Ukwaneliseka kwabathengi kubalulekile kwishishini kuba inkqubo yokuthengisa ayipheli ngomthengi omnye okanye ukudibana. Endaweni yoko, ukuthengisa imveliso kubandakanya ukufumana isiseko esifanelekileyo sabathengi kunye nokubagcina kunye neemveliso ezisemgangathweni kunye nenkonzo enkulu.
Ukuze wenze oku ngokufanelekileyo, eli nqaku lijonga kwihlabathi lokuthengisa kunye nokuthengisa ngokunqamlezayo kweemveliso ukubona ukuba banokuphucula njani imodeli yeshishini lakho. Icacisa ukuba bathetha ukuthini, basebenza njani, kwaye kutheni bebalulekile kumashishini afuna ukonyusa intengiso yabo ngelixa begcina amanqanaba aphezulu okwaneliseka kwabathengi.
Isiqulatho
Yintoni ukuthengisa kunye nokuthengisa ngokunqamlezayo?
Amashishini anokuthengisa njani kwaye athengise?
Imizekelo eqhelekileyo yokuthengisa kunye nokuthengisa
Khulisa intengiso ngokuthengisa kunye nokuthengisa ngokunqamlezayo namhlanje
Yintoni ukuthengisa kunye nokuthengisa ngokunqamlezayo?
I-Upselling yindlela yokuthengisa esebenzisa iindlela zokuthengisa ezikumgangatho ophezulu kubathengi. Abathengi bayaqonda ukuba imveliso ethile ekunikezelweni kwayo inokuxabisa ngaphezulu kwenye, kodwa inani eliqingqiweyo labantu linokukhetha eyona ndlela ibiza kakhulu. Umzekelo oqhelekileyo apha unokuba zii-smartphones, apho uphawu lwefowuni lunokubonelela ngeemodeli ezahlukeneyo, ezinoluhlu lweempawu eziphuculweyo kwabo banokufikelela kwithegi yexabiso eliphezulu.
Ngale ndlela, ukuthengisa kunokunceda ishishini kunye nomthengi. Kwishishini, linokunyusa ingeniso njengoko imida yengeniso inokuba phezulu kwiimveliso eziphuculweyo. Kuye kwaphawulwa ukuba Ukuthengisa kwakhona inokunyusa intengiso ukuya kuthi ga kwi-30%, kwaye kwiinkampani ezisebenzisa le ndlela, inokuthi ifakwe kwi-70% ukuya kwi-90% yengeniso. Kodwa kubathengi oku kuhle kakhulu, njengoko kunika umgca weemveliso ukuhambelana nohlahlo lwabiwo-mali oluninzi.
Ukuthengisa ngokunqamlezayo, kwelinye icala, kubandakanya ukuphosa izinto okanye iimveliso kumthengi eziya kuthi zincedise ngakumbi imveliso abasele benomdla kuyo. Ibandakanya ukuqonda imveliso kunye nokwandisa ukwaneliseka kwabathengi ngokunikezela ngeemveliso eziya kwenza ukuba imveliso yokuqala isebenze ngcono okanye iyenze ixabiseke ngakumbi.
Umzekeliso wobu buchule bunokuba ngumthengi ojonge ukuthenga ifowuni ephathwayo. Kodwa ngokungafaniyo nomzekelo wangaphambili, endaweni yokubeka inguqulelo enezinto ezininzi, umthengisi unokubonelela ngee-earphone ezikumgangatho ophezulu okanye isithethi seBluetooth somsindo ongcono.
Ukuthengisa kunye nokuthengiswa kwe-cross-selling ke ngoko kufana nokwandisa inzuzo kunye nokwaneliseka kwabathengi, kodwa bafezekisa esi siphumo esifanayo ngeendlela ezahlukeneyo. I-upselling pitch yimveliso engcono kuneyokuqala, ngelixa ukuthengisa ngokunqamlezayo kugcina eyona nto iphambili kodwa icebisa ezinye iimveliso ezinokuthi ziyincedise.
Amashishini anokuthengisa njani kwaye athengise?
Amashishini anokuthengisa kwaye athengise iimveliso zawo ngokulandela la maqhinga mane.
Upsell ngokunciphisa ukhetho
Indlela elungileyo yokufezekisa oku inokuba kukucutha uluhlu lweemveliso ezinikezelwayo. Ukuba nezinto ezininzi ongakhetha kuzo kunokwenza ukukhetha into enzima kakhulu. Nangona kunjalo, ukunciphisa inani leenketho kunokugcina ukhetho lulula ngelixa ugxotha abathengi ukuya kuhlobo oluphezulu. Ngokomzekelo, ukuba umthengi ovakashela ivenkile ye-eCommerce ukhetha ukuthenga ifowuni ye-Android eqhelekileyo okanye ephantsi kunye ne-5.3 intshi kwi-$ 250, umthengisi unokubonelela ngenguqu ephuculweyo kunye neesentimitha ezi-7 kwi-$ 350-okucacileyo ukuthengwa kwexabiso elingcono. Ingcamango ayiyikutyhala umthengi phezulu, nangona kunjalo, kodwa ukwenza kube nzima kwabo banohlahlo lwabiwo-mali ukuba bangaboni ixabiso ekuphuculeni ukuthenga kwabo.
Gxininisa ixabiso lokuthengisa ngeentengiso ezicacileyo
Ngexesha leentengiso kunye nokuthengiswa kweemveliso, amashishini kufuneka agxininise iimpawu eziphambili zemveliso nganye ngendlela ecacileyo necacileyo, evumela indawo yemibuzo kunye nokucaciswa komthengi.
