Warning

Günümüzün trend sektörlerinden iki tanesi olan elektronik ticaret ve dijital pazarlamaya olan ilgi her geçen gür atıyor. Satış ve reklam birbirinden ayrı düşünülemez. Bu nedenle ürününüzün / hizmetinizin bilinirliğini ve tercih edilirliğini arttırmak en önemli; ama bir yandan da en zor süreçtir. Bu nedenle, internet ortamında ürün ya da hizmet satışı yapan ticaret insanlarının kafalarında ortak bir soru oluşuyor : “Ürünümün / hizmetimin reklamını yaparken özelliklerini mi yoka faydalarını mı öne çıkarırsam daha etkili bir satış yapabilirim?”

 

Özellikler ve Faydalar Arasındaki Farklar Nelerdir?

Özellikler, ürünlerinizle ilgili olarak ne yapabilir, ölçüleri nelerdir, nasıl çeşitleri vardır gibi yüzeysel ifadeler şeklinde tanımlanır.  Faydalar, daha çok sonuçları ifade eder. Pek çok özelliğin fayda gibi ifade edilmesi nedeniyle, özellikler ve faydalar arasındaki farkları söylemek oldukça zordur. Avantajlar, özellikler ile faydalar arasında bir aracı gibidir; özelliklerin en nihayetinde faydaya dönüştüğü yolculuk avantajlar üzerine kuruludur. Özellikler ve faydalar arasındaki en büyük fark, ilişkilendirilmiş hedef kitlenin duygusal seviyesinde bir etki yaratabilmektir. Nitekim, her hedef kitlesi, karşı karşıya kaldığı bir problemin en hızlı şekilde çözüme ulaştırılmasına büyük önem verir.

Basitçe özetlemek gerekirse; “özellikler ürünün ne yaptığı ve faydalar kullanıcının elde ettiğidir.” diyebiliriz. Özellikler ürünün pratik bilgileri ve ayrıntılarıdır. Faydalar, bu ürünle müşterinin hayatına yaptığınız katkılardır.  Bu nedenle, ancak faydalardan bahsettiğiniz zaman hedef kitlenizin ürününüzle bir bağlantı kurmasını sağlayabilirsiniz. Ürünün gerçekte ne yaptığını anlatan özellikleri ile birlikte; herbir özelliğin neden var olduğunu ve ne tarz problemleri çözdüğü, neden bu özelliğin bu problemi diğer alternatif ürünlerden daha iyi çözdüğünü, bu problem çözüldüğünde müşterinizin nasıl bir fayda elde edeceğini, müşterinizi motive edecek ürünün cezbedici taraflarını ve elde edilen fayda ile müşteride ne büyüklükte bir duygusal etkiye yol açacağını anlatmanız, hedef kitlenizi satın alma davranışına bir adım daha yaklaştıracaktırç.

Özellik Anlatır Fayda Satar2

Sonuç olarak…

Ürünlerinizin özelliklerine ya da faydalarına odaklanarak nasıl satış yapacağınızı öğrenmek sabır ve zaman isteyen bir süreçtir. Etrafınızdaki örnekleri ya da daha önceki deneyimlerinizi dikkate alarak kendi yeteneklerinizi geliştirebilir ve reklam süreçlerinizi mümkün olduğu kadar avantajlı bir şekilde yönetmeye öncelik verebilirsiniz. Ürünlerinizin özelliklerinin ve faydalarının bir listesini hazırlayabilir; bu listeleri her hedef kitleniz için özel olarak tekrar tekrar düzenleyebilirsiniz. Böylece siz de ürünlerinize farklı açılardan bakabilmek ve müşterilerinizle daha iyi bir iletişim kurabilmek için yeni bir yol edinmiş olursunuz.

kobiler neden başarısız olur

Küçük işletmelerin sürekli olarak para kaybettiğine dair haberlere zaman zaman hepimiz maruz kalırız. Küçük işletmelerin para kaybetme sebepleri ya müşterilerinin iflas etmesi ya da değişen faiz oranlarından dolayı kendilerine tazminat borcu olan bankaların geciken ödemeleridir. Güvenilir müşterilerinin her birinin batmasından dolayı küçük işletmeler 10.000 euro üzerinde para kaybetmektedir. Bu demek oluyor ki geçtiğimiz beş yıl boyunca satın alımları çöken küçük işletmelerin %76’sı para kaybetmiştir. Araştırmalara göre, müşterilerinin finansal pozisyonunu anlamak için başarısızlığın pek çok küçük işletmeye pahalıya mal olduğu kanıtlanmış bir gerçektir. Küçük işletme sahiplerinin yarısından fazlası, müşterilerinin potansiyel problemlerini öngörebilmek adına her yıl düzenli olarak müşterilerinin kredi değerlendirmelerini kontorl ettiklerini söylüyorlar. Tüm bunların yaşanmasına engel olmak için, firmaların müşterileri ile olan yakın lişkilerini devam ettirmeleri ve potansiyel kredi problemlerine dair en ufak bir ipucunun dahi peşini bırakmamaları ya da ticaret sigortası yaptırmaları gerekmektedir.

