Ikusasa Lokuthengiswa Kwe-B2B: Ukuxubana Ngaphakathi Namaqembu Angaphandle

Ukuthengiswa kwe-B2B

Ubhadane lwe-COVID-19 lususe imiphumela ebabazekayo kuyo yonke indawo ye-B2B, mhlawumbe kakhulu kakhulu maqondana nokuthi ukuthengiselana kwenzeka kanjani. Impela, umthelela ekuthengweni kwabathengi ube mkhulu, kepha kuthiwani ngebhizinisi ngebhizinisi?

Ngokuvumelana ne Umbiko we-B2B Future Shopper 2020, ama-20% wamakhasimende athenga ngqo kusuka kubathengisi, kusukela kuma-56% onyakeni owedlule. Impela, ithonya le-Amazon Business libalulekile, kepha ama-45% wabaphenduli bocwaningo babika ukuthi ukuthenga ku-inthanethi kunzima kakhulu kunokungaxhunyiwe ku-inthanethi. 

Lokhu kukhombisa ukuthi ukuxuba kwesiteshi sendabuko i-nirvana yangaphakathi nangaphandle kwamaqembu okuthengisa kuphazamiseke kakhulu. I-Ecommerce manje iyisiteshi esibalulekile nezinkampani ezigijimayo ukwenza kube lula kumakhasimende ukuthenga kubo online, ngaphakathi amaqembu okuthengisa alungiswa ngokushesha ukwenza imisebenzi yawo ekhaya, futhi amagatsha nezindawo zokugcina izitolo zahlala zivulekile uma zibonakala zibalulekile. Abathengisi bezinsimu benza konke okusemandleni abo ukulungisa ngokushesha imisebenzi yabo ejwayelekile endizeni ukuze itholakale kumakhasimende abo ngaphandle kokukwazi ukuwahambela mathupha. 

Cishe ama-90% okuthengisa asethuthele kumodeli yokuthengisa ngevidiyo / ngocingo / yokuthengisa iwebhu, kanti ngenkathi okunye ukungabaza kusekhona, abangaphezu kwesigamu bakholelwa ukuthi lokhu kusebenza ngokulinganayo noma ngempumelelo kunamamodeli wokuthengisa asetshenziswe ngaphambi kwe-COVID-19.

UMcKinsey, Iphuzu le-B2B inflection point: Ukuthengisa kushintshe kanjani phakathi kwe-COVID-19

Ikusasa lendawo yokuthengisa ligudluke ngokushesha ngaphansi komthwalo wokuphazamiseka, kepha abaholi bebhizinisi abanobuhlakani bayalungisa phakathi, basebenzise izibalo zokuthengisa ezibikezelayo ukuhlanganisa ukuthengisa ngaphakathi nangaphandle futhi basebenzele kangcono ikhasimende ngalinye. 

Ithuba Elingafakwanga Emsileni Omude Wama-Akhawunti Amakhasimende 

Ngaphakathi kwenkampani ye-B2B, ama-20% esisekelo samakhasimende ajwayelekile kufayela le- i-akhawunti yamasu isigaba - futhi ngesizathu esihle. 

Kuvamile ukuthi u-80% wemali etholwayo utholwe kuleli banga eliphezulu lama-akhawunti. Ngokufanelekile, abathengisi abanolwazi kakhulu baqokwa ngokugcina nokukhulisa lobo budlelwano. 

Ngokuhamba kwesikhathi, ngokusebenzisa ukwanda komugqa womkhiqizo noma ukuhlanganiswa nokutholwa, izinkampani zikhule zaya esikalini esiyinkimbinkimbi ngasikhathi sinye esicela abathengisi ukuthi bahlanganise ama-akhawunti amaningi ngenkathi bekwamukela lokho, ngokwenza njalo, inani elikhulu lamakhasimende alitholi ukunakekelwa okuzinikele okudingekayo gcina futhi ukhulise isabelo semali. Kodwa-ke, ebusweni bokuphazamiseka kwe-COVID-19, kucela lo mbuzo: Ngabe ulahlekelwa yimalini ngomsila omude? 

