Kodi Lead Qualification ndi chiyani? Chitsogozo Chothandiza cha Magulu Ogulitsa

Ambiri amatsogolera kuti malonda kuitana oyenerera konse kupulumuka kukhudzana ndi malonda. Kudutsa mafakitale, pafupifupi MQL kuti SQL kutembenuka mlingo amakhala pa basi 13%. M'mawu omveka bwino, malonda amachotsa zotsogolera zana, ndipo malonda amangowona khumi ndi atatu ofunika kutsatira. Limenelo si vuto la m'badwo wotsogolera. Ndi vuto loyenerera, ndipo ndilokwera mtengo ngati palibe amene akulikonza.

Ndicho chimene ziyeneretso zotsogolera ndi. Nkhaniyi ikufotokoza zomwe zikutanthauza, mitundu ya otsogolera oyenerera omwe mungakumane nawo, mapangidwe oyenera kudziwa, ndi ndondomeko yomwe imagwirizanitsa zonse. Panjira tidzakhudza komwe kumakwanira pambali M'badwo wotsogolera, chifukwa ziyeneretso zimagwira ntchito pokhapokha ngati otsogolera omwe amafikira ma reps anu adachokera ndi cholinga china kumbuyo kwawo.

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Lead Qualification ndi chiyani?

Kuyenerera kutsogolera ndi njira yodziwira ngati chiyembekezo chilidi choyenera nthawi yanu musanayambe kuyika ndalama zambiri. Zimatanthauza kuwunika ngati wina ali ndi zosowa zenizeni komanso bajeti ndi ulamuliro wochitapo kanthu, osati munthu yemwe adadzaza fomu kapena kutsegula imelo. Kudumpha sitepe iyi ndipo simukuchita malonda. Mukuchita zoyerekezera ndi ma spreadsheet owonjezera.

Nayi gawo lomwe anthu ambiri amalakwitsa: kuyenerera si mphindi imodzi ya handoff. Ndi kulandirana, kugawanika pakati pa malonda ndi malonda, ndi mbali iliyonse yoyenerera kutsogolera pa mfundo yosiyana mu fungulo. Ndiye ntchito ndi yani, malonda kapena malonda '? Palibe amene ali yekha. Zosefera zamalonda kuti zikhale ndi chidwi ndikuyenerera pamwamba pa fungulo. Zogulitsa zimasefera kukonzekera ndi kufulumira kupitilira pansi.

Kusiyanitsa kwina koyenera kupanga mwamsanga: kuyenerera sikuli kofanana ndi kutsogolera kugoletsa. Kugoletsa, nthawi zambiri kuthamanga Mapulogalamu otsogolera, amapereka mtengo wa manambala potengera kuyenerera ndi kugwirizana. Kuyenerera ndi kuitana kwa chiweruzo komwe kumasankha zoyenera kuchita ndi chiwerengerocho.

Mitundu ya Otsogolera Oyenerera

Yendani mu msonkhano uliwonse wogulitsa ndipo mudzamva mawu anayi awa akuponyedwa mozungulira ngati aliyense akugwirizana ndi zomwe akutanthauza. Iwo satero, osati nthawi zonse. Nayi mawu omwe ali ofunika kwambiri:

