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responsibility. On the other hand, you may have a
station of seasoned players who could use a fresh and
eager recruiter to liven up the office. Consider actual
recruiter qualification standards (RQS) levels of your
personnel, leadership experience, skill levels, and
attitudes when recommending assignments.
Goaling
The EPO, with input from the CR, distributes
production goals to the ZSs. The ZSs then calculate the
station goals and submit them back to the EPO via the
CR. The EPO reviews the station goals and, if approved,
includes them in the district’s monthly goaling notice,
which is signed out by the CO. Whether calculating
monthly or quarterly goals, the fair share goal method is
used. Fair share goaling uses market share and recruiter
share, systematically weighted, to determine zone and
station goal shares. The basic formula is as follows:
Zone goal share = MKT WT X MKT
Share + 1 - MKT WT X RCTR Share
MARKET SHARE.– Zone market share is taken
straight from the Zone Level Market Share report. The
total market share percentage is used for each zone.
Station market share must be computed as a percentage
of the zone market share before using in the goal share
formula. Remember, the Station Level Market Share
report gives the market percentage of the NRD market
for each ZIP Code and a total for the NRS. To
determine the station’s percentage of zone market,
simply divide the NRS total market share percentage by
the zone total market share percentage.
RECRUITER SHARE.– Zone recruiter share is
computed by dividing the number of recruiters in the
zone by the total number of production recruiters in the
district. Station recruiter share is derived by dividing the
number of recruiters in the station by the number of
recruiters in the zone. All recruiters assigned should be
counted, even “off production” RINCs.
WEIGHTS.– Weights are applied to compensate for
inequities in manning, experience, and territory factors.
Basically, you are deciding which should have more
impact on the goal, the number of recruiters assigned or
the market potential. If all things were fairly equal, a
50/50 weight distribution would suffice. When
determining weights keep in mind that, although being
undermanned may be considered a negative aspect, each
recruiter does have a bigger slice of the pie, so to speak,
from which to recruit. Stations that are overmanned may
have smaller individual territories, but the overall market
coverage is greater. The weighting assignment is a
subjective decision that is meant to equalize the goal
assignments. At the station level, small shifts in weight
factors will not overly affect goals.
USING THE FAIR SHARE GOAL
METHOD.– Let’s use the fair share goal method to
calculate the goals for stations within a theoretical zone.
You are the ZS for Zone Alpha which has a total of 25
recruiters. Your zone has 30 percent of the district’s
market. You have five assigned stations with the
following district market shares and numbers of
recruiter:
NRS 001, 5 percent of district market share, five
recruiters
NRS 002, 10 percent of district market share, eight
recruiters
NRS 003, 4 percent of district market share, three
recruiters
NRS 004, 6 percent of district market share, five
recruiters
NRS 005, 5 percent of district market share, four
recruiters
The CR has called your zone goal to you as follows:
New contract goal: 40
NPSWF:
20
“A” Cell:
30
UMGB:
8
UMGH:
2
NF:
3
Compute New Contract Goals.– The first thing you
should do is compute the station new contract goals.
1. Determine each station’s percentage of zone
market by dividing their district market share percentage
by the zone’s share of the district market percentage.
NRS 001: .05 divided by .30 = .1666
NRS 002: .10 divided by .30 = .3333
NRS 003: .04 divided by .30 = .1333
NRS 004: .06 divided by .30 = .2000
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