Munharaunda yekutengeserana, pfungwa yacho inoshandiswa se "key customers", iyo inounza zvikwereti zvakanyanya kutengesa makambani nemasangano. Mune masangano akadaro pane nzvimbo yeChinhu Chekuita Mavigirisi - mushandi anobatanidzwa mukugadzirisa ukama nevatengi vakakosha.
Ndiani uyu mutengi mukuru?
Tinotanga ne tsanangudzo yezwi, saka, neiri isu tinoreva muteresi anogona kuchinja zvakanyanya mari yekambani. Zvinosanganisira makambani makuru uye vatengi vemifananidzo. Nhengo yekutengesa inogona kuva 30-55% yehuwandu hwehutano hwesangano. Paunofunga kuti ndezvipi zvinokosha vatengi vanoreva, zvakakosha kuratidza kuti mutengi anotumirwa kwavari kana akawana zvinotevera:
- kunounza kubatsirwa kwakanaka ;
- ishamwari yakatendeka;
- zvirongwa zvekushanda kwenguva refu;
- ine zvakakonzera kutengesa kukura;
- inopa mikana nzira itsva dzekuwana;
- kunogona kukanganisa mukurumbira wekambani.
Marudzi evanhu vanokosha
Kutakura kuongorora kwevatengi, maneja anogona kugovera vatengi mumapoka akadaro:
- Mupi wezvokudya . Izvi zvinosanganisira urongwa hwevashandi vechikwereti vanopa huwandu hwenheyo dzekambani - 10% kana kupfuura yakawanda. Muzviitiko zvakawanda, anotarisira kubatana kwenguva refu.
- Pfungwa . Zvinosanganisira vatengi vatsva vane bhajeti yakanaka yekutenga michina kana mabasa. Vanogona kuva "vanotora zvokudya" kubva kumakwikwi.
- Image-maker . Vakatengi vakadaro vane zita rakakurumbira uye vatungamiri mumabhizimisi avo kana munzvimbo. Vanogona kupa mbiri yakanaka yekambani.
- Nyanzvi . Mutengi ane zvido zvepamusoro, achiisa mberi kuhutano hwezvinhu uye nehutano hwebasa. Muzviitiko zvakawanda, ine zivo inokosha yemusika iyo kambani inoshanda.
Kushanda nevatengi vechikoro
Kuti uronga basa rinobudirira nevatengi vakakosha, unofanira kudzidza zvikanganiso zvikuru zvinogona kukonzera kurasikirwa kwevatengi.
- Zvinonyanya kukosha ndezvenguva, nokuti kunonoka kunoratidza mutengi wavasina kunyanya kufunga pamusoro pake.
- Dhipatimendi rekushanda nevashanyi vanokosha havafaniri kubvumira mamiriro ezvinhu anokakavadzana, kuratidza kuchengetedza uye kuenzanisa. Kukonana ndiyo ngozi yekurasikirwa nevatengi.
- Chimwe chezvikanganiso zvakajairika ndekushaiwa kwekuziva nezvevatengi, saka zvakakosha kunyatsorongedza nyaya.
- Vashandi vanokosha vakakodzera kuti mutungamiriri agadzirire kunyatsogadzirira kukurukurirana. Zvakakosha kuunganidza mashoko pamusoro pekambani yevatengi, funga nemibvunzo uye zvinonakidza mazano.
- Iwe unogona kurasikirwa nemutengi kana maneja asingazivi chigadzirwa, saka kudzidza pamusoro pemhando dzose dzechigadzirwa kana basa chinhu chinokosha chekudzidzisa mudzidzisi.
Kuongororwa kwevashandi vanokosha
Makambani anofanirwa kuongorora nguva nenguva kuti aone nzira yekugadzirisa hurongwa hwekushanda nevatengi. Iyo inobudirira zvikuru uye iri nyore ndeye ABC-XYZ kuongororwa, kunosanganisira kupatsanurwa kwevatengi mumapoka maererano nezvimwe zviitiko. Izvo zvisiri nyore zvekushanda nevakakosha vese vachishandisa kuongorora uku zvinosanganisira kusanganiswa kwemaitiro maviri ayo akaiswa muTexcel tafura:
- Kuongorora kweACC - kunobatsira kutsanangurira boka revatengi nekutengesa kana kuwanikwa. Vatengi vakapatsanururwa mumapoka matatu: pamwe nehomwe huru yekutenga, nevhareji yevheji uye ine zvishoma.
- XYZ kuongorora - inoparadzira vatengi maererano nehuwandu hwekutenga. Zvakare, mapoka matatu anozivikanwa: avo vanowanzozvitenga, nguva dzose uye vasinganzwisisiki.
Kubudirira kwevanhu vanokosha
Iyo kambani inofanira kusimbisa nzira yekubata nevanoshandisa makakosha uye kugadzirisa zviripo zvekushandisa kuti zvigadzirise zvinodiwa nevatengi. Vongai izvi, kutengesa kumakemikari makuru vanokura, uye mhinduro inowedzera. Kuti vazive vanotarisira vatengi, vanotungamirirwa nemitemo yevatatu "P": chido chebasa, solvency, simba rekuita chisarudzo. Mashoko pamusoro pevangakosha vatengi vanogona kuwanikwa kuburikidza nehuwandu hwemashoko ehupfumi uye hwekutengeserana, nhepfenyuro , Indaneti uye mamwe magetsi ehuwandu hwemashoko.