• Kutsogolera koyenerera kwa malonda (MQL): chitsogozo chomwe chikuwonetsa chidwi chomveka kudzera muzomwe zili, makampeni, kapena zochitika, popanda kulumikizana kwachindunji kwa malonda. Izi nthawi zambiri zimawonekera kudzera Cholinga zochokera ku malonda, kutsatira mapazi a digito omwe amasonyeza kuti wina ali m'njira yothetsera mavuto asananene mawu kwa aliyense.
• Zogulitsa zovomerezeka kutsogolera (SAL): MQL yomwe Sales yawunikiranso ndikuvomereza ndikofunikira kutsatira mozama. Mabungwe ena amagwiritsa ntchito izi ngati malo oyang'anira pakati chisanafike chitsogozo SQL, njira ya Gulu Logulitsa Kunja kunena kuti "inde, uyu ndi weniweni" musanadzipereke nthawi yeniyeni kwa izo.
• Kutsogolera koyenerera kwa malonda (SQL): kutsogolera komwe kwayesedwa kwathunthu ndi malonda ndikutsimikiziridwa kuti kuli ndi zosowa zenizeni, nthawi yeniyeni, komanso zofunikira kupanga zisankho. Ichi ndi chitsogozo chomwe chiri chokonzekera kukambirana kwenikweni za kuyenerera ndi mitengo, osati imelo yosamalira.
• Mankhwala oyenerera kutsogolera (PQL): kutsogolera komwe kwakumana kale ndi phindu lowoneka bwino kuchokera ku mankhwala enieniwo, makamaka kudzera mu mayesero aulere kapena kugwiritsa ntchito freemium. Mankhwalawa adachita zokhutiritsa pamaso pa rep adatenga foni.

Kodi mukufunikira zonse zinayi? Mwina ayi. Magulu ang'onoang'ono nthawi zambiri amagwa MQL ndipo SAL mu sitepe imodzi chifukwa alibe mutu woyendetsa malo awiri oyang'anira. Makampani otsogoleredwa ndi mankhwala amatsamira kwambiri pa PQLs m'malo mwake, popeza deta yogwiritsira ntchito imawauza zambiri kuposa momwe mawonekedwe amadzaza.

Ndondomeko Zotsogolera Ziyeneretso

Sankhani chimango cholakwika ndipo inu mwina anatopa ofunda kutsogolera ndi mafunso checklist kapena kuwononga rep masana kuthamangitsa munthu amene sanali konse kugula. Choyenera chimadalira zovuta za mgwirizano, kutalika kwa malonda, ndi kuchuluka kwa anthu omwe akukhudzidwa kwenikweni m'chipinda, ndipo ayi, palibe chimango chimodzi chomwe chimapambana nthawi iliyonse.

BANT (Bajeti, Ulamuliro, Zosowa, Nthawi)

BANT ndi dzina lakale kwambiri m'chipindamo, ndipo limamangika mozungulira chifukwa limagwira ntchito mukafuna mayankho mwachangu. Mafunso anayi achindunji: kodi angathe kulipira, ndani kwenikweni amasankha, ndi vuto liti lomwe akuthetsa, ndipo kodi akufunikira liti kuthetsedwa. Palibe ndakatulo, palibe arc yopezeka, mfundo zokhazokha zomwe muyenera kudziwa ngati mungapitirize.

Ndicho chifukwa chake zimagwirizana ndi ziyeneretso zowongoka, zapamwamba kwambiri, pomwe rep ikuyenda kudzera mu zotsogolera zambiri pa sabata ndipo liwiro ndilofunika kwambiri kuposa nuance.

Koma kukankha BANT molimbika kwambiri ndipo kumayamba kumveka ngati kufunsidwa. Funsani chiyembekezo chokhudza bajeti m'masekondi makumi atatu oyambirira ndipo simukuwayenerera, mukuwafufuza ngati mwininyumba amafufuza ngongole. Kugwiritsidwa ntchito mosamalitsa, kumawerengedwa ngati malonda ndi wogulitsa-woyamba, osati kwenikweni mawu omwe mukufuna pa kuitana koyamba.

CHAMP (Zovuta, Ulamuliro, Ndalama, Kuika patsogolo)

CHAMP amatenga zosakaniza zinayi zomwezo za BANT ndikutembenuza dongosolo. M'malo motsegulira ndi bajeti, imatsegulidwa ndi zovuta za wogula, zomwe zasweka, zomwe zikuwawononga nthawi kapena ndalama, zomwe zimawapangitsa kuti azigona usiku. Pokhapokha pambuyo pake amapita ku ulamuliro, ndalama, ndi kuika patsogolo.

