Ungakhuphula kanjani ukuthengisa ngenqubo yokuthengisa?

Ukuthengisa kuyindlela yokuthengisa ekhuthaza umthengi ukuthi akhuphule ukuthenga kwakhe okuphakathi ngamandla. Lapho isihluthulelo sokwenza leli qhinga lokumaketha liseqinisweni lokuthi ekugcineni kusemqoka ukunikela ngomkhiqizo noma insizakalo ethuthukisa ukunikezwa kokuqala ngokukugcwalisa.

Kuzo zonke izimo, okuthile okuphawula ukuthengisa kakhulu ukuthi uhlelo olusebenzayo ukuze ekugcineni ukwazi ukwandisa imali engenayo ekuthengisweni kwemikhiqizo yakho, izinsizakalo noma ama-athikili. Kepha kusuka ochungechungeni lwendlela ekumaketheni ehluke kakhulu kwamanye amafomethi. Akungcono noma kubi, kepha kumane nje kwehlukile futhi lokhu kungenye yezimpawu ezifanele kakhulu lapho kuhlaziywa leli gama.

Ngenkathi ngakolunye uhlangothi, singekhohlwa ukuthi ukuthengisa kakhulu kuyindlela ekugcineni esiza ukugcina amakhasimende akho njengoba ambalwa akhona okwamanje. Ukufika ezingeni lokuthi kwezinye izimo kuze kukhiqize isengezo ekuthengeni. Njengomunye wemithombo yokwehlukanisa maqondana namanye amamodeli anezici ezifanayo. Ukusuka lapho ungakhuphula ukuthengisa kwakho futhi lokho kuphele ekupheleni kosuku enye yezinjongo oziphishekelayo njengamanje.

Ukuthengisa: Kuyithinta kanjani inkampani yakho?

Kunezinhlelo zokusebenza eziningi ukuthengisa okungakunika zona ngalesi sikhathi. Kepha-ke enye yezinto ezifanele kakhulu yileso esihlobene nemvelo yaso. Ngamanye amagama, iyithuluzi elinamandla kimi.thuthukisa ukuhlolwa kwamakhasimende kusukela kulo mzuzu kuqhubeke. Ukufika lapho ephethe ukuqala imishini yobuciko futhi lokho akuyona into encane ezikhathini zamanje zokumaketha kwedijithali.

Ngenkathi ngakolunye uhlangothi, kuyisistimu evumelekile kakhulu ukuthuthukisa umugqa wakho webhizinisi ngendlela elula, eqondile nephuzu elithile elilinganiselwe kuyo yonke imibono yokubuka. Kanye neqiniso lokuthi kuyisu lokuthi ekugcineni lingakwenza uzuze imali eningi noma okungenani wenze umugqa wakho webhizinisi ube nenzuzo kusukela manje kuqhubeke.

Ngaphakathi kwalolu hlobo lwamasu kwezamabhizinisi, kunembile impela ukuphawula ukuthi noma ngabe usuthengile, ungasebenzisa ama-imeyili wokulandelela enziwe ngezifiso ukuheha amakhasimende ukuthi abuye eze ngokuningi.

Ngenkathi ngakolunye uhlangothi, futhi okubaluleke kangako iqiniso elifanele ukuthi ekugcineni wena  kwenza ukwandisa imali. Futhi hhayi lokho kuphela, kaningi kutholakala okuningi ngomkhiqizo onikezwe ekuthengisweni kunangomkhiqizo ikhasimende elinqume ukuhamba nawo ekuqaleni.

Ukusebenza kwayo usuku nosuku

Kumele futhi sigxile kulolu daba olufanele ukuze wenze ukuthengisa okuphezulu ngamathuba aphezulu empumelelo, kuzodingeka ucabangele lezi zici:

- Kufanele ukwenze ngesikhathi esifanele. Lokhu kuvame ukuba senqubeni yokuthengisa futhi ngaphakathi kwalokhu lapho ikhasimende selivele lifake i-oda noma selivele likhipha ikhadi lesikweletu elizothenga. Esitolo sokudlela isibonelo, lapho idina lifake i-oda lalo, yisikhathi esihle sokuthi "Ufuna isinkwa sikagalikhi nge-euro eyodwa kuphela?".

