访谈模板-新咨询者工作技巧

1、 NinesageModule OneNew Consultant Skill Building（新咨询者工作技巧）新咨询者工作技巧）Module 5 训练内容训练内容Ninesage2interviewing 调查表设计会见技巧会见记录基本的电子数据表附录：信息来源议程议程 训练内容训练内容Ninesage3interviewing 调查表格式调查表格式 调查表设计调查表设计C:trainingshquestionnaire.docDistributor Interview QuestionnaireGeneral background (fill in after interview):S

2、tore Name:Address:Telephone and fax:Type of player:chain store_ drug store in supermarket_ independent drug store_Ownership Type:state-owned public private JV foreign other:Size:Approximate square meter:Company revenue(1998)(please specify: annual ormonthly or daily)Total sales (RMB):Sales in pharma

3、ceuticals (RMB): TCM (%): Western drugs (%):Typical first half year of total sales (%):Physical location:Residential CommercialCompany starting year :Total number of employees:Total number of employees in OTC:Interviewee and Title:Interviewer:Sales volumes:1A. Sales in each categoryTotal sales of 19

4、98 (RMB)Total sales of 991H (RMB)Total sales of businessTotal sales of western medicine and TCMPain & FeverG.IFungicides (Vaginal treatment)Multi-Vitamins & Minerals1B. What are your main categories of western drugs besides the four mentioned above:1) _2) _3) _2. What is your overall split i

5、n sales of drugs: TCM _% and Western: domestic _% JV _%imports _%3. Please provide more details for each product categoryA. Pain & Fever3.A How many brands do you carry?Domestic _ JV _ Imported _Top 4 brandsTotal Sales 1998 (RMB or Units?)Total Sales 1999E (RMB or Units?)1.2.3.4.Others (specify)

6、B. G.I3.B How many brands do you carry?Domestic _ JV _ Imported _Filing and pathing-Header and FooterQuestionnaire titleSubsection titleInterviewing informationBackground of interviewee organisationquestionsNinesage4interviewing 要了解的目标有：案例workstream会见预览幻灯片确定信息来源（图表的数量，定性的引文）把表格翻译成调查内容设计一个合理的结构从管理人员，

7、案例组获得反馈作问卷时要考虑到潜在敏感问题准备写写调查表*Ask the Bain Research and Data Analysis Group in Boston for help in designing complex questionnaires设计设计 调查表设计调查表设计Ninesage5interviewing如何做一个问卷如何做一个问卷 (1 of 2) 写一个简短的介绍（你的姓名，会见的目的，客套话）). 要有可能要联系的人的姓名我是来自咨询公司的 Ruma Sanyal ，我同销售部的Ray Gonzalez 谈过，他告诉我你是真正了解管理供应商关系重要性的人。制作出幻

8、灯片写出没有偏见的疑问，如果可能提出完整思路你是说增长少于25%, 在25%到49%之间, 还是50%或者更多？你难道不愿增长是25%。简单明了CAGR, ROS询问如下问题如何？为什么？根据需要，询问一些相关问题，如：什么是增长率? 或者 增长率在 10-20%或者 20-50%?一组合乎逻辑的问题价格，成本，市场大小把必知问题设在细节问题之前以简单或者易引起人兴趣的问题开始，如：你在商场奋斗多少年了？把一些艰涩或敏感的问题放在结尾，如：你在瓷砖方面的赢利如何？增加对艰涩问题的提示可以举个例子吗？你认为那一段是增长还是缩减？利于数据录入数量 标准形式利于记录获取增加画线/单元格 在问题记录后

9、留出空余突出关键 词句Content（内容）Structure（结构）Design（图案） 调查表设计调查表设计Ninesage6interviewing每个疑问都该做一张幻灯片每个疑问都该做一张幻灯片 leisureBusinessLeisureBusiness1997200066100$0.020.040.060.080.0100.0China Rental Car Market (MM RMB)Segment DSegment CSegment BSegment A2000100$020406080100Rental Car Market: Business(MM RMB)情形情形: 估

10、定中国汽车市场潜在增长势头表格表格:问题问题:当前市场占有率是多少？空闲率是多少？你认为在2000年，市场份额有多大？在2000年，市场占有率将会是多少?空闲率将会是多少？市场的顾客层怎样？在2000年每一层市场份额将占多大？在2000年是否将会有新的顾客层出现？如何做一个调查表如何做一个调查表 (2 of 2) 调查表设计调查表设计Ninesage7interviewing 问卷设计会见技巧会见记录基本电子数据表附录：信息来源议程议程 训练内容训练内容Ninesage8interviewing 确定打电话或拜访的最佳时间获取准确的联络人姓名确定会见时间表报出自己的姓名及拜访目的确认会见时间或

