Kuyini iziqu zokuhola? Umhlahlandlela osebenzayo wamaqembu okuthengisa

Imikhondo eminingi ukuthi izingcingo zokumaketha ezifanele azilokothi zisinda ekuxhumaneni nokuthengisa. Zonke izimboni, isilinganiso MQL kuya SQL izinga lokuguqulwa lihlala nje 13%. Ngamagama acacile, ukumaketha kuholela ikhulu, futhi ukuthengisa kubona kuphela ishumi nantathu elifanele ukuphishekela. Lokho akuyona inkinga yesizukulwane esiholayo. Yinkinga yokufaneleka, futhi kuyabiza uma kungekho muntu oyilungisayo.

Yilokho iziqu zokuhola. Le ndatshana iphula ukuthi kusho ukuthini ngempela, izinhlobo zemikhondo efanelekayo ozohlangana nayo, izinhlaka ezifanele ukwazi, kanye nenqubo ebopha konke ndawonye. Endleleni sizothinta lapho ingena khona eceleni Isizukulwane sokuhola esihlosiwe, ngoba iziqu zisebenza kuphela uma imikhondo efinyelela kuma-reps akho itholwe ngenhloso ethile ngemuva kwabo.

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Kuyini iziqu zokuhola?

Iziqu zokuhola inqubo yokuthola ukuthi ngabe ithemba lifanele ngempela isikhathi sakho ngaphambi kokuba utshale imali ethe xaxa. Kusho ukuhlola ukuthi ngabe umuntu unesidingo sangempela kanye nesabelomali negunya lokuthatha isinyathelo kuso, hhayi nje umuntu ogcwalise ifomu noma avule i-imeyili. Yeqa lesi sinyathelo futhi ungenzi ukuthengisa. Wenza umsebenzi wokuqagela ngamaspredishithi angeziwe.

Nansi ingxenye abantu abaningi abathola iphutha: ukufaneleka akuyona umzuzu owodwa we-handoff. Kuyinto yokudlulisela, ehlukaniswe phakathi kokumaketha nokuthengisa, uhlangothi ngalunye luhola endaweni ehlukile kwi-funnel. Ngakho-ke, umsebenzi kabani, ukumaketha noma ukuthengisa? Akekho oyedwa. Izihlungi zokumaketha zentshisekelo futhi zilungele phezulu kwe-funnel. Izihlungi zokuthengisa zokulungela nokuphuthuma ngaphezulu.

Umehluko owodwa ofanele ukuwenza kusenesikhathi: iziqu azifani ne- Ukuhola amagoli. Ukushaya amagoli, kaningi ukugijima Isofthiwe yokuhola, inikeza inani lezinombolo ngokuya ngokufaneleka nokuzibandakanya. Ukufaneleka yikholi yokwahlulela enquma ukuthi yini okufanele uyenze ngalelo phuzu.

Izinhlobo Zokuhola Okufanelekile

Ngena kunoma yimuphi umhlangano wokuthengisa futhi uzozwa la magama amane aphonswe nxazonke sengathi wonke umuntu uyavuma ukuthi asho ukuthini. Akunjalo njalo, hhayi ngaso sonke isikhathi. Nakhu isilulumagama esibaluleke ngempela:

• Ukuhola okufanelekile kokumaketha (MQL): ukuhola okukhombise intshisekelo enenjongo ngokuqukethwe, imikhankaso, noma imicimbi, ngaphandle kokuxhumana okuqondile kokuthengisa okwamanje. Lezi zivame ukuvezwa Ukumaketha okusekelwe enhlosweni, ukulandelela izinyawo zedijithali ezikhombisa ukuthi umuntu usemodi yokuxazulula izinkinga ngaphambi kokuthi asho izwi kunoma ubani.
• Ukuthengisa kwamukelwe ukuhola (SAL): MQL ukuthengisa okubuyekeziwe futhi kwavuma ukuthi kufanelekile ukulandelwa okujulile. Ezinye izinhlangano zisebenzisa lokhu njengendawo yokuhlola ephakathi ngaphambi kokuba umholi abe yi-SQL, indlela ye- Ithimba lokuthengisa eliphumayo Uthi "Yebo, lokhu kungokoqobo" ngaphambi kokuzibophezela isikhathi sangempela kuwo.
• Ukuhola okufanelekile kokuthengisa (SQL): ukuhola okuhlolwe ngokuphelele ngokuthengisa futhi kuqinisekiswe ukuthi kunesidingo sangempela, isikhathi esingokoqobo, nokubaluleka kokuthatha izinqumo. Lo ngumholi olungele ingxoxo yangempela mayelana nokufaneleka nentengo, hhayi i-imeyili yokukhulisa.
• Ukuhola okufanelekile komkhiqizo (PQL): ukuhola osevele kutholwe inani elibonakalayo kumkhiqizo uqobo, imvamisa ngesivivinyo samahhala noma ukusetshenziswa kwe-freemium. Lo mkhiqizo wenza ukukholisa ngaphambi kokuthi i-rep ithathe ucingo.

Ngabe udinga zonke ezine? Mhlawumbe akunjalo. Amaqembu amancane avame ukuwa MQL futhi SAL esinyathelweni esisodwa ngoba awanayo i-headcount yokuqhuba amaphuzu amabili okuhlola. Izinkampani eziholwa ngumkhiqizo zincike kakhulu ku-PQLs esikhundleni salokho, ngoba idatha yokusetshenziswa ibatshela okungaphezu kokugcwaliswa kwefomu.

Izinhlaka Zeziqu Zokuhola

Khetha uhlaka olungalungile futhi uzoba nomkhondo ofudumele ngemibuzo yokuhlola noma uchithe ntambama ye-rep ukujaha umuntu ongakaze athenge. Okulungile kuncike kubunzima besivumelwano, ubude bomjikelezo wokuthengisa, nokuthi bangaki ababambiqhaza abasegumbini, futhi cha, alukho uhlaka olulodwa oluwina ngaso sonke isikhathi.

BANT (Isabelomali, Igunya, Isidingo, Umugqa Wesikhathi)

BANT yigama elidala kunawo wonke egumbini, futhi linamathele ngoba lisebenza lapho udinga izimpendulo ngokushesha. Imibuzo emine eqondile: ingabe bayikhokhela, ngubani onquma ngempela, iyiphi inkinga abayixazululayo, futhi badinga nini ukuxazulula. Ayikho inkondlo, ayikho i-arc yokutholwa, amaqiniso kuphela odinga ukwazi ukuthi uqhubeke yini.

Yingakho kuhambisana neziqu eziqondile, eziphezulu zevolumu, lapho i-rep igijima khona inqwaba yokuhola ngesonto futhi ijubane libalulekile ngaphezu kwe-nuance.

Kepha cindezela BANT kanzima kakhulu futhi iqala ukuzizwa njengokubuza imibuzo. Buza ithemba mayelana nesabelomali ngemizuzwana engamashumi amathathu yokuqala futhi awubafaneleli, ubahlola njengomnikazi wendawo ehlola amaphuzu wesikweletu. Isetshenziswe ngokuqinile, ifundeka njengokuthengiselana nomthengisi-kuqala, hhayi ncamashi ithoni oyifunayo ocingweni lokuqala.

CHAMP (Izinselele, igunya, imali, ukubekwa phambili)

CHAMP uthatha izithako ezine ezifanayo ze-BANT bese uguqula i-oda. Esikhundleni sokuvula ngesabelomali, ivula ngezinselelo zomthengi, yini ephukile ngempela, yini ebavikela isikhathi noma imali, yini ebagcina bephapheme ebusuku. Kungaleso sikhathi kuphela lapho igunya, imali, kanye nokubekwa phambili.