- Akudingeki ube nolaka. Le ngxenye ekuthengisweni ingezwe futhi. Ikhasimende selivele likuthengile elikudingayo, sesikuthengisile. Ungazami konke engikuthengile ukunwetshwa komkhiqizo. Ungakucabanga ukuya eMcDonalds bese uphikelela ekugcineni imenyu enkulu kaninginingi? Cha. Lo ngumbuzo olula osiza ikhasimende ukuthi lithuthukise ulwazi lwalo ngomkhiqizo owathengwa ekuqaleni. Uma ufuna kuhle, futhi uma ungafuni, kuhle futhi.

Ukuthengisa, njengokusebenza kwayo uqobo

Ukuthengisa okuthengiswayo nokuthengisa phezulu kuvame ukusetshenziswa ngokungafani, kepha izimo ezahlukahlukene ezinamakhasimende ahlukile zingadinga ukugxila okuthile kokunye. Igama "upsell" lisebenza cishe kunoma isiphi isimo lapho umkhiqizo uphakanyiswa (noma ucindezelwa) ngaphezu kwalowo othengwayo. Ngokwazi umehluko phakathi kokuthengisa nokuthengisa ngaphesheya, uzibeka ethubeni.

Ukuthengisa imikhiqizo enenani eliphezulu kukhuthaza ukuthengwa kwanoma yini eyenza umkhiqizo omkhulu ubize kakhulu. Isibonelo, ikhamera ingahle ifike namabhethri amaningi, futhi ukuthengwa kwephrinta kungaholela ekuthengeni i-inki.

Ukuthengiselana kuyisiphakamiso sanoma yimuphi omunye umkhiqizo othengwa eceleni komkhiqizo oyinhloko - isiphakamiso sesithwebuli lapho uthenga iphrinta, noma isiphakamiso sesibambisi lapho kukhethwa i-shampoo. Lapho kubalulekile ukuthi ubonise uhla oluhle lwemikhiqizo efanayo kepha ungagcini ikhasimende lakho ngezinketho eziningi kakhulu.

Imibandela yokwandisa lolu hlelo

1. Yazi ukuthi yimuphi kubo othola imiphumela.

Awufuni ukuqhumisa amakhasimende akho ngeziphakamiso zomkhiqizo - ngemuva kwakho konke, asevele athengile enkampanini yakho, ngakho-ke uzama ukubasiza ukuthi baphumelele ngokwengeziwe ngokunikela ngezinye iziphakamiso abangazisebenzisa. Ngamathuba alinganiselwe okwandisa ukuthengisa noma ukuthengisa okuthengisiwe, ufuna ukusebenzisa inqubo ezothola imiphumela emihle kakhulu.

Cishe akumangazi ukuthi ukuthengisa okuphezulu kusebenza kangcono izikhathi ezingama-20 kunokuthengisa okuthengiswayo. Lapho abathengi sebenomkhiqizo engqondweni, abafuni ukuphazanyiswa enye into. Umkhiqizo noma insiza eyenza ukukhetha kwakho kokuqala kube ngcono, kepha… Leyo yinto ongahle ungene kuyo.

Kwesinye isikhathi ukuthengisa imikhiqizo akuyona inketho, njengasesibonelweni esedlule sokuthenga imoto. Isiphakamiso sokuthengiswa kungenza ukukhetha kwakho kwe-shampoo kube ngcono. Nge-conditioner, imikhiqizo yokulawula i-frizz, izifutho zokuthuthukisa i-curl, nezinye izinto, ungasiza umthengi ukuthi aqiniseke ukuthi banelisekile ngokuphelele ngezinwele zabo ngemuva kokuthenga.

