There are seven reasons to create new programs. When developing new courses/seminars, check this list to see if you are doing so for one or more of these reasons. If you are not, you should closely evaluate your reason.
- Generate New Sales. Add dollars to total income. Certain
divisions are lacking programs and need to be beefed up. Many
times failing to look at numbers means we miss out on targeting
programs that can be expanded.
- Increase Operating Margin. Your present mix of programs
may not be generating the operating margin you need. They may
be popular, but the cost may be too high or the price too low.
Developing new programs with a better operating margin can increase
your present operating margin. You may choose to price
these programs higher or reduce costs. Even if this is what you are
already doing, be aware that too many programs with a low operating
margin could truly jeopardize the future of your total program.
- Build Customer Base. By offering more new programs, you
may do a better job of targeting segments that are not being served
appropriately and you might just reach out to people not currently
involved with your program. A diverse, but not overextended, selection
can be helpful in adding new names to your database.
- Keep Catalog/Promotions Fresh and Current. Many times
customers move on to another organization because there aren’t
enough new products to choose from. Also, many times potential
customers do not even review a program if they feel it is just a
rehash of what came across their desk six months earlier. It is
important to be always adding new, so that the public feels that you
are spending energy and time listening and responding. As stated
earlier, it is all a perception. Image is everything.
- Energize and Challenge Staff. Programming staff can fall
into easy routines quickly. If they are not being challenged to develop
new products, they will do what is easy. Also, if they are not
made accountable for the products they develop, they will not look
to add new programs.
- Respond to Customer Needs. The customer is the boss. If
the customers are looking for new programs, it is our responsibility
to give them what they want.
- Cut Out Losers. Since there is only so much promotional
space, developing new programs will probably force the elimination
of programs that are not carrying their own weight. This is
important, because many times losers are left in way too long and
weigh down all of our hard work.