毕博管理咨询工具Marketing Consulting ServicesChinese.ppt

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1、咨询服务营销策略Marketing Consulting Services,IFC-CPDF,概览Overview,制定战略性的营销计划Develop A Strategic Marketing Plan确定目标客户Identify Target Clients制定客户选择标准Develop Client Selection Criteria行业市场 Niches树立企业形象Building Your Profile,IFC-CPDF,概览Overview,推荐的力量The Power of Referrals主人受益人Host Beneficiaries方案书Proposals签订咨询协议E

2、ngaging Clients,IFC-CPDF,营销概览Marketing Overview.,营销是任何成功咨询服务必不可少的组成部分Marketing is an essential component to any successful consulting practice为保持盈利，咨询公司必须寻求新客户，并将其转变为长期客户To remain profitable,consultants need to obtain new clients and convert them to ongoing clients由此，咨询公司需要能销售他们的服务，而不能依赖于经常性收入To do

3、this,consultants need be able to sell their services,they cannot rely on recurring fees,IFC-CPDF,营销概览Marketing Overview.,成功的营销，与以下因素息息相关：To market your practice successfully,the following factors need to be adhered to:确定目标市场 Define your target market确定客户（你希望的客户类型）Identify clients(the type you want t

4、o have)发现他们的需求Discover their needs向他们出售服务Sell the service to them继续提供优质服务Continue to deliver excellence in service,IFC-CPDF,战略性营销计划Strategic Marketing Plan,制定适合自身的战略性营销计划来指导营销行动是非常重要的It is important to develop your own strategic marketing plan to guide your marketing efforts营销计划能对你如何在市场上提高服务形象，制定切实的

5、目标有所帮助The marketing plan will assist your practice to set realistic goals on how to increase the practices profile within the marketplace这将最终增加业务销售和盈利Ultimately this will increase sales and profitability of the practice,IFC-CPDF,战略性营销计划Strategic Marketing Plan,营销计划应包括以下方面：The marketing plan should c

6、over the following areas:产品和服务Products and services市场分析和预测Market analysis and evaluationSWOT分析SWOT analysis市场评估Market evaluation目标市场 Target markets,IFC-CPDF,战略性营销计划Strategic Marketing Plan,未来方向战略发展Future direction strategy development战略性营销战略Strategic marketing strategy业绩测评Performance measurement 财务预

7、测Financial projections财务预测应该切实可行，建立企业经营业绩改善计划和获取收益需要一定的时间Financial projections need to be realistic,it will take time to build your Business Performance Improvement Profile and revenue,IFC-CPDF,确定目标客户Identify Target Clients,在现有客户的基础上确定目标客户Identify your target market within your existing client base:

8、消除偏见Do not discriminate确定有发展潜力的企业Identify businesses that have potential to grow将客户按行业分类Categorise your clients into industries非目标客户Non-target clients,IFC-CPDF,客户选择标准Client Selection Criteria,制定自己独特的客户选择标准是很有必要的It is essential that you develop your own unique client selection criteria根据这些标准，仅为你希望提供服

9、务的客户服务，即A级客户Use this to grow the practice by serving only those clients that you want to serve,in other words A-class clientsA级客户能增加你的收益率，其他客户却只能浪费你的时间，让你收益很少A-class clients increase your profitability,the rest consume time and basically just make you less money,IFC-CPDF,客户选择标准Client Selection Crite

10、ria,A级客户选择标准基于你希望吸引的那类客户的特性A-class client selection criteria should be based on attributes of the type of clients you want to attract to the practice.例如：Examples of these include the following:经营一年以上Have been in business for at least one year具有技术优势Are technically competent付款迅速Pay their bills promptl

11、y企业不存在严重的资本不足问题Have a business that is not severely under-capitalised,IFC-CPDF,客户选择标准Client Selection Criteria,客户态度友好、和善Have a pleasant outgoing personality愿意倾听建议Are willing to listen to advice对自己提供的产品和服务具有清晰的要求Have a business that has a clearly defined demand for the products and services they offe

12、r能从管理和营销的辅导中获益Would benefit from coaching in management and marketing企业盈利或在短期内具有盈利的潜力Have a business that is profitable or has the potential to quickly become profitable,IFC-CPDF,确定行业专小市场Identify Industry Niches,确定你擅长的领域，从而针对专小目标市场提供服务Identify your areas of industry expertise in order to target indu

