1、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 2002年2月1日,北京南洋林德投资顾问有限公司,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,GROWN BY GREAT PEOPLE WITH GREAT MIND,19632 consulting staff 1 office in Boston ?$ company,20002,370 consulting staff 50 o
2、ffices worldwide Billion$ company,北京南洋林德投资顾问有限公司,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. Operating Strategy Clients come first Working with clients Re
3、spect individuals Working as a team The strategic perspective Expanding the Art of possible,4. Service Delivery System,北京南洋林德投资顾问有限公司,BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY,Insight,Impact,Trust,Insight Clear understanding of the inner nature of some specific thingImpact Power of an ev
4、ent, idea, etc. to produce changesTrust 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,NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK,Most important elements,Quality and cost control,Investment,“Happy” employee“Happy” clientWOM, relationship marketin
5、g and client development,Self selection processEvaluation and feedbackBillability and utilization management,Tier oneInvestment on clientRecruiting and training,To spark the breakthrough ideas for our clients, business enterprises and society at large To inspire the very best people with unparallele
6、d opportunities for professional and personal growth thereby forging a lifelong bond,北京南洋林德投资顾问有限公司,NITTY-GRITTY MUST SUPPORT THE GLAMOR,Staffing Case team managementKnowledge management system Strategic institutionResearch Production Other support functionsProfitability management,北京南洋林德投资顾问有限公司,ST
7、ILL A PARADOX IN CHINA,Client Low purchasing power Unsophisticated/”Fundamental” problems BCG High cost Advantage in solving market oriented complexity,北京南洋林德投资顾问有限公司,WHAT SHOULD BE OUR SSV?,Target Market Segment Whom are we going to serve? On what? In what manner?,Service Concept Important elements
8、 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 Important features? Capacity? To what extent does it help: Ensur
9、e quality? Differentiation? Raise entry barriers?,CLIENT DEVELOPMENT PROPOSAL Neolinde Investment Company January 2002,北京南洋林德投资顾问有限公司,AGENDA,ObjectivesContribution by client segmentSegmented approachImplementationSelling process improvement,北京南洋林德投资顾问有限公司,2002 OBJECTIVES SET,Double(?) sales amountUp
10、grade client profile,Fundamental Strategies,2002 Objectives,北京南洋林德投资顾问有限公司,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 cl
11、ient with sale-on over RMB 0.3 million per dealPlanned dealsPlus: Add hoc/Walk-in clientTotal sales,Number of deals,1-28-102-411-16,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,DIFFERENT APPROACHES REQUIRED,Different approaches,Sell-on to existing c
12、lientsProactive selling Unsolicited proposal Dedicated workshop Cooperative studyMass marketing Newsletter/Perspectives Presentation on seminars/EMBA/Conference,Large,NAX X X,Medium,NAxX X,Recurring,Xx,Resources,Effectiveness,Applicability,北京南洋林德投资顾问有限公司,IMPLEMENTATION,Short list potential clients t
13、o 10 large, 30 medium and 6-8 existing Set screening criteria Revenue over RMB 50 million Turning point in organization change Promising industries Fierce competitionImprove mass marketing tools Launch newsletter/perspectives Publish 1-2 foresight studies: e.g. M&AEach potential client appointed a f
14、ocal point partner for continuous selling and follow up 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,Mass marketing & Proactiveselling,Establish valueof 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,
