某咨询《南洋林德年终会议某咨询顾问公司服务模式的启示》

1、波士顿咨询顾问公司服务模式的启示波士顿咨询顾问公司服务模式的启示南洋林德年终会议南洋林德年终会议北京南洋林德投资顾问有限公司AGENDA BCGs Achievements BCGs Strategic Service Vision (SSV) BCGs Dilemma in China Hint to Neolinde北京南洋林德投资顾问有限公司GROWN BY GREAT PEOPLE WITH GREAT MIND19632 consulting staff1 office in Boston?$ company20002,370 consulting staff50 offices w

2、orldwideBillion$ company北京南洋林德投资顾问有限公司HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV)1.Target Market Segment“To help the worlds best organizations make a decisive impact on their direction and performance”2. Service Concept3. Operating StrategyClients come firstWorking with clientsRespect individua

3、lsWorking as a teamThe strategic perspectiveExpanding the Art of possible4. Service Delivery SystemInsightImpactTrust北京南洋林德投资顾问有限公司BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsightClear understanding of the innernature of some specific thingImpactPower of an event, idea

4、, etc. to produce changesTrustConfidence in the honesty, integrity,reliability etc. of another person and thing北京南洋林德投资顾问有限公司NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK Most important elementsQuality and costcontrolInvestment“Happy” employee“Happy” clientWOM, relationshipmarketing and clientdevelo

5、pmentSelf selection processEvaluation and feedbackBillability and utilization managementTier oneInvestment on clientRecruiting and trainingTo spark the breakthrough ideas for our clients, business enterprises and society at largeTo inspire the very best people with unparalleled opportunities for pro

6、fessional and personal growththereby forging a lifelong bond北京南洋林德投资顾问有限公司 NITTY-GRITTY MUST SUPPORT THE GLAMORStaffingCase team managementKnowledge management systemStrategic institutionResearchProductionOther support functionsProfitability management北京南洋林德投资顾问有限公司STILL A PARADOX IN CHINAClient Low

7、 purchasing powerUnsophisticated/”Fundamental” problems BCGHigh costAdvantage in solving market oriented complexity北京南洋林德投资顾问有限公司WHAT SHOULD BE OUR SSV?1.Target Market SegmentWhom are we going to serve?On what?In what manner?2.Service Concept1.Important elements 2.How should it be perceived?3.Effort

8、s suggested in terms of:Service design?Service delivery?Marketing ?3.Operation StrategyMost important elements?Investment focus?Quality and cost control?Results expected?4.Service Delivery System1.Important features?2.Capacity?3.To what extent does it help:Ensure quality?Differentiation?Raise entry

9、barriers?北京南洋林德投资顾问有限公司CLIENT DEVELOPMENT PROPOSALNeolinde Investment Company北京南洋林德投资顾问有限公司AGENDA Objectives Contribution by client segment Segmented approach Implementation Selling process improvement北京南洋林德投资顾问有限公司2002 OBJECTIVES SETBrand buildingCapability developmentSustainablecash flowDouble(?)

10、sales amountUpgrade client profileFundamental Strategies2002 ObjectivesPLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTORDifferent potential client segmentsLarge prospect with potential deal size over RMB 1 millionMedium size prospect with potential deal size over RMB 0.5 millionRecurring client w

11、ith sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal salesNumber of deals1-28-102-4 11-16Expected contributionRMB 1-2 million4-50.5-1RMB 5-8 million 1-2RMB 6-10 million北京南洋林德投资顾问有限公司DIFFERENT APPROACHES REQUIREDDifferent approachesSell-on to existing clientsProacti

12、ve selling Unsolicited proposal Dedicated workshop Cooperative studyMass marketing Newsletter/Perspectives Presentation on seminars/EMBA/ConferenceLargeNAXXXMediumNAxXXRecurringXxResourcesEffectivenessApplicability北京南洋林德投资顾问有限公司IMPLEMENTATION Short list potential clients to 10 large, 30 medium and 6

13、-8 existingSet screening criteriaRevenue over RMB 50 millionTurning point in organization change Promising industriesFierce competitionImprove mass marketing toolsLaunch newsletter/perspectivesPublish 1-2 foresight studies: e.g. M&A Each potential client appointed a focal point partner for continuous selling and follow upAppointment according to personal strength and interest for long term career development北京南洋林德投资顾问有限公司SELLING PROCESS IMPROVEMENT NEEDEDIncrease conversion ratio and recurring ratioMass marketing& Proactive sellingEstabli