Lead Qualification ni iki? Imfashanyigisho ifatika yo kugurisha amakipe

Byinshi muri leads ibyo kwamamaza byujuje ibyangombwa ntibishobora kubaho kubaho kugurisha. Hirya no hino mu nganda, impuzandengo MQL kugeza SQL igipimo cyo guhindura cyicaye gusa 13%. Mu magambo asobanutse, kwamamaza ibicuruzwa biva kuri leads ijana, kandi kugurisha bibona cumi na bitatu bikwiye gukurikirana. Ntabwo arikibazo cya lead. Nibibazo byujuje ibyangombwa, kandi nibihenze niba ntanumwe ubikosoye.

Nibyo lead qualification igamije. Iyi ngingo isenya icyo isobanura mubyukuri, ubwoko bwa qualified leads uzahura nazo, urwego rukwiye kumenya, n'inzira ihuza byose hamwe. Mu nzira tuzakoraho aho bihurira igenewe igisekuru cya lead, kuberako impamyabumenyi ikora gusa niba leads igera kuri reps yawe yavuye kubushake runaka inyuma yabo.

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Lead Qualification ni iki?

Impamyabumenyi ya Lead ninzira yo kumenya niba mubyukuri ibyiringiro bikwiye umwanya wawe mbere yuko ushora byinshi. Bisobanura gusuzuma niba umuntu afite ibikenewe byukuri hamwe ningengo yimari nububasha bwo kubikora , ntabwo ari umuntu wujuje urupapuro cyangwa yafunguye imeri. Simbuka iyi ntambwe kandi ntabwo ukora ibicuruzwa. Urimo gukora gukeka hamwe nimpapuro ziyongera.

Dore igice abantu benshi bibeshya: impamyabumenyi ntabwo ari akanya gato. Ni relay , igabanijwe hagati yo kwamamaza no kugurisha, hamwe na buri ruhande rwujuje ibisabwa leads ahantu hatandukanye muri ruhurura. None akazi ninde, kwamamaza cyangwa kugurisha '? Nta n'umwe wenyine. Kwamamaza muyunguruzi kubwinyungu kandi bikwiranye hejuru ya feri. Kugurisha muyunguruzi kugirango witegure kandi byihutirwa kurushaho.

Itandukaniro rimwe rikwiye gukora hakiri kare: impamyabumenyi ntabwo ari imwe Amanota ya lead. Gutanga amanota, akenshi biruka Porogaramu yo gutanga amanota lead, igenera agaciro k'umubare ukurikije guhuza no gusezerana. Impamyabushobozi ni umuhamagaro wurubanza uhitamo icyo gukora naya manota.

Ubwoko bwa Qualified Leads

Genda mumateraniro iyo ari yo yose yo kugurisha uzumva aya magambo ane yataye nkuko abantu bose bemeranya kubyo bashaka kuvuga. Ntabwo bakora, ntabwo buri gihe. Dore amagambo afite akamaro:

• Kwamamaza byujuje ibyangombwa lead (MQL): a lead yerekana inyungu zifatika binyuze mubirimo, ubukangurambaga, cyangwa ibyabaye, nta kugurisha kugurisha bitaziguye. Ibi bikunze kugaragara intego yo kwamamaza, gukurikirana ibirenge bya digitale yerekana umuntu muburyo bwo gukemura ibibazo mbere yuko abwira umuntu uwo ari we wese.
• Igurisha ryemewe lead (SAL): an MQL igurisha ryasuzumye kandi ryemeranijwe rikwiye gukurikiranwa byimbitse. Amashyirahamwe amwe akoresha ibi nkigenzura hagati mbere yuko lead ihinduka SQL, inzira ya itsinda ryo kugurisha hanze kuvuga "yego, uyu nyawe" mbere yo kubikora igihe nyacyo.
• Ngiyo lead yiteguye kuganira nyabyo kubyerekeye ibiciro n'ibiciro, ntabwo ari imeri yo kurera.
• Ibicuruzwa byakoze mbere yuko rep itora terefone.

