Kwisiqendu samva nje seB2B Breakthrough Podcast, umamkeli uSharon Gai wamkele i-trailblazer kushishino lobuhle, uDarrell Spencer, umseki kunye ne-CEO yeempawu ezintsha zokuthwesa isithsaba sikaKumkani kunye nolusu oluthweswe isithsaba. Uhambo lukaDarrell oluvela kwihlabathi leenkampani ukuya ekuqaliseni iimveliso ezilungiselelwe ngokucacileyo amadoda aMnyama agxininisa amandla oshishino kunye nokubaluleka kokumelwa ngobuhle kunye nokunyamekela komntu.
Isiqulatho
Ukusuka kwi-cubicle ukuya kumbono wokudala
Ukuzalisa isithuba kubuhle bamadoda
Amandla okuthengisa i-omnichannel
Ukuphehlelelwa kolusu oluthwelwe ngesithsaba
Ukukhangela utyalo-mali kunye nezicwangciso zokuthengisa
Ukwakha uluntu malunga nokuzikhathalela
Ikamva lokulungisa amadoda
isiphelo
Ukusuka kwi-cubicle ukuya kumbono wokudala
Ibali likaDarrell Spencer lelinye lenkuthazo kunye nenguqu. Ngesidanga kwezoqoqosho, ekuqaleni wazifumana sele ekwishishini lemali, apho wayeziva enganelisekanga. “Ndikhumbula ndihleli emsebenzini wam weshishini, ndiziva ndinganelisekanga, kwaye ndiqonda ukuba kukho umsantsa omkhulu kwishishini loonobuhle kumadoda aMnyama,” UDarrell wakhumbula. Oku kuqonda kubangele ukudalwa kweKing's Crowning, uphawu oluzinikele ekujonganeni neemfuno ezizodwa zokhathalelo lweenwele zamadoda aMnyama.
Emva kokwenza i-pivot yomsebenzi obalulekileyo kwintengiso yetekhnoloji kunye nedijithali kunye nezigebenga ezifana noGoogle kunye neMeta, uDarrell wafumanisa ukuthanda kwakhe kokwenyani kwentengiso kunye nokubandakanyeka kwabathengi. Imvelaphi yakhe yamxhobisa ngezakhono zokwenza amaqhinga okuthengisa anyanzelisayo kunye nokujonga ubunzima bemarike yobuhle.
Ukuzalisa isithuba kubuhle bamadoda
Ngexesha le-podcast, uDarrell waxoxa ngendlela awachonga ngayo indawo yentlungu eqhelekileyo phakathi kwamadoda aMnyama: ukungabikho kweenwele ezifanelekileyo kunye neemveliso zokhathalelo lwesikhumba ezibhiyozela ukwakheka kweenwele ezikhethekileyo kunye neemfuno zolusu. IKing's Crowning yazalelwa ukwenza izisombululo ezisebenzayo nezisebenzayo ezixhobisa amadoda ukuba amkele ngokuzithemba iindlela zokuzikhathalela.
Indlela yakhe ihamba ngaphaya kophuhliso lwemveliso; imalunga nokukhuthaza utshintsho lwenkcubeko. “Kukho eli hlazo lembali lingqonge amadoda aMnyama ebambe iingxoxo zoonobuhle. Lixesha lokuba siqhawule ezo ngcamango. Ukuzilungisa asikokwabafazi kuphela; imalunga nokuzikhathalela nokuzithemba, kwaye ndiyazingca ngokuba yinxalenye yolo tshintsho lubalisayo,” ugxininise watsho.
Amandla okuthengisa i-omnichannel
Njengoko iibrendi zikaDarrell zikhula, wakhawuleza wabona ukubaluleka kokusetyenziswa kwamaqonga edijithali ukufikelela kubaphulaphuli abaninzi. Uxhasa isicwangciso sokuthengisa se-omnichannel, esebenzisa amaqonga afana noFacebook, uGoogle, kunye neTikTok ukuzibandakanya nabathengi ngokufanelekileyo. "Ukuqonda iimeko zokusetyenziswa kweemveliso kunye nokuzibonisa ngokufanelekileyo ngomxholo oqinileyo wokudala yimiba ephambili yokunyusa kunye nempumelelo," wachaza.
Iindlela ezintsha zokuthengisa zikaDarrell zingqineke zisebenza kakuhle ekunxibelelaneni nabaphulaphuli ajolise kubo, eqhuba zombini ulwazi lophawu kunye nokunyaniseka kwabathengi. Uyakuqonda ukubaluleka kokunxibelelana nabathengi kumaqonga ahlukeneyo, njengoko oku kwakha ukuqatshelwa kophawu kwaye kudala imvakalelo yoluntu phakathi kwabasebenzisi.
Ukuphehlelelwa kolusu oluthwelwe ngesithsaba
Ukongeza kwiKing's Crowning, uDarrell usandula ukuphehlelela iCrown Skin, umgca wokhathalelo lwesikhumba ukuxhobisa amadoda ukuba abeke phambili iindlela zabo zokhathalelo lwesikhumba. Ukuzibophelela kwakhe kumgangatho kubonakala kwinkqubo yophuhliso lwemveliso ecokisekileyo, apho afumana khona izithako zendalo ukuze aqinisekise ukuba imveliso nganye ikhuthaza impilo yolusu ngelixa ikhupha iziqhumiso ezinomtsalane.