13、stry niches,IFC-CPDF,树立企业形象Building Your Profile,在本地建立良好的服务形象是非常重要的It is very important that your build your practice profile within the local community实现这一点的途径包括：Ways in which to accomplish this include:公关活动中的机会Public relations opportunities报纸、杂志上发表论文Articles in newspapers,journals and magazines公司介

14、绍手册Brochures business profiles品牌推广Branding,IFC-CPDF,推荐的力量The Power of Referrals,扩大企业业务、提升企业信誉的有力途径之一是通过他人推荐One of the most powerful ways of growing your practice and building your reputation is through referrals鼓励客户积极为你的业务推荐项目，不仅能巩固客户基础，同时增强了客户对你所提供的服务质量的信心Encouraging clients to actively refer work

15、to your practice will not only build your client base,but will reinforce client belief about the quality of the services you provide,IFC-CPDF,推荐的力量The Power of Referrals,从现有的客户获得推荐的最佳途径是在签署的“共同责任书”中注明这一点The best way to get referrals from existing clients is to make it part of your agreement in the m

16、utual commitment statements一旦你获得推荐，确保你有所行动，并且主动进行接触、跟进Once you receive the referrals ensure that you act on them,make initial contact and follow up 邀请他们参加免费研讨会Invite them to complimentary seminars提供基本的免费服务Offer complimentary initial consultations,IFC-CPDF,主人受益人Host Beneficiaries,主人受益人关系是重要且有用的营销手段Ho

17、st-beneficiary relationships are a very important and lucrative marketing tool类似于“产品认可”的概念It is very similar to the concept of product endorsement与团队成员一道进行头脑风暴，讨论合适的目标Brainstorm with team members on suitable targets确保主人与你在目标市场（中小企业市场）上有相同的客户群Ensure that the hosts have the same clients in your target

18、 market(SME),IFC-CPDF,主人受益人Host Beneficiaries,潜在的主人受益人的建议：Suggestions for potential host-beneficiaries:银行及财政机构Banks and other financial institutions证券公司Insurance companies企业服务提供商Business service providers商会Chambers of commerce企业培训中心Entrepreneurial/Business Education Centres其他有关机构Other spheres of inf

19、luence,IFC-CPDF,主人受益人Host Beneficiaries,与可能的主人接触时，运用以下技巧会对你有帮助：When approaching possible hosts,use the following guidelines to assist you:电话接触Make telephone contact运用标准电话用语，获得最佳效果Use a telephone script to receive the best results确保会谈是专业的、熟练的Ensure the meeting is professional and slick用笔记本电脑放映幻灯片演示所有

20、营销收益的要点Use a laptop to present the slide show outlining all the marketing benefits 争取让主人同意为它的客户主持一个你的讨论会Try to get the host to agree to host one of your seminars for their clients,IFC-CPDF,进行客户需求的评估Conduct a clients needs assessment理解客户如何定义其需求Understand how client defines his need 确认是否存在客户真正的需求（本质）与

21、客户认知的需求（表面征兆）之间的差异Determine if there is a difference between the real need(cause)and the clients perception of his need(symptom)预计客户接受咨询项目的程度Assess client readiness to undertake a consulting project,撰写方案书Preparing Proposals,IFC-CPDF,撰写方案书Preparing Proposals,向客户销售你的服务Selling your services to clients书

22、面的方案书或演示Written document and/or presentation提供装订精美的合同May represent a binding contract,IFC-CPDF,撰写方案书Preparing Proposals,向客户销售你的服务Selling your services to clients向客户说明:Address for the client:你对于客户需求的理解Your understanding of the clients needs你打算为客户做什么What you intend to do for the client项目的预期结果和对完成项目的信心

23、Expected results and potential beliefs of your work on the project工作方法、质量和过程描述Description of your organisations approach,qualifications and experience,IFC-CPDF,撰写方案书Preparing Proposals,制定销售战略Develop sales strategies与客户一道回顾项目目标、解决方案Review project goals/solutions with clients制定工作计划Develop work plans制定

