C CHNG K HOCH TIP TH KIU
"CY NH L VОN"?

NGUYN XUN NAM
Trong mt bi bo trܧc y cng trn Vit Magazine, nܧc M hin c ljn 13 triu cng ty ang hot Ƕng. D cho cng ty lm n ci g i chng na, t sn xut, bun bn, ljn dch v,... iu m mi cng ty cn phi c l k hoch tip th.

K hoch tip th chng khc no kim ch nam cho mt chuyn hi hnh vܮt Thi Bnh Dng m thiu n th nhng thuyn vin d b lc hܧng, chng bit i u v tri dt v u.

Tuy ai cng d dng nhn ra tm quan trng ca k hoch tip th, nhng lm sao Nj son tho k hoch tip th li l mt vn NJ khc.

HU HT U QU QUAN TRNG HA VN

Bi tnh quan trng ca n nh ni trn, hu ht NJu qu coi trng k hoch tip th ljn ni, k hoch tip th thܩng tr nn qu quy m v thiu tnh thc t i vi cc cng ty nh. Ngay c Paul Tulenko, mt nh c vn v tip th thng mi (a business marketing consultant) ti New Mexico (Hoa K) cng vit nh sau: "Hu ht cc k hoch tip th dnh cho cc cng ty thng mi nh NJu ang ܮc bin son dܩng nh vi mc ch duy nht l dnh cho cc cng ty c Cng Ty Thng Mi Siu Quy M Vi Kh Nng Ti Chnh Di Do. Nhng k hoch tip th qu phc tp, qu kh thc hin v qu tn km v thi gian cng nh tin bc..." (Most of the marketing plans available to small business are designed as if their only use should be for a company named "General Super-Big Business With Big Bucks." They are too complicated, too unwieldy and too expensive in time and money).

Khng ai dm ph nhn nhng k hoch tip th "i quy m" nh th l ti, nhng thܩng nhng k hoch qu quy m nh th khng ch qu sc ti chnh v vܮt qu cc iu kin khc ca cc c quan thng mi nh m cn khng cho php nhng kh nng thng mi nh c kh nng thc hin. Ni tm li, nhng k hoch tip th l thiu thc t, t tnh kh thi v qu tn km so vi 90% cc cng ty Hoa K v h l nhng cng ty nh.

Mt vn NJ thc t cn ܮc ǥt ra l nu cng ty ca bn mi bt u thnh lp, hay thnh lp lu nhng khng giu c g cho cam, lm sao bn c ܮc mt k hoch tip th cho chnh cng ty ca bn? Nhiu v c vn tip th (marketing consultants) tnh tin gi cao lm, c th ln ljn 100 M kim mt gi, lm sao m bn c th "cn ng" ni mc tin th lao ? Nu vy, c cch no khc Nj cho cng ty ca bn c k hoch tip th vi chi ph ti thiu hay vi kiu "cy nh l vܩn" (t b cng sc ra lm ly) khng?

Paul Tulenko tr li l c v dܧi y l mt vi gi ca nh c vn tip th ni trn.

SU BНC LM K HOCH TIP TH KIU "CY NH L VОN".

Bܧc th nht: NH GI THNG MI CA BN.

thc hin bܧc mt ny, bn phi lm "homework" mt cch tht s. Bn ly giy bt ra, vit xung cc cu hi sau y, suy ngh chn chn v tr li mt cch y :

- Trn phng din l mt nh doanh thng, nhng khch hng hin nay ca bn ngh g v bn?

- Danh thip (business cards), mu giy th t (letterheads), phong b th (envelopes) v c ti liu gii thiu cng ty (brochures)... ca cng ty bn Nj li cho khch hng nhng hnh nh v suy ngh g?

- Bn c thܩng xuyn theo di cng vic lm n vi khch hng qua in thoi?

- C g m bn cung cp cho khch hng m cc cng ty cnh tranh khc khng cung cp ܮc?

