某咨询有效沟通clienskills

Author:JeffMeltinContributors: SusanLonergan,

PeterFisher

bcClientSkillsMarch1998Copyright©1998Bain&Company,Inc.1CU7030298IMB

ObjectivesClientprocessOn-siteattheclientsRelationshipbuildingKeytakeawaysAgenda2CU79802T8W01-

ObjectivesClientprocessOn-siteattheclientsRelationshipbuildingKeytakeawaysAgenda3CU79802T8W01-

Theideathatconsultingdependssolelyonanalyticalexpertiseandonabilitytopresentconvincingreportsislosingground,partlybecausetherearenowmorepeoplewithinorganizationswiththerequiredanalytictechniquesthanintheboomyearsof‘strategyconsulting’.

Increasingly,thebestmanagementconsultantsdefinetheirobjectiveasnotjustrecommendingsolutionsbutalsohelpinginstitutionalizemoreeffectivemanagementprocesses.”ArthurN.TurnerProfessor,HBSObjective4CU79802T8W01-.ppt

PartnershipCommonobjectiveRightissuesaddressedSignificantvalueimplemented(conceivablevs.achievable)LeadershiptosustainBainclientSystemsintegratedClientcapabilityenhancementValueandcostcalculatedTheBainvisionofthemostproductiveclientrelationshipandsingle-mindeddedicationtoachievingitwithourclient:BainVision5CU79802T8W01-.ppt

ObjectivesClientprocessOn-siteattheclientsRelationshipbuildingKeytakeawaysAgenda6CU79802T8W01-

Thebasicobjectiveoftheclientprocessistostructure,schedule,andstaffaseriesofinteractionssothat:BaincontinuallybuildscredibilityTheclientmovestowardactionoractsPersonalrelationshipscanbebuiltClientProcessObjectives7CU79802T8W01-.ppt

Major/seniorclientpresentationsPre-wiresDatagatheringAnalysisupdates/

check-insThetypicalclientprocessonaBainstrategycasewillcyclethroughfourtypesofmeetings/interactions.ATypicalStrategyCase8CU79802T8W01-.ppt

NewBainiesoftenhandledata-gatheringinteractionsindependently.ObtaintherequireddataintherequiredtimediscoverthebestdatamotivatetheclienttoprovidethedataquicklyGeneratecredibilityforBainBuildapositive,productiveworkingrelationshipwiththeclientKnowthedatathattheclienthasalreadyprovidedtoBainorispubliclyavailablePositionBain,theproject,andtherequestappropriatelyAsktherightquestionsandfollow-upBepreparedtodemonstrateempathyObjectivesBasicsuccessrequirementsData-GatheringInteractions9CU79802T8W01-.ppt

KnowtheexistingdataSearchcaseteamfilesforusefuldataPhonemailcaseteaminquiringaboutusefuldatapreviouslyacquiredfromclientChecknon-client/publicsourcesWhoisBain&Company?Whatistheprojectanditsobjectives?Whoattheclientissponsoringtheproject?Whyshouldtheclientcooperate?HowdoesthisprojectandanalysisfitinwithotherBainworkfortheclient?Howwillthedatabeused?Whowillseethedataandtheresultinganalysis?Wheredoesthisfitinwiththeclient’sotherpriorities?Whyisthissoimportant/urgent?Howisthisdifferentfromworktheclientmayhavealreadydone?PositioneffectivelyDataGatheringPrepList(1of2)10CU79802T8W01-.pptHavethequestions

andfollow-upPrepareto

demonstrateempathyWhatarethepotentialsourcesofthedata?Howaccurateisthedata?Howfarbackisthisdatakept?Isthereanyotherdata(othersystems)whichmighthelp?Howdifficultwoulditbetocreatespecializedreports?WhencanIreceivethedata?ContactotherBainieswhohaveworkedwiththisparticularclient/personunderstandsensitivitiesshemayhavetotherequestTakeaminuteto““putyourselfinhershoes”mentallyAskquestionsabouthercareerhistoryhowlonginthejob?howlongintheorganization?whatotherjobs?whatotherpartsofthecompany?whatothercompanies?DataGatheringPrepList(2of2)11CU79802T8W01-.pptSource:Client'sTimeDiaryThetime/attentionimbalancebetweenclientsand““Bainies”illustratestheneedforempathy.Day-to-dayoperationsCustomerneeds/demandsYearlybudgets,quarterlyresultsPersonnelissuesOwncareermanagementPersonalissuesEmpathy:Time/AttentionImbalance12CU79802T8W01-.pptMajor/seniorclientpresentationsPre-wiresDatagatheringAnalysisupdates/