2. Nikeza ukuthengiswa okuphambanayo okunengqondo.

Uma ngabe wake walinda ocingweni ukuthi umeleli wamakhasimende akusize ukuxazulula inkinga elula, kuphela ukuze ube "namathuba" ayisigidi ngaphambi kokucela ulwazi, ungaqonda ukukhathazeka amakhasimende akho angakuzwa. Ngakho-ke, iziphakamiso zokuthengiswa okuthengisiwe noma ezidayiswayo ezingekho ngokuphelele emkhakheni wesobunxele ngeke nje zibakhungathekise, kodwa zingabeka nobudlelwano bakho nenkampani yakho engcupheni.

Isiphakamiso sakho kufanele senzelwe izidingo ngqo zeklayenti ngasikhathi sinye okuxoxwa ngaso nawe. Lalela amasiginali afana nokuthi "Ngifisa sengathi bengingenza u-X" noma "Okulandelayo sifuna ukuzama u-Y" ukukunika umbono wokuthi ngabe ikhasimende lakho lidinga okwengeziwe ukufeza imiphumela eliyifunayo. Lalelisisa izidingo nezidingo zabo, unqume ukuthi yimiphi imikhiqizo noma izinsiza zakho ezingabasiza, futhi unikeze ukuthengiswa okuthengiswayo noma ukunyuka kwentengo.

Okuthile mayelana nokuthengisa okuphambene

Ukuthengisa okuwela phakathi kukhomba imikhiqizo ehlangabezana nezidingo ezingezekile nezihambisanayo ezingamboziwe yi-athikili yokuqala. Isibonelo, ikama lingathengiselwa ikhasimende elithenga okomisa izinwele. Izikhathi eziningi, amaphuzu okuthengisa ahamba phambili abasebenzisi kwimikhiqizo abebengayithenga noma kunjalo; Ngokuzibonisa ngesikhathi esifanele, isitolo siqinisekisa ukuthi ziyathengisa.

Ukuthengiselana kuvamile kuzo zonke izinhlobo zamabhizinisi, kufaka phakathi amabhange nezinhlangano zomshuwalense. Amakhadi esikweletu athengiswa ngaphesheya kubantu ababhalisa i-akhawunti yokonga, kuyilapho umshwalense wokuphila uvame ukuphakanyiswa kumakhasimende athenga ukutholakala kwemoto.

Kwezentengiselwano ze-e, ukuthengisa okuvundlile kuvame ukusetshenziswa emakhasini womkhiqizo, ngesikhathi senqubo yokuphuma, nasemikhankasweni yemikhankaso yokuphila. Kuyisu eliphumelela kakhulu ukwenza ukuthenga okuphindwayo, okukhombisa ububanzi bekhathalogi kumakhasimende. Ukuthengisa okuxubene kungazisa abasebenzisi ngemikhiqizo ababengayazi ngaphambili ukuthi inikezwa, ngaleyo ndlela ithole ukwethenjwa kwabasebenzisi njengomthengisi ohamba phambili ukuhlangabezana nesidingo esithile.

Ukuthengisa okuphambene nobudlelwano nezentengiselwano ezidijithali

I-Wholesaling ivame ukusebenzisa amatafula wokuqhathanisa ukumaketha imikhiqizo esezingeni eliphakeme kumakhasimende. Ukubonisa izivakashi ukuthi ezinye izinhlobo noma amamodeli angahlangabezana kangcono nezidingo zabo kungakhuphula i-AOV futhi kusize abasebenzisi ukuthi baneliseke ngokwengeziwe ngokuthenga kwabo. Izinkampani eziphumelela ekuthengiseni imikhiqizo ziyasebenza ekusizeni amakhasimende ukuba abone ngeso lengqondo inani azolithola ngoku-oda into enentengo ephezulu.