 

Küçük işletmelerin para kaybetmelerinin bir diğer nedeni de nitelikli çalışan işe almamasıdır. Küçük ve orta büyüklükteki işletmeler (KOBİ’ler), zorlu rekabet koşullarıyla mücadele edebilecek yeterli iş gücüne ve yeteneğine sahip değildir. Firmaların %60’ı şunu savunuyor ki, çalışan ekibin sadece üçte biri çalışma süreçlerinde tam anlamıyla efektif ve etkili olabiliyor. Bir çalışanın görüş açısından ise; gelişim fırsatlarının iyi görünmesi nedeniyle daha iyi teklif veren bir başka firmayı tercih etmek kaçınılmazdır. Görünen o ki; küçük işletme sahipleri, nitelikli çalışan işe alma süreçlerinde yanlış yönlendiriliyor.

kobiler neden başarısız olur 2

Para Kaybetmeden Nasıl Daha Verimli Olurum?

 

Günümüzde pek çok işletme, iş süreçlerini her an aksatabilecek olan işten çıkmalar, yeni işe alımlar ve alışma süreçleri, müşteri kaybetme ya da yeni müşteri keşfetme gerekliliğinin doğması gibi durumların otomatikleştirilmesi yoluna gitmektedir. Bu da ancak işletme süreçleriyle baştan sona entegre edilebilecek yazılımlarla mümkündür. Modern dünyanın olmazsa olmazı hale gelen online ortamlar adaptasyonu iş dünyasında da en çok tercih edilen kriterlerden biri olmuştur. Önceleri yalnızca büyük işletmeler tarafından elde edilebilecek ve uyum sağlayabilecek çözümler olarak düşünülen bu online tabanlı yazılımlar, artık büyükten küçüğe her ölçekte işletmenin iş süreçlerine uyarlanabilmektedir.

başarı serüveni

İşletmeler, ister yeni bir oluşum olsun ister yıllardır kendini kanıtlama çabasında olsun, pek çok sebepten başarısız olabilmektedirler. Çoğu durumda, müşteriler –ya da eski müşteriler diyebiliriz- neyin yolunda gitmediğini işletme sahiplerinden çok daha iyi anlayabilmektedirler. İşletme sahiplerinin kınamaya meyilli oldukları ve her zaman şüphe ile yaklaştıkları birimler; bankalar, devlet ya da güvensiz iş ortaklarıdır. İşletme sahiplerinin bir diğer işletme sahibini parmakla gösterdiği çok nadir görülen bir durumdur. Elbette, işletme sahiplerinin kontrolü dışında olan korkunç derecede hatalı devam eden süreçler olabilir; fakat  diğer azınlıkta olmak için bazı örnekler de yok değil. Aşağıda işletmelerin neden başarısız olduklarına dair, deneyim ve gözlemlere dayanarak belirlenmiş, 5 adet neden sıralanmaktadır :

