{"id":734,"date":"2013-06-23T21:01:37","date_gmt":"2013-06-23T14:01:37","guid":{"rendered":"http:\/\/science-technology.vn\/?p=734"},"modified":"2013-06-23T21:01:37","modified_gmt":"2013-06-23T14:01:37","slug":"lua-chon-khach-hang","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=734","title":{"rendered":"L\u1ef1a ch\u1ecdn kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

M\u1ed9t trong nh\u1eefng c\u00e2u h\u1ecfi \u0111\u1ea7u ti\u00ean nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i t\u1ef1 h\u1ecfi m\u00ecnh khi kh\u1edfi \u0111\u1ea7u m\u1ed9t c\u00f4ng ti l\u00e0 h\u1ecd mu\u1ed1n l\u00e0m kinh doanh v\u1edbi kh\u00e1ch h\u00e0ng n\u00e0o. Nhi\u1ec1u c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ed1 g\u1eafng l\u00e0m kinh doanh v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c m\u00e0 th\u01b0\u1eddng \u0111\u01b0a t\u1edbi k\u1ebft qu\u1ea3 k\u00e9m t\u1ed1i \u01b0u v\u00e0 cu\u1ed1i c\u00f9ng th\u1ea5t b\u1ea1i. Nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i nh\u1edb r\u1eb1ng t\u1ed5 ch\u1ee9c l\u00e2m th\u1eddi \u0111ang t\u00ecm c\u00e1ch l\u00e0m kinh doanh do \u0111\u00f3 n\u00f3 ph\u1ea3i ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c kh\u00e1ch h\u00e0ng \u0111\u1ec3 l\u1ef1a ch\u1ecdn ng\u01b0\u1eddi h\u1ecd s\u1ebd l\u00e0m kinh doanh v\u1edbi, \u0111i\u1ec1u cho ph\u00e9p h\u1ecd c\u00f3 l\u1ee3i nhu\u1eadn. Nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i h\u1ecfi: \u201cAi l\u00e0 kh\u00e1ch h\u00e0ng quan tr\u1ecdng nh\u1ea5t v\u00e0o l\u00fac n\u00e0y cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a t\u00f4i?\u201d<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng bi\u1ebfn thi\u00ean theo k\u00edch c\u1ee1, nhu c\u1ea7u, k\u00eanh v\u00e0 ki\u1ec3u quan h\u1ec7 cho n\u00ean c\u00f4ng ti kh\u1edfi nghi\u1ec7p ph\u1ea3i bi\u1ebft qui m\u00f4 c\u1ee7a kh\u00e1ch h\u00e0ng, h\u1ecd l\u00e0m g\u00ec, h\u1ecd g\u1eb7p ph\u1ea3i v\u1ea5n \u0111\u1ec1 g\u00ec, h\u1ecd c\u1ea7n nh\u1eefng ch\u1ee9c n\u0103ng n\u00e0o, v\u00e0 k\u00eanh n\u00e0o h\u1ecd ph\u1ea3i d\u00f9ng \u0111\u1ec3 \u0111\u1ea1t t\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1eb7c bi\u1ec7t. Khi l\u00e0m vi\u1ec7c tr\u00ean m\u00f4 h\u00ecnh doanh nghi\u1ec7p n\u00e0y, b\u1ea1n ph\u1ea3i nh\u1eadn di\u1ec7n r\u00f5 r\u00e0ng ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng m\u00e0 b\u1ea1n mu\u1ed1n \u0111\u1ea1t t\u1edbi \u0111\u1ea7u ti\u00ean.<\/p>\n

