{"id":122,"date":"2019-04-15T10:36:59","date_gmt":"2019-04-15T07:36:59","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=122"},"modified":"2021-03-31T14:24:09","modified_gmt":"2021-03-31T11:24:09","slug":"krizde-ilk-bakilacak-3-firsat-alani","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/krizde-ilk-bakilacak-3-firsat-alani\/","title":{"rendered":"Krizde ilk bak\u0131lacak 3 f\u0131rsat alan\u0131"},"content":{"rendered":"<p><em>Ekonomik krizler, i\u015f yap\u0131\u015f \u015fekillerimizin test edildi\u011fi zorlay\u0131c\u0131 d\u00f6nemlerdir. Sat\u0131\u015flar \u00fczerindeki negatif bask\u0131 artarken, uzayan tahsilat vadeleri, eriyen k\u00e2rl\u0131l\u0131k d\u00fczeyi ve k\u0131s\u0131lan b\u00fct\u00e7eler bu gidi\u015fi de\u011fi\u015ftirmeyi neredeyse imkans\u0131z hale getirebilir. Peki ekonomik kriz d\u00f6nemlerinde bu \u00e7e\u015fit olas\u0131 bir negatif sarmaldan \u00e7\u0131kman\u0131n bir yolu yok mu? <\/em><\/p>\n<ol>\n<li><strong>De\u011fer Teklifini Optimize Etmek<\/strong><\/li>\n<\/ol>\n<p>Kriz d\u00f6nemleri m\u00fc\u015fterilerin sat\u0131n alma kararlar\u0131n\u0131 g\u00f6zden ge\u00e7irdi\u011fi d\u00f6nemlerdir.&nbsp; Dolay\u0131s\u0131yla, tam da bu d\u00f6nemde m\u00fc\u015fterilerin sat\u0131n alma kararlar\u0131n\u0131 kendi lehinize olacak \u015fekilde etkileme \u015fans\u0131n\u0131z vard\u0131r. Sat\u0131n alma karar\u0131n\u0131 belirleyen temel unsur, m\u00fc\u015fterilerinize sundu\u011funuz de\u011fer teklifidir. &nbsp;De\u011fer teklifi, m\u00fc\u015fteriye sa\u011flad\u0131\u011f\u0131n\u0131z art\u0131 de\u011fer kar\u015f\u0131l\u0131\u011f\u0131nda talep etti\u011finiz bedeli i\u00e7eren bir sat\u0131\u015f \u00f6nermesidir. \u0130ki kefesi olan bir terazi gibidir. Bir tarafta sundu\u011funuz de\u011fer ve \u00f6teki tarafta da talep etti\u011finiz bedel bulunur. M\u00fc\u015fteriler kriz d\u00f6nemlerinde harcama e\u011filimlerini azalt\u0131p daha az bedel \u00f6deyecekleri se\u00e7eneklere y\u00f6nelirler. Bu durum tabii ki, ge\u00e7icidir ama denklemin yanl\u0131\u015f taraf\u0131nda kal\u0131rsan\u0131z size b\u00fcy\u00fck zarar verebilir. Bu y\u00fczden ilk yapman\u0131z gereken, de\u011fer teklifinizin her iki kefesini de mercek alt\u0131na almak olmal\u0131. De\u011fer teklifinizi yeniden optimize ederken \u015fu alternatif yakla\u015f\u0131mlar\u0131 kullanabilirsiniz:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Ayn\u0131 fiyata m\u00fc\u015fteri i\u00e7in de\u011fer yaratan konularda art\u0131 de\u011fer sunmak<\/li>\n<li>Alg\u0131lanan de\u011feri azaltmadan fiyat\u0131 d\u00fc\u015f\u00fcrmek<\/li>\n<li>Sundu\u011funuz de\u011feri par\u00e7alara b\u00f6l\u00fcp, ayr\u0131 ayr\u0131 satmak<\/li>\n<li>M\u00fc\u015fteri i\u00e7in de\u011fer yaratmayan ama fiyat\u0131n i\u00e7inde bir maliyet olu\u015fturan ilave unsurlar\u0131\/avantajlar\u0131 