1、咨詢服務營銷策略Marketing Consulting Services,IFC-CPDF,概覽Overview,制定戰(zhàn)略性的營銷計劃Develop A Strategic Marketing Plan 確定目標客戶Identify Target Clients 制定客戶選擇標準Develop Client Selection Criteria 行業(yè)市場 Niches 樹立企業(yè)形象Building Your Profile,IFC-CPDF,概覽Overview,推薦的力量The Power of Referrals 主人受益人Host Beneficiaries 方案書Proposals

2、簽訂咨詢協(xié)議Engaging Clients,IFC-CPDF,營銷概覽Marketing Overview.,營銷是任何成功咨詢服務必不可少的組成部分Marketing is an essential component to any successful consulting practice 為保持盈利，咨詢公司必須尋求新客戶，并將其轉變?yōu)殚L期客戶To remain profitable, consultants need to obtain new clients and convert them to ongoing clients 由此，咨詢公司需要能銷售他們的服務，而不能依賴于經(jīng)

3、常性收入To do this, consultants need be able to sell their services, they cannot rely on recurring fees,IFC-CPDF,營銷概覽Marketing Overview.,成功的營銷，與以下因素息息相關：To market your practice successfully, the following factors need to be adhered to: 確定目標市場 Define your target market 確定客戶（你希望的客戶類型）Identify clients (the

4、 type you want to have) 發(fā)現(xiàn)他們的需求Discover their needs 向他們出售服務Sell the service to them 繼續(xù)提供優(yōu)質(zhì)服務Continue to deliver excellence in service,IFC-CPDF,戰(zhàn)略性營銷計劃Strategic Marketing Plan,制定適合自身的戰(zhàn)略性營銷計劃來指導營銷行動是非常重要的It is important to develop your own strategic marketing plan to guide your marketing efforts 營銷計劃能

5、對你如何在市場上提高服務形象，制定切實的目標有所幫助The marketing plan will assist your practice to set realistic goals on how to increase the practices profile within the marketplace 這將最終增加業(yè)務銷售和盈利Ultimately this will increase sales and profitability of the practice,IFC-CPDF,戰(zhàn)略性營銷計劃Strategic Marketing Plan,營銷計劃應包括以下方面：The ma

6、rketing plan should cover the following areas: 產(chǎn)品和服務Products and services 市場分析和預測Market analysis and evaluation SWOT分析SWOT analysis 市場評估Market evaluation 目標市場 Target markets,IFC-CPDF,戰(zhàn)略性營銷計劃Strategic Marketing Plan,未來方向戰(zhàn)略發(fā)展Future direction strategy development 戰(zhàn)略性營銷戰(zhàn)略Strategic marketing strategy 業(yè)績測

7、評Performance measurement 財務預測Financial projections 財務預測應該切實可行，建立企業(yè)經(jīng)營業(yè)績改善計劃和獲取收益需要一定的時間Financial projections need to be realistic, it will take time to build your Business Performance Improvement Profile and revenue,IFC-CPDF,確定目標客戶Identify Target Clients,在現(xiàn)有客戶的基礎上確定目標客戶Identify your target market wit

8、hin your existing client base: 消除偏見Do not discriminate 確定有發(fā)展?jié)摿Φ钠髽I(yè)Identify businesses that have potential to grow 將客戶按行業(yè)分類Categorise your clients into industries 非目標客戶Non-target clients,IFC-CPDF,客戶選擇標準Client Selection Criteria,制定自己獨特的客戶選擇標準是很有必要的It is essential that you develop your own unique client

9、 selection criteria 根據(jù)這些標準，僅為你希望提供服務的客戶服務，即A級客戶Use this to grow the practice by serving only those clients that you want to serve, in other words A-class clients A級客戶能增加你的收益率，其他客戶卻只能浪費你的時間，讓你收益很少A-class clients increase your profitability, the rest consume time and basically just make you less money

10、,IFC-CPDF,客戶選擇標準Client Selection Criteria,A級客戶選擇標準基于你希望吸引的那類客戶的特性A-class client selection criteria should be based on attributes of the type of clients you want to attract to the practice. 例如：Examples of these include the following: 經(jīng)營一年以上Have been in business for at least one year 具有技術優(yōu)勢Are technic