Ukuthengisa okuthengiswayo kanye nokuThengiswa kweNani eliPhezulu kuyafana ngoba bobabili bagxila ekunikezeni inani elengeziwe kumakhasimende, kunokuba bakhawulele kumikhiqizo esivele ithengiwe. Kuzona zozimbili lezi zinhloso, inhloso yebhizinisi ukukhulisa inani loku-oda nokwazisa amakhasimende ngemikhiqizo eyengeziwe ongayikhumbula. Isihluthulelo sempumelelo kuzo zombili lezi zimo ukuqonda ngempela ukuthi amakhasimende akho ayigugu lini bese uphendula ngemikhiqizo nezici ezihambisanayo ezihlangabezana ngempela nalezo zidingo.

Kungani ukuthengiswa kwemikhiqizo kubalulekile?

Yize izindlela zokuthengisa zivame ukufaka imizwa engemihle kithi, uma zenziwe kahle, zingathuthukisa ulwazi lwethu lokuthenga. Abathengisi abaku-inthanethi bathembele kakhulu kumasu okuthengisa okuwela ngezizathu ezithile:

Ukuthengisa okunqamulelayo kusiza abathengisi ukwakha ubudlelwano obujulile namakhasimende. Ukuthengisa okunqamulelayo akuyona iqhinga elingcolile, uma ukubeka ngendlela efanele. Uma ugxila ekusizeni amakhasimende akho ukuthi "anqobe" ngokusikisela amabhonasi, ukukhuphula izinga, noma izengezo ezizobanikeza inani elithe xaxa futhi zibenze bazizwe sengathi bathole isivumelwano esizedlula zonke, lokhu kuzoba injabulo iqhinga elenza nemali engenayo eyengeziwe.

Kulula ukwandisa ukuthengisa kumakhasimende akhona kunokuthola amakhasimende amasha. Ukukhiqizwa komholi kuwumkhuba obizayo. Kulula kakhulu futhi kushibhile ukukhulisa ukuthengisa kumakhasimende asevele ekuthemba futhi othenge okuthile kuwe esikhathini esedlule noma osezothenga manje kunokuthi athengisele ithemba elisha elingakaze lizwe ngophawu lwakho . Njengoba sishilo ngaphambili, unethuba lama-60-70% lokuthengisa kumakhasimende akhona kanye nethuba elingu-5-20% kuphela lokuthengisa kumuntu ongamazi. Kungukuwina okulula kwamabhizinisi amaningi we-e-commerce kumishini yokusheshisa ukukhula nokwenza ngcono okusemqoka.

Ukuthengisa kuholela ekwandeni kwenani lempilo yamakhasimende (CLV). I-Customer Life Value ingumnikelo wenzuzo ephelele eyenziwa yikhasimende enkampanini yakho ngokuhamba kwesikhathi. Ungahlukanisa amaklayenti akho ngezigaba ezintathu eziyinhloko: engenzi nzuzo, enenzuzo, futhi enenzuzo enkulu. I-CLV ephakeme isho ukuthi ikhasimende ngalinye lenza imali ethe xaxa ngebhizinisi lakho ngaphandle kokuthi utshale noma yini eyengeziwe, okusho nokuthi inkampani yakho inemali eningi engayisebenzisa ekuthengeni amakhasimende amasha. Ukuthengisa imikhiqizo kungenye yezindlela eziphumelela kakhulu ukwenza abathengi babe ngamakhasimende anenzuzo enkulu futhi abagcine bebuya.

Amakhasimende aqhubeka eza ngokuningi. Ukuthengisa kusengaphambili kuhlukile ngendlela engeza ngayo inani kumakhasimende elenza lifune ukubuya lize ngokunye. Ngokwenza indlela elula yokwenza impilo ibe lula kumakhasimende, uqinisekisa ukuthi azobuya ngokuzayo uma edinga okungaphezulu kwalokhu okuthengisayo. Qiniseka ukuthi unikezela ngemisebenzi emihle yamakhasimende eceleni kwemizamo yakho yokuthengisa ukuqinisekisa amakhasimende ajabule noma ngabe yini.

Umehluko phakathi kokuthengisa nokuthengisa okuphambene

Ku-e-commerce, womabili amasu asetshenziselwa ukwengeza imali ngokwandisa inani elichithwa yikhasimende ebhizinisini lakho.

