{"id":8509,"date":"2014-10-08T15:40:02","date_gmt":"2014-10-08T13:40:02","guid":{"rendered":"https:\/\/www.minicrm.hu\/?p=8509"},"modified":"2014-10-08T15:40:02","modified_gmt":"2014-10-08T13:40:02","slug":"piacra-lepes-korlatai-iii-vevok-fogsaga","status":"publish","type":"post","link":"https:\/\/www.minicrm.hu\/blog\/2014\/10-08\/piacra-lepes-korlatai-iii-vevok-fogsaga\/","title":{"rendered":"A piacra l\u00e9p\u00e9s korl\u00e1tai III \u2013 A vev\u0151k \u201efogs\u00e1ga\u201d"},"content":{"rendered":"<p>John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, <em>The Curse of the Mogul <\/em>(2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a versenyk\u00e9pes el\u0151ny\u00f6k k\u00f6z\u00f6tt eml\u00edtik a a vev\u0151k \u201efogs\u00e1g\u00e1t\u201d. Sz\u00e1mukra a vev\u0151 fogs\u00e1ga a k\u00f6vetkez\u0151kben nyilv\u00e1nulhat meg:<\/p>\n<ul>\n<li><strong>Szok\u00e1s<\/strong>: Knee \u00e9s t\u00e1rsai szerint a szok\u00e1s \u201ea f\u00fcgg\u0151s\u00e9g szebb neve\u201d. Szok\u00e1s kialak\u00edt\u00e1s\u00e1hoz t\u00e1mogatni kell az adott term\u00e9k rendszeres haszn\u00e1lat\u00e1t. P\u00e9ld\u00e1ul az \u00e9tkez\u00e9s ut\u00e1ni r\u00e1g\u00f3z\u00e1s egy \u2013 f\u0151leg a rekl\u00e1mok \u00e1ltal, mesters\u00e9gesen kialak\u00edtott \u2013 szok\u00e1s, amit nagyon sokan nagyon nehezen viseln\u00e9nk, ha nem lenne r\u00e1 t\u00f6bb\u00e9 lehet\u0151s\u00e9g\u00fcnk. De inspir\u00e1l\u00f3ak szok\u00e1skialak\u00edt\u00e1sban p\u00e9ld\u00e1ul a kozmetikai c\u00e9gek is, akik minden \u00e9vben \u00faj term\u00e9kcsal\u00e1dot nyilv\u00e1n\u00edtanak n\u00e9lk\u00fcl\u00f6zhetetlennek, \u00e9s pr\u00f3b\u00e1lj\u00e1k bele\u00e9p\u00edteni azok haszn\u00e1lat\u00e1t a n\u0151k mindennapi \u00e9let\u00e9be. A szok\u00e1sok kialak\u00edt\u00e1s\u00e1nak teh\u00e1t a legjobb m\u00f3dja\n<ul>\n<li>Meggy\u0151zni a v\u00e1s\u00e1rl\u00f3t, hogy a term\u00e9k haszn\u00e1lata sz\u00e1m\u00e1ra el\u0151ny\u00f6kkel j\u00e1r<\/li>\n<li>Folyamatosan jutalmazni a v\u00e1s\u00e1rl\u00f3t a szok\u00e1s\u00e1\u00e9rt cser\u00e9be.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Magas v\u00e1lt\u00e1si k\u00f6lts\u00e9gek<\/strong>: \u00fczleti szoftverek v\u00e1lt\u00e1sa p\u00e9ld\u00e1ul kimarad\u00e1st okozhat az \u00fczletben, de ide tartozik m\u00e9g a tanul\u00e1si id\u0151szak is \u2013 nem v\u00e9letlen p\u00e9ld\u00e1ul, hogy az Apple felhaszn\u00e1l\u00f3k nem sz\u00edvesen v\u00e1ltanak m\u00e9g r\u00f6vid id\u0151re sem m\u00e1s oper\u00e1ci\u00f3s rendszerre, hiszen az \u00faj rendszer haszn\u00e1lat\u00e1nak elsaj\u00e1t\u00edt\u00e1sa id\u0151be telik.<br \/>\nIdesorolhat\u00f3ak egy\u00e9bk\u00e9nt azok a szolg\u00e1ltat\u00e1sok is, amelyek p\u00e9nzb\u00edrs\u00e1ggal s\u00fajtj\u00e1k a klienseiket, ha azok id\u0151 el\u0151tt kih\u00e1tr\u00e1lnak egy szerz\u0151d\u00e9sb\u0151l \u2013 ezt mindenk\u00e9pp \u00e9rdemes \u00e9szben tartani, ha olyan c\u00e9get szeretn\u00e9l ind\u00edtani, ahol a vev\u0151idet ilyen \u201eb\u00fcntet\u0151\u201d jelleg\u0171 c\u00e9gekt\u0151l kell \u00e1tcs\u00e1b\u00edtanod.