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Chiiong 4

CAU THAN CHU CUA
NGANH BAN LE
San phlm: Hat nhan cot loi
Co the noi ban le la m6t nganh dich vu. Trong do, ban
la ngufdi thtic hien nhiem vu tuyen chon cac san pham tot va
chuyen no den tay ngu’di tieu dung qua mot trai nghiem mua
sam ly tiidng nhat.

San pham la hat nhan cua ban le. San pham nam trong
tarn tri khach hang va thuc day ho tien d£n cfta hang cua ban
de mua hang. Thd nhiing nhieu ngifdi chtfa hi&u ro dtfqc dieu
nay. Khi trang tri cua hang rat nhieu ban mac cac l6i cd ban. Co
le, cac ban qua lo lang rang ctfa hang cua minh se khong dripc


moi ngiibi chu y hoac xem no la co hoi de thb hien gu

tham
my ca nhan. Ban danh rat nhibu tien va thbi gian de thibt kb trang tri mot cufa hang long liy, de rbi sau do ho khong con du
tien db co mot liicfng hang phong phu b ben trong. Tbi khong
phu nhan rang no da rat thu hut ngiibi di dufbng. Nhiing sau
khi bi cuon vao khach hang chcft nhan ra: “0...shop dep chi
mi chi co gi di mua !”. Ket qua la khach hang liiqn Id vai vbng,
hoi bang quo vai cau r6i lang lang di ra. Nhufng khach hang do
se khong bao gicf quay trb lai! Te hcfn, ho len mang comment
cho ban vai dong, keo theo nhiS'u he luy khon lufbng. Ban vo
tinh tao ra mot de tai hot de moi ngtfbi ban tan theo kieu:

“Nh'in bi ngoai dep chi mi ben crong khong co gi diu!”

w

Theo do, y£u to “co hang” vin la y6u t6 quan trong
nhit. N£u khong co san phim dap ufng dung nhu cau khach
hang thi difng noi gi den chit lifpng hay gia ca. Bing chiing la
b dia phuftfng, ta vin thiibng thiy nhieu cuia hang ban gia dat
hcfn nhiing luc nao cung dong khach, do la bbi ho luon co cai
khach hang can, hoi gi cung co. Toi hay nbi vui vbi nhan vien
cua minh v£ mbt cau thin chu trong nganh ban Id, ma khach
hang luon doc triibc khi ho tbi, dola: “Co sin phim mi toi can
va nam cren ke khi cdi tbi” va nhb diing de ho thit vong diy!

Co the ban se phan bien toi rang thiÿt k£ cua cufa hang
hoac thai do phuc vu cung quan trong khong kem. Toi khong
cho r&ng chung khong quan trong nhiing xet theo thuf ttf tfu
tien thi san phi’m vin la ifu tien so 1. Ban da tifng thay mot cufa
hang trdng rat luom thuom ma van dong khach chiia? Ndu
ban n6 lufc de phuc vu khach hang t6t nhat nhtf: chao don don
di, tif vin nhiet tinh, luon mieng da vang, nhiing n£u khach
hang hoi mat hang nao ban cung khong co, ban nghl khach
hang co quay trb lai khong?

Tbiet ke danh muc hang hoa
Hieu dufOc tarn quan trong cua san pham thi viec thiet
kd ngay mbt danh muc hinghoa la viec cin liu tien bbi no anh
hiibng len tit ca cac vin di phla sau nhii:
1. Tim kiem nha phin phoi va xac dinh gia ban (dat


hay re).
2. Thidt kb khong gian triing bay phu hop vbi san

Khi xac dinh san pham la quan trong nhat thi co 3 yeu
t6 sau ban can quan tarn va x£p theo thuf tii ufu tien:

:I

86 - Khdi nghiep Ban le

1. Co hang
2. Chit lufqng (mau ma)
3. Gia ca

phim.

i
Trhn Thanh Phong - 87


3. Phan bo v6n dau

tit

cho tPng nganh hang mot

each hop ly.
Neu khong co danh sach mat hang ro rang ban se
khong co ede tP khoa thich hop di nhanh chong tim ra nha
phan phoi tot. Ban cung khong biit mat hang nao minh nen

ban gia cao hay thap vi khong xac dinh dope dau la mat hang
chu chot, dau la mat hang chi didin du. Viec b6 tri cPa hang,
chon kich thufdc hay vat lieu de thi cong ke trPng bay cung
hodn toan phu thuoc vao kich cP va trong lopng cua hang hoa.
Ban da dp toan tong von diu tP nhPng phan bo bao nhieu vao
cac nhom hang cu the ndo thi cungphai xem ban chon edi nao
la quan trong.

Tom lai, neu nhu! cPa hang cua ban la mot rap chiÿ'u
phim, trai nghiem mua sam la b6 phim thi danh muc hang
hoa chinh Id c6t truyen. Mot cot truyen kem hap dan thi ban
co dung bao nhieu ky xao dien anh cung kho keo khach hang
quay trp lai rap iin sau.

Vay lam sao d£ toi thiet ke mot danh muc san phim?
Vdi mot tay mo mcfi vao nghfi', each tot nhat la sao chep. Toi
vin thifdng lam vay vcfi cac efta hang mPi cua minh. Dau tien,
t6i se dao qua m6t vong tren Internet, tim kiem website cua
cac thifong hieu ban le cung nganh hoac cac trang thifong mai
dien tp ldn, xem ho dang ban nhPng nhom san phim nao roi

88 -Kh6i nghiep Ban le

ghi chep lai toan bo cac nhom san phim do. DPng chi xem
cac thPofng hieu ban le trong ntfpc, hay tham khao luon nhPng
trang cua niidc ngoai de co edi nhin bao quat hefn. Sau do, toi
lap ra mot danh muc nhap cho minh vdi nhiiu mat hang nhat
co th£ NhPng danh muc nay thuPng rat I6n, no chPa gan nhP
moi thP tren dpi ve nganh hang cua toi dang nhdm tdi. VPi
mot cPa hang ban le nho, toi phai chon mot tip san phim t6i

pu vdi s6 v6n va dien rich trPng bay. De toi Pu, toi cim danh
muc nhap di mot vong xuong cac cPa hang 6 dia phPOng hoac
d cac thanh ph6 ldn. Toi danh dau lai nhPng mat hang nao ho
ban cham, ban chay hoac khong kinh doanh. De xac dinh mat
hang ban cham trong m6t cPa hang cung khd deta gian, ban
xem ky nhPng yu to nhan dien sau:
đ
đ

đ

ô

Hang do co dang giam gia khong ?
Hang do co bui bin, bao bi hoac tern gia co dau
hieu xin mau khong?
Ho co goi san phim lai bang cac tui ni-l6ng di
bao quan lau hofn khong?
Niu hang co han dung, ban xem thP san phim co
gan hit han khong?

NgPpc lai, hang ban chay la cac san phim ma cac cPa
hang co t6n kho nhii'u, trong luon mdi va thPdng nam d
phia ben trong, dPcfng nhien chung cung it co giam gia hoac
khuyin mai di kem.

Tran Thanh Phong - 89


Sau khi eta co dfl lieu tong quan, hay danh thofi gian du

de phan dch va chon cho minh mot danh muc ly ttfdng nhat.
Toi khong the noi cho ban chinh xac ban can ban mat hang
nao v'l no phu thuoc vao nhi£'u bien so nhif: nganh hang, thi
triidng dia phuOng, von dau ttf, doi tifOng khach hang muc
tieu va “cai nhat” ma ban da chon d phan dau cua quyen sach
nay. Nhifng toi xin chia se vdi ban 4 chien thuat ma toi thiidng
dung dÿ xac dinh cd cau san pham cho cac eda hang cua minh
nhif sau:

Chi£n thuat 1: Tranh xa hang ban cham. Thong
thifdng, d m6i dia phiiong deu co nhflng thoi quen tieu xai
nh& dinh. Neu mot mat hang ban cham d cac eda hang lan
can, ban nen tranh nd, it nhat la trong giai doan dau.
Chidn thuett 2: Phai co hang ban chay. Phu dinh lai
chi£n thuat tren, ban can toi da co hoi ban difOc hang bang cac
san pham ban chay nhat cua cua d6i thu cung nganh.

