Ngaba wakha waodola isangweji kuba umhlobo wakho okanye iqabane lakho lenzile, kwaye yavakala ilungile?Eso senzo silula sinokuba sesona sifundo sibalaseleyo owakhe wasokuba kutheni abathengi bethenga - kwaye ungabafumana njani ukuba bathenge ngaphezulu.

Iinkampani zitshonisa iidola kunye nezixhobo kuphando, ziqokelela idatha kwaye ziyihlalutye yonke.Balinganisa yonke indawo yokuchukumisa kwaye babuze abathengi ukuba bacinga ntoni emva kwayo yonke intengiselwano.

Nangona kunjalo, iinkampani ezininzi aziyihoyi eyona mpembelelo ibalulekileyo kwisigqibo sokuthenga sabathengi: ukujonga into eyenziwa ngabanye abathengi.

Kudala sithetha ngempembelelo yelizwi, uphononongo kunye nemidiya yoluntu kubathengi kunye nezigqibo zabo.Kodwa ukubona abanye abantu - abantu ongabaziyo kunye nabahlobo ngokufanayo - ukusebenzisa kwaye njengemveliso kunempembelelo enkulu ekuthengeni izigqibo.

Bukela, emva koko uthenge

Abaphandi baseHarvard Business Review bakhubeka kuko konke oku kuqonda: Abathengi bahlala bejonga abanye abathengi ngaphambi kokuba benze izigqibo zokuthenga.Into abayibonayo ibaluleke kakhulu ekubumbeni iimbono zabo ngemveliso, inkonzo okanye inkampani.Ngapha koko, “ukujongwa koontanga” kunempembelelo enkulu kwizigqibo zabathengi njengentengiso yeenkampani-ekuthi, ewe, ixabisa ngaphezulu.

Kutheni abathengi bechaphazeleka kangaka yimpembelelo yoontanga?Abanye abaphandi bathi kungenxa yokuba sisonqena.Ngezigqibo ezininzi ekufuneka zenziwe yonke imihla, kulula ukucinga ukuba abanye abantu basebenzisa imveliso kulungile ngokwaneleyo.Basenokucinga, “Kutheni uzame ukuzifumana ngophando okanye ngokuthenga into endiya kuzisola ngayo.”

4 izicwangciso zakho

Iinkampani zinokuzuza kule ngqiqo yobuvila.Nazi iindlela ezine zokuphembelela abathengi ukuba bathenge ngokusekelwe kuqwalaselo loontanga:

1. Cinga ngeqela, kungekuphela nje umntu.Musa ukugxila ekuthengiseni imveliso enye kumntu omnye.Kwintengiso yakho, ukuthengisa kunye namanyathelo enkonzo yabathengi, nika abathengi iimbono malunga nendlela abanokwabelana ngayo ngemveliso yakho.Nikela ngezaphulelo zeqela okanye unike abathengi iisampulu ukuba bazidlulisele kwabanye.Umzekelo: I-Coca-Cola ilungelelanise iinkonkxa kule minyaka imbalwa idlulileyo ukukhuthaza ukuyidlulisela “kumhlobo,” “kwinkwenkwezi enkulu,” “umama” kunye nentaphane yamagama okwenene.
2. Yenza imveliso ibonakale.Abaqulunqi bemveliso yakho banokusebenza kule nto.Cinga ngendlela imveliso ekhangeleka ngayo xa isetyenziswa, kungekhona nje xa kuthengwa.Ngokomzekelo, i-iPod ye-Apple yayine-earphone ezimhlophe ezibonakalayo-ezibonakalayo kwaye ziyingqayizivele nangona i-iPod yayingasekho.
3. Vumela abathengi babone into engacacanga.Ukongeza nje inani labathengi bemveliso kwiwebhusayithi kwandisa ukuthengisa kunye nabathengi bexabiso baya kuhlawula, abaphandi baye bafumanisa.Ngokungathandabuzekiyo, abatyeleli behotele banokuphinda basebenzise iitawuli zabo ukuba banikwe izibalo zokuba bangaphi abanye abaphinda basebenzise ehotele.
4. Yibeke phaya.Hamba uye utyale abantu usebenzisa iimveliso zakho.Iyasebenza: Xa i-Hutchison, inkampani yetekhnoloji esekwe eHong Kong, yazisa imveliso ephathwayo, yathumela abantu abancinci kwizikhululo zikaloliwe ngexesha lokuhamba ngorhatya ibamba i-handset yayo ukuze ibambe amehlo.Incede ukuphakamisa ukuthengisa kokuqala.

Isixhobo: Ilungiselelwe ukusuka kwi-Intanethi