MASTER BADGE TRAINING: (CLICK ON THE LINK BELOW)
Basic Beliefs of a Prospector:
Giving not taking…..
Belief the features of the ARNG will have such a positive impact on their personal life and provide them with such fantastic advantages that they would be in a worse place personally and professionally if they did not join the ARNG.
Prospecting must be who we are not what we do…building an ARNG culture where we are trusted, appreciated, valued and respected.
ALWAYS SELLING THE NEXT STEP TOWARDS WHAT IS THEIR MOTIVATOR AND VALUES
Remember the numbers….2 extra a week = 100 a year = 3 extra enlistments = 54+++
Generating leads 5-1-2-1-1
- Contact 5 new leads per day
- Contact one COI/VIP per day
- Conduct two accession interviews per day
- Conduct one school visit per week to obtain leads
- Conduct one school presentation per month
STP 12-79T25-SM-TG (805B-79T-2584 Prospecting for Leads and 805B-79T-2587 Prospecting by Telephone)
NG PAM 601-1 Chapter 5 Prospecting
5-1. General Prospecting is a collective means of gaining access to potential enlistees. The successful recruiting and retention NCO develops centers of influence (COIs), very influential persons (VIPs), media outlet programs, and rapport with current service members to obtain names of individuals who may have an interest in the ARNG. These referrals, along with other leads gained through ARISS, lists and area canvassing, constitute a large number of prospects that the RRNCO must refine in order to focus attention on those with the best potential for enlistment. An interview is then scheduled. An RRNCO can never have too many leads. This section discusses actions for RRNCOs to plan and conduct their prospecting efforts in order to gain as many leads as possible and develop a continuous source of leads.
5-2. Prospecting Actions Prospecting is a systematic, continuously planned approach to generating leads for the ARNG. The RRNCO must talk to many qualified prospects in order to obtain the maximum number of enlistments. Contacting the maximum number of qualified prospects for the ARNG is the RRNCO’s top priority. Successful prospecting will involve using a combination of the following sources to generate leads:
- School Programs. The first method is getting information out to target audiences (parents, teachers, coaches’ counselors, peers and community leaders). These groups in turn can help reach the target market through their constant interaction with high school juniors, seniors, recent high school graduates, and college students. This target audience also spends a lot of time listening to the radio. The electronic media of radio and television can provide an excellent, widespread advertising vehicle for the ARNG. With target audiences knowing about the ARNG features, they can be of help in the prospecting efforts. Many lists are now available electronically through the ARISS leads application to help RRNCOs target specific schools and students. Two of these lists are:
(1) ASVAB List: The prospects from ASVAB lists offer a potential for a one stop enlistment because these leads already have qualifying scores for enlistment.
(2) Student lists: Generally these lists are used to conduct telephone canvassing or to send mail outs in order to generate interest. Skillful telephone canvassing and innovative mailing approaches will also yield high return with regard to the time invested. The information on school lists varies from school to school, depending on what information they will disclose. Some schools will divulge names, addresses and phone numbers, while others will withhold phone numbers. If a RRNCO has trouble obtaining a school list, the RRNCOIC should be contacted and may possibly be able to help in receiving the list. Some schools have student phone books that can be useful.
Added: the best list is the one you generated during classroom presentations.
2. Unit referrals. The second method of prospecting is unit referrals or sometimes called “use the user.” Use Soldiers already in the supported units as resources. Train unit members on basic enlistment qualifications for NPS Soldiers. These Soldiers can be one of the best sources of quality leads. The RRNCO must market the unit, ascertain where unit members work as civilians, where they go to school or from what schools they graduated, and determine which Soldiers can be most helpful. Recognizing a unit member during a school presentation, such as “career direction,” and having him give a short testimonial about BT or some unit training, can sway other students. Students who are recent BT graduates, can be put on orders (ADSW) and wear their uniform to school. This is a great way to generate interest and leads without even being in the school. Do not allow the student to discuss the features of the ARNG. His/her mission is to get names and phone numbers, just letting other students know that he is getting money for school, great training and is being paid to be in uniform at school. The RRNCO must establish a good relationship with all the Soldiers in the supported units, and use that rapport to maintain a constant flow of new leads. Unit recruiting drives are a fantastic source of leads because generally the Soldiers participating want to be there and have positive messages. Whenever you speak with anyone about the ARNG, you should always ask for referrals.
3. Telephone prospecting. The third method of prospecting is by telephone. The telephone is an important tool in all phases of developing leads. As a minimum, a RRNCO must contact FIVE (5) new leads per day. The telephone can be used to develop centers of influence (COI’s) and very important people (VIP’s), make appointments with school officials, prospects, applicants, etc., and also to canvass the recruiting area through the use of lists (cold calls) or to follow-up mail-outs.
Texting, Social Media,
Bottom line you will have to use the phone and talk to parents, students COI/VIP. You will probably suck at this until you don’t. Anything worth doing well is worth doing poorly until you figure out how to do it well. You don’t want your learning to take place on calls to your “A” list. Pull out your school list and practice your phone skills.
