某咨询顾问公司服务模式的启示 AGENDA BCG sAchievementsBCG sStrategicServiceVision SSV BCG sDilemmainChinaHinttoNeolinde GROWNBYGREATPEOPLEWITHGREATMIND 19632consultingstaff1officeinBoston company 20002 370consultingstaff50officesworldwideBillion company HIGHLYINTEGRATEDSTRATEGICSERVICEVISION SSV TargetMarketSegment Tohelptheworld sbestorganizationsmakeadecisiveimpactontheirdirectionandperformance 2 ServiceConcept 3 OperatingStrategyClientscomefirstWorkingwithclientsRespectindividualsWorkingasateamThestrategicperspectiveExpandingtheArtofpossible 4 ServiceDeliverySystem BELIVEINVALUECREATIONBYINTELLECTANDCREDIBILITY Insight Impact Trust InsightClearunderstandingoftheinnernatureofsomespecificthingImpactPowerofanevent idea etc toproducechangesTrustConfidenceinthehonesty integrity reliabilityetc ofanotherpersonandthing NOTONLYTALKTHETALKBUTALSOWALKTHEWALK Mostimportantelements Qualityandcostcontrol Investment Happy employee Happy clientWOM relationshipmarketingandclientdevelopment SelfselectionprocessEvaluationandfeedbackBillabilityandutilizationmanagement TieroneInvestmentonclientRecruitingandtraining Tosparkthebreakthroughideasforourclients businessenterprisesandsocietyatlargeToinspiretheverybestpeoplewithunparalleledopportunitiesforprofessionalandpersonalgrowththerebyforgingalifelongbond NITTY GRITTYMUSTSUPPORTTHEGLAMOR StaffingCaseteammanagementKnowledgemanagementsystemStrategicinstitutionResearchProductionOthersupportfunctionsProfitabilitymanagement STILLAPARADOXINCHINA ClientLowpurchasingpowerUnsophisticated Fundamental problemsBCGHighcostAdvantageinsolvingmarketorientedcomplexity WHATSHOULDBEOURSSV TargetMarketSegmentWhomarewegoingtoserve Onwhat Inwhatmanner ServiceConceptImportantelementsHowshoulditbeperceived Effortssuggestedintermsof Servicedesign Servicedelivery Marketing OperationStrategyMostimportantelements Investmentfocus Qualityandcostcontrol Resultsexpected ServiceDeliverySystemImportantfeatures Capacity Towhatextentdoesithelp Ensurequality Differentiation Raiseentrybarriers CLIENTDEVELOPMENTPROPOSALNeolindeInvestmentCompanyJanuary2002 AGENDA ObjectivesContributionbyclientsegmentSegmentedapproachImplementationSellingprocessimprovement 2002OBJECTIVESSET Double salesamountUpgradeclientprofile FundamentalStrategies 2002Objectives PLANNEDCLIENTDEVELOPMENT SALESPRIMARYCONTRIBUTOR Differentpotentialclientsegments LargeprospectwithpotentialdealsizeoverRMB1millionMediumsizeprospectwithpotentialdealsizeoverRMB0 5millionRecurringclientwithsale onoverRMB0 3millionperdealPlanneddealsPlus Addhoc Walk inclientTotalsales Numberofdeals 1 28 102 411 16 Expectedcontribution RMB1 2million4 50 5 1RMB5 8million1 2RMB6 10million DIFFERENTAPPROACHESREQUIRED Differentapproaches Sell ontoexistingclientsProactivesellingUnsolicitedproposalDedicatedworkshopCooperativestudyMassmarketingNewsletter PerspectivesPresentationonseminars EMBA Conference Large NAXXX Medium NAxXX Recurring Xx Resources Effectiveness Applicability IMPLEMENTATION Shortlistpotentialclientsto10large 30mediumand6 8existingSetscreeningcriteriaRevenueoverRMB50millionTurningpointinorganizationchangePromisingindustriesFiercecompetitionImprovemassmarketingtoolsLaunchnewsletter perspectivesPublish1 2foresightstudies e g M AEachpotentialclientappointedafocalpointpartnerforcontinuoussellingandfollowupAppointmentaccordingtopersonalstrengthandinterestforlongtermcareerdevelopment