What does the card manager do? Yes

KA manager, a trendy name, is somewhat enviable. Being named as a card manager means that the company you enter is an enterprise with certain strength and scale, a standardized management enterprise and a certain industry status. KA manager, who contacts KA customers and key stores, has a stronger image and momentum than ordinary account managers, which means that you have more opportunities to contact more advanced stores, more standardized management, more professional operation, and better purchasing and store management personnel. In a sense, the title of "KA Manager" represents identity, qualifications and ability! KA customers in the charge of KA manager are usually the main source of sales and profits of the company. Therefore, manager KA is also highly valued within the company. With the change of retail model in China, hypermarkets are expanding to various cities at a rapid speed. Wal-Mart, Carrefour, Trust-Mart and other chain stores often open dozens or hundreds at a time, and the trend of sales leaning towards KA is increasingly prominent. Whoever has mastered the terminal will have mastered the initiative, and mastering the initiative will create opportunities! Effective and efficient management of KA stores has become a new intense point in another marketing war. KA store can create the myth of brand and sales, and the creator of the myth is KA manager! Nervousness belongs to nervousness, and the responsibility lies with the shoulders. Card manager, are you ready? You know, when you walk into KA stores with confidence and dignity, they will welcome you. Do you know what expectations and requirements KA store has for you?

In a word, KA manager is the founder, maintainer and promoter of the cooperative relationship between enterprises and KA stores. Through the efforts of the card manager, we will coordinate and balance the interests of the company and the card store, create a smooth and good cooperation platform, and constantly create the same goals, expectations and benefits sharing, so that the cooperation between the company and the card store will continue to deepen and close! So in order to achieve the above goals, how should KA manager perform his duties and what role can he play in order to cooperate with KA stores and realize his expectations? Next, let's take a look at the expectations of the hypermarket for the role of KA manager:

First of all, the card manager must be the resource guarantor.

Resources here refer to a broad sense: including promotional activities, cost support, image packaging, advertising investment, new products and so on. Take everything that is beneficial to the store image and sales performance as resources. Stores have interest requirements for manufacturers, and the acquisition and realization of this interest depends on the active communication between KA manager and the company to obtain resource satisfaction. Remember, no matter how capable and kind the KA manager is, if the promised benefit value is not fulfilled, the KA store will not recognize you! Therefore, in order to get the support and cooperation of the store, you must first have the ability to provide corresponding resources to help the KA store you are responsible for achieve its goals of concern and need, and at the same time make demands to ensure that the store gives something and you have what you need. Otherwise, if you talk well, no one will buy your account.

Second, manager KA must be a problem solver.

As long as there is cooperation, there will inevitably be problems of one kind or another: people's problems, account problems, inventory problems, order problems, all kinds of problems, and the progress of the work is achieved by constantly solving problems. It can be said that the card manager exists to solve the problem! When you have a problem, you can't avoid it because you can't avoid it at all. If it is not solved, it will always be there and become a stumbling block on the way forward. For all kinds of problems in the noodle team, the card manager should be calm, analyze and find out the starting point of the problem, rationally allocate human resources and actively communicate with the store. When the attitude of KA manager towards problems is positive, proactive and positive, the rewards of KA stores are often corresponding. A KA manager who can't or can't solve the problem, your KA road is not far away!

Third, the KA manager must be a professional provider.

Because the card manager is responsible for the hypermarkets with strict management standards, the quality of its purchasing and management personnel is relatively high, which also puts forward higher professional requirements for the card manager. You must be a product expert and technical consultant of your company, and you must express clearly so that the hypermarket can understand your advantages and characteristics. The more professional you are, the more convincing you can be to the supermarket. In addition, this major also includes KA manager's understanding of his own industry trends and analysis of competitors. If you have some opinions on the management of the store, it will be a surprise, and you will win the trust and respect of more KA store purchasing and management personnel. In this regard, Procter & Gamble, Unilever, Nestle and other big companies have done better. For example, Manager KA of Procter & Gamble will analyze the sales trend of shampoo, the current market structure, the knowledge of new products, introduce the visual effects and sales effects produced by different displays, and introduce professional and novel display props, which will give great suggestions on how to control the inventory of shampoo. Who doesn't welcome such a manager KA? Work is not a simple mechanical execution. Play more added value in the work, and make your professional knowledge and vision more profound and broad. You will find more appreciation and love, less boring procedures and pressure, and learn more majors! You will have constant surprises!

