Với sự cạnh tranh ngày càng gay gắt hiện nay, các doanh nghiệp cần phải tìm ra cách để tăng doanh số và thu hút khách hàng. Do đó, các chiến lược bán hàng hiệu quả và phổ biến là một chủ đề được quan tâm đặc biệt trong lĩnh vực kinh doanh. Điều quan trọng nhất trong bán hàng là phải hiểu rõ khách hàng của mình. Khách hàng đó có nhu cầu gì? Họ đang tìm kiếm gì? Sau đó, bạn cần tìm cách để giải quyết vấn đề của khách hàng bằng cách cung cấp sản phẩm hoặc dịch vụ của mình. Hãy cùng Ngáo Content tìm hiểu ngay qua bài viết dưới đây nhé!
MỤC LỤC
Chiến lược bán hàng là gì?
Chiến lược bán hàng là một tập hợp các quyết định, hành động và mục tiêu mà doanh nghiệp dựa theo đó để định vị thương hiệu cũng như sản phẩm của tổ chức, với mục đích nhằm để tiếp cận khách hàng mới. Nó giống như một kim chỉ nam cho những người bán hàng noi theo, với các mục tiêu rõ ràng liên quan đến quy trình bán hàng, định vị sản phẩm và phân tích thị trường cũng như đối thủ cạnh tranh.
Trong chiến lược bán hàng, mục tiêu quan trọng nhất chính là khách hàng của doanh nghiệp. Không phải chiến lược bán hàng nào cũng sẽ phù hợp với tất cả mọi người và khách hàng của doanh nghiệp. Do đó, doanh nghiệp cần phải lập kế hoạch và xây dựng chiến lược phù hợp cho từng nhóm khách hàng khác nhau để đạt được hiệu quả cao nhất.
Tại sao chiến lược bán hàng lại quan trọng?
Hiểu rõ về các chiến lược bán hàng có thể giúp cho bạn cải thiện phương pháp bán hàng của bạn cũng như nâng cao các kỹ năng liên quan đến công việc này. Cho dù bạn là người mới tham gia vào việc bán hàng hay là người đang cân nhắc đến việc bán hàng trong tương lai, hoặc thậm chí là một chuyên gia bán hàng dày dạn kinh nghiệm thì việc có một chiến lược bán hàng hiệu quả sẽ tạo thuận lợi cho bạn hơn và mang đến một số lợi ích sau đây:
- Tự tin hơn trong quá trình giới thiệu sản phẩm của bạn đến khách hàng
- Dễ dàng có được lòng tin và sự tín nhiềm của khách hàng hơn
- Mở rộng và duy trì cơ sở khách hàng của bạn
- Thúc đẩy doanh số bán hàng và tăng hoa hồng
Bên cạnh chiến lược bán hàng thì các kỹ năng bán hàng cũng rất quan trọng đối với nhân viên bán hàng, cụ thể như kỹ năng giao tiếp, kỹ năng giải quyết vấn đề cũng như khả năng chịu áp lực và có sự kiên nhẫn. Sở hữu chiến lược và cả các kỹ năng trên đây, bạn có thể thăng tiến nhanh hơn trong sự nghiệp của mình cũng như đạt nhiều thành công hơn.
Các chiến lược bán hàng hiệu quả
Bán theo các gói
Bán theo gói là khi bạn cung cấp các sản phẩm hoặc dịch vụ dưới dạng giao dịch trọn gói với một mức giá chiết khấu. Ví dụ: Nếu bạn sở hữu một tiệm làm tóc, bạn có thể kết hợp cắt tóc, nhuộm màu và tạo kiểu với một mức giá thấp hơn là khi khách hàng xé nhỏ các dịch vụ này ra. Trong khi đó, một nhà bán lẻ chuyên về các vật dụng đi biển có thể bán chung các món hàng như bộ đồ tắm, phao bơi, kính râm với mức giá chiết khấu nhằm thu hút khách hàng hơn.
