فن البيع والشراء عبر الانترنت

[معلم]

هل تريد بيع شئ ما عبر الانترنت ؟

اذا , انت فعلا تمتلك منتج ما وتنوى البيع و الشراء عبر الانترنت وعلى استعداد للبدء . للاسف , لا يهم ما هى جوده المنتج الخاص بك , ولكن المهم هنا هو رغبة الزبائن المحتملين فى شراء هذا المنتج . هذه الرغبه لشراء المنتج الخاص بك لا تنبع بالضرورة من مدى جوده المنتج , لان فن البيع والتسويق هنا يلعب دور مهم جدا . مثلا لو كان هناك منتج متوسط الجودة مع التسويق الجيد سوف تباع أفضل من المنتجات المتميزة مع عدم وجود التسويق لها .
مثل كل المواهب والمهارات الاخرى التى تكتسب على مر الزمن يعتبر فن البيع احد اهم انواع الفنون التى يجب اتقانها . بيع المنتجات عبر الانترنت بشكل احترافى وفعال ممكن ان يكون تجارة مربحه جدا . العمل الوحيد الذي يجب القيام به هو الترويج والتسويق للمنتج ثم يليه عمليه البيع والشراء . في الواقع، كثير من الناس تريد أن تجرب هذا، ولكن لن تصبح كلها ناجحة على النحو المأمول .
يمكن للشركات ذات التاريخ الطويل ان تستغل هذا التاريخ وهذه الخبرة كميزة فى تقديم خدمة عملاء و منتجات متفوقه , هذا شئ مهم جدا اذا كنت مثلا شركة مثل كوكاكولا (http://us.coca-cola.com/) او مايكروسوفت (http://www.microsoft.com/en-eg/default.aspx) ولكن ماذا لو كنت مبتدئ ؟ . فيما يلى بعض الاساليب الفعاله التى يمكن استخدامها فى ازدهارعمليه بيع وشراء المنتجات عبر الانترنت بغض النظر عن من سيقوم بالبيع , او ما الذى سيتم بيعه .

1- كتابه اعلان وصفى ممتاز للمنتج

بعض الناس تكتب اعلان عبارة عن سطر او سطرين لوصف المنتج وهذا ببساطه لانهم يعتقدون ان هذا كافى . حسنا , لا يمكنك اطلاقا ان تقول هذا كافى عندما يتعلق الامر بالمنتج الخاص بك . يجب ان تذكر كل شئ متعلق بالمنتج الخاص بك بشكل دقيق ومفصل واضمن لك ان هذا سيجعل الاعلان الخاص بك اكثر ثقة وحيويه فى نظر العملاء . مثلا اذكر بالتفصيل من اين ومتى اشتريت هذا المنتج و تكلم عن كيف ستتم الصفقه طرق الشحن (لو كان المنتج سلعه) طرق الدفع , وكيف يتاكد المشترين من انهم سيحصلوا على ما يدفعون مقابله . كما يمكنك اضافه بعض مواصفات المنتج الرئيسية فى الاعلان .
ايضا قم بعمل بعض البحوث عن الإعلانات الناجحه المشابهه ونرى ما هي المعلومات الأخرى التي شملت، ربما تجد معلومات عن المنتج الخاص بك أنت لم تفكر بها . "الافضل ان تحصل على اعلان مقلد جيد من ان تحصل على اعلان اصلى سئ " .
لو قمت بنشر اكثر من اعلان واحد يجب ان تضيف هذا النص "تحقق من الإعلانات الأخرى" في الجزء السفلي من وصف الإعلان، هذا سيضاعف عدد المشاهدين للاعلانات الخاصه بك .

2- العنوان الفعال هو نصف الطريق للنجاح

عنوان الاعلان الخاص بك هو اول شئ يراه الناس . كما انه مهم جدا فى عمليه البيع عبر الانترت لان محركات البحث تولى اهتمام خاص بعنوان صفحات الويب كما ذكرنا بالتفصيل من قبل . يجب ان يكون العنوان الخاص بك واضح للقراء والاهم من ذلك ان يحتوى على الكلمات الدلالية لاعلانك وكلما وضعت الكلمات الدلالية فى اول العنوان سيكون افضل لمحركات البحث وفى ارشفة الموضوع وتصدرها لمحركات البحث . يمكنك تعلم بناء المحتوى الذى يتصدر محركات البحث من مقاله سابقة .

3- تسليط الضوء على فوائد المنتج

وهذا يعنى ان على البائع ان يشعر ان هذا المنتج ملكا له مع ان فى الحقيقة هو ليس كذلك . هذا ليس معناه ان يتظاهر بانه المالك والصانع الاصلى للمنتج أو انه يجب ان يكذب على المشترين المحتملين له, ولكن معناه وما اقصده أنه لا بد أن يكون على نفس المعرفة والثقة حول المنتج و وكانه صانع المنتج نفسه. فالوصف المختصر للمنتج لن يضمن لك المشترين للحصول على العرض على البائع ان يبذل الجهد لجذب المشترين . يجب ان تضع فى العرض الخاص قدر كبير من المعلومات عن هذا المنتج بعناية وبشكل فعال لبدء العمل فى عمليه البيع والشراء .