Kutungamirirwa kwevanhu vanokosha
Kushanda nevatengi vanokosha kunosanganisira mamwe maitiro ekudzidzira uye kudzidziswa pane kushamwaridzana nevamwe vatengi. Kuchengetedza vashandi vanokosha kunoreva kusika faira kune umwe neumwe wavo:
- Sarudza ruzivo rwehuwandu, runosanganisira: tsanangudzo yakawanda yekambani, nhamba yevashandi, nhoroondo yekusimudzirwa, basa revanhu, sangano rehurongwa uye nharaunda pane zvayo.
- Nhoroondo yehukama inorondedzerwa, ichitarisa kuti chii uye yakapihwa, mune zvipi zvaitora chikamu, zvikonzero zvekukunda uye kurasikirwa. Nyanzvi inosarudza kubatana panguva ino uye mune ramangwana.
- Sangano rekuita zvisarudzo mukambani yevatengi riri kuitwa. Pano, vashandi vose vanofanirwa kune izvi vanofanira kufungwa.
- Mashoko akaunganidzwa pamusoro pemakwikwi avo vari kuedzawo kukunda kune avo avo vanogona kukosha.
Kutengesa kwevanhu vakuru
Imwe nzira inoshandiswa mukutengesa nekushambadzira, zvichibva pakufungidzirwa kweanotarisira kana kuva nevatengi, semusika wakasiyana, yekuvaka zvakakodzera kutaurirana, kutengeserana - Kutengeswa kweApt-based marketing. Nezvo, unogona kutaurirana kubudirira nevatengi vakakosha, kugadzirisa zvavanoda, kuronga mutengesi mumatanho ekutanga, kuwana huwandu hunobatsira pakushambadzira uye kukurudzira mutengi.
Misangano yezvematongerwo enyika inoshandisa kudengesa kwevatenzi vanokosha kuti vataure zvakadzama pamusoro pekugovana kwekutengeserana kwakasiyana. Mariri, tsanangudzo yakajeka yevatengi vanotengesa uye kusikwa kwekadhi rinobatana kunokosha zvikuru. Mukuwedzera, makambani anofunga basa rekubatanidza mapoka ekutengesa nekutengesa, kugadzira zvigadzirwa uye mapurogiramu evanhu.
Kurasikirwa kwekodhi mutengi
Apo kambani inorasikirwa nekambani yekambani, ipapo kubatsirwa kwekutengesa kunoderera zvikuru uye kune kuora kukuru. Pane zvikonzero zvizhinji zvekurasikirwa kwevatengi uye zvinoshandiswa zvikuru zvinosanganisira: kuderedza huwandu hwehutengi hwevashandi, kuora kwehuwandu hwezvigadzirwa kana mabasa, kusakwanisa kuwana nguva dzakatarwa uye zvipikirwa. Mukuwedzera, maonero evatengi haagoni kuverengwa kana kuti kazhinji akanganwa. Vakatengi vanogona kudzorerwa, asi izvi zvinotofanira kushanda zvakaoma:
- Tsanangudzo yechiratidzo inoratidza kuti mutengi akarasika, somuenzaniso, mutengi kwenguva refu haatengi chinhu.
- Kubhadharira kune zviratidzo izvi: nhamba uye simba rekukundikana, uyewo mazano avanosimuka.
- Kuronga mapeji evatengi waunoda kudzoka, uye nekuvandudza nzira dzekukwezva. Izvi zvinosanganisira zvipo zvakanakisisa, zvipo, zvidzidzo uye nezvimwe zvakadaro.
Mutungamiri weKikiki weKiki
Pamusana pekutsvakurudza kwakaitwa kwakange kuripo kugona kuti zvinopfuura 50% zvekubudirira kwekutengesa uye kubatana kwakanaka nevatengi kunoenderana nemutungamiriri (Muchengeti Mukuru weAkaunti). Munhu ari munzvimbo iyi anokonzera hafu yeprofiti, saka masimba ake ari pedo nemusoro wekambani. Kana zviri zvemabasa emutungamiriri wekushanda nevatengi vechikoro, basa rake guru rinokurudzira vatengi kuti vave nekushanda kwenguva refu. Mukuwedzera, iye anoita mabasa anotevera:
- inotungamirira kutsvakurudza yemakakiti;
- negotiations ;
- Anowedzera nzira dzekushandisa;
- inobata zvinyorwa;
- kunyora chirongwa chekushandisa;
- inotungamirira vatengi.
Maikirwo eChikoro Chekuita
Vashandirwi vakawanda vanobvumirana kuti vatungamiriri vakuru vanofanira kuva nedzidzo yepamusoro, uye kunyanya kukodzera hakuratidzi. Zvakanaka, mutungamiri wevashandi vakuru vanofanira kunge vane ruzivo mumunda wepfungwa nekutengesa, uye dunhu rokutanga rinogona kuva rakanyanya mune dzidzo. Mukuwedzera, anofanira kunge ane unyanzvi hwakadaro:
- Mushandi anofanira kunge ane ruzivo pamusoro pechigadzirwa chekambani, ndiko kuti, anofanira kukwanisa kupindura chero upi zvake, kunyange mubvunzo chaiwo kubva kune mutengi.
- Nhoroondo yakakosha nyanzvi inofanira kunge ine ruzivo rwakabatana nekutengesa. Anofanira kukwanisa kutengesa kwete zvinhu chete, asiwo pfungwa.
- Zvakanaka, mutungamiriri anofanira kunge achiziva nezvekushanda kwebhizimusi kwebhizimisi: kusakwana uye tarisiro yeramangwana.
- Mushandi anofanira kunge ane unyanzvi hwokukurukurirana kwebhizimisi, kuongorora mafungiro uye unyanzvi hwekufunga. Nyanzvi inofanira kuziva mitauro yekunze, bhizinesi rebhizimisi uye kukwanisa kufanotaura maitiro evatengi.