24、收费计划和费用估计Develop pricing strategy and fee estimates草拟协议书或方案书Draft engagement letter or proposal演示方案书/解决办法和跟进措施Present proposal/solution and follow-up方案书定稿及跟进Finalise proposal and follow-up,IFC-CPDF,撰写方案书Preparing Proposals,制定销售战略Develop Sales Strategy确认经济买家Confirm economic buyer跟进，将购买方介绍给业主Follow-up

25、 and introduce buyer to owner寻找尽可能多的支持者Develop as many supporters as possible避免对客户的偏见Avoid preconceptions about client为未来的发展机会设定阶段Set stage for future opportunities对客户的预见Preconceptions about client,IFC-CPDF,撰写方案书Preparing Proposals,与客户一道回顾项目的目标/解决方案 Review Project Goals/Solution with Client确定与客户一道回顾

26、方案的会议日程Schedule meeting to review your approach确保购买方出席会议Make sure the economic buyer can attend尽早促成买卖Obtain buy-in as early as possible在会议之前发现潜在的“交易破坏者”Uncover potential deal-killers prior to meeting能处理有关问题Be able to address issues,IFC-CPDF,撰写方案书Preparing Proposals,制定项目管理工作计划Develop Project Manageme

27、nt Work Plan准备主要任务综述Prepare major tasks overview考虑所需人员配置以及分包Consider Staffing needs and sub-contractors工作计划包括后勤工作所需时间（制定计划、文档整理、项目管理）Include administrative hours in work plan(planning,documentation,project monitoring)获得审查和批准Obtain review and approval简要说明客户参与的内容Indicate client participation instructi

28、ons工作成果和过程中产生的结果Relate deliverables to tasks and interim work products,IFC-CPDF,撰写方案书Preparing Proposals,制定工作范围Developing the Scope of Work工作范围规定工作性质以及客户和顾问的责任The scope defines the nature of the work to be performed as well as the responsibilities of the client and the consultant工作范围包括以下方面：The scope

29、 should contain the following components:背景资料Background information目标Objectives任务Tasks,IFC-CPDF,撰写方案书Preparing Proposals,制定工作范围（续）Developing the Scope of Work(cont)工作成果Deliverables时间控制Timing参与人员Personnel客户职责Client responsibilities收费Billings,IFC-CPDF,撰写方案书Preparing Proposals,行业Industry规模 Size变革与发展 Ch

30、anges and developments,家族情况Family Circumstance内部事务 Internal issues继承计划 Succession plan,客户Clients改变的需求 Changing needs支付能力 Capacity to pay,环境Environment税收发展Tax developments经济Economic政治Political,竞争Competitors行业中的竞争 Competitors industry特征 Identity定位 Positioning,技术Technology行业专长 Industry specifics改变与发展 C

31、hanges and developments,集团 The Group内部能力Internal capabilities投资承诺Commitment to invest长远发展前景Long-term vision,IFC-CPDF,撰写方案书Preparing Proposals,IFC-CPDF,撰写方案书Preparing Proposals,IFC-CPDF,每个项目的里程碑都会有中期报告，演示或协调小组的会议。在每一阶段开始之前会就详细问题达成一致。,项目里程碑,成果,了解市场,理解企业内部能力,优化的方案,前进,撰写方案书Preparing Proposals,IFC-CPDF,A

32、t each project milestone there will be an interim report,presentation or steering committee meeting.Precise details will be agreed with you during the project planning stage prior to commencement.,PROJECT MILESTONE,DELIVERABLE,An understanding of the market.,An understanding of internal capabilities

33、.,Preferred option.,The way forward.,撰写方案书Preparing Proposals,IFC-CPDF,撰写方案书Preparing Proposals,制定收费计划以及费用预测Develop Pricing Strategies&Fee Estimates从完全费率入手Start at full rates只对可以确定的开支进行估计Estimate fees only for what is certain在降低费率之前缩小工作范围Reduce scope of work before discounting预期费率的改变Anticipate billi

34、ng/rate changes包括行政、费用以及非公司服务Include administration,expenses,non-firm services商谈付款时限Negotiate payment schedules,IFC-CPDF,我们有经验和能力按时提供成果报告We have the experience and skills to generate the deliverables on time.我们对复杂的咨询工作具有良好工作经历We have a proven track record of major complex consultancies.,我们的团队Our Tea