11、ally competent 付款迅速Pay their bills promptly 企業(yè)不存在嚴重的資本不足問題Have a business that is not severely under-capitalised,IFC-CPDF,客戶選擇標準Client Selection Criteria,客戶態(tài)度友好、和善Have a pleasant outgoing personality 愿意傾聽建議Are willing to listen to advice 對自己提供的產(chǎn)品和服務具有清晰的要求Have a business that has a clearly defined d

12、emand for the products and services they offer 能從管理和營銷的輔導中獲益Would benefit from coaching in management and marketing 企業(yè)盈利或在短期內(nèi)具有盈利的潛力Have a business that is profitable or has the potential to quickly become profitable,IFC-CPDF,確定行業(yè)專小市場Identify Industry Niches,確定你擅長的領域，從而針對專小目標市場提供服務Identify your area

13、s of industry expertise in order to target industry niches,IFC-CPDF,樹立企業(yè)形象Building Your Profile,在本地建立良好的服務形象是非常重要的It is very important that your build your practice profile within the local community 實現(xiàn)這一點的途徑包括：Ways in which to accomplish this include: 公關活動中的機會Public relations opportunities 報紙、雜志上發(fā)表

14、論文Articles in newspapers, journals and magazines 公司介紹手冊Brochures business profiles 品牌推廣Branding,IFC-CPDF,推薦的力量The Power of Referrals,擴大企業(yè)業(yè)務、提升企業(yè)信譽的有力途徑之一是通過他人推薦One of the most powerful ways of growing your practice and building your reputation is through referrals 鼓勵客戶積極為你的業(yè)務推薦項目，不僅能鞏固客戶基礎，同時增強了客戶對你

15、所提供的服務質(zhì)量的信心Encouraging clients to actively refer work to your practice will not only build your client base, but will reinforce client belief about the quality of the services you provide,IFC-CPDF,推薦的力量The Power of Referrals,從現(xiàn)有的客戶獲得推薦的最佳途徑是在簽署的“共同責任書”中注明這一點The best way to get referrals from existin

16、g clients is to make it part of your agreement in the mutual commitment statements 一旦你獲得推薦，確保你有所行動，并且主動進行接觸、跟進Once you receive the referrals ensure that you act on them, make initial contact and follow up 邀請他們參加免費研討會Invite them to complimentary seminars 提供基本的免費服務Offer complimentary initial consultat

17、ions,IFC-CPDF,主人受益人Host Beneficiaries,主人受益人關系是重要且有用的營銷手段Host-beneficiary relationships are a very important and lucrative marketing tool 類似于“產(chǎn)品認可”的概念It is very similar to the concept of product endorsement 與團隊成員一道進行頭腦風暴，討論合適的目標Brainstorm with team members on suitable targets 確保主人與你在目標市場（中小企業(yè)市場）上有相同的

18、客戶群Ensure that the hosts have the same clients in your target market (SME),IFC-CPDF,主人受益人Host Beneficiaries,潛在的主人受益人的建議：Suggestions for potential host-beneficiaries: 銀行及財政機構Banks and other financial institutions 證券公司Insurance companies 企業(yè)服務提供商Business service providers 商會Chambers of commerce 企業(yè)培訓中心E

19、ntrepreneurial / Business Education Centres 其他有關機構Other spheres of influence,IFC-CPDF,主人受益人Host Beneficiaries,與可能的主人接觸時，運用以下技巧會對你有幫助：When approaching possible hosts, use the following guidelines to assist you: 電話接觸Make telephone contact 運用標準電話用語，獲得最佳效果Use a telephone script to receive the best resul

20、ts 確保會談是專業(yè)的、熟練的Ensure the meeting is professional and slick 用筆記本電腦放映幻燈片演示所有營銷收益的要點Use a laptop to present the slide show outlining all the marketing benefits 爭取讓主人同意為它的客戶主持一個你的討論會Try to get the host to agree to host one of your seminars for their clients,IFC-CPDF,進行客戶需求的評估Conduct a clients needs ass

21、essment 理解客戶如何定義其需求Understand how client defines his need 確認是否存在客戶真正的需求（本質(zhì)）與客戶認知的需求（表面征兆）之間的差異Determine if there is a difference between the real need (cause) and the clients perception of his need (symptom) 預計客戶接受咨詢項目的程度Assess client readiness to undertake a consulting project,撰寫方案書Preparing Propos

22、als,IFC-CPDF,撰寫方案書Preparing Proposals,向客戶銷售你的服務Selling your services to clients 書面的方案書或演示W(wǎng)ritten document and / or presentation 提供裝訂精美的合同May represent a binding contract,IFC-CPDF,撰寫方案書Preparing Proposals,向客戶銷售你的服務Selling your services to clients 向客戶說明: Address for the client: 你對于客戶需求的理解Your understa