Okutholakele kusuka ku- umbiko wokuma komhlaba wonke khombisa ukuthi ingqikithi yamathuba atholakalayo wokunika amandla abathengisi ukugcina nokukhulisa ama-akhawunti ngaphakathi kweyakho ekhona ikhasimende base kubalulekile. Mayelana nokukhokhiswa kwamakhasimende nokuthengisa okuthengiswayo, izinkampani ze-B2B zehluleka ukuthola noma yikuphi kusuka ku-7% kuya ku-30% wemali etholakalayo. 

Landa i-Global Benchmark Report

Ikusasa Lokuthengiswa kwe-B2B: Ukuhlanganiswa kokuthengiswa kwangaphakathi nangaphandle 

Njengoba kuphawulwe ngumbiko kaMcKinsey, abathengisi bokuthengisa ngaphandle noma ensimini basebenza kakhulu njengabalingani babo bokuthengisa ngaphakathi. Isikhathi esigciniwe sokuhambela nokuvakashela ama-akhawunti abo aphezulu sinikeza ithuba elisha, elicatshangelwe kabusha laleli thimba elinamakhono aphezulu: Guqula isitayela sabo sokuthengisa esinamagilavu ​​amhlophe ngasemsileni omude wama-akhawunti wamakhasimende bese ubanika amandla okuphatha wonke amakhasimende njenge-akhawunti yamasu.

Lo msila omude wama-akhawunti wamakhasimende, kwesinye isikhathi obizwa ngama-akhawunti asendlini okusatshalaliswa, uvamise ukusetshenziswa uma uvakashela igatsha noma ufonela lapho bedinga okuthile. Sebenzisa umkhawulokudonsa osanda kutholakala wamathimba okuthengisa angaphandle ngokuwanikeza ukukhula kanye nezenzo zokutakula ezizothatha nalawa makhasimende. Izibalo zokuthengisa ezibikezelayo zingasabalalisa ngokushesha le mininingwane esikalini, kubalwa wonke amakhasimende nemikhakha yomkhiqizo. 

Izibalo zokuthengisa ezibikezelayo kwakha izenzo zokukhula ngesayensi yedatha esezingeni eliphakeme ukudala amaphrofayli wokuthenga afanelekile asuselwa kumakhasimende amahle kakhulu enkampani, kucatshangelwa amaphethini wokusebenzisa, ukusetshenziswa kwemali okuphelele, nobubanzi bemikhiqizo ethengiwe. Sisebenzisa ubuchule beqoqo nokuhlangana, kusekela ikhasimende ngalinye kuphrofayili yephethini yokuthenga eseduze ukuqondisa ama-reps ngqo ezintweni abathengi abangazithengi njengamanje… kepha kufanele kube njalo. 

Iphinde iveze izenzo zokutakula ngokukhomba amakhasimende “asengozini” akhombisa izimpawu zokuqala zokuhlubuka esigabeni esisodwa noma eziningi zomkhiqizo kusetshenziswa ubuchule obuphezulu, obunamalungelo obunikazi bokusebenza ezindaweni ezithile lapho imali incipha noma ilahlekile ngokuphelele. Ngokuqhathaniswa nokubikwa kwendabuko kwebhizinisi lendabuko, le ndlela isusa umsindo ngokubalwa kwamaphethini womjikelezo wokuthenga, isikhathi sonyaka, ukuthengwa kwesikhathi esisodwa, noma isimilo sokuthenga esintengantengayo, ukukhipha okuhle okungekhona embonweni wokutakula.

Izibalo zokuthengisa ezibikezelayo sezivele zisetshenziswa kakhulu ezinkampanini ze-B2B ezine-velocity ephezulu kanye nokugcwaliswa kabusha, okufana ukusatshalaliswa kwesevisi yokudla. Uma unezibalo zokuthengisa ezibikezelayo ezikhona namuhla, ukubeka phambili lokhu kwaziswa kuwo wonke umsila omude wama-akhawunti wabathengisi bokuthengisa bangaphandle kulula ukukwenza. Uma ungakabi nezibalo zokuthengisa ezibikezelayo, ukuqala kuqondile futhi kungaba bukhoma ebhizinisini lakho kungakapheli amasonto amane. 

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