# BRIEF KHACH HANG — AGENCY / TU VAN / DICH VU CHUYEN MON

> **Variant chuyen biet cho:** Marketing Agency, Digital Agency, PR Agency, Luat su / Luat su thuong mai, Tu van tai chinh / Ke toan, Tu van chien luoc, Tuyen dung (Headhunter), HR Consulting, IT Outsourcing, Business Consulting, Brand Consulting.
>
> **Luu y:** Day la "sell expertise" — khac hoan toan voi ban san pham. Content phai the hien su chuyen nghiep, ket qua cu the, va trust.

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## HUONG DAN
- Thoi gian: **35-40 phut**
- Gui kem: portfolio case studies, danh sach khach hang (co the an ten), credentials cua doi ngu
- Luu y: **Agency/Consulting ban "niem tin" — case study la vu khi marketing manh nhat**

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten agency/cong ty | |
| Tagline | |
| Chuyen mon chinh | □ Marketing/Digital □ PR □ Luat □ Tai chinh/Ke toan □ Chien luoc □ Tuyen dung □ IT Outsourcing □ HR □ Brand □ Khac |
| Mo hinh kinh doanh | □ Project-based □ Retainer □ Hourly □ Success fee □ Hybrid |
| Nam thanh lap | |
| So nhan su | |
| Khach hang tieu bieu (co the cong bo) | |
| Web | |
| LinkedIn | |
| Fanpage | |

### A2. Doi ngu — cac vi tri key
| Ho ten | Vi tri | Chuyen mon | Nam KN | Credentials |
|--------|--------|-----------|--------|------------|
| | | | | |
| | | | | |
| | | | | |
| | | | | |

### A3. Lich su va dinh vi
> *Agency thanh lap khi nao? Vi sao? Dinh huong chien luoc la gi? Khac biet voi agency khac ra sao?*

```
[Dien]
```

### A4. Cam ket dich vu
| Cam ket | Mo ta |
|---------|-------|
| Quy trinh lam viec | |
| Reporting / Bao cao | |
| Communication | (Slack, email, meeting dinh ky) |
| IP / Bao mat khach hang | |
| Bao hanh ket qua | (Neu co) |

---

## PHAN B — DICH VU

### B1. Phan khuc
- [ ] SME / Startup (phi 10-50tr/thang)
- [ ] Mid-market (50-200tr/thang)
- [ ] Enterprise (200tr+/thang)
- [ ] Project-based (khong retainer)

### B2. Danh muc dich vu
| Dich vu | Mo ta ngan | Gia tu | Thoi gian | Chu luc? |
|---------|-----------|--------|-----------|---------|
| | | | | |
| | | | | |
| | | | | |
| | | | | |

### B3. Dich vu chu luc (Deep dive)
> *Top 3 dich vu mang lai nhieu doanh thu nhat hoac chien luoc nhat*

**Dich vu 1:** ............................
- Mo ta chi tiet:
- Khach hang tieu bieu:
- Ket qua dien hinh:
- Gia:

**Dich vu 2:** ............................
- Mo ta chi tiet:
- Khach hang tieu bieu:
- Ket qua dien hinh:
- Gia:

**Dich vu 3:** ............................
- Mo ta chi tiet:
- Khach hang tieu bieu:
- Ket qua dien hinh:
- Gia:

### B4. Case Study (Top 3)
| STT | Khach hang | Nganh | Giai phap | Ket qua cu the |
|----|-----------|-------|-----------|----------------|
| 1 | (an ten neu can) | | | |
| 2 | | | | |
| 3 | | | | |

### B5. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG (Target Client)

### C1. ICP — Ideal Client Profile
- [ ] **Startup giai doan growth** — can marketing/tu van scale
- [ ] **SME truyen thong muon chuyen doi so**
- [ ] **Doanh nghiep nuoc ngoai vao VN** — can local partner
- [ ] **Co ty tha nh lập mới** — can setup he thong
- [ ] **Doanh nghiep co van de cu the** (sieu sale, tuyen dung, tranh chap phap ly...)
- [ ] **Enterprise — phong ban con** (thue ngoai chuc nang cu the)

### C2. Nganh tieu biet — nganh nao agency lam tot nhat
- [ ] F&B
- [ ] Retail / E-commerce
- [ ] Bat dong san
- [ ] Cong nghe / SaaS
- [ ] Giao duc
- [ ] Y te / Duoc
- [ ] San xuat / Xuat nhap khau
- [ ] Tai chinh / Bao hiem
- [ ] Khach san / Du lich
- [ ] Khac: ............