t\u0131rpanlamak<\/li>\n<\/ul>\n<p>Krizlerin, m\u00fc\u015fterilerin kendi b\u00fct\u00e7elerini kontrol alt\u0131na almaya \u00e7al\u0131\u015ft\u0131\u011f\u0131 ve kontrol\u00fc kendi ellerinde tutmak istedi\u011fi d\u00f6nemler oldu\u011funu unutmamal\u0131s\u0131n\u0131z. Optimize etti\u011finiz yeni de\u011fer teklifiniz m\u00fc\u015fterinize en uygun se\u00e7enek olarak g\u00f6r\u00fcnmeli. Ancak bunun i\u015fe yarayabilmesi i\u00e7in \u00e7\u00f6z\u00fcm\u00fcn\u00fcz\u00fcn ne kadar etkili oldu\u011funu dikte etmek yerine, m\u00fc\u015fterinin kendi \u00e7\u0131kar\u0131m\u0131 ile ula\u015fabilece\u011fi bir sonu\u00e7 olmas\u0131na \u00e7al\u0131\u015fmal\u0131s\u0131n\u0131z.<\/p>\n<ol start=\"2\">\n<li><strong>Sat\u0131\u015f kanal\u0131na odaklanmak<\/strong><\/li>\n<\/ol>\n<p>Krizler, sat\u0131\u015f noktalar\u0131nda da de\u011fi\u015fimin oldu\u011fu d\u00f6nemlerdir. M\u00fc\u015fterilerin daha uygun se\u00e7enekler aramas\u0131, farkl\u0131 kanallara kaymalar\u0131na yol a\u00e7abilir. E\u011fer m\u00fc\u015fterilerin de\u011fi\u015fen kanal tercihlerine h\u0131zl\u0131 \u015fekilde adapte olabiliyorsan\u0131z bu durumu bir f\u0131rsata d\u00f6n\u00fc\u015ft\u00fcrebilirsiniz. Ancak, kanal \u00e7e\u015fitlili\u011fi sa\u011flaman\u0131n \u00e7ok kolay veya m\u00fcmk\u00fcn olmad\u0131\u011f\u0131 bir durumdaysan\u0131z, mevcut sat\u0131\u015f kanal\u0131n\u0131z\u0131n kan kaybetmesini engelleyecek \u00e7\u00f6z\u00fcmlere odaklanmal\u0131s\u0131n\u0131z. Sat\u0131\u015f kanal\u0131n\u0131z\u0131 geli\u015ftirmek ve burada \u00f6ne \u00e7\u0131kmak i\u00e7in yapabilece\u011finiz alternatif yakla\u015f\u0131mlar \u015funlar olabilir:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Sat\u0131\u015f kanal\u0131n\u0131z\u0131 bir stratejik ortak olarak ele alan yeni bir anlay\u0131\u015f geli\u015ftirmek. Stok devir h\u0131z\u0131n\u0131 g\u00f6zeterek, sipari\u015fteki \u00fcr\u00fcn miktar\u0131n\u0131 azalt\u0131p sipari\u015f s\u0131kl\u0131\u011f\u0131n\u0131 art\u0131rmak. Stok ve sipari\u015fte az satan ni\u015f \u00fcr\u00fcnler yerine, \u00e7ok satan \u00fcr\u00fcnlere odaklanmak. Sat\u0131\u015f kanal\u0131nda paran\u0131n d\u00f6ng\u00fcs\u00fcn\u00fcn sa\u011fl\u0131kl\u0131 kalmas\u0131n\u0131 desteklemek.<\/li>\n<li>Sat\u0131\u015f kanal\u0131n\u0131z\u0131n rekabet g\u00fcc\u00fcn\u00fc art\u0131racak \u00e7\u00f6z\u00fcmler geli\u015ftirmek, \u00f6zellikle fiyat rekabetinde ellerinin daha g\u00fc\u00e7l\u00fc olmas\u0131n\u0131 sa\u011flayacak se\u00e7enekler sunmak<\/li>\n<li>Sat\u0131\u015f noktas\u0131n\u0131n ileti\u015fim, nakit y\u00f6netimi, stok y\u00f6netimi, sat\u0131\u015f becerileri gibi alanlardaki zaafiyetlerini giderecek yeni yetkinlikler aktarmak. Bu alanda destek hizmeti sunmak veya birlikte y\u00f6netim anlay\u0131\u015f\u0131 \u00f6nermek.