See how Dalhousie University uses CRM software from Salesboom.com to effectively manage it's Employee Relations and co-op student placement with other companies.
3. Employer Relationship Management
Technical Co-operative Education
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 Employers
Stage 2 – Reveals Key Aspects of Handling Interested Prospects
Stage 3 – Looks at the Hand-off Process once a New Employer is Gained (i.e.
the Job Posting Cycle)
August 2006 CAFCE Conference 2006
4. Employer Relationship Management
Technical Co-operative Education
Background
The methodology was documented in Standard Operating Procedures
Each stage is tracked in our CRM platform
Initially had been using MS Business Contact Manager
April 2006 selected a web-based package called Salesboom.com
allowing us to rollout to the entire Employer Team
Benefits Gained …
One common data-base across the team (“Leads”, “Accounts” (Employers),
“Contacts” and “Opportunities”)
Ability to measure progress and success by track opportunities, leads, etc
Coordinators can plan their work and check for potential duplicated effort
Reports that can be used in “real-time”, to provide insight
August 2006 CAFCE Conference 2006
5. Employer Relationship Management
Technical Co-operative Education
Professional Sales
What 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, thoughtful
questioning, 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
August 2006 CAFCE Conference 2006
6. Employer Relationship Management
Technical Co-operative Education
The History of Marketing & Sales
1900 – 1930 Production Orientation
Goods produced during the tail end of the Industrial revolution
Traveling peddlers
Products developed waiting for people to buy
1930 – 1970 Sales Orientation
Company efforts focused on sales function
Attitude, if left alone, people will be reluctant to buy
Ample supply of products; Age of the traveling salesman
August 2006 CAFCE Conference 2006
7. Employer Relationship Management
Technical Co-operative Education
The History of Marketing & Sales
1970 – 1980’s Market Orientation
Marketing becomes the focus of business sales activity
Advent of strong consumer protection in the face of aggressive sales
techniques
1990 – Present Customer Orientation
A new paradigm centered on the customer’s perspective
In the consultative sales approach, the most important skill is the ability to
listen
August 2006 CAFCE Conference 2006
8. Employer Relationship Management
Technical Co-operative Education
Background – Consultative Selling (Sales Training Experts)
A process of joint discovery
Your sole purpose is to help the client (the employer)
The client is NOT the enemy (this includes our end use client, the student)
Data
Information
Insight
Sale
August 2006 CAFCE Conference 2006
9. Employer Relationship Management
Technical Co-operative Education
The Sales Funnel – Job Development SOP
Le
ds Le
Lead
ad ea
s
ad
L
Le s
ad
s
ad
Le
s
Stage 1 – Identify
s
Leads
Prospecting 25%
New Employers
s
ad
Le
Needs Analysis 25%
Leads
Stage 2 – Handling Interested
Proposal / Price Quote 50%
Prospects / Developing the
Opportunity
Negotiation /
Review 75%
Stage 3 – Gaining the Posting
/ Job Posting Process
Closed Won 100%
August 2006 CAFCE Conference 2006
10. Employer Relationship Management
Technical Co-operative Education
The Sales / Opportunity Funnel – Opportunity Stages (Initially)
Stage Probabilit Remarks
y of
Success
•Prospective clients who have been contacted by
Prospecting 25%
voicemail or a message has been left with the
receptionist.
•Person
Needs Analysis 25% has been spoken too, but they are uncertain
of their requirements
•Information
Proposal/Price 50% has been forwarded via email, fax or
Quote mail regarding, program details, salaries survey,
employer responsibilities and/or wage subsidy
information.
•Prospect has determined that they have a need and
Negotiation 75%
will send the job description.
•Job
Closed / Won 100% description received and sent for processing.
