Why did the non-standard machine tool business result in a solution?

Abstract Foreword special machine is a high-margin product in the machine tool market, and the sales process is quite difficult. Why do the plans often sink into the sea after they are handed over? Why has the program been revised many times, but it has not always satisfied customers? Why do you have to modify and change the special plane after you hand it over to the customer?
Introduction plane as the machine tool market of high-margin products, the sales process was quite difficult. Why do the plans often sink into the sea after they are handed over? Why has the program been revised many times, but it has not always satisfied customers? Why is it necessary to repair and modify the special plane after it is delivered to the customer's office? Why was the special plane being turned back in the customer factory for a few months and finally returned? Why is it difficult to recover the special plane? Why do you pay a lot and you don't get the approval of your customers? There are many factors that cause these problems. In the final analysis: your equipment can't meet customer needs and can't satisfy customers! Failure to fully understand customer needs is one of the key factors. This article will explore how non-standard designs understand the real needs of customers from a technical perspective (non-business).
First, the concept and requirements of non-standard machine tool design 1, diversity and uncertainty To complete the same task, there are many different ways to achieve. Different customers consider different priorities and there is a big difference in demand. A customer thinks that a good solution does not necessarily meet the needs of B customers. Some customers value the main performance of the equipment, and the price of the equipment can be appropriately high. Some customers pay more attention to the price, and hope to save on the basis of basically satisfying the performance.
2. Innovative In general, non-standard machine tools are products that are not available on the market and can fully satisfy the demand. Equipment providers must be completely new and have an innovative process from scratch. However, it should be noted that innovation is not the same as making a head and creating an invention. On the contrary, the design of non-standard machine tools is based on the principle of mature structure, through different combinations of structures to achieve the required functions.
3, custom non-standard machine tools are the first demand, and then there are products. This is the biggest difference between trading with standard machine tools and other standard parts. The standard machine tool is the equipment supplier to design the machine tool according to the market demand. The function and performance of the machine tool have been determined (like 850). The business personnel actively sell the developed machine tool to a specific demand side. Non-standard machine tools are customized products and services according to user requirements.
4, the price difference is large Different design options have large price differences, using different spare parts, but also affect the price of the special plane. What is adopted depends largely on the customer's focus and comprehensive assessment.
5, after-sales service After-sales service is also a factor to be considered by non-standard machine tool providers. The customer's own automation technology has different strengths, and the degree of dependence on the equipment provider is very different.
6. High risk Compared with standard machine tools, the risk of non-standard machine tool development is higher. On the one hand depends on the technical strength of the equipment provider and on the other hand on the assessment of the demand. The more adequate the assessment, the lower the risk, and the greater the risk.
Second, a comprehensive understanding of the importance of customer needs Understanding customer needs is the first step in the project, its importance is self-evident.
1. Only when we fully understand the customer's needs can we create a special plane for customer satisfaction. The customer's demand is the basis and goal of non-standard design, and it is also the acceptance standard after the special plane is delivered. Out of the customer's specific needs, based on experience, it is impossible to design a customer-satisfied device with the brain. This is determined by the characteristics of the non-standard design. You think that a good solution is not necessarily the most suitable for the customer.
2, reduce the program to modify the process repeatedly, it is possible to do "one-time work well"
To understand the needs of customers, it is necessary to be comprehensive, meticulous and in-depth. Otherwise, the design scheme will be lacking. Once the demand is changed, the scheme will have to be revised accordingly. Repeated revisions of the program will not only waste time, but also affect the morale of the engineer. The so-called "one drum, and then decay, three exhausted"
3, one step faster, win business opportunities when the customer needs are not very clear, actively communicate with customers, and help customers to clear their minds, grab customers before the competition to digest customer needs, propose solutions, they will stand "first come The main advantage of winning the business opportunity.
Third, the meaning of the customer's real needs 1, the real customer needs The customer is real, the demand is real. Avoid giving a wedding dress to someone else. The other person wants your plan, not the actual order. If you don't understand the real situation, you will often become someone else's 'free wage earners'. This situation is more common when picking up "second-hand orders." By communicating with the customer of the terminal, it is easy to distinguish clearly from the customer's production site inspection. It is best to reject the so-called demand given by the "intermediary" who does not allow direct contact with the end user. The first reason is that demand may be false. Reason 2 is incomplete even if the demand is real, bringing endless trouble to the subsequent work.
2, the specific content of the customer's needs (this article focuses on the content)
What the customer wants, what requirements to meet, and what standards to achieve.
