{"id":1123,"date":"2026-01-04T13:28:23","date_gmt":"2026-01-04T13:28:23","guid":{"rendered":"https:\/\/neweverythink.com\/?p=1123"},"modified":"2026-01-04T13:28:24","modified_gmt":"2026-01-04T13:28:24","slug":"bir-urunun-satisini-artirmak-neden-bu-kadar-zor","status":"publish","type":"post","link":"https:\/\/neweverythink.com\/?p=1123","title":{"rendered":"Bir \u00fcr\u00fcn\u00fcn sat\u0131\u015f\u0131n\u0131 art\u0131rmak neden bu kadar zor?"},"content":{"rendered":"\n
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Ba\u015fl\u0131k belki biraz genelleme i\u00e7eriyor olabilir. Bir \u00fcr\u00fcn\u00fcn sat\u0131\u015f\u0131n\u0131 art\u0131rmak asl\u0131nda yaln\u0131zca \u00fcr\u00fcn\u00fcn kendisini iyile\u015ftirmekle ilgili de\u011fildir, s\u00f6z konusu olan t\u00fcm \u00fcr\u00fcn deneyimidir. Gelin bunu biraz a\u00e7al\u0131m. A\u00e7arken de bir \u00f6rnekle k\u0131sa bir yolculu\u011fa \u00e7\u0131kal\u0131m.<\/p>\n\n\n\n

\u00d6rne\u011fimiz vaktiyle \u00fczerinde \u00e7al\u0131\u015ft\u0131\u011f\u0131m ankastre ev cihazlar\u0131 ile ilgili. Proje \u00f6n\u00fcme kondu\u011funda bana, k\u0131saca, \u201cAnkastre \u00fcr\u00fcn sat\u0131\u015flar\u0131m\u0131z\u0131 art\u0131rmak istiyoruz\u201d demi\u015flerdi. Ben o d\u00f6nemde saplant\u0131l\u0131 \u015fekilde, G\u00f6r\u00fclecek \u0130\u015f Teorisi\u2019ni (Jobs-to-be-done Theory) uygulayabilece\u011fim bir proje aray\u0131\u015f\u0131ndayd\u0131m. Bu teoriye g\u00f6re insanlar \u00fcr\u00fcn ve\/veya hizmetleri bir i\u015flerini g\u00f6rmek \u00fczere hayatlar\u0131na \u201cs\u00fcreli\u201d olarak dahil ederler; i\u015f ortadan kalkarsa o \u00fcr\u00fcn ve hizmetleri kullanmay\u0131 b\u0131rak\u0131rlar, i\u015f kal\u0131c\u0131 ise daha iyi ve\/veya ucuz \u00e7\u00f6z\u00fcm bulduklar\u0131nda da ellerindeki \u00e7\u00f6z\u00fcm\u00fc de\u011fi\u015ftirirler.<\/em><\/strong> Yani sat\u0131nalma kararlar\u0131m\u0131z\u0131 g\u00f6rmek istedi\u011fimiz i\u015flerdeki geli\u015fime endekslemek. Teorinin sadeli\u011fi beni ilk andan ba\u015flayarak etkilemi\u015fti. O g\u00fcne kadar pek \u00e7ok \u00fcr\u00fcn\u00fcn tasar\u0131m ve \u00fcretiminde rol alm\u0131\u015ft\u0131m. Bunlar\u0131n baz\u0131lar\u0131 ba\u015far\u0131l\u0131 olmu\u015f, \u00e7ok satm\u0131\u015f, baz\u0131lar\u0131 ise b\u00fcy\u00fck ba\u015far\u0131s\u0131zl\u0131\u011fa u\u011fram\u0131\u015ft\u0131. Ancak, birlikte \u00e7al\u0131\u015ft\u0131\u011f\u0131m ekiplerle \u00fcr\u00fcnleri neyin ba\u015far\u0131l\u0131 neyin ba\u015far\u0131s\u0131z yapt\u0131\u011f\u0131na dair tart\u0131\u015fmalar\u0131m\u0131z sa\u011fl\u0131kl\u0131 bir a\u00e7\u0131klamaya