<\/li>\n<li>Paran\u0131n maliyetini azaltacak \u00f6deme \u00e7\u00f6z\u00fcmleri geli\u015ftirmek. Tahsilat riski veya maliyet bask\u0131s\u0131 yaratan \u00f6deme ara\u00e7lar\u0131n\u0131n oran\u0131n\u0131 azaltmak.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ol start=\"3\">\n<li><strong>B\u00fct\u00e7e verimlili\u011fine odaklanmak<\/strong><\/li>\n<\/ol>\n<p>Her \u015feyin yolunda oldu\u011fu d\u00f6nemlerde \u015firketlerin harcama i\u015ftahlar\u0131 fazlad\u0131r. Ancak kriz d\u00f6nemleri b\u00fct\u00e7elerin k\u0131s\u0131ld\u0131\u011f\u0131 hatta bazen yok edildi\u011fi d\u00f6nemlerdir. Kriz d\u00f6nemlerinde, t\u00fcm b\u00fct\u00e7eleri kesmek b\u00fcy\u00fck bir y\u0131k\u0131mla sonu\u00e7lanabilir. Bunun yerine harcanan her bir kuru\u015f b\u00fct\u00e7enin \u015firket performans\u0131na katk\u0131s\u0131n\u0131 (ROI= return-on-investment, TR: yat\u0131r\u0131m\u0131n geri d\u00f6n\u00fc\u015f oran\u0131) g\u00f6z etmek en sa\u011fl\u0131kl\u0131s\u0131d\u0131r. B\u00fct\u00e7e kesintisi yaparken, ROI g\u00f6zl\u00fcklerinden bakmak, ne katk\u0131 yapt\u0131\u011f\u0131 belli olmayan bir\u00e7ok gereksiz &nbsp;b\u00fct\u00e7e kaleminin de ay\u0131klanmas\u0131na yard\u0131mc\u0131 olur. Ancak \u00f6yle b\u00fct\u00e7e kalemleri vard\u0131r ki, bu alandaki kesintiler daha sonraki s\u00fcre\u00e7te \u015firketi daha da zor durumda b\u0131rakabilir. Bu y\u00fczden a\u015fa\u011f\u0131daki konularda m\u00fcmk\u00fcn oldu\u011funca kesintiye gitmemeye \u00e7al\u0131\u015fmak gerekir:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><u>\u0130leti\u015fim b\u00fct\u00e7esi<\/u>. \u0130leti\u015fim yapmamak demek, m\u00fc\u015fterinin g\u00fcndeminden \u00e7\u0131kmaya raz\u0131 olmak demektir. Bu b\u00fct\u00e7eyi kesmek do\u011fru de\u011fildir. Ancak, her reklam\u0131n veya reklam kanal\u0131n\u0131n i\u015fe yaramas\u0131 garanti de\u011fildir. Bu y\u00fczden, kriz d\u00f6nemlerinde y\u00fcksek geri d\u00f6n\u00fc\u015f sa\u011flayan kanallarla ve i\u015fe yarad\u0131\u011f\u0131 ara\u015ft\u0131rma ile kan\u0131tlanm\u0131\u015f reklamlarla ilerlemek gerekir.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><u>Ara\u015ft\u0131rma b\u00fct\u00e7esi<\/u>. Kriz d\u00f6nemleri, s\u00fcrekli m\u00fc\u015fterinin nabz\u0131n\u0131 tutman\u0131z gereken d\u00f6nemlerdir. Bu y\u00fczden ara\u015ft\u0131rmaya her zamankinden daha \u00e7ok ihtiyac\u0131n\u0131z vard\u0131r. Ara\u015ft\u0131rma yapmaya ara vermeyin, aman ha!<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><u>M\u00fc\u015fteri ili\u015fkileri program\u0131<\/u>: M\u00fc\u015fteri i\u00e7in art\u0131 de\u011fer yaratt\u0131\u011f\u0131 \u00f6l\u00e7\u00fcde m\u00fc\u015fteri ili\u015fkileri i\u00e7in ay\u0131rd\u0131\u011f\u0131n\u0131z b\u00fct\u00e7eyi korumal\u0131s\u0131n\u0131z. T\u00fcm rakiplerin, harcamalar\u0131n\u0131 kesti\u011fi bir d\u00f6nemde, bazen m\u00fc\u015fteriler i\u00e7in \u00f6nemli bir alanda onlar\u0131n yan\u0131nda olmak veya onlara kendilerini de\u011ferli hissettirmek paha bi\u00e7ilmez bir f\u0131rsat sunar.