Lolu shintsho olulodwa ngokulandelana kwenza umehluko wangempela. Ukuhola ngezinselelo kuguqula ingxoxo ibonisane esikhundleni sokuthengiselana, uthola inkinga ngaphambi kokuthi uthenge isixazululo.

Kufanelekile kangcono ukuhola okufudumele, labo abangena ngokuqukethwe noma ukudluliselwa futhi balindele ukuthi i-rep iqonde isimo sabo ngaphambi kokubuza ukuthi bazimisele ukuchitha. Vula ngesabelomali ekuholeni okunjalo futhi uzolahlekelwa ngaphambi kokuthi ufike embuzweni wesibili.

MEDDIC / MEDDICC (Amamethrikhi, Umthengi Wezomnotho, Imigomo Yesinqumo, Inqubo Yesinqumo, Ukukhomba Ubuhlungu, Umpetha, Umncintiswano)

MEDDIC akuyona ikholi yokuthola imizuzu eyishumi nanhlanu. Kungenxa yohlobo lwesivumelwano lapho abantu abayisikhombisa bedinga ukusayina ngaphambi kokuthi kwenzeke noma yini, futhi imibuzo emine ka-BANT ngeke ikuthole ngaphakathi kwekhilomitha lokuqonda ukuthi kwenzekani ngempela.

Uhlaka luhlukanisa iziqu zibe yizicucu ezibalulekile kumabhizinisi ayinkimbinkimbi, ababambiqhaza abaningi:

• Amamethrikhi: ukulinganisa umthelela webhizinisi, iyiphi inombolo ehamba ngempela uma lesi sivumelwano sivaliwe
• Umthengi wezomnotho: umuntu olawula isabelomali, futhi kuyaqabukela ukuthi umuntu okhulume naye kuqala
• Indlela ephelele ye-athikili:
• Isinqumo: izinyathelo nokuvunyelwa okufanele kwenziwe ngaphambi kokusayinwa kwesivumelwano
• Khomba ubuhlungu: ukucindezela isikhalazo esingaphezulu kwezindleko zangempela zokungakwenzi lutho
• UDABA: Ummeli wangaphakathi uzophikisana necala lakho uma ungekho ekamelweni
• Umncintiswano: ukwazi ukuthi ubani omunye ohlolwa nokuthi kungani angase anqobe esikhundleni sakho

Lokho kungaphezulu kakhulu kunekhava BANT noma CHAMP, futhi kuthatha ikhono langempela ukwenza kahle. Imephu yekomidi lokuthenga, ukuthola iqhawe langempela, ukufunda indawo yokuncintisana, akukho kulokho okwenzekayo ngocingo olulodwa. Yakhelwe imijikelezo emide yokuthengisa, lapho ukujula okwengeziwe kuzikhokhela khona esikhundleni sokunciphisa izinto.

I-GPCTBA / C &I (Imigomo, Izinhlelo, Izinselele, Umugqa Wesikhathi, Isabelomali, Igunya, Imiphumela Nemiphumela)

Lena inesifinyezo esibi kunazo zonke ohlwini, futhi futhi luhlaka olwakhiwe izingxoxo lapho uhlu lokuhlola lungahlambalaza ngempela umuntu okhuluma naye. I-GCTBA / C & I iphoqa iziqu ezidlule zangaphambili kucebo elibanzi lomthengi, lokho abazama ukukufeza nokuthi kubiza ini uma bengakwenzi:

• Imigomo: umphumela olinganiswayo umthengi awujahayo, hhayi inkinga esheshayo kodwa umgomo omkhulu oxhuma kuwo
• Izinhlelo: Lokho umthengi asevele akwenza, noma ahlela ukukwenza, ukufeza lowo mgomo
• Izinselele: izithiyo ezimi phakathi kwabo nalowo mgomo
• Isikhathi Esilandelayo: Kufanele Uyishaye Nini, Futhi Yini Eshayela Lowo Mnqamulajuqu
• Isabelomali: Yini abangayabela, ehlangene nomgomo kunokuba ubuzwe abandayo
• OLUNYE UDABA: Ngubani ozofika
• Imiphumela nemiphumela: kwenzekani, ngokucacile, uma kungekho okushintshayo