Kusintha kumodzi kumeneko mu ndondomeko kumapangitsa kusiyana kwenikweni. Kutsogolera ndi zovuta kumatembenuza kukambirana m'malo mogulitsa, mukuzindikira vuto musanayambe kuyika mitengo yankho.

Ndizoyenera bwino kwa otsogolera ofunda, omwe adabwera kudzera pazomwe zilipo kapena kutumizidwa ndikuyembekezera kuti rep amvetsetse mkhalidwe wawo asanafunse zomwe ali ofunitsitsa kugwiritsa ntchito. Tsegulani ndi bajeti pa chitsogozo chonga chimenecho ndipo mudzawataya musanafike pa funso lachiwiri.

MEDDIC / MEDDICC (Metrics, Wogula Zachuma, Mfundo Zosankha, Ndondomeko Yosankha, Kuzindikira Ululu, Champion, Mpikisano)

MEDDIC si kuyitana kwa mphindi khumi ndi zisanu zopezeka. Ndi mtundu wa mgwirizano womwe anthu asanu ndi awiri amafunika kusaina chilichonse chisanachitike, ndipo mafunso anayi a BANT sangakufikitseni mkati mwa kilomita imodzi kuti mumvetsetse zomwe zikuchitikadi.

Chimango chimaphwanya ziyeneretso mu zidutswa zomwe zili zofunika pantchito zovuta, zosiyanasiyana:

• Metrics: kuchuluka kwa zotsatira za bizinesi, ndi chiwerengero chotani chomwe chimayenda ngati mgwirizanowu utseka
• Wogula zachuma: munthu yemwe amayang'anira bajeti, ndipo kawirikawiri ndi munthu yemwe mudalankhula naye poyamba
• Mfundo zosankha: zomwe komiti yogula ikuweruza ogulitsa motsutsana
• Ndondomeko yosankha: masitepe ndi zovomerezeka zomwe ziyenera kuchitika mgwirizano usanasainidwe
• Dziwani kupweteka: kukankhira kupitirira kudandaula pamwamba pa mtengo weniweni wa kuchita kanthu
• Champion: wothandizira wamkati yemwe adzatsutsa mlandu wanu mukakhala kuti simuli m'chipindamo
• Mpikisano: kudziwa kuti ndi ndani wina yemwe akuyesedwa ndi chifukwa chake angapambane m'malo mwanu

Imeneyo ndi nthaka yambiri kuposa chivundikiro BANT kapena CHAMP, ndipo pamafunika luso lenileni kuti muphedwe bwino. Kupanga mapu a komiti yogula, kupeza ngwazi yeniyeni, kuwerenga malo opikisana, palibe chomwe chimachitika pa kuitana kumodzi. Zimamangidwa kwa nthawi yayitali yogulitsa, pomwe kuya kowonjezera kumadzilipira kokha m'malo mochepetsa zinthu.

GPCTBA / C &I (Zolinga, Mapulani, Mavuto, Nthawi, Bajeti, Ulamuliro, Zotsatira ndi Zotsatira)

Izi zili ndi chidule choyipa kwambiri pamndandanda, komanso ndi chimango chomangidwa pazokambirana pomwe mndandanda wofufuzira unganyoze munthu yemwe mukulankhula naye. GPCTBA / C&I imakankhira ziyeneretso zakale zapamwamba mu njira yaikulu ya wogula, zomwe akuyesera kukwaniritsa komanso zomwe zimawawononga ngati satero:

• Zolinga: zotsatira zoyeza zomwe wogula akuthamangitsa, osati vuto laposachedwa koma cholinga chachikulu chomwe chimalumikizana
• Mapulani: zomwe wogula akuchita kale, kapena akukonzekera kuchita, kuti akwaniritse cholingacho
• Mavuto: zopinga zomwe zikuyimira pakati pawo ndi cholinga chimenecho
• Nthawi: nthawi yomwe akuyenera kugunda, ndi zomwe zikuyendetsa nthawi yotsiriza
• Bajeti: zomwe angagawire, zomwe zimapangidwira motsutsana ndi cholinga m'malo mofunsa ozizira
• Ulamuliro: amene amasaina kuti afike kumeneko
• Zotsatira ndi tanthauzo lake: zomwe zimachitika, konkriti, ngati palibe chomwe chimasintha

