Sales Funnel- Nhng

iu Hay Ho C Th Bn
Cha Bit
Sales funnel hin ang c cc chuyn gia tuyn truyn rt
nhiu. N c thc s mang n hiu qu tuyt vi cho doanh
nghip hay khng? Thc t n l ci g vy? Xy dng n n
gin l xi vi ci tools thi ng khng? Movan chia s thng tin
qua bi vit di y cc bn tham kho. Nhng iu ny s
lm cc bn ngc nhin hoc nghi ng. ng vi phn bc, hy
c ht n v mnh tin 99% cc bn ang b nhm tng !

1. Sales funnel l g?
Cc doanh nghip kinh doanh onlinechc chn khng cn xa l
vi m hnh phu bn hng. Phu bn hng m phng qu trnh
chuyn i tim nng mua hng thnh hnh ng mua hng. Cng
xung pha di ca phu, tim nng mua hng cng cao. i
tng mc tiu s c nh danh ring i vi tng v tr trong phu
bn hng.

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/dch v doanh nghip cung cp.
 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 hiu lm no thng gp

trong Sales funnel?
 4 hiu lm 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.
Doanh s s tng gp i nu s lng khch hng tim
nng tng gp i. V mt l thuyt, ng. lm c nh vy
cn mt s ti u ngun lc tuyt vi. Bn phi lm vic thng
minh hn ch khng hn ch l chm ch.
Trn thc t, c ti 71% khch hng tim nng ang b lng ph.
Nguyn nhn chnh l do phn hi khng nhanh. Theo thng
k, ch c 27% khch tim nng c lin lc. Nhng cng ty kt
hp tt cc ngun lc t l ny c th 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. iu ny nhanh hn 7
ln so vi cc cng ty c gng lin lc vi khch hng sau 1 gi.
Thm ch hn 60 ln so vi cc cng ty ch i 24 gi hoc lu
hn.

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 ch ng phn
hi khch hng tim nng nhanh nht c th.

Hiu lm 2: T l khch hng tim nng cht

n cho thy mc thnh cng ca bn
T l khch hng tim nng cht n c th ch phn nh thnh
cng ca bn mt thi im. Cn xc nh cc ngun em li t
l cht n cao v tp trung ngun lc vo .

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%.
Nn dnh theo di cc ngun ca nhng khch hng tim nng
cht lng v thnh cng nht. Bn cn nm r c thi gian m
bn b ra kt ni v cht n vi tng khch hng. 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: Khch hng cht n cng nhanh

cng tt
Ngy cng c nhiu cc cng c bn hng t ng (sales
automation). V th, 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.
H cng cho rng, h ch phi n lc t hn nhng vn m bo
doanh s cao hn.

Trn thc t, hiu sut s tng ln rt nhiu nh vic ko gin

ng cch quy trnh bn hng. C th s dng cc cng c t
ng rt ngn thi gian cho cc nhim v lp i lp li. Tuy
nhin cn phi tng thi gian tng tc vi khch hng ln.
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
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.
 Sales funnel ging nh mt ng cao tc

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. Cng theo
Jain, nu mt ai khng mua sn phm 47$ ca bn hm nay,
iu khng c ngha h s khng mua 1 sn phm 2.500$ vo
hm sau. 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!