### C3. Quy mo khach hang muon nham
| Quy mo | Doanh thu cua khach | So nhan vien |
|--------|--------------------|--------------| 
| SME | | |
| Mid | | |
| Large | | |

### C4. Nguoi ra quyet dinh mua
- [ ] CEO / Founder truc tiep quyet
- [ ] CMO / Marketing Director
- [ ] CFO (tuyen dung, ke toan)
- [ ] Board / Hoi dong (luat, tu van chien luoc)
- [ ] HR Director

### C5. Pain points khach hay gap khi can agency
- [ ] Khong biet chon agency nao uy tin
- [ ] Da bi "loa" — cam ket nhieu, ket qua it
- [ ] Agency chuyen biet qua — can full-service
- [ ] In-house khong du kha nang
- [ ] Can giai phap nhanh (time-sensitive)
- [ ] Can agency hieu nganh cua minh

### C6. Hanh trinh (B2B Sales Cycle)
| Buoc | Thoi gian | Khach lam gi |
|------|-----------|-------------|
| 1. Trigger | | (Van de cap bach xuat hien, chi phieu bung) |
| 2. Shortlist | 1-2 tuan | (Hoi ban be, tim Google, xem LinkedIn) |
| 3. RFP/Contact | | (Gui yeu cau bao gia hoac dat lich gap) |
| 4. Pitch/Proposal | 1-2 tuan | (Nghe pitch, review proposal) |
| 5. Negotiation | | |
| 6. Contract | | |
| 7. Onboarding | | |
| 8. Review / Renew | Hang quy | |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Agency | Chuyen mon | Gia | Diem manh | Diem yeu |
|--------|-----------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. In-house vs Outsource cua khach
> *Tai sao khach nen thue ngoai thay vi xay doi in-house?*

```
[Dien — luan diem chinh]
```

### D3. Agency muon duoc nho den nhu the nao?
> *VD: "Agency performance so 1 cho F&B VN" / "Tu van phap ly doanh nghiep FDI uy tin nhat HCM"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Specialist** (chi 1 nganh, lam rat sau)
- [ ] **Full-service** (lam tat ca)
- [ ] **Results-guarantee** (cam ket ket qua)
- [ ] **Premium** (gia cao, khach VIP)
- [ ] **Tech-driven** (automation, data, AI)
- [ ] **Boutique** (nho, cham soc rieng biet)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Mo rong client moi
- [ ] Launch dich vu moi
- [ ] Mo rong sang thi truong moi (HN, HCM, ngoai nuoc)
- [ ] Build authority / Thought leadership
- [ ] Tang gia / Upsell khach cu
- [ ] Tuyen dung nhan su (employer branding)

### E2. KPI thang
| Chi so | Hien tai | Muc tieu |
|--------|---------|----------|
| So leads moi | | /thang |
| Inbound inquiry | | /thang |
| Ti le inquiry → proposal | | % |
| Ti le proposal → ky hop dong | | % |
| AOV (gia tri hop dong trung binh) | | |
| Doanh thu thang | | trieu |
| NPS / Client satisfaction | | |

### E3. Kenh lead hien tai (hieu qua nhat)
| Kenh | % leads hien tai | Chat luong |
|------|----------------|-----------|
| Referral (gioi thieu) | | |
| LinkedIn | | |
| Google Search | | |
| Event / Networking | | |
| Cold outreach | | |

