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1、Acquisition Team Manager 2013 Workplan2Guideline AgendaRight ProspectsRight places / ChannelsWin-Over ChannelsChannel Activity And PlansLeads Follow-up ProcessARM Team Management3Right Target ProspectsWealthy individuals/households with overseas needs- Young/mid-aged (3045) - Professionals/SME owner
2、s- 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
3、overseas exposure / needs- Diploma or below- Lack of knowledge or experience on investments- No exposure to FX - Conservative Conservative gamersq 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 t
4、o explore whether it is right prospect or not (e.g. do you travel overseas in the past ? Which country do you like ?)ActionsActions4 4Where To Find Right Prospectsq High-end Clubs / Fitness centers q High-end community center q 4S car shops q Associations (e.g. SME owner; key university / MBA alumni
5、; 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 classesq Mega events / fairs (e.g. Car show; overseas property investments; overseas travel
6、 / study) q Referral channels : partners, existing customers, staff, call centerq Portfolio campaigns Mortgage x-sell, win-back campaignq 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 whic
7、h your team are capable of q Estimate potential prospect base size, prospect profiles, competition banks of prioritized places / channels and document down ActionsActions5 5How To Win Over Potential Channels q Micro-marketing / Sponsorship / Cause-related Marketing Led and executed by ATMs/ARMs (Bas
8、ed 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/ARMso National/X-city partners managed by channel managers fro
9、m 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/ARMsq Online leads Led by alliance/segment team and distributed to ATMs/ARMs to follow up q Others q Work o
10、ut 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. A
11、ctionsActions6 6Channel Activity Plan and Executionq 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 abov
12、e with more details. ActionsActionsPlanning (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
13、; deployment plans) - Selling scripts / channel code - Contingency plans (e.g. weather; audience size) - Inform offshore or PB and preparations. - OthersPreparations (24 days in advance)- Goal break-down by teams / individual ARMs - Troop briefings / trainings / role plays - Dressing code - Final cl
14、earance with different stakeholders - Site visit - Booth/Game/Luckdraw/Car set-up - MIS tracking template - OthersExecution- Result tracking (4 intervals a day) - Troop deployment change (following traffic flow) - Contingency plans - Others 7 7Leads Follow-Up Processq Alliance/segment team work with
15、 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. ActionsActionsPrior to calls- Prompt follow-up on warm leads (within 48 hours) - Capacity planning - Selling points / tele-c
16、alling 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 - OthersDuring Calls- Pilot calls (5% of leads
