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

要注意の瞬間⇒顧客が「○○感」を出す時。

投稿日:

こんにちは。NISHIです。

このメルマガでは

・コンサル志望の人
・コンサルの現場を知りたい人

といった人も多いので、今日は
コンサル現場でありがちなこと、
その時の着眼点や対処法を
お伝えしておきたいと思います。


題材として扱うのはコレ。

http://grass-ex.jp/Lo30/11521

この中に象徴的な一文がありますが、
それに象徴されるケースって
コンサル現場では結構あります。

その一文はコレです。

==

「チャンスを十分に
生かしてないなと思いました。
というのも、
どんなに事件があって大変だとは言っても、
それでも100万人、200万人のお客様が
毎日来ているわけです。
アプリも2000万近いダウンロードがあります。
『Twitter』や『Facebook』のフォロワー数も
すごい数があって、知名度も抜群だし
消費者にはマクドナルドについて
何かしらの思い出があるんです。
そんな資産があるわりには、
あまり使っていない印象でした」

==

ポイント、わかりますかね??
ここに、コンサル現場でありがちで、
かつ、注意すべきことがあります。

それは社長や幹部、現場のスタッフが
「こういう言葉」を発した時です。

それは、

「売上があまりよくないんです…」
「お客さんが減っている気がして…」
「この商品あんまり売れてなくて…」

こんなところですかね。

これらのフレーズの共通点、
分かります??

ネガティブなのも共通点ですが、
それ以上に、

曖昧で事実でないことが多い
———————————

のです。

ウソみたいな本当な話ですが、
こういった場合は大抵、
社長、幹部、現場の人が

数字を見ていない、把握していない
——————————————-

ケースって多いんですよね。

社長や幹部や現場の人たち、
その人たちの「印象だけ」で
話していることってものすごく多い。

そんな時は、

「それ、本当ですか?」
と、突っ込んでみたり、

「あまりよくないと仰りますが、
 具体的にはどれくらい
 よくないのでしょう?」
と、具体的数値を問いかけてみたり、

「では、実績の数値を
 見せていただけますか?」
と、データの提出を求めてみたりすると、

具体的ではなく曖昧に、
事実ではなく想像を語っていたことに
相手が気づかれたり、
事実が明るみになったりします。

それだけで話が建設的になることは多く、
そこではじめて、業績アップの
スタートラインに立てるのです。
曖昧に話しているだけでは時間のムダ。
スタートラインにも立てていないのです。

これを先ほどの例でいきますと、

・来店客数が100万人、200万人いる

=お客が来ていないわけではない。
 むしろ、ベースとなるお客は十分にいる。
 現状の顧客は何を感じていて、
 どうアプローチすれば伸びる?
 リピートの場合は?新規の場合は?

・アプリも200万近いダウンロードがある

=リーチできる客数は十分にいるので、
販促次第で芽が出る可能性は高い。
リーチの実数は?レスポンス率は?
現状、どんな販促している?
内容に見直すべき点は?

などなど、
「すでにあるもの」に目を向ければ、
議論のスタートラインに立つことができる。
それがおわかりいただけると思います。

クライアントが悲壮感タップリに
お話をされると、
人によってはその悲壮感に
引っ張られがちですが、それではダメ。

そこでしっかり踏みとどまり、
まず、事実を確認する。

何も手がないことはないのです。

では。

NISHI

-日記

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