B3 Employer Relationship Management

Employer Relationship Management

CAFCE Conference 2006Regina, Saskatchewan

14 August 2006

Doug Gallant, Employer Development Manager, Dalhousie University

August 2006 CAFCE Conference 2006

Employer Relationship ManagementTechnical Co-operative Education

Employer Relationship Management

AgendaBackground

Opportunity FunnelOur Tools

- Customer Relationship Management (CRM)- Standard Operating Procedures

The ProcessSalesboom.comReports

Sources- Professional Selling Skills – Seminar Notes and Handouts, Learning International, © 1994- Motivating Your Sales Team, Sales Training Experts, June 2006- Dalhousie Tech Co-op, DRAFT – Standard Operating Procedures, May 2006



Background

Dalhousie’s Technical Co-op has been experiencing growth

Fall 2005 we contracted the services of a professional sales training expert (Sales Training Experts) who developed and customized process to improve the recruitment of prospective employers

The methodology is based on CRM (Customer Relationship Management) principles broken down into 3 stages

Stage 1 – Outlines the Process of Identifying New Potential EmployersStage 2 – Reveals Key Aspects of Handling Interested ProspectsStage 3 – Looks at the Hand-off Process once a New Employer is Gained (i.e. the Job Posting Cycle)



Background

The methodology was documented in Standard Operating ProceduresEach stage is tracked in our CRM platformInitially had been using MS Business Contact ManagerApril 2006 selected a web-based package called Salesboom.comallowing us to rollout to the entire Employer TeamBenefits Gained …

One common data-base across the team (“Leads”, “Accounts” (Employers), “Contacts” and “Opportunities”)Ability to measure progress and success by track opportunities, leads, etcCoordinators can plan their work and check for potential duplicated effortReports that can be used in “real-time”, to provide insight



Professional SalesWhat do you think of when you hear “Sales”What is Professional Sales?

Consultative Selling – the process of meeting the needs of prospective clients through relationship development, thoughtfulquestioning, clearly articulated features & benefits with a common commitment to solve clients problems through a product or service.

Sales Training Experts

Need Satisfaction Selling – the goal is to make informed, mutually beneficial decisions

Learning International



The History of Marketing & Sales

1900 – 1930 Production OrientationGoods produced during the tail end of the Industrial revolutionTraveling peddlersProducts developed waiting for people to buy

1930 – 1970 Sales OrientationCompany efforts focused on sales functionAttitude, if left alone, people will be reluctant to buyAmple supply of products; Age of the traveling salesman



The History of Marketing & Sales

1970 – 1980’s Market OrientationMarketing becomes the focus of business sales activityAdvent of strong consumer protection in the face of aggressive sales techniques

1990 – Present Customer OrientationA new paradigm centered on the customer’s perspectiveIn the consultative sales approach, the most important skill is the ability to listen



Background – Consultative Selling (Sales Training Experts)

A process of joint discoveryYour sole purpose is to help the client (the employer)The client is NOT the enemy (this includes our end use client, the student)

Information

Insight

Sale

Data



The Sales Funnel – Job Development SOP

Leads

Prospecting 25%

Needs Analysis 25%

Proposal / Price Quote 50%

Negotiation / Review 75%

Closed Won 100%

LeadsLeads

Leads Leads

Lead

s

Leads

Lead

s

Leads

Stage 1 – Identify New Employers

Stage 2 – Handling Interested Prospects / Developing the Opportunity

Stage 3 – Gaining the Posting / Job Posting Process



The Sales / Opportunity Funnel – Opportunity Stages (Initially)

•Decision was made not to hire for the upcoming term

0%Closed / Lost

•Job description received and sent for processing.100%Closed / Won

•Prospect has determined that they have a need and will send the job description.

75%Negotiation

•Information has been forwarded via email, fax or mail regarding, program details, salaries survey, employer responsibilities and/or wage subsidy information.

50%Proposal/Price Quote

•Person has been spoken too, but they are uncertain of their requirements

25%Needs Analysis

•Prospective clients who have been contacted by voicemail or a message has been left with the receptionist.

