Isixazululo Sezindleko Ezinyukayo Zokuthola Amakhasimende Kwezokuhweba: Ukwakha Inqaba Yomthamo Wangasese

Bahlonishwa nonke, ozakwethu bezokuhweba, sanibonani. Namuhla, sihlangene ndawonye ukuxoxa ngesihloko esisongela sonke, futhi esicindezela ngokwengeziwe: izindleko zokuthola amakhasimende kwezokuhweba ziyanda ngokwengeziwe, singaphendula kanjani? Yebo, siphakathi kwenkundla yokugembula izindleko ezinyukayo ngokungaphezi, sizizwa sengathi sighubeka ngesivuthelwane, kepha imiphumela iyashona njengamatshe. Kungakhathalekile ukuthi sinolwazi oluningi noma luncane, sikholwa ukuthi nonke sizwa ngokujulile lokhu kucindezeleka. Imibukiso isaqhuba, kepha amayodeni ayancipha; izinkomba ezivela kumapulatifomu e-B2B ziyaqhubeka, kepha ukuguqulwa kwezinto kuncane; amanani okuchofoza ezikhangiso zokucinga kwezigaba ziyenyuka minyaka yonke, kepha ziletha izivakashi ezidlula nje kuphela. Sifaka okuningi, kepha siba nokuphepha okuncane, ngoba konke ukuthengisa kufana nokugembula.

Lomuzwa awusiyona into engenasisekelo. Uma sibuyela emuva eminyakeni emihlanu kuya kwishumi edlule, umkhuba usuke usushintshile ngobumfihlo. Okwakade, ukusabalala kwe-inthanethi kwenza izokuhweba zibe lula, wakha iwebhusayithi, uthumele eminye imininingwane yomkhiqizo, bese uthola izinkomba ezivela emhlabeni wonke, ngezindleko eziphansi. Kepha manje, lelo skhathi elihle alisasekho. Ukutshala ngokuphelele komcimbi wombukiso wamazwe omhlaba, kulula ukweqisa izinkulungwane zamakhulu e-RMB, okungenzeka kulethe kuphela izincwadi ezinzima zamakhadi ezinkampani, lapho amakhasimende anenhloso yokuthenga angabalwa ngenkomo. Ngokufanayo, kumapulatifomu e-B2B aqavile, imali yokuhlawula yonyaka kanye nezindleko zokuncintisana ngamagama asemqoka, kusukela ezinkulungwane ezimbalwa zamarandi ziyenyukele kwizinkulungwane eziningi zamarandi kuya kweziningi, kepha izinga lezinkomba selihlile kakhulu, izinga lokugcina idili liyaqhubeka lehla.

Kungani sifikile kuleli titikithi? Ake sivule ingqikithi, sibheke izizathu ezijulile. Okokuqala, isimo somthamo ngokwaso sishintshile. I-inthanethi yasekuqaleni yayiwulwandle oluluhlaza okwesibhakabhaka, imininingwane imbalwa, abathengi babefuna ngokuzimela abahlinzeki. Manje, i-inthanethi isiwulwandle olubomvu, imininingwane ivutha, abathengi bancibilika ezinkethweni eziningi nokungapheli, ukunaka kube yimpahla eyigugu kakhulu. Abaqhuba bamapulatifomu baphawule lokhu ngobuhlakani, babeka amanani omthamo ngokusobala, izinkampani ukuze zithole ukuvezwa, kumele zibambe iqhaza emdlalweni onzima wokuncintisana, okunyusa izindleko zazo zonke. Okwesibili, ababambiqhaza bezohwebo lomhlaba bayanda. Izimboni namakampani ezohwebo ezivela emakethe amasha ayaqhubeka nokuvela, imikhiqizo ifana kakhulu, ukuncintisana kusuka ezingeni nasemananini kudlulela ekuncintisaneni ngomthamo, okwandisa nokwanda kwezindleko. Okwesithathu, indlela yokuziphatha yamakhasimende ithuthukile. Abathengi banamuhla, ikakhulukazi abathathi bezinqumo zesizukulwane esisha, abasathembeli esikhangisweni esisodwa noma esincomo selipulatifomu. Kunalokho, bazohlola ngezindlela eziningi ezifana nezokuxhumana, izingxoxo zemkhakha, izwi lomphakathi, inqubo yokuthatha izinqumo iba nenhloso kakhulu, ibe yinde.

