5ep9lzv 发表于 2024-8-27 17:16:58

猎头专栏 | ​新开年怎么样做好客户业务研发——BD端的六大盲区


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">本期</span><strong style="color: blue;">&lt;猎头专栏&gt;</strong><span style="color: black;">作者：RECC(中国)招聘研习院联合发起人杨莹老师</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">专题</span><span style="color: black;">&nbsp;/&nbsp;开年<span style="color: black;">怎样</span>做业务和客户<span style="color: black;">研发</span></span></span></p><span style="color: black;">上周RECC研习院的直播共学邀请了LADDERHR创始合伙人Cathy分享《赢在起跑线—开年<span style="color: black;">怎样</span>快速搞定客户》，反响很棒。</span><span style="color: black;">（RECC百万卡可回听，文末扫码咨询客服）</span><span style="color: black;">在这次直播前后，我在问候和沟通业内经营管理者的时候，<span style="color: black;">亦</span><span style="color: black;">认识</span>了一下<span style="color: black;">近期</span>的工作重点安排。聊下来，绝大<span style="color: black;">都数</span>企业都会</span><span style="color: black;"><strong style="color: blue;">把客户<span style="color: black;">研发</span>，<span style="color: black;">包含</span>老客户新<span style="color: black;">需要</span>挖掘和新客户拓展，放在优先位置。</strong></span><span style="color: black;">相比过去，在<span style="color: black;">研发</span>的主动性和<span style="color: black;">注重</span>度上，不少团队都有了很大变化。</span><span style="color: black;">尤其是此前做过《RLDP猎企领导力发展计划》（<span style="color: black;">包括</span>业务<span style="color: black;">目的</span>管理模块）以及《客户<span style="color: black;">研发</span>管理全流程》的系列训练的企业，开年的业务<span style="color: black;">研发</span>工作<span style="color: black;">起步</span>，就<span style="color: black;">已然</span>相当有分工有节奏。开拓与交付两手抓，齐步走。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">开年是个非常重要的<span style="color: black;">机会</span>做业务和客户<span style="color: black;">研发</span>。</span></strong></span><span style="color: black;">在接下来几篇<span style="color: black;">文案</span>，我会<span style="color: black;">更加多</span>围绕在这个<span style="color: black;">专题</span>上，和<span style="color: black;">大众</span>分享我在市场中的观察<span style="color: black;">发掘</span>，以及经实践验证的<span style="color: black;">办法</span>和业内优秀实践。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">- <span style="color: black;">第1</span>篇 -</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">猎头<span style="color: black;">机构</span>和顾问</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在BD端</span></span></span></strong></span><strong style="color: blue;"><span style="color: black;">存在的<span style="color: black;">平常</span>盲区</span></strong><span style="color: black;">BD是业内非常<span style="color: black;">熟练</span><span style="color: black;">亦</span>比较<span style="color: black;">注重</span>的<span style="color: black;">专题</span>。然而在<span style="color: black;">海量</span>现场观察和交流调研中，仍然会感受到鲜明的认知与实践结果上的参差。以下是我在过去接近8年来与市场中的经营者及实操顾问交流观察后的<span style="color: black;">有些</span><span style="color: black;">发掘</span>。其中相当一部分，<span style="color: black;">亦</span>是许多企业和团队，在</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">业务</span></strong><span style="color: black;"><strong style="color: blue;">健康性、业务转化效率、人员能力配位</strong></span></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上存在伤痛的症结所在。</p>
    </span><img src="https://mmbiz.qpic.cn/mmbiz_png/uDpQMIK8W3n0qMejZJTHrERvQRb5UdvKhglqol9tXFM2AbpOjKSKEGxaWMicOo6ZMGppN2cgDcPf6ychdkOpsBg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">01</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">战术<span style="color: black;">奋斗</span>掩盖战略懒惰，忽略战场的选择</span></strong></span><span style="color: black;">上周在和一位管理者沟通时，问及他<span style="color: black;">近期</span>的<span style="color: black;">研发</span>计划。他<span style="color: black;">说到</span>，手上的一家大厂客户开年一下子放出来挺多职位，小伙伴们排的满满的都要做<span style="color: black;">不外</span>来了，<span style="color: black;">因此</span>就先不<span style="color: black;">研发</span>了。职位是够做的，<span style="color: black;">况且</span><span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">暗示</span>还是做以前这些职位更顺手。