Chi£n thuat 3: Ban cai doi thu khong ban. Ban can
can trong vdi chi£n thuat nay bang each phan tich hoac phan
doan xem vi sao ho khong ban nhtfng thuf do. Thong thtfdng,
d6i thu khong ban mdt so mat hang la bdi vi nd co it ngtfdi
mua, gia tri ton kho cao hoac qua cong kenh dd triing bay. Neu
chon ban, ban cSn dtfa ra giai phap de khac phuc cac nhiiOc
diem do. Lam tdt dope chuyen nay, ban se co co hdi khac biet
vdi doi thu va bo sung them mdt ly do thuydt phuc de khach
hang den vdi ban.
Chidn thuat 4: Khong ban cai ddi thu ban qua re.
Thtfdng thi co vai san phdm ma ddi thu cua ban se chon de lam
mat hang din du. Ho co the ban hoa von hoac dtfdi gia vdn
d£ thu hut khach hang. Trtf khi ban co the lam dtfpc tifong tuf

nhif ho, con khong thi hay tranh xa, dtfng tao co hoi dd khach
hang so sanh va quy chup rang ban la ngtfdi ban dat hon ctfa
hang ben canh.

90 - Khdi nghidp Ban le

Tran Thanh Phong - 91


Sau khi da can doi d£ co mot danh muc nhii y, cau hoi
dat ra la: “Lam sao de toi biet danh muc nay da hoan thien
chiia?” Vdi kinh nghiem cua minh, toi xin liet ke ben dtfdi
mot mau cd cau ly ttfdng de ban
doi chi£u va chinh sufa
danh muc hang hoa cho phu hdp.

Can ban

Chu chot

92 - Khcsi nghiep Ban le

mmmm

La nhang nhom san phdm co kfch thudc nho,

gia trj thdp, nhang ti sudt Igi nhuan' rat cao. Do

Tien fay


la cac phu kiSn ma khach thudng co thdi quen
mua kem vdi cac san phdm chtnh. Vi du: trong 5- 10%
cQa hang dien thoai thi ngadi ta ban kem vdi 6p
lung, bao da hay sgc da phong. Cfo hang tap
hoa, sieu thj mini, nha sach thi ban kem bdnh
keo hoac dd choi nho cho tre.

phdm trong nhom mgt
bgn
danh gia 1a se nhieu
hang can ban ma
ban vdi gia von hope
hay
va
cbu
ngadi co nhu
thorn chi re hon gia v6n. Myc tieu: thu hut khach
hang dbn vdi c&a hang vd truyen mieng vd bgn.
Vi du: eba hang didn thoai thudng ban the cao
vdi gia re hope cOa hang tidn Igi thi ban kem

Chon ra

Dan du

1

ô

jiã

I!

;|
'

|

mgt vdi san

chi 3.000d.
Mot each khac de co mat hang dan du 1a tim
nhong san phdm dang 1a trao lau hot vd ban
vdi gia re hon each biet so vdi thj trudng. Chien
thuat nay dac biet phu hgp cho ngdnh thdi
taoi

1 -5%

1
i.

jj

1 :•

trang.

dot thu.

La nhang nhom san phdm co ti sudf Igi nhugn

cao va muc ti£u ma bgn muon ban nhieu nhdt
d6 tgo ra Igi nhudn. Do thudng la nhang hang
hoa bgn co Igi thd vd ngu6n cung, co thd ban
dugc gia dat ma khach hang khong biet, hogc 40 - 50%
bgn d6c quyen a thi trudng dja phuang. Vi du:
do dung hogc thdi trang cho tre so sinh co thd
dagc chon la mat hang chu chot trong mpt cOa
hang mg va be.

mm

MUCTIEU

Ccf cau hang hoa ly tiicfng

Day la nhong mgt hang khong the thi£u khi
nhbc tdi mo hinh ban le md bgn chon. Vi du:
Neu bgn chon mb ato hang me va be thi $0a va
ta la 2 mpt hang can ban.
Mat hang nay thudng co ti sudf Igi nhuan b mOc 40 - 50%
trung binh va dugc ban vdi gia ngang bdng vdi

_

!

Id nhong mat hang khong quan trong doanh
ban chi de khach hang danh gia bgn Id
cifo hang chuyen nghigp, tich cue hon doi thu
hogc the hi$n dugc tinh chat thuong hidu.

Vi dy: neu bgn mo mgt sieu thi mini hay ban
them rau sach vdi gia tot; neu bgn mb shop my
phdm hay kinh doanh them cac tgp chi, sach
bao vh lam dep.

so, bgn

Xay dung
hinh dnh

j;

i

1 -5%
*

,

ii 5,i!

li
Tran Thanh Phong - 93


Xac dinh chi&'n hide gia phu hdp
Xac dinh dufcfc chien liipc gia dung ngay td dau giup

ban dam bao c6 lpi th£ canh tranh va duy tri diidc cda hang.
Co tru vdng ddpc sau khi khai triidng thi ban mdi co thbi gian

difi'u chinh dim gia ban sao cho t6i xiu nhlt. De ddn gian khi
mdi bat dau, toi xin chia se cho ban mot phuWng phap de xac
dinh gia ban ma neu ban thay phu hop co thd lam theo:
Btfdc 1: Khao sat thi triidng dia phddng va tim cong
thde gia trung binh. Ban nen khao sat gia tdng nhom san
pham tren danh muc hang hoa. Cang chi tiet cang t6t. M6i
nganh hang deu co mdc lpi nhuan trung binh gan giong nhau
gifla cac ciia hang. Vi du: nganh hang tieu dimg nhanh (hoa
my phSm, gia vi, thtfc pham kho ...) mdc loi nhuan tren gia
ban trung binh thu&ng tii 10-15%, my pham chuyen dung la
30-50%, thefi trang thi tii 50-65% ...
tim ra cong thde gia
phuhop, ban thdkhao sat nhanh cac eda hang dia phiiong c6
mo hinh gSn giong xem ho ban vdi mdc gia ra sao.

Biidc 2: Chon mdc gia phii hop diia tren doi tiiong
khach hang va “cai nhat” cua ban. Viec chon ban gia cao hay
thap phu thuoc vao d6i tiiong khach hang, chi&n liipc canh
tranh cung nhii gia tri c6ng them ma ban c6 the mang lai cho
khach hang. Neu ban nham vao ngiidi co thu nhap thap nhii

94 -Kh6i nghiep Ban le

T~

c6ng nhan, gia phai re. N£u ban nhdm vao ngiiOi co thu nhap
cao, gia phai du cao d€ ho cam thay no xdng dang. N£u ban
canh tranh bang quy m6, tinh tien lpi, chat hipng hoac mau
ma doc quyfin, diing co gang ban gia re. Neu ban khong c6
lpi the canh tranh nao ro ret, ban can toi tiu chi phi kem vdi


chi6n liipc gia thap hon d6i thu. Nhiing neu ban co mot dich
vu khach hang xuat sac, di kem nhieuhau mai cho khach hon
han doi thu, thi cd ban vdi gia cao hon.
Biidc 3: Vdi tdng mat hang, ban tang hoac giam gia so
vdi mdc da chon d tren tuy vao san pham do nam d dau tren
CO CAU HANG HOA LY Tl/dNG cua ban. Vi du: n£u
do la mat hang cO ban, hay ban bang gia d6i thu, neu mat hang
d6 ban doc quyen hoac t6t hon doi thu, hay ban gia cao hon.
N£u ban chon mot san pham lam hang din du, hay ban vdi gia
re nhat co the. Con vdi hang tien tay gia tri thap thi cd duy tri
ti suat lpi nhuan t6i da.

Ngoai ra, d£ tranh viec dinh gia qua cao hoac qua thap,
ban co the hdi trpe ti£p nha phan phoi xem ho thiidng thay
cic doi tac khac ban gia bao nhieu. O vi trilam nha phanphoi
ho co nhieu thong tin hdu ich va thiidng cho ban ldi khuyen
cd gia tri.
Ban cung cd the lay miu vai san pham va tham khao
tren Internet xem nhdng eda hang online ban gia ra sao. Toi

Trdn Thanh Phong - 95


dam ca la ban luon dm dflcfc “cai gia re nhat the gifli” tren kenh
thong tin nay. Tham chi re hcfn gia tfl nha phan phoi. Nhflng
ban dflng lo 14ng, kenh online co gia re la vi luon co nhflng
ngflfli mufln xa hang sau khi kinh doanh that bai hoac do la
chiS'n Iflflc thu hut khach hang cua nhflng dai gia thflcfng mai
dien tfl, nhflng no khong keo dai mai dflcfc. Ban cung khong

the chay theo ho. Ban phai co nhflng gia tri khac biet va khach
hang se chon ban vi ly do do. O phan cuoi cua quy£n sach t6i
se noi ro hfln ve nhflng gia tri khac biet nay.