hi\u00e7 kavu\u015famam\u0131\u015ft\u0131. Sonra bir g\u00fcn i\u015ften ayr\u0131l\u0131p inovasyon alan\u0131nda \u00e7al\u0131\u015fma karar\u0131 al\u0131nca, derin okumalar ve ara\u015ft\u0131rmalar\u0131m\u0131n sonucunda i\u015fte bu teoriye dayanan \u201cSonu\u00e7 Odakl\u0131 \u0130novasyon\u201d y\u00f6ntemi ile tan\u0131\u015ft\u0131m. Ta\u015flar birden yerli yerine oturuverdi. \u0130nsanlar\u0131n g\u00f6rmek istedikleri i\u015flerdeki geli\u015fim aray\u0131\u015f\u0131 inovasyonu hem var eden hem de ona m\u00fc\u015fteri sa\u011flayan en \u00f6nemli etkendir. Ekleme, \u00e7\u0131karma, inceltme derken \u00e7al\u0131\u015fan bir y\u00f6ntem ve proje ak\u0131\u015f\u0131 ortaya \u00e7\u0131kt\u0131 ama uzun s\u00fcre bir m\u00fc\u015fterisi olmad\u0131.<\/p>\n\n\n\n

Ve evet, ankastre projesi \u00f6n\u00fcme gelene kadar. \u015eimdi romantizmden s\u0131yr\u0131l\u0131p ger\u00e7ek sonu\u00e7lar \u00fcretmeye ba\u015flama zaman\u0131yd\u0131. Y\u0131llarca beyaz e\u015fya alan\u0131nda \u00e7al\u0131\u015fm\u0131\u015f olman\u0131n, yani mevzuyu olduk\u00e7a bilmenin dezavantaj\u0131yla \u00f6nce neresinden tutaca\u011f\u0131m\u0131z\u0131 bilemedik. Asl\u0131na bak\u0131l\u0131rsa, \u00fcr\u00fcnler haz\u0131rd\u0131. Mutfak i\u00e7indeki t\u00fcm beyaz e\u015fyalar i\u00e7in yepyeni bir g\u00f6r\u00fcn\u00fc\u015f grubu haz\u0131rlanm\u0131\u015f, pazarlama dok\u00fcmanlar\u0131 \u00f6zellikle bu \u201cg\u00fczel\u201d end\u00fcstriyel tasar\u0131m\u0131 merkeze alacak \u015fekilde haz\u0131rlanm\u0131\u015ft\u0131. \u00d6nceki ankastre \u00fcr\u00fcn lansmanlar\u0131 ciddi bir sat\u0131\u015f art\u0131\u015f\u0131 sa\u011flamam\u0131\u015ft\u0131. Proje ilk bak\u0131\u015fta bi\u00e7ilmi\u015f elbiseye bir beden bulmaya \u00e7al\u0131\u015fmak gibiydi. \u0130\u015fte tam burada en ba\u015fta yapt\u0131\u011f\u0131m\u0131z saptamaya geri d\u00f6nmemiz gerekiyor. Hat\u0131rlayal\u0131m; Bir \u00fcr\u00fcn\u00fc iyile\u015ftirmek yaln\u0131z \u00fcr\u00fcn\u00fc iyile\u015ftirmek de\u011fildir.<\/em><\/strong> Bunu biraz a\u00e7al\u0131m. Bir \u00fcr\u00fcn\u00fcn sat\u0131\u015f\u0131n\u0131 etkileyen \u015feylerin ba\u015f\u0131nda elbette i\u015flevini en iyi \u015fekilde yerine getirmesi gelir. Size yepyeni ve \u015f\u0131k bir spor araba verseler, motoru \u00e7al\u0131\u015fmasa ona sahip olmak ister miydiniz? \u00dcr\u00fcn \u00f6nce i\u015fini yapacak! Ama i\u015fini iyi yapmas\u0131 onun sat\u0131\u015flar\u0131n\u0131 art\u0131r\u0131r m\u0131? Oras\u0131 kesin de\u011fil. Hamur kar\u0131\u015ft\u0131r\u0131c\u0131 al\u0131p ertesi sabah sevdi\u011fine \u00f6zel bir kek yapmak