•Decision
Closed / Lost 0% was made not to hire for the upcoming
term
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11. Employer Relationship Management
Technical Co-operative Education
Stage 1 – Identify New Prospective Employers
Le
ds Le
Lead
ad ea
s
ad
L
Le s
ad
s
ad
Le
s
Stage 1
s
Leads
Prospecting 25%
s
ad
Le
Needs Analysis 25%
Leads
Proposal / Price Quote 50%
Negotiation /
Review 75%
Closed Won 100%
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12. Employer Relationship Management
Technical Co-operative Education
Stage 1 – Identify New Prospective Employers
LEADS … LEADS … LEADS !
Le
Outlines the source of Leads ds Le
s
Lead
ad
ad a ad
Le
Le s
Le
s
ad
based on networking, “call ins” and s
s
Leads
Prospecting 25%
proactive research
s
ad
Le
Needs Analysis 25%
Document the Lead in Salesboom
Leads
Proposal / Price
CRM Quote 50%
Negotiation
Document the approach to be / Review
75%
used
This Stage sources the lead,
qualifies the lead and turns it into a Closed Won
100%
prospect
August 2006 CAFCE Conference 2006
13. Employer Relationship Management
Technical Co-operative Education
Sources of Leads
Advertisement Found through research in newspaper or periodical
Direct Mail Inactive Clients List
Employee Referral Referral generated by a student coordinator or student
External Referral Came from an existing employer
Partner Referral came from another department at Dalhousie
Seminar Contacts gained while on course.
Tradeshow Contact gained while attending tradeshow.
Web Contact found through professional directory on the web.
Other Walk-ins or client call in
August 2006 CAFCE Conference 2006
14. Employer Relationship Management
Technical Co-operative Education
Stage 1 – Identify New Prospective Employers
Qualifying 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?
August 2006 CAFCE Conference 2006
15. Employer Relationship Management
Technical Co-operative Education
Stage 1 – Identify New Prospective Employers
Initial contact is usually made by telephone.
Cold Calls
Referred calls
Call ins
A “Call Log” note is created and “linked” to the employer (account)
and/or contact
Once lead is qualified as a prospect, an Opportunity is created
Stage Two begins
August 2006 CAFCE Conference 2006
17. Employer Relationship Management
Technical Co-operative Education
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 needs
When making a sales call, listen for and recognize the language of needs
If this is missed, you risk
- Making unwarranted assumptions
- Wasting both your time and the employer’s time
August 2006 CAFCE Conference 2006
18. Employer Relationship Management
Technical Co-operative Education
Stage 2 - The Process (Needs Satisfaction Selling, Learning International)
GOAL – to make informed, mutually beneficial decisions
OPENING
Goal: to agree on what will be
covered or accomplished
PROBING
Goal: to build a clear, complete
mutual understanding
of a customer’s needs
Customer Needs
SUPPORTING
Goal: to help a customer understand
specifically how you can
satisfy a need
CLOSING
Goal: to agree on appropriate next steps
August 2006 CAFCE Conference 2006
19. Employer Relationship Management
Technical Co-operative Education
Stage 2 – Handling Prospective Employers
NEEDS ANALYSIS
Le
You have spoken to the contact but they ds Le
s
Lead
ad
ad a ad
Le
Le s
Le
are uncertain of their requirements for the s
ad
s
s
Leads
upcoming term or are not articulating a Prospecting 25%
need
s
ad
Le
Needs Analysis 25%
Opportunity stage is set at 25%
Leads
Send pertinant information regarding, Proposal / Price
Quote 50%
program details, salaries survey, Negotiation
employer responsibilities and/or / Review
75%
funding information.
A follow up date is set. Set a “Task”
in Salesboom working toward Closed Won
PROPOSAL (i.e. Job Description) 100%
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20. Employer Relationship Management
Technical Co-operative Education
Stage 2 – Handling Prospective Employers
PROPOSAL / PRICE QUOTE
Le
Probability is set for 50%. Here the ds Le
s
Lead
ad
ad a ad
Le
Le s
Le
s
employer co-ordinator is working the ad
s
s
Leads
Prospecting 25%
job description with the employer
s
ad
ensuring that learning objectives are
Le
Needs Analysis 25%
captured and that the offer is going to
Leads
Proposal / Price
be competitive Quote 50%
Chance to survey the quality of the Negotiation
/ Review
posted position “ What will the student 75%
learn?”
