7 cu hi cho k hoch tip th Minh An

K hoch tip th l b khung cho nhng chin lc kinh doanh n gin, hay mt b cc chin lc, mt lch trnh hot ng tip th, mt h thng nh gi kt qu cng nhng cng c v chin thut gip bn kim sot hiu qu cng vic tip th. Mt k hoch tip th tt s truyn ti vin cnh ca cng ty bn ti cc nhn vin, khch hng v th trng mc tiu. Nh mt phn trong vin cnh ny, k hoch tip th ca bn nn nhn mnh n cc mc tiu di hn ca cng ty v con ng ti c .

K hoch tip th bao gm rt nhiu cng vic khc nhau t mt sau ca chic phong b cho n cc xut bn phm qung co, m bo cho bn s lng thng tin cn thit xy dng v pht trin cc sng kin, hnh ng, dch v sau bn hng, kh nng nh gi cng mt s tn nhim ln, qua gip hot ng kinh doanh c hiu qu hn, v, trong trng hp ny, l hot ng tip th ca bn.

xy dng mt k hoch tip th thnh cng, bn s cn n 3 yu t c bn (thi gian, sinh lc v tr tng tng). Bn s cn n rt nhiu thng tin. Bn cn n thi gian suy ngh, phn tch cng cc tng sng to, giu tr tng tng, v tt c c gi vo sc mnh b no. Cui cng, bn cn n nhng sng kin: Kh nng mong mun lm iu g v kh nng bin n thnh hin thc. D c v s ni dung cn quan tm, song mt k hoch tip th thnh cng hon ton c th c xy dng ch trong 7 cu:

Cu 1: Mc ch tip th ca bn l g?

Cu 2: u l th trng mc tiu ca bn? Cu 3: u l th mnh ca bn?

Cu 4: Cc li ch v li th cnh tranh l g?

Cu 5: c tnh kinh doanh ca bn l g?

Cu 6: Bn s s dng nhng chin thut, chin lc v cng c no thc thi hot ng tip th? Cu 7: Bn s chi tiu bao nhiu tin bc cho hot ng tip th; ngn qu dnh cho tip th ca bn l bao nhiu? Nhng cu ny s l b khung ca k hoch tip th bn xy dng. Sau , k hoch ca bn cn c c ng trong 2 vn c bn:

1. Bit r th trng ca bn t trong ra ngoi, bao gm c nhng g khch hng mong mun v ch i. i vi hot ng kinh doanh ang tng trng, mt k hoch tip th mi quan trng v cn thit khng km g mt k hoch kinh doanh mi. Cc bc xem xt li k hoch tip th ca bn cng tng t nhng cc bc c yu cu xy dng mt k hoch tip th mi t im xut pht ban u. u tin, bn cn xc nh li sn phm/dch v ca bn. Miu t chi tit cc sn phm/dch v, cng nh chi tit cc c im v li ch ca chng. Tp trung vo vic lm th no to ra s khc bit so vi cc i th cnh tranh. Ch trng ti nhng c im then cht ca cc sn phm/dch v bn cung cp, bao gm gi c, dch v v phn phi. Ni cch khc, bn cn bit r bn ang chun b bn ra ci g v ti sao s c nhiu ngi hn mua n.

Sau , bn nhn vo nhng phn on th trng khc nhau, ni m bn hy vng gii thiu, qung b hay m rng sn phm/dch v ca mnh. Xc nh xem nhng khch hng no c nhiu kh nng mua sm sn phm ca bn nht. Sau miu t chi tit cc khch hng mc tiu theo yu t nhn khu hc: tui tc, gii tnh, gia nh, thu nhp, v tr a l, li sng, phong cch mua sm, s thch v mt s yu t khc. iu quan trng l bn bit r ai s gip cng ty bn tng trng trong kinh doanh.

2. Nhn ra nhng g trong cch thc bn lm tho mn khch hng: chi ph, tm nh hng bn ngoi, ngn qu, kin thc, ro cn tip cn, i th cnh tranh,....

Bn phi ni nhng g vi cc khch hng ca mnh? Trn cng v mt khch hng, h bit rng bn lun mong mun c phc v h, nhng u l l do khch hng quan tm n bn? Bn c nhng g dnh cho khch hng? Phn ln cc hot ng tip th l dnh cho cc khch hng c nhng mc quan tm v ch khc nhau ti sn phm/dch v. Tuy nhin, cc khch hng c xu hng b

qua tt c cc hot ng tip th no khng hng trc tip ti h. Nhim v u tin ca bn khng phi l la chn phng tin tip th qung co, m l la chn thng ip cn truyn ti. Kh nhiu cc hot ng tip th khng t hiu qu bi v bn c gng ni qu nhiu v a ra qu nhiu thng tin. Khng t qung co th hin mt cch chung chung, khng c i tng c th, chng hn nh Chng ti sa cha xe t (We fix cars) l mt tiu ng tht vng trong bt c qung co no. Nhng phng thc nh vy s khin mi ngi khng cn ch n sn phm/dch v ca bn na, qung co s chm nghm trong hng nghn, hng vn cc qung co khc. Bn hy xy dng mt chin lc cho vic truyn ti thng ip qung b sn phm/dch v m qua s gip cng ty tng trng. Tm hiu xem cc khch hng mc tiu ca bn s c v lng nghe nhng g, v gii thch r rng cc mc tiu qung co. Bn c mun mi ngi nhn bit nhanh chng tn cng ty bn hay bit r bn ng qun u? Xc nh tn sut bn s cn hay c th trang tri chi ph - biu t ti cc khch hng nhng thng ip tip th gip bn c c kt qu thnh cng nh mong i.