Nhi\u1ec1u c\u00f4ng ti kh\u1edfi nghi\u1ec7p b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c v\u01b0\u01a1n ra qui m\u00f4 kh\u00e1ch h\u00e0ng l\u1edbn nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u01b0 c\u00e1c c\u00f4ng ti l\u1edbn hay ch\u00ednh ph\u1ee7. \u0110i\u1ec1u n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c s\u00e1ch gi\u00e1o khoa kinh doanh truy\u1ec1n th\u1ed1ng v\u00e0 l\u00ed thuy\u1ebft kinh doanh truy\u1ec1n th\u1ed1ng \u0111\u1ec1 ngh\u1ecb \u0111\u1ec3 l\u00e0m t\u1ed1i \u0111a l\u1ee3i nhu\u1eadn. T\u1ea5t nhi\u00ean l\u00e0m cho doanh nghi\u1ec7p kinh doanh v\u1edbi kh\u00e1ch h\u00e0ng l\u1edbn l\u00e0 \u0111i\u1ec1u logic. Tuy nhi\u00ean c\u00e1c l\u00ed thuy\u1ebft truy\u1ec1n th\u1ed1ng d\u1ef1a tr\u00ean c\u00f4ng ti \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u1eefng ch\u1eafc n\u01a1i th\u1ecb tr\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh, kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c bi\u1ebft, t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp v\u00e0 c\u01a1 s\u1edf c\u1ee7a c\u1ea1nh tranh \u0111\u01b0\u1ee3c hi\u1ec3u. L\u00e0 c\u00f4ng ti kh\u1edfi nghi\u1ec7p, b\u1ea1n v\u1eabn \u0111ang t\u00ecm kh\u00e1ch h\u00e0ng \u0111\u00fang, s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f2n ch\u01b0a \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp, v\u00ec m\u1ecdi th\u1ee9 v\u1eabn c\u00f2n l\u00e0 ph\u1ecfng \u0111o\u00e1n khi b\u1ea1n v\u1eabn \u0111ang h\u1ecdc v\u1ec1 th\u1ecb tr\u01b0\u1eddng, c\u1ea1nh tranh, t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m cho n\u00ean b\u1ea1n ph\u1ea3i \u0111i theo qui tr\u00ecnh kh\u00e1c. B\u1ea1n ph\u1ea3i nh\u1eadn ra r\u1eb1ng c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a b\u1ea1n ch\u1ec9 c\u00f3 n\u0103m hay m\u01b0\u1eddi ng\u01b0\u1eddi nh\u01b0ng kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 n\u0103m ngh\u00ecn hay m\u01b0\u1eddi ngh\u00ecn ng\u01b0\u1eddi. C\u00e2u h\u1ecfi l\u00e0 \u201cB\u1ea1n c\u00f3 th\u1ec3 t\u0103ng qui m\u00f4 l\u00ean \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y v\u00e0 sinh l\u1eddi kh\u00f4ng?\u201d<\/p>\n

