波士頓咨詢顧問公司服務(wù)模式的啟示

1、波士頓咨詢顧問公司服務(wù)模式的啟示波士頓咨詢顧問公司服務(wù)模式的啟示南洋林德年終會(huì)議南洋林德年終會(huì)議2002年年2月月1日日北京南洋林德投資顧問有限公司AGENDA BCGs Achievements BCGs Strategic Service Vision (SSV) BCGs Dilemma in China Hint to Neolinde北京南洋林德投資顧問有限公司GROWN BY GREAT PEOPLE WITH GREAT MIND19632 consulting staff1 office in Boston?$ company20002,370 consulting staff

2、50 offices worldwideBillion$ company北京南洋林德投資顧問有限公司HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV)1.Target Market Segment“To help the worlds best organizations make a decisive impact on their direction and performance”2. Service Concept3. Operating StrategyClients come firstWorking with clientsRespe

3、ct individualsWorking as a teamThe strategic perspectiveExpanding the Art of possible4. Service Delivery SystemInsightImpactTrust北京南洋林德投資顧問有限公司BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsightClear understanding of the innernature of some specific thingImpactPower of an

4、 event, idea, etc. to produce changesTrustConfidence in the honesty, integrity,reliability etc. of another person and thing北京南洋林德投資顧問有限公司NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK Most important elementsQuality and costcontrolInvestment“Happy” employee“Happy” clientWOM, relationshipmarketing and

5、clientdevelopmentSelf selection processEvaluation and feedbackBillability and utilization managementTier oneInvestment on clientRecruiting and trainingTo spark the breakthrough ideas for our clients, business enterprises and society at largeTo inspire the very best people with unparalleled opportuni

6、ties for professional and personal growththereby forging a lifelong bond北京南洋林德投資顧問有限公司 NITTY-GRITTY MUST SUPPORT THE GLAMORStaffingCase team managementKnowledge management systemStrategic institutionResearchProductionOther support functionsProfitability management北京南洋林德投資顧問有限公司STILL A PARADOX IN CHI

7、NAClient Low purchasing powerUnsophisticated/”Fundamental” problems BCGHigh costAdvantage in solving market oriented complexity北京南洋林德投資顧問有限公司W(wǎng)HAT SHOULD BE OUR SSV?1.Target Market SegmentWhom are we going to serve?On what?In what manner?2.Service Concept1.Important elements 2.How should it be percei

8、ved?3.Efforts suggested in terms of:Service design?Service delivery?Marketing ?3.Operation StrategyMost important elements?Investment focus?Quality and cost control?Results expected?4.Service Delivery System1.Important features?2.Capacity?3.To what extent does it help:Ensure quality?Differentiation?

9、Raise entry barriers?北京南洋林德投資顧問有限公司CLIENT DEVELOPMENT PROPOSALNeolinde Investment CompanyJanuary 2002北京南洋林德投資顧問有限公司AGENDA Objectives Contribution by client segment Segmented approach Implementation Selling process improvement北京南洋林德投資顧問有限公司2002 OBJECTIVES SETBrand buildingCapability developmentSustai

10、nablecash flowDouble(?) sales amountUpgrade client profileFundamental Strategies2002 ObjectivesPLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTORDifferent potential client segmentsLarge prospect with potential deal size over RMB 1 millionMedium size prospect with potential deal size over RMB 0.5 m

11、illionRecurring client with sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal salesNumber of deals1-28-102-4 11-16Expected contributionRMB 1-2 million4-50.5-1RMB 5-8 million 1-2RMB 6-10 million北京南洋林德投資顧問有限公司DIFFERENT APPROACHES REQUIREDDifferent approachesSell-on to

12、 existing clientsProactive selling Unsolicited proposal Dedicated workshop Cooperative studyMass marketing Newsletter/Perspectives Presentation on seminars/EMBA/ConferenceLargeNAXXXMediumNAxXXRecurringXxResourcesEffectivenessApplicability北京南洋林德投資顧問有限公司IMPLEMENTATION Short list potential clients to 1

13、0 large, 30 medium and 6-8 existingSet screening criteriaRevenue over RMB 50 millionTurning point in organization change Promising industriesFierce competitionImprove mass marketing toolsLaunch newsletter/perspectivesPublish 1-2 foresight studies: e.g. M&A Each potential client appointed a focal point partner for continuous selling and follow upAppointment according to personal strength and interest for long term career development北京南洋林德投資顧問有限公司SELLING PROCESS IMPROVEMENT NEEDEDIncrease conversion ratio and recurring ratioMass marketing& Proactive sellingEstabl