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 10tr/thang
- [ ] 10-30tr/thang
- [ ] 30-80tr/thang
- [ ] Tren 80tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| LinkedIn Ads + Content | |
| Google Search (brand + nganh) | |
| Event / Networking / Speaking | |
| Content Marketing / Case study | |
| Email / Direct outreach | |
| PR / Media | |
| Referral program | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch campaign | |
| Event / Conference tham du | |
| Case study campaign | |
| Review / Renew cycle | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Content / Copywriter | □ Co □ Khong |
| Designer | □ Co □ Khong |
| SEO | □ Co □ Khong |
| LinkedIn specialist | □ Co □ Khong |
| PR / Media relation | □ Co □ Khong |
| Business Development | □ Co □ Khong |

### G2. Thought Leadership assets
| Asset | Co? |
|-------|-----|
| Case studies viet tot (3+) | □ Co □ Khong |
| Team LinkedIn profiles toi uu | □ Co □ Khong |
| Speaking engagements | □ Co □ Khong |
| Podcast / YouTube | □ Co □ Khong |
| Awards / Recognition | □ Co □ Khong |
| Published articles / Press | □ Co □ Khong |

### G3. Founder co lam Personal Brand?
> *Founder/CEO personal brand cuc manh cho agency — khach mua "nguoi" truoc, mua "dich vu" sau.*

- [ ] Co — founder san sang xay dung LinkedIn + Speaking
- [ ] Co — co senior expert san sang dung dau
- [ ] Khong — brand thay vi nguoi

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric |
|------|-----|------|--------|
| Web (CRITICAL) | □ Co □ Chua | | DA: / Traffic: |
| LinkedIn Company Page | □ Co □ Chua | | |
| Founder LinkedIn | □ Co □ Chua | | followers: |
| Facebook | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |
| YouTube | □ Co □ Chua | | |
| Blog / Insights | □ Co □ Chua | | |

### H2. Web
- [ ] Co web chuyen nghiep + case study + testimonial
- [ ] Co web nhung thieu case study / proof
- [ ] Chua co / Can build

### H3. Database
- Prospect contacts: ............
- Past clients: ............
- Newsletter subscribers: ............

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## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Professional / Authority**
- [ ] **Friendly / Approachable** (SME-focused)
- [ ] **Bold / Challenger**
- [ ] **Data-driven / Analytical**
- [ ] **Premium / Exclusive**

### I2. Brand cam hung
| Agency/Brand | Ly do |
|-------------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong cam ket ket qua cu the neu phu thuoc yeu to ngoai (ROI)
- [ ] Khong dung ten/logo khach hang chua xin phep
- [ ] Khong qua-claim expertise chua co bang chung
- [ ] Khong tiet lo thong tin bao mat cua khach hang cu
- [ ] Khong fake award hoac credentials

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## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Go-to-market Plan
- [ ] Thought leadership calendar
- [ ] LinkedIn strategy (founder + company)
- [ ] Lead generation funnel

### J2. Creative
- [ ] Website redesign / toi uu (conversion-first)
- [ ] 3-5 case study chuyen nghiep
- [ ] Credential deck / Pitch deck
- [ ] Video gioi thieu agency (90s)
- [ ] LinkedIn content series (30 bai)
- [ ] Email outreach sequence
- [ ] One-pager dich vu

### J3. Van hanh
- [ ] SEO setup (brand + "agency [nganh]" keywords)
- [ ] LinkedIn Ads (Sponsored Content + InMail)
- [ ] Google Search Ads (brand + competitor)
- [ ] Email marketing + CRM
- [ ] PR / Media pitch
- [ ] Event strategy (speaking, workshop)
- [ ] Referral program khach cu

### J4. Hop tac
- [ ] Project (campaign 3 thang)
- [ ] Retainer 12 thang

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## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo + brand guideline
- [ ] Team bios + headshots
- [ ] Case studies (3+)
- [ ] Testimonials (co chu ky)
- [ ] Awards / Press mentions
- [ ] Credential deck / Brochure

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: M&A, ra mat dich vu moi, mo van phong moi, partnership chien luoc...*

```
[Dien]
```

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## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Dong y chia se case study (co the an ten khach)
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

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## NEXT STEPS

1. 24h: Review brief + case study
2. 48h: Hop ve dinh vi + ICP
3. 5-7 ngay: Plan v1 + web audit
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat content
6. Launch

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**Team Marketing — Agency**
