广州奥美财务培训[1]

The Business
广州奥美财务培训[1]
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
• I’m not talking about 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。
广州奥美财务培训[1]
Make Money for Today
– 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
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
– where possible leverage existing staff for new business ...new bus. teams are expensive & O/H 用既有的员工作新生意的开发
广州奥美财务培训[1]
The Basics for Running this Business
• Challenge our Contracts
挑战不利於我们的合约条件
– Clients 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)
广州奥美财务培训[1]
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
广州奥美财务培训[1]
Running The Business
广州奥美财务培训[1]
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
– 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
– Don’t get caught with a client cut in the 4th qtr which in effect means we have worked for free 客户在第四季删减预算是最糟的情况
广州奥美财务培训[1]
The Basics for Running this Business
Industry O&M
What can you do to help improve our profitability
广州奥美财务培训[1]
Finance Training
• S – Skill
How do you know your client’s profitability capacity plan, analysis of contribution margin
• 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 免费提供服务给客户。
广州奥美财务培训[1]
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
– Service businesses are expected to show consistent earnings growth. 服务性的公司必须要有持续获利的成长
广州奥美财务培训[1]
创业的精神
The Entrepreneurial Approach
广州奥美财务培训[1]
Entrepreneurial Approach
广州奥美财务培训
2020/11/13
广州奥美财务
• Objectives of the training:• K – Knowledge
How do we make money / lose money What is the cost / profit standard
与客户沟通有哪些不利於我们的条件
广州奥美财务培训[1]
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 the work we do, assures client commitment
– 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 performance 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
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 product, 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
我们的付出会得到一定的报酬，客户服务较有保障
广州奥美财务培训[1]
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
• 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
• negotiate contracts that were unprofitable 接受无法获利的合约
广州奥美财务培训[1]
Entrepreneurial Approach
• 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。
– Don’t build administrative empires 不要形成管理官僚系统
广州奥美财务培训[1]
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
- only hire when revenue stream is confirmed 有收入才加人
• Investigate 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
广州奥美财务培训[1]
• Don’t 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
– 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
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
• A – Attitude
We are businessman / businesswoman Everyone has a role in helping the company
profitable Finance discipline is part of our profession
广州奥美财务培训[1]
广州奥美财务培训[1]
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 can’t succeed without you 让客户相信他们不能没有你 • research clients credit, & 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