Izindlela ezi-4 Zokuyeka Ukukhokha Kakhulu Kunanoma Yini

Lapho uthenga esitolo noma ku-inthanethi, sihlangana nezintengo ezigcina ngenombolo 9 . Ibhokisi lokusanhlamvu lingabiza u- $ 3.49 noma iphakethe lesithupha likabhiya, $ 5.99. Abakhangisi babiza lezi zintengo ngokuthi “amanani entelezi” ngoba bakholelwa ukuthi bayakholelwa intelezi imali ephuma kubathengi. Njengoba noma yimuphi umthengi ojwayelekile azi, amanani entelezi maningi. Inani labathengisi abaningi konke okuthengiswayo kwabo ngamanani entelezi. Okuwukuphela kwesikhathi abathengi abasethubeni lokuthola noma iziphi izintengo ze-charm ezitolo ezisezingeni eliphakeme noma ezitolo zokudlela ze-posh. (Ngizochaza ukuthi kungani.)

Ingabe amanani entelezi akhuphula ukuthenga?

Abathengisi bafunde lo mbuzo cishe iminyaka engama-80. Ucwaningo lokuqala olwaziwayo ngomthelela wentengo yezintelezi lwavela ngo-1936 — futhi lwalungaphelele. Izifundo eziningi ziye zabheka lo mbuzo kusukela lapho. Yize imiphumela ingahlali ingaguquguquki (okungenzeka ukuthi kungani abacwaningi bebuyela embuzweni), kunobufakazi obanele bokuphetha ukuthi ezimweni eziningi, amanani entengo yenza ukhiqize ukuthenga okukhulayo okukhulu. Izifundo eziningi zamanani entelezi zilawulwa ngokwesilingo kusetshenziswa izinhlobo ezahlukahlukene zamakhathalogi wokuphrinta noma izindawo ezihlukile zesitolo zamaketanga okuthengisa, ezinye izinto zithengisa zisebenzisa amanani entelezi kanti ezinye zisebenzisa amanani ahluke kancane aphela ngamanye amadijithi.

Kuzo zonke izifundo ezithola imiphumela emihle, ukwanda kokuziphatha kokuthenga kuvame ukuba phezulu kakhulu - ukwanda okuncane kakhulu kuzungeze u-5% kanti ukukhuphuka okuphezulu kungaphezu kwama-75%.

Okungakaphendulwa umbuzo wokuthi yini onomthwalo wemfanelo ngokuthengiswa okwandisiwe kusuka kumanani entelezi: Ngabe abathengi abafanayo bathenga inani elingaphezulu noma abanye abangebona abathengi bakhohliswa ukuthi bathenge ngenxa yenani lentelezi? Asazi nje. Akunandaba, ukuthatha kusuka ocwaningweni lwabathengi kucacile: Uma bephuma ukuyothenga, abantu kudingeka bazi ngamanani entelezi futhi babe nesu lokusebenzisana nabo.

Asebenza kanjani amanani entelezi?

Amanani entelezi asebenza ngezindlela ezimbili. Okokuqala, bakha umqondo wokuthi intengo yento iphansi kunalokho eyiyo. Abathengi abaningi babukela phansi amanani entelezi ngoba lapho bebheka intengo, basebenzisa lokho izazi zokusebenza kwengqondo ezikubiza ngokuthi “isu lokuncipha.” Banaka kuphela amadijithi angakwesobunxele entengo esikhundleni sawo wonke amadijithi ayo. Ngakho-ke ngokwesibonelo, okuthile kunentengo ku- $ 7.99 ( 7-okuthile ) kubonakala kushibhile kakhulu (futhi kukhanga kakhulu) kunokuthi into efanayo inentengo ku- $ 8.00 ( 8-okuthile ). Ngenxa yalomehluko, inani lentelezi lisiza ukuthengiswa kwento.

Isizathu sesibili ukuthi lapho umthengisi esebenzisa amanani entelezi kuso sonke isitolo, ikhathalogi noma iwebhusayithi, kwakha isithombe samanani entengo aphelele salo mkhiqizo. Lapho isithombe esinjalo sesenziwe, abathengi abanaki kangako amanani entengo, noma izindleko uma kuqhathaniswa nabancintisana nabo. Bayakholelwa ekutheni izinto ezithengiswa ngumthengisi zishibhile kunezinye izindawo, futhi bazithenga ngokufanele. Kuyathakazelisa ukuthi lo mphumela wamanani entelezi uyisizathu sokuthi izitolo ezifuna ukugcina isithombe esikhethekile noma esaziwayo phakathi kwamakhasimende ziphuma endleleni gwema amanani entelezi. Kunalokho bathengisa konke okuthengiswayo kwabo “ngamanani ayindilinga” okuyizinombolo eziphelele.