Re trifofc, dat sau

_

ban nang dan gia ban. Thay vi dot ngot tang gia tat ca chi sau
mdt dem, hay chia nho 16 trinh tang gia thanh nhie’u lan, sao
cho khach hang kho cam nhan sfl thay doi nhat. Se co vai
khach hang tinh y nhan ra va len tie'ng, hay nhe nhang bao vfli
ho la nha phan phfli tang gia nen ban buflc phai tang theo d£
dam bao du lgfi nhuan duy tri cfla hang. N£u ho thich cfla hang
cua ban, thich nhflng trai nghiem mua sim A dfl, ho se khong
rfli di vi da cfl thfli quen. Ben canh do, cung cfl mot nhom
khach hang chi cham cham tim gia re, hay quen ho di, co phuc
vu them nhie'u khach nhfl the ban cung khong kha hcfn dau.
Kinh doanh ma khong co lai thi nghi cho khoe!

Co mot chien thuat mi tdi van hay dung cho cac cfla
hang mdi, do la: “Re trflcfc, dat sau”. Khi mot cfla hang mfli
khai trflcfng, trong khoang tfl 30 - 90 ngay dau tien, no thu hut
dflcfc sfl chu y dac biet cua cong dong dia phflcfng. Ai cung to
mo muon trai nghiem cai mfli. Cf giai doan nay, ban nen chQn
ban vfli gia re hcfn thi trflflng cho hau het san pham. Toi dam
ca la ban se tao dflcfc “tieng thcfm”. Moi ngflcfi se ri tai rang cfla
hangmcfi co gia rat t6t, hay tcfi do mua di. Ban chi hy sinh chut
Ifli nhuan nhflng lai dflcfc quang cao mien phi va nhanh chong
tao dflcfc hinh anh tich cflc trong tarn tri khach hang.


Khi cfla hang da c6 doanh thu of mflc du tra chi phi,
96 - Khai nghigp Ban le

»
Tran Thanh Phong - 97


Chifcfng 5

TIM KIEM
NGUON HANG

LYTl/dNG

The nao la mot nha phan ph6i t6t ?
Nha phan ph6i la doi tac quan trong, anh hifdng trtfc
ti£p den c6ng viec kinh doanh cua ban. N£u ho khong ban
cho ban vdi gia t6t, khong chap nhan don hang nho hoac don
gian la giao hang tre hon vai ngay ban se mat rat nhieu ccf h6i
ban hang va mat khach hang. Vi vay, toi thanh that khuyen
ban trifcfc khi hoc each cham soc khach hang cua minh hay


hoc each cham s6c cho cac doi tac cung ilng hang hoa. Ban
cang gan ho, gifi dtfgfc uy tin hoac anh hifdng difOc ho, ban
cang co lefi th£ canh tranh.

Tuy nhicn doi tac cung giong nhu’ ban be, phai bifi't
chon ban t6t ma chcfi. Vay lam sao de nhan dien m6t nha phan

ph6i tot ? Diicfi day la cac tieu chi de ban chon nha phan phoi:
1. Co san pham phu hop vefi gia t6t.
2. Phiiong thuc van chuyen nhanh chong, tier kiem.
3, Chap nhan don hang vefi so liipng nho theo yeu
cau cua ban.
4. Mile d6 chuyen nghiep cao: xh ly don hang
nhanh, giao hang dung hen va day du.
5. Cho phep thanh toan cham hoac goi dau don

hang.
6. Chinh sach doi tra ro rang, thu tuc doi tra nhanh
gon.
7. Co cdp nhat mlu ma mdi thtfdng xuyen qua Zalo,

Facebook hoac website.
8. Co chinh sach thiidng theo chi tieu doanh s6.
Tuy vao san phlm va she ban cua ban ma ban quyet
dinh chon nha phan ph6i phu hop. Khong phai luc nao gia
ca cung la thiidc do hay nhat dinh phai “mua tan goc - ban
tan ngon” thi mdi co lai. Ban c6 the mua vcfi gia cao hon mot

1 00 - KhOi nghiep Ban le

chut nhifng neu nha phan phoi co the giao hang nhanh vcfi so
liipng nho hoac cho ban goi dau don hang thi no rat phu hop
d giai doan khdi dau. Cha hang mdi, quan trong la phai co
hang di ban va ban difpc hang chd khong phai tiet giam rung

mi-li-met.
I

|

06 each de tim ngudn hang

|

So liipng tao nen chat liipng, ban phai co thong tin cua
cang nhi£u nha phan phoi cang tot. Co nhieu doi tac thi ban
tha h6 so sanh, chon Ipa. M6i nha phan ph6i dÿ'u co mot vai
the manh nhat dinh. Diidi day la 05 each ma toi hay ap dung

cho minh:
Cach 1 - Tim kiefm tren Internet. Ngay nay, khong chi
cac cong ty phan ph6i lefn mcri co trang web, ngay cang nhieu
nha phan phoi hoac ngifPi buon si nho le chon online la kenh
ban hang chu yeu. Vi vay, ban de dang co thd tim thay ho qua
may tim kiem Google. Tuy nhien, thong tin tren nay rat thieu
ch& liipng. Nhieu ban tre danh thofi gian ranh, chay ra cac chp
d&i moi mua hang r6i chup anh set sai diia len mang, ho hao
la “trum si”. Nhin set qua fanpage hay trang web thi rat hoanh
trang nhiing doi khi trong kho chi co mot hai thiing carton
chufa hang. Hay can than vefi nhfing nha phan phoi kieu nay.

Trbn Thanh Phong - 1 01


1
T6t hcfn Ket la sau khi lien he lay bao gia va xem h'rnh anh, ban
nen danh thdi gian gap gd trtfc tiep tifng nha phan ph6i de
danh gia toan dien trifdc khi quyet dinh gan bo vdi ai.


Cach 2 - Hoi chuyen gia. Nganh hang nao thi cung
se c6 ngifdi da tifng lam. Hay thd lien he vdi ho qua ban be,
ngifdi than hoac tham gia vao cac diln dan trao doi. Ho se
chia se cho ban nen mua hang gi d dau, rat nhanh chong va
tin cay. Tham chi, vdi kinh nghiem thifc tl, cac chuyen gia con
cho ban bilt cai hay, cai dd d m6i nha phan ph6i hoac ngudn
hang. Ban se tilt kiem rat nhieu thdi gian va tiln bac de thtf
sai. Day la each ma t6i khuyen ban PHAl LAM!
Cach 3 - Tim tren bao bi san phlm. Rat nhilu nha
phan phdi co dan san th6ng tin cua ho tren bao bi, dac biet la
san phlm trong nganh hang tieu dung. Luc khao sat hang hoa
d cac eda hang ttfcfng td hoac trong cac sieu thi, ban hay danh
thdi gian ghi nhd hoac chup anh cac thong tin nay lai. Bang
each nay, ban biet trtfdc chit lifqng - mlu ma san pham cua
nha phan phoi va han chi difefe nhieu chi phi cho khau tim
hieu, chon loc sau do.
Cach 4 - Dao qua cac chqf dlu m6i. Day la ngudn
hang khong thi bo qua. Thoi quen mua si tif cac chof dlu m6i
co tif rat lau ddi. Lifcfng hang hoa chuyln qua kenh nay ctfc ky
idn. Vi vay ma nhilu nha nhap khau hay nha san xult chuyln
nghiep, ben canh kenh bin hang hien dai, van phai md them
1 02 - Khcsi nghiep Ban le

sap chq hoac ky gifi hang cho cac tilu thtfong tai day. Thi nen,
ban gin nhtf co thi tim difqc moi thd hang hoa tren ddi d cac
chq dlu m6i va difong nhiln la gia cung rat t6t. Chi co dilu
la chd si rat chat choi, Ion xon va khong phai tilu thifcfng nao
cung don da tilp khach. Ai di lan dau cung se thay ngao ngan
vi rat nong ntfc, vi bi chen ep, tham chi bi mang chtfi vi toan

hoi gia ma khong mua. Nhtfng ban di, khong co kilu lam giau
bang each “ngoi mat an bat vang” dau!
Cach 5 - Difng bo qua cac nha phan ph6i tai dia
phifcfng. Rat nhilu san pham difqc phan phdi qua cac nha phan
phdi tai dia phifcfng, dac biet la nganh hang tieu dung nhanh.
Ban difng nghi rang nhap hang tai dia phtfofng thi khong co
difqc gia tdt. Tuy mat hang ban nhe! Ddi khi nhap hang tif
Thanh phd Hd Chi Minh hoac Ha Noi thi gia cung ttfcrng tif,
ban phai mat them chi phi van chuyln vl dia phifcfng. Vi vay
ma cut khao sat trifdc da rdi hay quylt dinh mua hang nao d
dau.

