EVALUATING THE OPERATION OF AIESEC IN HANOI – OUTGOING GLOBAL VOLUNTEER PROGRAM

BANKING ACADEMY
FACULTY OF FOREIGN LANGUAGES

GRADUATION THESIS
EVALUATING THE OPERATION OF AIESEC IN HANOI
– OUTGOING GLOBAL VOLUNTEER PROGRAM

Ha Noi, May 2019

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ACKNOWLEDGEMENTS
First and foremost, I would like to send the deepest thank to my conscientious supervisor,
Ms. Tran Thi Thu Thuy for her stimulating suggestions and considerable encouragement.
Her devoted consultancy definitely assisted me during the implementation progress of my
research despite my humble work and the lack of knowledge and professional working
experiences.
Furthermore, I hope to send my best regards to the lecturers and students of Faculty of
Foreign Language – Banking Academy of Vietnam for their cooperation. More
specifically, I would like to acknowledge with much appreciation the other 6 researchers
in this semester. We, together, have devotedly supported each other to get over the most
challenging time. Especially, I also sincerely appreciates the support my classmate Do
Minh Phuong for her profound recommendations and encouragement in the completion of
my research.
Last but not least, I own more than a thank to my beloveds family members – my father,
mother and younger brother for their endless motivation throughout my life. They all
support me and this thesis would not been possible without them.

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DECLARATION
This thesis is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and discussions.
The work was done under the guidance of Ms. Tran Thi Thu Thuy , Faculty of Foreign
Language, Banking Academy of Vietnam, Hanoi.

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TABLE OF CONTENTS
DECLARATION
TABLE OF CONTENTS
LIST OF FIGURES
LIST OF TABLES
LIST OF ABBREVIATIONS
ABSTRACT
CHAPTER I – INTRODUCTION
1.1

Rationale

1.2

Background of the study

1.3

Objectives of the study

1.4

Significance of the study

1.5

Scope and delimitation

1.6

Definition of terms

CHAPTER II - LITERATURE REVIEW
2.1

Overview of AIESEC in Hanoi

2.1.1 AIESEC
2.1.2 AIESEC in Vietnam
2.1.3 AIESEC in Hanoi
2.1.4 Why – How – What
2.1.5 Organizing structure
2.1.6 AIESEC’s products
2.1.7 AIESEC’s Operating structure
2.1.8 AIESEC’s Marketing-sales funnel
2.2

The importance of sales cycle in an organization

2.3

An traditional sales cycle
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2.4

Important metrics to evaluate a sales cycle

2.4.1 Sales growth
2.4.2 Sales target
2.4.3 Customer Acquisition Cost
2.4.4 New leads
2.4.5 Sales conversion rate
2.4.6 Average sales cycle length
2.4.7 Sales volume by area
2.5

Related studies

CHAPTER III – RESEARCH METHODOLOGY
3.1

Locale of the study

3.2

Research methods and instrument

3.2.1 Sales performance records
3.2.2 Analytical methods
3.3

Data Gathering procedures

3.4

Statistical treatment

Chapter IV – FINDINGS AND DISSCUSSION
4.1

Results

4.1.1 Sales results by number of people approved of AIESEC in Hanoi from 2016 to
2018
4.1.2 Sales conversion rate
4.1.3 Proportion of marketing channels in creating new leads
4.1.4 Sales cycle length
4.1.5 Disqualification process.
4.2

Discussion

4.2.1 Sales growth of AIESEC in Hanoi from 2016 to 2018
4.2.2 Sales conversion rate
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4.2.3 Marketing channels
4.2.4 Sales cycle length
4.2.5 Disqualification process.

CHAPTER V – CONCLUSION AND RECCOMENDATION
5.1

Conclusion

5.2

Recommendation

5.2.1 Optimize Marketing-Sales funnel to decrease process time effectively
5.2.2 Establish leads tracker system
5.2.3 Implement virtual consultancy meeting
5.3

Limitation and Suggestion for further research

5.3.1 Limitation
5.3.2 Suggestion for further research
REFERENCES
APPENDICES
Appendix 1: Performance analytics of AIESEC
Appendix 2: Process time analytics of AIESEC
Appendix 3: Customer database of AIESEC in Vietnam

