Lead Qualification Ni Iki? Inyigisho ngirakamaro ku migwi y'abaguzi

Ivyinshi mu leads ivyo ubudandaji bita bifise ubushobozi ntivyigera birokoka guhura n’abagurisha. Mu nganda zose, umubare w’abantu MQL ku SQL igipimo co guhindura kiri ku 13%. Mu majambo asobanutse, ubudandaji buratanga ijana leads, kandi ugurisha gusa kubona cumi n’itatu bikwiye gukurikirana. Ivyo si ingorane y’uruvyaro rwa lead. Ni ingorane y’ubushobozi, kandi ni ikibazo gizimvye iyo ata n’umwe ariko aragikosora.

Ivyo ni vyo lead qualification ari vyo. Iki kiganiro kirasenyura ico bisobanura mu vy’ukuri, ubwoko bwa qualified leads uzohura navyo, inzego zibereye kumenya, n’ingene vyose bifatanya. Mu nzira tuzokora aho bihuye iruhande . uruvyaro rwa lead, kuko qualification ikora gusa iyo leads ishika ku ba reps bawe yari yaronkejwe n’intumbero imwe inyuma yayo.

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Lead Qualification ni iki?

Lead qualification ni inzira yo kumenya nimba umuntu afise icizigiro mu vy’ukuri afise agaciro k’igihe cawe imbere y’uko umushiramwo vyinshi. Bisigura gusuzuma nimba umuntu afiseivyo akeneye vy’ukurin’ingengo y’imari n’ububasha bwo kubikora, atari umuntu gusa yuzuje urupapuro canke yuguruye imeyili. Siga iyi ntambwe ntuba uriko uragurisha. Uriko urakora ibiharuro n'inyongera ku mpapuro z'imibare.

Ehe igice abantu benshi bafata nabi: guhabwa uburenganzira si umwanya umwe wo gutanga. Ni relay, igabanywa hagati y’ugutangaza n’ugucuruza, uruhande rumwe rumwe rukaba rushobora gushika ku rwego rwa leads ku ntumbero itandukanye mu nzira. None akazi ni aka nde, marketing canke sales? Nta n’umwe muri bo ari wenyene. Isoko ricungera inyungu kandi rihuye hejuru y’uruzitiro. Ugurisha kuracungera kwitegura no kwihutira gushika hasi.

Itandukaniro rimwe ryiza gukorwa hakiri kare: ubushobozi si co kimwe n’ lead gutsinda. Gutsinda, kenshi bica muri Porogaramu yo gutanga amanota lead, itanga agaciro k'umubare gashingiye ku gukwira n'ugukorana. Ivyiza ni umuhamagaro w’urubanza ufata ingingo y’ico wokora kuri iyo nkuru.

Ubwoko bwa Qualified Leads

Injira mu nama iyo ari yo yose y’ugucuruza uzokwumva aya majambo ane aterewe hirya no hino nk’aho bose bemeranya kuco asobanura. Ntibabigira, si imisi yose. Ehe amajambo afise akamaro mu vy'ukuri:

• Gutangaza amakuru bibereye lead (MQL): a lead yerekanye ugushimishwa gufise insiguro biciye mu birimwo, amasekeza, canke ibintu, ata n’umwe ashobora guhura n’ugucuruza. Ivyo akenshi bica ku ruhande biciye ku . Ubucuruzi bushingiye ku ntumbero, gukurikirana ibirenge vy’ubuhinga bwa none vyerekana ko umuntu ari mu buryo bwo gutorera umuti ingorane imbere y’uko abwira umuntu uwo ari we wese ijambo.
• Ugurisha kwemewe lead (SAL): an MQL iyo abagurisha basubiyemwo kandi bemeranya irabereye gukurikirana bimwe bikomeye. Amashirahamwe amwe amwe arakoresha ivyo nk’aho ari ikibanza co gusuzumiramwo imbere y’uko lead iba SQL, uburyo bwo gukoresha ikipe y'abagurisha hanze kuvuga ngo "egome, iyi ni iya nyayo" imbere yo kuyiha umwanya nyawo.
• lead y’ugucuruza (SQL): lead yasuzumwe neza n’ugucuruza kandi yemejwe ko ifise ivyipfuzo vy’ukuri, igihe nyaco, n’ugufata ingingo. Iyi ni lead yiteguriye ikiyago nyaco ku bijanye n'ugushikana n'igiciro, si imeyili yo kurera.
• Igicuruzwa gikwiriye lead (PQL): lead imaze kuronka agaciro gafatika kuva ku gicuruzwa ubwaco, cane cane biciye mu kugerageza ku buntu canke gukoresha ubuntu. Ico gikoresho carakoze ivyo kwemeza imbere y'uko uwundi muntu afata telefone.