Cdch 6 - Nhap hang tif Alibaba.com va Taobao.com.
Qua thtfc, day la kenh hang ly ttfdng cho cac dong san phlm
thdi trang va phu kien. Hang gia re va da dang vl chat lieu,
mlu ma. Hien nay, da co cac dich vu mua hang ho rat tien
lpfi, ban co thi tim thay cac dich vu nay blng cac tif khda nhtf
“mua hang quang chau”, “mua hang taobao” ... Vdi cac dich
vu nhtf vay, ban chi can ngoi d nha ltfdt web rdi chon hang,
Trbn Thanh Phon.q - 1 03


se co ngiidi giup ban mua hang roi chuyen ve Viet Nam. Tuy
nhien, neu ban la ngtibi mcfi bat dau, toi nghl day khong phai
la liia chon tfu tien. Mot la, san pham mac du co gia re nhiing
ban se phai mua s6 luOng Idn, mat them nhi£'u phi van chuyen
hoac chi phi di mua hang. Hai la, ban rat kho tham dinh diiqc
chat liipng san pham trifcfc khi mua neu chi xem hinh anh qua

mang.

Theo kinh nghiem cua toi, ldc bat dau, ta chi nen mua
hang tii cac nha phan ph6i gan nhat nhanh chong co diiqc
ltfqng hang phong phu trong cila hang. Sau nay, khi phat trien
hofn, mai liic Idn, ban co the chuyen dan len cac kenh phan
phoi cao hofn. Bi£'u quan trong la phai luon co trong tay that
nhifi'u thong tin vi nguon hang de so sanh, chon liia.
§

Ben day, bufc tranh ve cha hang cua ban da dan lo ro.
Ban xac dinh diiqc khach hang cua minh la ai va lam sao de
dap dng diiqc nhu cau cua ho. Ban cung bi€t each thiet ke m6t
co cau san pham ly tOdng va co phiiOng phap tim kiÿm nhiing
ngudn hang phu hop. Tat ca van de nay d£'u v6 cung quan
trong, no quyet dinh phan Idn sii thanh c6ng cua ban. Bifng
voi bo qua! Hay viet len giay tat ca nhiing gi ban nghien cdu
diiqc va hoan chinh thanh ban ke hoach kinh doanh nghiem
tuc.

Chuc ban ra khoi vdi mdt ban do that chuan xac!

1 04 - Kh6i nghiep Ban le

Tran Thanh Phong - 1 05


THUYEN
Trong phan nay toi se hufofng din ban phiiong phap
tim Idem mat bang, lap dat va khai trtfdng mot ctfa hang hoan
chinh. Vcti cac ban mdi lam lln dau, t6i nghl ban se kha lung
tung trifcfc nhieu cau hoi nhtf:

đ

đ
â

Lam sao de tlm diidc mat bang tot ?
Thi£t ke cuta hang nhii the nao cho ti£t Idem?
To chute khai trifdng lam sao de that dong khach?

Bln than toi trifdc day khi bat dau cunggap nhieu kho
khan ttfong tii. Trong hefn 10 nam “lam nghe” toi da sai rat
nhi£u Hn trtfdfc khi tut due k£t cho minh mot s6 kinh nghiem

“xufcfng mau” . 0 phan nay, toi se htfdng din lai cho ban tat ca
nhutng kinh nghiem do.
Nao, hay cung t6i kham pha!


Chtfdng 1

TRCf THANH
THd SAN MAT BANG
LAO LUYEN

Tam quan trong cua mat bang ban le__
Ai cung biet trong nganh ban le, mat bang kinh doanh
la rat quan trong. No quyet dinh den 50% kha nang thanh
bai cua ban. Nhiing vi sao no lai quan trong d£n nhii vay thi
it ngtfbfi tim hieu can ke. Bang kinh nghiem nhieu Ian khai
trtfong r6i dong cfla do chon sai vi tri, trong phan nay, toi xin

chia se ly do vi sao mat bang lai quan trong va hifdng din de
ban hieu va dau tif dung mu?c cho hang muc nay.


Mat bang quan trong 14 bdi vi no la cong cu quing cao
dac ldc nhit. Hang ngay, co vai ngan hoac vai chuc ngan Iddt
ngddi lddt qua cda hang cua ban, trong s6 do co mot ti le nho
la khach hang tiem nang. Ho nhin thay bang hieu va nhd ten
cda hang. Xuyen qua tam kinh trong su6t, dddi anh den lap
lanh, ho nhin thay ci hang hoa ben trong, ho nhan biet ban
ban sin pham g'l. Mot “hat mam” tiem thdc trong khach hang
bat dau bam re. Ngay qua ngay, cd mdi lan di ngang la “hat
mlm” d6 lai ldn dan len. R6i mot horn, ho bdng co nhu cau
vi san pham cua ban, hlnh anh tufcri mdi ve cda hang lai hien
len trong tam tri, thoi thue ho de'n vcfi ban. Do la cau chuyen
cua quang cao, giong nhtf each ban nhin thay nhufng thtfcfng
hieu bot giat va nufdc xa tren tivi moi ngay. O day, hinh anh
eda hang hay bang hieu cua ban chlnh xac la “nhan vat” quang
cao ma moi ngiicri biet d€n.

Thd hai, mat bang giup xay ddng nie'm tin vdi khach
hang. Do la cung chinh la ltfi thÿ vi quy mo trong ban le ma
toi da trinh bay d cac chdofng triidc. Mat bang cang r6ng, eda
hang cang Idn, bang hieu hoanh trang, thi khach hang cang
cam thay ban la nefi dang tin cay va co nhie'u hang hoa. Do la
tam ly rat td nhien.

Thd ba, mat bang quy£t dinh tdi trai nghiem mua sam.
Cda hang cua ban co de tim va de ghe vao khong ? Dien dch c6
du d£ trdng bay hang hoa va khie'n khach hang thoa man nhu


110- Kh6i nghiÿp Ban le

m

cau Ida chon? Hay defn gian la I6i di co thoai mai de’ chuyen
mua sam trd nen thu vi?
Cu6i cung, mat bang quan trhddng trdc tie'p len v6n d4u td va chi phi van hanh cua cda
hang. Mat bang cang rong thi cang de nhan dien de thu hut
nhdng doi lai von d4u td ldn va chi phi van hanh cao. Tat ca
de'u anh hddng tdi hieu qua hoat dong va ldi nhuan cua ban
hang thang.
Co nhie'u ngddi chuyen ban hang online se phan bien
vdi toi rang mat bang khong quan trong. Ho vSn co doanh
s6 t6t khi thue mot mat bang nho trong hem. Qua thde co
nhdng cda hang nhd vay va rat thanh cong. Tuy nhien, d day
chung ta can md rong khai niem “mat bang kinh doanh”. Ne'u

ban chon ban le truydn thong, mat bang kinh doanh chinh
la vi tri, dien rich, hinh anh cua bit dong san. Ban tra tien
thue cho ngddi chu bat dong san de co ddqc ldu ldqfng khach
hang di qua va nhin thay mdi ngay. Ne'u ban chon ban le tren
mang, “mat bang kinh doanh” chinh xac la phan “khong gian”
tren Google, Facebook hoac Zalo ma ban da tri tie'n thue de’
cd ddefe ldu ldcfng khach hang Iddt qua ban khi ho truy cap
cac trang web hoac dng dung tren. Cu6i cimg thi vin la cau
chuyen tri tie'n de’ co ldu lddng. Nen online hay offline thi ban
cung phii can cd “mat bang kinh doanh” va no rat quan trong.


Tr5n Thanh Phong -111

j


Nhil the nao la mat bang t6t?
Chung ta thifdng ngam hi£u rang mat bang t6t phai
la mat bang ngay goc giao 16 co xe co ltfu thong dong due hay
it nhat cung phai rong 10 met va nam tren tuy£'n pho mua
sam sam uat d dia phtfong. Sau nhieu nam kinh nghiem di
thue mat bang kinh doanh ban le, toi dam chac la cac tieu chi
khong he don gian nhtf vay.
Neu noi mat bang Idn thi dang tin cay hon, vay thi ldn
den mile nao? Ban kinh doanh mat hang gi, thi triio’ng cua
ban idn hay nho, eda hang cua doi thu ra sao ? Neu dau til mot
cila hang nhil The Gidi Di Dong, viec ban nam tren tuyen
pho mua sam chinh cua thanh ph6 la hoan toan hop ly vi dien
thoai la san pham gia tri cao ma hau nhil ai cung co nhu cau.
Nhtlng se khac di n£u ban kinh doanh nganh thbi trang cho
tuoi mdi ldn. Ban tra nhieu tien de thue mot mat bang ben
canh Th£ Gidi Di Dong, don My ltfu ltfong rat ldn ngtfcfi di
dtfdng m6i ngay nhtfng trong do d le khach hang tiem nang
rat thap. Ngifpc lai, neu ban chon m6t vi tri khac, co the vang
ngtfdi hon, nhtfng do la tuyÿ'n dtfdng ma cac ban tre hay di hoc
hoac la ca an uong buoi t6i thi t6t hon. Gia thue re hon do
khong phai canh tranh vdi cac thtfOng hieu lcfn, mat do khach
hang ti£m nang lai cao hon va do do chi phi bo ra de co ltfu
ltfOng khach hang trof nen hieu qua hon. Viec nay cung gi6ng

112- KhcJi nghi$p Ban Id


nhtf ban chon tap d6i ttfetng khan gia
khi chay quang cao tren Facebook.
Tap doi ttfcfng cang chinh xac vdi do
tuoi, gidi tinh, sd thich hay moi quan
tam cua khach hang muc tieu thi
quang cao cang hieu qua.

