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Ulawulo lwemibhobho yokuthengisa luhlala lubonwa njengeyona ndlela ingcwele yolawulo lwale mihla loshishino. Uphando olwenziwe nguHubspot lubonise oko I-40% yabathengisi bayasilela ukufikelela usukelo lwabo ngenxa yolawulo olulambathayo lwentengiso. Kude kube ngumsebenzi onzima, ukulawula ngokufanelekileyo umbhobho wokuthengisa kwenza ukuba amashishini abone ngokulula ukuba akhona nini na apho amathuba okukhula akhoyo - kunye nendlela yokufumana imali kuwo.

Ke, yintoni, ke, amashishini afuna ukuyazi malunga nolawulo lwemibhobho yokuthengisa? Undoqo kukuyiqhekeza ibe ziingceba ukulawula inqanaba ngalinye ngokwalo ukuze lingaziva likhulu. Kweli nqaku, siza kuxubusha izicwangciso ze-6 ezibalulekileyo eziza kunceda iinkampani ekulawuleni ngokufanelekileyo imibhobho yazo yokuthengisa ukunyusa imbuyekezo yazo.

Isiqulatho
Yintoni umbhobho wokuthengisa?
Iingcebiso ezi-6 zokulawula ngokufanelekileyo umbhobho wokuthengisa
isiphelo

Yintoni umbhobho wokuthengisa?

Umbhobho wokuthengisa sisixhobo esibalulekileyo abathengisi abadla ngokujija amathemba amaninzi ahlukeneyo kunye nezivumelwano kwaye abanakukwazi ukuphulukana nenye ngenxa yeentanda. Umbhobho wokuthengisa ofanelekileyo umele inkqubo yokuthengisa yeshishini kwaye yenza ukufikelela kwiinjongo kube lula. 

Ikwasisixhobo esibalulekileyo kubaphathi beentengiso abafuna ukumisela ukusebenza kakuhle kwenkqubo yabo yokuthengisa kuba ibonisa ukuba zeziphi iidili ezizisa eyona ngeniso yenkampani. Amashishini angasebenzisi umbhobho wokuthengisa anokuba nemiceli mngeni emikhulu yokuqokelela ulwazi lwabo lokuthengisa. Ke ngoko, akunakwenzeka ukuba bazi ukuba ukuthengisa kwabo kukhulu kwaye apho baphulukana nezivumelwano.

Kwimibhobho yokuthengisa, kukho izigaba ezi-5 ezibalulekileyo. Oku kulandelayo:

1. Ukucingela: Eli nqanaba likwabizwa ngokuba sisizukulwana esikhokelayo, apho amashishini akhangela abathengi abasebenzisa iindlela ezinje ngokuthumela, intengiso, okanye ubuchule bokufowuna obubandayo. Apha, amashishini anokuxela kwangaphambili ukuthengisa ngokusekelwe kwinani leenkokeli.
2. isiqinisekiso: Inqanaba elilandelayo libandakanya ukuvavanywa kwethemba ngokusekelwe kwiikhrayitheriya zenkampani. Amashishini achonga ukuba ngawaphi amathemba anokuthi abe ngabathengi.
3. Proposition: Emva kokuba amashishini ekhetha abathengi babo, banokucebisa iimveliso kunye neenkonzo zabo. Oku kubandakanya ukwenza uthethathethwano kunye nokulungisa imiba malunga nemveliso kunye namaxabiso kubo.
4. isigqibo: Ngokusekwe kwindlela ishishini eliyibeke ngayo imveliso okanye inkonzo yalo, ithemba lithatha isigqibo sokuba lithenge na kweli nqanaba.
5. Ukuvala: Ukuvalwa kwesigaba sokugqibela kwipayipi yokuthengisa. Apha, ithemba liba ngumthengi ohlawulayo xa sele elungele ukufumana imveliso ethengiswa lishishini.