Chidutswa chomaliza chimenecho ndi chomwe chimalekanitsa chimango ichi ndi china chilichonse pamnda. Ma frameworks ambiri amaima pa "vuto ndi chiyani." Uyu akufunsa zomwe zimachitika ngati vutoli silikhala losathetsedwa, malinga ndi ndalama, malo opikisana, kapena chilichonse chomwe wogula amadziyesa okha.

Funso limenelo ndilo lomwe limapangitsa kuti chimango ichi chigwire ntchito kwa akuluakulu omwe akukhudzidwa, oyang'anira omwe sakufuna kuyendayenda kudzera mu kufunsidwa kwa bajeti. Amafuna kulankhula za komwe bizinesi ikupita, ndipo chimango ichi chimakumana nawo kumeneko m'malo mowakokera pansi pamlingo wofufuzira.

SPICED (Mkhalidwe, Ululu, Kukhudzidwa, Chochitika Chovuta, Chisankho)

SPICED amawerengedwa pang'ono ngati mndandanda wofufuzira komanso ngati nkhani. Imayenda kuchokera pomwe wogula ali pompano mpaka momwe angasankhire, ndipo amamangidwa kwa ma reps omwe akufuna kapangidwe popanda zokambirana kumverera ngati kufunsidwa:

• Mkhalidwe: komwe wogula akuyimira lero, kukhazikitsa kwawo kwamakono, zida, kapena ndondomeko
• Ululu: zomwe kwenikweni zasweka kapena zokhumudwitsa pazochitikazo
• Zotsatira: zomwe ululu umenewo ukuwawononga, munthawi, ndalama, kapena mwayi wophonya
• Chochitika chovuta: tsiku lomaliza kapena choyambitsa kuwakakamiza kuchitapo kanthu tsopano m'malo mwa pambuyo
• Chisankho: momwe angasankhire, omwe akukhudzidwa, komanso momwe ndondomekoyi ikuwonekera

Lamuloli ndilofunika pano. Pofika nthawi yomwe mumafika pa ululu ndi kukhudzidwa, wogula wakuyendetsani kale mumkhalidwe wawo, kotero kupweteka kumamva ngati chinachake chomwe adawonekera, osati chinthu chomwe mwachotsa. Ndiko kusiyana pakati pa kupezeka kwadongosolo ndi kufunsidwa, ndipo ndichifukwa chake SPICED zimagwirizana ndi ogulitsa omwe akufuna kukhwima kwa chimango popanda kutaya ndondomeko yachilengedwe ya zokambirana.

Palibe gulu lodziwika bwino lomwe limayendetsa chimango chimodzi mawu pa mgwirizano uliwonse. Amasankha imodzi ngati maziko ndikusintha mafunso enieni ku chilichonse chomwe chili patsogolo pawo.

Ndondomeko Yotsogolera Yoyenerera

Bungwe lililonse limavala izi mosiyana, ena amayendetsa m'masitepe atatu, ena amatambasula mpaka asanu ndi awiri. Chotsani chizindikiro ndipo ndondomeko yomwe ili pansi imawoneka chimodzimodzi kulikonse.

Fufuzani Musanayambe Kulumikizana

Aliyense asanatenge foni kapena kutumiza imelo, kokani zomwe zakhala kale poyera. Kukula kwa kampani, makampani, malo, ndalama, zinthu zomwe zimatenga mphindi kuti mupeze ndikukuwuzani pafupifupi nthawi yomweyo ngati chiyembekezo chili pa mndandanda konse. Theka la ntchito yoyenerera imachitika pamaso pa rep asananene mawu kwa wogula.