Lesi siqephu sokugcina yisona esihlukanisa lolu hlaka kukho konke okunye ohlwini. Iningi labantu liyeka "iyini inkinga." Lokhu kubuza ukuthi kwenzekani uma inkinga ihlala ingaxazululeki, ngokuya ngemali engenayo, isikhundla sokuncintisana, noma yini umthengi azilinganisa ngokumelene nayo.

Lowo mbuzo yilokho okwenza lolu hlaka lusebenze kubabambiqhaza abaphezulu, abaphathi abangafuni ukuhanjiswa ngemibuzo yesabelomali. Bafuna ukukhuluma ngokuthi ibhizinisi libheke kuphi, futhi lolu hlaka luhlangana nabo lapho esikhundleni sokubahudulela phansi ezingeni lokuhlola.

SPICED (Isimo, ubuhlungu, umthelela, umcimbi obucayi, isinqumo)

SPICED ifundeka kancane njengohlu lokuhlola futhi ingaphezulu njengendaba. Ihamba isuka lapho umthengi ekhona njengamanje kuya ekutheni bazonquma kanjani ngempela, futhi yakhelwe ama-reps afuna ukwakheka ngaphandle kwengxoxo efana nokubuzwa

• Isimo: lapho umthengi emi khona namuhla, ukusetha kwabo kwamanje, amathuluzi, noma inqubo
• Ubuhlungu: yini ngempela ephukile noma ekhungathekisayo ngalesi simo
• Umthelela: lokho ubuhlungu bubabiza, ngesikhathi, imali, noma ithuba elilahlekile
• Umcimbi obalulekile: umnqamulajuqu noma i-trigger ebaphoqa ukuthi bathathe isinyathelo manje kunokuba kamuva
• Isinqumo: ukuthi bazokhetha kanjani, ngubani obandakanyekayo, nokuthi inqubo ibukeka kanjani

I-oda libalulekile lapha. Ngesikhathi ufinyelela ezinhliziyweni nomthelela, umthengi usevele ekuhambe ngesimo sakhe, ngakho-ke ubuhlungu buzwakala njengento abayikhiphile, hhayi into oyikhiphile. Lowo umehluko phakathi kokutholwa okuhlelekile nokuhlolwa, futhi yingakho SPICED ihambisana nabathengisi abafuna ukuqina kohlaka ngaphandle kokulahlekelwa isigqi semvelo sengxoxo.

Alikho iqembu elinolwazi elisebenzisa uhlaka olulodwa igama ngegama kunoma yisiphi isivumelwano. Bakhetha eyodwa njengesisekelo futhi bavumelanise imibuzo ethile kunoma yini ephambi kwabo.

Inqubo Yeziqu Zokuhola

Inhlangano ngayinye igqoka lokhu ngokuhlukile, abanye bayigijima ngezinyathelo ezintathu, abanye belula ibe yisikhombisa. Susa uphawu futhi ukulandelana okuyisisekelo kubukeka okufanayo yonke indawo.

Ucwaningo ngaphambi kokuxhumana

Ngaphambi kokuthi noma ubani athathe ifoni noma athumele i-imeyili, donsa lokho okuvele kuhleli evulekile. Usayizi wenkampani, imboni, indawo, imali engenayo, izinto ezithatha imizuzu ukuthola futhi zikutshele cishe ngokushesha ukuthi ngabe ithemba lisohlwini nhlobo. Ingxenye yomsebenzi wokufaneleka yenzeka ngaphambi kokuthi i-rep isho izwi kumthengi.