35、m,客户Client,Harry BoggsP.O.C,Mary James项目组长Team Leader,撰写方案书Preparing Proposals,IFC-CPDF,撰写方案书Preparing Proposals,IFC-CPDF,撰写方案书Preparing Proposals,草拟协议书或方案书Draft Engagement Letter or Proposal对客户目标和目的的理解Understanding of the clients goals and objectives统筹的方法、工作计划、时间表Overall approach,work plan,timetabl

36、e成果和产品Deliverable end product中期会议和评审要点Interim meetings and review points团队构成和质量Team organisation and qualifications你的公司的经验和独有的资格Your firms experience and unique qualifications,IFC-CPDF,撰写方案书Preparing Proposals,草拟协议书或方案书Draft Engagement Letter or Proposal费用、支付条款和付款协定Fees,terms and billing arrangement

37、s项目涉及人员简历Resumes,tailored to the engagement图表Graphics外部因素以及潜在影响External factors and potential impact仔细审查完成的方案书，确保其一致性、准确性、高质量Carefully review the completed proposal for consistency,accuracy and quality,IFC-CPDF,撰写方案书Preparing Proposals,演示方案书及跟进Present Proposal and Follow-up安排关键购买者出席的会议Schedule meeti

38、ng when key buyers can attend在会议之前联系支持人员Contact supporters prior to meeting使用多名演示人员（对大型方案书而言）Use several presenters(for large proposal)除非将在会议中作出决定，否则避免讨论费用问题Dont negotiate fees unless decision will be made there除非需要，否则不要用电子邮件方式递交最终方案书Never send final proposal in the mail unless required,IFC-CPDF,撰写方

39、案书Preparing Proposals,有效的演示 Effective Presentations演示Preparation材料Materials发言人员Speakers技术Technology逻辑Logistics实践Practice时间Timing,flow互动Participation提问、回答Questions,answers,IFC-CPDF,撰写方案书Preparing Proposals,方案书定稿及跟进Finalise Proposal and Follow-up发布方案书、整理文档Issue and document the distribution保持与决策者的联系Ma

40、intain contact with decision-makers如果工作范围变动很大，重新正式发布最终方案书Formally reissue the proposal if the scope changes extensively搜集整理文档Assemble documentation,IFC-CPDF,签订咨询协议Engaging Clients,实现企业的梦想,理解你的数据,企业俱乐部,前期咨询服务,经营业绩改善项目,营销讨论会分层,IFC-CPDF,签订咨询协议Engaging Clients,Turning Your Business Dreams Into Reality,U

41、nderstanding Your Numbers,Business Club,Initial Consultation,BPIP Program,Leveraged Marketing Workshops,IFC-CPDF,签订咨询协议Engaging Clients,所有潜在的客户都需要高级顾问来进行前期咨询All potential clients will need to attend an initial consultation with senior consultants这一步骤的目的是确定企业的主要问题，明确通过实施经营业绩改善项目，企业能够取得什么样的成果The objec

42、tive of this session is to identify the major issues with the business and to identify prospect ways in which the Business Performance Improvement Program can assist their business,IFC-CPDF,签订咨询协议Engaging Clients,只有符合客户选择标准的潜在客户才参加前期咨询Only potential clients who fit you client selection criteria shou

43、ld attend Initial Consultations前期咨询准备Initial consultation preparation准备12小时Allow 1-2 hours布置会场Set the room up请潜在客户提供23年的财务报表（提前3天审查）Ask the potential client to forward 2-3 years of financial statements(review 3 days prior)将财务数据记入软件Enter financials into Software,IFC-CPDF,签订咨询协议Engaging Clients,前期咨询的好

44、处Benefits of the initial consultation顾问与客户能加强对彼此的理解Both the consultant and client to gain a better understanding of one another衡量客户的财务状况（付款条款）Gauge clients financial situation(payment of fees)客户改善经营的能力以及从咨询过程中获益Clients capacity to improve their business and benefit from the process确定企业的关键问题Determine

45、 key problems within the business制定第一次战略计划会议的基础Develop foundation from which to base the 1st Strategic Planning Session,IFC-CPDF,签订咨询协议Engaging Clients,前期咨询是你的卖点The initial consultation is your selling point给予最大程度的重视Treat it with utmost importance告知客户每月所需的咨询费用Tell the client upfront approximately how much the monthly fee is在前期咨询结束一周内对客户进行跟进Follow client up within 1-week after the initial consultation,