Luu y:
Mat bong

t6t

khong phai la
jnat bang dac -dja
nhdt, no la mat vi
trf phu hqp nhdt
vdi mo hinh kinh
doanh cua ban.

bang t6t
phii la mdt mat bang phu hop vdi
mo hinh kinh doanh cua ban. Ma n£u noi phu hop thi phai co
cac ti£u chi de danh gia, so sanh, va viec lap ra mot bang tieu
chi la dieu rat can thiÿ't trtfdc khi bo nhieu n6 ltfc de tim kifi'm
mat bang.
Nhtf vay,

mot mat


Tieu chi tlm kiem mat bang
Tuy vao mo hinh kinh doanh va thi trtfdng dia phtfOng
ma chung ta se co cac tieu chi khac nhau. 0 day toi dtfa ra mot
bang ti£u chi tong quan nhat, ban co th€dila vao de xac dinh
nhanh cac tMu chi cho minh:

»
Tran Thanh Phona - 1 1 3


I

DllNGIAI

TIEU CHI

Vi tri vSn la tieu chi so 1. Ban can dinh hinh ro mat
bang phii hop se nam tren nhfing doan difring nao, keo dai tri
giao 16 X den giao 16 Y cu the. Cac vi tri ma ban mu6n se gan
hay xa giao 16. Ban co can mat bang phai gan hoac xa cac cong
trlnh nhii cho, trriring hoc, benh vien, khu vui choi giai tri...
Vi tri quy6t dinh lrtu ItiOng khach hang va gia thue, vi vay phai

Vj tri

NOm tren iuyen duang nao? l£/ doan nao den dogn nao?
Gbn hay xa giao io? Gdn hay xa cac c6ng trinh nao?

Di$n tfch


Mot bang rong bao nhieu (chieu ngang)? Dai bao nhieu
(chieu sau)? Dten tfch tdi thieu 1a bao nhieu met vuOng?

Gia thu©

Gia thus chdp nh6n trong nguSng nao?

Dien rich la tieu chi s6 2, tren ca gia thue. Neu chon
mat bang khong du dien rich thi gia thue re cung thua, vi ban

Mure d6
nhgn biOf

AAdf bang co d§ nhin thay tif xa khong, co gay chO y cho
nguai di duong?

khong du khong gian triing bay hang hoa cung nhri thu hut
khach hang. Phai xac dinh difpc dien rich va d6 r6ng mat bang
t6i thieu labao nhieu. Chieu ngangmat bangse quyet dinh d6
16n cua bang hieu va no anh htfdng triic tiep t6i mdc do nhan
dien va niem tin cua khach hang. Mot mat bang kinh doanh
rong va ngan thi t6t hon la hep va dai, du ca hai d£'u co cimg
dien rich. Thong thtfdng khi cho thue mat bang, chu nha hay
cat ra mot 16i di ben hong de ho ra vao nha sau. Mot meo nho
de ban tang dien tiep xuc v6i khach hang la xin phep chu nha
cho ban lam bang hieu bang qua phia tren loi di cua ho. Nhii
vay, ban kh6ng phai tra them ti6n ma vln co mot cda hang
trong rat to khi nhin tCf ben ngoai.

Mi'JC


do

thugn fi6n

Co di dang de khach ghe voo, co bai xe rong rai khong?

ThOi hgn
thue

Hgp dbng tdi thieu bao nhieu nam?

Hi$n trgng
mOt bOng

Co sdn nhd hay dat trdng? Co phai cai Igo nhieu khong?

HuOng nha

Ban phu hgp vdi hudng nhd nao? Ndng chifeu co anh
hudng tdi ciia hang khdng?

loi di

doanh?

Thai do
chu nhd

Ldi di cua chu nhd chung hay rieng vdi mgt bang kinh


Xem xet khd ndng gdn kdt lau dai vdi ddi tac nay.

114- Khcsi nghiep Ban le

can nhac that ky.

Tieu chi thuf 3 - Gia thue. Khi khao sat thi miring va
lap ra ke hoach kinh doanh, ban da dii doan mile doanh thu
va chi phi hoat dong cua cufa hang. Trong do, chi phi mat bang

Tran Thanh Phong - 1 1 5


cung da c6 mot mufc dtf tru nhat dinh. Gift ban hay md
rong
ngan sach thue thanh mot khoan phi vdi can tren va
can dddi.
Mot mat bang gid cao hdn mdc dii tru tren dd toan
chda han
khong t6t vi biet dau no lai la co hoi de ban co ddOc
nhie'u
khach hang hon nhdng tuyet doi ddng ham mat
bang qua
re. Khi da co han mdc ro rang, hay kien
quyet noi khong vdi
nhdng mat bang vdot qua ngan sach.

Tieu chi thd 4 - Mdc do nhan bi£t. Mat bang de
nhin

thay tif xa va de gay chu y cho ngddi di dicing la rat quan
trong. Mat bang nam d mot vi tri khuat hoac tren mot
tuyen
ph6 co qua nhieu hang quan, ban rat kho lam cho cda
hang
cua minh trd nen noi bat. Ngtfcfc lai, doi khi chon
mot vi tri
co it ngifdi liiu thong hon nhifng cda hang lai
noi bat vi it bi
che chan hoac it hang quan ben canh thi vin
co miic do nhan
biÿt kha t6t.
Tieu chi thd 5 - Mute do thuan tien. Vi tri ban chon
c6 de dang de’ khach ghe qua? Tieu chi nay lien
quan tdi m6t
so yeu t6 ma ban din xem xet ky nhif: t6c do
liiu thong tren
dtfcfng nhanh hay cham? Khi muon tip xe vao le', khach hang
co gap nguy hie’m khong? Diiofng co dai
phan each cufng
khong? N£u co dai phan each thi khach ben kia diidng se
qua
ben nay diidng d chd nao, ctf ly bao xa? N£u khach
hang di xe
gan may, via he co de dang de’ lai xe len
khong? Phia triidc co
bao nhieu cho de xe cho khach hang sau khi da
danh chd cho

1 1 6 - Khai nghidp Ban le


I

6t6, dufdng co cam dau,
xe cua nhan vien? Neu khach di xe
hang dau difqc bao nhieu
cairn difng khong? Phia trtfdc eda
la phai chqn vi tri sao
xe? Khong cln phai noi ban cunghieu
co the.
cho khach hang de dang ghe qua nhat
cang
Tieu chi thd 6 - Thdi han thue. Thdi han thue
chu mat b&ng yeu cau
dai thi cang thuan lcfi cho ban, trif khi
Trong trifdng
cqc nhie'u hon de’ dd’i lay thdi han thue dai hon.
de’ co difqc thoa
hop dd, ban se phai can nhac va thtfOng lifOng
cung phai g2p doi
thuan tdi ufu. Nhifng thdi han thue it nhat
mat 18 thang
dq
thdi gian hoan vdn cua ban. Vi du: ban tinh
hang thi thdi
de’ thu hoi lai toan bo s6 vdn da dau tif cho eda
trd len. Doi vdi
han hop ddng thue mat bang nen td 3 nam
co nhu cau ban
tieu chi nay, hay cSn than vdi cac chu mat bang

khong tiep
nha. Nhieu rui ro la neu ban ddqc nha, chu mdi se
nhd vay, die'u khoan
tuc hop ddng vdi ban. Vdi cac mat b&ng
nha la
rang buoc cu the’ tren hop dong v6 mdc den bii khi ban
rat can thidt.
Tieu chi thd 7 - Hien trang mat bang. Ban can mat
thue
bang co san nha hay mudn thuedat trdng? Co nha thi gia
lai, thue dat
cao hon nhdng it phai dau td xay ddng, ngdqc
dau ldn.
trdng thi gia re hon nhdng se tdn chi phi dau td ban
ban le,
Trd khi ban da co kinh nghiem nhat dinh trong nganh
mat bang
con khong thi tdi van khuyen ban nen bat dau vdi
mdi
da co san moi thd. Rui ro khi bat dau kinh doanh mot cai

—

Trdn Thanh Phong - 1 1 7


la rat lcfn va viec thue mdt mat bang da diiqc dlu tii san la mdt
each don gian de han che rui ro. Ngoai ra, ban can liiu y dnh
toan ky chi phi sfra chtfa mat bang triidc khi quyet dinh
thue.