11、开始会见保持交谈事先预料对方的反映试探有效引导获取资料及报价在每次会见后写出详细的报告在会见结束前确定以得到所有关键信息感谢被访者询问是否可以就有关问题再次打电话或拜访请求与有关人事进一步联络引导会见的五个基本步骤引导会见的五个基本步骤准备会见提供介绍控制交谈获取详细资料结束会见会见步骤会见步骤 会见技巧会见技巧Ninesage9interviewing 复习建议/幻灯片/问题汇总以明确此次会见及本案例的主题确定所需关键信息决定由谁打电话或访问根据被访者的重要性决定访问次序决定哪个访问放在最前制订访问持续的时间底线如果缺乏经验向有经验的组员请教会见之前*Ask the Bain Researc

12、h and Data Analysis Group in Boston for help in designing complex questionnaires会见会见 会见技巧会见技巧会见中会见之后礼貌并自信的介绍自己Refer to contact of authority使用术语快速切换问题就相关问题进行交谈确定什么是被访者能够及愿意回答的请求解释使被访者特殊化了解被访者观点之后的原因当个别信息不能被利用时给出提示请求术语说明 复述被访者的叙述以确保整体理解会见之后立即写出会见报告如果任何关键信息遗漏马上再次打电话或拜访准备下次会见Ninesage10interviewing 问卷设计会

13、见技巧会见记录基本电子数据表附录：信息来源议程议程 训练内容训练内容Ninesage11interviewing 在被访者回答中尽快记录记录关键字或短语无论如何不要让记录打断内容的前进尽可能多的填写问题记录表确定会见与记录之间的间隔完成问题记录表制作定性的记录。如记录可以提醒自己的有关被访者的信息。这有助于在必要时选择给谁回电 会见记录要总结问题记录表上没有的被访者的观点或见解 获取记录获取记录 会见记录会见记录会见中会见之后Ninesage12interviewing 会见记录格式会见记录格式 会见记录会见记录C:caseshwordLJInterviewee:Mr. Dai zhong,

14、Marketing ManagerOrganization:XXX CompanyTelephone2250Address:Changqiao, Ping An Street, BeijingInterviewer:Zhang JiangyanDate:2000-04-16Summary The root cause for loyalty is Customer switch to new competitorsKey findings The sales team is not so professional The company positioning is

15、 not clearCustomer Segmentation Beida Hospital is one of the largest and the famous hospital in Beijing It purchased and installed 2 units of Broad absorption chillers 97 The chiller is of _RT each The chillers cover existing building of _square meter It is planning to install electric chillers for

16、another hospital area They are of _ RT And cover existing building of _square meterPurchasing cost Total expenditure: Rmb20MM Chiller purchasing cost: Rmb4.7MM(two units) Pipeline construction: Rmb1.6MM Other cost related to pipeline(building dismentle and compensation for residents movement):Rmb1.4

17、MM Installation charge: Rmb12MM (including pump/water tank/labour)Maintenance cost The chiller system is still within warrantyOperating cost Estimated energy cost: 365 days*Rmb5,000=Rmb1.8MM # of staff: 9; average wage=Rmb800/month, labor cost=RmbPurchasing process/criteria Purchasing process The vi

18、lla visited design institutes to consult the AC system design Manufacturers came to the villa to present their products Based on discussion with institutes, it decided to use absorption chiller It compared the product attributes among Broad, Suangliang Trane, Sanyo and a local brand basedon purchasi

19、ng criteria and other working requirement It visited many end users to refer to their advice about brands advantages and disadvantages Sanyo was selected The customer decided absorption chiller because It has a very good gas supply and supply network within villa area which makes it easy to operatea

20、bsorption chiller It would have to pay high fee for electricity expansion within the area filing and sourcing Interviewing information Highlighting summary Highlighting key findings Interview findingsNinesage13interviewing 问卷设计会见技巧会见记录基本电子数据表附录：信息来源议程议程 训练内容训练内容Ninesage14interviewing 电子数据表格式电子数据表格式

21、训练内容训练内容filename:C:sinotrainingmodule1regression.xlsGDPauthor:simon hucreation:99/05/01version:04/17/00source:SSB, EIU, CRAA and Bain analysisassumption:19981999200020012002GDP growth:7.80%7.60%7.80%8.30%8.40%Population growth:1%0.98%0.92%0.92%0.92%US to RMB rate:8.3China GDP CAGRyear199319941995199619971998E1999E2000E2001E2002E (93-98E)(98E-02E)GDP(US$ Bn)599547711824902999107511591255136011%8.0%market trendsAir-con(RT)1,683,064 1,822,1