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

咨询服务营销策略MarketingConsultingServicesBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-CPDF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BuildingYourProfileBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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EngagingClientsBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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,theycannotrelyonrecurringfeesBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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ContinuetodeliverexcellenceinserviceBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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Themarketingplanwillassistyourpracticetosetrealisticgoalsonhowtoincreasethepractice’sprofilewithinthemarketplace这将最终增加业务销售和盈利UltimatelythiswillincreasesalesandprofitabilityofthepracticeBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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Marketanalysisandevaluation-SWOT分析SWOTanalysis-市场评估Marketevaluation-目标市场TargetmarketsBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-CPDF战略性营销计划StrategicMarketingPlan…-未来方向－战略发展Futuredirection–strategydevelopment-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,itwilltaketimetobuildyourBusinessPerformanceImprovementProfileandrevenueBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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-targetclientsBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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-classclientsA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,therestconsumetimeandbasicallyjustmakeyoulessmoneyBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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-capitalisedBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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HaveabusinessthatisprofitableorhasthepotentialtoquicklybecomeprofitableBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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IdentifyyourareasofindustryexpertiseinordertotargetindustrynichesBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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Brochures–businessprofiles-品牌推广BrandingBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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,butwillreinforceclientbeliefaboutthequalityoftheservicesyouprovideBusinessPerformanceImprovementProgramMarketingConsultingServicesIFC-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Thebestwaytogetreferralsfromexis