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当前位置:首页 > 杂志 > 2018年9月杂志_标识服务外包的策略和优势分析

2018年9月杂志_标识服务外包的策略和优势分析

2018-09-03

Small sign shops facing a big sales opportunity and knowing they can’t complete the job alone have a couple of choices: Partner with a fellow sign shop in their region or work with a wholesale manufacturer. But how do they make the decision?

当小型标识公司面临巨大的销售机会但凭借他们自身实力无法完成工作时,他们有以下两种选择:与他们所在地区的标识商店合作或是和当地的批发制造商合作。那么他们会如何做出自己的决定呢?

When it comes to fulfilling a wayfinding project, opting for a wholesaler offers numerous benefits to a sign company.

为了完成一系列令人满意的寻路标识项目,选择批发制造商可以为标识公司带来非常多的好处。

“The number one benefit is the focus on service and providing the greatest amount of options and support relative to the sale,” says Charles Kelly, Jr., president and owner of?Clarke Systems?in Allentown, Pennsylvania, a wholesale provider of interchangeable wayfinding systems for more than 35 years. “We’re excited to work with the sign shop that has an opportunity—in most cases, we will have greater capacity, design support and sampling, project documentation, and installation preparation over an independent. To sum it up, we’re ready to react to our dealer’s opportunity with a turn-key solution from design to installation. We’ll even join them in the field if the job warrants.”

宾夕法尼亚州阿伦敦Clarke Systems公司的总裁查尔斯·凯利作为可互换寻路系统标识的批发供应商,在这个行业已经拥有超过35年经验,她说:“我们最重要的优势是专注于服务,并能够在销售方面提供尽可能多的选择和支持,我们很高兴能有机会与标识公司合作。在大多数情况下,我们拥有足够的能力、更多样化的设计技术支持和样品展示、项目文档以及独立的安装准备工作。总之,我们已经准备好了一套从设计到安装的解决方案来抓住经销商给我们提供的每一次机会,如果有必要的话,我们甚至会加入他们的行列。”

Wholesalers of wayfinding systems sell to sign companies or brokers needing to fulfill small and large orders for their customers, Kelly says. Wholesalers focus on the products needed to fulfill a wayfinding project, while independent sign shops split their focus between their retail sales business and their wholesale products, he says.

凯利说:“导视系统的批发商是为那些需要为客户完成小额或大额订单的公司或经纪人服务的。批发商专注于制作导视系统项目所需要的产品,而独立的标识商店则会将重点放在零售业务和产品批发之间。”

“I believe it is safe to say that any company that specializes in a service or product will more likely be ready to assist whatever the request,” Kelly says. “The specialist will be able to adapt to time challenges, provide greater insight due to their experience, create numerous solutions as situations dictate, and possess the equipment and inventories to react in the sign shop’s best interest.”

凯利说:“我可以肯定的说,任何一家专注于服务或是产品的公司都随时准备好了应对任何问题或要求。专业的人能够承受时间带来的挑战,根据他们的经验提供更多的洞察力,根据情况需要建立众多解决方案,并拥有相应的设备和库存,以便随时应对标识公司在获得最佳利润方面的方案调整。”

A Level of Focus and Speed

获取信息的速度和专注力

Wholesalers also provide a level of focus and speed in getting information, such as quotes, product samples or specifications, to the customer, Kelly says. They have deep knowledge about product features and situations that often come up in project programming and can support the placement and logistics of product installation, he says.

凯利还说,批发商可以为客户提供一些信息以提升客户对于相关信息的关注度和获取信息的速度,比如报价、产品样本或产品规格。批发商在制定项目方案时对产品特性和产品状况有着深入的了解,能够对产品的安装位置以及物流情况提供非常大的帮助。

“Ideally, seeking the expertise of a company that specializes in wayfinding signage is recommended,” says Bill Freeman, vice-president of architectural sales for?Howard Industries, a sign manufacturing company in Fairview, Pennsylvania. “For exterior wayfinding applications, it is crucial to use a company that understands how to analyze both vehicular and pedestrian traffic flow. For interior applications, it is imperative to utilize a company that has extensive knowledge of the ADA compliant signage standards, in addition to possessing a firm grasp on the intricacies of building visitor navigation.”