Ngalinye kwezi nqanaba kufuneka likhokele kwelinye kwaye lincede amashishini achonge izithuba ezinokuzalisa ukunyusa ukuthengisa kwawo. Ukusuka ekuqondeni uhambo lwabathengi kunye nokudala inkuthazo ukwahlula abathengi kunye nokutshintsha ingqondo yeqela, ezi zicwangciso zinokubanika umda kulawulo lwemibhobho yokuthengisa. Makhe sijonge nganye kuzo ngezantsi.

Iingcebiso ezi-6 zokulawula ngokufanelekileyo umbhobho wokuthengisa

1. Chaza kwaye uhlukanise umbhobho wakho wokuthengisa

Ukuchaza kunye nokwahlula umbhobho wokuthengisa ngenye yamanyathelo abalulekileyo ekulawuleni ngokufanelekileyo. Ngoku siyazi ukuba umbhobho wentengiso yinkqubo ecwangcisiweyo echaza onke amanyathelo ekufuneka wenziwe ngaphambi kokuba ube ngumthengi.

Ukwahlulahlula ngokwahlula inqanaba ngalinye libe ngamacandelo amancinci. Ukwenza oku kunceda umntu aqonde ngcono apho amathemba akhoyo kuhambo lwabo kwaye ngawaphi amanyathelo angakumbi ekufuneka ethathiwe ukuwahambisa ukuguqulwa. Xa kuziwa ekuhlukaniseni umbhobho wentengiso, kukho amanyathelo amaninzi anokuthi athathwe ngamashishini. Kufuneka:

• Yahlula inyathelo ngalinye libe yimisebenzi yomntu kunye namaxesha
• Gcinga umngqa we abafowunelwa abathengi kwinqanaba ngalinye
• Banokudala uluhlu lokukhangela amathemba njengoko behamba ngenkqubo yombhobho
• Iinkqubo ezizenzekelayo ezinjengokukhulisa isikhokelo kunye nolawulo loqhagamshelwano
• Misela iinjongo ezinokufikelelwa kubasebenzi abathengisayo
• Landela inkqubela kulo lonke ucwangciso ukuqinisekisa ukuba imisebenzi ihambelana neenjongo zenkampani

Ukulandela la manyathelo kunceda amashishini aqonde ngcono ukuba abathengi bawo bahamba njani kumbhobho. Ngaphezu koko, abathengisi banokukwandisa ukuhamba komsebenzi wabo kwaye ekugqibeleni baphucule amava abo kubathengi.

2. Landela imilinganiselo efanelekileyo yokulinganisa impilo yombhobho

Kungakhathaliseki ukuba amashishini acwangcisa kakuhle kangakanani, alandele, kwaye awondle umbhobho wabo wokuthengisa, kufuneka balinganise okulungileyo iimetwork ukuvavanya ngokufanelekileyo impilo yombhobho wabo. Ukulinganisa iimetriki ezifanelekileyo kufuna ukuqonda ukuba kumetyathwa ntoni na kwaye ngoba.

Kukho amashishini eemetriki awohlukeneyo afuna ukulinganisa kumbhobho wokuthengisa. Nantsi eminye imizekelo yeemetrics ekufuneka ziqwalaselwe ukulandela umkhondo kunye nokuba zibandakanya ntoni na:

• Inqanaba lokuguqula: Eli linani elipheleleyo leekhokelo eziguqulelwe kwiintengiso ezahlulwe ngenani elipheleleyo leekhokelo kwipayipi.
• Amathuba adaliwe: Esi sisalathisi esilungileyo sokuba zingaphi iintengiselwano ezinokuthi zilandelwe ngenkuthalo kwixesha elinikiweyo.
• Umyinge wentengiso yomjikelo: Le metric ivumela amashishini ukuba alinganise ixesha umthengi alithathayo ukusuka ekukhangeleni ukuya ekuvaleni isivumelwano.
• Ubungakanani bombhobho: Inani elipheleleyo lokukhokelela kwiinqanaba ezahlukeneyo zenkqubo yokuthengisa nangaliphi na ixesha. Ukulandelela rhoqo le metric kuqinisekisa ukuhamba okuzingileyo kwezikhokelo ezintsha ezingena kwifunnel.

