波士顿咨询顾问公司服务模式的启示

北京南洋林德投资顾问有限公司波士顿咨询顾问公司服务模式的启示南洋林德年终会议2002年2月1日北京南洋林德投资顾问有限公司AGENDA–BCG’sAchievements–BCG’sStrategicServiceVision(SSV)–BCG’sDilemmainChina–HinttoNeolinde北京南洋林德投资顾问有限公司GROWNBYGREATPEOPLEWITHGREATMIND1963•2consultingstaff•1officeinBoston•?$company2000•2,370consultingstaff•50officesworldwide•Billion$company北京南洋林德投资顾问有限公司HIGHLYINTEGRATEDSTRATEGICSERVICEVISION(SSV)1.TargetMarketSegment“Tohelptheworld’sbestorganizationsmakeadecisiveimpactontheirdirectionandperformance”2.ServiceConcept3.OperatingStrategy•Clientscomefirst•Workingwithclients•Respectindividuals•Workingasateam•Thestrategicperspective•ExpandingtheArtofpossible4.ServiceDeliverySystemInsightImpactTrust北京南洋林德投资顾问有限公司BELIVEINVALUECREATIONBYINTELLECTANDCREDIBILITYInsightImpactTrustInsightClearunderstandingoftheinnernatureofsomespecificthingImpactPowerofanevent,idea,etc.toproducechangesTrustConfidenceinthehonesty,integrity,reliabilityetc.ofanotherpersonandthing北京南洋林德投资顾问有限公司NOTONLYTALKTHETALKBUTALSOWALKTHEWALKMostimportantelementsQualityandcostcontrolInvestment•“Happy”employee•“Happy”client•WOM,relationshipmarketingandclientdevelopment•Selfselectionprocess•Evaluationandfeedback•Billabilityandutilizationmanagement•Tierone•Investmentonclient•Recruitingandtraining•Tosparkthebreakthroughideasforourclients,businessenterprisesandsocietyatlarge•Toinspiretheverybestpeoplewithunparalleledopportunitiesforprofessionalandpersonalgrowththerebyforgingalifelongbond北京南洋林德投资顾问有限公司NITTY-GRITTYMUSTSUPPORTTHEGLAMOR•Staffing•Caseteammanagement•Knowledgemanagementsystem•Strategicinstitution•Research•Production•Othersupportfunctions•Profitabilitymanagement北京南洋林德投资顾问有限公司STILLAPARADOXINCHINA•ClientLowpurchasingpowerUnsophisticated/”Fundamental”problems•BCGHighcostAdvantageinsolvingmarketorientedcomplexity北京南洋林德投资顾问有限公司WHATSHOULDBEOURSSV?1.TargetMarketSegment•Whomarewegoingtoserve?•Onwhat?•Inwhatmanner?2.ServiceConcept•Importantelements•Howshoulditbeperceived?•Effortssuggestedintermsof:Servicedesign?Servicedelivery?Marketing?3.OperationStrategy•Mostimportantelements?•Investmentfocus?•Qualityandcostcontrol?•Resultsexpected?4.ServiceDeliverySystem•Importantfeatures?•Capacity?•Towhatextentdoesithelp:Ensurequality?Differentiation?Raiseentrybarriers?CLIENTDEVELOPMENTPROPOSALNeolindeInvestmentCompanyJanuary2002北京南洋林德投资顾问有限公司AGENDA–Objectives–Contributionbyclientsegment–Segmentedapproach–Implementation–Sellingprocessimprovement北京南洋林德投资顾问有限公司2002OBJECTIVESSETBrandbuildingCapabilitydevelopmentSustainablecashflow•Double(?)salesamount•UpgradeclientprofileFundamentalStrategies2002Objectives北京南洋林德投资顾问有限公司PLANNEDCLIENTDEVELOPMENT/SALESPRIMARYCONTRIBUTORDifferentpotentialclientsegmentsLargeprospectwithpotentialdealsizeoverRMB1millionMediumsizeprospectwithpotentialdealsizeoverRMB0.5millionRecurringclientwithsale-onoverRMB0.3millionperdealPlanneddealsPlus:Addhoc/Walk-inclientTotalsalesNumberofdeals1-28-102-411-16ExpectedcontributionRMB1-2million4-50.5-1RMB5-8million1-2RMB6-10million北京南洋林德投资顾问有限公司DIFFERENTAPPROACHESREQUIREDDifferentapproachesSell-ontoexistingclientsProactiveselling•Unsolicitedproposal•Dedicatedworkshop•CooperativestudyMassmarketing•Newsletter/Perspectives•Presentationonseminars/EMBA/ConferenceLargeNAXXXMediumNAxXXRecurringXxResourcesEffectivenessApplicability北京南洋林德投资顾问有限公司IMPLEMENTATIONShortlistpotentialclientsto10large,30mediumand6-8existing–Setscreeningcriteria•RevenueoverRMB50million•Turningpointinorganizationchange•Promisingindustries•FiercecompetitionImprovemassmarketingtools–Launchnewsletter/perspectives–Publish1-2foresightstudies:e.g.M&AEachpotentialclientappointedafocalpointpartnerforcontinuoussellingandfollowup–Appointmentaccordingtopersonalstrengthandinterestforlongtermcareerdevelopment北京南洋林德投资顾问有限公司SELLINGPROCESSIMPROVEMENTNEEDEDIncreaseconversionratioandrecurringratioMassmarketing&ProactivesellingEstablishvalueofconsultingBuyinvalueofNeolindeExecutionSell-onLeadsConversionRecurringAllowlargeprospectprogressivecommitment-Advisoryservicesturntofullcase-Diagnosisservicesturnintofullcase