Ukukhangisa Kusebenza Kanjani, Futhi Kuhilelani?
Uma ubuka noma yiziphi izinkomba ze-TV noma ama-movie ahlanganisa ukukhangisa, ekugcineni uzozwa abadlali bekhuluma ngokugxuma. Ngempela, kwaba nombukiso we-TV ophumelelayo ku-AMC obizwa ngokuthi "i-Pitch."
Kodwa-ke, uma ungenakunyaka embonini yokukhangisa nemakethe, ungase ungazi ukuthi yini ehilelekile ekugxilweni, nokuthi yonke inqubo isebenza kanjani. Ngokuqinisekile akulona okufanayo kuwo wonke ama-ejensi nakuwo wonke amaklayenti, kodwa nansi umqondo ojwayelekile walokho okubandakanya inqubo.
Isinyathelo 1: Konke Kuqala Ngomthengi Ofuna Umkhankaso Wokukhangisa Omusha.
Leli klayenti lingase libe ne-ejensi yokukhangisa kakade, eyaziwa ngokuthi iyimfanelo, noma kungenzeka ukuthi ingabandakanyeka nesikhungo njengamanje. Kungakhathaliseki ukuthi, iklayenti inqume ukuthi umkhankaso omusha udinga igazi elisha, futhi ama-ejenti azophikisana ukuze anqobe lelo bhizinisi. Ngomuntu ongekho emthethweni, akulutholi kangcono ibhizinisi elisha njengokugcina umnikazi walo.
Ngokudabukisayo, ama-ejensi amaningi asebenzisa inqubo yokugubha njengendlela yokukhanyisa umlilo ngaphansi kwezibopho zabo, kungekho njongo yangempela yokuqasha inhlangano entsha. I-ejensi ehilelekile kule nqubo iyazi ukuthi kwenzekani, futhi iyaqaphela ukuthi isetshenziselwa ukusizakala, kodwa lena yimboni. Ngaphezu kwalokho, uma umsebenzi ulungile, kungabangela ukunqoba okungalindelekile.
Isinyathelo sesibili: I-Client iphakamisa isicelo se-Agencies kuya ku-Pitch.
Lokhu kuvame ukubizwa ngokuthi i-RFP, noma i-Request For Proposal. Lokhu kuzoveza ukuthi umsebenzi usebenza kangakanani, yini okudingeka yenziwe, uma kudingeka ukuthi kwenziwe, kanye nolunye ulwazi ama-ejenti okumele adinga ukwazi.
Ngenkathi i-RFP ingase ingene eminye imininingwane mayelana nezilaleli ezihlosiwe, umkhiqizo noma inkonzo iyakhangiswa, futhi ngisho nesabelomali, lokhu akuyona into yokudala. Kuvele nje ukubeka amasosha omkhankaso.
Ezimweni eziningi, ama-ejenti wokukhangisa awakhokhwa ukuze afakwe. Kubonakala njengengxoxo yomsebenzi, futhi ngeke ukhokhelwe ekuxoxweni ngesikhundla esisha, akunjalo?
Yebo, lokhu kuhileleke kakhulu futhi kungabiza kakhulu futhi kudle isikhathi sokufaka i-akhawunti entsha. Idla izinsiza, ingafaka izinkulungwane zamadola ngezinsiza, izithombe, imishini, kanye nesikhathi se-agency, futhi kungase kube nokudangala. Ngemuva kwakho konke, ungathanda yini ukusebenza wonke amahora wosuku nobusuku mahhala, ngethemba lokuthi kungase kube khona okuthile ekupheleni kwalo? Ngenxa yalesi sizathu, ama-ejensi amaningi ayenqaba ukugxila "ngemali yokumisa," okungaba yikuphi kusuka ku-$ 5,000 ukuya ku-$ 20,000 (ngezinye izikhathi, ngisho nangaphezulu, kuye ngomsebenzi kanye neklayenti).
Isinyathelo sesi-3: I-Client ikhetha ama-Agencies ngokufushane.
