咨詢技巧：咨詢建議書準備和演示

1、咨詢技巧：咨詢建議書準備和演示Objectives of this moduleAt the end of this module, participants will be able to:Understand the techniques in preparing and presenting recommendationsRecognise the need to group findings, use messages and link ideas in formulating recommendations Understand how consultants formulate l

2、ogical and defensible recommendationsUnderstand how consultants assist clients in implementation managementThis module does not include discussions on:Technical and functional subject matters Other consulting tools and techniques本次演講的目的到本次演講結(jié)束時，聽眾將能夠：了解準備及演示咨詢建議書的技巧認識到在制作建議書時，需要對研究成果進行歸類，運用各種信息并將各種概

3、念聯(lián)系起來了解咨詢顧問如何制作有邏輯、有根據(jù)的建議書了解咨詢顧問在執(zhí)行管理中如何幫助客戶本次演講不討論:技術(shù)和職能問題 其他咨詢工具和技巧Recommendations and implementation are key parts of a consulting process1.Determine client objectives Focus on client needs2.Determine study objectivesMay or may not be identical with client needs3.Identify issuesDetermine the prob

4、lems that need to be examined4.Generate hypothesesBuild first-cut tentative conclusions5.Determine key questions - collect data Ask key questions to test the hypotheses, collect data to answer the questions6.Analyze dataDissect the data, tear things apart and examine details thoroughly7.Develop and

5、confirm findingsLook for coherent patterns and establish logical groupings of informationDetermine if need to collect more data8.Draw conclusionsGroup and logically synthesise the findingsConfirm conclusions through further research, if necessary9.Prescribe alternative solutionsGenerate possible sol

6、utions10.Recommend best solutionDevelop viable solutions into recommendations11.Implementation planningPlan and design implementation steps and resource requirementsAssign responsibilities12.ImplementationCarry out the implementation steps and check progress13.Client derives benefitsRealise benefits

7、 of the implemented recommendations建議和執(zhí)行是咨詢流程中關(guān)鍵的部分1.確定客戶目標 主要關(guān)注客戶需求2.確定研究目標與客戶需求可能一致，也可能不一致3.明確問題確定需要調(diào)查的問題4.產(chǎn)生假設(shè)做出一些直觀、試驗性的結(jié)論5.確定關(guān)鍵問題搜集數(shù)據(jù) 提出一些關(guān)鍵問題來驗證上面的假設(shè)，并收集資料 解釋這些問題6.分析數(shù)據(jù)分解數(shù)據(jù)，細化。然后檢查所有細節(jié)7.提出并確認結(jié)論尋找固定模式，并對信息進行邏輯歸類決定是否需要進一步的資料8.下結(jié)論對結(jié)論進行歸類以及邏輯綜合必要時，通過進一步的研究確認結(jié)論9.提出可供選擇的解決方案產(chǎn)生各種可能的方案10.建議最佳方案將可行的方案提

8、升為成咨詢建議11.執(zhí)行計劃計劃并設(shè)計執(zhí)行步驟和資源要求分配責(zé)任12.執(zhí)行逐步實施計劃，并控制進程13.客戶獲得收益實現(xiàn)了執(zhí)行建議的預(yù)期收益1.Determine client objectives Child: to get the sweet from doctorParents: to remove the sufferingMaid: to talk to friends at the clinic 2.Determine study objectivesDoctor: to cure the sickness; earn a fee3.Identify issuesA sick ch

9、ildSymptoms: running nose, cough, fever4.Generate hypothesesFlu, cold, measles5.Determine key questions - collect data Observations, records, interviewsTemp 39 to 40C, red spots, headacheDiscomfort, lethargy, irritation6.Analyze dataCompare to cases seen before7.Confirm findingsMore tests - blood te

10、st?Discovered child played with girl suffering from measles8.Draw conclusionsLogically pointing to measles9.Prescribe alternative solutionsMedicines: parasin, antihistamine, chamomile lotionHerbal treatmentNatural: rest, waterInjection10.Recommend best solutionMedicines11.Implementation planningInst

11、ruct dosage and frequencyAdvise things to avoid12.ImplementationChild takes the medicines13.Client derives benefitsSickness curedImmunity (antibody)Medical analogy . curing a child suffering from measles1.確定客戶目標 兒童: 想從醫(yī)生那獲得糖果家長: 除去疾病女傭: 在門診部和朋友聊天 2.明確研究目標醫(yī)生: 治愈病人; 獲得報酬3.明確問題一名患病兒童癥狀: 流鼻涕, 咳嗽, 發(fā)燒4.產(chǎn)生