Fourth, manager KA should be the helper of information.

This is an information age, no one will refuse valuable information, and hope that the more sources of information, the better. Only if you have more updated information can you have the right to speak. From the point of view of the store, the information needed includes all kinds of sales data, industry trends, competitors and so on. So as to adjust the focus and steps of the work and make strategic deployment and tactical arrangements in different periods. And get this information, KA manager is a very important helper. KA managers usually maintain a high degree of sensitivity and pay close attention to the dynamics of the industry, peers and markets. In fact, the information provided by manager KA for the store is often beneficial to him. No KA manager is willing to tell the store the unfavorable negative information. ). Invisibly, when sharing information with * * *, the card manager made an advertisement for his company and products, which strengthened his advantages and consolidated his purchasing knowledge. Looking back on the performance of Jin * * edible oil in H store's national procurement at the beginning of the year, carefully comparing the monthly dynamic data of oil purchase/sale/storage of various stores, categories and specifications in the system with the import/sale ranking of KA stores nationwide, this data conveyed a huge amount of information and silently announced to KA stores: I am the leader of small packaged oil! Purchasing will naturally consider the status and influence of different manufacturers when formulating commodity policies for the new year. It can be said that manager KA can provide more information and may get more support!

Fifth, manager KA should be a facilitator of communication.

Manager KA is mostly in contact with the actual operators and executors of KA stores, and is the leader in the middle reaches. When there are major problems or important alliances, they often involve their respective bosses or even big bosses. At this time, the card manager should create a good opportunity and environment for the high-level meeting. With proper creation, the host and guest can be happy, the problems can be solved or a big alliance can be established; On the contrary, it is likely that the relationship will be rigid, cooperation will stagnate or even break off. The subtlety and discretion of this is a science, and manager KA should ponder it carefully. In the annual contract negotiation of C system, the national sales director of F oil and the deputy general manager of C system procurement are arguing over the annual rebate of 0. 1%. In fact, as long as a few mature words ease the atmosphere, the board can be settled. The card manager of F Oil said at a critical moment: You are a robber. Wow! The wind and rain changed suddenly and the dark clouds rolled. Vice President C issued a national order: all stores should clear F oil! The direct consequences of this are: during the half-year suspension of cooperation, the sales of F oil in C system lost more than 50 million yuan; Later cooperation left a shadow, and there was always a little bumpy feeling. Therefore, the KA manager should be extra careful, because tens of millions of losses are the performance of the KA system you are responsible for. It is impossible to fill such a big hole. Therefore, when you are in a critical situation, you should think clearly about every word you say. It may be a new world between clouds and hands, and it is you who benefit or get hurt!

Sixth, KA manager should be the promoter of the cooperation platform between the company and KA system.

In the continuous cooperation, the value and position of the factory are in the dynamic investigation of KA stores. Every year, the store will set the ranking and grade of manufacturers according to the performance, profit contribution, cooperation and exchange and the realization of equal value in the previous sales year, so as to determine the different support levels in the new cooperation year, including display, SKU, promotion, checkout and so on. Then the report card of this ranking and grade is the assessment result of the card manager. Do you have the ability to get high marks for the company, consolidate the terminal position of the company, enhance the cooperation platform and promote the benign and positive operation of the company? You have to think seriously! For various reasons, not every manufacturer can have the strength of Nestle and Procter & Gamble and easily occupy an absolute advantage. Congenital deficiencies will make up, and as long as you work hard, you will create achievements. During the author's several years' working experience, I have witnessed many excellent KA managers, who have made positive contributions to the improvement of the strength and status of KA store's originally weak company with good comprehensive quality, diligent professionalism and enthusiastic working attitude.

