{"id":156,"date":"2020-01-31T19:21:45","date_gmt":"2020-01-31T17:21:45","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=156"},"modified":"2021-03-31T14:24:08","modified_gmt":"2021-03-31T11:24:08","slug":"hizmet-pazarlamasina-dair-5-olumcul-yanlis","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/hizmet-pazarlamasina-dair-5-olumcul-yanlis\/","title":{"rendered":"Hizmet Pazarlamas\u0131na Dair 5 \u00d6l\u00fcmc\u00fcl Yanl\u0131\u015f"},"content":{"rendered":"\n<p><em>Hizmet geni\u015f bir kavram. Dan\u0131\u015fmanl\u0131ktan sigortaya, bankac\u0131l\u0131ktan reklama, e\u011fitimden ara\u015ft\u0131rmaya kadar bir\u00e7ok farkl\u0131 alana yay\u0131l\u0131yor. Ancak hizmet  derken, i\u00e7eri\u011fi ve fiyat\u0131 neredeyse herkes taraf\u0131ndan net olarak bilinen sigorta, fokus grup ara\u015ft\u0131rmas\u0131, kredi, ta\u015f\u0131mac\u0131l\u0131k vb gibi hizmet t\u00fcrlerini de\u011fil (ki bu hizmetler daha \u00e7ok \u00fcr\u00fcn pazarlamas\u0131yla benze\u015fiyorlar), i\u00e7erikleri m\u00fc\u015fterinin ihtiya\u00e7lar\u0131na g\u00f6re \u015fekillenen, \u00e7er\u00e7evesi \u00f6nceden net olarak bilinmeyen hizmet t\u00fcrlerini kast ediyoruz. <\/em><\/p>\n\n\n\n<p><em>Hizmet, do\u011fas\u0131 gere\u011fi ele avuca gelmeyen bir yap\u0131da oldu\u011fu i\u00e7in hizmet pazarlamas\u0131 da bir o kadar tan\u0131mlamas\u0131 ve standardize etmesi kolay olmayan bir i\u015f. 30 y\u0131ll\u0131k i\u015f deneyimimiz, bize kendi hizmetlerimizi pazarlarken bir\u00e7ok \u015fey \u00f6\u011fretti\u011fi gibi, y\u00fczlerce reklam ajans\u0131, ara\u015ft\u0131rma \u015firketi, dan\u0131\u015fman, etkinlik pazarlamas\u0131, sat\u0131\u015f destek, vb \u015firketin kendilerini bir m\u00fc\u015fteriye nas\u0131l pazarlad\u0131\u011f\u0131n\u0131 g\u00f6zlemleme \u015fans\u0131 da verdi. \u0130\u015fte \u00f6\u011frendiklerimizden k\u0131sa bir derleme:<\/em><\/p>\n\n\n\n<p><strong>\u00d6l\u00fcmc\u00fcl\nHata 1: M\u00fc\u015fteriyi Bir Av Gibi G\u00f6rmek<\/strong><\/p>\n\n\n\n<p>E\u011fer siz de yeni bir m\u00fc\u015fteri aday\u0131yla g\u00f6r\u00fc\u015fmenizde:<\/p>\n\n\n\n<ul><li>Onu, \u00e7\u00f6z\u00fclecek bir sorun de\u011fil de kesilecek dolgun bir fatura olarak g\u00f6r\u00fcyorsan\u0131z,<\/li><li>Ona, sizin d\u0131\u015f\u0131n\u0131zda ba\u015fka bir se\u00e7ene\u011fi olmas\u0131n diye neden rakiplerinizin daha k\u00f6t\u00fc oldu\u011funu anlat\u0131yorsan\u0131z,<\/li><li>Onun derdini duyar duymaz, ge\u00e7mi\u015fte yapt\u0131\u011f\u0131n\u0131z benzer i\u015fleri s\u0131ral\u0131yorsan\u0131z, yani bu i\u015f i\u00e7in ne kadar uygun bir aday oldu\u011funuzu m\u00fc\u015fterinin g\u00f6z\u00fcne sokmaya \u00e7al\u0131\u015f\u0131yorsan\u0131z, <\/li><\/ul>\n\n\n\n<p>bu\ntuza\u011fa d\u00fc\u015f\u00fcyorsunuz demektir.