ"‪.‬‬ ‫ﺍﻵﻥﺩﻋﻮﻧﺎ ﻧﻔﻌﻞ ﺫﻟﻚ ﻋﻠﻰ ﺃﺭﺽ ﺍﻟﻮﺍﻗﻊ‪.‬‬ 9 ‫ﻋﺮﺽﺍﻟﻘﻴﻤﺔ‪ :‬ﺇﻧﺸﺎء ﻋﺮﺿﻚ ﺍﻟﺮﺍﺉﻊ ﺍﻟﺠﺰء ﺍﻷﻭﻝ‪ :‬ﺍﻟﻤﺸﺎﻛﻞ ﻭﺍﻟﺤﻠﻮﻝ‬ ‫"ﺳﻬﻞ ﻣﺜﻞ ‪ 123‬ﺁﻩ‪ ،‬ﺑﺴﻴﻂ ﻣﺜﻞ ﺩﻭ ﺭﻱ ﻣﻲ ‪"ABC،‬‬ ‫ﻣﺎﻳﻜﻞﺟﺎﻛﺴﻮﻥ‪"ABC" ،‬‬ ‫ﻭ‬ ‫ﻋﻨﺪﻣﺎﺍﻓﺘﺘﺤﺖ ُﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻲ‪ ،‬ﻭﺍﺟﻬﺖ ُﺻﻌﻮﺑﺔ‪ .‬ﻛﻨﺖ ُﺃﺭﻏﺐ ﺑﺸﺪﺓ ﻓﻲ ﺍﻟﻨﺠﺎﺡ‪ ،‬ﻭﺇﺛﺒﺎﺕ ﺧﻄﺄ ﻭﺍﻟﺪﻱ ﻓﻲ ﻗﺮﺍﺭﻱ ﺑﺘﺄﺳﻴﺲ‬ ‫ﻣﺸﺮﻭﻋﻲﺍﻟﺨﺎﺹ‪ ،‬ﻭﺇﺛﺒﺎﺕ ﻟﻨﻔﺴﻲ ﺃﻧﻨﻲ ﺃﺳﺘﺤﻖ ﺷﻴﺉﺎً ﻣﺎ‪ .‬ﻟﻜﻦ ﻣﻬﻤﺎ ﺣﺎﻭﻟﺖ‪ ُ،‬ﻟﻢ ﺃﺳﺘﻄﻊ ﺣﺘﻰ ﺇﻗﻨﺎﻉ ﺍﻟﻨﺎﺱ ﺑﺎﻟﺪﺧﻮﻝ ﺇﻟﻰ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ‪.‬‬ ‫ﻣﻌﺴﻜﺮﺗﺪﺭﻳﺒﻲ ﺑـ ‪ 99‬ﺩﻭﻻﺭﺍً ﺷﻬﺮﻳﺎً‪ .‬ﻛﺎﻥ ﺍﻟﻨﺎﺱ ﻳﻘﻮﻟﻮﻥ‪" :‬ﺳﻌﺮ ‪ LA Fitness‬ﻫﻮ ‪ 29‬ﺩﻭﻻﺭﺍً ﺷﻬﺮﻳﺎً‪ .‬ﻫﺬﺍ ﻣﻜُﻠﻒ"‪ .‬ﺣﺘﻰ ﺃﻧﻨﻲ ﺣﺎﻭﻟﺖ ُﺇﻗﻨﺎﻉ ﺍﻟﻨﺎﺱ‬ ‫ﺑﺎﻟﺒﺪءﻣﺠﺎﻧﺎً‪ .‬ﻗﺎﻟﻮﺍ ﺇﻧﻬﻢ ﻟﻦ ﻳﻜُﻠﻔﻮﺍ ﺃﻧﻔﺴﻬﻢ ﻋﻨﺎء ﺍﻻﺷﺘﺮﺍﻙ ﻷﻥ ‪ 99‬ﺩﻭﻻﺭﺍً ﺷﻬﺮﻳﺎً ﺑﻌﺪ ﺫﻟﻚ ﻻ ﻳﺰﺍﻝ ﻣﺒﻠﻐﺎً ﺑﺎﻫﻈﺎً‪ ،‬ﻭﻟﻢ ﻳﺮﻏﺒﻮﺍ ﻓﻲ ﺑﺪء ﺷﻲء ﻟﻦ‬ ‫ﻳﺴﺘﻤﺮﻭﺍﻓﻴﻪ‪.‬‬ ‫ﺇﻧﻪﻷﻣﺮ ٌﻣﺤُﺒﻂ ٌﻟﻠﻐﺎﻳﺔ ﺃﻻ ﺗﺘﻤﻜﻦ ﺣﺘﻰ ﻣﻦ ﺗﻘﺪﻳﻢ ﺧﺪﻣﺎﺗﻚ ﻣﺠﺎﻧﺎً ﻟﻠﻨﺎﺱ‪ .‬ﺷﻌﺮﺕ ُﺑﻌﺪﻡ ﻗﻴﻤﺘﻲ‪ ،‬ﻭﻟﻢ ﺃﻛﻦ ﺃﻋﺮﻑ ﻣﺎﺫﺍ ﺃﻓﻌﻞ‪ .‬ﻟﺤﺴﻦ ﺍﻟﺤﻆ‪،‬‬ ‫ﺧﻼﻝﻫﺬﻩ ﺍﻟﻔﺘﺮﺓ‪ ،‬ﻛﻨﺖ ُﻓﻲ ﻣﺠﻤﻮﻋﺎﺕ ٍﻣﻊ ﺃﺻﺤﺎﺏ ﺻﺎﻻﺕ ﺭﻳﺎﺿﻴﺔ ﺃﺧﺮﻯ‪ ،‬ﻭﺑﺪﺃﺕ ُﺃﺳﻤﻊ ﻋﻦ ﺍﻟﻤﺴﻮﻗﻴﻦ ﻭﺍﻟﻜﺘﺐ‪ .‬ﺍﻟﺘﻬﻤﺖ ُﻛﻞ ﻣﺎ ﺍﺳﺘﻄﻌﺖ‪ُ.‬‬ ‫ﻭﺑﻤﺠﺮﺩﺃﻥ ﻋﺜﺮﺕ ُﻋﻠﻰ ﻛﺘﺐ ﺩﺍﻥ ﻛﻴﻨﻴﺪﻱ‪ ،‬ﺃﺳُﺮﺕ ُﺑﻬﺎ‪.‬‬ ‫ﻓﻲﻛﺘﺒﻪ‪ ،‬ﺗﺤﺪﺙ ﻋﻦ ﺗﻘﺪﻳﻢ "ﻋﺮﻭﺽ ﻻ ﺗﻘُﺎﻭﻡ"‪ .‬ﻭﻣﺮﺓ ﺃﺧﺮﻯ‪ ،‬ﺗﻜﺮﺭﺕ ﻓﻜﺮﺓ "ﺗﻘﺪﻳﻢ ﻋﺮﺽ ﺟﻴﺪ ﻟﺪﺭﺟﺔ ﺃﻥ ﺍﻟﻨﺎﺱ ﺳﻴﺸﻌﺮﻭﻥ ﺑﺎﻟﻐﺒﺎء ﺇﺫﺍ‬ ‫ﺭﻓﻀﻮﻩ"‪ .‬ﻟﻜﻦ ﻫﺬﻩ ﺍﻟﻤﺮﺓ‪ ،‬ﺗﺬﻛﺮﺕ ُﻣﺎ ﺃﺧﺒﺮﻧﻲ ﺑﻪ ﺗﻲ ﺟﻴﻪ‪ ،‬ﻓﻘﺮﺭﺕ ُﺍﻻﻧﺨﺮﺍﻁ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﻔﻬﻮﻡ ﺑﻜﻞ ﻗﻮﺗﻲ‪ ،‬ﺑﺪﻻً ﻣﻦ ﺍﻻﻛﺘﻔﺎء ﺑﻤﺎ ﻳﻔﻌﻠﻪ ﺍﻵﺧﺮﻭﻥ‪.‬‬ ‫ﻭﻟﻜﻦﻛﻴﻒ؟ﻛﺎﻥ ﺍﻟﺠﻤﻴﻊ ﻳﺒﻴﻌﻮﻥ ﻣﻌﺴﻜﺮﺍﺕ ﺗﺪﺭﻳﺒﻴﺔ ﺑـ ‪ 99‬ﺩﻭﻻﺭﺍً ﺷﻬﺮﻳﺎً‪ .‬ﻛﻴﻒ ﺳﺄﻧﺎﻓﺲ؟ ﻟﺬﻟﻚ ﻗﺮﺭﺕ ُﺃﻥ ﺃﻏُﻴﺮ ﻧﻈﺮﺗﻲ ﻟﻤﺎ ﻧﻔﻌﻠﻪ‪ .‬ﻓﻜﺮﺕ ُ‪-‬‬ ‫ﻣﺎﺫﺍﻳﻔﻌﻠﻮﻥ؟ﺣﻘﺎًﻻ ﺃﺣﺪ ﻳﺮﻳﺪ ﺍﻟﻌﻀﻮﻳﺔ‪ ،‬ﺑﻞ ﻳﺮﻳﺪ ﺇﻧﻘﺎﺹ ﺍﻟﻮﺯﻥ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ ﻧﺘﻴﺠﺔ ﺍﻟﺤﻠﻢ‬ ‫ﻟﻘﺪﺳﻤﻌﺖ ﻋﻦ ﺗﺤﺪﻳﺎﺕ ﺇﻧﻘﺎﺹ ﺍﻟﻮﺯﻥ‪ ،‬ﻟﺬﻟﻚ ﺑﺪﺃﺕ ﻫﻨﺎﻙ‪.‬‬ ‫ﺧﺴﺎﺭﺓ‪ 20‬ﺭﻃﻼ ًﻓﻲ ‪ 6‬ﺃﺳﺎﺑﻴﻊ‪.‬‬ ‫ﻧﺘﻴﺠﺔﺍﻟﺤﻠﻢ ﺍﻟﻜﺒﻴﺮ ‪-‬ﻓﻘﺪﺍﻥ ‪ 20‬ﺭﻃﻼ‪ ً.‬ﻣﻊ‬ ‫ﺍﻧﺨﻔﺎﺽﺍﻟﺘﺄﺧﻴﺮ ﺍﻟﺰﻣﻨﻲ ‪ 6-‬ﺃﺳﺎﺑﻴﻊ‪.‬‬ ‫ﻣﻼﺣﻈﺔ‪:‬ﻟﻢ ﺃﻋﺪ ﺃﺑﻴﻊ ﻋﻀﻮﻳﺘﻲ‪ .‬ﻟﻢ ﺃﻋﺪ ﺃﺑﻴﻊ ﺗﺬﻛﺮﺓ ﺍﻟﻄﺎﺉﺮﺓ‪.‬ﻛﻨﺖ ﺃﺑﻴﻊ ﺍﻹﺟﺎﺯﺓ‪.‬ﻋﻨﺪﻣﺎ ﺗﻔﻜﺮ ﻓﻲ ﻧﺘﻴﺠﺔ ﺣﻠﻤﻚ‪ ،‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺫﻟﻚ ﻫﻮ‬ ‫ﻭﺻﻮﻟﻚﺇﻟﻰ ﻭﺟﻬﺘﻚ ﻭﻣﺎ ﺍﻟﺬﻱ ﺗﺮﻏﺐ ﻓﻲ ﺗﺤﻘﻴﻘﻪﺧﺒﺮﺓ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺍﻟﺜﺎﻧﻴﺔ‪ :‬ﺳﺮﺩ ﺍﻟﻤﺸﻜﻼﺕ‬ ‫ﺑﻌﺪﺫﻟﻚ‪ ،‬ﺩﻭﻧّﺖ ُﺟﻤﻴﻊ ﺍﻟﺼﻌﻮﺑﺎﺕ ﺍﻟﺘﻲ ﻭﺍﺟﻬﻬﺎ ﺍﻟﻨﺎﺱ ﻭﺃﻓﻜﺎﺭﻫﻢ ﺍﻟﻤﻘُﻴﺪّﺓ ﺣﻮﻟﻬﺎ‪ .‬ﻋﻨﺪ ﺳﺮﺩ ﺍﻟﻤﺸﺎﻛﻞ‪ ،‬ﻓﻜﺮّ ﻓﻴﻤﺎ ﻳﺤﺪﺙ ﻣﺒُﺎﺷﺮﺓ ًﻗﺒﻞ ﻭﺑﻌﺪ‬ ‫ﺍﺳﺘﺨﺪﺍﻡﺷﺨﺺ ٍﻣﺎ ﻟﻤﻨﺘﺠﻚ‪/‬ﺧﺪﻣﺘﻚ‪ .‬ﻣﺎ ﻫﻮ ﺍﻟﺸﻲء "ﺍﻟﺘﺎﻟﻲ" ﺍﻟﺬﻱ ﻳﺤﺘﺎﺟﻮﻥ ﺇﻟﻰ ﻣﺴﺎﻋﺪﺓ ﻓﻴﻪ؟ ﻫﺬﻩ ﻫﻲ ﺟﻤﻴﻊ ﺍﻟﻤﺸﺎﻛﻞ‪ .‬ﻓﻜﺮّ ﻓﻴﻬﺎ ﺑﺘﻔﺼﻴﻞ ٍ‬ ‫ﻣﺬُﻫﻞ‪.‬ﺇﺫﺍ ﻓﻌﻠﺖ َﺫﻟﻚ‪ ،‬ﻓﺴﺘﻘُﺪﻡّ ﻋﺮﺿﺎً ﺃﻛﺜﺮ ﻗﻴﻤﺔ ًﻭﺇﻗﻨﺎﻋﺎً‪ ،‬ﻷﻧﻚ ﺳﺘﺠُﻴﺐ ﺑﺎﺳﺘﻤﺮﺍﺭ ﻋﻠﻰ ﻣﺸﻜﻠﺔ ﺍﻟﻨﺎﺱ ﺍﻟﺘﺎﻟﻴﺔ ﻓﻮﺭ ﻇﻬﻮﺭﻫﺎ‪.‬‬ ‫ﺣﺴﻨﺎً‪،‬ﻟﻨﺒﺪﺃ ﺑﺴﺮﺩ ﺍﻟﻤﺸﺎﻛﻞ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﺃﺛﻨﺎء ﺗﻔﻜﻴﺮﻙ ﻓﻴﻬﺎ‪ .‬ﻣﺎ ﻫﻲ ﻧﻘﺎﻁ ﺍﻟﺨﻼﻑ ﺍﻟﺘﻲ ﻗﺪ ﻳﻮﺍﺟﻬﻬﺎ؟ ﺃﻓﻀﻞ ﺍﻟﺘﻔﻜﻴﺮ‬ ‫ﺑﺎﻟﺘﺴﻠﺴﻞﺍﻟﺬﻱ ﺳﻴﻮﺍﺟﻬﻪ ﺍﻟﻌﻤﻴﻞ ﻓﻲ ﻛﻞ ﻣﻦ ﻫﺬﻩ ﺍﻟﻌﻘﺒﺎﺕ‪ .‬ﻣﺮﺓ ﺃﺧﺮﻯ‪ ،‬ﺍﺣﺮﺹ ﻋﻠﻰ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﺘﻔﺎﺻﻴﻞ )ﻛﻠﻤﺎ ﺯﺍﺩﺕ ﺍﻟﻤﺸﺎﻛﻞ‪ ،‬ﻛﺎﻥ ﺫﻟﻚ‬ ‫ﺃﻓﻀﻞ!(‪.‬‬ ‫ﻗﺎﺉﻤﺔﺃﻣﺜﻠﺔ ﻟﻠﻤﺸﺎﻛﻞ‪ :‬ﻓﻘﺪﺍﻥ ﺍﻟﻮﺯﻥ‬ ‫ﺃﻭﻝﺷﻲء ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﻓﻌﻠﻪ‪ :‬ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ‪ ،‬ﻭﺍﻟﺘﺴﻮﻕ ﻣﻦ ﺍﻟﺒﻘﺎﻟﺔ‬ ‫‪.1‬ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﺃﻣﺮ ﺻﻌﺐ ﻭﻣﺮﺑﻚ ﻭﻟﻦ ﻳﻌﺠﺒﻨﻲ‬ ‫‪.2‬ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﺳﻴﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﻃﻮﻳﻼً‬ ‫‪.3‬ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﻣﻜﻠﻒ‬ ‫‪.٤‬ﻟﻦ ﺃﺗﻤﻜﻦ ﻣﻦ ﻃﻬﻲ ﻃﻌﺎﻡ ﺻﺤﻲ ﻟﻸﺑﺪ‪ .‬ﺍﺣﺘﻴﺎﺟﺎﺕ ﻋﺎﺉﻠﺘﻲ ﺳﺘﻌﻴﻘﻨﻲ‪ .‬ﺇﺫﺍ ﺳﺎﻓﺮﺕ‪ ،‬ﻟﻦ ﺃﻋﺮﻑ ﻣﺎﺫﺍ ﺃﺷﺘﺮﻱ‪.‬‬ ‫ﺍﻟﺸﻲءﺍﻟﺘﺎﻟﻲ ﺍﻟﺬﻱ ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﻓﻌﻠﻪ‪:‬ﻃﻬﻲ ﻃﻌﺎﻡ ﺻﺤﻲ‬ ‫‪.١‬ﻃﻬﻲ ﻃﻌﺎﻡ ﺻﺤﻲ ﺃﻣﺮ ﺻﻌﺐ ﻭﻣﺮﺑﻚ‪ .‬ﻟﻦ ﻳﻌﺠﺒﻨﻲ‪ ،‬ﻭﺳﺄﻓﺸﻞ ﻓﻴﻪ‪.‬‬ ‫‪.2‬ﻃﻬﻲ ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﺳﻴﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﻃﻮﻳﻼً‬ ‫‪.٣‬ﻃﻬﻲ ﻃﻌﺎﻡ ﺻﺤﻲ ﻣﻜﻠﻒ‪ ،‬ﻭﻻ ﻳﺴﺘﺤﻖ ﺫﻟﻚ‪.‬‬ ‫‪.٤‬ﻟﻦ ﺃﺗﻤﻜﻦ ﻣﻦ ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﻟﻸﺑﺪ‪ .‬ﺍﺣﺘﻴﺎﺟﺎﺕ ﻋﺎﺉﻠﺘﻲ ﺳﺘﻌﻴﻘﻨﻲ‪ .‬ﺇﺫﺍ ﺳﺎﻓﺮﺕ‪ ،‬ﻟﻦ ﺃﻋﺮﻑ ﻛﻴﻒ ﺃﻃﺒﺦ ﻃﻌﺎﻣﺎً ﺻﺤﻴﺎً‪.‬‬ ‫ﺍﻟﺸﻲءﺍﻟﺘﺎﻟﻲ ﺍﻟﺬﻱ ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﻓﻌﻠﻪ‪:‬ﺗﻨﺎﻭﻝ ﻃﻌﺎﻡ ﺻﺤﻲ‬ ‫‪ (1‬ﺍﻟﺦ‪...‬‬ ‫ﺍﻟﺸﻲءﺍﻟﺘﺎﻟﻲ ﺍﻟﺬﻱ ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﻓﻌﻠﻪ‪:‬ﻣﻤﺎﺭﺳﺔ ﺍﻟﺮﻳﺎﺿﺔ ﺑﺎﻧﺘﻈﺎﻡ‬ ‫‪ (1‬ﺍﻟﺦ‪...‬‬ ‫ﺍﻵﻥﺳﻨﻜﻤﻞ ﺍﻟﺪﺍﺉﺮﺓ ﻫﻨﺎ‪ .‬ﻟﻜﻞ ﻣﺸﻜﻠﺔ ﻣﻦ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﻤﺬﻛﻮﺭﺓ ﺃﻋﻼﻩ ﺃﺭﺑﻌﺔ ﻋﻨﺎﺻﺮ ﺳﻠﺒﻴﺔ‪ .‬ﻭﻛﻤﺎ ﺗﻮﻗﻌﺖ‪ ،‬ﻛﻞ ﻣﻨﻬﺎ ﻳﺘﻮﺍﻓﻖ ﻣﻊ ﻣﺤﺮﻛﺎﺕ‬ ‫ﺍﻟﻘﻴﻤﺔﺍﻷﺭﺑﻌﺔ ﺃﻳﻀﺎً‪.‬‬ ‫‪.1‬ﻧﺘﻴﺠﺔ ﺍﻟﺤﻠﻢ→ﻟﻦ ﻳﻜﻮﻥ ﻫﺬﺍ ﺍﻷﻣﺮ ﻳﺴﺘﺤﻖ ﺍﻟﻌﻨﺎء ﻣﺎﻟﻴﺎ‬ ‫‪.2‬ﺍﺣﺘﻤﺎﻟﻴﺔ ﺍﻹﻧﺠﺎﺯ→ﻟﻦ ﻳﻨﺠﺢ ﺍﻷﻣﺮ ﻣﻌﻲ ﺗﺤﺪﻳﺪﺍً‪ .‬ﻟﻦ ﺃﺗﻤﻜﻦ ﻣﻦ ﺍﻻﺳﺘﻤﺮﺍﺭ ﻓﻴﻪ‪ .‬ﺳﺘﻌﺘﺮﺿﻨﻲ ﻋﻮﺍﻣﻞ ﺧﺎﺭﺟﻴﺔ‪) .‬ﻫﺬﻩ ﻫﻲ ﺍﻟﻤﺸﻜﻠﺔ‬ ‫ﺍﻷﻛﺜﺮﺗﻤﻴﺰﺍً ﻭﺧﺼﻮﺻﻴﺔ ًﺑﻴﻦ ﺟﻤﻴﻊ ﺍﻟﻤﺸﺎﻛﻞ(‪.‬‬ ‫‪.3‬ﺍﻟﺠﻬﺪ ﻭﺍﻟﺘﻀﺤﻴﺔ→ﺳﻴﻜﻮﻥ ﻫﺬﺍ ﺻﻌﺒﺎً ﻭﻣﺮﺑﻜﺎً‪ .‬ﻟﻦ ﻳﻌﺠﺒﻨﻲ‪ .‬ﺳﺄﻓﺸﻞ ﻓﻴﻪ‪.‬‬ ‫‪.4‬ﺍﻟﻮﻗﺖ→ﺳﻴﺴﺘﻐﺮﻕ ﻫﺬﺍ ﻭﻗﺘﺎً ﻃﻮﻳﻼً‪ .‬ﺃﻧﺎ ﻣﺸﻐﻮﻝ ﺟﺪﺍً ﻭﻻ ﺃﺳﺘﻄﻴﻊ ﺍﻟﻘﻴﺎﻡ ﺑﻪ‪ .‬ﺳﻴﺴﺘﻐﺮﻕ ﺍﻟﻌﻤﻞ ﻭﻗﺘﺎً ﻃﻮﻳﻼً‪ .‬ﻟﻦ ﻳﻜﻮﻥ‬ ‫ﻣﻨﺎﺳﺒﺎًﻟﻲ‪.‬‬ ‫ﺍﻵﻥ‪،‬ﺍﺫﻫﺐ ﻟﻸﻣﺎﻡ ﻭﻗﻢ ﺑﺈﺩﺭﺍﺝ ﺍﻟﻘﺎﺉﻤﺔﺍﻟﺠﻤﻴﻊﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﻲ ﻳﻮﺍﺟﻬﻬﺎ ﻋﻤﻴﻠﻚ ﺍﻟﻤﺤﺘﻤﻞ‪ .‬ﻻ ﺗﺪﻉ ﻫﺬﻩ ﺍﻟﺪﻻء‪ ،‬ﺍﻟﺘﻲ ﻭﺿُﻌﺖ ﻓﻘﻂ ﻟﺘﻨﺸﻴﻂ‬ ‫ﻋﻘﻠﻚ‪،‬ﺗﻘُﻴﺪﻙ‪ .‬ﺇﺫﺍ ﻛﺎﻥ ﺍﻷﻣﺮ ﺃﺳﻬﻞ ﻋﻠﻴﻚ‪ ،‬ﻓﺎﻛﺘﺐ ﻗﺎﺉﻤﺔ ﺑﻜﻞ ﻣﺎ ﻳﺨﻄﺮ ﺑﺒﺎﻟﻚ‪.‬‬ ‫ﻣﺎﻋﺮﺿﺘﻪ ﻫﻨﺎ ﻟﻴﺲ ﻣﺠﺮﺩ ﺃﺭﺑﻊ ﻣﺸﺎﻛﻞ‪ ،‬ﺑﻞ ﻟﺪﻳﻨﺎ ‪ ١٦‬ﻣﺸﻜﻠﺔ ﺃﺳﺎﺳﻴﺔ‪ ،‬ﻣﻊ ﻣﺎ ﺑﻴﻦ ﻣﺸﻜﻠﺘﻴﻦ ﺇﻟﻰ ﺃﺭﺑﻊ ﻣﺸﺎﻛﻞ ﻓﺮﻋﻴﺔ ﺗﺤﺘﻬﺎ‪ .‬ﺃﻱ ﻣﺎ ﻣﺠﻤﻮﻋﻪ‬ ‫‪٣٢‬ﺇﻟﻰ ‪ ٦٤‬ﻣﺸﻜﻠﺔ‪ .‬ﻳﺎ ﺇﻟﻬﻲ! ﻻ ﻋﺠﺐ ﺃﻥ ﻣﻌﻈﻢ ﺍﻟﻨﺎﺱ ﻻ ﻳﺤﻘﻘﻮﻥ ﺃﻫﺪﺍﻓﻬﻢ‪ .‬ﻻ ﺗﺪﻉ ﺍﻷﻣﻮﺭ ﺗﺜﻘﻞ ﻛﺎﻫﻠﻚ‪ .‬ﻫﺬﺍ ﺃﻓﻀﻞ ﺧﺒﺮ ﻋﻠﻰ ﺍﻹﻃﻼﻕ‪ .‬ﻛﻠﻤﺎ‬ ‫ﻓﻜﺮﺕﻓﻲ ﻣﺸﺎﻛﻞ ﺃﻛﺜﺮ‪ ،‬ﺯﺍﺩﺕ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺣﻠﻬﺎ‪.‬‬ ‫ﺑﺎﺧﺘﺼﺎﺭ‪،‬ﺍﺫﻛﺮ ﻛﻞ ﺷﻲء ﺃﺳﺎﺳﻲ ﻳﺠﺐ ﻋﻠﻰ ﺍﻟﺸﺨﺺ ﻓﻌﻠﻪ‪ .‬ﺛﻢ ﻓﻜﺮّ ﻓﻲ ﺟﻤﻴﻊ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﻗﺪ ﺗﻤﻨﻌﻪ ﻣﻦ ﺍﻟﻘﻴﺎﻡ ﺑﻪ‪ ،‬ﺃﻭ ﺗﻤﻨﻌﻪ ﻣﻦ‬ ‫ﺍﻻﺳﺘﻤﺮﺍﺭﻓﻴﻪ )ﺑﺎﺳﺘﺨﺪﺍﻡ ﻣﺤﺮﻛﺎﺕ ﺍﻟﻘﻴﻤﺔ ﺍﻷﺭﺑﻌﺔ ﻛﺪﻟﻴﻞ(‪.‬‬ ‫ﻭﺍﻵﻥﻧﺼﻞ ﺇﻟﻰ ﺍﻟﺠﺰء ﺍﻟﻤﻤﺘﻊ‪:‬ﺗﺤﻮﻳﻞ ﺍﻟﻤﺸﺎﻛﻞ ﺇﻟﻰ ﺣﻠﻮﻝ‪ .‬ﺍﻟﺨﻄﻮﺓ‬ ‫ﺭﻗﻢ‪ :3‬ﻗﺎﺉﻤﺔ ﺍﻟﺤﻠﻮﻝ‬ ‫ﺍﻵﻥﺑﻌﺪ ﺃﻥ ﺣﺼﻠﻨﺎ ﻋﻠﻰ ﻧﺘﻴﺠﺔ ﺃﺣﻼﻣﻨﺎ ﻭﺟﻤﻴﻊ ﺍﻟﻌﻘﺒﺎﺕ ﺍﻟﺘﻲ ﺳﺘﻌﺘﺮﺽ ﻃﺮﻳﻖ ﺷﺨﺺ ﻣﺎ‪ ،‬ﻓﻘﺪ ﺣﺎﻥ ﺍﻟﻮﻗﺖ ﻟﺘﺤﺪﻳﺪ ﺣﻠﻮﻟﻨﺎ ﻭﺇﺩﺭﺍﺟﻬﺎ ﻓﻲ‬ ‫ﻗﺎﺉﻤﺔ‪.‬‬ ‫ﺇﻧﺸﺎءﻗﺎﺉﻤﺔ ﺍﻟﺤﻠﻮﻝ ﻳﺘﻀﻤﻦ ﺧﻄﻮﺗﻴﻦ‪ .‬ﺃﻭﻻ‪ ً،‬ﺳﻨﺤﻮﻝّ ﻣﺸﺎﻛﻠﻨﺎ ﺇﻟﻰ ﺣﻠﻮﻝ‪ .‬ﺛﺎﻧﻴﺎ‪ ً،‬ﺳﻨﺴﻤﻲّ ﻫﺬﻩ ﺍﻟﺤﻠﻮﻝ‪ .‬ﻫﺬﺍ ﻛﻞ ﺷﻲء‪ .‬ﻓﻠﻨﻠﻖ ِﻧﻈﺮﺓ ﻋﻠﻰ‬ ‫ﻗﺎﺉﻤﺔﻣﺸﺎﻛﻠﻨﺎ ﺍﻟﺴﺎﺑﻘﺔ‪ .‬ﻣﺎ ﺳﻨﻔﻌﻠﻪ ﺑﺒﺴﺎﻃﺔ ﻫﻮ ﺗﺤﻮﻳﻠﻬﺎ ﺇﻟﻰ ﺣﻠﻮﻝ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻔﻜﻴﺮ‪"،‬ﻣﺎ ﺍﻟﺬﻱ ﺃﺣﺘﺎﺝ ﺇﻟﻰ ﺇﻇﻬﺎﺭﻩ ﻟﺸﺨﺺ ﻣﺎ ﻟﺤﻞ ﻫﺬﻩ‬ ‫ﺍﻟﻤﺸﻜﻠﺔ؟ﺛﻢ ﺳﻨﺤُﻮﻝّ ﻛﻞ ﻋﻨﺼﺮ ﻣﻦ ﻋﻨﺎﺻﺮ ﺍﻟﻌﺎﺉﻖ ﺇﻟﻰ ﻟﻐﺔ ﺗﺮُﻛﺰّ ﻋﻠﻰ ﺍﻟﺤﻠﻮﻝ‪ .‬ﻫﺬﻩ ﻫﻲ ﺃﺳﺎﺳﻴﺎﺕ ﻛﺘﺎﺑﺔ ﺍﻹﻋﻼﻧﺎﺕ‪ .‬ﻳﺘﺠﺎﻭﺯ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻧﻄﺎﻕ‬ ‫ﺍﻟﺨﻮﺽﻓﻴﻪ‪ ،‬ﻟﻜﻦ ﺇﺿﺎﻓﺔ "ﻛﻴﻔﻴﺔ" ﺛﻢ ﻋﻜﺲ ﺍﻟﻤﺸﻜﻠﺔ ﺳﻴﻤﻨﺢ ﻣﻌﻈﻢ ﺍﻟﻤﺒﺘﺪﺉﻴﻦ ﻓﻲ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻧﻘﻄﺔ ﺍﻧﻄﻼﻕ ﻣﻤﺘﺎﺯﺓ‪ .‬ﻭﻷﻏﺮﺍﺿﻨﺎ‪ ،‬ﺳﻨﻌُﺪ ّ‬ ‫ﻷﻧﻔﺴﻨﺎﻗﺎﺉﻤﺔ ﻣﺮﺟﻌﻴﺔ ﺑﻤﺎ ﻋﻠﻴﻨﺎ ﻓﻌﻠﻪ ﺑﺎﻟﻀﺒﻂ ﻟﻌﻤﻼﺉﻨﺎ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻭﻣﺎ ﺳﻨﺤُﻠﻪّ ﻟﻬﻢ‪.‬‬ ‫ﺑﻤﺠﺮﺩﺃﻥ ﻧﺤﺼﻞ ﻋﻠﻰ ﻗﺎﺉﻤﺔ ﺍﻟﺤﻠﻮﻝ ﺍﻟﺨﺎﺻﺔ ﺑﻨﺎ‪ ،‬ﺳﻨﻘﻮﻡ ﺑﺘﻔﻌﻴﻞ ﻛﻴﻔﻴﺔ ﻋﻤﻠﻨﺎﻓﻲ ﺍﻟﺤﻘﻴﻘﺔﺳﺄﺣﻞ ﻫﺬﻩ ﺍﻟﻤﺸﺎﻛﻞ )ﺃﺧﻠﻖ ﻗﻴﻤﺔ( ﻓﻲ ﺍﻟﺨﻄﻮﺓ‬ ‫ﺍﻟﺘﺎﻟﻴﺔ‪.‬ﻭﺃﺭﻳﺪ ﺃﻥ ﺃﻛﻮﻥ ﻭﺍﺿﺤﺎً ﺗﻤﺎﻣﺎً‪.‬ﺳﻮﻑﺣﻞ ﺟﻤﻴﻊ ﺍﻟﻤﺸﺎﻛﻞ‪ .‬ﺳﻨﺴﺘﻜﺸﻒ ﻛﻴﻔﻴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻣﻌﺎً ﻓﻲ ﺍﻟﺨﻄﻮﺓ ﺍﻟﺘﺎﻟﻴﺔ‪.‬‬ ‫ﺍﻟﻤﺸﻜﻠﺔ→ﺍﻟﺤﻞ‬ ‫ﺍﻟﻤﺸﻜﻠﺔ‪:‬ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ‪ ،‬ﻭﺍﻟﺘﺴﻮﻕ ﻣﻦ ﺍﻟﺒﻘﺎﻟﺔ‬ ‫‪...‬ﺻﻌﺐ‪ ،‬ﻣﺮُﺑﻚ‪ ،‬ﻟﻦ ﻳﻌُﺠﺒﻨﻲ‪ .‬ﺳﺄﻓﺸﻞ ﻓﻴﻪ→ﻛﻴﻔﻴﺔ ﺟﻌﻞ ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﺃﻣﺮﺍً ﺳﻬﻼ ًﻭﻣﻤﺘﻌﺎً‪ ،‬ﺑﺤﻴﺚ ﻳﻤﻜﻦ ﻷﻱ ﺷﺨﺺ ﺍﻟﻘﻴﺎﻡ‬ ‫ﺑﺬﻟﻚ)ﺧﺎﺻﺔ ﺍﻷﻣﻬﺎﺕ ﺍﻟﻤﺸﻐﻮﻻﺕ!(‬ ‫‪...‬ﻳﺴﺘﻐﺮﻕ ﻭﻗﺘﺎ ﻃﻮﻳﻼ→ﻛﻴﻔﻴﺔ ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﺑﺴﺮﻋﺔ‬ ‫‪. . .‬ﺑﺎﻫﻆ ﺍﻟﺜﻤﻦ→ﻛﻴﻔﻴﺔ ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﺑﺴﻌﺮ ﺃﻗﻞ ﻣﻦ ﻓﺎﺗﻮﺭﺓ ﺍﻟﺒﻘﺎﻟﺔ ﺍﻟﺤﺎﻟﻴﺔ‬ ‫‪...‬ﻏﻴﺮ ﻣﺴﺘﺪﺍﻡ→ﻛﻴﻔﻴﺔ ﺟﻌﻞ ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﻳﺘﻄﻠﺐ ﺟﻬﺪﺍً ﺃﻗﻞ ﻣﻦ ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﻏﻴﺮ ﺍﻟﺼﺤﻲ‬ ‫‪...‬ﻟﻴﺲ ﻣﻦ ﺃﻭﻟﻮﻳﺎﺗﻲ‪ .‬ﺍﺣﺘﻴﺎﺟﺎﺕ ﻋﺎﺉﻠﺘﻲ ﺳﺘﻌﻴﻘﻨﻲ→ﻛﻴﻔﻴﺔ ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﻟﻚ ﻭﻷﺳﺮﺗﻚ ﻓﻲ ﻧﻔﺲ ﺍﻟﻮﻗﺖ‬ ‫‪...‬ﺃﻣﺮ ﻻ ﻳﻤﻜﻦ ﻓﻌﻠﻪ ﺇﺫﺍ ﺳﺎﻓﺮﺕ؛ ﻟﻦ ﺃﻋﺮﻑ ﻣﺎﺫﺍ ﺃﺷﺘﺮﻱ→ﻛﻴﻔﻴﺔ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻃﻌﺎﻡ ﺻﺤﻲ ﺃﺛﻨﺎء ﺍﻟﺴﻔﺮ‬ ‫ﺍﻟﻤﺸﻜﻠﺔ‪:‬ﻃﻬﻲ ﻃﻌﺎﻡ ﺻﺤﻲ‬ ‫‪...‬ﺻﻌﺐ ﻭﻣﺮﺑﻚ‪ .‬ﻟﻦ ﻳﻌﺠﺒﻨﻲ‪ ،‬ﻭﺳﺄﻓﺸﻞ ﻓﻴﻪ→ﻛﻴﻒ ﻳﻤﻜﻦ ﻷﻱ ﺷﺨﺺ ﺍﻻﺳﺘﻤﺘﺎﻉ ﺑﻄﻬﻲ ﻭﺟﺒﺎﺕ ﺻﺤﻴﺔ ﺑﺴﻬﻮﻟﺔ‬ ‫‪...‬ﺳﻴﺴﺘﻐﺮﻕ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻮﻗﺖ→ﻛﻴﻔﻴﺔ ﻃﻬﻲ ﺍﻟﻮﺟﺒﺎﺕ ﻓﻲ ﺃﻗﻞ ﻣﻦ ‪ 5‬ﺩﻗﺎﺉﻖ‬ ‫‪...‬ﺑﺎﻫﻆ ﺍﻟﺜﻤﻦ‪ ،‬ﻻ ﻳﺴﺘﺤﻖ ﺫﻟﻚ→ﻛﻴﻒ ﺃﻥ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﺃﺭﺧﺺ ﻓﻲ ﺍﻟﻮﺍﻗﻊ ﻣﻦ ﺍﻟﻄﻌﺎﻡ ﻏﻴﺮ ﺍﻟﺼﺤﻲ‬ ‫‪...‬ﻏﻴﺮ ﻣﺴﺘﺪﺍﻣﺔ →ﻛﻴﻔﻴﺔ ﺟﻌﻞ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ ﻳﺪﻭﻡ ﺇﻟﻰ ﺍﻷﺑﺪ‬ ‫‪...‬ﻟﻴﺲ ﻣﻦ ﺃﻭﻟﻮﻳﺎﺗﻲ‪ ،‬ﺍﺣﺘﻴﺎﺟﺎﺕ ﻋﺎﺉﻠﺘﻲ ﺳﺘﻌﻴﻘﻨﻲ→ﻛﻴﻔﻴﺔ ﻃﻬﻲ ﻫﺬﺍ ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﻣﺨﺎﻭﻑ ﻋﺎﺉﻠﺘﻚ‬ ‫‪...‬ﺃﻣﺮ ﻻ ﻳﻤﻜﻦ ﻓﻌﻠﻪ ﺇﺫﺍ ﺳﺎﻓﺮﺕ‪ ،‬ﻓﻠﻦ ﺃﻋﺮﻑ ﻛﻴﻔﻴﺔ ﻃﻬﻲ ﺍﻟﻄﻌﺎﻡ ﺍﻟﺼﺤﻲ→ﻛﻴﻔﻴﺔ ﺍﻟﺴﻔﺮ ﻣﻊ ﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﺍﻟﻄﺒﺦ ﺍﻟﺼﺤﻲ‬ ‫ﺍﻟﻤﺸﻜﻠﺔ‪:‬ﺗﻨﺎﻭﻝ ﻃﻌﺎﻡ ﺻﺤﻲ‬ ‫‪...‬ﺃﻣﺮ ﺻﻌﺐ ﻭﻣﺮﺑﻚ ﻭﻟﻦ ﻳﻌﺠﺒﻨﻲ→ﻛﻴﻔﻴﺔ ﺗﻨﺎﻭﻝ ﻃﻌﺎﻡ ﺻﺤﻲ ﻟﺬﻳﺬ ﺩﻭﻥ ﺍﺗﺒﺎﻉ ﺃﻧﻈﻤﺔ ﻣﻌﻘﺪﺓ‬ ‫‪. . .‬ﺇﻟﺦ‬ ‫ﺍﻟﻤﺸﻜﻠﺔ‪:‬ﻣﻤﺎﺭﺳﺔ ﺍﻟﺮﻳﺎﺿﺔ ﺑﺎﻧﺘﻈﺎﻡ‬ ‫‪...‬ﺃﻣﺮ ﺻﻌﺐ ﻭﻣﺮﺑﻚ ﻭﻟﻦ ﻳﻌﺠﺒﻨﻲ‪ ،‬ﻭﺳﺄﻛﻮﻥ ﺳﻴﺉﺎً ﻓﻴﻪ →ﻧﻈﺎﻡ ﺗﻤﺮﻳﻦ ﺳﻬﻞ ﺍﻟﻤﺘﺎﺑﻌﺔ ﻭﻳﺴﺘﻤﺘﻊ ﺑﻪ ﺍﻟﺠﻤﻴﻊ …‪.‬ﺇﻟﺦ‪.‬‬ ‫ﺣﺴﻨﺎً‪،‬ﻳﺎ ﻟﻠﻌﺠﺐ! ﻫﺬﻩ ﻣﺸﺎﻛﻞ ﻛﺜﻴﺮﺓ )ﻭﺣﻠﻮﻝ ﺑﺪﻳﻬﻴﺔ ﻛﺜﻴﺮﺓ ﺑﻔﻀﻞ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﺒﺎﻋﺪ(‪ .‬ﺳﺘﻼﺣﻆ ﺃﻳﻀﺎً ﺃﻥ ﺍﻟﻜﺜﻴﺮ ﻣﻨﻬﺎ ﻣﺘﻜﺮﺭ‪ .‬ﻫﺬﺍ ﻃﺒﻴﻌﻲ‬ ‫ﺗﻤﺎﻣﺎً‪.‬ﻣﺤﺮﻛﺎﺕ ﺍﻟﻘﻴﻤﺔ ﻫﻲ ﺍﻷﺳﺒﺎﺏ ﺍﻷﺭﺑﻌﺔ ﺍﻷﺳﺎﺳﻴﺔ‪ .‬ﺗﺮﺗﺒﻂ ﻣﺸﺎﻛﻠﻨﺎ ﺩﺍﺉﻤﺎً ﺑﻬﺬﻩ ﺍﻟﻤﺤﺮﻛﺎﺕ‪ ،‬ﻭﺣﻠﻮﻟﻨﺎ ﺗﻮﻓﺮ ﺍﻟﺤﻞ ﺍﻟﻼﺯﻡ ﻟﻤﻨﺢ ﺍﻟﻌﻤﻴﻞ‬ ‫ﺍﻟﻤﺤﺘﻤﻞﺍﻹﺫﻥ ﺑﺎﻟﺸﺮﺍء‪ .‬ﻭﺍﻷﻣﺮ ﺍﻷﻛﺜﺮ ﺟﻨﻮﻧﺎً‪ :‬ﺇﺫﺍﻭﺍﺣﺪ ﻓﻘﻂﺇﺫﺍ ﻛﺎﻥ ﻫﻨﺎﻙ ﻧﻘﺺ ﻓﻲ ﺣﻞ ﻫﺬﻩ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ‪ ،‬ﻓﻘﺪ ﻳﺘﺴﺒﺐ ﺫﻟﻚ ﻓﻲ ﺗﻔﺎﻗﻢ ﺍﻟﻤﺸﻜﻠﺔ‬ ‫ﻟﺪﻯﺷﺨﺺ ﻣﺎ‪.‬ﻻﻟﻠﺸﺮﺍء‪ .‬ﺳﻮﻑ ﺗﻜﻮﻥﻣﻨﺪﻫﺶﺃﺳﺒﺎﺏ ﻋﺪﻡ ﺷﺮﺍء ﺍﻟﻨﺎﺱ‪ .‬ﻓﻼ ﺗﺤﺼﺮ ﻧﻔﺴﻚ ﻫﻨﺎ‪.‬‬ ‫ﺑﺮﻭﻙﻛﺎﺳﺘﻴﻠﻮ ﺻﺪﻳﻘﺔ ٌﺗﺪﻳﺮ ﺷﺮﻛﺔ ًﺿﺨﻤﺔ ًﻟﻠﺘﺪﺭﻳﺐ ﺍﻟﺤﻴﺎﺗﻲ‪ .‬ﻭﻹﻋﻄﺎﺉﻜﻢ ﻓﻜﺮﺓ ًﻣﺨﺘﻠﻔﺔ ًﻋﻦ ﻗﺎﺉﻤﺔ ﺣﻠﻮﻝ ﺍﻟﻤﺸﺎﻛﻞ‪ ،‬ﺃﺭﺳﻠﺖ ﻟﻲ ﺑﺮﻭﻙ‬ ‫ﻗﺎﺉﻤﺘﻬﺎﺃﺛﻨﺎء ﻗﺮﺍءﺗﻬﺎ ﻟﻬﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻟﺘﻘﺪﻳﻢ ﻋﺮﺽ ٍﺭﺍﺉﻊ ٍﻟﺪﻭﺭﺓ ٍﻓﻲ ﺍﻟﻌﻼﻗﺎﺕ ﻟﻤﺪﺓ ‪ 90‬ﻳﻮﻣﺎً‪ .‬ﺃﻟﻘﻮﺍ ﻧﻈﺮﺓ ًﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻣﻦ ﻣﻨﻈﻮﺭ ٍﻣﺨﺘﻠﻒ ٍ‬ ‫ﺗﻤﺎﻣﺎً‪.‬ﻟﻜﻦ ﺍﻟﺨﻼﺻﺔ‪ :‬ﻻ ﺗﺘﻜﻠﻔﻮﺍ‪ .‬ﻓﻘﻂ ﺩﻭﻧّﻮﺍ ﺟﻤﻴﻊ ﺍﻟﻤﺸﺎﻛﻞ ﺛﻢ ﺣﻮﻟّﻮﻫﺎ ﺇﻟﻰ ﺣﻠﻮﻝ‪.‬‬ ‫ﺑﻐﺾﺍﻟﻨﻈﺮ ﻋﻤﺎ ﺇﺫﺍ ﻛﺎﻥ ﺍﻟﻌﺮﺽ ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﺑﺈﻧﺸﺎﺉﻪ ﻳﺘﻌﻠﻖ ﺑﺎﻟﻠﻴﺎﻗﺔ ﺍﻟﺒﺪﻧﻴﺔ )ﻣﺜﻞ ﺍﻟﻤﺜﺎﻝ(‪ ،‬ﺃﻭ ﺩﻭﺭﺓ ﺗﺪﺭﻳﺒﻴﺔ ﻓﻲ ﺍﻟﻌﻼﻗﺎﺕ )ﻣﺜﻞ ﺑﺮﻭﻙ(‪ ،‬ﺃﻭ‬ ‫ﺷﻲءﻣﺨﺘﻠﻒ ﺗﻤﺎﻣﺎً )ﻣﺜﻞ ﺁﻻﻡ ﺍﻷﺫﻥ(‪ ،‬ﻓﻨﺤﻦ ﻧﻌﻠﻢ ﺍﻵﻥﻣﺎﺫﺍﻋﻠﻴﻨﺎ ﺃﻥ ﻧﻔﻌﻞ ﺫﻟﻚ‪ .‬ﺍﻟﺨﻄﻮﺓ ﺍﻟﺮﺍﺑﻌﺔ ﻫﻲﻛﻴﻒ)ﻭﻛﻴﻔﻴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﺩﻭﻥ ﻛﺴﺮ ﺍﻟﺒﻨﻚ(‪.‬‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ :5‬ﺑﺮﻧﺎﻣﺞ ﺗﻌﻠﻴﻤﻲ ﺇﺿﺎﻓﻲ‪ :‬ﺇﻧﺸﺎء ﺍﻟﻌﺮﺽ ﺍﻟﺠﺰء ﺍﻷﻭﻝ‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺮﻳﺪ ﺃﻥ ﺗﺘﺎﺑﻊ ﺍﻟﻌﻤﻠﻴﺔ ﻣﻌﻲ ﻣﺒﺎﺷﺮﺓ‪ ،‬ﻓﺎﻧﺘﻘﻞ ﺇﻟﻰ‪ Acquisition.com/training/offers‬ﺛﻢ ﺣﺪﺩ"ﺇﻧﺸﺎء ﺍﻟﻌﺮﺽ ﺍﻟﺠﺰء ﺍﻷﻭﻝﻟﻤﺸﺎﻫﺪﺓ ﻓﻴﺪﻳﻮ ﺗﻌﻠﻴﻤﻲ ﻗﺼﻴﺮ‪.‬‬ ‫ﻛﺎﻟﻌﺎﺩﺓ‪،‬ﺇﻧﻪ ﻣﺠﺎﻧﻲ ﺗﻤﺎﻣﺎً‪ .‬ﻟﺪﻱ ّﺃﻳﻀﺎًﻗﺎﺉﻤﺔ ﺍﻟﺘﺤﻘﻖ ﻹﻧﺸﺎء ﺍﻟﻌﺮﻭﺽ ﺍﻟﻤﺠﺎﻧﻴﺔﺗﻄﺒﻴﻖ ﺧﺎﺹ ﺑﻚ‪ ،‬ﻳﻤﻜﻨﻚ ﺗﻤﺮﻳﺮﻩ ﻭﺗﻄﺒﻴﻘﻪ ﻓﻮﺭﺍً ﻓﻲ ﻋﻤﻠﻚ‪ .‬ﺍﺳﺘﻤﺘﻊ‪.‬‬ 10 ‫ﻋﺮﺽﺍﻟﻘﻴﻤﺔ‪ :‬ﺇﻧﺸﺎء ﻋﺮﺿﻚ ﺍﻟﻀﺨﻢ ﺍﻟﺠﺰء ﺍﻟﺜﺎﻧﻲ‪ :‬ﺍﻟﺘﻘﻠﻴﺺ ﻭﺍﻟﺘﻜﺪﻳﺲ‬ ‫"ﻗﻄﻊ! ﻗﻄﻊ! ﻗﻄﻊ!"‬ ‫ﺃﺻﺪﻗﺎءﻟﺮﺍﺷﻴﻞ ﺟﺮﻳﻦ ﻓﻲ ﻣﺴﻠﺴﻞ ﺍﻷﺻﺪﻗﺎء‬ ‫ﺃﻧﺎ‬ ‫ﻗﺴﻤّﺖ ُﻫﺬﺍ ﺍﻟﻔﺼﻞ ﺇﻟﻰ ﻗﺴﻤﻴﻦ ﻷﻧﻪ ﺃﻫﻢ ﻗﺴﻢ ﻓﻲ ﺍﻟﻜﺘﺎﺏ‪ ،‬ﻭﻫﻮ ﺍﻷﻫﻢ ﺃﻳﻀﺎً‪ .‬ﻓﺒﺪﻭﻥ ﻣﻨﺘﺞ ﺃﻭ ﺧﺪﻣﺔ ﻗﻴﻤّﺔ‪ ،‬ﻟﻦ ﻳﻜﻮﻥ ﺑﺎﻗﻲ ﺍﻟﻜﺘﺎﺏ ﻗﺎﺑﻼً‬ ‫ﻟﻠﺘﻨﻔﻴﺬ‪..‬ﻟﻘﺪ ﻏﻄﻴﻨﺎ ﺟﻤﻴﻊ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﻲ ﺳﻨﺤﻠﻬﺎ‪ .‬ﺃﻣﺎ ﺍﻟﺠﺰء ﺍﻟﺜﺎﻧﻲ ﻣﻦ ﺗﻘﺪﻳﻢ ﻋﺮﺿﻚ ﻓﻬﻮ ﺗﻔﺼﻴﻞ ﻣﺎ ﺳﻨﻔﻌﻠﻪ‪/‬ﻧﻘﺪﻣﻪ ﻟﻌﻤﻴﻠﻨﺎ‪ .‬ﻧﻈﺮﻳﺎً‪،‬‬ ‫ﻧﺮﻏﺐﺟﻤﻴﻌﺎً ﻓﻲ ﺍﻟﺴﻔﺮ ﻭﺍﻟﻌﻴﺶ ﻣﻊ ﻋﻤﻼﺉﻨﺎ ﻟﺤﻞ ﻣﺸﺎﻛﻠﻬﻢ‪ .‬ﻟﻜﻦ ﻓﻲ ﺍﻟﻮﺍﻗﻊ‪ ،‬ﻫﺬﺍ ﻟﻦ ﻳﻤُﻜﻨّﻨﺎ ﻣﻦ ﺍﻟﺘﻮﺳﻊ‪ .‬ﻧﺤﺘﺎﺝ ﺇﻟﻰ ﻋﺮﺽ ﺟﺬﺍﺏ ﻟﻠﻐﺎﻳﺔ‪.‬ﻭ‬ ‫ﻣﺮﺑﺤﺔ‪.‬‬ ‫ﻣﻊﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﻛﺎﻥ ﻫﺬﺍ ﺃﻭﻝ ﻋﺮﺽ ﺿﺨﻢ ﻟﻚ‪ ،‬ﻓﻤﻦ ﺍﻟﻤﻬﻢ ﺃﻥ ﺗﻘُﺪﻡّ ﻋﺮﺿﺎً ﻣﺒُﺎﻟﻐﺎً ﻓﻴﻪ‪ .‬ﺭﺑﻤﺎ ﻻ ﻳﻜﻮﻥ ﺍﻟﺴﻔﺮ ﺟﻮﺍً ﻓﻜﺮﺓ ﺳﻴﺉﺔ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ .‬ﺣﻘﻖ‬ ‫ﺑﻌﺾﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﺛﻢ ﻓﻜﺮّ ﻓﻲ ﻛﻴﻔﻴﺔ ﺗﺴﻬﻴﻞ ﺍﻷﻣﺮ ﻋﻠﻰ ﻋﻤﻼﺉﻚ‪ .‬ﺗﺮﻳﺪﻫﻢ ﺃﻥ ﻳﻘﻮﻟﻮﺍ ﻷﻧﻔﺴﻬﻢ‪" :‬ﺃﺣﺼﻞ ﻋﻠﻰ ﻛﻞ ﻫﺬﺍ‪ ،‬ﻣﻘﺎﺑﻞ ﻫﺬﺍ ﻓﻘﻂ؟" ﻓﻲ‬ ‫ﺟﻮﻫﺮﺍﻷﻣﺮ‪ ،‬ﺗﺮﻳﺪ ﻣﻨﻬﻢ ﺃﻥ ﻳﺪُﺭﻛﻮﺍ‪...‬ﻗﻴﻤﺔ ﻫﺎﺉﻠﺔ‪.‬‬ ‫ﺍﻟﺠﻤﻴﻊﻳﺸﺘﺮﻱ ﺑﺄﺳﻌﺎﺭ ﺭﺧﻴﺼﺔ‪ .‬ﺑﻌﺾ ﺍﻟﻨﺎﺱ ﻳﺸﺘﺮﻭﺍ ﺃﺷﻴﺎء ًﻗﻴﻤﺘﻬﺎ ‪ 100,000‬ﺩﻭﻻﺭ ﻣﻘﺎﺑﻞ ‪ 10,000‬ﺩﻭﻻﺭ ﻓﻘﻂ‪ .‬ﻫﺬﺍ ﻫﻮ ﻣﺎ ﻧﺘﻤﻨﺎﻩ‪ :‬ﺃﺳﻌﺎﺭ ﻣﺮﺗﻔﻌﺔ‪،‬‬ ‫ﻭﻟﻜﻦ‪...‬ﻳﺴﺮﻕﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻘﻴﻤﺔ )ﻛﻤﺎ ﻧﺄﻣﻞ ﻓﻲ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﺣﺘﻰ ﺍﻵﻥ(‪.‬‬ ‫ﺳﻠﺴﻠﺔﺍﻟﻤﺒﻴﻌﺎﺕ ﺇﻟﻰ ﺍﻹﻧﺠﺎﺯ‬ ‫ﻟﻜﻲﻧﺴﺘﻮﻋﺐ ﻣﻔﺎﻫﻴﻢ ﺍﻟﺘﻘﻠﻴﺺ ﻭﺍﻟﺘﻜﺪﻳﺲ ﺑﺸﻜﻞ ﺃﻓﻀﻞ‪ ،‬ﻧﺤﺘﺎﺝ ﺇﻟﻰ ﺇﻋﺎﺩﺓ ﺻﻴﺎﻏﺔ ﺫﻫﻨﻴﺔ‪.‬‬ ‫ﻟﻨﺪﺧﻞﻓﻲ ﺳﻠﺴﻠﺔ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺇﻟﻰ ﺍﻹﻧﺠﺎﺯ‪.‬‬ ‫ﻋﻨﺪﻣﺎﺗﻨُﺸﺊ ﻣﺸﺮﻭﻋﺎً ﺗﺠﺎﺭﻳﺎً‪ ،‬ﻳﻜﻮﻥ ﻟﺪﻳﻚ ﺗﻮﺍﺻﻞ ﺑﻴﻦ ﺳﻬﻮﻟﺔ ﺍﻹﻧﺠﺎﺯ ﻭﺳﻬﻮﻟﺔ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ .‬ﻛﻠﻤﺎ ﻗﻠﻠّﺖ ﻣﺎ ﻋﻠﻴﻚ ﻓﻌﻠﻪ‪ ،‬ﺯﺍﺩﺕ ﺻﻌﻮﺑﺔ ﺑﻴﻊ‬ ‫ﻣﻨﺘﺠﻚﺃﻭ ﺧﺪﻣﺘﻚ‪ .‬ﺃﻣﺎ ﺇﺫﺍ ﺑﺬﻟﺖ ﺃﻗﺼﻰ ﺟﻬﺪ ﻣﻤﻜﻦ‪ ،‬ﻓﺴﻴﺴﻬﻞ ﺑﻴﻊ ﻣﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ‪ ،‬ﻟﻜﻦ ﻳﺼﻌﺐ ﺗﺤﻘﻴﻘﻪ ﻧﻈﺮﺍً ﻟﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﻭﻗﺘﻚ‪.‬‬ ‫ﻳﻜﻤﻦﺍﻟﺴﺮ‪ ،‬ﻭﺍﻟﻬﺪﻑ ﺍﻟﻨﻬﺎﺉﻲ‪ ،‬ﻓﻲ ﺇﻳﺠﺎﺩ ﻧﻘﻄﺔ ﺑﻴﻊ ﻣﺜﺎﻟﻴﺔ ﺗﻤُﻜﻨّﻚ ﻣﻦ ﺑﻴﻊ ﻣﻨﺘﺞ ﺟﻴﺪ ﺟﺪﺍً ﻭﺳﻬﻞ ﺍﻟﺘﻨﻔﻴﺬ ﻓﻲ ﺍﻟﻮﻗﺖ ﻧﻔﺴﻪ‪.‬‬ ‫ﻟﻄﺎﻟﻤﺎﻋﺸﺖ ُﻭﻓﻘﺎً ﻟﻤﺒﺪﺃ "ﺃﻧُﺸﺊ ﺗﺪﻓﻘﺎً‪ .‬ﺍﺳﺘﺜﻤﺮ ﻓﻲ ﺍﻟﺘﺪﻓﻖ‪ .‬ﺛﻢ ﺃﺿﻒ ﺍﻻﺣﺘﻜﺎﻙ"‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻨﻲ ﺃﻭﺟﺪ ﺍﻟﻄﻠﺐ‪.‬ﺃﻭﻻًﺛﻢ‪ ،‬ﺑﻌﺮﺿﻲ‪ ،‬ﺃﺟﻌﻠﻬﻢ‬ ‫ﻳﻮﺍﻓﻘﻮﻥ‪.‬ﺑﻤﺠﺮﺩ ﻣﻮﺍﻓﻘﺔ ﺍﻟﻨﺎﺱ‪ ،‬ﺣﻴﻨﻬﺎ ﻓﻘﻂ‪ ،‬ﺳﺄﺿﻴﻒ ﺑﻌﺾ ﺍﻟﺘﻌﻘﻴﺪ ﺇﻟﻰ ﺗﺴﻮﻳﻘﻲ‪ ،‬ﺃﻭ ﺃﻗﺮﺭ ﺗﻘﺪﻳﻢ ﻋﺮﺽ‪.‬ﺃﻗﻞﺑﻨﻔﺲ ﺍﻟﺴﻌﺮ‪.‬‬ ‫ﺇﻥﺍﻟﻮﺍﻗﻌﻴﺔ ﻫﻲ ﺍﻟﻤﺤﺮﻙ ﻟﻬﺬﻩ ﺍﻟﻤﻤﺎﺭﺳﺔ‪ .‬ﺇﺫﺍ ﻟﻢ ﺗﺘﻤﻜﻦ ﻣﻦ ﺟﺬﺏ ﺍﻟﻄﻠﺐ‪ ،‬ﻓﻠﻦ ﺗﻌﺮﻑ ﺇﻥ ﻛﺎﻥ ﻣﺎ ﻟﺪﻳﻚ ﺟﻴﺪﺍً‪ .‬ﺃﻓﻀﻞ ﺗﻘﺪﻳﻢ ﺍﻟﻤﺰﻳﺪ ﻟﻜﻞ‬ ‫ﻋﻤﻴﻞﻣﻊ ﺗﺤﻘﻴﻖ ﺗﺪﻓﻖ ﻧﻘﺪﻱ‪ ،‬ﺛﻢ ﺗﺤﺴﻴﻦ ﺃﻋﻤﺎﻟﻲ ﻣﻊ ﻋﺪﻡ ﻭﺟﻮﺩ ﺃﻱ ﺗﺪﻓﻖ ﻧﻘﺪﻱ ﺑﻌﺪ ﺫﻟﻚ )ﻭﻟﻴﺲ ﻟﺪﻱ ﺃﺩﻧﻰ ﻓﻜﺮﺓ ﻋﻤﺎ ﺃﺣﺘﺎﺝ ﺇﻟﻰ ﺗﻌﺪﻳﻠﻪ‬ ‫ﻟﺨﺪﻣﺔﻋﻤﻼﺉﻲ ﺑﺸﻜﻞ ﺃﻓﻀﻞ(‪.‬‬ ‫ﺇﻟﻴﻜﻢﻣﺜﺎﻝ ٌﻣﺜﺎﻟﻲ ٌّﻟﺘﻮﺿﻴﺢ ﺫﻟﻚ‪ .‬ﻋﻨﺪﻣﺎ ﺑﺪﺃﺕ ُﻣﺸﺮﻭﻉ "‪ ،"Gym Launch‬ﺗﻮﺍﺻﻞ ﻣﻌﻲ ﺃﺻﺤﺎﺏ ﺍﻟﺼﺎﻻﺕ ﺍﻟﺮﻳﺎﺿﻴﺔ ﻃﺎﻟﺒﻴﻦ ﺍﻟﻤﺴﺎﻋﺪﺓ‪ .‬ﻛﺎﻧﻮﺍ‬ ‫ﺑﺤﺎﺟﺔ ٍﻣﺎﺳﺔ ٍﻟﻠﻤﺴﺎﻋﺪﺓ‪ ،‬ﻭﻟﻢ ﺃﻛﻦ ﺃﻋﺮﻑ ﻣﻦ ﺃﻳﻦ ﺃﺑﺪﺃ‪ .‬ﻟﻜﻨﻨﻲ ﺃﺭﺩﺕ ُﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺣﺼﻮﻟﻬﻢ ﻋﻠﻰ ﺃﻛﺜﺮ ﺑﻜﺜﻴﺮ ﻣﻤﺎ ﺩﻓﻌﻮﻩ ﻟﻲ‪ .‬ﻟﺬﺍ‪ ،‬ﺇﻟﻴﻜﻢ ﻣﺎ ﻓﻌﻠﺘﻪُ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ‬ ‫ﻟﻤﻞءﺻﺎﻻﺗﻬﻢ ﺍﻟﺮﻳﺎﺿﻴﺔ‪ :‬ﻛﻨﺖ ُﺃﺳﺎﻓﺮ ﺇﻟﻰ ﺻﺎﻻﺗﻬﻢ ﺍﻟﺮﻳﺎﺿﻴﺔ ﻟﻤﺪﺓ ‪ ٢١‬ﻳﻮﻣﺎً‪ ،‬ﻭﺃﻧﻔﻖ ﻣﺎﻟﻲ ﺍﻟﺨﺎﺹ ﻋﻠﻰ ﺍﻟﻔﻨﺎﺩﻕ‪ ،‬ﻭﺍﺳﺘﺉﺠﺎﺭ ﺍﻟﺴﻴﺎﺭﺍﺕ‪ ،‬ﻭﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ‬ ‫ﻓﻲﺍﻟﻤﻄﺎﻋﻢ‪ ،‬ﻭﺍﻹﻋﻼﻥ‪ ،‬ﻭﺃﻭُﻟﺪّ ﻋﻤﻼء ﻣﺤﺘﻤﻠﻴﻦ‪ ،‬ﻭﺃﻋﻤﻞ ﻣﻌﻬﻢ‪ ،‬ﺛﻢ ﺃﺑﻴﻊ ﻟﻬﻢ‪ .‬ﺣﺘﻰ ﺃﻧﻨﻲ ﻛﻨﺖ ُﺃﺟُﺮﻱ ﺃﻭﻝ ﺍﺟﺘﻤﺎﻉ ﺗﻌﺮﻳﻔﻲ ﻣﻊ ﺍﻟﻌﻤﻼء ﻟﺘﺸﺠﻴﻌﻬﻢ ﻋﻠﻰ‬ ‫ﺍﻟﺒﺪء‪.‬ﺑﺎﺧﺘﺼﺎﺭ‪ ،‬ﻓﻌﻠﺖ‪..ُ.‬ﻛﻞ ﺷﺊﻟﻘﺪ ﺗﺤﻤﻠﺖ ﻛﻞ ﺍﻟﻤﺨﺎﻃﺮ‪.‬‬ ‫ﻟﻢﻳﻜﻦ ﻋﻠﻴﻬﻢ ﺳﻮﻯ ﺩﻓﻊ ‪ 500‬ﺩﻭﻻﺭ ﻟﺤﺠﺰ ﻣﻮﻋﺪﻫﻢ‪ ،‬ﻭﻫﻮ ﺍﻟﻤﺒﻠﻎ ﺍﻟﺬﻱ ﺍﺳﺘﺮﺩﺗﻪ ﻋﻨﺪ ﺍﻧﺘﻬﺎء ﺇﻃﻼﻗﻬﻢ‪ .‬ﻟﺬﺍ‪ ،‬ﻟﻢ ﺗﻜﻦ ﻟﺪﻳﻬﻢ ﺃﻱ ﻣﺨﺎﻃﺮﺓ ﻣﺎﻟﻴﺔ ﺃﻭ‬ ‫ﻭﻗﺘﻴﺔﺃﻭ ﺟﻬﺪ‪ ،‬ﻭﻛﺎﻥ ﺍﻻﺗﻔﺎﻕ ﺃﻧﻨﻲ ﺳﺄﺣﺘﻔﻆ ﺑﺠﻤﻴﻊ ﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺪﻓﻮﻋﺔ ﻣﻘﺪﻣﺎً ﻣﻦ ﺑﻴﻊ ﺧﺪﻣﺎﺗﻬﻢ‪ ،‬ﺑﻴﻨﻤﺎ ﺣﺼﻠﻮﺍ ﻋﻠﻰ ﻋﻤﻼء ﻣﺠﺎﻧﺎً‪ .‬ﻳﻤﻜﻨﻚ ﺗﺨﻴﻞ‬ ‫ﻣﺪﻯﺟﺎﺫﺑﻴﺔ ﻫﺬﺍ ﺍﻟﻌﺮﺽ‪.‬‬ ‫ﺑﻤﻔﺮﺩﻱ‪،‬ﺗﻤﻜﻨﺖ ُﻣﻦ ﺑﻴﻊ ﻣﺎ ﻳﻘﺎﺭﺏ ‪ 100,000‬ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً ﻧﻘﺪﺍً ﻣﻘﺪﻣﺎً‪ .‬ﻟﺬﺍ ﻛﺎﻧﺖ ﻫﺬﻩ ﺍﻟﺼﻔﻘﺎﺕ ﻣﺮﺑﺤﺔ ﺟﺪﺍً ﺑﺎﻟﻨﺴﺒﺔ ﻟﻲ‪ .‬ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪،‬‬ ‫ﺗﻮﺳﻌّﺖﻓﻲ ﻫﺬﺍ ﺍﻟﻤﺠﺎﻝ ﺇﻟﻰ ﻓﺮﻳﻖ ﻣﻦ ‪ 8‬ﺃﺷﺨﺎﺹ ﻳﺒﻴﻌﻮﻥ ﺷﻬﺮﻳﺎً‪ .‬ﻟﻜﻦ ﻫﺬﺍ ﺑﺪﺃ ﻳﺮُﻫﻘﻨﻲ ﺃﻧﺎ ﻭﺍﻟﻔﺮﻳﻖ‪ .‬ﻋﻨﺪﻫﺎ ﺃﺩﺭﻛﺖ ُﺃﻧﻪ ﻟﻮ ﻋﻠﻤّﺘﻬﻢ ﺑﺒﺴﺎﻃﺔ‬ ‫ﻛﻴﻔﻴﺔﺍﻟﻘﻴﺎﻡ ﺑﻤﺎ ﺃﻓﻌﻠﻪ‪ ،‬ﻟﺮﺑﻤﺎ ﺟﻨﻴﺖ ﺛﻠﺚ ﻣﺎ ﻛﻨﺖ ُﺃﺗﻘﺎﺿﺎﻩ ﻋﺎﺩﺓ‪ ً،‬ﻟﻜﻨﺖ ُﻗﺎﺩﺭﺍً ﻋﻠﻰ ﻣﺴﺎﻋﺪﺓ ﻣﺉﺎﺕ ﺍﻟﺼﺎﻻﺕ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺷﻬﺮﻳﺎً ﺑﺪﻻً ﻣﻦ ﺛﻤﺎﻧﻴﺔ‪.‬‬ ‫ﻭﻳﻤﻜﻨﻨﻲﺍﻟﻘﻴﺎﻡ ﺑﻜﻞ ﺫﻟﻚ ﻭﺃﻧﺎ ﻧﺎﺉﻢ ﻓﻲ ﺳﺮﻳﺮﻱ ﻛﻞ ﻟﻴﻠﺔ‪.‬‬ ‫ﻛﺎﻥﻭﻋﺪﻱ ﻫﻮ ﻧﻔﺴﻪ ﺗﻤﺎﻣﺎً‪ :‬ﺳﺄﻣﻸ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻓﻲ ‪ 30‬ﻳﻮﻣﺎً‪ .‬ﻛﺎﻥ ﺍﻷﻣﺮ ﺑﺒﺴﺎﻃﺔﻛﻴﻒﻭﻣﺎﺫﺍ ﻓﻌﻠﺖﺍﻟﺬﻱ ﺗﻐﻴﺮ‪.‬ﻛﻴﻒ‬ ‫ﻭﻣﺎﺫﺍﻫﻮ ﻣﺎ ﻧﻘﻮﻡ ﺑﺘﻔﻜﻴﻜﻪ‪.‬‬ ‫ﻋﻨﺪﺍﻟﺘﺤﺪﺙ ﻣﻊ ﺃﺻﺤﺎﺏ ﺍﻷﻋﻤﺎﻝ ﻋﻦ ﻧﻤﻮﺫﺟﻬﻢ‪ ،‬ﺃﻧﺼﺤﻬﻢ ﺑﺘﻌﺰﻳﺰ ﺍﻟﺘﺪﻓﻖ ﺍﻟﻨﻘﺪﻱ ﻣﻦ ﺧﻼﻝ ﺗﻘﺪﻳﻢ ﺃﺩﺍء ٍﺃﻓﻀﻞ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ .‬ﺛﻢ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ‬ ‫ﺍﻟﺘﺪﻓﻖﺍﻟﻨﻘﺪﻱ ﻹﺻﻼﺡ ﻋﻤﻠﻴﺎﺗﻬﻢ ﻭﺯﻳﺎﺩﺓ ﻛﻔﺎءﺗﻬﻢ‪ .‬ﻋﻤﻠﻴﺔ ﺍﻟﻤﺮﺍﺟﻌﺔ ﻫﺬﻩ ﺳﻠﺴﺔ ﻟﻠﻐﺎﻳﺔ‪ .‬ﻗﺪ ﻻ ﺗﻀﻄﺮ ﺣﺘﻰ ﻟﺘﻐﻴﻴﺮ ﻣﺎ ﺗﻘﺪﻣﻪ‪ ،‬ﺑﻞ ﻗﺪ ﻳﻨﺘﻬﻲ ﺑﻚ‬ ‫ﺍﻷﻣﺮﺇﻟﻰ ﺇﻧﺸﺎء ﺃﻧﻈﻤﺔ ﺗﺤُﻘﻖ ﻧﻔﺲ ﺍﻟﻘﻴﻤﺔ ﻟﻠﻌﻤﻴﻞ‪ ،‬ﻭﻟﻜﻨﻬﺎ ﺗﻜُﻠﻔﻚ ﻣﻮﺍﺭﺩ ﺃﻗﻞ ﺑﻜﺜﻴﺮ‪.‬‬ ‫ﻓﻲﻧﻬﺎﻳﺔ ﺍﻟﻤﻄﺎﻑ‪ ،‬ﻫﻜﺬﺍ ﺗﺘﻨﺎﻓﺲ ﺍﻟﺸﺮﻛﺎﺕ‪ .‬ﻓﻬﻢ ﻫﺬﺍ ﺍﻷﻣﺮ ﺿﺮﻭﺭﻱ ﻟﺘﻮﺳﻴﻊ ﻧﻄﺎﻕ ﺃﻋﻤﺎﻟﻚ‪ .‬ﺑﻌﺪ ﺃﻥ ﻭﺿﺤّﻨﺎ ﺃﻫﻤﻴﺔ ﻧﻘﻄﺔ ﺍﻻﺭﺗﻜﺎﺯ ﻭﻛﻴﻔﻴﺔ‬ ‫ﺗﺤﻘﻴﻖﺍﻟﺘﻮﺍﺯﻥ ﺑﻴﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺗﺤﻘﻴﻖ ﺍﻟﻨﺘﺎﺉﺞ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ ،‬ﻟﻨﺘﻨﺎﻭﻝ ﺍﻟﺨﻄﻮﺗﻴﻦ ﺍﻷﺧﻴﺮﺗﻴﻦ ﻣﻦ ﺇﻋﺪﺍﺩ ﻋﺮﺿﻨﺎ ﺍﻟﺸﺎﻣﻞ‪ .‬ﺑﺎﺧﺘﺼﺎﺭ‪ ،‬ﺗﺬﻛﺮ ﺃﻧﻨﺎ‬ ‫ﻏﻄﻴﻨﺎﺗﺤﺪﻳﺪ ﺍﻟﻨﺘﺎﺉﺞ ﺍﻟﻤﺜﺎﻟﻴﺔ )ﺍﻟﺨﻄﻮﺓ ﺍﻷﻭﻟﻰ(‪ ،‬ﻭﺳﺮﺩ ﺍﻟﻤﺸﻜﻼﺕ )ﺍﻟﺨﻄﻮﺓ ﺍﻟﺜﺎﻧﻴﺔ(‪ ،‬ﻭﺇﻳﺠﺎﺩ ﺍﻟﺤﻠﻮﻝ )ﺍﻟﺨﻄﻮﺓ ﺍﻟﺜﺎﻟﺜﺔ(‪..‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪ :4‬ﺇﻧﺸﺎء ﻣﺮﻛﺒﺎﺕ ﺗﻮﺻﻴﻞ ﺍﻟﺤﻠﻮﻝ ﺍﻟﺨﺎﺻﺔ ﺑﻚ )"ﺍﻟﻜﻴﻔﻴﺔ"(‬ ‫ﺍﻟﺨﻄﻮﺓﺍﻟﺘﺎﻟﻴﺔ ﻫﻲ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﻛﻞ ﺍﻷﺷﻴﺎء ﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺍﻟﻘﻴﺎﻡ ﺑﻬﺎﻳﻔﻌﻞﻟﺤﻞ ﻛﻞ ﻣﻦ ﻫﺬﻩ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﻲ ﺣﺪﺩﺗﻬﺎ‪ .‬ﻫﺬﻩ ﻫﻲ ﺍﻟﺨﻄﻮﺓ ﺍﻷﻫﻢ ﻓﻲ‬ ‫ﻫﺬﻩﺍﻟﻌﻤﻠﻴﺔ‪ .‬ﻫﺬﺍ ﻣﺎ ﺳﺘﻔﻌﻠﻪﻳﺴﻠﻢﻫﺬﺍ ﻫﻮ ﻣﺎ ﺳﻮﻑ ﺗﻔﻌﻠﻪ ﺃﻭ ﺗﻘﺪﻣﻪ ﻣﻘﺎﺑﻞ ﺍﻟﻤﺎﻝ‪.‬‬ ‫ﻣﻦﺃﺟﻞ ﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻹﺑﺪﺍﻉ ﻣﺮﺗﻔﻌﺎً )ﺍﻟﺘﻔﻜﻴﺮ ﺍﻟﻤﺘﺒﺎﻳﻦ(‪ ،‬ﻓﻜﺮ ﻓﻲﺃﻱ ﺷﻲء ﻳﻤﻜﻨﻚ ﻓﻌﻠﻪﻓﻜﺮّ ﻓﻲ ﻛﻞ ﻣﺎ ﻗﺪ ﻳﺰﻳﺪ ﻣﻦ ﻗﻴﻤﺔ ﻋﺮﺿﻚ‪،‬‬ ‫ﻟﺪﺭﺟﺔﺃﻥ ﺭﻓﻀﻪ ﺳﻴﻜﻮﻥ ﺃﺣﻤﻘﺎً‪.‬‬ ‫ﻣﺎﺫﺍﻳﻤﻜﻨﻚ ﺃﻥ ﺗﻔﻌﻞ ﻟﻴﻘﻮﻝ ﻟﻚ ﺃﺣﺪﻫﻢ ﻓﻮﺭﺍً‪" :‬ﻛﻞ ﻫﺬﺍ؟ ﺟﺪﻳﺎً؟ ﻧﻌﻢ‪ ،‬ﺃﻧﺎ ﻣﻮﺍﻓﻖ"‪ .‬ﺍﻟﻘﻴﺎﻡ ﺑﻬﺬﺍ ﺍﻟﺘﻤﺮﻳﻦ‬ ‫ﺳﻴﺠﻌﻞﻣﻬﻤﺔ ﺍﻟﺒﻴﻊ ﺃﺳﻬﻞ ﺑﻜﺜﻴﺮ‪.‬‬ ‫ﺣﺘﻰﻟﻮ ﺗﻮﺻﻠﺖ ﺇﻟﻰ ﺷﻲء ﻟﺴﺖ ﻣﺴﺘﻌﺪﺍً ﻟﻪ‪ ،‬ﻓﻼ ﺑﺄﺱ‪ .‬ﺍﻟﻬﺪﻑ ﻫﻨﺎ ﻫﻮ ﺗﺠﺎﻭﺯ ﺣﺪﻭﺩﻙ ﻭﺗﺤﻔﻴﺰ ﻋﻘﻠﻚ ﻋﻠﻰ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﻧﺴﺨﺔ ﻣﺨﺘﻠﻔﺔ ﻣﻦ‬ ‫ﺍﻟﺤﻞﺍﻟﺬﻱ ﺗﻠﺠﺄ ﺇﻟﻴﻪ ﻋﺎﺩﺓ‪ ً.‬ﻫﻨﺎ ﻳﻤﻜﻨﻚ ﺇﻃﻼﻕ ﺍﻟﻌﻨﺎﻥ ﻹﺑﺪﺍﻋﻚ ﺍﻟﺮﻳﺎﺩﻱ‪.‬‬ ‫ﺗﺬﻛﻴﺮ‪ :‬ﻛﻞ ﻣﺎ ﻋﻠﻴﻚ ﻓﻌﻠﻪ ﻫﻮ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚﻣﺮﺓ ﻭﺍﺣﺪﺓ‪ .‬ﺣﺮﻓﻴﺎًﻣﺮﺓ ﻭﺍﺣﺪﺓﻟﻤﻨﺘﺞ ﻗﺪ ﻳﺪﻭﻡ ﻟﺴﻨﻮﺍﺕ‪ .‬ﻫﺬﺍ ﻋﻤﻞ ﺫﻭ ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ ﻭﻋﺎﺉﺪ ﻣﺮﺗﻔﻊ‪.‬‬ ‫ﻓﻲﺍﻟﻨﻬﺎﻳﺔ‪ ،‬ﺳﺘﺤﺼﻞ ﻋﻠﻰ ﺃﺟﺮ ﻣﻘﺎﺑﻠﻪ‪.‬ﺍﻟﺘﻔﻜﻴﺮﺣﺴﻨﺎً‪ ،‬ﻫﺬﺍ ﻣﻤﺘﻊ‪ .‬ﻫﻴﺎ‪ ،‬ﺍﺫﻛﺮ ﺟﻤﻴﻊ ﺍﻻﺣﺘﻤﺎﻻﺕ ﺍﻟﻤﺘﺎﺣﺔ ﻟﻚ ﺍﻵﻥ‪ .‬ﺛﻢ ﺳﺄﺷﺮﺡ ﻟﻚ ﻣﺜﺎﻟﻲ‪.‬‬ ‫ﺳﺄﺳﺘﺨﺪﻡﻓﻘﻂ ﻣﺸﻜﻠﺔ ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﻣﻦ ﺍﻟﻤﺜﺎﻝ ﺍﻟﺴﺎﺑﻖ‪ .‬ﺃﺣﺐ ﺃﻥ ﺃﺻﻨﻒ ﺍﻷﺷﻴﺎء ﺣﺴﺐ ﻋﺪﺩ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﺳﺄﻭﺻﻞ ﻟﻬﻢ ﻫﺬﺍ ﺍﻟﺸﻲء‬ ‫ﺩﻓﻌﺔ ًﻭﺍﺣﺪﺓ‪.‬‬ ‫ﻗﺎﺉﻤﺘﻲﺃﺩﻧﺎﻩ‪ .‬ﻭﻓﻲ ﺍﻷﺳﻔﻞ‪ ،‬ﺃﻋﻄﻴﺘﻜﻢ "ﺭﻣﻮﺯ ﺍﻟﻐﺶ" ﻟﻜﻴﻔﻴﺔ ﺗﻔﻜﻴﺮﻱ ﻓﻲ ﻫﺬﺍ ﺍﻷﻣﺮ ﻷﻛﻮﻥ ﺃﻛﺜﺮ ﺇﺑﺪﺍﻋﺎً‪ .‬ﺍﻟﻤﺸﻜﻠﺔ‪ :‬ﺷﺮﺍء ﻃﻌﺎﻡ ﺻﺤﻲ ﺃﻣﺮ‬ ‫ﺻﻌﺐﻭﻣﺮﺑﻚ ﻭﻟﻦ ﻳﻌﺠﺒﻨﻲ ﺇﺫﺍ ﺃﺭﺩﺕ ﺃﻥ ﺃﻗﺪﻡ ﺣﻼ ًﻓﺮﺩﻳﺎً‪ ،‬ﻓﻘﺪ ﺃﻗﺪﻡ ‪...‬‬ ‫‪.1‬ﺍﻟﺘﺴﻮﻕ ﺍﻟﺸﺨﺼﻲ ﻟﻠﺒﻘﺎﻟﺔ‪ ،‬ﺣﻴﺚ ﺁﺧﺬ ﺍﻟﻌﻤﻼء ﺇﻟﻰ ﺍﻟﻤﺘﺠﺮ ﻭﺃﻋﻠﻤﻬﻢ ﻛﻴﻔﻴﺔ ﺍﻟﺘﺴﻮﻕ‬ ‫‪.2‬ﻗﺎﺉﻤﺔ ﻣﺸﺘﺮﻳﺎﺕ ﺷﺨﺼﻴﺔ‪ ،‬ﺣﻴﺚ ﺃﻋﻠﻤﻬﻢ ﻛﻴﻔﻴﺔ ﺇﻋﺪﺍﺩ ﺍﻟﻘﺎﺉﻤﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ‬ ‫‪.