毕博-管理咨询工具方法―Marketing Consulting Services-Chinese

咨询服务营销策略MarketingConsultingServices,概览Overview,制定战略性的营销计划DevelopAStrategicMarketingPlan确定目标客户IdentifyTargetClients制定客户选择标准DevelopClientSelectionCriteria行业市场Niches树立企业形象BuildingYourProfile,IFC-CPDF,概览Overview,推荐的力量ThePowerofReferrals主人受益人HostBeneficiaries方案书Proposals签订咨询协议EngagingClients,IFC-CPDF,营销概览MarketingOverview.,营销是任何成功咨询服务必不可少的组成部分Marketingisanessentialcomponenttoanysuccessfulconsultingpractice为保持盈利，咨询公司必须寻求新客户，并将其转变为长期客户Toremainprofitable,consultantsneedtoobtainnewclientsandconvertthemtoongoingclients由此，咨询公司需要能销售他们的服务，而不能依赖于经常性收入Todothis,consultantsneedbeabletoselltheirservices,theycannotrelyonrecurringfees,IFC-CPDF,营销概览MarketingOverview.,成功的营销，与以下因素息息相关：Tomarketyourpracticesuccessfully,thefollowingfactorsneedtobeadheredto:确定目标市场Defineyourtargetmarket确定客户（你希望的客户类型）Identifyclients(thetypeyouwanttohave)发现他们的需求Discovertheirneeds向他们出售服务Selltheservicetothem继续提供优质服务Continuetodeliverexcellenceinservice,IFC-CPDF,战略性营销计划StrategicMarketingPlan,制定适合自身的战略性营销计划来指导营销行动是非常重要的Itisimportanttodevelopyourownstrategicmarketingplantoguideyourmarketingefforts营销计划能对你如何在市场上提高服务形象，制定切实的目标有所帮助Themarketingplanwillassistyourpracticetosetrealisticgoalsonhowtoincreasethepracticesprofilewithinthemarketplace这将最终增加业务销售和盈利Ultimatelythiswillincreasesalesandprofitabilityofthepractice,IFC-CPDF,战略性营销计划StrategicMarketingPlan,营销计划应包括以下方面：Themarketingplanshouldcoverthefollowingareas:产品和服务Productsandservices市场分析和预测MarketanalysisandevaluationSWOT分析SWOTanalysis市场评估Marketevaluation目标市场Targetmarkets,IFC-CPDF,战略性营销计划StrategicMarketingPlan,未来方向战略发展Futuredirectionstrategydevelopment战略性营销战略Strategicmarketingstrategy业绩测评Performancemeasurement财务预测Financialprojections财务预测应该切实可行，建立企业经营业绩改善计划和获取收益需要一定的时间Financialprojectionsneedtoberealistic,itwilltaketimetobuildyourBusinessPerformanceImprovementProfileandrevenue,IFC-CPDF,确定目标客户IdentifyTargetClients,在现有客户的基础上确定目标客户Identifyyourtargetmarketwithinyourexistingclientbase:消除偏见Donotdiscriminate确定有发展潜力的企业Identifybusinessesthathavepotentialtogrow将客户按行业分类Categoriseyourclientsintoindustries非目标客户Non-targetclients,IFC-CPDF,客户选择标准ClientSelectionCriteria,制定自己独特的客户选择标准是很有必要的Itisessentialthatyoudevelopyourownuniqueclientselectioncriteria根据这些标准，仅为你希望提供服务的客户服务，即A级客户Usethistogrowthepracticebyservingonlythoseclientsthatyouwanttoserve,inotherwordsA-classclientsA级客户能增加你的收益率，其他客户却只能浪费你的时间，让你收益很少A-classclientsincreaseyourprofitability,therestconsumetimeandbasicallyjustmakeyoulessmoney,IFC-CPDF,客户选择标准ClientSelectionCriteria,A级客户选择标准基于你希望吸引的那类客户的特性A-classclientselectioncriteriashouldbebasedonattributesofthetypeofclientsyouwanttoattracttothepractice.