Ukujonga ukuFumana koMthengi oMtsha kuQoqosho oluMceli mngeni: Imibono yeeNgcali zoThengiso?
Uqoqosho luziva lungaqinisekanga. Amashishini alumkile. Kwiingcali zokuthengisa, ukufumana abathengi abatsha kuba nzima ngakumbi. Ifuna indlela entsha.
Kuqoqosho olucelomngeni, ukufunyanwa kwabathengi abatsha kwiingcali zokuthengisa kufuna utshintsho olucwangcisiweyo olubhekiselele ekuqondeni okuphakamileyo iintlungu abathengi[^ 1], ebonisa i-ROI ecacileyo, ukusebenzisa ubudlelwane obukhoyo abathunyelwe[^2], kunye nokugxila kwixabiso eliqhutywayo, ukuthengisa ngokubonisana[^ 3] kuneendlela zentengiselwano kuphela, ekugqibeleni kwakhiwa ukuthembana kunye nobudlelwane bexesha elide.
I've seen economic shifts before. Oko kusebenze ngamaxesha e-boom kaninzi kuwela phantsi xa imali iqinile. Amava am obuqu abonise ukuba ukuguquguquka kunye nokugxila kwixabiso eliphambili kuba yeyona nto iphambili. Eli lixesha lobulumko, hayi nje nzima, ukuthengisa.
Ngaba Uqoqosho oluMiceli-mngeni lunefuthe njani ekuFumaneni koMthengi?
Imingeni yezoqoqosho itshintsha ngokusisiseko ukuziphatha kwabathengi. Abathengi baba sengozini ngakumbi. Uhlahlo lwabiwo-mali luyaqina. Isigqibo ngasinye sokuthenga sijongene nokuhlolwa okukhulu.
Uqoqosho olucelomngeni luchaphazela ukufunyanwa kwabathengi ngokwenza abathengi balumke ngakumbi, ukwandisa imijikelo yokuthengisa, kunye nokwandisa uxinzelelo kwiingcali zentengiso ukuthethelela lonke utyalo-mali ngokucacileyo, ixabiso elinokulinganiswa. Inkcitho ngokubona iyancipha, kwaye amashishini abeka phambili ukubaluleka, izisombululo zokusombulula ingxaki[^ 4], ukunyanzela ukutshintsha izicwangciso zokuthengisa[^ 5] ukusuka ekukhuleni okujoliswe ekukhuleni ukuya kwimiba eqhutywa yimfuno.
Umsebenzi wam wokuqala wandifundisa ukuba ukudodobala kwezoqoqosho kwahlula abathengisi abalungileyo kwabaphambili. It's a forge for resilience. Ingxolo yokubuza nje iyancipha, kwaye kuphela iimfuno ezinzulu eziseleyo.
Zeziphi iiShifts eziphambili kwindlela yokuziphatha koMthengi?
Xa uqoqosho lunzima, abathengi baziphatha ngokwahlukileyo. Ukuqonda olu tshintsho kubalulekile kuyo nayiphi na ingcali yokuthengisa ezama ukuvala amaxabiso.