12、假設(shè)流感, 感冒, 麻疹5.確定關(guān)鍵問題 收集數(shù)據(jù) 觀察、記錄、詢問體溫39-40度, 紅斑, 頭痛不適, 食欲差, 煩躁不安6.分析數(shù)據(jù)比較過去的病例7.確認結(jié)論進一步的檢查 驗血 ?發(fā)現(xiàn)患病兒童曾與患有麻疹的女孩兒玩耍8.下結(jié)論邏輯指向麻疹9.提出可供選擇的方案藥物治療: 帕熱森, 抗組胺劑, 甘菊洗液中醫(yī)療法自然: 多休息, 多喝水打針10.建議最佳方案藥物治療11.執(zhí)行計劃制訂劑量和頻次叮囑禁忌的事情12.執(zhí)行患兒吃藥13.客戶獲得收益康復(fù)免疫力 (抗體)醫(yī)療類比 治療患麻疹的兒童Apples蘋果-Fruit水果Butter黃油-Dairy Product日用品Carrots蘿卜-Ve

13、getable蔬菜Grapes葡萄-Fruit水果Milk牛奶-Dairy Product日用品Oranges桔/橙-Fruit水果Potatoes土豆-Vegetable蔬菜Sour Cream酸奶-Dairy Product日用品ExampleThe first step in preparing recommendations is to sort related ideas準備建議書的第一項工作就是將相關(guān)概念歸類Apples蘋果Butter黃油Carrots蘿卜Grapes葡萄Milk牛奶Oranges桔/橙Potatoes土豆Sour Cream酸奶Dairy Products日用品

14、Butter黃油Milk牛奶Sour Cream酸奶Fruits水果Apples蘋果Grapes葡萄Oranges桔/橙Vegetables蔬菜Carrots蘿卜Potatoes土豆Ungrouped未歸類Grouped歸類后Grouping of related ideas help readers aggregate the contents將相關(guān)概念歸類有助于讀者整合內(nèi)容4Is not a question 不是問題2Communicates one idea only 一家之言? Label3Is not a label for the outline 非提綱標記A message a

15、dds value to the information and addresses “so what”信息(message)增加了材料(information)的價值并突出了“什么？”1States a position or a conclusion to be developed 表示一個位置/結(jié)論需要進一步研究A message conveys a single idea一個信息的要意表達一個簡單的思想Messages信息要意He runs他跑步I eat我吃I eat rice我吃飯Sales has not improved銷售沒有改進Step 5 of the project w

16、ill include 10 interviews 項目的第五步包括10次訪談IBM should compete in the telephone equipment business IBM應(yīng)當(dāng)參與電話設(shè)備業(yè)務(wù)的競爭Life sciences investment will be doubled next year 生命科學(xué)投資明年將成倍增長A non-message is an incomplete sentence, a label or a question非要意是一個不完整的句子、或是一個標題或問題Non-messages 非要意The black cat which has ea

17、ten in the kitchen 那只在廚房里吃東西的黑貓The pros and cons of setting up an office in Beijing 在北京設(shè)立辦事處的利弊Five key success factors of winning business in Russia在俄羅斯成功贏得業(yè)務(wù)的五個關(guān)鍵因素What are the main causes of slow growth? 低增長的主要原因是什么？Analysis of consulting industry in a highly competitive market such as China in t

18、he last ten years 對市場競爭激烈的中國咨詢產(chǎn)業(yè)過去10年的分析The story of a Chinese businessman who has an excellent vision 一個有見地的中國商人的故事Minimisation of waste from the production line 生產(chǎn)線浪費的極小化So what?什么？“Evolution of computer sales from 1991 to 1996”1991-1996年計算機銷售的演變“Computer sales have almost tripled between 1991 and

19、 1996”1991到1996，計算機銷售增長了兩倍Why? How?為什么？如何？Arouse interest 引起興趣Save time 省時Avoid ambiguity 避免模糊A message benefits the reader信息要意有益于讀者Widget production is very easyIt does not require an MBA degree. and a lack of work experience is no big deal so even a fool can make widgets . and real men thrive on c

20、hallenge Real men enjoy tackling tough projects . and are far from being risk-averse so real men are found in challenging jobs. so widgets are not the real mans thingWidget production technology will soon be obsolete. because producing widgets is not a challenging job. and the world is full of real

21、menExampleReal menA document with an idea or key message is more interesting小工具的生產(chǎn)很容易不需要MBA文憑缺乏工作經(jīng)驗不是大問題因此甚至一個傻瓜都可以生產(chǎn)小工具真正的男人樂于挑戰(zhàn)真正的男人喜歡對付艱苦的項目決不厭惡風(fēng)險因此真正的男人出現(xiàn)在充滿挑戰(zhàn)的工作崗位上. 因此小工具不是真正的男人的事業(yè) 小工具的生產(chǎn)技術(shù)很快會過時. 因為生產(chǎn)小工具不是一個充滿挑戰(zhàn)的工作 . 世界充滿了真正的男人例子真正的男人內(nèi)含一個想法或關(guān)鍵要意的文件更加引人注目Purchase a large British Leyland Franchi

