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,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 MIND,1963 2 consulting staff 1 office in Boston ?$ company,2000 2,370 consulting staff 50 offices worldwide Billion$ company,北京南洋林德投资顾问有限公司,HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV),Target Market Segment “To help the worlds best organizations make a decisive impact on their direction and performance”,2. Service Concept,3. Operating Strategy Clients come first Working with clients Respect individuals Working as a team The strategic perspective Expanding the Art of possible,4. Service Delivery System,北京南洋林德投资顾问有限公司,BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY,Insight,Impact,Trust,Insight Clear understanding of the innernature of some specific thing Impact Power of an event, idea, etc. to produce changes Trust Confidence 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 elements,Quality and cost control,Investment,“Happy” employee “Happy” client WOM, relationshipmarketing and clientdevelopment,Self selection process Evaluation and feedback Billability and utilization management,Tier one Investment on client Recruiting and training,To spark the breakthrough ideas for our clients, business enterprises and society at large To inspire the very best people with unparalleled opportunities for professional 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 GLAMOR,Staffing Case team management Knowledge management system Strategic institution Research Production Other support functions Profitability management,北京南洋林德投资顾问有限公司,STILL A PARADOX IN CHINA,Client Low purchasing power Unsophisticated/”Fundamental” problems BCG High cost Advantage in solving market oriented complexity,北京南洋林德投资顾问有限公司,WHAT SHOULD BE OUR SSV?,Target Market Segment Whom are we going to serve? On what? In what manner?,Service Concept Important elements How should it be perceived? Efforts suggested in terms of:Service design?Service delivery?Marketing ?,Operation Strategy Most important elements? Investment focus? Quality and cost control? Results expected?,Service Delivery System Important features? Capacity? To what extent does it help:Ensure quality?Differentiation?Raise entry barriers?,北京南洋林德投资顾问有限公司,CLIENT DEVELOPMENT PROPOSALNeolinde Investment CompanyJanuary 2002,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 SET,Double(?) sales amount Upgrade client profile,Fundamental Strategies,2002 Objectives,PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR,Different potential client segments,Large prospect with potential deal size over RMB 1 million Medium size prospect with potential deal size over RMB 0.5 million Recurring client with sale-on over RMB 0.3 million per deal Planned deals Plus: Add hoc/Walk-in client Total sales,Number of deals,1-2 8-10 2-4 11-16,Expected contribution,RMB 1-2 million 4-5 0.5-1 RMB 5-8 million 1-2 RMB 6-10 million,北京南洋林德投资顾问有限公司,DIFFERENT APPROACHES REQUIRED,Different approaches,Sell-on to existing clients Proactive selling Unsolicited proposal Dedicated workshop Cooperative study Mass marketing Newsletter/Perspectives Presentation on seminars/EMBA/Conference,Large,NA X X X,Medium,NA x X X,Recurring,X x,Resources,Effectiveness,Applicability,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 6-8 existing Set screening criteria Revenue over RMB 50 million Turning point in organization change Promising industries Fierce competition Improve mass marketing tools Launch newsletter/perspectives Publish 1-2 foresight studies: e.g. M&A Each potential client appointed a focal point partner for continuous selling and follow up Appointment 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 NEEDED,Increase conversion ratio and recurring ratio,Mass marketing & Proactive selling,Establish value of consulting,Buy in value of Neolinde,Execution,Sell-on,Leads,Conversion,Recurring,Allow large prospect progressive commitment Advisory services turn to full case Diagnosis services turn into full case,北京南洋林德投资顾问有限公司,