Ogulitsa deta Pezani kusunga kwawo pano, kudyetsa tsatanetsatane wa firmographic yemwe rep angathe maola ambiri akumba. Zizindikiro zogula za B2B Monga ndalama zaposachedwa kapena kulemba ntchito utsogoleri watsopano kukuuzani yemwe ali pamsika pakalipano, osati yemwe akugwirizana ndi mbiri pamapepala. Fyuluta mwamphamvu, chitsogozo chilichonse chomwe chimadutsa mosayenerera chimakhala ola limodzi la sabata la rep lowonongeka.

Pangani kulumikizana ndi kuwunika

Tsopano mumafikiradi, ndipo njirayi ndi yofunika kwambiri kuposa momwe ma reps ambiri amapereka. Mtsogoleri wamkulu sakuyang'ana bokosi lolowera la generic mofanana ndi momwe woyang'anira wapakati alili, kotero gwirizanitsani njirayo komwe omvera amamvetsera, kaya ndi imelo, LinkedIn, kapena foni.

Tsegulani ndi chinachake chogwirizana ndi mkhalidwe wawo, osati phula. Palibe amene akufuna kumva za mankhwala anu mu mzere woyamba wa uthenga wochokera kwa mlendo. Pakakhala mgwirizano weniweni, ndi pamene mafunso a chimango amabwera, kaya ndi mafunso anayi a BANT kapena kuzama kwa MEDDIC, cholinga chake ndi chimodzimodzi: pezani ngati izi ndizoyenera kutsatira mbali iliyonse isanayambe kuyika nthawi yambiri.

Tsatirani Kudzipereka Pakapita Nthawi

Kukambirana kwina kumakuuzani zomwe wotsogolera akunena. Khalidwe lawo pa milungu ingapo yotsatira limakuuzani zomwe akutanthauza. Yang'anani momwe amachitira ndi maimelo otsatira, zomwe zili, ndi mafoni ena, kodi amatsegula, dinani, kuyankha, kuwonetsa? Chitsanzo chimenecho ndi chizindikiro chowona mtima kuposa chilichonse chomwe chimanenedwa pa foni imodzi, pomwe anthu amakonda kukhala aulemu mosasamala kanthu za chidwi chenicheni.

Tsimikizirani Mfundo Yoyenera Yolumikizana

Penapake pantchitoyi, funsani funso lomwe ma reps ambiri amapewa: kodi munthuyu alidi ndi ulamuliro wogula, kapena kusonkhezera munthu yemwe amachita? Kukambirana kwakukulu ndi munthu wolakwika kumakhalabe kwakufa.

Ngati alibe ulamuliro umenewo, pezani amene amatero, ndipo ndani wina akuyenera kusaina mgwirizanowu usanayambe kuyenda kulikonse. Kudumpha sitepe iyi ndipo mudzatha milungu ingapo mukumanga ubale ndi munthu yemwe sangathe kunena kuti inde.

Sankhani ndi Njira

Chilichonse mpaka pano chinali kusonkhanitsa chidziwitso. Apa ndi pomwe mumagwiritsa ntchito. Malinga ndi zomwe mwaphunzira, pali njira zitatu zokha:

1. Kupititsa patsogolo kutsogolera kukambirana mozama kwa malonda
2. Pitani mu ndondomeko yolera pambuyo
3. Chotsani mwachindunji.

Kusankha ndi gawo losavuta. Kuchita ndi komwe magulu amagwera pansi, otsogolera amakhala m'boma lina lapakati kwa milungu yambiri chifukwa palibe amene ankafuna kuyitanitsa. Kusasankha sikuteteza kuthekera kwa wotsogolera, kumangowononga nthawi yomwe mudagwiritsa ntchito kale kuyenerera. Sankhani njira ndikuyenda.

