Meeting-Feb02-波士顿咨询顾问公司服务模式的启示课件.ppt

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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,波士顿咨询顾问公司服务模式的启示南洋林德年终会议,AGENDA,BCGs 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,AGENDABCGs Achievements北京南洋林德,GROWN BY GREAT PEOPLE WITH GREAT MIND,19632 consulting staff1 office in Boston?$ com

2、pany,20002,370 consulting staff50 offices worldwideBillion$ company,北京南洋林德投资顾问有限公司,GROWN BY GREAT PEOPLE WITH GRE,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、,3. Operating StrategyClients come firstWorking with clientsRespect individualsWorking as a teamThe strategic perspectiveExpanding the Art of possible,4. Service Delivery System,北京南洋林德投资顾问有限公司,HIGHLY INTEGRATED STRATEGIC SE,BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY,Insight,Impact,Trust,I

4、nsightClear understanding of 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,北京南洋林德投资顾问有限公司,BELIVE IN VALUE CREATION BY IN,NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK,

5、Most important elements,Quality and costcontrol,Investment,“Happy” employee“Happy” clientWOM, relationshipmarketing and clientdevelopment,Self selection processEvaluation and feedbackBillability and utilization management,Tier oneInvestment on clientRecruiting and training,To spark the breakthrough

6、ideas for our clients, business enterprises and society at largeTo 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,NOT ONLY TALK THE TALK BUT ALS,NITTY-GRITTY MUST SUPPORT THE GLAMOR,StaffingCase team man

7、agementKnowledge management systemStrategic institutionResearchProductionOther support functionsProfitability management,北京南洋林德投资顾问有限公司,NITTY-GRITTY MUST SUPPORT THE,STILL A PARADOX IN CHINA,Client Low purchasing powerUnsophisticated/”Fundamental” problems BCGHigh costAdvantage in solving market ori

8、ented complexity,北京南洋林德投资顾问有限公司,STILL A PARADOX IN CHINAClient,WHAT SHOULD BE OUR SSV?,Target Market SegmentWhom are we going to serve?On what?In what manner?,Service ConceptImportant elements How should it be perceived?Efforts suggested in terms of:Service design?Service delivery?Marketing ?,Operat

9、ion StrategyMost important elements?Investment focus?Quality and cost control?Results expected?,Service Delivery SystemImportant 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,WHAT SHOULD BE OUR SSV?Target,CLIENT DEVELOPMENT PROPOSAL

10、Neolinde Investment CompanyJanuary 2002,北京南洋林德投资顾问有限公司,CLIENT DEVELOPMENT PROPOSALN,AGENDA,ObjectivesContribution by client segmentSegmented approachImplementationSelling process improvement,北京南洋林德投资顾问有限公司,AGENDAObjectives北京南洋林德投资顾问有限公司,2002 OBJECTIVES SET,Double(?) sales amountUpgrade client profil

11、e,Fundamental Strategies,2002 Objectives,2002 OBJECTIVES SETBrand build,PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR,Different potential client segments,Large prospect with potential deal size over RMB 1 millionMedium size prospect with potential deal size over RMB 0.5 millionRecurring clien

12、t with sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal sales,Number of deals,1-28-102-4 11-16,Expected contribution,RMB 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,PLANNED CLIENT DEVELOPMENT/SAL,DIFFERENT APPROACHES REQUIRED,Different app

13、roaches,Sell-on to existing clientsProactive sellingUnsolicited proposalDedicated workshopCooperative studyMass marketingNewsletter/PerspectivesPresentation on seminars/EMBA/Conference,Large,NAXXX,Medium,NAxXX,Recurring,Xx,Resources,Effectiveness,Applicability,北京南洋林德投资顾问有限公司,DIFFERENT APPROACHES REQ

14、UIREDD,IMPLEMENTATION,Short list potential clients to 10 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 studie

15、s: 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,北京南洋林德投资顾问有限公司,IMPLEMENTATION Short list pote,SELLING PROCESS IMPROVEMENT NEEDED,Increase conversion ratio an

16、d recurring ratio,Mass marketing& Proactive selling,Establishvalue of consulting,Buy in valueof Neolinde,Execution,Sell-on,Leads,Conversion,Recurring,Allow large prospect progressive commitmentAdvisory services turn to full caseDiagnosis services turn into full case,北京南洋林德投资顾问有限公司,SELLING PROCESS IMPROVEMENT NE,