ACQUISITION ACTIVITY MODEL
The primary objective of an Acquisition AE is to secure sales with new logo customers. To support this objective, the following appointment-focused activity model is being utilized.
The result of prospecting activity and the fundamental building block for all sales is the Appointment. It’s also the cornerstone of FairPoint’s SMB Acquisition Activity Model.
The Sales Call is a leading indicator to the number of Appointments and may be used as a supplemental activity metric when a more detailed daily plan is required. Like an Appointment, a Sales Call may be conducted either on the phone or in person. The purpose of the Sales Call is to gain sufficient information to conduct an effective Appointment, but it does not necessarily require participation of the decision maker.
In some cases, the initial Sales Call will result in a real-time Appointment – or even a Sale. As a general guideline, the following Sales Call Activity Guideline will yield the prescribed number of Appointments.
Sales Call Guidelines:
Target Metric = 30 Sales Calls attempted per day
An Appointment may be conducted either in person or over the phone, but it requires the participation of the decision maker and must focus on the discovery of specific customer requirements as well as the FairPoint solution to address the requirements.
Appointment Standards:
Standard Metric = 2 Appointments set per day, 2 Appointments attended per day
This is easily committed to memory as “Set 2 / Run 2.”
RETENTION ACTIVITY MODEL
The primary objective of a Retention AE is to preserve the business relationship with an existing customer by extending the term commitment. In the ideal situation, this is a function of securing a renewal order for the same services at the same price. More likely, it will require varying degrees of change to the customer’s services and price. Frequently, there will also be opportunities to sell new services or upgraded services to a customer while re-terming service. As with the Acquisition Activity Model, Calls and Appointments are key activities associated with successfully meeting retention goals.
The Re-Term Call is the leading indicator of successfully conducting a sufficient number of Appointments to meet individual retention goals. It will likely be conducted over the phone, but in some cases may require a physical visit to the customer. In either case, the participation of the person responsible for making the re-term decision is required.
Re-Term Call Guidelines:
Standard Metric = 20 Re-Term Calls attempted per day
The Retention Appointment is very similar to that for the Acquisition Appointment, the major difference being the focus of the appointment. For a Retention Appointment, the decision maker must participate, but the focus is tied to the renewal of the service term and/or changing the services used by the Customer.
Retention Appointment Standards:
Standard Metric = 5 Appointments conducted per day