Ukuthengiselana kuhlose ukukholisa ikhasimende ukuthi lithenge uhlobo olubiza kakhulu lomkhiqizo, ngenkathi ukuthengisa okugxile kugxile ekwenzeni izincomo ezenzelwe wena zemikhiqizo ehambisanayo ehambisanayo.

Lezi ezinye zezibonelo zalokho ongakuthola kwesinye isifundo sokuthuthuka komugqa wakho webhizinisi eliku-inthanethi.

Ukuthengiselana: Ikhasimende lingeze amateki avela eqoqweni lanyakenye enqoleni yalo yokuthenga. Ukuziveza emifanekisweni efanayo kodwa ebiza kakhulu yezicathulo kusuka eqoqweni lakamuva kungaholela ekwandeni kokuthengisa.

Ukuthengiselana: Ikhasimende lingeze izicathulo enqoleni yalo yokuthenga. Ungabonisa izincomo zemikhiqizo ehlobene ekhasini lokuthenga (ngokwesibonelo, amasokisi, ama-insoles, noma izintambo zezicathulo) ukubayenga ukuba bathenge izinto ezingeziwe ezandisa inani lokuthenga.

Imikhuba ethengisa kakhulu

Ungasebenzisa amaqhinga wokuthengisa wezinyathelo ezintathu:

Ngaphambi kokuthenga: bonisa izincomo ezansi kwekhasi lomkhiqizo / lesigaba noma kubha eseceleni (kwesinye isikhathi zombili).

Ngesikhathi sokuphuma: bonisa izincomo ngamawindi ezivelelayo, enqoleni yokuthenga, ekhasini lokuphuma, noma kuma-imeyili wenqola alahliwe.

Ukuthengwa kwangemuva: Sebenzisa ama-imeyili wokulandelela enziwe ngezifiso ukuheha amakhasimende ukuthi aqhubeke nokuthola okunye.

Impumelelo yokuthengisa yakhelwe ekuqondeni izidingo zamakhasimende nokwenza ulwazi lokuthenga lujabulise kakhulu. Khumbula, ukuthengisa okuhle kuhlala kushiya ikhasimende lizizwa sengathi liwinile. Nazi ezinye zezindlela ezinhle kakhulu ongazama ngazo:

Khuthaza indali futhi uklomelise amakhasimende ngokusebenzisa imali eningi kusayithi lakho (ngokwesibonelo, nikela ngokuthumela kwamahhala noma ngesaphulelo ekuthengeni okuzayo).

Sebenzisa ukuqhathanisa okufanayo ukukhombisa inani lenguqulo ebiza kakhulu yomkhiqizo.

Qiniseka ukuthi umkhiqizo ozama ukuwuthengisa ungaphakathi kwebanga lentengo elifanele. Amakhasimende akuvamile ukuthi akhokhe ngaphezu kuka-25% walokho abehlele ukukusebenzisa.

Ungabi ophusha. Khombisa ezinye izindlela ezitholakalayo kepha nikeza amaklayenti akho indawo eningi yokuzinqumela.

Dala umuzwa wokuphuthuma ngokuxhumana ngezibuyekezo zesikhathi sangempela kusitoko sabo ("izinto ezi-2 kuphela ezisele") noma ngokubakhumbuza ukuthi okunikezwayo kutholakala kuphela ngesikhathi esilinganiselwe.

Sebenzisa idatha yekhasimende ukwenza ngezifiso ukunikezwa ngokuphelele futhi uphakamise imikhiqizo engeza inani ngempela ekuthengeni.

Fundisa amaklayenti ngezingozi, noma ngamathuba alahlekile, wokungasebenzisi ngokunenzuzo lokho okunikezwayo.

Sebenzisa ulimi olufanele ukuxhumana nezinzuzo zokuthenga noma ubungozi bokungawuthengi umkhiqizo onconyiwe. Isiphakamiso senani siyisihluthulelo.

Khombisa uhla oluhle lwemikhiqizo efanayo kepha ungagcini ikhasimende lakho ngezinketho eziningi kakhulu.