The 7-Step Strategic Consulting Process
Step 1. Discovery
Gather all data for the realisation of the internal and external marketing audit and interview employees at all levels within your business.
Identify Problems - We need to identify your ‘biggest problems’.
Current and Max volumes – Understand capacity & Avoid bottlenecks.
Market Evaluation (Marketing) – Cohesive, ROI, Systemised, Consistent?
Salesforce Evaluation – Individual performance, KPIs, Systems, Consistent?
10 P’s – Evaluate.
Cohesive Unit Evaluation - Are the SBUs moving in the same direction?
Customer’s Experience – Any reviews, Returns, Policies?
Company Reputation – Online reputation, Good/bad publicity, Current PR strategy
Incentives Alignment – Align incentives with customer experience.
Employee profiles – Evaluation of work ethic and Culture fit.
Culture Code Evaluation – Employee feedback, Average length of time with company.
Mission – Purpose of company and Goals.
Ideal Clients – Difference between actual client persona and ideal client persona.
Time Management Evaluations – Typical day for each member.
Strategic Innovation – How often, Policy, Procedure, Team, Consistent, Future of current business model?
Life cycles – Business stage, Market’s stage, Product’s stage in the life cycle evaluation.
4Q Phase - If you can get more customers but can’t handle the business then what good is it?
Strategy | Marketing | Sales – Growth, Branding, Marketing, Sales Process evaluation.
Step 2. Analysis
Identify your biggest threat and best opportunities. Create solutions with best practices to limit your liabilities and take advantage of your current opportunities.
Step 3. Report
We document our findings and distribute to all your key stakeholders who are privy to the information. Create a case study (if Required) detailing specific causes of liabilities along with specific recommendations of action.
Step 4. Strategise
We strategise with the board to determine which recommendations to implement, alter, or abandon. Determine what resources are needed and come up with a specific ‘SMART’ action plan. Create KPIs for every department with weekly reporting.
Step 5. Implement
Work with the Board of Directors and Management Team to implement your new solutions. Help create new systems, procedures, and policies to make sure your solutions are executed.
Step 6. Report
Review on everything that was done from start to finish. Problems, solutions, key people involved, expectations, and new systems, progress, procedures & policies.
Step 7. Follow Up
We follow up with your organisation at two different stages to check status. The first follow up will be after 3 months of final report. Making sure that you are getting the most out of your plan we’ve implemented, offer suggestions on best practices, and help you make any adjustments required. Any changes to your business that you did not anticipate are put into action. The second follow up will be after 6 months of final report. This will give us enough time to allow the solutions derived from our work to impact your business. We will also make sure that you have all the tools required for your long-term success.
The Discovery Phase:
We interview up to 30 employees in your company in all different positions, roles, and ranks to get an overall view regarding your challenges your company faces. During this interview process we ask:
What is the one thing which is stopping this company from being a great company?
A much larger, more successful, more profitable company?
This helps us find your many different hidden challenges. When we hear one problem come up many times from many different employees in many different positions, we know that this ‘problem’ has to be fixed immediately. Although we’re still in the Discovery Phase, we know that fixing this challenge will have one of the greatest impacts on your company.
The Current/Max volumes Phase:
It’s important to understand what your maximum capacity is. You have to anticipate where a bottleneck would form if you were flooded with business. Everything has a maximum capacity but it’s important to have these balanced. Do you have Warehousing, Sales and Marketing capacity but are limited in your Distribution capacity? By anticipating this ahead of time you are avoiding customers having a bad experience.
The Market Evaluation (Marketing) Phase:
When looking at your marketing function in a market environment, we want to make sure that each RAND is invested as opposed to spent. This means there has to be a return on investment (ROI) for each RAND spent.
The Analysis Includes:
Identifying which marketing campaigns are producing the best results.
Ensure all campaigns have a common message and theme.
Evaluate your campaign’s ability to play off of each other to leverage the effect.
Systemise campaigns so that there is no room for error.
Evaluate consistency of the campaign, ss long as each ‘marketing vehicle’ is profitable then we must make sure that it is run all of the time, not just once in awhile.
The Sales Team Evaluation Phase
Your sales team is your biggest tool in creating revenue. We identify their strengths, weaknesses, opportunities, and threats. Each salesperson is evaluated on their individual performance and abilities. Your sales process is also analysed to make sure it is efficient and effective.
The 10 P’s Phase
We evaluate your; People, Place, Price, Product, Promotion, Packaging, Profit, Presentation, Policies & Procedures functions. We look at each as its own entity, listen to employee and customer reviews so we can identify your current and potential challenges.
The Cohesive Unit Evaluation Phase
Every person, every department makes every effort has to move as one cohesive unit. Often times we find companies that are going in all different directions and forward progress is being negated by another unit’s regression. Each unit of the 10 P’s is strategically structured to move as one cohesive unit for the same mission and vision of the company.
The Customers Experience Phase
Customer experience is the ultimate gauge of the future success or failure of a company. You can do all the marketing in the world but if you don’t deliver a great product or service and create a great customer experience then it will be a matter of time before you fail. Competition is fierce now that ‘excellence’ is the minimum requirement. Anything less is sub-standard and you will be replaced by companies who understand customer service.