| Ukutshintsha kokuziphatha | Impembelelo kwindlela yokuthengisa |
|---|---|
| Ilumkiso Eyandisiweyo | Abathengi bathatha ixesha elide ukwenza isigqibo, ezinye iimvume zangaphakathi ezifunekayo. |
| Ukuphononongwa kohlahlo lwabiwo-mali | Zonke iindleko ziyabuzwa; ugxininiso utshintsho ukonga iindleko. |
| Umngcipheko Wokucaphukela | Uloyiko lokwenza isigqibo esibi luphezulu; izisombululo eziqinisekisiweyo ziyakhethwa. |
| Ukubeka phambili izinto ezibalulekileyo | "Izinto ezintle" zisikiwe; gxila kwiingxaki ezingundoqo zoshishino. |
| Ugxininiso lwexabiso | I-ROI kufuneka icace kwaye ikhawuleze, hayi nje ixesha elide. |
| UkuThenga ngeMvumelwano | Abathathi-nxaxheba abaninzi ababandakanyekayo kwizigqibo, ulungelelwaniso olubanzi olufunekayo. |
Abathengi baba nolondolozo ngakumbi. Abazimisele kangako ukuthatha umngcipheko. Oku kuthetha ukuba umjikelo wentengiso uyakhula. Into ebikade isisigqibo esikhawulezileyo ngoku inokubandakanya imigangatho emininzi yokuvunywa kunye neengxoxo ezibanzi zangaphakathi. Uhlahlo lwabiwo-mali luphononongwa ngendlela engazange ibonwe ngaphambili. The question isn't just "Can we afford it?" kodwa "Ngaba oku kubaluleke kakhulu ngoku?" Abathengi babeka phambili izisombululo ezijongene ngqo neentlungu ezibalulekileyo. Bafuna ukubona imbuyekezo ecacileyo nekhawulezayo kutyalo-mali (I-ROI). "Ithambile" iinzuzo okanye ukukhula okunokwenzeka kwixesha elizayo kuba yinto yesibini. Ndikhumbula ixesha apho umthengi wayethenga iphakheji entsha yesoftware ngenxa yokuba yayiyintsha. Kuqoqosho olucelomngeni, bafuna ukwazi ngokuthe ngqo ukuba ingakanani na imali eya kubagcina okanye iya kuyithintela njani ilahleko. Ukuthenga ngokuvumelana nako kuyanda, oku kuthetha ukuba abantu abaninzi abasuka kumasebe ahlukeneyo banelizwi kwisigqibo sokugqibela. Oku kufuna ngokubanzi, isicwangciso sonxibelelwano esilungiselelwe ngakumbi ukusuka kwingcali yokuthengisa.
Zitshintsha Njani ii-Cycles zentengiso kwi-Downturn?
Ubude kunye nobunzima be imijikelo yokuthengisa[^6] zichatshazelwa ngokuthe ngqo ziimeko zoqoqosho. Uqoqosho olulucelomngeni ludla ngokuguqulela kwiinkqubo ezintsonkothileyo nezithatha ixesha elide.
| Ukutshintsha koMjikelo wentengiso | IiMpendulo zeQhinga lokuThengisa |
|---|---|
| Ixesha elongeziweyo | Funa umonde, ulandelelwano oluqhubekayo, kunye nokulawula okulindelekileyo. |
| UPhononongo olwandisiweyo | Lungiselela ukuntywila nzulu kwi-ROI, izifundo, kunye nobungqina. |
| Abanye abachaphazelekayo | Yenza imephu kubo bonke abenzi bezigqibo kunye nabaphembeleli; imiyalezo yokuthunga. |
| Phezulu "Akukho Sigqibo" Ixabiso | Gxininisa ekudaleni ungxamiseko malunga neentlungu ezibuhlungu. |
| Amandla oKhuphiswano | Yahlula ngokucacileyo umgangatho wokuma[^7]; gxininisa amandla awodwa. |
Kuqoqosho olucelomngeni, imijikelo yokuthengisa[^6] don't just get longer; ziba nzima ngakumbi. Izivumelwano zinokuphela. Oko kwakunokuthabatha iiveki kuqoqosho oluhle ngoku kunokuthabatha iinyanga. Oku kufuna umonde omkhulu kunye nokuzingisa okuvela kwiingcali zokuthengisa. Kufuneka uzilungiselele iintlanganiso ezingakumbi, imibuzo emininzi, kunye nezicelo ezininzi zolwazi oluneenkcukacha. Kufuneka ulindele ngakumbi "akukho zigqibo," apho umntu ocingayo egqiba kwelokuba angenzi nto kunokuba athenge. Oku kuhlala kuqhutywa kukoyika ukwenza ukhetho olungalunganga okanye ukulinda nje amaxesha angcono. Ubunzulu bokhuphiswano nabo buyanda. Wonke umntu ulwela iqhekeza elincinci lepayi. Oku kuthetha ukwahlukana kwakho kunye nokwahlukileyo umgangatho wokuma[^7] kufuneka icace gca. Ndifumanise ukuba ukuba ngaphambili malunga nemiqobo yendlela enokubakho kwaye ndizisombulule ngokuqhubekayo kunye nezisombululo zihlala zikhawulezisa isivumelwano esimisiweyo.. Ikwanceda ukulandelela unxibelelwano ngononophelo. Ngubani obandakanyekayo? Ziintoni ezibaxhalabisayo? Oku kukunceda ukuba uqikelele kwaye uphendule ngokufanelekileyo.