Ngoi ra, k hoch tip th cn c xy dng trn c s nhng nghin cu v i th cnh tranh. Mc hiu qu ca chin dch tip th ca bn ph thuc phn nhiu vo mc hiu qu trong chin dch tip th ca cc i th cnh tranh. Cu hi t ra l thng ip tip th ca cc i th cnh tranh vi bn hiu qu n mc no? Nu i th cnh tranh truyn ti thng ip v mt sn phm/dch v no , ng lp li nhng h ni, cng ng s dng cch thc qung co ca h.

c trang b kin thc v chuyn mn v hai vn c bn trn, bn c th pht trin tt c cc chin lc tip th cn thit cho php bn thu ht, ginh c v gi chn ngy mt nhiu khch hng. Hn th na, bn cng s sn sng phn ng vi bt c thay i th trng no khi chng xut hin. Mt k hoch tip th tt phi m bo tnh linh hot phn ng vi nhng thay i . Th trng thay i, cc khch hng thay i, hot ng v mc ch ca cng ty cng khng ngng thay i. S linh hot l mt c tnh c hu ca cc nh tip th thnh cng.

Kt qu ca quy trnh ln k hoch ny s khng ch l mt k hoch tip th tng th ca bn m n cn l vin cnh kinh doanh ca cng ty trong tng lai. Lun c mt s hnh ng ring bit m bn c th thc thi m bo cho bn mt k hoch tip th hiu qu:

- Mi ngy bn dnh ra bao nhiu thi gian xem li k hoch tip th v bt c yu t cn thit phi chnh sa no khc?

- Hy vit ra mt bn tng trnh gi thuyt v kt qu hon thnh k hoch tip th ca bn. V d: Sau khi ln k hoch gia tng doanh s bn hng v nhng li gii thiu qung b i ng nhn vin bn hng theo ui v thc hin, nhiu cng c tip th c s dng. Vi vic tn dng cc ngun lc tip th v thi gian, cng sc v tr tng tng, chng ta bt tay vo mt chin dch PR mnh m, ng ti cc bn thng co bo ch v nhng dch v mi, nhng thng tin din gii chuyn mn ca chng ta v cc bn cng b s kin cho th trng mc tiu lm minh chng cho dch v. Cng vic ny cn c thc hin vi cc chng trnh gp g v chc mng ti cc s kin khc nhau, cc qung co trong cc danh mc hip hi thng mi, v qung co t xa ti nhng ngi tham d hi ch thng mi. Nhng khch hng tim nng c tp trung ch , chm sc k lng v dn chuyn thnh nhng khch hng chnh thc. Chng ta ngy cng c nhiu nhng khch hng mi t i ng nhn vin bn hng nhit tnh. Kt qu l s lng khch hng gia tng, doanh s tng trng v chng ta gh thm cc ngn hng nhiu hn cho nhng khon tin gi mi.

- Phc tho k hoch ca bn. Hy bt u vi 7 cu/yu t hoch nh cp trn. Bn s dng 7 cu v pht trin cc u mc cho k hoch tip th, cc thng tin ph thm cng cc tng mi.

- Hin ti bn c c nhng thng tin no lin quan ti cng vic phc tho k hoch tip th?

- Bn cn cn nhng thng tin no na? - Bn s s dng nhng phng php nghin cu th trng no thu thp

cc thng tin ?

- Ln danh sch v xp th t u tin cc mc tiu tip th ca bn, chng hn nh:

1. Hng dn sn phm/dch v.

2. V th cng ty, sn phm hay dch v nh nh dn u th trng. 3. Nhng hnh ng phn khng vi chin lc ca cc i th cnh tranh.

4. Khch l cc li gii thiu, qung b v sn phm/dch v. 5. Chim lnh th phn ti nhng khu vc a l mi.

6. Thay mi, lm mi v truyn ti cc c tnh mi.

Mt quy trnh xy dng k hoch tip th bt u vi vic bn xc nh v th ca mnh trn th trng v kt thc vi nhng chi tit c th, chng hn nh ng ti mt qung co. Bn cng c th bao gm vo mt s quyt nh v ng phc, vt dng vn phng v cc yu t khc trong k hoch tip th ca bn. Hy chun b mt cch l lng v thng minh cho cc chin dch tip th sp ti ca bn bng vic xem xt li k hoch tip th v hiu r s khc bit gia cc phng tin truyn thng qung co trn th trng.

Sau cng, cho d la chn k hoch tip th no th yu t quyt nh vn l kh nng suy tnh, phn tch v ra quyt nh ca bn. Hy tin hnh theo tng bc nh trn v rt c th bn s thy c kt qu tuyt vi nh th no.

(Dch t Entrepreneur)