ATM-2013销售团队管理工作计划

AcquisitionTeamManager2013Workplan2GuidelineAgendaRightProspectsRightplaces/ChannelsWin-OverChannelsChannelActivityAndPlansLeadsFollow-upProcessARMTeamManagement3RightTargetProspectsWealthyindividuals/householdswithoverseasneeds-Young/mid-aged(30~45)-Professionals/SMEowners-Highlyeducated-Mthlyincome=20,000RMB(roughestimates)-Upwardlymobile-Overseasneeds(e.g.travel,study,immigration),especiallySEA-Holding/toholdFX-Skewedtorisktaking-Withinvestmentexperience-Elderpeople(=60)-Retirees/Uncles/Aunties-Shoparoundforhigh-rates-Nooverseasexposure/needs-Diplomaorbelow-Lackofknowledgeorexperienceoninvestments-NoexposuretoFX-ConservativeConservativegamersDocumentdownandeducateARMsonhowtoidentifyrightprospects(e.g.fromdressing,accessories)DocumentdownthescriptsandeducateARMsonhowtoexplorewhetheritisrightprospectornot(e.g.doyoutraveloverseasinthepast?Whichcountrydoyoulike?)Actions44WhereToFindRightProspectsHigh-endClubs/FitnesscentersHigh-endcommunitycenter4ScarshopsAssociations(e.g.SMEowner;keyuniversity/MBAalumni;Overseasreturneeunions)Overseaspartners(e.g.travelagencies;overseasstudyagencies;immigrationagencies;languagetrainingschools)Pre-schoolingsHigh-schoolswithoverseasstudypreparationclassesMegaevents/fairs(e.g.Carshow;overseaspropertyinvestments;overseastravel/study)Referralchannels:partners,existingcustomers,staff,callcenterPortfoliocampaigns–Mortgagex-sell,win-backcampaignOnlineleadscollectionOthersDocumentdownthelistofplaces/channelswhererightprospectscanbefoundEvaluateandprioritizetheplaces/channelswhichyourteamarecapableofEstimatepotentialprospectbasesize,prospectprofiles,competitionbanksofprioritizedplaces/channelsanddocumentdownActions55HowToWinOverPotentialChannelsMicro-marketing/Sponsorship/Cause-relatedMarketing–LedandexecutedbyATMs/ARMs(BasedonAlliance/SegmentGuidelines)PartnershipdealsoLocalsmall-sizepartners–approachedbyATMs/ARMsusingpitchbook,channelmanagersstepinwhenbudget/partnershipmechanismsarecovered.OngoingrelationshipmaintenancebyATMs/ARMsoNational/X-citypartners–managedbychannelmanagersfromAlliance/segmentteam.Megaevents/Roadshows–Ledbyalliance/segmentteamandexecutedbyATMs/ARMsReferralscheme/channels–Led/plannedbyalliance/segmentteamandexecutedbyATMs/ARMsOnlineleads–Ledbyalliance/segmentteamanddistributedtoATMs/ARMstofollowupOthersWorkoutchannelplansandactivitycalendarwithalliance/segmentteams(potentialsize/conversionratio)Identifysupport/resourceneededandsecureapprovalfromcityheads/alliance-segmentteamAlliance/segmentteamworkwithATMstodevelopB2BnegotiationtraininganddelivertoallofARMs.Actions66ChannelActivityPlanandExecutionAlliance/segmentteamworkwithcityheads/ATMstodevelopchannelactivitychecklistbasedonthetemplateabovewithmoredetailsformega-events/roadshows.Cityheads/ATMsworkoutmicro-marketingoreventchecklistbasedonthetemplateabovewithmoredetails.ActionsPlanning(2~4weeksinadvance)-Audienceprofileanalysis-Goalsetting-Valueprops/Product/marketingofferings-Catchthetraffic(e.g.boothdesign;games;cardeliveryetc.)andvendorselection/contractclearance-Troopdeployment(e.g.staffselection;deploymentplans)-Sellingscripts/channelcode-Contingencyplans(e.g.weather;audiencesize)-InformoffshoreorPBandpreparations.-OthersPreparations(2~4daysinadvance)-Goalbreak-downbyteams/individualARMs-Troopbriefings/trainings/roleplays-Dressingcode-Finalclearancewithdifferentstakeholders-Sitevisit-Booth/Game/Luckdraw/Carset-up-MIStrackingtemplate-OthersExecution-Resulttracking(4intervalsaday)-Troopdeploymentchange(followingtrafficflow)-Contingencyplans-Others77LeadsFollow-UpProcessAlliance/segmentteamworkwithcityheads/ATMstodevelopanddocumentdownleadsfollow-upguidelinesbasedonthetemplateabove.Cityheads/ATMsimplementbasedontheguidelinesandfine-tune/revise.ActionsPriortocalls-Promptfollow-uponwarmleads(within48hours)-Capacityplanning-Sellingpoints/tele-callingscriptdesign(impressleadswithinfirst15secs)-Leadsallocation(evendistributioninthe1stbatch+skeweddistributionbasedonperformance)-Best-time-to-call(e.g.noontime,after-office-hour)-#ofattemptedcallsforun-contactableleads(e.g.3times)-MIStrackingtemplate(responserate,appointmenttablebyday)-Salesbriefing/training/roleplays-OthersDuringCalls-Pilotcalls(5%ofleads)andcheckresponseratesandcallingtapes-Re-adjustcallingscripts/time-to-callandre-trainallofARMs-After1stbatchcalls,allocateleadsbasedoneachARM’sperformance.-Resulttracking(2~4intervalsaday)-Re-tryun-contactableleads-OthersAfterCalls-Resultconsolidationandreporting-Learninggathering/sharing-Feedleadsintocentralleadsdepository.88ARMTeamManagementCityheads/ATMsworktogethertodevelopARMteammanagementchecklistanddocumentdown.ExecutionandreviewActionsPeopleManagementoHiring/TopperformerretentionoTeammorale/Team-workspiritoUnder-performercoachingoOthersTraining/DevelopmentoARMtrainingbible(jointlydevelopedbyCityheads/ATMs/BestARMs/Alliance-segment/CE)oFrequentrefreshtrainingsoARMcareerpathoOthersRewards/RecognitionoARM/ATMTopGun/TopRisingStarsoMonthlyARMperformancerecognitionemailoOthers