Ukeneye vyose bine? Kumbure sivyo. Amashirahamwe mato mato akenshi asenyura MQL na SAL mu ntambwe imwe kuko adafise umubare w’abantu bo gukoresha ibibanza bibiri vyo gusuzumiramwo. Amashirahamwe ayobowe n'ibicuruzwa yishingikiriza cane kuri PQLs, kuko amakuru y'ikoreshwa ababwira vyinshi kuruta uko kwuzuza urupapuro kwoshobora kubivuga.

Imirongo y'Igihe

Hitamwo framework mbi uzoba ufise lead isusurutse n'ibibazo vy'urutonde canke utakaze umuhingamo w'umu rep ukurikirana umuntu atari bwigere agura. Ico ciza kivana n’uburemere bw’amasezerano, uburebure bw’ingendo y’ugucuruza, n’ingene abafatanyabikorwa bari mu vy’ukuri mu cumba, kandi oya, nta n’inzego imwe itsinda igihe cose.

BANT (Ingengo y'imari, Ububasha, Ivyakenewe, Igihe)

BANT ni izina rya kera cane mu cumba, kandi rirafatanye kuko rikora iyo ukeneye inyishu vyihuta. Ibibazo bine bitaziguye: boba bashobora kuvyishura, ni nde mu vy’ukuri afata ingingo, ni ingorane iyihe bariko baratorera umuti, kandi ni ryari bakeneye ko bitorera umuti. Nta n’imivugo, nta n’ivyo kuvumbura, ni ibintu gusa ukeneye kumenya nimba wobandanya.

Ni co gituma nyene bihuye n'ubushobozi bugororotse, bufise ijwi ryinshi, aho umukozi ariko ariruka mu mirongo myinshi ya leads mu ndwi kandi umuvuduko urahambaye kuruta utunenge.

Ariko usunike BANT cane bica bitangura kumera nk’ikibazo. Baza prospect ivy’ingengo y’imari mu masegonda mirongo itatu ya mbere kandi nturiko uramuha uburenganzira, uriko uramusuzuma nk’uko nyen’inzu asuzuma amanota y’inguzanyo. Ikoreshejwe bikomeye, isoma nk'ivy'ugucuruza n'ugucuruza-mbere, si ijwi nyaryo ushaka ku guhamagara ubwa mbere.

CHAMP (Ingorane, Ubukuru, Amahera, Gushira imbere)

CHAMP afata ibirungo bine nyene vya BANT maze agahindura urutonde. Aho gufungura n’ingengo y’imari, ifungura n’ingorane z’umuguzi, ivyo mu vy’ukuri vyavunitse, ivyo bibatwara umwanya canke amahera, ivyo bituma badasinzira mw’ijoro. Inyuma y'ivyo niho gusa bica bishika mu bukuru, mu mahera no mu gushira imbere ibintu.

Iryo hinduka rimwe ry’urutonde rituma habaho itandukaniro nyaryo. Leading n'ingorane bihindura ikiyago c'uguhanahana amakuru aho kuba c'ugukorana, uriko urasuzuma ingorane imbere y'uko ushinga igiciro c'umuti.

Ni vyiza ku bashushe leads, abo binjiye biciye mu birimwo canke mu gutumako kandi biteze ko rep itahura uko ibintu vyifashe imbere yo kubaza ivyo biteguye gukoresha. Ugurure n'ingengo y'imari kuri lead nk'iyo uzozitakaza imbere y'uko ushika ku kibazo ca kabiri.

MEDDIC / MEDDICC (Ibipimo, Umuguzi w'ubutunzi, Ivyangombwa vyo gufata ingingo, Inzira yo gufata ingingo, Kumenya ububabare, Umutsinzi, Amarushanwa)

MEDDIC si iyo guhamagara kuvumbura iminota cumi n'itanu. Ni ku bwoko bw'amasezerano aho abantu indwi bakeneye gusinya imbere y'uko ikintu cose kiba, kandi ibibazo bine vya BANT ntibizogushikana mu kilometero kimwe co gutahura ibiriko biraba mu vy'ukuri.