23、nding of the clients needs 你打算為客戶做什么What you intend to do for the client 項目的預期結果和對完成項目的信心Expected results and potential beliefs of your work on the project 工作方法、質(zhì)量和過程描述Description of your organisations approach, qualifications and experience,IFC-CPDF,撰寫方案書Preparing Proposals,制定銷售戰(zhàn)略Develop sales stra

24、tegies 與客戶一道回顧項目目標、解決方案Review project goals/solutions with clients 制定工作計劃Develop work plans 制定收費計劃和費用估計Develop pricing strategy and fee estimates 草擬協(xié)議書或方案書Draft engagement letter or proposal 演示方案書/解決辦法和跟進措施Present proposal / solution and follow-up 方案書定稿及跟進Finalise proposal and follow-up,IFC-CPDF,撰寫方

25、案書Preparing Proposals,制定銷售戰(zhàn)略Develop Sales Strategy 確認經(jīng)濟買家Confirm economic buyer 跟進，將購買方介紹給業(yè)主Follow-up and introduce buyer to owner 尋找盡可能多的支持者Develop as many supporters as possible 避免對客戶的偏見Avoid preconceptions about client 為未來的發(fā)展機會設定階段Set stage for future opportunities 對客戶的預見Preconceptions about clie

26、nt,IFC-CPDF,撰寫方案書Preparing Proposals,與客戶一道回顧項目的目標/解決方案 Review Project Goals/Solution with Client 確定與客戶一道回顧方案的會議日程Schedule meeting to review your approach 確保購買方出席會議Make sure the economic buyer can attend 盡早促成買賣Obtain buy-in as early as possible 在會議之前發(fā)現(xiàn)潛在的“交易破壞者”Uncover potential deal-killers prior to

27、 meeting 能處理有關問題Be able to address issues,IFC-CPDF,撰寫方案書Preparing Proposals,制定項目管理工作計劃Develop Project Management Work Plan 準備主要任務綜述Prepare major tasks overview 考慮所需人員配置以及分包Consider Staffing needs and sub-contractors 工作計劃包括后勤工作所需時間（制定計劃、文檔整理、項目管理） Include administrative hours in work plan (planning,

28、documentation, project monitoring) 獲得審查和批準Obtain review and approval 簡要說明客戶參與的內(nèi)容Indicate client participation instructions 工作成果和過程中產(chǎn)生的結果Relate deliverables to tasks and interim work products,IFC-CPDF,撰寫方案書Preparing Proposals,制定工作范圍Developing the Scope of Work 工作范圍規(guī)定工作性質(zhì)以及客戶和顧問的責任The scope defines th

29、e nature of the work to be performed as well as the responsibilities of the client and the consultant 工作范圍包括以下方面：The scope should contain the following components: 背景資料Background information 目標Objectives 任務Tasks,IFC-CPDF,撰寫方案書Preparing Proposals,制定工作范圍（續(xù)）Developing the Scope of Work (cont) 工作成果Deliv

30、erables 時間控制Timing 參與人員Personnel 客戶職責Client responsibilities 收費Billings,IFC-CPDF,撰寫方案書Preparing Proposals,行業(yè)Industry 規(guī)模 Size 變革與發(fā)展 Changes and developments,家族情況Family Circumstance 內(nèi)部事務 Internal issues 繼承計劃 Succession plan,客戶Clients 改變的需求 Changing needs 支付能力 Capacity to pay,環(huán)境Environment 稅收發(fā)展Tax deve

31、lopments 經(jīng)濟Economic 政治Political,競爭Competitors 行業(yè)中的競爭 Competitors industry 特征 Identity 定位 Positioning,技術Technology 行業(yè)專長 Industry specifics 改變與發(fā)展 Changes and developments,集團 The Group 內(nèi)部能力Internal capabilities 投資承諾Commitment to invest 長遠發(fā)展前景Long-term vision,IFC-CPDF,撰寫方案書Preparing Proposals,IFC-CPDF,撰

32、寫方案書Preparing Proposals,IFC-CPDF,每個項目的里程碑都會有中期報告，演示或協(xié)調(diào)小組的會議。在每一階段開始之前會就詳細問題達成一致。,項目里程碑,成果,了解市場,理解企業(yè)內(nèi)部能力,優(yōu)化的方案,前進,撰寫方案書Preparing Proposals,IFC-CPDF,At each project milestone there will be an interim report, presentation or steering committee meeting. Precise details will be agreed with you during the