Kepha inkinga ayipheli emdlalweni wezinombolo zezindleko. Isici esiyisisekelo ngokwedlulele kule ndlela yethu yendabyo yokuthola amakhasimende: zakhelwe 'ekubolekeni' komthamo, kunokuba 'ukuba nomthamo'. Isibonelo, uma wenza izikhangiso epulatifomini, kufana nokuboleka isitendi emakethe eqhubekayo, amasheya ayagcwala uma amasheya eqhuma, kepha awazi ukuthi lezi zakhamuzi zivela kuphi, zithanda ini, uma umakethe uphelelwa noma ungakwazi ukukhokha irenti, ukuhamba kwamakhasimende kuyanyamalala ngokushesha. Idatha yakho yekhasimende, umlando wokusebenzisana kuyahlala esandleni sepulatifomu, awukwazi ukufinyelela kubo ngokuqondile, mahhala futhi. Le ndlela ibangele izinkampani ukuthi zibe nomkhuba wokutshala imali eningi minyaka yonke ukuthola umthamo omusha, kepha kunzima ukuhlanganisa ifa lamakhasimende azo, kwakheka 'isifo sokuncika kumthamo'—ungakwazi ukushiya amapulatifomu, futhi uzonda izindleko eziphezulu.

Kulolu daba, umqondo 'womthamo wangasese' uqale ukungena emehlweni ethu, futhi waba isihluthulelo esiyisihluthulelo sokuxazulula le nkinga. Umthamo wangasese, kungenzeka ungezwakali ngokujulile, kepha umongo wawo umnene kakhulu: ukuholela lawo makhasimende osuke wahlangana nawo, abathengi abangase babe namakhasimende abonise intshisekelo, ngendlela efanelekile, yemvelo, ezindleleni ozilawula ngokuphelele. Lezi zindlela zingaba uhlu lwemeyili lwenkampani yakho, ikhasi lokuqala lezokuxhumana lomkhiqizo, noma umphakathi owakhelwe amakhasimende abalulekile. Lapha, ungaxoxa namakhasimende ngasinyakanyaka, ngaphandle kwepulatifomu lesithathu, futhi ngaphandle kokukhokha ngesikhathi.

Kungani umthamo wangasese ungaba isixazululo sezindleko ezinyukayo? Ngoba ushintsha ngokuphelele indlela esisebenzisana ngayo namakhasimende kanye nesakhiwo sezindleko. Ngokwesikhashana, ukwakha uhlelo lwangasese ludinga okunye ukutshalwa kokuqala, njengokusebenzisa isikhathi ukudala okuqukethwe okunephayo, ukuphatha umphakathi ngenhloso, kodwa lokhu kufana nokutshala imbewu, sisebenza ngokukhulu isikhathi sokuqala, sitole kamuva. Uma uhlelo selusebenza, izindleko zomngcele ziba ngaphansi kakhulu—ukuthumela i-imeyili yezindaba noma umlayezo weqembu, izindleko zicishe zingabhalwa, kepha ungafinyelela kakhulu amakhasimende ngasikhathi sinye. Okubaluleke kakhulu, umthamo wangasese ugxila ekukhuliseni ubudlelwano ngokujulile, kunokuba ukuhlangana okujwayelekile. Ngokwabelana ngesikhathi nesikhathi ngokubona komkhakha, amasu okusetshenziswa komkhiqizo, ukuhlaziya kwesimo semakethe, awusena lowo ofaka kuphela uhlu lwemikhiqizo, kodwa uguqukela ube umeluleki othembekile eceleni kwekhasimende. Ukwakhiwa kwalobu budlelwano bothando, kuletha ngokuqondile ukuthembela okuphezulu kwamakhasimende, ajabule ukuthenga futhi, futhi athokoze ukukukhomba kwabanye abahwebi.

