I-5 C yokuthengisa
Sasibambisana nombutho owawufuna amandla ayo okuthengisa ukuba athathe indlela entsha yokuzithengisa . Imozulu yezoqoqosho yanamhlanje uye yabonisa le ntlangano ngemingeni enzima yoshishino efuna ukuba abameli bayo bathengise kwaye bathathe ngendlela eyahlukileyo ukunyusa ukuthengisa .
Ndizikhethe ngokutshintshwa kobunkokeli kunye nendlela yokuchaphazela abanye; Umntu osebenza naye ugxininise kwizakhono zokuthengisa ezithengisayo, ngoko ke sasibizwa ngokuba yi-presentation yethu: "Indlela yokulwa noKhatyelwa kwaye uhambe kwiMveliso yokuThengisa." Intshumayelo yethu yamkelwa kakuhle. Nantsi ingqungquthela yamanye umxholo.
Iintlobo zoThengisa
Inyaniso kukuba ... ukuthengisa kufike ixesha elide. Ukuba ukhangele inkqubo yokuthengisa kwiminyaka engama-60 edluleyo, sele iguquke kwiizizukulwana ezihlanu. Sizibiza ngokuthi "i-5 C's of Sales".
1. Inkcazo. Ixesha lokuqala lokuthengisa, elixhaphakileyo kwi-industrial boom emva kweMfazwe Yehlabathi II, yinto esiyibiza ngokuba yi-cronyism. Kulo ndlela, umntu othengisayo wayeyintloko yakho; oko kukuthi, umntu omele wazi kakuhle kwaye uyakuthanda. Umntu othengisayo uya kuhlahla rhoqo rhoqo kwaye athathe umyalelo wakho. Amaxesha ayemnandi kwaye kwakukho ukwahlukana kakhulu kwemveliso okanye kugxininiso kwiimfuno zomthengi onzulu.
2. Intengiso yokuthengisa. Ixesha lesibini lokuthengisa lithatha ukususela kuma-1950 ukuya kuma-1960 apho abantu abathengiswayo bathengisa ngexabiso . Kwakhona, kwakukho ukwahlukana okuncane komkhiqizo, oku kwaphumela ekuhlahliseni kunye neentengo zemfazwe. Abantu abathengisayo abayithandi le ndlela njengoko kukho rhoqo uxinzelelo lokunqumla iigxininisa ukwandisa ukuthengisa .
3. Ukuthengiswa kokuqukethwe. Eli xesha lokuthengisa laliqala ukubandakanya ukwahlula okukodwa komkhiqizo omnye kwenye. Ukususela kuma-1960 ukuya kuma-1980, abathengisi bezentengiso, ngoncedo lwee-arhente zentengiso, ngoku sele bakwazi ukudala ulwazi lomthengi kunye nolwazi lwabaxhasi malunga nokuba kutheni umkhiqizo omnye uphezulu kunomnye. Injongo yayikufundisa abathengi kwi "impawu kunye neenzuzo" zemveliso ethile , kwaye ngoko kwandisa ukuthengisa ngokuvelisa umdla wokuthenga ezi zinto kunye nezibonelelo.
Ukuthengiswa kokuqukethwe ukuthengisa abantu abanakho ukuthengiswa kwindlela yokwenza izinto ngokususela kwixabiso eliphantsi ukukwazi ukuhlawula intengo ephakamileyo (kunye neelwandle ezikhulu) ngenxa yokuqaphela umthengi kunye nokuthengiswa komthengi.
Nangona eli xesha libonakalisa ukuqala "kokuthengisa ngokugqithiseleyo", ukungaphumeleli ngeendlela kunye neenzuzo zokuba kungenakucingela iimfuno ezahlukileyo kunye nezihlukeneyo zabathengi. Enyanisweni, le ndlela yayiyi-centric centus versus centric-centric. Nangona ukuthengiswa kokuqukethwe kukuphakamisa amathuba okuthengisa ngokunyuka kunye nabanye abathengi, akuzange kwenzeke impumelelo kubo bonke abathengi. Ngenxa yoko ukuveliswa kwexesha lesine lokuthengisa ...