check-insAfterdatagathering,later-stagemeetingswillgenerallybeledbymoreexperiencedBainpersonnel.Later-StageMeetings(1of2)13CU79802T8W01-.pptTheroleLogisticsClarifyyourrolebeforethemeetingknowhowmuchyoushouldtalkknowtheissuesyoushouldtalkaboutPreparesilentcommunicationtogain““entry”intomeetingdiscussionifnecessaryHaveallofthepossibly-neededback-uporganizedandat-handBringmorethanenoughcopiesofthepresentation(includingacetates)avoidusingtheclient’scopierBringallsuppliesthatmightbeusefulinthemeetingblankacetatespaperacetatepenspenscalculatorArriveearly!Knowthemeetinglocation,directions,andallcontactnumbersoftheparticipantsThenew““Bainie”typicallyhastwoassignments/responsibilitiesinafter-stagemeetings:fulfillingaparticularroleandensuringthatalllogisticalneedsaremet.Later-StageMeetings(2of2)14CU79802T8W01-.pptObjectivesClientprocessOn-siteattheclientsRelationshipbuildingKeytakeawaysAgenda15CU79802T8W01-Thedifficultyofexecutingbasicdo’’sanddon’tscanbemuchgreater,because...Youare““on-stage”100%ofthetime,andasaresult……Youmust““beBain”everyminute,and……Youmustdemonstrateexemplarymanagerial/leadershipbehaviorThebasicdo’’sanddon'tsofworkingfull-timeattheclientsitearenodifferentfromanyothersituation.However...On-SiteattheClientCU30038bDeveloppersonalrelationshipswithclientindividualstakethemoutgettoknowthempersonallyBuildonetrulyintegratedclient/BainteamBalanceallofthedemands/factorsnecessarytocreatejointoutputBain-standardanalysiscoachingpersuasionandconflictmanagementSetanexampleworkharddemonstrateleadershipFindcreativewaystogettheprivacyandlittlepersonalfreedomsthatyoumightneedDo:Whilethebasicdo’sanddon’’tsarenodifferent,itisusefultokeeptheinmind...On-siteattheClient:Do’sCU30038bDon’t:Forgetthatyouarestill“serving”theclientLowerstandardsofdiscretion,security,orconfidentialitylifestyleissuesphonecallspersonalopinionsExpectclientindividualstofitintoBainculture,norms,expectationsRelentonyourtimemanagementandworkplanningpracticesNeglecttheneedtopulltogetherBainiesforBain-onlysocialtimeWhilethebasicdo’sanddon’’tsarenodifferent,itisusefultokeepinmind...On-siteattheClient:Don’tsCU30038bObjectivesClientprocessOn-siteattheclientsRelationshipbuildingKeytakeawaysAgenda19CU79802T8W01-Source:Manger/VPSurveyWhatwasthebestadviceyoureceivedatBainonclientrelationships?“Stayclosetoyourclients.Don’tmonopolizetheirtime,butbetheresoyoucanlearnabouttheirworld.”“ReadDaleCarnegie’sbook,HowtoWinFriendsandInfluencePeople.”“Putyourselfintheclient’sshoes.””“Tobesuccessfulrequiresengagingaclientindividualonthreelevels.Youmustbe(1)emotional,(2)logical,(3)credible.”“ChallengeyourselftounderstandwhatclientsreallywantandfearaboutBain.”“Picksomeonewithgoodclientskillsandlearntomodelhisorherbehavior.”RelationshipBuilding:Manager/VPSurvey20CU79802T8W01-.pptSource:Manager/VPSurvey“Builtclientownershipinthework.”“Putherselfintheclient’sshoesandunderstoodhis/heroperatingenvironmentandhowBainfitin.””“Paidcloseattentiontowhattheclientreallywantedandneeded.”“Developedandimplementedacustomizedstrategyforeachclientindividualbasedontheclient’sstyle,strengthsandweaknesses,fearsandaspirations,andthecontextofthework.”“Preparedthoroughandclearobjectivesforeveryclientinteraction.”“Listenedwelltoclientconcerns.”“Listened.”ThemosteffectiveconsultantatclientrelationshipsthatI’’veworkedwithatBainalways….MostEffectiveConsultants21CU79802T8W01-.pptSource:Manager/VPSurvey“Ignoredtheimportanceofprocessissues.”“Mishandledclientsbyfailingtopre-wire,goingovertheirheads,orover-promisingwhatwecoulddo.”“Overvaluedthestrengthandpowerofhisanalysiswithclients.Thoughttheworkwascompletewhentheanalysiswascompleteandthatbeinggoodatanalysismeantbeinggoodwithclients.”“FeltthatclientswerenecessaryevilsthatotherwiseinhibitdecisiveactionandquickimplementationbymoretalentedBainies.”