Mndandanda wa Ziyeneretso Zotsogolera

Munapanga foni. Kupititsa patsogolo, kusamalira, kapena kusayenerera, zilibe kanthu kuti ndi chiyani. Chofunika tsopano ndi ngati chisankhocho chinapangiradi kuchoka m'mutu mwanu ndikulowa mu dongosolo, chifukwa chisankho chomwe chimangokhalapo m'makumbukidwe anu si chisankho chomwe gulu lanu lingachitepo kanthu.

• Kodi chisankhocho chalembedwa m'CRM, osati kungosankha m'mutu mwanu kapena kutchulidwa podutsa?
• Ngati mukupita patsogolo, kodi pali sitepe yotsatira yokonzedweratu ndi mwiniwake wapadera ndi tsiku lophatikizidwa, osati "kutsatira posachedwa"?
• Kodi zolemba zopezeka ndizofotokozedwa mwatsatanetsatane mokwanira kuti rep ina ikhoza kutenga akaunti yozizira, popanda kuyenereranso kuyambira pachiyambi?
• Ngati disqualifying, kodi chifukwa analembedwa, kotero gulu akhoza kuona zitsanzo, monga nthawi zonse disqualifying kutsogolera ku gwero limodzi kapena gawo?
• Kodi aliyense amene akukhudza mgwirizanowu, kuphatikizapo aliyense amene amaperekedwa, alidi ndi chiwonetsero cha zomwe zaphunzira kale?

Kudumpha chilichonse cha izi ndipo ntchito yoyenerera yomwe mwangochita mwina sizinachitike.

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Lead Qualification FAQs

1. Kodi ziyeneretso zotsogolera zimatanthauzidwa chiyani?

Kuyenerera kotsogolera ndi njira yowunikira ngati chiyembekezo chiri choyenera kwenikweni pazomwe mumagulitsa, kutengera zosowa, bajeti, ndi ulamuliro wochitapo kanthu, musanayambe kuyika nthawi ina yogulitsa. Ndi fyuluta yomwe imalekanitsa mwayi weniweni ndi mayina omwe ali pamnda.

2. Kodi ndingawongolere bwanji ziyeneretso zotsogolera?

Yambani kale kuposa momwe magulu ambiri amachitira. Sefani pa deta ya firmographic musanayambe kufalitsa koyamba, sankhani chimango chomwe chikugwirizana ndi zovuta zanu, ndikutsata mgwirizano pakapita nthawi m'malo moweruza kuti mukukambirana koyenera. Mavuto ambiri oyenerera amachokera ku kudumpha imodzi mwa masitepe awa, osati chimango cholakwika.

3. Kodi mlingo wabwino wotsogolera ndi chiyani?

Palibe nambala imodzi yomwe imagwira ntchito m'mafakitale kapena mayendedwe ogulitsa, zimadalira kwambiri kukula kwa mgwirizano, kayendedwe ka malonda, komanso momwe mfundo zanu zilili zokhwima. M'malo mothamangitsa chizindikiro, tsatirani MQL wanu kuti mupange mlingo SQL pakapita nthawi ndikuchitira kutsika ngati chizindikiro choyenera kuchitapo kanthu.

4. Kodi ndingadziwe bwanji ngati wotsogolera ali woyenerera?

Iwo asonyeza kufunikira kwenikweni, ali ndi bajeti kapena kupeza, ndipo munthu amene mukulankhula naye ali ndi ulamuliro weniweni kapena chisonkhezero pa chisankhocho. Ngati chilichonse mwa zidutswa zimenezo chikusowa, chitsogozo sichichotsedwa mwachindunji, chimangofunika ntchito yambiri isanakonzekere.

5. Chifukwa chiyani ziyeneretso za lead ndizofunika?

Popanda izo, ma reps amathera nthawi pazokambirana zomwe sizinali kupita kulikonse, ndipo omwe ali oyenera kutsata samapeza chidwi chomwe akuyenera. Kuyenerera ndi komwe kumapangitsa kuti nthawi ya gulu logulitsa ikhale yopindulitsa m'malo mongotanganidwa.