Indlela Yokwethula Ngokuphumelelayo Ulayini Omusha Womkhiqizo

Ukwandisa uhlelo lwakho lomkhiqizo kuwumsebenzi othokozisayo wanoma yiliphi ibhizinisi eselivele lisungulwe emakethe. Inikeza ithuba lokwehlukanisa okunikezwayo, ukuthwebula izingxenye zamakhasimende amasha, nokwandisa ukusakazwa kwemali engenayo. Kodwa-ke, le nqubo idinga ukuhlela ngokucophelela nokwenza ukuze kuqinisekiswe ukuhlanganiswa okungenamthungo kumodeli yakho yebhizinisi ekhona.

Lapha, sizohlola izinyathelo zamasu ezidingekayo kumabhizinisi afuna ukwengeza imikhiqizo emisha ohlwini lwawo, sigxile ekusebenziseni izinsiza ezikhona kanye nobuchule.

Okuqukethwe
Ukuqonda isimo semakethe
Yenza ucwaningo lwemakethe oluhlosiwe
Imibono kanye nokuthuthukiswa komkhiqizo
Ukusebenza kokuhlola
Yakha isu lokwethula iqhinga
Ukwakha i-buzz ngokumaketha
Qalisa ukwenza
Ukuhlola kwangemva kokwethulwa kanye nokwenza kahle
Imicabango yokugcina

Ukuqonda isimo semakethe

Ngaphambi kokungena enqubweni yokuthuthukiswa komkhiqizo, ukuthola ukuqonda okujulile kwendawo yemakethe kubalulekile. Ukwenza ucwaningo olunzulu lwemakethe kuyisisekelo sokwethulwa ngempumelelo komkhiqizo. Ngokuvumelana ne I-Harvard Business School uprofesa Clayton Christensen, imikhiqizo emisha engaphezu kuka-30,000 yethulwa minyaka yonke, futhi ama-95% emikhiqizo emisha ayahluleka. Ingxenye enhle yokwethulwa komkhiqizo iyehluleka ngenxa yokuntuleka kocwaningo.

Inzuzo eyodwa yokwandisa uhlelo lwakho lomkhiqizo njengebhizinisi elisunguliwe ingcebo yedatha nemininingwane onayo kusukela kumakhasimende akho akhona. Hlaziya izibalo zabantu bamakhasimende, ukuziphatha kokuthenga, kanye nempendulo ukuze uhlonze izikhala ezingaba khona noma izidingo ezingahlangatshezwana nazo. Ngokombiko kaMcKinsey, amabhizinisi asebenzisa idatha yamakhasimende ukwazisa izinqumo zomkhiqizo I-85% cishe ngaphezulu ukweqa izinhloso zabo zebhizinisi.

Funa amathuba okuba upsell and cross-sell imikhiqizo ehambisanayo kusizinda samakhasimende akho akhona. Ukuqonda abakuthandayo namaphuzu obuhlungu kukuvumela ukuthi uhlele iminikelo emisha ukuze uhlangabezane nezidingo zabo ezithuthukayo kanye nezintandokazi zabo.

Yenza ucwaningo lwemakethe oluhlosiwe

Nakuba ungase ube nemininingwane ebalulekile evela kumakhasimende akho akhona, ukwenza ucwaningo lwemakethe oluhlosiwe ukuze uqinisekise imiqondo emisha yomkhiqizo futhi uhlonze izinsongo ezingaba khona ukuncintisana kubalulekile. Sebenzisa izindlela zocwaningo ezisezingeni eliphezulu kanye nezibalo ukuze uqoqe impendulo kumakhasimende okuhlosiwe futhi uhlole isidingo semakethe.

Imakethe etholakala ebhizinisini noma emkhiqizweni iyahlukahluka kuye ngendawo, amandla okukhiphayo, isabelomali sokumaketha, nokunye ukukhathazeka kwebhizinisi. Ngakho-ke, lapho ucubungula ukwethula ulayini womkhiqizo omusha, kubalulekile ukubala amasheya emakethe ahlukene okungenzeka. Lokhu kufaka phakathi osayizi bemakethe abangokoqobo benkampani entsha kanye nosayizi wemakethe ongase ube khona wokukhula kwesikhathi esizayo.