<\/p>\n\n\n\n<p><strong>\u00d6l\u00fcmc\u00fcl\nHata 2: S\u00fcrekli Kendinizi \u00d6n Plana \u00c7\u0131karmaya \u00c7al\u0131\u015fmak<\/strong><\/p>\n\n\n\n<p> E\u011fer siz de yeni bir m\u00fc\u015fteri aday\u0131yla g\u00f6r\u00fc\u015fmenizde: <\/p>\n\n\n\n<ul><li>Yapt\u0131\u011f\u0131n\u0131z g\u00f6r\u00fc\u015fmenin\/toplant\u0131n\u0131n elinizdeki tek f\u0131rsat oldu\u011funu d\u00fc\u015f\u00fcnerek, bu f\u0131rsat\u0131 kendinizi anlatmaya \u00e7al\u0131\u015farak kullan\u0131yorsan\u0131z,<\/li><li>Ne kadar uzman oldu\u011funuzu g\u00f6stermek i\u00e7in m\u00fc\u015fteriye kar\u015f\u0131 \u00fcst\u00fcnl\u00fck tasl\u0131yorsan\u0131z, \u00fcstelik en uygun \u00e7\u00f6z\u00fcm\u00fcn sizde oldu\u011funu g\u00f6stermek i\u00e7in a\u011f\u0131r teknik tabirler, sofistike kavramlar ve kibirli bir ses tonu kullan\u0131yorsan\u0131z,<\/li><li>M\u00fc\u015fterinin kendini sonuna kadar anlatmas\u0131 i\u00e7in b\u0131rak\u0131n detayl\u0131 sorular sorarak konuya kar\u015f\u0131 ne kadar ilgili oldu\u011funuzu g\u00f6stermeyi, laf\u0131 m\u00fc\u015fterinin a\u011fz\u0131na t\u0131k\u0131p s\u0131k s\u0131k s\u00f6z\u00fcn\u00fc kesip konuyu kendinize getiriyorsan\u0131z<\/li><\/ul>\n\n\n\n<p>bu tuza\u011fa d\u00fc\u015f\u00fcyorsunuz demektir.<\/p>\n\n\n\n<p><strong>\u00d6l\u00fcmc\u00fcl\nHata 3: Sorulmadan M\u00fc\u015fterinin Hatalar\u0131n\u0131\/Yanl\u0131\u015flar\u0131n\u0131 S\u0131ralamak<\/strong><\/p>\n\n\n\n<p> E\u011fer siz de yeni bir m\u00fc\u015fteri aday\u0131yla g\u00f6r\u00fc\u015fmenizde: <\/p>\n\n\n\n<ul><li>\u0130\u015fi almak i\u00e7in m\u00fc\u015fterinin \u015fimdiye kadar \u00e7ok yanl\u0131\u015f\noldu\u011fu, sizin ise \u00e7ok do\u011fru yapaca\u011f\u0131n\u0131z alg\u0131s\u0131 olu\u015fturmaya \u00e7al\u0131\u015f\u0131yorsan\u0131z, \u00fcst\u00fcne\n\u00fcstl\u00fck bunu size sorulmadan yap\u0131yorsan\u0131z,<\/li><li>M\u00fc\u015fterinin g\u00fc\u00e7l\u00fc yanlar\u0131n\u0131 g\u00f6rmezden gelip, s\u00fcrekli\neksiklikleri ve hatalar\u0131na odaklan\u0131yorsan\u0131z,<\/li><li>Derinlemesine bir birikime, analize ve veriye sahip\nolmad\u0131\u011f\u0131n\u0131z bir konuda do\u011fru re\u00e7eteye sahip oldu\u011funuzu g\u00f6stermeye\n\u00e7al\u0131\u015f\u0131yorsan\u0131z<\/li><\/ul>\n\n\n\n<p>bu tuza\u011fa d\u00fc\u015f\u00fcyorsunuz demektir.<\/p>\n\n\n\n<p><strong>\u00d6l\u00fcmc\u00fcl Hata 4: M\u00fc\u015fterinin Problemini %100 Tan\u0131mlayabildi\u011fini Varsaymak<\/strong><\/p>\n\n\n\n<p> E\u011fer siz de yeni bir m\u00fc\u015fteri aday\u0131yla g\u00f6r\u00fc\u015fmenizde: <\/p>\n\n\n\n<ul><li>Size aktar\u0131lan problemi baz alarak hemen h\u0131zl\u0131 \u00e7\u00f6z\u00fcmler, fikirler ve \u00f6neriler s\u0131ral\u0131yorsan\u0131z,<\/li><li>M\u00fc\u015fterinin sizinle payla\u015ft\u0131\u011f\u0131 problemi daha iyi ifade etmesine yard\u0131mc\u0131 olacak sorular sormuyorsan\u0131z,<\/li><li>Konuya de\u011fi\u015fik a\u00e7\u0131lardan yakla\u015farak, problemin farkl\u0131 etki alanlar\u0131 olabilece\u011fine dair fark\u0131ndal\u0131k yaratmaya \u00e7al\u0131\u015fm\u0131yorsan\u0131z<\/li><\/ul>\n\n\n\n<p>bu tuza\u011fa d\u00fc\u015f\u00fcyorsunuz demektir.