波士顿咨询顾问公司服务模式

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1、单击此处编辑母版标题样式,,单击此处编辑母版文本样式,,第二级,,第三级,,第四级,,第五级,,,,Page,,*,南洋林德年终会议,,2002年2月1日,0,,AGENDA,BCG’s Achievements,,,BCG’s Strategic Service Vision (SSV),,,BCG’s Dilemma in China,,,Hint to Neolinde,,,1,,GROWN BY GREAT PEOPLE WITH GREAT MIND,1963,,,2,consulting staff,,1 office in Boston,,?$ company,,2000,,,2

2、,370,consulting staff,,50 offices worldwide,,Billion$ company,,2,,HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV),Target Market Segment,,,“To help the world’s,,best organizations,,make a decisive impact on their,,direction and performance”,2. Service Concept,3. Operating Strategy,,Clients come firs

3、t,,Working with clients,,Respect individuals,,Working as a team,,The strategic perspective,,Expanding the Art of possible,4. Service Delivery System,Insight,Impact,Trust,3,,BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY,Insight,Impact,Trust,Insight,,Clear understanding of the innernature of

4、some specific thing,,,Impact,,Power of an event, idea, etc. to produce changes,,,Trust,,Confidence in the honesty, integrity,reliability etc. of another person and thing,4,,NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK,Most important,,elements,Quality and cost,,control,Investment,“Happy” employee

5、,,,“Happy” client,,,WOM, relationshipmarketing and clientdevelopment,,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 s

6、ociety at large,,To inspire the very best people with unparalleled opportunities for professional and personal growththereby forging a lifelong bond,5,,NITTY-GRITTY MUST SUPPORT THE GLAMOR,Staffing,,Case team management,,,Knowledge management system,,Strategic institution,,,,Research,,Production,,O

7、ther support functions,,,,Profitability management,,6,,STILL A PARADOX IN CHINA,Client,,Low purchasing power,,Unsophisticated/”Fundamental” problems,,,BCG,,High cost,,Advantage in solving market oriented complexity,7,,WHAT SHOULD BE OUR SSV?,Target Market Segment,,Whom are we going to serve?,,On

8、what?,,In what manner?,Service Concept,,Important elements,,How should it be perceived?,,Efforts suggested in terms of:Service design?Service delivery?Marketing ?,Operation Strategy,,Most important elements?,,Investment focus?,,Quality and cost control?,,Results expected?,Service Delivery System,

9、,Important features?,,Capacity?,,To what extent does it help:Ensure quality?Differentiation?Raise entry barriers?,8,,CLIENT DEVELOPMENT PROPOSAL,,Neolinde Investment Company,,January 2002,9,,AGENDA,Objectives,,,Contribution by client segment,,,Segmented approach,,,Implementation,,,Selling proces

10、s improvement,10,,2002 OBJECTIVES SET,Brand building,Capability,,development,Sustainable,,cash flow,Double(?) sales amount,,,Upgrade client profile,Fundamental Strategies,2002 Objectives,11,,PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR,Different potential client segments,Large prospect with

11、potential deal size over RMB 1 million,,,Medium size prospect with potential deal size over RMB 0.5 million,,,Recurring client with sale-on over RMB 0.3 million per deal,,,Planned deals,,,Plus: Add hoc/Walk-in client,,,Total sales,Number of deals,1-2,,,,8-10,,,,2-4,,,,11-16,,,,Expected contribution,

12、RMB 1-2 million,,,,4-5,,,,0.5-1,,,,RMB 5-8 million,,,1-2,,,RMB 6-10 million,,12,,DIFFERENT APPROACHES REQUIRED,Different approaches,Sell-on to existing clients,,,Proactive selling,,Unsolicited proposal,,Dedicated workshop,,Cooperative study,,,Mass marketing,,Newsletter/Perspectives,,Presentation on

13、 seminars/EMBA/Conference,,Large,NA,,,,X,,X,,X,,,,,,,,,Medium,NA,,,,,x,,,,,X,,X,,,,,,Recurring,X,,,,x,,Resources,Effectiveness,Applicability,13,,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

14、organization change,,Promising industries,,Fierce competition,,,Improve mass marketing tools,,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,,Appointment according to personal stre

15、ngth and interest for long term career development,14,,SELLING PROCESS IMPROVEMENT NEEDED,Increase conversion ratio and recurring ratio,Mass,,marketing,,& Proactive,,selling,Establish,,value,,of,,consulting,Buy in,,value,,of,,Neolinde,Execution,Sell-on,Leads,Conversion,Recurring,Allow large prospect progressive commitment,,Advisory services turn to full case,,Diagnosis services turn into full case,15,,