Singenza isilingo esilula somcabango. Ake sithi inkampani yezokuhweba, ngaphambilini yayitshala izinkulungwane eziyikhulu zamarandi kuzo zonke izinhlobo zezikhangiso nemibukiso, iletha cishe izinkulungwane eziyikhulu zamakhasimende amasha, ngakho-ke inani lokuthola ikhasimende ngalinye elisha liyizinkulungwane eziyikhulu zamarandi. Uma le nkampani iqala ukwakha umthamo wangasese, ngokusebenzisa ukuphatha okunemininingwane, ikhuphule izinga lokuthenga kabusha lamakhasimende akhona ngamaphesenti angama-20, ngasikhathi sinye ngenxa yalokhu ukukhomba kwamakhasimende anelisekile, ithole amanye amakhasimende amasha angama-200 asezingeni eliphezulu, ngakho-ke inani lokuthola ikhasimende elisha langempela lizoshona kakhulu, kungenzeka lihle kwezinkulungwane eziyikhulu zamarandi noma ngaphansi. Lokhu akukabhalwanga noma iyiphi inkatha ngenxa yokwandisa isimo somkhiqizo, kanye nokukhulisa amandla okumelana nobungozi.

Vele, umthamo wangasese awuwona umuthi wokwelapha wonke amakhanda, udinga inkampani ukuthi ishintshe kusukela ekwazini kuya esenzweni. Ezingeni lomcabango, umnini wenkampani kumele achaze kabusha inani lekhasimende—akuyona into yentengiselwano eyodwa, kepha bangaba ozakwethu abahlala isikhathi eside, abakhula ndawonye. Ezingeni lokwenza, kudinga ukuhlanganiswa ngohlelo lwezinsiza ezikhona, njengokuhlanganisa amakhadi ezinkampani aqoqwe ngesikhathi somcimbi ngamunye wombukiso, imininingwane yekhasimende yezinkomba zepulatifomu, ngendlela efanele, ifake endaweni yomthamo wangasese, futhi yakhe uhlelo lokunikeza inani ngokuqhubekayo.

Namuhla, sizoxoxa ndawonye ngale ndlela yenguquko. Okokuqala, sizohlaziya ngokunemininingwane izakhiwo zezindleko zokuthola amakhasimende wezokuhweba zamanje, sibone ukuthi imali isetshenziswa kuphi. Ngokulandelayo, sizocacisa incazelo yangempela yomthamo wangasese, siqede ukungaqondi okujwayelekile. Bese, singena esigabeni sokusebenza, sichithe izinyathelo, sichaza ukuthi ungawuqala kanjani ukwakha inqaba yakho yangasese kusukela ekuqaleni. Ngeke sibale ukubhekana nezinkinga. Ekugcineni, sizobuka ikusasa, sichaza ukuthi uma isistimu yomthamo wangasese isevuthiwe, inkampani ingathola kanjani amandla okuncintisana emakethe kanye nokuzimela kwebhizinisi.

Manje, ake sigxile ezakhiweni zezindleko, sihlole ngokucophelela le nkinga yokuthi 'izindleko zokuthola amakhasimende ziyanda ngokwengeziwe', kwenzeka kanjani ngokucacile.

Okokuqala, yindlela yendabuko kakhulu: imibukiso yangaphandle. Eminyakeni eyishumi edlule, ukubamba iqhaza kwe-Guangzhou Fair, izindleko eziphelele zingalawulwa cishe kuzinkulungwane eziyishumi zamarandi e-RBM. Ngaleso sikhathi, ukuhamba kwamakhasimende kwakuhlanganisiwe, ngemuva komcimbi wombukiso, ukuthola amakhadi ezinkampani angamakhulu asezingeni eliphezulu, ukuxoxisana ngamayodeni angase abe khona angamashumi, kwakuyinto ejwayelekile. Isilinganiso, inani lokuhlangana ngekhasimende ngalinye elisebenzayo laliphansi.

