Services for Polygraphy. Competing for Customer.

Since the time when the print shops began to actively create sales departments, the competing struggle for the Customer between the production managers and the managers of the Advertising Agencies (RA) has intensified.

Each side uses its advantages when concluding a deal with the ultimate Customer. Thus, the printing house seeks to find the Customer without the help of the RA, and RA seeks to provide a more complete and convenient package of services for the Client, and place the Order in the printing house. At the same time, RA requires a minimum mark-up from the production manager to increase its own profit. And this profit already depends on the policy and strategy within the RA company, and mainly on the individual approach of each RA manager separately.

In turn, production managers are also not slumbering, and making KP (commercial offers) to direct Customers are trying to raise the cost of the Order as high as possible to the bar that the printing press has fixed, having personal motivation for it.

In fact, the task for both managers is the same, although they sit in different rear areas.

Dependency, in which the cost of the Order is determined in a competitive market.

1. the quality of the manager (his ambitions, knowledge of prices in the market in the field of printing, the ability to determine the need for the client when asked, rather than operate only low prices, dumping, to offer more economical options (when it is absolutely not required), which often leads to a decrease in quality Products, etc.)

2. Quality of production (strategy and conditions in the company that form the basic minimum cost for the Order: optimization and economic indicators of production, financial agreements for material purchases, ambitions of the Guide to profit)

3. Quality of the RA (company turnover, range of extended services, flexibility in working with the Client, rapid response, ambitions of the Guide to profit)

Thus, specific advantages are revealed in different aspects:

- The production manager is the representative of the printing house and guarantees the services of the company in which he works, has the ability to control the manufacturing process personally.

- the manager of the RA offers a wider range of services, cooperates with all printing houses of the city, which means that it can be more flexible in relation to the Client.

Forming the Cost of the Order

Printing houses have different economic indicators of their production, the profile for manufacturing products is also different, that is, someone prints mostly magazines on hot melt, someone more profitably collects them for a paper clip, and someone prints leaflets booklets in large volumes, and Production is sharpened precisely for this. Accordingly, the minimum order price bar for each printing plant is different, and the success of the manager, which is assigned to a certain production, depends very much on it.

But maybe this:

The client, turning to the services of the RA, pays for printing polygraphy on this production less than if he directly contacted the manager of this production. In this case, these are the ambitions of this manager (20% cheating, or the policy of a manufacturing company) and the correct strategy of a broker who works with this printing house at a rate of 5% and does not exceed 10. The printing house is also interested in working with the broker, since the main thing for it is the volume, if the minimum bar has profitability.

The manager of the RA, having experience and cooperating with reliable printing houses, or better with specific managers, will always be able to cost-effectively place the order, while offering an adequate price tag to his Client. It is the one that will suit the Client, as this is his main task at the first stage. But, here there is a question of trust, since in fact the manager represents the services of the company that is the intermediary. And in this case it all depends on the professional qualities of the manager.

It is impossible to make an unambiguous choice in either direction, the choice is left for the Client.