Iingcebiso ezisi-7 zoLawulo lwababoneleli kuShishino

Nokuba ngaba badala okanye abatsha, bonke abathengisi badinga iimpahla kunye neenkonzo ezivela kubaboneleli ukuze baqalise kwaye bakhulise ishishini labo. Kungenxa yokuba imiba emininzi yempumelelo, ukusuka kumgangatho wemveliso ukuya kwangexesha kunye nonikezelo olungenamngcipheko, luxhomekeke ekubeni nabanikezeli abathembekileyo.

Ngaphandle kolawulo olukhulu lobudlelwane bomboneleli, kukho amathuba aphezulu okuba uphoswe lixesha, imveliso emisiweyo, kunye nonikezelo olungafanelekanga. Ke ngoko, ukwenza ngcono indlela abayifumana ngayo, bakhethe, kwaye banxibelelane ngayo nababoneleli ibe yeyona nto iphambili kubathengisi behlabathi. Kwaye oko kuqala ngolawulo olululo lwababoneleli.

Luthetha ukuthini ulawulo lomthengisi kubathengi be-e-commerce be-B2B, kwaye linceda njani ishishini lakho? Eli nqaku licacisa iziseko ezisisiseko ekufuneka zaziwa ngumthengisi, kunye nezicwangciso ezisixhenxe ezikrelekrele zokulawula ubudlelwane bomthengisi oneziqhamo.

Isiqulatho
Yintoni ulawulo lwababoneleli?
Izicwangciso ezili-7 zolawulo lwababoneleli ngobuchule
Okuzuzwayo kulawulo lobudlelwane nababoneleli ngobuchule

Yintoni ulawulo lwababoneleli?

Ulawulo lwababoneleli lubhekisa kwindlela ishishini elenza ngayo umjikelo wobomi bomboneleli ukusuka ekuqaleni ukuya ekupheleni. Iyinxalenye yenkqubo yokuthengwa kweempahla neenkonzo kunye nolawulo lwesixokelelwano sonikezelo lweenkampani.

Ukulawula ubudlelwane bomthengisi kubandakanya zonke iinkqubo kunye nemisebenzi ebandakanyekayo ekuchongeni, ekukhetheni, nasekunxulumaneni nababoneleli ngeenkonzo ukuqinisekisa ukuba babonelela ngexabiso eliphezulu lekhonkco lonikezelo.

Kumashishini amaninzi, ababoneleli ngamaqabane abalulekileyo kubathengi babo beevenkile. NgokukaMcKinsey & Co., ababoneleli banokufaka isandla ukuya kuthi ga I-40% yexabiso lemveliso kubavelisi, abagxininisa ukubaluleka kwabo kwimveliso.

Kwanokuphazamiseka okuncinci ekusebenzeni komthengisi kunokuchaphazela imveliso kunye nenzuzo yenkampani. Ngenxa yoko, abathengisi be-savvy benza umzamo wokudala nokugcina ubudlelwane obuqhutywa yixabiso kunye namaqabane abo okubonelela.

Intsingiselo yolawulo lobudlelwane bomthengisi ayikokukhupha nje ixabiso kubaboneleli abaphambili, nangona kunjalo. Kukwamalunga nokudala ubudlelwane obuzuzisayo kunye nabo. Ngokufana nokunyaniseka kwabasebenzi kwinkampani ebakhathaleleyo, ukwenza ubudlelwane beshishini buxabise ixesha lomthengisi kunokuqinisekisa ukuthembeka kwexesha elide kunye nokuhanjiswa okukumgangatho ophezulu.

Nangona kunjalo, njengoko Deloitte Iingxelo, abathengisi bevenkile bahlala bengayazi inzuzo yokukhuphisana enokubonelela ngolawulo lwababoneleli ngeqhinga. Ke ngoko, ulawulo lwababoneleli ngobuchule lunokuba sisitshixo kubathengisi ukuba baphucule amaqela abo okuthenga kunye neenkqubo.

Izicwangciso ezili-7 zolawulo lwababoneleli ngobuchule

Ukuphucula intsebenziswano yababoneleli kuqala ngokwamkela apho kukho izikhewu kubudlelwane bomthengisi. Iimpawu zophuculo ziquka imihla ebekiweyo esoloko iphoswa, imigangatho yemveliso engazinzanga, kunye nobudlelwane obuqhaqhazelisa abathengisi. Nangona kunjalo, nokuba akukho miba icacileyo, ubudlelwane obuhle bomthengisi bunokuhlala buphucuka.

Qwalasela ukusebenzisa ezi zenzo zolawulo lomboneleli ngobudlelwane obungcono bexesha elide kunye nababoneleli.

