Ukunika Amandla Ukuthengisa

Izinguquko Ezibalulekile Okudingeka Uzenze Emhlanganweni Wakho Wokuthengisa Wokuqalisa Wonyaka Wokuthengisa

Kuzoba njalo ukuthi isikhathi sonyaka futhi, lapho abaholi beSales and Sales Eblement behlela imihlangano yabo yonyaka yokuqala yokuthengisa. Akuwona umsebenzi omncane. Ngaphezu kwezinto eziyisisekelo zokukhetha indawo, ukuvimbela amagumbi nokuthola indawo yokuhlangana, kunengcindezi engashiwongo yokuphakamisa umhlangano wangonyaka odlule. Singayenza kanjani ibe nkulu futhi ibe ngcono? Yiziphi izikhulumi ezizokhuthaza? Yimiphi imiklomelo ezosho lukhulu kubadlali bethu abaphambili?

Siyayithola. Eziningi zalezi sizihambele ngokwethu emisebenzini yethu, futhi sisiza amakhasimende ethu ukuthi asebenzise ama-kick-offs emaqenjini awo ngokubuza: Kuthiwani uma uhlele umhlangano wakho ngokombono wekhasimende? Nayi imibono emihlanu egxile kumakhasimende ongazama ukwenza umhlangano wangonyaka ozayo ube ngcono kakhulu okwamanje:

  1. Ukuhlelwa Kwe-akhawunti Yamasu. Uma sicabanga ngama-Akhawunti Abalulekile, sivame ukucabanga ngama-akhawunti ethu aphezulu, amakhasimende athenga kakhulu kithi. Emhlanganweni wokuqalisa, isikhathi sivamise ukwabelwa ukubuyekeza ukuthi yimiphi imikhiqizo eyengeziwe namasevisi angathengiswa ukuze kwandiswe imali engenayo futhi kuqinise ubambiswano. Lona ngumsebenzi obalulekile, kodwa ungashesha uhluke—mina, mina, thina. Imikhiqizo yethu, amasevisi ethu, umugqa wethu oyinhloko. Uhlaka kabusha? Cabanga kabusha ngokuthi ubani ocabanga ukuthi ama-akhawunti akho abalulekile ngokwemibandela Ama-Extremes nama-Mainstreams. Amakhasimende akho ajwayelekile kungaba yilawo ma-akhawunti amakhulu athenga futhi ajabulele inani elibalulekile lemikhiqizo namasevisi akho. Kodwa kufanele futhi ucabangele ukufaka phakathi amakhasimende akho e-Extreme: yimaphi amakhasimende enza izinto ezithakazelisa kakhulu ngemikhiqizo namasevisi akho? Bameme ukuthi bajoyine iphaneli yamakhasimende futhi ubacele ukuthi bakhulume ngama-akhawunti abo abalulekile.
  2. Mema Amakhasimende Ukuthi Abone Abadlali Bakho Abaphezulu. Abantu abathengisa basebenza kanzima—futhi abantu bakho abangcono kakhulu abathengisayo bangase babe bodwa ensimini. Ngenxa yalezi zizathu nezinye eziningi, kubaluleke kakhulu ukubona abadlali bakho abaphambili phambi kontanga yabo. Cabangela ukumema amakhasimende akho abenza kahle kakhulu ukuthi ukhulume ngawo—ngisho nokubanikeza umklomelo. Cishe ukunconywa okungcono kakhulu okungatholwa yiqembu lakho.
  3. I-Spur Innovation enezimo ezifanayo. Sivame ukuzwa kumakhasimende ethu ukuthi afisa ukukhuthaza. Amakhasimende afuna ukusebenza nochwepheshe bokuthengisa abagqugquzelekile abangabasiza bacabange ngaphandle kwebhokisi. Kulapho ama-analogue angena khona. Ukuze uqhamuke ne-analog enhle, cabanga isikhashana ngodaba oluthile ibhizinisi lakho elizama ukulunqoba. Bese, cabanga ngezimo ezihluke ngokuphelele lapho abantu bethole indlela yokuxazulula leyo nkinga efanayo. Nasi isibonelo:

    Ithimba elilodwa esisebenze nalo belingacabangi ukuthi lixhumene ngokwanele namakhasimende alo. Bazwe ukuthi umsebenzi omningi owenze impumelelo yamakhasimende abo wenzeka ngemuva kwezigcawu, okuholele ekulahlekelweni kogqozi lweqembu. I-Analog: Umhlangano waleli thimba wawubanjelwe eNew Orleans, ngakho-ke sabathatha ukuze bavakashele enye yezindawo zokudlela ezidumile zika-Emeril Lagasse. Ngokufana naleli qembu, abapheki nabapheki be-sous basebenza ngemuva kwesigameko, nokho umsebenzi wabo amakhasimende agcina ewujabulela. Ithimba lichithe isikhathi no-Executive Chef, abapheki be-sous abambalwa kanye noMphathi Jikelele ebaxoxisana mayelana nolwazi lwabo. Ngenxa yalokho, baqala ukucabanga ngendlela ehlukile ngokuthi bangahlanganyela kanjani okwengeziwe namakhasimende abo futhi bahlale bekhuthazekile.

  4. Izibuyekezo Zomkhiqizo Nokuthengisa. Sithanda ukuvala igebe phakathi kwenkampani yakho namakhasimende akho, kanye naphakathi konjiniyela bomkhiqizo wakho, abakhangisi bakho nabathengisi bakho. Esikhundleni sokumema ontanga yakho bokumaketha nomkhiqizo ukuthi balande okwakamuva nokukhulu kakhulu kwabo, bacele ukuthi beze nezindaba zabo kanye nepensela elicijile, futhi usebenzise isikhathi sokuqala ukuxhuma umkhiqizo, ukumaketha, kanye nabathengisi bakho namakhasimende. Lokhu kusebenza kahle kakhulu ngethiphu #1–amakhasimende akho Eqisayo Najwayelekile. Cabanga ngalokhu njengokuhlola izingxoxo namakhasimende mayelana neminikelo emisha kanye nokuthola impendulo yesikhathi sangempela kubantu ababaluleke kakhulu—labo abazokuthenga.
  5. Ukwakhiwa kwamakhono. Ithiphu yethu yokugcina ihlobene nokwakha isethi yamakhono eqembu lakho lokuthengisa. Abantu abathengisa bahlale befuna izindlela zokucija amakhono abo, bathuthukise umdlalo wabo futhi bajabulele impumelelo enkulu. Uma kubhekwa itimu yethu yokugxilwa kwamakhasimende, sizokwabelana ngokuzivocavoca kwethu okuyintandokazi:

Sithanda ukuthumela abantu abathengisa lapho bazizwa bekhululeke kakhulu khona—ngaphandle kwenkundla! Cwaninga izikhungo zokuthengisa endaweni lapho uqala khona umdlalo. Bheka izikhungo zokuthengisa zama ukuthola amapheya ngaphakathi kokuma okujwayelekile aphansi futhi aphezulu. Isibonelo, i-Toys R Us kanye ne-Build-a-Bear yamathoyizi ezingane, i-Chevy kanye nomthengisi we-Tesla wezimoto, njalonjalo. Lo msebenzi wenziwa kahle kakhulu ngababili, futhi umsebenzi wombhangqwana ngamunye uwukuvakashela izitolo zabo ezimbili futhi unake kahle ukuthi yini eyandisayo noma enciphisa ukusebenzelana kwamakhasimende. Siyaqinisekisa ukuthi amaqembu akho azobuya egqugquzelwe izinto ezimangalisayo (futhi ezimbi ngendlela emangalisayo) abahlangabezane nazo futhi bazoba nemininingwane emisha abangayisebenzisa ebuhlotsheni bawo bamakhasimende.

Ukucabanga ngokuqalisa kwakho ngokombono wekhasimende lakho kungenza kube lula futhi kukhuthaze ukuhlela kwakho kokuqala futhi kuholele emiphumeleni ekhiqiza kakhulu kanye nonyaka omusha oyimpumelelo. Sikukhuthaza ukuthi uvuse umdlalo wakho olandelayo bese uzama le mibono ukuze ugcine amakhasimende akho elapho afaneleka khona: phakathi kwayo yonke into.

U-Ashley Welch

U-Ashley Welch noJustin Jones basungulwe ngokuhlanganyela Ukuqanjwa kweSomersault, inkampani yokubonisana nge-Design Thinking ehlinzeka ngendlela eyingqayizivele yokuthuthukiswa kokuthengisa. Bangababhali be-Naked Sales: How Design Thinking Reveals Customer Motives and Drives Revenue. Ukuze uthole ukwaziswa okwengeziwe, sicela uvakashele, www.somersaultinnovation.com.

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