T\u1ea5t nhi\u00ean c\u00f3 kh\u00e1ch h\u00e0ng l\u1edbn ngh\u0129a l\u00e0 nhi\u1ec1u ti\u1ec1n m\u00e0 s\u1ebd gi\u1eef c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a b\u1ea1n v\u1eadn h\u00e0nh trong th\u1eddi gian l\u00e2u nh\u01b0ng nh\u1eefng v\u1ee5 n\u00e0y th\u01b0\u1eddng kh\u00f3 ki\u1ebfm \u0111\u01b0\u1ee3c v\u00e0 s\u1ebd \u0111\u01b0a to\u00e0n th\u1ec3 t\u1ed5 nh\u00e2n vi\u00ean c\u00f4ng ti kh\u1edfi \u0111\u1ea7u c\u1ee7a b\u1ea1n v\u00e0o l\u00e0m vi\u1ec7c cho n\u00f3. B\u1ea1n s\u1ebd ph\u1ea3i d\u00e0nh m\u1ecdi th\u1eddi gian, n\u1ed7 l\u1ef1c v\u00e0 ho\u1ea1t \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ec3 l\u00e0m xong v\u1ee5 n\u00e0y v\u00ec \u0111i\u1ec1u \u0111\u00f3 t\u1ed1n th\u1eddi gian. N\u1ebfu b\u1ea1n kh\u00f4ng th\u00e0nh c\u00f4ng b\u1ea1n c\u00f3 th\u1ec3 ph\u00ed ho\u00e0i m\u1ecdi v\u1ed1n \u00edt \u1ecfi m\u00e0 b\u1ea1n c\u00f3 v\u00e0 g\u1eb7p nhi\u1ec1u th\u1ea5t v\u1ecdng. Cho d\u00f9 b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c kinh doanh, b\u1ea1n ph\u1ea3i chuy\u1ec3n giao m\u1ee9c d\u1ecbch v\u1ee5 ch\u1ea5t l\u01b0\u1ee3ng cao \u0111\u1ec3 \u0111\u00e1p \u1ee9ng cho nhu c\u1ea7u c\u1ee7a h\u1ecd. L\u00e0 c\u00f4ng ti kh\u1edfi nghi\u1ec7p, b\u1ea1n kh\u00f4ng c\u00f3 \u0111\u1ee7 ng\u01b0\u1eddi c\u00f3 k\u0129 n\u0103ng \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t hay x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 ch\u1ec9 v\u1eeba v\u1eb7n l\u00e0m vi\u1ec7c trong m\u00f4i tr\u01b0\u1eddng c\u1ee7a h\u1ecd v\u00e0 c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u “t\u00ednh n\u0103ng b\u1ecb thi\u1ebfu” nh\u01b0ng kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n mong \u0111\u1ee3i s\u1ef1 ho\u00e0n h\u1ea3o. Trong tr\u01b0\u1eddng h\u1ee3p \u0111\u00f3, b\u1ea1n ph\u1ea3i t\u0103ng n\u1ed7 l\u1ef1c ph\u00e1t tri\u1ec3n c\u1ee7a m\u00ecnh, thu\u00ea th\u00eam ng\u01b0\u1eddi, cung c\u1ea5p \u0111\u00e0o t\u1ea1o nhanh cho ng\u01b0\u1eddi m\u1edbi \u0111\u1ec3 theo k\u1ecbp v\u00e0 \u0111i\u1ec1u \u0111\u00f3 s\u1ebd ti\u00eau t\u1ed1n m\u1ecdi th\u1ee9 b\u1ea1n c\u00f3. B\u1ea1n s\u1ebd kh\u00f4ng c\u00f3 th\u1eddi gian l\u00e0m c\u00e1i g\u00ec kh\u00e1c. N\u1ebfu m\u1ecdi s\u1ef1 di\u1ec5n ra t\u1ed1t l\u00e0nh, nh\u1eefng kh\u00e1ch h\u00e0ng kh\u1ed5ng l\u1ed3 n\u00e0y c\u00f3 th\u1ec3 ti\u00eau th\u1ee5 m\u1ecdi th\u1ee9 b\u1ea1n c\u00f3 v\u00e0 ph\u00e1 hu\u1ef7 b\u1ea1n nhanh ch\u00f3ng. \u0110\u00e2y l\u00e0 v\u1ea5n \u0111\u1ec1 chung cho h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ti kh\u1edfi nghi\u1ec7p v\u00ec kh\u00e1ch h\u00e0ng qui m\u00f4 l\u1edbn s\u1ebd \u0111\u00f2i h\u1ecfi ph\u1ea7n l\u1edbn t\u00e0i nguy\u00ean c\u1ee7a b\u1ea1n. Khi c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a b\u1ea1n kh\u00f4ng th\u1ec3 cung c\u1ea5p \u0111\u01b0\u1ee3c, kh\u00e1ch h\u00e0ng s\u1ebd b\u1ecf b\u1ea1n ngay l\u1eadp t\u1ee9c.<\/p>\n