Upselling và Cross-selling
Hai phương pháp này còn được gọi là bán thêm (Upselling) và bán chéo (Cross-selling). Bán thêm là chiêu bán hàng mà bạn cố gắng bán một sản phẩm đắt tiền hơn hoặc chất lượng cao hơn cho khách hàng đã có sự quan tâm đến sản phẩm của bạn, làm tăng đề xuất giá trị cảm nhận được của việc bán hàng. Ví dụ: Nếu bạn sở hữu một quán cà phê, bạn có thể bán thêm cho khách hàng từ size nước bình thường lên size lớn hơn bằng cách chỉ cần nói: “Bạn có muốn nâng cấp lên size lớn chỉ với 10.000 nữa không?”. Trong khi đó, bán chéo cũng tương tự như bán thêm, nhưng thay vì bán một sản phẩm đắt tiền hơn hoặc chất lượng cao hơn, bạn sẽ bán một sản phẩm bổ sung. Ví dụ: Nếu bạn sở hữu một cửa hàng kim khí, bạn có thể bán chéo cho một khách hàng đang mua đinh bằng cách mời họ mua thêm một chiếc búa.
Bản dùng thử miễn phí
Bản dùng thử miễn phí là một trong những chiến lượ bán hàng tuyệt vời để thu hút sự quan tâm từ khách hàng đến sản phẩm hoặc dịch vụ của thương hiệu. Nó cũng tuyệt vời trong việc xác định khách hàng tiềm năng vì nó cho thấy những ai đang quan tâm đến sản phẩm của bạn. Chiến lược này hoạt động bằng cách thương hiệu cho phép các khách hàng tiềm năng cơ hội dùng thử miễn phí sản phẩm hoặc dịch vụ trong một thời gian giới hạn. Ví dụ như nền tảng âm nhạc trực tuyến hàng đầu thế giới Spotify cung cấp các gói dùng thử trong 30 ngày cho những khách hàng mới sử dụng lần đầu, để họ có thể trải nghiệm việc nghe nhạc với đầy đủ tính năng như những khách hàng trả phí khác, trước khi họ quyết định sẽ trả tiền cho thương hiệu.
Giảm giá, khuyến mãi
Đây là hình thức không còn quá xa lạ đối với bất kỳ người làm kinh doanh lẫn khách hàng. Giảm giá là một cách tuyệt vời để thu hút sự quan tâm đến sản phẩm hoặc dịch vụ của doanh nghiệp, bằng cách cung cấp cho khách hàng tiềm năng một mức giá giảm hoặc cung cấp thêm nhiều ưu đãi khi mua sản phẩm hoặc dịch vụ của bạn. Ví dụ như các sàn thương mại điện tử như Shopee, Lazada luôn chạy các chương trình “siêu sale” vào ngày đầu tháng và ngày 15 hàng tháng, bằng cách tung thật nhiều voucher giảm giá hoặc các sản phẩm có mức giá thấp hơn để khuyến khích khách hàng mua nhiều đồ hơn.
Cách lên kế hoạch cho chiến lược bán hàng tốt hơn
Xác định mục tiêu của doanh nghiệp
Việc thiết lập mục tiêu luôn là yếu tố quan trọng bởi nó giúp doanh nghiệp định hướng cho công việc tốt hơn và có thể tập trung vào những gì cần thiết nhất để đạt được thành công. Mục tiêu còn giúp bạn đo lường được tiến độ của công việc của mình và đánh giá được mức độ thành công của doanh nghiệp. Với mỗi chiến lược bán hàng, bạn có thể đặt ra những mục tiêu như là: “Tăng 150% doanh số”, “Bán được 1000 sản phẩm”,… Điều quan trọng là mục tiêu phải cụ thể và đo lường được để có thể đưa ra những đánh giá chính xác hơn.