Okuthandwa kakhulu, amaklayenti we-blue chip azofakwa ngezicelo ze- pitch . Ngeke bakwazi ukuwabona wonke, ngakho-ke bayokhetha i-handful ukuze imfushane. Ngokuvamile, bayothumela i-RFP kuphela kuma-ejensi abafuna ukusebenzisana nabo. Izinkampani zokuqala, noma amabhizinisi anedumela elibi, ngeke abe nesithakazelo esincane futhi ngaleyo ndlela, iklayenti izovuleka nakakhulu kuma-ejensi abonayo anezici ezimbalwa. Ngezinye izikhathi, ama-ejensi azohlangana nomuntu kanye neklayenti ukuze athole okwesikhashana ukudala futhi abuze imibuzo.
Ngezikhathi ezingavamile, ama-ejenti azokwamukela sonke esifushane ngesikhathi esisodwa, emhlanganweni ofanayo.
Noma kunjalo, lokho kungenza izinto zibe ezimbi futhi zingabonakali ekuqaleni kwephrojekthi. Ama-Agencies ngeke afune ukubuza imibuzo ethile ngoba angabonisa isu lawo emaqenjini aphikisanayo, okusho ukuthi iklayenti kuyodingeka ukuthi ichithe isikhathi esengeziwe ngemuva kokukhipha imibuzo ekhethekile evela ejensi ngalinye elihilelekile.
Isinyathelo sesi-4: Izikhulu zeSikhungo Zizofushanisa Amathimba.
Ngemuva kokuthola ulwazi olufushane, nolunye ulwazi, ithimba labaphathi kanye neqembu le-akhawunti lizokwenza i-creative creative emfushane kumqondisi wokudala kanye neqembu lomqondisi / umculi wezobuciko osebenza ku-pitch. Lokhu kuyindlela yokushayela kwe-pitch ejensi lokukhangisa. Amapaki afana nemiboniso yefashini. Akuzona njalo isibonelo salokho okufanele kwenziwe, kodwa yini engenziwa. Ithuba le-ejenti ukukhipha zonke izitobhi, futhi ngempela wow amaklayenti.
"Ake ucabange ukuthi singakuthathaphi?"
Isinyathelo sesi-5: Umnyango Wobumba Udala Imikhankaso
Amaqembu amaningana wokudala azonikezwa ukudala okuncane, futhi uzoqala ngokushesha ukuveza imibono. Lokhu kungathatha isonto, noma ngaphansi, noma kungathatha izinyanga. Konke kuxhomeke emgqeni wesikhathi esinikezwe i-ejensi yiklayenti. Phakathi nalesi sikhathi, imibono iboniswa kumqondisi wokudala, ozobumba futhi athuthukise imibono ethile, futhi enqabe abanye. Khona-ke, ithimba le-akhawunti lilethwe ngenqubo yokubuyekeza umsebenzi.
Kubalulekile ukuphawula ukuthi lezi zingiba zivame ukungena, futhi le nhlangano ihlala ingena into ebizwa ngokuthi "imodi ye-pitch" noma "i-pitch frenzy." Lona uhlobo lokudonsa konke ukucabanga, nakuba kunjalo ngempela "yenza wonke umsebenzi ovame ukuwenza, kanye nawo wonke lo msebenzi omusha, futhi ukwenze ngesikhathi esingaphansi." Amaqembu okudala kanye nokuphathwa kwe-akhawunti baziwa ukuthi badla, balale, futhi bawashe ejensi ngesikhathi se-pitch.
Isinyathelo 6: Izinhloko zeSikhungo Khetha Umkhankaso Okumele Uthunjiswe
Uma bobabili iqembu le-akhawunti neCD bejabule ngomsebenzi, izinhloko ze-ejensi zizokwazi ukukubona, futhi ukhethe umkhankaso wokuthuthukisa. Lona nguye ozobe ephonsa isisindo saso ngemuva, edala ukuhlekwa kwezinto ezikhangayo kanye namawebhusayithi, futhi ngisho nokudubula okuthile okuqondene ne-pitch. Uma ngabe i-ejensi inenhlanhla ngokwanele ukuthola imali ye-pitch, yilapho imali izosetshenziswa khona.