Kuyo yonke ipodcast, uDarrell waqaqambisa inkalo yemfundo yendlela yakhe yokuthengisa. Ulinganisa izibonelelo ezinengqondo kunye nesibheno seemvakalelo, ebonisa ukunqweneleka kunye nokuzithemba njengeendawo eziphambili zokuthengisa. Olu gxininiso kwimfundo lubalulekile ekophuleni imiqobo kunye nokukhuthaza amadoda ukuba amkele iindlela zokunyamekela ulusu.
Ukukhangela utyalo-mali kunye nezicwangciso zokuthengisa
Njengoko uDarrell ejonge kwikamva, ucinga ngokwandisa umgca wemveliso weCrown Skin kunye nokukhangela amathuba okuthengisa. Kwi-podcast, uhlolisisa imixholo ebalulekileyo yokukhusela inkxaso-mali yotyalo-mali ngelixa egcina ingqibelelo yophawu lwakhe. "Ndifuna ukunyusa imali ngobuchule ngelixa ndiqinisekisa ukuba iinqobo zethu ezisemgangathweni, ezinje ngezinto eziphilayo nezizinzileyo, zihlala ziphambili kwimodeli yethu yeshishini," wathi.
U-Darrell uphinde wagxininisa ukubaluleka kwemiboniso yezorhwebo yokuzibandakanya nabathengisi abakhulu abafana ne-Target kunye ne-Ulta, ukuvumela ii-brand ukuba zibonise iimveliso zabo ngokuthe ngqo kubenzi bezigqibo eziphambili. Ukhankanye iqonga le-intanethi le-Cooig, elidibanisa ababoneleli nabathengi, ligxininisa ukubaluleka kweendlela zedijithali kurhwebo lwanamhlanje.
Ukwakha uluntu malunga nokuzikhathalela
Enye yezona zinto zinamandla kuhambo lukaDarrell kukuzinikela kwakhe ekudaleni uluntu malunga nobuhle kunye nokuzilungisa kwamadoda. Uzibandakanya ngokukhutheleyo nabaphulaphuli bakhe ngokusebenzisa uphando emva kokuthenga kunye nokusebenzisana kweendaba zoluntu, efuna impendulo kunye nokukhuthaza incoko yababini ekhuthaza amava okwabelwana ngawo. “Ukumamela abathengi bethu kubalulekile. Konke kumalunga nokudala uluntu apho amadoda anokwabelana ngamava abo kwaye afunde ngeemfuno zabo zokuzilungisa. Yindlela esikhula ngayo kunye,” ucacise watsho.
Umbono kaDarrell uquka indawo apho amadoda angakwazi ukuxoxa ngokukhululekileyo ngobuhle babo kunye namava abo okuzilungisa, ukudiliza imiqobo yentlalo kunye nokukhuthaza inkcubeko yokuzinyamekela.
Ikamva lokulungisa amadoda
Njengoko isiqendu sasiphela, uDarrell wabonakalisa isimo sengqondo esiguqukayo samadoda malunga nokhathalelo lwesikhumba. Uzoba ukuhambelana phakathi kweembono eziguqukayo zokunakekelwa kweenwele kunye nokunakekelwa kwesikhumba, ekholelwa ukuba amadoda anokukhuthazwa ukuba athathe iirejimeni zokuzilungisa ezibanzi kunye nemfundo efanelekileyo kunye nokuthengisa okujoliswe kuyo. “Amadoda aqala ukwamkela iindlela zokhathalelo lwesikhumba kanye njengokuba esenza ngokhathalelo lweenwele. Asikokujonga nje kakuhle; kukuzingca nokuzingca ngesiqu sakho,” waqinisekisa.
Incoko iphinde yachaphazela ukuthengiswa kweemveliso zesini, ebonisa indlela imiyalezo ekujoliswe kuyo enokunxibelelana ngayo nabathengi abangamadoda. Ngokucela umngeni kwi-stereotypes kunye nokukhuthaza ukuzikhathalela njengeyona nto ibalulekileyo yobudoda, uDarrell ujonge ukuqhubeka nokutshintsha ibali malunga nobuhle bamadoda.
isiphelo
Uhambo lukaDarrell Spencer lubonisa amandla othando, ukusungula izinto ezintsha, kunye nokomelela kuburhwebi. Ukuzibophelela kwakhe ekugcwaliseni izikhewu kwimarike yobuhle kumadoda aMnyama kuphucula ukhathalelo lomntu kwaye kukhuthaze intshukumo ebanzi ekuzamkeleni kunye nokuxhotyiswa.
Nabani na onomdla ekudibaneni kwe-e-commerce, ubuhle, kunye neengxelo eziguqukayo malunga nokulungiswa kwamadoda, esi siqendu kufuneka simamele, sibonise indlela umbono womntu onokudala ngayo intshukumo elungileyo phakathi koluntu olungagcinwanga.