例如：Examplesoftheseincludethefollowing:经营一年以上Havebeeninbusinessforatleastoneyear具有技术优势Aretechnicallycompetent付款迅速Paytheirbillspromptly企业不存在严重的资本不足问题Haveabusinessthatisnotseverelyunder-capitalised,IFC-CPDF,客户选择标准ClientSelectionCriteria,客户态度友好、和善Haveapleasantoutgoingpersonality愿意倾听建议Arewillingtolistentoadvice对自己提供的产品和服务具有清晰的要求Haveabusinessthathasaclearlydefineddemandfortheproductsandservicestheyoffer能从管理和营销的辅导中获益Wouldbenefitfromcoachinginmanagementandmarketing企业盈利或在短期内具有盈利的潜力Haveabusinessthatisprofitableorhasthepotentialtoquicklybecomeprofitable,IFC-CPDF,确定行业专小市场IdentifyIndustryNiches,确定你擅长的领域，从而针对专小目标市场提供服务Identifyyourareasofindustryexpertiseinordertotargetindustryniches,IFC-CPDF,树立企业形象BuildingYourProfile,在本地建立良好的服务形象是非常重要的Itisveryimportantthatyourbuildyourpracticeprofilewithinthelocalcommunity实现这一点的途径包括：Waysinwhichtoaccomplishthisinclude:公关活动中的机会Publicrelationsopportunities报纸、杂志上发表论文Articlesinnewspapers,journalsandmagazines公司介绍手册Brochuresbusinessprofiles品牌推广Branding,IFC-CPDF,推荐的力量ThePowerofReferrals,扩大企业业务、提升企业信誉的有力途径之一是通过他人推荐Oneofthemostpowerfulwaysofgrowingyourpracticeandbuildingyourreputationisthroughreferrals鼓励客户积极为你的业务推荐项目，不仅能巩固客户基础，同时增强了客户对你所提供的服务质量的信心Encouragingclientstoactivelyreferworktoyourpracticewillnotonlybuildyourclientbase,butwillreinforceclientbeliefaboutthequalityoftheservicesyouprovide,IFC-CPDF,推荐的力量ThePowerofReferrals,从现有的客户获得推荐的最佳途径是在签署的“共同责任书”中注明这一点Thebestwaytogetreferralsfromexistingclientsistomakeitpartofyouragreementinthemutualcommitmentstatements一旦你获得推荐，确保你有所行动，并且主动进行接触、跟进Onceyoureceivethereferralsensurethatyouactonthem,makeinitialcontactandfollowup邀请他们参加免费研讨会Invitethemtocomplimentaryseminars提供基本的免费服务Offercomplimentaryinitialconsultations,IFC-CPDF,主人受益人HostBeneficiaries,主人受益人关系是重要且有用的营销手段Host-beneficiaryrelationshipsareaveryimportantandlucrativemarketingtool类似于“产品认可”的概念Itisverysimilartotheconceptofproductendorsement与团队成员一道进行头脑风暴，讨论合适的目标Brainstormwithteammembersonsuitabletargets确保主人与你在目标市场（中小企业市场）上有相同的客户群Ensurethatthehostshavethesameclientsinyourtargetmarket(SME),IFC-CPDF,主人受益人HostBeneficiaries,潜在的主人受益人的建议：Suggestionsforpotentialhost-beneficiaries:银行及财政机构Banksandotherfinancialinstitutions证券公司Insurancecompanies企业服务提供商Businessserviceproviders商会Chambersofcommerce企业培训中心Entrepreneurial/BusinessEducationCentres其他有关机构Otherspheresofinfluence,IFC-CPDF,主人受益人HostBeneficiaries,与可能的主人接触时，运用以下技巧会对你有帮助：Whenapproachingpossiblehosts,usethefollowingguidelinestoassistyou:电话接触Maketelephonecontact运用标准电话用语，获得最佳效果Useatelephonescripttoreceivethebestresults确保会谈是专业的、熟练的Ensurethemeetingisprofessionalandslick用笔记本电脑放映幻灯片演示所有营销收益的要点Usealaptoptopresenttheslideshowoutliningallthemarketingbenefits争取让主人同意为它的客户主持一个你的讨论会Trytogetthehosttoagreetohostoneofyourseminarsfortheirclients,IFC-CPDF,IFC-CPDF,进行客户需求的评估Conductaclientsneedsassessment理解客户如何定义其需求Understandhowclientdefineshisneed确认是否存在客户真正的需求（本质）与客户认知的需求（表面征兆）之间的差异Determineifthereisadifferencebetweentherealneed(cause)andtheclientsperceptionofhisneed(symptom)预计客户接受咨询项目的程度Assessclientreadinesstoundertakeaconsultingproject,撰写方案书PreparingProposals,撰写方案书PreparingProposals,向客户销售你的服务Sellingyourservicestoclients书面的方案书或演示Writtendocumentand/orpresentation提供装订精美的合同Mayrepresentabindingcontract,IFC-CPDF,撰写方案书PreparingProposals,向客户销售你的服务Sellingyourservicestoclients向客户说明:Addressfortheclient:你对于客户需求的理解Yourunderstandingoftheclientsneeds你打算为客户做什么Whatyouintendtodofortheclient项目的预期结果和对完成项目的信心Expectedresultsandpotentialbeliefsofyourworkontheproject工作方法、质量和过程描述Descriptionofyourorganisationsapproach,qualificationsandexperience,IFC-CPDF,撰写方案书PreparingProposals,制定销售战略Developsalesstrategies与客户一道回顾项目目标、解决方案Reviewprojectgoals/solutionswithclients制定工作计划Developworkplans制定收费计划和费用估计Developpricingstrategyandfeeestimates草拟协议书或方案书Draftengagementletterorproposal演示方案书/解决办法和跟进措施Presentproposal/solutionandfollow-up方案书定稿及跟进Finaliseproposalandfollow-up,IFC-CPDF,撰写方案书PreparingProposals,制定销售战略DevelopSalesStrategy确认经济买家Confirmeconomicbuyer跟进，将购买方介绍给业主Follow-upandintroducebuyertoowner寻找尽可能多的支持者Developasmanysupportersaspossible避免对客户的偏见Avoidpreconceptionsaboutclient为未来的发展机会设定阶段Setstageforfutureopportunities对客户的预见Preconceptionsaboutclient,IFC-CPDF,撰写方案书PreparingProposals,与客户一道回顾项目的目标/解决方案ReviewProjectGoals/SolutionwithClient确定与客户一道回顾方案的会议日程Schedulemeetingtoreviewyourapproach确保购买方出席会议Makesuretheeconomicbuyercanattend尽早促成买卖Obtainbuy-inasearlyaspossible在会议之前发现潜在的“交易破坏者”Uncoverpotentialdeal-killerspriortomeeting能处理有关问题Beabletoaddressissues,IFC-CPDF,撰写方案书PreparingProposals,制定项目管理工作计划DevelopProjectManagementWorkPlan准备主要任务综述Preparemajortasksoverview考虑所需人员配置以及分包ConsiderStaffingneedsandsub-contractors工作计划包括后勤工作所需时间（制定计划、文档整理、项目管理）Includeadministrativehoursinworkplan(planning,documentation,projectmonitoring)获得审查和批准Obtainreviewandapproval简要说明客户参与的内容Indicateclientparticipationinstructions工作成果和过程中产生的结果Relatedeliverablestotasksandinterimworkproducts,IFC-CPDF,撰写方案书PreparingProposals,制定工作范围DevelopingtheScopeofWork工作范围规定工作性质以及客户和顾问的责任Thescopedefinesthenatureoftheworktobeperformedaswellastheresponsibilitiesoftheclientandtheconsultant工作范围包括以下方面：Thescopeshouldcontainthefollowingcomponents:背景资料Backgroundinformation目标Objectives任务Tasks,IFC-CPDF,撰写方案书PreparingProposals,制定工作范围（续）DevelopingtheScopeofWork(cont)工作成果Deliverables时间控制Timing参与人员Personnel客户职责Clientresponsibilities收费Billings,IFC-CPDF,撰写方案书PreparingProposals,行业Industry规模Size变革与发展Changesanddevelopments,家族情况FamilyCircumstance内部事务Internalissues继承计划Successionplan,客户Clients改变的需求Changingneeds支付能力Capacitytopay,环境Environment税收发展Taxdevelopments经济Economic政治Political,竞争Competitors行业中的竞争Competitorsindustry特征Identity定位Positioning,技术Technology行业专长Industryspecifics改变与发展Changesanddevelopments,集团TheGroup内部能力Internalcapabilities投资承诺Commitmenttoinvest长远发展前景Long-termvision,IFC-CPDF,撰写方案书PreparingProposals,IFC-CPDF,撰写方案书PreparingProposals,IFC-CPDF,每个项目的里程碑都会有中期报告，演示或协调小组的会议。