Unganquma ukuthi kufanelekile ukuqala inkampani ngokusebenzisa I-TAM, i-SAM, ne-SOM. Funda ukuthi ziyini lezi nokuthi zibalwa kanjani lapha.

Naka kakhulu izitayela ezisafufusa, ukunikezwa kwezimbangi, namandla emakethe angase abe nomthelela empumelelweni yomugqa wakho womkhiqizo omusha. Ngokocwaningo olwenziwe ngu Nielsen, amabhizinisi enza ucwaningo lwemakethe ngaphambi kokwethula imikhiqizo emisha anamathuba angama-64% okuphumelela emakethe.

Imibono kanye nokuthuthukiswa komkhiqizo

Ukunweba uhlelo lwakho lomkhiqizo akusho ukuthi uqala phansi. Thatha ithuba lengqalasizinda yakho ekhona, ubudlelwano be-supply chain, nobungcweti bokusebenza ukuze wenze lula inqubo yokuthuthukisa umkhiqizo. Ngokusho kuka-a ukufundwa nguDeloitte, amabhizinisi asebenzisa amandla akhona okuthuthukiswa komkhiqizo omusha azuza amazinga empumelelo aphezulu angu-22%.

Bandakanya amaqembu ahlukahlukene ngaphakathi kwenhlangano yakho, okuhlanganisa ukuthuthukiswa komkhiqizo, ukumaketha, nokuthengisa, ukuze kuthuthukiswe ubungcweti bawo nemininingwane. Cabangela amathuba okwenza kabusha noma okwenza kabusha imikhiqizo ekhona ukuze udale ukunikezwa okusha okuhambisana nezethameli zakho ozihlosile.

Faka amakhasimende kunqubo yokuthuthukisa. Umkhiqizo omncane osebenzayo ukuvumela ukuthi uhlole amanzi futhi ulinganise intshisekelo yomkhiqizo wakho. Iphinde ikuvumela ukuthi uqoqe impendulo ukuze uthuthukise umklamo wakho.

Ukusebenza kokuhlola

Hlola njalo ngaphambi kokuqalisa. Yenza izivivinyo ze-QA ngokusekelwa yithimba lakho ukuze uqinisekise ukuthi yonke into isebenza kahle futhi wonke umuntu eqenjini lakho unokuqonda okujulile ngomkhiqizo futhi unethuba lokunikeza impendulo.

Yakha isu lokwethula iqhinga

Uma usuwahlonze amathuba omkhiqizo asebenzayo, sungula uhlelo oluphelele lokuqalisa oluhambisana nezinjongo zebhizinisi lakho kanye nokuthandwayo kwemakethe okuqondisiwe. Cabangela isu lentengo, iziteshi zokusabalalisa, namaqhinga okukhangisa ukuze ukhulise ukubonakala nomthelela.

Izintengo ezintsha ziholela ekugcinweni kwamakhasimende okukhulu kanye nenzuzo enkulu. Kunamasu angu-3 entengo avamile: intengo yokumaka, intengo yokuncintisana, kanye nentengo yokungena. Funda kabanzi mayelana nalezi amasu entengo kanye nendlela yokuwasebenzisa.

Futhi, zinike isikhathi sokucabangisisa kahle usuku lokuqalisa. Ukunquma isikhathi esifanele sokwethula umugqa womkhiqizo omusha kudinga ukulinganisa ngokucophelela ukulungela imakethe, izinsiza zangaphakathi, nokuhlelwa kwamasu.

Gxila ekudluliseleni isiphakamiso senani lemikhiqizo yakho emisha kumakhasimende akho akhona. Thuthukisa isithunzi somkhiqizo wakho osunguliwe kanye nokwethenjwa kwekhasimende ukuze ukhiqize isasasa nokulindela kwethulwa. Ngokusho kwe-HubSpot, amabhizinisi akhuluma ngempumelelo ngesiphakamiso sawo senani abona a Ukwenyuka okungu-55% kokugcinwa kwamakhasimende.