Zeziphi izicwangciso-qhinga ezisebenzayo zokuFumana uMthengi oMtsha ngoku?
Ukufumana abathengi abatsha kuqoqosho olunzima kufuna uhlengahlengiso olucwangcisiweyo. Ukugxininisa kwixabiso, ukwakha ukuthembana, kunye nokucebisana okuphezulu kubaluleke kakhulu kunangaphambili.
Izicwangciso ezisebenzayo ze ukufunyanwa kwabathengi abatsha[^8] kuqoqosho olucelomngeni lubandakanya ukugxila okungapheliyo ekusombululeni iingxaki ezibalulekileyo zabathengi, ukulinganisa ngokucacileyo imbuyekezo kutyalo-mali (I-ROI), ukusebenzisana okukhoyo ubudlelwane abathengi[^9] yamandla abathunyelwe[^2], ukwamkela indlela yokuthengisa yokubonisana, kunye namathuba afaneleke ngokungqongqo ukunyusa ukusebenza kakuhle kwexesha kunye namazinga avalelekileyo.
I've learned that during these times, sales isn't about selling products. It's about selling solutions to urgent problems. It's about being a trusted advisor, hayi umthengisi nje.
Njani ukuba iiNgcali zeNtengiso zigxininise ixabiso kunye ne-ROI?
Ukubonisa ixabiso elibambekayo kunye nembuyekezo ecacileyo kutyalo-mali (I-ROI) ayixoxisi kuqoqosho olucela umngeni. Abathengi kufuneka babone ikhonkco elithe ngqo phakathi kwesisombululo sakho kunye nomgca wabo ophantsi.
| Ixabiso & I-ROI Gxila | Action for Sales Professional |
|---|---|
| Indlela yokujongana neNgxaki | Chonga kwaye uqonde ngokunzulu iingongoma ezibuhlungu zomthengi. |
| Ukulinganisa iiNzuzo | Guqulela iimpawu zibe yinzuzo yemali enokulinganiswa okanye ugcino. |
| Izifundo zeCase / ubungqina | Nika amanqaku obungqina ngemizekelo yokwenyani yempumelelo. |
| Iindleko zokungenzi nto | Gxininisa iingozi zemali nezokusebenza zokungenzi nto. |
| Okuphumelela ixesha elifutshane | Gxininisa ngoko nangoko, iziphumo ezibambekayo kwizithembiso zexesha elide. |
Kuqoqosho oluqinileyo, into "emnandi ukuba nayo" iimpawu zemveliso yakho phantse azibalulekanga. Kufuneka ugxininise kakhulu kwingxaki engundoqo esonjululwa yimveliso yakho. Yintoni ebangela ukuba ithemba lakho lilahlekelwe yimali, ukungasebenzi kakuhle, okanye ukunqongophala kokhuphiswano ngoku? Nje ukuba uqonde ukuba, kufuneka ulinganise indlela isisombululo sakho siya kunciphisa ngayo loo ntlungu. Oku kuthetha ukuguqulelwa kweempawu kwiidola ezigciniweyo, ingeniso efunyenweyo, okanye imingcipheko incitshisiwe. Umzekelo, endaweni yokuthi, "Isoftware yethu ine-analytics ephezulu," yithi, "Our software's advanced analytics can reduce your operational costs by 15% kwiinyanga ezintandathu, ukugcina i-$X ngonyaka, njengoko kubonisiwe yiNkampani Y." Izifundo zetyala kunye nobungqina ziba namandla kakhulu kuba zibonelela ngobungqina bentlalo kwaye zinciphisa umngcipheko obonwayo. Ndihlala ndizama ukubonisa i "iindleko zokungasebenzi[^10]." Kuya kubabiza ntoni xa benjenjalo don't fezekisa isisombululo sakho? Oku kudla ngokudala ukungxamiseka okuyimfuneko. Ekugqibeleni, gxininisa nakuphi na ukuphumelela kwexesha elifutshane okanye iimpembelelo zangoko. Abathengi bafuna imbuyekezo ekhawulezayo.