33、 project planning stage prior to commencement.,PROJECT MILESTONE,DELIVERABLE,An understanding of the market.,An understanding of internal capabilities.,Preferred option.,The way forward.,撰寫方案書Preparing Proposals,IFC-CPDF,撰寫方案書Preparing Proposals,制定收費計劃以及費用預測Develop Pricing Strategies & Fee Estimates

34、 從完全費率入手Start at full rates 只對可以確定的開支進行估計Estimate fees only for what is certain 在降低費率之前縮小工作范圍Reduce scope of work before discounting 預期費率的改變Anticipate billing/rate changes 包括行政、費用以及非公司服務Include administration, expenses, non-firm services 商談付款時限Negotiate payment schedules,IFC-CPDF,我們有經(jīng)驗和能力按時提供成果報告We

35、have the experience and skills to generate the deliverables on time. 我們對復雜的咨詢工作具有良好工作經(jīng)歷We have a proven track record of major complex consultancies.,我們的團隊Our Team,客戶Client,Harry Boggs P.O.C,Mary James 項目組長 Team Leader,撰寫方案書Preparing Proposals,IFC-CPDF,撰寫方案書Preparing Proposals,IFC-CPDF,撰寫方案書Preparing

36、 Proposals,草擬協(xié)議書或方案書Draft Engagement Letter or Proposal 對客戶目標和目的的理解Understanding of the clients goals and objectives 統(tǒng)籌的方法、工作計劃、時間表Overall approach, work plan, timetable 成果和產(chǎn)品Deliverable end product 中期會議和評審要點Interim meetings and review points 團隊構成和質(zhì)量Team organisation and qualifications 你的公司的經(jīng)驗和獨有的資格

37、Your firms experience and unique qualifications,IFC-CPDF,撰寫方案書Preparing Proposals,草擬協(xié)議書或方案書Draft Engagement Letter or Proposal 費用、支付條款和付款協(xié)定Fees, terms and billing arrangements 項目涉及人員簡歷Resumes, tailored to the engagement 圖表Graphics 外部因素以及潛在影響External factors and potential impact 仔細審查完成的方案書，確保其一致性、準確性

38、、高質(zhì)量Carefully review the completed proposal for consistency, accuracy and quality,IFC-CPDF,撰寫方案書Preparing Proposals,演示方案書及跟進Present Proposal and Follow-up 安排關鍵購買者出席的會議Schedule meeting when key buyers can attend 在會議之前聯(lián)系支持人員Contact supporters prior to meeting 使用多名演示人員（對大型方案書而言）Use several presenters (

39、for large proposal) 除非將在會議中作出決定，否則避免討論費用問題Dont negotiate fees unless decision will be made there 除非需要，否則不要用電子郵件方式遞交最終方案書Never send final proposal in the mail unless required,IFC-CPDF,撰寫方案書Preparing Proposals,有效的演示 Effective Presentations 演示Preparation 材料Materials 發(fā)言人員Speakers 技術Technology 邏輯Logistic

40、s 實踐Practice 時間Timing, flow 互動Participation 提問、回答Questions, answers,IFC-CPDF,撰寫方案書Preparing Proposals,方案書定稿及跟進Finalise Proposal and Follow-up 發(fā)布方案書、整理文檔Issue and document the distribution 保持與決策者的聯(lián)系Maintain contact with decision-makers 如果工作范圍變動很大，重新正式發(fā)布最終方案書Formally reissue the proposal if the scope

41、changes extensively 搜集整理文檔Assemble documentation,IFC-CPDF,簽訂咨詢協(xié)議Engaging Clients,實現(xiàn)企業(yè)的夢想,理解你的數(shù)據(jù),企業(yè)俱樂部,前期咨詢服務,經(jīng)營業(yè)績改善項目,營銷討論會分層,IFC-CPDF,簽訂咨詢協(xié)議Engaging Clients,Turning Your Business Dreams Into Reality,Understanding Your Numbers,Business Club,Initial Consultation,BPIP Program,Leveraged Marketing Workshops,IFC-CPDF,簽訂咨詢協(xié)議Engaging Clients,所有潛在的客戶都需要高級顧問來進行前期咨詢All potential clients will need to attend an initial consultation with senior con