Specification of Competency Standards for the Retail Banking
Unit of Competency
Sales and Relationship Management > 8.3 Sales Cycle Management
Title
Design sales leads generation programme
Code
107524L5
Range
Design sales lead generation programmes for a specific business area in order to explore new
customers for selling products and services in both the mass market segment and up-scale
customer segment
Level
5
Credit
4
Competency
Performance Requirements
1. Have specialized knowledge in the theories, principles and methods in sales lead generation
Be able to:
Evaluate the different mechanisms of generating customer leads and estimate resource
requirement in order to choose the most appropriate approach for the bank
Evaluate common approaches in generating sales leads and their effectiveness under
different contexts
Evaluate the features of products / services offered by the bank in order to identify suitable
methods in generating sales lead
Evaluate regulations related to sales activities and identify its implication on sales lead
generation
2. Design sales leads generation programmes
Be able to:
Design programmes to generate sales leads according to the bank’s business objectives,
characteristics of target groups and available resources, etc.
Develop the objectives, target groups, budget and implementation details of each leads
generating programme
Design leads generation process including demand generation; sales lead management;
inquiry handling; documentary fulfilment; nurturing of prospects; identifying qualified sales;
and sales closure by tracking results
3. Develop supporting measures to facilitate sales leads generation
Be able to:
Design customization tools to qualify and score leads based on the unique business
requirements of different sales channels or product features
Develop support structures to ensure immediate follow-through actions are taken to
address the business opportunities
Design mechanism to measure conversion rates, fluctuations in lead generation results
and other relevant data
Design mechanism to monitor sales teams in designing, developing, and implementing
their inquiry handling, response management and business-to-business sales leads
management process
Assessment
Criteria
The integral outcome requirements of this UoC are:
Design of sales lead generation programmes and monitoring measures based on
specialized knowledge and analysis on the bank’s business objectives and characteristics
of target groups, etc.
Remark