ISINYATHELO 7: ISikhungo Senza I-Pitch Ngaphakathi.
Ziqage, sebenzisa, yenza. I-agency izoqinisekisa ukuthi konke kulungile. Bazoletha ucwaningo ukuze basekele imibono yabo. Bayoba namabhodi enza lokho kubonakale kumangalisa. Bazosika ndawonye ama-sampuli amavidiyo. Bazoqasha ngisho nabadlali noma amamodeli. Lesi yisikhathi sokususa ama-glitches, ukukhahlela amathayi, futhi uqinisekise ukuthi konke kuphelele njengoba kungase kube. Uma kunamaphutha, lesi yisikhathi sokuwaxosha. Yiqiniso, kusho futhi ukuthi kuzodingeka izinguquko zokugcina ngomzuzu wokugcina, okusho ukuthi ubusuku obuseduze kakhulu, ekuseni kakhulu, kanye nemali yokukhwabanisa.
Isinyathelo 8: Isikhathi sokuhamba. Umthengi Uthola I-Presentation.
Ngamunye, ama-ejenti azohlangana nomklayenti, ngokuvamile ehhovisi eliyinhloko leklayenti, ukunikeza isethulo sabo . Kumakhasimende, lokhu kungathatha usuku lonke. Ama-agency angahle ahambe ngendlela ende ukuze ahambe, ngezinye izikhathi ajikeleze izwe lonke ngomhlangano wamahora angu-1. Uma kukhona amandla okuwina izigidi zamaRandi ebhizinisini elisha, kufanelekile. Ubuchwepheshe busho ukuthi amaklayenti nama-ejensi bangakwenza lokhu nge-video conferencing, kodwa bambalwa abafuna ukwenza ngaleyo ndlela. Okokuqala, uma elinye i-ejenti liqhuba umhlangano enyameni, i-ejensi ebiza kuyo izoba nengozi ngokushesha. Kukhona nezinkinga zezobuchwepheshe ezingahle zikhohlise ikholi yevidiyo, futhi ama-ejenti ambalwa kakhulu afuna ukubeka engozini amathuba ebhizinisi elisha elinyamalale ngoba ucezu lwemishini luyehla.
Isinyathelo 9: Umthengi ukhetha i-Agency.
Ngemuva kwezinqumo eziningi, iklayenti izovumela i-ejensi ephumelelayo ukuthi ikwazi ukuthi ingobani, bese ivumela abanye phansi. Abantu abaningi bakholelwa ukuthi umsebenzi omuhle uzuzisa, kodwa lokho kungcono. Iklayenti izocabangela izici eziningi, kufaka phakathi intengo, ibanga, ubuntu, isici se-agency, kanye namakhono. Uma bewuthanda umsebenzi ovela kwenye i-ejensi kangcono, akuyona into engavamile ukubona lo mbuso noma kunjalo. Akuyona indlela efanele yokuziphatha, kodwa yindlela yezwe.
Isinyathelo 10: I-Agency isebenza emkhankasweni omusha.
Uma lo mdlalo uphumelele, umsebenzi ungena ejensi, futhi umsebenzi wangempela uqala. Manje, izinto zithola kancane kancane emhlabeni. I-pitch yokuwina kungenzeka ukuthi yayimangalisa, kodwa manje iklayenti ifuna ukubona inguqulo engokoqobo, ngaphandle kwezinsimbi kanye namacilongo. Bazocela izinto ukuthi zihlelwe phansi. Bazocela amabhajethi amancane. Lokhu yilokho okulindeleke. Umsebenzi ongawutholakali kakhulu owenzela i-pitch wenza kube yimprinta noma izikrini ze-TV ezingakafundwa. Futhi manje, leyo nhlangano ineklayenti ohlwini lwayo.
Kuze kube yilapho igxile ngomlilo ozobhekwa ngaphansi kwayo, futhi umbuthano uqala futhi.