Relatively speaking, making full use of many free resources or opportunities to create a win-win situation can achieve the purpose of promoting enterprise consulting business and publicizing enterprises.
Forum marketing: register the ID of a strategic consulting organization in various management forums and blogs, publish some management cases that have been made public by the company, form a certain management theme, and issue a "strategic voice" in the industry. (Well-known comprehensive blog networks: China Blog Network, Blog China, Blog Network; Another enterprise management blog network and so on. ).
Exhibition marketing: make full use of various exhibitions and sell enterprise research reports; For a specific customer, you can give a corporate research report or special report related to or similar to its industry.
Conference marketing can be divided into three situations.
Peripheral participation: you can set up corresponding service booths to provide free consultation, and you need to communicate with the hotel in advance, mainly to expand publicity; If possible, you can set up a company strategic agent; (Famous hotels, conference centers, exhibition centers, national exhibitions, international trade, etc.). );
Guest participation: As a guest speaker, it can arouse the curiosity of the delegates to the company (Wenzhou Investment Fair attended by the president, and then several companies take the initiative to ask for information and a strategic institution, and can choose management-related activities, such as marketing meeting and investment promotion meeting);
Participation: As the host or organizer of the meeting (the project investment negotiation with Zhongguancun has achieved good results, and the media exposure rate is also very high. Several people came to the booth to consult me about the specific situation, which can cooperate with positional warfare, such as Ningbo and Zhongguancun, and can also be considered in a local scope, such as the strategic training for middle and high-level enterprises sponsored by SASAC's affiliated enterprises).
Second, the boundary of development: expanding the body, finding the surface, pulling the line and fixing the point.
When developing potential customers, we should do it in all directions. With the deepening, we will gradually show our key points, show what we have the most say, and cut in at key points.
Ti Tuo: He has appeared many times in various industries, and can be an amateur management consultant for companies in many different fields. He has a certain share in various search engines, so that customers can know something about a strategic consulting organization even if there is no demand, such as Zhongguancun's recognition of a strategic organization now; If there is demand, it will arouse their interest and have a deep understanding of a strategic consulting organization.
Looking for face: in the development stage, gradually reflect the overall strength of enterprise strategic consulting, package several existing classic cases, and open up "strategic consulting of a strategic enterprise-classic enterprise strategic case series" in various forums and blogs; Publish some special topics in some mainstream management media and economic newspapers and periodicals, and serialize them into a series; Now the "Enterprise Strategy Research Report" has been made into a picture album, which gives great weight to customers, especially when Zhong carefully reads it when choosing a cooperative consultant. There is no other way, customers can only learn about a strategic organization through this thing. )
Pulling wires: expanding the body and finding the surface are comprehensive tasks. Pulling wires is aimed at some specific areas of enterprises, such as enterprise strategy and implementation, enterprise restructuring, human resources, technical management and so on. Only by pulling the wire can customers feel the emptiness and reality, sit in the right position with their own needs, and have further fixed points.
Fixed point: it is our authoritative view or statement on a specific field. China's manufacturing industry is a little bit, but it is inevitably too big. Enterprise consulting is located in industrial real estate, energy and chemical industry, building materials, packaged food, machinery manufacturing, non-ferrous metals and so on.
Third, the tactics of development: positional warfare, guerrilla warfare and tug-of-war.
The combination of various tactics can make the business structure of enterprise consulting tend to be reasonable: positional warfare is conducive to monopolizing the local market, guerrilla warfare is conducive to understanding competitors and learning their strengths; The tug-of-war cultivates long-term customers, so that enterprise consulting has a steady stream of business sources.
Positional warfare: If you know a region thoroughly, you can associate it with a field, or you can refer to your own unique model, such as Cheng's three axes; The Beijing market of XX Consulting Department is very successful, and basically the apartment planning in Beijing has been monopolized by us; The ongoing Ningbo market is also a positional war. Strategic consulting organizations participated in some meetings (such as Ningbo Science and Technology Talent Week), collected a large number of business cards, and fought positional warfare with SASAC. However, judging from the contact situation, if we can get familiar with each other, it will be considered a success.
Guerrilla warfare: less success, more failure, this is our feeling of bidding; Insufficient research on hidden rules of bidding. Personally, I think consulting companies should not study the psychology of China people too much. As a consultant with his own characteristics, he is unwilling to engage in this kind of work. It is a great gain to learn from the advantages of competitors.
Tug-of-War: This is a way for strategic institutions to consult enterprises, which is worth popularizing. Although I am very tired, I feel very fulfilled. We should continue to cultivate in the future. Once the tug-of-war is successful, we can conduct positional warfare against it. ...
Fourth, customer relationship management: information sharing, knowledge support, review the past and learn the new.
According to the importance of customers, from the enjoyment of information to the support of knowledge, there will be specialized personnel to communicate irregularly when it is worthy of attention.
Information enjoyment: We collected some useful information by attending some exhibitions, forums, dinners, etc. We can extract available elements from different angles and establish communication channels. We can't have too much hope and treat it as an unresponsive enterprise promotion activity; If you reply, you will enter knowledge support.
Knowledge support: Generally speaking, customers who enter knowledge support are divided into three categories.
There are consulting needs: automatically generate relevant plans to remind you, communicate with prospective project leaders, and selectively send enterprise research reports. Some individuals can send our views and voices in the industry;
There is potential for development: keep a low profile and keep in touch, and invite the institute to solve its current management obstacles, mainly through in-depth communication to stimulate its needs.
There is cooperation value: this refers to experts, scholars and media people who pave the way for hosting some special seminars and investigations in the future, and some of them can be included in our expert database and invited consultants to explore the needs of some enterprises or to introduce customers.
Review the past and learn the new: mainly customers who come out of the knowledge platform or have needs from the beginning (to be stimulated), take the way of special person in charge and communicate irregularly; In addition, sort out the customers who have passed through the years and contact them selectively, so as to review the old and learn the new; For the project customers over the years, it is also necessary to establish files and track their development. The cost of consolidating old customers is far lower than the cost of developing new customers.
Verb (abbreviation of verb) network development: popularity, influence and attention
Using the existing website, the enterprise consultation is displayed in an all-round way, and the popularity is now in the search engine. The influence is reflected in the effect and the attention reflects the quality of the website.
Well-known: With Google and Baidu search, we can know how well-known we are now, or how well-known we are on the Internet. As can be seen from the table below, the popularity of a strategy is still very high.
Influence: from the perspective of enterprise consulting projects, there are few from the Internet, and most of the general customers' understanding of the company comes from the Internet. Looking for its historical success story, its overall strength and the charm of its leaders; And these things affect customers' impression of a certain strategy and their decision-making under special circumstances.
Note: it is our own tracking of customers. Once the customer enters the website, the main page to stay, the time to stay, and where to come from, such as entering through search or directly, so as to change the content and form of the website in time.
Packaging promotion of intransitive verbs: introduction, company strategy, cases and training
As a consulting company, the only pre-sales services we can show our customers are enterprise consulting introduction, enterprise research report and historical cases. Customers can evaluate us through these things. If we can train them and successfully put our ideas into their brains. ...
Enterprise consulting introduction: In the field of enterprise consulting, if the introduction is biased towards government customers, it will give customers the impression that we are consulting by relationship and background. We are used to asking: "What is your boss's background" (it is by no means a fabrication, I often observe from their reactions when introducing the company to some of my friends in different ways). Once we have this preconceived impression, it will be very difficult to communicate in the future. ...
Research report: Now it has been classified and packaged, giving customers a strong feeling. The packaged company strategy report can be used as a gift.