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THE FUNDAMENTALS OF BUSINESS CONSULTING:
SME PERSPECTIVE
SOME FACTSABOUT BUSINESS CONSULTING
FOR SMETHE FACTS THAT YOU SHOULD
KNOW!!!
FACTS YOU NEED
7TO KNOW ABOUT
CONSULTINGFOR SME
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5
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SMEs WANT IT SIMPLE, NOT COMPLICATED
SMEs WANT TO HEAR THE “EARTH LANGUAGE”, NOT “ALIEN LANGUAGE”
SMEs CARE ABOUT THE CONCEPT, BUT THEY CARE MORE ABOUT THEIMPLEMENTATION
SMEs VALUE THE PROCESS, BUT THE VALUE MORE ON THE RESULT
SMEs CAN NOT IMPLEMENT YOUR STRATEGY ALONE, YOU HAVE TO ASSIST THEM
SMEs ARE LOOKING FORWARD TO GROW WITH YOU, NOT TO GROW ON THEIR ONWHILE YOU WERE GONE (KONSULTAN = KONCO-NYA ORANG KESULITAN)
THE MOST IMPORTANT FACT IS:SMEs WON’T LISTEN TO WHAT YOU SAID, UNLESS YOU ARE CONSIDERED CREDIBLE
why
?
THIS IS WHY…!
EVERYBODYJUDGE THE BOOK
BY IT’S COVER!!!
THE FACT IS ALWAYSAND REMAINS
THE SAME
IN CONSULTING SERVICES
FOR SME?HOW TO BE
A CREDIBLE CONSULTANT
ATTITUDECOMES
FIRST!
SET A CLEAR VISIONTO BECOME A FAIR
BUSINESS CONSULTANT
YOU DON’T
LIE!YOU DON’T
CHEAT!
YOU AIM ONLY
TO HELP THEMIN GROWING
THEIR BUSINESSFOR BETTER
ECONOMY!
BY IMPLEMENTING THOSE RULES, YOU WILL BE PROTECTED FROMTHE MOST DESTRUCTIVE BEHAVIOR THAT A CONSULTANT MIGHT HAVE:
GREED!
BY BREAKING THIS RULES, YOU WILL BUILD A DIRECT AND STRAIGHT CHANNEL
TO LOOSE ALL THE TRUST GIVEN TO YOU!
WITHOUT A TRUST,
THERE ISNO
FUTUREFOR YOU
IN CONSULTING
BUSINESS!
WOM(WORD OF MOUTH)
TERBUKTIEFEKTIF!
#1
http://www.mediabistro.com
BADSERVICE
GOODSERVICE
BADWOM
GOODWOM
HATI-HATI
WOMMEMILIKI
2 SISI
SEMUAORANG
KINITERHUBUNG
#2
#3
SEGALANYA
KINITRANSPARAN
EVERYBODY
KNOWSEVERYTHING
ABOUT
YOU
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WHICH BUSINESS SECTOR THAT YOU UNDERSTANDTHE MOST? WHY?
WHICH BUSINESS SECTOR THAT YOU LIKE THE MOST?WHY?
IS THERE ANY OPPORTUNITY FOR YOU TO BECOME ABUSINESS CONSULTANT FOR THE SMEs AT THATSECTOR?
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DO YOU HAVE THE STRENGTH TO BECOME A BUSINESSCONSULTANT FOR THE SMEs AT THAT SECTOR?
IS THERE ANY WEAKNESS THAT YOU NEED TOOVERCOME IN BECOMING A BUSINESS CONSULTANTFOR THE SMEs AT THAT SECTOR?
IS THERE ANY THREAT THAT YOU NEED TO OVERCOMEIN BECOMING A BUSINESS CONSULTANT FOR THESMEs AT THAT SECTOR?
THE ANSWER TO THOSE QUESTIONS WILL MAKE YOU UNDERSTAND MORE ABOUT YOUAND THE BUSINESS THAT YOU’RE GOING TO ENTER!
WHAT YOU SHOULD UNDERSTAND!