</span><span style="color: black;">其实在去年，这个<span style="color: black;">机构</span>和团队<span style="color: black;">亦</span>正在经历与许多友商企业<span style="color: black;">同样</span>的行业变革和业务结构之痛。客户结构单一，过度依赖一两家大厂，行业<span style="color: black;">调节</span><span style="color: black;">引起</span>掉头艰难，效益艰辛。去年下半年渐渐<span style="color: black;">起始</span>放下惯性，<span style="color: black;">然则</span>似乎<span style="color: black;">此刻</span>又有了“好了疮疤忘了疼”的迹象。</span><span style="color: black;"><span style="color: black;">非常多</span>时候团队业绩和发展的困苦，并不是<span style="color: black;">由于</span><span style="color: black;">不足</span><span style="color: black;">奋斗</span>，而是<span style="color: black;">由于</span><span style="color: black;">无</span><span style="color: black;">注重</span>战场的<span style="color: black;">选取</span>，<span style="color: black;">无</span>前置铺排后续发展的江山。</span><span style="color: black;"><span style="color: black;">咱们</span>的工作本质还是离不开“创造价值，获取利润”，而<span style="color: black;">不可</span>只沉迷于，我多忙啊，你看，我的时间都被占满了。</span><span style="color: black;">在惯性里，人固然“省心”，但<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">这般</span>，慢慢失去了破局的可能性。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">02</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">凭个人感觉和<span style="color: black;">爱好</span>，客户筛选缺乏客观标准和共识</span></strong></span><span style="color: black;"><span style="color: black;">非常多</span>次听到小伙伴说，最<span style="color: black;">爱好</span><span style="color: black;">不消</span>怎么说服，人选就愿意给简历去面试的客户。然而，这<span style="color: black;">常常</span>只是“方便”客户，不<span style="color: black;">必定</span>是“好”客户。</span><span style="color: black;">什么才是“好客户”？现<span style="color: black;">周期</span>和接下来<span style="color: black;">咱们</span>更需要什么样的客户？</span><span style="color: black;">在<span style="color: black;">平常</span>交流中我<span style="color: black;">发掘</span>，<span style="color: black;">仅有</span>少量的<span style="color: black;">机构</span>和团队，会非常清晰地共识和<span style="color: black;">知道</span>，“<span style="color: black;">咱们</span>的<span style="color: black;">目的</span>客户画像”。<strong style="color: blue;">围绕<span style="color: black;">自己</span>的定位和战略方向，基于“WHY YOU” &amp;“WHY US”来梳理清楚，<span style="color: black;">咱们</span>要达成的<span style="color: black;">目的</span>、需要的价值、期望的合作方式、<span style="color: black;">咱们</span><span style="color: black;">能够</span>给到的价值、<span style="color: black;">咱们</span>独特性的差异化<span style="color: black;">优良</span>、<span style="color: black;">咱们</span>的实证成绩、原则与红线等等。</strong></span><span style="color: black;"><span style="color: black;">无</span>这些，就很容易陷落到，<span style="color: black;">大众</span>“百花齐放”地个性化操作，<span style="color: black;">无</span>“大局”的随意妥协和把自己<span style="color: black;">宝贵</span>的时间塞满。看似勤奋地打出许多<span style="color: black;">tel</span>，但并不<span style="color: black;">必定</span>给<span style="color: black;">目的</span>和成果加分。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">03</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">缺乏团队分工和<span style="color: black;">需求</span>，顾问能力瘸腿</span></strong></span><span style="color: black;">BD不是老板和Leader一个人的事，BD和所有伙伴都<span style="color: black;">关联</span>。<span style="color: black;">不外</span>，</span><span style="color: black;">BD应该<span style="color: black;">怎样</span>分工呢？</span><span style="color: black;">在行业中，<span style="color: black;">咱们</span>相对<span style="color: black;">注重</span>BD Call &amp; Job Order KPI数字的分工分配，但更重要的BD工作链条和<span style="color: black;">协同</span>上的分工<span style="color: black;">常常</span>是被忽略的。这就<span style="color: black;">引起</span>了“老大”们累得半死还是僧多粥少。<span style="color: black;">或</span>，<span style="color: black;">大众</span>都在做<span style="color: black;">同样</span>的事，可小的搞不定，大的没发挥到真正的价值。</span><span style="color: black;">BD和交付<span style="color: black;">同样</span>，<span style="color: black;">亦</span>有SOP工作流和<span style="color: black;">区别</span>难度的环节关卡。<span style="color: black;">同期</span>对应<span style="color: black;">区别</span>的职位级别，从RC到Partner，都有着<span style="color: black;">区别</span>的分工和交互<span style="color: black;">协同</span>的重点。