4- تسعير المنتج الخاص بك

ما هو السعر المناسب الذى تطلبه فى مقابل المنتج الذى تريد بيعه ؟

- قم بعمل بحث وحاول ان تجد فى محاولتك للبحث اعلانات لنفس المنتج ولو لم تجد نفس المنتج حاول العثور على منتج مشابه ولكن خذ فى اعتبارك هذه النقاط النوعيه , الجوده , الدولة الخ.
- ربما يبدو هذا غريبا ولكن تقديمك لمنتج رخيص جدا سيجعله مصدر ريبه وليست استراتجية تسويقية جيدة على الاطلاق لان الناس لن تصدق ان هذا العرض حقيقى . يجب ان تضع سعر مناسب لان بعض العملاء سيحاولون التفاوض معك على السعر واذا بدؤا فى التفاوض على السعر اعلم ان نيه الشراء اكيدة وعندها اذا اعطيتهم سعر مناسب سيكون كافى لاتمام عمليه البيع والشراء .
- يجب ان تفكر هل انت على استعداد لدفع مثل هذا السعر لهذا المنتج ام لا ؟ يجب ان تكون صادق مع نفسك فى اجابه هذا السؤال وعندما تصل لاجابه قم بإضافة حوالي 10- 20٪ من السعر للتفاوض.
- لا تجعل عواطفك تؤثر على قراراتك وحكمك على اسعار المنتج الخاص بك وحاول ان تجعل السعر متوازن مع المنتج لان المشترى ليس مهتم بهذه الامور العاطفيه .

5- اختيار طريقة الدفع المناسبه لك

قم باختيار طريقة الدفع المناسب لعملك . هذا يمكن ان يكون عن طريق بطاقات الائتمان , الشيك الالكترونى , PayPal (https://www.paypal.com/eg) Google Checkout (https://accounts.google.com/ServiceLogin?service=sierra&passive=1200&continue=https://checkout.google.com/?gsessionid%3DUp6C8MgEYmdcLIz_hYGKGw&followup=https://checkout.google.com/?gsessionid%3DUp6C8MgEYmdcLIz_hYGKGw&scc=1) او Bill Me Later (https://www.billmelater.com/index.xhtml)غيرها من الطرق الاخرى . المعظم يفضل PayPal , Google Checkout لانها اكثر ثقة للمستهلك .

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6- استخدام الصور

هذه المقوله مبتذله ولكنها صحيحه " الصورة تغنى عن الف كلمة ". لذا تأكد من أنك تضيف الكثير من الصور عالية الجودة لإعلانك تظهر المنتج من مختلف الزوايا . تاكد من استخدام صور حقيقية للمنتج وليست صور من على الانترنت.
كما ان هناك جانب اخر مفيد وهو انك ممكن ان تستخدم Alt Tag الخاص بالصورة فى وضع كلماتك الدلاليه مما يساعد فى تصدر وارشفه عرض المنتج الخاص بك نتائج محركات البحث .

7- ترويج المنتج الخاص بك للفئات المستهدفه

ترويج الاعلان الخاص بك ليس من العمليات الاساسية ولكنه يزيد من فرص بيع المنتج الخاص بك وباسعار جيدة . طرق لترويج المنتج الخاص بك :
- قم بنشر الاعلانات الخاصة بك على الفيسبوك وتويتر و جوجل بلس وباقى المواقع الاجتماعية .
- استخدام المنتديات فى الاعلان لمنتجك .
- استخدام رسائل البريد الالكترونى فى الترويج لمنتجك .

8- لا تنسى عمليه الاشهار SEO

الحصول على اجمل واكثر المواقع جاذبيه فى العالم للقيام بعمليه البيع والشراء عبر الانترنت لا طائل منها لو لم تستطيع جعله يتصدر النتائج فى محركات البحث لكى يعثر عليه العملاء المحتملين . تاكد من رفع رانك موقعك الالكترونى وتسويقه جيدا يمكنك التعرف على اهم طرق تسويق الموقع الالكترونى بالتفصيل فى مقاله سابقة .

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9- افعل ما تقوله

اذا كنت وافقت على سعر معين مع مشترى ووعدته بذلك , قم بالتنفيذ حتى لو بعد خمس دقائق فقط من ذلك جاء لك عرض سعر اعلى . البيع والشراء عبر الانترنت يتمحور حول السمعه فى المقام الاول ولقد تم اثبات ان من الممارسات السيئة التى تفسد السمعه ان تقوم بالغاء صفقه للحصول على مكاسب اعلى . لو فعلت هذا تاكد من انك ستخسر عملاء محتملين فى المستقبل .

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1- فن التعامل مع الزبائن ( الاتيكيت )

كما هو واضح ان هذا الامر بديهى ومهم جدا ويجعل عمليه البيع والشراء اكثر متعه لكل الافراد البائع والمشترى .
- يجب ان تكون دائما مهذب و ودود .
- قم بارسال بريد الكترونى اذا حصلت على ثمن السلعه او قمت بشحنها .
- اذا وجدت بعض اجزاء المنتج فى وقت لاحق يجب ان تخبر العميل وترسلها له مجانا .
- الاجابة دائما على رسائل البريد الالكترونى او اى اسئله او تعليقات لطلب معلومات عن المنتج .


بقلم : م/ مروة صفوت