Kunezigaba eziningana ezibalulekile ezidingekayo sebenzisa isu lokumaketha okuqukethwe okuqinile Ngokuphathelene nokuqukethwe okunikezayo, kungakhathaliseki ukuthi ukuthuthukiswa kokuqukethwe, ukubeka imigomo, noma ukukhulisa amathuba ngokusebenzisa i-sales funnel, konke kuyingxenye yenqubo okufanele abathengisi bayikhumbule njalo. Kodwa-ke, bavame ukugxila esigabeni esisodwa ngaphezu kwezinye futhi baphuthelwe amathuba angathuthukiswa ngokuphatha umjikelezo wonke ngendlela ehlanganisiwe.
Izigaba ezibalulekile zokumaketha kokuqukethwe
Ngaphambi kokufunda isigaba ngasinye, kubalulekile ukuqonda ukuthi isu lokuqukethwe eliphumelelayo Akukhona nje ukushicilela okuthunyelwe kwebhulogi. Kuhilela ukuhlaziya uhlelo lobudlelwano bomkhiqizo, ukuchaza iziteshi zokuxhumana, ukuhlola konke okuqukethwe okukhona, ukusungula uhlelo lokulinganisa olucacile, bese ekugcineni, ukusebenzisa nokufeza uhlelo njalo. Isigaba ngasinye sixhumene futhi kumele sakhiwe eduze kwabantu, izidingo zabo, izithiyo zabo, kanye nobudlelwano esifuna ukubakha nomkhiqizo.
Yiba nomgomo ofanele
Ngonyaka odlule, amaphesenti angama-65 emikhankaso yobuholi ayikhiphanga amaphesenti ayi-17 e- izilaleli ezisebenzayo emaketheLesi sibalo sibonisa ukuthi izinhloso ezingachazwanga kahle zingawasusa kanjani amaphrofayili afanele enkambisweni yokwenza izinqumo.
Emasu amaningi, ingxenye enkulu yezilaleli zemakethe ezisebenzayo ayifakwanga ngoba izinhloso azikachazwa kahle noma zibekwe ngombono omncane kakhulu. Ukuqondisa kuphela labo asebevele bekulungele ukuthenga kusho ukuvala amaphrofayili anethonya ngaphakathi kwekomidi lokwenza izinqumo, futhi bagcina bexhumana nomkhiqizo sekwephuzile kakhulu.
Ukuqondisa ochwepheshe abangaphandle kobuholi bakho obuseduze kungadala ukwethembeka okukhulu kwangaphakathi kanye nokukhiqiza abameli abazokhuthaza ukuthengisa esikhathini esimaphakathi neside. Yingakho kubalulekile:
- Chaza izinhloso zebhizinisi nezokuxhumana ezibalwe ngezansi. SMART (okuqondile, okulinganisekayo, okufinyelelekayo, okufanelekile futhi okunqunyelwe isikhathi).
- Ukuvumelanisa lezo zinhloso ne izigaba zobudlelwano esifuna ukuba nakho phakathi komkhiqizo kanye nezilaleli ezahlukene: ukutholakala, ukucabangela, isinqumo kanye nokwethembeka.
- Xhumanisa inhloso ngayinye ne sula amamethrikhi (ukubonakala, ukuhola, ukuthengisa, ukuphinda) kanye nokuqukethwe okuthile okusiza ukuhambisa umsebenzisi kusuka kwesinye isigaba kuya kwesinye.
Amabhola emoyeni kanye nezinselele zangaphakathi zeqembu
"Izinkampani eziningi ziyabona ukuthi zidinga ukugxila kulezi zigaba zokumaketha., ”Kusho uRebecca Waterman, iphini likamengameli wezocwaningo eNucleus Research.
"Ngamandla abo onke, bazama ukulinganisa izinto ngendlela engcono kakhulu. Ukuthi lokhu kuphumelela kahle kangakanani kuncike kakhulu ezintweni abazisebenzisayo."