Ukeneye byose uko ari bine? Birashoboka ko atari byo. Amakipe mato akunze gusenyuka MQL na SAL mukuntambwe imwe kuko badafite umutwe wogukoresha ibirindiro bibiri. Ibigo biyobowe nibicuruzwa bishingiye cyane kuri PQLs aho, kubera ko amakuru yimikoreshereze ababwira ibirenze kuzuza impapuro.

Ibikorwa bya Lead Qualification

ubucuruzi bugoye, uburebure bwigurisha, hamwe nabafatanyabikorwa bangahe mubyumba

BANT (Ingengo yimari, Ubuyobozi, Bikenewe, Igihe)

BANT nizina rya kera cyane mubyumba, kandi ryagumye hafi kuko rikora mugihe ukeneye ibisubizo byihuse. Ibibazo bine bitaziguye: barashobora kubyishyura, ninde uhitamo, nikihe kibazo bakemura, kandi ni ryari bakeneye kugikemura. Nta bisigo, nta kuvumbura arc, gusa nibintu ukeneye kumenya niba ugomba gukomeza.

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Ariko usunike BANT cyane kandi bitangiye kumva nkibibazo. Baza ibyiringiro byingengo yimari mumasegonda mirongo itatu yambere kandi ntujuje ibisabwa, urabisuzuma nkuko nyirinzu agenzura amanota yinguzanyo. Byakoreshejwe cyane, bisoma nkigikorwa cyo kugurisha no kugurisha-mbere, ntabwo ari ijwi ushaka kumuhamagara wa mbere.

CHAMP (Ibibazo, Ubuyobozi, Amafaranga, Gushyira imbere)

CHAMP ifata BANT ibice bine bimwe hanyuma igahindura gahunda. Aho gufungura hamwe ningengo yimari, ifungura hamwe na ibibazo byabaguzi , ibyacitse mubyukuri, ibibatwara umwanya cyangwa amafaranga, nibikomeza nijoro. Gusa nyuma yibyo yimukira mubuyobozi, amafaranga, no gushyira imbere.

Ihinduka rimwe murukurikirane ritanga itandukaniro ryukuri. Leading hamwe nibibazo bihindura inama yo kuganira aho guhinduranya, urasuzuma ikibazo mbere yuko utanga igisubizo.

Nibyiza cyane kuri hashyushye leads , abinjiye mubirimo cyangwa kubohereza kandi bategereje ko rep izumva imiterere yabo mbere yo kubaza icyo bifuza gukoresha. Fungura hamwe na bije kuri lead nkiyi kandi uzayitakaza mbere yuko ugera kukibazo cya kabiri.

MEDDIC / MEDDICC (Ibipimo, Umuguzi wubukungu, Ibipimo byicyemezo, inzira yo gufata ibyemezo, Menya ububabare, Nyampinga, Irushanwa)

MEDDIC ntabwo ari iy'iminota cumi n'itanu yo guhamagara. Ni kubwamasezerano aho abantu barindwi bakeneye gusinya mbere yuko hagira ikintu kibaho, kandi ibibazo bine bya BANT ntibizakugeza mumirometero imwe yo gusobanukirwa nibiri gukorwa.

Urwego rugabanya impamyabumenyi mubice bifite akamaro kuri bigoye, imishinga myinshi ifatanyabikorwa p

• Ibipimo: kugereranya ingaruka zubucuruzi, ni uwuhe mubare wimuka niba aya masezerano arangiye
• Umuguzi wubukungu: umuntu ugenzura ingengo yimari, kandi ni gake umuntu wavuganye mbere
• Ibipimo ngenderwaho: icyo komite ishinzwe kugura iracira imanza abacuruzi kurwanya
• Inzira yo gufata ibyemezo: intambwe nibyemezo bigomba kubaho mbere yuko amasezerano asinywa
• Menya ububabare: gusunika ibirego hejuru yikiguzi nyacyo cyo kutagira icyo ukora
• Nyampinga: uwunganira imbere uzajya impaka kubibazo byawe mugihe utari mucyumba
• Irushanwa: kumenya undi wasuzumwa n'impamvu bashobora gutsinda aho kuba wowe