3, customer needs of the focus and individual needs Different customers have their own focus on the needs, some focus on equipment features, and some focus on equipment prices, and some focus on performance, and some focus on delivery. The different aspects are different, forming the individual needs of customers different from other customers. These requirements are generally not explicitly written in the technology contract and can only be understood through communication. Similar to the "customer positioning" of the sales industry.
4. The possibility of customer input and the quantity of demand Although it seems to be a matter of business communication, some judgments can be made from a technical point of view. If the payback period is too long (such as more than two years), the possibility of customer input is relatively small. If the payback period is less than half a year, the possibility of investment is large. The approximate number of equipment required can be estimated based on the customer's total capacity demand (or order expectations) and the capacity of the demanding equipment.
Fourth, customer needs content and classification of the main content (for example)
1. Functional requirements, capacity requirements, and yield requirements of the special plane;
2, saving manpower, import time, equipment price;
3, control requirements, wiring requirements, operational convenience, appearance requirements, space requirements;
4. Equipment suitability, safety, maintenance, spare parts procurement, technical support;
5, standard parts selection (guide brand) and other requirements.
Equipment demand classification 1, explicit demand:
The requirements that customers clearly express are collectively referred to as explicit requirements. For explicit demand equipment suppliers to communicate with customers is the rationality of these requirements. These requirements include both the main function parameters of the special plane and other auxiliary function requirements and customer personalization requirements. These are undoubtedly the most important and must be met. These needs should be as data-oriented as possible, and those that cannot be digitized should be clearly described and produce no ambiguity.
2, invisible needs:
The requirements that the customer does not explicitly propose but must be met according to the general specifications of the special plane or the industry specifications are called implicit requirements. Including safe (operational safety, interlocking device), dustproof and explosion-proof, anti-static, appearance shape and color, material use, noise, use environment, human factors engineering, etc. Some requirements are often overlooked, and it is necessary to communicate with customers to determine if they are needed. The understanding of invisible needs requires not only the experience of non-standard design, but also a certain understanding of the manufacturing specifications and standards of relevant industries.
V. Classification of customer characteristics 1. Dependent type The technical strength of the equipment itself is insufficient, and there is no special automation department. The person in charge of the project shall be responsible for the production unit (biotechnology or equipment management personnel) or engineering personnel, IE and other related professionals. Such companies have proposed that the demand is relatively rough, generally only proposes the functions to be implemented, and other requirements are not specific. The dependence on the equipment provider is high, only focusing on the final result, and there is not much opinion in the program stage. This type of customer cooperation is more active. If you want any information, he will provide it according to your requirements, but it will be more disorderly and must be designed by the design engineer himself. The needs of such customers require the equipment provider to have a good experience and carefully sort out the various requirements.
2. Leading customer project leader has experience in automation design, and has a good understanding of on-site process and equipment. Some have preliminary plans or transformation experience between equipment requirements. Such customers are more specific and comprehensive in terms of equipment requirements, and even have specific requirements for the specific details of the equipment, but ignore the process of the product and neglect the functional requirements of the equipment. (In fact, it is more like the technical specifications of the equipment developed after the program is determined.) Such customers tend to have poorer fit and think that the information provided is provided. Will impose their ideas on the equipment provider. Although such customer project leaders are more responsible, equipment suppliers must fully understand the needs of on-site customers and make their own analysis and judgment.
3, good change type Initial contact, have a certain understanding of the demand, but how to achieve a more ambiguous. As we continue to engage with equipment suppliers, we gradually develop our own views. This kind of customer is more and more repeated, and its demand is not raised once, but with the deepening of understanding, new requirements are constantly added. Such customers often turn other vendors' solutions or structures into their own needs to demand other suppliers. Regardless of the type of customer, the equipment supplier must fully understand the customer's needs according to their own requirements, and must not be biased.
VI. Demand Misleading In the process of communicating with customers, it is necessary to identify the misleading needs of some customers in order to better understand the real needs of customers.
1, not bad money At the beginning of the demand, the customer pays more attention to the performance requirements of the equipment itself, not only has high productivity, but also saves manpower, but also adapts to the universal equipment. It is also specifically stated that money is not a problem. When you get the plan done, the customer thinks that your price is too high and asks you to modify the plan. (Remember, any boss will consider the economic benefits of the investment, and no one is willing to do "big heads."
2, exaggerating the number of demand Based on the customer's uncertainty about their own orders, or to increase the attractiveness of equipment suppliers, and in order to drive down the price of equipment, often exaggerate the amount of demand.
3, only looking for your assessment, you can do it for you. In order to seek a better solution, lower prices, better service, generally more than three to evaluate. But worried that suppliers are not enthusiastic, they will say "good faith lies."
