Ungathengisa Kanjani futhi Udayise Kanjani: Umhlahlandlela Wabaqalayo

Ukwaneliseka kwekhasimende kubalulekile ebhizinisini ngoba inqubo yokuthengisa ayigcini ngekhasimende elilodwa noma ukuhlangana. Kunalokho, ukuthengisa umkhiqizo kuhlanganisa ukuthola isisekelo samakhasimende esifanele nokuyigcina ngemikhiqizo yekhwalithi nesevisi enhle.

Ukuze wenze lokhu ngempumelelo, lesi sihloko sibheka umhlaba wokuthengisa nokudayiswa kwemikhiqizo ukuze ubone ukuthi ingathuthukisa kanjani imodeli yebhizinisi lakho. Ichaza ukuthi zisho ukuthini, zisebenza kanjani, nokuthi kungani zibalulekile emabhizinisini afuna ukukhulisa ukuthengisa kwawo kuyilapho egcina amazinga aphezulu okwaneliseka kwamakhasimende.

Okuqukethwe
Kuyini ukuthengisa nokudayisa?
Amabhizinisi angathengisa kanjani futhi adayise kanjani?
Izibonelo ezijwayelekile zokuthengisa nokuthengisa
Khulisa ukuthengisa ngokuthengisa kakhulu nokudayisa namuhla

Kuyini ukuthengisa nokudayisa?

I-Upselling iyindlela yokuthengisa esebenzisa izindlela zokuthengisa ezisezingeni eliphezulu kumakhasimende. Amakhasimende ayaqonda ukuthi umkhiqizo othile onikezwayo ungase ubize ngaphezu komunye, kodwa inani elilinganiselwe labantu lingase likhethe okunye okubiza kakhulu. Isibonelo esijwayelekile lapha kungaba amafoni ahlakaniphile, lapho uhlobo lwefoni lunganikezela ngamamodeli ahlukahlukene, anohlu lwezici ezingathuthukiswa kulabo abakwazi ukukhokhela ithegi yamanani aphezulu.

Ngale ndlela, ukuthengisa kungazuzisa kokubili ibhizinisi kanye nekhasimende. Ebhizinisini, lingakhuphula imali engenayo njengoba izilinganiso zenzuzo zingaba phezulu emikhiqizweni ethuthukisiwe. Kuye kwaphawulwa ukuthi Ukuthengisa ingakhuphula ukuthengisa kufika ku-30%, futhi ezinkampanini ezisebenzisa le ndlela, ingafakwa ku-70% kuya ku-90% wemali engenayo. Kodwa kubathengi lokhu kuhle futhi, njengoba kunikeza umugqa wemikhiqizo ukufanisa amabhajethi amaningi.

Ukuthengisa ngokuphambana, ngakolunye uhlangothi, kuhilela ukuphonsa izinto noma imikhiqizo ekhasimendeni elingase ligcwalise umkhiqizo elivele linentshisekelo kuwo. Kuhlanganisa ukuqonda umkhiqizo bese ukhulisa ukwaneliseka kwamakhasimende ngokunikeza imikhiqizo engenza umkhiqizo wokuqala usebenze kangcono noma uwenze ubaluleke kakhulu.

Umfanekiso walolu hlelo kungaba ikhasimende elihlose ukuthenga umakhalekhukhwini. Kodwa ngokungafani nesibonelo sangaphambili, esikhundleni sokubeka inguqulo enezici ezengeziwe, umthengisi anganikeza ama-earphone ekhwalithi ephezulu noma isipikha se-Bluetooth ukuze uthole umsindo ongcono.

Ngakho-ke, ukuthengisa nokuthengisa ngokweqile kuyafana ngoba kwandisa inzuzo nokwaneliseka kwamakhasimende, kodwa kufinyelela lo mphumela ngezindlela ezahlukene. I-upselling iphakamisa umkhiqizo ongcono kunowokuqala, kuyilapho ukuthengisa ngokuphambene kugcina owangempela kodwa kuphakamisa eminye imikhiqizo engahambisana nawo.

Amabhizinisi angathengisa kanjani futhi adayise kanjani?

Amabhizinisi angathengisa futhi adayise imikhiqizo yawo ngokulandela lawa maqhinga amane.

Upsell ngokunciphisa izinketho

Indlela enhle yokufeza lokhu kungaba ukukhawulela ububanzi bemikhiqizo okunikezwayo. Ukuba nezinketho eziningi ongakhetha kuzo kungenza ukukhetha okuthile kube nzima kakhulu. Kodwa-ke, ukunciphisa inani lezinketho kungagcina ukukhetha kulula ngenkathi kugudluzela amakhasimende enguqulweni ephezulu. Isibonelo, uma ikhasimende elivakashela isitolo se-eCommerce likhetha ukuthenga ifoni ye-Android evamile noma yezinga eliphansi enamayintshi angu-5.3 ngo-$250, umthengisi anganikeza inguqulo ethuthukisiwe enamayintshi angu-7 ku-$350—okuyinto ngokusobala ukuthengwa kwenani elingcono. Umqondo awukona ukuphushela ikhasimende phezulu, kodwa, kodwa ukwenza kube nzima kulabo abanesabelomali ukuthi bangaboni ukubaluleka ekuthuthukiseni ukuthenga kwabo.

Gqamisa inani lokuthengisa ngeminikelo ecacile

Ngesikhathi sokukhangisa nokudayiswa kwemikhiqizo, amabhizinisi kufanele agqamise izici ezibalulekile zomkhiqizo ngamunye ngendlela ecacile nefingqiwe, enikeza ithuba lemibuzo kanye nokucaciselwa yikhasimende.

