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Vanodiwa Tech Vashambadziri: Mira Kushambadzira Zvimiro Pamusoro peBenefits

Anodiwa Tech Mushambadzi kana SaaS Anofarira,

Hazvirambike kuti nyika yetekinoroji iri kunakidza. Iko kunakidzwa kwekugadzira uye kuburitsa zvitsva zvitsva uye zvinokatyamadza zvinobatidza chishuwo chiri mukati memoyo wemutengesi wetekinoroji. Isu tinonzwisisa kuomarara, kusarara husiku, uye isingaverengeke mitsetse yekodhi inoenda mukushandura pfungwa kuita chokwadi. Hazvishamisi kuti unodada nezvakabudirira izvi uye uchishuvira kuzvirumbidza kune nyika.

Nekudaro, ngatitorei nguva yekufunga nezvemubvunzo unokosha: Uri kutaura kune vateereri vanogovana chishuwo chako cheruzivo rwakaoma rwezvirongwa zvako, kana kuti uri kugadzirisa avo vari kutsvaga nechido mhinduro kumatambudziko avo? Musiyano uyu ungaite seusina kujeka, asi une kiyi yekutaurirana nevateereri vako uye kutyaira mibairo chaiyo yebhizinesi rako reSaaS.

YeSoftware seSevhisi (SaaS) vanopa uye masevhisi ehunyanzvi, nzira dzakabudirira dzekushambadzira dzinotsamira pane imwechete yakakosha musimboti: kutaurirana kunoenderana ne mutengi. Nepo touting papuratifomu maficha angaite senge nzira ine musoro, shanduko yeparadigm yakanangana nerubatsiro-yakavakirwa meseji iri kuratidza kuve inoshanda zvakanyanya mukutora kutarisisa uye kuvimba kwevangangodaro vatengi.

Kunzwisisa iyo Psychology: Kupinda Mutengi Mupfungwa

Kuti ubatanidze chaizvo nevanogona vatengi, SaaS vanopa uye tekinoroji masevhisi anofanirwa kutarisa kupfuura pamusoro uye kunzwisisa iyo psychology yekuita sarudzo. Vatengi vari kutsvaga mhinduro kumarwadzo avo uye matambudziko, uye pfungwa dzavo dzakasungirirwa kuti dziongorore kuti chigadzirwa kana sevhisi inogona kuunza kukosha sei kuhupenyu hwavo. Feature-based kutaurirana inogona kunyora zvinokatyamadza mashandiro, asi kazhinji inotadza kugadzirisa iwo mubvunzo wakakosha:

Chii chiri mazviri kwandiri?

Uyezve, kufambisa iyo B2B mutengi rwendo inzira yakaoma inosanganisira kunzwisisa mibvunzo yevatengi uye zvinovanetsa padanho rega rega. Ngationgororei matanho erwendo rwemutengi uye mibvunzo inogona kubvunzwa nevatengi panguva yega yega:

1. Dambudziko Kuzivikanwa:

  • Matambudziko api atiri kusangana nawo iye zvino musangano redu?
  • Dambudziko iri riri kukanganisa sei mashandiro edu nezvinangwa zvebhizinesi?
  • Ndeipi mari yekusagadzirisa dambudziko iri?
  • Tinogona sei kuenzanisa iyo inogona kudzoka pakudyara (Royi) kana tikagadzirisa dambudziko iri?

2. Solution Ongororo:

  • Ndedzipi mhinduro dzinogona kuwanikwa kugadzirisa dambudziko redu rakaonekwa?
  • Ndeapi makambani anozivikanwa nekupa mhinduro munzvimbo iyi?
  • Ndingawane kupi ruzivo nezvemhinduro dzakasiyana?
  • Ndezvipi zvemukati kana zviwanikwa zvingandibatsira kunzwisisa mhinduro dziripo zvirinani?

3. Kuvaka Zvinodiwa:

  • Ndeapi maitiro chaiwo kana kugona kwatinoda mukugadzirisa kugadzirisa dambudziko redu?
  • Tingagadzira sei rondedzero yakazara yezvatinoda?
  • Ndeipi nguva yenguva yekushandisa mhinduro?
  • Tingayeresa sei maitiro emhinduro yakasarudzwa pabhizinesi redu?

4. Supplier Selection:

  • Ndeapi makambani anopa mhinduro dzatiri kufunga?
  • Tinogona sei kuongorora kuvimbika uye mukurumbira wemakambani aya?
  • Pane zvipupuriro zvevatengi here kana makesi ekushandisa anoratidza kubudirira kwekuita?
  • Ndekupi kuzivikanwa kweindasitiri kana zvitupa zvine makambani aya?

5. Solution Validation:

  • Tingaite sei kuti sarudzo yakasarudzwa ienderane neindasitiri yedu uye kukura kwebhizinesi?
  • Pane here zvidzidzo zvinoratidza kubudirira kugadzirisa matambudziko mukati memamiriro edu chaiwo?
  • Tinogona here kuona prototypes kana mienzaniso inoratidza kuti mhinduro inoshanda sei?