- C g m cc cng ty khc c th cung cp cho khch hng m bn khng th?

Ngoi nhng cu hi trn, bn c th t ngh ra thm mt s cu hi tng t khc v ri bn dnh cho mnh mt s thi gian cn thit Nj suy ngh v tr li mt cch y , chu o, v trung thc. Sau khi tr li xong, bn mang nhng cu tr li cho mt s bn b džc qua Nj nghe li ph bnh ca h, nghe nhng cu hi m h nu ra v c nhng khim khuyt m h pht hin ܮc.

Sau khi nhn ܮc li gp ca bn b, bn suy ngh li mt ln na v b sung hay thay ǰi li cho ph hp.

Ngܩi xa hay ni: "Tam ngu thnh hin" hay "Tam nhn ng hnh tt hu ng s" l vy.

Bܧc th hai: PHNG TM NHN VO TNG LAI:

Bܧc ny i hi ni chnh bn s trung thc vi chnh mnh. Bn hy tr li cc cu hi sau:

- Nu chng ta tip tc iu hnh cng vic theo kiu m chng ta ang lm nh hin nay, chng ta s nh th no trong ba nm ti? V trong mt nm ti?

- Nu chng ta tip tc lm n nh hin nay, chng ta liu s thnh cng trong nm ti khng? V chuyn lm n s ra sao trong su thng ti?

Bܧc th ba: HY T RA MC TIU.

Vic phng tm nhn vo tng lai c th lm cho bn phn vn t hi ti sao chng ta li bt u chuyn lm n. ng vi lo u bn nh bi hu ht mi ngܩi NJu suy ngh nh th khi m h ln u tin nhn k vic m h ang lm. Mt trong cc ngh thut ca vn NJ l hy qun i nhng s kin khng vui, km lc quan v tp trung vo cc mc tiu gn nht trong tng lai Nj thnh cng.

Hy ngh ljn tng lai trong thi gian su thng. Hy suy ngh coi th bn s c ܮc bao nhiu khch hng mi? Bao nhiu thng v mi? C bao nhiu tin trong ngn hng?

Hy bm vo nhng mc tiu on k ny v t "ct" mnh vo hai hay ba mc tiu c kh nng t ܮc m thi. Nu bn ǥt ra trn ba mc tiu, bn s kh th no lm ܮc ht bi v sc ngܩi v ca ci c hn v khng th hon thnh nhiu chuyn cng mt lc. ng th nhiu mc tiu v bn s b phn tm, chia sc mnh v thiu tp trung mc Ƕ cn thit vo mt s vic v cui cng hng c mi vic.

Bܧc th t: HY XY DNG K HOCH HNH NG.

y l lc bn a mc tiu ca bn vo nhng hot Ƕng thܩng nht nhm mc ch thc hin thnh cng iu mong mun ca ring mnh. Mt s v d v nhng vic lm hng ngy nh:

- Bn gi bao nhiu c in thoi trong ngy?

- Mi tun gp v giao tip khch hng bao nhiu ln?

- Bn phi vit bao nhiu d n thng mi (proposal)?

y l nhng mc hnh Ƕng gip cho nhng mc tiu on k ca bn ܮc thc hin thnh cng. Hy lit k cng chi tit v cng y vic cn lm cng tt. Hy s dng nhng cng vic m bn bit chc rng s c hu hiu Nj xy dng, lp nn k hoch ca bn. Hy NJ cp ljn tt c nhng yu t, nhng kha cnh khc nhau ca mc tiu on k ca bn v nhng g m bn cn phi lm Nj lm cho mc tiu ca mnh thnh cng.

Bܧc th nm: NH RA NGN KHON CN THIT.

Ny gi chng ta lng vng nhng cng vic khc, by gi ljn lc chng ta ni ljn chuyn tin nong, m thiu n kh th no thnh cng ܮc.