Nhieu can nha co thd da mac nat hoac ket cau khong phu hop
vefi eda hang cua ban. Te nhat la ban tra tien thue mot thd
ma
ban phai dap di va t6n them tifi'n d€xay cai mdi.

-

Tieu chi thuf 8 Hifcfng nha. Dau tien, ban can tranh
cac mat bang chinh Tay co nang chieu triic tiep vao budi chieu.
Bifng xem thiidng nang chieu, no co th£ khien hang hoa hit
hong nhanh chong va ctfa hang thi luc nao cung nong htfng
hhng khien khach hang nan long ghe qua. Thuf ntfa la ngtfdi A
Dong cung nen tin phong thuy m6t chut. Chon mat bang nen
tranh cac htidng khong tot d£ sau nay trong luc kh6 khan thi
khong bi “noi ra noi vao” r6i tii nan long. Nen xac dinh ro tii
dSu la mat bang htfcfng nao thi phu hop vdi ban tren bang tieu
chi. M6t liiu y nho de ban kh6ng nen thue nhiing mat bang
nam chinh dien hiidng xe chay d nga ba hoac vong xoay, nOi
co nhi£'u xe co liiu thong va d£ mat lai dam thing vao. Xet v£
phong thuy, nhffng mat bang kinh doanh nhu1 vay rat te. Toi
da tiing co mot cufa hang nhii th£, sau 4 nam kinh doanh thi
bi xe tai bit ngd tong sip hoan toan trong dem. Rlt may la da
khong co ai thiet mang trong tai nan do.

Tieu chi thu! 9 - L6i di. L6i di khong quylt dinh tdi
hieu qua kinh doanh nhiing cung co m6t chut phi£n toai neu
118- Khdi nghiÿp Ban le

chu nha di chung vdfi ban. Cufa hang rlt kho kiem soat hang
hoa vao budi toi, khi da dong ctia. Ban se gap kho khan khi

mu6n ban giao trach nhi£m quan ly tai san cho nhan vien.
Trong triidng hop nay, neu bat buoc phai chon mot mat blng
nhii vay, ban co the gan camera quan sat GO dau thu d£ thu lai
them
toan bo hinh anh 24/24. Ngoai ra, ban co the thi£'t k£
cic tu ke co khoa de cu6i ngay nhan vien cho toan bo hang
hoa vao khu viic nay va khoa lai.
Tieu chi thd 10 - Thai do cua chu nha. Tieu chi nay toi
liet ke cuoi cimg nhiing doi khi lai la tieu chi quan trong hang
dlu. Chon mat bang kinh doanh cung cln xem xet den rmic
do thien chi cua chu nha vi ho la mot d6i tac se gan bo trong
suot thdfi gian ban lam kinh doanh. Mac du ban co thd cong
chdng hop dong thue va moi thd sau d6 se giai quyet theo cac
thoa thuan “giay trang miic den”. Tuy nhien, thiic t£ thi khong
don gian nhii vay. Neu hai ben “com khong lanh, canh khong
ngot” thi ban se rat kho yen on lam an. Tot nhat, hay dinh
thefi gian noi chuyen vdi chu nha, tim hieu ky ve nhan than,
kha nang tai chinh va k£ hoach lau dai vefi mat bang ma ban
dinh thue. Neu ho co y ban manh dat ma ban dang thue thi se
co nhi£u rac r6i ve sau, hay thoa thuan d£n bu ro rang. N£u ho
qua xet net v£ ti£n bac, ban cung phai can than khi thoa thuan
cac dieu khoan v£ cai tao mat bang va 16 trinh tang gia thue.
Theo kinh nghiem cua toi, lam sao de diiqc long chu nha la
Trbn Thanh Phong - 1 19


di6'u rat quan trong, quan trong hcfn cl ky ket hefp dbng.
Nen
vbi ho, toi vln thiibng xuyen tham nom, hoi han sufc
khoe vl

bi£u qua cap. Khi diidc ho yeu mbn thi moi vln de rac roi phat
sinh cung diiqc gili quyet rat nhe nhlng, em dep.

Trd thanh the? san mat bang
Be co mat bang dep chinh xac la phli di “san”. Da xac

dinh diiofc cac tieu chi ly tiibng thi gib la luc ban se phai hoc
each trb thanh “thef san mat bang”. Khong co cai gi “vita re vifa
dep” lai vtfa de tim ca. Neu ban nghl chi can xem qua tin dang
tren mang r6i chon chon liia liia la co ngay mat
bang dep thi
quen di! Mat bang da len tbi tren Internet thi thifbngla de lau
qua khong ai thue, phai quang cao. Ma neu da khong ai thue
thi ban cung dtfng thue, keo riicfc hoa vao than. T6i xin chia se
ben difbfi nhufng each thtic ml toi va cac c6ng sii cua minh da
ap dung de co dtfqc nhflng dia di£m kinh doanh nhii y:
Tim qua mang liibi moi giofi: each nay chi ap dung
dvfdc cf cac thanh ph6 lefn, noi co nhieu don vi va ca nhanlam
moi giofi mat bang, nha dat. Bay la each rat nhanh d£
co ngay
nhifi'u vi tri t6t. Tuy nhien, ban phai can trong vefi van df? gia
thue. Thifcfng thi cac moi giofi thoa thuan gia cao hefn vbfi chu
nha r6i dufng cf giiSa hiibng chenh lech. Neu viicfng vao nhufng
1 20 - Khdi nghibp Ban le

Ban phai khao sat ky gia
mat bang nhif vay se rat thiet hai.
khong
b khu vbc de biet gia minh thue co qua cao hay


thue
co the len cac
triibc khi quyet dinh. Be tim cac moi gibi, ban
cao b db deu 11 do moi
trang tin bat dong san. Hau het quang
cua cac moi gibi
gibi dang tin. Ban lay danh sach s6 dien thoai
khu vbc ml ban muon, sau
co dang tin cho thue mat bang b
ban, ho se
do gtii tin nhan noi ro yeu cau v£ mat bang cua
nhanh chong phan hoi vl dtia ban di xem cac vi tri phu hefp.
Ngoli ra, ban cungnen ket ban vbi cac moi gibi qua Zalo hoac
Facebook. Ho vln thifbngdang cac bat dbng san mbi len nhat
cac mat
ky, hay theo doi ho vl sap xep thbi gian di xem ngay
co dan
bang tid'm nang. Nhufng mat bang dep thufbng khong
dong
bang “cho thue” dau. Moi gibi nam gib danh sach bit
se tra lai
sin vl ho biet dufefe khi nlo thi ngufbi thue hien tai
vai thang, triibc
mat bang. Chu nhl se bao triibc cho moi gibi
khi hefp dbng vbi dofn vi cu kbt thue. Bo 11luc ban phai di xem
Ban cln co nhieu
xet vl chbt lay vi tri ml minh mong muon.
ngubn thong tin nhlt vl rich ctic di xem mat bang ngay khi
nhln vl
co thong tin mbi. Nhiing difng quen: phai that kien

tinh tao!
Tii tim bang each dikhao sit tnic tibp: vbi tinh le, each
llm nly kha hufu hieu, vi khong co mbi gibi nen chu nhl chi
ban
co mot each 11din blng qulng cao phia triibc. Mbi ngly
nen dinh ra 30-45 phut di xe gan may dao quanh cac tuyen
Tran Thanh Phong - 121


pho da xac dinh. Ban nen tfl di m6i ngay hoac thue vai
bac
xe om thay ban thu thap thong tin. Vi hang
ngay se co m6t
vai mat bang mcfi se dflOc treo bien va ban can
phai la ngflcfi
tiep can chu nha s6m nhat. Tuy nhien, nhfl toi da noi 6 tren,
cac mat bang dep thfldng kh6ng dang quang c&o. Neu
chon
each nay, ban phai manh dan tiep can vdi cac cfla hang
dang
kinh doanh c6 ve 6 am hoac cac nha ph6 dong cfla khong co
hoat dong mua ban. Nhid'u cfla hang kinh doanh khong tot,
muon sang mat bang nhflng d6i khi lai ngai dan bang quang
cao. Hoac co nhid'u chu nha cung dfl dinh cho thue mat bang
phia trflefe nhflng nfla mu6n nfla khong nen ban can tiep can
va thuyet phuc ho. Nhi£u ngfldi nghi lam each nay se kho co
dflqc gia t6t vi bat dau fl vi th£ bat Iqi. Nhflng tat ca chi
Id
thflong Iflqng. Ban cfl viec thflong Iflqng, co gia t6t thi thue,
khong thi chon cai khac. Dflng bo qua bat ky co hoi nao!