4. It can only be used if it can be used. Others do not matter. When customers are in a hurry, but they want lower prices, they often ask for such a request. However, when the delivery is made, the request will be revised.
VII. Why there are repeated customer demands 1. The customer itself is not very clear about his own needs. The customer itself is not very familiar with the automation equipment, but because of the pressure of labor costs or the pressure of the superior supervisor, the demand is based on the reduction of manpower. The assessment of needs is not sufficient, passive, and tentative.
2. The awareness of the requirements is different from the customer's relevant personnel (users, engineers, equipment commissioners, procurement personnel, IE, supervisors at all levels). The perspectives are different, the cognition is different, and the same scheme will be completely different. the opinion of. In the face of different customers, you will receive different feedback.
3. There is a bias in the communication between the supply and demand sides, and the understanding is different. The main problem lies in the communication and expression, and the expression is not accurate enough, leading to deviations in understanding. Using data and standardized engineering languages ​​whenever possible is the best way to avoid such problems.
Eight, several stages of technical communication 1, preparation stage a, preliminary communication with business personnel, equipment demand information is often obtained from business personnel. Communicate with business people to obtain at least the following information: basic functional requirements of the equipment, information provided by the customer, basic information of the customer, contact window and contact information.
b. According to the preliminary demand information, consult the relevant project materials to understand similar equipment within the company or can be used as reference materials. Check out relevant device information and industry specifications online.
c. Initial plan concept, development cycle and price estimate (only as a matter of formal communication with customers).
d. Contact the customer to confirm the relevant requirements.
e. Appointment to the customer for further communication time and related matters.
2. Meeting communication a. Meeting communication is a very important form of communication. Confirmation or change of major items of the project is best carried out in the form of a meeting.
b. The agenda of the meeting shall be conducted in accordance with the matters prepared in advance. Focus on understanding customer equipment requirements, non-plan review.
c. The record will be an important form of the output of the meeting, and the designated person will be responsible for the detailed meeting minutes. After the meeting, both parties will sign.
The minutes of the meeting are in duplicate and each party holds one copy. Or after scanning, send it to relevant personnel via email.
3. On-site inspections can be arranged in the middle of the meeting. The site should know the following information (not limited to)
a. Equipment placement location, site space size, related equipment equipment model, key dimensions.
b. Existing operation mode, implementation method, production process, fixture, manpower, existing capacity, field test C/T, process bottleneck.
c. Equipment maintenance personnel (assessment of use ability), the use of relevant automation equipment, the past transformation situation, the customer roughly conceived.
d, logistics channels, elevators, lifting facilities, ground loads, power, air pressure.
4. Summary of the meeting a. Confirm the items discussed above one by one.
b. Determine the docking window (name, contact information) and responsibilities of both parties.
c. Defining the sample (including quantity) and drawings, the size and model specifications of the peripheral equipment, the layout of the site, etc.
d. The time of delivery of the prospectus.
e. The time of the next program review.
g, proposal and program review.
Nine, effective communication 1, communication form Telephone, WeChat (construction project group), mail, meeting (meeting minutes). The results of the communication should be recorded. There must be a formal change process for major demand changes.
2. Timeliness of communication If there is a problem, it is necessary to communicate and feedback in time. If you are unclear or have questions, you should communicate with the customer in a timely manner, and respond to the customer's feedback and suggestions in a timely manner. A unified window and calibre specify a unified contact window, usually by the project leader. Asking questions from customers should now be fully reviewed internally to form a unified opinion and then reply.
3, the attitude of communication a, in the attitude of serving customers well. The purpose of communication is to fully understand the needs of customers and better serve customers.
b, not humble. In front of the customer, we can't stand alone, be stubborn, and we can't be low-spirited, unpredictable, and at the mercy of others. We must be proactive, demonstrate our technical strength, and respect our customers and listen to our customers.
c. Seek truth from facts. To treat the problem, we must seek truth from facts, and we must not talk about it. We do not communicate in person and do not perform it behind.
4. Data Speaking Communicate with customers, try to be objective and accurate, and speak with data.
X. The communication process before the signing of the demand output contract is the process of understanding the customer's needs and the process of forming the customer's demand. The final result is the real demand of the customer.
1, through a variety of forms of communication, basically understand the detailed needs of customers. Customer requirements are subject to the customer's formal procurement contract (or procurement technical specifications).
2. The result of any form of communication must be added to the formal procurement contract document to make sense. The formal procurement contract is the basis for the design, and the acceptance criteria are legally binding.
3. The change of demand must be carried out in accordance with the standardized process, and the content of the change should be reflected in the formal procurement contract or as an attachment to the contract.

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