Nibintu byinshi cyane kurenza BANT cyangwa CHAMP, kandi bisaba ubuhanga nyabwo bwo gukora neza. Gushushanya komite ishinzwe kugura, gushaka nyampinga nyawe, gusoma imiterere irushanwa, ntanumwe ubaho kumuhamagaro umwe. Yubatswe kuri igihe kirekire cyo kugurisha , aho ubujyakuzimu bwiyongera ubwabwo aho gutinda ibintu.

GPCTBA / C & amp; I (Intego, Gahunda, Ibibazo, Igihe, Ingengo yimari, Ubuyobozi, Ingaruka & amp; Ibikorwa)

Iyi ifite incamake mbi cyane kurutonde, kandi ni nurwego rwubatswe kubiganiro aho urutonde rushobora gutuka umuntu muganira. GPCTBA / C.

• Intego: ibisubizo byapimwe umuguzi yirukankana, ntabwo arikibazo cyihuse ahubwo intego nini ihuza na
• Gahunda: ibyo umuguzi asanzwe akora, cyangwa ateganya gukora, kugirango agere kuri iyo ntego
• Ibibazo: inzitizi zihagaze hagati yabo nintego
• Igihe: mugihe bakeneye kuyikubita, niki gitera iyo minsi ntarengwa
• Ingengo yimari: icyo bashobora kugenera, giteganijwe kurwanya intego aho kubazwa ubukonje
• Ubuyobozi: wasinyiye kugerayo
• Ingaruka & amp; ibisobanuro: ibiba, mubyukuri, niba ntakintu gihinduka

Icyo gice cyanyuma nicyo gitandukanya iyi mikorere nibindi byose kurutonde. Ibikorwa byinshi bihagarara kuri "ikibazo nikihe." Uyu arabaza bigenda bite mugihe ikibazo kitagikemutse , mubijyanye ninjiza, umwanya uhatanira, cyangwa ikindi kintu cyose umuguzi yipima.

Icyo kibazo nicyo gituma iyi mikorere ikora kuri abafatanyabikorwa bakuru , abayobozi badashaka kunyura mubibazo byingengo yimari. Bashaka kuvuga aho ubucuruzi bugana, kandi iyi mikorere irahurira nabo aho kubakurura kugirango bagenzure urwego.

SPICED (Ibihe, Ububabare, Ingaruka, Ibyabaye, Icyemezo)

SPICED isoma bike nkurutonde rwigenzura nibindi nkinkuru. Igenda kuva aho umuguzi ageze nonaha muburyo bazahitamo mubyukuri, kandi yubatswe kubasubiza bashaka imiterere nta biganiro bumva ari kubazwa:

• Ibihe: aho umuguzi ahagaze uyumunsi, imiterere yabo, ibikoresho, cyangwa inzira
• Ububabare: mubyukuri ibyacitse cyangwa bitesha umutwe icyo kibazo
• Ingaruka: icyo ubwo bubabare bubatwara, mugihe, amafaranga, cyangwa amahirwe yabuze
• Ibyabaye bikomeye: igihe ntarengwa cyangwa imbarutso ibahatira gukora nonaha aho gukora nyuma
• Icyemezo: uko bazahitamo mubyukuri, ababigizemo uruhare, nuburyo inzira isa

Itondekanya rifite akamaro hano. Mugihe ugeze kububabare n'ingaruka, umuguzi yamaze kukunyura mubihe byabo, ububabare rero bwunvikana nkikintu cyagaragaye, ntabwo arikintu wakuyemo. Ngiyo itandukaniro riri hagati yubuvumbuzi bwubatswe no kubazwa, niyo mpamvu SPICED ibereye abagurisha bifuza gukomera kumurongo utabuze injyana karemano yikiganiro.