<\/li>\n<li><strong>Magas keres\u00e9si k\u00f6lts\u00e9gek<\/strong>: A legjobb p\u00e9lda tal\u00e1n a banki szektor lehet, ahol sokszor k\u00e9nyelmesebb maradni, mint \u00e1tn\u00e9zni 5 m\u00e1sik bank aj\u00e1nlatait.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-8568 aligncenter\" src=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_3.jpg\" alt=\"piacra_lepes_3\" width=\"600\" height=\"390\" srcset=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_3.jpg 600w, https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_3-300x195.jpg 300w, https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_3-462x300.jpg 462w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><strong>Hogyan ismerhet\u0151k fel ezek a lehet\u0151s\u00e9gek?<\/strong><\/p>\n<ol>\n<li>\u00a0A szok\u00e1st tal\u00e1n a legnehezebb felismerni, hiszen ha csak abba gondolunk bele, ma h\u00e1ny olyan szok\u00e1sunk van, ami 20 \u00e9vvel ezel\u0151tt szinte ismeretlen volt, m\u00e1ris r\u00e1j\u00f6v\u00fcnk, hogy viszonylag k\u00f6nnyen vesz\u00fcnk fel \u00faj szok\u00e1sokat. Alapszab\u00e1lyk\u00e9nt tal\u00e1n az mondhat\u00f3 el, hogyha el tudod k\u00e9pzelni, hogy a szomsz\u00e9dod mindennap haszn\u00e1lja a term\u00e9ked, akkor val\u00f3sz\u00edn\u0171leg kialak\u00edthat\u00f3 a szok\u00e1s. (Ha mondjuk nem egy \u00fajfajta cip\u0151f\u00e9nyez\u0151t, hanem SaaS-t akarsz \u00e1rulni, a szomsz\u00e9d behelyettes\u00edthet\u0151 a szomsz\u00e9d irod\u00e1val.)<\/li>\n<li>Magas v\u00e1lt\u00e1si k\u00f6lts\u00e9gek: ahogy fentebb \u00edrtam, a legt\u00f6bb szoftver eset\u00e9ben igaz, hogy magasak a v\u00e1lt\u00e1si k\u00f6lts\u00e9gek: kimarad\u00e1s, \u00fajratanul\u00e1si, k\u00e9pz\u00e9si folyamatok sz\u00fcks\u00e9gesek hozz\u00e1. Ha olyan v\u00e1llalkoz\u00e1sod van, ami magas v\u00e1lt\u00e1si k\u00f6lts\u00e9ggel akar piacra l\u00e9p\u00e9si korl\u00e1tot l\u00e9trehozni, sz\u00e1molnod kell azzal, hogy elk\u00e9pzelhet\u0151, hogy a potenci\u00e1lis vev\u0151idet neh\u00e9z lesz meggy\u0151zn\u00f6d, f\u0151leg a tanul\u00e1si folyamattal kapcsolatban.<\/li>\n<li>Magas keres\u00e9si k\u00f6lts\u00e9gek: Ha erre \u00e9p\u00edten\u00e9d a startupod versenyk\u00e9pes el\u0151ny\u00e9t, azt jelenti, hogy kev\u00e9s, vagy nehezen el\u00e9rhet\u0151 versenyt\u00e1rsad van. Ez el\u0151ny lehet sz\u00e1modra, ha \u00fagy tal\u00e1lod, hogy van olyan szabad kapacit\u00e1s\u00fa v\u00e1s\u00e1rl\u00f3d, akik m\u00e9g nem v\u00e1lasztottak m\u00e1s c\u00e9get (b\u00e1r pontosan ez\u00e9rt ezt a piacot neh\u00e9z lesz sz\u00e1mszer\u0171s\u00edteni), illetve, ha azokat a v\u00e1s\u00e1rl\u00f3kat, akik m\u00e1r elk\u00f6telezt\u00e9k magukat egy term\u00e9k mellett, el tudod \u00e9rni.<\/li>\n<\/ol>\n<p><strong>Mit kell tenni a ki\u00e9p\u00edt\u00e9s\u00fck\u00e9rt?<\/strong><\/p>\n<ol>\n<li>A szok\u00e1s ki\u00e9p\u00edt\u00e9s\u00e9vel kapcsolatban a legink\u00e1bb aj\u00e1nlhat\u00f3 k\u00f6nyv <a href=\"http:\/\/bookline.hu\/product\/home!execute.action?