٣‬ﺧﺪﻣﺔ ﺗﺴﻮﻕ ﻣﺘﻜﺎﻣﻠﺔ‪ ،‬ﺣﻴﺚ ﺃﺷﺘﺮﻱ ﻟﻬﻢ ﻃﻌﺎﻣﻬﻢ‪ .‬ﻧﺤﻦ ﻧﺘﺤﺪﺙ ﻋﻦ ﺧﺪﻣﺔ ﻛﺎﻣﻠﺔ ﻟﻬﻢ‪.‬‬ ‫‪.4‬ﺍﻟﺘﻮﺟﻴﻪ ﺍﻟﺸﺨﺼﻲ )ﻟﻴﺲ ﻓﻲ ﺍﻟﻤﺘﺠﺮ(‪ ،‬ﺣﻴﺚ ﺃﻋﻠﻤﻬﻢ ﻣﺎ ﻳﺠﺐ ﺷﺮﺍﺅﻩ‬ ‫‪.5‬ﺩﻋﻢ ﺍﻟﺮﺳﺎﺉﻞ ﺍﻟﻨﺼﻴﺔ ﺃﺛﻨﺎء ﺍﻟﺘﺴﻮﻕ‪ ،‬ﺣﻴﺚ ﺃﺳﺎﻋﺪﻫﻢ ﺇﺫﺍ ﻭﺍﺟﻬﻮﺍ ﻣﺸﻜﻠﺔ‬ ‫‪.6‬ﻣﻜﺎﻟﻤﺔ ﻫﺎﺗﻔﻴﺔ ﺃﺛﻨﺎء ﺍﻟﺘﺴﻮﻕ‪ ،‬ﺣﻴﺚ ﺃﺧﻄﻂ ﻟﻼﺗﺼﺎﻝ ﺑﻬﻢ ﻋﻨﺪﻣﺎ ﻳﺬﻫﺒﻮﻥ ﻟﻠﺘﺴﻮﻕ ﻟﺘﻘﺪﻳﻢ ﺍﻟﺘﻮﺟﻴﻪ ﻭﺍﻟﺪﻋﻢ‬ ‫ﺇﺫﺍﺃﺭﺩﺕ ﺃﻥ ﺃﻗﺪﻡ ﺣﻼ ًﻟﻤﺠﻤﻮﻋﺔ ﺻﻐﻴﺮﺓ ﻓﻘﺪ ﺃﻗﺪﻡ ‪...‬‬ ‫‪.1‬ﺍﻟﺘﺴﻮﻕ ﺍﻟﺸﺨﺼﻲ ﻟﻠﺒﻘﺎﻟﺔ‪ ،‬ﺣﻴﺚ ﺃﻗﺎﺑﻞ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﻭﺃﺻﻄﺤﺒﻬﻢ ﺟﻤﻴﻌﺎً ﻟﻠﺘﺴﻮﻕ ﺑﺄﻧﻔﺴﻬﻢ‬ ‫‪.٢‬ﻗﺎﺉﻤﺔ ﻣﺸﺘﺮﻳﺎﺕ ﺷﺨﺼﻴﺔ‪ ،‬ﺣﻴﺚ ﺃﻋُﻠﻢّ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﻛﻴﻔﻴﺔ ﺇﻋﺪﺍﺩ ﻗﻮﺍﺉﻤﻬﻢ ﺍﻷﺳﺒﻮﻋﻴﺔ‪ .‬ﻳﻤُﻜﻨﻨﻲ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻣﺮﺓ‬ ‫ﻭﺍﺣﺪﺓﺃﻭ ﻛﻞ ﺃﺳﺒﻮﻉ ﺇﻥ ﺃﺭﺩﺕ‪.‬‬ ‫‪.3‬ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﻟﻬﻢ‪ ،‬ﺣﻴﺚ ﺃﻗﻮﻡ ﺑﺸﺮﺍء ﺍﻟﺒﻘﺎﻟﺔ ﻟﻬﻢ ﻭﺃﻗﻮﻡ ﺑﺘﻮﺻﻴﻠﻬﺎ ﻟﻬﻢ ﺃﻳﻀﺎً‬ ‫‪.4‬ﺍﻟﺘﻮﺟﻴﻪ ﺍﻟﺸﺨﺼﻲ‪ ،‬ﺣﻴﺚ ﺃﻗﻮﻡ ﺑﺘﻌﻠﻴﻢ ﻣﺠﻤﻮﻋﺔ ﺻﻐﻴﺮﺓ ﺧﺎﺭﺝ ﺍﻟﻤﻮﻗﻊ ﻣﺎ ﻳﺠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻪ )ﻭﻟﻴﺲ ﻓﻲ ﺍﻟﻤﺘﺠﺮ(‬ ‫ﺇﺫﺍﺃﺭﺩﺕ ﺃﻥ ﺃﻗﺪﻡ ﺣﻼ ًﻣﻦ ﻭﺍﺣﺪ ﺇﻟﻰ ﻛﺜﻴﺮ‪ ،‬ﻓﻘﺪ ﺃﻗﺪﻡ ‪...‬‬ ‫‪.1‬ﺟﻮﻟﺔ ﺍﻓﺘﺮﺍﺿﻴﺔ ﻣﺒﺎﺷﺮﺓ ﻓﻲ ﻣﺘﺠﺮ ﺍﻟﺒﻘﺎﻟﺔ‪ ،‬ﺣﻴﺚ ﻳﻤﻜﻨﻨﻲ ﺑﺚ ﻣﺒﺎﺷﺮ ﻟﻲ ﺃﺛﻨﺎء ﺗﺠﻮﻟﻲ ﻓﻲ ﻣﺘﺠﺮ ﺍﻟﺒﻘﺎﻟﺔ ﻟﺠﻤﻴﻊ ﻋﻤﻼﺉﻲ ﺍﻟﺠﺪﺩ ﻭﺍﻟﺴﻤﺎﺡ‬ ‫ﻟﻬﻢﺑﻄﺮﺡ ﺍﻷﺳﺉﻠﺔ ﻣﺒﺎﺷﺮﺓ‬ ‫‪.2‬ﺟﻮﻟﺔ ﺗﺴﻮﻕ ﻣﺴﺠﻠﺔ‪ ،‬ﺣﻴﺚ ﻗﺪ ﺃﺗﺴﻮﻕ ﻣﺮﺓ ﻭﺍﺣﺪﺓ‪ ،‬ﻭﺃﺳﺠﻠﻬﺎ‪ ،‬ﺛﻢ ﺃﻗﺪﻣﻬﺎ ﻛﻨﻘﻄﺔ ﻣﺮﺟﻌﻴﺔ ﻣﻦ ﺗﻠﻚ ﺍﻟﻨﻘﻄﺔ ﻓﺼﺎﻋﺪﺍً ﻟﻌﻤﻼﺉﻲ‬ ‫ﻟﻤﺸﺎﻫﺪﺗﻬﺎﺑﺄﻧﻔﺴﻬﻢ‬ ‫‪.3‬ﺣﺎﺳﺒﺔ ﺍﻟﺒﻘﺎﻟﺔ ‪ ،DIY‬ﺣﻴﺚ ﺃﻗﻮﻡ ﺑﺈﻧﺸﺎء ﺃﺩﺍﺓ ﻗﺎﺑﻠﺔ ﻟﻠﻤﺸﺎﺭﻛﺔ ﺃﻭ ﺃﻇﻬﺮ ﻟﻬﻢ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ ﺃﺩﺍﺓ ﻟﺤﺴﺎﺏ ﻗﺎﺉﻤﺔ ﺍﻟﺒﻘﺎﻟﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ‬ ‫‪.٤‬ﻗﻮﺍﺉﻢ ﻣﻌُﺪﺓّ ﻣﺴُﺒﻘﺎً‪ ،‬ﺣﻴﺚ ﺗﺄﺗﻲ ﻛﻞ ﺧﻄﺔ ﻋﻤﻴﻞ ﺑﻘﺎﺉﻤﺔ ﻣﺸﺘﺮﻳﺎﺕ ﺧﺎﺻﺔ ﺑﻬﺎ ﻟﻜﻞ ﺃﺳﺒﻮﻉ‪ .‬ﻳﻤُﻜﻨﻨﻲ ﺇﻋﺪﺍﺩ ﻫﺬﻩ ﺍﻟﻘﺎﺉﻤﺔ‬ ‫ﻣﺴُﺒﻘﺎًﻟﺘﻜﻮﻥ ﻣﺘُﺎﺣﺔ ﻟﻬﻢ‪ ،‬ﺛﻢ ﻳﻤُﻜﻨﻬﻢ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻓﻲ ﻭﻗﺘﻬﻢ ﺍﻟﺨﺎﺹ‪.‬‬ ‫‪.5‬ﻧﻈﺎﻡ ﺭﻓﻘﺎء ﺍﻟﺒﻘﺎﻟﺔ‪ ،‬ﺣﻴﺚ ﺃﺳﺘﻄﻴﻊ ﺃﻥ ﺃﺟﻤﻊ ﻛﻞ ﺍﻟﻌﻤﻼء ﻣﻌﺎً‪ ،‬ﻭﻫﻮ ﺃﻣﺮ ﻻ ﻳﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﺣﻘﺎً‪ ،‬ﻭﺃﺳﻤﺢ ﻟﻬﻢ ﺑﺎﻟﺘﺴﻮﻕ ﻣﻌﺎً‬ ‫‪.6‬ﻋﺮﺑﺎﺕ ﺑﻘﺎﻟﺔ ﺟﺎﻫﺰﺓ ﻟﻠﺘﻮﺻﻴﻞ ﺍﻟﻔﻮﺭﻱ‪ ،‬ﺣﻴﺚ ﻳﻤﻜﻨﻨﻲ ﺇﻋﺪﺍﺩ ﻗﻮﺍﺉﻢ ﻋﺮﺑﺔ ﺍﻟﺘﺴﻮﻕ ﺍﻟﻔﻮﺭﻳﺔ ﻣﺴﺒﻘﺎً ﺣﺘﻰ ﻳﺘﻤﻜﻦ ﺍﻟﻌﻤﻼء ﻣﻦ‬ ‫ﺗﻮﺻﻴﻞﺑﻘﺎﻟﺔﻫﻢ ﺇﻟﻰ ﺑﺎﺏ ﻣﻨﺰﻟﻬﻢ ﺑﻨﻘﺮﺓ ﻭﺍﺣﺪﺓ‬ ‫ﻛﻤﺎﺗﺮﻯ‪ ،‬ﺍﻟﻘﺎﺉﻤﺔ ﻃﻮﻳﻠﺔ ﺟﺪﺍً ﻫﻨﺎ‪ .‬ﻫﺬﺍ ﻓﻘﻂ ﻟﺘﻮﺿﻴﺢ ﺍﻟﻄﺮﻕ ﺍﻟﻌﺪﻳﺪﺓ ﻟﺤﻞ ﻣﺸﻜﻠﺔ‪.‬ﺃﻋﺰﺏﺍﻟﻤﺸﻜﻠﺔ‪ .‬ﺍﻵﻥ ﺍﻓﻌﻞ ﻫﺬﺍ ﻣﻦ ﺃﺟﻞﺍﻟﺠﻤﻴﻊﻣﻦ‬ ‫ﺍﻟﻤﺸﺎﻛﻞﺍﻟﻤﻠﺤﻮﻇﺔ ﺍﻟﺘﻲ ﻳﻮﺍﺟﻬﻬﺎ ﻋﻤﻼﺅﻙ ﻗﺒﻞ ﻭﺑﻌﺪ ﻭﺃﺛﻨﺎء ﺗﺠﺮﺑﺘﻬﻢ ﻣﻊ ﺧﺪﻣﺎﺗﻚ‪/‬ﻣﻨﺘﺠﺎﺗﻚ‪ .‬ﺳﺘﻜﻮﻥ ﻟﺪﻳﻚ ﻗﺎﺉﻤﺔ ﺷﺎﻣﻠﺔ ﺑﻨﻬﺎﻳﺔ ﻫﺬﺍ‪.‬‬ ‫ﺭﻣﻮﺯﺍﻟﻐﺶ ﻓﻲ ﺗﻮﺻﻴﻞ ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻣﺎﻫﺬﺍ؟ ﻫﻞ ﺗﻮﺍﺟﻪ ﺻﻌﻮﺑﺔ ﻓﻲ ﺍﻹﺑﺪﺍﻉ؟ ﺳﺄﻗﺪﻡ ﻟﻚ ﺍﻵﻥ ﺭﻣﻮﺯ ﺍﻟﻐﺶ‪ ،‬ﻛﻤﺎ ﻓﻌﻠﺖ ﻣﻊ ﻣﺜﺎﻝ ﺍﻟﻄﻮﺏ‪" :‬ﻗﺪ ﻳﻜﻮﻥ ﺍﻟﻄﻮﺏ ﺫﻫﺒﻴﺎً‪ ،‬ﺃﻭ ﺑﻼﺳﺘﻴﻜﻴﺎً‪،‬‬ ‫ﺃﻭﺑﻪ ﺛﻘﻮﺏ‪ ،‬ﺃﻭ ﻟﻴﻐﻮ‪ ،‬ﺇﻟﺦ"‪ .‬ﺇﻟﻴﻚ ﺭﻣﻮﺯ ﺍﻟﻐﺶ ﺍﻟﺨﺎﺻﺔ ﺑﻲ ﻟﺘﻨﻮﻳﻊ‪/‬ﺗﺤﺴﻴﻦ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻋﺮﺽ ﻣﺮﺉﻲ ﻟﺸﺮﺡ ﺍﻟﻌﻤﻠﻴﺔ ﻣﻦ ﻣﺠﻤﻮﻋﺔ‬ ‫ﺃﺩﻭﺍﺗﻲﺍﻻﺳﺘﺸﺎﺭﻳﺔ‪:‬‬ ‫‪.1‬ﻣﺎ ﻫﻮ ﻣﺴﺘﻮﻯ ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﺸﺨﺼﻲ ﺍﻟﺬﻱ ﺃﺭﻳﺪ ﺗﻘﺪﻳﻤﻪ؟ ﻭﺍﺣﺪ ﻟﻮﺍﺣﺪ‪ ،‬ﻣﺠﻤﻮﻋﺔ ﺻﻐﻴﺮﺓ‪ ،‬ﻭﺍﺣﺪ ﻟﻜﺜﻴﺮﻳﻦ‬ ‫‪.2‬ﻣﺎ ﻫﻮ ﻣﺴﺘﻮﻯ ﺍﻟﺠﻬﺪ ﺍﻟﻤﺘﻮﻗﻊ ﻣﻨﻬﻢ؟ ﺍﻓﻌﻞ ﺫﻟﻚ ﺑﻨﻔﺴﻚ )‪ - (DIY‬ﺍﻛﺘﺸﻒ ﻛﻴﻔﻴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﺑﻨﻔﺴﻚ؛ ﺍﻓﻌﻞ ﺫﻟﻚ ﻣﻌﻬﻢ‬ ‫)‪ - (DWY‬ﺗﻌﻠﻤﻬﻢ ﻛﻴﻔﻴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ؛ ﺗﻢ ﺍﻟﻘﻴﺎﻡ ﺑﻪ ﻣﻦ ﺃﺟﻠﻬﻢ )‪ - (DFY‬ﺗﻔﻌﻞ ﺫﻟﻚ ﻣﻦ ﺃﺟﻠﻬﻢ‬ ‫‪.3‬ﺇﺫﺍ ﻛﻨﺖ ﺗﻔﻌﻞ ﺷﻴﺉﺎﺝ ﻳﻌﻴﺶﻣﺎ ﻫﻲ ﺍﻟﺒﻴﺉﺔ ﺃﻭ ﺍﻟﻮﺳﻴﻠﺔ ﺍﻟﺘﻲ ﺃﺭﻳﺪ ﺗﻘﺪﻳﻤﻬﺎ ﻓﻴﻬﺎ؟ ﺍﻟﺪﻋﻢ ﺍﻟﺸﺨﺼﻲ‪ ،‬ﺍﻟﺪﻋﻢ ﻋﺒﺮ ﺍﻟﻬﺎﺗﻒ‪ ،‬ﺍﻟﺪﻋﻢ ﻋﺒﺮ ﺍﻟﺒﺮﻳﺪ‬ ‫ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪،‬ﺍﻟﺪﻋﻢ ﺍﻟﻨﺼﻲ‪ ،‬ﺩﻋﻢ ‪ ،Zoom‬ﺍﻟﺪﻋﻢ ﻋﺒﺮ ﺍﻟﺪﺭﺩﺷﺔ‬ ‫‪.4‬ﺇﺫﺍ ﻛﻨﺖ ﺃﻗﻮﻡ ﺑﺎﻟﺘﺴﺠﻴﻞ‪ ،‬ﻛﻴﻒ ﺃﺭﻳﺪﻫﻢ ﺃﻥ ﻳﺴﺘﻬﻠﻜﻮﻩ؟ ﺻﻮﺗﻲ ﺃﻭ ﻣﺮﺉﻲ ﺃﻭ ﻣﻜﺘﻮﺏ‪.‬‬ ‫‪.5‬ﻣﺎ ﻣﺪﻯ ﺳﺮﻋﺔ ﺍﻟﺮﺩ؟ ﻓﻲ ﺃﻱ ﻳﻮﻡ؟ ﻭﻓﻲ ﺃﻱ ﺳﺎﻋﺎﺕ؟ ‪ ،9-5 .24/7‬ﻓﻲ ﻏﻀﻮﻥ ‪ 5‬ﺩﻗﺎﺉﻖ‪ ،‬ﻓﻲ ﻏﻀﻮﻥ ﺳﺎﻋﺔ‪ ،‬ﻓﻲ ﻏﻀﻮﻥ ‪24‬‬ ‫ﺳﺎﻋﺔ؟‬ ‫‪.6‬ﺇﻟﻰ ‪10x 1/10‬ﺫ ﺍﻣﺘﺤﺎﻥ‪ .‬ﺇﺫﺍ ﺩﻓﻊ ﻟﻲ ﻋﻤﻼﺉﻲ ﻋﺸﺮﺓ ﺃﺿﻌﺎﻑ ﺳﻌﺮﻱ )ﺃﻭ ‪ ١٠٠‬ﺃﻟﻒ ﺩﻭﻻﺭ(‪ ،‬ﻓﻤﺎﺫﺍ ﺳﺄﻗﺪﻡ؟ ﻟﻮ ﺩﻓﻌﻮﺍ ﻟﻲ ﻋﺸُﺮﺍً‪.‬ﺫ‬ ‫ﺍﻟﺴﻌﺮ‪،‬ﻭﻛﺎﻥ ﻋﻠﻲ ّﺃﻥ ﺃﺟﻌﻞ ﻣﻨﺘﺠﻲ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﻣﻤﺎ ﻫﻮ ﻋﻠﻴﻪ ﺑﺎﻟﻔﻌﻞ‪ ،‬ﻛﻴﻒ ﺳﺄﻓﻌﻞ ﺫﻟﻚ؟ ﻛﻴﻒ ﻳﻤﻜﻨﻨﻲ ﻣﻊ ﺫﻟﻚ ﺃﻥ ﺃﺟﻌﻠﻬﻢ‬ ‫ﻧﺎﺟﺤﻴﻦﺑﻨﺴﺒﺔ ‪1/10‬؟ﺫﺍﻟﺴﻌﺮ؟ ﺇﺫﺍ ﺭﻛﺰﺕ ﺗﻔﻜﻴﺮﻙ ﻓﻲ ﺃﻱ ﺍﺗﺠﺎﻩ‪ ،‬ﻓﺴﺘﺘﻮﺻﻞ ﺇﻟﻰ ﺣﻠﻮﻝ ﻣﺨﺘﻠﻔﺔ ﺗﻤﺎﻣﺎً‪.‬‬ ‫ﺑﻌﺒﺎﺭﺓﺃﺧﺮﻯ‪ ،‬ﻛﻴﻒ ﻳﻤﻜﻨﻨﻲ ﻓﻲ ﺍﻟﻮﺍﻗﻊﻳﺴﻠﻢﺃﺯﻋﻢ ﺃﻧﻨﻲ ﺳﺄﻗﺪﻡ ﻫﺬﻩ ﺍﻟﺤﻠﻮﻝ‪ .‬ﺍﻓﻌﻞ ﺫﻟﻚ ﻟﻜﻞ ﻣﺸﻜﻠﺔ‪ ،‬ﻷﻥ ﺣﻠﻮﻝ ﻛﻞ ﻣﺸﻜﻠﺔ ﺳﺘﻤﻨﺤﻚ ﺃﻓﻜﺎﺭﺍً‬ ‫ﻟﻤﺸﺎﻛﻞﺃﺧﺮﻯ ﻟﻢ ﺗﻜﻦ ﻟﺘﻔﻜﺮ ﻓﻴﻬﺎ ﻋﺎﺩﺓ‪ً.‬‬ ‫ﺗﺬﻛﺮﺃﻧﻪ ﻣﻦ ﺍﻟﻤﻬﻢ ﺃﻥ ﺗﺤﻞﻛﻞﻣﺸﻜﻠﺔ‪ .‬ﻻ ﺃﺳﺘﻄﻴﻊ ﺃﻥ ﺃﺧﺒﺮﻙ ﺑﻌﺪﺩ ﺍﻟﻤﺮﺍﺕﻭﺍﺣﺪﻳﺼﺒﺢ ﺍﻟﻌﻨﺼﺮ ﺍﻟﻮﺍﺣﺪ ﻫﻮ ﺍﻟﺴﺒﺐ ﻭﺭﺍء ﻋﺪﻡ ﺷﺮﺍء ﺷﺨﺺ ﻣﺎ‪.‬‬ ‫ﺣﻜﺎﻳﺔ‪:‬ﻟﻤﺎﺫﺍ ﻳﺠﺐ ﻋﻠﻴﻨﺎ ﺃﻥ ﻧﺤﻞﻛﻞﺍﻟﻤﺸﻜﻠﺔ ﺍﻟﻤﺘﺼﻮﺭﺓ‬ ‫ﻋﻨﺪﻣﺎﻛﻨﺖ ﺃﺑﻴﻊ ﻣﻨﺘﺠﺎﺕ ﺇﻧﻘﺎﺹ ﺍﻟﻮﺯﻥ‪ ،‬ﻛﻨﺖ ﺃﺻﺮ ﻋﻠﻰ ﺃﻥ ﻳﺤُﻀﺮّ ﺍﻟﻨﺎﺱ ﺟﻤﻴﻊ ﻃﻌﺎﻣﻬﻢ ﻓﻲ ﺍﻟﻤﻨﺰﻝ‪ .‬ﻭﺟﺪﺕ ُﺻﻌﻮﺑﺔ ﺑﺎﻟﻐﺔ ﻓﻲ ﻣﺴﺎﻋﺪﺓ ﺍﻟﻌﻤﻼء ﻋﻠﻰ ﺇﻧﻘﺎﺹ ﻭﺯﻧﻬﻢ ﻋﻨﺪ ﺗﻨﺎﻭﻟﻬﻢ ﺍﻟﻄﻌﺎﻡ ﻓﻲ ﺍﻟﺨﺎﺭﺝ‪ ،‬ﻷﻧﻬﻢ ﻛﺎﻧﻮﺍ‬ ‫ﺩﺍﺉﻤﺎًﻳﺨُﻔﻘﻮﻥ ﻓﻲ ﺍﺗﺒﺎﻉ ﺣﻤﻴﺘﻬﻢ ﺍﻟﻐﺬﺍﺉﻴﺔ‪ .‬ﺑﺪﻻً ﻣﻦ ﺣﻞ ﺍﻟﻤﺸﻜﻠﺔ‪ ،‬ﺃﺻﺮﻳﺖ ُﻋﻠﻰ ﺃﻥ ﻳﻄُﺒﻘّﻮﺍ ﻃﺮﻳﻘﺘﻲ‪ ،‬ﺃﻭ ﻻ ﻳﻄُﺒﻘّﻮﺍ ﺃﻱ ﺷﻲء ﻋﻠﻰ ﺍﻹﻃﻼﻕ‪ .‬ﻭﻧﺘﻴﺠﺔ ًﻟﺬﻟﻚ‪ ،‬ﺧﺴﺮﺕ ُﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ‪.‬‬ ‫ﻓﻲﺃﺣﺪ ﺍﻷﺷﻬﺮ‪ ،‬ﻛﻨﺖ ُﺑﺤﺎﺟﺔ ﻣﺎﺳﺔ ﺇﻟﻰ ﺗﺤﻘﻴﻖ ﺑﻌﺾ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻟﺪﻓﻊ ﺍﻹﻳﺠﺎﺭ‪ .‬ﺛﻢ‪ ّ،‬ﺻﺎﺩﻓﺖ ُﺻﻔﻘﺔ ﺑﻴﻊ ﺃﺧﺮﻯ ‪ -‬ﻛﺎﻧﺖ ﻟﻤﺪﻳﺮﺓ ﺃﻋﻤﺎﻝ ﺗﺴﻌﻰ ﻹﻧﻘﺎﺹ ﻭﺯﻧﻬﺎ‪ .‬ﻋﻨﺪﻣﺎ ﺑﺪﺃﻧﺎ ﻋﺮﺽ‬ ‫ﺍﻟﻤﺒﻴﻌﺎﺕ‪،‬ﺃﺧﺒﺮﺗﻨﻲ ﺃﻥ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻟﻦ ﻳﻨﺎﺳﺒﻬﺎ ﻷﻧﻬﺎ ﻛﺎﻧﺖ ﺗﺘﻨﺎﻭﻝ ﺍﻟﻐﺪﺍء ﻓﻲ ﺍﻟﺨﺎﺭﺝ ﻳﻮﻣﻴﺎً‪ .‬ﻋﺎﺩﺓ‪ ً،‬ﻛﻨﺖ ُﺳﺄﺧﺴﺮ ﻫﺬﻩ ﺍﻟﺼﻔﻘﺔ‪ .‬ﻛﻨﺖ ُﻣﺘﺸﺪﺩﺍً ﻓﻲ ﺇﻗﻨﺎﻉ ﺍﻟﻨﺎﺱ‪.‬ﻻﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻓﻲ‬ ‫ﺍﻟﺨﺎﺭﺝ‪.‬ﻭﻟﻜﻨﻨﻲ ﺣﻘﺎًﺿﺮﻭﺭﻱﺍﻟﻤﺎﻝ‪ .‬ﺭﻓﺾ ﺧﺴﺎﺭﺓ ﺍﻟﺒﻴﻊ ﺑﺴﺒﺐ ﻫﺬﺍﺷﻲء ﻭﺍﺣﺪﻭﺍﻓﻘﺖ ُﻗﺎﺉﻠﺔ‪" ً:‬ﺳﺄﻋُﺪِ ّﻟﻚ ِﺩﻟﻴﻼً ﻟﺘﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻓﻲ ﺍﻟﻤﻄﺎﻋﻢ‪ ،‬ﻟﺘﺘﻤﻜﻨﻲ ﻣﻦ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻟﺪﻳﻨﺎ ﻃﻮﺍﻝ‬ ‫ﺍﻟﻮﻗﺖ‪،‬ﻣﻊ ﺗﺤﻘﻴﻖ ﻫﺪﻓﻚ‪ ِ.‬ﻣﺎ ﺭﺃﻳﻚ؟ِ" ﻭﺍﻓﻘﺖ‪ ،‬ﻭﺃﺗﻤﻤﺖ ُﻋﻤﻠﻴﺔ ﺍﻟﺒﻴﻊ‪.‬‬ ‫ﺧﺼﺼﺖ ُﻭﻗﺘﺎً ﻹﻋﺪﺍﺩ ﺩﻟﻴﻞ ٍﻟﻬﺎ ﻟﺘﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻓﻲ ﺍﻟﺨﺎﺭﺝ‪ .‬ﻭﻣﻨﺬ ﺫﻟﻚ ﺍﻟﺤﻴﻦ‪ ،‬ﻛﻠﻤﺎ ﺳﺄﻟﻨﻲ ﺃﺣﺪﻫﻢ "ﻟﻜﻦ ﻣﺎﺫﺍ ﻋﻦ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻓﻲ ﺍﻟﺨﺎﺭﺝ؟"‪ ،‬ﻛﻨﺖ ُﺃﺟﺪ ﺍﻟﺤﻞ‪ .‬ﻣﻊ ﻣﺮﻭﺭ‬ ‫ﺍﻟﻮﻗﺖ‪،‬ﻭﺍﺻﻠﺖ ُﺣﻞ َّﺍﻟﻌﻘﺒﺎﺕ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻘﻮﺍﻟﺐ ﻭﺍﻟﺘﺪﺭﻳﺒﺎﺕ ﺣﺘﻰ ﻟﻢ ﻳﻌﺪ ﻫﻨﺎﻙ ""ﺷﻴﺊ ﻭﺍﺣﺪ"ﻟﻤﻨﻊ ﻣﺒﻴﻌﺎﺗﻲ‪ .‬ﻫﺬﺍ ﺍﻟﺪﺭﺱ ﻻ ﻳﺰﺍﻝ ﻋﺎﻟﻘﺎً ﻓﻲ ﺫﻫﻨﻲ ﺣﺘﻰ ﻳﻮﻣﻨﺎ ﻫﺬﺍ‪ .‬ﻻ ﺗﻜﻦ‬ ‫ﺭﻭﻣﺎﻧﺴﻴﺎًﺑﺸﺄﻥﻛﻴﻒﺃﻧﺖ ﺗﺮﻳﺪ ﺣﻞ ﺍﻟﻤﺸﻜﻠﺔ‪ .‬ﺍﺑﺤﺚ ﻋﻦ ﻃﺮﻳﻘﺔ ﻟﺤﻞ ﻛﻞ ﻣﺸﻜﻠﺔ ﻳﻄﺮﺣﻬﺎ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ‪ .‬ﻋﻨﺪﻣﺎ ﺗﻔﻌﻞ ﺫﻟﻚ‪ ،‬ﺗﻘﺪﻡ ﻋﺮﺿﺎً ﻣﻤﺘﺎﺯﺍً‪ ،‬ﻻ ﻳﺴﺘﻄﻴﻊ ﺍﻟﻨﺎﺱ ﺭﻓﻀﻪ‪.‬‬ ‫ﻭﻫﺬﺍﻣﺎ ﻧﺒﻨﻴﻪ ﻫﻨﺎ‪.‬‬ ‫ﻣﻼﺣﻈﺔ‪:‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺗﺬﻟﻴﻞ ﺟﻤﻴﻊ ﺍﻟﻌﻘﺒﺎﺕ ﺍﻟﺘﻲ ﻳﻌﺘﻘﺪ ﺍﻟﻤﺸﺘﺮﻱ ﺃﻧﻪ ﺳﻴﻮﺍﺟﻬﻬﺎ ﻟﺘﺤﻮﻳﻞ ﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦ ﻣﻦ ﺍﻟﻌﻤﻼء‪ .‬ﻫﺬﺍ ﻻ ﻳﻌﻨﻲ ﺃﻧﻪ ﺇﺫﺍ ﻟﻢ ﺗﻔﻌﻞ‪ ،‬ﻓﻠﻦ ﺗﺒﻴﻊ ﻟﻠﻌﻤﻼء‪ .‬ﻋﻠﻰ‬ ‫ﺍﻹﻃﻼﻕ‪.‬ﻭﻟﻜﻨﻚ ﻟﻦ ﺗﺒﻴﻊ‪.‬ﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﻛﻤﺎ ﻛﺎﻥ ﻣﻦ ﺍﻟﻤﻤﻜﻦ ﺃﻥ ﻳﻜﻮﻥﻭﻫﺬﺍ ﻫﻮ ﺍﻟﻬﺪﻑ‪ ،‬ﻭﻫﻮ ﺑﻴﻊ ﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻦ ﺍﻟﻨﺎﺱ‪ ،‬ﺑﺄﻋﻠﻰ ﺳﻌﺮ ﻣﻤﻜﻦ‪ ،‬ﻭﺑﺄﻋﻠﻰ ﻫﺎﻣﺶ ﻣﻤﻜﻦ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪ :5‬ﺍﻟﺘﻘﻠﻴﻢ ﻭﺍﻟﺘﻜﺪﻳﺲ‬ ‫ﺑﻌﺪﺃﻥ ﺣﺼﻠّﻨﺎ ﺣﻠﻮﻟﻨﺎ ﺍﻟﻤﺤﺘﻤﻠﺔ‪ ،‬ﺳﺘﻜﻮﻥ ﻟﺪﻳﻨﺎ ﻗﺎﺉﻤﺔ ﺿﺨﻤﺔ‪ .‬ﺑﻌﺪ ﺫﻟﻚ‪ ،‬ﺃﻗُﻴﻢّ ﺗﻜﻠﻔﺔ ﺗﻮﻓﻴﺮ ﻫﺬﻩ ﺍﻟﺤﻠﻮﻝ ﻟﻲ )ﻟﻠﺸﺮﻛﺔ(‪ .‬ﺃﺳﺘﺒﻌﺪ ﺃﻭﻻً ﺍﻟﺤﻠﻮﻝ‬ ‫ﻋﺎﻟﻴﺔﺍﻟﺘﻜﻠﻔﺔ ﻭﻣﻨﺨﻔﻀﺔ ﺍﻟﻘﻴﻤﺔ‪ .‬ﺛﻢ ﺃﺳﺘﺒﻌﺪ ﺍﻟﺤﻠﻮﻝ ﻣﻨﺨﻔﻀﺔ ﺍﻟﺘﻜﻠﻔﺔ ﻭﺍﻟﻘﻴﻤﺔ‪.‬‬ ‫ﺇﺫﺍﻟﻢ ﺗﻜﻦ ﻣﺘﺄﻛﺪﺍً ﻣﻤﺎ ﻳﻤﺜﻞ ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ‪ ،‬ﻓﺮﺍﺟﻊ ﻣﻌﺎﺩﻟﺔ ﺍﻟﻘﻴﻤﺔ ﻭﺍﺳﺄﻝ ﻧﻔﺴﻚ ﺃﻱ ﻣﻦ ﻫﺬﻩ ﺍﻷﺷﻴﺎء ﺳﻴﺤﺘﺎﺟﻬﺎ ﻫﺬﺍ ﺍﻟﺸﺨﺺ‪:‬‬ ‫‪.1‬ﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﺎﻟﻴﺔ‬ ‫‪.2‬ﺟﻌﻠﻬﻢ ﻳﻌﺘﻘﺪﻭﻥ ﺃﻧﻬﻢ ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﻨﺠﺤﻮﺍ‬ ‫‪.3‬ﺍﺟﻌﻠﻬﻢ ﻳﺸﻌﺮﻭﻥ ﺃﻧﻬﻢ ﻗﺎﺩﺭﻭﻥ ﻋﻠﻰ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﺑﻤﺠﻬﻮﺩ ﻭﺗﻀﺤﻴﺎﺕ ﺃﻗﻞ ﺑﻜﺜﻴﺮ‬ ‫‪.4‬ﺳﺎﻋﺪﻫﻢ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﻫﺪﻓﻬﻢ ﻭﺭﺅﻳﺔ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﺘﻲ ﻳﺮﻳﺪﻭﻧﻬﺎ ﺑﺎﺳﺘﺜﻤﺎﺭ ﺃﻗﻞ ﻗﺪﺭ ﻣﻦ ﺍﻟﻮﻗﺖ‪.‬‬ ‫ﻣﺎﻳﺠﺐ ﺃﻥ ﻳﺒﻘﻰ ﻫﻮ ﻋﻨﺎﺻﺮ ﺍﻟﻌﺮﺽ ﺍﻟﺘﻲ ﻫﻲ ‪ (1‬ﻣﻨﺨﻔﻀﺔ ﺍﻟﺘﻜﻠﻔﺔ ﻭﻋﺎﻟﻴﺔ ﺍﻟﻘﻴﻤﺔ ﻭ ‪ (2‬ﻋﺎﻟﻴﺔ ﺍﻟﺘﻜﻠﻔﺔ ﻭﻋﺎﻟﻴﺔ ﺍﻟﻘﻴﻤﺔ‪.‬‬ ‫ﻣﺜﺎﻝ‪ :‬ﻟﻨﻔﺘﺮﺽ ﺃﻧﻨﻲ ﺍﻧﺘﻘﻠﺖ ﻟﻠﻌﻴﺶ ﻣﻊ ﺷﺨﺺ ﻣﺎ ﻭﻗﻤﺖ ﺑﺎﻟﺘﺴﻮﻕ ﻟﻪ ﻭﻣﻤﺎﺭﺳﺔ ﺍﻟﺮﻳﺎﺿﺔ ﻭﺍﻟﻄﺒﺦ ﻟﻪ‪ .‬ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﻌﺘﻘﺪ ﺃﻧﻪ ﺳﻴﻔﻘﺪ‬ ‫ﻭﺯﻧﻪﺑﺎﻟﺘﺄﻛﻴﺪ‪ .‬ﻟﻜﻨﻨﻲ ﻟﺴﺖ ﻣﺴﺘﻌﺪﺍً ﻟﻠﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻣﻘﺎﺑﻞ ﺃﻱ ﻣﺒﻠﻎ ﻣﻦ ﺍﻟﻤﺎﻝ ﺃﻗﻞ ﻣﻦ ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ‪.‬‬ ‫ﺍﻟﺴﺆﺍﻝﺍﻟﺘﺎﻟﻲ ﻫﻮ‪ ،‬ﻫﻞ ﻫﻨﺎﻙ ﻧﺴﺨﺔ ﺃﻗﻞ ﺣﺠﻤﺎً ﻣﻦ ﻫﺬﻩ ﺍﻟﺘﺠﺮﺑﺔ ﻳﻤﻜﻨﻨﻲ ﺗﻘﺪﻳﻤﻬﺎ ﻋﻠﻰ ﻧﻄﺎﻕ ﻭﺍﺳﻊ؟‬ ‫ﻣﺎﻋﻠﻴﻚ ﺳﻮﻯ ﺍﺗﺨﺎﺫ ﺧﻄﻮﺓ ﻭﺍﺣﺪﺓ ﺇﻟﻰ ﺍﻟﻮﺭﺍء ﻓﻲ ﻛﻞ ﻣﺮﺓ ﺣﺘﻰ ﺗﺼﻞ ﺇﻟﻰ ﺷﻲء ﻳﺘﻄﻠﺐ ﺍﻟﺘﺰﺍﻣﺎً ﺯﻣﻨﻴﺎً ﺃﻭ ﺗﻜﻠﻔﺔ ﺃﻧﺖ ﻋﻠﻰ ﺍﺳﺘﻌﺪﺍﺩ ﻟﻠﻌﻴﺶ ﺑﻪ )‬ ‫ﺃﻭ‪،‬ﺑﺎﻟﻄﺒﻊ‪ ،‬ﺯﻳﺎﺩﺓ ﺳﻌﺮﻩ ﺑﺸﻜﻞ ﻛﺒﻴﺮ ﺣﺘﻰ ﻳﺼﺒﺢ ﻳﺴﺘﺤﻖ ﺫﻟﻚ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻚ ‪ -‬ﺃﻱ‪ ،‬ﺍﻟﻤﻠﻴﺎﺭﺍﺕ ﻣﻦ ﺍﻟﺪﻭﻻﺭﺍﺕ ﻟﻠﻌﻴﺶ ﻣﻊ ﺷﺨﺺ ﻣﺎ(‪.‬‬ ‫ﺇﺫﺍﻛﺎﻥ ﻫﻨﺎﻙﻭﺍﺣﺪﻣﻦ ﻭﺳﺎﺉﻞ ﺍﻟﺘﻮﺻﻴﻞ ﺍﻟﺘﻲ ﻳﺠﺐ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻴﻬﺎ‪ ،‬ﺍﺑﺘﻜﺎﺭ ﺣﻠﻮﻝ ﻋﺎﻟﻴﺔ ﺍﻟﻘﻴﻤﺔ‪ ،‬ﺗﻌﺘﻤﺪ ﻋﻠﻰ ﻣﺒﺪﺃ "ﻭﺍﺣﺪ ﺇﻟﻰ ﻣﺘﻌﺪﺩ"‪ .‬ﻋﺎﺩﺓ ًﻣﺎ‬ ‫ﺗﻜﻮﻥﻫﺬﻩ ﺍﻟﺤﻠﻮﻝ ﻫﻲ ﺍﻷﻛﺜﺮ ﺗﻔﺎﻭﺗﺎً ﺑﻴﻦ ﺍﻟﺘﻜﻠﻔﺔ ﻭﺍﻟﻘﻴﻤﺔ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻗﺒﻞ ﺃﻥ ﺃﻓﺘﺘﺢ ﺃﻭﻝ ﺻﺎﻟﺔ ﺃﻟﻌﺎﺏ ﺭﻳﺎﺿﻴﺔ ﻟﻲ‪ ،‬ﻛﻨﺖ ُﺃﺩﻳﺮ ﻣﺸﺮﻭﻋﺎً‬ ‫ﻟﻠﺘﺪﺭﻳﺐﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‪ .‬ﺃﻧﺸﺄﺕ ُﺗﻄﺒﻴﻘﺎً ﺻﻐﻴﺮﺍً ﻋﻠﻰ ﺟﺪﺍﻭﻝ ﺑﻴﺎﻧﺎﺕ ﺇﻛﺴﻞ‪ ،‬ﻳﻨُﺸﺊ ﺗﻠﻘﺎﺉﻴﺎً‪ ،‬ﺑﻌﺪ ﺇﺩﺧﺎﻝ ﺟﻤﻴﻊ ﺃﻫﺪﺍﻑ ﻛﻞ ﺷﺨﺺ‪ ،‬ﺃﻛﺜﺮ ﻣﻦ ‪100‬‬ ‫ﻭﺟﺒﺔﺗﻨﺎﺳﺐ ﺍﺣﺘﻴﺎﺟﺎﺗﻪ ﻣﻦ ﺍﻟﻤﻐﺬﻳﺎﺕ ﺍﻟﻜﺒﺮﻯ ﻭﺍﻟﺴﻌﺮﺍﺕ ﺍﻟﺤﺮﺍﺭﻳﺔ‪ .‬ﻭﺍﻷﻓﻀﻞ ﻣﻦ ﺫﻟﻚ‪ ،‬ﺃﻧﻪ ﺑﻨﺎء ًﻋﻠﻰ ﺍﻟﻮﺟﺒﺎﺕ ﺍﻟﺘﻲ ﻳﺨﺘﺎﺭﻫﺎ‪ ،‬ﻳﺨُﺒﺮﻩ ﺑﻤﺎ ﻳﺤﺘﺎﺝ‬ ‫ﺇﻟﻰﺷﺮﺍﺉﻪ ﻣﻦ ﻣﺘﺠﺮ ﺍﻟﺒﻘﺎﻟﺔ ﺑﺎﻟﻜﻤﻴﺎﺕ ﺍﻟﺪﻗﻴﻘﺔ‪.‬ﻭﻛﻴﻔﻴﺔ ﺗﺤﻀﻴﺮﻫﺎ ﺑﻜﻤﻴﺎﺕ ﻛﺒﻴﺮﺓ ﻭﺑﻜﻤﻴﺎﺕ ﻣﺤﺪﺩﺓ‪ .‬ﺍﺳﺘﻐﺮﻕ ﺍﻷﻣﺮ ﻣﻨﻲ ﺣﻮﺍﻟﻲ ‪ 100‬ﺳﺎﻋﺔ‬ ‫ﻟﺘﺠﻬﻴﺰﻛﻞ ﺷﻲء‪ .‬ﻭﻣﻨﺬ ﺫﻟﻚ ﺍﻟﺤﻴﻦ‪ ،‬ﺑﺪﺃﺕ ُﺑﺒﻴﻊ ﺧﻄﻂ ﻃﻌﺎﻡ ﺷﺨﺼﻴﺔ ﺑﺄﺳﻌﺎﺭ ﺑﺎﻫﻈﺔ‪ ،‬ﻭﻟﻢ ﻳﺴﺘﻐﺮﻕ ﺇﻋﺪﺍﺩﻫﺎ ﺳﻮﻯ ‪ 15‬ﺩﻗﻴﻘﺔ ﺗﻘﺮﻳﺒﺎً‪ .‬ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ‬ ‫ﻭﺗﻜﻠﻔﺔﻣﻨﺨﻔﻀﺔ‪.‬‬ ‫ﺗﺘﻄﻠﺐﻫﺬﻩ ﺍﻷﻧﻮﺍﻉ ﻣﻦ ﺍﻟﺤﻠﻮﻝ ﺗﻜﻠﻔﺔ ﻋﺎﻟﻴﺔ ﻟﻤﺮﺓ ﻭﺍﺣﺪﺓ ﻹﻧﺸﺎﺉﻬﺎ‪ ،‬ﻭﻟﻜﻨﻬﺎ ﺗﺘﻄﻠﺐ ﺟﻬﺪﺍً ﺇﺿﺎﻓﻴﺎً ﻣﻨﺨﻔﻀﺎً ﻟﻠﻐﺎﻳﺔ ﺑﻌﺪ ﺫﻟﻚ‪) .‬ﻟﻠﻌﻠﻢ ‪ -‬ﻫﺬﺍ ﻫﻮ‬ ‫ﺍﻟﺴﺒﺐﺑﺎﻟﺘﺤﺪﻳﺪ ﻭﺭﺍء ﻗﻴﻤﺔ ﺍﻟﺒﺮﺍﻣﺞ(‪.‬‬ ‫ﻫﺬﺍﻻ ﻳﻌﻨﻲ ﺃﻧﻚ ﻻ ﺗﺮﻏﺐ ﺃﺑﺪﺍً ﻓﻲ ﺍﻟﻘﻴﺎﻡ ﺑﺸﻲء ﻣﺎ ﺿﻤﻦ ﻣﺠﻤﻮﻋﺔ ﺻﻐﻴﺮﺓ ﺃﻭ ﺑﺸﻜﻞ ﻓﺮﺩﻱ‪ .‬ﻓﻔﻲ ﺍﻟﻨﻬﺎﻳﺔ‪ ،‬ﺃﻗﻮﻡ ﺑﺠﻠﺴﺎﺕ ﻓﺮﺩﻳﺔ ﻣﻊ ﺟﻤﻴﻊ‬ ‫ﺍﻟﺮﺅﺳﺎءﺍﻟﺘﻨﻔﻴﺬﻳﻴﻦ ﻟﺸﺮﻛﺎﺕ ﻣﺤﻔﻈﺘﻲ ﺍﻻﺳﺘﺜﻤﺎﺭﻳﺔ ﺍﻟﺬﻳﻦ ﻧﺴﺎﻋﺪﻫﻢ ﻋﻠﻰ ﺗﺠﺎﻭﺯ ‪ 30‬ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ‪ .‬ﻣﺎ ﻋﻠﻴﻚ ﺳﻮﻯ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺗﻮﻓﻴﺮ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ‬ ‫ﻋﺎﻟﻴﺔﺍﻟﺘﻜﻠﻔﺔ ﻟـﻛﺒﻴﺮﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﻀﺎﻓﺔ ﻓﻘﻂ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﻌﺘﻘﺪ ﺃﻧﻪ ﻳﻤﻜﻨﻚ ﺗﺤﻘﻴﻖ ﻧﻔﺲ ﺍﻟﻘﻴﻤﺔ ﺑﺘﻜﻠﻔﺔ ﺃﻗﻞ‪ ،‬ﻓﺎﻓﻌﻞ ﺫﻟﻚ‪.‬‬ ‫ﻋﻨﺪﻣﺎﻛﻨﺖ ﺃﺩﻳﺮ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻲ‪ ،‬ﻗﻤﺖ ﺑﻬﺬﺍ ﺍﻟﺘﻤﺮﻳﻦ ﻭﺃﻧﺸﺄﺕ‪ :‬ﻣﺨﻄﻄﺎﺕ ﻟﺰﻳﺎﺩﺓ ﺍﻟﻮﺯﻥ‪ ،‬ﻭﻧﻈﺎﻡ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻓﻲ‬ ‫ﺍﻟﺨﺎﺭﺝ‪،‬ﻭﺩﻟﻴﻞ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻭﺍﻟﺘﻤﺮﻳﻦ ﺃﺛﻨﺎء ﺍﻟﺴﻔﺮ‪ ،‬ﻭﺧﻄﻂ ﻭﺟﺒﺎﺕ ﻟﻜﻞ ﻭﺯﻥ ﻭﺟﻨﺲ‪ ،‬ﻭﺣﺎﺳﺒﺔ ﻗﺎﺉﻤﺔ ﺍﻟﺒﻘﺎﻟﺔ‪ ،‬ﻭﺧﻄﻂ ﻭﺟﺒﺎﺕ ﻟﻜﺴﺮ ﺍﻟﻬﻀﺒﺔ )‬ ‫ﻋﻨﺪﻣﺎﻳﺘﻌﺜﺮﻭﻥ(‪ ،‬ﻭﺃﺩﻟﺔ ﺍﻟﻄﺒﺦ ﺍﻟﺴﺮﻳﻊ ﺑﺎﻟﺸﺮﺍﻛﺔ ﻣﻊ ﺧﺪﻣﺎﺕ ﺗﺤﻀﻴﺮ ﺍﻟﻮﺟﺒﺎﺕ‪ ،‬ﻭﻗﻤﺖ ﺑﺘﻮﺟﻴﻬﺎﺕ ﺍﻟﺘﻐﺬﻳﺔ ﺍﻟﺸﺨﺼﻴﺔ ﻣﻊ ﻛﻞ ﻋﻤﻴﻞ ﻋﻠﻰ ﺣﺪﺓ‪.‬‬ ‫ﺗﺘﻄﻠﺐﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺣﻠﻮﻝ "ﻭﺍﺣﺪ ﺇﻟﻰ ﻋﺪﺓ" ﺟﻬﺪﺍً ﺃﻭﻟﻴﺎً ﺃﻛﺒﺮ‪ .‬ﻭﻣﻊ ﺫﻟﻚ‪ ،‬ﺑﻤﺠﺮﺩ ﺇﻧﺸﺎﺉﻬﺎ‪ ،‬ﺗﺼﺒﺢ ﺃﺻﻮﻻً ﻗﻴﻤّﺔ ﺗﻨُﺘﺞ ﻗﻴﻤﺔ ًﺩﺍﺉﻤﺔ‪ .‬ﻣﻦ ﺍﻟﺠﺪﻳﺮ‬ ‫ﺍﺳﺘﺜﻤﺎﺭﺍﻟﻮﻗﺖ ﻓﻲ ﺇﻧﺸﺎﺉﻬﺎ ﻷﻧﻬﺎ ﺳﺘﺤُﻘﻖ ﺭﺑﺤﺎً ﻣﺮﺗﻔﻌﺎً ﻟﺴﻨﻮﺍﺕ ﻗﺎﺩﻣﺔ‪.‬‬ ‫ﺣﺪﻳﺚﺣﻘﻴﻘﻲ‪ :‬ﺗﻢ ﺍﺳﺘﺨﺪﺍﻡ ﺧﻄﻂ ﺍﻟﻮﺟﺒﺎﺕ ﺍﻟﺘﻲ ﻭﺿﻌﺘﻬﺎ ﻟﺼﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻲ ﻣﻦ ﻗﺒﻞ ﺃﻛﺜﺮ ﻣﻦ ‪ 4000‬ﺻﺎﻟﺔ ﺃﻟﻌﺎﺏ ﺭﻳﺎﺿﻴﺔ ﺍﻵﻥ ﻭﻣﺉﺎﺕ ﺍﻵﻻﻑ ﻣﻦ ﺍﻷﺷﺨﺎﺹ‬ ‫ﺇﻧﻬﺎﺑﺴﻴﻄﺔ ﻭﺳﻬﻠﺔ ﺍﻟﻤﺘﺎﺑﻌﺔ‪ ،‬ﻣﺎ ﻭﻓﺮّ ﻟﻲ ﻋﺎﺉﺪﺍً ﺟﻴﺪﺍً ﺧﻼﻝ ﺍﻷﺳﺒﻮﻉ ﺃﻭ ﺍﻷﺳﺒﻮﻋﻴﻦ ﺍﻟﻠﺬﻳﻦ ﻗﻀﻴﺘﻬﻤﺎ ﻓﻲ ﺇﻋﺪﺍﺩﻫﺎ‪.‬‬ ‫ﻭﺇﺫﺍﺭﻏﺒﺖ َﻳﻮﻣﺎً ﻓﻲ ﺑﻨﺎء ﻧﻤﻮﺫﺝ ﻋﻤﻞ ﻗﺎﺑﻞ ﻟﻠﺘﻜﺮﺍﺭ‪ ،‬ﻧﻤﻮﺫﺝ ﻗﺎﺑﻞ ﻟﻠﺘﻮﺳﻊ‪ ،‬ﻓﺈﻥ ﻫﺬﻩ ﺍﻷﺻﻮﻝ ﺍﻟﺘﻲ ﺗﻨُﺸﺉﻬﺎ ﺳﺘﺼﺒﺢ ﺣﺠﺮ ﺍﻷﺳﺎﺱ‪ .‬ﻫﺬﺍ‬ ‫ﺍﻟﻜﺘﺎﺏ‪،‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺃﺻﻞ ٌﺫﻭ ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ ﻭﺗﻜﻠﻔﺔ ﻣﻨﺨﻔﻀﺔ ﺇﺟﻤﺎﻻً‪ .‬ﺻﺤﻴﺢ ٌﺃﻧﻪ ﻳﻜﻠﻔﻨﻲ ﺍﻟﻜﺜﻴﺮ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ ،‬ﻟﻜﻦ ﻛﻞ ﻛﺘﺎﺏ ﺇﺿﺎﻓﻲ ﺃﺑﻴﻌﻪ‬ ‫ﺑﻌﺪﻛﺘﺎﺑﻲ ﺍﻷﻭﻝ ﻳﻜُﻠﻔّﻨﻲ ﺯﻫﻴﺪﺍً ﺟﺪﺍً ﻭﻳﻘُﺪﻡّ ﻗﻴﻤﺔ ًﻫﺎﺉﻠﺔ‪.‬‬ ‫ﺍﻟﻤﻨﺘﺞﺍﻟﻨﻬﺎﺉﻲ ﻋﺎﻟﻲ ﺍﻟﻘﻴﻤﺔ‬ ‫ﺩﻋﻮﻧﺎﻧﻠﺨﺺ ﻫﺬﺍ ﻗﺒﻞ ﺃﻥ ﻧﺒﺪﺃ ﻓﻲ ﺗﻜﻮﻳﻦ ﻣﻨﺘﺠﻨﺎ ﺍﻟﻨﻬﺎﺉﻲ ﻋﺎﻟﻲ ﺍﻟﻘﻴﻤﺔ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪:1‬ﻟﻘﺪ ﺗﻮﺻﻠﻨﺎ ﺇﻟﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﺘﻲ ﻳﺤﻠﻢ ﺑﻬﺎ ﻋﻤﻴﻠﻨﺎ ﺍﻟﻤﺤﺘﻤﻞ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪:2‬ﻟﻘﺪ ﻗﻤﻨﺎ ﺑﺈﺩﺭﺍﺝ ﺟﻤﻴﻊ ﺍﻟﻌﻘﺒﺎﺕ ﺍﻟﺘﻲ ﻣﻦ ﺍﻟﻤﺤﺘﻤﻞ ﺃﻥ ﻳﻮﺍﺟﻬﻮﻫﺎ ﻓﻲ ﻃﺮﻳﻘﻬﻢ )ﻓﺮﺻﻨﺎ ﻟﻠﻘﻴﻤﺔ(‪ .‬ﺍﻟﺨﻄﻮﺓ‬ ‫ﺭﻗﻢ‪:3‬ﻟﻘﺪ ﻗﻤﻨﺎ ﺑﺈﺩﺭﺍﺝ ﻛﻞ ﺗﻠﻚ ﺍﻟﻌﻘﺒﺎﺕ ﻛﺤﻠﻮﻝ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪:4‬ﻟﻘﺪ ﺍﻛﺘﺸﻔﻨﺎ ﻛﻞ ﺍﻟﻄﺮﻕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺍﻟﺘﻲ ﻳﻤﻜﻨﻨﺎ ﻣﻦ ﺧﻼﻟﻬﺎ ﺗﻘﺪﻳﻢ ﻫﺬﻩ ﺍﻟﺤﻠﻮﻝ‪.‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪5‬ﺃ‪:‬ﻗﻠﺼﻨﺎ ﺗﻠﻚ ﺍﻟﻄﺮﻕ ﺇﻟﻰ ﺍﻷﺷﻴﺎء ﺍﻷﻋﻠﻰ ﻗﻴﻤﺔ ًﻭﺍﻷﻗﻞ ﺗﻜﻠﻔﺔ ًﺑﺎﻟﻨﺴﺒﺔ ﻟﻨﺎ‪ .‬ﻛﻞ ﻣﺎ ﻋﻠﻴﻨﺎ ﻓﻌﻠﻪ ﺍﻵﻥ ﻫﻮ‪...‬‬ ‫ﺍﻟﺨﻄﻮﺓﺭﻗﻢ ‪5‬ﺏ‪:‬ﻗﻢ ﺑﺠﻤﻊ ﻛﻞ ﺍﻟﺤﺰﻡ ﻣﻌﺎً ﻓﻲ ﺍﻟﻤﻨﺘﺞ ﺍﻟﻨﻬﺎﺉﻲ ﻋﺎﻟﻲ ﺍﻟﻘﻴﻤﺔ‪.‬‬ ‫ﻟﻨﻌﺪﺇﻟﻰ ﺍﻟﻤﺜﺎﻝ‪ .‬ﻧﺮﻯ ﺃﻥ ﻋﻤﻼءﻧﺎ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻭﺍﺟﻬﻮﺍ ﺻﻌﻮﺑﺎﺕ ﻓﻲ ﺍﻷﻣﻮﺭ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﺘﻨﺴﻴﻖ‬ ‫ﺳﺄﻋﺮﺽﻛﻞ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻤﺸﻜﻼﺕ ﻭﺍﻟﺤﻠﻮﻝ ﻋﻠﻰ ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﻟﻲ‪:‬‬ ‫ﺍﻟﻤﺸﻜﻠﺔ→ ﺻﻴﺎﻏﺔ ﺍﻟﺤﻞ → ﺍﺳﻢ ﺃﻛﺜﺮ ﺟﺎﺫﺑﻴﺔ ﻟﻠﺤﺰﻣﺔ‪.‬‬ ‫ﺛﻢ‪،‬ﻓﻲ ﺍﻷﺳﻔﻞ‪ ،‬ﺳﻮﻑ ﺗﺮﻯ ﻣﺮﻛﺒﺔ ﺍﻟﺘﺴﻠﻴﻢ ﺍﻟﻔﻌﻠﻴﺔ )ﻣﺎ ﺍﻟﺬﻱ ﺳﻨﻔﻌﻠﻪ ﻟﻬﻢ‪/‬ﻧﻮﻓﺮﻩ ﻟﻬﻢ ﺑﺎﻟﻔﻌﻞ(‬ ‫ﺷﺮﺍءﺍﻟﻄﻌﺎﻡ→ ﻛﻴﻒ ﻳﻤﻜﻦ ﻷﻱ ﺷﺨﺺ ﺷﺮﺍء ﺍﻟﻄﻌﺎﻡ ﺑﺴﺮﻋﺔ ﻭﺳﻬﻮﻟﺔ ﻭﺑﺘﻜﻠﻔﺔ ﻣﻨﺨﻔﻀﺔ → ﻧﻈﺎﻡ ﺑﻘﺎﻟﺔ ﻣﻀﻤﻮﻥ‪ ...‬ﺳﻴﻮﻓﺮ ﻟﻚ ﻣﺉﺎﺕ‬ ‫ﺍﻟﺪﻭﻻﺭﺍﺕﺷﻬﺮﻳﺎً ﻋﻠﻰ ﻃﻌﺎﻣﻚ ﻭﻳﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﺃﻗﻞ ﻣﻦ ﺭﻭﺗﻴﻦ ﺍﻟﺘﺴﻮﻕ ﺍﻟﺤﺎﻟﻲ )‪ 1000‬ﺩﻭﻻﺭ ﻗﻴﻤﺔ ﻣﻘﺎﺑﻞ ﺍﻟﻤﺎﻝ ﺍﻟﺬﻱ ﺳﻴﻮﻓﺮﻩ ﻟﻚ ﻣﻦ ﻫﺬﻩ‬ ‫ﺍﻟﻨﻘﻄﺔﻓﺼﺎﻋﺪﺍً(‬ ‫‪.1‬ﺍﻟﺘﻮﺟﻴﻪ ﺍﻟﻐﺬﺍﺉﻲ ﺍﻟﻔﺮﺩﻱ ﺣﻴﺚ ﺃﺷﺮﺡ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ‪...‬‬ ‫‪.2‬ﺟﻮﻟﺔ ﺍﻟﺒﻘﺎﻟﺔ ﺍﻟﻤﺴﺠﻠﺔ‬ ‫‪.3‬ﺣﺎﺳﺒﺔ ﺍﻟﺒﻘﺎﻟﺔ ‪DIY‬‬ ‫‪.4‬ﺗﺄﺗﻲ ﻛﻞ ﺧﻄﺔ ﻣﻊ ﻗﺎﺉﻤﺘﻬﺎ ﺍﻟﺨﺎﺻﺔ ﻟﻜﻞ ﺃﺳﺒﻮﻉ‬ ‫‪.5‬ﺗﺪﺭﻳﺐ ﻋﻠﻰ ﺷﺮﺍء ﺍﻟﺒﻘﺎﻟﺔ ﺑﺄﺳﻌﺎﺭ ﻣﻌﻘﻮﻟﺔ‬ ‫‪.6‬ﻧﻈﺎﻡ ﺭﻓﻴﻖ ﺍﻟﺒﻘﺎﻟﺔ‬ ‫‪.7‬ﻋﺮﺑﺎﺕ ﺑﻘﺎﻟﺔ ﺟﺎﻫﺰﺓ ﻟﻠﺘﻮﺻﻴﻞ ﺍﻟﻔﻮﺭﻱ‬ ‫‪.8‬ﻭﺗﺴﺠﻴﻞ ﺍﻟﺪﺧﻮﻝ ﻋﺒﺮ ﺍﻟﺮﺳﺎﺉﻞ ﺍﻟﻨﺼﻴﺔ ﺃﺳﺒﻮﻋﻴﺎً‪.‬‬ ‫ﻃﺒﺦ→ ﺟﺎﻫﺰ ﻓﻲ ‪ 5‬ﺩﻗﺎﺉﻖ ﺩﻟﻴﻞ ﺍﻟﻄﺒﺦ ﻟﻠﻮﺍﻟﺪﻳﻦ ﺍﻟﻤﺸﻐﻮﻟﻴﻦ ‪ ...‬ﻛﻴﻒ ﻳﻤﻜﻦ ﻷﻱ ﺷﺨﺺ ﺃﻥ ﻳﺄﻛﻞ ﻃﻌﺎﻣﺎً ﺻﺤﻴﺎً ﺣﺘﻰ ﻟﻮ ﻟﻢ ﻳﻜﻦ ﻟﺪﻳﻪ ﻭﻗﺖ )‬ ‫ﻗﻴﻤﺔ‪ 600‬ﺩﻭﻻﺭ ﻣﻦ ﺍﺳﺘﻌﺎﺩﺓ ‪ 200‬ﺳﺎﻋﺔ ﻓﻲ ﺍﻟﺴﻨﺔ ‪ -‬ﺃﻱ ﺃﺭﺑﻌﺔ ﺃﺳﺎﺑﻴﻊ ﻣﻦ ﺍﻟﻌﻤﻞ!(‬ ‫‪.1‬ﺍﻟﺘﻮﺟﻴﻪ ﺍﻟﻐﺬﺍﺉﻲ ﺍﻟﻔﺮﺩﻱ ﺣﻴﺚ ﺃﺷﺮﺡ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ‪...‬‬ ‫‪.2‬ﺗﻌﻠﻴﻤﺎﺕ ﺗﺤﻀﻴﺮ ﺍﻟﻮﺟﺒﺎﺕ‬ ‫‪.3‬ﺣﺎﺳﺒﺔ ﺗﺤﻀﻴﺮ ﺍﻟﻮﺟﺒﺎﺕ ﺑﻨﻔﺴﻚ‬ ‫‪.4‬ﺗﺄﺗﻲ ﻛﻞ ﺧﻄﺔ ﻣﻊ ﺗﻌﻠﻴﻤﺎﺕ ﺗﺤﻀﻴﺮ ﺍﻟﻮﺟﺒﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻬﺎ ﻟﻜﻞ ﺃﺳﺒﻮﻉ‬ ‫‪.5‬ﻧﻈﺎﻡ ﺭﻓﻴﻖ ﺗﺤﻀﻴﺮ ﺍﻟﻮﺟﺒﺎﺕ‬ ‫‪.6‬ﺩﻟﻴﻞ ﻟﻮﺟﺒﺎﺕ ﺧﻔﻴﻔﺔ ﺻﺤﻴﺔ ﻓﻲ ﺃﻗﻞ ﻣﻦ ‪ 5‬ﺩﻗﺎﺉﻖ‬ ‫‪.7‬ﻣﻨﺸﻮﺭ ﺃﺳﺒﻮﻋﻲ ﻳﻘﻮﻣﻮﻥ ﺑﻨﺸﺮﻩ ﻟﻴﻄﻠﺒﻮﺍ ﻣﻨﻲ ﺍﻟﺘﻌﻠﻴﻖ‬ ‫ﺍﻷﻛﻞ→ ﺧﻄﺔ ﻭﺟﺒﺎﺕ "ﻟﻌﻖ ﺃﺻﺎﺑﻌﻚ" ﺍﻟﻤﺨُﺼﺼﺔ‪ ...‬ﻟﺬﻳﺬﺓ ﺟﺪﺍً‪ ،‬ﻭﺳﻴﻜﻮﻥ ﺍﺗﺒﺎﻋﻬﺎ ﺃﺳﻬﻞ ﻣﻦ ﺗﻨﺎﻭﻝ ﻣﺎ ﺍﻋﺘﺪﺕ ﻋﻠﻰ "ﺍﻟﻐﺶ" ﺑﻪ‪ ،‬ﻭﺳﺘﻜﻮﻥ‬ ‫ﺍﻟﺘﻜﻠﻔﺔﺃﻗﻞ! )ﺑﻘﻴﻤﺔ ‪ ٥٠٠‬ﺩﻭﻻﺭ(‬ ‫‪.1‬ﺍﻟﺘﻮﺟﻴﻪ ﺍﻟﻐﺬﺍﺉﻲ ﺍﻟﻔﺮﺩﻱ ﺣﻴﺚ ﺃﺷﺮﺡ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ‪...‬‬ ‫‪.2‬ﺧﻄﺔ ﻭﺟﺒﺎﺕ ﺷﺨﺼﻴﺔ‬ ‫‪.3‬ﺩﻟﻴﻞ ﻣﺸﺮﻭﺏ ﺍﻟﺼﺒﺎﺡ ﻟﻤﺪﺓ ‪ 5‬ﺩﻗﺎﺉﻖ‬ ‫‪.4‬ﻭﺟﺒﺎﺕ ﻏﺪﺍء ﺍﻗﺘﺼﺎﺩﻳﺔ ﻟﻤﺪﺓ ‪ 5‬ﺩﻗﺎﺉﻖ‬ ‫‪.5‬ﻭﺟﺒﺎﺕ ﻋﺸﺎء ﺍﻗﺘﺼﺎﺩﻳﺔ ﻟﻤﺪﺓ ‪ 5‬ﺩﻗﺎﺉﻖ‬ ‫‪.6‬ﻭﺟﺒﺎﺕ ﻋﺎﺉﻠﻴﺔ‬ ‫‪.7‬ﺻﻮﺭﺓ ﻳﻮﻣﻴﺔ ﻟﻮﺟﺒﺎﺗﻬﻢ ﺍﻟﻐﺬﺍﺉﻴﺔ‬ ‫‪.8‬ﺍﺟﺘﻤﺎﻉ ﻓﺮﺩﻱ ﻟﺘﻘﻴﻴﻢ ﺍﻷﺩﺍء ﻹﺟﺮﺍء ﺗﻌﺪﻳﻼﺕ ﻋﻠﻰ ﺧﻄﺘﻬﻢ )ﻭﺇﻗﻨﺎﻋﻬﻢ ﺑﺎﻟﻤﺰﻳﺪ(‬ ‫ﺗﻤﺮﻳﻦ→ﺗﻤﺎﺭﻳﻦ ﺣﺮﻕ ﺍﻟﺪﻫﻮﻥ ﺃﺛﺒﺘﺖ ﻓﻌﺎﻟﻴﺘﻬﺎ ﻓﻲ ﺣﺮﻕ ﺩﻫﻮﻥ ﺃﻛﺜﺮ ﻣﻦ ﻣﻤﺎﺭﺳﺘﻬﺎ ﺑﻤﻔﺮﺩﻙ‪ ...‬ﻣﺼﻤﻤﺔ ﻟﺘﻨﺎﺳﺐ ﺍﺣﺘﻴﺎﺟﺎﺗﻚ ﺣﺘﻰ ﻻ ﺗﺘﺴﺎﺭﻉ ﺃﺑﺪﺍً‪ ،‬ﺃﻭ ﺗﺼﻞ ﺇﻟﻰ‬ ‫ﻣﺮﺣﻠﺔﺍﻟﺜﺒﺎﺕ‪ ،‬ﺃﻭ ﺗﺨﺎﻃﺮ ﺑﺎﻹﺻﺎﺑﺔ )ﺑﻘﻴﻤﺔ ‪ 699‬ﺩﻭﻻﺭﺍً(‬ ‫ﺍﻟﺴﻔﺮ→ﺍﻟﺨﻄﺔ ﺍﻟﻤﺜﺎﻟﻴﺔ ﻟﺸﺪ ّﺟﺴﻤﻚ ﺃﺛﻨﺎء ﺍﻟﺴﻔﺮ ﻭﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻭﺍﻟﺘﻤﺮﻳﻦ‪ ...‬ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺗﻤﺎﺭﻳﻦ ﺭﻳﺎﺿﻴﺔ ﺭﺍﺉﻌﺔ ﺑﺪﻭﻥ ﻣﻌﺪﺍﺕ‪ ،‬ﻓﻼ‬ ‫ﺗﺸﻌﺮﺑﺎﻟﺬﻧﺐ ﻭﺃﻧﺖ ﺗﺴﺘﻤﺘﻊ ﺑﻮﻗﺘﻚ )ﺑﻘﻴﻤﺔ ‪ 199‬ﺩﻭﻻﺭﺍً(‬ ‫ﻛﻴﻔﻴﺔﺍﻻﻟﺘﺰﺍﻡ ﺑﻬﺎ ﻓﻌﻠﻴﺎً→ﻧﻈﺎﻡ ﺍﻟﻤﺴﺎءﻟﺔ "ﻻ ﺗﺘﺮﺍﺟﻊ ﺃﺑﺪﺍً"‪ ...‬ﺍﻟﻨﻈﺎﻡ ﺍﻟﺬﻱ ﻻ ﻳﻘُﻬﺮ ﻭﺍﻟﺬﻱ ﻳﻌﻤﻞ ﺩﻭﻥ ﺇﺫﻧﻚ )ﺣﺘﻰ ﺃﻧﻪ ﺟﻌﻞ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ‬ ‫ﻳﻜﺮﻫﻮﻥﺍﻟﺬﻫﺎﺏ ﺇﻟﻰ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ ﻳﺘﻄﻠﻌﻮﻥ ﺇﻟﻰ ﺍﻟﺤﻀﻮﺭ( )ﺑﻘﻴﻤﺔ ‪ 1000‬ﺩﻭﻻﺭ(‬ ‫ﻛﻴﻒﺗﻜﻮﻥ ﺍﺟﺘﻤﺎﻋﻴﺎً→ﻧﻈﺎﻡ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﺑﺎﻟﺨﺎﺭﺝ "ﻋﺶ ﺣﻴﺎﺗﻚ ﻭﺃﻧﺖ ﺗﺨﺴﺮ ﺍﻟﻮﺯﻥ" ﺍﻟﺬﻱ ﻳﻤﻨﺤﻚ ﺣﺮﻳﺔ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﺑﺎﻟﺨﺎﺭﺝ ﻭﻋﻴﺶ‬ ‫ﺣﻴﺎﺗﻚﺩﻭﻥ ﺃﻥ ﺗﺸﻌﺮ ﺑﺄﻧﻚ "ﺍﻟﺸﺨﺺ ﺍﻟﻐﺮﻳﺐ" )ﺑﻘﻴﻤﺔ ‪ 349‬ﺩﻭﻻﺭﺍً(‬ ‫ﺍﻟﻘﻴﻤﺔﺍﻹﺟﻤﺎﻟﻴﺔ‪ 4,351 :‬ﺩﻭﻻﺭﺍً )!( ﻛﻞ ﺫﻟﻚ ﻣﻘﺎﺑﻞ ‪ 599‬ﺩﻭﻻﺭﺍً ﻓﻘﻂ‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ‬ ‫ﺗﺒﻴﻊﻣﻌﻈﻢ ﻣﻨﺸﺂﺗﻨﺎ ﺍﻵﻥ ﻫﺬﻩ ﺍﻟﺤﺰﻣﺔ ﻟﻔﺘﺮﺍﺕ ﺯﻣﻨﻴﺔ ﺃﻃﻮﻝ ﺑﻤﺒﻠﻎ ﻳﺘﺮﺍﻭﺡ ﺑﻴﻦ ‪ 2400‬ﺩﻭﻻﺭ ﺇﻟﻰ ‪ 5200‬ﺩﻭﻻﺭ‪.‬ﺑﺮﻱﻣﻊ ﺗﺤﺴﻦّ ﻗﺪﺭﺗﻨﺎ ﻋﻠﻰ ﺧﻠﻖ ﺍﻟﻘﻴﻤﺔ ﻭﺗﺤﻘﻴﻖ ﺍﻟﺮﺑﺢ‪ ،‬ﺍﺭﺗﻔﻌﺖ‬ ‫ﺃﺳﻌﺎﺭﻭﺃﺭﺑﺎﺡ ﻣﻨﺸﺂﺗﻨﺎ ﺑﺸﻜﻞ ﻛﺒﻴﺮ‪ .‬ﺑﻤﺠﺮﺩ ﺑﺪء ﻋﻤﻠﻴﺔ ﺧﻠﻖ ﺍﻟﻘﻴﻤﺔ ﻫﺬﻩ‪ ،‬ﺗﺘﺮﺍﻛﻢ ﻛﻞ ﻗﻴﻤﺔ ﺇﺿﺎﻓﻴﺔ ﺗﻨُﺸﺉﻬﺎ ﻓﻮﻕ ﺍﻷﺧﺮﻯ ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ .‬ﻭﻟﻬﺬﺍ ﺍﻟﺴﺒﺐ‪ ،‬ﻣﻦ ﺍﻟﻤﻬﻢ ﺍﻟﺒﺪء‪.‬‬ ‫ﻫﻞﻳﻤﻜﻨﻚ ﺃﻥ ﺗﺮﻯ ﻛﻢ ﻫﻮ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﻣﻦ ﻋﻀﻮﻳﺔ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ ﺍﻟﺮﻳﺎﺿﻴﺔ؟ﺍﻟﺤﺰﻣﺔ ﺗﻔﻌﻞ ﺛﻼﺛﺔ ﺃﺷﻴﺎء ﺃﺳﺎﺳﻴﺔ‪:‬‬ ‫‪.1‬ﻳﺤﻞﺍﻟﺠﻤﻴﻊﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﻤﻠﺤﻮﻇﺔ )ﻭﻟﻴﺲ ﺑﻌﻀﻬﺎ ﻓﻘﻂ(‬ ‫‪.2‬ﻳﻤﻨﺤﻚ ﺍﻟﻘﻨﺎﻋﺔ ﺑﺄﻥ ﻣﺎ ﺗﺒﻴﻌﻪ ﻓﺮﻳﺪ ﻣﻦ ﻧﻮﻋﻪ )ﻣﻬﻢ ﺟﺪﺍً(‬ ‫‪.3‬ﻳﺠﻌﻞ ﻣﻦ ﺍﻟﻤﺴﺘﺤﻴﻞ ﻣﻘﺎﺭﻧﺔ ﺃﻭ ﺍﻟﺨﻠﻂ ﺑﻴﻦ ﻋﻤﻠﻚ ﺃﻭ ﻋﺮﺿﻚ ﻣﻊ ﻣﺎ ﺗﻘﺪﻣﻪ ﻓﻲ ﺍﻟﺸﺎﺭﻉ ﺍﻵﺧﺮ‬ ‫ﻳﺎﺇﻟﻬﻲ! ﺃﺧﻴﺮﺍً‪ ،‬ﻟﺪﻳﻨﺎ ﻣﺎ ﺳﻨﻘﺪﻣﻪ ﺑﻜﻞ ﺭﻭﻋﺔ‪ .‬ﻣﻊ ﺫﻟﻚ‪ ،‬ﻣﻦ ﻏﻴﺮ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻧﻌﺮﺿﻪ ﺑﻬﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ‪ .‬ﺳﻨﻌﺮﺿﻪ ﺑﺸﻜﻞ ﻣﺨﺘﻠﻒ‪ ،‬ﺳﻮﺍء ًﻛﻨﺎ ﻧﺒﻴﻌﻪ‬ ‫ﺑﺸﻜﻞﻓﺮﺩﻱ ﺃﻭ ﺟﻤﺎﻋﻲ‪ .‬ﺳﺄﺷﺮﺡ ﻛﻴﻔﻴﺔ ﻋﺮﺽ ﻛﻞ ﻣﻦ ﻫﺬﻩ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺠﻤﻌﺔ ﻓﻲ ﻗﺴﻢ ﺍﻟﻤﻜﺎﻓﺂﺕ )ﺍﻟﻘﺴﻢ ﺍﻟﺘﺎﻟﻲ(‪.‬‬ ‫ﻧﻘﺎﻁﺍﻟﻤﻠﺨﺺ‬ ‫ﻟﻘﺪﺧﻀﻨﺎ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﺑﺮﻣﺘﻬﺎ ﻟﺘﺤﻘﻴﻖ ﻫﺪﻑ ﻭﺍﺣﺪ‪ :‬ﺗﻘﺪﻳﻢ ﻋﺮﺽ ﻗﻴﻢّ ﻭﻣﺘﻤﻴﺰ ﻻ ﻳﻀُﺎﻫﻰ ﺑﺄﻱ ﻋﺮﺽ ﺁﺧﺮ ﻓﻲ ﺍﻟﺴﻮﻕ‪ .‬ﻧﺤﻦ ﻧﺒﻴﻊ ﺷﻴﺉﺎً‬ ‫ﻓﺮﻳﺪﺍً‪.‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﻟﻢ ﻧﻌﺪ ﻣﻘﻴﺪﻳﻦ ﺑﻘﻮﻯ ﺍﻟﺘﺴﻌﻴﺮ ﺍﻻﻋﺘﻴﺎﺩﻳﺔ ﻟﻠﺘﺴﻮﻳﻖ ﺍﻟﺴﻠﻌﻲ‪ .‬ﺳﻴﻘُﺪﻡ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻮﻥ ﺍﻵﻥ ﻋﺮﺿﺎً ﻭﺍﺣﺪﺍً ﻓﻘﻂ‪.‬ﻗﺎﺉﻢ ﻋﻠﻰ‬ ‫ﺍﻟﻘﻴﻤﺔﺑﺪﻻ ﻣﻦﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻟﺴﻌﺮﻗﺮﺍﺭ ﺑﺸﺄﻥ ﻣﺎ ﺇﺫﺍ ﻛﺎﻥ ﻳﻨﺒﻐﻲ ﻋﻠﻴﻬﻢ ﺍﻟﺸﺮﺍء ﻣﻨﺎ‪ .‬ﻳﺎ ﻫﻼ!‬ ‫ﺍﻵﻥﺑﻌﺪ ﺃﻥ ﺃﺻﺒﺢ ﻟﺪﻳﻨﺎ ﻋﺮﺿﻨﺎ ﺍﻷﺳﺎﺳﻲ‪ ،‬ﺳﻴﺘﻢ ﺗﺨﺼﻴﺺ ﺍﻟﻘﺴﻢ ﺍﻟﺘﺎﻟﻲ ﻟـﺗﻌﺰﻳﺰ ﺳﻮﻑ ﻧﺴﺘﺨﺪﻡ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺮﻭﺍﻓﻊ ﺍﻟﻨﻔﺴﻴﺔ‪ :‬ﺍﻟﻤﻜﺎﻓﺂﺕ‪،‬‬ ‫ﻭﺍﻹﻟﺤﺎﺡ‪،‬ﻭﺍﻟﻨﺪﺭﺓ‪ ،‬ﻭﺍﻟﻀﻤﺎﻧﺎﺕ‪ ،‬ﻭﺍﻟﺘﺴﻤﻴﺔ‪.