TAKE A QUICK LOOK AT YOUR HOMETOWN,
ANSWER THIS QUESTION:
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WHAT’S GOING ON IN POLITICAL SECTOR THAT MIGHTAFFECT THE BUSINESS SECTOR THAT YOU WISH TOENTER?
WHAT’S GOING ON IN LEGAL SECTOR THAT MIGHTAFFECT THE BUSINESS SECTOR THAT YOU WISH TOENTER?
WHAT’S GOING ON IN ECONOMIC SECTOR THATMIGHT AFFECT THE BUSINESS SECTOR THAT YOU WISHTO ENTER?
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WHAT’S GOING ON IN SOCIAL SECTOR THAT MIGHTAFFECT THE BUSINESS SECTOR THAT YOU WISH TOENTER?
WHAT’S GOING ON IN CULTURE SECTOR THAT MIGHTAFFECT THE BUSINESS SECTOR THAT YOU WISH TOENTER?
WHAT’S GOING ON IN TECHNOLOGY SECTOR THATMIGHT AFFECT THE BUSINESS SECTOR THAT YOU WISHTO ENTER?
THE ANSWER TO THOSE QUESTIONS WILL MAKE YOU UNDERSTAND MOREABOUT THE LANDSCAPE IN THE BUSINESS THAT YOU’RE GOING TO ENTER!
WHAT YOU SHOULD UNDERSTAND!
READ THE NEWS,
ANSWER THIS QUESTION:
1
MEMBANGUNIDENTITAS
MEREKYANG KUAT
2
STRATEGI YANGTEPAT UNTUK
MASUK KEDALAM PASAR
3
HUBUNGANYANG ERAT
DENGANPELANGGAN
KUNCI SUKSES
PEMASARANYANG EFEKTIF
1
MEMBANGUNIDENTITAS
MEREKYANG KUAT
3
HUBUNGANYANG ERAT
DENGANPELANGGAN
KUNCI SUKSES
PEMASARANYANG EFEKTIF
2
STRATEGI YANGTEPAT UNTUK
MASUK KEDALAM PASAR
MEMILIHASOSIASI
YANG TEPAT
ASOSIASI:hal yang diinginkan untuk
terpikir pertama kali dibenak pelanggan ketika
mendengar merek
MEDIA:nama, logo, maskot,
warna, jargon
MEMBANGUNIDENTITAS
MEREKYANG KUAT
Wilayah Atribut
Kepribadian
Selebriti
Harga
Kegunaan
Manfaat
AbstrakPesaing
KategoriMEMBENTUK
ASOSIASI
Mengasosiasikan obyek denganatribut atau karakteristik produk.
Mengasosiasikan obyek dengansesuatu yang tidak berwujud
Mengasosiasikan obyekdengan manfaat yang akanditerima pelanggan dariproduk yang bersangkutan
Mengasosiasikan obyekdengan harga relatif
Mengasosiasikan obyekdengan penggunaan
Pengguna
Mengasosiasikan obyekdengan pengguna/pelanggan
Mengasosiasikan obyek dengangaya hidup/kepribadian
Mengasosiasikan obyekdengan selebriti/tokoh
Mengasosiasikan obyekdengan kelas produk
Mengasosiasikan obyekdengan pesaing
