波士顿咨询顾问公司服务模式的启示[

NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK
Most important elements
Quality and cost control
Investment
•“Happy” employee
•“Happy” client
•WOM, relationship marketing and client development
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
2019年2月1日
北京南洋林德投资顾问有限公司
AGENDA
– BCG’s Achievements – BCG’s Strategic Service Vision (SSV) – BCG’s Dilemma in China – Hint to Neolinde
北京南洋林德投资顾问有限公司
GROWN BY GREAT PEOPLE WITH GREAT MIND
1963
•2 consulting staff •1 office in Boston
•?$ company
2000
•2,370 consulting staff •50 offices worldwide
北京南洋林德投资顾问有限公司
CLIENT DEVELOPMENT PROPOSAL
Neolinde Investment Company
January 2019
AGENDA
– Objectives – Contribution by client segment – Segmented approach – Implementation – Selling process improvement
北京南洋林德投资顾问有限公司
WHAT SHOULD BE OUR SSV?
4. Service Delivery System
1. Important features? 2. Capacity? 3. To what extent does it help:
Ensure quality? Differentiation? Raise entry barriers?
Medium size prospect with potential deal size over RMB 0.5 million
8-10
Recurring client with sale-on over RMB
2-4
0.3 million per deal
Planned deals
11-16
Plus: Add hoc/Walk-in client
X
x
• Cooperative study
X
Mass marketing
• Newsletter/Perspectives
X
• Presentation on
X
seminars/EMBA/Conference
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 existing
– Set screening criteria
• Revenue over RMB 50 million • Turning point in organization change • Promising industries • Fierce competition
Improve mass marketing tools
•Profitability management
北京南洋林德投资顾问有限公司
STILL A PARADOX IN CHINA
•Client Low purchasing power Unsophisticated/”Fundamental” problems
•BCG High cost Advantage in solving market oriented complexity
PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR
Different potential client segments
Number of deals
Large prospect with potential deal size
1-2
over RMB 1 million
Impact
北京南洋林德投资顾问有限公司
BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY
Insight Trust
Impact
Insight
Clear understanding of the inner nature of some specific thing
北京南洋林德投资顾问有限公司
NITTY-GRITTY MUST SUPPORT THE GLAMOR
•Staffing •Case team management •Knowledge management system •Strategic institution
•Research •Production •Other support functions
北京南洋林德投资顾问有限公司
2019 OBJECTIVES SET
Fundamental Strategies
Sustainable cash flow
Brand building
Capability development
2019 Objectives
•Double(?) sales amount •Upgrade client profile
Leads
Mass marketing & Proactive selling
Conversion
Establish value of
consulting
Buy in value
of Neolinde
Recurring Execution Sell-on
Allow large prospect progressive commitment - Advisory services turn to full case - Diagnosis services turn into full case
3. Operation Strategy
• Most important elements? • Investment focus? • Quality and cost control? • Results expected?
1. Target Market Segment
• Whom are we going to serve?
Total sales
北京南洋林德投资顾问有限公司
Expected contribution RMB 1-2 million
4-5
0.5-1
RMB 5-8 million 1-2
RMB 6-10 million
Resources Effectiveness
DIFFERENT APPROACHES REQUIRED
•Self selection process
•Evaluation and feedback
•Billability and utilization management
•Tier one •Investment on client •Recruiting and training
•To spark the breakthrough ideas for our clients, business enterprises and society at large •To inspire the very best people with unparalleled opportunities for professional and personal growth thereby forging a lifelong bond
1. Target Market Segment
“To help the world’s best organizations make a decisive impact on their direction and performance”
2. Service Concept
Insight Trust
•Billion$ company
北京南洋林德投资顾问有限公司
HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV)
4. Service Delivery System
3. Operating Strategyபைடு நூலகம்
•Clients come first •Working with clients •Respect individuals •Working as a team •The strategic perspective •Expanding the Art of possible
Different approaches Sell-on to existing clients
Large NA
Applicability Medium
NA
Recurring X
Proactive selling
• Unsolicited proposal
X
x
• Dedicated workshop
Impact
Power of an event, idea, etc. to produce changes
Trust
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
• On what? • In what manner?
2. Service Concept
1. Important elements 2. How should it be perceived? 3. Efforts suggested in terms of:
Service design? Service delivery? Marketing ?
– 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 NEEDED
Increase conversion ratio and recurring ratio
– Launch newsletter/perspectives – Publish 1-2 foresight studies: e.g. M&A
Each potential client appointed a focal point partner for continuous selling and follow up