経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

顧客からの信頼を得るコンサルに必要な「マーケ手法」とは?

投稿日:

こんにちは。NISHIです。

コンサルとしてマーケティング施策を
クライアントに提案する場合、
基本的には2つのやり方があります。

1つは「トレンドモノ」の提案。

時代によっては当然、
販促手法にも流行り廃りがありますので、
その時に「勢い」のあるもの、
雑な言い方をすると「時流モノ」を
チョイスするというやり方があります。

トレンドモノを扱うことのよさは、
成果が割と出やすいこと。

成果が出やすいということは、
クライアントに対する
「施策のファーストインパクト」が
即、かつ、それなりに大きいので、
コンサルに対する信用度は高まります。

これは契約一発目のコンサルでは
とても大事なことで、
初回にインパクトある成果を出すことは、

「このコンサルは信用できるか否か」
「このコンサルに頼んでよかったか」
「このコンサルと今後も付き合いたいか」

といった心象を決定づけるといっても
過言ではありません。

もう1つは「時代遅れモノ」の提案。

販促における「時代遅れモノ」って、
今でいいますとチラシやDM、
ニュースレター等の紙媒体、
それと、テレアポといった所でしょうか。

「時代遅れモノ」を提案するメリットって、
一見なさそうではありますが、実はあります。

少し、この記事を見てみてください。
この手の話ってよくありますが。

http://grass-ex.jp/Lo30/11421

いかがでしょう?
何が言いたいか、わかります?

ここです。
ちょっと引用してみます。

==

売り込みの電話はたまーに
かかってきますが、
直接来られる方は……
まあ普通はいませんよね。

==

そう。「普通は」いないんです。

電話をかけてくる人もいなければ、
(=テレアポする人がいない)

直接営業に来る人なんてなおいない。
(=飛び込み営業する人はいない)

ということです。
だったら、その市場やポジションは
ガラ空きになりますよね。

テレアポ、飛び込み営業。
これらの方法って、
競合がいないことになりますよね?

この例を見てもわかるように、
実は「時代遅れとされる手法」でも
競合が取り組んでいないがゆえ、
意外と成果が出ることが多数あります。

以前、クライアントで
中小企業向けのWEBサイト制作を
主な事業ドメインにしている会社で、
ほぼ100%の売上を「テレアポ」で
受注している会社ってありましたから。
当時、倍々ゲームで伸びてましたし。

それくらい、
使い古されたマーケ手法でも、
効果的なものはたくさんあります。

トレンドモノは即、成果が出やすい分、
競合が多くなるのは致し方ない、
そこでしのぎを削ってクライアントの
信頼を獲得するのは必要ですが、
一方で「時代遅れの手」も忍ばせておく。
そういった「二段構え」ができる
コンサルは、息が長いように思います。

では。

NISHI

-日記

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トップコンサルの癖、さっさと取入れるべし。

こんにちは。NISHIです。 昨日は、 「あのGoogleが社内でやっている 神速仕事術57」 の書評をお届けしましたが、 ビジネスマンの9割以上は間違いなく、 行動も思考も「余計なこと」に対して エ …

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コンサルになりたい人がまずすべきこと

こんにちは。NISHIです。 「コンサルになりたいんですけど…」 私の周りにもちょくちょくと こんな方がいらっしゃいます。 たまに相談も受けます。 面白いもので、 誰かが悩んでいることはたいてい 他の …

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後天的に数字につよくなる方法

こんにちは。NISHIです。 コンサルたるもの、やはり 「数字に強くあるべし」とは思います。 職業上、一見、数字に強いイメージは あるかと思いますが、 誰しも数字に強いわけではありませんし、 最初から …

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コミュニティを変えてもうまくいかない理由

こんにちは。NISHIです。 この手の話題も 昔からずーっとありますよね。 ↓ http://grass-ex.jp/Lo30/1401 私の世代では「学級崩壊」やら そんな言葉が使われていたような …

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業種特化すればするほど、難しくなる●●とは?

こんにちは。NISHIです。 以前にもこんな話をしましたが、 コンサル商品の中でも 結構「不人気」なものがあって、 それは「現場調査」なんです。 よく先輩コンサルからも 「現状分析にカネ払う社長なんて …