אחרי 19 שנה בייעוץ עסקי אני יכול להגיד לכם,
שבמהלך הזמן למדתי כמה דברים חשובים.
יש פריט אחד שתמיד, תמיד, תמיד עוזר לשפר את העסק של הלקוח.
זו שיטה, שאם אתה לא משתמש בה,
אתה לא באמת יודע את מה שאתה צריך לדעת על העסק ומה לשפר.
זה כל כך פשוט שאתם תופתעו
השיטה הזו היא פשוט להיות לקוח סמוי של העסק שנותן את השירות.
לפעמים אפילו לקוח גלוי זה מספיק.
אני בימים אלה דואג לקחת שירות כמעט מכל לקוח שלי כדי להתרשם איך זה מצד הלקוח.
כשאתה רואה את הבחור שמגיע לטפל באקווריום ואתה קובע איתו, או כשאתה רואה את בעל המסעדה, כשאתה רואה אתה מסאז’יסט שאמור לטפל בך, ופתאום אתה שם לב לפרטים קטנים שמסבירים לך למה לקוח לא חוזר פעם שנייה.
אם זו העובדה שהוא לא שוטף ידיים לפני הטיפול, ויכול להיות שזה יפריע לך.
אם בונה אקווריומים לא מגיע עם הציוד הנכון, אם זה העובדה שהבחור במסעדה, מגיש מנות קטנות מדי או המלצרית שלו לא נחמדה.
אני פשוט נותן רק דוגמאות כמובן המטרה היא לא לפגוע באף אחד או להוציא מישהו טועה,
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אבל כשאני מסתכל על הכול מהצד השני, אני מסתכל זה בצורה של מקצוען.
אתמול ישבתי אצל עסק גדול שאנחנו נותנים לו שירות בכיף מאוד, מאוד גדול
ואמרתי להם, בזמן שאני יושב שם, ואני בזמן פגישת מכירה:
לא, לא, תקשיב אף אחד לא יקנה ממך ככה.
אני יושב ליד עציצים פלסטיק, חדר שנראה על הפנים, הקיר שלך שבור, יש שם איזה בעיה, אתה מעשן בחדר שלך,
ואתה מצפה שאנשים יקנו ממך השקעות בסכומים מאוד גבוהים.
בתור יועץ, אני לא מסתכל עליך וחושב איך להביא לך עוד ליד או שניים,
אני מסתכל בצורה הוליסטית על כל העסק ובודק האם הוא מקצוען.
במידה ואתה לא נותן פתרון הוליסטי, אף אחד לא יקנה ממך, אז עדיף שתיקחו מישהו שיהיה לקוח סמוי או גלוי בעסק שלכם וייתן לכם חוות דעת אמיתית.
רק קחו בחשבון שאותו בנאדם צריך לדעת להשוות את זה למתחרים שלכם ולאמות מידה של מקצוענים אחרים, אז אולי תשלחו אותו לבקר גם אצלנו.
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