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Izindlela Ezi-3 Ezingcono Kakhulu Zokuzizwisa Okungcono Kokuthenga Okucatshangwayo

Kungakhathaliseki ukuthi umbhangqwana osemusha othenga ikhaya lawo lokuqala, abazali abasha abathenga umshwalense wokuphila, noma izidleke ezizosala zingenalutho ezitholela umfundi wabo wasekolishi imali ebolekiwe, ukuthengwa okubhekwa njengezinto ezinkulu zamathikithi ezihilela izinga eliphezulu lezingozi zezimali nezomzwelo. Zidinga isikhathi nokucabanga kusengaphambili, futhi kubathengi abaningi, ukuthenga okuningi kokuqhathanisa.

U-81% wabantu baseMelika uthi bathembele ocwaningweni lwabo lapho bethenga okubalulekile futhi basebenzisa usesho lwe-inthanethi njengomthombo wabo ohamba phambili wolwazi. 

Ucwaningo lwe-Pew

Ngakho-ke abakhangisi bedijithali bathuthukisa kanjani ulwazi lwamakhasimende olubandakanyayo lapho izinqumo zokuthenga ziyinkimbinkimbi kunokuthenga ngokushesha? Okubalulekile ukwedlula imininingwane yezibalo zabantu ezimile nokusebenzisa ukuziphatha kwabathengi ngesikhathi sangempela ukwazisa ukwenza kube ngokwakho.  

Umlayezo Olungile Ngesikhathi Esifanele 

Ngokungafani nezibalo zabantu, ukuziphatha kuyashintsha. Idatha yokuziphatha ingasiza ekuboneni ukuthi ikhasimende likuphi ohambweni lwalo lokuthenga futhi ivumele abakhangisi namaqembu athengisayo ukuthi aphendule ekuthengeni inhloso uma kuqhathaniswa nemilayezo ekheniwe ngokusekelwe ekuqageleni. Ngedatha yesikhathi sangempela, izinkampani zingaletha imilayezo eqondiwe ebonisa isikhathi esithile ngesikhathi. Futhi ngamathuluzi alungile endaweni, le nqubo ingenziwa ngokuzenzakalela ukuze isikali.

Abathengi banamuhla sebelindele leli zinga lokwenza kube ngokwakho - ikakhulukazi labo abazobe benza izinqumo eziningi zokuthenga eminyakeni ezayo.

Cishe uhhafu wabathengi base-US abaneminyaka engu-18-24 kanye no-40% wabaneminyaka engu-25-34 batshele abakwaCapco ukuthi bazokwabelana ngedatha yabo yedivayisi ehlakaniphile nomshwalense ukuze benze kube ngokwakho okungcono. 

I-Capco

Ngokushesha ukwenza kube ngokwakho ngeke kusaba inzuzo yokuncintisana, kodwa izindleko zokwenza ibhizinisi. Okwamanje, imilayezo enesikhathi esingalungile ingase yenze umonakalo omkhulu kunokuhle. Ekubolekweni kwezindlu ezibolekwayo, isibonelo, uhlu lokuhlola isinxephezelo lungacindezela lowo othenga ekhaya okokuqala ngqa efunda nje ngezinzuzo zeziqu zangaphambili. 

Idatha yokuziphatha iwusizo ikakhulukazi ekuthengeni okucatshangelwayo, okuvamise ukuthatha amasonto noma izinyanga nalapho ukuthenga okuqhathaniswayo kumasayithi akhiqiza umkhondo kuyinto evamile. Ukuze uqhubeke nesibonelo semali mboleko, umthengi oqalayo ukuthenga indlu angase achithe amasonto amaningi eqoqa ulwazi futhi avakashele amawebhusayithi amaningi ngaphambi kokuba agcwalise ifomu lokuhola, ingasaphathwa eyokufaka isicelo semali mboleko. Ekugcineni bangase banqume ukusebenzelana nababolekisi abambalwa abangaba khona ngesayithi efana ne-NerdWallet, ngenxa yokufaneleka kanye nombono wokugunyazwa okuvela eceleni.