Kutheni iZithuthi kunye noBudlelwane obukhoyo babathengi bungundoqo?
Ngamaxesha angaqinisekanga, ukuthembela kwiprimiyamu. Ugqithiselo oluvela ekhoyo, abathengi abonelisekileyo yigolide. Bathwala ubunzima obuninzi kunalo naluphi na uhlobo olubandayo.
| Ubudlelwane boBudlelwane | Inzuzo kuQoqosho oluMcelimngeni |
|---|---|
| Iintshayelelo ezifudumeleyo | I-Bypass ebandayo yokufikelela, amazinga okuguqulwa aphezulu. |
| Ukuthembeka & Thembela | Igunya elibolekwe kwiziko elimiselweyo, ubudlelwane obuthembekileyo. |
| Umjikelo oNcitshisiweyo woThengiso | Amathuba aqinisekisiweyo kwangaphambili kwaye ayamkeleka ngakumbi. |
| Ixabiso eliphantsi lokuFumana | Ixesha elincinane kunye nezibonelelo ezichithwa ekukhangeleni. |
| Ukuqonda & Ingxelo | Abathengi abakhoyo babonelela ngobukrelekrele bentengiso obuxabisekileyo. |
Ukudluliselwa ayisosikhokelo nje; it's a pre-validated opportunity. Xa umhlobo ohloniphekileyo okanye umntu osebenza naye ekucebisa, ngoko nangoko imisela ukuthembeka. Ithemba sele lishushu. Kunokwenzeka ukuba bathathe umnxeba wakho kwaye bamamele ilizwi lakho. Oku kunciphisa kakhulu umjikelo wokuthengisa kwaye kunciphisa umgudu ofunekayo xa kuthelekiswa nokufikelela okubandayo. I've found that a referral from a happy customer acts as a powerful testimonial, even before I've had a chance to speak. Kwakha ukuthembana ngoko nangoko. Don't be afraid to ask for abathunyelwe[^2] kubaxhasi bakho abangcono. They are often happy to help if you've delivered value. Gcina ubudlelwane obuluqilima nabathengi abakhoyo hayi nje ukuphinda ishishini, kodwa njengomthombo omtsha, iinkokeli ezikumgangatho ophezulu. Banokubonelela ngengxelo exabisekileyo malunga nendlela imeko yezoqoqosho echaphazela ngayo ishishini labo, ikunika ingqiqo kumanqaku amatsha entlungu oza kujongana nayo.
Ingaba ukuthengisa ngokuBonelwa kujongeka njani ngoku?
Ukuthengisa ngokubonisana kutshintsha ugxininiso lusuka kwimveliso yokuphosa ukuya ekuqondeni nasekusombululeni imingeni yabathengi. Kuqoqosho olucelomngeni, le ndlela ibaluleke kakhulu kunangaphambili.