Thatha Website yeApp umzekelo, apho i-Apple ibonisa zonke iimpawu zemodeli nganye abayithengisayo, kunye nothelekiso olulula phakathi kweemodeli. Le ndlela ivumela umthengi ukuba afumane lonke ulwazi aludingayo, kwaye azive eqinisekile ngesigqibo sakhe 'sokuthengisa' imveliso ephezulu. Kwaye inika ikhefu elihlaziyayo kubathengisi abatyhalayo.
Nikeza iinyanda zemveliso ukunciphisa ukuthathwa kwezigqibo ezinzima
Ukudibanisa iimveliso ezininzi kunye yindlela entle yokuthengisa ngokufanelekileyo ngelixa ususa ingxaki enokuthi ize nayo. Inqwaba yemveliso ityhila zonke iimveliso ezihambelanayo kwaye zisebenza njengesivumelwano esipakishweyo.
Ngalo lonke ixesha khumbula ukusebenzisa ukuthengisa emva kokuthenga
Ukuthengiswa kwasemva kokuthenga kubandakanya ukulandela umthengi kwiintengiso ezintsha kunye neemveliso ezinokuzifumana zinomdla okanye ziluncedo nge-imeyile okanye ezinye iindlela. Injongo yale ndlela ke kukubandakanya isicwangciso sokufumana abathengi kunye nokubagcina, ukuqinisekisa ukuba bahlala benelisekile kwaye babuyele ukuthenga ngokuphindaphindiweyo.
Sebenzisa i-anchoring yexabiso
Ixabiso le-anchoring isebenzisa ixabiso le-dummy ukuhenda abathengi ukuba baye kukhetho oluthile ngenxa yokuba kunokubonakala ngathi ixabiso elingcono xa kuthelekiswa nenye imveliso. Umzekelo, a umthengisi usebenzisa isicwangciso inokubeka isikrini se-intshi ye-58 ye-TV ye-$ 900 ecaleni kwesikrini se-TV ye-intshi engama-60 ye-$ 920-leyo yimveliso enexabiso le-ankile. Kule meko, i-900 ye-TV igxotha umthengi ukuba aye kwi-TV ye-$ 920 kuba kubonakala ngathi kuthengiwe okubaluleke kakhulu.
Imizekelo eqhelekileyo yokuthengisa kunye nokuthengisa
Iivenkile ezikwi-Intanethi
Indlela ephambili yeevenkile ze-intanethi ibandakanya ukunika iingcebiso ezinxulumene nezinto esele zikwibhasikithi yokuthenga yomthengi, kunye nezaphulelo ekuphuculeni, okwenza kube yindlela entle yokubandakanya ukuthengisa okanye ukuwela ukuthengisa ukuthengisa kwiqonga lomntu le-intanethi. Umzekelo, umthengi usenokuba ukhangela izinto kwivenkile ekwi-intanethi, xa ebona i-pop-up ebabuza ukuba ingaba kukho enye into anokuba nomdla kuyo. Le “Kodwa yima. Kukho okungakumbi!” icandelo lentengiso, kwaye yindlela entle yokunyusa ingeniso.
Abaphathi bempumelelo yabathengi
Ukuthengisa kunye nokuthengisa ngokunqamlezayo kunokwenzeka xa umthengi edibana nomthengisi kwaye ebethenga kwivenkile ethile okanye esebenzisa imveliso ixesha elithile.
Kwiimeko ezinjalo, abaphathi bempumelelo yabathengi banokucebisa iimveliso kubathengi, kunye nokuqokelela iinkcukacha zabo kwaye baqhagamshelane nabo kamva nge-imeyile ukuze banike uncedo xa lufuneka.
Isiseko solwazi lwabathengi
Okokugqibela, abathengi bahlala bendwendwela iivenkile ezikwi-intanethi, iivlogs/blogs, kunye neevidiyo zeYouTube ngezimvo kwiimveliso ekufuneka bazithenge. Abaphathi bempumelelo yabathengi banokwenza isiseko sedatha yokuthengwa kwabathengi kwaye mhlawumbi balungelelanise oku kwimbali yabo yokuthenga, kwaye oku kunokubonakalisa ithuba elihle lokukhupha iimveliso okanye uphuculo kubathengi.
Khulisa intengiso ngokuthengisa kunye nokuthengisa ngokunqamlezayo namhlanje
Ukuthengisa kunye nokuthengisa ngokunqamlezayo kwandisa inzuzo kumashishini, ngelixa kuzisa ixabiso elikhulu kubathengi ngaxeshanye. Kwaye ngelixa ukuthengisa kunye nokuthengisa akuyonto inye, zinokusetyenziswa kunye okanye njengokulandela enye kwenye. Umzekelo, ukuba umthengisi uzama ukuthengisa imveliso kumthengi kwaye umntu uyala, basenokwandisa ingeniso ngokuthengisa ngokunqamlezayo ukubonelela ngempahla yomthengi ehamba kakuhle ngokuthenga kwabo kokuqala. Nokuba yeyiphi na indlela, amashishini anokusebenzisa obu buchule bokukhulisa inzuzo kunye nokuphucula umgca wemveliso kubathengi, kwaye ngenxa yoko kufuneka abe yinxalenye ephambili yesicwangciso seshishini ngalinye.