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><u>\u0130novasyon ve arge<\/u>: Her kriz bir g\u00fcn biter. Kriz bitti\u011finde ve m\u00fc\u015fteriler i\u00e7in de hayat normale d\u00f6nd\u00fc\u011f\u00fcnde, rakiplerinizin \u00f6n\u00fcne ge\u00e7ecekseniz bu o ana kadar ne kadar iyi bir haz\u0131rl\u0131k yapt\u0131\u011f\u0131n\u0131za ba\u011fl\u0131 olacak. \u0130novasyon ve arge \u00f6nemli art\u0131 de\u011fer yaratma ara\u00e7lar\u0131d\u0131r. Kriz d\u00f6neminde, ne kadar zor olursa olsun, gelecek i\u00e7in haz\u0131rlanmaya devam etmelisiniz.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Krizler zor d\u00f6nemlerdir. Bu d\u00f6nemlerde, ba\u015far\u0131m\u0131z ve performans\u0131m\u0131z test edilir. B\u00fcy\u00fck hedeflerini ve vizyonunu unutmadan i\u015fini ak\u0131l, sa\u011fduyu ve so\u011fukkanl\u0131l\u0131kla y\u00f6netenler bu zorluklardan da mutlaka ba\u015far\u0131yla \u00e7\u0131karlar.<\/p>\n<p>&nbsp;<\/p>\n<p>Bora Al\u00e7\u0131<\/p>\n<p>&nbsp;<\/p>\n<p>Kurucu,<\/p>\n<p>Argus Growth Agency: T\u00fcrkiye\u2019nin ilk ve tek b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n<p>&nbsp;<\/p>\n<p>Argus Growth Agency \u015firketlerin ve markalar\u0131n b\u00fcy\u00fcme performans\u0131n\u0131 geli\u015ftirecek dan\u0131\u015fmanl\u0131k, analiz ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz i\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ekonomik krizler, i\u015f yap\u0131\u015f \u015fekillerimizin test edildi\u011fi zorlay\u0131c\u0131 d\u00f6nemlerdir. Sat\u0131\u015flar \u00fczerindeki negatif bask\u0131 artarken, uzayan tahsilat vadeleri, eriyen k\u00e2rl\u0131l\u0131k d\u00fczeyi ve k\u0131s\u0131lan b\u00fct\u00e7eler bu gidi\u015fi de\u011fi\u015ftirmeyi neredeyse imkans\u0131z hale getirebilir. Peki ekonomik kriz d\u00f6nemlerinde bu \u00e7e\u015fit olas\u0131 bir negatif sarmaldan \u00e7\u0131kman\u0131n bir yolu yok mu? De\u011fer Teklifini Optimize Etmek Kriz d\u00f6nemleri m\u00fc\u015fterilerin sat\u0131n alma kararlar\u0131n\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":303,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/122"}],"collection":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/comments?post=122"}],"version-history":[{"count":3,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/122\/revisions"}],"predecessor-version":[{"id":245,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/122\/revisions\/245"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/303"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=122"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=122"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=122"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}