başarı serüveni 2

  1. Operasyonel sıradanlık bir işletmeyi başarısızlığa sürükler. Hiçbir işletme sahibi kendi işletmesinin operasyonel yapısını sıradan olarak tanımlamaz. Fakat herkes ortalamanın üstünde olamaz. İşletmenin ortaya koyduğu işe ve bulunduğu sektöre göre değişkenlik gösterse de, pazarda belli bir derece kaydetmiş her işletme için kendini tekrar etmek ve şirketin iş akışlarını etkileyecek hatalı yönlendirmelerde bulunmak oldukça kriktik durumların ortaya çıkmasına sebep olacaktır.
  2. Verimsizlik yaratan bir organizasyon yapısının yerleşmesi başarısızlığın temellerini oluşturan bir diğer etkendir. Kira, çalışanlar ve işletme varlıkları gibi giderler için yüksek ödemeler yapmak verimsizliği tetiklemektedir. Ekonominin durumuna göre refleksif bir tavır olarak işletmeler bazı kararsızlıklar ve istikrarsızlıklar gösterebilir. Bu durumda işletmeler başarısız bir sonuç olarak ekonomi dışı kalabilir.
  3. Yönetimin işlevsizliği işletmeyi hızla başarısızlık yoluna sokar. Odaklanma sorunu, vizyonsuzluk, plansızlık, bir standardın oturtulamamış olması gibi durumlar yönetimin yetersiz kalmasına sebep olur. Böyle bir ortamda hatalı karar verme riski oldukça yüksek olur ve organizasyonu bir karmaşaya sürüklemekten başka bir sonuç beklenemez.
  4. Birbirini takip eden planların olmaması işletmenin başarısızık sebeplerinden bir başkasıdır. Şirket sahibinin işe alımlarda yakınlarını kayırması, güç müdaleleri, şirket için önemli olan çalışanlarının yerini daha düşük kapasiteli birinin alması gibi sebepler pek çok aile şirketinin gelecek nesillerde devam edememesinin sebebi olarak gösterilebilir.
  5. Pazardaki düşüş de işletmelerin başarısını etkilemektedir. Örneğin; teknolojinin gelişmesiyle kitap ve müzik marketlerin üzerindeki ilgiyi kaybetmesi, müşteri talebinin azalması, büyük şirketlerle rekabetin düşmesi gibi sonuçlar bu tarz işletmelerinin sayısının her geçen gün azalmasına sebep olmaktadır.
crm (1)

CRM ( Müşteri İlişkileri Yönetimi), herhangi bir küçük işletme tarafından uygulanabilecek en değerli sistemlerden biridir. İşe alınan ve şirkete uzun dönemde önemli bir değere katması beklenen bir çalışan kadar önemli bir yapıdır.

Pek çok araştırma gösteriyor ki, CRM sistemleri işletme satışlarını %29’a kadar yükseltecek kadar fayda sağlayabilmektedir. Her sistem, işletmeye giren bilginin değerli olduğu kadar değerlidir. Fakat önemli olan işletme çalışanlarının tamamını bu sistemi kullanmaya ve gerçek zamanlı veri sağlamaya ikna edebilmektir.

blog-image-3-shutterstock

Peki bunu nasıl yapacaksınız?

 

  1. Basitleştirin : Pek çok şirketin yaptığı en büyük hatalardan biri çalışanlarının kullanamayacağı kadar karmaşık bir CRM sistemini şirkete birden bire entegre etmeye çalışmaktır. Çok sayıda bilgiyi izlemek durumunda kalan çalışanlar sistemi kullanamamak gibi bir problemle yüz yüze kalırlar. CRM sisteminin tek ihtiyacı olan ise : potansiyel müşteri bilgisi, en son ne zaman irtibata geçildiği ve ne konuşulduğu, tarih takibi ve hatırlatıcılar ve fırsatların maliyetini hesaplamak…
  2. Diğer şirket sistemleri ile entegre edilebilirliğini test edin : İşletmeye getirmeye hazırlandığınız sistemin, halihazırda kullandığınız sistemlerle uygun haşe getirilebilirdiğinden emin olun. Verinin tamamının CRM ile mevcut sistemler arasında içe ve dışa kolayca aktarılabilmesi bu geçiş sürecinde oldukça önemlidir.
  3. Tekrar tekrar eğitin : İşletme bünyesinde çalışan kişiler, CRM’e ne kadar hakim olurlarsa kendi paylarına düşen görevleri de o kadar iyi yerine getirebileceklerdir. Şirkette geçirdikleri saatler dışında akıllı telefon ve tabletlerinden de yararlanabileceklerini ve bunu nasıl yapacaklarını anlatın. Daha etkili ve verimli kullanabilmeleri adına çalışanlara alışma sürecinde ödüllendirme yoluna gidebilirsiniz.
  4. İşletmenin gerçekleştirdiği bir aktivite CRM sisteminde yoksa, öyle bir aktivite hiç olmamıştır : Her işletme geçmişinde gerçekleştirdiği işlemleri ve sahip olduğu değerleri saklayabilmek için CRM sistemi ile süreçlerini iyileştirmeye ihtiyaç duyar. CRM sistemleri her sektörde faaliyet gösteren işletme yapısına uyumlulaştırılabilir. Bu nedenle her ihtiyaca cevap verebilir.
  5. Raporlar : CRM ile toplanan veriden ihtiyaç olunan her an gerçek zamanlı olarak rapor alabilmek en önemli özelliklerden biridir. Örneğin; “Satış temsilcisi geçen hafta ne sattı?”, “En yüksek değerlere sahip satış fırsatları nelerdir?”, “Bu çeyrekteki satış hedefimiz ne olacak?”

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