| Indlela yothethwano | Ukubulawa |
|---|---|
| UFundo olunzulu | Buza imibuzo evavanyayo ukuze ufumane imiba esisiseko yeshishini. |
| Ukumamela Ngenkuthalo | Yiqonde ngokwenene imeko yabo, usukelo, kunye noloyiko. |
| Ingxaki yokuSombulula Ingxaki | Zibeke njengomthombo oyingcali, hayi umthengisi nje. |
| Izisombululo ezilungiselelweyo | Yenza umnikelo wakho ukuze ulungele ngokuchanekileyo iimfuno zabo ezizodwa. |
| Imfundo & Isikhokelo | Bancede bajonge izigqibo ezinzima, nokuba kuthetha ukuba ungayithengisi imveliso yakho ngoko nangoko. |
Ukuthengisa ngokubonisana kuthetha ukuba ube ngumcebisi othembekileyo. Iqala ngokufumanisa okunzulu. Kufuneka ubuze imibuzo emininzi kwaye umamele ngenyameko kunangaphambili. Yintoni ebagcinayo ebusuku? Yeyiphi imiqobo yabo enkulu yokusebenza? Ziziphi iingcinezelo zemali abaphantsi kwazo? It's not about jumping in with your product features. It's about understanding their world. Emva kokuba unomfanekiso ocacileyo, ungabeka isisombululo sakho njengempendulo ethe ngqo kwiingxaki zabo ezithile. This might mean customizing your offering or even recommending an alternative if your product isn't the best fit. Ifilosofi yam kukuba ngamanye amaxesha, ukunika ngokunyanisekileyo, ingcebiso engakhethi cala, even if it doesn't immediately result in a sale, yakha intembeko yexesha elide. Loo trust iya kuhlawula ingeniso kamva. Kuqoqosho olucelomngeni, abathengi bafuna amaqabane abayiqondayo ingxaki yabo kwaye banokunika izisombululo zokwenyani, hayi enye indawo yokuthengisa.
Ziziphi iziLungiso eziPhambili zangaPhakathi kuMaqela oThengiso?
Ngaphandle komntu izicwangciso zokuthengisa[^ 5], amaqela okuthengisa kunye nobunkokeli kufuneka benze uhlengahlengiso lwangaphakathi ukuze baphumelele kuqoqosho olucelomngeni. Oku kubandakanya ulungelelwaniso, uqeqesho, kunye nokusetyenziswa ngempumelelo kwezibonelelo.
Uhlengahlengiso oluphambili lwangaphakathi lwamaqela athengisayo lubandakanya iinkqubo ezingqongqo zesiqinisekiso sokubeka phambili ukukhokela okuphezulu okunokwenzeka, iphuculwe uqeqesho lokuthengisa[^11] kugxilwe kwi umgangatho wokuma[^7] kunye nokuphathwa kwenkcaso, ulungelelwaniso olusondeleyo phakathi kweentengiso kunye nokuthengisa, kunye nokwenza ngcono ukusetyenziswa kweCRM kunye nezixhobo zokuthengisa ukuze kuphuculwe ukusebenza kakuhle kunye nokulandelela iziphumo kwindawo enokhuphiswano ngakumbi..
Njengenkokeli, I've learned that a challenging economy isn't just about selling harder. It's about selling smarter, ngezixhobo ezingcono kunye neqela eligxile kakhulu.
Ufaneleka Njani Ukufaneleka?
Isiqinisekiso esingqongqo sibaluleke kakhulu kuqoqosho olucela umngeni. Ixesha liyinto exabisekileyo. Awunakukwazi ukuyichitha kubathengi ekungenakwenzeka ukuba baguquke.