Yini okufanele abathengi bayenze ukunciphisa imiphumela yamanani entengo kokuthenga?

Imiphumela yamanani entelezi isuselwa ekutheni abathengi abanaki kakhulu amanani kunalokho okufanele. Nazi izindlela ezine ongahlisa ngazo ithonya lamanani entelezi.

1. Landela umthetho wesekhondi elingu-3.
   Kunoma isiphi isimo sokuthenga, kuthatha cishe imizuzwana emithathu ukunaka kahle intengo yento nokuyicubungula (nesikhathi esithe xaxa uma umthengi ehambela nezinye izici zayo). Akusona isikhathi esiningi kangako, kepha kubantu abaningi kufanelekile ukusisebenzisa. Abathengi kufanele bathathe imizuzwana emithathu, bafunde inani ngalinye ngokucophelela nangokugcwele kusuka kwesobunxele kuye kwesokudla, bese banquma ukuthi liyathandeka noma cha. Lokhu kusho ukunaka i- konke amadijithi, hhayi kuphela ngakwesobunxele kakhulu.
   
2. Zungezisa intengo yento phezulu esikhundleni sokuyigoqa.
   Lapho abathengi bebona inani lentelezi, indlela elula yokukhokhela i-truncation ukuzungeza intengo yomkhiqizo phezulu esikhundleni sehla. Njengomthetho wemizuzwana emithathu, ukuqoqwa kuphoqa ukuthi unake futhi wenze ukubala ekhanda lakho. Kubathengi, umthetho wesibili wesibili kanye nokuqoqa nakho kunenzuzo eseceleni eyengeziwe: Bayanciphisa abathengi phansi, okubaphoqa ukuthi babhekane nokuthi into ethile iyadingeka yini noma iyinto nje yokuthengwa okungahambi kahle. Kwezinye izimo, okungenani, into ayidingeki, ngaphandle kwentengo.
   
3. Naka kakhulu izintengo zezinto ezintsha noma ezingajwayelekile.
   Lapho abathengi bebona izinto abangazazi kahle, noma uma bengazazi izintengo ezijwayelekile zomkhiqizo, amanani entelezi aba nomthelela omkhulu ekuziphatheni kwabo kokuthenga. Abathengisi bayakwazi lokhu, okuyisizathu esisodwa sokuletha imikhiqizo emisha enamanani entelezi. (Bheka lokhu ngokuzayo lapho usesitolo). Abathengi nabo kumele baqaphele kakhulu amanani entengo emikhiqizo emisha nengajwayelekile. Ezimweni ezinjalo, umthetho wesekhondi elingu-3 unganwetshwa ufike kumasekhondi ama-5 ukuze umkhiqizo wenoveli uhlolwe kahle.
   
4. Qaphela abathengisi abathembisa amanani aphansi kuyo yonke into.
   Lapho umthengisi esebenzisa amanani entelezi ikuyo yonke indawo futhi ephumelela ekwakheni uphawu olunentengo ephansi, kuba namandla ekuhlolweni kwabathengi. Ukuqinisekiswa isithombe sayo samanani aphansi, abathengi bayeke ukuqapha futhi bacabange nje ukuthi konke kuzoba eshibhile. Imvamisa, lokhu akunjalo. Qaphela kakhulu ezitolo ezinjalo.

Akufanele uvumele izintengo zezintelezi zikukhohlise ngokuthenga ongakufuni ngempela noma ukuthenga okuthile ngentengo ephezulu kunezinga lakho lokunethezeka. Ukuthengisa imikhiqizo ngamanani agcina ngo-9 isu elijwayelekile lamanani entengo. Ukunaka nokucabanga ngesinqumo ngasinye sokuthenga kuzonciphisa noma yimaphi amathonya amabi alezi zintengo kubhajethi yakho.

Ngifundisa ukumaketha okuyisisekelo namanani entengo kubafundi be-MBA eRice University futhi i-vita vita yami ilapha. Ungathola futhi ulande okuningi kokufunda kwami ​​nokunye kokubhala kwami ​​okugxilwe ngabasebenza e-SSRN. Uma ungakutholi okudala engikubhalile, ngithinte i-imeyili ngizokuthumela yona. Okunye engikubhalela abaphathi kanye nosomabhizinisi kungatholakala ku-HBR.org futhi ngibhala nebhulogi entsha sha ebizwa nge- “The Science behind Behavior” ku- Psychology Today.

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