Ukulandelela ezi metrics ngokuchanekileyo kubonisa ukuba kuqhubeka ntoni na. Ekugqibeleni, abathengisi banokwenza uhlengahlengiso oluyimfuneko ukuphucula ukusebenza kwabo kokuthengisa.

3. Misela imigangatho ecacileyo kunye neendlela ezingcono

Ukuba nemigangatho ecacileyo kunye nezenzo ezigqwesileyo kwimibhobho yokuthengisa sisicwangciso esibalulekileyo. Ukwenza njalo kunokunceda ukuqinisekisa ukuba yonke imisebenzi igqitywe ngokuchanekileyo nangexesha, ukunciphisa umngcipheko wokunganxibelelani kakuhle okanye iimpazamo zokungena kwedatha.

Le migangatho kunye neendlela ezingcono zokusebenza kufuneka zibandakanye:

• Iinkcukacha malunga nendlela idatha ekufuneka iqokelelwe ngayo, kubandakanywa uhlobo, ukuphindaphinda, kunye nokuchaneka kokungeniswa kwedatha
• Iiprothokholi zokujongana nemisebenzi elibazisekayo okanye engagqitywanga ngexesha
• Izikhokelo zokulandelela inkqubela kunye nokulandela abathengi
• Imithetho echaza indlela yokusebenzisa iinkqubo ezizenzekelayo okanye izixhobo zokunika ingxelo
• Amathuba okulungelelanisa iinkqubo ezithile
• Izicwangciso ezineenkcukacha zokusingatha imibuzo yabathengi
• Inkqubo yokwabela amalungu eqela imisebenzi ukuze igqitywe kwangexesha

Ngokuseka ezi zikhokelo ngaphambi kwexesha, abathengisi banokuqinisekisa ukuba wonke umntu ukwiphepha elifanayo xa elawula umbhobho wabo wokuthengisa - ukusuka ekulandeleni inkqubela phambili ekuphenduleni imibuzo yabathengi, ngaloo ndlela kudala inkqubo esebenzayo ngokubanzi.

4. Ukubonelela ngoqeqesho olwaneleyo kunye nezibonelelo kwiqela lakho lokuthengisa

Ukubonelela ngamaqela okuthengisa ngoqeqesho oluyimfuneko kunye nezibonelelo kuyinyathelo elibalulekileyo kumashishini ukulawula umbhobho wabo wokuthengisa ngokufanelekileyo. Iqela lokuthengisa kufuneka liqeqeshwe ngokufanelekileyo ukuchonga izikhokelo okanye ukuvala amaxabiso ngempumelelo.

Ngokubaxhobisa ngolwazi abaludingayo ukuze baphumelele, banokwandisa amathuba abo okwenza ukuthengisa ngakumbi kunye nokuvala izivumelwano ngokukhawuleza. Amashishini angathatha la manyathelo alandelayo ukubonelela amaqela awo ngoqeqesho olwaneleyo kunye nezibonelelo:

• Nikeza iiseshoni zoqeqesho rhoqo: Oku kuya kubandakanya ukuseka iiseshini zarhoqo apho wonke umntu efunda kunye nokubacela ukuba banike ingxelo ngamava abo.
• Sebenzisa izixhobo ze-intanethi: Kukho ininzi yemithombo ye-intanethi ngaphandle apho enokunceda ukuqeqesha abathengisi kwizihloko ezahlukeneyo, ezifana nezakhono zenkonzo yabathengi, izicwangciso zokuthengisa, kunye nokunye. Amashishini anokusebenzisa amanqaku asimahla kwi-intanethi ukuxhobisa abasebenzi babo ngezakhono ezifanelekileyo.
• Ukubonelela ngokufikelela kwizixhobo zokufunda eziqhubekayo: Ukufunda ngokuqhubekayo ayikobafundi beekholeji kuphela. Amashishini kufuneka abonelele ngokufikelela kwiincwadi, iipodcasts, iividiyo, kunye nezinye izinto ukunceda ukuxhobisa iqela labo lokuthengisa kwiindawo ezintsha abanokugxila kuzo.

