2. AGENDABCG’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
3. GROWN BY GREAT PEOPLE WITH GREAT MIND1963
2 consulting staff
1 office in Boston
?$ company
2000
2,370 consulting staff
50 offices worldwide
Billion$ company
北京南洋林德投资顾问有限公司
4. 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 Concept3. Operating Strategy
Clients come first
Working with clients
Respect individuals
Working as a team
The strategic perspective
Expanding the Art of possible4. Service Delivery SystemInsightImpactTrust北京南洋林德投资顾问有限公司
5. BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsight
Clear understanding of the innernature of 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北京南洋林德投资顾问有限公司
6. NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK Most important
elementsQuality and cost
controlInvestment“Happy” employee
“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 society at large
To inspire the very best people with unparalleled opportunities for professional and personal growththereby forging a lifelong bond北京南洋林德投资顾问有限公司
7. NITTY-GRITTY MUST SUPPORT THE GLAMORStaffing
Case team management
Knowledge management system
Strategic institution
Research
Production
Other support functions
Profitability management
北京南洋林德投资顾问有限公司
8. STILL A PARADOX IN CHINAClient
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
9. WHAT SHOULD BE OUR SSV?Target Market Segment
Whom are we going to serve?
On 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
Important features?
Capacity?
To what extent does it help:Ensure quality?Differentiation?Raise entry barriers?北京南洋林德投资顾问有限公司
10. CLIENT DEVELOPMENT PROPOSALNeolinde Investment CompanyJanuary 2002北京南洋林德投资顾问有限公司
11. AGENDAObjectives
Contribution by client segment
Segmented approach
Implementation
Selling process improvement北京南洋林德投资顾问有限公司
13. PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTORDifferent potential client segmentsLarge prospect with 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 salesNumber of deals1-2
8-10
2-4
11-16
Expected contributionRMB 1-2 million
4-5
0.5-1
RMB 5-8 million
1-2
RMB 6-10 million
北京南洋林德投资顾问有限公司
14. DIFFERENT APPROACHES REQUIREDDifferent approachesSell-on to existing clients
Proactive selling
Unsolicited proposal
Dedicated workshop
Cooperative study
Mass marketing
Newsletter/Perspectives
Presentation on seminars/EMBA/Conference
LargeNA
X
X
X
MediumNA
x
X
X
RecurringX
x
ResourcesEffectivenessApplicability北京南洋林德投资顾问有限公司
15. 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
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 strength and interest for long term career development北京南洋林德投资顾问有限公司
16. SELLING PROCESS IMPROVEMENT NEEDEDIncrease conversion ratio and recurring ratioMass
marketing
& Proactive
sellingEstablish
value
of
consultingBuy in
value
of
NeolindeExecutionSell-onLeadsConversionRecurringAllow large prospect progressive commitment
Advisory services turn to full case
Diagnosis services turn into full case北京南洋林德投资顾问有限公司