宾夕法尼亚州Fairview的标识制造公司Howard Industries的建筑销售副总裁比尔·弗里曼说:“理想情况下,我们通常建议寻求拥有专业知识的标识导视公司的帮助。对于外部导视标识,在使用之前了解和分析车辆以及行人的交通流量至关重要;对于室内应用,除了掌握访客导视路线的复杂性之外,标识公司还必须对ADA标识标准有着广泛的了解。”

Wholesalers can and will provide promotional materials, such as literature and samples, to resellers to help them sell the products to their customers, Kelly says. The materials serve as a point of reference to guide the sale and the design and also to provide answers to typical questions, he says. Sign companies focused on retail sales might not have materials readily available for that level of support.

凯利表示,批发商有能力并将向经销商提供宣传材料,如文献和样品,借此帮助他们向客户销售产品。他说,这些材料可以作为指导销售和设计的参考,也可以为工作中遇到的典型问题提供答案。专注于零售的标识公司可能没有可用于支持该级别生产水平的材料。

A Level of Expertise

专业水准

SignPro Systems, a division of?Orbus Exhibit & Display Group, in Woodridge, Illinois, sells wayfinding signage systems to sign shops and advertising agencies that are specifying and selling to the end user. Orbus supplies and manufactures a solution based on what the dealer specs out as the clients’ needs and works with the dealer partner to learn the application for use and necessary logistics for the sign systems, says Natalie Whited, vice-president of marketing at Orbus.

SignPro Systems是位于伊利诺伊州Woodridge的Orbus Exhibit&Display 集团的一个部门,这个部门专门为向指定的终端用户群体进行销售的商店和广告代理商提供寻路导视标牌。Orbus营销副总裁Natalie Whited说:“Orbus公司根据经销商的具体需求提供和设计解决方案,并与经销商合作伙伴一起学习标识系统的使用和必要物流的技术。”

The company provides a level of expertise in the manufacturing of the system, working with a team of engineers knowledgeable about product development and a sales team focused solely on marketing the solutions, Whited says. The company also has a full graphics service that can be provided to sign shops that do not have the capabilities to produce their own images.

Whited说,Orbus公司在标识系统制造方面能够提供一定的专业知识,并且与熟悉产品开发的工程师团队以及专注于营销解决方案的销售团队合作。该公司还能够为那些无法自己生产图形产品的商店提供完整的图形产品服务。

“Part of it is it helps maintain a level of expertise within the realm of sign solutions,” Whited says. “Not every sign shop can afford an engineer and production staff. … We have expertise in engineering, manufacturing, sales and marketing. Those, to me, are the biggest benefits we promote to our dealer network as far as why they should work with us for their sign solutions. It’s all about service.”

Whited说:“我们公司在标识解决方案领域拥有一定的专业水平。并非每个标识公司都能负担得起请工程师和生产人员所有费用,而我们拥有工程、制造、销售和营销方面的专业知识。对我们公司而言,这些是我们向经销商进行网络推广的最大好处,因为他们与我们合作能更快地获得他们需求的标识解决方案。我们所做的一切都是为了提供更好的服务。”

Orbus’s sales team serves as an expert in wayfinding, able to guide and teach customers how to prospect and propose projects to their own customers, Whited says. Team members are able to provide technical documents and marketing materials to help with the sales, as well as offer education and training about the product lines it offers, she says.

Whited表示,Orited的销售团队是导视标识方面的专家,他们能够指导客户如何向他们自己的客户提出未来计划和具体措施。团队成员能够提供技术文件和营销材料的支持,以帮助客户进行销售,并提供有关其产品线的相关工作的指导和培训。

“They become an extension of the dealer’s team to make sure the right solution is being pitched to sell to the needs of the end customer,” Whited says. “We have people who go out in the field and visit dealers face-to-face about how the sign solutions work. … Those salespeople do more than take an order … they really help provide guidance to the right solution for the needs of the end customer.”