‬‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ :6‬ﺑﺮﻧﺎﻣﺞ ﺗﻌﻠﻴﻤﻲ ﺇﺿﺎﻓﻲ‪ :‬ﺇﻧﺸﺎء ﺍﻟﻌﺮﺽ ﺍﻟﺠﺰء ﺍﻟﺜﺎﻧﻲ‪:‬‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺮﻳﺪ ﺃﻥ ﺗﺘﻌﺮﻑ ﻣﻌﻲ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺗﻘﻠﻴﻢ ﻭﺗﻜﺪﻳﺲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻟﺘﺤﻘﻴﻖ ﺃﻗﺼﻰ ﻗﺪﺭ ﻣﻦ ﺍﻟﺮﺑﺢ‪ ،‬ﻓﺎﻧﺘﻘﻞ ﺇﻟﻰ‪ Acquisition.com/training/offers‬ﻭﺣﺪﺩ "ﺇﻧﺸﺎء"‬ ‫ﺍﻟﻌﺮﻭﺽ‪ -‬ﺍﻟﺠﺰء ﺍﻟﺜﺎﻧﻲ‪ .‬ﺳﺘﺠﺪ ﺃﻳﻀﺎً ﺑﻌﺾ ﻗﻮﺍﺉﻢ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﻲ ﺃﻋﺪﺩﺗﻬﺎ ﻟﺘﺴﻬﻴﻞ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻋﻠﻴﻚ‪ ،‬ﻟﺘﺘﻤﻜﻦ ﻣﻦ ﺇﻋﺎﺩﺓ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻟﻜﻞ ﻣﻨﺘﺞ ﺗﺼﻨﻌﻪ‪ .‬ﻭﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﺩﺍﺉﻤﺎً‪،‬‬ ‫ﺍﻟﺨﺪﻣﺔﻣﺠﺎﻧﻴﺔ ﺗﻤﺎﻣﺎً‪ .‬ﺍﺳﺘﻤﺘﻊ‪.‬‬ ‫ﺍﻟﻘﺴﻢﺍﻟﺮﺍﺑﻊ‪ :‬ﺗﺤﺴﻴﻦ ﻋﺮﺿﻚ‬ ‫ﺍﻟﻨﺪﺭﺓﻭﺍﻹﻟﺤﺎﺡ ﻭﺍﻟﻤﻜﺎﻓﺂﺕ ﻭﺍﻟﻀﻤﺎﻧﺎﺕ ﻭﺍﻟﺘﺴﻤﻴﺔ‬ 11 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻟﻨﺪﺭﺓ‪ ،‬ﻭﺍﻹﻟﺤﺎﺡ‪ ،‬ﻭﺍﻟﻤﻜﺎﻓﺂﺕ‪ ،‬ﻭﺍﻟﻀﻤﺎﻧﺎﺕ‪ ،‬ﻭﺍﻟﺘﺴﻤﻴﺔ‬ ‫"ﻟﻜﻦ ﺍﻧﺘﻈﺮ‪ ...‬ﻫﻨﺎﻙ ﺍﻟﻤﺰﻳﺪ‪ ،‬ﺇﺫﺍ ﻃﻠﺒﺖ ﺍﻟﻴﻮﻡ‪"...‬‬ ‫ﻛﻞﺇﻋﻼﻥ ﺗﺠﺎﺭﻱ ﻓﻲ ﺍﻟﺘﺴﻌﻴﻨﻴﺎﺕ‬ ‫ﻣﺎﻳﻮ‪ .2019‬ﻣﻨﺰﻝ ﺃﺭﻧﻮﻟﺪ ﺷﻮﺍﺭﺯﻧﻴﺠﺮ‪.‬‬ ‫ﺃ‬ ‫ﺑﻌﺪﺣﻤﻠﺔ ﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ ﺍﻟﻤﺪﺭﺳﻴﺔ ﻟﻨﺠﻮﻡ ﺍﻟﻤﺪﺭﺳﺔ‪ .‬ﻛﺎﻥ ﺻﻒ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺃﻣﺎﻡ ﻣﻨﺰﻝ ﺃﺭﻧﻮﻟﺪ ﻋﻠﻰ ﻭﺷﻚ ﺍﻻﻧﻬﻴﺎﺭ‪ ...‬ﻭﻛﻨﺎ ﻓﻲ ﺇﺣﺪﺍﻫﺎ‪ .‬ﻛﻨﺎ‬ ‫ﻧﺠﻠﺲﻓﻲ ﺳﻴﺎﺭﺓ ﺃﻭﺑﺮ ﻋﻨﺪﻣﺎ ﻃﺮﻕ ﺣﺎﺭﺱ ﺃﻣﻦ ﻳﺮﺗﺪﻱ ﺳﻤﺎﻋﺔ ﺃﺫﻥ ﻭﺑﺪﻟﺔ ﺳﻮﺩﺍء ﻭﻧﻈﺎﺭﺓ ﺷﻤﺴﻴﺔ ﺳﻮﺩﺍء ﻧﺎﻓﺬﺓ ﺍﻟﺴﺎﺉﻖ‪ .‬ﻛﺎﻥ ﺍﻷﻣﺮ ﺃﺷﺒﻪ‬ ‫ﺑﻔﻴﻠﻢﺳﻴﻨﻤﺎﺉﻲ‪.‬‬ ‫ﻓﺘﺢﺍﻟﺴﺎﺉﻖ ﺍﻟﻨﺎﻓﺬﺓ‪" .‬ﺍﻻﺳﻢ؟" "ﺃﻟﻴﻜﺲ ﻭﻟﻴﻠﻰ ﻫﺮﻣﺰﻱ‪".‬‬ ‫ﻣﺴﺢﺍﻟﻘﺎﺉﻤﺔ ﻋﻠﻰ ﻟﻮﺣﺘﻪ‪ ،‬ﺃﻭﻣﺄ ﺑﺮﺃﺳﻪ‪ ،‬ﺛﻢ ﺷﻄﺐ ﺃﺳﻤﺎءﻧﺎ‪ .‬ﻗﺎﻝ‪" :‬ﺭﺍﺉﻊ"‪ .‬ﺗﺤﻮﻝّ ﺳﻠﻮﻛﻪ ﻣﻦ ﺻﺎﺭﻡ ﺇﻟﻰ ﻣﺮُﺣﺐّ‪" .‬ﺃﻫﻼً ﺑﻜﻢ ﻓﻲ ﺣﻤﻠﺔ ﺟﻤﻊ‬ ‫ﺍﻟﺘﺒﺮﻋﺎﺕ‪.‬ﺍﺑﻘﻮﺍ ﻓﻲ ﻫﺬﺍ ﺍﻟﺼﻒ‪ .‬ﺍﻧﻌﻄﻔﻮﺍ ﻳﺴﺎﺭﺍً‪ ،‬ﺛﻢ ﺳﻴﺮﺍﻓﻘﻜﻢ ﺭﺟﺎﻝ ﺍﻷﻣﻦ ﺣﺘﻰ ﻧﻬﺎﻳﺔ ﺍﻟﻄﺮﻳﻖ‪".‬‬ ‫ﺗﺤﺪﺙﺣﺎﺭﺱ ﺍﻷﻣﻦ ﻋﺒﺮ ﺟﻬﺎﺯ ﺍﻟﻼﺳﻠﻜﻲ ﺍﻟﺨﺎﺹ ﺑﻪ ﺇﻟﻰ ﺍﻟﻤﺮﻛﺰ ﺍﻟﺘﺎﻟﻲ ﻓﻲ ﻧﻬﺎﻳﺔ ﺍﻟﻄﺮﻳﻖ‪ ،‬ﻣﺸﻴﺮﺍً ﺇﻟﻰ ﺃﻥ ﺳﻴﺎﺭﺗﻨﺎ ﺗﻤﺖ ﺍﻟﻤﻮﺍﻓﻘﺔ ﻋﻠﻴﻬﺎ‪.‬‬ ‫ﻛﺎﻥﺍﻟﻮﻗﻮﻑ ﺃﻣﺎﻡ ﻭﺍﺟﻬﺔ ﺍﻟﻌﻘﺎﺭ ﺃﺷﺒﻪ ﺑﺪﺧﻮﻝ ﻓﻴﻠﻢ ﺟﻴﻤﺲ ﺑﻮﻧﺪ‪ .‬ﺳﻴﺎﺭﺍﺕ ﻻﻣﺒﻮﺭﻏﻴﻨﻲ‪ ،‬ﻭﺑﻮﻏﺎﺗﻲ‪ ،‬ﻭﻓﻴﺮﺍﺭﻱ‪ ،‬ﻭﻣﺎﺭﻛﺎﺕ ﺳﻴﺎﺭﺍﺕ ﺑﺎﻫﻈﺔ ﺍﻟﺜﻤﻦ‬ ‫ﻻﺗﺬُﻛﺮ‪ .‬ﺭﺟﺎﻝ ﻣﺴﻨﻮﻥ ﻣﻊ ﻓﺘﻴﺎﺕ ﺻﻐﻴﺮﺍﺕ ﺷﺒﻪ ﻋﺎﺭﻳﺎﺕ‪ .‬ﻣﻤﺜﻠﻮﻥ ﻣﻦ ﺍﻟﺼﻒ ﺍﻷﻭﻝ‪ .‬ﻣﺸﺎﻫﻴﺮ ﻟﺪﻳﻬﻢ ﻣﻼﻳﻴﻦ ﺍﻟﻤﺘﺎﺑﻌﻴﻦ ﻳﺼﻮﺭﻭﻥ ﺃﻧﻔﺴﻬﻢ ﻟﺤﻈﺔ‬ ‫ﻭﺻﻮﻟﻬﻢ‪،‬ﻭﻳﺘﺤﺪﺛﻮﻥ ﻋﺒﺮ ﻫﻮﺍﺗﻔﻬﻢ ﻣﻊ ﺟﻤﻬﻮﺭﻫﻢ‪ .‬ﻭﻧﺤﻦ ﺃﻳﻀﺎً‪.‬‬ ‫ﺑﻠﻐﺖﻗﻴﻤﺔ ﺗﺬﻛﺮﺓ ﺍﻟﺤﻀﻮﺭ ‪ ٢٥‬ﺃﻟﻒ ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ‪ ،‬ﻭﻗﺎﺉﻤﺔ ﺍﻟﻤﺪﻋﻮﻳﻦ ‪ ١٠٠‬ﺷﺨﺺ ﻓﻘﻂ‪ .‬ﻛﺎﻥ ﻫﻨﺎﻙ ﺳﺠﺎﺩﺓ ﺣﻤﺮﺍء‪ ،‬ﻭﻛﻞ ﺷﻲء‪ .‬ﻭﻓﻲ ﻛﻞ ﻋﺎﻡ‪،‬‬ ‫ﻛﺎﻥﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ ﻳﺘُﻮﺝّ ﺑﻤﺰﺍﺩ ﻛﺒﻴﺮ ﻟﺘﺬﻛﺎﺭﺍﺕ ﻭﺃﺷﻴﺎء ﺗﺒﺮﻉ ﺑﻬﺎ ﺑﻌﺾ ﺃﺻﺤﺎﺏ ﺍﻷﻋﻤﺎﻝ ﻣﻦ ﺍﻟﺤﻀﻮﺭ ﻟﻸﻋﻤﺎﻝ ﺍﻟﺨﻴﺮﻳﺔ‪.‬‬ ‫ﺗﺠﻮﻟﻨﺎﻧﺸﺎﻫﺪ ﻣﺤﻄﺎﺕ ﺍﻟﺘﺮﻓﻴﻪ ﺍﻟﻤﺼﻤﻤﺔ ﺧﺼﻴﺼﺎً ﻟﺘﺸﺠﻴﻊ ﺍﻟﻤﺘﺒﺮﻋﻴﻦ ﻋﻠﻰ ﺍﻟﻌﻄﺎء‪ .‬ﺭﺃﻳﻨﺎ ﻭﻳﺴﻜﻲ ﺳﻜﻮﺗﺶ ﺑﻌﺸﺮﺓ ﺁﻻﻑ ﺩﻭﻻﺭ‪ ...‬ﻭﺳﻴﺠﺎﺭ ًﺍ‬ ‫ﺑﺨﻤﺴﻤﺎﺉﺔﺩﻭﻻﺭ‪ ...‬ﻭﻣﻨﺘﺠﺎﺕ ﻣﻌُﺪﺓّ ﻣﺴﺒﻘﺎً ﻣﻦ ﻋﻼﻣﺎﺕ ﺗﺠﺎﺭﻳﺔ ﺭﺍﺉﺪﺓ ﻟﻦ ﺗﻄُﺮﺡ ﻟﻠﺠﻤﻬﻮﺭ ﺇﻻ ﺑﻌﺪ ﺃﺷﻬﺮ‪ .‬ﻭﺑﺎﻟﻄﺒﻊ‪ ،‬ﺃﻏﻠﻰ ﺍﻟﻤﺄﻛﻮﻻﺕ ﺍﻟﺘﻲ ﻳﻤُﻜﻦ‬ ‫ﺗﺨﻴﻠﻬﺎ‪.‬ﺍﺳﺘﻤﺘﻌﻨﺎ ﺃﻧﺎ ﻭﻟﻴﻠﻰ ﺑﻜﻞ ﻟﺤﻈﺔ‪ .‬ﻛﺎﻧﺖ ﻟﻴﻠﺔ ﺭﺍﺉﻌﺔ‪ .‬ﺷﻌﺮﻧﺎ ﻭﻛﺄﻧﻨﺎ ﺃﻃﻔﺎﻝ ﺭﺍﺉﻌﻮﻥ‪.‬‬ ‫ﺭﺃﻯﺑﻦ‪ ،‬ﺍﻟﺮﺉﻴﺲ ﺍﻟﺘﻨﻔﻴﺬﻱ ﻟﻠﺠﻤﻌﻴﺔ ﺍﻟﺨﻴﺮﻳﺔ‪ ،‬ﺃﻧﻨﺎ ﺗﺎﺉﻬﻮﻥ‪ ،‬ﻓﺎﻗﺘﺮﺏ ﻣﻨﻲ‪ .‬ﺃﻣﺴﻜﻨﻲ ﻣﻦ ﺫﺭﺍﻋﻲ ﻟﻴﻌُﺮﻓّﻨﻲ ﻋﻠﻰ ﺑﻌﺾ ﺍﻟﻤﺘﺒﺮﻋﻴﻦ ﺍﻵﺧﺮﻳﻦ‪.‬‬ ‫ﻛﺎﻧﻮﺍﺟﻤﻴﻌﺎً ﺭﺟﺎﻻً ﺃﻛﺒﺮ ﻣﻨﻲ ﺳﻨﺎً‪ ،‬ﻳﺘﺒﺮﻋﻮﻥ ﺑﻤﺉﺔ ﺃﻟﻒ ﺩﻭﻻﺭ ﻓﺄﻛﺜﺮ ﺩﻭﻥ ﺗﺮﺩﺩ‪.‬‬ ‫ﻛﺎﻥﺍﻟﺮﺟﻞ ﺍﻟﺬﻱ ﻋﺮﻓّﻨﻲ ﻋﻠﻴﻪ ﻣﻦ ﺃﻛﺒﺮ ﺍﻟﻤﺘﺒﺮﻋﻴﻦ ﻟﻠﺠﻤﻌﻴﺔ ﺍﻟﺨﻴﺮﻳﺔ‪ .‬ﻛﺎﻥ ﻗﺪ ﺃﺳﺲ ﺷﺮﻛﺔ ﻣﺠﻮﻫﺮﺍﺕ ﻭﺳﺎﻋﺎﺕ ﻓﺎﺧﺮﺓ ﻟﻠﻐﺎﻳﺔ‪ .‬ﺃﺗﺤﺪﺙ ﻫﻨﺎ ﻋﻦ ﺭﻣﻮﺯ‬ ‫ﻧﺎﺩﺭﺓﻟﻠﻤﻜﺎﻧﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ ،‬ﺑﻘﻴﻤﺔ ‪ 100,000‬ﺩﻭﻻﺭ‪ ،‬ﻭ‪ 500,000‬ﺩﻭﻻﺭ‪ ،‬ﻭﺃﻛﺜﺮ ﻣﻦ ﻣﻠﻴﻮﻧﻲ ﺩﻭﻻﺭ‪ ،‬ﻳﺸﺘﺮﻳﻬﺎ ﺍﻟﻨﺎﺱ ﻓﻘﻂ ﻟﻴﻌﺮﻑ ﺃﺻﺤﺎﺏ ﺍﻟﺜﺮﻭﺍﺕ ﺍﻟﺼﻐﻴﺮﺓ‬ ‫ﺃﻧﻬﻢﻳﻨﺘﻤﻮﻥ ﺇﻟﻴﻬﺎ‪ .‬ﺗﺒﺮﻉ ﺑﺄﻛﺜﺮ ﻣﻦ ‪ 700,000‬ﺩﻭﻻﺭ ﻣﻦ ﺍﻟﺒﻀﺎﺉﻊ ﻛﺠﻮﺍﺉﺰ ﻟﺤﻤﻠﺔ ﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ ﺗﻠﻚ ﺍﻟﻠﻴﻠﺔ‪.‬‬ ‫ﺃﻟﻴﻜﺲﻭﻟﻴﻠﻰ‪ ،‬ﺗﻌﺮﻓﺎ ﻋﻠﻰ ﺟﻮﺭﺝ‪ ،‬ﻗﺎﻝ ﺑﻦ‪ .‬ﻟﻘﺪ ﻛﺎﻥ ﻛﺮﻳﻤﺎً ﺟﺪﺍً ﺑﻮﻗﺘﻪ ﻭﻣﺎﻟﻪ ﻟﻬﺬﻩ ﺍﻟﻘﻀﻴﺔ‪ .‬ﺟﻮﺭﺝ‪ ،‬ﻫﺬﺍﻥ ﺃﻟﻴﻜﺲ ﻭﻟﻴﻠﻰ ﻫﺮﻣﺰﻱ‪ .‬ﺳﻴﺘﺒﺮﻋﺎﻥ‬ ‫ﺑﻤﻠﻴﻮﻥﺩﻭﻻﺭ ﺍﻟﻠﻴﻠﺔ ﻟﺠﻤﻌﻴﺔ ‪ .ASAS‬ﺃﺩﺭﻛﺖ ُﺃﻧﻜﻤﺎ ﺷﺨﺼﺎﻥ ﻃﻴﺒﺎﻥ‪ ،‬ﻭﺃﺭﺩﺕ ُﺃﻥ ﺃﺟﻤﻌﻜﻤﺎ ﻣﻌﺎً‪.‬‬ ‫"ﺗﺸﺮﻓﺖ ﺑﻠﻘﺎﺉﻜﻤﺎ‪ "،‬ﻗﺎﻝ ﺟﻮﺭﺝ ﺑﻌﻴﻮﻥ ﻫﺎﺩﺉﺔ ﻣﺘﻌﺒﺔ‪ .‬ﻛﺎﻥ ﻓﻲ ﺃﻭﺍﺧﺮ ﺍﻟﺴﺘﻴﻨﻴﺎﺕ ﻣﻦ ﻋﻤﺮﻩ‪ ،‬ﻃﻮﻳﻞ ﺍﻟﻘﺎﻣﺔ ﻭﻗﻮﻱ ﺍﻟﺒﻨﻴﺔ‪ .‬ﻛﺎﻥ ﻭﺍﺿﺤﺎً ﻣﻦ‬ ‫ﻟﻬﺠﺘﻪﺃﺻﻮﻟﻪ ﺍﻟﺸﺮﻗﻴﺔ‪ .‬ﺑﺪﺍ ﻛﺮﺟﻞ ﻧﺎﺿﻞ ﺑﻜﻞ ﻣﺎ ﺃﻭﺗﻲ ﻣﻦ ﻗﻮﺓ ﻟﻴﻜﻮﻥ ﻫﻨﺎ‪ ،‬ﻟﻜﻨﻪ ﺧﻔﻒ ﻣﻦ ﺣﺪﺓ ﺗﺼﺮﻓﺎﺗﻪ ﻓﻲ ﻣﺜﻞ ﻫﺬﻩ ﺍﻟﺘﺠﻤﻌﺎﺕ‪ .‬ﻟﻜﻦ ﺍﻟﻨﻤﺮ ﺫﻭ‬ ‫ﺍﻷﻧﻴﺎﺏﻭﺍﻟﻤﺨﺎﻟﺐ ﻇﻞ ّﺧﻔﻴﺎً‪ ،‬ﻣﺴﺘﻌﺪﺍً ﻟﻠﻬﺠﻮﻡ ﻓﻲ ﺃﻱ ﻟﺤﻈﺔ‪ .‬ﺷﻌﺮﺕ ُﺃﻧﻨﻲ ﻓﻬﻤﺖ ُﻫﺬﺍ ﺍﻟﺮﺟﻞ‪.‬‬ ‫ﻛﺴﺮﺑﻦ ﺣﺎﺟﺰ ﺍﻟﺼﻤﺖ‪" .‬ﺇﺫﻥ‪ ...‬ﺟﻮﺭﺝ ﻫﻮ ﻣﻦ ﺩﻓﻌﻨﻲ ﻟﺮﻓﻊ ﺳﻌﺮ ﺍﻟﺘﺬﻛﺮﺓ ﻣﻦ ‪ 15,000‬ﺩﻭﻻﺭ ﺇﻟﻰ ‪ 25,000‬ﺩﻭﻻﺭ‪ .‬ﻛﺎﻥ ﺍﻟﻄﻠﺐ ﺃﻛﺒﺮ ﻣﻦ ﺃﻱ‬ ‫ﻭﻗﺖﻣﻀﻰ ﻫﺬﺍ ﺍﻟﻌﺎﻡ‪ .‬ﻟﻜﻨﻨﻲ ﺃﺧﺬﺕ ﺑﻨﺼﻴﺤﺘﻪ‪ .‬ﺧﻔﻀﺖ ﻋﺪﺩ ﺍﻟﺘﺬﺍﻛﺮ ﺍﻟﺘﻲ ﺑﻌﻨﺎﻫﺎ‪.‬ﻭ"ﺭﻓﻌﺖ ﺍﻷﺳﻌﺎﺭ‪".‬‬ ‫"ﻫﺬﺍ ﺻﺤﻴﺢ"‪ ،‬ﻗﺎﻝ ﺟﻮﺭﺝ‪ ،‬ﺭﺍﺿﻴﺎً ﺑﺎﺗﺒﺎﻉ ﻧﺼﻴﺤﺘﻪ ﺍﻟﺤﻜﻴﻤﺔ ﻓﻲ ﻣﺠﺎﻝ ﺍﻷﻋﻤﺎﻝ‪" .‬ﻋﻨﺪﻣﺎ ﻳﺰﺩﺍﺩ‬ ‫ﺍﻟﻄﻠﺐ‪،‬ﻗﻠﻞ ﺍﻟﻌﺮﺽ"‪ .‬ﺍﺳﺘﻌﺎﺩ ﻧﺸﺎﻃﻪ ﻗﻠﻴﻼً ﺑﻴﻨﻤﺎ ﻛﻨﺎ ﻧﺘﺤﺪﺙ ﻋﻦ ﺍﻟﻤﺎﻝ‪.‬‬ ‫ﺑﻨﻰﻫﺬﺍ ﺍﻟﺮﺟﻞ ﻣﺸﺮﻭﻋﻪ ﻣﻦ ﺍﻟﺼﻔﺮ‪ ،‬ﻭﺍﻛﺘﺸﻒ ﻃﺮﻗﺎً ﻟﺒﻴﻊ ﻣﻨﺘﺠﺎﺗﻪ ﻭﺗﺤﻘﻴﻖ ﺃﺭﺑﺎﺡ ﻃﺎﺉﻠﺔ ﺑﻔﻀﻞ ﻓﻬﻤﻪ ﻟﻠﻨﻔﺴﻴﺔ ﺍﻟﺒﺸﺮﻳﺔ‪ .‬ﻛﻨﺖ ُﺃﻋﺮﻑ ﻣﻨﺬ‬ ‫ﺯﻣﻦ ٍﻃﻮﻳﻞ ٍﻋﻦ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ‪ ،‬ﻟﻜﻦ ﻫﺬﺍ ﺍﻟﺮﺟﻞ ﻛﺎﻥ ﻳﺴﺘﻐﻞ ّﺃﺳﺴﻬﻤﺎ ﺍﻟﻨﻔﺴﻴﺔ ﻟﺘﻤﻮﻳﻞ ﺣﻤﻠﺔ ﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ‪ .‬ﻳﻤُﻜﻨﻚ ﺇﺧﺮﺍﺝ ﺍﻟﻨﻤﺮ ﻣﻦ ﺍﻟﻐﺎﺑﺔ‪،‬‬ ‫ﻟﻜﻦﻟﻴﺲ ﻣﻦ ﺍﻟﻤﻤﻜﻦ ﺇﺧﺮﺍﺝ ﺍﻟﻐﺎﺑﺔ ﻣﻦ ﺍﻟﻨﻤﺮ‪.‬‬ ‫ﻳﺮﻳﺪﺍﻟﻨﺎﺱ ﻣﺎ ﻻ ﻳﺴﺘﻄﻴﻌﻮﻥ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻪ‪ .‬ﻳﺮﻳﺪﻭﻥ ﻣﺎ ﻳﺮﻳﺪﻩ ﺍﻵﺧﺮﻭﻥ‪ .‬ﻳﺮﻳﺪﻭﻥ ﺃﺷﻴﺎء ًﻻ ﺗﺼﻞ ﺇﻟﻴﻬﺎ ﺇﻻ ﻗﻠﺔ ﻣﺨﺘﺎﺭﺓ‪.‬ﻟﻘﺪ ﻛﺎﻥ ﻣﺤﻘﺎً ﺗﻤﺎﻣﺎً‪.‬‬ ‫ﻟﻘﺪﺭﻓﻌﻮﺍﺇﺿﺎﻓﻲﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ ﻓﻲ ﺗﻠﻚ ﺍﻟﻠﻴﻠﺔ ﻗﺒﻞ ﺑﺪء ﺍﻟﺤﺪﺙ ﻣﻦ ﺧﻼﻝ ﺧﻔﺾ ﺇﻣﺪﺍﺩﺍﺕ ﺍﻟﺘﺬﺍﻛﺮﻭﺭﻓﻊ ﺍﻷﺳﻌﺎﺭ‪ .‬ﻋﻼﻭﺓ ﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﺃﺻﺒﺢ ﺟﻤﻴﻊ‬ ‫ﺍﻟﺤﺎﺿﺮﻳﻦﻣﺆﻫﻠﻴﻦ ﺃﻛﺜﺮ ﻣﻦ ﺃﻱ ﻭﻗﺖ ﻣﻀﻰ ﻟﻴﻜﻮﻧﻮﺍ ﻣﺘﺒﺮﻋﻴﻦ ﻛﺒﺎﺭ‪ .‬ﻭﺍﻧﺘﻬﻰ ﺍﻷﻣﺮ ﺑﺄﻥ ﺗﻜﻮﻥ ﺗﻠﻚ ﺍﻟﻠﻴﻠﺔ ﺃﻧﺠﺢ ﻟﻴﻠﺔ ﻓﻲ ﺗﺎﺭﻳﺦ ﺍﻟﺠﻤﻌﻴﺔ ﺍﻟﺨﻴﺮﻳﺔ‪،‬‬ ‫ﺣﻴﺚﺟﻤﻌﺖ ﻣﺎ ﻳﻘﺮﺏ ﻣﻦ ‪ 5,400,000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﻣﻦ ‪ 100‬ﺷﺨﺺ ﻓﻘﻂ )ﺃﻱ ‪ 54,000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﻟﻠﻔﺮﺩ!(‪ .‬ﻭﺑﻴﻌﺖ ﻛﻞ ﻗﻄﻌﺔ ﻣﻦ ﺍﻟﻘﻄﻊ‬ ‫ﻓﻲﻣﺰﺍﺩ ﻋﻠﻨﻲ ﻛﻘﻄﻌﺔ ﻓﺮﻳﺪﺓ ﻣﻦ ﻧﻮﻋﻬﺎ‪ .‬ﻭﺇﺫﺍ ﻓﺎﺗﺘﻚ‪ ،‬ﻓﻠﻦ ﺗﺘﺎﺡ ﻟﻚ ﻓﺮﺻﺔ ﺷﺮﺍﺉﻬﺎ ﻣﺮﺓ ﺃﺧﺮﻯ‪ .‬ﺑﻞ ﺇﻥ ﺃﺭﻧﻮﻟﺪ ﺃﺿﺎﻑ ﺑﻌﺾ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻋﻨﺪﻣﺎ ﻳﺼﻞ‬ ‫ﺷﺨﺼﺎﻥﺇﻟﻰ ﻣﺒﻠﻎ ﻛﺒﻴﺮ ﻓﻲ ﺍﻟﻤﺰﺍﺩ‪ ،‬ﻣﻤﺎ ﺳﻤﺢ ﻟﻠﺠﻤﻌﻴﺔ ﺍﻟﺨﻴﺮﻳﺔ ﺑﺎﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻛﻼ ﺍﻟﺘﺒﺮﻋﻴﻦ‪.‬‬ ‫ﻛﺎﻥﺫﻟﻚ ﻋﺮﺿﺎً ﻣﺎﻫﺮﺍً ﻟﻌﻠﻢ ﺍﻟﻨﻔﺲ ﺍﻟﺒﺸﺮﻱ ﺃﺛﻨﺎء ﺍﻟﻌﻤﻞ ﻓﻲ ﺑﻴﺉﺔ ﻛﺎﻥ ﺍﻟﻨﺎﺱ ﻓﻴﻬﺎ ﻳﺪﻓﻌﻮﻥ ﻣﺒﺎﻟﻎ ﺯﺍﺉﺪﺓ ﻋﻦ ﻋﻤﺪ ﻣﻘﺎﺑﻞ ﺍﻟﻤﻨﺘﺠﺎﺕ‪.‬ﻇﻠﺖ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕﺩﻭﻥ ﺗﻐﻴﻴﺮﻓﻲ ﻫﺬﻩ ﺍﻟﺤﺎﻟﺔ‪ ،‬ﺑﻴﻊ ﻣﻨﺘﺞ ﻟﻢ ﻳﻜﻦ ﻟﻴﺒُﺎﻉ ﻓﻲ ﻣﻜﺎﻥ ﺁﺧﺮ ﺑﺴﻌﺮ ‪ ١٠,٠٠٠‬ﺩﻭﻻﺭ ﻣﻘﺎﺑﻞ ‪ ١٠٠,٠٠٠‬ﺩﻭﻻﺭ‪ .‬ﻫﻜﺬﺍ ﺗﺒُﺮﺯ ﻗﻮﺓ ﺍﻟﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ‬ ‫ﻭﺍﻟﻤﻜﺎﻓﺂﺕ‪.‬ﻭﻳﻬﺪﻑ ﻫﺬﺍ ﺍﻟﻘﺴﻢ ﺇﻟﻰ ﺷﺮﺡ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻟﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﻋﺮﺿﻚ‪ ،‬ﺩﻭﻥ ﺗﻐﻴﻴﺮﻩ‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ ‪ -‬ﻗﻮﻯ ﺍﻹﻗﻨﺎﻉ ﺍﻷﺧﺮﻯ ﺍﻟﻤﺆﺛﺮﺓ‬ ‫ﻟﻢﺗﻜﻦ ﺍﻟﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ ﻭﺍﻟﻤﻜﺎﻓﺂﺕ ﻭﺍﻟﻀﻤﺎﻧﺎﺕ ﻫﻲﻓﻘﻂﺃﺩﻭﺍﺕ ﺍﻹﻗﻨﺎﻉ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺃﺳﻌﺎﺭ ﺑﺎﻫﻈﺔ ﻓﻲ ﺣﻤﻠﺔ ﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ‪ .‬ﻛﻤﺎ ﺍﺳﺘﺨﺪﻣﻮﺍ ﺍﻻﻟﺘﺰﺍﻡ ﻭﺍﻟﺜﺒﺎﺕ‪ ،‬ﻭﺍﻟﻤﻜﺎﻧﺔ‬ ‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪،‬ﻭﺿﻐﻂ ﺍﻷﻗﺮﺍﻥ‪ ،‬ﻭﺣﺴﻦ ﺍﻟﻨﻴﺔ‪ ،‬ﻭﺗﺄﻳﻴﺪ ﺍﻟﻤﺸﺎﻫﻴﺮ‪ ،‬ﻭﺍﻟﻤﻨﺎﻓﺴﺔ‪ ،‬ﻭﻏﻴﺮﻫﺎ‪ .‬ﻣﻊ ﺫﻟﻚ‪ ،‬ﻓﺈﻥ ﺍﻟﻨﺪﺭﺓ‪ ،‬ﻭﺍﻹﻟﺤﺎﺡ‪ ،‬ﻭﺍﻟﻤﻜﺎﻓﺂﺕ ﻫﻲ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺜﻼﺛﺔ ﺍﻟﻮﺣﻴﺪﺓ ﺍﻟﺘﻲ ﺳﺄﺗﻨﺎﻭﻟﻬﺎ ﺑﺎﻟﺘﻔﺼﻴﻞ ﻓﻲ‬ ‫ﻫﺬﺍﺍﻟﻜﺘﺎﺏ‪ ،‬ﻷﻧﻨﻲ ﺃﻋﺘﻘﺪ ﺃﻧﻬﺎ ﺗﺮﺗﺒﻂ ﺍﺭﺗﺒﺎﻃﺎً ﻭﺛﻴﻘﺎً ﺑﺎﻟﻌﺮﺽ ﺃﻛﺜﺮ ﻣﻦ ﺍﺭﺗﺒﺎﻃﻬﺎ ﺑﺎﻟﺒﻴﻊ ﺍﻟﻔﻌﻠﻲ‪ ،‬ﻭﺍﻟﺬﻱ ﺳﺄﺗﻨﺎﻭﻟﻪ ﺑﺎﻟﺘﻔﺼﻴﻞ ﻓﻲ ﻛﺘﺎﺏ "ﺍﻻﺳﺘﺤﻮﺍﺫ‪ :‬ﺍﻟﻤﺠﻠﺪ ﺍﻟﺮﺍﺑﻊ‪ ،‬ﻣﺒﻴﻌﺎﺕ ﺑﻘﻴﻤﺔ ‪ 100‬ﻣﻠﻴﻮﻥ‬ ‫ﺩﻭﻻﺭ"‪.‬‬ ‫ﺭﻗﺼﺔﺍﻟﺮﻏﺒﺔ ﺍﻟﺮﻗﻴﻘﺔ‬ ‫ﻓﻲﺍﻷﺳﺎﺱ‪ ،‬ﻳﻬﺪﻑ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺄﻛﻤﻠﻪ ﺇﻟﻰ ﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ ﻣﻨﺤﻨﻰ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ‪ .‬ﻧﺰﻳﺪ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﻣﻨﺘﺠﺎﺗﻨﺎ ﻭﺧﺪﻣﺎﺗﻨﺎ ﺑﺸﻜﻞ ﻣﺼﻄﻨﻊ ﻣﻦ‬ ‫ﺧﻼﻝﻧﻮﻉ ﻣﻦ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﻗﻨﺎﻋﻲ‪ .‬ﻭﻋﻨﺪﻣﺎ ﻧﺰﻳﺪ ﺍﻟﻄﻠﺐ‪ ،‬ﻧﺘﻤﻜﻦ ﻣﻦ ﺑﻴﻊ ﺍﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻟﻮﺣﺪﺍﺕ‪.‬‬ ‫ﻋﻨﺪﻣﺎﻧﺨﻔﺾ ﺍﻟﻌﺮﺽ‪ ،‬ﻳﻤﻜﻨﻨﺎ ﺑﻴﻊ ﺗﻠﻚ ﺍﻟﻮﺣﺪﺍﺕ ﻣﻘﺎﺑﻞ ﺍﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻟﻤﺎﻝ‪" .‬ﻣﺰﻳﺞ ﺍﻟﺮﺑﺢ ﺍﻟﻤﺜﺎﻟﻲ" ﻫﻮ ﻃﻠﺐ ﻛﺒﻴﺮ ﻭﻋﺮﺽ ﺿﺉﻴﻞ ﺟﺪﺍً‪ ،‬ﺃﻭﻣﻠﻤﻮﺱ‬ ‫ﺍﻟﻌﺮﺽ‪.‬ﺗﻢ ﺗﺼﻤﻴﻢ ﻋﻤﻠﻴﺔ ﺗﺤﺴﻴﻦ ﻋﺮﺿﻚ ﺍﻷﺳﺎﺳﻲ ﻟﻠﻘﻴﺎﻡ ﺑﻬﺬﻳﻦ ﺍﻷﻣﺮﻳﻦ‪ :‬ﺯﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﻭﺗﻘﻠﻴﻠﻪﻣﻠﻤﻮﺱﺍﻟﻌﺮﺽ ﺣﺘﻰ ﺗﺘﻤﻜﻦ ﻣﻦ ﺑﻴﻌﻪﻧﻔﺲ‬ ‫ﻣﻨﺘﺠﺎﺕﻝﺃﻛﺜﺮﺍﻟﻤﺎﻝ ﺍﻟﺬﻱ ﻳﻤﻜﻨﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻪ ﺑﻄﺮﻳﻘﺔ ﺃﺧﺮﻯ‪ ،‬ﻭﻓﻲﺃﻋﻠﻰﺃﺣﺠﺎﻣﺎً ﺃﻛﺒﺮ ﻣﻤﺎ ﻗﺪ ﺗﺘﻮﻗﻌﻪ )ﻋﻠﻰ ﻣﺪﻯ ﺃﻓﻖ ﺯﻣﻨﻲ ﺃﻃﻮﻝ(‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ‪:‬‬ ‫ﻭﻫﺬﺍﻳﻔﺘﺮﺽ ﻭﺟﻮﺩ ﺷﺮﻛﺔ ﻋﺎﺩﻳﺔ ﻻ ﺗﺤﺎﻭﻝ ﺗﺤﻘﻴﻖ ﺍﺧﺘﺮﺍﻕ ﻭﺍﺳﻊ ﺍﻟﻨﻄﺎﻕ ﻓﻲ ﺍﻟﺴﻮﻕ ﻣﻦ ﺃﺟﻞ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻣﻴﺰﺓ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺃﺧﺮﻯ‪.‬‬ ‫ﺍﻟﺮﻏﺒﺔﺗﺄﺗﻲ ﻣﻦﻻﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻣﺎ ﺗﺮﻳﺪ‪ .‬ﻓﻲ ﺍﻟﻮﺍﻗﻊ‪ ،‬ﺳﻤﻌﺖ ُﻫﺬﻩ ﺍﻟﻤﻘﻮﻟﺔ ﺍﻟﺘﻲ ﺃﺣﺒﻬﺎ ﻣﻦ ﻧﺎﻓﺎﻝ ﺭﺍﻓﻴﻜﺎﻧﺖ‪" :‬ﺍﻟﺮﻏﺒﺔ ﻋﻘﺪ ٌﺗﻌﻘﺪﻩ ﻣﻊ ﻧﻔﺴﻚ‬ ‫ﺑﺄﻥﺗﻈﻞ ﺗﻌﻴﺴﺎً ﺣﺘﻰ ﺗﺤﺼﻞ ﻋﻠﻰ ﻣﺎ ﺗﺮﻳﺪ"‪ .‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﻓﺈﻧﻨﺎ ﻧﺮﻳﺪ ﻓﻘﻂ ﻣﺎ ﻧﻔﻌﻠﻪ‪.‬ﻻﻟﺪﻳﻨﺎ‪ .‬ﺑﻤﺠﺮﺩ ﺍﻣﺘﻼﻛﻬﺎ‪ ،‬ﺗﺨﺘﻔﻲ ﺭﻏﺒﺘﻨﺎ ﻓﻴﻬﺎ‪ .‬ﻟﺬﻟﻚ‪ ،‬ﺇﺫﺍ ﺳﻌﻴﻨﺎ‬ ‫ﻟﺰﻳﺎﺩﺓﺍﻟﻄﻠﺐ )ﺃﻭ ﺍﻟﺮﻏﺒﺔ(‪ ،‬ﻳﺠﺐ ﺃﻥ ﻧﻘﻠﻞ ﺃﻭ ﻧﺨﻔﺾﺗﺄﺧﻴﺮﺇﺭﺿﺎء ﺭﻏﺒﺎﺕ ﻋﻤﻼﺉﻨﺎ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ .‬ﻳﺠﺐ ﺃﻥ ﻧﺒﻴﻊﺃﻗﻞﻭﺣﺪﺍﺕ ﺃﻛﺜﺮ ﻣﻤﺎ ﻛﻨﺎ ﻋﻠﻴﻪ ﻣﻦ‬ ‫ﻗﺒﻞﻳﺴﺘﻄﻴﻊﺩﻉ ﻫﺬﺍ ﺍﻷﻣﺮ ﻳﺠﻠﺲ ﻣﻌﻚ ﻟﺜﺎﻧﻴﺔ ﻭﺍﺣﺪﺓ‪.‬‬ ‫ﻟﻨﺄﺧﺬﻫﺬﺍ ﺍﻟﻤﺜﺎﻝ‪ .‬ﻧﺮُﻭﺝّ ﻟﻮﺭﺷﺔ ﻋﻤﻞ ﻗﺎﺩﻣﺔ ﻟﻤﺪﺓ ﻳﻮﻣﻴﻦ‪ .‬ﺃﻭﻻ‪ ً،‬ﻧﻬُﻤﺲ ﺑﻘﺪﻭﻣﻬﺎ‪ ،‬ﺛﻢ ﻧﻐُﺮﻳﻬﺎ ﺑﺒﻌﺾ ﻣﺰﺍﻳﺎﻫﺎ‪ ،‬ﺛﻢ ﻧﻌُﻠﻦ ﻋﻦ ﺇﻃﻼﻗﻬﺎ ﺧﻼﻝ‬ ‫ﺃﺳﺒﻮﻉ‪.‬ﺛﻢ‪ ،‬ﻋﻨﺪﻣﺎ ﻧﻄُﻠﻖ ﻫﺬﻩ ﺍﻟﻮﺭﺷﺔ ﺍﻟﺮﺍﺉﻌﺔ‪ ،‬ﻟﺪﻳﻨﺎ ﺳﻴﻨﺎﺭﻳﻮﻫﺎﻥ ﻟﻠﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ‪:‬‬ ‫ﺍﻟﺴﻴﻨﺎﺭﻳﻮﺍﻷﻭﻝ‪:‬ﻧﺒﻴﻊ ‪ 10‬ﻭﺣﺪﺍﺕ ﺑﺴﻌﺮ ‪ 500‬ﺩﻭﻻﺭ ﻟﻜﻞ ﻣﻨﻬﺎ )ﻧﺒﻴﻊ ﺍﻟﻬﺮﻡ ﺑﺄﻛﻤﻠﻪ ﺑﺴﻌﺮ ﻳﻘﻮﻝ ﺍﻟﺠﻤﻴﻊ ﻧﻌﻢ(‬ ‫ﺍﻟﺴﻴﻨﺎﺭﻳﻮﺍﻟﺜﺎﻧﻲ‪:‬ﻧﺒﻴﻊ ﻭﺭﺷﺘﻲ ﻋﻤﻞ ﻟﻤﺪﺓ ﻳﻮﻡ ﻭﺍﺣﺪ‪ ،‬ﻛﻞ ﻭﺭﺷﺔ ﻋﻠﻰ ﺣﺪﺓ‪ ،‬ﻣﻘﺎﺑﻞ ‪ 5000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﻟﻜﻞ ﻭﺭﺷﺔ‪) .‬ﺃﻋﻠﻰ ﺍﻟﻬﺮﻡ‪ ،‬ﺣﻴﺚ ﻻ ﻳﺸﺘﺮﻱ ‪ %80‬ﻣﻦ‬ ‫ﺍﻟﻤﺸﺎﺭﻛﻴﻦ(‬ ‫ﺗﺠﺪﺭﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﺃﻥ ﻟﻜﻞ ٍّﻣﻦ ﻫﺆﻻء ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻋﺘﺒﺔ ﺷﺮﺍء ﻣﺨﺘﻠﻔﺔ‪ .‬ﻣﻦ ﻭﺍﻗﻊ ﺧﺒﺮﺗﻲ‪ ،‬ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﺍﻟﺨﺪﻣﺎﺕ ﻏﻴﺮ ﺧﻄﻲ‪ .‬ﺑﻞ ﻭﺟﺪﺕ ُ‬ ‫ﺃﻥﺍﻟﻄﻠﺐ ﻛﺴﻮﺭﻱ ّ)‪ .(٨٠/٢٠‬ﺑﻤﻌﻨﻰ ﺁﺧﺮ‪ ،‬ﺧﻤُﺲ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻋﻠﻰ ﺍﺳﺘﻌﺪﺍﺩ ﻟﺪﻓﻊ ﺧﻤﺴﺔ ﺃﺿﻌﺎﻑ ﺍﻟﺴﻌﺮ )ﺃﻭ ﺃﻛﺜﺮ(‪.‬‬ ‫ﻓﻲﻫﺬﺍ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻗﺪ ﻳﻜﻮﻥ ﻟﺪﻱ ﻋﺸﺮﺓ ﺃﺷﺨﺎﺹ ﻣﺴﺘﻌﺪﻳﻦ ﻟﺪﻓﻊ ‪ ٥٠٠‬ﺩﻭﻻﺭ‪ ،‬ﻟﻜﻦ ﺍﺛﻨﻴﻦ ﻣﻨﻬﻢ ﻣﺴﺘﻌﺪﺍﻥ ﻟﺪﻓﻊ ‪ ٥٠٠٠‬ﺩﻭﻻﺭ‪ .‬ﻟﺬﺍ‪ ،‬ﺳﺄﺣﻘﻖ ﺃﺭﺑﺎﺣﺎً‬ ‫ﺃﻛﺒﺮ‪،‬ﻭﺃﺧﻔﺾ ﺍﻟﺘﻜﺎﻟﻴﻒ )ﺃﺭﺑﺎﺣﺎً ﺃﻛﺒﺮ(‪ ،‬ﻭﺃﻗﺪﻡ ﻗﻴﻤﺔ ﺃﻛﺒﺮ‪ ،‬ﻭﺃﺯﻳﺪ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﻗﺎﻋﺪﺓ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺍﻟﻤﺘﺒﻘﻴﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺒﻴﻊ‪.‬ﺃﻗﻞ ﺍﻟﻮﺣﺪﺍﺕ‪.‬‬ ‫ﻓﻜﺮّﻓﻲ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺒﻌﺎﺩ ﺍﻟﺴﻴﻨﺎﺭﻳﻮ ﺍﻷﻭﻝ ﻣﻘﺎﺑﻞ ﺍﻟﺴﻴﻨﺎﺭﻳﻮ ﺍﻟﺜﺎﻧﻲﻳﺸﻌﺮﻓﻜﺮّ ﻓﻲ ﻛﻞ ﻣﻦ ﻳﺮﻏﺐ ﺑﺎﻟﺸﺮﺍء‪ ،‬ﻟﻜﻨﻪ ﻻ ﻳﺴﺘﻄﻴﻊ‪ .‬ﻫﻞ ﺳﻴﺰﻳﺪ ﻫﺬﺍ ﺭﻏﺒﺘﻬﻢ‬ ‫ﺃﻡﺳﻴﻘﻠﻠﻬﺎ؟ ﺳﻴﺰﻳﺪﻫﺎ ﺑﺎﻟﺘﺄﻛﻴﺪ‪.‬‬ ‫ﻋﻼﻭﺓﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﺭﺃﻯ ﺍﻟﻨﺎﺱ ﺃﻥ ﺍﻵﺧﺮﻳﻦ ﺍﻟﺬﻳﻦ "ﺗﻤﻜﻨﻮﺍ ﻣﻦ ﺍﻟﺪﺧﻮﻝ" ﻳﺤُﺒﻮّﻥ ﺫﻟﻚ‪ ،‬ﻓﺴﻴﺰﻳﺪ ﺫﻟﻚ ﻣﻦ ﺭﻏﺒﺘﻬﻢ‪ .‬ﻭﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻟﻘﺎﺩﻣﺔ‪،‬‬ ‫ﺳﻴﺘﺼﺮﻓﻮﻥﺑﺈﻟﺤﺎﺡ ﺃﻛﺒﺮ‪ ،‬ﻭﻳﻜﻮﻧﻮﻥ ﻋﻠﻰ ﺍﺳﺘﻌﺪﺍﺩ ﻟﻠﺪﻓﻊ‪.‬ﺃﻛﺜﺮﻟﻨﻔﺲ ﺍﻟﺸﻲء ﺍﻟﺬﻱ ﻛﺎﻧﻮﺍ ﻳﺮﻳﺪﻭﻧﻪ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ .‬ﻭﺍﻵﻥ‪ ،‬ﺑﻌﺪ ﺍﻟﺴﻴﻨﺎﺭﻳﻮ ﺍﻟﺜﺎﻧﻲ‪ ،‬ﻻ ﻳﺰﺍﻝ‬ ‫ﻟﺪﻳﻨﺎﺛﻤﺎﻧﻴﺔ ﺃﺷﺨﺎﺹ ﻟﺪﻳﻬﻢ ﺭﻏﺒﺔ ﻏﻴﺮ ﻣﺸُﺒﻌﺔ‪ .‬ﻭﻫﺬﺍ ﻳﺰﻳﺪ ﻣﻦ ﺭﻏﺒﺘﻬﻢ ﺃﻛﺜﺮ‪ .‬ﻋﻼﻭﺓ ﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﻟﺪﻳﻨﺎ ﺍﻵﻥ ﻋﻤﻼء ﻣﺤﺘﻤﻠﻮﻥ ﺟﺪﺩ ﻟﻢ ﻳﻜﻮﻧﻮﺍ ﺿﻤﻦ‬ ‫ﺍﻟﻤﺠﻤﻮﻋﺔﺍﻷﺻﻠﻴﺔ‪ ،‬ﻭﻳﺮﻳﺪﻭﻥ ﺍﻵﻥ ﻣﺎ ﻟﺪﻳﻨﺎ‪.‬‬ ‫ﻓﻲﺍﻟﻤﺮﺓ ﺍﻟﻘﺎﺩﻣﺔ ﺍﻟﺘﻲ ﻧﻘﻮﻡ ﻓﻴﻬﺎ ﺑﺎﻟﺘﺮﻭﻳﺞ ﻟﻠﺴﻴﻨﺎﺭﻳﻮ ﺍﻟﺜﺎﻧﻲ‪ ،‬ﻧﻔﺘﺢ ﺑﻌﺪ ﺫﻟﻚﺛﻼﺛﺔﺑﻴﻊ ﺟﻤﻴﻊ ﺍﻟﻤﻮﺍﻗﻊ ﺑﻨﻔﺲ ﺍﻟﺴﻌﺮ )ﻣﻊ ﺗﺮﻙ ﺑﻌﺾ ﺍﻟﻌﻤﻼء‬ ‫ﺍﻟﻤﺤﺘﻤﻠﻴﻦﻳﻌﺎﻧﻮﻥ ﻣﻦ ﻃﻠﺐ ﻣﻜﺒﻮﺕ!(‪ .‬ﻫﺬﺍ ﻣﻮﺿﻮﻉ ﻣﺴﺘﻤﺮ‪.‬‬ ‫ﻋﻠﻰﺍﻟﻌﻜﺲ ﻣﻦ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﺭﻭﺟﻨﺎ ﻟﻠﺴﻴﻨﺎﺭﻳﻮ ﺍﻷﻭﻝ ﻣﺠﺪﺩﺍً )ﺳﻌﺮ ‪ 500‬ﺩﻭﻻﺭ(‪ ،‬ﻓﺮﺑﻤﺎ ﻧﺒﻴﻊ ﻋﺪﺩﺍً ﺃﻗﻞ ﻣﻦ ﺍﻟﻔﺘﺮﺍﺕ ﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻟﺜﺎﻧﻴﺔ‪ .‬ﻟﻤﺎﺫﺍ؟‬ ‫ﻟﻴﺲﻟﺪﻳﻨﺎ ﻃﻠﺐ ﻣﻜﺒﻮﺕ‪ .‬ﻟﻘﺪ ﺃﺷُﺒﻌﺖ ﺟﻤﻴﻊ ﺭﻏﺒﺎﺗﻨﺎ‪ .‬ﻋﻨﺪﻣﺎ "ﻧﻀﻐﻂ ﻋﻠﻰ ﺍﻟﺰﻧﺎﺩ ﻣﺒﻜﺮﺍً ﺟﺪﺍً"‪ ،‬ﻓﻲ ﻛﻞ ﻣﺮﺓ ﻧﺮﻭﺝ ﻓﻴﻬﺎ‪ ،‬ﻧﺒﻴﻊ ﻋﺪﺩﺍً ﺃﻗﻞ‪ .‬ﻓﻲ‬ ‫ﺍﻟﻨﻬﺎﻳﺔ‪،‬ﻳﻨﻔﺪ ﺍﻟﻄﻠﺐ ﺍﻟﻜﺎﻓﻲ ﻹﺗﻤﺎﻡ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﻭﺍﺣﺪﺓ‪ .‬ﻫﺬﻩ ﻫﻲ ﺍﻟﺤﺎﻟﺔ ﺍﻟﻤﺤﺰﻧﺔ ﺍﻟﺘﻲ ﺗﺠﺪ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ ﻧﻔﺴﻬﺎ ﻓﻴﻬﺎ‪.‬ﻧﺤﺎﻭﻝ ﺩﺍﺉﻤﺎً ﺗﻮﻟﻴﺪ‬ ‫ﺍﻟﻤﺰﻳﺪﻣﻦ ﺍﻟﻄﻠﺐﻹﺗﻤﺎﻡ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﺳﺮﻳﻌﺔ ﺃﺧﺮﻯ‪.‬‬ ‫ﻗﺎﻧﻮﻥﻫﺮﻣﺰﻱﻛﻠﻤﺎ ﺃﺟﻠّﺖ َﺍﻟﻄﻠﺐ‪ ،‬ﺯﺍﺩ ﺣﺠﻤﻪ‪" .‬ﻛﻠﻤﺎ ﻛﺎﻥ ﺍﻟﻤﺪﺭﺝ ﺃﻃﻮﻝ‪ ،‬ﺯﺍﺩﺕ ﻗﺪﺭﺓ ﺍﻟﻄﺎﺉﺮﺓ ﻋﻠﻰ ﺍﻹﻗﻼﻉ‪".‬‬ ‫ﻳﺠﺐﺃﻥ ﻧﺴﻌﻰ ﺟﺎﻫﺪﻳﻦ ﻟﻠﺤﻔﺎﻅ ﻋﻠﻰ ﻋﺮﺿﻨﺎ )ﻭﺇﺷﺒﺎﻉ ﺭﻏﺒﺎﺗﻨﺎ( ﻓﻲ ﺣﺪﻭﺩ ﺍﻟﻄﻠﺐ ﺍﻟﺬﻱ ﻧﺴﺘﻄﻴﻊ ﺗﻮﻟﻴﺪﻩ‪ .‬ﻫﺬﺍ ﻳﻌُﻈﻢّ ﺍﻷﺭﺑﺎﺡ ﻭﻳﺒُﻘﻲ ﺍﻟﺮﻏﺒﺔ‬ ‫ﻣﻠُﺤﺔّﻟﺪﻯ ﻋﻤﻼﺉﻨﺎ‪ .‬ﻫﺬﺍ ﻫﻮ ﺍﻟﻤﻔﺘﺎﺡ ﺍﻟﺤﻘﻴﻘﻲ ﻟﻌﺪﻡ ﺍﻟﺸﻌﻮﺭ ﺑﺎﻟﺠﻮﻉ ﺃﺑﺪﺍً‪.‬‬ ‫ﻧﻘﺎﻁﺍﻟﻤﻠﺨﺺ‬ ‫ﺍﻟﺴﺒﺐﺍﻟﺬﻱ ﺩﻓﻌﻨﻲ ﺇﻟﻰ ﺗﺴﻤﻴﺔ ﻫﺬﺍ ﺍﻟﻘﺴﻢ ﺍﻟﻔﺮﻋﻲ "ﺭﻗﺼﺔ ﺍﻟﺮﻏﺒﺔ ﺍﻟﺮﻗﻴﻘﺔ" ﻫﻮ ﺃﻥ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ ﻳﺮﺗﺒﻄﺎﻥ ﻋﻜﺴﻴﺎً )ﻧﻈﺮﻳﺎً(‪ .‬ﺇﺫﺍ ﻟﻢ ﺗﻠُﺐ ِّ‬ ‫ﺃﻱﺭﻏﺒﺔ )ﺃﻱ ﻟﻢ ﺗﻮُﻓﺮِّ ﺃﻱ ﻋﺮﺽ(‪ ،‬ﻓﻠﻦ ﺗﺠﻨﻲ ﺍﻟﻤﺎﻝ‪ ،‬ﻭﻣﺆﺧﺮﺍًﺗﺠﻌﻞ ﺍﻟﻨﺎﺱ ﻳﺸﻌﺮﻭﻥ ﺑﺎﻟﺮﻓﺾ )ﻣﻼﺣﻈﺔ‪ :‬ﻳﺴﺘﻐﺮﻕ ﺍﻷﻣﺮ ﻭﻗﺘﺎً ﺃﻃﻮﻝ ﻣﻤﺎ ﺗﻌﺘﻘﺪ(‪.‬‬ ‫ﻋﻠﻰﺍﻟﻌﻜﺲ ﻣﻦ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﺃﺷﺒﻌﺖ َﺟﻤﻴﻊ ﺭﻏﺒﺎﺗﻚ‪ ،‬ﻓﺴﺘﻀﻴﻊ ﻓﺮﺻﺘﻚ ﺍﻟﺬﻫﺒﻴﺔ‪ ،‬ﻭﻟﻦ ﺗﻌﺮﻑ ﻣﻦ ﺃﻳﻦ ﺳﺘﺄﺗﻲ ﻭﺟﺒﺘﻚ ﺍﻟﺘﺎﻟﻴﺔ‪ .‬ﺇﺗﻘﺎﻥ ﺍﻟﻌﺮﺽ‬ ‫ﻭﺍﻟﻄﻠﺐﻳﺄﺗﻲ ﻣﻦ ﺍﻟﺘﻮﺍﺯﻥ ﺑﻴﻨﻬﻤﺎ‪ .‬ﺇﺫﺍ ﻛﻨﺖ َﺗﻨﺎﻡ ﻣﻊ ﺷﺮﻳﻚ ﺣﻴﺎﺗﻚ ﻳﻮﻣﻴﺎً‪ ،‬ﻓﺴﺘﻜﻮﻥ ﺭﻏﺒﺘﻪ ﺃﻗﻞ ﻣﻤﺎ ﻟﻮ ﻟﻢ ﺗﻨﺎﻡ ﻣﻌﻪ ﻟﻤﺪﺓ ﺃﺳﺒﻮﻉ‪ .‬ﻧﺤﻦ ﻧﺮﻳﺪ‬ ‫ﺍﻟﺘﻄﻠﻌﺎﺕﺍﻟﺠﺸﻌﺔ‪ ،‬ﻻ ﻣﺠﺮﺩ ﺍﻹﺛﺎﺭﺓ‪.‬‬ ‫ﻟﺬﻟﻚ‪،‬ﻓﺈﻥ ﻓﻬﻢ ﺍﻟﺘﻔﺎﻋﻞ ﺑﻴﻦ ﻫﺬﻩ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﻫﻮ ﺍﻟﻤﻔﺘﺎﺡ ﻟﺘﻌﺰﻳﺰ ﻋﺮﺿﻚ ﻭﻣﻘﺪﺍﺭ ﺍﻷﺭﺑﺎﺡ ﺍﻟﺘﻲ ﺳﺘﺤﻘﻘﻬﺎﻣﺘﺄﺧﺮ ‪ ,‬ﺑﻌﺪ ﻓﻮﺍﺕ ﺍﻟﻮﻗﺖﺣﺘﻰ ﻫﺬﻩ‬ ‫ﺍﻟﻨﻘﻄﺔ‪،‬ﻗﻤﻨﺎ ﺑﺘﻐﻄﻴﺔ ﻛﻞ ﺍﻷﺷﻴﺎءﺩﺍﺧﻞﻣﻦ ﻋﺮﺿﻚ ﺍﻟﺬﻱ ﻳﻤﻜﻦ ﺃﻥ ﻳﺠﻌﻠﻪ ﻣﺤﺼﻨﺎً ﺿﺪ ﻣﻘﺎﺭﻧﺔ ﺍﻷﺳﻌﺎﺭ ﻭﺗﺤﻮﻳﻞ ﺍﻟﺨﺪﻣﺎﺕ ﻭﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻌﺎﺩﻳﺔ ﺇﻟﻰ‬ ‫ﺃﺷﻴﺎءﻳﺴﺘﻤﺘﻊ ﺑﻬﺎ ﺍﻟﻨﺎﺱﺳﻮﻑ ﺗﺠﺪ ﻃﺮﻳﻘﺔ ﻟﻠﺪﻓﻊﻣﻦ ﻫﻨﺎ‪ ،‬ﻓﺈﻥ ﺍﻟﻤﺘﻐﻴﺮ ﺍﻟﺘﺎﻟﻲ ﺍﻟﺬﻱ ﻗﺪ ﻳﺠﻌﻞ ﻋﺮﺿﻚ ﺃﻛﺜﺮ ﺟﺎﺫﺑﻴﺔ ﻫﻮ ﻃﺮﻳﻘﺔ ﺗﻘﺪﻳﻤﻪ‪ .‬ﺑﻤﻌﻨﻰ‬ ‫ﺁﺧﺮ‪،‬ﺍﻟﺨﺎﺭﺝﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺘﻲ ﺗﺮُﺳﺦّ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﺫﻫﻦ ﻋﻤﻴﻠﻚ ﺍﻟﻤﺤُﺘﻤﻞ‪ .‬ﻏﺎﻟﺒﺎً ﻣﺎ ﺗﻜﻮﻥ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﺃﻗﻮﻯ ﻣﻦ ﻋﺮﺿﻚ ﺍﻷﺳﺎﺳﻲ‪ .‬ﻓﻲ ﺍﻟﻘﺴﻢ ﺍﻟﺘﺎﻟﻲ "‬ ‫ﺗﺤﺴﻴﻦﻋﺮﺿﻚ"‪ ،‬ﺳﺄﻭﺿﺢ ﻟﻚ ﻛﻴﻒ‪:‬‬ ‫‪.1‬ﺍﺳﺘﺨﺪﻡﻧﺪﺭﺓﻟﺘﻘﻠﻴﻞ ﺍﻟﻌﺮﺽ ﻟﺮﻓﻊ ﺍﻷﺳﻌﺎﺭ )ﻭﺯﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﺑﺸﻜﻞ ﻏﻴﺮ ﻣﺒﺎﺷﺮ ﻣﻦ ﺧﻼﻝ ﺍﻟﺤﺼﺮﻳﺔ ﺍﻟﻤﺘﺼﻮﺭﺓ(‬ ‫‪.2‬ﺍﺳﺘﺨﺪﻡﺍﻻﺳﺘﻌﺠﺎﻝﻟﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﻋﻦ ﻃﺮﻳﻖ ﺧﻔﺾ ﻋﺘﺒﺔ ﺍﻹﺟﺮﺍء ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ‪.‬‬ ‫‪.3‬ﺍﺳﺘﺨﺪﻡﺍﻟﻤﻜﺎﻓﺂﺕﻟﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ )ﻭﺯﻳﺎﺩﺓﺍﻟﺤﺼﺮﻳﺔ ﺍﻟﻤﺘﺼﻮﺭﺓ(‪.‬‬ ‫‪.4‬ﺍﺳﺘﺨﺪﻡﺍﻟﻀﻤﺎﻧﺎﺕﻟﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﻋﻦ ﻃﺮﻳﻖ ﻋﻜﺲ ﺍﻟﻤﺨﺎﻃﺮ‪.‬‬ ‫‪.5‬ﺍﺳﺘﺨﺪﻡﺃﺳﻤﺎءﻹﻋﺎﺩﺓ ﺗﺤﻔﻴﺰ ﺍﻟﻄﻠﺐ ﻭﺗﻮﺳﻴﻊ ﺍﻟﻮﻋﻲ ﺑﻌﺮﺿﻲ ﻟﺠﻤﻬﻮﺭﻱ ﺍﻟﻤﺴﺘﻬﺪﻑ‪.‬‬ ‫ﺳﺄﻋُﺮﻑّﻛﻼً ﻣﻨﻬﺎ‪ ،‬ﺛﻢ ﺃﻋُﻄﻴﻜﻢ ﺃﻣﺜﻠﺔ ًﻋﻠﻰ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ‪ .‬ﺳﻨﺴﺘﺨﺪﻡ ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﻟﺘﺤﺴﻴﻦ ﻋﺮﻭﺿﻨﺎ ﻭﺗﺤﻮﻳﻞ ﻣﻨﺤﻨﻰ ﺍﻟﻄﻠﺐ‬ ‫ﻟﺼﺎﻟﺤﻨﺎ‪،‬ﻣﻤﺎ ﻳﺠﻌﻞ ﻋﻤﻼﺉﻨﺎ ﻳﺮﻏﺒﻮﻥ ﺩﺍﺉﻤﺎً ﻓﻲ ﺍﻟﻤﺰﻳﺪ‪ .‬ﺳﻨﺒﺪﺃ ﺑﺘﺤﻔﻴﺰ "ﺍﻟﺨﻮﻑ ﻣﻦ ﺗﻔﻮﻳﺖ ﺍﻟﻔﺮﺻﺔ" ﺗﻜﺘﻴﻜﻴﺎً‪.‬ﺍﻟﺨﻮﻑ ﻣﻦ ﺗﻔﻮﻳﺖ ﺍﻟﻔﺮﺻﺔﺧﻼﻝ‬ ‫ﻧﺪﺭﺓ‪.‬‬ 12 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻟﻨﺪﺭﺓ‬ ‫"ﻧﻔﺬ‪".‬‬ ‫ﺱ‬ ‫ﺗﻌُﺪ ّﻣﺪﻳﻨﺔ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺇﺣﺪﻯ ﺃﻗﻮﻯ ﺍﻟﻘﻮﻯ ﻭﺃﻗﻠﻬﺎ ﻓﻬﻤﺎً ﻹﻃﻼﻕ ﺍﻟﻌﻨﺎﻥ ﻟﻘﻮﺓ ﺗﺴﻌﻴﺮ ﻏﻴﺮ ﻣﺤﺪﻭﺩﺓ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺗﻌﻠﻢ ﻛﻴﻔﻴﺔ ﺑﻴﻊ ﺍﻟﻬﻮﺍء‬ ‫ﺑﻤﻼﻳﻴﻦﺍﻟﺪﻭﻻﺭﺍﺕ‪ ،‬ﻓﺎﻧﺘﺒﻪ‪.‬‬ ‫ﺍﻟﺴﺒﺐﺍﻟﺬﻱ ﻳﺠﻌﻞ ﺳﻠﻄﺔ )ﻣﺜﻞ ﺍﻟﻄﺒﻴﺐ(‪ ،‬ﺃﻭ ﺃﺣﺪ ﺍﻟﻤﺸﺎﻫﻴﺮ )ﻣﺜﻞ ﺃﻭﺑﺮﺍ(‪ ،‬ﺃﻭ ﺳﻠﻄﺔ ﺍﻟﻤﺸﺎﻫﻴﺮ )ﻣﺜﻞ ﺍﻟﺪﻛﺘﻮﺭ ﺃﻭﺯ ﺃﻭ ﺍﻟﺪﻛﺘﻮﺭ ﻓﻴﻞ( ﻗﺎﺩﺭﺓ ﻋﻠﻰ‬ ‫ﻓﺮﺽﺃﺳﻌﺎﺭ ﺑﺎﻫﻈﺔ ﻫﻮﺿﻤﻨﻲﺍﻟﻄﻠﺐ‪ .‬ﻳﻔﺘﺮﺽ ﺍﻟﻨﺎﺱ ﺃﻥ ﻫﻨﺎﻙ ﻃﻠﺒﺎً ﻛﺒﻴﺮﺍً ﻋﻠﻰ ﻭﻗﺘﻬﻢ‪ ،‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﻟﻴﺲ ﻫﻨﺎﻙ ﻋﺮﺽ ﻛﺒﻴﺮ ﻣﻨﻪ‪ .‬ﻭﻧﺘﻴﺠﺔ ﻟﺬﻟﻚ‪ ،‬ﻻ‬ ‫ﺑﺪﺃﻥ ﻳﻜﻮﻥ ﻣﻜﻠﻔﺎً‪.‬‬ ‫ﻣﻊﺫﻟﻚ‪ ،‬ﻳﺼﻌﺐ ﻋﻠﻰ ﻣﻌﻈﻢ ﺍﻟﺸﺮﻛﺎﺕ ﻓﻬﻢ ﺣﻘﻴﻘﺔ ﻭﺟﻮﺩ ﻣﻨﺤﻨﻰ ﻋﺮﺽ ﻭﻃﻠﺐ ﻏﻴﺮ ﻣﺘﻮﺍﺯﻥ ﺣﺘﻰ ﺗﺨﺘﺒﺮﻩ‪ .‬ﺳﺄﺣﺎﻭﻝ ﺃﻥ ﺃﺷﺮﺡ ﻟﻜﻢ ﻣﺎ‬ ‫ﺷﻌﺮﺕﺑﻪ ﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻷﻭﻟﻰ ﺍﻟﺘﻲ ﻣﺮﺭﺕ ﺑﻬﺎ ﻷﻣﻨﺤﻜﻢ ﻟﻤﺤﺔ ﻋﻦ ﻗﻮﺓ ﻫﺬﺍ ﺍﻟﻤﻨﺤﻨﻰ‪.‬‬ ‫ﻋﻨﺪﻣﺎﺩﺧﻠﺖ ُﻋﺎﻟﻢ ﺍﻻﺳﺘﺤﻮﺍﺫ‪ ،‬ﺭﺃﻳﺖ ُﻣﺮﺷﺪﻱ ّﻳﺒﻴﻌﻮﻥ ﺃﻳﺎﻣﺎً ﻣﻦ ﺍﻟﺰﻣﻦ ﺑﺄﻛﺜﺮ ﻣﻦ ‪ ٥٠‬ﺃﻟﻒ ﺩﻭﻻﺭ‪ .‬ﺻﺪُﻣﺖ ُﻟﺴﺒﺒﻴﻦ‪ .‬ﺃﻭﻻً‪ ،‬ﻟﻢ ﺃﻓﻬﻢ ﻛﻴﻒ‬ ‫ﺍﺳﺘﻄﺎﻋﻮﺍﺟﻨﻲ ﻫﺬﺍ ﺍﻟﻘﺪﺭ ﻣﻦ ﺍﻟﻤﺎﻝ ﻓﻲ ﻳﻮﻡ ﻭﺍﺣﺪ‪ .‬ﺛﺎﻧﻴﺎً‪ ،‬ﻟﻢ ﺃﻓﻬﻢ ﻣﻦ ﻋﺎﻗﻞ ﻳﺸﺘﺮﻳﻬﺎ‪ .‬ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﺗﻌﻠﻤﺖ‪ُ.‬‬ ‫ﺳﺄﺑﺪﺃﺑﺎﻟﻤﺸﺘﺮﻱ‪ .‬ﺇﺫﺍ ﻛﺎﻧﺖ ﻟﺪﻱ ﻣﺸﻜﻠﺔ ﻧﺎﺩﺭﺓ‪ ،‬ﻭﺃﻧﺎﻳﺠﺐﺇﺫﺍ ﺣﻠﺖّ ُﻫﺬﻩ ﺍﻟﻤﺸﻜﻠﺔ َﺳﻌﻴﺎً ﻭﺭﺍء ﺳﻌﺎﺩﺗﻲ‪ ،‬ﻓﺴﺘﺴﺘﺤﻮﺫ ﻋﻠﻰ ﻛﻞ ﺍﻧﺘﺒﺎﻫﻲ‪ .‬ﻭﻧﻈﺮﺍً‬ ‫ﻟﻄﺒﻴﻌﺔﻣﺸﻜﻠﺘﻲ ﺍﻟﻤﺘﺨﺼﺼﺔ‪ ،‬ﻓﺴﻴﻜﻮﻥ ﻫﻨﺎﻙ ﻋﺪﺩ ﻗﻠﻴﻞ ﺟﺪﺍً ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﻟﻘﺎﺩﺭﻳﻦ ﻋﻠﻰ ﺣﻠﻬّﺎ‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻥ ﻋﺪﺩ ﺍﻟﺤﻠﻮﻝ ﺍﻟﻤﺘﺎﺣﺔ ﻟﻴﺲ‬ ‫ﻛﺒﻴﺮﺍً‪.‬ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻟﺤﺎﻻﺕ‪ ،‬ﺳﺄﺩﺭﻙ "ﺣﻼّ ً" ﻭﺍﺣﺪﺍً ﻓﻘﻂ )ﺍﻟﻌﺮﺽ = ‪.(1‬‬ ‫ﺩﺭﺍﺳﺔﺣﺎﻟﺔ ﺣﻮﻝ ﺍﻟﻘﻴﻤﺔ ﻓﻲ ﺍﻟﺤﻴﺎﺓ ﺍﻟﻮﺍﻗﻌﻴﺔ‬ ‫ﻫﻨﺎﻙﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﻤﻜﻨﻬﻢ ﺣﻞ ﺍﻟﻤﺸﻜﻠﺔ‪:‬ﻛﻴﻒ ﺃﺭﺑﺢ ‪ 10000‬ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎ؟‬ ‫ﻟﻜﻦﻋﺪﺩ ﻗﻠﻴﻞ ﺟﺪﺍً ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﺴﺘﻄﻴﻌﻮﻥ ﺣﻞ‪:‬ﻛﻴﻒ ﻳﻤُﻜﻨﻨﻲ ﺇﺿﺎﻓﺔ ‪ 5‬ﻣﻼﻳﻴﻦ ﺩﻭﻻﺭ ﺇﻟﻰ ﺃﺭﺑﺎﺣﻲ ﺩﻭﻥ ﺇﺿﺎﻓﺔ ﺃﻱ ﺧﻄﻮﻁ ﺇﻧﺘﺎﺝ ﺇﺿﺎﻓﻴﺔ ﺇﻟﻰ ﺷﺮﻛﺘﻲ؟ )ﻛﺎﻥ ﻫﺬﺍ‬ ‫ﻣﺸﺮﻭﻋﺎًﺣﻘﻴﻘﻴﺎً ﺍﺳﺘﻐﺮﻕ ﻣﻨﻲ ‪ 60‬ﺩﻗﻴﻘﺔ‪ ،‬ﻭﺣﻘﻖ ﺭﺑﺤﺎً ﺻﺎﻓﻴﺎً ﻗﺪﺭﻩ ‪ 5‬ﻣﻼﻳﻴﻦ ﺩﻭﻻﺭ ﺑﺎﻟﻀﺒﻂ‪ ،‬ﻭﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺗﻐﻴﻴﺮ ﻧﻤﻮﺫﺝ ﺍﻟﺘﺴﻌﻴﺮ ﺍﻟﺨﺎﺹ ﺑﺎﻟﺸﺮﻛﺔ ﺑﺸﻜﻞ ﻃﻔﻴﻒ(‪.‬ﻳﻤﻜﻨﻚ‬ ‫ﺍﻟﻘﻮﻝﺃﻥ ﺻﺎﺣﺐ ﺍﻟﻌﻤﻞ ﻛﺎﻥ "ﺳﻌﻴﺪﺍً ﺟﺪﺍً" ﺑﻨﺘﻴﺠﺔ ﺍﻟﻤﺸﺎﺭﻛﺔ‪.‬‬ ‫ﻋﻼﻭﺓﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﺳﺮﻉّ ﺣﻞ ﻫﺬﻩ ﺍﻟﻤﺸﻜﻠﺔ ﺗﺤﻘﻴﻖ ﻫﺪﻓﻲ ﺑﻌﺎﻡ ﺃﻭ ﻋﺎﻣﻴﻦ‪ ،‬ﺃﻭ ﺃﺩﻯ ﻓﻮﺭﺍً ﺇﻟﻰ ﺭﺑﺢ ﻣﺉﺎﺕ ﺍﻵﻻﻑ ﺃﻭ ﺍﻟﻤﻼﻳﻴﻦ ﻣﻦ ﺍﻟﺪﻭﻻﺭﺍﺕ‪،‬‬ ‫ﻓﺈﻥﻫﺬﺍ ﺍﻟﺤﻞ ﻳﺼﺒﺢ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﺑﻜﺜﻴﺮ‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟ ﺑﺎﻟﻄﺒﻊ‪ .‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﺇﺫﺍ ﺍﺳﺘﻄﻌﺖ ُﺩﻓﻊ ‪ 50,000‬ﺩﻭﻻﺭ ﻟﺸﺨﺺ ﻣﺎ ﻣﻘﺎﺑﻞ ﻳﻮﻡ ﻣﻦ ﻭﻗﺘﻪ‪،‬‬ ‫ﻭﺭﺃﻳﺖ ُﺯﻳﺎﺩﺓ ﻗﺪﺭﻫﺎ ‪ 500,000‬ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً ﻓﻲ ﺍﻹﻳﺮﺍﺩﺍﺕ ﺧﻼﻝ ﺛﻼﺛﺔ ﺃﺷﻬﺮ ﺑﻔﻀﻞ ﺍﻷﻓﻜﺎﺭ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﻲ ﺗﻢ ﺍﻟﻜﺸﻒ ﻋﻨﻬﺎ‪ ،‬ﻓﺴﻴﻜﻮﻥ‬ ‫ﺫﻟﻚﻋﺎﺉﺪﺍً ﺍﺳﺘﺜﻤﺎﺭﻳﺎً ﺭﺍﺉﻌﺎً‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟‬ ‫ﺇﺫﺍً‪،‬ﻫﻨﺎﻙ ﻋﻨﺼﺮﺍﻥ ﻟﻠﻘﻴﻤﺔ‪ :‬ﺃﻭﻻً‪ ،‬ﻣﺪﻯ ﻧﺪﺭﺓ ﺍﻟﻤﺼﺎﺩﺭ؛ ﻭﺛﺎﻧﻴﺎً‪ ،‬ﺍﻟﻘﻴﻤﺔ ﺍﻟﻔﻌﻠﻴﺔ ﺍﻟﻤﻘُﺪﻣﺔ‪ .‬ﺗﺠﺘﻤﻊ ﺍﻟﻘﻴﻤﺔ ﻭﺍﻟﻨﺪﺭﺓ ﻟﺘﺤﻘﻴﻖ ﺃﺭﺑﺎﺡ ﻣﺒﻬﺮﺓ ﺣﻘﺎً‪.‬‬ ‫ﻳﺪُﻓﻊﻟﻠﻤﺴﺘﺸﺎﺭﻳﻦ ﺍﻟﻤﺘﺨﺼﺼﻴﻦ ﻣﻼﻳﻴﻦ ﺍﻟﺪﻭﻻﺭﺍﺕ ﻟﺤﻞ ﻣﺸﺎﻛﻞ ﺗﻘُﺪﺭ ﺑﻌﺸﺮﺍﺕ ﺍﻟﻤﻼﻳﻴﻦ ﻣﻦ ﺍﻟﺪﻭﻻﺭﺍﺕ ﻟﻌﻤﻼﺉﻬﻢ‪ .