1. Ababoneleli becandelo

Inkqubo yolawulo lwababoneleli iqala ngokwahlula-hlula ababoneleli. Njengomthetho, ayilulo lonke ubudlelwane bomthengisi obulinganayo. Abanye abathengisi babaluleke kakhulu kwinkampani yakho kuba babonelela ngezinto okanye iinkonzo ezibalulekileyo kwimisebenzi yeshishini lakho.

Kuba ababoneleli abathile babaluleke ngakumbi kunabanye, ukwahlula abathengisi kunceda amashishini agxile kumandla abo. Ukwahlula ababoneleli bangoku kwezi ndidi zilandelayo:

• Ababoneleli ngobuchule: Impahla kunye neenkonzo zabo zibalulekile kwimveliso okanye kwimisebenzi yeshishini. Umzekelo, abathengisi beMicroprocessor ngababoneleli abaphambili kwiinkampani ezivelisa iikhompyuter.
• Ababoneleli ngobuchule: Iimveliso zabo zokubonelela zisenokungabonakali kakhulu kwimisebenzi yeshishini, kodwa zihlangabezana neemfuno ezithile ezibalulekileyo ekuhambeni komsebenzi weshishini. Ukunamathela kumzekelo wokwenziwa kwekhompyuter, umthengisi onobuqili unokuba ngumthengisi wenkqubo yesandi.
• Ababoneleli abasebenzayo: Aba badla ngokuthatha indawo okanye ababoneleli bexesha likaxakeka. Basenokubonelela ngezinto ezisisiseko zokusebenza ezingaphandle kweenkqubo ezingundoqo zoshishino.
• Ababoneleli ngempahla: Babonelela ngezinto zemihla ngemihla ezinokufunyanwa ngamashishini ngokulula kwenye indawo. Ababoneleli bezinto ezithengiswayo batshintshelwa ngokulula kwaye ngoko ababikho kummiselo wolawulo lwababoneleli ngobuchule.

Ngelixa amashishini kufuneka enze iinzame zokukhulisa bonke ubudlelwane nababoneleli, olu luhlu kufuneka lunike imbono ecacileyo malunga nokuba loluphi unxulumano lwababoneleli ngundoqo.

2. Beka ngokucacileyo izinto ozilindeleyo

Unxibelelwano olucacileyo nolungaguqukiyo lubaluleke kakhulu kushishino njengakubomi bethu bobuqu. Qala ukubandakanya umnikezeli kunyawo lwasekunene ngokuchaza ngokucacileyo iinjongo zoshishino kubudlelwane kunye nokuba unxibelelwano oluyimpumelelo lubukeka njani.

Umzekelo, ngaba kukho imigangatho ethile yemveliso okanye izenzo zomthengisi ezifunwa ngumthengisi? Vumela ezi zinto zilindelweyo zikhokele ukukhangela iqabane lonikezelo, nokuba akukho intanethi okanye kwi-intanethi, ngokusebenzisa a Indawo yentengiso ye-B2B.

3. Chaza kwaye ubeke iliso kwii-KPIs

Ngelixa kubalulekile ukuchaza okulindelweyo, ukubeka iliso kunye nokuvavanya ukuthotyelwa nolu lindelo kubaluleke kakhulu. Ngaphandle koqwalaselo olululo, ukusebenza komniki-nkonzo kunokutyibilika, nto leyo ekhokelela kwiziphumo ezibi kuwo onke amaqela.

Chaza izalathi zokusebenza eziphambili (KPIs) kunye nendlela eziya kuvavanywa ngayo. Ulawulo lobudlelwane bomthengisi (SRM) isoftwe ingabaluleka apha. Kwakhona, khumbula ukuba ukukhuthaza umanyano oluzuzisa ngokufanayo kuthetha ukuba ayingomthengisi kuphela ofanele ukuvavanywa. Abathengisi kufuneka baphendule kumaqabane abo okubonelela. Oku kunokwenziwa ngokuqinisekisa ukuba ababoneleli bayafikelela kwiindawo ezibalulekileyo zedatha ezinokwenza umsebenzi wabo ube lula.

4. Ziphephe iishedyuli zeemfuno ezingenabulungisa

Abathengisi kufuneka baqonde kwaye bahloniphe izibophelelo zekhontrakthi. Musa ukufuna iimveliso okanye iinkonzo ngaphandle kwemiqathango ekuvunyelwene ngayo ngaphandle kothethathethwano olunentlonipho kwangaphambili. Zikhwebule ekufuneni utshintsho lonikezelo okanye imihla yokuhanjiswa ngokungafanelekanga ngaphandle kwesivumelwano sobonelelo.

Ngokunjalo, qonda ukuba ababoneleli ngamashishini anamashumi okanye amakhulu abanye abathengi. Yiba nolwazelelelo kwindlela obeka ngayo iiodolo kwaye uphephe ukwenza iimfuno zeshishini ezibeka emngciphekweni ubudlelwane babo nabanye abathengi.