Iyo nzira igabanya ubushobozi mu bice bihambaye kumasezerano y'ibigo asobanutse, afise abafatanyabikorwa benshi:

• Ibipimo: gupima ingaruka z’ubucuruzi, ni umubare uwuhe mu vy’ukuri wimuka iyo iri sezerano rifunze
• Umuguzi w’ubutunzi: umuntu agenzura ingengo y’imari, kandi ni gake cane uwo wavuganye na we ubwa mbere
• Ivyiyumviro vyo gufata ingingo: ivyo mu vy’ukuri komite y’ugugura iriko iracira urubanza abaguzi
• Ingingo: intambwe n’ivyemezo bitegerezwa kuba imbere y’uko amasezerano asinywa
• Menya ububabare: gusunika kure y’ukwidodomba kwo hejuru ku giciro nyaco co kutagira ico ukora
• Umutsinzi: umuvugizi wo mu mutima azogushigikira iyo utari mu cumba
• Ihiganwa: kumenya abandi bariko barasuzumwa n’igituma boshobora gutsinda mu kibanza cawe

Ivyo ni vyinshi cane kuruta igipfukisho ca BANT canke CHAMP, kandi bisaba ubuhinga nyakuri kugira ngo ushobore gukora neza. Gukora ikarita ya komite y’ugugura, kurondera umukinyi nyakuri, gusoma aho amarushanwa ari, nta na kimwe muri ivyo kiba ku guhamagara rimwe. Yubakiwe ingendo ndende z’ugucuruza, aho uburebure burengeye bwihebera aho gutuma ibintu bigenda buhoro.

GPCTBA/C&I (Intego, Imigambi, Ingorane, Igihe, Ingengo y’imari, Ububasha, Inkurikizi & Ingaruka)

Iyi ni yo ifise ijambo ry'inyongera ribi kuruta ayandi yose kuri urwo rutonde, kandi ni ryo ryubatswe ku biganiro aho urutonde rwo gusuzuma rwotuka uwo uriko urayaga na we. GPCTBA/C&I isunika uburenganzira bwa kera bwo ku ruhande mu nzira yagutse y'umuguzi, ivyo mu vy'ukuri bariko baragerageza gushikako n'ico bibatwara iyo batabishitseko:

• Intego: igisubizo gipimwa umuguzi ariko arakurikirana, si ingorane ihita ahubwo ni intumbero nini kuruta iyo ahuza
• Imigambi: ivyo umuguzi asanzwe akora, canke ategura gukora, kugira ashike kuri iyo ntumbero
• Ingorane: intambamyi zihagaze hagati yabo n’iyo ntumbero
• Igihe: igihe bakeneye kugitera, n’igiki kijana iyo gihe c’iherezo
• Ingengo y’imari: ivyo bashobora gutanga, bishingiye ku ntumbero aho gusaba ubukonje
• Ubukuru:uwushira umukono ku bijanye no gushikayo
• Inkurikizi & ingaruka: ivyo bishika, mu vy’ukuri, iyo ataco bihindutse

Ico gice ca nyuma ni co gitandukanya iyi nzira n'ibindi vyose biri kuri urwo rutonde. Inzego nyinshi zihagarara kuri "ikibazo ni ikihe." Uyu abaza ibigenda iyo ingorane iguma itatowe umuti, mu bijanye n’amahera yinjira, ikibanza co guhiganwa, canke ico umuguzi yipima mu vy’ukuri.

Ico kibazo ni co gituma iyo nzira ikora ku bafatanyabikorwa bakuru, abarongozi badashaka ko bagendagenda mu bibazo vy’ingengo y’imari. Bashaka kuvuga aho ubucuruzi buja, kandi iyo nzira ibahura ng'aho aho kubakwegera hasi ku rugero rw'urutonde rw'ibintu vyo gusuzuma.

SPICED (Ivyabaye, Ububabare, Ingaruka, Ivyabaye Bikomeye, Ingingo)

SPICED isoma bike nk'urutonde rw'ibintu vyo gusuzuma ahubwo isoma cane nk'inkuru. Igenda kuva aho umuguzi ari ubu gushika ku kuntu bazofata ingingo, kandi yubatswe ku ba reps bashaka imiterere ata kiyago kimeze nk'ikibazo:

• Ivyabaye: aho umuguzi ahagaze uno musi, imiterere yabo, ibikoresho, canke uburyo
• Ububabare: ni igiki mu vy’ukuri cavunitse canke gitera ubwoba ku bijanye n’ivyo bintu
• Ingaruka: ivyo uwo mubabaro uriko urabatwara, mu gihe, mu mahera, canke mu karyo babuze
• Ikibazo gikomeye: igihe c’iherezo canke ikintu kibatera gukora ubu aho gukora mu nyuma
• Ingingo: ingene bazohitamwo mu vy’ukuri, abazobigiramwo uruhara, n’ingene inzira izogenda

Urutonde ni rwo ruhambaye hano. Igihe ugeze ku kubabara no ku ngaruka, umuguzi aba amaze kugutambukira mu mibereho yabo, rero ububabare bumeze nk’ikintu bavuye hejuru, atari ikintu wakuye. Ukwo ni kwo gutandukanya ukuvumbura gutunganijwe n'ugubaza, kandi ni co gituma SPICED ibereye abagurisha bashaka uburemere bw'inzego batatakaje umurongo w'ikiyago.

