有效沟通-clientskillw.ppt

Author: Jeff Meltin,Contributors: Susan Lonergan, Peter Fisher,bc,Client Skills,March 1998,Copyright 1998 Bain & Company, Inc.,2,Clientskills.ppt,Objectives Client process On-site at the clients Relationship building Key takeaways,Agenda,3,Clientskills.ppt,Objectives Client process On-site at the clients Relationship building Key takeaways,Agenda,4,Clientskills.ppt,The idea that consulting depends solely on analytical expertise and on ability to present convincing reports is losing ground, partly because there are now more people within organizations with the required analytic techniques than in the boom years of strategy consulting. Increasingly, the best management consultants define their objective as not just recommending solutions but also helping institutionalize more effective management processes.”,Arthur N. Turner Professor, HBS,Objective,5,Clientskills.ppt,Partnership Common objective Right issues addressed Significant value implemented (conceivable vs. achievable) Leadership to sustain Bain client Systems integrated Client capability enhancement Value and cost calculated,The Bain vision of the most productive client relationship and single-minded dedication to achieving it with our client:,Bain Vision,6,Clientskills.ppt,Objectives Client process On-site at the clients Relationship building Key takeaways,Agenda,7,Clientskills.ppt,The basic objective of the client process is to structure, schedule, and staff a series of interactions so that:,Bain continually builds credibility The client moves toward action or acts Personal relationships can be built,Client Process Objectives,8,Clientskills.ppt,Major/senior client presentations,Pre-wires,Data gathering,Analysis updates/ check-ins,The typical client process on a Bain strategy case will cycle through four types of meetings/interactions.,A Typical Strategy Case,9,Clientskills.ppt,New Bainies often handle data-gathering interactions independently.,Obtain the required data in the required time discover the best data motivate the client to provide the data quickly Generate credibility for Bain Build a positive, productive working relationship with the client,Know the data that the client has already provided to Bain or is publicly available Position Bain, the project, and the request appropriately Ask the right questions and follow-up Be prepared to demonstrate empathy,Objectives,Basic success requirements,Data-Gathering Interactions,10,Clientskills.ppt,Know the existing data,Search caseteam files for useful data Phonemail caseteam inquiring about useful data previously acquired from client Check non-client/public sources,Who is Bain & Company? What is the project and its objectives? Who at the client is sponsoring the project? Why should the client cooperate? How does this project and analysis fit in with other Bain work for the client? How will the data be used? Who will see the data and the resulting analysis? Where does this fit in with the clients other priorities? Why is this so important/ urgent? How is this different from work the client may have already done?,Position effectively,Data Gathering Prep List (1 of 2),11,Clientskills.ppt,Have the questions and follow-up,Prepare to demonstrate empathy,What are the potential sources of the data? How accurate is the data? How far back is this data kept? Is there any other data (other systems) which might help? How difficult would it be to create specialized reports? When can I receive the data?,Contact other Bainies who have worked with this particular client/person understand sensitivities she may have to the request Take a minute to “put yourself in her shoes” mentally Ask questions about her career history how long in the job? how long in the organization? what other jobs? what other parts of the company? what other companies?,Data Gathering Prep List (2 of 2),12,Clientskills.ppt,Source: Clients Time Diary,The time/attention imbalance between clients and “Bainies” illustrates the need for empathy.,Day-to-day operations Customer needs/demands Yearly budgets, quarterly results Personnel issues Own career management Personal issues,Empathy: Time/Attention Imbalance,13,Clientskills.ppt,Major/senior client presentations,Pre-wires,Data gathering,Analysis updates/ check-ins,After data gathering, later-stage meetings will generally be led by more experienced Bain personnel.,Later-Stage Meetings (1 of 2),14,Clientskills.ppt,The role,Logistics,Clarify your role before the meeting know how much you should talk know the issues you should talk about Prepare silent communication to gain “entry” into meeting discussion if necessary,Have all of the possibly-needed back-up organized and at-hand Bring more than enough copies of the presentation (including acetates) avoid using the clients copier Bring all supplies that might be useful in the meeting blank acetates paper acetate pens pens calculator Arrive early! Know the meeting location, directions, and all contact numbers of the participants,The new “Bainie” typically has two assignments/responsibilities in after-stage meetings: fulfilling a particular role and ensuring that all logistical needs are met.,Later-Stage Meetings (2 of 2),15,Clientskills.ppt,Objectives Client process On-site at the clients Relationship building Key takeaways,Agenda,Clientskills.ppt,The difficulty of executing basic dos and donts can be much greater, because. You are “on-stage” 100% of the time, and as a result You must “be Bain” every minute, and You must demonstrate exemplary managerial/leadership behavior,The basic dos and donts of working full-time at the client site are no different from any other situation. However.,On-Site at the Client,Clientskills.ppt,Develop personal relationships with client individuals take them out get to know them personally Build one truly integrated client/Bain team Balance all of the demands/factors necessary to create joint output Bain-standard analysis coaching persuasion and conflict management Set an example work hard demonstrate leadership Find creative ways to get the privacy and little personal freedoms that you might need,Do:,While the basic dos and donts are no different, it is useful to keep the in mind.,On-site at the Client: Dos,Clientskills.ppt,Dont:,Forget that you are still “serving” the client Lower standards of discretion, security, or confidentiality lifestyle issues phone calls personal opinions Expect client individuals to fit into Bain culture, norms, expectations Relent on your time management and workplanning practices Neglect the need to pull together Bainies for Bain-only social time,While the basic dos and donts are no different, it is useful to keep in mind.,On-site at the Client: Donts,19,Clientskills.ppt,Objectives Client process On-site at the clients Relationship building Key takeaways,Agenda,20,Clientskills.ppt,Source: Manger/VP Survey,What was the best advice you received at Bain on client relationships? “Stay close to your clients. Dont monopolize their time, but be there so you can learn