Mengasosiasikan obyek dengannegara/daerah geografis
PENETAPAN POSISI MEREK DI PASAR:
NAMA: KATEGORI: NILAI JUAL:
JARGON:
PENETAPAN POSISI MEREKDI PASAR:
“(Nama merek) adalah(kategori merek)
(utama/pengikut/spesial) yang memberikan
(nilai jual) kepadapelanggan”
1
MEMBANGUNIDENTITAS
MEREKYANG KUAT
2
STRATEGI YANGTEPAT UNTUK
MASUK KEDALAM PASAR
3
HUBUNGANYANG ERAT
DENGANPELANGGAN
KUNCI SUKSES
PEMASARANYANG EFEKTIF
MENYUSUN STRATEGI YANG TEPATUNTUK MASUK KE DALAM
PASAR
MEMILIH
SEGMEN&
TARGET PASARYANG TEPAT
SEGMEN BAGIAN PASAR YANG LEBIH KECIL DAN DIBENTUK BERDASARKAN KESAMAAN
TARGET
ANGGOTASEGMEN PASARYANG DIBIDIK
SEBAGAIKONSUMEN POTENSIAL
MEMILIHSEGMEN DAN TARGET
POTENSIPERTUMBUHAN
UKURAN
DAYASAING
SITUASIPERSAINGAN
TARGET ADALAH KONSUMEN POTENSIAL
YANG MEMILIKI DAYA BELI
UANGKEPUTUSAN
KEBUTUHAN
MENYUSUN STRATEGI YANG TEPAT UNTUK MASUK KE DALAM PASAR
MENGEMBANGKAN
PRODUKYANG TEPAT
SESUAIKAN DENGANKEBUTUHAN SEGMEN
DAN TARGET
MENENTUKAN
HARGASECARA TEPAT
SESUAIKAN DENGANPOSISI MEREK DI PASAR
MENENTUKAN
TITIK AKSESPELANGGAN
TERHADAP PRODUK
SESUAIKAN DENGANPREFERENSI SEGMEN
DAN TARGET
MENENTUKAN
MEDIAPROMOSI
YANG TEPAT
SESUAIKAN DENGANPERILAKU SEGMEN DAN
TARGET
MEDIAMASSA
media cetak, elektronik,papan iklan, dsb.
EVENTPEMASARAN
SALURAN PROMOSI
MEDIADIGITAL
BBM, Twitter, FB,Instagram, Path, Blog,
Web, dsb.
PAHAMI
PERSPEKTIF KONSUMEN
PEROLEHAN > PEMBERIAN
PAPARKAN
FITUR, KEUNGGULAN, DANMANFAAT PRODUK
BAGI KONSUMEN POTENSIAL
MENGEMAS SALURAN PROMOSIDALAM PEMASARAN DIGITAL
PELAJARI
KARAKTERISTIKMEDIA DIGITAL
YANG DIGUNAKAN
MELEK INTERNET
1
MEMBANGUNIDENTITAS
MEREKYANG KUAT
2
STRATEGI YANGTEPAT UNTUK
MASUK KEDALAM PASAR
3
HUBUNGANYANG ERAT
DENGANPELANGGAN
KUNCI SUKSES
PEMASARAN DIGITALYANG EFEKTIF
PELANGGAN SELALU BENARPERSPEKTIF PELAYANAN:
TETAP POSITIF DALAM MELAYANI
CEPAT MEYAKINKAN
PERSONALAMAN
HANDAL
MEMPELAJARI PERILAKU PELANGGAN
BENTUK DATABASE PELANGGAN UNTUK MEMBANTUDORONG PEMBERIAN TESTIMONI UNTUK CIPTAKAN WOM POSITIF
That’s why teamwork is important…IN CONSULTING SERVICES, TEAMWORK IS EVERYTHING!
WHAT YOU SHOULD MASTER!