“Thoughtweweremoreimportantthananythingelseontheclient’’smind.””TheleasteffectiveconsultantatclientrelationshipsthatI’veworkedwithatBainalways…LeastEffectiveConsultants22CU79802T8W01-.pptThefollowingaregeneralguidelines.Alwayscheckwithyourofficerandmanagertolearncase-specificguidelinesforclientinteraction.Do:Bewell-preparedforclientinteractions(purpose,process,politics,andpersonalities)Beprofessionalatalltimes——dress,speech,bodylanguage,behavior,etc.Discussvs.tell,thencheckunderstandingBeperceptive,putyourselfintheclient’sshoesandthoroughlyunderstandhis/heroutlookCultivateasenseofmutualrespect.Takeinterestintheclientasanindividualandmakehim/herfeelimportantReadilyacknowledgerespectforclient’sexperienceandexpertiseRespecteveryclient’’srighttoconfidentialityBefriendlyandcourteoustoallmembersoftheclientorganizationShowappreciationforanyclientassistanceBesensitivetoundercurrentsinmeetingsandbealertfor“cues””fromotherBainpeople"Do'sandDon'ts””(1of3)23CU79802T8W01-.pptDo:Whenyouhavesomethingtosaybethoughtful,clear,andfocused.Whenyouhavenothingtoadd,besilent,listen,andobservecarefullySpeaktotheclientinlanguagehe/sheunderstandsandfeelscomfortablewith.Avoid“Bainese”orinappropriatelanguageUse““we”toemphasizecommitmentandteamspirittoclientsReferissuesyouarenotanauthorityontoseniorBainpersonnelManagecasualconversationandanticipate/steerclearofsensitiveissues—keepdiscussionfocusedonworkbeingdoneLookforopportunitiestohelpclientandotherBainpeople(“notes,notes,notes…”)Developanareaofexpertiseandbecomeindispensable.LetyourworkproveyourcompetenceBeyourself—developyourownstyleSeekout/besensitivetofeedbackonclientskillsUsecommonsenseandyourowngoodjudgment"Do'sandDon'ts””(2of3)24CU79802T8W01-.pptDiscusspersonallifetopicswhichmightincreasedistancebetweenyouandtheclientCriticizetheclientorganizationorclientindividualsBeafraidtobesilentortosay““Idon’tknow”LieDiscussBainclient(includingconfirmingclientsmentionedinpublishedarticles)CitetheCEOasourclientDon’t:“Do’sandDon’’ts”(3of3)25CU79802T8W01-.pptAnswersaresituationalBainhistorywithclientclient’spersonality/positionspecificcircumstanceswhenquestionisaskedwhoelseiswithyouyourexperienceThereisnoonerightresponsefindanswersyoufeelcomfortablewithClient’sreasonsforaskingthesekindsofquestionswilldifferdon’tautomaticallybecomedefensiveAvoidtalkingyourwayintoadifficultsituationDon’tlieThinkinadvancewhatyouranswertoeachtentativequestionwillbeSomeobservationsaboutforhandlingsensitivequestions...HandlingSensitiveQuestions26CU79802T8W01-.pptWheredidyougotobusinessschool?“IwenttoXcollege,whereImajoredinY.IwashiredbyBainoutofcollegeasanassociateconsultantonthecaseteam.Initially,I’llbehelpinggatherthedatawe’llneedforouranalysis.”“Idon’thaveabusinessdegree,butIworkedintheXindustry.””HowlonghaveyoubeenwithBain?“I’minmyfirstyear.”Whoareyouworkingforbesidesmycompany?“EachBainconsultantworksontwoclientcaseteamsatatime.However,Bainmaintainstheconfidentialityofitsclients,soIcan’’ttellyouwhoelseI’mworkingfor.Icantellyouthatmyotherclientisinaverydifferentindustryandpresentsnoconflictofinterest.””Howoldareyou?factualanswerSensitiveQuestionsandPossibleAnswers(1of4)27CU79802T8W01-.pptNote:Ifyouhaveanyexperience,saysoHowisBain&Companydifferentfromotherconsultingfirms?“Bainisdifferentinthatourfinalproductisnotawrittenreport.Weworkasateamwithourclientsateachstageoftheanalysisandrightthroughimplementation.”What’’syourexperienceinmyindustry?“AtBain,weworkwithclientsinavarietyofindustries,andtheexperiencewebringisinanalyzingbusinessissues,whichwecanworkwithyoutoapply.””“Youbringtheindustryexperiencetotheteam.Thereisnowaywecanmatchyour10years.Webringthestrategicperspectiveandtheanalyticalfirepower.Asateam,wecanhelpimproveyourcompany’’sperformance.”SensitiveQuestionsandPossibleAnswers(2of4)28CU79802T8W01-.pptWhatdoconsultantsdoexactly?“ThegoalofBainworkistoimprovefinancialperformance.Wemayworkatthedivisionorthecorporateleveltoimprovecompetitivepositioning,forecastmarketgrowth,targetmarketsegments,reducecostsorplanfinancialstrategy.Bainisdifferentfromotherconsultingfirmsinthat…Consultantsmanagedata-drivenanalysisfocusedonbeatingyourcompetitors.Theresultispermanentimprovementtoyourcompany’sfinancialposition.”Wheredidyougotoschool?factualanswerWhat’’syourbackground?factualanswer,butconsiderhowthreateningthismaybetoyouraudience.TrytopositionfactsinawaythatwillbemostsensitivetowhyyouwereaskedthequestionSensitiveQuestionsandPossibleAnswers(3of4)29CU79802T8W01-.pptWhatcanyoudoforusthatwecan’tdoforourselves?“Onsomebusinessissues,whichcompanyislikelytodealwithonlyoccasionally,webringconceptualexpertisew