Why is there a "program manager" in the store next door?
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At the moment, the order quantity in the field of architectural design is shrinking like a sponge under the scorching sun. The electronic bidding of the tender is like a sickle hanging on the neck of the fast-printing shop. When the knife really falls, the business of the fast-printing shop will fall off the cliff. . However, the environmental protection policy has inadvertently helped the fast-printing industry. The printing factory moved out and limited production. Many orders that were originally going to the traditional printing factory went to the fast-printing store, but these orders will not stop at the fast-printing store, but A step into the digital printing factory, broke the last thought of the fast printing shop.
Two years ago, some people said that I was spreading horror thoughts, but now it seems that the actual situation is even worse. There are still many fast-print shop owners still immersed in the old country dream, thinking that the business decline is caused by the intensified competition in the industry, and it is short-lived. As long as you follow your previous business model and do yourself well, the days will be better. On the road of adjustment of fast printing business, there are differences in claims, and profits are obtained through differentiated products and services; there are advocates to extend to the value chain and take the road of printing services; there are also impressions like love and omnipotence, claiming value Chain upstream attack, through the previous planning and design services to obtain more value-added profits.
Should the fast-printing store extend upstream or sink downstream?
In fact, the author also agrees to extend to the bottom of the value chain. After all, in addition to the big customers, the printing factory can't directly deal with every end customer, and the fast printing shop can take up the pre-press service and terminal logistics work, and take a share in the printing market. Not too much. But we have to take into account the actual situation: traditional printing is already in the Red Sea market, and the business of long-run printing is shrinking, so this step towards the downstream is a bit of a last resort. According to the statistics of the author, the commercial marketing fields such as packaging and printing, conference services, exhibitions, and advertising production are better than the traditional printing business. The overall share is increasing. At the same time, due to the higher degree of specialization, the price is not transparent, and the profit is kept. The rate is not bad, there is still a bit of taste in the competition. From the production point of view, the growth potential and profit of the business volume are higher than the traditional printing. If you can take the opportunity to take a small step to the upstream planning design, it will become faster. A big step in the printing industry.
This step is not difficult for the fast-print shop. For the fast-print shop, their suppliers are not awkward, the outsourcing installation team is not awkward, the customers are not embarrassed, and getting the business is not a problem, but the problem is to get the ideal. Business is more difficult, not being robbed by the advertising design company, is to pick up the second-hand singles that are not fat or thin, how can we receive a single-handed, or high-profit second-hand single?
Why is the program manager?
At the earliest, I placed my hopes on the store manager and equipped with storefront display environment and display products, product manuals, quotation manuals and other sales tools, but the results were not optimistic.
First of all, in general, the communication of single-handed or high-profit second-hand orders is more difficult. Although the store manager is an "old cannon" in the fast-printing business field, in the face of such business, it is basically a layman, although he knows one or two, but understands one or two, but Faced with the professional "selling hands" of the industry, it is difficult to confront; secondly, because the communication is relatively complicated, it is inevitable that there will be resistance. The final service is "perfunctory" and will focus on the fast printing business. In the end, it is also the most practical problem: the manager is too busy, even if he talks down, he has no time to deal with the plan, docking with the shared designer center, follow-up, and projects, and finally can only give up.
Later, the author put this work on the front desk, and the effect was naturally worse.
After repeated scrutiny, the author believes that it is impossible to give up the upgrade. Simply create a position to deal with this job. At first, the author defined this position as an account manager, but in actual operation, we found that this position is mostly helping. Customers do programs, budgets, and even provide some “light” planning services, so in order to recruit talents with stronger “programming capabilities” rather than “sales capabilities”, the position is finally defined as “program manager”.
What should the program manager do specifically?
Let me give you a few examples. The first small example, a client wants to make a corporate album, but the text and images are not enough. At this time, the program manager needs to help the client to sort out a complete corporate album, such as the company introduction. , product promotion, corporate honor, team building, etc., each chapter has several forms of expression, which can be inserted into the "flowers", such as in the company introduction, can add the president's photos and speech; how much text each chapter needs And what maps, which are best real maps, which we can help find the details of the map, and finally collect the data. Next, we need to dock the “Sharing Designer Center” style sample to help customers determine the design style, and then help customers choose the finished product size, cover, inner page paper, cover process and binding process, number of copies and budget, etc. satisfaction. After placing the order, the program manager should continue to track the design time and the finished product production time. After completing the final quality inspection, notify the customer to pick up the goods or arrange the delivery. After the final payment and the customer's approval signature, the order will be closed.
In the second small example, a customer makes a box of business cards. In the process of collecting materials, the program manager finds that the customer's LOGO is outdated, and then communicates with the customer based on the corporate image, so that the company leader realizes that with the times The development of the customer, the aesthetics of the customer is also changing, the corporate image also needs to be updated and updated. It is recommended that customers not open too much gap with their customers' aesthetics. In the end, the customer will change from doing a box of business cards to doing a LOGO upgrade, or even a set. Upgrade of the VI.
In the third small example, a customer made an invitation. After communication, the program manager found that the customer's process arrangement for the meeting was not clear. The program manager starts with the meeting process, so that the customer can clearly understand what image supplies need to be done outside a formal meeting room, what to do in the lobby of the venue, what needs to be done at the venue reception, how to deal with the venue, how to deal with the platform, how many Kinds of live interactions and sweepstakes, how different types of meetings should grasp style and content, how to do details such as gift planning and budgeting.
In the fourth small example, a customer wants to do a few corporate paintings. After the project manager looks at the customer's corporate environment, he gives corresponding suggestions and references for the reception background image wall, corridor, guide card, employee leisure area and other locations. In the case, I finally made a few corporate paintings and upgraded my business to corporate culture.
From the above small examples, it can be seen that this type of business development is not as we imagined, there is a person who can do a part-time job, but need more professional people, spend more energy and time to help The customer handles the business. Therefore, it is particularly important for each fast-printing store to have one or even several professional program managers. This is an indispensable important position for the fast-printing store to upgrade to a one-stop service center.
Where does the program manager come from?
The first choice is internal selection, the choice of high emotional intelligence, willing to serve customers, the current staff with certain learning ability, through professional training, to develop it into a program manager; followed by external recruitment, in fact, this position is more common in the field of advertising design, there are A certain amount of liquidity, as long as we build a good corporate image, establish a sales environment, and prepare a salary incentive system, we can start to hunt from the advertising design industry; finally, we can choose from graduates of relevant professional colleges, and now graduate The maturity and social experience of the students are much better than before. Many students, especially those in the art department, have 1~2 years of practical experience before graduation. It is not worse than the staff in the work for 1~2 years. We are looking for Those who graduated in art, but not suitable for focusing on design work, but prefer those who communicate with people. With the author's experience, this kind of person is not a minority, and a little guidance can be done.
The most important thing is that the storefront should cultivate a store manager with rich experience and certain ability to lead, or a professional “boss” to train the program manager, so that the sales ability of the store will be more complete and more stable.