Esiqeshini sakamuva se-B2B Breakthrough Podcast, umsingathi u-Sharon Gai wamukele i-trailblazer embonini yobuhle, u-Darrell Spencer, umsunguli kanye ne-CEO yezinhlobo ezintsha ze-King's Crowning and Crown Skin. Uhambo luka-Darrell olusuka emhlabeni wezinkampani ukuya ekwethuleni imikhiqizo eklanyelwe ngokusobala amadoda aNsundu lugqamisa amandla ebhizinisi nokubaluleka kokumelela ebuhleni nasekunakekeleni komuntu siqu.
Okuqukethwe
Kusukela ku-cubicle kuya kumboni wokudala
Ukuvala igebe ebuhleni bamadoda
Amandla wokumaketha kwama-omnichannel
Ethula Isikhumba EsineCrown
Ukuzulazula amasu okutshala imali kanye nokudayisa
Ukwakha umphakathi ngokuzinakekela
Ikusasa lokugezwa kwamadoda
Isiphetho
Kusukela ku-cubicle kuya kumboni wokudala
Indaba kaDarrell Spencer ingeyokugqugquzela kanye noshintsho. Njengoba eneziqu zezomnotho, ekuqaleni wazithola esekwezezimali zezinkampani, lapho azizwa enganeliseki khona. “Ngikhumbula ngihleli emsebenzini wami webhizinisi, ngizizwa ngingafezeki, futhi ngibona ukuthi kunegebe elikhulu embonini yonobuhle kumadoda aMnyama,” UDarrell wakhumbula. Lokhu kuqaphela kubangele ukusungulwa kweKing's Crowning, uhlobo oluzinikele ekubhekaneni nezidingo eziyingqayizivele zokunakekelwa kwezinwele zamadoda aMnyama.
Ngemuva kokwenza i-pivot ebalulekile ekukhangiseni kwezobuchwepheshe nedijithali nezikhondlakhondla ezifana ne-Google ne-Meta, u-Darrell uthole uthando lwakhe lwangempela lokumaketha nokuzibandakanya kwamakhasimende. Isizinda sakhe samhlomisa ngamakhono okwenza amasu okuthengisa ahehayo kanye nokuzulazula ezinkingeni zemakethe yobuhle.
Ukuvala igebe ebuhleni bamadoda
Ngesikhathi se-podcast, u-Darrell uxoxe ngokuthi ulihlonze kanjani iphuzu elivamile lobuhlungu phakathi kwamadoda aMnyama: ukuntuleka kwezinwele ezifanele nemikhiqizo yokunakekelwa kwesikhumba ebungaza ukwakheka kwezinwele ezihlukile nezidingo zesikhumba. I-King's Crowning yazalelwa ukudala izixazululo ezisebenzayo nezisebenzayo ezinikeza amadoda amandla okwamukela ngokuzethemba izindlela zawo zokuzinakekela.
Indlela yakhe idlula ukuthuthukiswa komkhiqizo; imayelana nokugqugquzela ukushintsha kwamasiko. “Kunalesi sigcwagcwa esidala ukuthi amadoda aMnyama ahlanganyele ezingxoxweni zonobuhle. Sekuyisikhathi sokuqeda lezo mibono. Ukuzilungisa akukona okwabesifazane kuphela; imayelana nokuzinakekela kanye nokuzethemba, futhi ngiyaziqhenya ngokuba yingxenye yalolo shintsho olulandisayo,” egcizelela.
Amandla wokumaketha kwama-omnichannel
Njengoba izinhlobo zikaDarrell zikhula, washeshe wabona ukubaluleka kokusebenzisa amapulatifomu edijithali ukuze afinyelele izethameli eziningi. Ukhuthaza isu lokumaketha le-omnichannel, esebenzisa amapulatifomu afana ne-Facebook, Google, kanye ne-TikTok ukuze ahlanganyele nabathengi ngempumelelo. "Ukuqonda izimo zokusetshenziswa komkhiqizo nokuyifanekisa ngokuphumelelayo ngokuqukethwe okunamandla kokudala yizici ezibalulekile zokukala nempumelelo," echaza.
Amasu okumaketha ka-Darrell abonakale ephumelela ekuxhumaneni nezithameli azihlosile, eqhuba ukuqwashisa ngomkhiqizo kanye nokwethembeka kwamakhasimende. Uyakuqonda ukubaluleka kokuxhumana namakhasimende ezinkundleni ezihlukahlukene, njengoba lokhu kwakha ukuqashelwa komkhiqizo futhi kudala umuzwa womphakathi phakathi kwabasebenzisi.
Ethula Isikhumba EsineCrown
Ngaphezu koMqhele Wenkosi, u-Darrell usanda kwethula i-Crown Skin, ulayini wokunakekela isikhumba ukuze ahlomise amadoda ukuthi abeke phambili izindlela zawo zokunakekela isikhumba. Ukuzibophezela kwakhe ngekhwalithi kubonakala ngenqubo yokuthuthukiswa komkhiqizo ngokucophelela, lapho ethola khona izithako eziphilayo ukuze aqinisekise ukuthi umkhiqizo ngamunye uthuthukisa impilo yesikhumba kuyilapho ukhipha amakha akhangayo.