‬ﻳﺪﻓﻊ ﺍﻟﻌﻤﻴﻞ ﺛﻤﻦ ﻛﻞ‬ ‫ﺧﺒﺮﺓﺍﻟﺨﺒﻴﺮ ﻭﻣﻌﺮﻓﺘﻪ‪ ،‬ﻣﺘﺠﻨﺒﺎً ﺑﺬﻟﻚ ﺗﻜﻠﻔﺔ ﺍﻷﺧﻄﺎء )ﺍﻟﻮﻗﺖ ﻭﺍﻟﻤﺎﻝ(‪ .‬ﺑﺎﺧﺘﺼﺎﺭ‪ ،‬ﻳﺘﺠﺎﻫﻠﻮﻥ ﺍﻷﺧﻄﺎء ﻭﻳﺘﺠﻬﻮﻥ ﻣﺒﺎﺷﺮﺓ ًﺇﻟﻰ ﺍﻟﺤﻠﻮﻝ ﺍﻟﺠﻴﺪﺓ ﺑﺴﺮﻋﺔ‬ ‫ﺃﻛﺒﺮﻭﺑﺘﻜﻠﻔﺔ ﺃﻗﻞ ﻣﻤﺎ ﻗﺪ ﻳﻜﻠﻔﻬﻢ ﺍﻛﺘﺸﺎﻓﻬﺎ ﺑﺄﻧﻔﺴﻬﻢ‪ ...‬ﺇﻧﻬﺎ ﺻﻔﻘﺔ ﺍﻗﺘﺼﺎﺩﻳﺔ ﺭﺍﺉﻌﺔ‪.‬‬ ‫ﻟﻘﺪﻭﺍﺟﻬﺖ ﻫﺬﺍ ﺍﻷﻣﺮ ﺷﺨﺼﻴﺎً ﻷﻭﻝ ﻣﺮﺓ ﻋﻨﺪﻣﺎ ﻛﺎﻥ ﻟﺪﻱ ﻃﻔﻼﻥﻣﺨﺘﻠﻒﻋﺮﺽ ﻋﻠﻲ ّﺍﻟﻨﺎﺱ ‪ ٥٠‬ﺃﻟﻒ ﺩﻭﻻﺭ ﻣﻘﺎﺑﻞ ﻳﻮﻡ ﻣﻦ ﻭﻗﺘﻲ ﺑﻌﺪ ﺇﻟﻘﺎء ﻛﻠﻤﺔ ﻓﻲ‬ ‫ﻓﻌﺎﻟﻴﺔ‪.‬ﻛﺎﻧﻮﺍ ﻳﻄﻮﺭﻭﻥ ﻣﺸﺮﻭﻋﺎً ﺗﻌﻠﻴﻤﻴﺎً ﻓﻲ ﻣﺠﺎﻝ ﺗﺨﺼﺼﻲ )ﻻ ﻳﺨﺘﻠﻒ ﻛﺜﻴﺮﺍً ﻋﻦ ﻣﺠﺎﻝ ﺗﺨﺼﺼﻲ(‪ ،‬ﻭﻟﻢ ﻳﺘﻤﻜﻨﻮﺍ ﻣﻦ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ‬ ‫ﺗﺠﺎﻭﺯﺣﺎﺟﺰ ﺍﻟﻤﻠﻴﻮﻥ ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً‪ .‬ﺑﺼﻔﺘﻲ ﺷﺨﺼﺎً ﻳﻜﺴﺐ ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎًﺃﺳﺒﻮﻉﻓﻲ ﻧﻔﺲ ﻧﻮﻉ ﺍﻟﻌﻤﻞ )ﻓﻲ ﺫﻟﻚ ﺍﻟﻮﻗﺖ(‪ ،‬ﻛﻨﺖﺟﺪﺍً ﻧﻮﻉ‬ ‫ﻣﺤﺪﺩﻣﻦ ﺍﻷﺷﺨﺎﺹ ﻟﺪﻳﻪ ﻣﻔﺎﺗﻴﺢ ﻣﺸﻜﻠﺘﻪ‪.‬‬ ‫ﻓﻤﺎﺫﺍﺣﺪﺙ‪ ،‬ﺗﺴﺄﻟﻮﻥ؟ﻗﺮﻉ ﺍﻟﻄﺒﻞ‪. . .‬ﻟﻢ ﺃﻗﺒﻞ ﻋﺮﻭﺿﻬﻢ‪ .‬ﻟﻤﺎﺫﺍ؟ ﻷﻧﻨﻲ ﻛﻨﺖ ﺃﺭﺑﺢ ﺃﻛﺜﺮ ﻣﻦ ‪ ٥٠‬ﺃﻟﻒ ﺩﻭﻻﺭ ﻳﻮﻣﻴﺎً ﻣﻦ ﻋﻤﻠﻲ‪ ،‬ﻭﻟﻢ ﺃﺭﻏﺐ ﻓﻲ‬ ‫ﺗﺸﺘﻴﺖﺍﻧﺘﺒﺎﻫﻲ‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ‪:‬‬ ‫ﺑﻌﺪﺳﻨﻮﺍﺕ‪ ،‬ﺃﻃﻠﻘﺖ ُﻣﻮﻗﻊ ‪ Acquisition.com‬ﻟﻤﺴﺎﻋﺪﺓ ﻫﺆﻻء ﺍﻷﺷﺨﺎﺹ ﺗﺤﺪﻳﺪﺍً‪ .‬ﻭﻟﻜﻦ ﺑﺪﻻً ﻣﻦ ﻓﺮﺽ ﺭﺳﻮﻡ ﻳﻮﻣﻴﺔ‪ ،‬ﺃﺻﺒﺤﺖ ُﺑﺒﺴﺎﻃﺔ ﻣﺎﻟﻜﺎً ﻷﺳﻬﻢ ﺍﻟﺸﺮﻛﺔ ﻟﻤﻮﺍﺯﻧﺔ‬ ‫ﻣﺼﺎﻟﺤﻲﻋﻠﻰ ﺍﻟﻤﺪﻳﻴﻦ ﺍﻟﻘﺼﻴﺮ ﻭﺍﻟﻄﻮﻳﻞ )ﻭﺑﺎﻟﺘﺎﻟﻲ ﺃﺗﻤﻜﻦ ﻣﻦ ﻣﺘﺎﺑﻌﺔ ﺍﻟﺘﻨﻔﻴﺬ(‪ .‬ﻭﻷﻥ ﻭﻗﺘﻲ ﻣﺤﺪﻭﺩ ﺑﻘﻮﺍﻧﻴﻦ ﺍﻟﻔﻴﺰﻳﺎء‪ ،‬ﻓﺈﻧﻨﻲ ﺃﻧُﺘﺞ ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻤﻮﺍﺩ ﻣﺠﺎﻧﺎً ﻟﻤﻦ ﻳﻘﻞ ﺩﺧﻠﻪ ﺍﻟﺴﻨﻮﻱ‬ ‫ﻋﻦ‪ 3‬ﻣﻼﻳﻴﻦ ﺇﻟﻰ ‪ 10‬ﻣﻼﻳﻴﻦ ﺩﻭﻻﺭ‪.‬‬ ‫ﺑﻌﺪﺍﻧﺘﻬﺎء ﺍﻟﻔﻌﺎﻟﻴﺔ‪ ،‬ﻭﺑﻴﻨﻤﺎ ﻛﻨﺖ ﺃﺗﺤﺪﺙ ﻣﻊ ﻟﻴﻠﻰ‪ ،‬ﺃﺩﺭﻛﺖ ُﻛﻴﻒ ﺃﺻﺒﺤﺖ ُﺑﻄﺮﻳﻘﺔ ﻣﺎ "ﻭﺍﺣﺪﺍً ﻣﻦ ﺃﻭﻟﺉﻚ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻟﻄﺎﻟﻤﺎ ﺗﺴﺎءﻟﺖ ُ‬ ‫ﻋﻨﻬﻢ"‪ .‬ﻛﺎﻧﺖ ﺗﺠﺮﺑﺔ ًﺳﺮﻳﺎﻟﻴﺔ ًﻟﻠﻐﺎﻳﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻲ‪ .‬ﺃﺧﻴﺮﺍً‪ ،‬ﻓﻬﻤﺖ ُﻛﻴﻒ ﻛﺎﻧﺖ ﺍﻷﺳﻌﺎﺭ ﺍﻟﻤﻤﻴﺰﺓ‪.‬ﺣﻘﺎﺑﺒﺴﺎﻃﺔ‪ ...‬ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ‪ .‬ﻻ ﺷﻲء ﻳﻀُﺎﻫﻲ‬ ‫ﻫﺬﺍﺍﻟﻄﻠﺐ ﺍﻟﻬﺎﺉﻞ‪ .‬ﻳﻤﻜﻨﻚ ﺃﻥ ﺗﺤُﺎﻭﻝ ﺍﻟﺘﻈﺎﻫﺮ‪ ،‬ﻟﻜﻦ ﻫﻨﺎﻙ ﺷﻌﻮﺭﺍً ﺧﺎﺻﺎً ﺑـ"ﻻ ﺷﻲء ﻳﺬُﻛﺮ" ﻳﺼﻌﺐ ﺗﻘﻠﻴﺪﻩ ﻋﻨﺪﻣﺎ ﻻ ﺗﺤﺘﺎﺝ ﻣﺎﻝ ﺷﺨﺺ ﻣﺎ )ﺃﻭ‬ ‫ﺣﺘﻰﺗﺮﻳﺪﻩ(‪.‬‬ ‫ﻫﺬﺍﻫﻮﻛﻴﻒ ﻳﻤﻜﻦ ﻟﻬﺆﻻء ﺍﻷﺷﺨﺎﺹ ﺃﻥ ﻳﻄﻠﺒﻮﺍ ﻛﻞ ﻫﺬﺍ ﺍﻟﻤﺒﻠﻎ‪ ...‬ﻷﻧﻬﻢ ﻻ ﻳﺤﺘﺎﺟﻮﻥ ﺇﻟﻴﻪ‪ .‬ﻣﻦ ﻳﺤﺘﺎﺝ ﺇﻟﻰ ﺍﻟﺘﺒﺎﺩﻝ ﺑﺸﻜﻞ ﺃﻗﻞ ﻳﻜﻮﻥ ﻟﻪ ﺍﻟﻴﺪ‬ ‫ﺍﻟﻌﻠﻴﺎﺩﺍﺉﻤﺎً‪ .‬ﺃﺣﺎﻭﻝ ﺩﺍﺉﻤﺎً ﺗﺬﻛﺮ ﺫﻟﻚ‪ .‬ﺇﻧﻪ ﺃﺣﺪ ﻣﺒﺎﺩﺉ ﺍﻟﺘﻔﺎﻭﺽ ﻭﺍﻟﺘﺴﻌﻴﺮ ﺍﻟﺘﻲ ﺧﺪﻣﺘﻨﻲ ﻋﻠﻰ ﺃﻓﻀﻞ ﻭﺟﻪ ﻓﻲ ﺣﻴﺎﺗﻲ‪.‬‬ ‫ﻟﻜﻦﻳﺎ ﺃﻟﻴﻜﺲ‪ ،‬ﻛﻴﻒ ﺳﺘﺮُﻳﻨﻲ ﻛﻴﻔﻴﺔ ﺍﺳﺘﻐﻼﻝ ﺍﻟﻨﺪﺭﺓ ﻟﺰﻳﺎﺩﺓ ﻋﺪﺩ ﺍﻟﺮﺍﻏﺒﻴﻦ ﺑﻌﺮﺿﻲ ﻓﻲ ﺣﻴﻦ ﻻ ﺃﺣﺪ ﻳﺮﻏﺐ ﺑﻪ ﺣﺎﻟﻴﺎً؟ ﺳﺆﺍﻝ ﺭﺍﺉﻊ‪ .‬ﻟﻨﺴﺘﻌﺮﺽ‬ ‫ﺑﻌﺾﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻌﻤﻠﻴﺔ ﻭﺍﻟﻮﺍﻗﻌﻴﺔ‪.‬ﺑﺸﻜﻞ ﻣﻮﺛﻮﻕﺧﻠﻖ ﺍﻟﻨﺪﺭﺓ ‪.‬‬ ‫ﺧﻠﻖﺍﻟﻨﺪﺭﺓ‬ ‫ﻋﻨﺪﻣﺎﻳﻜﻮﻥ ﻫﻨﺎﻙ ﻋﺮﺽ ﺃﻭ ﻛﻤﻴﺔ ﺛﺎﺑﺘﺔ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻤﺘﺎﺣﺔ ﻟﻠﺸﺮﺍء‪ ،‬ﻳﻮُﻟﺪّ ﺫﻟﻚ "ﻧﺪﺭﺓ" ﺃﻭ "ﺧﻮﻓﺎً ﻣﻦ ﺗﻔﻮﻳﺖ ﺍﻟﻔﺮﺻﺔ"‪ .‬ﻭﻳﺰﻳﺪ‬ ‫ﺫﻟﻚﻣﻦ ﺍﻟﺤﺎﺟﺔ ﺇﻟﻰ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء‪ ،‬ﻭﺑﺎﻟﺘﺎﻟﻲ ﺷﺮﺍء ﻋﺮﺿﻚ‪ .‬ﻭﻫﻨﺎ ﺗﻌُﻠﻦ ﻋﻠﻨﺎً ﺃﻧﻚ ﺗﻘُﺪﻡّ ﻓﻘﻂ ﺍﻟﻜﻤﻴﺔ )ﺱ( ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺃﻧﻚ ﻻ ﺗﺴﺘﻄﻴﻊ ﺍﻟﺘﻌﺎﻣﻞ‬ ‫ﺇﻻﻣﻊ )ﺹ( ﻣﻦ ﺍﻟﻌﻤﻼء ﺍﻟﺠﺪﺩ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ ﻃﺮﺡ ﻣﻮﺳﻴﻘﻲ ﺳﺘﺮﺓ ﺑﻘﻠﻨﺴﻮﺓ ﺑﺈﺻﺪﺍﺭ ﻣﺤﺪﻭﺩ ﻭﻗﺎﻝ ﺇﻧﻪ ﺻﻨﻊ ﻣﻨﻬﺎ ‪ 100‬ﻗﻄﻌﺔ ﻓﻘﻂ ﻭﻟﻦ ﺗﺼُﻨﻊ ﻣﺠﺪﺩﺍً‪ ،‬ﻓﻬﻞ‬ ‫ﺳﺘﺸﺘﺮﻳﻬﺎﺃﻛﺜﺮ ﺃﻡ ﺃﻗﻞ ﻣﻦ ﺳﺘﺮﺓ ﻣﺘﻮﻓﺮﺓ ﺩﺍﺉﻤﺎً؟ ﺍﻷﺭﺟﺢ‪ ،‬ﺑﻄﺒﻴﻌﺔ ﺍﻟﺤﺎﻝ‪ .‬ﻓﻜﺮﺓ ﺃﻧﻚ ﺗﺴﺘﻄﻴﻊ‪...‬ﺃﺑﺪﺍًﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻪ ﻣﺮﺓ ﺃﺧﺮﻯ ﻳﺠﻌﻠﻪ ﻣﺮﻏﻮﺑﺎً ﺃﻛﺜﺮ‪.‬‬ ‫ﻫﺬﺍﻣﺜﺎﻝ ﻋﻠﻰ ﺍﻟﻨﺪﺭﺓ‪ .‬ﺇﻧﻪ ﺍﻟﺨﻮﻑ ﻣﻦ ﻓﻘﺪﺍﻥ ﺷﻲء ﻣﺎ‪ .‬ﺇﻧﻪ ﻳﺠﺬﺏ ﺧﻮﻓﻨﺎ ﺍﻟﻨﻔﺴﻲ ﻣﻦ ﺍﻟﺨﺴﺎﺭﺓ ﻟﻴﺪﻓﻌﻨﺎ ﺇﻟﻰ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء‪ .‬ﺍﻟﺒﺸﺮ ﺃﻛﺜﺮ ﺩﺍﻓﻌﻴﺔ ً‬ ‫ﻻﺗﺨﺎﺫﺇﺟﺮﺍء ٍﻟﺘﺨﺰﻳﻦ ﻣﻮﺭﺩ ٍﻧﺎﺩﺭ ٍﻣﻦ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء ٍﺑﺸﺄﻥ ﺷﻲء ٍﻳﻤﻜﻦ ﺃﻥ ﻳﻀﻴﻊ‪.‬ﻳﺴﺎﻋﺪﻫﻢ‪.‬ﺍﻟﺨﻮﻑ ﻣﻦ ﺍﻟﺨﺴﺎﺭﺓﺃﻗﻮﻯ ﻣﻦﺍﻟﺮﻏﺒﺔ ﻓﻲ ﺍﻟﺮﺑﺢﺳﻨﺴﺘﺨﺪﻡ‬ ‫ﻫﺬﻩﺍﻟﺮﺍﻓﻌﺔ ﺍﻟﻨﻔﺴﻴﺔ ﻟﺤﺚ ﻋﻤﻼﺉﻚ ﻋﻠﻰ ﺍﻟﺸﺮﺍء ﺑﺠﻨﻮﻥ‪ ،‬ﺩﻓﻌﺔ ﻭﺍﺣﺪﺓ‪ ،‬ﺣﺘﻰ ﺗﺼﺒﺢﻧﻔﺬ‪.‬‬ ‫ﺛﻼﺛﺔﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻨﺪﺭﺓ‬ ‫‪.1‬ﺍﻟﻌﺮﺽ ﺍﻟﻤﺤﺪﻭﺩ ﻟﻠﻤﻘﺎﻋﺪ‪/‬ﺍﻟﻔﺘﺮﺍﺕ ﺍﻟﺰﻣﻨﻴﺔ‪ :‬ﺑﺸﻜﻞ ﻋﺎﻡ ﺃﻭ ﻋﻠﻰ ﻣﺪﻯ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ‪.X‬‬ ‫‪.2‬ﺍﻟﻌﺮﺽ ﺍﻟﻤﺤﺪﻭﺩ ﻟﻠﻤﻜﺎﻓﺂﺕ‬ ‫‪.3‬ﻟﻦ ﻳﻜﻮﻥ ﻣﺘﺎﺣﺎً ﻣﺮﺓ ﺃﺧﺮﻯ‪.‬‬ ‫ﻟﻜﻦﻛﻴﻒ ﺗﺴﺘﺨﺪﻡ ﻫﺬﺍ ﺑﺸﻜﻞ ﺻﺤﻴﺢ ﺩﻭﻥ ﺃﻥ ﺗﻜﻮﻥ ﻣﺼُﻄﻨﻌﺎً؟ ﺳﺄﺣﺎﻭﻝ ﺃﻥ ﺃﻗﺪﻡ ﻟﻚ ﺑﻌﺾ ﺍﻷﻣﺜﻠﺔ ﺍﻟﻮﺍﻗﻌﻴﺔ‪.‬‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕﺍﻟﻤﺎﺩﻳﺔ‬ ‫ﻳﻌُﺪ ّﺇﺻﺪﺍﺭ ﺇﺻﺪﺍﺭﺍﺕ ﻣﺤﺪﻭﺩﺓ ﻃﺮﻳﻘﺔ ًﻣﺠﺮﺑّﺔ ًﻭﻓﻌﺎّﻟﺔ ًﻻﺳﺘﻐﻼﻝ ﻫﺬﺍ ﺍﻟﺘﺤﻴﺰ ﺍﻟﻨﻔﺴﻲ ﻟﺼﺎﻟﺤﻚ‪ .‬ﻳﻤﻜﻨﻚ ﺇﺻﺪﺍﺭ ﺇﺻﺪﺍﺭﺍﺕ ﻣﺤﺪﻭﺩﺓ ﻟﻠﻨﻜﻬﺎﺕ‬ ‫ﻭﺍﻷﻟﻮﺍﻥﻭﺍﻟﺘﺼﺎﻣﻴﻢ ﻭﺍﻷﺣﺠﺎﻡ‪ ،‬ﺇﻟﺦ‪" .‬ﻫﺬﺍ ﺍﻟﺸﻬﺮ‪ ،‬ﺳﻨﺼُﺪﺭ ‪ 100‬ﻋﻠﺒﺔ ﻣﻦ ﺃﻟﻮﺍﺡ ﺍﻟﺒﺮﻭﺗﻴﻦ ﺑﻨﻜﻬﺔ ﺑﺴﻜﻮﻳﺖ ﺍﻟﺸﻮﻛﻮﻻﺗﺔ ﻭﺍﻟﻨﻌﻨﺎﻉ"‪ .‬ﻧﻘﻄﺔ ﻣﻬﻤﺔ‪:‬‬ ‫ﻟﻼﺳﺘﻔﺎﺩﺓﻣﻦ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﺑﺸﻜﻞ ﺻﺤﻴﺢ‪ ،‬ﻋﻠﻴﻚ‪...‬ﻳﺠﺐ ﺩﺍﺉﻤﺎً ﺑﻴﻊ‪.‬‬ ‫ﺇﻟﻴﻜﻢﺍﻟﺴﺒﺐ‪ :‬ﻣﻦ ﺍﻷﻓﻀﻞ ﺑﻴﻊ ﻛﻞ ﺷﻲء ﺑﺎﺳﺘﻤﺮﺍﺭ ﺑﺪﻻ ًﻣﻦ ﺍﻹﻓﺮﺍﻁ ﻓﻲ ﺍﻟﻄﻠﺐ ﻭﺍﻟﻔﺸﻞ ﻓﻲ ﺧﻠﻖ ﻫﺬﺍ ﺍﻟﻨﺪﺭﺓ‪ .‬ﺗﺘﻀﺎﻋﻒ ﻓﻌﺎﻟﻴﺔ ﻫﺬﻩ‬ ‫ﺍﻟﻄﺮﻳﻘﺔﺇﺫﺍ ﺗﻜﺮﺭﺕ ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ )ﻭﻟﻜﻦ ﻟﻴﺲ ﻛﺜﻴﺮﺍً(‪ .‬ﻳﺒﺪﻭ ﺃﻥ ﺍﻟﺒﻴﻊ ﻣﺮﺓ ﻭﺍﺣﺪﺓ ﺷﻬﺮﻳﺎً ﻫﻮ ﺍﻟﺤﻞ ﺍﻷﻣﺜﻞ ﻟﻤﻌﻈﻢ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺘﻲ ﺃﻋﺮﻓﻬﺎ ﻭﺍﻟﺘﻲ‬ ‫ﺗﺘﺒﻊﻫﺬﺍ ﺍﻟﻨﻬﺞ ﺑﺎﻧﺘﻈﺎﻡ‪.‬‬ ‫ﻣﻼﺣﻈﺔﻣﻬﻤﺔ ﺛﺎﻧﻴﺔ‪ :‬ﻋﻨﺪ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﺘﻜﺘﻴﻚ‪ ،‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺃﻳﻀﺎً ﺇﺧﺒﺎﺭ ﺍﻟﺠﻤﻴﻊ ﺑﺄﻧﻚ ﻗﺪ ﻧﻔﺪﺕ ﺍﻟﻜﻤﻴﺔ‪ .‬ﻫﺬﺍ ﺟﺰء ﻣﻦ ﻧﺠﺎﺣﻪ‪ .‬ﺑﻬﺬﻩ‬ ‫ﺍﻟﻄﺮﻳﻘﺔ‪،‬ﺣﺘﻰ ﺃﻭﻟﺉﻚ ﺍﻟﺬﻳﻦ ﻛﺎﻧﻮﺍ ﻣﺘﺮﺩﺩﻳﻦ‪ ،‬ﻋﻨﺪﻣﺎ ﻳﺮﻭﻥ ﺃﻥ ﺍﻟﻜﻤﻴﺔ ﻗﺪ ﻧﻔﺪﺕ‪ ،‬ﻳﻘُﺪﻣﻮﻥ ﺩﻟﻴﻼً ﺍﺟﺘﻤﺎﻋﻴﺎً‪.‬‬ ‫ﺍﻟﺬﻱ‪ -‬ﺍﻟﺘﻲﺃﺷﺨﺎﺹ ﺁﺧﺮﻳﻦﻇﻨﻮّﺍ ﺃﻥ ﺍﻷﻣﺮ ﻳﺴﺘﺤﻖ ﺍﻟﻌﻨﺎء‪ .‬ﻭﺍﻵﻥ ﺑﻌﺪ ﺃﻥ ﺍﺗﺨُّﺬ ﺍﻟﻘﺮﺍﺭ ﻧﻴﺎﺑﺔ ًﻋﻨﻬﻢ‪ ،‬ﺍﺯﺩﺍﺩﺕ ﺭﻏﺒﺘﻬﻢ ﻓﻴﻪ ﻟﻌﺪﻡ ﻭﺟﻮﺩ ﺳﺒﻴﻞ ٍﻟﻠﺤﺼﻮﻝ‬ ‫ﻋﻠﻴﻪ‪.‬ﻟﺬﺍ‪ ،‬ﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻟﻘﺎﺩﻣﺔ ﺍﻟﺘﻲ ﺗﻘُﺪﻡّ ﻟﻬﻢ ﻓﻴﻬﺎ ﺍﻟﻌﺮﺽ‪ ،‬ﺳﻴﻜﻮﻧﻮﻥ ﺃﻛﺜﺮ ﻣﻴﻼً ﻟﻘﺒﻮﻟﻪ‪.‬‬ ‫ﻣﻌﻠﻮﻣﺔﻃﺮﻳﻔﺔ‪ :‬ﺷﺎﻧﻴﻞ‪ ،‬ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﺘﻲ ﺣﺎﻓﻈﺖ ﻋﻠﻰ ﻫﻮﺍﻣﺶ ﺭﺑﺢ ﻭﺃﺳﻌﺎﺭ ﺧﻴﺎﻟﻴﺔ ﻷﻛﺜﺮ ﻣﻦ ﻗﺮﻥ‪ ،‬ﺑﺎﺭﻋﺔ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺪﺭﺓ‪ .‬ﺗﺮﺳﻞ‬ ‫ﻗﻄﻌﺔﺃﻭ ﻗﻄﻌﺘﻴﻦ ﻓﻘﻂ ﻣﻦ ﻛﻞ ﻣﺘﺠﺮ‪ ،‬ﻟﺬﺍ ﻳﺨﺘﻠﻒ ﻛﻞ ﻣﺘﺠﺮ ﻓﻲ ﺗﺸﻜﻴﻠﺔ ﻣﺨﺘﻠﻔﺔ‪ ،‬ﻭﺗﻜﻮﻥ ﻛﻞ ﻗﻄﻌﺔ ﻫﻲ ﺍﻷﺧﻴﺮﺓ ﺃﻭ ﻗﺒﻞ ﺍﻷﺧﻴﺮﺓ ﻓﻲ ﺍﻟﻤﺨﺰﻭﻥ‪.‬‬ ‫ﻫﺬﺍﻳﺴﻤﺢ ﻟﻬﺎ ﺑﺘﺴﻌﻴﺮ ﻣﻨﺘﺠﺎﺕ ﺃﻋﻠﻰ ﺑﻜﺜﻴﺮ ﻣﻦ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﺗﺤﻮﻳﻞ ﺩﻭﺍﻓﻊ ﺍﻟﺸﺮﺍء ﺇﻟﻰ ﻣﺸﺘﺮﻳﺎﺕ‪.‬‬ ‫ﺧﺪﻣﺎﺕ‬ ‫ﻣﻊﺍﻟﺨﺪﻣﺎﺕ‪ ،‬ﺧﺎﺻﺔ ًﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺟﺬﺏ ﻋﻤﻼء ﺑﺎﺳﺘﻤﺮﺍﺭ‪ ،‬ﻗﺪ ﻳﻜﻮﻥ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺪﺭﺓ ﺃﺻﻌﺐ ﻗﻠﻴﻼً‪ .‬ﻟﻜﻨﻨﻲ ﺳﺄﻋﺮﺽ ﻟﻚ ﺑﻌﺾ ﺍﻟﻄﺮﻕ‬ ‫ﺍﻟﺒﺴﻴﻄﺔﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺪﺭﺓ ﺑﺸﻜﻞ ﺃﺧﻼﻗﻲ ﻟﺰﻳﺎﺩﺓ ﻣﻌﺪﻻﺕ ﻗﺒﻮﻝ ﻋﺮﻭﺿﻚ‪ .‬ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻄﺮﻕ ﺗﺘﺸﺎﺑﻪ ﻓﻲ ﻋﻨﺎﺻﺮﻫﺎ ﻣﻊ ﺗﻌﺪﻳﻼﺕ ﻃﻔﻴﻔﺔ ﺟﺪﺍً‪.‬‬ ‫ﺃﺫﻛﺮﻫﺎﻷﻥ ﺃﺣﺪﻫﺎ ﻗﺪ ﻳﻨﺎﺳﺐ ﻧﻤﻮﺫﺝ ﻋﻤﻠﻚ ﺃﻛﺜﺮ ﻣﻦ ﻏﻴﺮﻩ‪.‬‬ ‫‪.1‬ﺍﻟﺤﺪ ﺍﻷﻗﺼﻰ ﺍﻹﺟﻤﺎﻟﻲ ﻟﻸﻋﻤﺎﻝ ‪ -‬ﻗﺒﻮﻝ‪ X ...‬ﻣﻦ ﺍﻟﻌﻤﻼء ﻓﻘﻂ‪.‬ﻗﺒﻮﻝ ‪ X‬ﻋﻤﻼء ﻓﻘﻂ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﺴﺘﻮﻯ ﻣﻦ ﺍﻟﺨﺪﻣﺔ )ﻣﺴﺘﻤﺮ(‪ .‬ﻫﺬﺍ‬ ‫ﻳﻀﻊﺣﺪﺍً ﺃﻗﺼﻰ ﻟﻌﺪﺩ ﺍﻟﻌﻤﻼء ﺍﻟﺬﻳﻦ ﺗﺨﺪﻣﻬﻢ‪ ،‬ﻭﻟﻜﻨﻪ ﻳﺒُﻘﻴﻬﻢ ﺿﻤﻦ ﻫﺬﺍ ﺍﻟﻌﺪﺩ‪ .‬ﺗﻨُﺸﺊ ﻗﺎﺉﻤﺔ ﺍﻧﺘﻈﺎﺭ ﻟﻠﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺍﻟﺠﺪﺩ‪ .‬ﺑﻤﺠﺮﺩ ﻓﺘﺢ‬ ‫ﺍﻟﺒﺎﺏ‪،‬ﻳﻨﻀﻤﻮﻥ ﻣﺒﺎﺷﺮﺓ ًﻭﺗﺨﺘﻔﻲ ﻣﻘﺎﻭﻣﺔ ﺍﻷﺳﻌﺎﺭ‪ .‬ﻳﻤﻜﻨﻚ ﺯﻳﺎﺩﺓ ﺍﻟﺴﻌﺔ ﺑﺸﻜﻞ ﺩﻭﺭﻱ ﺑﻨﺴﺒﺔ ‪ %20-10‬ﺛﻢ ﺇﻋﺎﺩﺓ ﺗﺤﺪﻳﺪﻫﺎ‪ .‬ﻫﺬﺍ ﻳﻨُﺎﺳﺐ ﺃﻋﻠﻰ‬ ‫ﻣﺴﺘﻮﻳﺎﺕﺍﻟﺨﺪﻣﺔ ﻟﺪﻳﻚ‪.‬‬ ‫ﺃ(ﻫﺬﺍ ﺃﺷﺒﻪ ﺑﻘﻮﻟﻚ‪" :‬ﻭﻛﺎﻟﺘﻲ ﺳﺘﻘﺪﻡ ﺧﺪﻣﺎﺗﻬﺎ ﻟﺨﻤﺴﺔ ﻭﻋﺸﺮﻳﻦ ﻋﻤﻴﻼً ﻓﻘﻂ‪ .‬ﺍﻧﺘﻬﻰ ﺍﻟﻜﻼﻡ"‪ .‬ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﻳﻤﻜﻨﻚ ﺯﻳﺎﺩﺓ ﺃﺳﻌﺎﺭﻙ‬ ‫ﻭﺗﻘﻠﻴﺺﻋﺪﺩ ﺍﻟﻌﻤﻼء ﺍﻷﻗﻞ ﺃﺩﺍء ًﻭﺟﺬﺏ ﻋﻤﻼء ﺟﺪﺩ ﺃﻛﺜﺮ ﺭﺑﺤﻴﺔ‪ ،‬ﺃﻭ ﻳﻤﻜﻨﻚ ﻓﺘﺢ ﺑﻌﺾ ﺍﻟﻔﺘﺮﺍﺕ ﺍﻟﺰﻣﻨﻴﺔ ﺑﺸﻜﻞ ﺩﻭﺭﻱ ﺣﺴﺐ ﻃﺎﻗﺘﻚ )‬ ‫ﻣﻊﺗﺮﻙ ﺑﻌﺾ ﺍﻟﻄﻠﺒﺎﺕ ﺩﻭﻥ ﺗﻠﺒﻴﺔ(‪.‬‬ ‫‪.2‬ﺍﻟﺤﺪ ﺍﻷﻗﺼﻰ ﻟﻤﻌﺪﻝ ﺍﻟﻨﻤﻮ ‪ -‬ﻗﺒﻮﻝ ‪ X‬ﻣﻦ ﺍﻟﻌﻤﻼء ﻓﻘﻂﻓﻲ ﺍﻷﺳﺒﻮﻉ )ﻣﺴﺘﻤﺮ("ﻧﺤﻦ ﻧﻘﺒﻞ ﻓﻘﻂ ‪ 5‬ﻋﻤﻼء ﺟﺪﺩ ﻓﻲ ﺍﻷﺳﺒﻮﻉ ﻭﻧﺤﻦ‬ ‫ﻟﻘﺪﺗﻢ ﺣﺠﺰ ﺃﻭﻝ ‪ 3‬ﺃﻣﺎﻛﻦ ﺑﺎﻟﻔﻌﻞ‪ .‬ﻟﺪﻱ ّ‪ 6‬ﻣﻜﺎﻟﻤﺎﺕ ﺃﺧﺮﻯ ﻫﺬﺍ ﺍﻷﺳﺒﻮﻉ‪ ،‬ﻟﺬﺍ ﻳﻤﻜﻨﻚ ﺣﺠﺰ ﺍﻟﻤﻜﺎﻥ ﺃﻭ ﺇﺣﺪﻯ ﻣﻜﺎﻟﻤﺎﺗﻲ ﺍﻟﻘﺎﺩﻣﺔ‪ ،‬ﻭﻳﻤﻜﻨﻚ ﺍﻻﻧﺘﻈﺎﺭ‬ ‫ﺣﺘﻰﻧﻌﻴﺪ ﻓﺘﺢ ﺃﺑﻮﺍﺑﻨﺎ‪ .‬ﻟﻘﺪ ﺍﺳﺘﺨﺪﻣﺖ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﻣﻨﺬ ﺑﺪﺍﻳﺔ ﻋﻤﻠﻲ‪ .‬ﻛﻨﺖ ﺃﻋﺮﻑ ﺩﺍﺉﻤﺎً ﺳﻌﺘﻲ ﺍﻷﺳﺒﻮﻋﻴﺔ‪ ،‬ﻭﺍﺧﺘﺮﺕ ﺑﺒﺴﺎﻃﺔ ﺇﺧﺒﺎﺭ ﻋﻤﻼﺉﻨﺎ‬ ‫ﺍﻟﻤﺤﺘﻤﻠﻴﻦﺑﻌﺪﺩ ﺍﻷﻣﺎﻛﻦ ﺍﻟﺸﺎﻏﺮﺓ ﺍﻟﻤﺘﺒﻘﻴﺔ‪ .‬ﻳﻌﺘﻤﺪ ﻫﺬﺍ ﻋﻠﻰ ﺣﻘﻴﻘﺔ ﺃﻧﻪ ﻻ ﻳﻤﻜﻨﻚ ﺍﻟﺘﻌﺎﻣﻞ ﺇﻻ ﻣﻊ ﻋﺪﺩ ﻣﻌﻴﻦ ﻣﻦ ﺍﻟﻌﻤﻼء ﺍﻟﺠﺪﺩ ﻋﻠﻰ ﺃﻱ ﺣﺎﻝ‪،‬‬ ‫ﻭﺑﺸﻜﻞﻣﻨﺘﻈﻢ‪ ،‬ﻟﺬﺍ ﻣﻦ ﺍﻷﻓﻀﻞ ﺇﺧﺒﺎﺭﻫﻢ ﺑﺬﻟﻚ‪.‬‬ ‫‪.3‬ﺍﻟﺤﺪ ﺍﻷﻗﺼﻰ ﻟﻠﻤﺠﻤﻮﻋﺔ ‪ -‬ﻗﺒﻮﻝ‪ X....‬ﻣﻦ ﺍﻟﻌﻤﻼء ﻓﻘﻂﻟﻜﻞ ﻓﺼﻞ ﺃﻭ ﻣﺠﻤﻮﻋﺔ‪ .‬ﻣﻤﺎﺛﻞ ﻟﻤﺎ ﺳﺒﻖ‪ ،‬ﺇﻻ ﺃﻧﻪ ﻳﺘﻢ ﻋﻠﻰ ﺃﻱ ﺇﻳﻘﺎﻉ‬ ‫ﺃﻧﺖﺗﺮﻏﺐ‪ .‬ﻗﺒﻮﻝ ﻣﺒﻠﻎ ﻣﻌﻴﻦ ﻓﻘﻂ ﻟﻜﻞ ﻓﺉﺔ ﺃﻭ ﻣﺠﻤﻮﻋﺔ ﺧﻼﻝ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ﻣﺤﺪﺩﺓ ﻫﻮ ﻃﺮﻳﻘﺔ ﺃﺧﺮﻯ ﻟﻠﺘﻔﻜﻴﺮ ﻓﻲ ﺍﻷﻣﺮ‪ .‬ﺗﺨﻴﻞ ﺃﻧﻚ ﺗﺒﺪﺃ‬ ‫ﺑﺎﺳﺘﻘﻄﺎﺏﻋﻤﻼء ﺷﻬﺮﻳﺎً ﺃﻭ ﺭﺑﻊ ﺳﻨﻮﻳﺎً‪ .‬ﻫﺬﺍ ﻳﺴﺎﻋﺪﻙ ﻋﻠﻰ ﻭﺿﻊ ﺑﻌﺾ ﺍﻹﻳﻘﺎﻋﺎﺕ ﺍﻟﺘﺸﻐﻴﻠﻴﺔ ﻓﻲ ﻋﻤﻠﻚ‪ ،‬ﻣﻊ ﺍﻟﺴﻤﺎﺡ ﻟﻔﺮﻳﻖ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻟﺪﻳﻚ‬ ‫ﺑﺎﺳﺘﻐﻼﻝﺑﻌﺾ ﺍﻟﻔﺮﺹ ﺍﻟﻤﺘﺎﺣﺔ‪ .‬ﻣﺜﺎﻝ‪" :‬ﻧﺴﺘﻘﺒﻞ ‪ 100‬ﻋﻤﻴﻞ ‪ 4‬ﻣﺮﺍﺕ ﺳﻨﻮﻳﺎً‪ .‬ﻧﻔﺘﺢ ﻟﻬﻢ ﺃﺑﻮﺍﺑﻨﺎ ﺛﻢ ﻧﻐﻠﻘﻬﺎ"‪ .‬ﺇﻟﺦ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﺗﻮﻓﻴﺮ ﻭﺻﻮﻝ ﻣﺤﺪﻭﺩ ﻟﺨﺪﻣﺎﺕ ﺍﻟﺘﺬﺍﻛﺮ ﺍﻷﻋﻠﻰ‬ ‫ﺗﺠُﺪﻱﺃﺳﺎﻟﻴﺐ ﺍﻟﻨﺪﺭﺓ ﻫﺬﻩ ﻧﻔﻌﺎً ﺑﺸﻜﻞ ﺧﺎﺹ ﻓﻲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺒﻴﻊ ﺍﻹﺿﺎﻓﻲ ﺫﺍﺕ ﺍﻷﺳﻌﺎﺭ ﺍﻷﻋﻠﻰ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺗﻨﻈﻴﻢ ﻭﺭﺵ ﻋﻤﻞ ﺃﻭ ﺩﻭﺭﺍﺕ ﺗﺪﺭﻳﺒﻴﺔ ﺃﻭ ﻓﻌﺎﻟﻴﺎﺕ ﺃﻭ‬ ‫ﻧﺪﻭﺍﺕﺃﻭ ﺍﺳﺘﺸﺎﺭﺍﺕ ﻟﻤﺮﺓ ﻭﺍﺣﺪﺓ‪ ،‬ﻓﻬﺬﻩ ﺃﻣﻮﺭ ﺑﻄﺒﻴﻌﺘﻬﺎ ﺗﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﻭﺗﻮﻓﺮ ﻭﺻﻮﻻً ﺃﻭﺳﻊ‪ .‬ﺳﻴﺆﺩﻱ ﺭﺑﻄﻬﺎ ﺑﻨﺪﺭﺓ ﻭﺍﺿﺤﺔ ﺃﻭ ﻛﻤﻴﺎﺕ ﺛﺎﺑﺘﺔ ﺃﻭ ﻣﻘﺎﻋﺪ ﺃﻭ ﺃﻣﺎﻛﻦ ﻣﺨﺼﺼﺔ ﺇﻟﻰ ﺯﻳﺎﺩﺓ‬ ‫ﺍﻟﻄﻠﺐﺑﺴﺮﻋﺔ‪ .‬ﻟﻜﻦ ﺗﺬﻛﺮ ﺩﺍﺉﻤﺎًﻟﺪﻳﻚ ﻋﺪﺩ ﺃﻗﻞ ﻣﻦ ﺍﻷﻣﺎﻛﻦ ﺍﻟﻤﺘﺎﺣﺔ ﻣﻤﺎ ﺗﻌﺘﻘﺪ ﺃﻧﻪ ﻳﻤﻜﻨﻚ ﺑﻴﻌﻪ‪. . .‬ﺣﺘﻰ ﻋﻨﺪﻣﺎ ﺗﺮﻳﺪ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻣﺮﺓ ﺃﺧﺮﻯ ﻓﻲ ﺍﻟﻤﺴﺘﻘﺒﻞ‪ ،‬ﺳﻴﺘﺬﻛﺮ ﺍﻟﺠﻤﻴﻊ ﺫﻟﻚ‬ ‫ﻟﻘﺪﺑﻌﺖ ﻛﻞ ﺷﻲء ﺑﺴﺮﻋﺔ‪.‬ﻫﺬﻩ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﺮُﻛﺒّﺔ ﺗﺰﺩﺍﺩ ﻓﻌﺎﻟﻴﺘﻬﺎ ﺑﻤﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ .‬ﻭﻫﻲ ﻣﻦ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻘﻠﻴﻠﺔ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ‪.‬‬ ‫ﺩﻋﻨﻲﺃﻋﻄﻴﻚ ﻣﺜﺎﻻ ًﻭﺍﻗﻌﻴﺎ ًﻋﻠﻰ ﺍﻟﻨﺪﺭﺓ ﻟﺘﻌﺰﻳﺰ ﻗﻴﻤﺔ ﺃﺩﺍﺓ ﺟﺬﺏ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺠﺎﻧﻴﺔ‪ .‬ﻟﻮ ﺃﺧﺒﺮﺗﻚ ﺍﻵﻥ ﺃﻥ ﻟﺪﻱ ّﻗﺎﺉﻤﺔ ﻣﺮﺟﻌﻴﺔ ﻳﻤﻜﻨﻚ ﺗﻨﺰﻳﻠﻬﺎ‬ ‫ﻣﺠﺎﻧﺎ‪ً،‬ﺗﺤﺘﻮﻱ ﻋﻠﻰ ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻤﻮﺍﺩ ﻓﻲ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﺑﺼﻴﻐﺔ ﻧﻘﻄﻴﺔ‪،‬ﻗﺪﺃﻧﺎ ﺃﻣﻴﻞ ﺇﻟﻰ ﻭﺿﻊ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ ﺟﺎﻧﺒﺎ ًﻭﺍﻟﺬﻫﺎﺏ ﺇﻟﻰ ﻫﻨﺎﻙ ﻟﺘﻨﺰﻳﻠﻪ ﺍﻵﻥ‪.‬‬ ‫ﻟﻜﻦﺇﺫﺍ ﺃﺧﺒﺮﺗﻚ ﺃﻧﻨﻲ ﻗﻤﺖ ﺑﺘﻌﻴﻴﻨﻪ ﺑﺤﻴﺚ ﺗﺴﻤﺢ ﺍﻟﺼﻔﺤﺔ ﻛﻞ ﺃﺳﺒﻮﻉ ﻓﻘﻂﻋﺸﺮﻳﻦﺇﺫﺍ ﻗﺎﻡ ﺃﺷﺨﺎﺹ ﺟﺪﺩ ﺑﺘﻨﺰﻳﻠﻪ‪ ،‬ﻓﺴﻮﻑ ﺗﻜﻮﻥ ﺑﻌﻴﺪﺍًﺃﻛﺜﺮ‬ ‫ﺍﺣﺘﻤﺎﻻ ﻟﺘﺬﻫﺐ ﻟﺘﺮﻯ ﺇﻥ ﻛﺎﻥ ﺑﺈﻣﻜﺎﻧﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻬﺎ‪ .‬ﻭﺍﻷﻫﻢ ﻣﻦ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﺟﺮﺑﺘﻬﺎ ﻭﻭﺟﺪﺕ ﺃﻧﻬﺎ ﻗﺪ ﻧﻔﺪﺕ ﺑﺎﻟﻔﻌﻞ ﻟﻬﺬﺍ ﺍﻷﺳﺒﻮﻉ‪ .‬ﺍﻟﻨﺘﻴﺠﺔ؟‬ ‫ﺳﺘﻨﻀﻢﺇﻟﻰ ﻗﺎﺉﻤﺔ ﺗﻌُﻠﻤﻚ ﻓﻲ ﺍﻟﻤﺮﺓ ﺍﻟﻘﺎﺩﻣﺔ ﺑﻮﺟﻮﺩ ﻋﺸﺮﻳﻦ ﻗﺎﺉﻤﺔ ﺗﺤﻘﻖ ﺃﺧﺮﻯ ﻣﺘﺎﺣﺔ ﻟﻠﺘﻨﺰﻳﻞ‪ .‬ﻣﺎﺫﺍ ﻳﺤﺪﺙ ﺑﻌﺪ ﺫﻟﻚ؟ ﻋﻨﺪﻣﺎ ﺗﺘﻠﻘﻰ ﻫﺬﺍ‬ ‫ﺍﻹﺷﻌﺎﺭ‪،‬ﺳﺘﻀﻐﻂ ﻋﻠﻰ ﺍﻟﺮﺍﺑﻂ ﻋﻠﻰ ﻫﺎﺗﻔﻚ ﻭﺗﻨﺘﻘﻞ ﺇﻟﻰ ﺍﻟﺼﻔﺤﺔ ﻷﻧﻚ ﻻ ﺗﺮﻳﺪ ﺃﻥ ﺗﻔﻮﺗﻬﺎ ﻣﺮﺓ ﺃﺧﺮﻯ‪.‬‬ ‫ﺑﺎﺳﺘﺨﺪﺍﻡﺍﻟﻨﺪﺭﺓ‪ ،‬ﻧﺤُﻮﻝّ ﻣﺎ ﻛﺎﻥ ﻳﻌُﺘﺒﺮ "ﺗﺤﻤﻴﻼً ﻣﺠﺎﻧﻴﺎً" ﺇﻟﻰ ﺷﻲء ﻣﺮﻏﻮﺏ ﻻ ﻳﺴﺘﻄﻴﻊ ﺍﻟﺠﻤﻴﻊ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻪ‪ .‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﺳﺘﻜﻮﻥ ﺃﻛﺜﺮ ﻣﻴﻼً‬ ‫ﻻﺳﺘﻬﻼﻛﻪﻋﻨﺪ ﺣﺼﻮﻟﻚ ﻋﻠﻴﻪ‪ ...‬ﻛﻞ ﺫﻟﻚ ﺑﻔﻀﻞ ﺗﺤﻜﻤﻨﺎ ﻓﻲ ﺍﻟﻌﺮﺽ‪ .‬ﺭﺍﺉﻊ‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟‬ ‫ﺍﻟﻨﺪﺭﺓﺍﻟﺼﺎﺩﻗﺔ )ﺍﻟﻨﺪﺭﺓ ﺍﻷﻛﺜﺮ ﺃﺧﻼﻗﻴﺔ(‬ ‫ﺇﻥﺃﺳﻬﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻠﻨﺪﺭﺓ ﻫﻲﺃﻣﻴﻦﻱ‪ .‬ﺍﻧﺘﻈﺮ‪ ،‬ﻣﺎﺫﺍ؟ ﺩﻋﻨﻲ ﺃﺷﺮﺡ‪.‬‬ ‫ﺃﻧﺎﻣﺘﺄﻛﺪ ﺍﻵﻥ‪ ،‬ﺭﺑﻤﺎ ﻻ ﻳﻤﻜﻨﻚ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ‪ 1000‬ﻋﻤﻴﻞ ﻏﺪﺍً‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟ ﻭﻟﻜﻦ ﻛﻢ ﻋﺪﺩ ﺍﻟﻌﻤﻼء ﺍﻟﺬﻳﻦ ﻳﻤﻜﻨﻚ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﻢ؟ ‪5‬؟ ‪10‬؟‬ ‫‪25‬؟ﺣﺴﻨﺎً‪ ،‬ﻳﻤﻜﻨﻚ ﺃﻳﻀﺎً ﺗﺤﺪﻳﺪ ﺭﻗﻢ ﺃﻧﺖ ﻋﻠﻰ ﺍﺳﺘﻌﺪﺍﺩ ﻟﻘﺒﻮﻟﻪ ﻓﻲ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ﻣﻌﻴﻨﺔ‪ ،‬ﺛﻢ ﺍﻹﻋﻼﻥ ﻋﻦ ﺫﻟﻚ‪ .‬ﺇﻥ ﺇﺧﺒﺎﺭ ﺍﻟﻨﺎﺱ ﺑﺒﺴﺎﻃﺔ ﺑﺄﻧﻚ ﻗﺪ‬ ‫ﻗﻄﻌﺖﺛﻼﺛﺔ ﺃﺭﺑﺎﻉ ﺍﻟﻄﺮﻳﻖ ﺇﻟﻰ ﺍﻟﺴﻌﺔ ﺍﻟﻘﺼﻮﻯ ﻫﺬﺍ ﺍﻷﺳﺒﻮﻉ ﺳﻴﺠﻌﻞ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺣﺎﻓﺔ ﺍﻟﺸﺮﺍء ﻣﻨﻚ‪ .‬ﺃﻭ ﺇﺧﺒﺎﺭ ﺍﻟﻨﺎﺱ ﺑﺄﻧﻚ ﻗﺪ ﻗﻄﻌﺖ ‪ ٪81‬ﻣﻦ‬ ‫ﺳﻌﺘﻚﺍﻟﻘﺼﻮﻯ ﻓﻲ ﺇﺟﻤﺎﻟﻲ ﻋﻤﻠﻚ‪ ،‬ﺳﻴﺠﻌﻞ ﺍﻟﻨﺎﺱ ﺃﻛﺜﺮ ﻋﺮﺿﺔ ﻟﻠﺘﺴﺠﻴﻞ ﻣﻌﻚ "ﻗﺒﻞ ﺃﻥ ﻳﻔﻘﺪﻭﺍ ﺍﻟﻔﺮﺻﺔ"‪ .‬ﺗﺘﻀﻤﻦ ﺍﻟﻨﺪﺭﺓ ﺃﻳﻀﺎً ﻓﻲ ﺩﺍﺧﻠﻬﺎ‪،‬‬ ‫ﺍﻟﺪﻟﻴﻞﺍﻻﺟﺘﻤﺎﻋﻲ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﻗﺪ ﻗﻄﻌﺖ ‪ ٪81‬ﻣﻦ ﺳﻌﺘﻚ ﺍﻟﻘﺼﻮﻯ‪ ،‬ﻓﻬﺬﺍ ﻳﻌﻨﻲ ﺃﻥ ﻋﺪﺩﺍً ﻻ ﺑﺄﺱ ﺑﻪ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﺗﺨﺬﻭﺍ ﻗﺮﺍﺭﺍً ﺑﺎﻟﻌﻤﻞ ﻣﻌﻚ‪،‬‬ ‫ﻭﻛﻠﻤﺎﺍﻗﺘﺮﺑﺖ ﻣﻦ ﺍﻻﻣﺘﻼء ﺍﻟﺘﻌﺴﻔﻲ‪ ،‬ﻛﻠﻤﺎ ﺍﺧﺘﻔﺖ ﺍﻟﺒﻘﻊ ﺑﺸﻜﻞ ﺃﺳﺮﻉ‪ .‬ﻭﻟﻜﻨﻚ ﻭﺣﺪﻙ ﻣﻦ ﻳﺮﺳﻢ ﺣﻴﺚ ﻳﻜﻮﻥ ﻫﺬﺍ ﺍﻟﺨﻂ "ﻣﻤﺘﻠﺉﺎً"‪ .‬ﺃﻧﻴﻖ‪ ،‬ﺃﻟﻴﺲ‬ ‫ﻛﺬﻟﻚ؟‬ ‫ﻧﻘﺎﻁﺍﻟﻤﻠﺨﺺ‬ ‫ﺍﺳﺘﺨﺪﻡﺃﺳﻠﻮﺑﺎً ﻭﺍﺣﺪﺍً ﺃﻭ ﺃﻛﺜﺮ ﻣﻦ ﺃﺳﺎﻟﻴﺐ ﺍﻟﻨﺪﺭﺓ ﻓﻲ ﻋﻤﻠﻚ‪ .‬ﺳﺘﺪﻓﻊ ﻋﻤﻼﺉﻚ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺇﻟﻰ ﺍﺗﺨﺎﺫ ﻗﺮﺍﺭ ﺷﺮﺍء ﺃﺳﺮﻉ ﻭﺑﺄﺳﻌﺎﺭ ﺃﻋﻠﻰ‪ .‬ﻣﺎ‬ ‫ﻋﻠﻴﻚﺳﻮﻯ ﺇﺧﺒﺎﺭﻫﻢ ﺑﺤﺪﻭﺩﻙ‪ ،‬ﻭﺩﻉ ﻋﻠﻢ ﺍﻟﻨﻔﺲ ﻳﺘﻮﻟﻰ ﺍﻟﺒﺎﻗﻲ‪.‬‬ ‫ﺍﻵﻥﺑﻌﺪ ﺃﻥ ﻗﻤﻨﺎ ﺑﺘﻐﻄﻴﺔ ﺑﻌﺾ ﺗﻜﺘﻴﻜﺎﺕ ﺍﻟﻨﺪﺭﺓ ﺍﻟﻤﻔﻀﻠﺔ ﻟﺪﻱ ﻭﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﻌﺎﻡ‪ ،‬ﻣﺎ ﺍﻟﺬﻱ ﻳﻤﻜﻨﻚ ﻓﻌﻠﻪ ﺃﻳﻀﺎً‬ ‫ﻟﺰﻳﺎﺩﺓﺍﻟﻄﻠﺐ؟ﺑﺪﻭﻥﻫﻞ ﺗﺮﻏﺐ ﻓﻲ ﺗﻐﻴﻴﺮ ﺃﻱ ﺷﻲء ﻓﻲ ﻋﺮﺿﻚ؟ ﺯﺩ ﻣﻦ ﺃﻫﻤﻴﺔ ﺍﻷﻣﺮ‪ .‬ﺳﻨﺘﻨﺎﻭﻝ ﺫﻟﻚ ﻻﺣﻘﺎً‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﺍﻟﻨﺪﺭﺓ ﺍﻟﺸﺪﻳﺪﺓ‬ ‫ﺇﺫﺍﻛﻨﺖ ﻻ ﺗﻜﺮﻩ ﺍﻟﻤﺎﻝ‪ ،‬ﺑﻴﻊﺟﺪﺍًﻋﺪﺩ ﻣﺤﺪﻭﺩ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﻔﺮﺩﻱ‪ .‬ﻳﻤﻜﻨﻚ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻋﺒﺮ ﺃﻱ ﻣﻦ ﺍﻟﻮﺳﺎﺉﻞ ﺍﻟﻤﻮﺿﺤﺔ ﻓﻲ "ﻣﻜﻌﺐ ﺍﻟﺘﻮﺻﻴﻞ"‪ .‬ﺍﻟﻮﺻﻮﻝ ﺍﻟﻤﺒﺎﺷﺮ‬ ‫ﻋﺒﺮﺍﻟﺮﺳﺎﺉﻞ‪ ،‬ﺍﻟﻮﺻﻮﻝ ﻋﺒﺮ ﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪ ،‬ﺍﻟﻮﺻﻮﻝ ﻋﺒﺮ ﺍﻟﻬﺎﺗﻒ‪ ،‬ﺍﻟﻮﺻﻮﻝ ﻋﺒﺮ ﺍﻟﻤﺬﻛﺮﺍﺕ ﺍﻟﺼﻮﺗﻴﺔ‪ ،‬ﺍﻟﻮﺻﻮﻝ ﻋﺒﺮ ﺯﻭﻭﻡ‪ ،‬ﺇﻟﺦ‪ .‬ﻫﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻄﺮﻕ ﻟﻠﻘﻴﺎﻡ ﺑﺬﻟﻚ‪ .‬ﻟﻜﻨﻨﻲ‬ ‫ﺃﻋﺪﻙﺑﻬﺬﺍ ‪ -‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺭﺑﺢ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﺎﻝ ﻓﻮﺭﺍً‪ ،‬ﻓﺄﻧﺸﺊﺟﺪﺍًﻣﺴﺘﻮﻯ ﺧﺪﻣﺔ ﺣﺼﺮﻱ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻚ )ﻧﻌﻢ‪ ،‬ﻏﻴﺮ ﻗﺎﺑﻞ ﻟﻠﺘﻄﻮﻳﺮ(‪ ،‬ﻭﺍﻟﺬﻱ ﻳﻤﻜﻨﻚ ﺗﺤﺪﻳﺪﻩ ﻋﻨﺪ‬ ‫ﺣﺪﺃﻗﺼﻰﺻﻐﻴﺮ ﺍﻟﺤﺠﻢﺭﻗﻢ‪ .‬ﺳﻌﺮﻩﺟﺪﺍًﻋﺎﻟﻲ‪ .‬ﺛﻢ ﺃﺧﺒﺮ ﺍﻟﻨﺎﺱ‪ .‬ﺳﺘﺮﺑﺢ ﺃﻛﺜﺮ ﻣﻤﺎ ﻛﻨﺖ ﺗﺘﺨﻴﻞ‪ .‬ﻫﺆﻻء ﺃﻳﻀﺎً ﻣﻦ ﺃﻓﻀﻞ ﺍﻟﻌﻤﻼء‪ .‬ﻭﺍﺣﺮﺹ ﻋﻠﻰ ﺃﻥ ﻳﻘﺘﺼﺮ ﺃﺳﻠﻮﺑﻚ ﻓﻲ ﺍﻟﺘﻮﺍﺻﻞ ﻋﻠﻰ ﻣﺎ‬ ‫ﻻﺗﻜﺮﻫﻪ‪ .‬ﺑﺎﻟﻨﺴﺒﺔ ﻟﻲ‪ ،‬ﺃﻛﺮﻩ ﺭﺳﺎﺉﻞ ﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﻭﺍﻟﺮﺳﺎﺉﻞ ﺍﻟﻨﺼﻴﺔ‪ ،‬ﻟﻜﻦ ﻻ ﺃﻣﺎﻧﻊ ﻣﻜﺎﻟﻤﺎﺕ ﺯﻭﻭﻡ‪ .‬ﺍﺟﻌﻠﻬﺎ ﺗﻨﺎﺳﺐ ﺃﺳﻠﻮﺏ ﻋﻤﻠﻚ‪ .‬ﺍﻟﻨﺨﺒﺔ )ﺍﻟﻮﺍﺣﺪ ﺑﺎﻟﻤﺎﺉﺔ ﻣﻦ ﺍﻟـ ‪٪١‬‬ ‫ﺳﻴﺘﻜﻴﻔﻮﻥﻭﻳﺘﺨﺬﻭﻥ ﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﻼﺯﻣﺔ(‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﺑﻤﺠﺮﺩ ﺧﺮﻭﺟﻚ‪ ،‬ﻟﻦ ﺗﺘﻤﻜﻦ ﻣﻦ ﺍﻟﻌﻮﺩﺓ ﺃﺑﺪﺍً‬ ‫ﻳﻤﻜﻨﻚﺇﻧﺸﺎء ﻧﺪﺭﺓ ﻣﻦ ﺧﻼﻝ ﺗﺤﺪﻳﺪ ﺍﻟﺤﺪ ﺍﻷﻗﺼﻰ ﻟﻤﺴﺘﻮﻯ ﺍﻟﺨﺪﻣﺔ ﻟﺪﻳﻚ ﺃﻳﻀﺎًﻭﺍﻟﻘﻮﻝ ﺑﺄﻧﻪ ﺇﺫﺍ ﻏﺎﺩﺭﻭﺍ ﻓﻠﻦ ﻳﻌﻮﺩﻭﺍ ﺃﺑﺪﺍً‪ .‬ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﻨﺪﺭﺓ ﻳﺠﻌﻞ ﺍﻟﻨﺎﺱ ﻳﻔﻜﺮﻭﻥ ﻣﻠﻴﺎً ﻓﻲ‬ ‫ﺍﻟﻤﻐﺎﺩﺭﺓ‪.‬ﺑﺪﺃﺕ ُﺑﺘﻄﺒﻴﻖ ﻫﺬﺍ ﻓﻲ ﺻﺎﻻﺗﻲ ﺍﻟﺮﻳﺎﺿﻴﺔ ﻣﻨﺬ ﺍﻟﺒﺪﺍﻳﺔ‪ .‬ﺛﻢ ﻛﻨﺖ ُﻋﻀﻮﺍً ﻓﻲ ﻓﺮﻳﻖ ٍﻣﺘُﺨﺼﺺ ٍﺍﺳﺘﺨﺪﻡ ﻫﺬﺍ‪ .‬ﺛﻢ ﺑﺪﺃﺕ ُﺑﺎﺳﺘﺨﺪﺍﻣﻪ ﻓﻲ ﻣﺴﺘﻮﺍﻱ ﺍﻷﻋﻠﻰ ﻛـ "ﺳﺎﺩﺓ ﺻﺎﻻﺕ‬ ‫ﺭﻳﺎﺿﻴﺔ"‪ .‬ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻳﺠُﺪﻱ ﻧﻔﻌﺎً ﻣﻊ ﺍﻟﻤﺠﻤﻮﻋﺎﺕ ﺍﻟﺼﻐﻴﺮﺓ )ﻣﺜﻞ ﺍﻟﻤﺜﺎﻝ ﺃﻋﻼﻩ(‪ .‬ﻣﻊ ﺍﺯﺩﻳﺎﺩ ﺣﺠﻢ ﺍﻟﻤﺠﻤﻮﻋﺎﺕ‪ ،‬ﻳﻔﻘﺪ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻓﻌﺎﻟﻴﺘﻪ )ﻣﻦ ﻭﺍﻗﻊ ﺗﺠﺮﺑﺘﻲ(‪.‬‬ 13 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻹﻟﺤﺎﺡ‬ ‫"ﺍﻟﻤﻮﺍﻋﻴﺪ ﺍﻟﻨﻬﺎﺉﻴﺔ‪ .‬ﺍﻟﻘﻴﺎﺩﺓ‪ .‬ﺍﻟﻘﺮﺍﺭﺍﺕ‪".‬‬ ‫ﺃﻧﺎ‬ ‫ﺱ‬ ‫ﻣﺪﻳﻨﺔﺍﻟﺴﻴﺎﺭﺍﺕ ﻫﻲ ﻭﻇﻴﻔﺔﻛﻤﻴﺔ‪ .‬ﺍﻻﺳﺘﻌﺠﺎﻝ ﻫﻮ ﻭﻇﻴﻔﺔﻭﻗﺖ‪.‬‬ ‫ﻫﺬﺍﻫﻮ ﺍﻟﻤﻜﺎﻥ ﺍﻟﺬﻱ ﺃﻧﺖ ﻓﻴﻪﻓﻘﻂﺣﺪﻣﺘﻰﻳﻤﻜﻦ ﻟﻸﺷﺨﺎﺹ ﺍﻟﺘﺴﺠﻴﻞ ﺑﺪﻻ ًﻣﻦﻛﻢ ﻋﺪﺩ‪ .‬ﻭﺟﻮﺩ ﻣﻮﻋﺪ ﻧﻬﺎﺉﻲ ﻣﺤﺪﺩ ﺃﻭ ﻗﻄﻊ ﻟـ‬ ‫ﺍﻟﺸﺮﺍءﺃﻭ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء ﻳﻮُﻟﺪّ ﺣﺎﻟﺔ ﻣﻦ ﺍﻻﺳﺘﻌﺠﺎﻝ‪ .‬ﻏﺎﻟﺒﺎً ﻣﺎ ﻳﺴُﺘﺨﺪﻡ ﻣﺼﻄﻠﺤﺎ ﺍﻟﻨﺪﺭﺓ ﻭﺍﻻﺳﺘﻌﺠﺎﻝ ﻣﻌﺎً‪ ،‬ﻟﻜﻨﻨﻲ ﺳﺄﻓﺼﻠﻬﻤﺎ ﻟﺘﻮﺿﻴﺢ ﺍﻟﻤﻔﻬﻮﻣﻴﻦ‪.‬‬ ‫ﺳﺄﻋﺮﺽﻟﻜﻢ ﺃﺭﺑﻊ ﻃﺮﻕ ﻣﻔﻀﻠﺔ ﻟﺪﻱ ّﻻﺳﺘﺨﺪﺍﻡ ﺍﻹﻟﺤﺎﺡ ﺑﺸﻜﻞ ﻣﻨﺘﻈﻢ ﻭﺃﺧﻼﻗﻲ‪ (١ :‬ﻣﺠﻤﻮﻋﺎﺕ ﻣﺘﺠﺪﺩﺓ‪ (٢ ،‬ﺍﻹﻟﺤﺎﺡ ﺍﻟﻤﻮﺳﻤﻲ ﺍﻟﻤﺘﺠﺪﺩ‪(٣ ،‬‬ ‫ﺍﻹﻟﺤﺎﺡﺍﻟﺘﺮﻭﻳﺠﻲ ﺃﻭ ﺍﻟﺘﺴﻌﻴﺮﻱ‪ (٤ ،‬ﺍﺳﺘﻐﻼﻝ ﺍﻟﻔﺮﺹ‪ .‬ﺳﻴﻮﻇﻔﻮﻥ ﺍﻹﻟﺤﺎﺡ ﻓﻲ ﻋﻤﻠﻚ ﺩﻭﻥ ﺗﺰﻳﻴﻒ‪ .‬ﻃﺮﻳﻘﺘﻲ ﺍﻟﻤﻔﻀﻠﺔ ﻟﻠﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻫﻲ ﺟﻌﻞ‬ ‫ﻣﺠﻤﻮﻋﺎﺕﻣﻦ ﺍﻟﻌﻤﻼء ﺗﺒﺪﺃ ﺑﺈﻳﻘﺎﻉ ﻣﻨﺘﻈﻢ‪ .‬ﻟﻬﺬﺍ ﻓﺎﺉﺪﺓ ﺗﺸﻐﻴﻠﻴﺔ ﺇﺿﺎﻓﻴﺔ ﺗﺘﻤﺜﻞ ﻓﻲ ﻣﺴﺎﻋﺪﺗﻚ ﻋﻠﻰ ﺇﻧﺸﺎء ﺗﺠﺮﺑﺔ ﺍﺳﺘﻘﺒﺎﻝ ﻣﺼُﻤﻤﺔ ﺧﺼﻴﺼﺎً‬ ‫ﻟﻠﻌﻤﻼءﺍﻟﺠﺪﺩ‪ .‬ﻣﻊ ﺗﻮﺳﻊ ﺃﻋﻤﺎﻟﻚ‪ ،‬ﺳﺘﺰﺩﺍﺩ ﺃﻫﻤﻴﺔ ﻫﺬﺍ ﺍﻷﻣﺮ‪.‬‬ ‫‪ (1‬ﺍﻹﻟﺤﺎﺡ ﺍﻟﻤﺘﺠﺪﺩ ﺍﻟﻘﺎﺉﻢ ﻋﻠﻰ ﺍﻟﻤﺠﻤﻮﻋﺔ‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ ﺑﺪﺃﺕ ﻓﻲ ﺍﺳﺘﻘﺒﺎﻝ ﺍﻟﻌﻤﻼء ﻛﻞ ﺃﺳﺒﻮﻉ )ﺣﺘﻰ ﺑﺄﻋﺪﺍﺩ ﻏﻴﺮ ﻣﺤﺪﻭﺩﺓ(‪ ،‬ﻓﻴﻤﻜﻨﻚ ﺃﻥ ﺗﻘﻮﻝ‪:‬‬ ‫"ﺇﺫﺍ ﻗﻤﺖ ﺑﺎﻟﺘﺴﺠﻴﻞ ﺍﻟﻴﻮﻡ‪ ،‬ﻓﺴﻮﻑ ﺃﺗﻤﻜﻦ ﻣﻦ ﺇﺩﺧﺎﻟﻚ ﻓﻲ ﻣﺠﻤﻮﻋﺘﻨﺎ ﺍﻟﺘﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺳﺘﻨﻄﻠﻖ ﻳﻮﻡ ﺍﻻﺛﻨﻴﻦ‪ ،‬ﻭﺇﻻ ﻓﺴﻮﻑ ﺗﻀﻄﺮ ﺇﻟﻰ ﺍﻻﻧﺘﻈﺎﺭ‬ ‫ﺣﺘﻰﻣﻮﻋﺪ ﺍﻧﻄﻼﻗﻨﺎ ﺍﻟﺘﺎﻟﻲ‪".‬‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺮﻳﺪ ﺃﻥ ﺗﺰﻳﺪ ﺍﻷﻣﺮ ﺇﺛﺎﺭﺓ ﻗﻠﻴﻼ‪ ً،‬ﻳﻤﻜﻨﻚ ﺃﻥ ﺗﻘﻮﻝ‪:‬‬ ‫ﻓﻲﺍﻟﻮﺍﻗﻊ‪ ،‬ﻛﺎﻥ ﻟﺪﻱ ّﻋﻤﻴﻞ ٌﺳﺠﻞّ ﻗﺒﻞ ﺑﻀﻌﺔ ﺃﺳﺎﺑﻴﻊ ﺛﻢ ﺍﻧﺴﺤﺐ‪ ،‬ﻟﺬﺍ ﻟﺪﻱ ّﻓﺮﺻﺔ ٌﺷﺎﻏﺮﺓ ٌﻟﻤﺠﻤﻮﻋﺘﻨﺎ ﺍﻟﺘﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺗﺒﺪﺃ ﻳﻮﻡ ﺍﻻﺛﻨﻴﻦ‪ .‬ﺇﺫﺍ‬ ‫ﻛﻨﺖ َﻣﺘﺄﻛﺪﺍً ﺗﻤﺎﻣﺎً ﻣﻦ ﺃﻧﻚ ﺳﺘﻔﻌﻞ ﺫﻟﻚ ﻋﺎﺟﻼً ﺃﻡ ﺁﺟﻼً‪ ،‬ﻓﻤﻦ ﺍﻷﻓﻀﻞ ﺃﻥ ﺗﻨﻀﻢ ّﺍﻵﻥ ﻟﺘﺒﺪﺃ ﺑﺠﻨﻲ ﺍﻟﺜﻤﺎﺭ ﻣﺒﻜﺮﺍً ﺑﺪﻻً ﻣﻦ ﺩﻓﻊ ﺍﻟﻤﺒﻠﻎ‬ ‫ﻧﻔﺴﻪﻭﺍﻻﻧﺘﻈﺎﺭ‪.‬‬ ‫ﻫﺬﺍﻥﺍﻟﺘﻌﺪﻳﻼﻥ ﺍﻟﺴﺎﺑﻘﺎﻥ ﺩﻓﻌﺎ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺇﻟﻰ ﺣﺎﻓﺔ ﺍﻟﻬﺎﻭﻳﺔ ﺑﻤﺠﺮﺩ ﺗﺬﻛﻴﺮ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﺑﺄﻧﻪ ﺇﺫﺍ ﺳﺠﻞ‪ ،‬ﻓﺴﻴﺒﺪﺃ ﻳﻮﻡ ﺍﻻﺛﻨﻴﻦ‪،‬‬ ‫ﻭﺇﺫﺍﻟﻢ ﻳﻔﻌﻞ‪ ،‬ﻓﺴﻴﺘﻌﻴﻦ ﻋﻠﻴﻪ ﺍﻻﻧﺘﻈﺎﺭ ﺃﺳﺒﻮﻋﺎً‪ .‬ﺇﻧﻬﺎ ﺃﻣﻮﺭ ﺻﻐﻴﺮﺓ ﻛﻬﺬﻩ ﺗﺪﻓﻊ ﺍﻟﻨﺎﺱ ﺇﻟﻰ ﺍﺗﺨﺎﺫ ﺍﻹﺟﺮﺍء ﺍﻟﺬﻱ ﻳﻌﺮﻓﻮﻥ ﺃﻧﻪ ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﺍﺗﺨﺎﺫﻩ ﻋﻠﻰ‬ ‫ﺃﻱﺣﺎﻝ‪.‬‬ ‫ﻣﻦﺍﻟﻮﺍﺿﺢ ﺃﻧﻪ ﻛﻠﻤﺎ ﻗﻠﺖّ ﻭﺗﻴﺮﺓ ﺟﺬﺏ ﻋﻤﻼء ﺟﺪﺩ‪ ،‬ﺯﺍﺩﺕ ﻓﻌﺎﻟﻴﺔ ﻫﺬﺍ ﺍﻷﻣﺮ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ ﺟﺬﺑﺖ ﻋﻤﻼء ﻣﺮﺗﻴﻦ ﻓﻘﻂ ﺳﻨﻮﻳﺎً‪،‬‬ ‫ﻓﺴﻴﻜﻮﻥﺍﻟﻨﺎﺱ ﺃﻛﺜﺮ ﻣﻴﻼً ﻟﻠﺘﺴﺠﻴﻞ‪ ،‬ﺧﺎﺻﺔ ًﻣﻊ ﺍﻗﺘﺮﺍﺏ ﺍﻟﻤﻮﻋﺪ‪ .‬ﺣﺘﻰ ﺟﺬﺏ ﻋﻤﻼء ﺟﺪﺩ ﻛﻞ ﺃﺳﺒﻮﻋﻴﻦ ﻳﻤﻜﻦ ﺃﻥ ﻳﻌُﻄﻲ ﻫﺬﺍ ﺍﻟﺘﺤﻔﻴﺰ ﺍﻟﻤﻠﺢ‪ّ.‬‬ ‫ﻣﺎﺫﺍﻟﻮ ﺧﺴﺮﺕ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺑﺴﺒﺐ ﺭﻓﺾ ﺍﻟﻌﻤﻞ؟‬ ‫ﻛﻤﺎﻫﻮ ﺍﻟﺤﺎﻝ ﻣﻊ ﺍﻟﻀﻤﺎﻧﺎﺕ‪ ،‬ﻫﻨﺎﻙ ﺩﺍﺉﻤﺎً ﺧﻮﻑ ﻣﻦ ﺃﻥ ﺗﺠﻨﻲ ﺃﺭﺑﺎﺣﺎً ﺃﻗﻞ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ .‬ﻧﺨﺸﻰ ﺃﻥ ﻧﻔﻘﺪ ﻣﺒﻴﻌﺎﺕ ﻛﻨﺎ ﺳﻨﺤﻘﻘﻬﺎ ﻟﻮﻻ ﺫﻟﻚ‪ .‬ﺳﻴﺨﺒﺮﻙ ﻛﻞ‬ ‫ﻣﺴﻮﻕﺧﺒﻴﺮ ﻓﻲ ﺍﻟﻌﺎﻟﻢ ﺃﻥ ﻫﺬﺍ ﺧﻮﻑ ﻻ ﺃﺳﺎﺱ ﻟﻪ‪ .‬ﺗﺤﺪﺙ ﺃﻛﺒﺮ ﻣﺒﻴﻌﺎﺕ ﻓﻲ ﺣﻤﻠﺔ ﺃﻭ ﺇﻃﻼﻕ ﺃﺳﺒﻮﻋﻲ ﻓﻲ ﺁﺧﺮ ‪ 4‬ﺳﺎﻋﺎﺕ ﻣﻦ ﺍﻟﻴﻮﻡ ﺍﻷﺧﻴﺮ )ﺑﻨﺴﺒﺔ ﺗﺼﻞ ﺇﻟﻰ ‪ .(%60-50‬ﻫﺬﺍ ﻳﻌﻨﻲ‬ ‫ﺃﻥﺁﺧﺮ ‪ %3‬ﻣﻦ ﺍﻟﻮﻗﺖ ﺍﻟﻤﺨﺼﺺ ﻳﻨُﺘﺞ ‪ %60-50‬ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ...‬ﻫﺬﺍ ﻏﻴﺮ ﻣﻨﻄﻘﻲ ﺗﻤﺎﻣﺎً‪ ،‬ﻭﻟﻜﻨﻪ ﺃﻳﻀﺎً ﺑﻼ ﺷﻚ‪...‬ﺑﺸﺮﻟﺬﺍ‪ ،‬ﻭﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﻣﻊ ﺍﻟﻀﻤﺎﻥ‪ ،‬ﺳﺘﺠﻨﻲ ﺃﻣﻮﺍﻻ ًﺃﻛﺜﺮ ﻣﻦ‬ ‫ﺍﻟﻌﺪﻳﺪﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻗﺮﺭﻭﺍ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء ﻣﻘﺎﺭﻧﺔ ًﺑﺎﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻓﺎﺗﺘﻬﻢ ﺍﻟﻔﺮﺻﺔ ﺑﺎﻟﻔﻌﻞ‪ ،‬ﻷﻧﻪ ﻓﻲ ﺍﻟﻮﺍﻗﻊ‪ ،‬ﻟﻢ ﻳﻜﻦ ﻫﺆﻻء ﺍﻷﺷﺨﺎﺹ ﻟﻴﺸﺘﺮﻭﺍ ﺃﺑﺪﺍً )ﺑﻞ ﺇﻧﻬﻢ ﻟﻢ ﻳﺸﺘﺮﻭﺍ ﺣﺘﻰ‬ ‫ﻋﻨﺪﻣﺎﻛﺎﻧﺖ ﻋﻠﻴﻬﻢ ﺭﺳﻮﻡ ﺍﻟﺤﺮﻳﻖ(‪.‬‬ ‫ﻓﻠﻤﺎﺫﺍﻳﻔﻌﻠﻮﻥ ﺫﻟﻚ ﺑﺪﻭﻧﻬﺎ؟( ﻣﻦ ﺍﻟﺠﻴﺪ ﺃﻥ ﻧﺘﺬﻛﺮ‪.‬‬ ‫ﻣﺎﺫﺍﺗﻔﻌﻞ ﺇﺫﺍ ﺑﺪﺃﺕ ﻟﻠﺘﻮ ﻓﻲ ﺇﻧﺸﺎء ﻣﺠﻤﻮﻋﺔ ﻭﺃﺭﺍﺩ ﺷﺨﺺ ﻣﺎ ﺍﻟﺸﺮﺍء…‪.‬‬ ‫ﻟﺪﻳﻚﺧﻴﺎﺭﺍﻥ‪ (1 :‬ﻳﻤﻜﻨﻚ ﺗﻘﺪﻳﻢ ﺗﺪﺭﻳﺐ ﺷﺨﺼﻲ ﺳﺮﻳﻊ ﻟﻬﻢ ﻛﻤﻜﺎﻓﺄﺓ ﻟﻠﺘﺴﺠﻴﻞ ﺍﻟﻴﻮﻡ ﻣﻊ ﺇﻣﻜﺎﻧﻴﺔ ﺍﻧﻀﻤﺎﻣﻬﻢ‪ .