Abathengisi bedatha Thola ukugcinwa kwabo lapha, ukondla imininingwane ye-firmographic i-rep ingachitha amahora emba. Izimpawu zokuthenga ze-B2B Njengokuxhaswa ngezimali kwakamuva noma ukuqashwa kobuholi obusha kukutshela ukuthi ngubani ngempela osemakethe njengamanje, hhayi nje ukuthi ngubani ohambisana nephrofayili ephepheni. Hlunga kanzima, konke ukuhola okushelela ngokungafanelekanga kuba yihora lesonto le-rep elichithekile.

Xhumana futhi uhlole

Manje empeleni ufinyelela, futhi isiteshi sibaluleke kakhulu kunalokho ama-reps amaningi asinika isikweletu. Isikhulu esiphezulu asihloli ibhokisi lokungenayo elijwayelekile ngendlela efanayo nomphathi wezinga eliphakathi, ngakho-ke fanisa isiteshi lapho izethameli zinaka khona, noma ngabe yi-imeyili, LinkedIn, noma ucingo.

Vula okuthile okuhlobene nesimo sakho, hhayi i-pitch. Akekho ofuna ukuzwa ngomkhiqizo wakho emgqeni wokuqala womyalezo ovela kumuntu ongamazi. Uma kukhona ukuxhumana kwangempela, yilapho imibuzo yohlaka ingena khona, noma ngabe yimibuzo emine ye-BANT noma ukujula okujulile kwe-MEDDIC, umgomo uyafana: thola ukuthi lokhu kufanelekile yini ukuphishekela ngaphambi kokuthi noma yiluphi uhlangothi lutshale isikhathi esithe xaxa.

Landelela ukubandakanyeka ngokuhamba kwesikhathi

Ingxoxo eyodwa ikutshela ukuthi umholi uthini. Ukuziphatha kwabo emasontweni ambalwa alandelayo kukutshela ukuthi kusho ukuthini ngempela. Bheka ukuthi bahlanganyela kanjani nama-imeyili alandelayo, okuqukethwe, kanye nezingcingo ezengeziwe, ingabe bavula, bachofoze, baphendule, babonise? Lelo phethini liyisibonakaliso esithembekile kunanoma yini eshiwo ocingweni olulodwa, lapho abantu bevame ukuba nenhlonipho kungakhathalekile intshisekelo yangempela.

Qinisekisa iphuzu elifanele lokuxhumana

Endaweni ethile kule nqubo, buza umbuzo ama-reps amaningi agwema: ingabe lo muntu unegunya lokuthenga, noma ukuthonya umuntu owenzayo? Ingxoxo enhle nomuntu ongalungile iseyisiphetho esifile.

Uma bengalibambi lelo gunya, thola ukuthi ngubani owenzayo, nokuthi ngubani omunye odinga ukusayina ngaphambi kokuba lesi sivumelwano sihambe noma kuphi. Yeqa lesi sinyathelo futhi uzochitha amasonto ukwakha ubudlelwano nomuntu ongakwazi ukuthi yebo.

Isinqumo nomzila

Kuze kube yileso sikhathi, konke kwakuwukuqoqa ulwazi. Nakhu lapho uyisebenzisa khona. Ngokuya ngalokho okufundile, kunezindlela ezintathu kuphela:

1. Qhubekisela phambili ukuhola engxoxweni ejulile yokuthengisa
2. Yifake ku-nurture ukulandelana ukuze kamuva
3. Yikhiphe ngokuqondile.

Isinqumo kuyingxenye elula. Ukulingisa kulapho amaqembu awela khona, abaholayo bahlala endaweni ethile phakathi kwamasonto ngoba akekho owayefuna ukwenza ucingo. Ukungathathi isinqumo akuvikeli amandla okuhola, kumane kuchitha isikhathi osichithe kakade ukufaneleka. Khetha indlela bese uhamba.

