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1、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AGENDABCGs AchievementsBCGs Strategic Service Vision (SSV)BCGs Dilemma in ChinaHint to Neolinde北京南洋林德投资顾问有限公司GROWN BY GREAT PEOPLE WITH GREAT MIND19632 consulting staff 1 office in Boston ?$ company20002,370 consulting staff 50 offices worldwide Billion
2、$ company北京南洋林德投资顾问有限公司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 Strategy Clients come first Working with clients Respect individuals Working a
3、s a team The strategic perspective Expanding the Art of possible4. Service Delivery SystemInsightImpactTrust北京南洋林德投资顾问有限公司BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsight Clear understanding of the inner nature of some specific thingImpact Power of an event, idea, etc.
4、 to produce changesTrust 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 elementsQuality and cost controlInvestment“Happy” employee“Happy” clientWOM, relationship marketing and client develop
5、mentSelf selection processEvaluation and feedbackBillability and utilization managementTier oneInvestment on clientRecruiting and trainingTo spark the breakthrough ideas for our clients, business enterprises and society at large To inspire the very best people with unparalleled opportunities for pro
6、fessional and personal growth thereby forging a lifelong bond北京南洋林德投资顾问有限公司NITTY-GRITTY MUST SUPPORT THE GLAMORStaffing Case team managementKnowledge management system Strategic institutionResearch Production Other support functionsProfitability management北京南洋林德投资顾问有限公司STILL A PARADOX IN CHINAClient
7、 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?1.Target Market Segment Whom are we going to serve? On what? In what manner?2.Service Concept 1.Important elements 2.How should it be perceiv
8、ed? 3.Efforts suggested in terms of: Service design? Service delivery? Marketing ?3.Operation Strategy Most important elements? Investment focus? Quality and cost control? Results expected?4.Service Delivery System 1.Important features? 2.Capacity? 3.To what extent does it help: Ensure quality? Diff
9、erentiation? 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AGENDAObjectivesContribution by client segmentSegmented approachImplementationSelling process improvement北京南洋林德投资顾问有限公司2002 OBJECTIVES SETBrand buildingCapabilitydevelopmen
10、tSustainable cash 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 R
11、MB 0.5 millionRecurring client with sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal salesNumber of deals1-28-102-411-16Expected contributionRMB 1-2 million4-50.5-1RMB 5-8 million 1-2RMB 6-10 million北京南洋林德投资顾问有限公司DIFFERENT APPROACHES REQUIREDDifferent approachesSel
12、l-on to existing clientsProactive selling Unsolicited proposal Dedicated workshop Cooperative studyMass marketing Newsletter/Perspectives Presentation on seminars/EMBA/ConferenceLargeNAX X XMediumNAxX XRecurringXxResourcesEffectivenessApplicability北京南洋林德投资顾问有限公司IMPLEMENTATION Short list potential cl
13、ients 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 competitionImprove mass marketing tools Launch newsletter/perspectives Publish 1-2 foresight studies: e.g. M&AEach potential client appoin
14、ted 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 NEEDEDIncrease conversion ratio and recurring ratioMass marketing & ProactivesellingEstablish valueof consultingBuy in value of NeolindeExecutionSell-onLeadsConversionRecurringAllow 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
