Evaluating Existing Itineraries
Evaluating existing itineraries starts the same as for
a new itinerary but now we have actual results to
evaluate and additional questions to consider.
MATCH ITINERARY WITH THE
OVERLAY. Go to the SMART board and mentally
draw out the itinerary route. Do yellow accession dots
frequently crop up on the route? In a rural area this is an
especially good indicator of itinerary success. Some
target market centers will draw prospects from other
areas and may be difficult to identify with the efforts of
an itinerary. This step should still be done to get a
mental picture of the itinerary route in relationship to the
rest of the territory.
DISCUSS EACH POINT OF CONTACT. Ask
the recruiter about each point of contact. How many
referrals have been provided? Have those referrals
resulted in new contracts? Check the referral recognition
request file to see if the contact has been recognized.
What has the recruiter done to encourage referrals? If
the referrals are coming in, great, the stopping point is
effective. If not, first help the recruiter develop new
tactics for requesting referrals. Then, if that is not
effective, recommend deleting that stopping point or
finding a new point of contact. If the stopping point is
a lead-generating activity, discuss what activity has
taken place. Has the media center run hometown news
releases or public service advertising? If a take-one rack
has been placed, what sort of turnover of materials is
happening? Have leads been identified as originating
from the literature placed there? You are primarily
trying to determine if the stopping point is worthwhile
or should be replaced.
PERSONALLY DEVELOPED CONTACTS AND
REFERRALS. You should check the last few months
of applicant logs to see if PDC and referral interviews
are being generated in the area of the itinerary. If not,
you should determine if the recruiter is beginning the
itinerary with a goal in mind or approaching the task in
a hit-or-miss fashion. The RINC should help the
recruiter set goals before each itinerary is run. If goals
are set, but not met, training should be accomplished as
soon as possible. The RINC should accompany the
recruiter on the itinerary (this does not have to wait for
the scheduled run date; itineraries may be run any time
in addition to the scheduled days of travel) to provide
actual show-and-tell training. Try pairing the recruiter up
with another recruiter on an itinerary. Not only do they
learn from each other, there is confidence in numbers.
P O T E N T I A L T A R G E T M A R K E T
CENTERS. The recruiter should be identifying
potential target market centers on the back of the
itinerary data card. These should be evaluated as time
allows to determine whether or not they should be added
to the actual itinerary. The potential target market
centers should not remain on the card indefinitely. They
either prove effective and are added to the front of the
card or are deemed unproductive and lined out
indicating no further evaluation is required. Every
recruiter should be identifying potential target market
centers as a means to continued improvement and
keeping pace with social change.
Itinerary Check Rides
You can evaluate certain elements of an itinerary in
the office. A thorough evaluation can only be
accomplished by running the itinerary with the recruiter
and observing his or her interaction with the community.
As mentioned earlier, the RINC will run the itinerary
with the recruiter as part of the regular review for new
itineraries. The RINC will also run existing itineraries
with new recruiters before they decide to keep them or
develop their own. ZSs should conduct annual check
rides with all RINCs. The check ride can tell you a lot
about how the itinerary is being run. The following
paragraphs will cover some important considerations to
make during check rides.
ITINERARY PREPARATION. Before departing
the NRS, discuss the recruiters preparation activities.
Preprospecting. Was this itinerary preprospected?
The RINC should have loaded the working tickler with
prospect cards from the area a few days before the
actual day of travel.
Additional Contacts. Additionally, the working
tickler may be loaded with cards without phone
numbers, DEP cards, or other cards that should be
contacted. Taking the time to consider these contacts on
an itineraty can save the recruiter a lot of road time and
make the itinerary that much more effective.
Goals Set. The RINC and recruiter should also have
set specific goals for the itinerary. How many referrals
and PDCs does the recruiter plan to obtain? What new
COIs will be contacted? How will flexible time during
the itinerary be used? Setting goals for the itinerary is
the most important preparation step. Goals refine the
itinerary plan and give the recruiter a measure of