| Ukwandiswa koMgangatho | Injongo |
|---|---|
| Indlela ye-BANT-C | Ngaphaya kohlahlo lwabiwo-mali, Igunya, Kufuneka, Ixesha, yongeza "Isiganeko esinyanzelisayo." |
| Chonga iintlungu ezingxamisekileyo | Gxininisa kumathemba ngokukhawuleza, iingxaki ezibalulekileyo ekufuneka zisonjululwe. |
| Qinisekisa inkqubo yesiGqibo | Uqonde ngokucacileyo ikhonkco labo lokwamkelwa kwangaphakathi kunye nomgca wexesha. |
| Ukuqinisekiswa kweBhajethi | Yiya ngapha "ewe, sinohlahlo lwabiwo-mali" ukuqonda ulwabiwo kunye nokuguquguquka. |
| Imephu yabachaphazelekayo | Chonga bonke abadlali abaphambili kunye neempembelelo zabo ngaphambi kokutyala ixesha. |
Kuqoqosho olucelomngeni, iBANT yemveli (Uhlahlo lwabiwo-mali, Igunya, Kufuneka, Umgca wexesha) isakhelo sesiqinisekiso semfundo sifuna ukuphuculwa. Ndihlala ndongeza u-"C" kuba "Isigigaba esinyanzelisayo." Le nto yenzekayo ngoku ibangela ukuba bafune esi sisombululo ngokukhawuleza? Ngaba kukho umhla wokugqibela wokuthotyelwa? Ilahleko enkulu yemali kufuneka bayiyeke? Umqobo obalulekileyo wokusebenza? If there's no compelling event, isivumelwano kusenokwenzeka ukuba sime. It's also important to verify the budget beyond a simple "yes." Ngaba uhlahlo lwabiwo-mali luvunyiwe? Ngaba iyabhetyebhetye? What are their alternatives if they don't move forward? Kwakhona, qinisekisa inkqubo yesigqibo kwaye uchonge bonke abachaphazelekayo abaphambili kwasekuqaleni. Ngubani ekufuneka ephumile? Ziziphi izinto ezibaxhalabisayo ngabanye? Ukutyala ixesha kwangaphambili kwisiqinisekiso esingqongqo konga ixesha elininzi kunye noxinzelelo kamva. Ivumela iingcali zokuthengisa ukuba zijolise amandla abo kumathuba anokuthi avale ngokwenene.
Luluphi uQeqesho kunye neZixhobo eziBalulekileyo?
Uqeqesho lokuthengisa kunye nezixhobo ezifanelekileyo zibaluleke ngakumbi kuqoqosho olucela umngeni. Baxhobisa iingcali zentengiso ukuba zihambe ngendlela entsonkothileyo imijikelo yokuthengisa[^6] kunye nokucacisa ixabiso ngokufanelekileyo.
| Ugqaliselo loQeqesho | Isixhobo
[^ 1]: Ukuqonda iintlungu zabathengi kubalulekile ekulungiseleleni izisombululo ezihambelana nabathengi, ngakumbi ngamaxesha anzima.
[^2]: Fumana amandla okuthunyelwa kunye nendlela abanokuphucula ngayo kakhulu imizamo yakho yokuthengisa.
[^ 3]: Qonda indlela yokuthengisa yokubonisana ebeka phambili iimfuno zabathengi kunye nokwakha ubudlelwane bexesha elide.
[^ 4]: Fumana indlela yokubeka iminikelo yakho njengezisombululo kwiingxaki ezingxamisekileyo zabathengi ngamaxesha anzima.
[^ 5]: Fumana iindlela zokuthengisa eziqinisekisiweyo ezinokukunceda ukuba uhambe ngemingeni yezoqoqosho kunye nezivumelwano ezivaliweyo.
[^6]: Fumana ingqiqo malunga nendlela iimeko zoqoqosho ezichaphazela ngayo imijikelo yokuthengisa kunye nendlela yokulungelelanisa izicwangciso zakho ngokufanelekileyo.
[^7]: Funda ukwenza ubugcisa kunye nokunxibelelana nesindululo sexabiso esinyanzelisayo esihambelana nabathengi.
[^8]: Phonononga izicwangciso ezinokuthi zincede iingcali zentengiso ziqhelane nemingeni yezoqoqosho kwaye zifumane abathengi abatsha ngokufanelekileyo.
[^9]: Phonononga iingenelo zokugcina ubudlelwane obuluqilima kunye nabathengi abakhoyo kukhokelo olutsha.
[^10]: Jonga indlela yokuqaqambisa umngcipheko wokungasebenzi ukwenza ungxamiseko kwiincoko zakho zokuthengisa.
[^11]: Fumana izinto ezibalulekileyo zoqeqesho ezinokuxhobisa amaqela athengisayo ukuba aphumelele ngamaxesha anzima.