Idatha yokuziphatha yenkampani yangaphandle kusuka kulawa masayithi axhunywe kunkundla yedatha yekhasimende yenkampani (CDP) noma CRM inganikeza umbono ophelele wokuziphatha komuntu okulindelwe kuyo yonke iwebhu. Kungasiza futhi ukwehlisa izindleko zokutholwa kwamakhasimende ngokuhlonza abaholayo bekhwalithi ephezulu futhi kunciphise ukuxokozela ngokwazisa amaqembu okukhangisa nawokuthengisa lapho amakhasimende akhona eqalaza. Ucwaningo olwenziwa yi-Forrester luthole ukuthi izinkampani ezihlanganisa ukuziphatha komuntu wokuqala nowesithathu ukuze zazise ukutholwa kwazo, ukugcinwa, kanye nemizamo yokuthengisa ehlukahlukene zenze imizamo ehlanganisiwe. I-ROI ka-191%.

Imikhuba Engcono Kakhulu Yokuphatha Okuholayo

Uma amakhasimende echitha isikhathi esiningi enza ucwaningo ngezinqumo zawo zokuthenga, ukuthembela kudatha yenkampani yomuntu wokuqala akwanele. Nokho kweminye imibuthano, isizukulwane esiholayo esivela eceleni siphathwa ngokungafanele ngokudelelwa. Ngisho igama kuholele seliba yigama elinezinhlamvu ezine. Iqiniso lithi isizukulwane sokuhola sithathe umqondo ongemuhle ngoba abanye abashicileli basebenzisa amaqhinga anolaka nakhohlisayo ukuze basizakale ngabathengi kanye nabathengi abaphambili. 

Imikhondo yekhwalithi ephansi - okuhlanganisa imikhondo emidala noma esetshenziswe kabusha, enokukhwabanisa, ekhiqiziwe, noma eshintshiwe - idonsa izinsiza futhi inyuse kakhulu izindleko zokutholwa kwamakhasimende. Ngakolunye uhlangothi, izinkampani ezilandela izinqubo ezimbalwa ezilula zokuphatha okuholayo zingathuthukisa izindleko zazo ngokuhlonza imikhondo yekhwalithi ephezulu futhi zitshale izinsiza eziningi ekuhlanganyeleni namakhasimende ngendlela ezwakala iwusizo kunokuba ixakeke. Le mikhuba ihlanganisa: 

  1. Gcoba ujule kukhwalithi yomthofu

Amathimba okukhangisa nawokuthengisa kufanele akhethe ozakwethu bedatha ngokucophelela. Akufanele nje kuphela ukuthi idatha inembe futhi ifike ngesikhathi, kodwa kufanele kube nomuzwa wokungafihli phakathi kwezinhlangothi zombili kusukela ekuqaleni kwesivumelwano. Amajeneretha aholayo kufanele azimisele ukudalula izici ezithinta inani lomthofu, njengokuthi ingabe wabiwa nezimbangi. 

Ngokuthenga okucatshangelwayo okuningi, kubalulekile futhi ukwazi iminyaka eholayo. Isivinini sokuhola ikala isikhathi phakathi kwethemba eliveza intshisekelo kanye nempendulo yomthengisi. I-Harvard Business Review Ucwaningo Lokuphathwa Kwezimpendulo iqinisekisa ukuthi ukuhola uthola ngokushesha impendulo, maningi amathuba okuthi baguqule. Kungenjalo, ezinye izinhlangano zithole impumelelo ngokugxila emithonjeni yobudala encintisanayo, nenezindleko eziphansi. Kubalulekile ukukhumbula ukuthi iminyaka eholayo akufanele ilinganise isikhathi esidlulile kusukela inkampani ithole ukuhola, kodwa kunalokho kusukela lapho umthengi eqala ukuthumela uphenyo lwakhe. 

Kungasiza futhi ukuqonda izinga lokuzibandakanya kwamakhasimende - umthengi uchithe isikhathi esingakanani egcwalisa ifomu lokuhola? Futhi bazigcwalisele bona noma bagcwaliswe ngomele isikhungo sezingcingo? Okokugcina, abathengi abaholayo akufanele bacabange ukuthi imikhondo eyimpinda babhekisela embuzweni ofanayo. Izimpinda zingavela futhi kubathengi abenze imibuzo eminingi, okungase kube inkomba yenhloso yokuthenga okuphezulu. 