25%Prospecting

RemarksProbability of Success

Stage



Stage 1 – Identify New Prospective Employers

Leads Lead

s

Prospecting 25%

Needs Analysis 25%



Closed Won 100%

LeadsLeads

Leads LeadsLe

ads

Leads

LeadsStage 1




LEADS … LEADS … LEADS !Outlines the source of Leads based on networking, “call ins” and proactive researchDocument the Lead in SalesboomCRMDocument the approach to be used This Stage sources the lead, qualifies the lead and turns it into a prospect

Leads Lead

s

Prospecting 25%

Needs Analysis 25%


Negotiation / Review

75%

Closed Won 100%

LeadsLeadsLeads Leads

Lead

s

Leads

Leads



Sources of Leads

Contact found through professional directory on the web.Web

Walk-ins or client call in Other

Came from an existing employerExternal Referral

Referral came from another department at Dalhousie Partner

Contacts gained while on course. Seminar

Inactive Clients ListDirect Mail

Contact gained while attending tradeshow.Tradeshow

Referral generated by a student coordinator or student Employee Referral

Found through research in newspaper or periodicalAdvertisement



Stage 1 – Identify New Prospective EmployersQualifying the Lead into a Prospect

Ideal Client Profile: Typically the best employers are large companies with employees in the 80+ or - category. They are national in scope and are normally found in the Manufacturing, Consulting, Natural Resources, IT, Government, or Service Sectors.

Let’s test this! What is the ideal employer?What will create the best opportunities for the students?What are the best conditions for students to learn?What about Small Medium Enterprises?




Initial contact is usually made by telephone. Cold CallsReferred callsCall ins

A “Call Log” note is created and “linked” to the employer (account) and/or contactOnce lead is qualified as a prospect, an Opportunity is createdStage Two begins



Stage 2 – Handling Prospective Employers

Needs Analysis to NegotiationProspecting 25%

Needs Analysis 25%



Closed Won 100%

Stage 2



Stage 2 - The Process (Needs Satisfaction Selling, Learning International)

Your success depends on your commitment to your customer’s success…your ability to help employer’s make decisions that contribute to their success

Customers tell you how you can help when they express needs

NEED: a desire to improve or accomplish something

How do you recognize a need? The language of needsWhen making a sales call, listen for and recognize the language of needsIf this is missed, you risk

- Making unwarranted assumptions- Wasting both your time and the employer’s time



Stage 2 - The Process (Needs Satisfaction Selling, Learning International)

GOAL – to make informed, mutually beneficial decisionsOPENING

Goal: to agree on what will be covered or accomplished

PROBINGGoal: to build a clear, complete

mutual understandingof a customer’s needs

SUPPORTINGGoal: to help a customer understand

specifically how you cansatisfy a need

CLOSINGGoal: to agree on appropriate next steps

Customer Needs




NEEDS ANALYSISYou have spoken to the contact but they are uncertain of their requirements for the upcoming term or are not articulating a need

Opportunity stage is set at 25% Send pertinant information regarding, program details, salaries survey, employer responsibilities and/or funding information. A follow up date is set. Set a “Task”in Salesboom working toward PROPOSAL (i.e. Job Description)

Leads Lead

s

Prospecting 25%

Needs Analysis 25%



75%

Closed Won 100%


Lead

s

Leads

Leads




PROPOSAL / PRICE QUOTEProbability is set for 50%. Here the employer co-ordinator is working the job description with the employer ensuring that learning objectives are captured and that the offer is going to be competitiveChance to survey the quality of the posted position “ What will the student learn?”Follow up is set Some prompting should be given at this stage to speed up their decision making process.

Leads Lead

s

Prospecting 25%

Needs Analysis 25%



75%

Closed Won 100%


Lead

s

Leads

Leads




NEGOTIATION REVIEWProbability is set at 75%. Review the job posting with the employer

Follow up set for no more than two business daysHave sample discipline related descriptions on hand

Deal with any objections of questionsThe employer agrees to the posting

Leads Lead

s

Prospecting 25%

Needs Analysis 25%



75%

Closed Won 100%


Lead

s

Leads

Leads



Stage 3 – Hand off Process Once Employer Secured

Secure the Job Posting and Hand off to Team MemberProspecting 25%

Needs Analysis 25%



Closed Won 100%Stage 3



Stage 3 – Closing and Handing Off

Closed Won - Closed / Won: Probability 100%

Job description received from client and has been forwarded to the Employer Liaison Officer for processing. (i.e. Launch the Job Placement Cycle)



Stage 3 – Hand off Process Once Employer Secured

Closed Lost

Decision has been made not to hire for the upcoming term.

