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

コンサルで成功するお客、失敗するお客の分岐点

投稿日:

こんにちは。NISHIです。

これ、ちょっと前の記事ですが、
すばらしいですよね。

http://grass-ex.jp/Lo30/1281

すばらしいと同時に懐かしい。
NISHIも見ていました。この番組。

ウィキでチラッと見てみると、
放送期間が2001年から2004年ですから、
もう10年以上前になるんですね。
時が経つのは早い…。

それはさておき、
「失敗から再起を果たした社長の話」は
随所に金言が含まれています。

うまくいっている社長の話の場合、
結構「盛られている」ことも多いし、
語られている「成功談」も、

本人が実際の成功要因をわかっていない
———————————————-

ケースって結構多いんですよね。
「それ本当?」って。
なので、失敗した社長の方が
比較的その要因がクリアでわかりやすい。
そこから再起した社長ならなおさらです。
だって、「成功→失敗→成功」と
リカバーできているわけですから。

で、ここで着目したいのが、

うまくいく社長と
そうでない社長の【分岐点】

です。どこにあると思います?

この部分、少し引用してみましょう。

===

会社のお金はビジネスを
大きくしていくために、使えるだけ使う。

最近も10億円ほど調達しましたが、
それは必要なお金なんです。

その代わりオフィスの調度類は
タダでもらってきた中古品ですが、
「節約」ではなく適切に配分しているだけ。

動かせるお金をどこにどう使うかと
いうことが大事なんですね。

プレジデントオンライン、LINENEWS、
2016年8月29日配信より引用

===

わかりますよね?

そう、
かけるべき部分にお金をかけられる人。
いわば【投資ができる人】です。

これがうまくいく社長の条件で、
大事な1つの要素。

コンサルの人なら割と経験があると思います。
特に広告費をケチっちゃう人。
広告費が投資ではなく
「ただのコスト」と捉えている人。

こういうクライアントはまず、
うまくいきません。

いや、本当にあるんですよ。
「NISHIさん、お客さんも増えてきたので
そろそろチラシをやめたいんですけど…」
なんて話。

チラシによる集客は順調です。
反応率が落ちているわけではありません。
目標に到達しているわけでもありません。
うまくいく「勝ちパターン」が出来ている。
なのに、その勝ちパターンを捨てようとする。

そこに根拠はないんです。
単にコストを削りたいだけ。

これ、先ほどの話でいくと
適切に配分することができない。
適切な配分が何かもわかっていない。

その辺のバランス感覚が如実に出るのは
広告費に投資できるか否か。
これが目安なことは案外多いものです。

割と社長にありがちな癖として
覚えておいて損はないと思います。

では。

NISHI

-日記

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