Phu bn hng v nhng iu

bn cha bit
Vic s dng ch s v n hng (hay doanh s) nh gi hiu qu ca live chat
khng sai nhng cha . Bi live chat gip bn theo st hnh trnh ca khch hng
trn website. V vic mua hng ch l mt giai on trong hnh trnh .

Cng tm hiu li v phu bn hng hiu hn hnh trnh ca khch hng. Cng
nh nm c nhng tc ng ca live chat ti phu v cch tn dng live chat
nng cao t l chuyn i gia cc giai on qua chui bi vit Bin mi tng tc
khch hng thnh c hi bn hng vi live chat. Chui bi vit gm cc phn:

1. Phu bn hng l g?

Hnh nh: Phu bn hng

Doanh nghip kinh doanh online khng cn xa l vi m hnh phu bn hng. Phu
bn hng m phng qu trnh tc ng chuyn i tim nng mua hng thnh hnh
ng mua hng. Cng xung pha di ca phu, tim nng mua hng cng cao.
Tng ng vi tng v tr trong phu, i tng mc tiu s c nh danh ring.

Khch truy cp (Visitor): Sau khi nhm mc tiu, doanh nghip s dng cc cch thc
marketing khc nhau tc ng ti nhm i tng ny v dn dt h vo website.
Khi , h tr thnh khch truy cp.

Khch tim nng (Lead): L nhng khch truy cp yu thch, hng th vi sn phm
ca doanh nghip.

Khch tim nng cht lng (Qualified Lead): L nhng khch tim nng c tn hiu
r rng v vic mun mua hng.

Khch hng (Customer): L nhng ngi hon tt vic mua hng.

2. Nhng iu bn thng hiu sai v phu bn

hng
Hiu lm 1: Cng c nhiu khch hng tim nng cng
tt
Trong bn hng, c mt nim tin rng cng nhiu cng tt. Nu s lng khch hng
tim nng tng gp i, doanh s s tng gp i. V mt l thuyt, ng. ng
nhin, lm c nh vy cn mt s ti u ngun lc tuyt vi. Bn phi lm vic
thng minh hn. Ngha l khng hn ch l chm ch hn c th to ra ngy cng
nhiu gi tr.

Trn thc t, c ti 71% khch hng tim nng ang b lng ph. Theo thng k, ch c
27% khch tim nng c lin lc. Trong khi , nhng cng ty kt hp tt cc ngun
lc t l ny ln ti khong 92%.

Cc cng ty c gng lin lc vi khch hng tim nng trong vng 1 gi s xc nh

c cht lng ca h. Nhanh hn 7 ln so vi cc cng ty c gng lin lc vi khch
hng sau 1 gi. V hn 60 ln so vi cc cng ty ch i 24 gi hoc lu hn.

Nh vy, r rng l bn khng cn thit phi c thm nhiu khch hng tim nng.
iu cn lm l tp trung n lc tng tc vi nhng khch tim nng ang c.
tng t l chuyn i, cn phi ch ng phn hi khch hng tim nng nhanh nht c
th.

Hiu lm 2: T l khch hng tim nng cht n ni ln
thnh cng ca bn
T l khch hng tim nng cht n c th ch phn nh thnh cng ca bn mt
thi im. Nhng duy tr thnh cng ny, bn cn phi xc nh c cc ngun
em li t l khch hng cht n cao nht v tp trung ngun lc vo .

R rng, khch hng t cc knh khc nhau s phn ng sn phm/dch v ca bn

khc nhau. Chng hn, i vi doanh nghip B2B, bo co Sales Benchmarks: Cc
khch hng v nhn vin l nhm gii thiu khch hng tim nng cht lng nht, vi
t l cht n l 3.63%. Trong khi khch tim nng t mng x hi l 1.47%. T tm
kim tr tin l di 1%.

Bn nn dnh theo di cc ngun ca khch hng tim nng v thnh cng nht. Nm
r c thi gian bn dnh ra kt ni v cht n vi tng khch. Cch tip cn
phu bn hng c mc tiu hn nh th ny cho php bn phn b thi gian v sc
lc mt cch chin lc hn.

Sau , anh ta l gii, sales hiu qu, iu cn thit l phi track c cc ngun
ca nhng lead tt nht v thnh cng nht. Hiu thi gian bn dnh ra connect vi
1 lead v sau cng l cht n. Track nhng n lc v thnh cng v tht bi n t
mi ngun. Cch tip cn vic t chc v ti u phu bn hng c mc tiu hn nh
th ny c th cho php bn phn b thi gian v sc lc mt cch chin lc hn.

Hiu lm 3: Cht n hng cng nhanh cng tt

Cc cng c bn hng t ng (sales automation) ngy cng nhiu. Cc nhn vin
bn hng ngy cng dnh t thi gian tng tc vi khch hng tim nng. Bi h
tin tng vo kh nng y nhanh cc giai on trong quy trnh bn hng ca cc cng
c ny. H cng cho rng ch phi n lc t hn nhng vn m bo doanh s.

Tuy nhin, trn thc t, vic ko gin ng cch quy trnh bn hng gip bn tng
hiu sut hn rt nhiu. Bn c th s dng cc cng c t ng rt ngn thi gian
cho cc nhim v lp i lp li, nhng cn phi tng thm thi gian tng tc vi
khch hng. Vic tng cng nui dng v o to khch hng tim nng s thc
y chuyn i. Theo ui mt chu trnh bn hng di, bn c th:

Hiu hn v nhu cu r rng v c nhng nhu cu tim n ca khch hng

 Xc nh r nhng vng mc m h c th gp tng giai on ca qu trnh mua
hng

Xy dng uy tn v v th ca mt chuyn gia khch hng mun lm vic cng

Cung cp thm gi tr cho khch hng tim nng nng cao lng trung thnh v tin
tng

Nm bt c ng thi im khi khch tim nng sn sng mua hng

Nng cao dn gi tr ca cc giao dch vi khch hng tim nng thc s

Hiu lm 4: Khch hng tim nng khng chuyn i ngay

th khng c gi tr
Khi nhn vo phu bn hng, bn c th thy mt s khch tim nng thc s b tc
mt giai on nht nh trong phu. Sau thi gian trao i qua email hoc in thoi
nhng vn khng to ra chuyn i. Cc khch hng ny s c phn li v nhm
khch hng tim nng. Tuy nhin, nhm bn hng thng mc li l mc nh h s
khng bao gi chuyn i. iu ny hon ton sai.

Theo Dr. Rachna Jain, nh chin lc v tm l hc kinh doanh, phn ln li ca phu

bn hng l cho rng cc khch hng tim nng u l v gi tr nu h khng mua
hng ngay. Cc khch hng tim nng khng phi lun lun chuyn i theo ng
thng

Trong bi vit cho Harvard Business Review, chuyn gia v marketing trc tuyn Mark
Bonchek v Cara France ng vi quan im ca Jain. Khch hng tim nng thc
s khng ch vo phu mua hng t u phu. Thay vo , h c th vo t bt k
giai on no. Hn na, h thng nhy cc gia cc giai on. li mt giai on
trong khong thi gian khng xc nh. Hoc di chuyn qua li gia chng.

Thc t, m hnh phu bn hng hin i khng cn l mt ng thng. thch ng

vi s thay i, bn khng nn b qua cc mi quan h vi khch tim nng cha sn
sng mua hng. Mc d nhng c hi trong tng lai khng mang li cho bn khon
li no ngay lp tc, nhng vic phn b ngun lc duy tr kt ni s gip bn tng
hiu sut trn bnh din tng th, v lc chc chn bn s ngc nhin!