_v=Charles_Duhigg_A_szokas_hatalma_Miert_tesszuk_azt_amit_teszunk_es_hogyan_valtoztassunk_rajta_&amp;id=113517&amp;type=22\">Charless Duhigg: A szok\u00e1s hatalma<\/a> c\u00edm\u0171 kiadv\u00e1nya. Nemcsak a saj\u00e1t szok\u00e1saidat tudod majd az elolvas\u00e1sa ut\u00e1n objekt\u00edvebben \u00e9rtelmezni, hanem azt is megtanulod, hogyan lehet szinte b\u00e1rmit szok\u00e1ss\u00e1 tenni. Emellett olyan \u00e9rdekess\u00e9geket lehet bel\u0151le megtudni, hogy a fogkr\u00e9m menta \u00edze ma m\u00e1r nem a hozz\u00e1val\u00f3 sz\u00fcks\u00e9gess\u00e9g\u00e9t\u0151l sz\u00e1rmazik, hanem att\u00f3l, hogy a legt\u00f6bben ahhoz szoktak hozz\u00e1, hogy a fogmos\u00e1s ut\u00e1n \u00e9rzik a kellemes h\u0171v\u00f6ss\u00e9get.<\/li>\n<li>A magas v\u00e1lt\u00e1si k\u00f6lts\u00e9gek eset\u00e9n nagyon meggy\u0151z\u0151 sz\u00e1mokkal kell a vev\u0151k el\u00e9 \u00e1llnod, hogy bebizony\u00edtsd, sz\u00e1mukra a tanul\u00e1si folyamat t\u00f6bb, mint meg fogja \u00e9rni.<\/li>\n<li>A magas keres\u00e9si k\u00f6lts\u00e9gek eset\u00e9n k\u00e9t feladattal \u00e1llsz szemben: megkeresni azokat, akiknek sz\u00fcks\u00e9ge van a term\u00e9kedre, de m\u00e9g semmi hasonl\u00f3t nem haszn\u00e1lnak, illetve megkeresni azokat, akik m\u00e1r haszn\u00e1lnak a Ti\u00e9dhez viszony\u00edthat\u00f3 term\u00e9ket, \u00e9s meggy\u0151zni \u0151ket, hogy a Ti\u00e9d mi\u00e9rt jobb.<\/li>\n<\/ol>\n<p>K\u00e9rdezd meg magadt\u00f3l: a Te term\u00e9kedre melyik az igaz? Hogy k\u00f6nnyen szok\u00e1ss\u00e1 v\u00e1lhat, hogy neh\u00e9z lev\u00e1ltani, vagy, hogy szinte lehetetlen a hely\u00e9re m\u00e1st tal\u00e1lni? Ha megtal\u00e1ltad a v\u00e1laszt, m\u00e1ris elkezdted a strat\u00e9gi\u00e1dat fejleszteni.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, The Curse of the Mogul (2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a versenyk\u00e9pes el\u0151ny\u00f6k k\u00f6z\u00f6tt eml\u00edtik a a vev\u0151k \u201efogs\u00e1g\u00e1t\u201d. Sz\u00e1mukra a vev\u0151 fogs\u00e1ga a k\u00f6vetkez\u0151kben nyilv\u00e1nulhat meg: Szok\u00e1s: Knee \u00e9s t\u00e1rsai szerint a szok\u00e1s \u201ea f\u00fcgg\u0151s\u00e9g szebb neve\u201d. Szok\u00e1s kialak\u00edt\u00e1s\u00e1hoz t\u00e1mogatni kell az adott term\u00e9k rendszeres [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":8568,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"inline_featured_image":false,"footnotes":""},"categories":[392],"tags":[],"class_list":["post-8509","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-startup","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A piacra l\u00e9p\u00e9s korl\u00e1tai III \u2013 A vev\u0151k \u201efogs\u00e1ga\u201d<\/title>\n<meta name=\"description\" content=\"John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, The Curse of the Mogul (2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a versenyk\u00e9pes el\u0151ny\u00f6k 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