Ngokuvamile, kuba nomuntu oyedwa noma iqembu elincane labathengisi bokuqukethwe, abavame ukuba nesibopho sezokuxhumana, ukuhlaziya, futhi, kwezinye izimo, ngisho nemikhankaso ekhokhelwayo. Njengoba uCindy Zhou, iphini likamongameli kanye nomhlaziyi omkhulu kwa-Constellation Research, ekhomba, lokhu kuholela emikhiqizweni eminingi ukuthi isebenze ngendlela "yokulwa nomlilo", igxile kuphela ekukhiqizeni futhi inganaki ukuhlaziya nokwenza ngcono.
Ukuze unciphise lawa "mabhola emoyeni," kunconywa ukuthi:
- Mepha yonke imisebenzi yomjikelezo wokuphila kokuqukethwe (ucwaningo, ukudalwa, ukusatshalaliswa, ukukalwa) bese uyabela izibopho ezicacile.
- Funda kwi amathuluzi okuhlela (amakhalenda okuhlela, amabhodi e-Kanban) ukuze ubone ngeso lengqondo umthwalo womsebenzi wangempela.
- Setha a uhlelo lokufunda nokulinganisa lokho kuvumela intuthuko ngomkhankaso ngamunye, esikhundleni sokuqala kusukela ekuqaleni isikhathi ngasinye.
Gxila endleleni yakho yokumaketha
"Ukumaketha kube nesikhathi esinzima sokuphinda ucabange futhi kuhloswe ngenhloso entsha“UMichael Jude, umphathi wocwaningo eStratecast/Frost & Sullivan, waphawula.
"Uma wonke umuntu enhlanganweni yokumaketha eseqeqeshwe endaweni ethile, futhi kube nokubhala nokunyathelisa okuqinisekisiwe, kanye nokwakhiwa komkhankaso, lokhu kutshalwa kwezimali okukhulu kwesikhathi, umzamo kanye nemali akunakulahlwa kalula endaweni entsha yokugxila."
Kodwa-ke, ukuziphatha kwabasebenzisi, iziteshi, kanye namafomethi kushintsha ngokushesha. Ngakho-ke, izinkampani ezifuna ukwandisa ukufinyelela kwazo kuzo zonke lezi zindawo kudingeka ziqonde izithameli zazo kanye nabathengi bazo njalo, hhayi ekuqaleni kwephrojekthi kuphela. Ezinye izinto ezibalulekile zokuphumelela ekuqondiseni kabusha yilezi:
- Yenza ngezikhathi ezithile ukuhlolwa kokuqukethwe okukhona ukuze unqume ukuthi yiziphi izingxenye okufanele uzigcine, uzithuthukise, noma uzisuse.
- Buyekeza i izindawo zokuxhumana ezinamasu: yiziphi izihloko uhlobo lomkhiqizo olunelungelo lokukhuluma ngazo nokuthi yiziphi olungazinqoba ngokubambisana.
- Xhumanisa ukulungiswa kwesu ngalinye ne- uhlelo lokusebenzisa kucace (iziteshi, amafomethi, imvamisa) kanye nohlelo lokulinganisa ngaphambi kokusetshenziswa.
Izinkampani ezifuna ukwandisa ukufinyelela kwazo kuzo zonke lezi zindawo kudingeka ziqonde izithameli zazo kanye nabathengi bazo, njengoba kugcizelelwe yiConstellation Zhou. Lokhu kuhilela ukuhlola indlela abantu abasebenzisana ngayo nomkhiqizo, ukuthi yiziphi izidingo zabo zangempela, kanye nohlobo lokuqukethwe abalulindele esigabeni ngasinye sohambo lwabo, ukuze ukushintsha indlela kungabi ushintsho olusheshayo, kodwa kube ukuvela okuqondile.
Ngokuhlanganisa izinhloso ezichazwe kahle, izinsiza ezingokoqobo, kanye nekhono eliqhubekayo lokuqondisa kabusha okuqhutshwa idatha, isu lokumaketha kokuqukethwe liba uhlelo oluphilayo oluheha, lufundise, futhi lugcine amakhasimende kuzo zonke izigaba ze-funnel.