22、seWill grow faster than the industryWill have positive financial impactWill be easy to absorbLarge market shareLittle retail compe-titionLow costGrowing salesRising profitsSeparate businessSame managersSimple control processesWhy?Why?Why?Why?The pyramid structure establishes a question/ answer dialo

23、gue購買英國大型特許經(jīng)營企業(yè)萊蘭可以比行業(yè)成長得更快將帶來正面的財務(wù)效應(yīng)容易吸納巨大市場份額面臨很少的零售競爭低成本增長的銷售額提高的利潤獨立的業(yè)務(wù)相同的經(jīng)理簡單的控制流程Why?Why?Why?Why?金字塔結(jié)構(gòu)建立一個問題-答案的對話Micro-computers will drastically change the jobs of managersManagers can no longer be computer-illiterateManagers will use micro-computers for problem solvingManagers will require

24、new approach in managing peopleMore and more micro-computers will be used to receive, process, store and send informationJob-seekers and employees are increasingly better trained in computer applicationsManagers will have to acquire knowledge in computersSoftware packages allow data analysis The res

25、ult is more alternatives are explored more thoroughly. and managers will become faster in responding to changesWide usage of micro-computers results in new job design. and it generates some new problems like data security, less human communicationManagers will need to adjust their leadership stylesE

26、xampleLevel ABCExample of pyramid . hierarchy of ideas 電腦將徹底改變經(jīng)理們的工作經(jīng)理們不能再當(dāng)電腦盲經(jīng)理們可以使用電腦解決問題經(jīng)理們在人的管理上需要新的方法越來越多的電腦被用于接收、處理、存儲、發(fā)送信息求職者和公司雇員在計算機應(yīng)用上接受了越來越多的培訓(xùn)經(jīng)理們不得不獲取計算機知識軟件包可以進行數(shù)據(jù)分析結(jié)果是更多的備選方案被更徹底的發(fā)掘出來. 經(jīng)理們對變化反應(yīng)更迅捷電腦的廣泛使用導(dǎo)致了新的工作設(shè)計它也產(chǎn)生了新的問題，比如數(shù)據(jù)安全，人際溝通減少經(jīng)理們需要調(diào)整領(lǐng)導(dǎo)方式例子層級 ABC金字塔實例 . 思想的層級結(jié)構(gòu)Orchestrating the

27、 progress to keep the project under control編織流程 保持對項目的有效控制Collecting relevant data to address specific questions and test hypotheses搜集相關(guān)信息 突出特殊問題，并驗證假設(shè)Storyboard情節(jié)要覽Storyline defines the information search and links the ideas together陳述提綱規(guī)定信息搜集的內(nèi)容，并將各種思想聯(lián)系起來XYZ Company: linking findings, conclusions

28、 and recommendations Background information:XYZ Company is involved in the product development, manufacturing, marketing & sales, distribution and after-dales service of telecommunication equipmentObjective of the consulting assignment is to improve the profitability of the companyYou are required t

29、o:Group related findings togetherDraw conclusions from each group of findingsFormulate recommendations based on the conclusionsXYZ公司：將研究發(fā)現(xiàn)、結(jié)論和咨詢建議聯(lián)系起來背景信息：XYZ公司從事通訊設(shè)備的產(chǎn)品開發(fā)、制造、市場&銷售、分銷和售后服務(wù)咨詢?nèi)蝿?wù)的目標是提高公司的盈利 要求你:將相關(guān)的研究成果歸類從每一類研究成果中提煉出相應(yīng)的結(jié)論在此基礎(chǔ)上準確的表述咨詢建議Findings F1. Profit margins vary widely by product

30、lineF2. Process standard time is outdated and process cost data lackingF3. Average product life is only three years in current marketF4. Target profits are based strictly on part year performanceF5. Product development has been recognised as truly innovativeF6. Product costs are generally above indu

31、stry averageF7. Raw material costs are in line with the competitionF8. Product lines have turned over on approximately a three-year cycleF9. Promotional budgets are set as a fixed per cent of product volumeF10. Over 70% of the sales dollar is in low margin linesF11. Products are rated consistently s

32、uperior in market research findingsF12. Customers are willing to pay a premium for high quality productF13. Raw materials are 60% and processing is 30% of finished product costsF14. Company profits have been 40% below industry average for past five yearsF15. Market is responsive to product innovatio

33、nF16. 80% of product development funds are allocated to low margin linesF17. Output and yields are well below the performance offered by latest equipmentF18. Sales incentives are based on straight dollar volumesXYZ Company研究發(fā)現(xiàn)F1. 利潤率因產(chǎn)品品類的不同而有很大差異F2. 流程標準時間早已過時，流程成本數(shù)據(jù)缺失 F3. 產(chǎn)品平均壽命在現(xiàn)有市場僅三年 F4. 目標利潤嚴格