5. Mncome xa usebenzile

Yenza ababoneleli bazive bexatyisiwe ngokuvuma ngokusesikweni ukusebenza kakuhle. Ngelixa abathengisi bevenkile bengenasinyanzelo sokwenza oku, yazi ukuba ukuqaphela ababoneleli ngeenzame zabo kunokukhuthaza ukusebenza ngcono.

Oko akuthethi ukuba kufuneka kunconywe xa ungafaneleki. Endaweni yoko, hlala uphezulu kwii-KPIs ezibalulekileyo, kwaye xa ababoneleli behambisa izinto ezilindelweyo kwishishini, yenze ibe ngumsebenzi wokunxibelelana ngokuvunywa kunye nombulelo.

6. Ukulawula iikhontrakthi ngokukhawuleza

Ulawulo lwekhontrakthi esebenzayo lubandakanya ukubeka iliso ngokusondeleyo kunye nokwenza izigqibo kwangexesha malunga neekhontrakthi zababoneleli. Chonga apho imiqathango yekontraka eyahlukeneyo inokukhawulezisa imveliso kunye nokongiwa kweendleko, emva koko uthethe kwakhona kwangethuba.

Izenzo zolawulo lwekhontrakthi ezilambathayo, njengokuvumela iikhontrakthi zihlaziywe ngokuzenzekelayo, zinokubiza ukuya kuthi ga I-9% yengeniso yonyaka. Kuphephe oku ngokuvandlakanywa ngezandla kunye nezigqibo malunga neekhontrakthi zababoneleli.

7. Uvelwano kunye nokuba bhetyebhetye

Okokugqibela, kubalulekile ukuqonda ukuba amashishini anokuphosa imiceli mngeni ekhethekileyo kunye nemiqobo engenakubonwa kwangaphambili.

Yiqonde into yokuba izinto aziyi kusoloko zihamba kwisicwangciso. Ke, xa ababoneleli bebalekela kubunzima obungaphandle kobuntu obuphazamisa amandla abo okunikezela, ukuphendula ngovelwano kunye nokuguquguquka kusoloko kusisenzo sodidi.

Ukongeza, musa ukugxeka ishishini lomboneleli ngokubamba okanye ukulibazisa intlawulo ngaphandle kwesizathu. Beka phambili intlawulo ngexesha kangangoko unako.

Okuzuzwayo kulawulo lobudlelwane nababoneleli ngobuchule

Abathengisi abanobudlelwane olomeleleyo nababoneleli babo benza ngcono xa bebonke. Njengoko uMcKinsey Iingxelo, amashishini anjalo anandipha ukusebenza okuphezulu kunye nokukhula kwinqanaba eliphindwe kabini kunabalingane babo. Ukongeza koku, ulawulo lwababoneleli lunokuzisa ezi zibonelelo zilandelayo.

Unyango olukhethekileyo

Abathengisi abagcina ubudlelwane obuhle kunye nababoneleli banokufumana amaxesha angcono okuhanjiswa, esona sitokhwe singcono, ulibaziseko olumbalwa, kunye namaxabiso angcono.

Ukusebenza kakuhle kwekhonkco lonikezelo

Ababoneleli abalawulwa kakuhle igalelo kwikhonkco lonikezelo elingafihliyo nelisebenzayo. Abathengisi bayakwazi ukuxelela kwangoko ukuba ngubani osebenzayo, ngubani ongasebenziyo, kwaye apho kufuneka uphuculo.

Ukugcina iindleko

Ulawulo lwababoneleli lubonelela ngokubonakala kwikhonkco lokubonelela. Ivumela abathengisi ukuba bachonge ukungasebenzi kakuhle kwekhonkco lokubonelela kwaye bandise ngokufanelekileyo. Oku kuguqulela kwiinkonzo ezimbalwa eziphosiweyo kunye nonikezelo olukumgangatho ophezulu ngamaxabiso akhuphisanayo.

Unikezelo oluncitshisiweyo lomngcipheko

Ngokubonakala ngokupheleleyo kwisixokelelwano sonikezelo, abathengisi bevenkile abavezwa kancinci kwimingcipheko yendalo yokuthengwa kwempahla yehlabathi. Banokuchonga ngokuchanekileyo ubuthathaka obunokubakho kunye nezona ndlela zingcono zokuplaga loo mingxuma.

Ukuvala

Ulawulo lobudlelwane bomthengisi ngobuchule lishishini elilumkileyo, kwaye lenziwe kakuhle, linokunceda ukudala amakhonkco obonelelo athembekileyo kunye nexabiso. Sebenzisa ezi ndlela zolawulo lwababoneleli ekudaleni inkqubo yokuthenga enefuthe elihle kwimveliso kunye nengeniso.