ATM - 2013销售团队管理工作计划.pptx

Acquisition Team Manager 2013 Workplan 2 Guideline Agenda Right Prospects Right places / Channels Win-Over Channels Channel Activity And Plans Leads Follow-up Process ARM Team Management 3 Right Target Prospects Wealthy individuals/households with overseas needs - Young/mid-aged (3045) - Professionals/SME owners - Highly educated - Mthly income =20,000 RMB (rough estimates) - Upwardly mobile - Overseas needs (e.g. travel, study, immigration), especially SEA - Holding/to hold FX - Skewed to risk taking - With investment experience - Elder people (=60) - Retirees / Uncles / Aunties - Shop around for high-rates - No overseas exposure / needs - Diploma or below - Lack of knowledge or experience on investments - No exposure to FX - Conservative Conservative gamers q Document down and educate ARMs on how to identify right prospects (e.g. from dressing, accessories) q Document down the scripts and educate ARMs on how to explore whether it is right prospect or not (e.g. do you travel overseas in the past ? Which country do you like ?) ActionsActions 4 4 Where To Find Right Prospects q High-end Clubs / Fitness centers q High-end community center q 4S car shops q Associations (e.g. SME owner; key university / MBA alumni; Overseas returnee unions) q Overseas partners (e.g. travel agencies; overseas study agencies; immigration agencies; language training schools) q Pre-schoolings q High-schools with overseas study preparation classes q Mega events / fairs (e.g. Car show; overseas property investments; overseas travel / study) q Referral channels : partners, existing customers, staff, call center q Portfolio campaigns Mortgage x-sell, win-back campaign q Online leads collection q Others q Document down the list of places/channels where right prospects can be found q Evaluate and prioritize the places/channels which your team are capable of q Estimate potential prospect base size, prospect profiles, competition banks of prioritized places / channels and document down ActionsActions 5 5 How To Win Over Potential Channels q Micro-marketing / Sponsorship / Cause-related Marketing Led and executed by ATMs/ARMs (Based on Alliance/Segment Guidelines) q Partnership deals o Local small-size partners approached by ATMs/ARMs using pitchbook, channel managers step in when budget/partnership mechanisms are covered. Ongoing relationship maintenance by ATMs/ARMs o National/X-city partners managed by channel managers from Alliance/segment team. q Mega events / Roadshows Led by alliance/segment team and executed by ATMs/ARMs q Referral scheme / channels Led/planned by alliance/segment team and executed by ATMs/ARMs q Online leads Led by alliance/segment team and distributed to ATMs/ARMs to follow up q Others q Work out channel plans and activity calendar with alliance/segment teams (potential size / conversion ratio) q Identify support/resource needed and secure approval from city heads/alliance-segment team q Alliance/segment team work with ATMs to develop B2B negotiation training and deliver to all of ARMs. ActionsActions 6 6 Channel Activity Plan and Execution q Alliance/segment team work with city heads/ATMs to develop channel activity checklist based on the template above with more details for mega-events/roadshows. q City heads/ATMs work out micro-marketing or event checklist based on the template above with more details. ActionsActions Planning (24 weeks in advance) - Audience profile analysis - Goal setting - Value props / Product / marketing offerings - Catch the traffic (e.g. booth design; games; car delivery etc.) and vendor selection/contract clearance - Troop deployment (e.g. staff selection; deployment plans) - Selling scripts / channel code - Contingency plans (e.g. weather; audience size) - Inform offshore or PB and preparations. - Others Preparations (24 days in advance) - Goal break-down by teams / individual ARMs - Troop briefings / trainings / role plays - Dressing code - Final clearance with different stakeholders - Site visit - Booth/Game/Luckdraw/Car set-up - MIS tracking template - Others Execution - Result tracking (4 intervals a day) - Troop deployment change (following traffic flow) - Contingency plans - Others 7 7 Leads Follow-Up Process q Alliance/segment team work with city heads/ATMs to develop and document down leads follow-up guidelines based on the template above. q City heads/ATMs implement based on the guidelines and fine-tune/revise. ActionsActions Prior to calls - Prompt follow-up on warm leads (within 48 hours) - Capacity planning - Selling points / tele-calling script design (impress leads within first 15 secs) - Leads allocation (even distribution in the 1st batch + skewed distribution based on performance) - Best-time-to-call (e.g. noon time, after -office-hour) - # of attempted calls for un- contactable leads (e.g. 3 times) - MIS tracking template (response rate, appointment table by day) - Sales briefing / training / role plays - Others During Calls - Pilot calls (5% of leads) and check response rates and calling tapes - Re-adjust calling scripts / time-to-call and re-train all of ARMs - After 1st batch calls, allocate leads based on each ARMs performance. - Result tracking (24 intervals a day) - Re-try un-contactable leads - Others After Calls - Result consolidation and reporting - Learning gathering / sharing - Feed leads into central leads depository. 8 8 ARM Team Management q City heads/ATMs work together to develop ARM team management checklist and document down. q Execution and review ActionsActions q People Management o Hiring / Top performer retention o