4. UkuThengisa ukuThengisa. Kule minyaka engama-20 edlulileyo, ukuthengiswa kweengcebiso kubonakele kakhulu.
Ngama-1980, imibutho yabona ingxaki ngokuthengiswa kokuqukethwe ("iimpawu kunye neenzuzo") kukuba unokubonelela ngenzuzo yokuba umthengi akayithandi, kwaye ulahlekelwa yinzuzo enokufunwa ngumthengi.
Ukuthengiswa kokubambisana, ukujoliswa kokuqala kukuqala ukuqonda iimfuno ezinzulu kunye nokuthenga iinjongo zomthengi kwaye uqinisekise ukuba umkhiqizo wakho uhambelana nale mfuno kunye neenjongo. Ngenxa yokuba abathengi baxabisa izinto ezahlukeneyo, le ndlela ifuna ukuhlukahluka kwemveliso kodwa ikwazisa ngokubanzi kumgangatho wokuthengisa.
Nangona kunjalo, ukuthengiswa kweentengiso kunomdla, oku kubonakala ngokukodwa kwezi zihlandlo zoqoqosho ezinzima. Oko kukuthi, xa ugxininiso luphela ekuhlangabezaneni neemfuno zomthengi, okungahambisani neemfuno zangempela zentlangano yokubonelela, ngokukodwa xa iimeko zoshishino zilimaza.
Ngamanye amagama, nangona kubaluleke kakhulu kumthengi, ukuba loo mfuno yodwa yimiba echaphazelekayo, ke iminye imibutho edayisa kakhulu ingasuswa ngaphandle kwezoshishino-kwaye leyo ingozi ngokuthe ngqo umthengi ozuze kule mbo .
Oku kusilethela kwizinto esizibonayo njengothatho lwexesha lesihlanu ekuthengiseni - Ukuthengisa okuBambisanayo.
5. UkuThengiswa kokuThengiswa. Kwindlela yokuthengisana ngokubambisana, kukho ukucinga ngokubambisana phakathi kwabaxhasi kunye nomthengisi. Bobabini imibutho iyaqaphela ukuba impumelelo yabo yexesha elide liqikelelwe kubo bobabini bahlala kwishishini-kwaye oku kuthetha ukuba umthengi ufuna iimfuno.
Okwangoku sisesimweni esicacisiweyo sokunqanda kunye nokunciphisa. Inani lokuthengisa liphantsi phantse kuwo onke amashishini. Oku kuthetha ukuba abathengi abaninzi baya kufumana imali yabo engenayo kwaye bafuneka ukuba benze izigqibo zoshishino ezinzima zokuphila.
Le yilapho indima yentengo yokuthenga ithatha kuqala. Umthengi unokukwazi ukudibanisa kwimicimbi eya kuba yimbopheleleko yedwa yomthengisi. Asincomo ukuba umthengi uthathe ukunciphisa umgangatho okanye inkonzo; ezingenakuyenza ingqiqo.
Kodwa kunokuba kukho amathuba apho umthengi angakwazi ukuguquguquka ukuze ancede umthengisi aphile. Oku kungabandakanya ukulungelelaniswa kwemigangatho yokuhlawula, amanqanaba okubala, kunye nezinye izinto eziza kunceda umgca jikelele kumthengisi, ngaphandle kokuchaphazela kakhulu ishishini lomthengi.
Ngokwenyani, ekuthengiseni ngokubambisana, kokubili umthengi kunye nomthengisi baba ngabathengi omnye komnye. Le ndlela ineenjongo ezintathu eziphambili zombini:
(i) ukunciphisa umngcipheko wexesha elifutshane
(ii) ukwandisa ukufumana ixesha elide kwaye
(iii) ukudala ixabiso ngokubambisana nabanye.
Ukudala ixabiso kukuqaphela ukusebenzisana kwemvelo esele ikhona kwaye ngokubambisana ufuna iindlela ezintsha zokuba nezobuchule kunye nokusebenza ngokunyusa kwiimpumelelo zeshishini ngalinye.