Ngokuthatha la manyathelo, amashishini anokulawula ngcono imibhobho yawo yokuthengisa ngokuqinisekisa ukuba onke amacandelo awo ahamba kakuhle.

5. Sebenzisa isoftware yeCRM ukulandelela nokulawula izivumelwano

Xa ulawula umbhobho wokuthengisa, ukuba nezixhobo ezifanelekileyo kunceda amashishini ukuba ahlale ehlelekile kwaye esebenzayo. Utyalo-mali kwisoftware yolawulo lobudlelwane bomthengi lukhetho lobulumko, njengoko luvumela abanini bamashishini ukuba balandele kwaye balawule iintengiselwano zabo ukusuka ekuqaleni ukuya ekugqibeleni. Ngesixhobo seCRM, amashishini angakwazi:

• Jonga inkqubela kuyo yonke inkqubo yokuthengisa
• Gcina iirekhodi zalo lonke unxibelelwano lwabathengi (kubandakanywa ii-imeyile kunye neefowuni)
• Chonga amathuba okuphucula kumbhobho
• Yenza ngokuzenzekelayo imisebenzi yokuthengisa njengokulandelela okanye izikhumbuzo
• Veza iingxelo kwaye usebenzise idatha ukwenza izigqibo

Ukusebenzisa inkqubo yeCRM kunokonga amashishini ixesha kunye nemali ekuhambeni kwexesha ngelixa ebavumela ukuba baqhube imisebenzi yabo ngokufanelekileyo nangempumelelo. Ezinye zesoftware yeCRM ingcono namhlanje ibandakanya Zoho, Zendesk, uMvulo, yaye lesforce. Ukusebenzisa amaqonga anjalo kunokukhokelela ekwanelisekeni kwabathengi kunye nezivumelwano ezinempumelelo ngakumbi ezantsi kumgca.

Funda ngakumbi malunga Iinzuzo ezi-5 zeenkqubo zeCRM ezizisa kumashishini.

6. Phonononga kwaye uhlaziye umbhobho rhoqo

Ukugcina umbhobho wokuthengisa kufuna ukuphononongwa rhoqo kunye nokuhlaziywa kwenkqubo yabathengisi ukuqinisekisa ukuba isebenza ngokufanelekileyo nangokufanelekileyo kangangoko kunokwenzeka.

Kubalulekile ukuqonda ukuba umbhobho wokuthengisa awuyonkqubo yokumisela kwaye uyilibale. Ukuba ziyekwa zingajongwanga, iinkokeli zinokutsiba ukusuka kwelinye ukuya kwelinye ixesha elide okanye zibambeke kwi-limbo de ekugqibeleni zife, zithatha inzuzo enokubakho yeshishini.

Ukuphonononga rhoqo kunye nokuhlaziya umbhobho wokuthengisa kwenza kube lula kubathengisi ukuchonga iingxaki ezinokuthi zivele ngaphambi kokuba zivele kwaye benze utshintsho ukugcina yonke into isebenza ngaphandle kweengxaki. 

isiphelo

Ulawulo olusebenzayo lombhobho wokuthengisa lufuna ulwazi, ukucwangcisa, kunye nokuphendula. Ngokuphumeza izithethe ezilula ezifana nokuba nenkqubo yokuthengisa echaziweyo kunye nokumisela iinjongo, amashishini anokuqonda inkqubela yawo kwaye afumane iindawo zokuphucula. Ukongeza, ukuhlala uphezulu kwiindlela kunye nokuqonda ukuziphatha kwabathengi kunokunceda ukwandisa ukusebenza kakuhle.

Isicwangciso sombhobho wokuthengisa siyimfuneko ukuba nayiphi na ishishini lihlale likhuphisana kwaye linyuse ingeniso. Ukusebenzisa ezi zicwangciso zingentla kuya kunceda kakhulu abanini baphucule izicwangciso zabo zemibhobho kwaye bafumane indlela eya empumelelweni.