Building rapport is critical….be friendly, relaxed, yourself…plan ahead so you have answers.
4. Territory canvassing. The fourth method of prospecting is territory canvassing. A RRNCO must get out in his community and become known as the ARNG RRNCO. To do this, market analysis data must be reviewed to determine the locations where the target market may be found. The RRNCO must frequently visit locations, such as eating establishments, shopping malls, game rooms, sports clubs, schools, auto shops, etc. Territory canvassing is an ongoing process that requires the RRNCO to get out and talk to people in the community about the ARNG. The RRNCO cannot do this by remaining in his/her office. A successful RRNCO is one that prospects through territory canvassing on a regular basis.
Added: Craig’s List
5. Prospecting by mail. The fifth method of prospecting can be an integral part of your lead generation process. Potential prospects that cannot be reached via another prospecting method, such as students on a high school or ASVAB list without phone numbers, can be sent information or some other form of correspondence in order to generate interest. Bulk mailings by the RRNCO or through the State marketing NCO can target a very large number of people who may otherwise not be contacted at all. Follow up phone contacts are a good idea if you have access to the phone numbers.
Added: Text Campaigns, Social Media Promotion
6. ING and IRR lists are current listings of Soldiers who are enrolled in the IRR. These lists are maintained by the State. The Soldiers on this list are already members of a unit in the ARNG, and can be returned back to active drill status by requesting to do so in writing from their unit.
7. Public Records. The local city/county courthouse is a good source of possible leads. Most PS individuals will record their DD 214 at the local courthouse when they establish a new residence after separating from active duty and this information is available to the public. This can provide the RRNCO with a name, social security number, MOS, time in service, rank, and reenlistment code. This is valuable information in the search for quality PS enlistments. The RRNCO also has access, through the Freedom of Information Act to public records such as marriage registrations, birth certificates, mortgage foreclosures, etc. To the RRNCO, this can provide names and information of people who need financial help, life long security, etc., which the ARNG may be able to provide.
5-3. Who is a Center of Influence (COI) or Very Influential Person (VIP)
- The COI is a person who, individually or as a member of an organization, is a source of leads for a RRNCO. Examples of COIs are business and trades persons, teachers and guidance counselors, personnel managers, employment counselors, public servants, and veterans. Currently military members, although they often refer individuals, are not usually called COIs.
- The VIP is a person who does not provide leads, but can enhance and is supportive of the ARNG and its recruiting efforts. VIPs may be public, corporate, or civic organization officials/officers, school officials, celebrities, and media representatives. Recruiting and retention success may be difficult to achieve without the help of these individuals. COI’s and VIP’s are available to RRNCOs because of their contacts. The COI/VIP expands the RRNCO’s contacts, and permits access to a broader segment of the population. RRNCOs, who ask for and use their COI/VIPs’, help enhance their chances of success and are often more efficient. A COI might be the owner of a local business who employs ARNG members in the unit nearby. He/she supports the ARNG and its members and will refer individuals to the RRNCO from time to time. Another example of a COI is the veteran’s representative at the State employment office. This individual talks with recently separated service members who are seeking employment.
5-4. Recognition of COI and VIP Efforts
COIs and VIPs who refer individuals, provide lists, publicly promote the ARNG, and help the recruiting program may be recognized for their efforts. NGR 601-1, chapter 7, discusses the procedures.
5-5. COI/VIP Records
ARISS may be used to document who the COI or VIP represents, how to contact, the type of assistance given, the names of individuals referred, and any recognition provided by the RRNCO.
6-16. Lead Generation
When developing your recruiting program, one of the most important considerations RRC leaders must consider is the development and distribution of leads. Leads are the driving command behind a successful recruiting program. Without lead generation, enlistments suffer, production fails and achieving end strength is not possible. The key areas of a successful lead generation program include prospecting by telephone, mail and Internet, area/territory canvassing, COI/VIP development, school program development, and targeted marketing and advertising strategies. Lead tracking should be done in ARISS to avoid duplicate systems.
- Typically it takes between 20-25 generic leads to enlist one Soldier into the ARNG. Though each RRNCO has a different contact to contract ratio, RRC leaders must be aware of the importance of lead generation and that they have a sound plan to develop enough leads to support their RRNCOs. For example, a State with 50 RRNCOs will need nearly 30,000 leads to generate 24 enlistments per RRNCO.
- Since unit leads tend to convert into enlistments at a much quicker rate (usually 3-5 leads are required), States are encouraged to develop incentive programs to encourage lead generation at the unit level. These programs should reward M-day/traditional Soldiers for providing the names of qualified men and women to their unit RRNCO. When developing the unit SM Plan, RRC personnel should encourage unit leaders to assign a lead requirement to all Soldiers. A successful unit lead referral program is the key to a unit’s strength success and to a successful State recruiting program.
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