isteyen bir kad\u0131n\u0131n hikayesi akl\u0131ma geliyor. Hi\u00e7 d\u00fc\u015f\u00fcnmeden Amazon\u2019dan ald\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor, \u201certesi sabah teslim eden ba\u015fka bir al\u0131\u015fveri\u015f sitesi yok\u201d diye de ekliyor. Cihaz\u0131n \u00f6zellikleri, hamur kar\u0131\u015ft\u0131rmadaki performans\u0131 ve tasar\u0131m\u0131n \u015f\u0131kl\u0131\u011f\u0131 \u201caciliyet\u201d durumu kar\u015f\u0131s\u0131nda ikinci plana d\u00fc\u015f\u00fcyor. Sat\u0131nalmay\u0131 tetikleyen d\u00fcrt\u00fclerin ba\u015f\u0131nda durum ve ko\u015fullar\u0131n \u00f6nemi<\/em><\/strong> ise yads\u0131namaz. \u00d6te taraftan, bir \u00fcr\u00fcnle etkile\u015fim yani fonksiyonel g\u00f6revini yerine getirmesi belli a\u015famalar\u0131 olan bir s\u00fcre\u00e7tir ve tabii ki m\u00fckemmel olmal\u0131d\u0131r. Peki bir \u00fcr\u00fcn\u00fc kullanmay\u0131 \u00f6\u011frenmek, \u00fcr\u00fcn\u00fc kurup \u00e7al\u0131\u015ft\u0131rmak, ar\u0131za yapt\u0131\u011f\u0131 zaman sorununu \u00e7\u00f6zebilmek ya da daha ileri gidelim \u00f6rne\u011fin pek \u00e7ok \u00f6zelli\u011fi olan bir \u00fcr\u00fcn\u00fc sa\u011fl\u0131kl\u0131 se\u00e7ebilmek ya da mesela ertesi g\u00fcn eve teslim edilmesi, teslim deneyimi, sat\u0131\u015f sonras\u0131 servis deneyimi, internet sitesinde \u00fcr\u00fcn\u00fcn \u00f6zelliklerinin tan\u0131t\u0131m\u0131, rekabetteki di\u011fer \u00fcr\u00fcnlerle kar\u015f\u0131la\u015ft\u0131r\u0131lmas\u0131, \u00f6deme ko\u015fullar\u0131.. bunlar i\u015fin neresinde duruyor? Bu sayd\u0131\u011f\u0131m maddelere \u201cT\u00fcketim \u00c7evrimi \u0130\u015fleri\u201d<\/em><\/strong> diyoruz ve bir \u00fcr\u00fcn\u00fc iyile\u015ftirmek Ana Fonksiyonel \u0130\u015f\u2019in yan\u0131nda T\u00fcketim \u00c7evrimi \u0130\u015fleri\u2019ni de m\u00fckemmelen \u00e7\u00f6zmeyi gerektiriyor.<\/p>\n\n\n\n

Ankastre projesine d\u00f6nersek; yapt\u0131\u011f\u0131m\u0131z 20 kadar y\u00fczy\u00fcze g\u00f6r\u00fc\u015fme sonunda insanlar\u0131n g\u00fczel beyaz e\u015fyalar edinmekten ziyade \u201cG\u00fczel bir mutfak sahibi olmak\u201d<\/em><\/strong> gibi bir istekleri oldu\u011funu anlad\u0131k. Rengi, atmosferi, g\u00f6rsel uyumu ve d\u00fczeni ile g\u00fczel bir mutfak. Ankastre beyaz e\u015fya ne yaz\u0131k ki bu resmin i\u00e7ine tam denk d\u00fc\u015fm\u00fcyordu. \u0130nsanlar mutfakta arad\u0131klar\u0131 ahenk ad\u0131na beyaz e\u015fyay\u0131 mobilyan\u0131n i\u00e7ine hapsetmeyi tercih ediyor, b\u00fct\u00e7elerinden arta kalan parayla, \u00f6zelliklerine bakmadan, mutfa\u011f\u0131 yapan \u015firket \u00fczerinden \u00fcr\u00fcnler al\u0131p