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1、波士顿咨询顾问公司服务模式的启示波士顿咨询顾问公司服务模式的启示南洋林德年终会议南洋林德年终会议2002年年2月月1日日波士顿咨询顾问公司服务模式最新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波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司GROWN BY GREAT PEOPLE WITH GREAT MIND19632 consulting staff1 office in Boston?$ company
2、20002,370 consulting staff50 offices worldwideBillion$ company波士顿咨询顾问公司服务模式最新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 StrategyCl
3、ients come firstWorking with clientsRespect individualsWorking as a teamThe strategic perspectiveExpanding the Art of possible4. Service Delivery SystemInsightImpactTrust波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsightClear understanding of
4、 the innernature of some specific thingImpactPower of an event, idea, etc. to produce changesTrustConfidence in the honesty, integrity,reliability etc. of another person and thing波士顿咨询顾问公司服务模式最新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 costcontrol
5、Investment“Happy” employee“Happy” clientWOM, relationshipmarketing and clientdevelopmentSelf selection processEvaluation and feedbackBillability and utilization managementTier oneInvestment on clientRecruiting and trainingTo spark the breakthrough ideas for our clients, business enterprises and soci
6、ety at largeTo inspire the very best people with unparalleled opportunities for professional and personal growththereby forging a lifelong bond波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司 NITTY-GRITTY MUST SUPPORT THE GLAMORStaffingCase team managementKnowledge management systemStrategic institutionResearchProduct
7、ionOther support functionsProfitability management波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司STILL A PARADOX IN CHINAClient Low purchasing powerUnsophisticated/”Fundamental” problems BCGHigh costAdvantage in solving market oriented complexity波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司WHAT SHOULD BE OUR SSV?1.Target Market Segm
8、entWhom are we going to serve?On what?In what manner?2.Service Concept1.Important elements 2.How should it be perceived?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.
9、Service Delivery System1.Important features?2.Capacity?3.To what extent does it help:Ensure quality?Differentiation?Raise entry barriers?波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司CLIENT DEVELOPMENT PROPOSALNeolinde Investment CompanyJanuary 2002波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司AGENDAObjectivesContribution by client
10、segmentSegmented approachImplementationSelling process improvement波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司2002 OBJECTIVES SETBrand buildingCapability developmentSustainablecash flowDouble(?) sales amountUpgrade client profileFundamental Strategies2002 Objectives波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司PLANNED CLIENT DEVEL
11、OPMENT/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 millionRecurring client with sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal sal
12、esNumber of deals1-28-102-4 11-16Expected contributionRMB 1-2 million4-50.5-1RMB 5-8 million 1-2RMB 6-10 million波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司DIFFERENT APPROACHES REQUIREDDifferent approachesSell-on to existing clientsProactive sellingUnsolicited proposalDedicated workshopCooperative studyMass market
13、ingNewsletter/PerspectivesPresentation on seminars/EMBA/ConferenceLargeNAXXXMediumNAxXXRecurringXxResourcesEffectivenessApplicability波士顿咨询顾问公司服务模式最新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 existingSet screening criteriaRevenue over RMB 50 millionTurnin
14、g 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
15、and interest for long term career development波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司SELLING PROCESS IMPROVEMENT NEEDEDIncrease conversion ratio and recurring ratioMass marketing& Proactive sellingEstablishvalue of consultingBuy in valueof NeolindeExecutionSell-onLeadsConversionRecurringAllow large prospect progressive commitment-Advisory services turn to full case-Diagnosis services turn into full case波士顿咨询顾问公司服务模式最新北京南洋林德投资顾问有限公司