Tạo hồ sơ khách hàng (Persona)
Phát triển persona là một thành phần quan trọng để hiểu khách hàng của bạn là ai và làm thế nào để nói chuyện với họ. Chân dung khách hàng (hay còn gọi là Persona) là một mô tả đại diện cho khách hàng hiện tại và lý tưởng của bạn dựa trên các bước nghiên cứu thị trường, hoặc thu thập thông tin thông qua các mối quan hệ khách hàng hiện có. Persona sẽ cho bạn cái nhìn rõ nét hơn về động cơ thúc đẩy khách hàng, các hành vi, thói quen, mong muốn hoặc điểm đau (pain points) của họ. Qua đó, Persona cho phép doanh nghiệp đưa ra các quyết định tiếp thị dễ dàng và hiệu quả hơn, đồng thời có thể xây dựng các chiến lược bán hàng phù hợp với các từng khách hàng khác nhau, điều này sẽ tăng doanh thu và duy trì cơ sở khách hàng của bạn.
Ứng dụng CRM
Các phần mềm thu thập và quản lý dữ liệu khách hàng CRM chính là một công cụ cực kỳ hữu ích và hiệu quả dành cho bạn trong việc lên chiến lược bán hàng. CRM có thể sắp xếp, phân tích và ưu tiên các khách hàng tiềm năng của doanh nghiệp để các đội, nhóm bán hàng có thể tập trung vào các cơ hội tốt nhất này và cung cấp những nhu cầu chính xác và cần thiết dành cho khách hàng một cách nhanh chóng và hiệu quả hơn.
Khi dữ liệu của bạn được tổ chức và quản lý bởi nền tảng CRM, bạn sẽ hiểu toàn diện hơn về khách hàng của mình, từ đó có thể phát triển và truyền tải những thông điệp phù hợp hơn. Nhiều hoạt động có thể được số hóa và tự động hóa, giúp bạn nhắm mục tiêu chính xác hơn, đẩy nhanh chu kỳ bán hàng và cung cấp dịch vụ khách hàng tốt hơn, hiệu quả hơn. Một số phần mềm CRM nổi tiếng mà bạn nên biết là Salesforce, Hubspot, Zoho,…
Đầu tư vào đội ngũ bán hàng
Có thể nói rằng đội ngũ bán hàng chính là “xương sống” của bất kỳ doanh nghiệp nào, từ việc giúp doanh nghiệp xác định khách hàng tiềm năng cho đến việc xây dựng mối quan hệ khách hàng nhằm thúc đẩy lòng trung thành và khả năng giữ chân khách hàng. Đầu tư vào lực lượng bán hàng mạnh mẽ cũng đảm bảo doanh nghiệp của bạn sẽ luôn dẫn đầu so với các đối thủ bằng cách tiếp cận các khách hàng có giá trị, liên hệ trực tiếp với người mua tiềm năng, tăng tỷ lệ chuyển đổi khách hàng tiềm năng,…
Hiểu được tầm quan trọng của đội ngũ bán hàng, các doanh nghiệp cần đầu tư nhiều hơn vào việc phát triển kỹ năng, kiến thức cho đội ngũ bán hàng cũng như thiết lập ra các mục tiêu cá nhân, mục tiêu cho đội nhóm để thúc đẩy họ hơn. Ngoài ra cũng cần phải thường xuyên theo dõi tiến độ làm việc của họ, không ngần ngại khen thưởng khi có ai đó đạt thành tích tốt và khiển trách nghiêm khi có người phạm lỗi,… Những yếu tố này sẽ giúp cho đội ngũ của bạn không chỉ có thêm kỹ năng, mà còn có động lực và tinh thần hơn.
Tổng kết
Chiến lược bán hàng rất quan trọng đối với bất kỳ tổ chức, doanh nghiệp nào. Doanh nghiệp chỉ có thể tồn tại khi họ bán được sản phẩm, dịch vụ và có được sự ủng hộ của khách hàng. Vì thế mà chiến lược bán hàng tốt hay không tốt cũng sẽ quyết định sự thành bại của doanh nghiệp. Thông qua bài viết trên đây, Ngáo Content hy vọng các bạn đã có sự hiểu biết nhất định về các chiến lược bán hàng của thương hiệu, cũng như sớm áp dụng được chúng trong công việc của mình.
Nguồn: Ngáo Content
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