Nta kipe ifite uburambe ikoresha ijambo rimwe kumurongo ijambo kuri buri masezerano. Bahitamo kimwe nkibanze kandi bahuza ibibazo byihariye nibiri imbere yabo.

Inzira ya Lead Qualification

Buri shyirahamwe ryambara ibi bitandukanye, bamwe babikora mubyiciro bitatu, bimwe birambura kugeza birindwi. Kuraho ibirango kandi urutonde rwibanze rusa nkaho hose.

Ubushakashatsi Mbere yo Guhuza

Mbere yuko umuntu afata terefone cyangwa yohereza imeri, kurura ibyari bimaze kwicara kumugaragaro. Ingano yisosiyete, inganda, ahantu, amafaranga yinjira, ibintu bifata iminota yo kubona kandi bikakubwira hafi ako kanya niba ibyiringiro biri kurutonde rwose. Kimwe cya kabiri cyakazi cyujuje ibyangombwa kibaho mbere yuko rep ibwira ijambo umuguzi.

Abacuruzi binjiza ibyo bakomeza hano, kugaburira amakuru ya firografiya rep ubundi yakoresha amasaha acukumbura. B2B kugura ibimenyetso nkinkunga iheruka cyangwa umushahara mushya wa leadership ikubwire ninde uri ku isoko muri iki gihe, ntabwo uhuza gusa umwirondoro ku mpapuro. Shungura cyane, buri lead inyerera itujuje ibyangombwa ihinduka isaha yicyumweru cya rep.

Kora Contact no Gusuzuma

Noneho mubyukuri urageraho, kandi umuyoboro ufite akamaro kuruta reps nyinshi zitanga inguzanyo. Umuyobozi mukuru ntabwo agenzura inbox rusange nkuko umuyobozi wo mu rwego rwo hagati ameze, bityo rero uhuze umuyoboro aho abumva bitondera, yaba imeri, LinkedIn, cyangwa guhamagara kuri terefone.

Fungura hamwe nikintu kijyanye nibibazo byabo, ntabwo ari ikibuga. Ntamuntu numwe wifuza kumva ibicuruzwa byawe kumurongo wambere wubutumwa buturutse kumuntu utazi. Iyo habaye rapport ifatika, nibwo ibibazo byibanze byinjiye, byaba ibibazo bine bya BANT cyangwa kwibira byimbitse bya MEDDIC, intego ni imwe: menya niba ibi bikwiye gukurikiranwa mbere yuko impande zombi zishora igihe kinini.

Kurikirana Gusezerana Mugihe

Ikiganiro kimwe kirakubwira icyo lead ivuga. Imyitwarire yabo mubyumweru bike biri imbere irakubwira icyo bashaka kuvuga. Reba uko bakorana na imeri ikurikirana, ibiyirimo, hamwe nandi mahamagara, barakingura, bakande, basubize, berekane? Urwo rugero ni ikimenyetso cyinyangamugayo kuruta ikintu cyose kivugwa kumuhamagaro umwe, aho abantu bakunda kugira ikinyabupfura batitaye ku nyungu nyazo.

Emeza ingingo iboneye yo guhuza

Ahantu hamwe mubikorwa, baza ikibazo reps nyinshi wirinde: uyu muntu mubyukuri afite uburenganzira bwo kugura, cyangwa guhindura umuntu ubikora? Ikiganiro gikomeye numuntu mubi kiracyari iherezo ryapfuye.

Niba badafite ubwo bubasha, menya uwabikora, ninde wundi ukeneye gusinya mbere yuko aya masezerano yimuka ahandi. Simbuka iyi ntambwe hanyuma uzamara ibyumweru byubaka umubano numuntu udashobora kuvuga yego.

