0. 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
波士顿咨询顾问公司服务模式的启示 南洋林德年终会议 年2月1日
北京南洋林德投资顾问有限公司

1. AGENDA BCG’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

2. GROWN BY GREAT PEOPLE WITH GREAT MIND
1963
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

3. HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV)
4. Service Delivery System
Target Market Segment
“To help the world’s
best organizations
make a decisive impact on their
direction and performance”
3. Operating Strategy
Clients come first
Working with clients
Respect individuals
Working as a team
The strategic perspective
Expanding the Art of possible
2. Service Concept
Insight
Impact
Trust
北京南洋林德投资顾问有限公司

4. BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY
Insight
Clear understanding of the inner nature 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
Insight
Impact
Trust
北京南洋林德投资顾问有限公司

5. NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK
Most important
elements
Quality and cost
control
Investment
“Happy” employee
“Happy” client
WOM, relationship marketing and client development
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 growth thereby forging a lifelong bond
北京南洋林德投资顾问有限公司

6. NITTY-GRITTY MUST SUPPORT THE GLAMOR
Staffing
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

7. STILL 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

8. WHAT SHOULD BE OUR SSV? Service Delivery System Target Market Segment
Important features?
Capacity?
To what extent does it help: Ensure quality? Differentiation? Raise entry barriers?
Target Market Segment
Whom are we going to serve?
On what?
In what manner?
Operation Strategy
Most important elements?
Investment focus?
Quality and cost control?
Results expected?
Service Concept
Important elements
How should it be perceived?
Efforts suggested in terms of: Service design? Service delivery? Marketing ?
北京南洋林德投资顾问有限公司

9. CLIENT DEVELOPMENT PROPOSAL Neolinde Investment Company January 2002

10. 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

11. 2002 OBJECTIVES SET Double(?) sales amount Upgrade client profile
Fundamental Strategies
2002 Objectives
Brand building
Capability
development
Sustainable
cash flow
Double(?) sales amount
Upgrade client profile
北京南洋林德投资顾问有限公司

12. PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR
Different potential client segments
Number of deals
Expected contribution
Large 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 sales
1-2
8-10
2-4
11-16
RMB 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

13. DIFFERENT APPROACHES REQUIRED
Applicability
Different approaches
Large
Medium
Recurring
Sell-on to existing clients
Proactive selling
Unsolicited proposal
Dedicated workshop
Cooperative study
Mass marketing
Newsletter/Perspectives
Presentation on seminars/EMBA/Conference NA X NA x X X x
Effectiveness
Resources
北京南洋林德投资顾问有限公司

14. 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

15. SELLING PROCESS IMPROVEMENT NEEDED
Increase conversion ratio and recurring ratio
Leads
Conversion
Recurring
Mass
marketing
& Proactive
selling
Establish
value of
consulting
Buy in
value of
Neolinde
Execution
Sell-on
Allow 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