Kepha manje? Imali yesitendi ngokwayo iyanda, futhi ukuze uvele, ukutshala kwakho kokuhlobisa kufanele kuthuthuke, kusuke kumabhodi avelele kuye ekwakhiweni okukhethekile, le mali ingase ifike ezinkulungwaneni zamarandi. Izindleko zokuhamba kwamazwe omhlaba, zokuhlala kwabasebenzi ziyaqhubeka nokubona ukwenyuka. Utshale okungenzeka kungaphezu kwezinkulungwane ezingamashumi amahlanu zamarandi noma ngaphezulu izindleko eziphelele, kepha isakhiwo sabantu endaweni yombukiso sishintshile. Abathengi abaqeqeshiwe, abanegunya lokuthatha izinqumo bayancipha ezingxenyeni. Inani lamakhadi ezinkampani ozithola ekugcineni mhlawumbe alinciphile, kepha lawo angangena esigabeni sokuxoxisana esijulile, kungenzeka kube yishumi kwezakudala. Inani lokuthola ikhasimende ngalinye, ngakho-ke lidluliselwa phezulu izikhathi eziningi ngokucwasile 'yokuncipha kwezinga' yesibabazi.

Bheka futhi amapulatifomu e-B2B asemoyeni. Amapulatifomu asekuqaleni, izindleko zokungena zazizizinkulungwane ezimbalwa zamarandi zonyaka, uma uvele usakaza umkhiqizo wakho ngokunempela, uthola ukuvezwa okubonakalayo kanye nezinkomba. Kwakuyisikhathi senzuzo. Kepha namuhla, ipulatifomu isivuthiwe, imodeli yayo yebhizinisi eyinhloko ukuthengisa umthamo. Imali yonyaka eyisisekelo ishintsha iba yitikiti lokungena, ukuze uthole isikhundla esihle, ukuvezwa okuhle, kumele ubambe iqhaza ekuncintisaneni okukhokhwayo kokuhlela, ukusakazwa kwamagama asemqoka, ukuncintisana kwezindawo zokubonisa ekhasi lokuqala.

Lokhu kufana nomdlalo wempi ongenabungqindi. Umncintisani wakho utshale izinkulungwane ezinhlanu zamarandi ukukhushulela, ukuze ungaphambuki, kumele utshale izinkulungwane eziyisishiyagalombili, eziyishumi. Masinyane, bonke abantu bakhuphula amanani okuchofoza amagama asemqoka abe phezulu kakhulu. Ukuchofoza okukodwa, kungenzeka kubize amaphesenti amaningi noma ngaphezulu e-RBM. Okubi kakhulu, lezi zichofoza azilethi zonke izinkomba, ake sisho noma izinga lezinkomba eliphezulu. Ukuchofoza okuningi kungenzeka kuvela ekuhloleni kwabancintisani, nasebuchotsheni babantu abangahambisani nalutho. Usebenzise imali yokukhushulela eyizinkulungwane eziyishumi zamarandi, uthole ukuchofoza okungamakhulu amabili, lawa makhulu amabili okuchofoza akhiqiza izinkomba ezingamashumi amahlanu, kulawa mashumi amahlanu ezinkomba, ekugcineni angaguqulwa abe ngamayodeni, kungenzeka kube amathathu nje. Bala ngenombolo embalwa, izinkulungwane eziyishumi zamarandi zihlukaniswe ngo-3, inani lokuthola umthamo oluhlanzekile ledili ngalinye lidlula izinkulungwane eziyishumi amathathu zamarandi. Lokhu akukabhalwanga noma yiliphi isikhathi kanye namandla abasebenzi bezokuhweba asetshenzisiwe ekulandeleni izinkomba.