在每一阶段开始之前会就详细问题达成一致。,项目里程碑,成果,了解市场,理解企业内部能力,优化的方案,前进,撰写方案书PreparingProposals,IFC-CPDF,Ateachprojectmilestonetherewillbeaninterimreport,presentationorsteeringcommitteemeeting.Precisedetailswillbeagreedwithyouduringtheprojectplanningstagepriortocommencement.,PROJECTMILESTONE,DELIVERABLE,Anunderstandingofthemarket.,Anunderstandingofinternalcapabilities.,Preferredoption.,Thewayforward.,撰写方案书PreparingProposals,IFC-CPDF,撰写方案书PreparingProposals,制定收费计划以及费用预测DevelopPricingStrategies&FeeEstimates从完全费率入手Startatfullrates只对可以确定的开支进行估计Estimatefeesonlyforwhatiscertain在降低费率之前缩小工作范围Reducescopeofworkbeforediscounting预期费率的改变Anticipatebilling/ratechanges包括行政、费用以及非公司服务Includeadministration,expenses,non-firmservices商谈付款时限Negotiatepaymentschedules,IFC-CPDF,我们有经验和能力按时提供成果报告Wehavetheexperienceandskillstogeneratethedeliverablesontime.我们对复杂的咨询工作具有良好工作经历Wehaveaproventrackrecordofmajorcomplexconsultancies.,我们的团队OurTeam,客户Client,HarryBoggsP.O.C,MaryJames项目组长TeamLeader,撰写方案书PreparingProposals,IFC-CPDF,撰写方案书PreparingProposals,IFC-CPDF,撰写方案书PreparingProposals,草拟协议书或方案书DraftEngagementLetterorProposal对客户目标和目的的理解Understandingoftheclientsgoalsandobjectives统筹的方法、工作计划、时间表Overallapproach,workplan,timetable成果和产品Deliverableendproduct中期会议和评审要点Interimmeetingsandreviewpoints团队构成和质量Teamorganisationandqualifications你的公司的经验和独有的资格Yourfirmsexperienceanduniquequalifications,IFC-CPDF,撰写方案书PreparingProposals,草拟协议书或方案书DraftEngagementLetterorProposal费用、支付条款和付款协定Fees,termsandbillingarrangements项目涉及人员简历Resumes,tailoredtotheengagement图表Graphics外部因素以及潜在影响Externalfactorsandpotentialimpact仔细审查完成的方案书，确保其一致性、准确性、高质量Carefullyreviewthecompletedproposalforconsistency,accuracyandquality,IFC-CPDF,撰写方案书PreparingProposals,演示方案书及跟进PresentProposalandFollow-up安排关键购买者出席的会议Schedulemeetingwhenkeybuyerscanattend在会议之前联系支持人员Contactsupporterspriortomeeting使用多名演示人员（对大型方案书而言）Useseveralpresenters(forlargeproposal)除非将在会议中作出决定，否则避免讨论费用问题Dontnegotiatefeesunlessdecisionwillbemadethere除非需要，否则不要用电子邮件方式递交最终方案书Neversendfinalproposalinthemailunlessrequired,IFC-CPDF,撰写方案书PreparingProposals,有效的演示EffectivePresentations演示Preparation材料Materials发言人员Speakers技术Technology逻辑Logistics实践Practice时间Timing,flow互动Participation提问、回答Questions,answers,IFC-CPDF,撰写方案书PreparingProposals,方案书定稿及跟进FinaliseProposalandFollow-up发布方案书、整理文档Issueanddocumentthedistribution保持与决策者的联系Maintaincontactwithdecision-makers如果工作范围变动很大，重新正式发布最终方案书Formallyreissuetheproposalifthescopechangesextensively搜集整理文档Assembledocumentation,IFC-CPDF,签订咨询协议EngagingClients,实现企业的梦想,理解你的数据,企业俱乐部,前期咨询服务,经营业绩改善项目,营销讨论会分层,IFC-CPDF,签订咨询协议EngagingClients,TurningYourBusinessDreamsIntoReality,UnderstandingYourNumbers,BusinessClub,InitialConsultation,BPIPProgram,LeveragedMarketingWorkshops,IFC-CPDF,签订咨询协议EngagingClients,所有潜在的客户都需要高级顾问来进行前期咨询Allpotentialclientswillneedtoattendaninitialconsultationwithseni