  1. Funda okuningi ngangokunokwenzeka ngamakhasimende akho

Ukutadisha idatha ehlanganisiwe yenkampani yangaphandle kungaveza amathrendi mayelana nohambo lokuthenga lomthengi oluvamile futhi ukwazi ukufanisa lawa mathrendi nezici eziholayo kungasiza ekunqumeni isikhathi esingcono kakhulu sokufinyelela. Isibonelo, ukubheka idatha yomshwalense wezimoto kwembulwe: 

  • I-Millennials ibe nemvamisa ephansi yokuvakasha kwewebhusayithi kunama-baby boomers ohambweni lwabo lokuthenga lomshwalense wezimoto. 
  • Abantu abangabodwana babonakala benohambo oluthe xaxa lokuthenga. 
  • Abathengi abanolwazi lwasekolishi banemvamisa ephansi yokuvakasha kwesayithi uma kuqhathaniswa nalabo abangenawo.
  • Imvamisa yokuthenga ephansi kakhulu ibonwe ePacific Northwest kanye nephezulu kakhulu eningizimu-mpumalanga. 
  • Abathengi abane okuhle ikhredithi ayisebenzi kangako uma iqhathaniswa nabathengi abazikhomba njengabanayo abampofu isikweletu.

Ukuqonda amaphethini okuziphatha nakho kungasiza ukufaneleka nokubeka phambili imikhondo. Lapho amabhrendi ekwazi ukuhlonza futhi enze ngamathuba aboniswa ukuziphatha kwesikhathi sangempela, angakwazi ukuthuthukisa ukuthi kungakanani okumele akhokhele ukuhola okunikeziwe futhi agweme ukumosha izinsiza emithonjeni engeke iguquke.

  1. Beka kuqala imvume ukuze wakhe ukwethembana 

Okokugcina, ukuthengwa okucatshangelwayo kuvame ukubandakanya ukuxhumana nabathengi ngokuqondile, ngakho-ke amabhrendi abalulekile kulezi zimboni athobela imithetho yobumfihlo ukuze agweme imiphumela engokomthetho. Izinkantolo zigcizelele ukuthi kokubili amajeneretha aholayo nabathengi banesibopho sokuqinisekisa imvume yomthengi ukuthi athintwe. Kodwa ngokubona ubumfihlo babathengi kuphela nge-lens yokunciphisa ubungozi kuwukubona okufushane. Njengoba ukwethembana kuyisizinda sabo bonke ubudlelwano obuhle, imvume iyimfuneko kukho konke ukuzizwisa okuhle kwekhasimende.

Le nqubo iqala ngokusebenzisana kuphela namajeneretha aholayo angabonisa ukuthi ayitholile imvume yomthengi yokuthi athintwe. Ngenhlanhla, ikhwalithi yokuhola nokuhambisana kuyahambisana. Uma umthengi eselungele ukuqhubekela phambili ohambweni lwakhe lokuthenga, bazokwazi ufuna ukuzwa kubantu abangase bakwazi ukubasiza. Ngokuphambene, abathengi abangakaligcwalisi ifomu lokuhola (noma abagcwalise eyodwa ezinyangeni eziyisithupha ngaphambili) abazange babonise inhloso eqinile yokuthenga. 

Ngokwencazelo, ukuthenga okucatshangwayo kuyinkimbinkimbi - kodwa akudingekile ukuba kube nzima. Amabhrendi asebenza kahle kakhulu afanelekela ukuhola kwawo ukuze athuthukise izinsiza zawo, azi ukuthi ubumfihlo bedatha bufeza izintshisekelo zabo njengezomthengi, futhi ngaphezu kwakho konke, benza kube ngokwakho okuhlangenwe nakho kwekhasimende ngalinye ukuze kubonise ukuziphatha kwesikhathi sangempela. 

Matt Stone

U-Matt Stone uyisekela eliphezulu likamongameli wezokumaketha kwa-Verisk Marketing Solutions, uzakwethu wedatha ohamba phambili wezimboni zomshwalense kanye nezindlu ezibolekwayo. UMatt unesipiliyoni seminyaka engu-25 sokushayela ukwethembeka, ukutholwa ku-inthanethi, kanye nemali engenayo yokuqalisa kwe-SaaS nemikhiqizo yobuchwepheshe bomhlaba wonke. Ngaphambi kokujoyina i-Jornaya, iBhizinisi laseVerisk, uMatt ubambe izindima eziphezulu kwa-Photon, 1E, kanye ne-Real Capital Analytics.

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