Chao gia cao d£ ghep nhi£'u mat bang nhd: day la each
lam cfla cac thflong hieu ban le lota. Ho khong san mat bang
theo each thong thfletag ma chu dong xac dinh truffle cac di£m
edn lay, thfldng la mat bang fl cac giao 16 dac dia. Sau do, ho
ti£p can chu nha va dfla ra mot mdc gia rat hap dan. Mile gia
nay dfl thuy£t phuc chu nha tim each thflong Iflqng d6n bu
cho cac don vi nho le dang thue phai di dfli va tra lai mat bang.
Ho chi viec tung gia va chfl dqi. Khi moi thu! da dflqc chu nha
dan x6p xong xuoi, ho chi viec ghep 2, 3 hoac 4 mat bang nhd

1 22 - Khoi nghidp Ban le

diem
thanh mot mat bang Ifln r6i dap va xay lai d£ co mot dja
lfln, hay
kinh doanh nhfl y. Neu ban co mot ngan sach thue 6 nhflng

thtf each lam nay, se hflu hieu hon la tim loanh

quanh

vi tri khong ddc dia.

Dam phan hgfp dong thue mat bang
Chu de dam phan va thiiOng Iflqng kha rong, trong
cho ban moi thd. De
tap sach nho nay toi khong th£ trinh bdy
thflong Iflqng t6t, thiet nghi ban nen tim doc nhflng quy£n
sach dflqc vi6t rieng cho chu d6 nay. Dflfli day toi chi xin liet

dflqc gia
ke mot vai kinh nghiem nho ma toi da ap dung de co
thue t6t. N6u thay phu hop, ban cfl the lflflm lat va ap dung
cho minh:
1. Trflflc khi bflflc vao cuoc thflong lflflng, hay gifi
cho minh tarn th£: khong co mat bang nay toi

se tim dflqc cai khac tot hon. Neu ban qua khao
khat muon co thfl gi do, ban se khong bao gib
thflong lflqng dflqc gia tot. Day la loi co ban ma
rat nhi£'u ngfldi mac phai. Vi ban da lan I6i bao
ngay, met moi do khong tim thay ch6 nao nhfl y,
va r6i m6t ngoi sao sang chqt xu£t hien. Ban cam
thay nhfl no la tat ca nhflng gi t6t dep nhat ma
ban c6. Ban so vuot mat cO hqi quy gia va bflflc

Tr&n Thanh Phong - 1 23


1

vao cuoc thifong lifqng ma
khong giau n6i cam
xuc mifng rof. Neu the thi ban se
khong the nao
difa ra cac de nghi co lqi cho minh. Toi
dam ca la
ban se khong bao gid co dtfqc m6t
cuoc thifong
lifqng cong bang trong tinh huong nay.

2. Luon la ngifcfi de nghi
gia sau. Bifng chu dong
dufa gia trifdc! Theo nguyen tac theo lifqt,
n£u
ban noi gia trtfdc, ban se d the bi dong va
chbf chu
nha “tung don”. Hay la ngifcfi d the
phong thu va
chef dqi d6i phtfOng tung don trtfcfc, qua do
phan
doan mdc chsip nhan cua ho de tim ra
giai phap

phan don toi tiu nhat.
3. Hay to ra ngac nhien vdi gia
thue ma chu nha
dt(a ra lan dau.
Dtfng voi miing rd hay to ra d6ng
thuan vl chu nha luon c6 gang dtfa ra mdc
gia cao
hon ho ky vong d lan dau. Hay chuan bi
vai ly le
dS’ noi cho chu nha bi£t gia ho de
nghi la qua cao
va mac du ban rat thien chi
nhiing cung khong
the chap nhan dtfqc mdc gia nay.
Hay ket thuc
cuoc gap dÿu tien bang viec ghi nhan
mtic gia de

nghi cua chu nha va hen gap lai sau
1-2 ngay d£
ban co thcfi gian ban bac lai vdi e-kip cua
minh.
4. Hay tao cam tinh cho chu nha
bang mot phan
qua banh nho cho lan gap thuf hai.
Ban dting
thay ngai vi lam viec nay hoac nghi la
minh se

1 24 - Khoi nghiep Ban le

bat lqi trong thifong lifqng. Hau het moi ngiicfi
deu thich dtfqc tang qua. Ho se thay ban thien
chi va co cam tinh dac biet vdfi ban. Nd'u ho md
long nhan mon qua cua ban, theo tarn ly tif nhien
“co qua co lai”, chu nha se chu dong giam gia hoac
cho ban mot ifu dai dac biet ma ban chang can
phai xin xo hay de xuat. Toi ap dung rat triet de
chieu nay va gSn nhtf luc nao cung thu vi ket qua
hon mong dqi. Thtfbng thi mute dau tif chi la vai
tram ngan d6ng cho may qua cam ttfOi nhtfng doi
lai la tiet kiem dtfqc vai chuc trieu dong nhof gia
thue giam. Hay nhd tao cam tinh la mau ch6t cua
thifong lifqng thanh c6ng!
5. Hay thifong lifqng tifng phSn, difng c6 gang thoa
thuan tat ca tieu chi cung mot luc. Gi6ng nhtf cau
chuyen bo dua, cd thong tha be ttfng cay. Tru’dc
tien, hay c6 gang giam gia thue den mile thap

nhlt. Sau khi cam thay gia thue khong the giam,
hay chuyen qua thifong lifqng cac van de con lai
nhif tidn coc hay chu ky thanh toan ... Trifdc khi
chuyen qua thifong lifqng cac van d£ do, hay cho
chu nha cam giac la minh nhtfqng bo ho gia thue
de doi My stf nhifqng bo cua hq d cac tieu chi con
lai. Vi du sau mot ngay xem xet ve gia thue ma
chu nha de nghi, ban quay lai va noi: “Toi thay
Trbn Thanh Phong - 1 25


gia anh chi di' nghi vin con rat cao nhu'ng neu
anh chi dSngydi coi chi dat coc 2 thing thay vi 6
thang chi toi se chip nhan gia thue nay”.
6. Neu khong the giam gia, hay thiiOng lufdng cac
dieu kien tiiong dufOng gia. TTufcfng thi ngiihi
ta chu y nhie'u thi gia thue hang thang nhifng it
chii y hon thi cac dieu khoan nhif: 1 thang mien
phi dau tien de sufa chfla, so tie'n dat coc (ky quy)
hay mufc gia tang qua tifng nam. Tat ca deu anh
hifdng tcfi tiii tien cua ban vi vay ban hoan toan
co the sit dung cac dieu khoan nay de lam d6i
trong cho viec thtfcfng ltfqng gia thue hoac ngiicfc
lai. Vi du, thay vi ban thtfcfng liiqng mufc gia giam
them 10%/thang, hay thuf chuyen qua de xuat
difcfc mien phi 1 thang cho viec tu sufa mat bang.
Mufc ldi ich tai chinh ma ban thu difcfc trong ca
hai trtfdfng hcfp de'u la nhif nhau.
7. Hay t6i thie'u mufc tie'n mat phai thanh toan ngay
khi ky hop d6ng. Nhie'u chu nha muon ban dat

coc vdfi s6 tie'n lcfn hoac thanh toan tii 6-12 thang
tien thue vao m6i dau ky. Vcfi nhu’ng ban mcfi khcfi
nghiep, day la mot khoan kha ldn va rui ro ban se
khong bao gicf lay lai dufqc. Ly tiicfng nhat la coc
1-2 thang va thanh toan tie'n thue tifng thang.
Hay thuf nhufpng bo mot chut cho gia thue de’

1 26 - Khdi nghifp Ban le

doi lay viec phai b6 ra it tien nhat cho giai doan
de’ chia
dau. Con khong, ban co the’ thifong lifqng
sau
khoan coc nay thanh nhie'u dqt thanh toan
Khong ai
khi cifa hang khai trifOng tif 3-6 thang.
ca,
bat ban phai cqc 100% ngay khi ky hop dong
dc ca chi la thufOng liipng.
thue. Khi
8. Hay gianh quye'n soan thao hop d6ng
do, ban co the’ chÿn vao van ban cac di6u khoan
nhien, sufc
nho co loi cho minh. Vcfi tarn ly tii
phan khang cua chu nha se ye’u hon khi moi thuf
da nam tren giay trang miic den. Ban se co co
hoi dat dufqc nhifng th6a thuan t6t hon la de’ doi
phifong soan hop dong. Ve' miu hop d6ng thue ly
cua toi theo
tiicfng, ban nen tai cac mau hop dong

hticfng dan cf trang bia 3 cua quye’n sach. Khac vdi
cac miu mien phi co tren Internet, day la miu
da difqc due ke't va chinh sufa nhie'u lin sao cho
co loi nhat cho ngiicfi di thue. Vi vay, toi khuyen
ban khong nen suf dung cac miu chung chung c6
san tren mang hay cf phong c6ng chufng. Chung
khong diiqc bien soan de’ co loi cho ban dau!
ve' viec
Tren day la nhufng kinh nghiem rat co ban
toi mu6n chia se vdi
dam phan hop dong thue mat bang ma
chieu dinh cao nao
ban doc. Kh6ng co cong thufc hay tuyet
Tran Thanh Phong - 127


cho vide thu’dng liidng. Ban can phai tuy cO ling bien.
Biidng
nhien la ban cung can phai hoc them va tii trai nghiem
trong
thiic te de due kdt cho minh nhflng each lam phu
hop nhat.