Nta mugwi w'abahinga ukoresha ijambo rimwe ku rindi ku masezerano yose. Batora kimwe nk'umushinge maze bagahuza ibibazo vyihariye n'ivyo bari imbere yabo vyose.

Imigenderanire ya Lead Qualification

Ishirahamwe ryose rirambara ivyo mu buryo butandukanye, bamwe babirongora mu ntambwe zitatu, abandi babirambura gushika ku ndwi. Kuraho ikimenyetso n'urutonde rw'inyuma rusa n'umwe hose.

Ubushakashatsi Imbere yo Guhamagara

Imbere y'uko umuntu afata telefone canke akarungika email, n'ukure ivyo bimaze kwicara ahantu hagaragara. Ubwinshi bw’ishirahamwe, inganda, ahantu, inyungu, ivyo bintu bifata iminota kugira ngo ubironke kandi bikakubwira hafi ubwo nyene nimba umuntu yipfuza gukorana na we ari kuri urwo rutonde na gato. Ica kabiri c'igikorwa co guhabwa uburenganzira kiba imbere y'uko umuserukira abwira ijambo umuguzi.

Abagurisha amakuru n’ugutunga kwabo hano, kugaburira amakuru y’ivy’ubuhinga umu rep yomara amasaha menshi yimba. Ibimenyetso vyo kugura B2B nk’amahera aherutse gutangwa canke igikorwa gishasha ca leadership kikubwira uwuri mu vy’ukuri mw’isoko ubu, atari uwuhuye n’ivyo umuntu avuga ku mpapuro gusa. Filter hard, lead yose inyerera mu ntambara iba isaha y’indwi y’umu rep ipfuye ubusa.

Guhamagara no gusuzuma

Ubu mu vy'ukuri urashikira, kandi umurongo urahambaye kuruta uko benshi mu ba reps bawuha icubahiro. Umuyobozi mukuru ntariko arasuzuma ubutumwa rusangi nk'uko umuyobozi wo hagati abigira, rero uhuze umurongo n'aho abakwumviriza vy'ukuri bitaho, yaba ari imeyili, LinkedIn, canke guhamagara kuri telefone.

Ufungure n’ikintu gihuye n’ivyo bariko barashikirwa, si ikibanza. Nta n’umwe ashaka kwumva ivy’igicuruzwa cawe mu murongo wa mbere w’ubutumwa buvuye ku muntu atazi. Iyo habayeho rapport nyayo, niho ibibazo vy’inzego bishika, haba ibibazo bine vya BANT canke MEDDIC bishika kure cane, intumbero ni imwe: menya nimba ivyo bibereye gukurikirana imbere y’uko uruhande urwo ari rwo rwose rutanga umwanya mwinshi>>

Gukurikirana ubugeni mu gihe

Ikiyago kimwe kikubwira ivyo lead ivuga. Inyifato yabo mu ndwi zikurikira irakubwira ico mu vy’ukuri basobanura. Raba ingene bakorana n’ama email akurikirana, ibirimwo, n’ibindi bihamagarwa, boba bafungura, bakanda, bagasubiza, berekana? Ico kigereranyo ni ikimenyetso c’ukuri kuruta ikintu cose kivugwa ku guhamagara rimwe, aho abantu bakunda kugira indero ataco bafatiye ku nyungu nyayo.

Wemeze ahantu heza ho guhamagara

Ahantu kanaka mu nzira, ubaze ikibazo benshi mu basubiramwo birinda: uwo muntu yoba vy’ukuri afise ububasha bwo kugura, canke gukora ku muntu abigira? Ikiyago gikomeye n’umuntu atari we kiracari inzira y’umusaraba.

Nimba batafise ubwo bubasha, murondere uwubufise, n’uwundi akeneye gusinya imbere y’uko iri sezerano rigenda aho hose. Siga iyi ntambwe uzomara amayinga menshi wubaka ubucuti n'umuntu adashobora kuvuga ngo ego.