KEMAMPUAN BERKOMUNIKASIADALAH TULANG PUNGGUNG
CONSULTING SERVICES
7%
38%
55%
Spoken words
Voice, Tone
Body Language
ELEMENTS OF PERSONAL COMMUNICATION
Elements of Personal Communication:
Channel
SendMessage
Sender Receiver
Decode /Encode
ReceiveMessage
Signal Signal
Feedback Feedback
Encode /Decode
ReceiveMessage
Noise2. Sender
3. Form
4. Channel5. Receiver
SendMessage
CLAUDE SHANNON – WARREN WEAVER MODEL
1. Message
EXTROVERT-PEOPLE FOCUSED
The DominanceContinuum
EXTROVERT-TASK FOCUSED
INTROVERT-PEOPLE FOCUSED
INTROVERT-TASK FOCUSED
COMMUNICATION STYLE MODEL
The Sociability Continuum
1 2 3 4 5
Kooperatif Kompetitif
Penurut Otoriter
Penyesuaian diri Dominasi
Ragu-ragu Tegas
Pendiam Lincah
Kompromi Menekan
Hati-hati Ambil Resiko
Sabar Terburu-buru
Puas diri Berpengaruh
Diam Banyak bicara
Pemalu Berani
Suka mendukung Suka menuntut
Santai Tegang
Manahan diri Sombong
INDIKATOR DOMINASI
1 2 3 4 5
Disiplin Urakan
Terkontrol Ekspresif
Serius Periang
Terstruktur Tidak Terstruktur
Penuh perhatian Spontan
Tertutup Terbuka
Kaku Lucu
Menyendiri Akrab
Formal Santai
Menahan diri Cari perhatian
Hati-hati Ceroboh
Menyesuaikan diri Tampil beda
Malu-malu Dramatis
Sabar Menurut kata hati
INDIKATOR SOSIAL
Excess ZoneIntense and Rigid Zone 2
Easily identified
COMMUNICATION STYLE MODEL
The Sociability Continuum
The DominanceContinuum
Zone 1Hard to identified
How they dress?
What is their background?
How’s their workplace?
What word that can describe them?
How do they talk on the phone?
1
2
3
4
5
IDENTIFYING COMMUNICATION STYLE
EMOTIVE DIRECTIVE REFLECTIVE SUPPORTIVE
Bright Conservative Conservative Casual
How they dress?1
EMOTIVE DIRECTIVE REFLECTIVE SUPPORTIVE
• Artist• Art
• Business• Politics
• Science• Technical
• Public• Social
What is their background?2
EMOTIVE DIRECTIVE REFLECTIVE SUPPORTIVE
• Messy table• Trophy• Poster• Famous person’s
picture
• Wide table• Clean table• Table clock• Award
• Certificate• Symbol• Award• Pile of papers
• Feels like home• Family picture• Souvenir• Poster
How’s their workplace?3
EMOTIVE DIRECTIVE REFLECTIVE SUPPORTIVE
• Optimistic• Fast• Spontaneous• Expressive• Emotional• Pleasure
• Control• Take over• Competition• Number 1• Focus• Strong
determination• Impatient• Busy
• Logic• Innovative• Careful• Idealist• Individualist• Accurate
• Humble• Diplomatic• Not in a hurry• Predictable• Tough• Peace• Friendly
What word that can describe them?4
EMOTIVE DIRECTIVE REFLECTIVE SUPPORTIVE
• Strong voice• Fast• Responsive• Lots of intonation• Friendly
• Strong voice• Fast• Responsive• Lack of intonation• Directive words
• Weak voice• Slow• Careful• No intonation• Formal
• Weak voice• Slow• Careful• Little intonation• Soft
How do they talk on the phone?5
Paris Hilton (Artist)
Appearance is number 1, the rest is just detail.Love compliments.
Optimistic and enthusiast.
Like social interaction.
Think emotionally, listen to feelings.
Attracted to innovation.
CHARACTERISTICSEMOTIVE STYLE
CHARACTERISTICS
Bill Gates (Businessman)
Logic.Fact based.
Love to be praised over their success.
Love to make a decision based onpersonal consideration.
Result oriented.
Like changes.
DIRECTIVE STYLE
and brilliance.Stephen Hawking (Scientist)
REFLECTIVE STYLECHARACTERISTICS
Logic.Data based.
Avoiding conflicts.
Like a calm approach.
Process oriented.
Love to be praised over their accuracy
Muhammad Yunus (Nobel Prize Winner) Dislike debates.
SUPPORTIVE STYLECHARACTERISTICS
Love stability.Avoiding changes and risks.
Logic.Fact based.
Wants to be involved personallyin doing activities.
Love teamwork.
Avoiding conflict.
FACT ABOUT LISTENING
Most of us only listen about 25% content from overallconversation made with counterpart.
On average, we digest the first 10 minutes conversation,and forgot the half of it within only 48 hours.
