Then, how can cooperation ensure smooth cooperation and achieve practical and effective results? Generally speaking, there are two typical and common manifestations:
One is to ask professional organizations to act subjectively without listening carefully to their opinions. They think that if I pay you, you should listen to me, so they are conceited and don't pretend to understand. In case of different opinions, stick to your own opinions to show your intelligence and expertise. Under such circumstances, foreign brain companies generally take the attitude of doing as you say. They understand that I am irresponsible for doing bad things, and I make money to make you happy. As a result, the level of the external brain can not be brought into play, and the level of cooperation results is still the original level of the enterprise, which is quite different from the original intention of cooperation;
On the other hand, they blindly believe in the external brain and think that their god is omnipotent, so they entrust everything to the external brain and accept all the prescriptions prescribed by the external brain. Because there is not much judgment on the major, it is easy to exaggerate, grandstanding, and not seeking truth from facts, so that the ignorant and fearless people in the enterprise have a good market. Some foreign brain companies saw this situation and went downhill, simply catering to corporate tastes and taking the opportunity to maximize their own interests. What's more, after gaining the trust of business owners, the external brain attacks people who put forward different opinions within the enterprise, and the enterprise is dominated by the external brain. When there is something wrong with your brain, you will wake up like a dream. At this time, you call each other a liar and spread it everywhere.
What's going on here?
Because, first, possible consulting and planning institutions are not suitable for enterprises. Second, it does not look at this issue from an objective perspective.
Let's first understand the current situation and classification of consulting and planning institutions. What kind of consulting and planning institutions do enterprises need?
According to conservative statistics, there are currently more than 30,000 registered companies in China's consulting and planning industry.
According to the company type, it can be divided into foreign companies and local companies.
Foreign companies have accumulated global brands and knowledge bases such as McKinsey, Roland Berger and Kearney for hundreds of years. Their services mainly focus on systematic development strategy consulting and management consulting, occupying the largest share of the domestic management consulting market, and also undertaking most customers such as "heavyweights", "giants" and listed companies.
Of course, their fees are also about 8 times higher than those of ordinary local consulting and planning companies. These "large carnivores" are rarely tempted by "small prey" for the project cost. If your scale is not large enough, or you only need to solve a partial problem (brand image building, corporate culture consulting), it is best not to provoke them.
Many local planning companies have grown up with the growth of local market and local enterprises, and they are also well aware of the shortcomings and defects of local enterprises in management. It is the preferred partner for SME brand building, corporate culture consultation, CI and other urgent affairs.
Local consulting and planning companies can also be divided into the following categories:
First, according to the sects, it is divided into academic school and real school. 1, academic school, mainly from university professors, mainly good at marketing concept training and macro introduction formulation. 2. Practical school, the personnel mainly come from the front line of enterprises, with rich practical experience, paying attention to the implementation of marketing strategies and methods, and having strong ability to solve practical problems. Second, according to the company's functions, it can be divided into comprehensive, professional and part-time types. 1, which can comprehensively provide "one-stop" marketing consulting services such as large-scale market research, marketing diagnosis, scheme formulation, assistance in implementation, marketing training, etc., and is characterized by strong resource integration ability. 2. Professional mainly serves small businesses, such as simple market research companies, and the general business is "narrow and refined". 3. Part-time job means planning is not its main business, but providing free or paid services in order to obtain a certain business. For example, many media companies and advertising companies are planning. Three, according to the personnel structure can be divided into: "head" type, hollow type and team type. 1. The so-called "head-in-charge" style means that the whole organization is led by its head-general manager: whether it is the different businesses of customers or the businesses of different customers, whether it is marketing planning creativity, graphic design creativity, marketing and cultural training and implementation, or even negotiation and signing contracts, the head-in-charge personally appears. Moreover, the person in charge of the head-shaped organization is often exposed in large and small media, infinitely amplifying personal light, and the head is the best advertisement for the organization. However, because the person in charge pays too much attention to personal halo effect and ability amplification, he ignores that consulting and planning is not a person's business. Consulting planning is a systematic project, which needs several people and different teams to implement. 2. The hollow planning organization is an organization that does not have its own professional consulting planners, but only pieced together temporary human resources when taking orders. 3. Teamwork means that the consulting and planning organization itself pays special attention to the construction and cultivation of the work team. Through long-term accumulation, it already has a group of teams that can recruit good soldiers without highlighting or amplifying a person's functions.