Hitamo n'inzira

Ibintu byose kugeza magingo aya byari gukusanya amakuru. Hano niho ukoresha mubyukuri. Ukurikije ibyo wize, mubyukuri hariho inzira eshatu gusa:

1. Guteza imbere lead mukiganiro cyimbitse cyo kugurisha
2. Binyuze muburyo bwo kurera nyuma
3. Ntukemere rwose.

Icyemezo nigice cyoroshye. Gukina niho amakipe agwa, leads yicara muri leta hagati yicyumweru kuko ntamuntu numwe washakaga guhamagara. Kudafata icyemezo ntabwo birinda ubushobozi bwa lead, gusa biratakaza umwanya wari usanzwe ubikwiye. Tora inzira wimuke.

Lead Qualification Kugenzura Urutonde

Wakoze guhamagara. Gutera imbere, kurera, cyangwa kutemerwa, ntacyo bitwaye. Icyangombwa ubu ni ukumenya niba koko icyemezo cyarafashe mu mutwe wawe no muri sisitemu, kuko icyemezo kibaho gusa murwibutso rwawe ntabwo ari icyemezo ikipe yawe ishobora gukora.

• Ese icyemezo cyinjiye muri CRM, ntabwo cyafashwe icyemezo mumutwe wawe gusa cyangwa kivugwa mugutambuka?
• Niba utera imbere, hari intambwe iteganijwe ikurikira hamwe na nyirubwite hamwe nitariki ifatanye, ntabwo "ukurikirane vuba"?
• Ese inyandiko zavumbuwe zirasobanutse bihagije ko indi rep ishobora gufata konti ikonje, itongeye kwemererwa guhera?
• Niba itemewe, niyo mpamvu yanditse, kugirango itsinda rishobore kubona imiterere, nko guhora yanga leads kuva isoko imwe cyangwa igice?
• Ese abantu bose bakora kuri aya masezerano, harimo umuntu uwo ari we wese yahawe, mubyukuri bafite ibiboneka mubyari bimaze kwigwa?

Simbuka kimwe muri ibyo kandi akazi ka qualification wakoze gusa birashoboka ko bitabaye.

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Lead Qualification Ibibazo

1. Bisobanura iki kuri lead qualification?

Impamyabumenyi ya Lead ninzira yo gusuzuma niba ibyiringiro bihuye nibyo ugurisha, ukurikije ibikenewe, ingengo yimari, nububasha bwo gukora, mbere yo gushora igihe cyo kugurisha. Niyungurura itandukanya amahirwe nyayo namazina kurutonde.

2. Nigute natezimbere lead qualification?

Tangira kare kuruta amakipe menshi akora. Shungura kumibare yamakuru mbere yo kwegera kwambere, hitamo urwego ruhuye nibikorwa byawe bigoye, kandi ukurikirane ibikorwa mugihe aho guca urubanza bihuye nikiganiro kimwe. Ibibazo byinshi byujuje ibyangombwa bisubira inyuma gusimbuka imwe muri izi ntambwe, ntabwo ari urwego rufite inenge.

3. Ni ikihe gipimo cyiza cya lead qualification?

Nta mubare numwe ukoreshwa mu nganda cyangwa kugurisha, biterwa cyane nubunini bwamasezerano, ukwezi kugurisha, nuburyo ibipimo byawe bikaze. Aho kwirukana igipimo, kurikirana MQL yawe kugeza kuri SQL mugihe kandi ufate inzira yo kumanuka nkikimenyetso gikwiye gukora.

4. Nabwirwa n'iki ko lead yujuje ibisabwa?

Berekanye ko bakeneye byukuri, bafite bije cyangwa kuyigeraho, kandi uwo muganira afite ubutware nyabwo cyangwa uruhare mubyemezo. Niba hari kimwe muri ibyo bice cyabuze, lead ntizemewe rwose, ikeneye akazi kenshi mbere yuko yitegura.

5. Kuki lead qualification ari ngombwa?

Bitabaye ibyo, reps imara umwanya mubiganiro bitigeze bijya ahandi, kandi ibikwiye kubikurikirana ntibabona ubwitonzi bukwiye. Impamyabushobozi niyo ituma igihe cyitsinda ryagurisha gitanga umusaruro mubyukuri aho guhugira gusa.