Uhlu Lokuhlola Lweziqu Zokuhola

Wenze ucingo. Ukuthuthukisa, ukukhulisa, noma ukungafaneleki, akunandaba ukuthi yikuphi. Okubalulekile manje ukuthi ngabe isinqumo siphume ekhanda lakho futhi singene ohlelweni, ngoba isinqumo esikhona kuphela enkumbulweni yakho akuyona isinqumo iqembu lakho elingathatha isinyathelo kuso.

• Ngabe isinqumo singene CRM, hhayi nje kunqunywa ekhanda lakho noma okukhulunywa ngaso ngokudlula?
• Uma uqhubekela phambili, ingabe kukhona isinyathelo esilandelayo esihleliwe nomnikazi othile nosuku olunamathiselwe, hhayi "ukulandela ngokushesha"?
• Ngabe amanothi okutholwa anemininingwane eyanele yokuthi omunye ummeli angathatha i-akhawunti ebandayo, ngaphandle kokufaneleka kabusha kusuka ekuqaleni?
• Uma kungafaneleki, ingabe isizathu siqoshiwe, ukuze iqembu likwazi ukubona amaphethini, njengokukhipha njalo imikhondo evela emthonjeni owodwa noma isigaba?
• Ngabe wonke umuntu othinta lesi sivumelwano, kufaka phakathi noma ngubani onikezwa kuye, empeleni unokubonakala kulokho okuvele kufundiwe?

Yeqa noma yikuphi kwalokhu futhi umsebenzi weziqu osanda kuwenza kungenzeka ukuthi awuzange wenzeke.

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I-FAQ Ye-Lead Qualification

1. Kusho ukuthini iziqu zokuhola?

Iziqu zokuhola inqubo yokuhlola ukuthi ngabe ithemba lifanelekile ngempela yini kulokho okuthengisayo, ngokuya ngesidingo, isabelomali, negunya lokwenza, ngaphambi kokutshala isikhathi esengeziwe sokuthengisa. Yisihlungi esihlukanisa amathuba angempela namagama ohlwini.

2. Ngithuthukisa kanjani iziqu zokuhola?

Qala ngaphambi kwesikhathi amaqembu amaningi. Hlunga idatha ye-firmographic ngaphambi kokufinyelela kokuqala, khetha uhlaka oluhambisana nobunzima besivumelwano sakho, futhi ulandelele ukuzibandakanya ngokuhamba kwesikhathi esikhundleni sokwahlulela ingxoxo eyodwa. Izinkinga eziningi zeziqu zibuyela emuva ukweqa enye yalezi zinyathelo, hhayi uhlaka olunamaphutha.

3. Yini isilinganiso esihle sokufaneleka kokuhola?

Ayikho inombolo eyodwa esebenza kuzo zonke izimboni noma ukunyakaza kokuthengisa, kuncike kakhulu usayizi wesivumelwano, umjikelezo wokuthengisa, nokuthi imigomo yakho iqinile kangakanani. Esikhundleni sokujaha inkomba, landelela MQL yakho ukuze SQL isilinganiso ngokuhamba kwesikhathi futhi uphathe ukuthambekela okuphansi njengesibonakaliso esifanele ukusebenza.

4. Ngazi kanjani ukuthi umholi ufanelekile?

Bakhombise isidingo sangempela, banesabelomali noma ukufinyelela kuso, futhi umuntu okhuluma naye unegunya langempela noma ithonya phezu kwesinqumo. Uma noma yiziphi zalezo zingcezu zilahlekile, ukuhola akukhishwa ngokuqondile, kudinga nje umsebenzi owengeziwe ngaphambi kokuthi kulungele.

5. Kungani iziqu zokuhola zibalulekile?

Ngaphandle kwayo, ama-reps achitha isikhathi ezingxoxweni ezingakaze zihambe ndawo, futhi lezo ezifanele ukuphishekela azitholi ukunakwa okubakufanele. Ukufaneleka yilokho okwenza isikhathi seqembu lokuthengisa sikhiqize ngempela kunokuba simatasa nje.