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

客の見極めに役立つ「1つの問いかけ」。

投稿日:

こんにちは。NISHIです。

やっぱ「再生事例」って
見てて楽しいっす。

http://grass-ex.jp/Lo30/13211


イノベーター理論って
ご存知ですかね?

イノベーター(革新者):2.5%
アーリーアダプター(初期採用者):13.5%
アーリーマジョリティ(前期追随者):34.0%
レイトマジョリティ(後期追随者):34.0%
ラガード(遅滞者):16.0%

市場における
商品購入への態度の違い……
なんて固く分類されますが、
要するにヒトの性格の分類と
言ってもいいかと思います。

周りの目を気にすることなく
ドンドン打席に立つ人もいれば、
新しい事には理解があるものの、
それでもやっぱり慎重な人もいる。

もちろん、
テコでも動かない人もいるわけで、
積極的、保守的などの性格の違いって
ざくっと先ほどの5つ程度なんですね。

で、コンサルに当てはめますと、
このイノベーター理論の類型において
対象となるクライアントが
後ろに行けば行くほど、
つまり、ラガード寄りになればなるほど、

コンサル成功率は低くなる
——————————-

と言っていいでしょう。

同じカテゴリ内でもそうです。
同じアーリーマジョリティでも、
同じレイトマジョリティでも
後ろの方、保守寄りになれば
なるほど、成功率は低くなる。

これ、普通に考ればわかること。
保守的な人ほど実行しませんからね。
やらなきゃ何も変わらないんです。

と、いうことは、です。
コンサルの成功率のみならず、
当然クライアントの成功率を
考えますと、

「保守的な人でも動きたくなる」
提案力って必要ではありますが、
それ以上に、

客選びが大事
—————-

と言えます。
1のことを実行してもらうに
1の労力しかかからない人もいれば、
同じ1のことを実行してもらうにも
10の労力がかかる人もいます。
そりゃ労力が少ない方がいいですよ。

で、その客選びのポイントって
いくつかありますが、
冒頭の記事から思い出したものが
1つあります。
まず、この部分を見てみましょう。

==

どの業界でも

「商品を試用させ、
気に入ったら使ってもらう」

というマーケティング戦略は
当たり前のように行われているが、
バス業界では
こうした試みを躊躇する会社もある。

(中略)

「言われてみれば当たり前だけど
誰もやっていなかった」

ことをやる力が
みちのりHDにはあるようだ。

==

わかります?

言われたら当たり前。
でも、誰もやっていない。
異業種では当たり前の施策を
躊躇する会社もある。

これ、クライアントと話すと、
その違いが顕著に出てきます。

実は、
このあたりの質問を投げることが
客選びのひとつの指標になります。

すなわち、

・【異業種の事例】を出し、
・【当該業界にカスタマイズ】し、
・【提案】してみること。
・【その反応を見る】こと。

これです。

たとえ業界自体が保守的でも
異業種の事例に対して
オープンな人とクローズな人に
案外ハッキリ分かれます。
オープンな人は、少ない。

ま、クローズな人も
契約してもよいでしょう。
後でこちらから解除しても
いいわけですからね。

客を見極めたい時、
一度話を振ってみてください。
異業種の事例をカスタマイズし、
提案してみてください。

その時の反応を、よく見るのです。

では。

NISHI

-日記

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