6. Kusikwa kweKubvumirana:

  • Ndiani anofanira kubatanidzwa mukuita zvisarudzo mukati mesangano redu?
  • Tinogona sei kupa mhinduro yakasarudzwa kuchikwata chedu cheutungamiri zvinobudirira?
  • Chii chinosiyanisa imwe mhinduro kubva pamakwikwi, uye nei tichifanira kuisarudza?
  • Tinogona sei kufambisa nzira yekubvumidza uye kuwana kubvumirana pakati penhengo dzechikwata?

Kunzwisisa mibvunzo iyi panhanho yega yega yerwendo rwemutengi kunogonesa vanopa SaaS uye masevhisi ehunyanzvi kugadzira zvakanangwa uye zvinoenderana zvemukati zvinogadzirisa zvinonetsa mutengi, zvinovaka kuvimba, uye kutungamira vangangove vatengi kuita sarudzo dzine ruzivo. Nekubvuma rwendo rwemutengi uye kugadzirisa zvemukati kuti zvigadzirise zvavanoda chaizvo, makambani anogona kuzvisimbisa sevabatsiri vakakosha uye vanopa mhinduro, vachizvimiririra kuti vabudirire mumusika wemakwikwi.

Simba reBenefit-Centric Communication

Kushandura kutarisa kubva zvinhu to zvinobatsira inopinda mune idzi core emotional drivers parwendo rwemutengi. Benefit-centric kutaurirana inosimbisa shanduko inogona kuitika mutengi nekushandisa chimwe chigadzirwa kana sevhisi. Inokwezva zvishuvo zvavo, zvishuvo, uye zvavanoda, pakupedzisira ichivatungamirira kune chisarudzo chekutenga. Nekugadzirisa iyo 'sei' kuseri kwe 'chii,' makambani anogona kumisa hukama hwakadzama uye kuvaka kuvimbana, zvinhu zvakakosha munyika inokwikwidza yeSaaS.

Kambani A: Feature-Yakavakirwa Meseji

  • Musoro: Isingaenzaniswi Data Analytics Platform ine Advanced Reporting uye Real-time Monitoring.
  • tsananguro: Yedu puratifomu inopa akasimba maficha, anosanganisira data analytics, kushuma kwepamberi, uye chaiyo-nguva yekutarisa yedata-inotungamirwa kuita sarudzo.

Kambani B: Benefit-Centric Messaging

  • Musoro: Simudza Bhizinesi Rako Insights neActionable Data, Sarudzo Dzakavimbiswa Yakavimbiswa.
  • tsananguro: Shandura bhizinesi rako neyedu data analytics solution. Ita zvisarudzo zvine ruzivo, fambisa kukura, uye uwane mukana wekukwikwidza.

Mumuenzaniso uri pamusoro, Kambani A inotarisa pane zvepuratifomu, ichipa inoyevedza runyorwa rwezvaanogona. Zvisinei, inoshaya hukama hwepfungwa hunofambisa chiito. Kune rimwe divi, meseji yeKambani B inobatsira-pakati. Musoro wemusoro unovimbisa shanduko inobatika - yakakwira bhizinesi ruzivo. Tsanangudzo inotaura kukosha kwezvisarudzo zvine ruzivo, kukura, uye kukwikwidza. Izvi zvinotaura zvakananga kune zvishuwo zvemutengi uye zvishuwo.

Nei Benefit-Centric Messaging Inoshanda

  1. Emotional Resonance: Mameseji anoenderana nebenefit anotaura kune manzwiro, kupinda muzvishuwo uye zvinodiwa zvinotungamira kuita sarudzo.
  2. Solution-Centric: Vatengi vanotsvaga mhinduro kumatambudziko avo. Benefit-based messaging inopa chigadzirwa kana sevhisi semhinduro.
  3. Mutengi-Centric Inosvika: Inotarisa kune mutengi, ichiratidza kuti kambani inonzwisisa marwadzo avo uye yakatsaurirwa kuagadzirisa.
  4. Bvisa Kukosha Chirevo: Benefit-centric messaging inopa mhinduro yakajeka yekuti 'zvinei mandiri', zvichiita kuti zvive nyore kune vatengi kuona kukosha.
  5. Kuona Kwenguva Yakareba: Inosimudzira hukama hwenguva refu nekuratidza kuti chigadzirwa kana sevhisi inogona kubatsira sei mukubudirira kwemutengi.

SaaS vanopa uye tekinoroji masevhisi vanogona kushandura hurongwa hwavo hwekushambadzira nekumbundikira bhenefiti-centric kutaurirana. Nekunzwisisa mamiriro epfungwa ekuita sarudzo, vanogona kugadzira zvemukati zvinoenderana nevanogona vatengi pane yakadzama nhanho. Rangarira, hazvisi zvemaficha asi shanduko uye kukosha kwaunogona kuunza kuhupenyu hwevatengi vako. Saka, nguva inotevera paunenge uchigadzira yako mameseji ekushambadzira, funga nezve mabhenefiti, kwete maficha chete, uye tarisa kuti zvinokanganisa sei bhizinesi rako rwendo rwekukura.

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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