‬ﺃﻭ‪ ،‬ﻭﻫﻮ ﻣﺎ ﺃﻓﻀﻠﻪ‪ (2 ،‬ﻳﻤﻜﻨﻚ ﺷﺮﺡ ﻟﻬﻢ ﺃﻧﻪ ﺑﻤﺎ ﺃﻥ ﺍﻟﻤﺠﻤﻮﻋﺔ‬ ‫ﺍﻟﺘﺎﻟﻴﺔﺳﺘﺒﺪﺃ ﺑﻌﺪ ﻗﻠﻴﻞ‪ ،‬ﻓﺴﻴﻜﻮﻥ ﻟﺪﻳﻬﻢ ﻣﻴﺰﺓ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻣﺰﻳﺪ ﻣﻦ ﺍﻟﻮﻗﺖ ﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﻤﻮﺍﺩ ﻭﺍﻟﺘﺤﺪﺙ ﻣﻊ ﻣﻮﻇﻔﻴﻬﻢ )ﺑﺎﻟﻨﺴﺒﺔ ﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺸﺮﻛﺎﺕ( ﺃﻭ ﺃﻓﺮﺍﺩ ﻋﺎﺉﻼﺗﻬﻢ )ﺑﺎﻟﻨﺴﺒﺔ‬ ‫ﻟﻤﻨﺘﺠﺎﺕﺍﻟﺸﺮﻛﺎﺕ ﻭﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ(‪ .‬ﻋﻼﻭﺓ ﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﻳﻤﻜﻨﻬﻢ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺧﻄﺔ ﺩﻓﻊ ﺃﻃﻮﻝ ﻻ ﻳﻤﻜﻨﻚ ﺗﻮﻓﻴﺮﻫﺎ ﻟﻬﻢ ﺇﻻ ﻷﻥ ﺗﺎﺭﻳﺦ ﺍﻟﺒﺪء ﺑﻌﻴﺪ ﺟﺪﺍً‪ ...‬ﻭﻫﻲ ﻣﻴﺰﺓ ﻻ ﻳﺤﺼﻞ ﻋﻠﻴﻬﺎ‬ ‫ﻣﻌﻈﻢﺍﻟﻌﻤﻼء‪ .‬ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ‪ ،‬ﺗﺬﻛﺮ ﺃﻧﻚ ﺩﺍﺉﻤﺎً ﻟﺪﻳﻚ ﺍﻟﻤﻴﺰﺓ ﻷﻧﻚ ﻣﻦ ﻳﺘﺨﺬ ﺍﻟﻘﺮﺍﺭﺍﺕ‪.‬‬ ‫‪ (2‬ﺍﻟﺤﺎﺟﺔ ﺍﻟﻤﻮﺳﻤﻴﺔ ﺍﻟﻤﺘﺠﺪﺩﺓ‬ ‫ﻓﻲﺑﻴﺉﺔ ﺭﻗﻤﻴﺔ‪ ،‬ﻳﻌﺪ ﻭﺟﻮﺩ ﻋﺪ ﺗﻨﺎﺯﻟﻲ ﻟﺘﺎﺭﻳﺦ ﺍﻟﺘﺴﺠﻴﻞ ﺍﻟﻔﻌﻠﻲ ﺃﻣﺮﺍًﺟﺪﺍًﻣﻔﻴﺪﺓ‪ .‬ﻟﻜﻦ ﺗﺄﻛﺪ ﻣﻦ ﺃﻧﻬﺎ ﺣﻘﻴﻘﻴﺔ‪ .‬ﺇﻥ ﻟﻢ ﺗﻜﻦ ﻛﺬﻟﻚ‪ ،‬ﺳﺘﻔﻘﺪ‬ ‫ﻣﺼﺪﺍﻗﻴﺘﻚﻭﺳﺘﺒﺪﻭ ﻣﺠﺮﺩﻣﺜﻞ ﺃﻱ ﻣﺴﻮﻕ ﻃﻤﻮﺡ ﺁﺧﺮﻫﺬﺍ ﺃﻣﺮ ﺷﺎﺉﻊ ﺟﺪﺍً ﻓﻲ ﺷﺮﻛﺎﺕ ﺍﻹﻧﺘﺮﻧﺖ ﺍﻟﺘﻲ ﺗﺴﺘﺨﺪﻡ ﻧﻤﺎﺫﺝ "ﺍﻹﻃﻼﻕ"‪ .‬ﺃﻧﺎ ﺷﺨﺼﻴﺎًﺣﺐ‬ ‫ﺍﻟﺤﺼﻮﻝﻋﻠﻰ ﺍﻟﺘﻮﺍﺭﻳﺦ ﺍﻟﺘﻲ ﺃﻗﻮﻡ ﻣﻦ ﺧﻼﻟﻬﺎ ﺑﺘﺸﻐﻴﻞ ﺍﻟﻌﺮﺽ ﺍﻟﺘﺮﻭﻳﺠﻲ ﻋﻠﻰ ﺻﻔﺤﺎﺕ ﺍﻟﻬﺒﻮﻁ ﺍﻟﺨﺎﺻﺔ ﺑﻲﻭﻓﻲ ﻧﺼﻲ‪ .‬ﺃﺭﻳﺪﻩ ﺃﻥ ﻳﻜﻮﻥ ﻣﺮﺉﻴﺎً ﻓﻲ‬ ‫ﻛﻞﻣﻜﺎﻥ‪ .‬ﺍﻟﺠﻤﻴﻞ ﻓﻲ ﺍﻷﻣﺮ ﺃﻧﻪ ﻳﻤﻜﻨﻚ ﺩﺍﺉﻤﺎً ﺇﻃﻼﻕ ﺣﻤﻠﺔ ﺇﻋﻼﻧﻴﺔ ﺟﺪﻳﺪﺓ ﻭﺻﻔﺤﺔ ﻭﺻﻮﻝ ﺟﺪﻳﺪﺓ ﺑﺘﻮﺍﺭﻳﺦ ﺟﺪﻳﺪﺓ‪ ،‬ﻭﺳﺘﻜﻮﻥ ﺍﻟﻨﺘﻴﺠﺔ ﻣﺜﺎﻟﻴﺔ‪.‬‬ ‫ﺳﺘﻼﺣﻆﺍﺭﺗﻔﺎﻋﺎً ﻫﺎﺉﻼً ﻓﻲ ﻣﻌﺪﻻﺕ ﺍﻟﺘﺤﻮﻳﻞ‪ ،‬ﻭﻟﻦ ﻳﺴﺘﻐﺮﻕ ﺍﻷﻣﺮ ﺳﻮﻯ ﺧﻤﺲ ﺩﻗﺎﺉﻖ ﺗﻘﺮﻳﺒﺎً ﻣﻦ ﺍﻟﺘﺤﺮﻳﺮ‪ ،‬ﻭﻫﻮ ﻭﻗﺖ ﻳﺴﺘﺤﻖ ﺍﻻﺳﺘﺜﻤﺎﺭ ﻓﻴﻪ‪.‬‬ ‫ﻣﺜﺎﻝ‪:‬ﻳﻨﺘﻬﻲ ﻋﺮﺿﻨﺎ ﻟﻠﻌﺎﻡ ﺍﻟﺠﺪﻳﺪ ﻓﻲ ‪ 30‬ﻳﻨﺎﻳﺮ! ﺍﻟﺸﻬﺮ ﺍﻟﻤﻘﺒﻞ‪:‬ﻋﺮﻭﺽ‬ ‫ﻋﺸﺎﻕﻋﻴﺪ ﺍﻟﺤﺐ ﺗﻨﺘﻬﻲ ﻓﻲ ‪ 30‬ﻓﺒﺮﺍﻳﺮ! ﺍﻟﺸﻬﺮ ﺍﻟﻤﻘﺒﻞ‪:‬ﻳﻨﺘﻬﻲ ﻋﺮﺿﻨﺎ‬ ‫ﺍﻟﺨﺎﺹ"ﺍﻟﺠﻨﺴﻲ ﺑﺤﻠﻮﻝ ﺍﻟﺮﺑﻴﻊ" ﻓﻲ ‪ 31‬ﻣﺎﺭﺱ! ﺍﻟﺸﻬﺮ ﺍﻟﻤﻘﺒﻞ‪:‬ﻳﻨﺘﻬﻲ‬ ‫ﻋﺮﺽ"ﺍﻟﺤﻤﻘﻰ ﻓﻲ ﺍﻟﺤﺐ" ﻟﺸﻬﺮ ﺃﺑﺮﻳﻞ ﻓﻲ ‪ 30‬ﺃﺑﺮﻳﻞ!‬ ‫ﻗﺪﻳﻜﻮﻥ ﺍﻟﺘﺮﻭﻳﺞ ﺍﻟﻔﻌﻠﻲ ﻫﻮ ﻧﻔﺴﻪ‪ ،‬ﻟﻜﻦ ﺗﺴﻤﻴﺘﻪ "ﺑﻤﻮﺟﺐ ﻣﻮﺳﻢ" ﻳﻤﻨﺤﻚ ﻓﺎﺭﻗﺎً "ﺣﻘﻴﻘﻴﺎً" ﻳﺤُﺪﺩ ﻟﻚ ﺍﻟﺒﺪﺍﻳﺔ ﻭﺍﻟﻨﻬﺎﻳﺔ‪ .‬ﺍﻟﻤﻮﺍﻋﻴﺪ ﺍﻟﻨﻬﺎﺉﻴﺔ‬ ‫ﻫﻲﺍﻟﺘﻲ ﺗﺤُﺪﺩ ﺍﻟﻘﺮﺍﺭﺍﺕ‪ .‬ﺑﻤﺠﺮﺩ ﻭﺟﻮﺩﻫﺎ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻴﻬﺎ ﻭﺍﻟﺴﻤﺎﺡ ﻟﻠﺒﺸﺮ ﺑﺘﺠﺎﻭﺯ ﺍﻟﺤﺪﻭﺩ ﺣﺘﻰ ﻻ ﻳﻔﻮﺗﻮﺍ ﺍﻟﻔﺮﺻﺔ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ‪:‬ﻫﺬﻩ ﻫﻲ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺘﻲ ﺍﻷﻭﻟﻰ ﻟﻠﺸﺮﻛﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ‪ .‬ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﺗﻨﻮﻳﻊ ﺣﻤﻼﺗﻬﻢ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﻮﺗﻴﺮﺓ ﺃﻛﺒﺮ ﻣﻦ ﺍﻟﻤﻌﻠﻨﻴﻦ ﺍﻟﻤﺤﻠﻴﻴﻦ‪ .‬ﺇﻥ ﻭﺿﻊ‬ ‫ﻏﻼﻑﺟﺪﻳﺪ ﻣﻊ ﺗﺎﺭﻳﺦ ﻋﻠﻰ ﻧﻔﺲ ﺍﻟﺨﺪﻣﺔ ﺍﻷﺳﺎﺳﻴﺔ ﻳﻤﻨﺤﻜﻢ ﺇﻟﺤﺎﺣﺎً ﻭﺣﺪﺍﺛﺔ ًﻳﺘﻔﻮﻗﺎﻥ ﺑﺎﺳﺘﻤﺮﺍﺭ ﻋﻠﻰ ﺍﻟﺤﻤﻼﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‪.‬‬ ‫‪ (3‬ﺍﻟﺘﺴﻌﻴﺮ ﺃﻭ ﺍﻻﺳﺘﻌﺠﺎﻝ ﺍﻟﻤﺒﻨﻲ ﻋﻠﻰ ﺍﻟﻤﻜﺎﻓﺄﺓ‬ ‫ﻫﺬﻩﻃﺮﻳﻘﺔ ﺃﺧﺮﻯ ﻹﺿﻔﺎء ﻃﺎﺑﻊ ﺍﻻﺳﺘﻌﺠﺎﻝ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻋﺮﺿﻚ ﺍﻟﻔﻌﻠﻲ ﺃﻭ ﻫﻴﻜﻞ ﺍﻟﺘﺮﻭﻳﺞ‪/‬ﺍﻟﺘﺴﻌﻴﺮ ﻛﻌﻨﺼﺮ ﻗﺪ ﻳﻔﻮﺗﻬﻢ )ﺭﺍﺉﻊ!(‪ .‬ﻓﻬﻲ ﺗﺘﻴﺢ‬ ‫ﻟﻠﺸﺮﻛﺎﺕﺍﻟﺘﻲ ﺗﺒﻴﻊ ﻟﻌﻤﻼﺉﻬﺎ ﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﻌﺎﻡ ﺍﻻﺳﺘﻤﺮﺍﺭ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻻﺳﺘﻌﺠﺎﻝ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪"،‬ﻧﻌﻢ‪ ،‬ﻟﻨﺒﺪﺃ ﺍﻟﻴﻮﻡ ﻟﺘﺴﺘﻔﻴﺪ ﻣﻦ ﺍﻟﺨﺼﻢ‬ ‫ﺍﻟﺬﻱﺣﺼﻠﺖ ﻋﻠﻴﻪ‪ .‬ﻟﺴﺖ ﻣﺘﺄﻛﺪﺍً ﻣﻦ ﺍﻟﻤﺪﺓ ﺍﻟﺘﻲ ﺳﻨﺴﺘﻤﺮ ﻓﻴﻬﺎ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻷﻏﻄﻴﺔ‪ ،‬ﻓﻨﺤﻦ ﻧﻐﻴﺮﻫﺎ ﻛﻞ ﺃﺭﺑﻌﺔ ﺃﺳﺎﺑﻴﻊ ﺗﻘﺮﻳﺒﺎً‪ ،‬ﻭﻫﺬﻩ ﻣﻦ‬ ‫ﺃﻓﻀﻞﺍﻷﻏﻄﻴﺔ ﺍﻟﺘﻲ ﺍﺳﺘﺨﺪﻣﻨﺎﻫﺎ ﻣﻨﺬ ﻓﺘﺮﺓ‪.‬‬ ‫ﻫﺬﺍﻳﺜُﻴﺮ ﺑﻌﺾ ﺍﻟﺨﻮﻑ ﻣﻦ ﺗﻔﻮﻳﺖ ﺍﻟﻌﺮﺽ ﺍﻟﺘﺮﻭﻳﺠﻲ )ﺃﻭ ﺍﻟﺨﺼﻢ ﺃﻭ ﺍﻟﻤﻜﺎﻓﺂﺕ(‪ ،‬ﺑﺪﻻً ﻣﻦ ﺧﺪﻣﺘﻚ ﺍﻟﻔﻌﻠﻴﺔ‪ .‬ﻣﻦ ﺍﻟﻜﺬﺏ ﺍﻟﻘﻮﻝ ﺇﻧﻚ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ‬ ‫ﺗﻤﺘﻠﻚﺷﺮﻛﺔ ﺗﺴﻘﻴﻒ‪ ،‬ﻟﻦ ﺗﻘُﺪﻡّ ﻟﻬﺎ ﺍﻟﺨﺪﻣﺔ ﺇﺫﺍ ﺍﺷﺘﺮﺕ ﺑﻌﺪ ﺍﻟﻤﻮﻋﺪ‪ .‬ﻭﻟﻜﻦ‪ ،‬ﺇﺫﺍ ﺗﺤﺪﺛﺖ ﺗﺤﺪﻳﺪﺍً ﻋﻦ ﺍﻟﻌﺮﺽ ﺍﻟﺘﺮﻭﻳﺠﻲ‪ ،‬ﻓﻐﺎﻟﺒﺎً ﻣﺎ ﻳﻤُﻜﻨﻚ ﺇﺛﺎﺭﺓ‬ ‫ﻧﻔﺲﺍﻹﻟﺤﺎﺡ ﻟﺪﻯ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤُﺘﻤﻞ ﻟﻠﺸﺮﺍء ﻣﻊ ﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﻧﺰﺍﻫﺘﻚ ‪ -‬ﻭﺿﻊ ٌﻣﺮُﺑﺢ ﻟﻠﺠﺎﻧﺒﻴﻦ‪ .‬ﻳﻤُﻜﻨﻚ ﺍﺳﺘﺒﺪﺍﻝ ﻋﺮﺽ ﺗﺮﻭﻳﺠﻲ ﻟﻠﺴﻌﺮ‪ ،‬ﺃﻭ ﺧﺼﻢ‪،‬‬ ‫ﺃﻭﻣﻜﺎﻓﺂﺕ ﺇﺿﺎﻓﻴﺔ ﻣﺜﻞ ﺍﻟﺘﺮﻛﻴﺐ ﺍﻟﻤﺠﺎﻧﻲ ﺃﻭ ﺍﻟﺘﺪﺭﻳﺐ ﺍﻟﻤﺠﺎﻧﻲ ﺃﻭ ﻭﺭﺷﺔ ﻋﻤﻞ ﺇﺿﺎﻓﻴﺔ )ﺑﻘﻴﻤﺔ ‪ 1000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ( ﺇﺫﺍ ﺍﺷﺘﺮﺕ ﺍﻵﻥ‪ .‬ﻫﺬﻩ ﻛﻠﻬﺎ‬ ‫ﺃﺷﻴﺎءﻳﻤُﻜﻨﻚ ﺍﺳﺘﺒﺪﺍﻟﻬﺎ ﺑﻌﺮﺿﻚ ﺍﻷﺳﺎﺳﻲ ﻟﺨﻠﻖ ﺣﺎﻟﺔ ﻣﻦ ﺍﻹﻟﺤﺎﺡ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﻧﻈﻒّ ﺧﻂ ﺍﻷﻧﺎﺑﻴﺐ ﺍﻟﺨﺎﺹ ﺑﻚ ﻣﻊ ﻛﻞ ﺗﻐﻴﻴﺮ ﻓﻲ ﺍﻷﺳﻌﺎﺭﺇﺫﺍ ﻛﻨﺖ ﺗﺨﻄﻂ ﻟﺮﻓﻊ ﺃﺳﻌﺎﺭﻙ )ﻧﺄﻣﻞ ﺃﻥ ﻳﻜﻮﻥ ﺫﻟﻚ ﻗﺮﻳﺒﺎً ﺇﺫﺍ ﻛﻨﺖ ﺗﻘﺮﺃ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ!(‪،‬‬ ‫ﻓﻴﻤﻜﻨﻚﺩﺍﺉﻤﺎً ﺗﻄﻬﻴﺮ ﺧﻄﺘﻚ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺈﻋﻼﻡ ﺍﻟﻨﺎﺱ ﺑﺄﻥ "ﺍﻟﺴﻌﺮ ﻓﻲ ﺍﺭﺗﻔﺎﻉ! ﻟﺬﺍ ﺍﻧﻀﻢ ﺍﻵﻥ!"‪ .‬ﻻ ﺗﺮﻓﻊ ﺃﺳﻌﺎﺭﻙ ﺃﺑﺪﺍً ﺩﻭﻥ ﺇﺧﺒﺎﺭ ﺍﻟﻨﺎﺱ ﺑﺬﻟﻚ‪ .‬ﻓﻬﺬﺍ ﻳﻈُﻬﺮ ﻣﻮﻗﻒ ﻗﻮﺓ‪.‬ﻭ‬ ‫ﺳﻴﻤﻨﺤﻚﺗﺪﻓﻘﺎً ﺻﻐﻴﺮﺍً ﻟﻄﻴﻔﺎً ﻣﻦ ﺍﻟﻨﻘﻮﺩ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺍﻟﻤﻮﺟﻮﺩﻳﻦ ﻓﻲ ﺧﻂ ﺍﻷﻧﺎﺑﻴﺐ ﻭﺍﻟﺬﻳﻦ ﻛﺎﻧﻮﺍ ﻋﻠﻰ ﺍﻟﺴﻴﺎﺝ‪.‬‬ ‫‪ (4‬ﻓﺮﺻﺔ ﻣﺘﻔﺠﺮﺓ‬ ‫ﻓﻲﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ‪ ،‬ﺳﺘﻌُﺮﺽِّ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤُﺘﻤﻞ ﻟﻔﺮﺻﺔ ﺗﺤﻜﻴﻢ‪ .‬ﺍﻟﻔﺮﺻﺔ ﻧﻔﺴﻬﺎ ﻟﻬﺎ ﻭﻗﺘﻬﺎ‪ ،‬ﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﻣﻊ ﺟﻤﻴﻊ ﺍﻟﻔﺮﺹ ﺍﻟﻌﻈﻴﻤﺔ‪ .‬ﻛﻞ‬ ‫ﺛﺎﻧﻴﺔﻳﺆُﺟﻞِّ ﻓﻴﻬﺎ ﺍﻟﺸﺨﺺ‪ ،‬ﻳﻔُﻮﺕِّ ﻋﻠﻴﻪ ﻣﻜﺎﺳﺐ ﻏﻴﺮ ﻣﺘُﻨﺎﺳﺒﺔ‪.‬‬ ‫ﻣﺜﺎﻝ‪:‬ﻟﻮ ﻛﻨﺖ ُﺃﺷﺮﺡ ﻓﺮﺻﺔ ًﻟﻠﻤﻮﺍﺯﻧﺔ ﺑﻴﻦ ﺷﺮﺍء ﺍﻟﻤﻨﺘﺠﺎﺕ ﻋﻠﻰ ﻣﻮﻗﻊ ‪ eBay‬ﻭﺑﻴﻌﻬﺎ ﻋﻠﻰ ﻣﻮﻗﻊ ‪ ،Amazon‬ﻟﻜﺎﻧﺖ ﻫﺬﻩ ﺍﻟﺴﻮﻕ ﻏﻴﺮ ﻓﻌﺎّﻟﺔ‬ ‫ﻣﻊﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ .‬ﻛﻠﻤﺎ ﺳﺎﺭﻉ ﺍﻟﺸﺨﺺ ﻓﻲ ﺍﻟﺘﺼﺮﻑ‪ ،‬ﻛﺎﻥ ﺫﻟﻚ ﺃﻓﻀﻞ ﻟﻪ‪ .‬ﻗﺪ ﻳﻨﻄﺒﻖ ﻫﺬﺍ ﻋﻠﻰ ﺑﻴﻊ ﻓﺮﺻﺔ ﺗﺪﺍﻭﻝ ﺍﻟﻌﻤﻼﺕ ﺍﻟﻤﺸﻔﺮﺓ‪ ،‬ﺃﻭ ﺷﺮﺍء‬ ‫ﺃﺳﻬﻢ‪،‬ﺃﻭ ﺍﻟﺪﺧﻮﻝ ﺇﻟﻰ ﻣﻨﺼﺔ ﺟﺪﻳﺪﺓ ﻟﻺﻋﻼﻥ ﻗﺒﻞ ﺃﻥ ﻳﻨﻀﻢ ّﺍﻟﻤﻨﺎﻓﺴﻮﻥ ﺇﻟﻰ ﻫﺬﻩ ﺍﻟﻤﻮﺟﺔ‪ .‬ﻏﺎﻟﺒﺎً ﻣﺎ ﺗﺘﻠﻘﻰ ﺑﻴﺉﺎﺕ ﺍﻟﻌﻤﻞ ﺷﺪﻳﺪﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﺮﻭﺽﻋﻤﻞ "ﻣﺘﻔﺠﺮﺓ" ﻛﻞ ﻳﻮﻡ ﻳﻨﺘﻈﺮ ﻓﻴﻪ ﺍﻟﻤﺮﺷﺤﻮﻥ ﻗﺒﻮﻝ ﺍﻟﻮﻇﻴﻔﺔ‪ ،‬ﻓﺘﻨﺨﻔﺾ ﺭﻭﺍﺗﺒﻬﻢ ﺃﻭ ﻣﻜﺎﻓﺂﺗﻬﻢ‪ .‬ﻫﺬﺍ ﻳﺠُﺒﺮ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻋﻠﻰ ﺍﺗﺨﺎﺫ‬ ‫ﻗﺮﺍﺭﺍﺕﺳﺮﻳﻌﺔ ﺑﺪﻻً ﻣﻦ ﻣﺤﺎﻭﻟﺔ "ﺍﻻﻧﺘﻈﺎﺭ" ﻟﻤﻌﺮﻓﺔ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﻮﺍ ﺳﻴﺤﺼﻠﻮﻥ ﻋﻠﻰ ﻋﺮﺽ ﺃﻓﻀﻞ‪.‬‬ ‫ﻛﻞﻫﺬﻩ ﺍﻷﻣﺜﻠﺔ ﺗﻈﻬﺮ ﺍﻟﻔﺮﺹ ﺍﻟﺘﻲ ﺗﺘﻼﺷﻰ ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﻟﺬﻟﻚ ﺇﺫﺍ ﻭﺟﺪﺕ ﻧﻔﺴﻚ ﺃﻣﺎﻡ ﻓﺮﺻﺔ ﻣﺜﻞ ﻫﺬﻩ‪ ،‬ﺗﺄﻛﺪ ﻣﻦ ﺍﻟﺘﺄﻛﻴﺪ ﻋﻠﻴﻬﺎ!‬ ‫ﻧﻘﺎﻁﺍﻟﻤﻠﺨﺺ‬ ‫ﺇﻥﺇﺿﺎﻓﺔ ﻣﻮﻋﺪ ﻧﻬﺎﺉﻲ ﻭﺩﻣﺞ ﺷﻜﻞ ﺃﻭ ﺃﻛﺜﺮ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻻﺳﺘﻌﺠﺎﻝ ﺳﻴﺪﻓﻊ ﻋﺪﺩﺍً ﺃﻛﺒﺮ ﻣﻦ ﺍﻟﻨﺎﺱ ﺇﻟﻰ ﺍﺗﺨﺎﺫ ﺇﺟﺮﺍء ﻣﻘﺎﺭﻧﺔ ًﺑﺎﻟﻄﺮﻕ ﺍﻷﺧﺮﻯ‪.‬‬ ‫ﻟﻘﺪﺍﺳﺘﺨﺪﻣﺖ ُﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻷﺳﺎﻟﻴﺐ ﺍﻷﺭﺑﻊ ﺑﻔﻌﺎﻟﻴﺔ ﻛﺒﻴﺮﺓ‪ .‬ﺃﻗﺘﺮﺡ ﻋﻠﻴﻚ ﺃﻥ ﺗﻔﻌﻞ ﺍﻟﺸﻲء ﻧﻔﺴﻪ‪ .‬ﺍﻟﺘﺎﻟﻲ‪ ...‬ﻣﻜﺎﻓﺂﺕ!‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ :7‬ﺑﺮﻧﺎﻣﺞ ﺗﻌﻠﻴﻤﻲ ﺇﺿﺎﻓﻲ‪ :‬ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ ﺑﺸﻜﻞ ﺃﺧﻼﻗﻲ‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺮﻳﺪ ﺃﻥ ﺗﺘﻌﺮﻑ ﻣﻌﻲ ﻋﻠﻰ ﺑﻌﺾ ﺍﻷﻣﺜﻠﺔ ﺍﻟﺤﻴﺔ )ﺍﻷﺧﻼﻗﻴﺔ( ﻟﻠﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ‪ ،‬ﻓﺎﻧﺘﻘﻞ ﺇﻟﻰ‪ Acquisition.com/training/offers‬ﻭﺣﺪﺩ""ﺍﻟﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ"‬ ‫ﻟﻤﺸﺎﻫﺪﺓﻓﻴﺪﻳﻮ ﺗﻌﻠﻴﻤﻲ ﻗﺼﻴﺮ‪ .‬ﺳﺘﺘﻤﻜﻦ ﺃﻳﻀﺎً ﻣﻦ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰﻧﺪﺭﺓﻱ ﻗﺎﺉﻤﺔ ﺍﻟﺘﺤﻘﻖ ﻣﻦ ﺍﻻﺳﺘﻌﺠﺎﻝ ﺃﺳﺘﺨﺪﻣﻪ ﻹﻧﺸﺎء ﺍﻟﻌﺮﻭﺽ‪ .‬ﻛﺎﻟﻌﺎﺩﺓ‪ ،‬ﺇﻧﻪ ﻣﺠﺎﻧﻲ ﺗﻤﺎﻣﺎً‪ .‬ﺍﺳﺘﻤﺘﻊ‪.‬‬ 14 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻟﻤﻜﺎﻓﺂﺕ‬ ‫"ﻛﻞ ﻫﺬﺍ ﻣﺠﺮﺩ ﻣﺮﻕ ﻳﺎ ﺻﻐﻴﺮﺗﻲ"‬ ‫ﺍﻟﻌﺐﻋﻠﻰ ﺍﻟﻤﺜﻞ ﺍﻹﻧﺠﻠﻴﺰﻱ ﺍﻟﻘﺪﻳﻢ‪.‬‬ ‫ﺃﻧﺎ‬ ‫ﺃﻭﺩﺃﻥ ﺃﺗﻘﺪﻡ ﺑﺠﺰﻳﻞ ﺍﻟﺸﻜﺮ ﻟﺠﻴﺴﻮﻥ ﻓﻼﺩﻟﻴﻦ ﻋﻠﻰ ﺗﻘﺪﻳﺮﻱ ﺍﻟﻤﺘﺠﺪﺩ ﻟﻠﻤﻜﺎﻓﺂﺕ‪ .‬ﺇﻧﻬﺎ ﻓﻌﺎّﻟﺔ ﻟﻠﻐﺎﻳﺔ ﻟﺪﺭﺟﺔ ﺃﻧﻬﺎ ﺗﺴﺘﺤﻖ ﻓﺼﻼ ًﻛﺎﻣﻼ‪ ً.‬ﻓﻲ ﻫﺬﺍ‬ ‫ﺍﻟﻔﺼﻞ‪،‬ﺳﺄﺗﻨﺎﻭﻝ‪ :‬ﻣﺎ ﺍﻟﺬﻱ ﻳﺠﺐ ﺗﻘﺪﻳﻤﻪ‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺍﺧﺘﻴﺎﺭﻫﺎ‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺗﻘﻴﻴﻤﻬﺎ‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺗﻘﺪﻳﻤﻬﺎ‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺗﺴﻌﻴﺮﻫﺎ‪.‬‬ ‫ﺍﻟﻨﻘﻄﺔﺍﻟﺮﺉﻴﺴﻴﺔ ﺍﻟﺘﻲ ﺃﺭﻳﺪﻙ ﺃﻥ ﺗﻔﻬﻤﻬﺎ ﻣﻦ ﻫﺬﺍ ﻫﻲ ﺃﻥﺍﻟﻌﺮﺽ ﺍﻟﻮﺍﺣﺪ ﺃﻗﻞ ﻗﻴﻤﺔ ﻣﻦ ﻧﻔﺲ ﺍﻟﻌﺮﺽ ﺍﻟﻤﻘﺴﻢ ﺇﻟﻰ ﺃﺟﺰﺍﺉﻪ ﺍﻟﻤﻜﻮﻧﺔ‬ ‫ﻭﺍﻟﻤﻜﺪﺳﺔﻛﻤﻜﺎﻓﺂﺕ )ﺍﻧﻈﺮ ﺍﻟﺼﻮﺭﺓ(ﻟﻘﺪ ﻭﺿﻌﻨﺎ ﻋﺮﺿﻨﺎ ﻛﺎﻣﻼ ًﻓﻲ ﻧﻬﺎﻳﺔ ﺍﻟﻘﺴﻢ ﺍﻟﺴﺎﺑﻖ‪ .‬ﻳﺘﻨﺎﻭﻝ ﻫﺬﺍ ﺍﻟﻘﺴﻢ ﻛﻴﻔﻴﺔ ﻋﺮﺽ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ ﻭﺗﺮﺗﻴﺒﻬﺎ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻗﺪ ﺃﻗﻮﻡ ﺑﺎﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﻬﺎﻡ ﻓﻲ ﺧﺪﻣﺘﻲ‪ ،‬ﻭﻟﻜﻦ ﺣﺘﻰ ﺃﺣﺼﻴﻬﺎ‪ ،‬ﺗﺒﻘﻰ ﻣﺠﻬﻮﻟﺔ‪ .‬ﻟﻬﺬﺍ ﺍﻟﺴﺒﺐ‪ ،‬ﻳﺴﺘﻤﺮ ﻛﻞ ﺇﻋﻼﻥ ﺗﺠﺎﺭﻱ ﻋﻠﻰ ﻣﺮ‬ ‫ﺍﻟﻌﺼﻮﺭﺑﻌﺒﺎﺭﺓ "ﻟﻜﻦ ﺍﻧﺘﻈﺮ‪ ...‬ﻫﻨﺎﻙ ﺍﻟﻤﺰﻳﺪ!"‪.‬‬ ‫ﻟﻦﻳﺴﺘﺨﺪﻣﻮﺍ ﻫﺬﻩ ﺍﻷﺳﺎﻟﻴﺐ ﺇﻻ ﺇﺫﺍ ﻛﺎﻧﺖ ﻓﻌﺎّﻟﺔ‪ ،‬ﻓﻜﻞ ﺛﺎﻧﻴﺔ ﻣﻦ ﺍﻟﺒﺚ ﺗﻜﻠﻒ ﻣﺎﻻً ﻭﻳﺠﺐ ﺗﺒﺮﻳﺮﻫﺎ ﺑﻌﺎﺉﺪ ﺍﻻﺳﺘﺜﻤﺎﺭ‪ .‬ﺳﺘﻼﺣﻆ ﺃﻳﻀﺎً ﺃﻧﻪ ﺇﺫﺍ‬ ‫ﺷﺎﻫﺪﺕﺗﻠﻚ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻘﺪﻳﻤﺔ‪ ،‬ﻓﺴﻴﺒﻴﻌﻮﻥ ﺳﻜﻴﻨﺎً ﻭﺍﺣﺪﺍً ﻣﻘﺎﺑﻞ ‪ 38.95‬ﺩﻭﻻﺭﺍً‪ ،‬ﺛﻢ ﻳﻀﻴﻔﻮﻥ ‪ 37‬ﺳﻜﻴﻨﺎً ﺃﺧﺮﻯ‪ ،‬ﻭﻣﺒﺮﺍﺓ‪ ،‬ﻭﻣﻘﺎﻟﻲ‪،‬‬ ‫ﻭﺿﻤﺎﻧﺎﺕﻹﺟﺒﺎﺭ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﻋﻠﻰ ﺍﻻﺳﺘﺴﻼﻡ‪ .‬ﻳﺤﺪﺩﻭﻥ ﺍﻟﺴﻌﺮ‪ ،‬ﺛﻢ ﻳﻮﺳﻌﻮﻧﻪ ﺣﺘﻰ ﺗﺸﻌﺮ‪...‬ﺇﻧﻬﺎ ﺻﻔﻘﺔ ﺟﻴﺪﺓ ﺟﺪﺍً ﻭﺳﻴﻜﻮﻥ ﻣﻦ ﺍﻟﻐﺒﺎء‬ ‫ﺗﻔﻮﻳﺘﻬﺎ‪.‬‬ ‫ﺳﺒﺐﻧﺠﺎﺡ ﻫﺬﺍ ﻫﻮ ﺃﻧﻨﺎ ﻧﺰﻳﺪ ﻣﻦ ﺗﻔﺎﻭﺕ ﺍﻟﺴﻌﺮ ﺇﻟﻰ ﺍﻟﻘﻴﻤﺔ ﻟﺪﻯ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﺑﺰﻳﺎﺩﺓ ﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﻘُﺪﻣﺔ ﺑﺪﻻ ًﻣﻦ ﺧﻔﺾ ﺍﻟﺴﻌﺮ‪ .‬ﻧﺮﺑﻂ‬ ‫ﺍﻟﺴﻌﺮﺍﻟﺬﻱ ﻧﻘُﺪﻣﻪ ﻟﻪ ﺑﺎﻟﻌﺮﺽ ﺍﻷﺳﺎﺳﻲ‪ .‬ﺛﻢ ﻣﻊ ﻛﻞ ﻣﻜﺎﻓﺄﺓ ﻣﺘﺰﺍﻳﺪﺓ ﺍﻟﻘﻴﻤﺔ‪ ،‬ﻳﺘﺴﻊ ﻫﺬﺍ ﺍﻟﺘﻔﺎﻭﺕ ﺃﻛﺜﺮ ﻓﺄﻛﺜﺮ ﺣﺘﻰ ﻳﺼﺒﺢ ﻻ ﻳﻄُﺎﻕ‪ ،‬ﻓﻨﻜﺴﺮ ﺣﺎﺟﺰ‬ ‫ﺍﻟﺨﻮﻑﺍﻟﺬﻱ ﻳﺴُﻴﻄﺮ ﻋﻠﻰ ﺗﻔﻜﻴﺮﻩ‪.‬‬ ‫ﺳﻨﻘﻮﻡﺍﻵﻥ ﺑﺘﻘﺪﻳﻢ "ﺍﻟﻤﺠﻤﻮﻋﺔ" ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﻗﻤﻨﺎ ﺑﺘﺠﻤﻴﻌﻬﺎ ﻓﻲ ﻭﻗﺖ ﺳﺎﺑﻖ ﺑﻄﺮﻳﻘﺔ ﺗﺠﻌﻠﻬﺎ ﻻ ﺗﻘﺎﻭﻡ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﺃﺿﻒ ﻣﻜﺎﻓﺂﺕ ﺑﺪﻻ ًﻣﻦ ﺍﻟﺨﺼﻢ ﻛﻠﻤﺎ ﺃﻣﻜﻦ ﺫﻟﻚ ﻋﻠﻰ ﺍﻟﻌﺮﻭﺽ ﺍﻷﺳﺎﺳﻴﺔ‬ ‫ﻋﻨﺪﻣﺤﺎﻭﻟﺔ ﺇﺑﺮﺍﻡ ﺻﻔﻘﺔ‪ ،‬ﻻ ﺗﺨُﻔﺾّ ﺃﺑﺪﺍً ﻗﻴﻤﺔ ﺍﻟﻌﺮﺽ ﺍﻟﺮﺉﻴﺴﻲ‪ .‬ﻓﻬﺬﺍ ﻳﻌُﻠﻢّ ﻋﻤﻼءﻙ ﺃﻥ ﺃﺳﻌﺎﺭﻙ ﻗﺎﺑﻠﺔ ﻟﻠﺘﻔﺎﻭﺽ )ﻭﻫﺬﺍ ﺃﻣﺮ ٌﻣﺮُﻳﻊ(‪ .‬ﺇﺿﺎﻓﺔ ﻣﻜﺎﻓﺂﺕ ﻟﺰﻳﺎﺩﺓ ﺍﻟﻘﻴﻤﺔ ﻹﺗﻤﺎﻡ‬ ‫ﺍﻟﺼﻔﻘﺔﺃﻓﻀﻞ ﺑﻜﺜﻴﺮ ﻣﻦ ﺧﻔﺾ ﺍﻷﺳﻌﺎﺭ‪ .‬ﻓﻬﻮ ﻳﻀﻌﻚ ﻓﻲ ﻣﻮﻗﻒ ﻗﻮﺓ ﻭﺣﺴﻦ ﻧﻴﺔ ﻻ ﻓﻲ ﻣﻮﻗﻒ ﺿﻌﻒ‪.‬‬ ‫ﺗﻘﺪﻳﻢﺍﻟﻤﻜﺎﻓﺂﺕ ﺑﺸﻜﻞ ﻓﺮﺩﻱ ﻣﻘﺎﺑﻞ ﺍﻟﺒﻴﻊ ﺍﻟﺠﻤﺎﻋﻲ‬ ‫ﻫﻨﺎﻙﺍﺧﺘﻼﻓﺎﺕ ﺟﻮﻫﺮﻳﺔ ﺑﻴﻦ ﻋﺮﺽ ﺍﻟﻤﻨﺘﺞ ﻟﻤﺠﻤﻮﻋﺔ ﻣﻘﺎﺑﻞ ﻋﺮﺿﻪ ﻟﺸﺨﺺ ﻭﺍﺣﺪ‪ .‬ﺍﻟﺒﻴﻊ ﺍﻟﺠﻤﺎﻋﻲ ﻳﺘﺠﺎﻭﺯ ﻧﻄﺎﻕ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ‪ .‬ﻟﻜﻨﻨﻲ ﺃﻭﺩ‬ ‫ﻋﻠﻰﺍﻷﻗﻞ ﺃﻥ ﺃﺗﻨﺎﻭﻝ ﻣﺘﻰ ﺗﻄُﺮﺡ ﺍﻟﻤﻜﺎﻓﺄﺓ ﻓﻲ ﺳﻴﻨﺎﺭﻳﻮ ﺍﻟﺒﻴﻊ ﺍﻟﻔﺮﺩﻱ‪ .‬ﻋﻨﺪ ﺍﻟﺒﻴﻊ ﺍﻟﻔﺮﺩﻱ‪ ،‬ﺗﻄﻠﺐ ﺍﻟﺒﻴﻊ‪.‬ﺃﻭﻻ‪ً،‬ﻗﺒﻞ ﺗﻘﺪﻳﻢ ﺍﻟﻤﻜﺎﻓﺂﺕ‪ .‬ﺇﺫﺍ ﻭﺍﻓﻘﻮﺍ‪،‬‬ ‫ﻓﺄﺧﺒﺮﻫﻢﺑﻌﺪ ﺍﻟﺘﺴﺠﻴﻞ‪ .‬ﺇﺿﺎﻓﻲﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﺘﻲ ﺳﻴﺤﺼﻠﻮﻥ ﻋﻠﻴﻬﺎ‪ .‬ﻭﻫﺬﺍ ﻳﺨﻠﻖﺗﺠﺮﺑﺔ ﺭﺍﺉﻌﺔﻭﻳﻌﺰﺯ ﻗﺮﺍﺭﻫﻢ ﺑﺎﻟﺸﺮﺍء‪.‬‬ ‫ﻭﻣﻦﻧﺎﺣﻴﺔ ﺃﺧﺮﻯ‪ ،‬ﺇﺫﺍ ﻓﻌﻞ ﺍﻟﺸﺨﺺ ﺫﻟﻚﻻﺍﺷﺘﺮ ِﺑﻌﺪ ﺍﻟﻄﻠﺐ ﺍﻷﻭﻝ‪ ،‬ﺛﻢ ﻗﺪﻡّ ﻣﻜﺎﻓﺄﺓ ًﺗﻨُﺎﺳﺐ ﺍﻟﻌﺎﺉﻖ ﺍﻟﺬﻱ ﻳﺮﺍﻩ ﺍﻟﻌﻤﻴﻞ‪ ،‬ﺛﻢ ﺍﻃﻠﺐ ﻣﺮﺓ ً‬ ‫ﺃﺧﺮﻯ‪.‬ﻻ ﺗﺸﻌﺮ ﺑﺎﻟﻐﺮﺍﺑﺔ ﺣﻴﺎﻝ ﺍﻟﻄﻠﺐ ﻣﺮﺓ ًﺃﺧﺮﻯ‪ .‬ﺑﺒﺴﺎﻃﺔ‪ ،‬ﺗﻮﺍﻓﻖ ﻋﻠﻰ ﺭﺃﻱ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤُﺘﻤﻞ‪ ،‬ﻭﺃﺿﻒ ﺍﻟﻤﻜﺎﻓﺄﺓ‪ ،‬ﻭﺍﺳﺄﻟﻪ ﺇﻥ ﻛﺎﻥ ﻫﺬﺍ ﺍﻟﺘﻌﺰﻳﺔ "‬ ‫ﻣﻨُﺼﻔﺎً"‪ .‬ﻳﺼﻌﺐ ﻋﻠﻰ ﺍﻟﻨﺎﺱ ﺭﻓﺾ ﺍﻟﻤﻌﺎﻣﻠﺔ ﺑﺎﻟﻤﺜﻞ‪ ،‬ﻟﺬﺍ ﻓﺈﻥ ﺇﺿﺎﻓﺔ ﻣﻜﺎﻓﺄﺓ ٍﻟﻠﺘﻜﻴﻒ‪ ،‬ﺛﻢ ﺃﺧﺮﻯ‪ ،‬ﺛﻢ ﺃﺧﺮﻯ‪ ،‬ﺳﻴﺸﻌﺮ ﺍﻟﻨﺎﺱ ﺗﻘﺮﻳﺒﺎً ﺑﺄﻧﻬﻢ‬ ‫ﻣﻠُﺰﻣﻮﻥﺑﺎﻟﺸﺮﺍء ﻣﻨﻚ‪.‬‬ ‫ﺇﺫﺍﺗﺬﻛﺮﺗﻢ ﻣﻦ ﻓﺼﻠﻨﺎ "ﺍﻟﺘﻨﺴﻴﻖ ﻭﺍﻟﺘﻜﺪﻳﺲ"‪ ،‬ﻓﺈﻥ ﻛﻼًّ ﻣﻦ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ ﻳﺴُﺘﻐﻞ ﺍﻵﻥ ﻭﻳﻌُﺮﺽ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ‪ .‬ﺳﻨﻘﺪﻡ ﻟﻬﻢ ﺟﻤﻴﻊ‬ ‫ﻫﺬﻩﺍﻟﻤﻜﺎﻓﺂﺕ ﻋﻠﻰ ﺃﻱ ﺣﺎﻝ‪ ،‬ﻟﻜﻦ ﺗﻮﺯﻳﻊ ﻫﺬﻩ ﺍﻟﻤﻜﺎﻓﺂﺕ ﺗﺪﺭﻳﺠﻴﺎً ﺳﻴﺰﻳﺪ ﻣﻦ ﺗﻘﺪﻳﺮ ﻗﻴﻤﺔ ﻋﺮﺿﻨﺎ‪.‬‬ ‫ﻧﻘﺎﻁﺇﺿﺎﻓﻴﺔ‬ ‫ﻭﻣﻊﺫﻟﻚ‪ ،‬ﻫﻨﺎﻙ ﺑﻌﺾ ﺍﻷﻣﻮﺭ ﺍﻟﺮﺉﻴﺴﻴﺔ ﺍﻟﺘﻲ ﻳﺠﺐ ﺗﺬﻛﺮﻫﺎ ﻋﻨﺪ ﺗﻘﺪﻳﻢ ﺍﻟﻤﻜﺎﻓﺂﺕ‪:‬‬ ‫‪.1‬ﻗﺪﻣﻬﺎ ﺩﺍﺉﻤﺎً )ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺤﺰﻣﺔ ﺍﻟﻨﻘﻄﻴﺔ ﺍﻟﺘﻲ ﺗﻮﺻﻠﻨﺎ ﺇﻟﻴﻬﺎ ﻓﻲ ﻧﻬﺎﻳﺔ ﺍﻟﻘﺴﻢ ﺍﻟﺜﺎﻟﺚ(‬ ‫‪.2‬ﺃﻋﻄﻬﻢ ﺍﺳﻤﺎً ﺧﺎﺻﺎً ﻟﻪ ﻓﺎﺉﺪﺓ ﻓﻲ ﺍﻟﻌﻨﻮﺍﻥ‬ ‫‪.3‬ﺃﺧﺒﺮﻫﻢ‪:‬‬ ‫ﺃ( ﻛﻴﻒ ﻳﺮﺗﺒﻂ ﺍﻷﻣﺮ ﺑﻘﻀﻴﺘﻬﻢ‬ ‫ﺏ( ﻣﺎ ﻫﻮ‬ ‫ﺝ( ﻛﻴﻒ ﺍﻛﺘﺸﻔﺘﻪ‪ ،‬ﺃﻭ ﻣﺎ ﻛﺎﻥ ﻋﻠﻴﻚ ﻓﻌﻠﻪ ﻹﻧﺸﺎﺉﻪ‬ ‫ﺩ( ﻛﻴﻒ ﺳﻴﺆﺩﻱ ﺫﻟﻚ ﺇﻟﻰ ﺗﺤﺴﻴﻦ ﺣﻴﺎﺗﻬﻢ ﺑﺸﻜﻞ ﺧﺎﺹ ﺃﻭ ﺟﻌﻞ ﺗﺠﺮﺑﺘﻬﻢ ﺃﻓﻀﻞ؟‬ ‫ﺃﺳﺮﻉ‪،‬ﻭﺃﺳﻬﻞ‪ ،‬ﺃﻭ ﺃﻗﻞ ﺟﻬﺪﺍً‪/‬ﺗﻀﺤﻴﺔ )ﻣﻌﺎﺩﻟﺔ ﺍﻟﻘﻴﻤﺔ( (‪i‬‬ ‫‪.4‬ﺗﻘﺪﻳﻢ ﺑﻌﺾ ﺍﻷﺩﻟﺔ )ﻳﻤﻜﻦ ﺃﻥ ﺗﻜﻮﻥ ﺇﺣﺼﺎﺉﻴﺔ ﺃﻭ ﻋﻤﻴﻞ ﺳﺎﺑﻖ ﺃﻭ ﺗﺠﺮﺑﺔ ﺷﺨﺼﻴﺔ( ﻹﺛﺒﺎﺕ ﺃﻥ ﻫﺬﺍ ﺍﻟﺸﻲء ﺫﻭ ﻗﻴﻤﺔ‬ ‫‪.5‬ﺍﺭﺳﻢ ﺻﻮﺭﺓ ﺫﻫﻨﻴﺔ ﻭﺍﺿﺤﺔ ﻋﻦ ﻛﻴﻒ ﺳﺘﻜﻮﻥ ﺣﻴﺎﺗﻬﻢﻋﻠﻰ ﺍﻓﺘﺮﺍﺽﻟﻘﺪ ﺍﺳﺘﺨﺪﻣﻮﻩ ﺑﺎﻟﻔﻌﻞ ﻭﻳﺨﺘﺒﺮﻭﻧﻪ‬ ‫ﻓﻮﺍﺉﺪ‬ ‫‪.6‬ﺍﺫﻛﺮ ﺩﺍﺉﻤﺎً ﺳﻌﺮﺍً ﻣﺤﺪﺩﺍً ﻟﻬﻢ ﻭﺑﺮﺭ ﺫﻟﻚ‬ ‫‪.7‬ﺍﻷﺩﻭﺍﺕ ﻭﻗﻮﺍﺉﻢ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺃﻓﻀﻞ ﻣﻦ ﺍﻟﺘﺪﺭﻳﺒﺎﺕ ﺍﻹﺿﺎﻓﻴﺔ )ﺣﻴﺚ ﺃﻥ ﺍﻟﺠﻬﺪ ﻭﺍﻟﻮﻗﺖ ﺃﻗﻞ ﻣﻊ ﺍﻷﻭﻟﻰ‪ ،‬ﻭﺑﺎﻟﺘﺎﻟﻲ ﺗﻜﻮﻥ ﺍﻟﻘﻴﻤﺔ ﺃﻛﺒﺮ(‬ ‫ﺃﻋﻠﻰ‪.‬ﻻ ﺗﺰﺍﻝ ﻣﻌﺎﺩﻟﺔ ﺍﻟﻘﻴﻤﺔ ﻫﻲ ﺍﻟﺴﺎﺉﺪﺓ(‪.‬‬ ‫‪.8‬ﻳﺠﺐ ﻋﻠﻰ ﻛﻞ ﻣﻨﻬﻢ ﺃﻥ ﻳﻌﺎﻟﺞ ﻣﺸﻜﻠﺔ ﺃﻭ ﻋﻘﺒﺔ ﻣﺤﺪﺩﺓ ﻓﻲ ﺫﻫﻦ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺣﻮﻝ ﺳﺒﺐ ﻋﺪﻡ ﻗﺪﺭﺗﻬﻢ ﺃﻭ ﻋﺪﻡ ﺭﻏﺒﺘﻬﻢ ﻓﻲ ﺍﻟﻨﺠﺎﺡ‬ ‫)ﻳﺠﺐ ﺃﻥ ﺗﺜﺒﺖ ﺍﻟﻤﻜﺎﻓﺄﺓ ﻋﺪﻡ ﺻﺤﺔ ﺍﻋﺘﻘﺎﺩﻫﻢ(‬ ‫‪.9‬ﻗﺪ ﻳﻜﻮﻥ ﻫﺬﺍ ﺃﻳﻀﺎً ﻣﺎ ﻳﺪﺭﻛﻮﻥ ﻣﻨﻄﻘﻴﺎً ﺃﻧﻬﻢ ﺳﻴﺤﺘﺎﺟﻮﻧﻪ ﻻﺣﻘﺎً‪ .‬ﺃﻧﺖ ﺗﺮﻳﺪ ﺣﻞ ﻣﺸﻜﻠﺘﻬﻢ ﺍﻟﺘﺎﻟﻴﺔ ﻗﺒﻞ ﺃﻥ‪...‬‬ ‫ﺣﺘﻰﻭﺍﺟﻬﺘﻪ‪.‬‬ ‫‪.١٠‬ﻳﺠﺐ ﺃﻥ ﺗﺘﺠﺎﻭﺯ ﻗﻴﻤﺔ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻗﻴﻤﺔ ﺍﻟﻌﺮﺽ ﺍﻷﺳﺎﺳﻲ‪ .‬ﻣﻦ ﺍﻟﻨﺎﺣﻴﺔ ﺍﻟﻨﻔﺴﻴﺔ‪ ،‬ﻣﻊ ﺍﺳﺘﻤﺮﺍﺭﻙ ﻓﻲ ﺇﺿﺎﻓﺔ ﺍﻟﻌﺮﻭﺽ‪،‬‬ ‫ﻳﺴﺘﻤﺮﻓﻲ ﺗﻮﺳﻴﻊ ﺍﻟﺘﺒﺎﻳﻦ ﺑﻴﻦ ﺍﻟﺴﻌﺮ ﻭﺍﻟﻘﻴﻤﺔ‪ .‬ﻛﻤﺎ ﺃﻧﻪ ﻳﻨﻘﻞ‪ ،‬ﻻ ﺷﻌﻮﺭﻳﺎً‪ ،‬ﺃﻥ ﺍﻟﻌﺮﺽ ﺍﻷﺳﺎﺳﻲﻳﺠﺐﻛﻦ ﺫﺍ ﻗﻴﻤﺔ‪ ،‬ﻓﺈﺫﺍ ﻛﺎﻧﺖ ﻫﺬﻩ ﻫﻲ ﺍﻟﻤﻜﺎﻓﺂﺕ‪،‬‬ ‫ﻓﺈﻥﺍﻟﺸﻲء ﺍﻟﺮﺉﻴﺴﻲ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﻣﻦ ﺍﻟﻤﻜﺎﻓﺂﺕ‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟ )ﻻ‪ ،‬ﻭﻟﻜﻦ ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﺘﺤﻴﺰ ﺍﻟﻨﻔﺴﻲ ﻟﺠﻌﻞ ﻋﺮﺿﻚ‬ ‫ﻳﺒﺪﻭﻣﻘﻨﻌﺎً ﻟﻠﻐﺎﻳﺔ(‪.‬‬ ‫‪.11‬ﻳﻤﻜﻨﻚ ﺗﻌﺰﻳﺰ ﻗﻴﻤﺔ ﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻋﻦ ﻃﺮﻳﻖ ﺇﺿﺎﻓﺔ ﺍﻟﻨﺪﺭﺓ ﻭﺍﻹﻟﺤﺎﺡ ﺇﻟﻰ ﺍﻟﻤﻜﺎﻓﺄﺓ ﻧﻔﺴﻬﺎ )ﻭﻫﻮ ﻣﺎ ﻳﺴﺘﻐﺮﻕ ﻭﻗﺘﺎً ﻃﻮﻳﻼ(ً‪.‬‬ ‫ﻫﺬﻩﺍﻟﺘﻘﻨﻴﺔ ﻭﺗﻀﻌﻬﺎ ﻋﻠﻰ ﺍﻟﻤﻨﺸﻄﺎﺕ(‪.‬‬ ‫ﺃ(ﻣﻜﺎﻓﺂﺕ ﻣﻊ ‪Scarcit‬ﻱ‬ ‫ﺍﻹﺻﺪﺍﺭ‪ :1‬ﺳﻴﻜﻮﻥ ﻓﻘﻂ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﻘﻮﻣﻮﻥ ﺑﺎﻟﺘﺴﺠﻴﻞ ﻓﻲ ﺑﺮﻧﺎﻣﺞ ‪ XZY‬ﻗﺎﺩﺭﻳﻦ ﻋﻠﻰ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﻤﻜﺎﻓﺂﺕ ﺭﻗﻢ ‪ 1‬ﻭ‪ 2‬ﻭ‪ 3‬ﺍﻟﺘﻲ ﻻ‬ ‫ﻳﺘﻢﺑﻴﻌﻬﺎ ﺃﻭ ﺗﻮﻓﻴﺮﻫﺎ ﻓﻲ ﺃﻱ ﻣﻜﺎﻥ ﺁﺧﺮ ﻏﻴﺮ ﻫﺬﺍ ﺍﻟﺒﺮﻧﺎﻣﺞ‪.‬‬ ‫ﺍﻹﺻﺪﺍﺭ‪ :2‬ﻟﻘﺪ ﺗﺒﻘﻰ ﻟﻲ ‪ 3‬ﺗﺬﺍﻛﺮ ﻟﺤﺪﺙ ﺍﻓﺘﺮﺍﺿﻲ ﺑﻘﻴﻤﺔ ‪ 5000‬ﺩﻭﻻﺭ‪ ،‬ﺇﺫﺍ ﻗﻤﺖ ﺑﺸﺮﺍء ﻫﺬﺍ ﺍﻟﺒﺮﻧﺎﻣﺞ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻭﺍﺣﺪﺓ ﻣﻦ ﺍﻟﺘﺬﺍﻛﺮ ﺍﻟﺜﻼﺙ ﺍﻷﺧﻴﺮﺓ‬ ‫ﻛﻤﻜﺎﻓﺄﺓ‪.‬‬ ‫ﺏ( ﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﻌﺎﺟﻠﺔﻱ‬ ‫ﺍﻹﺻﺪﺍﺭ‪1‬ﺇﺫﺍ ﺍﺷﺘﺮﻳﺖ ﺍﻟﻴﻮﻡ‪ ،‬ﺳﺄﺿﻴﻒ ﻣﻜﺎﻓﺄﺓ ‪ XYZ‬ﺍﻟﺘﻲ ﺗﻜﻠﻒ ﻋﺎﺩﺓ ً‪ ١٠٠٠‬ﺩﻭﻻﺭ‪ ،‬ﻣﺠﺎﻧﺎً‪ .‬ﻭﺳﺄﻓﻌﻞ ﺫﻟﻚ ﻷﻧﻨﻲ ﺃﺭﻳﺪ ﻣﻜﺎﻓﺄﺓ ﺍﻟﻤﺒﺎﺩﺭﻳﻦ‪.‬‬ ‫ﺝ( ﻣﻊ ﺍﻷﻣﻞ‪ ،‬ﻳﻤﻜﻨﻚ ﺭﺅﻳﺔ ﺍﻟﻔﺮﻭﻕ ﺍﻟﺪﻗﻴﻘﺔ‪ .‬ﺍﻟﻤﺜﺎﻻﻥ ﺍﻷﻭﻻﻥ ﻏﻴﺮ ﻣﻘﻴﺪﻳَﻦ ﺑﺎﻟﻮﻗﺖ‪ .‬ﻳﻨﺼﺎّﻥ ﻋﻠﻰ ﺃﻧﻪ ﺑﺸﺮﺍء ﺍﻟﺒﺮﻧﺎﻣﺞ‪ ،‬ﺳﺘﺤﺼﻞ ﻋﻠﻰ ﺃﺷﻴﺎء ﻻ‬ ‫ﻳﻤﻜﻨﻚﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻬﺎ ﻋﺎﺩﺓ‪ ً.‬ﺃﻣﺎ ﺍﻟﻤﻴﺰﺓ ﺍﻹﺿﺎﻓﻴﺔ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻹﻟﺤﺎﺡ ﻓﻬﻲ ﺷﺮﺍء‪...‬ﺍﻟﻴﻮﻡﻭﺇﺫﺍ ﻟﻢ ﻳﺸﺘﺮﻭﺍ ﺍﻟﻴﻮﻡ‪ ،‬ﻓﺴﻴﺨﺴﺮﻭﻥ ﺗﻠﻚ ﺍﻟﻤﻜﺎﻓﺂﺕ‪.‬‬ ‫ﻓﺮﻕﺑﺴﻴﻂ‪ ،‬ﻭﻟﻜﻨﻪ ﺟﺪﻳﺮ ﺑﺎﻟﻤﻼﺣﻈﺔ‪.‬‬ ‫ﻣﻜﺎﻓﺂﺕﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺘﻘﺪﻡ ‪ -‬ﻣﻨﺘﺠﺎﺕ ﻭﺧﺪﻣﺎﺕ ﺍﻵﺧﺮﻳﻦ‬ ‫ﻳﻤﻜﻨﻚﺣﺚ ّﺷﺮﻛﺎﺕ ﺃﺧﺮﻯ ﻋﻠﻰ ﺗﻘﺪﻳﻢ ﺧﺪﻣﺎﺗﻬﺎ ﻭﻣﻨﺘﺠﺎﺗﻬﺎ ﻟﻚ ﻛﺠﺰء ﻣﻦ ﻣﻜﺎﻓﺂﺗﻚ ﻣﻘﺎﺑﻞ ﺍﻟﻈﻬﻮﺭ ﺃﻣﺎﻡ ﻋﻤﻼﺉﻚ ﻣﺠﺎﻧﺎً‪ .‬ﻫﺬﺍ ﺗﺴﻮﻳﻖ ﻣﺠﺎﻧﻲ‬ ‫ﻟﻬﻢ‪،‬ﻭﻣﻨﺘﺠﺎﺕ ﻋﺎﻟﻴﺔ ﺍﻟﻘﻴﻤﺔ ﻟﻚ ﻣﺠﺎﻧﺎً‪ .‬ﺳﺘﻔﻌﻞ ﺍﻟﺸﺮﻛﺎﺕ ﺫﻟﻚ ﻷﻧﻚ ﺳﺘﻤﻨﺢ ﺃﻋﻤﺎﻟﻬﺎ ﺍﻟﻈﻬﻮﺭ ﻣﺠﺎﻧﺎً ﺃﻣﺎﻡ ﻋﻤﻼﺉﻚ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺫﻭﻱ ﺍﻟﺠﻮﺩﺓ‬ ‫ﺍﻟﻌﺎﻟﻴﺔ‪.‬ﻃﺎﻟﻤﺎ ﺃﻧﻬﻢ ﻟﻴﺴﻮﺍ ﻣﻨﺎﻓﺴﻴﻦ ﻣﺒﺎﺷﺮﻳﻦ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺑﻌﺾ ﺍﻟﻨﻘﺎﻁ ﺍﻹﺿﺎﻓﻴﺔ‪ ،‬ﻭﺿﻤﺎﻥ ﺑﻌﺾ ﺳﻨﺪﺍﺕ ﺍﻹﺣﺎﻟﺔ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪،‬‬ ‫ﻭﺯﻳﺎﺩﺓﻗﻴﻤﺔ ﻋﺮﺿﻚ ﻓﻲ ﺍﻟﻮﻗﺖ ﻧﻔﺴﻪ‪ .‬ﺇﺫﺍ ﻧﺠﺤﺖ ﻓﻲ ﺑﻨﺎء ﻋﻼﻗﺎﺕ ﻛﺎﻓﻴﺔ ﻣﻊ ﻫﺬﻩ ﺍﻟﺸﺮﻛﺎﺕ‪ ،‬ﻳﻤﻜﻨﻚ ﺗﺒﺮﻳﺮ ﺳﻌﺮﻙ ﺑﺎﻟﻜﺎﻣﻞ ﻣﻦ ﺧﻼﻝ ﺍﻟﻮﻓﻮﺭﺍﺕ‬ ‫ﻭﺍﻟﻤﻜﺎﻓﺂﺕﺍﻹﺿﺎﻓﻴﺔ ﺍﻟﺘﻲ ﺗﺘﻨﺎﺳﺐ ﻣﻊ ﺍﻟﺴﻌﺮ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ ُﺃﻣﻠﻚ ﻋﻴﺎﺩﺓ ًﻟﻌﻼﺝ ﺍﻷﻟﻢ‪ ،‬ﻓﻘﺪ ﺃﻃﻠﺐ ﻣﻦ ﻣﻌﺎﻟﺞ ﺗﺪﻟﻴﻚ ﺃﻥ ﻳﻘﺪﻡ ﻟﻲ ﺟﻠﺴﺔ ﺃﻭ ﺟﻠﺴﺘﻴﻦ ﺗﺪﻟﻴﻚ ﻣﺠﺎﻧﻴﺘﻴﻦ ﻷﺩُﺭﺟﻬﻤﺎ ﺿﻤﻦ ﻋﺮﺿﻲ‪.‬‬ ‫ﺑﺎﻹﺿﺎﻓﺔﺇﻟﻰ ﺫﻟﻚ‪ ،‬ﻗﺪ ﺃﺣﺼﻞ ﻋﻠﻰ‪:‬‬ ‫‪...‬ﺃﺭﻳﺪ ﻣﻦ ﺃﺧﺼﺎﺉﻲ ﺗﻘﻮﻳﻢ ﺍﻟﻌﻤﻮﺩ ﺍﻟﻔﻘﺮﻱ ﺃﻥ ﻳﺠُﺮﻱ ﻟﻲ ﺗﻌﺪﻳﻠﻴﻦ ﻣﺠﺎﻧﻴﻴﻦ‪) .‬ﺍﻟﻘﻴﻤﺔ‪ ١٠٠ :‬ﺩﻭﻻﺭ(‬ ‫‪...‬ﺷﺮﻛﺔ ﺃﻏﺬﻳﺔ ﻣﻨﺨﻔﻀﺔ ﺍﻻﻟﺘﻬﺎﺑﺎﺕ ﻟﺘﻤﻨﺤﻨﻲ ﺧﺼﻮﻣﺎﺕ ﻋﻠﻰ ﻣﻨﺘﺠﺎﺗﻬﺎ )ﺗﻮﻓﻴﺮ ‪ 50‬ﺩﻭﻻﺭﺍً(‬ ‫ﺧﺼﻮﻣﺎﺕﻋﻠﻰ ﺗﻘﻮﻳﻢ ﺍﻷﺳﻨﺎﻥ ﻭﺍﻷﺟﻬﺰﺓ ﺍﻟﺘﻘﻮﻳﻤﻴﺔ )ﺗﻮﻓﻴﺮ ‪ 150‬ﺩﻭﻻﺭﺍً(‬ ‫‪...‬ﻧﺎﺩﻱ ﺻﺤﻲ ﻣﺤﻠﻲ ﻓﻲ ﻧﻬﺎﻳﺔ ﺍﻟﺸﺎﺭﻉ ﻟﻴﻘﺪﻡ ﻟﻲ ﺟﻠﺴﺔ ﺗﺪﺭﻳﺐ ﺷﺨﺼﻴﺔ ﻣﺠﺎﻧﺎً ﻭﺷﻬﺮﺍً ﻣﺠﺎﻧﻴﺎً ﻣﻦ ﺍﻟﻌﻀﻮﻳﺔ ﻓﻲ ﺣﻤﺎﻡ ﺍﻟﺴﺒﺎﺣﺔ ﺍﻟﺨﺎﺹ ﺑﻬﻢ‬ ‫)ﺑﻘﻴﻤﺔ ‪ 100‬ﺩﻭﻻﺭ(‬ ‫ﺧﺼﻮﻣﺎﺕﻋﻠﻰ ﺍﻷﺩﻭﻳﺔ ﺍﻟﺼﻴﺪﻻﻧﻴﺔ ﻣﻦ ﺍﻟﺼﻴﺪﻟﻲ ﺍﻟﻤﺤﻠﻲ )ﺗﻮﻓﻴﺮ ‪ 100‬ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً(‬ ‫‪...‬ﻛﺮﺭ ﻣﺎ ﺳﺒﻖ ﻟﻤﻘﺪﻣﻲ ﺍﻟﺨﺪﻣﺔ ﺍﻟﻤﺘﻌﺪﺩﻳﻦ )ﻟﺬﺍ ﺭﺑﻤﺎ ﺃﺣﺼﻞ ﻋﻠﻰ ﻋﺸﺮﺓ ﺃﻃﺒﺎء ﺗﻘﻮﻳﻢ ﺍﻟﻌﻤﻮﺩ ﺍﻟﻔﻘﺮﻱ ﻟﻴﻘﺪﻣﻮﺍ ﻟﻲ ﺟﻤﻴﻌﺎً ﺗﻌﺪﻳﻼً ﻣﺠﺎﻧﻴﺎً‪ ،‬ﻭﺍﻵﻥ‬ ‫ﻟﺪﻱﻋﺸﺮﺓ ﺗﻌﺪﻳﻼﺕ ﻣﺠﺎﻧﻴﺔ ﻓﻲ ﺍﻟﺤﺰﻣﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻲ‪.‬‬ ‫‪. . .‬ﺇﻟﺦ‬ ‫ﺍﻵﻥﺇﺫﺍ ﻛﺎﻥ ﻋﺮﺿﻲ ‪ 400‬ﺩﻭﻻﺭ‪ ،‬ﻓﺈﻥ ﻗﻴﻤﺔ ﻫﺬﻩ ﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﻤﺠﺎﻧﻴﺔ ﻭﺣﺪﻫﺎ ﺗﺴﺘﺤﻖ ﺃﻛﺜﺮ ﻣﻦ ‪ 400‬ﺩﻭﻻﺭ‪.‬‬ ‫ﻛﻤﺎﻟﻮ ﺃﻥ ﻫﺬﺍ ﻟﻢ ﻳﻜﻦ ﺭﺍﺉﻌﺎً ﺑﻤﺎ ﻓﻴﻪ ﺍﻟﻜﻔﺎﻳﺔ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻳﺪ ﺣﻘﺎً ﺃﻥ ﺗﺼﺒﺢ ﺟﺪﻳﺎً‪ ،‬ﻓﺘﻔﺎﻭﺽ ﻋﻠﻰ ﺧﺼﻢ ﺟﻤﺎﻋﻲﻭﻋﻤﻮﻟﺔ ﻟﻨﻔﺴﻚ‪ .‬ﻫﺬﺍ ﺑﺎﻟﻀﺒﻂ‬ ‫ﻣﺎﻓﻌﻠﻨﺎﻩ ﻣﻊ ﺷﺮﻛﺘﻨﺎ ﻟﻠﻤﻜﻤﻼﺕ ﺍﻟﻐﺬﺍﺉﻴﺔ‪ .‬ﻳﺤﺼﻞ ﻋﻤﻼﺅﻧﺎ ﻣﻦ ﺃﺻﺤﺎﺏ ﺍﻟﺼﺎﻻﺕ ﺍﻟﺮﻳﺎﺿﻴﺔ ﺍﻟﺬﻳﻦ ﻳﺴﺘﺨﺪﻣﻮﻥ ﺍﻟﺮﻳﺎﺿﻴﻴﻦ ﺍﻟﺬﻳﻦ ﺗﺮﻋﺎﻫﻢ ﺷﺮﻛﺘﻨﺎ‬ ‫ﺍﻟﺸﻘﻴﻘﺔﻟﻠﻤﻜﻤﻼﺕ ﺍﻟﻐﺬﺍﺉﻴﺔ "ﺑﺮﺳﺘﻴﺞ ﻻﺑﺲ" ﻋﻠﻰ ﺧﺼﻢ ‪ %30‬ﻋﻠﻰ ﻣﻨﺘﺠﺎﺗﻨﺎ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ‪ %40‬ﻣﻦ ﺇﺟﻤﺎﻟﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﺼﺎﻓﻴﺔ ﺑﻌﺪ ﺗﻄﺒﻴﻖ‬ ‫ﺍﻟﺨﺼﻢ‪.‬‬ ‫ﺇﻧﻬﺎﺻﻔﻘﺔ ﺭﺍﺑﺤﺔ ﻟﻠﺠﻤﻴﻊ‪ .‬ﻳﺤﺼﻞ ﻋﻤﻼﺅﻫﻢ ﻋﻠﻴﻬﺎ ﺑﺴﻌﺮ ﺃﻗﻞ ﺑﻨﺴﺒﺔ ‪ %30‬ﻣﻦ ﻣﻮﻗﻌﻨﺎ ﺍﻟﺮﺉﻴﺴﻲ‪ .‬ﻳﺤﺼﻠﻮﻥ ﻋﻠﻰ ﺃﻣﻮﺍﻝ ﻣﻘﺎﺑﻞ ﺗﻘﺪﻳﻢ‬ ‫ﺧﺼﻮﻣﺎﺕﺣﺼﺮﻳﺔ‪ .‬ﻭﻧﺤﻦ ﻧﻜﺴﺐ ﻋﻤﻼء ﻣﻘﺎﺑﻞ ﺍﻟﻌﻤﻮﻟﺔ ﺍﻟﻤﺪﻓﻮﻋﺔ‪ .‬ﺍﻟﺠﻤﻴﻊ ﺭﺍﺑﺢ‪.‬‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺘﺎﺑﻊ ﺍﻷﻣﺮ‪ ،‬ﻳﻤﻜﻦ ﺃﻥ ﺗﺼﺒﺢ ﻛﻞ ﻣﻦ ﻫﺬﻩ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻣﺼﺎﺩﺭ ﺩﺧﻞ ﻟﻚ ﺑﺸﻜﻞ ﻏﻴﺮ ﻣﺒﺎﺷﺮ ﻣﻦ ﺧﻼﻝ ﺟﻌﻞ ﺍﻟﻌﻤﻼء ﻳﻘﻮﻟﻮﻥ ﻧﻌﻢ ﺑﺴﻬﻮﻟﺔ ﺃﻛﺒﺮ‪،‬‬ ‫ﻭﺑﺸﻜﻞﻣﺒﺎﺷﺮ ﻷﻧﻚ ﺗﺴﺘﻄﻴﻊ ﺍﻟﺘﻔﺎﻭﺽ ﻋﻠﻰ ﺃﻥ ﻛﻞ ﻣﻦ ﻫﺬﻩ ﺍﻟﺸﺮﻛﺎﺕ ﻳﻤﻜﻨﻬﺎ ﺃﻥ ﺗﺪﻓﻊ ﻟﻚ ﻣﻘﺎﺑﻞ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﺗﺮﺳﻠﻬﻢ ﻓﻲ ﻃﺮﻳﻘﻬﻢ‪.‬‬ ‫ﻟﺬﺍﺩﻋﻨﺎ ﻧﻘﻮﻝ ﺃﻳﻀﺎً ﺃﻧﻨﺎ ﺗﻔﺎﻭﺿﻨﺎ ﻋﻠﻰ "ﻋﻤﻮﻻﺕ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺘﺎﺑﻌﺔ" ﺍﻟﺘﺎﻟﻴﺔ ﻟﻠﺘﻌﺮﻳﻒ ﺑﻬﺬﻩ ﺍﻟﺸﺮﻛﺎﺕ‪.‬‬ ‫‪...‬ﻳﻤﻨﺤﻚ ﺍﻟﻤﻌﺎﻟﺞ ‪ 100‬ﺩﻭﻻﺭ ﻟﻜﻞ ﺷﺨﺺ ﻳﺄﺗﻲ ﺇﻟﻰ ﻣﻜﺘﺒﻪ‬ ‫‪...‬ﺷﺮﻛﺔ ﺍﻷﻏﺬﻳﺔ ﺗﻘﺪﻡ ﻟﻚ ﻃﻌﺎﻣﺎً ﻣﺠﺎﻧﻴﺎً )ﻟﺬﻳﺬ!(‬ ‫‪...‬ﺷﺮﻛﺔ ﺗﻘﻮﻳﻢ ﺍﻟﻌﻈﺎﻡ ﺗﻤﻨﺤﻚ ‪ 100‬ﺩﻭﻻﺭ ﻟﻜﻞ ﺷﺨﺺ ﺗﺘﻢ ﺇﺣﺎﻟﺘﻪ‬ ‫‪...‬ﻳﻤﻨﺤﻚ ﺍﻟﻨﺎﺩﻱ ﺍﻟﺼﺤﻲ ﻋﻀﻮﻳﺔ ﻣﺠﺎﻧﻴﺔ ﺃﻭ ‪ 50‬ﺩﻭﻻﺭﺍً ﻟﻠﺸﺨﺺ ﺍﻟﺬﻱ ﻳﺴﺠﻞ‬ ‫‪...‬ﺍﻟﺼﻴﺪﻟﻴﺔ ﺗﻌﻄﻴﻚ ‪ 100‬ﺩﻭﻻﺭ ﻟﻠﺸﺨﺺ ﺍﻟﻮﺍﺣﺪ‬ ‫ﺍﻵﻥﺩﻋﻮﻧﺎ ﻧﻨﻈﺮ ﺇﻟﻰ ﻣﻘﺪﺍﺭ ﺍﻷﻣﻮﺍﻝ ﺍﻟﺘﻲ ﺭﺑﺤﻨﺎﻫﺎ‪ ...‬ﻋﺮﺿﻨﺎ ﺍﻟﺒﺎﻟﻎ ‪ 400‬ﺩﻭﻻﺭ ﻟﺪﻳﻪ ﺍﻵﻥ ﺇﻣﻜﺎﻧﻴﺔ ﺃﻥ ﻳﺪﺭ ﻋﻠﻴﻨﺎ ﺭﺑﺤﺎً ﺇﺿﺎﻓﻴﺎً ﻗﺪﺭﻩ ‪ 350‬ﺩﻭﻻﺭﺍً‪...‬ﻧﻘﻲ‬ ‫ﺭﺑﺢﻫﺬﺍ ﻫﻮ ﺟﻤﺎﻝ ﻫﺬﻩ ﺍﻟﻌﻼﻗﺎﺕ‪ .‬ﺍﻟﺸﺮﻛﺎﺕ ﺍﻷﺧﺮﻯ ﺳﺘﺪﻓﻊ ﻟﻚ‪ ،‬ﻭﻟﻦ ﺗﻀﻄﺮ ﺇﻟﻰ ﻓﻌﻞ ﺫﻟﻚ‪.‬ﺃﻱ ﺷﺊﻭﻟﻜﻦ ﺃﺣﻞِ ﺍﻟﻌﻤﻼء ﺇﻟﻴﻬﻢ ﺍﻟﺬﻳﻦ ﺃﻧﻔﻘﺖ‬ ‫ﺍﻷﻣﻮﺍﻝﺑﺎﻟﻔﻌﻞ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻴﻬﻢ‪.‬‬ ‫ﻭﺇﺫﺍﻛﻨﺖﺣﻘﺎًﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻳﺪ ﺃﻥ ﺗﺼﺒﺢ ﻣﺠﻨﻮﻧﺎً‪ ،‬ﻓﺎﺑﺘﻜﺮ ﻋﺮﺿﺎً ﺭﺍﺉﻌﺎً ﻣﻊ ﻫﺬﻩ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺸﺮﻳﻜﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻧﻔﺲ ﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻓﻲ‬ ‫ﺍﻟﻜﺘﺎﺏﺑﺤﻴﺚ ﺗﺼﺒﺢ ﻛﻞ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻓﻲ ﺣﺪ ﺫﺍﺗﻬﺎ ﺃﻛﺜﺮ ﻗﻴﻤﺔ ﻣﻦ ﺧﺪﻣﺔ ﺳﻠﻌﻴﺔ ﺑﺴﻴﻄﺔ‪.‬‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ :8‬ﻣﻜﺎﻓﺄﺓ‪ ...‬ﻋﻠﻰ‪ ...‬ﺍﻟﻤﻜﺎﻓﺂﺕ‬ ‫ﻫﻨﺎﻙﻣﻠﻴﻮﻥ ﻃﺮﻳﻘﺔ ﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻓﻲ ﻋﺮﻭﺿﻚ‪ .‬ﻳﻤﻜﻨﻚ ﺣﺚ ّﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﻟﺘﻔﺎﻋﻞ ﺑﺸﻜﻞ ﺃﺳﺮﻉ‪ .