Whited说:“我们成为了经销商团队的延伸,以确保正确的解决方案能够满足最终客户的需求。我们有的人走出工作场所,与经销商面对面地讨论标识解决方案如何实施。那些销售人员所做的不仅仅是接受订单,他们也能为最终客户的需求方面提供正确的解决方向的指导。”

Customer Incentives

刺激客户消费

As wholesalers, wayfinding signage companies also can offer a selection of products that are priced at good, better and best levels that meet their needs as well as their budget, Kelly says.“We are focused and determined to find the best product at the best price for each opportunity. ” 

凯利说:“作为批发商,标识导视公司还可以提供一系列产品,这些产品的价格优惠,并且能够较好地满足客户的需求和预算。我们专注并决心以最优惠的价格为每个客户提供最好的产品。”

Like Clarke Systems, Orbus can offer a lower price point that makes the product more affordable for its customers, Whited says.“We have a variety of different price programs for our distributor customers. ”

Whited说:“与Clarke Systems公司一样,Orbus可以提供低廉的价格,以此来节省客户购买产品的成本。我们会为经销商客户提供各种不同的价格计划。”

Orbus provides customer incentives through a variety of rebates and discounts. The company offers different quarterly discounts and promotions on certain product lines, but not usually on custom orders, Whited says.

Whited表示,Orbus通过各种打折活动来刺激客户消费。公司一般会对某些产品提供不同的季度折扣和促销活动,但定制订单通常不参与这些活动。

Discounts at Clarke Systems are relative to the quantity and size of an order that result in cost savings for the customer, Kelly says. Additional discounts can be offered based on financial terms that establish the timing of payments, he says.

Kelly说,订单的数量和大小会影响Clarke Systems公司的折扣力度,但最终将为客户降低相应的成本。财务条款显示,公司还可以根据最终的付款时间提供额外的折扣。

The Ordering Process

订购流程

The process for ordering and receiving differs for a wholesaler than a sign shop. ?Typically with a wholesaler, an order begins with a site survey and a decision on the quantity, placement and message content for the sign or signage system, Freeman says.

对于批发商和标识公司来说,订购和接收的流程是不太一样的。弗里曼表示,通常情况下,批发商会通过现场调查以及根据标识或标牌系统的数量、位置和具体内容做出相关的订购决定。

“This information is then applied to the desired signage design, and once approved by the customer, manufacturing begins,” Freeman says. “The duration of the manufacturing and installation process will vary from company to company depending on their lead time policies.”

弗里曼说:“这些信息对于之后的标识设计和制作十分重要,一旦获得客户的批准,就可以开始投入生产了,制造和安装过程的持续时间由公司的交货时间来决定。”

The orders are taken through a sales representative, who provides information and answers customers’ questions, Whited says. Once the order is taken, the sign systems are manufactured and shipped based on the desired timeframe for delivery, though large orders will take longer, she says. The orders will consist of the sign, of course, along with the mounting hardware, graphic elements and support documentation relative to the installation.

Whited说,销售代表承接下订单,然后为客户提供相应的信息并回答客户的问题。一旦下了订单,标识系统就会根据所需的交货时间进行制造和发货,但通常大订单需要更长的时间。当然,订单内容包括标识制作、硬件安装、图形产品和信息介绍文档。

“In the case of a large program, there will be ongoing communications that will allow for greater understanding of the project deliverables,” Kelly says. “Moving from design to ordering is seamless. As for receiving the product, great care is taken to organize the order in a fashion to facilitate installation.”

凯利说:“对于任何的大型项目,保持友好的沟通,可以更好地理解项目内容和可交付的成果。从设计到订购的过程通常都是一气呵成的,而针对客户最后接收订单的流程,我们将非常周全地进行安排以方便最后的安装。”

The standard production time for most orders is two weeks, but on larger jobs, the delivery often will need to be phased according to the project schedule, Kelly says.

凯利表示,大多数订单的标准生产周期是两周,但是对于工程量较大的工作,交付工作通常需要根据项目进度分阶段进行。

“That is, a timeline with multiple goals can be created with the sign shop that supports the project’s flow,” Kelly says. “This includes consideration of other projects trade groups—for example, paint, wallpaper, flooring and ceiling—and their efforts within the same space.”