Ukwakha i-buzz ngokumaketha

Ukwethulwa ngempumelelo komkhiqizo kuncike kumasu okuthengisa asebenzayo adala isasasa nokulindela phakathi kwezithameli zakho ozihlosile. Ngokuvumelana ne HubSpot, 76% wabathengi bancamela ukufunda ngomkhiqizo ngokuqukethwe kunokukhangisa okuvamile.

Yakha uhlelo oluphelele lokumaketha olusebenzisa imigudu ehlukahlukene, okuhlanganisa ukumaketha kwedijithali, inkundla yezokuxhumana, ubudlelwano bomphakathi, kanye nokusebenzisana kwabathile. Dala okuqukethwe okucindezelayo okuveza izici ezihlukile nezinzuzo zomugqa wakho womkhiqizo omusha, ukuxoxa izindaba okukhuthazayo ukuze ubandakanye futhi uhehe izethameli zakho.

Sebenzisa imikhankaso yamazwibela nokubala wehla ukuze wakhe ukulangazela okuholela kudethi yokwethulwa. Nikeza ukubuka okukhethekile okukhethekile noma izikhuthazo zoku-oda kusengaphambili ukuze ukhuthaze ukutholwa kusenesikhathi futhi ukhuthaze ukuthengisa.

Qalisa ukwenza

Njengoba usuku lokwethulwa lusondela, qinisekisa ukuthi zonke izici zokwenziwa zihlelwa ngokucophelela futhi zihlanganiswa. Ngokusho kukaMcKinsey, izinkampani ezilawula ngempumelelo inqubo yokwethula zingase ziphumelele izikhathi ezi-4.5 zokuphumelela emakethe.

Hlanganyela namathimba ahlukahlukene ukuze uqinisekise ukuqondanisa phakathi kokutholakala komkhiqizo, iziteshi zokusabalalisa, ukuphathwa kwempahla, nokusekelwa kwamakhasimende. Dala umugqa wesikhathi wokuqalisa ophelele onezinyathelo ezibalulekile nezibopho ukuze ugcine wonke umuntu esendleleni.

Tshala kungqalasizinda eqinile yokwesekwa kwamakhasimende ukuze ulungise ngokushesha noma yiziphi izinkinga noma ukukhathazeka okungase kuphakame ngesikhathi sokwethulwa. Gada impendulo kanye namamethrikhi okusebenza eduze ukuze uhlonze izindawo zokuthuthukiswa nokuthuthukiswa.

Ukuhlola kwangemva kokwethulwa kanye nokwenza kahle

Ngemva kokwethulwa, qapha ngokucophelela ukusebenza komugqa wakho womkhiqizo omusha futhi uqoqe impendulo evela kumakhasimende kanye nababambiqhaza bangaphakathi. Landelela izinkomba zokusebenza ezibalulekile ezifana namamethrikhi okuthengisa, izikolo zokwaneliseka kwekhasimende, nesabelo semakethe ukuze uhlole impumelelo yemizamo yakho yokwandisa.

Zilungiselele ukuphindaphinda futhi uvumelanise amasu akho ngokusekelwe kumpendulo yesikhathi sangempela kanye namandla emakethe. Qhubeka wenze ngcono ukunikezwa kwemikhiqizo yakho, amaqhinga okumaketha, neziteshi zokusabalalisa ukuze uthuthukise i-ROI futhi uqhubekisele phambili ukukhula okuqhubekayo.

Imicabango yokugcina

Ukwandisa uhlelo lwakho lomkhiqizo njengebhizinisi elizinzile kuveza amathuba ajabulisayo okukhula kanye nokusungula izinto ezintsha. Ngokusebenzisa izinsiza ezikhona, ukuqonda izidingo zamakhasimende, nokusebenzisa isu lokuqalisa lesu, ungakwazi ukwethula ngempumelelo imikhiqizo emisha ehambisana nezethameli ozihlosile futhi uthuthukise imiphumela yebhizinisi.

Khumbula ukuhlala ushesha futhi usabela kumpendulo yemakethe, uphindaphinda amasu akho njengoba kudingeka ukuze uhlale ngaphambi komncintiswano futhi usebenzise amathuba avelayo. Ngendlela ecatshangelwayo nokuzibophezela ekwenzeni okuhle, ungakhuphula ibhizinisi lakho libe phezulu ngokunwetshwa kwemikhiqizo yamasu.