Izikhangiso zokucinga kwezigaba, isimo siyafana. Amasistimu wokuncintisana wezikhangiso amapulatifomu afana ne-Google avuthiwe kakhulu, amanani wokuchofoza wezinkomba ezithandwayo zemikhakha yezokuhweba ahlala ephezulu. Isikhangiso sakho kumele sincintisane nezinye izinkampani emhlabeni wonke ngezindawo zokubonisa ezimbalwa. I-creative yakho yesikhangiso, ikhasi lokufika kumele libe sezingeni eliphezulu, noma yiliphi igatsha elingalungi, isivinini sokushisa imali siyashesha. Le modeli idinga amakhono okuphatha aphezulu kakhulu, futhi izindleko zokuzama nokuhluleka, zonke zigcinwe yinkampani.

Ngaphandle kwalezi zindleko ezikhokhwayo ngokuqondile ziyenyuka, kunezinye izindleko ezifihlekile, ezihlasele inzuzo yethu ngendlela engacacile kakhulu.

Isihefu sokuqala sezindleko ezifihlekile, ukungabikho kokunaka kwekhasimende. Kudala, umthengi wokuthenga wayefuna umhlinzeki, izindlela zazisodwa, ukunaka kwakuhlanganisiwe. Manje, izandla zakhe zingafinyelela kwezokuxhumana, amabhulogi omkhakha, amasayithi amavidiyo, izingxoxo eziqondile. Indlela yakhe yokuthatha isinqumo iba yinkimbinkimbi futhi inde. Lokhu kusho ukuthi, noma ngabe umnconywe kanjani endleleni eyodwa, kalula ukuthi emnyangweni olandelayo ahehwe yeminye imininingwane. Imali yakho yesikhangiso, kungenzeka ibe itikiti lokungena kuphela ohambweni lwakhe olude 'lwemininingwane'. Ukuthola ukuchofoza okukodwa kuba nzima ngokwengeziwe, ukwenza ukuchofoza okukodwa kuguquke kube ingxoxo yokuthengisa esebenzayo, kuba nzima kakhulu.

Isihefu sesibili sezindleko ezifihlekile, 'umgodi kanye neziqhingi' zedatha. Lesi yisici esibulalayo sendlela yethu yendabuko yokuthola amakhasimende. Ukuthola inkomba ngezikhangiso zepulatifomu, uxoxa nekhasimende ngamathuluzi okuxhumana okusheshayo epulatifomini. Uma le nkulumo iphela, noma ikhasimende lishiya ikhasi lepulatifomu, amandla akho okufinyelela kulo ayaphela ngokuyisisekelo. Awukwazi ukwazi ukuthi lubuke yimuphi umkhiqizo ngemuva, awukwazi ukumkhumbuza ngesikhathi angase abe nesisindo futhi, mahhala. Yonke idatha yokuziphatha yekhasimende, okuthandwayo, ihlala kuseva yepulatifomu, ayikokwakho. Ufana nomsimi olima ensimini yomunye umuntu, njalo uma utshala, ulindele isivuno, kepha umhlaba nezilimo ezivuthiwe azikokwakho. Unyaka ozayo ufuna ukutshala futhi, kufanele ukhokhe irenti futhi. Awukwazi ukuqongelela ifa lakho ledijithali lekhasimende, unyaka ngamunye uqala kabusha, yilona lungiso eliyisisekelo lezindleko eziyaqhubeka nokwenyuka.

Isihefu sesithathu sokucindezeleka okufihlekile, 'ukwandisa kokungaqiniseki' kwemvelo yezokuhweba lomhlaba. Ukushintshashintsha kwezomnotho, ukuphikisana kwezohwebo, ukushintsha okunamandla kwezindleko zokuthutha kwamazwe omhlaba, konke lokhu kwenza abathengi bathathe izinqumo ngokucophelela kakhulu. Bangase baphinde babuze amanani, bandise isikhathi sokuxoxisana, banciphise inani ledili ngalinye. Kuwe, lokhu kusho ukuthi ukuthola inkomba efanayo, udinga ukutshala isikhathi eside sokulandela, nezindleko zokuxhumana eziningi, ukuze sikhiphe idili. Inani lokuthola ikhasimende, lapha alisho kuphela inani 'lokuthola inkomba', kepha lifaka konke 'ukuguqula inkomba ibe idili' inani lesikhathi esiphelele. Le nani yesikhathi esiphelele, ngenxa yokungaqiniseki kwemvelo enkulu, likhuliswe ngokusobala, liphakanyisiwe.