Phm lm vic g cng phi tn tin c v lm sao m khng tn tin khi phi thc hin mt k hoch hnh Ƕng no Nj mang k hoch tip th ca chng ta ljn thnh cng? im khi u ca vn NJ ny l nh ra s tin cn phi chi tiu Nj a k hoch hnh Ƕng ljn s thnh cng v sau s ljn vic th hai l xem th mnh c p ng ni mc chi ph khng?

Thng thܩng nhng cng ty nh da vo kinh nghim Nj ǥt ra ngn sch tip th v thܩng th con s ny vo khong t 3% ljn 8% trong tng s thng v hng nm. Thܩng th nhng cng ty nh, nhng cng ty mi bt u tn tin cho vic tip th nhiu hn cng ty ln, tng hot Ƕng lu nm.

Nu bn c phng tin ti chnh, iu ny s tht tuyt vi cho bn. Hy "ln ܩng" ngay. Nu bn khng c kh nng ti chnh, ng tht vng, ch bi quan qu. Hy ngh ra mt cch khc. Mt trong nhng cch y l hy quay li k hoch hnh Ƕng Nj "iu chnh" cho ph hp. V d nh thay v lm k hoch cho 6 thng, chng ta lm k hoch cho tng thng mt v thc hin tng bܧc cho ljn khi chng ta c ti chnh cn thit Nj a ra k hoch su thng hay mt nm.

Tng bܧc mt, nhng mi bܧc i l gn ljn ch thm mt bܧc.

Bܧc th su: T U TIN.

Trn ǩi c nhiu chuyn mnh thch lm qu v nhiu lc khng bit phi lm g. V qu nhiu iu mnh thch qu, nhiu ngܩi mnh thch qu, c khi mnh lm lung tung chng chuyn g ra chuyn g. Do vy, vic ǥt ra k hoch u tin nhng vic cn lm, nhng ngܩi cn gp cng l iu cn thit Nj thnh cng.

Hy lit k mt danh sch ngn nhng khch hng trin vng t nhiu ngܩi trn ci ǩi ny m bn cho rng h s cn ljn hng ha hay dch v ca bn.Tht d dng hn nhiu khi ch tp trung vo mt s nh, tip th tht mnh vo s nh ny cho ljn lc bn cm thy tha mn vi kt qu t ܮc, trܧc khi m rng ra nhng "i tܮng" rng ri hn trong x hi, trong thng trܩng.

Hy bt u bng mt danh sch u tin v khi s t danh sch ny.

Bܧc th by: PHN TCH V RT KINH NGHIM

Sau mt thi gian thc hin, v d nh hai hay bn thng, bn hy dng li mt giy Nj phn tch v rt kinh nghim nhng g mnh thc hin. C phi thu nhp ang gia tng khng? Mnh c thm khch hng khng? Mnh c tin d vo mi cui thng khng?...

Hy xem xt nhng g mnh lm v t rt ta kinh nghim. Hy vt i nhng vic lm trong k hoch hnh Ƕng m n khng mang li hiu qu v thay vo l nhng cng vic mi. Bn nn ti thm nh mi vic v xc nh rng liu bn c nn NJ ra mc tiu mi khng hay ch cn iu chnh mc tiu c m thi.

Hy ti thm nh nh th i vi k hoch hnh Ƕng v sau nhng ln ti thm nh nh th, bn s c k hoch tip th mt cch ph hp nht cho cng ty bn, nht l vi tnh hnh hin c m iu ny khng ai hiu v cng ty ca bn bng chnh bn.

Chc bn thnh cng.


+ Bi vit ny ly mt phn t bi "Making Do With a Home-made marketing Plan" ca Paul Tulenko (Scripps Howard News Service). Bi vit ny ܮc bo San Jose Mercury News ng li trong s bo ra ngy 28 thng 9 nm 1995 trong mc "Thursday Focus: Small Business".


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