According to the necessity and difficulty of the above six responsibilities, we can use the following graph to represent the job responsibilities of manager KA:

KA managers, look at the pictures and look at your work. What level and position are you? When you are able to reach the top of the tower, we will cheer for you! You are an excellent employee of the company, you are a popular KA manager, and you are the best! To successfully fulfill the above responsibilities, KA manager must have considerable quality and ability. Only with good quality and ability can you become a qualified and popular KA manager;

First of all, the basic qualities that KA managers must possess

1, a decent external image

My fair lady, a gentleman is good; Elegant gentlemen and ladies are also good! Everyone always has a natural love for beautiful things. Of course, it doesn't mean that the card manager must be beautiful and look like Pan An. That's nature, not necessity. Most people look ordinary, but you can make yourself polite, cultured, temperamental and graceful. Between superficial beauty and decent manners, we accept the latter. Card manager represents the image of a big company. You must always pay attention to your words and deeds. A popular KA manager is a well-dressed, elegant and well-spoken person who conveys the company's light to the purchasing staff and managers of KA stores with a refreshing, capable and mature image.

2. Good inner cultivation

It makes sense to study both inside and outside. In addition to having a decent external image, manager KA should also have certain internal self-restraint to let his personality charm radiate. This includes a certain level of knowledge, integrity, witty and steady work style, responsibility and creativity, and so on. Knowledge level refers not only to the academic diploma you have obtained, but also to your rich professional experience and professional knowledge, which is where your gold content lies. At the same time, good moral cultivation can win you more respect and goodwill. No one wants to associate with selfish, narrow-minded and mercenary people. The so-called "convincing people with virtue" is here. In the process of dealing with supermarkets, your witty and steady style can often save the day. In short, the richer your self-restraint, the more attractive your personality, the greater your personality charm, and of course you will be respected and welcomed, and naturally your work will be much easier.

Second, the ability that KA managers must possess.

As the saying goes, don't take porcelain work without Jin Gangzuan. I really can't be a KA manager without a few brushes. Simply put, a qualified KA manager must have the following abilities:

1, communication skills.

The card manager has to deal with the relevant personnel in the store every day to deal with all kinds of problems. How to deal with different people to solve problems depends on communication. There is no one who can't communicate, and there is no problem that can't be solved. "There is no limit to communication" depends on your ability to communicate. It is not only important to communicate with external stores. At the same time, within the company, parallel communication between departments and communication between superiors and subordinates is also very important, because KA managers must rely on the support of various teams within the company to carry out their work better. So communication is very important! !

2. Coordination ability.

This is a question about balance, and balance is a supreme state. Factories and stores are close partners, strategic alliances and consistent interests, but from another perspective, they are the opposite of contradictions. Because both sides want to give the least and get more. The coordinator is the card manager, who should not only meet the needs of customers, but also take into account the interests of the company and rationalize customers. This baton is in the hand of the card manager. If the command is proper, it is a harmonious sound of nature, otherwise it is an unpleasant noise. A suggestion to the card manager is to listen to the voices in the store and the company, find the close notes sensitively, and use them flexibly, which will certainly be fruitful.

3. Negotiation ability.

Whether it is communication or coordination, it is actually all kinds of negotiations, large and small. You must have the corresponding negotiation ability, because whether it is contract negotiation, promotion agreement, problem solving or new product display, you must win what the company needs. Because you represent the company, you must win, at least not lose the bottom line. Similarly, within the company, you must negotiate with the boss, boss and colleagues to obtain the resources you want to give to the store. Card manager is constantly being tested by negotiation ability, which is the minimum ability you must have. A KA manager with poor negotiation ability always loses in the negotiation, can't win support for the company, and has almost no way out.

4. Management ability.

Including customer management, team management, workflow management, data information management, target assessment management and many other aspects. Only with good management ability, the team can operate efficiently, the resources can be allocated reasonably, and the affairs can be carried out in an orderly manner. In the management of customers, we should pay attention to systematicness and organization, find the right person to deal with specific things at the right time, and face the new changes and needs that are constantly happening. Manager KA must arrange and deploy personnel reasonably, prioritize, improve management ability and keep everything under control.

In the current fierce competitive environment, pressure and motivation coexist, and opportunities and challenges coexist. With the development, expansion and integration of KA stores, our KA manager will play an increasingly important role. Then, listen to the voice from the supermarket, adjust your direction and practice appropriately, and be a popular KA manager in the supermarket!