‬ﻳﻤﻜﻨﻚ ﺗﺤﺪﻳﺪ ﺳﻌﺮ ﺛﺎﺑﺖ ﻭﺍﻟﻤﻨﺘﺞ )ﻭﻫﻮ ﺃﻣﺮ ﻏﻴﺮ ﻣﻌﺮﻭﻑ(‪ .‬ﻳﻤﻜﻨﻚ‬ ‫ﺣﺚ ّﻋﺪﺩ ﺃﻛﺒﺮ ﻣﻦ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﻟﻤﻮﺍﻓﻘﺔ ﺃﻛﺜﺮ ﻣﻦ ﺍﻟﻤﻌﺘﺎﺩ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﻣﻨﺎﻗﺸﺔ ﻫﺬﺍ ﺍﻷﻣﺮ ﻣﻌﻲ ﻣﺒﺎﺷﺮﺓ‪ ً،‬ﻓﺘﻔﻀﻞ ﺑﺰﻳﺎﺭﺓ‬ ‫‪ Acquisition.com/training/offers‬ﻭﺣﺪﺩ""ﺇﻧﺸﺎء ﺍﻟﻤﻜﺎﻓﺂﺕ"ﻟﻤﺸﺎﻫﺪﺓ ﻓﻴﺪﻳﻮ ﺗﻌﻠﻴﻤﻲ ﻗﺼﻴﺮ‪ .‬ﻟﺪﻱ ّﺃﻳﻀﺎًﻗﺎﺉﻤﺔ ﺍﻟﺘﺤﻘﻖ ﻣﻦ ﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﻤﺠﺎﻧﻴﺔ ﺃﺳﺘﺨﺪﻣﻪ ﻹﻧﺸﺎء‬ ‫ﺍﻟﻌﺮﻭﺽ‪.‬ﺍﺳﺘﺨﺪﻣﻪ ﻟﺨﺪﻣﺘﻚ ﻣﺠﺎﻧﺎً!‬ ‫ﻣﻠﺨﺺ‬ ‫ﻧﺮﻳﺪﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻷﻧﻬﺎ ﺗﻮُﺳﻊّ ﺍﻟﻔﺠﻮﺓ ﺑﻴﻦ ﺍﻟﺴﻌﺮ ﻭﺍﻟﻘﻴﻤﺔ‪ ،‬ﻭﺗﺪﻓﻊ ﺍﻟﻨﺎﺱ ﺇﻟﻰ ﺍﻟﺸﺮﺍء ﻣﻤﻦ ﻟﻢ ﻳﻜﻮﻧﻮﺍ ﻟﻴﺸﺘﺮﻭﺍ ﻟﻮﻻﻫﺎ‪ .‬ﺇﻧﻬﺎ ﺗﻌُﺰﺯ ﺑﺸﻜﻞ‬ ‫ﻛﺒﻴﺮﺗﻘﺪﻳﺮ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻟﻘﻴﻤﺔ ﻋﺮﺿﻨﺎ‪ .‬ﺇﻟﻴﻚ ﻣﺎ ﻳﺠﺐ ﻓﻌﻠﻪ‪:‬‬ ‫‪.١‬ﺃﻧﺸﺊ ﻗﻮﺍﺉﻢ ﺗﺤﻘﻖ‪ ،‬ﻭﺃﺩﻭﺍﺕ‪ ،‬ﻭﻣﻠﻔﺎﺕ ﺗﻤﺮﻳﺮ‪ ،‬ﻭﻧﺼﻮﺻﺎً ﺑﺮﻣﺠﻴﺔ‪ ،‬ﻭﻗﻮﺍﻟﺐ‪ ،‬ﻭﺃﻱ ﺷﻲء ﺁﺧﺮ ﻳﺘﻄﻠﺐ ﻭﻗﺘﺎً ﻭﺟﻬﺪﺍً ﻛﺒﻴﺮﻳﻦ ﻹﻧﺸﺎﺉﻪ‬ ‫ﺑﻨﻔﺴﻚ‪،‬ﻭﻟﻜﻨﻪ ﺳﻬﻞ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺑﻌﺪ ﺇﻧﺸﺎﺉﻪ‪ .‬ﺃﻱ ﺷﻲء ﻳﻤﻜﻨﻚ ﺍﺳﺘﺜﻤﺎﺭﻩ ﻟﻤﺮﺓ ﻭﺍﺣﺪﺓ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﺘﻄﻠﺐ ﻭﻗﺘﺎً ﺃﻭ ﻣﺎﻻً ﻭﺍﺿﺤﺎً‬ ‫ﻹﻧﺸﺎﺉﻪ‪،‬ﻭﻟﻜﻦ ﻳﻤﻜﻦ ﺇﻫﺪﺍﺭ ﻭﻗﺘﻚ ﻓﻴﻪ ﺑﻼ ﺣﺪﻭﺩ‪ ،‬ﻳﻌُﺪ ّﺧﻴﺎﺭﺍً ﻣﺜﺎﻟﻴﺎً ﻛﻤﻜﺎﻓﺄﺓ‪.‬‬ ‫‪.2‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺫﻟﻚ‪ ،‬ﺍﺟﻌﻞ ﻣﻦ ﻋﺎﺩﺗﻚ ﺗﺴﺠﻴﻞ ﻛﻞ ﻭﺭﺷﺔ ﻋﻤﻞ‪ ،‬ﻭﻛﻞ ﻧﺪﻭﺓ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻭﻛﻞ ﺣﺪﺙ‪ ،‬ﻭﻛﻞ ﻣﻘﺎﺑﻠﺔ ﻭﺍﺳﺘﺨﺪﺍﻣﻬﺎ‬ ‫ﻛﻤﻜﺎﻓﺂﺕﺇﺿﺎﻓﻴﺔ )ﺣﺴﺐ ﺍﻟﺤﺎﺟﺔ ﻟﻠﺘﻐﻠﺐ ﻋﻠﻰ ﻋﻘﺒﺔ ﻣﺘﺼﻮﺭﺓ(‪.‬‬ ‫‪.٣‬ﺗﻔﺎﻭﺽ ﺑﺸﻜﻞ ﺍﺳﺘﺒﺎﻗﻲ ﻋﻠﻰ ﺧﺼﻮﻣﺎﺕ ﺟﻤﺎﻋﻴﺔ ﻭﻋﻤﻮﻟﺔ ﺇﺣﺎﻟﺔ ﻣﻊ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﺠﺎﻭﺭﺓ ﺍﻟﺘﻲ ﺗﻠُﺒﻲّ ﺍﺣﺘﻴﺎﺟﺎﺕ ﻋﻤﻼﺉﻚ ﻧﺘﻴﺠﺔ ًﻟﺒﺪء‬ ‫ﻫﺬﻩﺍﻟﻌﻤﻠﻴﺔ ﻣﻌﻚ‪ .‬ﻣﺎ ﻫﻮ ﺍﻟﺸﻲء ﺍﻟﻄﺒﻴﻌﻲ ﺍﻟﺘﺎﻟﻲ ﺍﻟﺬﻱ ﻗﺪ ﻳﺮﻏﺒﻮﻥ ﻓﻴﻪ؟ ﺗﻮَﺟَﻪّ ﺇﻟﻰ ﺗﻠﻚ ﺍﻟﺸﺮﻛﺎﺕ‪ ،‬ﻭﺍﺣﺼﻞ ﻋﻠﻰ ﺻﻔﻘﺔ ٍﻟﻢ ﻳﻜﻦ‬ ‫ﻣﻦﺍﻟﻤﻤﻜﻦ ﺃﻥ ﻳﺤﺼﻠﻮﺍ ﻋﻠﻴﻬﺎ ﺑﺄﻧﻔﺴﻬﻢ )ﻷﻧﻚ ﺗﺘﻔﺎﻭﺽ ﻣﻊ ﺍﻟﻘﻮﺓ ﺍﻟﺸﺮﺍﺉﻴﺔ ﻟﺠﻤﻴﻊ ﻋﻤﻼﺉﻚ ﺩﻓﻌﺔ ًﻭﺍﺣﺪﺓ‪ ،‬ﻭﻫﺬﺍ ﺃﻣﺮ ٌﺑﺎﻟﻎ ﺍﻷﻫﻤﻴﺔ(‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒﻛﻠﻤﺎ ﻃﺎﻟﺖ ﻣﺪﺓ ﻋﻤﻠﻚ‪ ،‬ﺯﺍﺩﺕ ﻫﺬﻩ ﺍﻟﻤﺰﺍﻳﺎ ﺍﻹﺿﺎﻓﻴﺔ ﺍﻟﻤﺘﺎﺣﺔ ﻟﻚ‪ .‬ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻷﺷﻴﺎء ﻗﻴﻤّﺔ‪ .‬ﺍﺩﺧﺮﻫﺎ ﻭﺍﺣﺘﻔﻆ ﺑﻬﺎ ﻓﻲ ﺟﻴﺒﻚ ﺍﻟﺨﻠﻔﻲ ﻹﺿﺎﻓﺘﻬﺎ ﺇﻟﻰ ﻋﺮﺽ ﻹﺗﻤﺎﻡ‬ ‫ﺍﻟﺼﻔﻘﺔ‪.‬ﺗﻌُﺪ ّﻣﻨﺘﺠﺎﺕ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺧﻴﺎﺭﺍً ﻣﻤﺘﺎﺯﺍً ﻫﻨﺎ ﻧﻈﺮﺍً ﻟﻘﻴﻤﺘﻬﺎ ﺍﻟﻤﺪُﺭﻛﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﺗﻜﻠﻔﺘﻬﺎ ﺍﻟﻤﻨﺨﻔﻀﺔ‪ ،‬ﻭﺩﻭﻥ ﺃﻱ ﺟﻬﺪ ﺗﺸﻐﻴﻠﻲ ﻳﺬُﻛﺮ‪ ،‬ﺑﺎﺳﺘﺜﻨﺎء ﺇﻣﻜﺎﻧﻴﺔ ﺗﺴﺠﻴﻞ ﺍﻟﺪﺧﻮﻝ‬ ‫ﺍﻹﺿﺎﻓﻴﺔ‪.‬ﺗﺬﺍﻛﺮ ﺍﻟﺘﺠﺎﺭﺏ ﺃﻭ ﺍﻟﻔﻌﺎﻟﻴﺎﺕ ﺍﻻﻓﺘﺮﺍﺿﻴﺔ ﺗﺠُﺪﻱ ﻧﻔﻌﺎً ﺃﻳﻀﺎً‪ .‬ﻭﻳﻨﻄﺒﻖ ﺍﻷﻣﺮ ﻧﻔﺴﻪ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﺨﺪﻣﺔ ﺍﻷﻋﻠﻰ ﺑﺘﻜﻠﻔﺔ ﺛﺎﺑﺘﺔ‪ ،‬ﻣﺜﻞ ﻣﻨﺢ ﺷﺨﺺ ﻣﺎ ﺧﺪﻣﺔ ‪ VIP‬ﻟﻤﺪﺓ ﺷﻬﺮ )‬ ‫ﻭﺍﻟﺘﻲﺗﻌُﺪ ّﺃﻳﻀﺎً ﻭﺳﻴﻠﺔ ًﻟﺘﺸﺠﻴﻌﻪ ﻋﻠﻰ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﻤﺴﺘﻮﻯ ﻣﻦ ﺍﻟﺨﺪﻣﺔ ﻟﻠﺤﻔﺎﻅ ﻋﻠﻰ ﺍﺳﺘﻤﺮﺍﺭﻩ‪ ...‬ﺍﻟﻤﺰﻳﺪ ﻋﻦ ﺫﻟﻚ ﻓﻲ ﺍﻟﺠﺰء ﺍﻟﺜﺎﻧﻲ(‪.‬‬ ‫ﻣﺎﺍﻟﺬﻱ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺑﻤﺜﺎﺑﺔ ﻣﻜﺎﻓﺄﺓ ﻣﻘﺎﺑﻞ ﺟﺰء ﻣﻦ ﺍﻟﻌﺮﺽ ﺍﻷﺳﺎﺳﻲ ﺇﺫﺍ ﻛﻨﺖ ﺃﻧﺎ ﺍﻟﺸﺨﺺ ﺍﻟﺬﻱ ﻳﻨﻔﺬﻩ؟‬ ‫ﺇﺟﺎﺑﺔﻣﺨﺘﺼﺮﺓ‪ :‬ﻋﺎﻣﻞ ﺍﻹﺑﻬﺎﺭ ‪ -‬ﺑﻤﻌﻨﻰ ﺁﺧﺮ‪ ،‬ﺷﻲء ﻻ ﺗﺮﻏﺐ ﻓﻲ ﺃﻥ ﻳﻔﻮﺗﻪ ﺃﺣﺪ‪ .‬ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ‪ ،‬ﻳﻜﻮﻥ ﻟﺪﻳﻚ ﺍﻟﻜﺜﻴﺮ ﻣﻦ "ﺍﻟﻤﻌﻠﻮﻣﺎﺕ" ﺍﻟﺘﻲ ﺳﺘﻘﺪﻣﻬﺎ ﻟﻌﻤﻼﺉﻚ )ﻭﻫﻮ ﺃﻣﺮ‬ ‫ﺟﻴﺪ( ﻟﺪﺭﺟﺔ ﺃﻥ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻘﻴﻤّﺔ ﻗﺪ ﺗﻀﻴﻊ ﻭﺳﻂ ﻫﺬﺍ ﺍﻟﻤﺰﻳﺞ‪ .‬ﻋﻠﻴﻚ ﺍﺧﺘﻴﺎﺭ ﺃﻛﺜﺮ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺗﻤﻴﺰﺍً‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻜﺎﺩ ﺗﻜﻮﻥ ﻗﺎﺉﻤﺔ ﺑﺬﺍﺗﻬﺎ‪ ،‬ﻭﺇﺧﺮﺍﺟﻬﺎ ﻟﺘﺴﻠﻴﻂ ﺍﻟﻀﻮء ﻋﻠﻴﻬﺎ‪ .‬ﻳﻨﻄﺒﻖ‬ ‫ﻫﺬﺍﺑﺸﻜﻞ ﺧﺎﺹ ﻋﻠﻰ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻘﺼﻴﺮﺓ ﻟﻜﻦ ﻋﺎﻟﻴﺔ ﺍﻟﺠﻮﺩﺓ ﺃﻭ ﺍﻟﻘﻴﻤﺔ‪ .‬ﻳﻤﻜﻦ ﻟﻘﻮﺍﺉﻢ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺃﻭ ﺍﻟﺮﺳﻮﻡ ﺍﻟﺒﻴﺎﻧﻴﺔ ﺃﻥ ﺗﻠﺨﺺ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻓﻲ ﻣﺴﺎﺣﺔ ﺻﻐﻴﺮﺓ‪ .‬ﻗﺪ ﻻ‬ ‫ﻳﺠﺪﺍﻟﺒﻌﺾ ﻣﺒﺮﺭﺍً ﻟﺪﻓﻊ ﻣﺒﺎﻟﻎ ﻃﺎﺉﻠﺔ ﻣﻘﺎﺑﻞ ﺧﺮﻳﻄﺔ ﺇﻃﻼﻕ ﻣﻨﺘﺞ )ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ(‪ ،‬ﻭﻟﻜﻦ ﻛﻤﻜﺎﻓﺄﺓ‪ ،‬ﺳﻴﻌُﺘﺒﺮ ﺫﻟﻚ ﻗﻴﻤّﺎً ﻟﻠﻐﺎﻳﺔ‪.‬‬ ‫ﺍﻟﺘﺎﻟﻲ‪...‬‬ ‫ﻟﺪﻳﻨﺎﻋﺮﺿﻨﺎ ﺍﻷﺳﺎﺳﻲ‪ .‬ﻧﻘُﺪﻣّﻪ ﺑﻄﺮﻳﻘﺔ ﺗﺰُﻳﺪ ﻣﻦ ﻧﺪﺭﺓ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺇﻟﺤﺎﺣﻬﺎ‪ ،‬ﻣﻤﺎ ﻳﺰﻳﺪ ﻣﻦ ﺍﺣﺘﻤﺎﻟﻴﺔ ﻃﻠﺒﻬﺎ‪ .‬ﺭﻛﺰّﻧﺎ ﻣﺰﺍﻳﺎ ﻋﺮﺿﻨﺎ ﻟﺠﻌﻞ ﺍﻟﻔﺮﻕ ﺑﻴﻦ‬ ‫ﺍﻟﺴﻌﺮﻭﺍﻟﻘﻴﻤﺔ ﺃﻣﺮﺍً ﻻ ﻳﺼُﺪﻕ‪ ،‬ﻭﻟﻜﺴﺮ ﺷﻮﻛﺔ ﻋﻤﻼﺉﻨﺎ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ .‬ﻓﻲ ﺭﺣﻠﺘﻨﺎ ﺍﻟﺮﺍﺉﻌﺔ‪ ،‬ﺳﻨﺘﻨﺎﻭﻝ ﺍﻟﻤﺸﻜﻠﺔ ﺍﻟﻜﺒﻴﺮﺓ ﺍﻟﺘﻲ ﺗﻮُﺍﺟﻬﻨﺎ‪...‬ﻣﺨﺎﻃﺮﺓ‪.‬ﺳﻮﻑ‬ ‫ﻧﻘﻮﻡﺑﻤﺴﺤﻬﺎ ﺑﺎﻟﻜﺎﻣﻞ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺣﺘﻰ ﻻ ﻳﻜﻮﻥ ﻟﺪﻳﻬﻢ ﺳﺒﺐ ﻟﻌﺪﻡ ﺍﻟﺸﺮﺍء‪.‬‬ 15 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻟﻀﻤﺎﻧﺎﺕ‬ ‫"ﺳﻮﻑ ﻳﻌﺠﺒﻚ ﻣﻈﻬﺮﻙ‪ ...‬ﺃﻧﺎ ﺃﺿﻤﻦ ﺫﻟﻚ‪".‬‬ ‫ﺇﻋﻼﻥﻋﻦ ﺩﺍﺭ ﺣﺮﺏ ﺍﻟﺮﺟﺎﻝ ﺍﻟﺬﻱ ﺳﻴﺴﺘﻤﺮ ﺇﻟﻰ ﺍﻷﺑﺪ‪.‬‬ ‫ﺕ‬ ‫ﺇﻥﺍﻻﻋﺘﺮﺍﺽ ﺍﻷﻋﻈﻢ ﻋﻠﻰ ﺃﻱ ﻣﻨﺘﺞ ﺃﻭ ﺧﺪﻣﺔ ﻳﺘﻢ ﺑﻴﻌﻬﺎ ﻫﻮ‪ ...‬ﻗﺮﻉ ﺍﻟﻄﺒﻮﻝ‪...‬ﻣﺨﺎﻃﺮﺓ‪.‬ﻣﺨﺎﻃﺮ ﻋﺪﻡ ﺗﺤﻘﻴﻖ ﺍﻟﻀﻤﺎﻥ ﻟﻠﻐﺮﺽ ﺍﻟﻤﻨﺸﻮﺩ‪.‬‬ ‫ﻟﺬﻟﻚ‪،‬ﻳﻌُﺪ ّﻋﻜﺲ ﺍﻟﻤﺨﺎﻃﺮ ﻃﺮﻳﻘﺔ ًﻓﻮﺭﻳﺔ ًﻟﺠﻌﻞ ﺃﻱ ﻋﺮﺽ ﺃﻛﺜﺮ ﺟﺎﺫﺑﻴﺔ‪ .‬ﺳﺘﺤﺘﺎﺝ ﺇﻟﻰ ﻗﻀﺎء ﻭﻗﺖ ٍﻃﻮﻳﻞ ٍﻓﻲ ﺗﺤﺪﻳﺪ ﻛﻴﻔﻴﺔ ﻋﻜﺴﻪ‪ .‬ﻣﻊ‬ ‫ﺫﻟﻚ‪،‬ﺇﻟﻰ ﺃﻱ ﻣﺪﻯ ﻳﻤُﻜﻦ ﺃﻥ ﻳﺰﻳﺪ ﺍﻟﻀﻤﺎﻥ ﻣﻦ ﺟﺎﺫﺑﻴﺔ ﺍﻟﻌﺮﺽ؟‬ ‫ﺟﻴﺴﻮﻥﻓﻼﺩﻟﻴﻦ‪ ،‬ﺍﻟﺬﻱ ﺃﺷﺮﺕ ُﺇﻟﻴﻪ ﺳﺎﺑﻘﺎً‪ ،‬ﺻﺮﺡّ ﺫﺍﺕ ﻣﺮﺓ ﺑﺄﻧﻪ ﻻﺣﻆ ﺯﻳﺎﺩﺓ ًﻓﻲ ﻗﻴﻤﺔ ﻋﺮﺽ ٍﻣﺎ ﺑﻤﻘﺪﺍﺭ ﻣﺮﺗﻴﻦ ﺃﻭ ﺃﺭﺑﻊ ﻣﺮﺍﺕ ﺑﻤﺠﺮﺩ ﺗﻐﻴﻴﺮ‬ ‫ﺟﻮﺩﺓﺍﻟﻀﻤﺎﻥ‪ .‬ﺍﻷﻣﺮ ﺑﻬﺬﻩ ﺍﻷﻫﻤﻴﺔ‪.‬‬ ‫ﻭﻣﻦﻣﻨﻈﻮﺭ ﺷﺎﻣﻞ‪ ،‬ﻫﻨﺎﻙ ﺃﺭﺑﻌﺔ ﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻀﻤﺎﻧﺎﺕ‪:‬‬ ‫‪.1‬ﻏﻴﺮ ﻣﺸﺮﻭﻁ‬ ‫‪.2‬ﺍﻟﺸﺮﻃﻲ‬ ‫‪.3‬ﻣﻜﺎﻓﺤﺔ ﺍﻟﻀﻤﺎﻥ‬ ‫‪.4‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻀﻤﻨﻴﺔ‪.‬‬ ‫ﻳﺠﺐﻋﻠﻴﻚ ﺃﻥﺩﺍﺉﻤﺎًﺍﺣﺮﺹ ﻋﻠﻰ ﺿﻤﺎﻧﻚ‪ ،‬ﺣﺘﻰ ﻟﻮ ﻟﻢ ﻳﻜﻦ ﻟﺪﻳﻚ ﺿﻤﺎﻥ‪ .‬ﻋﺒﺮّ ﻋﻦ ﺫﻟﻚ ﺑﺠﺮﺃﺓ ﻭﺍﺫﻛﺮ ﺍﻟﺴﺒﺐ‪ .‬ﻭﻟﻜﻦ ﺃﻟﻦ‬ ‫ﻳﺴﺘﻔﻴﺪﺍﻟﻨﺎﺱ ﻣﻦ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﺠﻨﻮﻥ؟‬ ‫ﺃﺣﻴﺎﻧﺎً‪،‬ﻭﻟﻜﻦ ﻟﻴﺲ ﻋﺎﺩﺓ‪ ً.‬ﻣﻊ ﺫﻟﻚ‪ ،‬ﻳﺠﺐ ﺃﻥ ﺗﻔﻬﻢ ﺍﻟﺤﺴﺎﺑﺎﺕ‪ .‬ﺇﺫﺍ ﺃﻏﻠﻘﺖ ‪ %130‬ﻣﻦ ﻋﺪﺩ ﺍﻷﺷﺨﺎﺹ‪ ،‬ﻓﺴﺘﻜﻮﻥ ﻧﺴﺒﺔ ﺍﺳﺘﺮﺩﺍﺩ ﺃﻣﻮﺍﻟﻚ‬ ‫ﺍﻟﺰﻭﺟﻲﻣﻦ ‪ 5‬ﺇﻟﻰ ‪ 10‬ﻓﻲ ﺍﻟﻤﺎﺉﺔ‪ ،‬ﻣﺎ ﺯﻟﺖ ﺗﺮﺑﺢ ‪ 1.23‬ﺿﻌﻒ ﺍﻟﻤﺎﻝ‪ ،‬ﺃﻭ ‪ 23‬ﻓﻲ ﺍﻟﻤﺎﺉﺔ ﺃﻛﺜﺮ‪ ،‬ﻭﻛﻞ ﺫﻟﻚ ﻳﺬﻫﺐ ﺇﻟﻰ ﺻﺎﻓﻲ ﺍﻟﺮﺑﺢ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ 100 :‬ﻋﻤﻠﻴﺔ ﺑﻴﻊ‪ 5 ،‬ﻋﻤﻠﻴﺎﺕ ﺍﺳﺘﺮﺩﺍﺩ )‪ 95 = (%5‬ﻋﺮﺽ ﺿﻤﺎﻥ ﺻﺎﻓﻲ‬ ‫ﺍﻟﻤﺒﻴﻌﺎﺕ‪ 130‬ﻋﻤﻠﻴﺔ ﺑﻴﻊ‪ 13 ،‬ﻋﻤﻠﻴﺔ ﺍﺳﺘﺮﺩﺍﺩ )‪ 117 = (%10‬ﺻﺎﻓﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ‪x = 117/95‬‬ ‫‪)1.23‬ﺯﻳﺎﺩﺓ ﺑﻨﺴﺒﺔ ‪(%23‬‬ ‫ﻻﺗﻜﻦ ﻋﺎﻃﻔﻴﺎً‪ ،‬ﻓﻘﻂ ﺍﺣﺴﺐ‪ .‬ﻟﻀﻤﺎﻥ‪...‬ﻻﺇﺫﺍ ﻛﺎﻥ ﺍﻷﻣﺮ ﻳﺴﺘﺤﻖ ﺍﻟﻌﻨﺎء‪ ،‬ﻓﻴﺠﺐ ﺗﻌﻮﻳﺾ ﺍﻟﺰﻳﺎﺩﺓ ﻓﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺑﻨﺴﺒﺔ ‪ %100‬ﻣﻦ ﺧﻼﻝ‬ ‫ﺍﻷﺷﺨﺎﺹﺍﻟﺬﻳﻦ ﺭﺩﻭّﺍ ﺃﻣﻮﺍﻟﻬﻢ‪ .‬ﻟﺬﺍ‪ ،‬ﻳﺠﺐ ﺗﻌﻮﻳﺾ ﺍﻟﺰﻳﺎﺩﺓ ﺍﻟﻤﻄﻠﻘﺔ ﻓﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺑﻨﺴﺒﺔ ‪ %5‬ﺑﺰﻳﺎﺩﺓ ﻣﻄﻠﻘﺔ ﻓﻲ ﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺴﺘﺮﺩﺓ ﺑﻨﺴﺒﺔ ‪) %5‬‬ ‫ﻭﻟﻜﻦﻗﺪ ﻳﻌﻨﻲ ﺫﻟﻚ ﻣﻀﺎﻋﻔﺔ ﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺴﺘﺮﺩﺓ‪ ،‬ﻭﻫﻮ ﺃﻣﺮ ﻏﻴﺮ ﻣﺮﺟﺢ(‪ .‬ﻟﺬﺍ‪ ،‬ﻓﻲ ﺍﻟﻐﺎﻟﺐ‪ ،‬ﻛﻠﻤﺎ ﻛﺎﻥ ﺍﻟﻀﻤﺎﻥ ﺃﻗﻮﻯ‪ ،‬ﺯﺍﺩﺕ ﻗﻴﻤﺔ‪...‬ﺷﺒﻜﺔﺯﻳﺎﺩﺓ ﻓﻲ‬ ‫ﺇﺟﻤﺎﻟﻲﺍﻟﻤﺸﺘﺮﻳﺎﺕ‪ ،‬ﺣﺘﻰ ﻟﻮ ﺯﺍﺩ ﻣﻌﺪﻝ ﺍﻻﺳﺘﺮﺩﺍﺩ ﺑﺎﻟﺘﻮﺍﺯﻱ ﻣﻌﻬﺎ‪.‬‬ ‫ﺗﺤﺬﻳﺮﺝ‪ :‬ﻓﻲ ﺣﻴﻦ ﺃﻥ ﺍﻟﻀﻤﺎﻧﺎﺕ ﻳﻤﻜﻦ ﺃﻥ ﺗﻜﻮﻥ ﻓﻌﺎﻟﺔ ﻟﻠﺒﺎﺉﻌﻴﻦ‪ ،‬ﻓﺈﻥ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﺸﺘﺮﻭﻥﻷﻥﻗﺪ ﻳﺼﺒﺢ ﺍﻟﻌﻤﻼء ﺍﻟﺬﻳﻦ ﻻ ﻳﺸﺘﺮﻭﻥ ﺇﻻ‬ ‫ﺑﻀﻤﺎﻧﺎﺕﻋﻤﻼء ﺳﻴﺉﻴﻦ ﻟﻠﻐﺎﻳﺔ‪ .‬ﺍﻟﺸﺨﺺ ﺍﻟﺬﻱ ﻳﺸﺘﺮﻱ ﻓﻘﻂ ﺑﺴﺒﺐ ﺍﻟﻀﻤﺎﻥ ﻫﻮ ﺷﺨﺺ ﻗﺪ ﻻ ﻳﻜﻮﻥ ﻣﺴﺘﻌﺪﺍً ﻟﺒﺬﻝ ﺍﻟﺠﻬﺪ ﺍﻟﻼﺯﻡ ﻟﺘﺤﻘﻴﻖ‬ ‫ﺍﻟﻨﺠﺎﺡﻣﻊ ﻣﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ‪ .‬ﻓﻲ ﻋﺎﻟﻢ ﺗﺮﻳﺪ ﻓﻴﻪ ﻋﻜﺲ ﺍﻟﻤﺨﺎﻃﺮﻭﻣﻦ ﺃﺟﻞ ﺣﺼﻮﻝ ﺍﻟﻌﻤﻼء ﻋﻠﻰ ﺃﻓﻀﻞ ﻧﺘﻴﺠﺔ ﻣﻤﻜﻨﺔ‪ ،‬ﻓﺈﻥ ﺭﺑﻂ ﺿﻤﺎﻧﻚ‬ ‫ﺑﺎﻷﺷﻴﺎءﺍﻟﺘﻲ ﻳﺤﺘﺎﺟﻮﻥ ﺇﻟﻰ ﺍﻟﻘﻴﺎﻡ ﺑﻬﺎ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻨﺠﺎﺡ ﻳﻤﻜﻦ ﺃﻥ ﻳﺴﺎﻋﺪ ﺟﻤﻴﻊ ﺍﻷﻃﺮﺍﻑ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﺗﺤﺬﻳﺮ ﻣﻦ ﺍﻟﺨﺪﻣﺎﺕ ﺑﺎﻫﻈﺔ ﺍﻟﺘﻜﻠﻔﺔ‬ ‫ﺇﺫﺍﻛﺎﻥ ﻟﺪﻳﻚ ﻣﺒﻠﻎ ﻫﺎﺉﻞ ﻣﻦ ﺍﻟﺘﻜﻠﻔﺔ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻤﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ‪ ،‬ﻓﻤﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻧﻚ ﺳﺘﺮﻏﺐ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺿﻤﺎﻥ ﻣﺸﺮﻭﻁ ﺃﻭ ﺿﻤﺎﻥ ﻣﻀﺎﺩ‪ ،‬ﺣﻴﺚ ﺳﻴﺘﻌﻴﻦ ﻋﻠﻴﻚ‬ ‫ﺗﺤﻤﻞﺗﻜﻠﻔﺔ ﺍﻻﺳﺘﺮﺩﺍﺩ ﻭﺗﻜﻠﻔﺔ ﺍﻟﺘﻨﻔﻴﺬ‪.‬‬ ‫ﺃﻧﻮﺍﻉﺍﻟﻀﻤﺎﻧﺎﺕ‬ ‫ﻣﺎﻳﺠﻌﻞ ﺍﻟﻀﻤﺎﻥ ﻗﻮﻳﺎً ﻫﻮ ﻋﺒﺎﺭﺓ ﺷﺮﻃﻴﺔ‪ :‬ﺇﺫﺍ ﻟﻢ ﺗﺤﺼﻞ ﻋﻠﻰ ﻧﺘﻴﺠﺔ ‪ X‬ﻓﻲ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ‪ ،Y‬ﻓﺴﻮﻑ ﻧﻘﻮﻡ ﺑـ ‪ .Z‬ﻟﺘﻘﺪﻳﻢ ﺍﻟﻀﻤﺎﻥﺃﺳﻨﺎﻥ‬ ‫ﻋﻠﻴﻚﺃﻥ ﺗﻘﺮﺭ ﻣﺎﺫﺍ ﺳﺘﻔﻌﻞ ﺇﺫﺍﻻﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻨﺘﻴﺠﺔ‪ .‬ﺑﺪﻭﻥ ﺟﺰء "ﺃﻭ ﻣﺎﺫﺍ" ﻣﻦ ﺍﻟﻀﻤﺎﻥ‪ ،‬ﻳﺒﺪﻭ ﺍﻷﻣﺮ ﺿﻌﻴﻔﺎً ﻭﻣﺨُﻔﻔﺎً‪.‬‬ ‫ﻣﻠﺤﻮﻇﺔ‪:‬ﻫﺬﺍ ﻣﺎ ﻳﻔﻌﻠﻪ ﻣﻌﻈﻢ ﺍﻟﻤﺴﻮﻗﻴﻦ‪.‬‬ ‫ﻣﺜﺎﻝﺳﻲء‪ :‬ﺳﻨﻀﻤﻦ ﻟﻚ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ‪ 20‬ﻋﻤﻴﻼً‪.‬‬ ‫ﻣﺜﺎﻝﺃﻓﻀﻞ‪ :‬ﺳﺘﺤﺼﻞ ﻋﻠﻰ ‪ ٢٠‬ﻋﻤﻴﻼً ﺧﻼﻝ ﺃﻭﻝ ‪ ٣٠‬ﻳﻮﻣﺎً‪ ،‬ﺃﻭ ﻧﻌﻴﺪ ﺇﻟﻴﻚ ﺃﻣﻮﺍﻟﻚ ‪ +‬ﻣﺼﺎﺭﻳﻔﻚ ﺍﻹﻋﻼﻧﻴﺔ ﺍﻟﺘﻲ ﺃﻧﻔﻘﺘﻬﺎ ﻣﻌﻨﺎ‪ .‬ﻫﺬﺍ ﺿﻤﺎﻥ ﺑﺴﻴﻂ‬ ‫ﻭﻟﻜﻨﻪﻗﻮﻱ‪.‬‬ ‫ﺇﻟﻴﻜﻢﺃﺭﺑﻌﺔ ﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻀﻤﺎﻧﺎﺕ‪ .‬ﺳﺄﺳﺘﻌﺮﺿﻬﺎ ﻧﻈﺮﻳﺎً ﺛﻢ ﺃﻃﺒﻘﻬﺎ‪.‬‬ ‫‪ (1‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﻏﻴﺮ ﺍﻟﻤﺸﺮﻭﻃﺔ‬ ‫ﻛﻤﺎﺫﻛﺮﺕ ُﺳﺎﺑﻘﺎً‪ ،‬ﻫﻨﺎﻙ ﺿﻤﺎﻧﺎﺕ ﻏﻴﺮ ﻣﺸﺮﻭﻃﺔ‪ ،‬ﻭﺿﻤﺎﻧﺎﺕ ﻣﺸﺮﻭﻃﺔ‪ ،‬ﻭﺿﻤﺎﻧﺎﺕ "ﺿﺪ"‪ .‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﻏﻴﺮ ﺍﻟﻤﺸﺮﻭﻃﺔ ﻫﻲ ﺍﻷﻗﻮﻯ‪ .‬ﺇﻧﻬﺎ‬ ‫ﺑﺒﺴﺎﻃﺔﺗﺠﺮﺑﺔ‪ ،‬ﺣﻴﺚ ﻳﺪﻓﻌﻮﻥ ﺃﻭﻻً ﺛﻢ ﻳﺮﻭﺍ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﻮﺍ ﺭﺍﺿﻴﻦ‪ .‬ﻫﺬﺍ ﻳﺪﻓﻊ ﻋﺪﺩﺍً ﺃﻛﺒﺮ ﺑﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻨﺎﺱ ﻟﻠﺸﺮﺍء‪ ،‬ﻭﻟﻜﻦ‪...‬ﺳﻮﻑﻭﻗﺪ ﻗﺎﻡ ﺑﻌﺾ ﺍﻟﻨﺎﺱ‬ ‫ﺑﺮﺩﺍﻷﻣﻮﺍﻝ‪ ،‬ﺧﺎﺻﺔ ﻣﻊ ﺍﺳﺘﻤﺮﺍﺭ ﺛﻘﺎﻓﺔ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﺘﺤﻮﻝ ﻧﺤﻮ ﺍﻻﺳﺘﺤﻘﺎﻕ ﻭﻋﺪﻡ ﺍﻟﻤﺴﺎءﻟﺔ‪.‬‬ ‫‪ (2‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﺸﺮﻭﻃﺔ‬ ‫ﺗﺘﻀﻤﻦﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﺸﺮﻭﻃﺔ "ﺷﺮﻭﻃﺎً ﻭﺃﺣﻜﺎﻣﺎً" ﺧﺎﺻﺔ ﺑﺎﻟﻀﻤﺎﻥ‪ .‬ﻫﺬﻩ ﻫﻲ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺇﻃﻼﻕ ﺍﻟﻌﻨﺎﻥ ﻹﺑﺪﺍﻋﻚ ﻓﻴﻬﺎ‪ .‬ﺑﺸﻜﻞ‬ ‫ﻋﺎﻡ‪،‬ﻳﻔُﻀﻞّ ﺃﻥ ﺗﻜﻮﻥ ﻫﺬﻩ ﺍﻟﻀﻤﺎﻧﺎﺕ "ﺃﻓﻀﻞ ﻣﻦ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻟﻤﺎﻝ"‪ .‬ﻓﺈﺫﺍ ﻛﺎﻧﻮﺍ ﺳﻴﺴﺘﺜﻤﺮﻭﻥ‪ ،‬ﻓﻌﻠﻴﻚ ﺃﻥ ﺗﻄُﺎﺑﻖ ﺍﺳﺘﺜﻤﺎﺭﻫﻢ ﻧﻔﺴﻴﺎً ﺑﺎﻟﺘﺰﺍﻡ ﻣﺪُﺭﻙ‬ ‫ﻣﺴُﺎﻭ ٍﺃﻭ ﺃﻋﻠﻰ‪ .‬ﻳﻤﻜﻦ ﺃﻥ ﻳﻜﻮﻥ ﻟﻬﺬﻩ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺃﻳﻀﺎً ﺗﺄﺛﻴﺮ‪...‬ﺟﺪﺍً ﺗﺄﺛﻴﺮ ﻗﻮﻱ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﻧﺘﺎﺉﺞ ﻟﻠﻌﻤﻼء‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﻌﺮﻑ ﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﺮﺉﻴﺴﻴﺔ‬ ‫ﺍﻟﺘﻲﻳﺠﺐ ﻋﻠﻰ ﺃﻱ ﺷﺨﺺ ﺍﺗﺨﺎﺫﻫﺎ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻨﺠﺎﺡ‪ ،‬ﻓﺎﺟﻌﻠﻬﺎ ﺟﺰءﺍً ﻣﻦ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﺸﺮﻭﻁ‪ .‬ﻓﻲ ﻋﺎﻟﻢ ﻣﺜﺎﻟﻲ‪ ،‬ﺳﻴﺘﺄﻫﻞ ‪ %100‬ﻣﻦ ﻋﻤﻼﺉﻚ‬ ‫ﻟﻀﻤﺎﻥﻣﺸﺮﻭﻁ‪ ،‬ﻟﻜﻨﻬﻢ ﺳﻴﺤﻘﻘﻮﻥ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﻤﺮﺟﻮﺓ‪ ،‬ﻭﺑﺎﻟﺘﺎﻟﻲ ﻟﻦ ﻳﺮﻏﺒﻮﺍ ﻓﻲ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻪ‪ .‬ﻫﺬﺍ ﻫﻮ ﺍﻟﻬﺪﻑ ﺍﻟﺬﻱ ﻧﻄﻤﺢ ﺇﻟﻴﻪ ﺟﻤﻴﻌﺎً‪ .‬ﻭﻟﻠﻌﻠﻢ‪ ،‬ﺇﺫﺍ‬ ‫ﺃﺗﻴﺤﺖﻟﻬﻢ ﻓﺮﺻﺔ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻟﻤﺒﻠﻎ ﺃﻭ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﺘﻲ ﻭﻋُﺪﻭﺍ ﺑﻬﺎ‪ ،‬ﻓﺈﻥ ﺍﻟﻐﺎﻟﺒﻴﺔ ﺍﻟﻌﻈﻤﻰ ﺳﺘﻮﺍﻓﻖ ﻋﻠﻰ ﺍﻟﻨﺘﻴﺠﺔ‪.‬‬ ‫‪ (3‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﻀﺎﺩﺓ‬ ‫ﺍﻟﻀﻤﺎﻧﺎﺕﺍﻟﻤﻀﺎﺩﺓ ﻫﻲ ﻋﻨﺪﻣﺎ ﺗﺼُﺮﺡّ ﺻﺮﺍﺣﺔ ًﺑﺄﻥ "ﺟﻤﻴﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻧﻬﺎﺉﻴﺔ"‪ .‬ﻳﺠﺐ ﺃﻥ ﺗﺪُﺭﻙ ﻫﺬﺍ ﺍﻟﻤﻮﻗﻒ‪ .‬ﻋﻠﻴﻚ ﺃﻥ ﺗﻘُﺪﻡّ "ﺳﺒﺒﺎً" ﻣﺒُﺘﻜﺮ ًﺍ‬ ‫ﻟﻨﻬﺎﺉﻴﺔﺍﻟﻤﺒﻴﻌﺎﺕ‪ .‬ﻋﺎﺩﺓ‪ ً،‬ﺳﺘﺮﻏﺐ ﻓﻲ ﺇﻇﻬﺎﺭ ﺗﻌﺮﺿّﻚ ﻟﻠﺨﻄﺮ ﺃﻭ ﺿﻌﻔﻚ ﺍﻟﻜﺒﻴﺮ‪ ،‬ﺑﺤﻴﺚ ﻳﻔﻬﻤﻪ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻮﺭﺍً ﻭﻳﻔُﻜﺮّ "ﻧﻌﻢ‪ ،‬ﻫﺬﺍ ﻣﻨﻄﻘﻲ"‪ .‬ﺗﻌُﺪ‬ ‫ﻫﺬﻩﺍﻷﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻀﻤﺎﻧﺎﺕ ﻣﻬﻤﺔ ًﺑﺸﻜﻞ ﺧﺎﺹ ﻣﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻘﺎﺑﻠﺔ ﻟﻼﺳﺘﻬﻼﻙ ﺃﻭ ﺍﻟﺘﻲ ﺗﻨﺨﻔﺾ ﻗﻴﻤﺘﻬﺎ ﺑﺸﻜﻞ ﻛﺒﻴﺮ ﺑﻤﺠﺮﺩ ﺗﻘﺪﻳﻤﻬﺎ‪.‬‬ ‫‪ (4‬ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻀﻤﻨﻴﺔ‬ ‫ﺍﻟﻀﻤﺎﻧﺎﺕﺍﻟﻀﻤﻨﻴﺔ ﻫﻲ ﺃﻱ ﻋﺮﺽ ﻗﺎﺉﻢ ﻋﻠﻰ ﺍﻷﺩﺍء‪ .‬ﻭﻳﺄﺗﻲ ﻫﺬﺍ ﺍﻟﻌﺮﺽ ﺑﺄﺷﻜﺎﻝ ﻣﺨﺘﻠﻔﺔ‪ ،‬ﻣﻨﻬﺎ ﺗﻘﺎﺳﻢ ﺍﻹﻳﺮﺍﺩﺍﺕ‪ ،‬ﻭﺗﻘﺎﺳﻢ ﺍﻷﺭﺑﺎﺡ‪،‬‬ ‫ﻭﺍﻟﻤﺤﻔﺰﺍﺕ‪،‬ﻭﺍﻟﺤﻮﺍﻓﺰ ﺍﻹﺿﺎﻓﻴﺔ‪ ،‬ﻭﺍﻟﻤﻜﺎﻓﺂﺕ ﺍﻟﻤﺎﻟﻴﺔ‪ ،‬ﻭﻏﻴﺮﻫﺎ‪ .‬ﺍﻟﻤﻔﻬﻮﻡ ﺍﻷﺳﺎﺳﻲ ﻭﺍﺣﺪ‪ :‬ﺇﺫﺍ ﻟﻢ ﺃﺅﺩ ِﺍﻟﻌﻤﻞ ﺍﻟﻤﻄﻠﻮﺏ‪ ،‬ﻓﻠﻦ ﺃﺗﻘﺎﺿﻰ ﺃﺟﺮﺍً‪ .‬ﻭﻳﻨﻔﺮﺩ‬ ‫ﻫﺬﺍﺍﻟﻬﻴﻜﻞ ﺗﺤﺪﻳﺪﺍً ﺑﻤﻴﺰﺓ "ﺇﺫﺍ ﺃﺩﻳﺖ ﻋﻤﻼً ﺭﺍﺉﻌﺎً‪ ،‬ﻓﺴﺄﺣﺼﻞ ﻋﻠﻰ ﺃﺟﺮ ﻣﺠﺰ ٍﺟﺪﺍً"‪ .‬ﻻ ﺗﻨﺠﺢ ﻫﺬﻩ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺇﻻ ﻓﻲ ﺍﻟﺤﺎﻻﺕ ﺍﻟﺘﻲ ﺗﺘﻮﻓﺮ ﻓﻴﻬﺎ‬ ‫ﺍﻟﺸﻔﺎﻓﻴﺔﻟﻘﻴﺎﺱ ﺍﻟﻨﺘﺎﺉﺞ‪ ،‬ﻭﺍﻟﺜﻘﺔ )ﺃﻭ ﺍﻟﺘﺤﻜﻢ( ﻓﻲ ﺣﺼﻮﻟﻚ ﻋﻠﻰ ﺃﺟﺮ ﻋﻨﺪ ﺃﺩﺍﺉﻚ ﺍﻟﺠﻴﺪ‪.‬‬ ‫ﺿﻤﺎﻧﺎﺕﺍﻟﺘﻜﺪﻳﺲ‬ ‫ﻳﻔﻬﻢﺍﻟﺒﺎﺉﻊ ﺫﻭ ﺍﻟﺨﺒﺮﺓ ﺃﻧﻪ‪ ،‬ﻣﺜﻞ ﺍﻟﻤﻜﺎﻓﺂﺕ‪ ،‬ﻳﻤﻜﻨﻚ ﻓﻲ ﺍﻟﻮﺍﻗﻊﻛﻮﻣﺔﺍﻟﻀﻤﺎﻧﺎﺕ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻳﻤﻜﻨﻚ ﺗﻘﺪﻳﻢ ﺿﻤﺎﻥ ﻏﻴﺮ ﻣﺸﺮﻭﻁ ﻟﻤﺪﺓ‬ ‫‪30‬ﻳﻮﻣﺎً ﺩﻭﻥ ﻃﺮﺡ ﺃﻱ ﺃﺳﺉﻠﺔ‪ ،‬ﺛﻢ ﺗﻘﺪﻳﻢ ﺿﻤﺎﻥ ﻣﺸﺮﻭﻁ ﻻﺳﺘﺮﺩﺍﺩ ﺃﻣﻮﺍﻟﻚ ﻟﻤﺪﺓ ‪ 90‬ﻳﻮﻣﺎً‪ .‬ﻫﺬﺍ ﻣﺜﺎﻝ ﻋﻠﻰ ﺍﻟﺠﻤﻊ ﺑﻴﻦ ﺿﻤﺎﻥ ﻏﻴﺮ ﻣﺸﺮﻭﻁ‬ ‫ﻭﺿﻤﺎﻥﻣﺸﺮﻭﻁ‪.‬‬ ‫ﻳﻤﻜﻨﻚﺃﻳﻀﺎً ﺗﺠﻤﻴﻊ ﺿﻤﺎﻧﻴﻦ ﻣﺸﺮﻭﻃﻴﻦ ﺣﻮﻝ ﻧﺘﺎﺉﺞ ﻣﺨﺘﻠﻔﺔ )ﺃﻭ ﻣﺘﺴﻠﺴﻠﺔ(‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺳﺘﺮﺑﺢ ‪ 10,000‬ﺩﻭﻻﺭ ﺧﻼﻝ ‪ 60‬ﻳﻮﻣﺎً‪،‬‬ ‫ﻭ‪30,000‬ﺩﻭﻻﺭ ﺧﻼﻝ ‪ 90‬ﻳﻮﻣﺎً ﻃﺎﻟﻤﺎ ﺃﻧﻚ ﺗﻘﻮﻡ ﺑﺎﻟﺨﻄﻮﺍﺕ ‪ 1‬ﻭ‪ 2‬ﻭ‪ .3‬ﻫﺬﺍ ﺍﻟﻤﺴﺘﻘﺒﻞ ﻳﻤُﻬﺪّ ﺍﻟﻄﺮﻳﻖ ﻟﻠﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﻧﺤﻮ ﻧﺘﻴﺠﺔ ﻳﻌﺘﻘﺪ ﺍﻵﻥ ﺃﻧﻬﺎ‬ ‫ﺃﻛﺜﺮﺍﺣﺘﻤﺎﻟﻴﺔ )ﻷﻧﻚ ﺳﺘﻔُﺼﻠّﻬﺎ ﻋﻤﺪﺍً ﻓﻲ ﺿﻤﺎﻥ ﻣﺸﺮﻭﻁ ﻣﻊ ﺟﺪﻭﻝ ﺯﻣﻨﻲ ﻟﺘﺤﻘﻴﻘﻬﺎ(‪ .‬ﻳﻈُﻬﺮ ﻫﺬﺍ ﻟﻠﻌﻤﻴﻞ ﺍﻟﻤﺤﺘﻤﻞ ﺃﻧﻚ ﺟﺎﺩ ﻓﻲ ﺗﺤﻘﻴﻖ ﺍﻟﻨﺘﺎﺉﺞ‬ ‫ﻟﻪﻭﻣﻘﺘﻨﻊ ﺑﺄﻧﻪ ﺳﻴﺤﻘﻖ ﻣﺎ ﻳﺼﺒﻮ ﺇﻟﻴﻪ‪ .‬ﻫﺬﺍ ﻳﻌُﻴﺪ ﻋﺐء ﺍﻟﻤﺨﺎﻃﺮﺓ ﻣﻦ ﻋﺎﺗﻘﻪ ﺇﻟﻴﻨﺎ‪ ...‬ﺇﻧﻬﺎ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻌﺎّﻟﺔ ﻟﻠﻐﺎﻳﺔ‪.‬‬ ‫ﺩﻋﻮﻧﺎﻧﻠﻘﻲ ﻧﻈﺮﺓ ﻋﻠﻰ ﺑﻌﺾ ﺃﻣﺜﻠﺔ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﺨﺘﻠﻔﺔ‪:‬‬ ‫ﺍﻟﻀﻤﺎﻥ‪:‬ﺇﺫﺍ ﻟﻢ ﺗﺘﻤﻜﻦ ﻣﻦ ﺗﺤﻘﻴﻖ ‪ X‬ﻓﻲ ﺍﻟﻮﻗﺖ ‪ ،Y‬ﻓﺴﻮﻑ ]ﺃﺩﺧﻞ ﺍﻟﻌﺮﺽ[ ‪...‬‬ ‫]ﻏﻴﺮ ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ "ﺑﺪﻭﻥ ﻃﺮﺡ ﺃﻱ ﺃﺳﺉﻠﺔ"‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺃ( ﺍﺳﺘﺮﺩﺍﺩ ﻛﺎﻣﻞ‪ ،‬ﺏ( ﺍﺳﺘﺮﺩﺍﺩ ‪ 50‬ﺑﺎﻟﻤﺎﺉﺔ‪ ،‬ﺝ( ﺍﺳﺘﺮﺩﺍﺩ ﺇﻧﻔﺎﻗﻬﻢ ﺍﻹﻋﻼﻧﻲ ﻭﺃﻱ ﺗﻜﺎﻟﻴﻒ ﺇﺿﺎﻓﻴﺔ ﺗﻜﺒﺪﻭﻫﺎ‪ ،‬ﺩ(‬ ‫ﺗﺪﻓﻊﻣﻘﺎﺑﻞ ﺑﺮﻧﺎﻣﺞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺑﺪﻻ ًﻣﻦ ﺫﻟﻚ‪ ،‬ﻫـ( ﺗﻌﻴﺪ ﺃﻣﻮﺍﻟﻬﻢ ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ‪ 1000‬ﺩﻭﻻﺭ ﺇﺿﺎﻓﻴﺔ )ﺃﻭ ﺃﻱ ﻣﺒﻠﻎ ﺁﺧﺮ ﻗﺎﺑﻞ ﻟﻠﺘﻄﺒﻴﻖ(‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ ﺍﻷﻣﺮ ﺑﺴﻴﻂ ﻟﻠﻐﺎﻳﺔ‪ ،‬ﻭﻟﻜﻨﻪ ﻣﺤﻔﻮﻑ ﺑﺎﻟﻤﺨﺎﻃﺮ ﺃﻳﻀﺎً‪ .‬ﻓﺄﻧﺖ ﺗﻀﻊ ﻧﻔﺴﻚ ﻓﻲ ﻣﻮﻗﻒ ٍﺗﺤُﻤﻞّ ﻓﻴﻪ ﺍﻟﻤﺴﺆﻭﻟﻴﺔ ﺇﺫﺍ ﻟﻢ ﻳﺤُﻘﻖ ﺃﺣﺪ ٌ‬ ‫ﺍﻟﻨﺘﺎﺉﺞ‪،‬ﺳﻮﺍء ًﻛﺎﻥ ﺫﻟﻚ ﺑﺴﺒﺐ ﺧﻄﺄﻙ ﺃﻡ ﻻ‪ .‬ﻣﻦ ﺍﻟﻮﺍﺿﺢ ﺃﻥ ﻫﺬﺍ ﺿﻤﺎﻥ ٌﻗﻮﻱ‪ ،‬ﻭﻟﻜﻨﻪ ﻏﻴﺮ ﺃﺻﻠﻲ‪ .‬ﻳﻤﻜﻨﻚ ﺇﺿﺎﻓﺔ ﺷﺮﻭﻁ‪ ،‬ﻭﻟﻜﻦ ﻛﻠﻤﺎ ﺯﺍﺩﺕ‬ ‫ﺍﻟﺸﺮﻭﻁ‪،‬ﻛﻠﻤﺎ ﻓﻘﺪﺕ ﻫﺬﻩ ﺍﻟﻀﻤﺎﻧﺔ ﻓﻌﺎﻟﻴﺘﻬﺎ ﺑﺴﺮﻋﺔ‪.‬‬ ‫ﺍﻟﺼﻴﺎﻏﺔ‪ :‬ﺳﻤﻌﺖ ُﺟﻴﺴﻮﻥ ﻓﻼﺩﻟﻴﻦ‪ ،‬ﺍﻟﺬﻱ ﺃﺷﺮﺕ ُﺇﻟﻴﻪ ﺳﺎﺑﻘﺎً‪ ،‬ﻳﻘُﺪﻡّ ﺿﻤﺎﻧﻪ ﻏﻴﺮ ﺍﻟﻤﺸﺮﻭﻁ ﻓﻲ ﻧﺪﻭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ‪ ،‬ﻭﻭﺟﺪﺗﻪُ ﻣﺬُﻫﻼً‪ .‬ﻫﺬﻩ ﻛﻠﻤﺎﺗﻪ‬ ‫‪ %100‬ﻭﻟﻴﺴﺖ ﻛﻠﻤﺎﺗﻲ‪ .‬ﻻ ﺃﻧﺴﺐ ُﻧﻔﺴﻲ ﻟﻬﺬﺍ‪ ،‬ﻭﻟﻜﻨﻲ ﺃﺩﺭﺟﺘﻪُ ﺣﺮﺻﺎً ﻋﻠﻰ ﺍﻛﺘﻤﺎﻟﻪ‪.‬‬ ‫ﺃﻧﺎﻻ ﺃﻃﻠﺐ ﻣﻨﻚ ﺃﻥ ﺗﻘﺮﺭ ﺑﻨﻌﻢ ﺃﻭ ﻻ ﺍﻟﻴﻮﻡ‪ ...‬ﺑﻞ ﺃﻃﻠﺐ ﻣﻨﻚ ﺍﺗﺨﺎﺫ ﻗﺮﺍﺭ ﻣﺴﺘﻨﻴﺮ ﺗﻤﺎﻣﺎً‪ ،‬ﻫﺬﺍ ﻛﻞ ﻣﺎ ﻓﻲ ﺍﻷﻣﺮ‪ .‬ﺍﻟﻄﺮﻳﻘﺔ ﺍﻟﻮﺣﻴﺪﺓ ﻻﺗﺨﺎﺫ ﻗﺮﺍﺭ‬ ‫ﻣﺴﺘﻨﻴﺮﺗﻤﺎﻣﺎً ﻫﻲ ﻣﻦ ﺍﻟﺪﺍﺧﻞ‪ ،‬ﻻ ﻣﻦ ﺍﻟﺨﺎﺭﺝ‪ .‬ﻟﺬﺍ‪ ،‬ﺗﻌﻤﻖ ﻓﻲ ﺩﺍﺧﻠﻚ ﻭﺗﺄﻛﺪ ﻣﻦ ﺻﺤﺔ ﻛﻞ ﻣﺎ ﻧﻘﻮﻟﻪ ﻓﻲ ﻫﺬﻩ ﺍﻟﻨﺪﻭﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻭﻗﻴﻤﺘﻪ ﺑﺎﻟﻨﺴﺒﺔ‬ ‫ﻟﻚ‪.‬ﺛﻢ‪ ،‬ﺇﺫﺍ ﻛﺎﻥ ﻛﺬﻟﻚ‪ ،‬ﻓﺤﻴﻨﻬﺎ ﺗﻘﺮﺭ ﺍﻻﺣﺘﻔﺎﻅ ﺑﻪ‪ .‬ﺇﺫﺍ ﻟﻢ ﻳﻜﻦ ﻣﻨﺎﺳﺒﺎً ﻟﻚ‪ ،‬ﻓﻼ ﺿﻴﺮ ﻓﻲ ﺫﻟﻚ‪ .‬ﺳﺘﺘﻤﻜﻦ ﺑﻌﺪ ﺍﻟﺘﺴﺠﻴﻞ ﻓﻲ ‪ URL‬ﻣﻦ ﺍﺗﺨﺎﺫ ﻗﺮﺍﺭ‬ ‫ﻣﺴﺘﻨﻴﺮﺗﻤﺎﻣﺎً ﺑﺄﻧﻪ ﻟﻴﺲ ﻣﻨﺎﺳﺒﺎً ﻟﻚ‪ .‬ﻟﻜﻦ ﻻ ﻳﻤﻜﻨﻚ ﺍﺗﺨﺎﺫ ﻫﺬﺍ ﺍﻟﻘﺮﺍﺭ ﺍﻵﻥ ﻟﻨﻔﺲ ﺍﻟﺴﺒﺐ ﺍﻟﺬﻱ ﻳﺠﻌﻠﻚ ﻻ ﺗﺸﺘﺮﻱ ﻣﻨﺰﻻً ﺩﻭﻥ ﺍﻟﻨﻈﺮ ﺇﻟﻴﻪ ﻣﻦ‬ ‫ﺍﻟﺪﺍﺧﻞﺃﻭﻻً‪ .‬ﻭﺍﻋﻠﻢ ﻫﺬﺍ‪ ...‬ﺳﻮﺍء ﻛﺎﻥ ﺫﻟﻚ ﺑﻌﺪ ‪ ٢٩‬ﺩﻗﻴﻘﺔ ﺃﻭ ‪ ٢٩‬ﻳﻮﻣﺎً ﻣﻦ ﺍﻵﻥ‪ ...‬ﺇﺫﺍ ﻟﻢ ﺗﻜﻦ ﺭﺍﺿﻴﺎً‪ ،‬ﻓﺄﻧﺎ ﻟﺴﺖ ﺭﺍﺿﻴﺎً‪ .‬ﻷﻱ ﺳﺒﺐ ﻛﺎﻥ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ‬ ‫ﺗﺮﻳﺪﺍﺳﺘﺮﺩﺍﺩ ﺃﻣﻮﺍﻟﻚ‪ ،‬ﻳﻤﻜﻨﻚ ﺫﻟﻚ ﻷﻧﻨﻲ ﺃﺭﻳﺪ ﺍﻻﺣﺘﻔﺎﻅ ﺑﺄﻣﻮﺍﻟﻚ ﻓﻘﻂ ﺇﺫﺍ ﻛﻨﺖ ﺭﺍﺿﻴﺎً‪ .‬ﻛﻞ ﻣﺎ ﻋﻠﻴﻚ ﻓﻌﻠﻪ ﻫﻮ ﺍﻟﺬﻫﺎﺏ ﺇﻟﻰ‬ ‫‪ support@xyz.com‬ﺍﺳﺘﺨﺪﻡ "ﺃﻋﻄﻨﻲ ﻧﻘﻮﺩﻱ" ﻭﺳﺘﺤﺼﻞ ﻋﻠﻴﻬﺎ‪ ،‬ﻭﻓﻲ ﻭﻗﺖ ﻗﺼﻴﺮ ‪ -‬ﻣﺘﻮﺳﻂ ﺃﻭﻗﺎﺕ ﺍﺳﺘﺠﺎﺑﺘﻨﺎ ﻷﻱ ﻃﻠﺐ ﺩﻋﻢ ﻫﻮ ‪61‬‬ ‫ﺩﻗﻴﻘﺔﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﺴﺎﻋﺔ‪ .‬ﻻ ﻳﻤﻜﻨﻚ ﺗﻘﺪﻳﻢ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﺇﻻ ﻋﻨﺪﻣﺎ ﺗﻜﻮﻥ ﻭﺍﺛﻘﺎً ﻣﻦ ﺃﻥ ﻣﺎ ﻟﺪﻳﻚ ﻫﻮ ﺍﻟﺤﻞ ﺍﻷﻣﺜﻞ‪ ،‬ﻭﺃﻧﺎ ﻭﺍﺛﻖ ﺗﻤﺎﻣﺎً ﻣﻦ ﺃﻧﻚ ﻋﻨﺪ‬ ‫ﺍﻟﺘﺴﺠﻴﻞﻓﻲ ‪ URL‬ﺳﺘﺤﺼﻞ ﻋﻠﻰ ﻣﺎ ﺗﺤﺘﺎﺟﻪ ﺑﺎﻟﻀﺒﻂ ﻟﻼﺳﺘﻔﺎﺩﺓ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﺃﻃﻠﻖ ﻋﻠﻰ ﺿﻤﺎﻧﻚ ﺍﺳﻤﺎً ﻣﻤﻴﺰﺍً‬ ‫ﺇﺫﺍﻛﻨﺖ ﺳﺘﻘﺪﻡ ﺿﻤﺎﻧﺎً‪ ،‬ﻓﺎﺟﻌﻠﻪ ﺃﻛﺜﺮ ﺇﺛﺎﺭﺓ‪ .‬ﺑﺪﻻً ﻣﻦ ﺍﺳﺘﺨﺪﺍﻡ ﻛﻠﻤﺔ "ﺭﺿﺎ" ﺃﻭ ﺃﻱ ﻛﻠﻤﺔ "ﻋﺎﺩﻳﺔ"‪ ،‬ﺻﻔﻪ ﺑﺪﻗﺔ ﺃﻛﺒﺮ‪.‬‬ ‫ﻣﺜﺎﻝﻋﺎﻡ ))ﺳﻴﺉﺔ(‪ :‬ﺿﻤﺎﻥ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ ﺧﻼﻝ ‪ 30‬ﻳﻮﻣﺎً‪.‬‬ ‫ﻣﺜﺎﻝﻋﻠﻰ ﺍﻟﺘﺼﻮﻳﺮ ﺍﻹﺑﺪﺍﻋﻲ ﺭﻗﻢ ‪)) 1‬ﺟﻴﺪ(‪ :‬ﻓﻲ ﻏﻀﻮﻥ ‪ 30‬ﻳﻮﻣﺎً‪ ،‬ﺇﺫﺍ ﻟﻢ ﺗﻘﻔﺰ ﺇﻟﻰ ﺍﻟﻤﻴﺎﻩ ﺍﻟﻤﻠﻴﺉﺔ ﺑﺄﺳﻤﺎﻙ ﺍﻟﻘﺮﺵ ﻻﺳﺘﻌﺎﺩﺓ ﻣﻨﺘﺠﻨﺎ‪ ،‬ﻓﺴﻨﻘﻮﻡ ﺑﺈﻋﺎﺩﺓ ﻛﻞ ﺩﻭﻻﺭ ﺩﻓﻌﺘﻪ‪.‬‬ ‫ﻣﺜﺎﻝﻋﻠﻰ ﺍﻟﺘﺼﻮﻳﺮ ﺍﻹﺑﺪﺍﻋﻲ ﺭﻗﻢ ‪)) 2‬ﺭﺍﺉﻊ(‪ :‬ﺳﻮﻑ ﺗﺤﺼﻞ ﻋﻠﻰ ﺿﻤﺎﻥ "‪ "Club a Baby Seal‬ﺍﻟﺸﻬﻴﺮ ﺍﻟﺨﺎﺹ ﺑﻨﺎ ﺑﻌﺪ ‪ 30‬ﻳﻮﻣﺎً ﻣﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺧﺪﻣﺎﺗﻨﺎ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ ﻟﻦ ﺗﻘﻮﻡ ﺑﻀﻢ ﺧﺘﻢ‬ ‫ﺻﻐﻴﺮﺇﻟﻰ ﻧﺎﺩﻳﻚ ﻟﻠﺒﻘﺎء ﻛﻌﻤﻴﻞ‪ ،‬ﻓﻠﻦ ﺗﻀﻄﺮ ﺇﻟﻰ ﺩﻓﻊ ﻓﻠﺲ ﻭﺍﺣﺪ‪.‬‬ ‫]ﻏﻴﺮ ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ ﺑﻨﺎء ًﻋﻠﻰ ﺍﻟﺮﺿﺎ )ﻣﻮﺳﻊ ﻣﻦ ﺍﻷﻋﻠﻰ(‪:‬‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺇﺫﺍ ﻟﻢ ﻳﻜﻮﻧﻮﺍ ﺭﺍﺿﻴﻦ ﻓﻲ ﺃﻱ ﻭﻗﺖ ﻋﻦ ﻣﺴﺘﻮﻯ ﺍﻟﺨﺪﻣﺔ ﺍﻟﺘﻲ ﻳﺘﻠﻘﻮﻧﻬﺎ ﻣﻨﻚ‪ ،‬ﻓﻴﻤﻜﻨﻬﻢ ﻃﻠﺐ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ )‬ ‫ﻓﻲﺃﻱ ﻭﻗﺖ( ﻟﻠﺒﺮﻧﺎﻣﺞ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﺻﺪﻕ ﺃﻭ ﻻ ﺗﺼﺪﻕ‪ ،‬ﻛﺎﻥ ﻫﺬﺍ ﺿﻤﺎﻧﻲ ﻋﻨﺪﻣﺎ ﻛﻨﺖ ﺃﺑﻴﻊ ﺑﺮﺍﻣﺞ ﺇﻧﻘﺎﺹ ﺍﻟﻮﺯﻥ‪ .‬ﺇﻟﻰ ﺟﺎﻧﺐ ﻛﻮﻧﻪ ﻋﺮﺿﺎً ﻻ ﻳﻘُﺎﻭﻡ‪ ،‬ﻛﻨﺖ ﺃﺿﻤﻦ ﺍﻟﺮﺿﺎ‪.‬‬ ‫ﺍﺳﺘﺨﺪﻣﺖﻗﻮﺓ ﺿﻤﺎﻧﻲ ﻹﺗﻤﺎﻡ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺼﻔﻘﺎﺕ‪" .‬ﻫﻞ ﺗﻌﺘﻘﺪ ﺃﻧﻨﻲ ﺳﺄﺳﺘﻤﺮ ﻓﻲ ﺍﻟﻌﻤﻞ ﺇﺫﺍ ﻗﺪﻣﺖ ﺿﻤﺎﻧﺎً ﻣﺠﻨﻮﻧﺎً ﻛﻬﺬﺍ ﻭﻟﻢ ﺃﻛﻦ ﺟﻴﺪﺍً ﻓﻴﻤﺎ‬ ‫ﺃﻓﻌﻠﻪ؟ﺍﻵﻥ ﺃﻧﺎ‪"...‬ﻻﺃﺿﻤﻦ ﻟﻚ ﺗﺤﻘﻴﻖ ﻫﺬﺍ ﺍﻟﻬﺪﻑ ﺧﻼﻝ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ‪ ،‬ﻷﻧﻨﻲ ﻻ ﺃﺳﺘﻄﻴﻊ ﺗﻨﺎﻭﻝ ﺍﻟﻄﻌﺎﻡ ﻧﻴﺎﺑﺔ ًﻋﻨﻚ‪ .‬ﻟﻜﻨﻨﻲ ﺃﺿﻤﻦ ﻟﻚ ﺍﻟﺤﺼﻮﻝ‬ ‫ﻋﻠﻰﻗﻴﻤﺔ ﻭﺧﺪﻣﺔ ﺑﻘﻴﻤﺔ ‪ 500‬ﺩﻭﻻﺭ ﻣﻨﺎ‪.‬‬ ‫ﺳﺄﺩﻋﻤﻚ‪.‬ﺇﺫﺍ ﻟﻢ ﺗﺸﻌﺮ ﺃﻧﻨﺎ ﻗﺪﻣﻨﺎ ﻟﻚ ﻫﺬﺍ ﺍﻟﻤﺴﺘﻮﻯ ﻣﻦ ﺍﻟﺨﺪﻣﺔ‪ ،‬ﻓﺴﺄﻛﺘﺐ ﻟﻚ ﺷﻴﻜﺎً ﻓﻲ ﺍﻟﻴﻮﻡ ﺍﻟﺬﻱ ﺗﺨﺒﺮﻧﻲ ﻓﻴﻪ ﺃﻧﻨﺎ ﺳﻴﺉﻮﻥ‪.‬‬ ‫ﻳﻌﻤﻞﻫﺬﺍ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺑﺸﻜﻞ ﻣﺜﺎﻟﻲ ﻣﻊ ﺃﻓﻀﻞ ﺍﻻﺣﺘﻤﺎﻻﺕ ﻭﺃﺳﻮﺃﻫﺎ‪" .‬ﻓﻲ ﺃﻓﻀﻞ ﺍﻷﺣﻮﺍﻝ‪ ،‬ﺳﺘﺤﺼﻞ ﻋﻠﻰ ﺟﺴﺪ ﺃﺣﻼﻣﻚ‪ ،‬ﻭﺳﻨﻤﻨﺤﻚ ﻛﺎﻣﻞ‬ ‫ﺃﻣﻮﺍﻟﻚﻟﻠﺒﻘﺎء ﻣﻌﻨﺎ ﻟﺘﺤﻘﻴﻖ ﻫﺪﻓﻚ ﻋﻠﻰ ﺍﻟﻤﺪﻯ ﺍﻟﻄﻮﻳﻞ‪ .‬ﻭﻓﻲ ﺃﺳﻮﺃ ﺍﻷﺣﻮﺍﻝ‪ ،‬ﺇﺫﺍ ﺃﺧﺒﺮﺗﻨﻲ ﺃﻧﻨﻲ ﻓﺎﺷﻞ‪ ،‬ﺳﺄﻛﺘﺐ ﻟﻚ ﺷﻴﻜﺎً‪ ،‬ﻭﺳﺘﺤﺼﻞ ﻋﻠﻰ ﺳﺘﺔ‬ ‫ﺃﺳﺎﺑﻴﻊﻣﻦ ﺍﻟﺘﺪﺭﻳﺐ ﺍﻟﻤﺠﺎﻧﻲ‪ .‬ﻛﻼ ﺍﻟﺨﻴﺎﺭﻳﻦ ﺧﺎﻟﻴﺎﻥ ﻣﻦ ﺍﻟﻤﺨﺎﻃﺮ‪ .‬ﻭﻟﻜﻦ‪ ،‬ﺍﻟﺸﻲء ﺍﻟﻮﺣﻴﺪ ﺍﻟﻤﻀﻤﻮﻥ ﻫﻮ‪"...‬ﻻ ﻟﻤﺴﺎﻋﺪﺗﻚ‪ ،‬ﺳﺄﻏﺎﺩﺭ ﻫﻨﺎ ﺍﻟﻴﻮﻡ‪ .‬ﺇﺫﺍ‬ ‫ﻛﻨﺖ َﺑﺎﺭﻋﺎً ﻓﻴﻤﺎ ﺗﻔﻌﻠﻪ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻡ ﺿﻤﺎﻧﺔ ﻛﻬﺬﻩ ﻟﺪﻓﻊ ﺍﻟﻜﺜﻴﺮﻳﻦ ﺇﻟﻰ ﺣﺎﻓﺔ ﺍﻟﻬﺎﻭﻳﺔ‪ .‬ﻟﻘﺪ ﺭﺑﺤﺖ ُﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﺎﻝ ﻣﻦ ﻫﺬﻩ ﺍﻟﻌﺒﺎﺭﺓ‪ .‬ﻟﻘﺪ ﻗﺒﻞ‬ ‫ﺷﺨﺼﺎﻥﻋﺮﺿﻲ ﻣﻦ ﺃﺻﻞ ‪ 4000‬ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﺧﻼﻝ ﺛﻼﺙ ﺳﻨﻮﺍﺕ ﻭﻧﺼﻒ‪.‬‬ ‫ﺍﻟﺮﺿﺎﺍﻟﺘﺎﻡ‪/‬ﻋﺪﻡ ﻃﺮﺡ ﺃﻱ ﺃﺳﺉﻠﺔ ﻫﻮ ﺃﻋﻠﻰ ﺿﻤﺎﻥ‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻨﺎ ﺳﻨﻔﻌﻞ ﻛﻞ ﺷﻲء ﻋﻠﻰ ﺃﻛﻤﻞ ﻭﺟﻪ‪ ،‬ﻭﻳﻤﻜﻨﻚ ﻃﻠﺐ ﺍﺳﺘﺮﺩﺍﺩ ﺃﻣﻮﺍﻟﻚ‪ .‬ﻃﺎﻟﻤﺎ‬ ‫ﺃﻧﻚﻋﻠﻰ ﺩﺭﺍﻳﺔ ﺑﺎﻟﺤﺴﺎﺑﺎﺕ‪ ،‬ﻓﺴﺘﺘﻤﻜﻦ ﻋﺎﺩﺓ ًﻣﻦ ﺗﻌﻮﻳﺾ ﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺴﺘﺮﺩﺓ ﻓﻲ ﺍﻟﻤﺴﺎﺣﺎﺕ ﺫﺍﺕ ﺍﻷﺳﻌﺎﺭ ﺍﻷﻋﻠﻰ ﻭﺍﻷﺳﺮﻉ ﻓﻲ ﺇﺗﻤﺎﻡ ﻋﻤﻠﻴﺎﺕ‬ ‫ﺍﻟﺒﻴﻊ‪.‬ﻭﻟﻜﻦ ﻳﺠﺐ ﻋﻠﻴﻚ ﺃﻥ ﺗﻜﻮﻥ ﺟﻴﺪﺍً ﻓﻲ ﺍﻟﻮﻓﺎء ﺑﻮﻋﻮﺩﻙ‪.‬ﺇﻥ ﻟﻢ ﻳﻜﻦ ﻛﺬﻟﻚ‪ ،‬ﻓﺎﺑﺘﻌﺪ ﻋﻨﻪ‪ .‬ﺃﻋﺘﻘﺪ ﺃﻥ ﻫﺬﺍ ﺍﻟﻌﺮﺽ ﺃﻧﺴﺐ ﺑﻜﺜﻴﺮ ﻓﻲ ﺍﻟﺤﺎﻻﺕ ﺫﺍﺕ‬ ‫ﺍﻷﺳﻌﺎﺭﺍﻟﻤﻨﺨﻔﻀﺔ‪ .