Thatha Iwebhusayithi ye-Apple isibonelo, lapho i-Apple ikhombisa zonke izici zemodeli ngayinye abayithengisayo, ngokuqhathanisa okulula phakathi kwamamodeli. Le ndlela ivumela ikhasimende ukuthi lithole lonke ulwazi eliludingayo, futhi lizizwe lizethemba esinqumeni salo 'sokuthengisa' umkhiqizo osezingeni eliphezulu. Futhi inikeza ikhefu eliqabulayo kubathengisi abaphushayo.

Nikeza izinqwaba zomkhiqizo ukuze unciphise ukwenza izinqumo eziyinkimbinkimbi

Ukuhlanganisa imikhiqizo eminingana ndawonye kuyindlela enhle yokuthengisa ngokuphumelelayo ngenkathi ususa ubunzima obungase bufike nakho. Inqwaba yomkhiqizo iveza yonke imikhiqizo ehambisanayo futhi isebenza njengedili elihlanganisiwe.

Ngaso sonke isikhathi khumbula ukusebenzisa ukuthengisa kwangemuva kokuthenga

Ukuthengisa kwangemuva kokuthenga kuhilela ukulandela ikhasimende kumadili amasha nemikhiqizo elingase liyithole ithakazelisayo noma iwusizo nge-imeyili noma ngezinye izindlela. Ngakho-ke inhloso yale ndlela ukuhlanganisa isu lokuthola amakhasimende futhi uwagcine, uqinisekisa ukuthi ahlala enelisekile futhi abuye azophinda athenge.

Sebenzisa i- price anchoring

Ukuqinisa amanani kusebenzisa intengo eyidumi ukuheha amakhasimende ukuthi akhethe okuthile ngoba kungase kubonakale njengenani elingcono uma kuqhathaniswa nomunye umkhiqizo. Ngokwesibonelo, a umthengisi usebenzisa isu ingabeka isikrini se-TV esingama-intshi angu-58 ngo-$900 eduze kwesikrini se-TV esingamayintshi angu-60 ngo-$920—okuwumkhiqizo onenani lehange. Kulesi simo, i-TV engu-$900 igudluza umthengi ukuthi athenge i-TV ka-$920 ngoba kubonakala sengathi ukuthengwa okubaluleke kakhulu.

Izibonelo ezijwayelekile zokuthengisa nokuthengisa

Izitolo eziku-inthanethi

Indlela eyinhloko yezitolo eziku-inthanethi ihlanganisa ukunikeza iziphakamiso ezihlobene nezinto esezivele zikubhasikidi wokuthenga womthengi, kanye nezaphulelo ekuthuthukisweni, okwenza kube indlela enhle yokuhlanganisa ukuthengisa okuthengisayo noma ukuphambana ukumaketha endaweni yomuntu siqu ye-inthanethi. Isibonelo, ikhasimende lingase liphequlule izinto esitolo esiku-inthanethi, lapho libona izigelekeqe libabuza ukuthi ingabe kukhona okunye abangaba nentshisekelo kukho. Lona “Kodwa linda. Kukhona okwengeziwe!” ingxenye yokuthengisa, futhi iyindlela enhle yokukhulisa imali engenayo.

Abaphathi bempumelelo yekhasimende

Ukuthengisa nokudayisa ngokweqile kungenzeka futhi lapho ikhasimende lithintana nomthengisi futhi kade lithenga esitolo esithile noma lisebenzisa umkhiqizo isikhashana.

Ezimweni ezinjalo, abaphathi bempumelelo yekhasimende bangaphakamisa imikhiqizo kumakhasimende, kanye nokuqoqa imininingwane yabo futhi baxhumane nabo kamuva nge-imeyili ukuze banikeze usizo lapho ludingeka.

Isisekelo solwazi lwabathengi

Okokugcina, amakhasimende ngokuvamile avakashela izitolo eziku-inthanethi, ama-vlog/amabhulogi, ngisho namavidiyo e-YouTube ukuze athole imibono ngemikhiqizo okufanele ayithenge. Abaphathi bempumelelo yamakhasimende bangakha isizindalwazi sokuthengwa kwabathengi futhi mhlawumbe balungise lokhu kuhambisane nomlando wabo wokuthenga, futhi lokhu kungafakazela ithuba elihle lokuveza imikhiqizo noma ukuthuthukiswa kubathengi.

Khulisa ukuthengisa ngokuthengisa kakhulu nokudayisa namuhla

Ukuthengisa nokuthengisa ngokuphambanayo kwandisa inzuzo emabhizinisini, kuyilapho kuletha inani elikhulu kumakhasimende ngesikhathi esifanayo. Futhi nakuba ukuthengisa ngokuphambanayo nokuthengisa akuyona into efanayo, kungasetshenziswa ndawonye noma njengokulandelanisa okunye. Isibonelo, uma umthengisi ezama ukudayisela ikhasimende umkhiqizo bese umuntu enqaba, usengakwazi ukukhulisa imali engenayo ngokuthengisa izinto ezihlukahlukene ukuze anikeze ikhasimende izimpahla ezihamba kahle ekuthengeni kwabo kokuqala. Kunoma ikuphi, amabhizinisi angasebenzisa lezi zindlela ukukhulisa inzuzo futhi athuthukise umugqa womkhiqizo kumakhasimende, futhi ngenxa yalokho kufanele abe yingxenye ebalulekile yawo wonke amasu ebhizinisi.