V\u1ea5n \u0111\u1ec1 t\u01b0\u01a1ng t\u1ef1 c\u0169ng x\u1ea3y ra n\u1ebfu c\u00f4ng ti kh\u1edfi nghi\u1ec7p \u0111i theo kh\u00e1ch h\u00e0ng qui m\u00f4 nh\u1ecf. Nh\u1eefng kh\u00e1ch h\u00e0ng nh\u1ecf n\u00e0y c\u00f3 kh\u1eafp m\u1ecdi n\u01a1i nh\u01b0ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c h\u1ecd b\u1ea1n ph\u1ea3i d\u00e0nh nhi\u1ec1u th\u1eddi gian, n\u1ed7 l\u1ef1c, v\u00e0 t\u00e0i nguy\u00ean, b\u1edfi v\u00ec h\u1ecd \u1edf r\u1ea3i r\u00e1c kh\u1eafp ch\u1ed1n. B\u1ea1n s\u1ebd ph\u1ea3i \u0111i l\u1ea1i, th\u01b0\u01a1ng l\u01b0\u1ee3ng, tr\u00ecnh di\u1ec5n s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n, th\u1ea3o lu\u1eadn v\u00e0 thuy\u1ebft ph\u1ee5c h\u1ecd l\u00e0m kinh doanh v\u1edbi b\u1ea1n. Kh\u00e1ch h\u00e0ng qui m\u00f4 nh\u1ecf \u01b0a th\u00edch th\u01b0\u01a1ng v\u1ee5 chi ph\u00ed th\u1ea5p cho n\u00ean b\u1ea1n s\u1ebd kh\u00f4ng l\u00e0m ra nhi\u1ec1u ti\u1ec1n nh\u01b0ng b\u1ea1n tin r\u1eb1ng b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c ti\u1ec1n theo s\u1ed1 l\u01b0\u1ee3ng. T\u00f4i \u0111\u00e3 th\u1ea5y nhi\u1ec1u c\u00f4ng ti kh\u1edfi nghi\u1ec7p ph\u1ea1m ph\u1ea3i sai l\u1ea7m n\u00e0y b\u1eb1ng vi\u1ec7c t\u00ednh v\u00e0i \u0111\u00f4 la m\u1ed9t th\u00e1ng v\u00e0 hi v\u1ecdng r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea1t t\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c ti\u1ec1n theo s\u1ed1 l\u01b0\u1ee3ng. M\u1ed9t s\u1ed1 c\u00f4ng ti kh\u1edfi nghi\u1ec7p th\u1eadm ch\u00ed c\u00f2n kh\u00f4ng t\u00ednh ti\u1ec1n v\u00e0i th\u00e1ng \u0111\u1ea7u \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c kinh doanh r\u1ed3i t\u00ednh ph\u00ed h\u00e0ng th\u00e1ng th\u1ea5p v\u1ec1 sau. \u0110\u1ebfn cu\u1ed1i, h\u1ecd ph\u00ed ho\u00e0i nhi\u1ec1u n\u1ed7 l\u1ef1c nh\u01b0ng kh\u00f4ng th\u1ec3 ki\u1ebfm \u0111\u01b0\u1ee3c \u0111\u1ee7 thu th\u1eadp \u0111\u1ec3 l\u00e0m cho n\u00f3 x\u1ee9ng \u0111\u00e1ng v\u1edbi n\u1ed7 l\u1ef1c b\u1ecf ra. Ch\u1eebng n\u00e0o b\u1ea1n ch\u01b0a th\u1ec3 \u0111\u1ea1t t\u1edbi s\u1ed1 l\u1edbn kh\u00e1ch h\u00e0ng nh\u01b0 Facebook, Twitter hay Zynga, kh\u00e1ch h\u00e0ng chi ph\u00ed th\u1ea5p kh\u00f4ng l\u00e0 g\u00ec ngo\u00e0i \u1ea3o t\u01b0\u1edfng. V\u1ec1 c\u0103n b\u1ea3n, b\u1ea1n ph\u1ea3i x\u1eed tr\u00ed v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng th\u1ebf; t\u1ea5t c\u1ea3 h\u1ecd \u0111\u1ec1u \u0111\u00f2i s\u1ef1 ch\u00fa \u00fd nh\u01b0ng ch\u1ec9 tr\u1ea3 \u00edt ti\u1ec1n. B\u1ea1n s\u1ebd chia ch\u1ebb b\u1ea3n th\u00e2n b\u1ea1n theo nhi\u1ec1u h\u01b0\u1edbng \u0111\u1ec3 ph\u1ee5c v\u1ee5 h\u1ecd. L\u1eddi khuy\u00ean c\u1ee7a t\u00f4i: Tr\u00e1nh \u0111\u1ea7u th\u1ea5p c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00ec qu\u00e1 kh\u00f3 ki\u1ebfm \u0111\u1ee7 ti\u1ec1n \u0111\u1ec3 l\u00e0m cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 l\u1eddi.<\/p>\n