koymaya raz\u0131 oluyorlard\u0131. \u0130lk g\u00f6r\u00fc\u015fmeler sonras\u0131, bir mutfak yenileme projesine odaklanmam\u0131z gerekti\u011fini anlam\u0131\u015ft\u0131k. B\u00f6ylesi bir projede pek \u00e7ok kayg\u0131, zorluk ve belirsizlik vard\u0131 ve bunlar bizim i\u00e7in alt\u0131n de\u011ferindeydi. Ara\u015ft\u0131rma sonu\u00e7lar\u0131m\u0131za g\u00f6re, insanlar mutfaklar\u0131n\u0131 ya emlak al\u0131m\/sat\u0131m\u0131 esnas\u0131nda ya da evliliklerinin 10. y\u0131l\u0131 gibi yeniliyorlard\u0131. B\u00f6ylece ilk \u00f6nerimizi ortaya koyduk: \u201cEmla\u011f\u0131n al\u0131n\u0131p sat\u0131ld\u0131\u011f\u0131 mecralarda ileti\u015fim yapal\u0131m.\u201d<\/em><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Mutfak yenileme projesini bir s\u00fcre\u00e7 olarak ele ald\u0131\u011f\u0131m\u0131zda, s\u00fcrecin ilk ad\u0131m\u0131 \u201cHayal Kurma\u201d olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. G\u00f6r\u00fc\u015ft\u00fc\u011f\u00fcm\u00fcz insanlar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu yeni mutfak hayali kurarken ilham verici ilk ara\u015ft\u0131rmalar\u0131n\u0131 sosyal medya arac\u0131l\u0131\u011f\u0131 ile \u00f6zellikle de bir platform \u00fczerinden yap\u0131yorlard\u0131; bildiniz, Pinterest. B\u00f6ylece ikinci \u00f6nerimizi olu\u015fturduk: \u201cMarka Pinterest \u00fczerinde kuvvetli bir dijital varl\u0131k g\u00f6stermeli.\u201d<\/em><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sonraki a\u015fama olan \u201cPlanlama\u201dya gelindi\u011finde, insanlar\u0131n kayg\u0131lar\u0131 zirveye \u00e7\u0131k\u0131yordu. \u201cK\u0131rma d\u00f6kme i\u015fleri nas\u0131l olacak?\u201d, \u201cMutfa\u011f\u0131 ka\u00e7 g\u00fcn kullanamayaca\u011f\u0131z?\u201d, \u201cToz ve g\u00fcr\u00fclt\u00fc ile nas\u0131l ba\u015f edece\u011fiz?\u201d, \u201cYa istedi\u011fimiz gibi olmazsa?\u201d, \u201cYa verilen s\u00f6zler tutulmazsa?\u201d, \u201cAy\u0131rd\u0131\u011f\u0131m\u0131z b\u00fct\u00e7e yetecek mi? Ek masraflar \u00e7\u0131kar m\u0131?\u201d, \u201cBitti\u011finde neye benzeyecek\u201d vb kayg\u0131lar pek \u00e7ok g\u00f6r\u00fc\u015fmede dile getirildi. \u0130nsanlar\u0131n pek \u00e7o\u011fu bu ve benzer kayg\u0131lar\u0131n\u0131 b\u00fct\u00fcnsel olarak \u00e7\u00f6zmeyi vaad eden tek bir \u00e7\u00f6z\u00fcm sa\u011flay\u0131c\u0131ya i\u015fin tamam\u0131n\u0131 ihale etme e\u011filimindeydi. \u0130KEA\u2019n\u0131n bu noktada harika bir i\u015f \u00e7\u0131kard\u0131\u011f\u0131n\u0131 s\u00f6ylemek gerekiyor. \u0130KEA, ma\u011fazalar\u0131ndaki mutfak tasar\u0131m st\u00fcdyolar\u0131 ve i\u00e7 mimarlarla,\u00a0 3 boyutlu