Kuyo yonke i-podcast, uDarrell wagqamisa isici sokufundisa sendlela yakhe yokuthengisa. Ulinganisa izinzuzo ezinengqondo nokukhanga ngokomzwelo, ebonisa ukufiseleka nokuzethemba njengamaphoyinti abalulekile okuthengisa. Lokhu kugcizelelwa kwemfundo kubalulekile ekubhidlizeni imigoqo futhi kugqugquzelwe abesilisa ukuthi basebenzise izindlela zokunakekela isikhumba.
Ukuzulazula amasu okutshala imali kanye nokudayisa
Njengoba u-Darrell ebheka ikusasa, ubona ngeso lengqondo ukwandisa umugqa womkhiqizo we-Crown Skin futhi ahlole namathuba okuthengisa. Ku-podcast, ucubungula izindikimba ezibucayi zokuthola uxhaso lokutshalwa kwezimali ngenkathi egcina ubuqotho bomkhiqizo wakhe. "Ngifuna ukukhulisa imali ngendlela ehlelekile ngenkathi ngiqinisekisa ukuthi izindinganiso zethu, njengezinto eziphilayo neziqhubekayo, zihlala zihamba phambili kumodeli yethu yebhizinisi," uthe.
U-Darrell uphinde wagcizelela ukubaluleka kwemibukiso yezohwebo yokuxhumana nabathengisi abakhulu abafana ne-Target ne-Ulta, okuvumela ama-brand ukuthi abonise imikhiqizo yawo ngokuqondile kubenzi bezinqumo ezibalulekile. Ukhulume ngeplathifomu entsha ye-inthanethi ye-Chovm, exhumanisa abahlinzeki nabathengi, egcizelela ukubaluleka kwezindlela zedijithali endaweni yanamuhla yokudayisa.
Ukwakha umphakathi ngokuzinakekela
Esinye sezici ezinamandla kakhulu zohambo luka-Darrell ukuzibophezela kwakhe ekudaleni umphakathi ozungeze ubuhle nokuzilungisa kwamadoda. Uzibandakanya ngokugcwele nezithameli zakhe ngokusebenzisa izinhlolovo zangemuva kokuthenga kanye nokusebenzisana kwezokuxhumana, efuna impendulo futhi akhuthaze inkhulumomphendvulwano ekhuthaza okuhlangenwe nakho okwabiwe. “Ukulalela amakhasimende ethu kubalulekile. Konke kumayelana nokudala umphakathi lapho amadoda engabelana ngolwazi lwawo futhi afunde ngezidingo zawo zokuzilungisa. Sikhula kanjalo ndawonye,” echaza.
Umbono kaDarrell uhlanganisa indawo lapho amadoda engaxoxa khona ngokukhululekile ngobuhle bawo nokuzilungisa, ukudiliza imigoqo yomphakathi kanye nokukhuthaza isiko lokuzinakekela.
Ikusasa lokugezwa kwamadoda
Njengoba isiqephu sisongwa, u-Darrell wabonisa isimo sengqondo esishintshayo samadoda ngokunakekelwa kwesikhumba. Udweba ukufana phakathi kwemibono eshintshayo yokunakekelwa kwezinwele nokunakekelwa kwesikhumba, ekholelwa ukuthi amadoda angakhuthazwa ukuba asebenzise izindlela eziphelele zokuzilungisa ngemfundo efanele kanye nokumaketha okuhlosiwe. “Abesilisa sebeqala ukwamukela izinqubo zokunakekelwa kwesikhumba njengoba nje benza ngokunakekelwa kwezinwele. Akukhona nje ukubukeka kahle; kumayelana nokuzizwa ujabule futhi uziqhenye ngawe,” waqinisekisa.
Ingxoxo iphinde yathinta ukumakethwa kwemikhiqizo yobulili, ebonisa ukuthi imilayezo eqondiwe ingathinta kanjani abathengi besilisa. Ngokubekela inselele imibono engaguquki kanye nokukhuthaza ukuzinakekela njengesici esibalulekile sobudoda, u-Darrell uhlose ukuqhubeka nokuguqula ukulandisa ngobuhle bamadoda.
Isiphetho
Uhambo luka-Darrell Spencer luyisibonelo samandla entshiseko, ukusungula izinto ezintsha, nokuqina kwezamabhizinisi. Ukuzibophezela kwakhe ekugcwaliseni izikhala emakethe yobuhle yamadoda aMnyama kuthuthukisa ukunakekela komuntu siqu futhi kukhuthaze umnyakazo obanzi wokuzamukela kanye nokuzinika amandla.
Kunoma ubani onentshisekelo ezimpambanweni zezentengiselwano ze-inthanethi, ubuhle, kanye nezindaba ezishintshayo mayelana nokulungisa amadoda, lesi siqephu kufanele silalelwe, sibonisa ukuthi umbono womuntu oyedwa ungadala kanjani umnyakazo omuhle phakathi komphakathi ongagadiwe.