‬ﻳﺼﺒﺢ ﺍﻷﻣﺮ ﻣﺤﻔﻮﻓﺎً ﺑﺎﻟﻤﺨﺎﻃﺮ ﻋﻨﺪ ﺍﻟﺘﻮﺟﻪ ﺇﻟﻰ ﺧﺪﻣﺎﺕ ﺃﻋﻠﻰ ﺗﻜﻠﻔﺔ ًﻭﺗﻜﺎﻟﻴﻒ ﺇﻧﺠﺎﺯ ﺃﻋﻠﻰ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﻏﻴﺮ ﻣﺸﺮﻭﻁ ﻣﻘﺎﺑﻞ ﻣﺸﺮﻭﻁ ﺑﻨﺎء ًﻋﻠﻰ ﻧﻮﻉ ﺍﻟﻌﻤﻞ‬ ‫ﺍﻟﻀﻤﺎﻧﺎﺕﺍﻷﻭﺳﻊ ﻧﻄﺎﻗﺎً ﺗﻨُﺎﺳﺐ ﺷﺮﻛﺎﺕ ‪ B2C‬ﺫﺍﺕ ﺍﻟﺮﺳﻮﻡ ﺍﻷﻗﻞ )ﺍﻟﻜﺜﻴﺮﻭﻥ ﻻ ﻳﻜُﻠﻔﻮﻥ ﺃﻧﻔﺴﻬﻢ ﻋﻨﺎء ﺗﺨﺼﻴﺺ ﺍﻟﻮﻗﺖ(‪ .‬ﻛﻠﻤﺎ ﺍﺭﺗﻔﻊ ﺳﻌﺮ ﺍﻟﺘﺬﻛﺮﺓ‪ ،‬ﻭﺭﻛﺰﺕ ﻋﻠﻰ ﺍﻷﻋﻤﺎﻝ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‪،‬ﺯﺍﺩﺕ ﺭﻏﺒﺘﻚ ﻓﻲ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺿﻤﺎﻧﺎﺕ ﻣﺤُﺪﺩﺓ‪ .‬ﻗﺪ ﺗﺸﻤﻞ ﻫﺬﻩ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ ﺃﻭ ﻻ‪ ،‬ﻭﻗﺪ ﺗﺘﻀﻤﻦ ﺷﺮﻭﻃﺎً ﺃﻭ ﻻ ﺗﺘﻀﻤﻨﻬﺎ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ ﺍﻟﻜﺒﻴﺮﺓ ﺍﻟﺤﺠﻢ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﻣﻀﺎﻋﻔﺔ ﺃﻭ ﺛﻼﺛﺔ ﺃﺿﻌﺎﻑ ﺃﻣﻮﺍﻟﻬﻢ‪ ،‬ﺃﻭ ﺩﻓﻊ ﻣﺒﻠﻎ ‪ X,XXX‬ﺩﻭﻻﺭ ﺩﻭﻥ ﺃﻱ ﺷﺮﻭﻁ )ﺃﻭ ﺃﻱ ﻣﺒﻠﻎ ﺁﺧﺮ ﺃﻛﺒﺮ ﺑﻜﺜﻴﺮ ﻣﻤﺎ‬ ‫ﺩﻓﻌﻮﻩ(‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ ﻳﻨﻄﺒﻖ ﻋﻠﻰ ﺑﻴﻊ ﺷﻲء ﺑﻬﺎﻣﺶ ﺭﺑﺢ ﻣﺮﺗﻔﻊ‪ .‬ﻭﻫﺬﺍ ﺿﻤﺎﻥ ﻹﺿﺎﻓﺔﻣﻊﺷﺮﻁ ﺍﺳﺘﻬﻼﻙ‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻪ ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﺍﻟﻘﻴﺎﻡ ﺑﻤﺠﻤﻮﻋﺔ‬ ‫ﻣﺘﻨﻮﻋﺔﻣﻦ ﺍﻷﻣﻮﺭ ﻟﻠﺘﺄﻫﻞ ﻟﻬﺬﺍ ﺍﻟﻀﻤﺎﻥ‪ .‬ﺍﺳﺘﺨﺪﻡ ﺟﻴﺴﻮﻥ ﻓﻼﺩﻟﻴﻦ‪ ،‬ﻭﻫﻮ ﻣﺴﻮﻕ ﺗﺎﺑﻊ ﻋﺎﻟﻤﻲ ﺍﻟﻤﺴﺘﻮﻯ )ﺣﻘﻖ ‪ 27‬ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ ﻓﻲ ﻳﻮﻡ ﻭﺍﺣﺪ(‪،‬‬ ‫ﻣﺆﺧﺮﺍًﺿﻤﺎﻧﺎً ﺭﺍﺉﻌﺎً ﻟﺪﻭﺭﺓ ﺗﺪﺭﻳﺒﻴﺔ ﺑﺎﻋﻬﺎ‪ .‬ﻗﺎﻝ‪" :‬ﺇﺫﺍ ﺍﺷﺘﺮﻳﺖ ﻫﺬﻩ ﺍﻟﺪﻭﺭﺓ ﻭﺃﻧﻔﻘﺖ ﻣﺒﻠﻐﺎً ﻣﻌﻴﻨﺎً ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻋﻦ ﻣﺘﺠﺮﻙ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﺑﺎﺳﺘﺨﺪﺍﻡ‬ ‫ﺍﻟﻄﺮﻕﺍﻟﻤﺬﻛﻮﺭﺓ ﻫﻨﺎ‪ ،‬ﻭﻟﻢ ﺗﺮﺑﺢ‪ ،‬ﻓﺴﺄﺷﺘﺮﻱ ﻣﺘﺠﺮﻙ ﻣﻨﻚ ﻣﻘﺎﺑﻞ ‪ 25,000‬ﺩﻭﻻﺭ ﺩﻭﻥ ﺃﻱ ﺃﺳﺉﻠﺔ"‪ .‬ﻭﺍﺩﻋﻰ ﺃﻥ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﻐﺮﻱ ﺣﻘﻖ ﻣﺒﻴﻌﺎﺕ‬ ‫ﺇﺿﺎﻓﻴﺔﺑﻘﻴﻤﺔ ‪ 3‬ﻣﻼﻳﻴﻦ ﺩﻭﻻﺭ ﻟﺪﻭﺭﺓ ﺑﻘﻴﻤﺔ ‪ 2,997‬ﺩﻭﻻﺭﺍً‪ .‬ﻋﻼﻭﺓ ﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﻟﻢ ﻳﻘُﺪﻡ ﺳﻮﻯ ‪ 10‬ﻣﻦ ﻫﺬﻩ ﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺴﺘﺮﺩﺓ ﺑﻘﻴﻤﺔ ‪ 25,000‬ﺩﻭﻻﺭ‪.‬‬ ‫ﻭﺑﺎﻟﺘﺎﻟﻲ‪،‬ﺣﻘﻖ ﻫﺬﺍ ﺍﻟﻤﺒﻠﻎ ﺍﻟﻤﺴﺘﺮﺩ ﻣﺒﻴﻌﺎﺕ ﺇﺿﺎﻓﻴﺔ ﺑﻘﻴﻤﺔ ‪ 2.75‬ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ‪ .‬ﻫﺬﺍ ﻣﺎ ﻳﻔﻌﻠﻪ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﻐﺮﻱ ﻟﻚ‪.‬‬ ‫ﺑﺸﻜﻞﻋﺎﻡ‪ ،‬ﺿﻤﺎﻥ ﻗﻮﻱ ﻛﻬﺬﺍ ﺳﻴﺰﻳﺪ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺑﺎﻟﺘﺄﻛﻴﺪ‪ .‬ﻫﺬﺍ ﻳﻔُﻲ ﺑﺎﻟﻐﺮﺽ ﺣﻘﺎً ﻋﻨﺪﻣﺎ ﺗﺤﺘﺎﺝ ﺇﻟﻰﻛﺜﻴﺮﻣﻦ ﺍﻟﻤﻬﺎﻡ ﺍﻟﺘﻲ ﻳﺠﺐ ﻋﻠﻰ ﻋﻤﻴﻠﻚ‬ ‫ﺍﻟﻤﺤﺘﻤﻞﺍﻟﻘﻴﺎﻡ ﺑﻬﺎ‪ ،‬ﻭﺑﺎﻓﺘﺮﺍﺽ ﺇﻧﺠﺎﺯﻫﺎ‪ ،‬ﻫﻨﺎﻙ ﺍﺣﺘﻤﺎﻝ ﺿﺉﻴﻞ ﻟﻌﺪﻡ ﺗﺤﻘﻴﻖ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﻤﺮﺟﻮﺓ‪ .‬ﺃﺣﻴﺎﻧﺎً‪ ،‬ﻗﺪ ﻳﺤﻘﻖ ﺿﻤﺎﻥ ﻛﻬﺬﺍ ﻟﻠﻌﻤﻼء ﻧﺘﺎﺉﺞ‬ ‫ﺃﻓﻀﻞ‪.‬ﻋﺎﺩﺓ ًﻣﺎ ﻳﺘﻔﻮﻕ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﻋﻠﻰ ﺿﻤﺎﻥ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ ﺍﻟﺘﻘﻠﻴﺪﻱ ﻟﻤﺪﺓ ‪ 30‬ﻳﻮﻣﺎً ﻣﻦ ﺣﻴﺚ ﺻﺎﻓﻲ ﺍﻟﺘﺤﻮﻳﻼﺕ )ﺍﻟﻤﺒﻴﻌﺎﺕ ﻣﻄﺮﻭﺣﺎً‬ ‫ﻣﻨﻬﺎﺍﻟﻤﺒﺎﻟﻎ ﺍﻟﻤﺴﺘﺮﺩﺓ(‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺗﺴﺘﻤﺮ ﻓﻲ ﺍﻟﻌﻤﻞ ﻣﻌﻬﻢ ﻣﺠﺎﻧﺎً ﺣﺘﻰ ﻳﺘﻢ ﺗﺤﻘﻴﻖ ‪.X‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﺭﺑﻤﺎ ﻳﻜﻮﻥ ﻫﺬﺍ ﺿﻤﺎﻧﻲ ﺍﻟﺸﺨﺼﻲ ﺍﻟﻤﻔﻀﻞ ﻋﻠﻰ ﺍﻹﻃﻼﻕ‪ .‬ﻓﻬﻮ ﻳﻀﻤﻦ ﺃﺳﺎﺳﺎً ﺗﺤﻘﻴﻖ ﻫﺪﻓﻬﻢ‪ ،‬ﻭﻟﻜﻨﻪ ﻳﻠُﻐﻲ ﻋﺎﻣﻞ ﺍﻟﻮﻗﺖ‪ .‬ﻟﻦ ﺗﺨُﺎﻃﺮ‬ ‫ﺃﺑﺪﺍًﺑﺨﺴﺎﺭﺓ ﺍﻟﻤﺎﻝ‪ .‬ﺍﻟﻀﻤﺎﻥ ﻣﺮُﺗﺒﻂ ﺑﺎﻟﻨﺘﻴﺠﺔ‪ .‬ﻭﻹﺿﻔﺎء ﻟﻤﺴﺔ ﻣﻤﻴﺰﺓ‪ ،‬ﻳﻤﻜﻨﻚ ﺟﻌﻞ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﻣﺸﺮﻭﻃﺎً ﺑﻘﻴﺎﻣﻬﻢ ﺑﺈﺟﺮﺍءﺍﺕ ﺭﺉﻴﺴﻴﺔ ﻣﺮﺗﺒﻄﺔ‬ ‫ﺑﺎﻟﻨﺠﺎﺡ‪:‬ﺇﻧﺸﺎء ﺻﻔﺤﺔ ﻭﻳﺐ‪ ،‬ﺣﻀﻮﺭ ﺍﻟﻤﻜﺎﻟﻤﺎﺕ‪ ،‬ﺣﻀﻮﺭ ﺍﻟﺘﻤﺎﺭﻳﻦ‪ ،‬ﺗﻘﻴﻴﻢ ﺍﻟﻨﺘﺎﺉﺞ‪ ،‬ﺇﺭﺳﺎﻝ ﺍﻟﺒﻴﺎﻧﺎﺕ‪ ،‬ﺇﻟﺦ‪.‬‬ ‫ﺣﺪﻳﺚﺟﺪﻱ‪ :‬ﻣﻨﺬ ﺃﻥ ﻧﺼﺤﺖ ُﺍﻟﺸﺮﻛﺎﺕ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﺗﺤﺪﻳﺪﺍً‪ ،‬ﻟﻢ ﺃﺳﻤﻊ ﺣﺘﻰ ﺍﻵﻥ ﺃﻱ ﺷﺨﺺ ﻳﻘﻮﻝ ﺇﻥ ﻋﻤﻴﻼً ﺍﺳﺘﻔﺎﺩ ﻣﻨﻪ‪ .‬ﻓﻲ‬ ‫ﺍﻟﻮﺍﻗﻊ‪،‬ﺇﺫﺍ ﻧﻔﺬّ ﺷﺨﺺ ﻣﺎ ﻛﻞ ﻣﺎ ﻃﻠﺒﺘﻪ ﻣﻨﻪ ﻭﻟﻢ ﻳﺤﻘﻖ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﻤﺮﺟﻮﺓ ﺑﺤﻠﻮﻝ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﺣﺪﺩﺗﻪ‪ ،‬ﻓﻌﺎﺩﺓ ًﻣﺎ ﻳﺤﺪﺙ ﺃﺣﺪ ﺃﻣﺮﻳﻦ‪:‬‬ ‫‪.1‬ﻋﻨﺪ ﺭﺅﻳﺔ ﺍﻟﺘﺰﺍﻡ ﻋﻤﻴﻠﻚ‪ ،‬ﻓﺈﻧﻚ ﺗﺴﺘﻤﺮ ﻓﻲ ﺍﻟﻌﻤﻞ ﻣﻌﻪ ﺑﻜﻞ ﺳﺮﻭﺭ ﺣﺘﻰ ﻳﺤﻘﻖ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﻤﺮﺟﻮﺓ‬ ‫‪.٢‬ﻳﻠُﻐﻰ‪ .‬ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﻜﻮﻥ ﻋﻤﻴﻠﻚ ﻗﺮﻳﺒﺎً ﺟﺪﺍً ﻣﻦ ﺍﻟﻬﺪﻑ‪ ،‬ﺃﻱ ﺭﺍﺽ‪ٍ.‬‬ ‫ﻣﻦﺍﻟﻤﺮﺟﺢ ﺃﻳﻀﺎً ﺃﻥ ﻣﺤﺎﺩﺛﺔ ﺍﻟﺒﻴﻊ ﻣﻊ ﺍﻟﻀﻤﺎﻥ ﻛﺎﻧﺖ ﻗﺒﻞ ﺃﺷﻬﺮ‪ .‬ﻣﺎ ﻛﺎﻥ ﻣﻬﻤﺎً ﻓﻲ ﻣﺤﺎﺩﺛﺔ ﺍﻟﺒﻴﻊ ﺭﺑﻤﺎ ﺃﺻﺒﺢ ﺍﻵﻥ ﺫﻛﺮﻯ ﺑﻌﻴﺪﺓ‪ ،‬ﻭﺣﻞ ﻣﺤﻠﻪ‬ ‫ﻋﺎﻃﻔﺘﻬﻢﺗﺠﺎﻫﻚ‪/‬ﺗﺠﺎﻩ ﻋﻤﻠﻚ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ ﺍﻟﻤﻌﺪﻝ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺍﻣﻨﺤﻬﻢ ﻓﺘﺮﺓ ﺧﺪﻣﺔ ﺇﺿﺎﻓﻴﺔ ﻣﺪﺗﻬﺎ ‪ Y‬ﺃﻭ ﻭﺻﻮﻻ ًﻣﺠﺎﻧﻴﺎً ﺇﻟﻰ ﻣﻨﺘﺠﻚ‪/‬ﺧﺪﻣﺎﺗﻚ‪ .‬ﻋﺎﺩﺓ‪ ً،‬ﻳﻨﺒﻐﻲ ﻋﻠﻰ ‪ Y‬ﻣﻨﺤﻬﻢ ﺿﻌﻒ‬ ‫ﻫﺬﻩﺍﻟﻤﺪﺓ ﻋﻠﻰ ﺍﻷﻗﻞ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ ﻳﺸﺒﻪ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ‪ ،‬ﻭﻟﻜﻨﻪ ﻳﺮﺑﻂ ﻣﺪﺓ ﻣﺤﺪﺩﺓ ﺑﻌﻤﻠﻚ‪/‬ﻣﺸﺎﺭﻛﺘﻚ ﺍﻟﻤﻤﺘﺪﺓ‪ .‬ﻟﺬﺍ‪ ،‬ﺑﺪﻻً ﻣﻦ ﺃﻥ ﺗﻜﻮﻥ ﻣﺴﺆﻭﻻً "ﺇﻟﻰ ﺍﻷﺑﺪ"‪ ،‬ﺳﺘﻜﻮﻥ‬ ‫ﻣﺴﺆﻭﻻًﻟﻔﺘﺮﺓ ﺇﺿﺎﻓﻴﺔ ﻗﺪﺭﻫﺎ ‪ Y‬ﻓﻘﻂ‪ .‬ﻟﻘﺪ ﺭﺃﻳﺖ ُﺃﻥ ﻫﺬﺍ ﻳﻌﻤﻞ ﺑﻜﻔﺎءﺓ ﻋﺎﻟﻴﺔ‪ ،‬ﻭﻳﺒُﻘﻲ ﺍﻟﻌﻤﻞ ﻣﺴﺆﻭﻻً ﻟﻔﺘﺮﺓ ﺯﻣﻨﻴﺔ ﻣﺤﺪﻭﺩﺓ‪ ،‬ﻭﻗﺪ ﻳﻜﻮﻥ ﻣﻦ‬ ‫ﺍﻷﺳﻬﻞﻋﻠﻴﻚ ﺍﻟﺒﺪء ﻗﺒﻞ ﺗﻄﺒﻴﻖ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ ﺍﻟﺸﺎﻣﻞ ﺍﻟﻤﺬﻛﻮﺭ ﺃﻋﻼﻩ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﻗﺎﺉﻢ ﻋﻠﻰ ﺍﻻﺉﺘﻤﺎﻥ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺗﻌﻴﺪ ﻟﻬﻢ ﻣﺎ ﺩﻓﻌﻮﻩ ﻭﻟﻜﻦ ﻓﻲ ﺻﻮﺭﺓ ﺭﺻﻴﺪ ﻣﻘﺎﺑﻞ ﺃﻱ ﺧﺪﻣﺔ ﺗﻘﺪﻣﻬﺎ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻳﻔُﻀﻞّ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﺧﻼﻝ ﻋﻤﻠﻴﺔ ﺍﻟﺒﻴﻊ ﺍﻹﺿﺎﻓﻲ ﻹﺗﻤﺎﻡ ﺻﻔﻘﺔ ﺷﺮﺍء ﺧﺪﻣﺔ ﻏﻴﺮ ﻣﺘﺄﻛﺪﻳﻦ ﻣﻦ ﺇﻋﺠﺎﺑﻬﻢ ﺑﻬﺎ‪ .‬ﻓﻬﻢ ﻣﻌﺠﺒﻮﻥ‬ ‫ﺑﺎﻟﻔﻌﻞﺑﻤﺎ ﻳﻘﺪﻣﻮﻧﻪ‪ ،‬ﻭﺃﻧﺖ ﺗﺤﺎﻭﻝ ﺑﻴﻌﻬﻢ ﺇﻳﺎﻩ‪.‬ﺃﻛﺜﺮﻓﻲ ﺃﺳﻮﺃ ﺍﻷﺣﻮﺍﻝ‪ ،‬ﻳﻤﻜﻨﻬﻢ ﺗﻄﺒﻴﻘﻪ ﻋﻠﻰ ﻣﺎ ﻳﻔﻀﻠﻮﻧﻪ ﺑﺎﻟﻔﻌﻞ‪ ،‬ﻣﻤﺎ ﻳﺤﺎﻓﻆ ﻋﻠﻰ ﺣﺴﻦ ﺍﻟﻨﻴﺔ‬ ‫ﻟﺪﻯﺍﻟﻌﻤﻴﻞ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ ﺍﻟﺸﺨﺼﻴﺔ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺗﻌﻤﻞ ﻣﻌﻬﻢ ﺑﺸﻜﻞ ﻓﺮﺩﻱ‪ ،‬ﻣﺠﺎﻧﺎً‪ ،‬ﺣﺘﻰ ﻳﺼﻠﻮﺍ ﺇﻟﻰ ﺍﻟﻬﺪﻑ ﺃﻭ ﺍﻟﻨﺘﻴﺠﺔ ‪.X‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ ﺑﺎﻟﺘﺄﻛﻴﺪ ﺃﺣﺪ ﺃﻗﻮﻯ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ‪ .‬ﺇﻧﻪ ﻣﺜﻞ ﺿﻤﺎﻥ ﺧﺪﻣﺔ ﺍﻟﻜﺮﺍﻙ‪ .‬ﻗﻄﻌﺎًﻣﻊ ﺫﻟﻚ‪ ،‬ﺃﺭﻳﺪ ﺇﺿﺎﻓﺔ ﺷﺮﻭﻁ‪ :‬ﻳﺠﺐ ﻋﻠﻴﻬﻢ ﺍﻟﺮﺩ‬ ‫ﺧﻼﻝﺃﺭﺑﻊ ﻭﻋﺸﺮﻳﻦ ﺳﺎﻋﺔ‪ ،‬ﻭﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﻄﻠﺒﻬﺎ ﻣﻨﻬﻢ‪ ،‬ﻭﺍﺗﺒﺎﻉ ﺍﻟﺘﻌﻠﻴﻤﺎﺕ‪ .‬ﻓﻘﻂ ﺇﺫﺍ ﻓﻌﻠﻮﺍ ﺫﻟﻚ‪ ،‬ﺳﺘﻮﺍﺻﻞ ﺍﻟﻌﻤﻞ ﻣﻌﻬﻢ ﺑﺸﻜﻞ‬ ‫ﻓﺮﺩﻱ‪.‬‬ ‫ﻫﺬﺍﺍﻷﻣﺮ ﺑﺎﻟﻎ ﺍﻷﻫﻤﻴﺔ ﺧﺎﺻﺔ ًﻣﻊ ﺗﻮﺳﻌّﻚ ﻭﺍﻛﺘﺴﺎﺑﻚ ﺧﺒﺮﺓ ًﺃﻛﺒﺮ ﻛﺼﺎﺣﺐ ﻋﻤﻞ‪ .‬ﻫﻞ ﻳﻤﻜﻨﻚ ﺗﺨﻴﻞّ ﺃﺣﺪ ﻣﻨﺪﻭﺑﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻳﻘﻮﻝ‪" :‬ﺳﻴﻌﻤﻞ‬ ‫ﺃﻟﻴﻜﺲﻣﻌﻚ ﺷﺨﺼﻴﺎً ﺣﺘﻰ ﻳﺼُﺒﺢ ﻋﺮﺿﻚ ﻧﺎﺟﺤﺎً"؟ ﺻﺤﻴﺢ‪ .‬ﺳﻴﻨﺠﺢ ﺍﻷﻣﺮ‪ .‬ﻭﻟﻜﻨﻪ ﺳﻴﻜﻮﻥ ﻛﺎﺑﻮﺳﺎً ﺃﻳﻀﺎً‪ .‬ﻟﺬﺍ‪ ،‬ﺭﺑﻤﺎ ﺃﺿﻊ ﺷﺮﻭﻃﺎً ﻣﺜﻞ‪" :‬ﺑﺸﺮﻁ ﺃﻥ‬ ‫ﺗﻜﻮﻥﻗﺪ ﺃﻧﻔﻘﺖ ‪ 10,000‬ﺩﻭﻻﺭ ﻋﻠﻰ ﻋﺮﺿﻚ ﺍﻟﺤﺎﻟﻲ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻫﻴﻜﻠﻴﺘﻨﺎ‪ ،‬ﻭﺃﻥ ﻳﻜﻮﻥ ﺍﻟﻌﺮﺽ ﺍﻟﺬﻱ ﻗﺪﻣﺘﻪ ﻟﺘﻮﻟﻴﺪ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ ،‬ﻭﻛﺎﻥ ﻋﺮﺿﺎً‬ ‫ﻣﺠﺎﻧﻴﺎً‪.‬ﻫﺬﻩ ﺃﻣﻮﺭ ﺗﺠﻌﻞ ﻣﻦ ﻏﻴﺮ ﺍﻟﻤﺮﺟﺢ ﺃﻻ ﻳﻨﺠﺤﻮﺍ‪ .‬ﺇﺫﺍ ﻓﻌﻠﻮﺍ ﺫﻟﻚ ﻟﺴﺒﺐ ﻣﺎﻟﻢ ﻳﻜﻦﻣﻊ ﻭﺿﻊ ﻫﺬﻩ ﺍﻟﺸﺮﻭﻁ ﻓﻲ ﻣﻜﺎﻧﻬﺎ‪ ،‬ﺭﺑﻤﺎ ﺃﺳﺘﻄﻴﻊ ﺣﻞ‬ ‫ﻣﺸﻜﻠﺘﻬﻢﻓﻲ ﻋﺸﺮ ﺩﻗﺎﺉﻖ ﻓﻘﻂ ﻣﻦ ﺧﻼﻝ ﺍﻟﻨﻈﺮ ﺇﻟﻴﻬﺎ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﻣﺰﺍﻳﺎ ﺍﻟﻔﻨﺪﻕ ﻭﺗﺬﺍﻛﺮ ﺍﻟﻄﻴﺮﺍﻥ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺇﺫﺍ ﻟﻢ ﺗﺴﺘﻠﻢ ﻗﻴﻤﺔ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻓﺴﻮﻑ ﻧﻘﻮﻡ ﺑﺮﺩ ﺛﻤﻨﻪ ﺇﻟﻴﻚﻭ ﺧﺎﺻﺘﻚﺍﻟﻔﻨﺪﻕ ‪ +‬ﺗﺬﻛﺮﺓ ﺍﻟﻄﻴﺮﺍﻥ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ‪ ،‬ﻣﻦ ﺍﻟﻨﺎﺣﻴﺔ ﺍﻟﻔﻨﻴﺔ‪" ،‬ﺍﺳﺘﺮﺩﺍﺩ ﻟﻠﺘﻜﺎﻟﻴﻒ ﺍﻹﺿﺎﻓﻴﺔ" ﻣﻦ ﻣﺜﺎﻟﻨﺎ ﺍﻷﻭﻝ‪ .‬ﺃﻧﺎ ﻣﻌﺠﺐ ﺑﻪ ﺟﺪﺍً ﻟﻮﺭﺵ ﺍﻟﻌﻤﻞ ﻭﺍﻟﺘﺠﺎﺭﺏ ﺍﻟﺸﺨﺼﻴﺔ‪.‬‬ ‫ﻋﺎﺩﺓ ًﻣﺎ ﺗﻜﻮﻥ ﺗﻜﻠﻔﺔ ﺍﻟﻔﻌﺎﻟﻴﺔ ﺃﻋﻠﻰ ﻣﻦ ﺗﻜﻠﻔﺔ ﺍﻟﻔﻨﺪﻕ ﻭﺗﺬﺍﻛﺮ ﺍﻟﻄﻴﺮﺍﻥ‪ ،‬ﻟﺬﺍ ﻓﻬﻮ ﺃﺷﺒﻪ ﺑﺈﺿﺎﻓﺔ ‪ 1000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﺇﻟﻰ ﺍﻟﻀﻤﺎﻥ‪ ،‬ﻭﻟﻜﻨﻪ ﺃﻛﺜﺮ‬ ‫ﻭﺍﻗﻌﻴﺔ‪.‬ﺇﻧﻪ ﺃﺻﻠﻲ ﺑﻤﺎ ﻳﻜﻔﻲ ﻟﻴﻌُﺠﺐ ﺍﻟﻨﺎﺱ ﺑﻪ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺩﻓﻊ ﺍﻷﺟﻮﺭ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﻋﺮﺽ ﻋﻠﻴﻬﻢ ﺩﻓﻊ ﺃﺟﺮﻫﻢ ﺑﺎﻟﺴﺎﻋﺔ‪ ،‬ﻣﻬﻤﺎ ﻛﺎﻥ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﻟﻢ ﻳﺠﺪﻭﺍ ﻣﻜﺎﻟﻤﺘﻚ‪/‬ﺟﻠﺴﺘﻚ ﻣﻌﻬﻢ ﺫﺍﺕ ﻗﻴﻤﺔ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻫﺬﺍ ﺃﻳﻀﺎً ﺿﻤﺎﻥ ﺗﻜﻠﻔﺔ ﺇﺿﺎﻓﻲ‪ ،‬ﻭﻟﻜﻨﻪ ﺿﻤﺎﻥ ٌﻓﺮﻳﺪ ٌﻣﻦ ﻧﻮﻋﻪ‪ .‬ﺇﺫﺍ ﻃﻠﺐ ﺃﺣﺪﻫﻢ ﺩﻓﻊ ﺍﻟﺮﺍﺗﺐ‪ ،‬ﻓﻤﺎ ﻋﻠﻴﻚ ﺳﻮﻯ ﻃﻠﺐ ﺇﻗﺮﺍﺭﻩ ﺍﻟﻀﺮﻳﺒﻲ‬ ‫ﻭﻗﺴﻤﺘﻪﻋﻠﻰ ‪) 1960‬ﻋﺪﺩ ﺳﺎﻋﺎﺕ ﺍﻟﻌﻤﻞ ﺑﻤﻌﺪﻝ ‪ 40‬ﺳﺎﻋﺔ ﺃﺳﺒﻮﻋﻴﺎً ﻟﻤﺪﺓ ﻋﺎﻡ(‪ .‬ﻟﻜﻦ ﻣﻦ ﻳﻄﻠﺐ ﺍﺳﺘﺮﺩﺍﺩﺍً ﻟﻠﻀﺮﻳﺒﺔ ﻟﻦ ﻳﻔﻌﻞ ﺫﻟﻚ‪ ،‬ﻟﺬﺍ ﻟﻦ‬ ‫ﺗﻀﻄﺮﺃﺑﺪﺍً ﺇﻟﻰ ﺗﻘﺪﻳﻢ ﺃﻱ ٍّﻣﻦ ﻫﺬﻩ ﺍﻟﻀﻤﺎﻧﺎﺕ‪ .‬ﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﺩﺍﺉﻤﺎً‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺇﺻﺪﺍﺭ ﺿﻤﺎﻥ ﺍﻟﺨﺪﻣﺔ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺗﺴﻤﺢ ﻟﻬﻢ ﺑﺎﻟﺨﺮﻭﺝ ﻣﻦ ﻋﻘﺪﻫﻢ ﻣﺠﺎﻧﺎً‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻳﻠُﻐﻲ ﻫﺬﺍ ﺍﻻﻟﺘﺰﺍﻡ ﺃﻭ ﺭﺳﻮﻡ ﺍﻹﻟﻐﺎء‪ .‬ﺇﺫﺍ ﻛﺎﻧﺖ ﺷﺮﻛﺘﻚ ﻟﺪﻳﻬﺎ ﺍﻟﺘﺰﺍﻣﺎﺕ ﺃﻭ ﻋﻘﻮﺩ ﺃﻭ ﺑﻨﻮﺩ ﻗﺎﺑﻠﺔ ﻟﻠﺘﻨﻔﻴﺬ‪ ،‬ﻓﻘﺪ ﻳﻜﻮﻥ ﻫﺬﺍ ﺿﻤﺎﻧﺎً ﻗﻮﻳﺎً‪.‬‬ ‫ﻭﺍﻷﻓﻀﻞﻣﻦ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ ﺗﻌﻤﻞ ﻓﻲ ﺷﺮﻛﺔ ﻻ ﺗﻨُﻔﺬ ﻋﻘﻮﺩﻙ‪ ،‬ﻓﻠﻦ ﺗﺨﺴﺮ ﺷﻴﺉﺎً ﺑﺈﺿﺎﻓﺔ ﺍﻟﻀﻤﺎﻥ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺗﺄﺧﻴﺮ ﺍﻟﺪﻓﻌﺔ ﺍﻟﺜﺎﻧﻴﺔ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﻟﻦ ﺗﻘﻮﻡ ﺑﺈﺻﺪﺍﺭ ﻓﺎﺗﻮﺭﺓ ﻟﻬﻢ ﻣﺮﺓ ﺃﺧﺮﻯ ﺣﺘﻰﺑﻌﺪﻳﺤﻘﻘﻮﻥ ﺃﻭ ﻳﺤﺼﻠﻮﻥ ﻋﻠﻰ ﺃﻭﻝ ﻧﺘﻴﺠﺔ‪ .‬ﻣﺜﺎﻝ‪ :‬ﺧﺴﺎﺭﺓ ﺃﻭﻝ ﺧﻤﺴﺔ‬ ‫ﺃﺭﻃﺎﻝ‪...‬ﺗﺤﻘﻴﻖ ﺃﻭﻝ ﻋﻤﻠﻴﺔ ﺑﻴﻊ‪ ...‬ﺇﻃﻼﻕ ﻣﻮﻗﻌﻚ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪ ،‬ﺇﻟﺦ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻳﻌُﺠﺒﻨﻲ ﻫﺬﺍ ﻛﺜﻴﺮﺍً‪ ،‬ﺧﺎﺻﺔ ًﺇﺫﺍ ﻛﺎﻧﺖ ﻟﺪﻳﻚ ﻋﻤﻠﻴﺔ ﻣﻨُﻈﻤّﺔ ﻟﻠﻐﺎﻳﺔ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻷﻭﻟﻰ‪ .‬ﻓﻬﻮ ﻳﺤُﻔﺰّ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺤُﺘﻤﻞ ﻋﻠﻰ ﺍﻟﺘﻔﻜﻴﺮ‬ ‫ﺑﺴﺮﻋﺔﻭﻳﺤُﻔﺰّﻩ ﻋﻠﻰ ﺍﻟﺘﺤﺮﻙّ‪ .‬ﻛﻤﺎ ﻳﺮُﻛﺰّ ﻓﺮﻳﻘﻚ ﻋﻠﻰ ﺗﺤﻔﻴﺰ ﻋﻤﻴﻠﻚ‪ .‬ﻳﻌُﺪ ّﻫﺬﺍ ﺃﻣﺮﺍً ﺭﺍﺉﻌﺎً ﻋﻨﺪﻣﺎ ﺗﻌﺮﻑ ﺍﻟﻤﻘﻴﺎﺱ ﺃﻭ ﺍﻹﺟﺮﺍء ﺍﻟﺬﻱ ﻳﺤُﻔﺰّ ﺍﻟﺘﺤﻔﻴﺰ )‬ ‫ﻣﺆﺷﺮﺍًﻣﺘُﻨﺒﺉّﺎً ﻟﻼﺣﺘﻔﺎﻅ ﻃﻮﻳﻞ ﺍﻷﻣﺪ( ﻟﻠﻌﻤﻴﻞ‪.‬‬ ‫ﻟﻘﺪﺍﺳﺘﺨﺪﻣﺖ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﺑﻨﺠﺎﺡ ﻋﺪﺓ ﻣﺮﺍﺕ‪.‬‬ ‫]ﻣﺸﺮﻭﻁ[ ﺿﻤﺎﻥ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻷﻭﻟﻰ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺳﺘﺴﺘﻤﺮ ﻓﻲ ﺩﻓﻊ ﺗﻜﺎﻟﻴﻔﻬﻢ ﺍﻹﺿﺎﻓﻴﺔ )ﻧﻔﻘﺎﺕ ﺍﻹﻋﻼﻧﺎﺕ‪ ،‬ﻭﺍﻟﻔﻨﺎﺩﻕ‪ ،‬ﺇﻟﺦ( ﺣﺘﻰ ﻳﺤﻘﻘﻮﺍ ﺃﻭﻝ ﻧﺘﻴﺠﺔ‪ .‬ﻣﺜﺎﻝ‪ :‬ﺇﺫﺍ ﻟﻢ‬ ‫ﺗﺤُﻘﻖﺃﻭﻝ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﺧﻼﻝ ‪ 14‬ﻳﻮﻣﺎً‪ ،‬ﻓﺴﻨﺪﻓﻊ ﺗﻜﺎﻟﻴﻒ ﺇﻧﻔﺎﻗﻚ ﺍﻹﻋﻼﻧﻲ ﺣﺘﻰ ﺗﺤﻘﻘﻬﺎ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﺗﻤﺎﻣﺎً ﻣﺜﻞ ﺍﻟﺪﻓﻌﺔ ﺍﻟﺜﺎﻧﻴﺔ ﺍﻟﻤﺆﺟﻠﺔ‪ ،‬ﻭﻟﻜﻦ ﺑﺘﻜﻠﻔﺔ ﻣﺨﺘﻠﻔﺔ‪ .‬ﺃﻧﺎ ﺷﺨﺼﻴﺎً ﺃﺣﺐ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻛﺜﻴﺮﺍً‪ .‬ﻓﻬﻮ ﻳﺒُﻘﻲ ﺍﻟﺠﻤﻴﻊ ﻣﺮُﻛﺰﻳﻦ ﻋﻠﻰ‬ ‫ﺍﻟﺤﺼﻮﻝﻋﻠﻰ ﺍﻟﺪﻭﻻﺭ ﺍﻷﻭﻝ‪ .‬ﺑﻤﺠﺮﺩ ﻭﺻﻮﻟﻪ‪ ،‬ﻳﺄﺗﻲ ﺍﻟﺜﺎﻧﻲ ﺑﻌﺪﻩ ﻣﺒﺎﺷﺮﺓ‪ً.‬‬ ‫]ﺿﺪ ﺍﻟﻀﻤﺎﻥ[ ﺟﻤﻴﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻧﻬﺎﺉﻴﺔ‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺧﺪﻣﺔ‪/‬ﻣﻨﺘﺞ ﺣﺼﺮﻱ ﻭﻗﻴﻢّ ﻟﻠﻐﺎﻳﺔ‪ .‬ﻋﻠﻰ ﺍﻷﺭﺟﺢ‪ ،‬ﻫﺬﺍ ﺷﻲء ﺑﺎﻟﻎ ﺍﻷﻫﻤﻴﺔ‪ ،‬ﺑﻤﺠﺮﺩ ﺭﺅﻳﺘﻪ ﻻ ﻳﻤﻜﻦ‬ ‫ﺇﺧﻔﺎﺅﻩ‪،‬ﺃﻭ ﺑﻤﺠﺮﺩ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻻ ﻳﻤﻜﻦ ﺇﺯﺍﻟﺘﻪ‪ .‬ﻣﺜﺎﻝ‪ :‬ﺳﻄﺮ ﺑﺮﻣﺠﻲ ﻟﺘﺤﺴﻴﻦ ﺗﺠﺮﺑﺔ ﺍﻟﺪﻓﻊ ﻋﻠﻰ ﻣﻮﻗﻊ ﺇﻟﻜﺘﺮﻭﻧﻲ‪ .‬ﺑﻤﺠﺮﺩ ﺍﺳﺘﻼﻡ ﺷﺨﺺ ﻣﺎ ﻟﻬﺬﺍ‬ ‫ﺍﻟﺮﻣﺰ‪،‬ﻳﻤﻜﻨﻪ ﺍﺳﺘﺨﺪﺍﻣﻪ ﺩﻭﻥ ﺩﻓﻊ ﺃﻱ ﺃﻣﻮﺍﻝ‪ .‬ﺃﻭ ﺳﻠﺴﻠﺔ ﻣﻦ ﺍﻟﺮﺳﺎﺉﻞ ﺍﻻﻓﺘﺘﺎﺣﻴﺔ ﻟﻠﺘﻌﺮﻑ ﻋﻠﻰ ﺍﻟﻔﺘﻴﺎﺕ‪ ،‬ﺃﻭ ﺟﻤﻞ ﺍﻓﺘﺘﺎﺣﻴﺔ ﻟﻤﺮﺍﺳﻠﺔ ﻋﻤﻼء‬ ‫ﻣﺤﺘﻤﻠﻴﻦﻏﻴﺮ ﻣﻬﺘﻤﻴﻦ‪ .‬ﺃﺷﻴﺎء ﻗﻴﻤّﺔ ﻟﻠﻐﺎﻳﺔ‪ ،‬ﻭﻟﻜﻦ ﻣﻦ ﺍﻟﺴﻬﻞ ﺟﺪﺍً ﺳﺮﻗﺘﻬﺎ ﺑﻌﺪ ﺭﺅﻳﺘﻬﺎ‪/‬ﻓﻬﻤﻬﺎ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﻳﻤﻜﻦ ﺃﻥ ﻳﻌﺰﺯ ﻫﺬﺍ ﻣﻦ ﺇﻗﻨﺎﻉ ﻋﻤﻠﻴﺔ ﺍﻟﺒﻴﻊ ﻭﻗﻴﻤﺔ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﺨﺪﻣﺔ‪.‬ﻳﻌﻨﻲ ﺃﻥ ﺍﻟﻌﻤﻴﻞ ﺳﻴﺴﺘﺨﺪﻣﻪ ﻭﻳﺮﻯ ﻓﺎﺉﺪﺓ ﻛﺒﻴﺮﺓ‪ ،‬ﻣﻤﺎ ﻳﻌُﺮﺽّ‬ ‫ﺍﻟﺸﺮﻛﺔﻟﻠﺨﻄﺮ‪ .‬ﻳﻌُﺪ ّﻫﺬﺍ ﺍﻋﺘﺮﺍﻓﺎً ﺑﺎﻟﺨﻄﺄ‪ .‬ﻟﺪﻳﻨﺎ ﺳﻴﺎﺳﺔ "ﺟﻤﻴﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻧﻬﺎﺉﻴﺔ"‪.‬ﻟﻜﻦ"ﻫﺬﺍ ﻷﻥ ﻣﻨﺘﺠﻨﺎ ﺣﺼﺮﻱ ﻟﻠﻐﺎﻳﺔ ﻭﻗﻮﻱ ﻟﻠﻐﺎﻳﺔ ﻟﺪﺭﺟﺔ ﺃﻧﻪ‬ ‫ﺑﻤﺠﺮﺩﺍﺳﺘﺨﺪﺍﻣﻪ ﻻ ﻳﻤﻜﻦ ﺍﻻﺳﺘﻐﻨﺎء ﻋﻨﻪ‪ ".‬ﻭﻧﻈﺮﺍً ﻷﻧﻪ ﻣﻦ ﺍﻟﻤﻌﺘﺎﺩ ﺟﺪﺍً ﺃﻥ ﻳﻜﻮﻥ ﻫﻨﺎﻙ ﻧﻮﻉ ﻣﻦ ﺍﻟﻀﻤﺎﻥ‪ ،‬ﻓﺈﻥ ﻋﺪﻡ ﻭﺟﻮﺩ ﺿﻤﺎﻥ ﺃﻣﺮ ﺟﺪﻳﺮ‬ ‫ﺑﺎﻻﻫﺘﻤﺎﻡ‪.‬‬ ‫ﻟﺬﺍﺑﺪﻻ ًﻣﻦ ﺃﻥ ﺗﻜﻮﻥ ﻣﺘﺮﺩﺩﺍ‪ ً،‬ﺍﺳﺘﻨﺪ ﺇﻟﻰ ﺣﻘﻴﻘﺔ ﺃﻥ ﻫﺬﺍ ﺍﻟﺸﻲء ﻳﻌﻤﻞ ﺑﺸﻜﻞ ﺟﻴﺪ ﻟﻠﻐﺎﻳﺔ‪ ،‬ﻭﻣﻦ ﺍﻟﺴﻬﻞ ﺟﺪﺍً ﻧﺴﺨﻪ‪،‬ﻳﺠﺐﺍﺟﻌﻞ ﺟﻤﻴﻊ‬ ‫ﺍﻟﻤﺒﻴﻌﺎﺕﻧﻬﺎﺉﻴﺔ‪ .‬ﺳﻴﺼﺪﻗﻮﻧﻚ ﺃﻛﺜﺮ ﺇﺫﺍ ﻗﺒﻠﺖ ﻫﺬﺍ ﺍﻟﻤﻮﻗﻒ‪" .‬ﺳﻨﻌﺮﺽ ﻟﻚ ﻋﻤﻠﻴﺘﻨﺎ ﺍﻟﺤﺼﺮﻳﺔ ﺍﻟﺘﻲ ﻧﺴﺘﺨﺪﻣﻬﺎ ﺣﺎﻟﻴﺎً ﻟﺘﻮﻟﻴﺪ ﻋﻤﻼء ﻣﺤﺘﻤﻠﻴﻦ‬ ‫ﻓﻲﺃﻋﻤﺎﻟﻨﺎ‪ .‬ﻣﺴﺎﺭﺍﺕ ﺍﻟﺘﺤﻮﻳﻞ‪ ،‬ﻭﺍﻹﻋﻼﻧﺎﺕ‪ ،‬ﻭﺍﻟﻤﻘﺎﻳﻴﺲ‪ .‬ﺳﻨﻜﺸﻒ ﻟﻚ ﻋﻦ ﺁﻟﻴﺎﺕ ﻋﻤﻠﻨﺎ ﺍﻟﺪﺍﺧﻠﻴﺔ‪ ،‬ﻭﻧﺘﻴﺠﺔ ﻟﺬﻟﻚ‪ ،‬ﺟﻤﻴﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻧﻬﺎﺉﻴﺔ‪".‬‬ ‫ﻣﻼﺣﻈﺔ‪:‬ﻣﻄﻠﻮﺏ ﺳﺒﺐ ﻗﻮﻱ ﻫﻨﺎ‪ .‬ﻓﻘﻂ ﺍﺑﺘﻜﺮ ﺳﺒﺒﺎً ﻣﻘﻨﻌﺎً‪ .‬ﻛﻠﻤﺎ ﺯﺍﺩﺕ ﻗﺪﺭﺗﻚ ﻋﻠﻰ ﺇﻇﻬﺎﺭ‪...‬ﺣﻘﻴﻘﻲﻛﻠﻤﺎ ﺯﺍﺩ ﺍﻟﺘﻌﺮﺽ‪ ،‬ﻛﻠﻤﺎ ﻛﺎﻧﺖ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﺃﻛﺜﺮﻓﻌﺎﻟﻴﺔ‪.‬‬ ‫ﻳﻤﻜﻦﺃﻥ ﺗﺠُﺪﻱ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﻀﺎﺩﺓ ﻧﻔﻌﺎً ﺃﻳﻀﺎً ﻣﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺪﻣﺎﺕ ﺑﺎﻫﻈﺔ ﺍﻟﺜﻤﻦ ﺍﻟﺘﻲ ﺗﺘﻄﻠﺐ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻌﻤﻞ ﺃﻭ ﺍﻟﺘﺨﺼﻴﺺ‪" .‬ﺇﺫﺍ‬ ‫ﻛﻨﺖ َﻣﻦ ﺍﻟﻌﻤﻼء ﺍﻟﺬﻳﻦ ﻳﺤﺘﺎﺟﻮﻥ ﺇﻟﻰ ﺿﻤﺎﻥ ﻗﺒﻞ ﺍﺗﺨﺎﺫ ﺃﻱ ﺧﻄﻮﺓ‪ ،‬ﻓﺄﻧﺖ َﻟﺴﺖ َﺍﻟﺸﺨﺺ ﺍﻟﺬﻱ ﻧﺮﻏﺐ ﻓﻲ ﺍﻟﻌﻤﻞ ﻣﻌﻪ‪ .‬ﻧﺮﻳﺪ ﻋﻤﻼء ﻣﺘﺤﻤﺴﻴﻦ‬ ‫ﻭﺫﻭﻱﻣﺒﺎﺩﺭﺓ ﺫﺍﺗﻴﺔ‪ ،‬ﻗﺎﺩﺭﻳﻦ ﻋﻠﻰ ﺍﺗﺒﺎﻉ ﺍﻟﺘﻌﻠﻴﻤﺎﺕ ﻭﻻ ﻳﺒﺤﺜﻮﻥ ﻋﻦ ﻣﺨﺮﺝ ﺣﺘﻰ ﻗﺒﻞ ﺍﻟﺒﺪء‪ .‬ﺇﺫﺍ ﻟﻢ ﺗﻜﻦ ﺟﺎﺩﺍً‪ ،‬ﻓﻼ ﺗﺸﺘﺮﻱ‪ .‬ﺃﻣﺎ ﺇﺫﺍ ﻛﻨﺖ َﺟﺎﺩﺍً‪،‬‬ ‫ﻓﺴﺘﺠﻨﻲﺛﺮﻭﺓ ﻃﺎﺉﻠﺔ‪ ".‬ﻣﻦ ﻫﺬﻩ ﺍﻷﻣﺜﻠﺔ‪ ،‬ﺳﺘﻔﻬﻢ ﺍﻟﻔﻜﺮﺓ‪.‬‬ ‫ﺍﻟﻀﻤﺎﻧﺎﺕﺍﻟﻀﻤﻨﻴﺔ‪ :‬ﻧﻤﺎﺫﺝ ﺍﻷﺩﺍء‪ ،‬ﻭﺣﺼﺺ ﺍﻹﻳﺮﺍﺩﺍﺕ‪ ،‬ﻭﺗﻘﺎﺳﻢ ﺍﻷﺭﺑﺎﺡ‬ ‫ﺃﺩﺍء‪:‬ﺃ( ‪ ...‬ﺍﺩﻓﻊ ﻟﻲ ﻓﻘﻂ ‪ XXX‬ﺩﻭﻻﺭﺍً ﻟﻜﻞ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ‪ XXX /‬ﺩﻭﻻﺭﺍً ﻟﻜﻞ ﻋﺮﺽ ﺏ( ‪ XX‬ﺩﻭﻻﺭﺍً ﻟﻜﻞ ﺭﻃﻞ ﻣﻔﻘﻮﺩ ﻣﺸﺎﺭﻛﺔ ﺍﻹﻳﺮﺍﺩﺍﺕ‪ :‬ﺃ(‬ ‫‪ %10‬ﻣﻦ ﺇﺟﻤﺎﻟﻲ ﺍﻹﻳﺮﺍﺩﺍﺕ ﺏ( ‪ %20‬ﺣﺼﺔ ﺍﻷﺭﺑﺎﺡ ﺝ( ‪ %25‬ﻣﻦ ﻧﻤﻮ ﺍﻹﻳﺮﺍﺩﺍﺕ ﻣﻦ ﺍﻷﺳﺎﺱ ﺗﻘﺎﺳﻢ ﺍﻷﺭﺑﺎﺡ‪:‬ﺃ( ‪ %X‬ﻣﻦ ﺍﻟﺮﺑﺢ ﺏ( ‪%X‬‬ ‫ﻣﻦﺇﺟﻤﺎﻟﻲ ﺍﻟﺮﺑﺢ ﺍﻟﺴﻘﺎﻃﺎﺕ‪ 10%:‬ﺇﺫﺍ ﻛﺎﻥ ﺃﻛﺒﺮ ﻣﻦ ‪ ،X‬ﻭ‪ %20‬ﺇﺫﺍ ﻛﺎﻥ ﺃﻛﺒﺮ ﻣﻦ ‪ ،Y‬ﻭ‪ %30‬ﺇﺫﺍ ﻛﺎﻥ ﺃﻛﺒﺮ ﻣﻦ ‪ Z‬ﺍﻟﻤﻜﺎﻓﺂﺕ‪/‬ﺍﻟﻤﺤﻔﺰﺍﺕ‬ ‫‪:‬ﺃﺣﺼﻞﻋﻠﻰ ‪ X‬ﻋﻨﺪﻣﺎ ﻳﺤﺪﺙ ‪.Y‬‬ ‫ﻣﺎﻳﺤﺼﻞ ﻋﻠﻴﻪ ﺍﻟﻌﻤﻴﻞ‪ :‬ﺇﺫﺍ ﻟﻢ ﺗﻨُﻔﺬِّ‪ ،‬ﻓﻠﻦ ﻳﻄُﻠﺐ ﻣﻨﻬﻢ ﺍﻟﺪﻓﻊ‪ .‬ﺃﻣﺎ ﺇﺫﺍ ﻧﻔﺬَّﺕ‪ َ،‬ﻓﺴﻴﺘﻢ ﺗﺤﺪﻳﺪ ﺗﻌﻮﻳﻀﻚ ﺑﻨﺎء ًﻋﻠﻰ ﺍﺗﻔﺎﻗﻴﺔ ﻣﺘُﻔﻖ ﻋﻠﻴﻬﺎ‪.‬ﻗﺒﻞ‬ ‫ﺗﺒﺪﺃﺍﻟﻌﻤﻞ‪.‬‬ ‫ﺭﺃﻳﻲ‪ :‬ﺍﻷﺩﺍء‪ ،‬ﻭﺗﻘﺎﺳﻢ ﺍﻹﻳﺮﺍﺩﺍﺕ‪ ،‬ﻭﺗﻘﺎﺳﻢ ﺍﻷﺭﺑﺎﺡ ﻟﻴﺴﺖ ﺿﻤﺎﻧﺎﺕ "ﻓﻲ ﺣﺪ ﺫﺍﺗﻬﺎ"‪ ،‬ﻭﻟﻜﻨﻬﺎ ﻛﺬﻟﻚ ﻋﻤﻠﻴﺎً‪ .‬ﻳﻮﺟﺪ ﺿﻤﺎﻥ ﺿﻤﻨﻲ ﻋﻨﺪ ﺍﻟﺪﺧﻮﻝ‬ ‫ﻓﻲﺷﺮﺍﻛﺔ ﺗﻘﺎﺳﻢ ﺍﻹﻳﺮﺍﺩﺍﺕ ﺃﻭ ﺍﻷﺩﺍء‪ :‬ﺇﺫﺍ ﻟﻢ ﺗﺮﺑﺢ ﻣﺎﻻً‪ ،‬ﻓﻠﻦ ﺗﻀﻄﺮ ﺇﻟﻰ ﺍﻟﺪﻓﻊ ﻟﻲ‪ .‬ﻓﻲ ﺭﺃﻳﻲ‪ ،‬ﻫﺬﺍ ﺃﺣﺪ ﺃﻛﺜﺮ ﺍﻹﻋﺪﺍﺩﺍﺕ ﺍﻟﻤﺮﻏﻮﺑﺔ‪ ،‬ﺇﻥ ﻟﻢ ﻳﻜﻦ‬ ‫ﺍﻷﻓﻀﻞﻋﻠﻰ ﺍﻹﻃﻼﻕ‪ .‬ﺃﻭﻻً ﻷﻧﻪ ﻳﺠﻌﻠﻚ ﻣﺴﺆﻭﻻ ًﻋﻦ ﻧﺘﺎﺉﺞ ﻋﻤﻼﺉﻚ‪ .‬ﺛﺎﻧﻴﺎً‪ ،‬ﻓﻬﻮ ﻳﺴﺘﺒﻌﺪ ﺃﺻﺤﺎﺏ ﺍﻷﺩﺍء ﺍﻟﻤﻨﺨﻔﺾ‪ .‬ﻳﻌﺰﺯ ﺍﻟﺘﻮﺍﻓﻖ ﺍﻟﻤﺜﺎﻟﻲ ﺑﻴﻦ‬ ‫ﺍﻟﻌﻤﻴﻞﻭﻣﻘﺪﻡ ﺍﻟﺨﺪﻣﺔ ﺍﻟﺘﻌﺎﻭﻥ ﻭﺍﻟﻌﻼﻗﺔ ﻃﻮﻳﻠﺔ ﺍﻷﻣﺪ‪ .‬ﺃﻧﺎ ﻣﻦ ﺃﺷﺪ ﺍﻟﻤﻌﺠﺒﻴﻦ‪ .‬ﺍﻟﻌﻴﻮﺏ ﻫﻲ ﺍﻟﺘﺘﺒﻊ ﻭﺍﻟﺘﺤﺼﻴﻞ‪ .‬ﻟﺬﺍ‪ ،‬ﺇﺫﺍ ﺗﻤﻜﻨﺖ ﻣﻦ ﺇﻳﺠﺎﺩ ﻃﺮﻳﻘﺔ‬ ‫ﻟﻠﺘﻐﻠﺐﻋﻠﻰ ﺫﻟﻚ‪ ...‬ﻓﻘﺪ ﻋﺜﺮﺕ ﻋﻠﻰ ﻣﻨﺠﻢ ﺫﻫﺐ‪ .‬ﻫﺬﺍ ﺟﺰء ﻣﻦ ﺍﻟﻌﺮﺽ ﺍﻟﺬﻱ ﻧﻌﻠﻤﻪ ﻟﻮﻛﺎﻻﺗﻨﺎ ﺍﻟﺘﻲ ﺗﺴﺘﺨﺪﻡ ﺑﺮﻧﺎﻣﺠﻨﺎ‪ .‬ﻧﺴﺎﻋﺪﻫﻢ ﻋﻠﻰ ﺍﻟﺘﺤﻮﻝ‬ ‫ﻣﻦﻧﻤﻮﺫﺝ ﺍﻻﺣﺘﻔﺎﻅ ﺇﻟﻰ ﻧﻤﻮﺫﺝ ﺍﻷﺩﺍء ﻭﺩﻣﺞ ﺫﻟﻚ ﻓﻲ ﻋﺮﺽ ﺟﺮﺍﻧﺪ ﺳﻼﻡ ﺍﻟﺬﻱ ﺷﺮﺣﺘﻪ ﺳﺎﺑﻘﺎً‪ .‬ﻟﻘﺪ ﺭﺃﻳﺖ ﻋﺪﺩﺍً ﻻ ﻳﺤﺼﻰ ﻣﻦ ﺍﻟﻮﻛﺎﻻﺕ ﺗﻨﺘﻘﻞ‬ ‫ﻣﻦ‪ 20‬ﺃﻟﻒ ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً ﺇﻟﻰ ‪ 200‬ﺃﻟﻒ ﺩﻭﻻﺭ ﺷﻬﺮﻳﺎً ﺃﻭ ﺃﻛﺜﺮ ﻓﻲ ﻏﻀﻮﻥ ﺑﻀﻌﺔ ﺃﺷﻬﺮ‪.‬‬ ‫ﻳﻤﻜﻨﻚﺃﻳﻀﺎً ﺭﺑﻂ ﻣﺸﺎﺭﻛﺔ ﺍﻹﻳﺮﺍﺩﺍﺕ ﺃﻭ ﺇﻋﺪﺍﺩ ﺍﻷﺩﺍء ﺑﺤﺪ ﺃﺩﻧﻰ‪ .‬ﻳﺸﺒﻪ ﺫﻟﻚ ﻗﻮﻝ "ﺳﻨﺤﺼﻞ ﻋﻠﻰ ﺍﻷﻛﺒﺮ ﻣﻦ ‪ 1000‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﺃﻭ ‪ %10‬ﻣﻦ‬ ‫ﺍﻹﻳﺮﺍﺩﺍﺕﺍﻟﻤﺤﻘﻘﺔ"‪ .‬ﻓﺈﺫﺍ ﻟﻢ ﻳﺤﻘﻖ ﺍﻟﻌﻤﻴﻞ ﺭﺑﺤﺎً ﻷﻱ ﺳﺒﺐ ﻛﺎﻥ‪ ،‬ﻓﻬﺬﺍ ﻳﻐﻄﻲ ﻋﻠﻰ ﺍﻷﻗﻞ ﺗﻜﺎﻟﻴﻒ ﺧﺪﻣﺎﺗﻚ ﻭﻣﺎ ﺇﻟﻰ ﺫﻟﻚ‪.‬‬ ‫ﺃﻭﻟﻨﻘﻞ ﺃﻧﻨﺎ ﻧﺤﺼﻞ ﻋﻠﻰ ‪ ١٠٠٠‬ﺩﻭﻻﺭ ﺃﻣﺮﻳﻜﻲ ﺷﻬﺮﻳﺎً ﻓﻲ ﺍﻷﺷﻬﺮ ﺍﻟﺜﻼﺛﺔ ﺍﻷﻭﻟﻰ‪ ،‬ﺛﻢ ﺑﻌﺪ ﺫﻟﻚ‪ ،‬ﻳﺘﺤﻮﻝ ﺍﻷﺩﺍء ﺇﻟﻰ ‪ .٪١٠٠‬ﻫﺬﺍ ﻣﺜﺎﻟﻲ ﻹﻋﺪﺍﺩ ﻳﺴﺘﻐﺮﻕ‬ ‫ﻭﻗﺘﺎًﻃﻮﻳﻼ ًﻟﻠﺒﺪء‪.‬‬ ‫ﻫﺬﻩﺍﻷﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻌﺮﻭﺽ ﺗﺠُﺪﻱ ﻧﻔﻌﺎً ﻋﻨﺪ ﻭﺟﻮﺩ ﻧﺘﺎﺉﺞ ﻗﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ‪ .‬ﻭﺍﻷﻗﻮﻯ ﺑﺎﻟﻄﺒﻊ ﻫﻮ ﻋﺪﻡ ﺿﻤﺎﻥ ﺍﻟﺪﻓﻊ ﺩﻭﻥ ﺃﺩﺍء‪.‬‬ ‫ﺇﻧﺸﺎءﺿﻤﺎﻥ ﺍﻟﻔﻮﺯ ﺍﻟﺨﺎﺹ ﺑﻚ‬ ‫ﻋﻜﺲﺍﻟﻤﺨﺎﻃﺮ ﻫﻮ ﺍﻟﺴﺒﻴﻞ ﺍﻷﻣﺜﻞ ﻟﺰﻳﺎﺩﺓ ﺗﺤﻮﻳﻼﺕ ﺍﻟﻌﺮﻭﺽ‪ .‬ﻳﻘﻀﻲ ﺍﻟﻤﺴﻮﻗﻮﻥ ﺫﻭﻭ ﺍﻟﺨﺒﺮﺓ ﻭﻗﺘﺎً ﻓﻲ ﺻﻴﺎﻏﺔ ﺿﻤﺎﻧﺎﺗﻬﻢ ﺑﻘﺪﺭ ﻣﺎ ﻳﻘﻀﻮﻧﻪ‬ ‫ﻓﻲﺻﻴﺎﻏﺔ ﺍﻟﻨﺘﺎﺉﺞ ﻧﻔﺴﻬﺎ‪ .‬ﻫﺬﺍ ﻫﻮ ﺍﻷﻫﻢ‪.‬‬ ‫ﻟﻘﺪﺍﺳﺘﺨﺪﻣﺖ ُﺷﺨﺼﻴﺎً ﺟﻤﻴﻊ ﺍﻟﻀﻤﺎﻧﺎﺕ ﺍﻟﻤﺬﻛﻮﺭﺓ ﺃﻋﻼﻩ )ﺑﺎﺳﺘﺜﻨﺎء ﺿﻤﺎﻥ ﺍﻟﻔﻨﺪﻕ ﻭﺍﻟﻤﻜﺎﻟﻤﺔ ﺍﻟﻬﺎﺗﻔﻴﺔ‪ ،‬ﺍﻟﺬﻱ ﺭﺃﻳﺘﻪُ ﻟﻠﺘﻮ ﻭﺃﻋﺠﺒﻨﻲ(‪ .‬ﻭﻟﻜﻦ‬ ‫ﻳﻤﻜﻨﻚﺍﺑﺘﻜﺎﺭ ﺿﻤﺎﻧﻚ ﺍﻟﺨﺎﺹ! ﻳﻜﻤﻦ ﺍﻟﺴﺮ ﻓﻲ ﺗﺤﺪﻳﺪ ﺃﻛﺒﺮ ﻣﺨﺎﻭﻑ ﺍﻟﻌﻤﻴﻞ ﻭﺁﻻﻣﻪ ﻭﺍﻟﻌﻘﺒﺎﺕ ﺍﻟﺘﻲ ﻳﺮﺍﻫﺎ‪" .‬ﻣﺎﺫﺍ ﻳﻔﻌﻠﻮﻥ؟"ﻻﻣﺎﺫﺍ ﻳﺮﻳﺪﻭﻥ ﺃﻥ‬ ‫ﻳﺤﺪﺙﺇﺫﺍ ﺩﻓﻌﻮﺍ ﻟﻚ؟ ﻣﺎ ﺃﻛﺜﺮ ﻣﺎ ﻳﺨﺸﻮﻧﻪ؟ ﺍﻋﻜﺲ ﻣﺨﺎﻭﻓﻬﻢ ﺑﻀﻤﺎﻥ‪ .‬ﻓﻜﺮّ ﻓﻲ ﺍﻟﻮﻗﺖ ﻭﺍﻟﻌﺎﻃﻔﺔ ﻭﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺨﺎﺭﺟﻴﺔ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﺄﻱ ﺑﺮﻧﺎﻣﺞ ﺃﻭ‬ ‫ﺧﺪﻣﺔ‪.‬ﻛﻠﻤﺎ ﻛﺎﻥ ﺍﻟﻀﻤﺎﻥ ﺃﻛﺜﺮ ﺩﻗﺔ ﻭﺇﺑﺪﺍﻋﺎً‪ ،‬ﻛﺎﻥ ﺫﻟﻚ ﺃﻓﻀﻞ‪.‬‬ ‫ﻣﻊﺫﻟﻚ‪ ،‬ﺗﻌُﺪ ّﺍﻟﻀﻤﺎﻧﺎﺕ ﻣﻌُﺰﺯّﺍﺕ‪ .‬ﻳﻤُﻜﻨﻬﺎ ﺗﻌﺰﻳﺰ ﺟﺎﺫﺑﻴﺔ ﺃﻱ ﻋﺮﺽ‪ ،‬ﻟﻜﻨﻬﺎ ﻻ ﺗﺆُﺩﻱّ ﺇﻟﻰ ﻧﺠﺎﺡ ﺃﻱ ﻣﺸﺮﻭﻉ ﺗﺠﺎﺭﻱ‪ .‬ﺇﺫﺍ ﺍﺳﺘﺨُﺪﻣﺖ ﺍﻟﻀﻤﺎﻧﺔ‬ ‫ﻟﺘﻐﻄﻴﺔﺿﻌﻒ ﻓﺮﻳﻖ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺃﻭ ﺿﻌﻒ ﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻓﺴﺘﺆُﺩﻱّ ﺇﻟﻰ ﻧﺘﺎﺉﺞ ﻋﻜﺴﻴﺔ ﺗﺆُﺩﻱّ ﺇﻟﻰ ﺍﺳﺘﺮﺩﺍﺩ ﻣﺒﺎﻟﻎ ﻃﺎﺉﻠﺔ‪ .‬ﻻ ﺑﺄﺱ‪.‬‬ ‫ﻧﺼﻴﺤﺘﻲ‪:‬ﺍﺑﺪﺃ ﺑﺒﻴﻊ ﺿﻤﺎﻧﺎﺕ ﺧﺪﻣﺔ ﺃﻭ ﺃﻗﻢ ﺷﺮﺍﻛﺎﺕ ﺃﺩﺍء‪ .‬ﻫﺬﺍ ﺳﻴﺠﻌﻞ ﺟﻤﻴﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻧﻬﺎﺉﻴﺔ )ﻓﻼ ﺧﻮﻑ ﻣﻦ ﺍﺳﺘﺮﺩﺍﺩ ﺍﻷﻣﻮﺍﻝ(‪ .‬ﻭﺍﻷﻫﻢ‬ ‫ﻣﻦﺫﻟﻚ‪ ،‬ﺳﻴﻀﻤﻦ ﻟﻚ ﺍﻟﺘﺰﺍﻣﺎً ﺑﻨﺘﺎﺉﺞ ﻋﻤﻼﺉﻚ ﻭﻳﻀﻤﻦ ﻟﻚ ﺍﻟﺼﺪﻕ‪ .‬ﺑﻌﺪ ﺫﻟﻚ‪ ،‬ﺇﻣﺎ ﺃﻥ ﺗﺤﺎﻓﻆ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﻀﻤﺎﻥ ﻭﺗﺘﻮﺳﻊ )ﻫﺬﺍ ﺟﻴﺪ ﺗﻤﺎﻣﺎً(‪ ،‬ﺃﻭ‬ ‫ﺍﻧﺘﻘﻞﺇﻟﻰ ﻣﺴﺘﻮﻯ ﺃﻋﻠﻰ ﻓﻲ ﺳﻠﺴﻠﺔ ﺍﻟﻘﻴﻤﺔ ﻟﺘﻮﺳﻴﻊ ﻧﻄﺎﻕ ﻋﻤﻠﻚ‪.‬‬ ‫ﻟﺪﻳﻨﺎﺍﻵﻥ ﻋﺮﺽ ﺃﺳﺎﺳﻲ ﺗﻢ ﺑﻨﺎﺅﻩ ﻭﺍﺧﺘﻴﺎﺭ ﺍﻟﻀﻤﺎﻧﺎﺕ‪.‬‬ ‫ﺍﻟﺘﺎﻟﻲ‪...‬‬ ‫ﻛﻞﻣﺎ ﻋﻠﻴﻨﺎ ﻓﻌﻠﻪ ﺍﻵﻥ ﻫﻮ ﻭﺿﻊ ﻗﻮﺱ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﺠﺮﻭ ﻭﺗﺴﻤﻴﺘﻪ‪ .‬ﺍﺧﺘﻴﺎﺭ ﺍﺳﻢ ﻣﻨﺎﺳﺐ ﻟﻠﻌﺮﺽ ﻳﺤﺪﺩ ﻣﺪﻯ ﻧﺠﺎﺡ ﺗﺤﻮﻳﻼﺕ ﺇﻋﻼﻧﻚ‪ ،‬ﻭﻣﺪﻯ‬ ‫ﺍﻻﺳﺘﺠﺎﺑﺔﺍﻟﺘﻲ ﺗﺤﺼﻞ ﻋﻠﻴﻬﺎ ﻣﻦ ﺭﺳﺎﺉﻞ ﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪/‬ﺍﻟﻤﻜﺎﻟﻤﺎﺕ‪/‬ﺍﻟﺮﺳﺎﺉﻞ ﺍﻟﻨﺼﻴﺔ ﺍﻟﺼﺎﺩﺭﺓ‪ ،‬ﻭﻋﺪﺩ ﺍﻟﺮﺩﻭﺩ ﺍﻟﻮﺍﺭﺩﺓ ﻣﻦ ﺍﻟﺘﻌﻠﻴﻘﺎﺕ‬ ‫ﺍﻟﻌﻀﻮﻳﺔ‪.‬‬ ‫ﺇﻧﻪﻣﻬﻢ‪.‬‬ ‫ﻣﻊﺫﻟﻚ‪ ،‬ﺳﺄﺭﻳﻜﻢ ﻛﻴﻔﻴﺔ ﺗﻮﻟﻴﺪ ﻋﺪﺩ ﻏﻴﺮ ﻣﺤﺪﻭﺩ ﻣﻦ ﺍﻷﺳﻤﺎء ﺃﻭ "ﻭﺭﻕ ﺍﻟﺘﻐﻠﻴﻒ" ﻟﻌﺮﺿﻜﻢ‪ .‬ﺑﻬﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ‪ ،‬ﻟﻦ ﻳﺘﻌﺐ ﺍﻟﻌﺮﺽ ﺃﺑﺪﺍً‪ ،‬ﻣﻬﻤﺎ ﻛﺎﻥ‬ ‫ﺣﺠﻢﺳﻮﻗﻜﻢ ﺻﻐﻴﺮﺍً‪ .‬ﻫﺬﺍ ﻫﻮ ﺳﺮ ّﺗﻮﻟﻴﺪ ﻋﻤﻼء ﻣﺤﺘﻤﻠﻴﻦ ﺩﺍﺉﻤﻴﻦ‪.‬‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ 9‬ﻣﻜﺎﻓﺄﺓ‪ :‬ﺃﻧﺸﺊ ﺿﻤﺎﻥ ﺍﻟﻔﻮﺯ ﻣﻌﻲ‬ ‫ﺍﻟﻀﻤﺎﻧﺎﺕﻗﺪ ﺗﺴُﻬﻢ ﻓﻲ ﻧﺠﺎﺡ ﺍﻷﻋﻤﺎﻝ ﺃﻭ ﻓﺸﻠﻬﺎ‪ .‬ﺇﻧﻬﺎ ﻛﺎﻻﻟﺪﻳﻨﺎﻣﻴﺖ‪ ،‬ﺫﺍﺕ ﻗﻮﺓ ﻫﺎﺉﻠﺔ‪.‬ﻟﻮﻓﻲ ﺃﻳﺪﻱ ﺧﺒﻴﺮ‪ .‬ﺍﺫﻫﺐ ﺇﻟﻰ‬ ‫‪ Acquisition.com/training/offers‬ﻭﺣﺪﺩ""ﺇﻧﺸﺎء ﺍﻟﻀﻤﺎﻧﺎﺕ"ﺷﺎﻫﺪ ﻓﻴﺪﻳﻮ ﺗﻌﻠﻴﻤﻴﺎً ﻗﺼﻴﺮﺍً ﻟﺘﺘﻤﻜﻦ ﻣﻦ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻓﻲ ﻋﻤﻠﻚ ﻟﺰﻳﺎﺩﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻓﻲ ﺃﺳﺮﻉ ﻭﻗﺖ ﻣﻤﻜﻦ‪.‬‬ ‫ﻛﻤﺎﺻﻨﻌﺖُﻗﺎﺉﻤﺔ ﺍﻟﺘﺤﻘﻖ ﻣﻦ ﺍﻟﻀﻤﺎﻥ ﺍﻟﻤﺠﺎﻧﻲ ﻟﺘﺴﺘﺨﺪﻣﻬﺎ ﻋﻨﺪ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﺟﻤﻴﻊ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ‪ .‬ﻭﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﺩﺍﺉﻤﺎً‪ ،‬ﻓﻬﻮ ﻣﺠﺎﻧﻲ ﺗﻤﺎﻣﺎً‪ .‬ﺍﺳﺘﻤﺘﻊ‪.‬‬ 16 ‫ﺗﻌﺰﻳﺰﺍﻟﻌﺮﺽ‪ :‬ﺍﻟﺘﺴﻤﻴﺔ‬ ‫ﺗﺄﺛﻴﺮﺍﻷﻧﺎﻧﻴﺔ ﺍﻟﻀﻤﻨﻴﺔ‪ :‬ﻧﻨﺠﺬﺏ ﻋﻤﻮﻣﺎً ﺇﻟﻰ ﺍﻷﺷﻴﺎء ﻭﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﺸﺒﻬﻮﻧﻨﺎ ﺃﻛﺜﺮ‪.‬‬ ‫ﻝ‬ ‫ﻛﺎﻟﺸﺠﺮﺓﺍﻟﺘﻲ ﺗﺴﻘﻂ ﻓﻲ ﺍﻟﻐﺎﺑﺔ ﺩﻭﻥ ﺃﻥ ﻳﺴﻤﻊ ﺑﻬﺎ ﺃﺣﺪ‪ ،‬ﻓﺈﻥ ﺗﻘﺪﻳﻢ ﻋﺮﺽ ٍﺿﺨﻢ ﻟﻦ ﻳﺪُﺭ ﻋﻠﻴﻚ ﺭﺑﺤﺎً ﺇﺫﺍ ﻟﻢ ﻳﻌﻠﻢ ﺑﻪ ﺃﺣﺪ‪ .‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ‬ ‫ﺍﻟﻬﺪﻑﻫﻮ ﺃﻥ ﻳﺜُﻴﺮ ﻋﺮﺿﻚ ﺍﻫﺘﻤﺎﻡ ﻋﻤﻼﺉﻚ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺑﻤﺎ ﻳﻜﻔﻲ ﻻﺗﺨﺎﺫ ﺇﺟﺮﺍء‪ .‬ﺍﺧﺘﻴﺎﺭ ﺍﻟﻌﺮﺽ ﺍﻟﻤﻨﺎﺳﺐ ﺟﺰء ٌﻻ ﻳﺘﺠﺰﺃ ﻣﻦ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ‪.‬‬ ‫ﺇﻟﻴﻚﻣﺜﺎﻝ‪ :‬ﻟﻨﻔﺘﺮﺽ ﺃﻧﻚ ﺷﺎﻫﺪﺕ "ﺗﺤﺪﻳﺎً ﻣﺠﺎﻧﻴﺎً ﻟﺘﺨﻔﻴﻒ ﺍﻟﺘﻮﺗﺮ ﻟﻤﺪﺓ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ" ﻭ"ﺟﻠﺴﺔ ﻣﺮﻛﺰ ﺧﺰﺍﻥ ﺍﻟﺘﻌﻮﻳﻢ"‪ .