We often listen to others,but often didn’t understand what their saying.
LISTENING SKILL
Prejudice
POORLISTENING
Lack of FocusSelf Centered
TIPS FOR EFFECTIVE LISTENING
FOCUS ASKING QUESTION
CONTROLLING EMOTIONS TAKING NOTES
LESS INTERUPTIONEYE CONTACT
AVOID “WISE GUY” ATTITUDE
CONTROLLING GESTURE
1
ORAL
2
WRITTEN
VERBALCOMMUNICATION
1
2
3
4
5
6
7
8
9
10
11
12
Articulation
Audibility
Diction
Fluency
Intonation
Pitch
Pace
Color
Volume
Rate
Stressing
Tone
ELEMENTS IN VERBAL COMMUNICATION
EyeContact
BodyStance
Non-VerbalCommunication
TalkingDistance
TheGestures
TouchingBehavior
ELEMENTS IN NON-VERBAL COMMUNICATION
FacialExpression
ANGRY
HAPPY
SHY
PLEASE
SAD
GLOOMY
FACIAL EXPRESSION
THE FACE IS FILLED WITHCOMMUNICATION ASPECT.
FACIAL EXPRESSION REFLECTSTHE EMOTIONAL CONDITION
OF A PERSON.
IT REFLECT HIS/HER MIND.
THE EXPRESSION LEADS TOPERCEPTION DEVELOPMENT
Be friendly to others
Think positive!
Relax
Making your face looks shinny:
FACIAL EXPRESSION
A smile can improve your vocal quality.How? By relaxing all muscles in the cheek.
A smile can perceived you as a friendly,relax, open, and pleasing person to have.
A smile reflects that you are happy andenjoying your work and your life.
Smile is an instant energy booster
FACIAL EXPRESSION
Reflects:Openness, honesty, current situation
Benefits:Incresing the confidence level ofyour counterpart, especially whenyou deliver a warm eye contact andsupported with smile.
Drop your stare around the eyes and nose area. Don‘t make a nasty eye contact.
EYE CONTACT
Business Gaze Social Gaze Intimate Gaze
EYE CONTACT
MEN:Open feet, not more thanthe shoulder
WOMEN:Closing feet
BODY STANCE
Proper Stance to Stand
BODY STANCE
Imroper Stance to Stand
Make counterpart much morecomfort in doing the conversation Stance your body toward
your counterpart
BODY STANCE
Lean Forward
Reflect:Heavy interest aboutthe conversation.
Benefit:
Hand Shakes
Make sure that your hands are in dry conditionbefore you shake your counterpart’s hand.
To attract your counterpart’s attention, shake his/herhands a couple of seconds longer, and start to talkbefore you let it go.
Aim for his/her palm, not only his/her fingers.
TOUCHING BEHAVIOR
Reflects:A person is in the middle ofa day dreaming. A person might bebored with the conversation.
Placing your hand under the chin
THE GESTURES
Head nod
Reflect:Confirmation, affirmation,likeness
Do this:Between the sentence break
in a conversation.When you need
your counterpart toconfirm what you were saying.
THE GESTURES
Cover your yawn with hands No finger pointing!
If you want to show something,use the whole fingers
THE GESTURES
Avoid folding your hands and putting your hand(s) in your pocketin the middle of a conversation. You might be perceived as an unpleasant person.
THE GESTURES
Stand up straight!It provides you power and dignity.
THE GESTURES
Don’t drag your feeta long the way!
Srrttttt….
THE GESTURES
Srrttttt….
Stop moving your feetwhile you were seated!
THE GESTURES
Stop knocking the table withyour finger! Make your call later!
THE GESTURES
Don’t pick your nose, teeth, and earswhile having a conversation!
THE GESTURES
Don’t play with your tieand/or your stationery!
THE GESTURES
Stop playing with your fingers!
THE GESTURES
People will forget what you said, people will forget what you did, but people will never forgetHOW YOU MADE THEM FEEL.
(Maya Angelou)
LastImpression
isImportant!