Njani kunye nexesha lokuya kwindlela yokuthengisa yokusebenzisana
Siyaqonda ukuba akubona bonke abathengi abafuna ukusebenzisana nabo. Enyanisweni, kubaxumi abaninzi, ukujoliswa kwangoku kwintengiso yokuthengisana (ngokugxila kuphela kwiimfuno zabo) kusebenza kakuhle. Kula makathengi, umntu othengisayo kufuneka aqhubeke ekwenza okusebenza kakuhle ukwandisa ukuthengisa-akukho mfuneko yokutshintsha umdlalo ophumelelayo!
Kukho ngokwenene izithako ezintathu ezibangela ukuba abathengi kunye nomthengisi bafune ukufuduka kwi-consultative ukuya kwindlela yokusebenzisana, kubandakanywa:
- Imibutho emibini (umthengi, umdayisi) sele sele enxulumene nolwalamano oluyimpumelelo noluthembayo.
- Nganye inhlangano idinga enye inhlangano ukuba iphumelele ukuze iphumelele.
- Kukho umngcipheko wokubeka ingozi entlalweni yentlangano enye enokuthi ingabangela ingozi kuzo zombini.
Xa le miqathango emithathu ikhona, kuyona nto ibaluleke kakhulu kwimibutho ukuba ibambisane . Njengoko ubuhlobo babo obunokuthembela, kufuneka kube lula ukuba umntu othengisa uthethe iimfuno zokulungelelanisa kunye nokudibanisa iingxaki kwizinto eziqhelekileyo zinkxalabo enye kwintlangano, kodwa kungabikho bobabini.
Kukwafanelekile ukuphawula ukuba "iitafile ziyakwazi ukujika", ngoko ukusebenzisana kunokuba luncedo kwiimeko zombini. Oko kukuthi, nangona enye inhlangano inokuba nzima namhlanje; omnye unokuba nzima kunomso. Ukusebenza ngendlela yentsebenziswano kwakha umoya wokulungelelanisa onokunceda abo babini amaqabane njengentshukumo yezoshishino kunye nokuhamba.
Iimpawu zokuPhumelela kwakho kweNtengiso
Ithemba lethu eli nqaku libonisa iindlela ezahlukileyo zokuthengisa kwaye kukunika ingqiqo malunga nezindlela onokwandisa ngayo impumelelo yakho yokuthengisa .
Qala ngokuziqonda - yintoni na umntu othengisayo? Ngaba usenamathela kwiindlela endala zokuthi "ujike umva wam kwaye ndiza kukhangela" (i-cronyism)? Ngaba uthatha inxaxheba ekunciphisanisweni kwamanani ukukhusela ishishini kodwa ukulimaza kakhulu impilo yakho kwinkqubo? Ngaba usaqhubeka ukuxubusha iimpawu kunye neenzuzo zeemveliso zakho nangona ezi zihambelani neenjongo zokuthenga ezithe xaxa zabaxumi bakho kunye nethemba?
Ndiyathemba ukuba usebenza kakhulu kwizinga eliphezulu lokuthengiswa kobuchule ekubonisaneni nabaxumi bakho. Kodwa musa ukuma apho. Eli nqaku likunika iziphakamiso malunga nendlela yokuphakamisa ibha kunye nabaxhasi abalulekileyo kunye nokunciphisa kakhulu ingozi yoshishino ehambelana nemozulu yezoqoqosho.
Ukuthengisa ngokubambisana kunengqiqo, ngakumbi xa kuhanjiswa ngendlela eya kunceda amaqela amabini kwixesha elide. Ngokusebenzisana nomthengisi, umthengi ufumana iingeniso ezinkulu kuba ulwalamano lwentsebenzo lugcinwa kwaye ithuba lokudala ixabiso likhoyo ngoku. Oku kuya kwongeza kwinqanaba lembini mibutho. Fumana iindlela zokwenza ityala lorhwebo kubaxhamli bakho ukusebenzisana nawe, uze uhambe kwixesha elitsha lokuthengisa-oko kukuthi, kubambisana.