‬ﻗﺪ ﻳﻜﻮﻧﺎﻥ ﻧﻔﺲ‬ ‫ﺍﻟﺸﻲء‪،‬ﻟﻜﻨﻬﻤﺎ ﻣﺨﺘﻠﻔﺎﻥ ﻓﻲ ﺍﻟﺘﺴﻤﻴﺔ‪ ،‬ﻟﻜﻦ ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﺗﺴﺘﺠﻴﺐ ﻟﻸﻭﻟﻰ‪.‬‬ ‫ﻫﻨﺎﺗﻜﻤﻦ ﺍﻟﻤﺸﻜﻠﺔ‪ :‬ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﺗﺘﻌﺐ ﺍﻟﻌﺮﻭﺽ‪ .‬ﻭﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺤﻠﻴﺔ‪ ،‬ﺗﺘﻌﺐ ﺃﺳﺮﻉ‪ .‬ﻟﻤﺎﺫﺍ؟ ﻓﻲ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺤﻠﻴﺔ‪ ،‬ﺗﻜﻠﻔﺔ ﺍﻟﻮﺻﻮﻝ‬ ‫ﺇﻟﻰﺷﺮﻳﺤﺔ ﺳﻜﺎﻧﻴﺔ ﻛﺎﻣﻠﺔ ﻗﻠﻴﻠﺔ ﻧﺴﺒﻴﺎً‪ .‬ﻋﻠﻰ ﻣﻌﻈﻢ ﺍﻟﻤﻨﺼﺎﺕ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺃﻟﻒ ﺷﺨﺺ ﻣﻘﺎﺑﻞ ﺣﻮﺍﻟﻲ ‪ 20‬ﺩﻭﻻﺭﺍً‪ .‬ﻟﺬﺍ‪ ،‬ﺇﺫﺍ ﻛﺎﻥ ﻫﻨﺎﻙ‬ ‫‪200‬ﺃﻟﻒ ﺷﺨﺺ ﻓﻲ ﻣﻨﻄﻘﺘﻚ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‪ ،‬ﻓﻠﻦ ﻳﻜﻠﻔﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻬﻢ ﺟﻤﻴﻌﺎً ﻣﺮﺓ ﻭﺍﺣﺪﺓ ﺳﻮﻯ ‪ 10‬ﺁﻻﻑ ﺩﻭﻻﺭ‪.‬‬ ‫ﺇﺧﻼءﻣﺴﺆﻭﻟﻴﺔ ﻫﺎﻡ‪ :‬ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺠﻤﻬﻮﺭ ﻣﺮﺓ ﻭﺍﺣﺪﺓ ﻓﻲﻣﺴﺘﺤﻴﻞﻳﻌﻨﻲ ﺃﻥ ﺍﻟﻌﺮﺽ ﻣﺮُﻫﻖَ‪ .‬ﻣﻌﻈﻢ ﺍﻟﻨﺎﺱ ﻻ ﻳﻼﺣﻈﻮﻥ ﺍﻟﻌﺮﺽ ﺣﺘﻰ ﻋﻨﺪ ﺫﻛﺮﻩ‬ ‫ﻷﻭﻝﻣﺮﺓ‪ .‬ﻟﻬﺬﺍ ﺍﻟﺴﺒﺐ‪ ،‬ﻋﻠﻴﻚ ﺍﺑﺘﻜﺎﺭ ﻣﻮﺍﺩ ﺇﺑﺪﺍﻋﻴﺔ ﺟﺪﻳﺪﺓ )ﻓﻴﺪﻳﻮﻫﺎﺕ‪ ،‬ﺻﻮﺭ( ﻭﺃﻓﻜﺎﺭ ﺟﺬﺍﺑﺔ‪ ،‬ﻭﻗﺼﺺ‪ ،‬ﻭﻧﺼﻮﺹ ﺗﺴﻮﻳﻘﻴﺔ ﺣﻮﻝ ﻧﻔﺲ ﺍﻟﻌﺮﻭﺽ‪ .‬ﻻ‬ ‫ﻳﺰﺍﻝﺑﺈﻣﻜﺎﻧﻚ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻌﺮﻭﺽ ﻟﻔﺘﺮﺓ ﻃﻮﻳﻠﺔ‪ .‬ﻭﻟﻜﻦ ﻋﻨﺪﻣﺎ ﻧﺘﺤﺪﺙ ﻋﻦﺳﻨﻴﻦﻣﻦ ﺍﻻﺳﺘﺨﺪﺍﻡ‪ ،‬ﻭﻟﻴﺲ ﺃﺷﻬﺮ‪ ،‬ﺍﻟﻌﺮﻭﺽ ﻳﻤﻜﻦ ﺃﻥ ﺗﺆﺩﻱ ﻓﻲ ﻧﻬﺎﻳﺔ‬ ‫ﺍﻟﻤﻄﺎﻑﺇﻟﻰ ﺍﻟﺘﻌﺐ‪.‬‬ ‫ﻣﻊﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﻳﻤﻜﻨﻚ ﺇﻋﺎﺩﺓ ﺗﺴﻤﻴﺔ ﺍﻟﻌﺮﺽ ﻟﺘﺤﺪﻳﺜﻪ‪ .‬ﻫﺬﺍ ﺍﻟﻤﻔﻬﻮﻡ ﺳﻴﺠﻠﺐ ﻟﻚ ﻋﻤﻼء ﻣﺤﺘﻤﻠﻴﻦ ﻟﻸﺑﺪ‪ .‬ﺃﻧﺎ ﺟﺎﺩ ﻓﻲ ﻛﻼﻣﻲ‪ ،‬ﻟﺬﺍ ﺍﻧﺘﺒﻪ‪.‬‬ ‫ﻧﺤﻦ‪...‬ﻻﺗﻐﻴﻴﺮ ﺍﻟﻌﺮﺽ ﺍﻟﻔﻌﻠﻲ‪ .‬ﻧﺤﻦ ﻧﻐﻴﺮ ﻓﻘﻂﻭﺭﻕ ﺍﻟﺘﻐﻠﻴﻒ‪.‬‬ ‫ﺇﺫﺍﺟﻤﻌﺖ َﻋﺮﺿﺎً ﻣﺠُﻤﻌّﺎً‪ ،‬ﻓﺴﺘﻈﻞ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ ﺗﻔﻌﻞ ﺍﻷﺷﻴﺎء ﻧﻔﺴﻬﺎ‪ .‬ﺳﻴﺒﻘﻰ ﺍﻟﻌﻤﻞ ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﺑﻪ‪ ،‬ﻭﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻘﺪﻣﻬﺎ‪ ،‬ﻭﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﺘﻲﺗﻌﺮﺿﻬﺎ ﺩﻭﻥ ﺗﻐﻴﻴﺮ ﻣﻊ ﺗﻐﻴﻴﺮ ﺍﻻﺳﻢ‪ .‬ﻣﺮﺓ ﺃﺧﺮﻯ‪ ،‬ﻧﺤﻦ ﺑﺒﺴﺎﻃﺔ ﻧﻐﻴﺮ ﺍﻟﻐﻼﻑ‪.‬‬ ‫ﻫﺬﻩﻫﻲ ﺃﺑﺴﻂ ﺻﻴﻐﺔ ﺗﻮﺻﻠﺖ ﺇﻟﻴﻬﺎ ﻟﻬﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ‪:‬‬ ‫ﻣﻼﺣﻈﺔﻫﺎﻣﺔ‪ :‬ﻟﻴﺴﺖ ﻛﻞ ﻫﺬﻩ ﺍﻟﻤﻜﻮﻧﺎﺕ ﺇﻟﺰﺍﻣﻴﺔ‪ .‬ﻋﺎﺩﺓ ًﻣﺎ ﺗﺴﺘﺨﺪﻡ ﻣﻦ ﺛﻼﺛﺔ ﺇﻟﻰ ﺧﻤﺴﺔ ﻣﻨﻬﺎ ﻟﺘﺴﻤﻴﺔ ﺑﺮﻧﺎﻣﺞ ﺃﻭ ﺧﺪﻣﺔ‪ .‬ﺇﺫﺍ ﺍﺳﺘﻄﻌﺖ‬ ‫ﺇﺩﺭﺍﺟﻬﺎﺟﻤﻴﻌﺎً‪ ،‬ﻓﻬﺬﺍ ﺭﺍﺉﻊ‪ ،‬ﻭﻟﻜﻦ ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﺼﺒﺢ ﺍﻻﺳﻢ ﻃﻮﻳﻼً ﺟﺪﺍً‪.‬‬ ‫ﻛﻠﻤﺎﻛﺎﻥ ﺍﻟﻨﺺ ﺃﻗﺼﺮ ﻭﺃﻛﺜﺮ ﻭﺿﻮﺣﺎً‪ ،‬ﻛﺎﻥ ﺃﻓﻀﻞ‪ .‬ﻟﺬﺍ‪ ،‬ﻓﻬﻮ ﺗﻮﺍﺯﻥ ﺑﻴﻦ ﺍﻹﻳﺠﺎﺯ ﻭﺍﻟﺪﻗﺔ‪ .‬ﺍﻟﻄﺮﻳﻘﺔ‬ ‫ﺍﻟﻮﺣﻴﺪﺓﻟﻤﻌﺮﻓﺔ ﻣﺎ ﻳﻨﺠﺢ ﺣﻘﺎً ﻫﻲ ﻛﺘﺎﺑﺔ ﺍﻷﺳﻤﺎء ﻭﺍﺧﺘﺒﺎﺭﻫﺎ‪ .‬ﻟﻨﺒﺪﺃ ﺍﻵﻥ ﺑﺸﺮﺡ ﺍﻟﻤﻜﻮﻧﺎﺕ‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ‪ :‬ﻧﻈﺮﻳﺔ ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺇﺫﺍﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﻓﻬﻢ ﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻟﻜﺎﻣﻨﺔ ﻭﺭﺍء ﺻﻴﻐﺔ ‪ MAGIC‬ﺍﻟﺘﻲ ﺍﺧﺘﺮﺗﻬﺎ‪ ،‬ﻓﻜﻞ ٌّﻣﻨﻬﺎ ﻳﺘُﺮﺟﻢ ﺗﻘﺮﻳﺒﺎً ﺇﻟﻰ‪ :‬ﺍﻻﻧﺘﺒﺎﻩ )ﻣﻐﻨﺎﻃﻴﺲ ‪ ،(M‬ﻭﺍﻟﺘﻤﻴﻴﺰ )ﺃ‪-‬ﺃﻓﺎﺗﺎﺭ ‪ ،(A‬ﻭﺍﻟﻐﺮﺽ )ﻫﺪﻑ ‪(G‬‬ ‫‪،‬ﻭﺍﻟﺨﻂ ﺍﻟﺰﻣﻨﻲ )ﺍﻟﻔﺘﺮﺓ ‪ ،(I‬ﻭﺍﻟﻄﺮﻳﻘﺔ )ﺣﺎﻭﻳﺔ ‪.(C‬‬ ‫ﺍﺻﻨﻊ"ﺳﺒﺒﺎً" ﻣﻐﻨﺎﻃﻴﺴﻴ ًﺎ‬ ‫ﻧﺒﺪﺃﺍﻻﺳﻢ ﺑﻜﻠﻤﺔ ﺃﻭ ﻋﺒﺎﺭﺓ ﺗﺨﺒﺮ ﺍﻟﻨﺎﺱ "ﺍﻟﺴﺒﺐ" ﺍﻟﺬﻱ ﺩﻓﻌﻨﺎ ﺇﻟﻰ ﺇﺟﺮﺍء ﺣﻤﻠﺘﻨﺎ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‪.‬‬ ‫ﺃﺣﺐﺃﻥ ﺃﻧﺼﺢ ﺍﻟﻨﺎﺱ ﺑﺄﻥ ﻳﻔﻜﺮﻭﺍ ﻣﺜﻞ ﻣﻨﻈﻤﻲ ﺣﻔﻼﺕ ﺍﻷﺧﻮﺓ‪ .‬ﻋﻨﺪﻣﺎ ﻛﻨﺖ ﻓﻲ ﺍﻟﺠﺎﻣﻌﺔ‪ ،‬ﺃﻗﻤﻨﺎ ﺣﻔﻠﺔ ًﺫﺍﺕ ﻣﺮﺓ ﻷﻥ ﺃﺣﺪ ﺍﻟﻄﻼﺏ ﺧﻠﻊ‬ ‫ﺿﺮﺱﺍﻟﻌﻘﻞ‪ .‬ﺃﻗﻮﻝ ﻫﺬﺍ ﻷﻗﻮﻝ‪ ...‬ﺇﻥ "ﺍﻟﺴﺒﺐ" ﻳﻤﻜﻦ ﺃﻥ ﻳﻜﻮﻥ ﺃﻱ ﺷﻲء ﺣﺮﻓﻴﺎً‪.‬‬ ‫ﻻﻳﻬﻢ ﺣﻘﺎً ﻣﺎ ﺩﻣﺖ َﺗﺆﻣﻦ ﺑﻪ‪ .‬ﺑﻞ ﻳﻤﻜﻨﻚ ﺣﺘﻰ ﺃﻥ ﺗﺴُﺨﺮ ﻣﻨﻪ‪ ،‬ﻛﻤﺎ ﻓﻲ ﻣﺜﺎﻝ ﺍﻷﺧﻮﺓ‪ .‬ﻭﻟﻜﻦ ﻫﺬﺍ ﻳﻨﺒﻐﻲ ﺃﻥ ﻳﺠُﻴﺐ ﻋﻠﻰ ﺃﺣﺪ ﺍﻟﺴﺆﺍﻟﻴﻦ ﺍﻟﺘﺎﻟﻴﻴﻦ‬ ‫ﺃﻭﻛﻠﻴﻬﻤﺎ‪:‬ﻟﻤﺎﺫﺍ ﻳﻘﺪﻣﻮﻥ ﻫﺬﺍ ﺍﻟﻌﺮﺽ ﺍﻟﺮﺍﺉﻊ؟ﺃﻭﻟﻤﺎﺫﺍ ﻳﺠﺐ ﻋﻠﻲ ّﺍﻟﺮﺩ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﻌﺮﺽ؟‪/‬ﻣﺎ ﺍﻟﻔﺎﺉﺪﺓ ﺍﻟﺘﻲ ﺳﺄﺟﻨﻴﻬﺎ ﻣﻨﻪ؟؟‬ ‫ﺃﻣﺜﻠﺔ‪ :‬ﻣﺠﺎﻧﻲ‪ ،‬ﺧﺼﻢ ‪ ،%88‬ﻫﺪﺍﻳﺎ؛ ﺧﺼﻢ ‪ ،%88‬ﺍﻟﺮﺑﻴﻊ‪ ،‬ﺍﻟﺼﻴﻒ‪ ،‬ﺍﻟﻌﻮﺩﺓ ﺇﻟﻰ ﺍﻟﻤﺪﺭﺳﺔ؛ ﺍﻻﻓﺘﺘﺎﺡ ﺍﻟﻜﺒﻴﺮ؛ ﺍﻹﺩﺍﺭﺓ ﺍﻟﺠﺪﻳﺪﺓ؛ ﺍﻟﻤﺒﻨﻰ ﺍﻟﺠﺪﻳﺪ؛‬ ‫ﺍﻟﺬﻛﺮﻯﺍﻟﺴﻨﻮﻳﺔ؛ ﺍﻟﻬﺎﻟﻮﻳﻦ؛ ﺭﺃﺱ ﺍﻟﺴﻨﺔ ﺍﻟﺠﺪﻳﺪﺓ‪.‬‬ ‫ﻣﻠﺤﻮﻇﺔ‪ :‬ﺳﺄﻧﺎﻗﺶ ﻛﻴﻔﻴﺔ ﺗﺤﻘﻴﻖ ﺍﻟﺪﺧﻞ ﻣﻦ ﺍﻟﻌﺮﻭﺽ ﺍﻟﻤﺠﺎﻧﻴﺔ ﻭﺍﻟﻤﺨﻔﻀﺔ ﻓﻲ ﺍﻟﻤﺠﻠﺪ ﺍﻟﺜﺎﻟﺚ‪ :‬ﻧﻤﺎﺫﺝ ﺍﻷﻣﻮﺍﻝ‪ .‬ﺃﻋﻠﻦ ﻋﻦ‬ ‫ﺍﻟﺼﻮﺭﺓﺍﻟﺮﻣﺰﻳﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻚ‬ ‫ﻳﺒُﺮﺯﻫﺬﺍ ﺍﻟﻌﻨﺼﺮ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺮﻣﺰﻳﺔ ﺍﻟﻤﺜﺎﻟﻴﺔ ﻟﻚ‪ :‬ﻣﻦ ﺗﺒﺤﺚ ﻋﻨﻪ ﻛﻌﻤﻴﻞ ﻭﻣﻦ ﻻ ﺗﺒﺤﺚ ﻋﻨﻪ‪ .‬ﺍﺣﺮﺹ ﻋﻠﻰ ﺃﻥ ﺗﻜﻮﻥ ﻣﺤُﺪﺩﺍً ﻗﺪﺭ ﺍﻹﻣﻜﺎﻥ‪ ،‬ﻻ ﺃﻛﺜﺮ‪.‬‬ ‫ﻓﻲﻣﻨﻄﻘﺔ ﻣﺤﻠﻴﺔ‪ ،‬ﻛﻠﻤﺎ ﻛﺎﻥ ﻋﻨﻮﺍﻧﻚ ﻣﺤﻠﻴﺎً ﺃﻛﺜﺮ‪ ،‬ﺯﺍﺩﺕ ﻧﺴﺒﺔ ﺍﻟﺘﺤﻮﻳﻞ‪ .‬ﻟﺬﺍ‪ ،‬ﻻ ﺗﺮُﻛﺰ ﻋﻠﻰ ﻣﺪﻳﻨﺔ ﺑﻌﻴﻨﻬﺎ‪ ،‬ﺑﻞ ﺣﺎﻭﻝ ﺍﻟﺘﻮﺟﻪ ﺇﻟﻰ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺤﻠﻴﺔ‪ ،‬ﺃﻭ‬ ‫ﺍﻟﻤﻨﻄﻘﺔﺷﺪﻳﺪﺓ ﺍﻟﻤﺤﻠﻴﺔ‪ .‬ﻟﻴﺲ ﺑﺎﻟﺘﻴﻤﻮﺭ‪ ،‬ﺑﻞ ﺗﺎﻭﺳﻮﻥ‪ ،‬ﻣﺎﺭﻳﻼﻧﺪ‪ .‬ﻟﻴﺲ ﺷﻴﻜﺎﻏﻮ‪ ،‬ﺑﻞ ﻫﻴﻨﺴﺪﻳﻞ‪ ،‬ﺇﻟﺦ‪.‬‬ ‫ﺃﻣﺜﻠﺔ‪ :‬ﺃﻃﺒﺎء ﺃﺳﻨﺎﻥ ﺑﻲ ﻛﻴﻒ‪ ،‬ﺃﻣﻬﺎﺕ ﺭﻭﻟﻴﻨﺞ ﻫﻴﻠﺰ‪ ،‬ﺷﺮﻛﺎﺕ ﺗﻘﻠﻴﺪﻳﺔ‪ ،‬ﺃﺻﺤﺎﺏ ﺻﺎﻟﻮﻧﺎﺕ ﺗﺠﻤﻴﻞ‪ ،‬ﺭﻳﺎﺿﻴﻮﻥ ﻣﺘﻘﺎﻋﺪﻭﻥ‪ ،‬ﻣﺪﻳﺮﻭﻥ ﺗﻨﻔﻴﺬﻳﻮﻥ‬ ‫ﻣﺸﻐﻮﻟﻮﻥﻓﻲ ﺑﺮﻭﻛﻠﻴﻦ‬ ‫ﺃﻋﻄﻬﻢﻫﺪﻓﺎً‬ ‫ﻫﻨﺎﻳﻤﻜﻨﻚ ﺍﻟﺘﻌﺒﻴﺮ ﻋﻦ ﺣﻠﻢ ﻋﻤﻴﻠﻚ ﺍﻟﻤﺤﺘﻤﻞ‪ .‬ﻗﺪ ﺗﻜﻮﻥ ﻛﻠﻤﺔ ﻭﺍﺣﺪﺓ ﺃﻭ ﻋﺒﺎﺭﺓ‪ .‬ﻗﺪ ﺗﻜﻮﻥ ﺣﺪﺛﺎً‪ ،‬ﺃﻭ ﺷﻌﻮﺭﺍً‪ ،‬ﺃﻭ ﺗﺠﺮﺑﺔ‪ ،‬ﺃﻭ ﻧﺘﻴﺠﺔ‪ ،‬ﺃﻱ ﺷﻲء ﻣﻦ‬ ‫ﺷﺄﻧﻪﺃﻥ ﻳﺜﻴﺮ ﺣﻤﺎﺳﻪ‪ .‬ﻛﻠﻤﺎ ﻛﺎﻧﺖ ﺃﻛﺜﺮ ﺗﺤﺪﻳﺪﺍً ﻭﻭﺍﻗﻌﻴﺔ‪ ،‬ﻛﺎﻥ ﺫﻟﻚ ﺃﻓﻀﻞ‪.‬‬ ‫ﺃﻣﺜﻠﺔ‪ :‬ﺑﺪﻭﻥ ﺃﻟﻢ‪ ،‬ﺍﺑﺘﺴﺎﻣﺔ ﺍﻟﻤﺸﺎﻫﻴﺮ‪ ،‬ﺍﻟﻤﺮﻛﺰ ﺍﻷﻭﻝ‪ ،‬ﻻ ﻳﻠﻬﺚ ﺃﺑﺪﺍً‪ ،‬ﻣﻨﺘﺞ ﻣﺜﺎﻟﻲ‪ ،‬ﻋﺮﺽ ﺟﺮﺍﻧﺪ ﺳﻼﻡ‪ ،‬ﻓﺴﺘﺎﻥ ﺃﺳﻮﺩ ﺻﻐﻴﺮ‪ ،‬ﺿﻌﻒ ﺭﺑﺤﻚ‪،‬‬ ‫ﺍﻟﻌﻤﻴﻞﺍﻷﻭﻝ‪ ،‬ﺗﺬﻛﺮﺓ ﻋﺎﻟﻴﺔ‪ 7 ،‬ﺃﺭﻗﺎﻡ‪ 100 ،‬ﺃﻟﻒ‪ ،‬ﺇﻟﺦ‪.‬‬ ‫ﺍﻹﺷﺎﺭﺓﺇﻟﻰ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ‬ ‫ﺃﻧﺖﺗﻌُﻠﻢِ ﺍﻟﻨﺎﺱ ﻓﻘﻂ ﺑﺎﻟﻤﺪﺓ ﺍﻟﻤﺘﻮﻗﻌﺔ ﻫﻨﺎ‪ .‬ﻫﺬﺍ ﻳﻌُﻄﻲ ﻣﺜﺎﻻ ًﻋﻠﻰ ﺍﻟﻤﺪﺓ ﺍﻟﺘﻲ ﺳﺘﺴﺘﻐﺮﻗﻬﺎ ﻟﺘﺤﻘﻴﻖ ﻧﺘﺎﺉﺠﻚ‪.‬‬ ‫ﻣﻼﺣﻈﺔ‪:‬ﺇﺫﺍ ﻛﻨﺖ ﺗﻘﺪﻡ ﺃﻱ ﻧﻮﻉ ﻣﻦ ﺍﻟﻤﻄﺎﻟﺒﺎﺕ ﺍﻟﻘﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ )ﻣﺜﻞ ﺯﻳﺎﺩﺓ ﺍﻟﺪﺧﻞ ﺃﻭ ﻓﻘﺪﺍﻥ ﺍﻟﻮﺯﻥ(‪ ،‬ﻓﺴﺘﻘﻮﻡ ﻣﻌﻈﻢ ﺍﻟﻤﻨﺼﺎﺕﻻﺍﻟﻤﻮﺍﻓﻘﺔ‬ ‫ﻋﻠﻰﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺮﺳﺎﺉﻞﻣﻊﻣﺪﺓ ﻣﺤﺪﺩﺓ ﻟﻺﻧﺠﺎﺯ ﻷﻧﻬﺎ ﺗﺘﻀﻤﻦ ﺿﻤﺎﻧﺎً‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻬﻢ ﺳﻴﺤﺼﻠﻮﻥ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻨﺘﻴﺠﺔ ﺧﻼﻝ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ﻣﺤﺪﺩﺓ‪،‬‬ ‫ﻭﻫﻮﻣﺎ ﻳﺘﻌﺎﺭﺽ ﻣﻊ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﻗﻮﺍﻋﺪ ﺍﻟﻤﻨﺼﺔ‪ .‬ﻟﺬﺍ‪ ،‬ﻻ ﺗﺤُﺪﺩ ﻧﺘﻴﺠﺔ ﻗﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ ﻣﻊ ﺍﻟﻤﺪﺓ ﺇﻻ ﺇﺫﺍ ﺳﻤﺤﺖ ﺑﻬﺎ ﻣﻨﺼﺘﻚ‪ .‬ﻣﻊ ﺫﻟﻚ‪ ،‬ﺗﻌُﺪ ﺍﻟﻤﺪﺓ‬ ‫ﻋﻨﺼﺮﺍًﺃﺳﺎﺳﻴﺎً ﻓﻲ ﻋﺮﺽ "ﺟﺮﺍﻧﺪ ﺳﻼﻡ"‪ ،‬ﻭﻳﺠﺐ ﻋﻠﻴﻚ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻓﻲ ﺃﻱ ﻣﻜﺎﻥ ﻻ ﺗﺤﺘﺎﺝ ﻓﻴﻪ ﻟﻠﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻻﻣﺘﺜﺎﻝ‪ .‬ﺑﺪﻻً ﻣﻦ ﺫﻟﻚ‪ ،‬ﺇﺫﺍ ﻟﻢ ﻳﻜﻦ‬ ‫ﺍﻟﻬﺪﻑﺍﻟﺬﻱ ﺗﺴﺎﻋﺪﻫﻢ ﺑﻪ "ﺍﺩﻋﺎء ً" ﺑﺤﺪ ﺫﺍﺗﻪ‪ ،‬ﻓﺎﺳﺘﺨﺪﻡ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ ﻣﺤﺪﺩﺓ‪ 10,000" .‬ﺩﻭﻻﺭ ﻓﻲ ‪ 10‬ﺃﻳﺎﻡ" ﻣﻘﺎﺑﻞ "ﺗﺤﻘﻴﻖ ﺃﻭﻝ ﻋﻤﻠﻴﺔ ﺑﻴﻊ ﻓﻲ ‪10‬‬ ‫ﺃﻳﺎﻡ"‪.‬‬ ‫ﺃﻣﺜﻠﺔ‪ :‬ﺩﻗﺎﺉﻖ ‪ ،AA‬ﺳﺎﻋﺎﺕ ‪ ،BB‬ﺃﻳﺎﻡ ‪ ،CC‬ﺃﺳﺎﺑﻴﻊ ‪ ،DD‬ﺃﺷﻬﺮ ‪ Z. "4‬ﺳﺎﻋﺎﺕ"‪ 21" ،‬ﻳﻮﻣﺎً"‪ 6" ،‬ﺃﺳﺎﺑﻴﻊ"‪ 3" ،‬ﺃﺷﻬﺮ" ﺃﻛﻤﻞ‬ ‫ﺑﻜﻠﻤﺔﺣﺎﻭﻳﺔ‬ ‫ﻛﻠﻤﺔ"ﺣﺎﻭﻳﺔ" ﺗﺪﻝ ﻋﻠﻰ ﺃﻥ ﻫﺬﺍ ﺍﻟﻌﺮﺽ ﻋﺒﺎﺭﺓ ﻋﻦ ﺣﺰﻣﺔ ﻣﻦ ﺍﻷﺷﻴﺎء ﻣﺠﺘﻤﻌﺔ‪ .‬ﺇﻧﻪ ﻧﻈﺎﻡ‪ ،‬ﻻ ﻳﻤﻜﻦ ﻣﻘﺎﺭﻧﺘﻪ ﺑﺒﺪﻳﻞ ﺳﻠﻌﻲ‪.‬‬ ‫ﺃﻣﺜﻠﺔ‪ :‬ﺍﻟﺘﺤﺪﻱ‪ ،‬ﺍﻟﻤﺨﻄﻂ ﺍﻟﺘﻔﺼﻴﻠﻲ‪ ،‬ﺍﻟﻤﻌﺴﻜﺮ ﺍﻟﺘﺪﺭﻳﺒﻲ‪ ،‬ﺍﻟﻤﻜﺜﻒ‪ ،‬ﺍﻟﺤﺎﺿﻨﺔ‪ ،‬ﺍﻟﻔﺼﻞ ﺍﻟﺪﺭﺍﺳﻲ ﺍﻟﺮﺉﻴﺴﻲ‪ ،‬ﺍﻟﺒﺮﻧﺎﻣﺞ‪ ،‬ﺍﻟﺘﺨﻠﺺ ﻣﻦ‬ ‫ﺍﻟﺴﻤﻮﻡ‪،‬ﺍﻟﺨﺒﺮﺓ‪ ،‬ﺍﻟﻘﻤﺔ‪ ،‬ﺍﻟﻤﺴﺮﻉ‪ ،‬ﺍﻟﻤﺴﺎﺭ ﺍﻟﺴﺮﻳﻊ‪ ،‬ﺍﻻﺧﺘﺼﺎﺭ‪ ،‬ﺍﻟﻌﺪﻭ‪ ،‬ﺍﻹﻃﻼﻕ‪ ،‬ﺍﻟﻤﻘﻼﻉ‪ ،‬ﺍﻟﻤﻨﺠﻨﻴﻖ‪ ،‬ﺍﻻﻧﻔﺠﺎﺭ‪ ،‬ﺍﻟﻨﻈﺎﻡ‪ ،‬ﺍﻟﻬﺮﻭﺏ‪ ،‬ﺍﻟﻠﻘﺎء‪ ،‬ﺍﻟﺘﺤﻮﻝ‪،‬‬ ‫ﺍﻟﻌﻘﻞﺍﻟﻤﺪﺑﺮ‪ ،‬ﺍﻹﻃﻼﻕ‪ ،‬ﺧﻄﺔ ﺍﻟﻠﻌﺒﺔ‪ ،‬ﺍﻟﻐﻮﺹ ﺍﻟﻌﻤﻴﻖ‪ ،‬ﻭﺭﺷﺔ ﺍﻟﻌﻤﻞ‪ ،‬ﺍﻟﻌﻮﺩﺓ‪ ،‬ﺇﻋﺎﺩﺓ ﺍﻟﻤﻴﻼﺩ‪ ،‬ﺍﻟﻬﺠﻮﻡ‪ ،‬ﺍﻻﻋﺘﺪﺍء‪ ،‬ﺇﻋﺎﺩﺓ ﺍﻟﻀﺒﻂ‪ ،‬ﺍﻟﺤﻞ‪ ،‬ﺍﻻﺧﺘﺮﺍﻕ‪،‬‬ ‫ﺭﻣﺰﺍﻟﻐﺶ‪ ،‬ﺍﻹﻗﻼﻉ‪ ،‬ﺇﻟﺦ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﺍﺑﺤﺚ ﻋﻦ ﻭﻗﺖ ﻟﻠﻘﺎﻓﻴﺔ‬ ‫ﺍﻟﻘﻮﺍﻓﻲﺍﻟﺠﻤﻴﻠﺔ ﺗﻌﻠﻖ ﻓﻲ ﺃﺫﻫﺎﻥ ﺍﻟﻨﺎﺱ‪ .‬ﻗﻒ ِﺍﺳﻢ ﺑﺮﻧﺎﻣﺠﻚ ﻟﻠﻔﻮﺯ ﻓﻲ ﺍﻟﻠﻌﺒﺔ‪.‬‬ ‫ﺍﺑﺤﺚﻓﻲ ﺟﻮﺟﻞ ﻋﻦ "ﻗﺎﻣﻮﺱ ﺍﻟﻘﻮﺍﻓﻲ" ﻻﺧﺘﺼﺎﺭ ﺳﻬﻞ‪ .‬ﻣﻼﺣﻈﺔ‪ :‬ﻻ ﺗﺠُﺒﺮ ﻧﻔﺴﻚ ﻋﻠﻰ ﺍﺳﺘﺨﺪﺍﻣﻪ‪ .‬ﺇﻧﻪ ﻟﻴﺲ ﺷﺮﻃﺎً‪ ،‬ﺇﻧﻪ ﻣﺠﺮﺩ ﺇﺿﺎﻓﺔ ﻣﻤﻴﺰﺓ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،Six-Pack Fast Track :‬ﻭ‪ ،Day Book Print Sprint-5‬ﻭ‪ ،Marriage Thrive Deep Dive‬ﻭ‪ ،Week 2-Putt Shortcut-12‬ﻭ‪ ،Month No-Debt Reset-12‬ﻭ‪Butt Shortcut‬‬ ‫‪ ،Celebrity‬ﻭ‪) Get Some Ass Masterclass‬ﺍﻋﺘﻘﺪﺕ ﺃﻧﻪ ﻣﻀﺤﻚ(‪ ،‬ﻭﻣﺎ ﺇﻟﻰ ﺫﻟﻚ‪ .‬ﻟﻘﺪ ﻓﻬﻤﺖ ﺍﻟﻔﻜﺮﺓ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ‪ :‬ﺍﻟﺴﺠﻊ‬ ‫ﺍﻟﺘﻜﺮﺍﺭﻫﻮ ﻋﻨﺪﻣﺎ ﺗﺠﻌﻞ ﻛﻞ )ﺃﻭ ﻣﻌﻈﻢ( ﺍﻟﻜﻠﻤﺎﺕ ﺗﺒﺪﺃ ﺑﻨﻔﺲ ﺍﻟﺤﺮﻑ ﺃﻭ ﺍﻟﺼﻮﺕ‪.‬‬ ‫ﻫﻨﺎﻙﻃﺮﻳﻘﺔ ﺑﺪﻳﻠﺔ ﻟﻠﻘﺎﻓﻴﺔ‪ ،‬ﻭﻫﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺴﺠﻊ ﻋﻨﺪ ﺗﺴﻤﻴﺔ ﺑﺮﻧﺎﻣﺠﻚ‪ .‬ﻫﺬﺍ ﺃﺳﻬﻞ ﻟﻤﻌﻈﻢ ﺍﻟﻨﺎﺱ ﻣﻦ ﺍﻟﻘﺎﻓﻴﺔ‪ .‬ﻣﺮﺓ ﺃﺧﺮﻯ‪ ،‬ﻟﺴﺖ َﺑﺤﺎﺟﺔ ﻟﻠﻘﺎﻓﻴﺔ ﺃﻭ ﺍﻟﺴﺠﻊ‪ .‬ﻻ ﺗﺠُﺒﺮ ﻧﻔﺴﻚ‬ ‫ﻋﻠﻰﺫﻟﻚ‪.‬‬ ‫ﺍﻟﺴﺎﺑﻖ‪:‬ﺩﻭﺭﺓ ﺗﺪﺭﻳﺒﻴﺔ ﻣﺘﻘﺪﻣﺔ ﻟﻜﺴﺐ ﺍﻟﻤﺎﻝ‪ ،‬ﻭﺗﺤﺪﻱ ﺗﻐﻴﻴﺮ ﺣﻴﺎﺗﻚ‪ ،‬ﻭﻣﻌﺴﻜﺮ ﺗﺪﺭﻳﺒﻲ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻣﺆﺧﺮﺓ ﻛﺒﻴﺮﺓ‪ ،‬ﻭﺍﻟﺘﺨﻠﺺ ﻣﻦ ﺍﻟﺪﻳﻮﻥ‪ ،‬ﻭﺇﻋﺎﺩﺓ ﺿﺒﻂ ﺳﻮﻕ ﺍﻟﻌﻘﺎﺭﺍﺕ‪ ،‬ﻭﺑﺮﻧﺎﻣﺞ ﺗﺪﺭﻳﺐ ﺍﻟﺤﻴﺎﺓ‪ ،‬ﻭﻣﺎ ﺇﻟﻰ ﺫﻟﻚ‪.‬‬ ‫ﻗﺪﻳﺒﺪﻭ ﺍﻷﻣﺮ ﻏﺮﻳﺒﺎً‪ ،‬ﻟﻜﻦ ﺗﺴﻤﻴﺔ ﺍﻟﻌﺮﻭﺽ ﻣﻦ ﺃﻛﺜﺮ ﻣﺎ ﻳﻌُﺠﺒﻨﻲ ﻓﻲ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ‪ .‬ﻣﺎ ﺃﻭﺩ ﺍﻟﺘﺄﻛﻴﺪ ﻋﻠﻴﻪ‪ ،‬ﻣﺠﺪﺩﺍً‪ ،‬ﻫﻮ ﺃﻥ ﻧﻤﻮﺫﺟﻚ ﺍﻟﻤﺎﻟﻲ‬ ‫ﺍﻟﻔﻌﻠﻲ‪،‬ﻭﺃﺳﻌﺎﺭﻙ‪ ،‬ﻭﺧﺪﻣﺎﺗﻚ ﺳﺘﺒﻘﻰ ﺩﻭﻥ ﺗﻐﻴﻴﺮ ﺇﻟﻰ ﺣﺪ ﻛﺒﻴﺮ‪ .‬ﺗﻐﻴﻴﺮ ﺍﻟﻐﻼﻑ ﺍﻟﺨﺎﺭﺟﻲ ﻳﻌﻨﻲ ﺑﺒﺴﺎﻃﺔ ﺗﻐﻴﻴﺮ ﺍﻻﻧﻄﺒﺎﻉ ﺍﻟﺨﺎﺭﺟﻲ ﻋﻦ ﻋﺮﺿﻚ‬ ‫ﺍﻟﻀﺨﻢ‪.‬‬ ‫ﺳﺘﺠﺪﺃﺩﻧﺎﻩ ﺑﻌﺾ ﺍﻷﻣﺜﻠﺔ ﻟﻠﻌﺮﻭﺽ ﺍﻟﻤﺴﻤﺎﺓ ﻟﺼﻨﺎﻋﺎﺕ ﻣﺨﺘﻠﻔﺔ‪ .‬ﺻﺤﺔ‬ ‫ﺗﺤﺪﻱ"ﺍﻟﺮﺷﺎﻗﺔ ﻗﺒﻞ ﺍﻟﻬﺎﻟﻮﻳﻦ" ﺍﻟﻤﺠﺎﻧﻲ ﻟﻤﺪﺓ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ‪ ،‬ﻭﺧﺼﻢ‬ ‫‪ %88‬ﻋﻠﻰ ﻣﺨﻄﻂ ﺑﻴﻜﻴﻨﻲ ﻟﻤﺪﺓ ‪ 12‬ﺃﺳﺒﻮﻋﺎً‬ ‫ﺗﺠﻤﻴﻞﻣﺠﺎﻧﻲ ﻟﻸﻣﻬﺎﺕ ﻟﻤﺪﺓ ‪ 21‬ﻳﻮﻣﺎً‬ ‫ﻧﻈﺎﻡﺗﺼﻔﻴﻒ ﺍﻟﺸﻌﺮ ﺍﻟﻨﻤﻮﺫﺟﻲ ﻟﻤﺪﺓ ‪ 60‬ﺩﻗﻴﻘﺔ‪ ،‬ﺗﺤﺪﻱ ﺍﻟﺘﺨﻠﺺ‬ ‫ﻣﻦﺍﻟﺘﻮﺗﺮ ﻟﻤﺪﺓ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ‬ ‫)ﻣﺠﺎﻧﺎً!( ﺍﻧﺤﻨﻲ ﻭﺗﺨﻠﺺ ﻣﻦ ﺍﻷﻟﻢ ﻓﻲ ‪ ٤٢‬ﻳﻮﻣﺎً‪ ...‬ﻣﺴﺎﺭ ﺍﻟﺸﻔﺎء ﺍﻟﺴﺮﻳﻊ‬ ‫ﺍﻷﻃﺒﺎء‬ ‫ﺧﺼﻢ‪ 2000‬ﺩﻭﻻﺭ ﻋﻠﻰ ﺗﺤﻮﻳﻞ ﺍﺑﺘﺴﺎﻣﺔ ﺍﻟﻤﺸﺎﻫﻴﺮ ‪ -‬ﻟﻴﻜﻮﺍﻱ‬ ‫ﻣﻮﻣﺰ‪ -‬ﺧﺼﻢ ‪ 1500‬ﺩﻭﻻﺭ ﻋﻠﻰ ﺗﻘﻮﻳﻢ ﺃﺳﻨﺎﻥ ﺃﻃﻔﺎﻟﻚ‬ ‫‪١٢‬ﺷﻬﺮﺍً ﻧﺤﻮ ﺍﺑﺘﺴﺎﻣﺔ ﻣﺜﺎﻟﻴﺔ )ﺧﺼﻢ ‪ ١٠٠٠‬ﺩﻭﻻﺭ ﻟـ ‪ ١٥‬ﻋﺎﺉﻠﺔ( ‪ -‬ﻫﺪﺍﻳﺎ ﺗﻘﻮﻳﻢ ﺍﻷﺳﻨﺎﻥ ﺍﻟﻤﺠﺎﻧﻴﺔ‬ ‫ﻟﻠﻌﻮﺩﺓﺇﻟﻰ ﺍﻟﻤﺪﺭﺳﺔ ‪Lakeway Moms -‬‬ ‫ﺍﻓﺘﺘﺎﺡﻛﺒﻴﺮ‪ ،‬ﺃﺷﻌﺔ ﺳﻴﻨﻴﺔ ﻭﻋﻼﺝ ﻣﺠﺎﻧﻲ ‪ -‬ﺭﺍﺣﺔ ﻓﻮﺭﻳﺔ ﻣﻦ ﺁﻻﻡ ﺍﻟﻈﻬﺮ! ﺟﻠﺴﺔ ﻋﻼﺝ‬ ‫ﺳﺮﻳﻊﻣﻜﺜﻔﺔ ﻟﻤﺪﺓ ‪ 90‬ﻳﻮﻣﺎً )ﺧﺼﻢ ‪ .(%81‬ﻫﻞ ﺗﻌﺎﻧﻲ ﻣﻦ ﺿﻴﻖ؟ ﺗﺪﻟﻴﻚ ﺑﺪﻭﻻﺭ‬ ‫ﻭﺍﺣﺪ‪.‬ﻋﺮﺽ ﺧﺎﺹ ﻟﻠﻌﻤﻼء ﺍﻟﺠﺪﺩ ﺧﻼﻝ ﺍﻟﺼﻴﻒ‪.‬‬ ‫ﺍﻟﺘﺪﺭﻳﺐ‬ ‫‪5‬ﻋﻤﻼء ﻓﻲ ‪ 5‬ﺃﻳﺎﻡ ‪ -‬ﺑﺮﻧﺎﻣﺞ ‪7F Agency‬‬ ‫‪ Blueprint‬ﺍﻟﻤﻜﺜﻒ ﻟﻤﺪﺓ ‪ 12‬ﺃﺳﺒﻮﻋﺎً‬ ‫ﺍﺑﺤﺚﻋﻦ ﻣﻨﺘﺠﻚ ﺍﻟﻤﺜﺎﻟﻲ ﻓﻲ ‪ 14‬ﻳﻮﻣﺎً ﻭﺍﻣﻸ ﺻﺎﻟﺔ ﺍﻷﻟﻌﺎﺏ‬ ‫ﺍﻟﺮﻳﺎﺿﻴﺔﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻓﻲ ‪ 30‬ﻳﻮﻣﺎً )ﻣﺠﺎﻧﺎً!(‬ ‫ﻳﻤﻜﻨﻨﻲﺍﻻﺳﺘﻤﺮﺍﺭ ﻓﻲ ﺳﺮﺩ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ‪ ،‬ﻟﻜﻦ ﺁﻣﻞ ﺃﻥ ﺗﻜﻮﻥ ﻗﺪ ﻓﻬﻤﺖ ﺍﻟﻔﻜﺮﺓ‪ .‬ﺍﻵﻥ‪ ،‬ﺣﺎﻥ ﻭﻗﺖ ﺗﺠﺮﺑﺘﻬﺎ ﻟﻌﺮﺿﻚ ﺍﻟﻤﻤﻴﺰ‪ .‬ﻣﺮﺓ ﺃﺧﺮﻯ‪،‬‬ ‫ﻟﻴﺲﻋﻠﻴﻚ ﺑﺎﻟﻀﺮﻭﺭﺓ ﺍﺳﺘﺨﺪﺍﻡ ﺟﻤﻴﻊ ﻋﻨﺎﺻﺮ ﺍﻟﻘﻮﺓ ﻓﻲ ﺍﻟﻌﻨﻮﺍﻥ‪ .‬ﺍﺳﺘﺨﺪﺍﻡ ﺛﻼﺛﺔ ﺇﻟﻰ ﺧﻤﺴﺔ ﻋﻨﺎﺻﺮ ﺳﻴﺨﻠﻖ ﻋﺎﺩﺓ ًﻋﺮﺿﺎً ﻓﺮﻳﺪﺍً ﻭﻣﺮﻏﻮﺑﺎً ﻓﻴﻪ‪،‬‬ ‫ﻣﻤﺎﻳﺴﻤﺢ ﻟﻚ ﺑﺎﻟﺘﻤﻴﺰ ﻋﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﺗﻘﺪﻳﻢ ﻋﺮﺽ ﻳﺠﺬﺏ ﺍﻟﻨﻘﺮﺍﺕ ﻭﺍﻟﺘﻔﺎﻋﻞ‪ ،‬ﻭﻳﺤﻘﻖ ﻟﻚ ﺍﻟﺮﺑﺢ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ‪.‬‬ ‫ﻋﻼﻭﺓﻋﻠﻰ ﺫﻟﻚ‪ ،‬ﻟﺴﺖ َﻣﻀﻄﺮﺍً ﻟﻠﻘﻴﺎﻡ ﺑﻬﺎ ﺑﺎﻟﺘﺮﺗﻴﺐ ﺍﻟﺴﺤﺮﻱ‪ .‬ﺍﻓﻌﻞ ﻣﺎ ﻳﺒﺪﻭ ﻟﻚ ﺃﻛﺜﺮ ﻓﻌﺎﻟﻴﺔ‪ .‬ﺑﻌﺪ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻟﻔﺘﺮﺓ‪ ،‬ﺳﺘﻼﺣﻆ ﺃﻥ ﺑﻌﺾ‬ ‫ﺍﻟﻌﺮﻭﺽﺗﺤﻘﻖ ﻣﺒﻴﻌﺎﺕ ﺃﻓﻀﻞ ﻣﻦ ﻏﻴﺮﻫﺎ‪ .‬ﻫﺬﺍ ﻃﺒﻴﻌﻲ‪ .‬ﻭﺳﺘﺤﺼﻞ ﺑﻴﻦ ﺍﻟﺤﻴﻦ ﻭﺍﻵﺧﺮ ﻋﻠﻰ ﺍﺳﻢ ﻳﺤﻘﻖ ﻧﺠﺎﺣﺎً ﺑﺎﻫﺮﺍً‪ .‬ﺑﺼﺮﺍﺣﺔ‪ ،‬ﻻ ﺃﻋﺮﻑ ﻟﻤﺎﺫﺍ‬ ‫ﺗﻨﺠﺢﺑﻌﺾ ﺍﻷﺳﻤﺎء ﻭﻻ ﺗﻨﺠﺢ ﺃﺧﺮﻯ‪ .‬ﻟﺬﺍ‪ ،‬ﻻ ﺗﻜﻦ ﻋﺎﻃﻔﻴﺎً‪ .‬ﺍﺳﺘﻤﺮ ﻓﻲ ﺍﻟﻤﺤﺎﻭﻟﺔ‪ .‬ﺍﺳﺘﻤﺮ ﻓﻲ ﺍﻹﺧﻔﺎﻕ‪ .‬ﺛﻢ ﺣﺎﻭﻝ ﺃﻛﺜﺮ‪ .‬ﺳﺘﻨﺠﺢ‪.‬‬ ‫ﺍﻵﻥﻭﻗﺪ ﺃﺻﺒﺢ ﻟﺪﻳﻚ ﻋﺪﺓ ﺃﺳﻤﺎء ﺻﺎﻟﺤﺔ ﻟﻌﺮﺿﻚ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻡ ﺍﺛﻨﻴﻦ ﺃﻭ ﺛﻼﺛﺔ ﻣﻦ ﺃﻓﻀﻞ ﺃﺳﻤﺎﺉﻚ ﻓﻲ ﺣﻤﻠﺘﻚ ﺍﻹﻋﻼﻧﻴﺔ‪ .‬ﺳﺠﻞّ ﺍﻻﺳﻢ‬ ‫ﺍﻟﻔﺎﺉﺰﺑﺴﺮﻋﺔ‪ ،‬ﺛﻢ ﺍﺳﺘﺨﺪﻣﻪ ﻛﻌﻨﺼﺮ ﺗﺤﻜﻢ ﻻﺧﺘﺒﺎﺭﻩ ﻣﻊ ﺃﺳﻤﺎء ﺟﺪﻳﺪﺓ‪ .‬ﻫﺬﻩ ﻫﻲ ﻃﺮﻳﻘﺔ ﺍﻟﺘﺮﻭﻳﺞ‪.‬‬ ‫ﻧﺼﻴﺤﺔﺍﺣﺘﺮﺍﻓﻴﺔ ‪ -‬ﺗﺴﻤﻴﺔ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﻔﺮﻋﻴﺔ ﻭﺍﻟﻤﻜﺎﻓﺂﺕ‬ ‫ﺍﺳﺘﺨﺪﻡﺻﻴﻐﺔ ﺍﻟﻌﻨﻮﺍﻥ ﺍﻟﺴﺤﺮﻳﺔ ﻟﻜﻞ ﻣﻨﺘﺞ ﻓﻲ ﻣﺠﻤﻮﻋﺘﻚ‪ .‬ﺳﻴﻌﺰﺯ ﻫﺬﺍ ﺗﻠﻘﺎﺉﻴﺎً ﻗﻴﻤﺔ ﻋﺮﻭﺿﻚ ﺑﻤﺠﺮﺩ ﺍﺧﺘﻴﺎﺭ ﺍﺳﻢ ﻳﻨﺎﺳﺐ ﻋﻤﻼءﻙ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪.‬‬ ‫ﻣﺎﺫﺍﻳﺤﺪﺙ ﻋﻨﺪﻣﺎ ﻳﻈُﻬﺮ ﺍﻟﺘﻌﺐ‬ ‫ﺃﺛﻨﺎءﺗﺴﻮﻳﻖ ﻋﺮﻭﺿﻚ‪ ،‬ﺳﺘﺤﺘﺎﺝ ﺇﻟﻰ ﺇﺩﺧﺎﻝ ﺗﻐﻴﻴﺮﺍﺕ ﻣﻊ ﻣﺮﻭﺭ ﺍﻟﻮﻗﺖ‪ ،‬ﻧﻈﺮﺍً ﻟﺘﻐﻴﺮ ﺃﺫﻭﺍﻕ ﺍﻟﺴﻮﻕ‪ .‬ﺇﻟﻴﻚ ﺗﺮﺗﻴﺐ ﻫﺬﻩ ﺍﻟﺘﻐﻴﻴﺮﺍﺕ ﻟﻠﺤﻔﺎﻅ ﻋﻠﻰ‬ ‫ﺛﺒﺎﺕﺗﺪﻓﻖ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪.‬‬ ‫‪.1‬ﺗﻐﻴﻴﺮ ﺍﻹﺑﺪﺍﻉ )ﺍﻟﺼﻮﺭ ﻭﺍﻟﺮﺳﻮﻣﺎﺕ ﻓﻲ ﺇﻋﻼﻧﺎﺗﻚ(‬ ‫‪.2‬ﻗﻢ ﺑﺘﻐﻴﻴﺮ ﻧﺺ ﺍﻹﻋﻼﻥ ﻓﻲ ﺇﻋﻼﻧﺎﺗﻚ‬ ‫‪.3‬ﻏﻴﺮّ ﺍﻟﻌﻨﻮﺍﻥ ‪" -‬ﺍﻟﻐﻼﻑ" ﻟﻌﺮﺿﻚ‬ ‫‪.4‬ﺗﺤﺪﻱ ‪ Lean‬ﺍﻟﻤﺠﺎﻧﻲ ﻟﻤﺪﺓ ‪ 6‬ﺃﺳﺎﺑﻴﻊ ﺇﻟﻰ ﺗﺤﺪﻱ ‪ Tone‬ﺍﻟﻤﺠﺎﻧﻲ ﻟﻤﺪﺓ ‪ 6‬ﺃﺳﺎﺑﻴﻊ‬ ‫‪.5‬ﻣﻦ ﺁﺛﺎﺭ ﺍﻟﻌﻄﻠﺔ ﺇﻟﻰ ﻋﺎﻡ ﺟﺪﻳﺪ‬ ‫‪.6‬ﺗﻐﻴﻴﺮ ﻣﺪﺓ ﺍﻟﻌﺮﺽ ﺍﻟﺨﺎﺹ ﺑﻚ‬ ‫ُﻔﺾَ(‬ ‫ّ‬ ‫‪.7‬ﻗﻢ ﺑﺘﻐﻴﻴﺮ ﻣﺤُﺴﻦِّ ﺍﻟﻌﺮﺽ ﺍﻟﺨﺎﺹ ﺑﻚ )ﺍﻟﻤﻜﻮﻥ ﺍﻟﻤﺠﺎﻧﻲ‪/‬ﺍﻟﻤﺨ‬ ‫‪.8‬ﺗﻐﻴﻴﺮ ﻫﻴﻜﻞ ﺗﺤﻘﻴﻖ ﺍﻟﺪﺧﻞ‪ ،‬ﻭﺳﻠﺴﻠﺔ ﺍﻟﻌﺮﻭﺽ ﺍﻟﺘﻲ ﺗﻘﺪﻣﻬﺎ ﻟﻠﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ ،‬ﻭﻧﻘﺎﻁ ﺍﻷﺳﻌﺎﺭ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻬﺎ )ﺍﻟﻜﺘﺎﺏ ﺍﻟﺜﺎﻧﻲ(‬ ‫ﺃﺗﺒﻊﻫﺬﺍ ﺍﻹﻃﺎﺭ ﻷﻥ ﻣﻌﻈﻢ ﺍﻟﻌﻨﺎﺻﺮ ﻫﻲ ﺃﻭﻝ ﻣﺎ ﻳﺠﺐ ﺗﻐﻴﻴﺮﻩ‪ .‬ﻋﺎﺩﺓ‪ ً،‬ﻳﺠﺐ ﺗﻐﻴﻴﺮﻫﺎ ﻣﺮﺍﺭﺍً ﻭﺗﻜﺮﺍﺭﺍً ﺩﻭﻥ ﺍﻟﻤﺴﺎﺱ ﺑﺄﻱ ﻋﻨﺼﺮ ﻓﻲ ﺃﺳﻔﻞ‬ ‫ﺍﻟﻘﺎﺉﻤﺔ‪.‬‬ ‫ﻋﻠﻰﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻋﻨﺪﻣﺎ ﺗﺘﻌﺐ ﺍﻹﻋﻼﻧﺎﺕ‪ ،‬ﻻ ﻧﻐﻴﺮّ ﺃﻋﻤﺎﻟﻨﺎ ﺑﺎﻟﻜﺎﻣﻞ؛ ﺑﻞ ﻧﻌﻴﺪ ﻧﺸﺮ ﺍﻹﻋﻼﻥ ﻧﻔﺴﻪ ﺑﻔﻴﺪﻳﻮ ﺃﻭ ﺻﻮﺭﺓ ﻣﺨﺘﻠﻔﺔ‪ .‬ﺑﻤﺠﺮﺩ ﺃﻥ‬ ‫ﻳﺘﻮﻗﻒﺫﻟﻚ ﻋﻦ ﺍﻟﻌﻤﻞ‪ ،‬ﻧﻐﻴﺮّﻩ ﻣﺮﺓ ﺃﺧﺮﻯ‪ .‬ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ‪ ،‬ﺳﺘﺤﺘﺎﺝ ﺇﻟﻰ ﺗﻐﻴﻴﺮ ﺍﻟﻜﻠﻤﺎﺕ ﻓﻲ ﺇﻋﻼﻧﺎﺗﻚ‪ ،‬ﻭﺗﻜﺮﺍﺭ ﺍﻟﻌﻤﻠﻴﺔ‪ .‬ﻋﻨﺪﻫﺎ ﻓﻘﻂ‪ ،‬ﻳﻤﻜﻨﻚ ﺗﻐﻴﻴﺮ‬ ‫ﺍﻟﻐﻼﻑ‪.‬‬ ‫ﻟﻨﻔﺘﺮﺽﺃﻧﻨﺎ ﻏﻴﺮّﻧﺎ ﻋﺮﺿﻨﺎ ﻣﻦ ﺗﺤﺪﻱ ﺗﺨﻔﻴﻒ ﺍﻟﺘﻮﺗﺮ ﻟﻤﺪﺓ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ ﺇﻟﻰ ﺗﺤﺪﻱ ﻋﻄﻠﺔ ﺍﺳﺘﺮﺧﺎء ﻟﻤﺪﺓ ‪ 42‬ﻳﻮﻣﺎً ﻟﻤﺮﻛﺰ ﺗﺪﻟﻴﻚ‪ .‬ﻧﻔﺲ ﺍﻟﻌﺮﺽ‬ ‫ﺍﻷﺳﺎﺳﻲ‪،‬ﻭﻟﻜﻦ ﺑﺘﻐﻠﻴﻒ ﻣﺨﺘﻠﻒ‪ .‬ﺑﻌﺪ ﺫﻟﻚ‪ ،‬ﻳﻤﻜﻨﻚ ﺑﺎﻟﻄﺒﻊ ﺗﻐﻴﻴﺮ ﻣﺪﺓ ﺍﻟﻌﺮﺽ ‪ -‬ﻣﻦ ﺳﺘﺔ ﺃﺳﺎﺑﻴﻊ ﺇﻟﻰ ‪ 28‬ﻳﻮﻣﺎً ﺃﻭ ﺛﻤﺎﻧﻴﺔ ﺃﺳﺎﺑﻴﻊ‪ ،‬ﻭﻫﻜﺬﺍ‪ .‬ﻛﻠﻤﺎ‬ ‫ﻛﺎﻥﺍﻟﻌﺮﺽ ﺃﻗﻞ ﻓﻲ ﺍﻟﻘﺎﺉﻤﺔ‪ ،‬ﻛﺎﻥ ﺃﻛﺜﺮ ﺗﻌﻘﻴﺪﺍً ﻣﻦ ﺍﻟﻨﺎﺣﻴﺔ ﺍﻟﺘﺸﻐﻴﻠﻴﺔ‪ ،‬ﻟﺬﺍ ﺗﺄﻛﺪ ﻣﻦ ﺍﺳﺘﻨﻔﺎﺩ ﺍﻟﻄﺮﻕ "ﺍﻷﺧﻒ" ﺍﻟﺴﺎﺑﻘﺔ ﻟﺘﻨﻮﻳﻊ ﻋﺮﺿﻚ‪.‬‬ ‫ﺑﻌﺪﺗﺤﻘﻴﻖ ﺍﻟﺮﺑﺢ ﻣﻦ ﻋﺮﺽ ﻣﺎ‪ ،‬ﻧﺎﺩﺭﺍً ﻣﺎ ﺗﺤﺘﺎﺝ ﺇﻟﻰ ﺗﻐﻴﻴﺮﻩ‪ .‬ﻓﻘﻂ ﺍﺷﻄﻔﻪ ﻭﻛﺮﺭﻩ ﻣﺮﺍﺭﺍً ﻭﺗﻜﺮﺍﺭﺍً‪ .‬ﻗﺪ ﻳﻜﻮﻥ ﻫﺬﺍ ﺻﻌﺒﺎً ﻷﻧﻨﺎ ﺭﻭﺍﺩ ﺃﻋﻤﺎﻝ ﻭ‪...‬ﺣﺐ‬ ‫ﺍﻟﺘﻐﻴﻴﺮﻫﻨﺎ ﻋﺎﺩﺓ ًﻣﺎ ﻳﺆُﺩﻱ ﺇﻟﻰ ﺍﻧﺨﻔﺎﺽ ﺍﻟﻜﻔﺎءﺓ ﻭﻋﺮﻗﻠﺔ ﺍﻟﺘﺸﻐﻴﻞ‪ ،‬ﻣﻤﺎ ﻳﻜُﻠﻔﻚ ﺍﻟﻤﺎﻝ‪ .‬ﻻ ﺑﺄﺱ‪.‬‬ ‫ﻟﺬﺍ‪،‬ﺍﺳﺘﺨﺪﻡ ﺷﻐﻔﻚ ﺍﻟﺮﻳﺎﺩﻱ ﻓﻲ "ﻏﻼﻑ" ﺍﻟﻌﺮﺽ ﺃﻭﻻً ‪" -‬ﻣﻈﻬﺮﻩ ﻭﻃﺎﺑﻌﻪ" )ﺍﻟﻨﺺ‪ ،‬ﺍﻟﺘﺼﻤﻴﻢ‪ ،‬ﺍﻟﻌﻨﺎﻭﻳﻦ(‪ .‬ﺛﻢ ﻏﻴﺮّ ﻣﻮﺳﻤﻴﺔ ﺍﻟﻌﺮﺽ‪ .‬ﺛﻢ ﻏﻴ ّﺮ‬ ‫ﻣﺪﺗﻪ‪.‬ﺇﺫﺍ ﻛﻨﺖ ﻻ ﺗﺰﺍﻝ ﻣﺘﺮﺩﺩﺍً‪ ،‬ﻏﻴﺮّ ﻣﺎ ﺗﻘﺪﻣﻪ ﻣﺠﺎﻧﺎً ﺃﻭ ﺑﺨﺼﻢ‪ .‬ﻏﻴﺮّ ﺍﻵﻟﻴﺔ ﺍﻟﻜﺎﻣﻠﺔ ﺍﻟﺘﻲ ﺗﻘﻒ ﻭﺭﺍءﻩ‪.‬ﻓﻘﻂﻛﻤﻠﺠﺄ ﺃﺧﻴﺮ ﻭﻟﺴﺒﺐ ﻭﺟﻴﻪ ﻟﻠﻐﺎﻳﺔ‪ ،‬ﺧﺎﺻﺔ‬ ‫ﺑﻌﺪﺣﺼﻮﻟﻚ ﻋﻠﻰ ﻗﻮﺓ ﺍﻟﺠﺬﺏ‪.‬‬ ‫ﻭﻟﻜﻦﻛﻴﻒ ﺗﺤﺼﻞ ﻋﻠﻰ ﺍﻟﺠﺬﺏ ﺍﻷﻭﻟﻲ؟ﺳﺆﺍﻝ ﺟﻴﺪ‪ .‬ﺟﺮﺏّ ﻫﻴﻜﻞ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻌﻨﻮﺍﻥ ﺍﻟﺬﻱ ﺗﻌﺘﻘﺪ ﺃﻧﻪ ﺍﻷﻧﺴﺐ‪ .‬ﺛﻢ ﺍﻟﺘﺰﻡ ﺑﻪ‪.‬‬ ‫ﻭﺇﺫﺍﻟﻢ ﻳﻨﺠﺤﻮﺍ ﻓﻲ ﺍﻟﺒﺪﺍﻳﺔ‪ ،‬ﻓﻼ ﺗﻘﻠﻖ‪ .‬ﺳﺘﺘﺤﺴﻦ ﺍﻷﻣﻮﺭ‪ .‬ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ‪ ،‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺴﺘﺨﺪﻡ ﻫﺬﻩ ﺍﻷﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻨﻤﺎﺫﺝ‪،‬ﻛﺜﻴﺮﺳﻴﻨﺠﺢ‬ ‫ﺑﻌﻀﻬﺎ‪.‬ﻓﻲ ﻫﺬﻩ ﺍﻟﺤﺎﻟﺔ‪ ،‬ﺍﻟﺘﺰﻡ ﺑﺎﻟﻌﺮﺽ ﺍﻟﺬﻱ ﻳﻤﻨﺤﻚ ﺃﻋﻠﻰ ﻋﺎﺉﺪ‪ .‬ﻳﻤﻜﻨﻚ ﺃﻳﻀﺎً ﺍﻟﺘﺒﺪﻳﻞ ﺑﻴﻦ ﺍﻟﻌﺮﻭﺽ ﺇﺫﺍ ﻟﻢ ﻳﺴُﺒﺐ ﺫﻟﻚ ﻋﺒﺉﺎً ﺗﺸﻐﻴﻠﻴﺎً ﻛﺒﻴﺮﺍً‬ ‫ﻋﻠﻰﻧﻮﻉ ﻋﻤﻠﻚ‪ .‬ﻫﺬﺍ ﻫﻮ ﻣﺮﻛﺰ ﺍﻟﻘﻮﺓ ﺍﻟﻤﻄﻠﻖ‪ .‬ﻟﺪﻳﻚ ﺍﻟﻌﺪﻳﺪ ﻣﻦ "ﺍﻷﻭﺭﺍﻕ ﺍﻟﺮﺍﺑﺤﺔ" ﺍﻟﺘﻲ ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻓﻲ ﺃﻱ ﻭﻗﺖ‪ ،‬ﻣﻤﺎ ﻳﺤُﺎﻓﻆ ﻋﻠﻰ‬ ‫ﻣﺴﺘﻮﻯﺗﺤﻮﻳﻞ ﺗﺴﻮﻳﻘﻚ ﺃﻋﻠﻰ‪.‬‬ ‫ﻣﻼﺣﻈﺔﺍﻟﻤﺆﻟﻒ ‪ -‬ﺗﺴﻮﻳﻖ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ‬ ‫ﻣﻦﺍﻟﻤﻔﺎﺭﻗﺎﺕ ﺃﻥ ﺗﺴﻮﻳﻖ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻤﺤﻠﻴﺔ ﺃﺳﻬﻞ ﻭﺃﺻﻌﺐ ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻮﻃﻨﻲ‪ .‬ﻣﻦ ﺍﻷﺳﻬﻞ ﺍﻟﺒﺪء ﺑﺎﻟﻌﻤﻞ‪ ،‬ﻟﻜﻦ ﻣﻦ ﺍﻷﺻﻌﺐ ﺍﻻﺳﺘﻤﺮﺍﺭ ﻓﻴﻪ ﺃﻭ ﺗﻮﺳﻴﻊ‬ ‫ﻧﻄﺎﻗﻪ‪.‬ﻭﺍﻟﺴﺒﺐ ﻫﻮ ﺃﻥ ﺍﻷﻣﺮ ﺃﺳﻬﻞ ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺤﻠﻴﺔ ﻧﻈﺮﺍً ﻟﻠﺜﻘﺔ ﻓﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺄﻟﻮﻓﺔ‪ .‬ﻟﺬﺍ‪ ،‬ﻓﺈﻥ ﺍﻟﺒﻴﻊ ﺍﻟﻤﺒﺎﺷﺮ ﺑﺄﺳﻌﺎﺭ ﺃﻋﻠﻰ ﻓﻲ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺤﻠﻴﺔ ﺃﺳﻬﻞ ﺑﻄﺒﻴﻌﺘﻪ‪ .‬ﻫﺬﺍ ﻳﻌﻨﻲ‬ ‫ﺃﻧﻚﺳﺘﺤﻘﻖ ﻧﺴﺒﺔ ﺃﻋﻠﻰ ﺑﻜﺜﻴﺮ ﻣﻦ ﺗﺤﻮﻳﻼﺕ ﻋﻤﻼﺉﻚ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ .‬ﻭﻫﺬﺍ ﻣﺎ ﻳﺠﻌﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻧﺎﺟﺤﺎً ﻓﻲ ﻣﻌﻈﻢ ﺍﻷﺣﻴﺎﻥ‪.‬‬ ‫ﺍﻟﺠﺎﻧﺐﺍﻟﺴﻠﺒﻲ ﻟﻠﺘﺴﻮﻳﻖ ﺍﻟﻤﺤﻠﻲ ﻫﻮ ﺃﻧﻪ ﻳﺴُﺒﺐ ﺍﻟﺘﻌﺐ ﺑﺴﺮﻋﺔ ﻧﻈﺮﺍً ﻟﻤﺤﺪﻭﺩﻳﺔ ﻧﻄﺎﻕ ﺧﺪﻣﺔ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ‪ .‬ﻭﻟﻺﺷﺎﺭﺓ ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺳﺎﺑﻖ‪ ،‬ﻓﺈﻥ ﺇﺟﻤﺎﻟﻲ ﺍﻟﺴﻮﻕ‬ ‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ)‪ (TAM‬ﻟﻠﺸﺮﻛﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻫﻮ ﻧﻄﺎﻗﻬﺎ ﺍﻟﻤﺒﺎﺷﺮ ﻓﻘﻂ )ﻓﻲ ﺃﻏﻠﺐ ﺍﻷﺣﻴﺎﻥ(‪ .‬ﻭﺑﺎﻟﺘﺎﻟﻲ‪ ،‬ﻛﻠﻤﺎ ﺻﻐﺮ ﻧﻄﺎﻗﻬﺎ‪ ،‬ﺯﺍﺩﺕ ﺳﺮﻋﺔ ﺍﻟﺘﻌﺐ‪ .‬ﻭﻫﺬﺍ ﻫﻮ ﺳﻼﺡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺤﻠﻲ ﺫﻭ‬ ‫ﺍﻟﺤﺪﻳﻦ‪.‬‬ ‫ﻛﺎﻥﺗﻌﻠﻢ ﺗﻨﻮﻳﻊ ﻋﺮﻭﺿﻲ ﻭﻋﻨﺎﻭﻳﻨﻬﺎ ﻭﺇﺑﺪﺍﻋﺎﺗﻲ ﺑﺴﺮﻋﺔ‪ ،‬ﻋﻨﺪﻣﺎ ﻛﻨﺖ ﺃﺩﻳﺮ ﺃﻋﻤﺎﻟﻲ ﺍﻟﻤﺤﻠﻴﺔ‪ ،‬ﻣﻬﺎﺭﺓ ﺃﺳﺎﺳﻴﺔ ﺳﻬﻠّﺖ ﻋﻠﻲ ّﺗﻮﺳﻌﻲ ﻧﺤﻮ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻮﻃﻨﻲ‪ .‬ﻟﺬﺍ‪ ،‬ﺇﺫﺍ‬ ‫ﻛﻨﺖﺗﻌﻤﻞ ﻓﻲ ﺳﻮﻕ ﻣﺤﻠﻲ‪ ،‬ﻓﺘﺬﻛﺮ ﺃﻧﻚ ﻟﻦ ﺗﻐُﻴﺮّ ﻗﻴﻤﺔ ﻋﺮﺿﻚ‪ .‬ﺑﻞ ﺳﺘﻐُﻴﺮّ ﻓﻘﻂ ﻃﺮﻳﻘﺔ ﻋﺮﺿﻪ‪.‬ﻳﺒﺪﻭﺇﻟﻰ ﺍﻟﺴﻮﻕ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺨﺎﺹ ﺑﻚ‪.‬‬ ‫ﻣﻠﺨﺺﺍﻟﺘﺴﻤﻴﺔ‬ ‫ﻳﺠﺐﺃﻥ ﻧﻄﻠﻖ ﻋﻠﻰ ﻋﺮﺿﻨﺎ ﺍﺳﻤﺎً ﻣﻨﺎﺳﺒﺎً ﻟﺠﺬﺏ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﻨﺎﺳﺐ ﺇﻟﻰ ﺃﻋﻤﺎﻟﻨﺎ‪ .‬ﻭﻓﺎء ًﺑﻬﺬﺍ ﺍﻻﺳﻢ‪ ،‬ﻳﺠﺐ ﻋﻠﻰ ﺍﻟﻨﺎﺱﻳﻔﻌﻞﺍﺣﻜﻢ ﻋﻠﻰ ﺍﻟﻜﺘﺎﺏ‬ ‫ﻣﻦﻏﻼﻓﻪ‪ .‬ﺍﻟﺘﺴﻤﻴﺔ ﻏﻴﺮ ﺍﻟﺪﻗﻴﻘﺔ ﻟﻤﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ ﻗﺪ ﺗﻔُﺴﺪ ﺍﻟﺘﺤﻮﻳﻼﺕ‪ .‬ﻻ ﺗﻘﻊ ﺿﺤﻴﺔ ﺍﻟﺘﺴﻤﻴﺔ ﺍﻟﻜﺴﻮﻟﺔ‪ .‬ﺍﺗﺒﻊ ﺍﻟﺨﻄﻮﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﻟﺘﺴﻤﻴﺔ‬ ‫ﻣﻨﺘﺠﻚﺃﻭ ﺧﺪﻣﺘﻚ‪ ،‬ﻭﺷﺎﻫﺪ ﺍﻟﻌﺮﺽ ﻧﻔﺴﻪ ﻳﺤﺼﻞ ﻋﻠﻰ ﻧﺴﺒﺔ ﺍﺳﺘﺠﺎﺑﺔ ﺃﻋﻠﻰ ﺑﻤﺮﺗﻴﻦ ﺃﻭ ﺛﻼﺙ ﺃﻭ ﺣﺘﻰ ﻋﺸﺮ ﻣﺮﺍﺕ‪ .‬ﺳﺘﺼﺪﻕ ﺫﻟﻚ ﻋﻨﺪﻣﺎ ﺗﺮﺍﻩ ‪-‬‬ ‫ﻭﺃﻧﺎﻣﺘﺄﻛﺪ ﺃﻧﻨﻲ ﺻﺪﻗﺘﻪ‪.‬‬ ‫ﻣﻠﺨﺺﻗﺴﻢ ﺗﺤﺴﻴﻦ ﺍﻟﻌﺮﺽ ﺍﻟﺨﺎﺹ ﺑﻚ‬ ‫ﺗﻬﺎﻧﻴﻨﺎ!ﻟﻘﺪ ﺍﻛﺘﺸﻔﺖ َﻛﻴﻔﻴﺔ ﺟﻌﻞ ﻋﺮﺿﻚ ﻗﻴﻤّﺎً‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺗﻘﺴﻴﻢ ﺧﺪﻣﺎﺗﻚ ﺇﻟﻰ ﺃﺟﺰﺍء‪ ،‬ﻭﻛﻴﻔﻴﺔ ﺇﻋﺎﺩﺓ ﺗﺠﻤﻴﻌﻬﺎ ﻓﻲ ﻭﺣﺪﺓ ﻣﺘﻜﺎﻣﻠﺔ ﺃﻛﺜﺮ ﻗﻴﻤﺔ‪.‬‬ ‫ﺃﺿﻔﺖ َﺿﻤﺎﻧﺎً ﻟﺠﺬﺏ ﺍﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻟﻨﺎﺱ ﻟﺸﺮﺍء ﻋﺮﺿﻚ ﻭﺍﺳﺘﻬﻼﻛﻪ ﻓﻌﻠﻴﺎً‪ ،‬ﻣﻤﺎ ﻳﺰﻳﺪ ﻣﻦ ﻧﺠﺎﺣﻬﻢ‪ .‬ﻗﺪﻣّﺘﻪَ ﺑﺈﻟﺤﺎﺡ ﻭﻭﻓﺮﺓ ﻟﺠﺬﺏ ﺍﻟﻤﺰﻳﺪ‬ ‫ﻣﻦﺍﻟﻨﺎﺱ ﺍﻟﺮﺍﻏﺒﻴﻦ ﻓﻴﻪ‪.‬‬ ‫ﻭﺍﻵﻥﻗﻤﺖ ﺑﺘﺴﻤﻴﺔ ﻋﺮﺿﻚ ﺑﺤﻴﺚ ﻳﺠﺬﺏ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﺍﻟﻤﻨﺎﺳﺒﻴﻦ ﻭﻳﻄﺮﺩ ﺍﻟﻌﻤﻼء ﺍﻟﺴﻴﺉﻴﻦ‪ ،‬ﻛﻞ ﺫﻟﻚ ﻣﻊ ﺍﺣﺘﻮﺍﺉﻪ ﻋﻠﻰ ﻭﻋﺪ ﻛﺒﻴﺮ‬ ‫ﻳﻤﻜﻦﻟﻠﺠﻤﻴﻊ ﻓﻬﻤﻪ‪.‬‬ ‫ﻟﻜﻨﻨﺎﻗﻤﻨﺎ ﺑﺘﻐﻄﻴﺔ ﺍﻟﻜﺜﻴﺮ‪ ،‬ﻟﺬﺍ ﺃﺭﻳﺪ ﺃﻥ ﺃﻣﻨﺤﻚ ﺍﺳﺘﺮﺍﺣﺔ ﺳﺮﻳﻌﺔ ﻗﺒﻞ ﺃﻥ ﻧﻨﺘﻘﻞ ﺇﻟﻰ ﺍﻟﻜﺘﺎﺏ ﺍﻟﺜﺎﻧﻲ ﻟﻤﺴﺎﻋﺪﺗﻚ ﻓﻲ ﺟﺬﺏ ﺍﻟﻌﻤﻼء ﻭﺗﺤﻘﻴﻖ‬ ‫ﺍﻟﺪﺧﻞﻣﻦ ﻋﺮﺿﻚ‪.‬‬ ‫ﻫﺪﻳﺔﻣﺠﺎﻧﻴﺔ ﺭﻗﻢ ‪ :10‬ﺍﺑﺘﻜﺮ ﺍﺳﻤﺎً ﻣﺜﺎﻟﻴﺎً ﻟﻤﻨﺘﺠﻚ‬ ‫ﺗﺴﻤﻴﺔﻣﻨﺘﺠﻚ ﺑﺸﻜﻞ ﺻﺤﻴﺢ ﺗﺴُﺎﻋﺪ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻋﻠﻰ ﻣﻌﺮﻓﺔ ﺃﻥ ﺍﻟﻤﻨﺘﺞ ﻣﻨُﺎﺳﺐ ﻟﻬﻢ ﻭﻗﻴﻢّ ﻭﺳﻴﺤُﻞ ّﻣﺸﺎﻛﻠﻬﻢ‪ .‬ﺇﺫﺍ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻣﺒﺎﺷﺮﺓً‬ ‫ﻣﻌﻲﺍﺫﻫﺐ ﺍﻟﻰ‪ Acquisition.com/training/offers‬ﻭﺣﺪﺩ"ﺗﺴﻤﻴﺔ ﺍﻟﻤﻨﺘﺠﺎﺕﺷﺎﻫﺪ ﻓﻴﺪﻳﻮ ﺗﻌﻠﻴﻤﻴﺎً ﻗﺼﻴﺮﺍً ﻟﺘﺘﻤﻜﻦ ﻣﻦ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻓﻲ ﻋﻤﻠﻚ ﻟﺰﻳﺎﺩﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻓﻲ ﺃﺳﺮﻉ‬ ‫ﻭﻗﺖﻣﻤﻜﻦ‪ .‬ﻛﻤﺎ ﺻﻨﻌﺖُﻗﺎﺉﻤﺔ ﻣﺮﺍﺟﻌﺔ ﻣﺠﺎﻧﻴﺔ ﻟﺼﻴﻎ ﺍﻟﺘﺴﻤﻴﺔ ﻟﺘﺴﺘﺨﺪﻣﻬﺎ ﻭﺗﻌُﻴﺪ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻣﻊ ﻓﺮﻳﻘﻚ‪ .‬ﻛﻤﺎ ﺃﻧﻬﺎ ﻣﻨﺎﺳﺒﺔ ﻟﺘﺴﻤﻴﺔ ﺍﻟﻌﺮﻭﺽ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‪ .‬ﻭﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ‬ ‫ﺩﺍﺉﻤﺎً‪،‬ﻓﻬﻲ ﻣﺠﺎﻧﻴﺔ ﺗﻤﺎﻣﺎً‪ .‬ﺍﺳﺘﻤﺘﻊ‪.‬‬ ‫ﺍﻟﻘﺴﻢﺍﻟﺨﺎﻣﺲ‪ :‬ﺍﻟﺘﻨﻔﻴﺬ‬

Value Proposition: Meditation vs. Xanax & Supplements

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Value Proposition: Meditation vs. Xanax & Supplements

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