Follow up is set
Some prompting should be given at Closed Won
this stage to speed up their decision 100%
making process.
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21. Employer Relationship Management
Technical Co-operative Education
Stage 2 – Handling Prospective Employers
NEGOTIATION REVIEW
Le
Probability is set at 75%. ds Le
s
Lead
ad
ad a ad
Le
Le s
Le
s
ad
Review the job posting with the
s
s
Leads
Prospecting 25%
employer
s
ad
Follow up set for no more than two
Le
Needs Analysis 25%
Leads
business days Proposal / Price
Have sample discipline related Quote 50%
descriptions on hand Negotiation
/ Review
Deal with any objections of questions 75%
The employer agrees to the posting
Closed Won
100%
August 2006 CAFCE Conference 2006
22. Employer Relationship Management
Technical Co-operative Education
Stage 3 – Hand off Process Once Employer Secured
Secure the Job Posting and Hand off to Team Member
Prospecting 25%
Needs Analysis 25%
Proposal / Price Quote 50%
Negotiation /
Review 75%
Stage 3
Closed Won 100%
August 2006 CAFCE Conference 2006
23. Employer Relationship Management
Technical Co-operative Education
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)
August 2006 CAFCE Conference 2006
24. Employer Relationship Management
Technical Co-operative Education
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
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26. Employer Relationship Management
Technical Co-operative Education
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 program
Benefit 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)
August 2006 CAFCE Conference 2006
27. Employer Relationship Management
Technical Co-operative Education
Salesboom.com
April 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 need
By 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.
August 2006 CAFCE Conference 2006
28. Employer Relationship Management
Technical Co-operative Education
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
August 2006 CAFCE Conference 2006
29. Employer Relationship Management
Technical Co-operative Education
Reports
Reports give us metrics that were previously unavailable
This is important in generating Jobs Development so that
We can identify the areas (markets or disciplines) that need more focus
We can identify trends that impact our business
We 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 results
Assist in planning work and optimizing the work flow to achieve our targets
A standard way of reporting will minimize effort in creating these reports
Salesboom has a tremendous degree of functionality in this regard
August 2006 CAFCE Conference 2006
30. Employer Relationship Management
Technical Co-operative Education
Reports
Standard Reports on
Leads
Accounts
Contacts
Opportunities
Etc
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31. Employer Relationship Management
Technical Co-operative Education
Sample Standard Report – New Accounts
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32. Employer Relationship Management
Technical Co-operative Education
Sample Standard Report – Closed Opportunities
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33. Employer Relationship Management
Technical Co-operative Education
Reports
Custom Reports currently available include:
Opportunity Funnel by Product & Service
Opportunity Funnel by Product & Service for each Representative
EDT Summary
Jobs Pending Report
Key to Success is – Define what you are trying to find out then go through the
“on-line wizard”
August 2006 CAFCE Conference 2006
34. Employer Relationship Management
Technical Co-operative Education
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 funnel
Weekly “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
August 2006 CAFCE Conference 2006
35. Employer Relationship Management
Technical Co-operative Education
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
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37. Employer Relationship Management
Technical Co-operative Education
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 attendance
RESULTS / NEXT STEPS: the outcome of the meeting and what action items
were agreed upon
DUE DATE: Due date of the next follow up or when the next step is to be
completed
August 2006 CAFCE Conference 2006
38. Employer Relationship Management
Technical Co-operative Education
5.0 – Salesboom – Don’t forget
It is important to pay attention to detail
Opportunity Type
Job Posting – New Business
-
Job Posting – Existing Business
-
Job Placement – New Business
-
Job Placement – Existing Business
-
Stage depending on the funnel
Setting the ratio (Sales Price) the to track Opportunities across discipline must
always total 1.00 within an Opportunity
Please check to see if an Account or a Contact already exists before adding a
new one.
August 2006 CAFCE Conference 2006