So, how can we keep our eyes open and select real military advisers from a dime a dozen organizations with mixed qualities? Based on the author's years of experience, it is safer to look, smell, ask and choose.
(1) Hope: Look at the basic situation of consulting planning institutions, the length of their establishment or employment, the number of customers they serve, the success rate of previous planning projects, the length of cooperation with enterprises, the current situation of planning enterprises, the operability of submitted planning cases, etc.
(2) Sense of smell: Through the conversation, we can know the master degree of the planner to the products or similar products, as well as the market situation of the industry.
(3) Q: Visiting the companies that the planners have done before and their effects, prices and word of mouth. Understand the effect of enterprise planning and the evaluation of planner's credibility by telephone or visiting people.
(4) Cut: By watching, chatting, visiting and understanding, compare the strength and price of the planners or planning companies that have been there. To see which plan offers a more reasonable price, the key lies in whether the price is commensurate with its strength, whether it is worth the money and whether it can be accepted by itself.
(V) Decision-making: Choose a planning company through comparison and sign an entrustment agreement with it.
The most famous is not necessarily the best; The biggest is not necessarily the best; Only what suits you is the best-just find someone and be "suitable".
After choosing the right partner, we should look at cooperation from a strategic perspective. After all, corporate culture consultation, marketing planning and brand image planning are not child's play.
First, we should put our minds right.
1, I can't stop. You should entrust the details of your own business (successful experience and current shortcomings and disadvantages) to the planning agency honestly and completely, and you must not be afraid of doctors without leaving your hands. Moreover, we should know that planning helps the development of our own enterprises, and we should not always put forward how our own enterprises used to be, let alone have the idea that you have to work for me if I give you money. We should have a sincere, friendly and cooperative attitude and consider the development of enterprises.
2. Don't be eager for quick success. When seeking their own military advisers and staff officers, enterprises must clearly provide necessary conditions for planning institutions. Moreover, enterprises must know that consulting and planning is a special kind of mental work, which cannot be accomplished overnight, nor can it require the planner to succeed immediately, let alone bargain to make the planner hungry. You know, the development of everything must have a process that conforms to objective laws. As the saying goes, illness comes like a mountain, and illness goes like reeling. Everything takes a certain time, and it is impossible to pull out the seedlings and encourage them.
Second, we should fully cooperate with the planning agencies.
1, the main leaders of the enterprise should cooperate with the work of the planning agency; The main leaders of many enterprises generally do not directly participate in the planning work, and usually entrust people who are responsible for corporate culture or marketing and planning departments to participate in the organization, contact and communication of planning groups. As we all know, planning is a major event related to the survival and development of enterprises, and it is the top priority of decision makers. We should know that the planning organization itself is a strategist, a supporting role and a doctor, and the specific implementation and execution depends on the entrepreneurs. Therefore, when planning an enterprise, the main leaders of the enterprise must stand at a strategic height. 2. Arrange full-time staff within the enterprise to assist in planning. For example, Ofles usually set up a project team with the vice president or person in charge of the enterprise to conduct peer-to-peer communication, which eliminated unnecessary interference and laid a good foundation for the smooth progress of the work, which was widely welcomed by enterprises.
Third, communication cannot be ignored.
Consulting planning is a systematic project, a combination of science and art, which does not mean that it can be completed perfectly as long as it is carried out step by step according to the established plan, because the market and environment are changing rapidly, and so are enterprises. Therefore, in the process of consulting and planning, enterprises and consulting and planning institutions should always maintain close and seamless communication, exchange needed goods and exchange information, so as to ensure the normal and reasonable progress of the project and achieve the predetermined goals.
The process of cooperation between consulting and planning institutions and enterprises is the process of mutual wisdom collision and integration. The purpose of cooperation between the two sides is to find problems, define problems and solve problems. In the process of cooperation, both sides have complementary advantages. The industry knowledge and insider knowledge of planners are often not as good as those of enterprises, and professional knowledge and skills are the advantages of planners. It is the complementary advantages of both sides that have produced the ideal planning effect. Enterprises should choose their own consulting and planning institutions according to their actual conditions to realize enterprises.