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1、广州奥美财务培训 O&M Guangzhou Finance Training,Finance Training,Objectives of the training:- K Knowledge How do we make money / lose money What is the cost / profit standard Industry O&M What can you do to help improve our profitability,S Skill How do you know your clients profitability - capacity plan, an
2、alysis of contribution margin A Attitude We are businessman / businesswoman Everyone has a role in helping the company profitable Finance discipline is part of our profession,Finance Training,The Business,Make Money for Today,Our business by its nature is Short-term 我们生意的特质是相当短期的 Im not talking abou
3、t brand building .rather how business decisions need to be made 这里指的不是品牌的建立，而是指在我们的营运 中各种管理决策如何形成。,Clients come and go, reduce/cut budgets with little to no notice 客户来来去去，删减预算的动作突如其来。 Billing cuts in the 4th qtr mean we are effectively working for free 在第四季删减预算意味著我们的工作是免费的 We do not manufacture a pr
4、oduct, our capital is our people 我们并不制造产品，我们的资产就是人 Employees come and go ( high turn-over ) 员工也是来来去去的,Make Money for Today,Make Money for Today,Constantly changing business landscape does not allow us to accept under-performing operations 面对著如此大的变化，不获利的营运是无法被接受 Service businesses are expected to sho
5、w consistent earnings growth. 服务性的公司必须要有持续获利的成长,创业的精神 The Entrepreneurial Approach,Entrepreneurial Approach,If it was your business, you would not: 如果这是你的公司，你一定不会 be satisfied just getting by . you want to make money! 因损益平衡而满意， Pay people to sit and wait for new revenues 让你的员工坐著等新生意上门 negotiate cont
6、racts that were unprofitable 接受无法获利的合约,invest in training employees who leave for better opportunities 投资於训练员工，他们却离开去寻找更好的机会。 make long-term binding financial commitments that are not supported by income 做一些长期财务的承诺，而却是没有收入的支持。 provide services to the client which the client would not pay for 免费提供服务给
7、客户。,Entrepreneurial Approach,If it was your business, you would : 如果这是你的公司，你一定会 only buy technology that makes you better and returns your investment 只有能让你更好，及能有所回收时，才投资於科技 make yourself so important to the client, that they believe they cant succeed without you 让客户相信他们不能没有你 research clients credit,
8、 & collect your money 调查客户的信用，及时收回应收帐款。 you would not be their bank! 你不会成为他们的银行,Entrepreneurial Approach,Running The Business,The Basics for Running this Business,Keep Overhead Low! 降低营运成本 Negotiate flexibility 争取弹性 Leverage price advantage where possible 运用“量”的优势 Dont build administrative empires 不
9、要形成管理官僚系统,The Basics for Running this Business,Utilize your staff 善用员工 clients will only pay for the staff they receive value from (will not pay for your Back-office) 有价值的员工，客户才愿支付费用 you should keep track of the utilization rate of all of your employees 充分了解员工的利用率 set standards 设立标准值 review performa
10、nce vs standards 评估现况与标准值之差异 make managers and individuals responsible 每一个员工都对此有责任,The Basics for Running this Business,Utilize your staff 善用员工 minimize through efficiency the number of non-revenue generating staff 透过效率的提升可减少非产出收入的员工数 where possible leverage existing staff for new business .new bus.
11、 teams are expensive & O/H 用既有的员工作新生意的开发,The Basics for Running this Business,Staffing should match revenue stream 员工与营收的关系 Many efficient offices under-staff with permanent employees 能否降低员工的聘用 use freelance / temporary staff / out-source 利用外部资源 only hire when revenue stream is confirmed 有收入才加人 Inve
12、stigate all alternatives 其他的途径 avoid creating fixed costs 降低固定成本 be creative 尝试不同的作法,The Basics for Running this Business,Negotiate Profitable Compensation 争取可获利的条件 constantly review existing contracts 定期检讨合约中的条件 has the business changed I s contract relevant Challenge our Contracts 挑战不利於我们的合约条件 Cli
13、ents should accept that we need to make profit 客户应接受我们是营利事业 Communicate why current compensation does not allow profit ( our inefficiency is not acceptable) 与客户沟通有哪些不利於我们的条件,The Basics for Running this Business,A well negotiated fee is easier to manage than commission 固定收费制度比佣金制度易於管理 we get paid for
14、 the work we do, assures client commitment 我们的付出会得到一定的报酬，客户服务较有保障,The Basics for Running this Business,Commissions . unpredictability must be managed 佣金制度充满了不确定性，更要有效地管理 Understand the Risk / Reward 了解风险与报酬 Consider retainers / minimums 考虑最基本的服务所需 Must constantly understand what spend will be 不断地确认预
15、算的状况 Equate level of service to expected revenue 依预期的收入来对应服务的提供 Discuss client service expectations vs revenue when revenues are low or falling 当预算下降时，客户服务的期望会有何变化 Be creative, have client pay for things outside the commission 尝试不同的作法，还有哪些费用是可向客户收取的 Dont get caught with a client cut in the 4th qtr w
16、hich in effect means we have worked for free 客户在第四季删减预算是最糟的情况,The Basics for Running this Business,Dont give services away for free 不要提供服务而不收费 if its not in the contract, make them pay for it Make the client honor the contract 让客户尊重合约 invoice all eligible out-of-pocket costs 向客户收取外付直接费用 figure out how to bill for technology electronic file transfers, etc. 各项科技设备使用可否向客户收费 Dont spend money on items Client will not pay for 不应该花钱在客户不会支付费用的项目 Be prudent with the clients money an