凯利说:“也就是说,标识商店可以根据项目流程来针对多个目标进行时间安排,这包括对其他相关项目(例如:油漆、墙纸、地板和天花板)在同一时段内的安排。”

The orders often will carry a warrantee—several sign solutions manufactured in the United States will offer longer warrantees, an advantage of working with a wholesaler, Whited says.“Orbus offers a lifetime warranty on its wayfinding systems.” 

Whited说:“每个订单都会提供保修服务。与批发商合作的优势在于,美国制造的几种标识解决方案将提供更长的保修期。Orbus公司甚至可以为他们的导视系统提供终身保修服务。”

Warrantees vary from company to company, but generally will be for one to five years on signage products, Freeman says.

弗里曼表示,保修服务的长短因公司而异,但通常的标识产品保修期是一到五年。

“Some projects—government programs for one—may require longer periods. If so, the request can be considered and modified if acceptable to all parties,” Kelly says.

凯利说:“一些项目(比如为政府提供标识制作服务)的保修期可能需要更长的时间。如果是这样,在各方都达成共识的情况下,可以对一些要求进行重新考虑和更改。”

When asked what advantages Kelly sees in a sign shop working with a local independent sign shop versus a wholesaler, he pointed out the possibility of existing relationships and a home town advantage.

当凯利被问到标识商店与批发商合作和与当地其他独立的标识商店合作有什么优势时,他指出了现有关系的可能性和本土企业的优势。

“If someone feels more comfortable visiting with someone in the same town, then we can’t compete with that,” Kelly says. “Human nature’s need for comfort and confidence will ultimately lead to a decision. But it is fact that a specialist will enhance the probability of a successful outcome.”

凯利说:“人们虽然会与同一环境下的其他人相处得更融洽,但是这种氛围很难让我们产生竞争的心理。人性对于舒适和自信的追求将导致最终决定的成果。但事实上,专业人士的加入也会增加成功的可能性。”

If the project warrants, Clarke Systems will join the customer to secure and develop the opportunity, Kelly says. But for customers that do not need a visit, they can send a drawing of what they desire in size and color or select from Clarke Systems’ online catalog, which includes product images and descriptions, he says. Most orders, depending on quantity and scope, can be sent out in one to two weeks, he says.

凯利表示,如果项目获得批准,Clarke Systems将加入到客户的行列中以确保和发展生产机会。但对于不需要公司参与其生产过程中的客户,该公司可以提交给他们想要的尺寸和颜色的图纸资料,或者从Clarke Systems的在线目录中选择客户想要的资料,其中包括产品图像和描述。大多数订单根据数量和要求,可以在一到两周内发出。

“With a wholesaler, it leads back to the engineering and expertise that is required surrounding the fact that we designed the system and there is team in place that manufacturers and produces it every day,” Whited says. “They become experts in it. … The expertise and capability is certainly the benefit.”

Whited说:“在批发商的帮助下,我们可以重新对我们的设计系统的管理和专业知识进行回顾,每天的生产和制作过程也有相应的团队来监督和实施。他们逐渐在这方面变得越来越专业,专业的知识和能力无疑能为我们提供非常大的帮助。”

Wholesalers have their sole focus on the customer and “dedicate their efforts to fulfilling orders for an intermediate partner, the sign shop,” Kelly says.

凯利说:“批发商的唯一关注点就是客户,并能够努力完成标识公司交给他们的订单任务。”

“Our success and longevity as a wholesale provider is based on the help that we provide to shops every day, whether it is a large order or small,” Kelly says. “Therefore, the probability of the wholesaler being able to deliver the needed support on a large project, when your shop can’t, is much more likely than buying from an independent sign company.”

凯利说:“作为一个批发商,每天为标识公司提供帮助是我们成功和保持不断发展的秘诀,无论是大订单还是小订单,我们都能够按时完成任务。因此当你的标识商店无法满足客户的生产需求时,批发商此时提供给你的所需产品支持的概率远大于你去向其他独立的标识公司购买相关产品。”

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