mutfak tasar\u0131m\u0131, 3 boyutlu g\u00f6rselle\u015ftirme, malzeme se\u00e7imi, teslimat, kurulum, usta hizmeti, sat\u0131\u015f sonras\u0131 hizmetler ve beyaz e\u015fya sat\u0131\u015f\u0131n\u0131 tek noktadan bir paket halinde sunarak bu kayg\u0131lar\u0131n pek \u00e7o\u011funu \u00e7\u00f6zm\u00fc\u015f g\u00f6r\u00fcn\u00fcyor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Peki bir beyaz e\u015fya \u00fcreticisi, bir mutfak yenileme projesi i\u00e7inde, sat\u0131\u015flar\u0131n\u0131 art\u0131rmak i\u00e7in neler yapabilirdi? Bu noktada 3. \u00f6nerimizi \u201cBayilerin i\u00e7inde bedava mutfak tasar\u0131m hizmeti sunmak ve bunu yaparken uygun ankastre \u00fcr\u00fcn paketlerini de bu tasar\u0131m i\u00e7inde g\u00f6rselle\u015ftirmek, kampanyalarla yerinde \u00f6nden sat\u0131\u015f ger\u00e7ekle\u015ftirmek\u201d<\/em><\/strong> olarak sunduk. G\u00f6rd\u00fc\u011f\u00fcn\u00fcz gibi, bu \u00f6nerilerin hi\u00e7 biri \u00fcr\u00fcnlerin i\u015flevleri ile ilgili de\u011fildi. \u00dcr\u00fcnler zaten olduk\u00e7a iyiydi, iyi tasarlanm\u0131\u015flard\u0131, \u00f6zellikleri rekabet\u00e7iydi. Bunun yerine \u00fcr\u00fcnlerin \u201cT\u00fcketim \u00c7evrimi S\u00fcre\u00e7leri\u201dne odakland\u0131k. \u0130\u015fte, bir \u00fcr\u00fcn\u00fc (ya da sat\u0131\u015f\u0131n\u0131) iyile\u015ftirmenin tamamen yepyeni bir \u00e7\u00f6z\u00fcm ortaya koymaktan daha zor olmas\u0131n\u0131n nedeni, iyile\u015ftirmemiz gereken s\u00fcre\u00e7 say\u0131s\u0131n\u0131n \u00e7ok daha fazla olmas\u0131 ve bu \u00e7aban\u0131n farkl\u0131 disiplinler gerektirmesidir. Bundan sonra umar\u0131m siz de sat\u0131\u015flar\u0131 h\u0131zla artan bir \u00fcr\u00fcn g\u00f6rd\u00fc\u011f\u00fcn\u00fczde arkas\u0131ndaki eme\u011fe \u015fapka \u00e7\u0131kar\u0131rs\u0131n\u0131z.<\/p>\n

<\/a>2+<\/span><\/div><\/div>","protected":false},"excerpt":{"rendered":"

Ba\u015fl\u0131k belki biraz genelleme i\u00e7eriyor olabilir. Bir \u00fcr\u00fcn\u00fcn sat\u0131\u015f\u0131n\u0131 art\u0131rmak asl\u0131nda yaln\u0131zca \u00fcr\u00fcn\u00fcn kendisini iyile\u015ftirmekle ilgili de\u011fildir, s\u00f6z konusu olan t\u00fcm \u00fcr\u00fcn deneyimidir. Gelin bunu biraz a\u00e7al\u0131m. A\u00e7arken de bir \u00f6rnekle k\u0131sa bir yolculu\u011fa \u00e7\u0131kal\u0131m. \u00d6rne\u011fimiz vaktiyle \u00fczerinde \u00e7al\u0131\u015ft\u0131\u011f\u0131m ankastre ev cihazlar\u0131 ile ilgili. Proje \u00f6n\u00fcme kondu\u011funda bana, k\u0131saca, \u201cAnkastre \u00fcr\u00fcn sat\u0131\u015flar\u0131m\u0131z\u0131 art\u0131rmak istiyoruz\u201d demi\u015flerdi. 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