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ლიდები – ის, რაც ყველამ უნდა იცოდეს


Lead (ქართულად ალბათ “ლიდი”), არის პოტენციური კლიენტი (პიროვნება ან კომპანია), რომელიც დაინტერესებულია თქვენი შეთავაზებით და გიტოვებთ საკონტაქტო ინფორმაციას, რომელსაც გაყიდვების ჯგუფი ატარებს ე.წ. Pipeline-ში და წარმატებული გარიგებებით ზრდის თქვენი კომპანიის შემოსავალს. 

მაგრამ არც ამით იწყება და არც ამით მთავრდება გაყიდვის პროცესი… ლიდს დაგენერირება (საკონტაქტო მონაცემების მოპოვება), ხოლო კლიენტს, განმეორებადი გაყიდვების მისაღებად – გადამუშავება ჭირდება. ამიტომ, რადგან ამ პოსტის მიზანია გავერკვეთ მის მნიშვნელობაში, ყველა საკითხს არ შევეხები.

აქტიური ბიზნესი ლიდის გარეშე არ არსებობს, უბრალოდ საქართველოში მას სხვადასხვა სახელებით მოიხსენებენ. ლიდი, პროდუქტით ან მომსახურებით დაინტერესებული პირია, მაგრამ ყველა ლიდი ერთნაირი არ არის. არსებობს ცხელი, თბილი და ცივი ლიდი.

  • ცხელი – პიროვნება, რომელიც ავსებს თქვენი განაცხადის ფორმას ან რაიმე საშუალებით გეუბნებათ რომ მას თქვენი ეს კონკრეტული შემოთავაზება აინტერესებს. ცხელ ლიდებთან მუშაობისას დროული დაკავშირება ძალიან მნიშვნელოვანია.
  • თბილი – დაინტერესებულია თქვენი საქმიანობით და გამომდინარე აქედან, დიდი ალბათობით, თქვენი შეთავაზებაც მოეწონება. ან ის უბრალოდ შეიძლება იყოს  ცხელი ლიდი, რონელსაც თავის დროზე არავინ დაკავშირებია.
  • ცივი – ადამანი, რომელმაც არ იცის თქვენი არსებობის შესახებ, ან უბრალოდ არ აინტერესებთ. ძირითადად ეს არის სხვადასხვა კომპანიების მონაცემთა ბაზები, სადაც ასობით ან ათასობით ნომერია. ასევე ცივად ითვლება ზარი შემთხვევით აკრეფილ ნომრებზე. ცივი არის ყველაზე ადვილად საშოვნელი, მაგრამ ამავდროულად ყველაზე ძნელად დასამუშავებელი.

ამბობენ კარგი გამყიდველისთვის ცუდი ლიდი არ არსებობსო. მაგრამ მაინც, ამ სამივე კატეგორიაში ხშირად (ძირითადად წყაროების მიხედვით) განასხვავებენ ხარისხიან და უხარისხო ლიდებს. ამგვარი შეფასების ძირითადი კრიტერიუმი როგორც წესი მათზე მუშაობის კომფორტულობაა.

ხარისხის საკითხი, როგორც წესი, სადაო თემაა მარკეტოლოგებსა და გაყიდვების მენეჯერებს შორის. რადგან მარკეტოლოგი როგორც წესი ორიენტირებულია დაგენერირებული ლიდების რაოდენობაზე, ხოლო გამყიდველს ადარდებს მათი ხარისხი, და არა რაოდენობა. ამ პრობლემის გადაჭრა მარტივად შეიძლება, თუ მარკეტოლოგის მუშაობის ეფექტურობა არა მხოლოდ დაგენერირებული ლიდების რაოდენობით გაიზომება, არამედ გაყიდვების მოცულობასთანაც ექნება კავშირი.

როგორც მიხვდით, ლიდი ყველა კომპანიას ყავს და ის ზედმეტი არ არსებობს. შემდეგი კითხვა, რომელიც ყველას დაგაინტერესებთ არის: როგორ ვუზრუნველყოთ კომპანია ლიდების უწყვეტი ნაკადით?

ამ, და სხვა შეკითხვებს შემდეგ პოსტებში ვუპასუხებთ.

გისურვებთ წარმატებებს!

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