about their world.” “Read Dale Carnegies book, How to Win Friends and Influence People.” “Put yourself in the clients shoes.” “To be successful requires engaging a client individual on three levels. You must be (1) emotional, (2) logical, (3) credible.” “Challenge yourself to understand what clients really want and fear about Bain.” “Pick someone with good client skills and learn to model his or her behavior.”,Relationship Building: Manager/VP Survey,21,Clientskills.ppt,Source: Manager/VP Survey,“Built client ownership in the work.” “Put herself in the clients shoes and understood his/her operating environment and how Bain fit in.” “Paid close attention to what the client really wanted and needed.” “Developed and implemented a customized strategy for each client individual based on the clients style, strengths and weaknesses, fears and aspirations, and the context of the work.” “Prepared thorough and clear objectives for every client interaction.” “Listened well to client concerns.” “Listened.”,The most effective consultant at client relationships that Ive worked with at Bain always.,Most Effective Consultants,22,Clientskills.ppt,Source: Manager/VP Survey,“Ignored the importance of process issues.” “Mishandled clients by failing to pre-wire, going over their heads, or over-promising what we could do.” “Overvalued the strength and power of his analysis with clients. Thought the work was complete when the analysis was complete and that being good at analysis meant being good with clients.” “Felt that clients were necessary evils that otherwise inhibit decisive action and quick implementation by more talented Bainies.” “Thought we were more important than anything else on the clients mind.”,The least effective consultant at client relationships that Ive worked with at Bain always,Least Effective Consultants,23,Clientskills.ppt,The following are general guidelines. Always check with your officer and manager to learn case-specific guidelines for client interaction.,Do:,Be well-prepared for client interactions (purpose, process, politics, and personalities) Be professional at all timesdress, speech, body language, behavior, etc. Discuss vs. tell, then check understanding Be perceptive, put yourself in the clients shoes and thoroughly understand his/her outlook Cultivate a sense of mutual respect. Take interest in the client as an individual and make him/her feel important Readily acknowledge respect for clients experience and expertise Respect every clients right to confidentiality Be friendly and courteous to all members of the client organization Show appreciation for any client assistance Be sensitive to undercurrents in meetings and be alert for “cues” from other Bain people,“Dos and Donts” (1 of 3),24,Clientskills.ppt,Do:,When you have something to say be thoughtful, clear, and focused. When you have nothing to add, be silent, listen, and observe carefully Speak to the client in language he/she understands and feels comfortable with. Avoid “Bainese” or inappropriate language Use “we” to emphasize commitment and team spirit to clients Refer issues you are not an authority on to senior Bain personnel Manage casual conversation and anticipate/steer clear of sensitive issueskeep discussion focused on work being done Look for opportunities to help client and other Bain people (“notes, notes, notes”) Develop an area of expertise and become indispensable. Let your work prove your competence Be yourselfdevelop your own style Seek out/be sensitive to feedback on client skills Use common sense and your own good judgment,“Dos and Donts” (2 of 3),25,Clientskills.ppt,Discuss personal life topics which might increase distance between you and the client Criticize the client organization or client individuals Be afraid to be silent or to say “I dont know” Lie Discuss Bain client (including confirming clients mentioned in published articles) Cite the CEO as our client,Dont:,“Dos and Donts” (3 of 3),26,Clientskills.ppt,Answers are situational Bain history with client clients personality/position specific circumstances when question is asked who else is with you your experience There is no one right response find answers you feel comfortable with Clients reasons for asking these kinds of questions will differ dont automatically become defensive Avoid talking your way into a difficult situation Dont lie Think in advance what your answer to each tentative question will be,Some observations about for handling sensitive questions.,Handling Sensitive Questions,27,Clientskills.ppt,Where did you go to business school? “I went to X college, where I majored in Y. I was hired by Bain out of college as an associate consultant on the caseteam. Initially, Ill be helping gather the data well need for our analysis.” “I dont have a business degree, but I worked in the X industry.” How long have you been with Bain? “Im in my first year.” Who are you working for besides my company? “Each Bain consultant works on two client caseteams at a time. However, Bain maintains the confidentiality of its clients, so I cant tell you who else Im working for. I can tell you that my other client is in a very different industry and presents no conflict of interest.” How old are you? factual answer,Sensitive Questions and Possible Answers (1 of 4),28,Clientskills.ppt,Note: If you have any experience,say so,How is Bain & Company different from other consulting firms? “Bain is different in that our final product is not a written report. We work as a team with our clients at each stage of the analysis and right through implementation.” Whats your experience in my industry? “At Bain, we work with clients in a variety of industries, and the experience we bring is in analyzing business issues, which we can work with you to apply.” “You bring the industry experience to the team. There is no way we can match your 10 years. We bring the strategic perspective and the analytical fire power. As a team, we can help improve your companys performance.”,Sensitive Questions and Possible Answers (2 of 4),29,Clientskills.ppt,What do consultants do exactly? “The goal of Bain work is to improve financial performance. We may work at the division or the corporate level to improve competitive positioning, forecast market growth, target market segments, reduce costs or plan financial strategy. Bain is different from other consulting firms in that Consultants manage data-driven analysis focused on beating your competitors. The result is permanent improvement to your companys financial position.” Where did you go to school? factual answer Whats your background? factual answer, but consider how threatening this may be to your audience. Try to position facts in a way that will be most sensitive to why you were asked the question,Sensitive Questions and Possible Answers (3 of 4),30,Clientskills.ppt,What can you do for us that we cant do for ourselves? “On some business issues, which company is likely to deal with only occasionally, we bring conceptual expertise we have gained fro