Ngakho-ke, iqiniso lesimo esinzima manje, akuwona ukwenyuka kwezinto ezisodwa, kepha ukucindezelwa kohlelo 'lwezindleko'. Amanani omthamo akhokhwayo ngokuqondile anyuka ekuncintisaneni; ukuhlukana kokunaka kwekhasimende kwenza ukusebenza kahle kokuguqulwa komthamo kuqhubeke lehla; umphumela weziqhingi zedatha asivumeli ukuhlanganisa inani, singene ekutshaleni okuphindaphindiwe minyaka yonke; kanti ukungaqiniseki kwemvelo enkulu, kungeza ukunqandwa nokuguquguquka okuningi kunqubo yokuguqula yonke.

Sibonakala sivalelwe emjikelezweni obizayo: khokha izindleko eziphezulu ukuthola umthamo, lwela ukuguqula ingxenye encane yona ibe amakhasimende, bese ubuka nje lezi zinto zobudlelwano namakhasimende ziphela ngokuthi ukuhweba kuphele, unyaka ozayo kufanele uqale futhi. Lo mjikelezo njalo uma uzungeza, isikhala senzuzo yethu sicindezelwa.

Sicuqe isimo esinzima, kumele senze ukuhlaziya okujulile. Sifanele sibuze: lokhu kwenzeke kanjani ngempela? Amandla ayisisekelo ani ashintshe, adonsa ndawonye singene kule nkundla yokugembula ebizayo? Impendulo, ifihlwe ekupheleni 'kwenzuzo yomthamo' kanye noshintsho oluphelele lwemithetho yomdlalo.

Ake sikhumbule isikhathi esingekude kakhulu, cishe eminyakeni eyishumi edlule, noma ngaphambili. Kwakuyisikhathi esathi kamuva sabizwa ngokuthi 'isikhathi senzuzo yomthamo'. KumaNkampani Ezokuhweba aseqale ukusebenzisa i-inthanethi, kwakuyizwe elibanzi, elingalinywa cishe lanto ledijithali. I-inthanethi yangaleso sikhathi, kubathengi bomhlaba, yayiyithuluzi eligcwele okusha.

Kuleso sikhathi, imininingwane yayimbalwa ngokulinganiselayo, kanti isidingo sasinamandla futhi sihlanganisiwe. Njengomhlinzeki, okwakudingeka ukwenze, kungenzeka ukuthi nje ukubhalisa i-akhawunti epulatifomini ekuyinhloko le-B2B, ulayishe ngokunempela izithombe zakho zomkhiqizo kanye nencazelo yenkampani, 'isitolo sakho sedijithali' singavulwa. Ngoba inani labathengisi bepulatifomu lalilinganiselwe, kanti umthamo wabathengi bomhlaba owawungena wawukhula ngokushesha. Isitolo sakho sasibonakala kalula, izinkomba zazingena njengamagagasi, cishe ngezindleko zomngcele eziyi-zero. Ngokufanayo, ukwakha iwebhusayithi yakho yenkampani, ukwenza ukuthuthukiswa okuyisisekelo kokucinga kwezigaba, iwebhusayithi yakho ingase ibe sezingeni eliphambili ekucingweni okutholiwe, ithole ukuvezwa okuqhubekayo futhi okumahhala. Umthamo wangaleso sikhathi, wawugcwele, washiza, futhi ungathi wawusipho. Lokhu kubizwa ngokuthi 'inzuzo', yavela ekungalingani okukhulu kwesidingo nokunikezwa: ukuntuleka kwabahlinzeki basemoyeni, kanye nokwanda okukhulu kwesidingo sabathengi bomhlaba sokuthenga kumoy