<span style="color: black;">这般</span>，既能避免看似全民投入却效率低下，<span style="color: black;">同期</span><span style="color: black;">亦</span>实现了顾问能力的阶梯式<span style="color: black;">熬炼</span>。</span><span style="color: black;">在我的工作坊《客户<span style="color: black;">研发</span>管理全流程》中，<span style="color: black;">咱们</span><span style="color: black;">帮忙</span>企业全民共识和行动对齐的重点之一就在<span style="color: black;">这儿</span>。</span><span style="color: black;">从JD分工、能力模型、落地动作到考核<span style="color: black;">评定</span>，都形成共识，一一落地。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">04</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">客户结构单一，缺乏前置风控和可<span style="color: black;">连续</span>性</span></strong></span><span style="color: black;"><span style="color: black;">这里</span>前的<span style="color: black;">文案</span><a style="color: black;">《现<span style="color: black;">周期</span>你需要什么样的客户》</a>中</span><span style="color: black;">(点击<span style="color: black;">文案</span>标题回顾)</span><span style="color: black;">，<span style="color: black;">咱们</span>跟<span style="color: black;">大众</span>介绍了</span><span style="color: black;">客户结构金字塔</span><span style="color: black;">这个概念。在企业工作坊里，我<span style="color: black;">亦</span>会带着<span style="color: black;">大众</span><span style="color: black;">一块</span>分析和设定，适合<span style="color: black;">机构</span>以及团队的业务结构，<span style="color: black;">同期</span>形成巩固或是改善的落地行动<span style="color: black;">方法</span>。</span><span style="color: black;"><span style="color: black;">亦</span>如同在前面<span style="color: black;">第1</span>点的案例中所分享的，可<span style="color: black;">连续</span>发展的<span style="color: black;">有效</span>益业务，离不开前置思维、步步为营的业务<span style="color: black;">研发</span>和客户矩阵组合。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">05</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">B端与C端的资源<span style="color: black;">累积</span>与升级失衡</span></strong></span><span style="color: black;">去年不少业内伙伴跟我<span style="color: black;">说到</span>，来了大单子，<span style="color: black;">然则</span>交付不出来。不仅是难以对话和影响这些“高层高能高知”的人选，连寻访以及数据<span style="color: black;">累积</span>都很成问题。号<span style="color: black;">叫作</span>今年要把案值<span style="color: black;">提高</span>到15万以上，要<span style="color: black;">奋斗</span>多做成收费30万以上的中大单子，<span style="color: black;">然则</span>库里面一搜，对应年薪和级别的人才，凤毛麟角。存在的资源，都是平时“碰”到扔进去的，而不是有<span style="color: black;">目的</span>有计划地定向Mapping<span style="color: black;">累积</span>出来的。</span><span style="color: black;">这种<span style="color: black;">状况</span>不少见。</span><span style="color: black;">B端的可<span style="color: black;">连续</span>，和C端的深入<span style="color: black;">累积</span>，是两个同行并进的金字塔，需要“门当户对”、“势均力敌”。</span><span style="color: black;"><span style="color: black;">否则</span>哪怕单子拿来了，总是疏于<span style="color: black;">累积</span>，总是过程结果双双丢分，<span style="color: black;">那样</span>客户的信任<span style="color: black;">亦</span>就会越来越远了。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">06</span></strong><strong style="color: blue;"><span style="color: black;">&nbsp;-</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">缺乏客户跟踪和<span style="color: black;">连续</span>经营的耐心</span></strong></span><span style="color: black;">经常听伙伴跟我说：我<span style="color: black;">晓得</span>那个职位，<span style="color: black;">然则</span>打过去对方说不需要新Vendor啊。<span style="color: black;">或</span>说：我问过TA能<span style="color: black;">不可</span>见面的，TA说发个邮件来保持联系就行了。</span><span style="color: black;">我接着问：“后来呢？” 估计<span style="color: black;">大众</span><span style="color: black;">亦</span>能想到，<span style="color: black;">而后</span>就<span style="color: black;">无</span><span style="color: black;">而后</span>了。</span><span style="color: black;"><span style="color: black;">非常多</span>Leads或拜访机会的流失，是<span style="color: black;">由于</span><span style="color: black;">无</span>跟进、过早放弃<span style="color: black;">引起</span>的。</span><span style="color: black;">应对拒绝，是所有顾问式<span style="color: black;">营销</span>工作的<span style="color: black;">平常</span>。