Mat bang trong trung tam thiidng mai, sieu thi
Cac san pham kich thifcfc nho, thdi trang, my pham
hoac hang tien tay rat phu hop de kinh doanh trong cac
trung
tam thufOng mai (TTTM) hoac sieu thi hang tieu
dimg. Toi
da tifng thud nhieu mat bang nhii vay va hien tai toi

dang co
3 eda hang trong sieu thi, tat ca ddu hoat dong rat hieu
qua.
Toi xin chia se kinh nghiem cua minh difdi day de ban
quy£t
dinh xem co nen thue mat bang trong sieu thi hay TTTM
hay
khong va neu thue thi can lifu y nhufng gi.
Cai gi cung co

di£m va nhtiqc diem. Mot trong
nhiing tiu di6m cua mat bang d TTTM va sieu thi la ban
co ngay lifu lifOng khach hang di bo rat dong
va dd'u dan ma
khong phai mat nhieu chi phi quang cao. Chi phi dau tii cho
bang hieu, cufa kinh, dien lanh, diÿn chieu sang cung difOc ti€t
giam phan Idn. Chi phi giam sat nhan vien
cung thap hon vi
sieu thi thifcfng c6 san bo phan giam sat, ban
se yen tam eda
hang mdf efia , d6ng eda dung gid, nhan vien cung nghiem tuc
va de tuye’n dung hon.
ifu

128 -Khoi nghifp Ban le

Tuy nhien nhifOc die’m cua loai mat bang nay cung
thud b day thufcfng
jdiong phai it. Trifcfc tien la gia thud. Gia
vuong. Cung mot dien

cao hon ben ngoai ndu tinh theo met
didm thuf hai la
tich, ban thifdng phai tra gia gap doi. NhifOc
cua" TTTM hoac sieu
ban phu thude nhid'u vao lifqng khach
khach, ban se hoan
thi. Ndu ho quan ly khong t6t va ving
cao, chu dong l6i keo
toan bi dong. Rat kho de lam quang
cua ban.
khach hang gufi xe va di bo kha xa de vao gian hang
vbi cac don
Thuf nfla, ndu ban kinh doanh mat hang trung lap
manh co thd didn
vi san co, mot cu6c canh tranh thieu lanh
trifdng hop nay
ra. Thifcfng thi se khong ai difqc Iqi trong
ngoai trif khach hang.
tien
Dd thud mat bang trong sieu thi va TTTM, tnfdc
co phu hop
ban can xem xet mo hinh kinh doanh cua minh
hay khong:
thi
1. San phSm cua ban co bi trung lap vdi sieu
hoac cac don vi khac hien da c6 b day hay khong?
Ndu co, cufa hang cua ban co gi khac biet dd giuf

chan khach hang?
?

2. San pham cua ban co kich thifcfc nho gon khong
Ndu co thi do la didu kidn thuan lqi. Gia thud tren
dien tich cua sidu thi va TTTM cao hon ban thud
ben ngoai ndn ndu ban ban san ph&n qua edng

Tran Thanh Phong - 1 29


k£nh nho ndi that, may moc, goi nem thi phai
can nhac den dnh hieu qua.
3. San pham cua ban co phai la hang tien tay? Do la
cac mat hang khach hang khong chu dfch den de
mua nhOng sau khi mua cac thd can thid't trong
sieu thi, ho di bo doc I6i di va ghe qua gian hang
cua ban de mua luon. Vi du tieu bieu nhO: phu
kien thcfi trang, phu kien dien thoai, my pham...
Cac san pham nay theo toi la rat phu hop de ban
kinh doanh d day.
4. San pham cua ban co tl suat lpi nhuan cao ? DOng
thue mat bang d TTTM r6i kinh doanh mat hang
co ti suat lai gop thap hon 30%. Gia thue cua cac
trung tarn mua sam nay thodng dope xac dinh
d mufc t6i thieu 15% doanh thu thang cua don
vi thue. Ca biet, neu ban hop tac vdi cac trung
tarn thufOng mai ma mufc phi thue dtfpc tinh theo
phan tram doanh thu thi mufc nay co the len den
25% doanh so hang thang. Vi vay neu ban ban
san pham co lai thap hon 30% ban se kho c6 lpi
nhuan.
5. Trung tarn thifOng mai hoac sieu thi ma ban

dinh thue co dong khach va dtfpc quan ly chuyen
nghiep khong? Hay chon cac thifOng hieu ban le

1 30 - KhcJi nahien Rnn Id

n6i ti£ng, tranh xa cac trung tarn nho 16 cua cac
don vi kh6ng chuyen. De di6u hanh mot trung
tam mua sam dong khach, khong don gian la chi
xay len toa nha r6ng rai va chia nho dien tich cho
thue. Cac chu6i TTTM hoac sieu thi Idn biet
each quan ly cung nhtf loi keo difpc nhieu thiiOng
hieu noi tieng ve nha cua minh. Chi co vay thi
trung tam cua ho mdi dong khach. TrifOc khi
quyet dinh thue mat bang d trung tam nao do,
hay hoi ho xem da mdi dope cac thOOng hieu noi
tieng nao. DOng md eda hang ben canh cac shop
nho vo danh, ban se sdm nhin thay sp € £m sau vai
tuSn khai trOcfng.
Neu da quyet dinh dat cufa hang cua minh d mot trung
tam mua sam nao day, thi hay doc qua cac kinh nghiem cua ca
nhan toi dodi day trOdc khi ky ket hpp dong:

1. Chuan bi mot tai lieu nho mo ta mo hinh kinh
doanh cua ban kem theo hinh anh phoi canh cOa
hang that dep. GOi tai lieu nay tdi bo phan quan
ly cho thue cua trung tam thOcfng mai. Cac trung

luon Ou tien cho cac defn vi thue chuyen
nghiep, vi vay hinh anh cua ban ngay lan tiep xuc
dSu tien la rat quan trong. Ho se Ou tien de ban

dope chon cac vi tri t6t hefn neu gian hang tOdng
tam

Tl

L DI

101


lai trong chuyen nghiep va dep mat.
2. Hay chon vi tri c6 16i di. Khong phai vi tri nao
ben trong trung tam mua sam cung se t6t, ban can
mot vi tri co nhieu ngifcfi di ngang, neu kh6ng
doanh so se khong cao. Hay chu dong de nghi
dtfofc thue cac vi tri t6t, tham chi no khong co
tren ban ve quy hoach tieu chuan cua trung tam.
3. Lu6n co mdc gia t6t hon gia d6 xuat lan dau cua
sieu thi. Ban nen tim hieu xem cac gian hang khac
thue gia bao nhieu va tim each thifong liiqng mufc
gia tot cho minh. Mat bang cang rong thi cang
dfi dam phan gia re. Hay gqi y co mot khoan hoa
h6ng nho cho nhan vien quan ly cua trung tam
mua sam d£ ngtfdi nay tiet lo cho ban gia thue
re nhat va giup ban thuyet phuc cap tren ky hop
dongvefi gia thue tot.

Vay la toi da chia se gan nhtf tat ca kinh nghiem tim
kiem va chon lufa mat bang ban le cua minh trong chtfOng nay.
De co vi tri kinh doanh ly ttfdng, ban can ren luyen tinh kien

nhan va chu dong tim kiem. N£u thich ban ie va c6 y dinh gan
k£t vdi nganh nay, ban can nam trong tay thong tin cua cang
nhieu mat bang cang t6t. Nhitfu vi tri dac dia ban than t6i phai
theo dudi 1-2 nam mrii thue dtiOc. Vi vay, ban dting v6i vang
thue cac vi tri chufa that hai long. Khong co gi dfi dang ma tot

1 32 - Kh6i nghiep Ban ie

cac mat bang tifim nang va chef thefi
dia cho ciia
n6, ban se sofm co dtiefe mat bang dac
cd dfi Hy

dep. Hay hoc each “nuoi”
hang cua minh!

»
Tr6n Thanh Phong - 1 33