The Company Reputation Phase
Building a great reputation is vital to building trust, trust is vital to generating sales, and sales are vital to the success of your company. We focus on your online reputation as well as the reputation you have in your industry. A good marketing and PR strategy can repair most bad reputations and strengthen good reputations.
The Incentive Alignment Phase
Often employee incentives are structured to generate more sales and increase profits. At first this seems like the obvious solution but the problem is that people do things for their own self serving needs.Which is about the employee and not about the customer. When employees put their needs before the customers that they are supposed to be serving then this takes away from the customer experience. For example employees might be offered a incentive to push a certain line of products. These products might have higher profit margins built in but they might not be the right fit for many customers. These incentives will motivate employees to push these products onto customers in which it wasn’t a right fit and “find a fit”.
These customers will walk away not happy because they didn’t get the product they would have love and want. Incentives should be aligned with the customer’s experience. Your mission as a company should be to make every customer a advocate of your brand. We will help you create incentives to make that happen as often as possible.
The Employee Profile Phase
During the interview process we will evaluate key employees or employees who have a key role in the company. Your employees are your company, so it’s important to have the very best people in the best position. Sometimes you have the right person in the wrong position and it makes them seem like the wrong person for the company. We will not only evaluate but discuss the personality types that work very well in those key positions. Each employee must fit into the company’s culture. It is important that everyone adheres to your culture code. They must have a personal mission equal to the company’s vision and mission. A star employee will not perform to their capability if they do not fit into your company’s culture.
The Culture Code Evaluation Phase
In order for people to excel, they must be in an environment that makes them thrive. The culture shouldn’t be something that accidentally forms, to create optimal environments management has to pre-determine what they’d like the culture to be and continue to work at creating that. A indicator of how well management is doing in the culture function is employee turnover. We look to see what the average length of time people are employed at the company. We also ask employees to give feedback so management can get an employees perspective on the company’s current work environment. We help create a culture to make everyone happier and perform at a higher level.
The Mission Phase
Each employee must completely understand the company’s mission and can repeat it at any given point in time. This is why your company exists, company goals, purpose, and motivation for doing the work. For many businesses, a mission statement is nothing more than something they put on brochures and website’s which means they do not have a true mission. If you don’t have a motivation that’s bigger than making a profit, you will be making decisions to benefit the company and not the community you serve. This is short-term thinking and will have long-term consequences. If there is a real mission in place then each and every employee must adopt the same mission and make decisions based on the mission. This will make them become a cohesive unit and solve many problems your business faces.
The Ideal Client Phase
Certain clients have a much larger impact on your bottom line than others. If you look at your data you’ll find that about 80 percent of the revenue comes from just 20 percent of your clients. We look at identifying who these “Ideal Clients” are so that your marketing campaigns are directed to attract these types of buyers. This goes hand in hand in building a strong brand and building your digital marketing campaign. What’s your gap between actual and ideal clients?
The Time Management Evaluation Phase
The simplest and fastest way to doing more production is being more productive. This is where time management is vital. People that don’t have a money management system in place waste money, people who don’t have a time management system in place waste time. Each hour that an employee wastes over the course of a month or year is money spent on that employee for doing nothing. If you think about how much money your business could save over all the hours each employee wastes by working inefficiently and then you multiplied that by all your employees, it adds to a large amount of money wasted.
Employee salaries is an investment not a cost meaning that by paying employees one RAND for X amount of time to do the job, your company is generating 2X or 3X in revenue to facilitate the sale. This means that you’re not only losing all that time in wasted payroll for all your employees all those hours but you are also losing the potential revenue generated if they were productive in that time. We will look at a typical day for each team member and also understand what the top performers in each position are doing differently. We will help implement the most effective time management strategies so each member of the team is working very efficiently and producing much more.
The Strategic Innovation Phase
Understand how important innovation is to the long-term success of a business, this is where we look at the process your business has for innovation. How is it done? How often? Are there any policies, procedures, or protocols in place for innovation? What else can be innovated? (Business model, marketing, Sales, Processes, etc)
The Life Cycle Phase
We would like to know exactly what stage of life is the business in so we can anticipate the next set of problems. For example if your business is in the infancy stage then you know that cashflow is a big problem that you are currently facing. A big push in marketing and sales will get you out of this stage. As you gain more customers and revenue starts dramatically increasing, you will have other growing pains like the lack of systems. Systems will help you be more productive so that you can handle the increase of sales. Each stage of life will come with it’s own challenges and knowing what to expect ahead of time makes these transitions easier. There is also a stage of life your industry, market, product, and even your CEO. We will help you put it all in perspective so that you are moving as efficiently as possible.
The 4Q Phase
People want to grow their business, the first thing they focus on is getting more customers. If you can get more customers but can’t handle the business then what good is it? Can you deliver a great product to all your customers on time, every time? If so, and have them come back for more. Answering No to any of these questions will tell you what to focus on next.
Answer these questions:
Can you get customers?
Can you handle the business?
Can you deliver a great product on time, all the time?
Can you have them come back for more?
The Strategy, Sales, Marketing Phase
Marketing, sales, and corporate strategy must be aligned to maximise results. Marketing must create interest and deliver interested prospects (Marketing Qualified Leads) to sales. Sales must convert these prospects into customers (Sales Qualified Leads). All these efforts must be done in a strategic manner, targeting the best possible buyers for your company and ideal clients which will have the largest impact on your business.