</span><span style="color: black;"><span style="color: black;">咱们</span>在交付端，给候选人打陌生<span style="color: black;">tel</span>的时候，都不会<span style="color: black;">由于</span>某候选人告诉你“我<span style="color: black;">此刻</span>挺好的”，而就此<span style="color: black;">再也不</span>与TA联系。100%的顾问都会继续问询，绝大部分顾问会<span style="color: black;">定时</span>再联系，分享新的行业变化以及问询聆听人选新的<span style="color: black;">目的</span>想法。<span style="color: black;">每日</span>20-30通<span style="color: black;">tel</span>里，一大半是先被拒绝的。这些<span style="color: black;">平常</span>，度过了破冰期的顾问们都不觉得有什么<span style="color: black;">困惑</span>。</span><span style="color: black;">那B端的合作破冰<span style="color: black;">亦</span>是<span style="color: black;">同样</span>啊。</span><span style="color: black;">在所有生意或合作的争取中，对方并<span style="color: black;">无</span>义务<span style="color: black;">必定</span>要<span style="color: black;">就地</span>同意你的<span style="color: black;">需求</span>。<span style="color: black;">常常</span>拒绝的<span style="color: black;">背面</span>，仍然<span style="color: black;">隐匿</span>着机会。除了话术，更重要的是<span style="color: black;">咱们</span>看待拒绝的态度，更有平常心。</span><span style="color: black;"><span style="color: black;">近期</span>几位<span style="color: black;">伴侣</span>问我，今年同行们状态怎么样？<span style="color: black;">咱们</span>各自的观察交流下来，共识是：不<span style="color: black;">茫然</span><span style="color: black;">阳光</span>，更加<span style="color: black;">奋斗</span>了。</span><span style="color: black;"><span style="color: black;">咱们</span>的事业与工作既是长跑，<span style="color: black;">亦</span>离不开每一个区间里的清晰坚定和步步扎实。</span><span style="color: black;">下面这个小作业分享给<span style="color: black;">大众</span>，<span style="color: black;">能够</span>与团队<span style="color: black;">一块</span>梳理<span style="color: black;">一块</span>分工。期待着<span style="color: black;">更加多</span>团队能够把之前憋着的劲儿，抓住当下更棒的发挥，齐心协力让2023使命必达。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/uDpQMIK8W3n0qMejZJTHrERvQRb5UdvKEWBRRcPicxSIzrhyhmchRCWu02OBBEawhzhEO4osjnSBD2yqpfMFRsQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本周三19:30，RECC研习院还有新一期实战分享<span style="color: black;">帮忙</span><span style="color: black;">大众</span>！让<span style="color: black;">咱们</span><span style="color: black;">一块</span>把奔向<span style="color: black;">目的</span>的每一个区间，走得更加扎实！</p>
    </span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uDpQMIK8W3n0qMejZJTHrERvQRb5UdvKvOr7Km1FUQOejSsrx49ONNFGelCZYv5LOoZDvBRuveyGYqZ7Jbk5qg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/uDpQMIK8W3libtyCmWKgsfot6aZOf1NKich3Bc0fb8QnWiaZwWJ9RHPicx7KN61PZjIaEr4V5AqFWegHVpicSVYjjzA/640?wx_fmt=png&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1&amp;tp=webp" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">杨莹</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文作者</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- RECC（中国）招聘研习院联合发起人</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 2004年进入猎头行业，曾任科锐国际猎头事业部管理顾问、科锐国际招聘管理学院金牌讲师，曾任CGP行业副总监</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- IPMA英国皇家专业管理工会国际职业培训师</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- ICF国际教练联合会会员教练</span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 英国Lumina Learning, Lumina Spark/ Lumina Select/ Lumina Emotion认证测评师、培训师</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 英国AQR认证MTQ48《心理韧性》测评师</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 中国首部生命教育书籍《对话生命》作者之一</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uDpQMIK8W3lXYMXzfTmmPGb9welftoWicnKSvOnIFhC3nicplfxXh84GNbOBm6Nia0RV8TQf5AkMe3NpnsDzOJmRA/640?wx_fmt=jpeg&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1&amp;tp=webp" style="width: 50%; margin-bottom: 20px;">




jxwysz 发表于 2024-8-27 22:39:31

你的留言真是温暖如春，让我感受到了无尽的支持与鼓励。

j8typz 发表于 2024-10-11 04:21:37

你说得对，我们一起加油，未来可期。

nykek5i 发表于 2024-10-14 11:01:55

我赞同你的看法，你的智慧让人佩服，谢谢分享。

wrjc1hod 发表于 昨天 10:22

外贸B2B平台有哪些？
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