34、的以當(dāng)年部分時間的業(yè)績?yōu)榛A(chǔ) F5. 產(chǎn)品開發(fā)被認為是真正的創(chuàng)新 F6. 產(chǎn)品成本一般高于行業(yè)平均水平 F7. 原材料成本符合競爭水平 F8. 產(chǎn)品線大致每三年周轉(zhuǎn)一次 F9. 促銷預(yù)算根據(jù)產(chǎn)品量的固定百分比設(shè)定F10. 超過70%的銷售額來自于低利潤產(chǎn)品品類 F11. 市場研究表明產(chǎn)品得到的評價始終比較高 F12. 消費者更愿意為高質(zhì)量多付錢 F13. 產(chǎn)成品的成本中，原材料占60%，流程成本占30% F14. 過去五年公司利潤較行業(yè)平均水平低40% F15. 市場對產(chǎn)品創(chuàng)新積極響應(yīng) F16. 80%的產(chǎn)品開發(fā)資金被用于低利潤產(chǎn)品線 F17. 產(chǎn)量和收益都遠遠低于最新設(shè)備F18. 銷售人員的

35、激勵基于直接的銷售額XYZ 公司Conclusions C1. Current profit goals are too conservativeC2. Consistent product innovation can be a key strength in the volatile marketC3. Outdated processes and plants are shrinking profitC4. Greater concentration on high margin lines offer profit improvement potentialC5. Premium pr

36、icing offers a profit improvement potentialRecommendations R1. Discard present profit planning systemR2. Relate promotion funding to profit marginsR3. Concentrate product development on high margin premium linesR4. Increase sales incentive for high margin linesR5. Revise process standard time and in

37、stall process costing systemR6. Raise prices where high quality commands premium pricesR7. Upgrade production plant to improve output and yieldsImprovement Goal G1. Set _% as short-term profit-improvement goalXYZ Company結(jié)論 C1. 當(dāng)前的利潤目標太保守C2. 在這個變化莫測的市場上，持續(xù)的產(chǎn)品創(chuàng)新是一個關(guān)鍵的優(yōu)勢C3. 過時的流程和廠房讓利潤縮水 C4. 賦予高利潤生產(chǎn)線更大

38、的關(guān)注將是利潤改善的潛力 C5. 提價提供一個利潤改善的潛力 咨詢建議 R1. 拋棄現(xiàn)有的利潤規(guī)劃系統(tǒng) R2. 將促銷資金和利潤率聯(lián)系起來 R3. 將產(chǎn)品開發(fā)集中于高利潤產(chǎn)品線 R4. 增加對高利潤產(chǎn)品的銷售激勵 R5. 修改流程標準時間，安裝流程成本系統(tǒng) R6. 實行高質(zhì)高價 R7. 升級制造廠房，從而改善產(chǎn)量和收益 改進目標 G1. 將_% 設(shè)定為短期的利潤改善目標 XYZ 公司XYZ Company Logic DiagrammeXYZ公司-邏輯結(jié)構(gòu)圖FINDINGS研究發(fā)現(xiàn)CONCLUSIONS結(jié)論RECOMMENDATIONS咨詢建議IMPROVEMENT GOAL改進目標Proac

39、tive management of the implementation process is critical to the success of a consulting projectDefine clearly the roles of the client and the consultantClarify the scope of the consultants tasksEstablish the implementation approachTotally hands-off (no involvement)Fully hands-on (full project manag

40、ement including retention to implement the recommendationsSub-contract, outsourcing, shared services Support the clientTraining may be needed to execute implementation tasksConsultant may be seconded to assist the implementation team執(zhí)行過程中的積極管理對咨詢項目的成功至關(guān)重要明確定義客戶與咨詢顧問的角色 確定咨詢顧問的任務(wù)范圍 建立執(zhí)行方法 全部放手（不參與） 完

41、全上手（全項目管理包括后續(xù)的咨詢建議的執(zhí)行） 分包，外包，分享服務(wù) 支持客戶 為了完成執(zhí)行任務(wù)可能需要進行培訓(xùn)有可能咨詢顧問受托幫助執(zhí)行團隊 Implementation planning and design lay the foundations for the implementation phaseImplementation planningList all the key tasks to be carried outAssign responsibilities for the tasksEstablish a schedule for the completion of the

42、 tasksSpecify additional resources that may be neededIdentify issues and interdependencies which must be resolved during the implementation process Implementation designEstablish detailed guidelines and procedures, resolve issues and integrate various implementation components, e.g., staffing, training, financingNote: This phase is usually driven by the clients work commitments and priorities. Do not underestimate the effort and time needed for implementation design.執(zhí)行計劃和設(shè)計為執(zhí)行階段奠定了基礎(chǔ)執(zhí)行計