Fata ingingo n'inzira

Ivyo vyose gushika aha vyari ugukoranya amakuru. Aha niho mu vy’ukuri uyikoresha. Hashingiwe kuvyo wize, mu vy'ukuri hari inzira zitatu gusa:

1. Teza imbere lead ku kiganiro c’ugucuruza gikomeye
2. Uyishire mu rutonde rw'ivyo kugaburira kugira ngo uzokoreshe mu nyuma
3. Muyikureho ataco ihinduye.

Gufata ingingo ni co gice coroshe. Ivyo gukina niho amashirahamwe agwa hasi, leads yicara mu ntara zimwe zimwe ziri hagati y’amayinga menshi kuko ata n’umwe yashaka guhamagara. Indecision ntikingira ubushobozi bwa lead, gusa itakaza umwanya umaze kuyironsa. Hitamwo inzira maze ugende.

Urutonde rwo gusuzuma

Ni wewe wahamagaye. Gutera imbere, kurera, canke gukuraho, ntaco bimaze ico ari co. Igihambaye ubu ni nimba iyo ngingo mu vy'ukuri yayikuye mu mutwe wawe ikaja muri sisitemu, kuko ingingo iri mu bwenge bwawe gusa si ingingo ikipe yawe ishobora gukurikiza.

• Ingingo yoba yanditswe muri CRM, ntiyafashwe gusa mu mutwe wawe canke ivugwa mu guca?
• Niba uriko uratera imbere, hari intambwe ikurikira itegekanijwe ifise nyen’iyo n’itariki yihariye, atari "gukurikirana vuba"?
• Mbega amakete y’ivyo bavumbuye aratomoye bihagije ku buryo uwundi rep yoshobora gutora iyo konti ataco akora, ataco asubiye gutora kuva mu ntango?
• Nimba ari ugukuraho, imvo yoba yanditswe, kugira ngo ikipe ibone uburyo, nk’ugukuraho leads ubudasiba kuva ku nzira imwe canke igice kimwe?
• Mbega umuntu wese akora kuri iri sezerano,harimwo n’uwo wese rishikirizwa, mu vy’ukuri arafise ukuboneka mu vyo amaze kwiga?

Simbuka kuri ivyo vyose kandi igikorwa co guhabwa uburenganzira wakoze coshobora kuba kitabaye.

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Ibibazo bibazwa cane

1. Ni igiki bisobanura ijambo lead qualification?

Lead qualification ni inzira yo gusuzuma nimba umuntu akwiye vy’ukuri ivyo ugurisha, bishingiye ku nkenerwa, ingengo y’imari, n’ububasha bwo gukora, imbere yo gushiramwo uwundi mwanya wo kugurisha. Ni akayunguruzo gatandukanya amahirwe nyayo n'amazina ari ku rutonde.

2. Noshobora gute gutera imbere?

Tangira kare kurusha uko amashirahamwe menshi akora. Cungura amakuru y’ivy’ubuhinga imbere y’uko ushikira abantu ubwa mbere, uhitemwo uburyo bujanye n’uburemere bw’amasezerano yawe, kandi ukurikirane ubufatanye mu gihe aho guca urubanza ko bihuye n’ikiyago kimwe. Ibibazo vyinshi vy'ubushobozi biva ku gusimbuka imwe muri izo ntambwe, atari inzego zidatunganye.

3. Ni ikihe gipimo ciza ca lead qualification?

Nta mubare umwe ukoreshwa mu nganda canke mu bikorwa vy'ugucuruza, bivana cane n'ubunini bw'amasezerano, urugendo rw'ugucuruza, n'ingene ingingo zawe zikomeye. Aho gukurikirana ikigereranyo, kurikirana igipimo cawe ca MQL gushika kuri SQL mu gihe c'igihe maze ufate umurongo wo kumanuka nk'ikimenyetso gikwiriye gukorwako.

4. Nomenya gute ko lead afise ubushobozi?

Bagaragaje ko bakeneye vy’ukuri, bafise ingengo y’imari canke barashobora kuyironka, kandi uwo uriko urayaga na we afise ububasha nyakuri canke akosho ku ngingo. Iyo hari kimwe muri ivyo bice kibuze, lead ntishobora gukurwaho, ikeneye gusa gukora cane imbere y'uko itegurwa.

5. Ni kuki lead qualification ari ngirakamaro?

Iyo ataco, aba reps bamara umwanya mu biyago bitagira aho bishika, kandi ivyo bikwiye gukurikirana ntibironka ivyiyumviro bikwiye. Ubushobozi ni bwo butuma umwanya w'umugwi w'abaguzi uba uwufise akamaro aho kuba uwuhuze gusa.