<\/p>\n\n\n\n<p><strong>\u00d6l\u00fcmc\u00fcl\nHata 5: M\u00fc\u015fterinin Sorununu Genellemeye \u00c7al\u0131\u015fmak<\/strong><\/p>\n\n\n\n<p> E\u011fer siz de yeni bir m\u00fc\u015fteri aday\u0131yla g\u00f6r\u00fc\u015fmenizde: <\/p>\n\n\n\n<ul><li>M\u00fc\u015fterinin sizinle payla\u015ft\u0131\u011f\u0131 sorunu duyar duymaz sizin ge\u00e7mi\u015fte \u00e7\u00f6zd\u00fc\u011f\u00fcn\u00fcz vakalarla benzerliklerini \u00f6ne \u00e7\u0131karmaya \u00e7al\u0131\u015f\u0131yorsan\u0131z,<\/li><li>M\u00fc\u015fterinin ya\u015fad\u0131\u011f\u0131 sorunun \u00f6zel ve biricik oldu\u011fu duygusu yaratmak yerine, ona di\u011fer \u015firketlerle benzer sorunlar\u0131 olan \u2018standart\u2019 bir vaka muamelesi yap\u0131yorsan\u0131z,<\/li><li>M\u00fc\u015fterinin sorununu k\u00fc\u00e7\u00fcms\u00fcyorsan\u0131z ve asl\u0131nda \u00e7\u00f6z\u00fcm\u00fcn \u00e7ok kolay oldu\u011funu ima ediyorsan\u0131z<\/li><\/ul>\n\n\n\n<p>bu tuza\u011fa d\u00fc\u015f\u00fcyorsunuz demektir.<\/p>\n\n\n\n<p>Bora Al\u00e7\u0131<\/p>\n\n\n\n<p>Kurucu, <\/p>\n\n\n\n<p>Argus\nGrowth Agency: T\u00fcrkiye\u2019nin lider b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n\n\n\n<p>Argus Growth\nAgency \u015firketlerin ve markalar\u0131n b\u00fcy\u00fcme performans\u0131n\u0131 geli\u015ftirecek dan\u0131\u015fmanl\u0131k,\nanaliz ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz\ni\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hizmet geni\u015f bir kavram. Dan\u0131\u015fmanl\u0131ktan sigortaya, bankac\u0131l\u0131ktan reklama, e\u011fitimden ara\u015ft\u0131rmaya kadar bir\u00e7ok farkl\u0131 alana yay\u0131l\u0131yor. Ancak hizmet derken, i\u00e7eri\u011fi ve fiyat\u0131 neredeyse herkes taraf\u0131ndan net olarak bilinen sigorta, fokus grup ara\u015ft\u0131rmas\u0131, kredi, ta\u015f\u0131mac\u0131l\u0131k vb gibi hizmet t\u00fcrlerini de\u011fil (ki bu hizmetler daha \u00e7ok \u00fcr\u00fcn pazarlamas\u0131yla benze\u015fiyorlar), i\u00e7erikleri m\u00fc\u015fterinin ihtiya\u00e7lar\u0131na g\u00f6re \u015fekillenen, \u00e7er\u00e7evesi \u00f6nceden net olarak [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":319,"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\/156"}],"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=156"}],"version-history":[{"count":8,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/156\/revisions"}],"predecessor-version":[{"id":237,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/156\/revisions\/237"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/319"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}