Nil Rekhem: SPIN-ukudayiswa

SPIN-ukudayiswa - uhlelo akhiwa British sokusebenza kwengqondo-umcwaningi ehilelekile izinkinga ukumaketha - Neil Rackham. At inhliziyo ke, njengoba kuchazwe encwadini «SPIN Ukuthengisa», eyanyatheliswa ngo-1978, iyona ukulandelana kahle echaziwe izinhlobo ezine imibuzo evumela yokuthengisa ochwepheshe ukuqonda iklayenti. I ehlaziyayo Kumele kuboniswana, okuyinto eyayiyoholela ngokunengqondo kusukela ekutadisheni nezidingo zamakhasimende ukuthuthukisa izixazululo. Ukusebenzisa inqubo Rackham, ukudalula "funa ezingaba" nokuthuthukisa nabo 'nesidingo esicacile "ukuthi umdayisi uyakwazi ukuxazulula. Naphezu kweqiniso lokuthi ihluzo encwadini "SPIN-ukudayiswa" Kuthi yisikhathi, nokuqukethwe kwalo namanje efanele. Namuhla, okokusebenza ewusizo cishe kunoma yisiphi onguchwepheshe ukudayiswa kwezimpahla namasevisi.

Four imihlobo yemibuzo

Isimo. Njalo umdayisi ezinhle iqala ukuthengisa nalelo abuze imibuzo eyokwenza iklayenti ukuqonda isimo samanje ukugxila ukudalulwa izinkinga ezithile. Kodwa lokhu akufanele kabi, njengoba ngezinye izikhathi eyenziwe abadayisi ongenalwazi. Kungaba "okwesabisa" amaklayenti. Asikho isidingo ukubuza imibuzo ukuthola ulwazi lula ukuthola, phambi izingxoxo zaqala kanjani.

Eziyinkinga. Ziklanyelwe ukuba ibone inkinga wekhasimende, imibuzo enjalo ivamise ukucelwa ngezinye abahwebi abanolwazi. Isizathu sisobala. Beginners ngokuvamile bathemba ukuba babhekane esebenzisa imibuzo isimo, futhi izinkinga wekhasimende zibonakala njengoba liguqubele. umdayisi abanolwazi uyaqonda ukuthi eyinkimbinkimbi kungabasiza kuye.

Abstractors. Lawa imibuzo mayelana nemiphumela noma imiphumela amagugu zezinkinga ikhasimende. Ziyakwazi eduze okuhlobene yokuthengisa impumelelo, kodwa nzima isimo esinjengalesi inkinga. Umthengisi delves zibe wonke zinkinga ezingase zivele esingase siphakame, uma kungekhona ngokushesha ukuthatha izinyathelo ukuze kulungiswe inkinga.

Qondisa. Zingaba usizo ikakhulu lapho nezinkampani kwamaqembu amakhulu. Imibuzo ukugxila ikhasimende ukunaka ikhambi, yini inkinga.

Sales by SPIN indlela ngokuvamile ubheke yokuthengisa enkulu, edinga imihlangano eminingi kanye nezingxoxo ngaphambi yimuphi izinkontileka ngemvume futhi izimpahla noma amasevisi benana. Nakuba indlela ingasetshenziswa okwesikhathi ezincane ivolumu yokuthengisa, lapho wonke umjikelezo ivame ukuba kusheshe kakhulu. Nokho ngisho nangaphambi kokuba nabathengisi yokuthengisa Outsourcing kufanele uhlele kusengaphambili kulokho akulindele kusukela umhlangano iklayenti.

Kukhona nengxoxo ethakazelisayo yolwazi evamile "ukuphikisa ekunqobeni". Lapho incwadi "SPIN-abathengisayo" yalotshwa nini, kwakukhona kakade eziningi izindlela ezivamile ukuqeqeshwa Sales, igxile izindlela "banqobe ukuphikiswa". Ngemva kokuhlaziya ezingaphezu kuka-35,000 yokuthengisa Outsourcing, Rackham nethimba lakhe labacwaningi 30 baye bakwazi ukubeka ukuphumuza abanye izinganekwane nokuthuthukisa izinyathelo eyayiyoholela ukuthengiselana ngempumelelo. Rackham izimangalo esisekelwe kokuhlangenwe nakho kwawo nocwaningo, ukuthi iningi INTO Kwenzekani lapho inqubo yokuthengisa bagxila ngokwezinga elikhulu izici kanye nezinzuzo umkhiqizo / service. Ngakolunye uhlangothi, zingabantu esingaphansi lapho umdayisi ufuna inhlangano professional umkhiqizo / amasevisi nge izimfuno ecacile, echaza zako kusukela lo mbono. Okwenziwayo kuphumelela, iklayenti ubona izinzuzo bona.

SPIN yokuthengisa amasu, izinkampani eziningi ziye zashintsha kakhulu in the 1980. Nakuba Yiqiniso, namuhla abanye abagxeki uyavuma ukuthi omunye onobuhle wokuqala ekudayiseni yokubonisana kancane yisikhathi. Ngempela, kuba ekahle ekukhombeni izidingo iklayenti, kodwa hhayi ngokwanele ukuze bathole inzuzo yokuncintisana. Isizathu siwukuthi ukuhlangana nezwe lesimanje, nakuba awusebenzi ungazinaki izidingo, kodwa ngokuvamile, ayisekho bukhoma emphakathini ngamakhasimende kubo.

Kodwa noma kunjalo, incwadi ethi "SPIN-ukudayiswa" uhlala bezincwadi ezithengwa ubuthaphuthaphu zebhizinisi.