L\u00e0 c\u00f4ng ti kh\u1edfi nghi\u1ec7p, b\u1ea1n ph\u1ea3i l\u1ef1a ch\u1ecdn c\u1ea9n th\u1eadn kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t khi l\u00e0m vi\u1ec7c tr\u00ean m\u00f4 h\u00ecnh doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. Kh\u00f4ng g\u00ec t\u1ec7 h\u01a1n vi\u1ec7c d\u00e0nh ra nhi\u1ec1u n\u1ed7 l\u1ef1c \u0111\u1ec3 \u0111\u1ea1t t\u1edbi kh\u00e1ch h\u00e0ng n\u00e0o \u0111\u00f3 ch\u1ec9 \u0111\u1ec3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng b\u1ea1n \u0111ang l\u00e0m m\u1ea5t ti\u1ec1n thay v\u00ec l\u00e0m ra ti\u1ec1n. L\u1ef1a ch\u1ecdn kh\u00e1ch h\u00e0ng l\u00e0 n\u1ec1n t\u1ea3ng cho t\u0103ng tr\u01b0\u1edfng v\u00ec b\u1ea1n \u0111ang h\u1ecdc v\u1ec1 doanh nghi\u1ec7p v\u00e0 m\u1edf r\u1ed9ng c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n t\u1eeb nh\u00f3m n\u00e0y sang nh\u00f3m kh\u00e1c. L\u1ef1a ch\u1ecdn kh\u00e1ch h\u00e0ng \u0111\u00fang l\u00fac b\u1eaft \u0111\u1ea7u cho ph\u00e9p c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 l\u1eddi l\u00e0 then ch\u1ed1t cho th\u00e0nh c\u00f4ng. Kh\u00e1ch h\u00e0ng c\u1ee1 v\u1eeba b\u00e2y gi\u1edd l\u00e0 ch\u1ecdn l\u1ef1a hi\u1ec3n nhi\u00ean. H\u1ecd c\u00f3 nhu c\u1ea7u m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 cung c\u1ea5p; h\u1ecd c\u00f3 v\u1ea5n \u0111\u1ec1 m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft. V\u00e0 khi b\u1ea1n l\u00e0m kinh doanh v\u1edbi h\u1ecd, b\u1ea1n l\u00e0m ra \u0111\u1ee7 ti\u1ec1n \u0111\u1ec3 n\u00f3 x\u1ee9ng v\u1edbi n\u1ed7 l\u1ef1c c\u1ee7a b\u1ea1n. C\u00f4ng ti c\u1ee1 v\u1eeba kh\u00f4ng l\u1edbn t\u1edbi m\u1ee9c h\u1ecd c\u00f3 th\u1ec3 l\u00e0m ra nhu c\u1ea7u kh\u1ed5ng l\u1ed3 v\u1ec1 s\u1ea3n ph\u1ea9m hay h\u1ed7 tr\u1ee3 c\u1ee7a b\u1ea1n. H\u1ecd kh\u00f4ng \u0111\u00f2i h\u1ecfi qu\u00e1 nhi\u1ec1u v\u1ec1 d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n. N\u1ebfu b\u1ea1n h\u1ed9i t\u1ee5 v\u00e0o nh\u1eefng c\u00f4ng ti n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 th\u01b0\u01a1ng l\u01b0\u1ee3ng c\u00e1c \u0111i\u1ec1u kho\u1ea3n v\u00e0 \u0111i\u1ec1u ki\u1ec7n t\u1ed1t v\u1edbi h\u1ecd. L\u00e0 c\u00f4ng ti kh\u1edfi nghi\u1ec7p, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 h\u1ed9i t\u1ee5 v\u00e0o c\u00e1c c\u00f4ng ti d\u1ec5 ph\u1ee5c v\u1ee5, kh\u00f4ng \u0111\u00f2i h\u1ecfi nhi\u1ec1u v\u1eady m\u00e0 c\u00f3 th\u1ec3 \u0111\u1ea3m \u0111\u01b0\u01a1ng tr\u1ea3 cho b\u1ea1n gi\u00e1 tho\u1ea3 \u0111\u00e1ng v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. H\u1ecd cho ph\u00e9p b\u1ea1n duy tr\u00ec h\u1ed9i t\u1ee5 v\u00e0o chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n m\u00e0 kh\u00f4ng ph\u1ea3i tho\u1ea3 hi\u1ec7p nhi\u1ec1u.<\/p>\n