Even though the client has decided not to hire for this term you should now ask when they think that they will be in a hiring position and create an opportunity for the respective term.Follow up is now set for a date based on your conversation with the client.Ask client for referrals



Stage 3 - CRM – Job Placement Cycle

2.6 Filled(Closed Won)

2.7 Cancelled(Closed Lost)

2.0 Pending Posting

2.5 Re-PostedRound II

2.1 Posted 2.2 Pkg Sent

2.3 Interview Stage

2.4 Rank & Match

OpportunityFunnel



Stage 3 - CRM – Job Placement Cycle

Employer Liaison Officer is the steward of…Where applicants are in the “placement process”Which posting are likely to be successful placements for our programBenefit will be to optimize the ability to plan workflow and report on status

Its all about numbers. We have targets both in the Employer / Job Development (Opportunity Funnel) and in Job Placement (Job Posting Cycle)



Salesboom.comApril 2006, after having tested a Software Based Application, it was decided to pursue using a web-based CRM Tool. Salesboom.com ®.It is important to note that the Customer Relationship Management (CRM) and Sales Force Automation (SFA) are powerful tools to allow us to become more effective.

MS Business Contact Manager met individual coordinator’s needs but not the team needBy establishing one common database of employer “Leads”, “Accounts”, “Contacts” and “Opportunities”We needed to measure progress in both Job Development and Job Placement. By integrating the Opportunity Funnel with the Process of Tracking job postings

In addition, the Salesboom platform provides capability to measure success more effectively through the standard and customized reports available.



Salesboom.com

Why Salesboom? They were competitively priced (roughly half) The data and servers reside in Canada which has become a national security issue as of late.Higly customizable. Breaking ground in approaching Job Development from a Sales Model Approach (see The Sales Funnel).Salesboom extended solid support during the trial phase in order to prove that the platform could work for Dalhousie Technical Co-op

Here is the link to the log in page https://secure.salesboom.com/login.html



Reports

Reports give us metrics that were previously unavailableThis is important in generating Jobs Development so that

We can identify the areas (markets or disciplines) that need more focusWe can identify trends that impact our businessWe understand the health of our “sales cycle”

Employer Development Coordinators need to be able to report on:Current status of Opportunity Funnel versus Targets Weekly “Accounts Report” to measure progression and resultsAssist in planning work and optimizing the work flow to achieve our targetsA standard way of reporting will minimize effort in creating these reports

Salesboom has a tremendous degree of functionality in this regard



ReportsStandard Reports on

LeadsAccountsContactsOpportunitiesEtc



Sample Standard Report – New Accounts



Sample Standard Report – Closed Opportunities



ReportsCustom Reports currently available include:

Opportunity Funnel by Product & ServiceOpportunity Funnel by Product & Service for each RepresentativeEDT SummaryJobs Pending ReportKey to Success is – Define what you are trying to find out then go through the “on-line wizard”



Reports – Employer Development Team - Projections

We have all become familiar with the “Weekly Scorecard”In order to fill up the projections on the scorecard, each team member needs to be aware of what is happening in their area of responsibility and be able to report on it.Employer Development Coordinators need to be able to report on:

Current status of Opportunity Funnel versus Targets – This is to keep track of how many opportunities are at what stage of the funnelWeekly “Accounts Report” showing what opportunities have advanced through the funnel, which have been closed won and closed lost.The benefit of this is to assist in planning work and optimizing the work flow to achieve our collective targets



Sample Custom Report – Opportunity Funnel by Product - Existing F06

This report is a customized opportunity funnel report for the Employer Development Coordinator of Existing Business in the Fall 2006 recruitment cycle



Sample Custom Report – Job Postings Pending Placement – Fall 2006



Adding Notes & Call Logs

Notes can be added to Accounts, Contacts and Opportunities

During the course of Job Development, you will want to create a note, usually it would be linked with the account, the contact you are dealing with and the specific opportunity that you are developing.

The note should follow this general format:ACTION ITEM: this states the aim of the meeting as well as the “agenda”Who was in attendanceRESULTS / NEXT STEPS: the outcome of the meeting and what action items were agreed uponDUE DATE: Due date of the next follow up or when the next step is to be completed



5.0 – Salesboom – Don’t forget

It is important to pay attention to detailOpportunity Type

- Job Posting – New Business- Job Posting – Existing Business- Job Placement – New Business- Job Placement – Existing Business

Stage depending on the funnelSetting the ratio (Sales Price) the to track Opportunities across discipline must always total 1.00 within an OpportunityPlease check to see if an Account or a Contact already exists before adding a new one.



Technical Co-operative Education

Technology

B3 Employer Relationship Management