1、北京创丰奥捷国际贸易中心服务模式的启示北京创丰奥捷国际贸易中心服务模式的启示北京创丰奥捷国际贸易中心北京创丰奥捷国际贸易中心年终会议年终会议2002年年2月月1日日北京南洋林德投资顾问有限公司AGENDA BCGs Achievements BCGs Strategic Service Vision(SSV)BCGs 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 MIND19632 consulting staff1 office in Boston?$company20002,3
2、70 consulting staff50 offices worldwideBillion$company北京南洋林德投资顾问有限公司HIGHLY INTEGRATED STRATEGIC SERVICE VISION(SSV)1.Target Market Segment“To help the worlds best organizations make a decisive impact on their direction and performance”2.Service Concept3.Operating StrategyClients come firstWorking wi
3、th clientsRespect individualsWorking as a teamThe strategic perspectiveExpanding the Art of possible4.Service Delivery SystemInsightImpactTrust北京南洋林德投资顾问有限公司BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY InsightImpactTrustInsightClear understanding of the innernature of some specific thingImp
4、actPower of an event,idea,etc.to produce changesTrustConfidence 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 elementsQuality and costcontrolInvestment“Happy”employee“Happy”clientWOM,relationshipmarketin
5、g and clientdevelopmentSelf selection processEvaluation and feedbackBillability and utilization managementTier oneInvestment on clientRecruiting and trainingTo spark the breakthrough ideas for our clients,business enterprises and society at largeTo inspire the very best people with unparalleled oppo
6、rtunities for professional and personal growththereby forging a lifelong bond北京南洋林德投资顾问有限公司 NITTY-GRITTY MUST SUPPORT THE GLAMORStaffingCase team managementKnowledge management systemStrategic institutionResearchProductionOther support functionsProfitability management北京南洋林德投资顾问有限公司STILL A PARADOX I
7、N CHINAClient Low purchasing powerUnsophisticated/”Fundamental”problems BCGHigh costAdvantage in solving market oriented complexity北京南洋林德投资顾问有限公司WHAT SHOULD BE OUR SSV?1.Target Market SegmentWhom are we going to serve?On what?In what manner?2.Service Concept1.Important elements 2.How should it be pe
8、rceived?3.Efforts suggested in terms of:Service design?Service delivery?Marketing?3.Operation StrategyMost important elements?Investment focus?Quality and cost control?Results expected?4.Service Delivery System1.Important features?2.Capacity?3.To what extent does it help:Ensure quality?Differentiati
9、on?Raise entry barriers?北京南洋林德投资顾问有限公司CLIENT DEVELOPMENT PROPOSALNeolinde Investment CompanyJanuary 2002北京南洋林德投资顾问有限公司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2002 OBJECTIVES SETBrand buildingCapability developmentSus
10、tainablecash flowDouble(?)sales amountUpgrade client profileFundamental Strategies2002 ObjectivesPLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTORDifferent potential client segmentsLarge prospect with potential deal size over RMB 1 millionMedium size prospect with potential deal size over RMB 0.5
11、 millionRecurring client with sale-on over RMB 0.3 million per dealPlanned dealsPlus:Add hoc/Walk-in clientTotal salesNumber of deals1-28-102-4 11-16Expected contributionRMB 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 REQUIREDDifferent approachesSell-on t
12、o existing clientsProactive selling Unsolicited proposal Dedicated workshop Cooperative studyMass marketing Newsletter/Perspectives Presentation on seminars/EMBA/ConferenceLargeNAXXXMediumNAxXXRecurringXxResourcesEffectivenessApplicability北京南洋林德投资顾问有限公司IMPLEMENTATION Short list potential clients to
13、10 large,30 medium and 6-8 existingSet screening criteriaRevenue over RMB 50 millionTurning point in organization change Promising industriesFierce competitionImprove mass marketing toolsLaunch newsletter/perspectivesPublish 1-2 foresight studies:e.g.M&A Each potential client appointed a focal point
14、 partner for continuous selling and follow upAppointment 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 NEEDEDIncrease conversion ratio and recurring ratioMass marketing&Proactive sellingEstablishvalue of consultingBuy in valueof 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