 <\/p>\n

—-English version—-<\/p>\n

 <\/p>\n

Selecting customers<\/p>\n

One of the first questions entrepreneurs must ask themselves when starting a company is which customers they want to do business with. Many startups try to do business with as many customers as possible which often leads to suboptimal results and eventually failure. Entrepreneurs must remember that startup is a temporary organization in search of a way to do business therefore it must develop a customer strategy to select who they should do business with that allows them to be profitable. Entrepreneurs must ask: \u201cWho are the most important customers at this time for my startup?\u201d<\/p>\n

Customers vary by size, needs, channels, and types of relationship so startups must know the size of customer, what they do, what problems that they have, what functions that they need, and what channels that you must use to reach that particular customer. When working on the business model, you must clearly identify the customer segment that you want to reach first.<\/p>\n

Many start-ups begin by reach out for the biggest size customers possible such as big companies or government. This is often recommended by business textbooks and traditional business theories to aim at the largest market possible to maximize profit. Of course getting business deals with big customers is logical. However traditional business theories are based upon established company where market is defined, customers are known, product features are established and the basis of competition is understood. As startup, you are still looking for the right customers, your product is not established, as everything is a guess as you are still learning about market, competition, product features so you should follow different process. You must realize that your startup only has five or ten people but your customers may have five thousand or ten thousand peoples. The question is \u201cCould you scale up to serve these customers and be profitable?\u201d<\/p>\n

Of course having big customers means a lot of money that will keep your startup running for a long time but these deals are often difficult to get and it will take the whole startup team to work on it. You will have to spend all your time, efforts, and energy to close the deal as it takes time. If you are not successful you may waste all of your little capital that you have and a lot of frustrations. Even if you get the business, you have to deliver high quality service levels to meet their demand. As a startup, you do not have enough skilled people to provide the best service or build high quality product. Your product may barely work in their environment and may have many \u201cmissing features\u201d but your customers are expecting perfection. In that case, you must increase your development efforts, hire more people, provide quick training for new people to catch up and it will consume everything that you have. You will have no time for anything else. If things do not go well, these giant customers can consume everything you have and destroy you quickly. This is a common problem for most start-ups as big size customers will demand significant portions of your resources. When your startup could not provide, customers will drop you immediately.<\/p>\n

A similar problem also happens if startups go for small-size customers. These small customers are everywhere but to get them you have to spend a lot of time, efforts, and resources because they scatter all over the place. You will have to travel, negotiate, demonstrate your products, discuss and convince them to do business with you. Small size customers prefer low cost deals so you will not make much money but you believe that you could make up in volume. I have seen many startups made that mistake by charge few dollars a month and hope that they can reach many customers to make up in volume. Some startups even do not charge money in the first few months to get the business then charge a low monthly fee later. In the end, they waste a lot of efforts but could not earn enough revenue to make it worth the efforts. Unless you can reach a massive number of customers like Facebook, Twitter or Zynga, low cost customers are nothing but an illusion. Basically you have to deal with so many customers; they all demand attention but only pay little. You will be splitting yourselves in many directions to serve them. My advice: Avoid the low end of the market as it is too hard to get enough money to make your startup profitable.<\/p>\n

As startup, you must carefully select the best customers when working on your business model. Nothing worse than spending a lot of efforts to reach certain customers only to discover that you are losing money instead of making money. Selecting customer is the foundation for growth as you are learning about the business and expand your customer bases from one group to another. Selecting the right customer group in the beginning that allows startup to be profitable is the key for success. A medium size customer is now obvious choice. They have needs that you can provide; they have problems that you can solve. And when you do business with them, you make enough money to make it worth your efforts. Medium size companies are not so big that they can make huge demands on you for your product or support. They do not demand too much on your services. If you focus on these companies, you can negotiate a good terms and conditions with them. As a start-up it is important to focus on companies that are easy to serve, not as demanding yet can afford to pay you fair prices for your product. They allow you to stay focused on your strategy without having to compromise much.<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u1ed9t trong nh\u1eefng c\u00e2u h\u1ecfi \u0111\u1ea7u ti\u00ean nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i t\u1ef1 h\u1ecfi m\u00ecnh khi kh\u1edfi \u0111\u1ea7u m\u1ed9t c\u00f4ng ti l\u00e0 h\u1ecd mu\u1ed1n l\u00e0m kinh … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-734","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/734","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=734"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/734\/revisions"}],"predecessor-version":[{"id":735,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/734\/revisions\/735"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=734"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=734"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}