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LIST OF FIGURES

LIST OF TABLES

LIST OF ABBREVIATIONS
AIESEC: Association Internationale des Étudiants en Sciences Économiques et
Commerciales
KPI: Key Performance Indicator
MoS: Measure of Success
SEO: Search Engine Optimization
SOP: Standard Operating Procedure
Ads: Advertising
KOL: Key Opinion Leader
NGO: Non-governmental Organization
MQL: Marketing qualified leads
SQL: Sales-qualified leads

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ABSTRACT
AIESEC is the leading association that contributes to spread cultural exchange widely to
society with an open view. There is substantial space to develop in this are with large
amount of demand for it. Thus, an optimized sales cycle is a crucial requirement to
convert effectively this immense inflow of interested people. The aims of this study is to
have a deeper understanding about current status of sales cycle in one of biggest branches
of AIESEC in Vietnam and figure out some bottleneck that can be foster sales
performance of cultural exchange product in general and Global Volunteer program of
AIESEC in Hanoi in particular. The research has shown that a sales funnel always need to

be widen to convert as much as possible the leads and it run as the sets of stage frames.
One of biggest obstacle that keep ineffective funnel is negative disqualifying process
throughout the customer journey. Additionally, the length of all process is also not in the
good condition and supposed to be cut down in many ways. In the other side, keeping
member’s working attitude with high commitment with the goal and suitable task
allocation is also important to finish the really long marathon in one sales term. This is
expected to leave an humble foundation for the next researchers who would like to
discuss more about this topic.
Key word: Sales, sales cycle, AIESEC, Global Volunteer, Hanoi

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CHAPTER I – INTRODUCTION
1.1 Rationale
Cultural exchange program is a new product which being paid more and more attention
these recent years. However, leading unit provides this opportunity in Vietnam which is
AIESEC as a NGO are facing many obstacles in this incessantly changing era. Research
on how this association brings their product to customer and identifying the most effective
way to utilize the resource and maximize the return of investment might bring benefits to
not only AIESEC but also the young people who can experience this kind of positiveimpacted product.
By having a membership time for years here during bachelor studies, researcher have thus
a deep knowledge about how its functions as well as a strong connection to it. As for a
year having been leading the department responsible for product development in one of
the biggest local committee in Vietnam, researcher was behind some sales strategies that
is implemented there and gained some personal experiences in the field of sales in NGO.
There is a fact that the same old process has not been change too much for several years
and the runner are doing things based on experience in the past more than solution toward
the future and it is alarming in this global integration era. It affects the final outcome of
the sales result when the number of interested people in product is increasing day by day.

It require for an innovation in sales cycle which is optimized to convert to the number of
signing up as much as possible. Moreover, the researcher have joined one of the project
that organized by AIESEC abroad so for these above experiences, the research is expected
to bring a more sufficient perspective from both stakeholders sides, customer and
provider, that would be “outside-of-the-box”.
That all above reason lead to that the topic: “Evaluating the Operation of AIESEC in
Hanoi – Outgoing Global Volunteer Program” has been chosen in this study.

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1.2 Background of the study
Cultural, economic and societal change creates a need for different approaches to
education. Globalization, which is increasing international interdependence, and the
creation of new knowledge, and the obsolescence of older knowledge, means that teachers
and students alike must be open to change and new opportunities (Aleksandra Vujko,
2017). Cross-cultural experiences have been raised as a solution for students to earn much
more practical experiences in challenging environment with deeper understanding about
others culture.
People more and more understand about why English is significantly essential for
nowadays. As the result they all start asking what the most effective way to learning
English is. The immersion technique in cultural exchanges quickly becomes a common
and favorite one. Moreover, a foreign environment including mass of challenging
experiences will enhance student’s communication and problem-solving skill. “The ability
to work with people from other cultures is becoming increasingly necessary in our global
work environment. Even if someone never travel abroad, it’s important to be ready to mix
with other cultures as each year the number of immigrants is increasing”( Deborah
Mackin, 2006). Another innovation about self-confidence and awareness also are realized
clearly from returned exchange participants.
Language border have created many misunderstanding which lead to mostly conflicts and

war in the past. In today context, peace is not just about absolutely avoiding military war.
Peace emphasizes the harmony between religious, cultural, racing filed in difference
humanity. The world is expected to eliminate every dispute, conflict about the differences
views of each other.
1.3 Objectives of the study
Research objectives: The research is aimed to clarify some issues as follows:
Firstly, assessing the operation’s effectiveness of AIESEC in Hanoi through the following
metrics in the period of 2016-2018
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- Sales results by number of people approved
- Trend of sales conversion rate
- Proportion of marketing channels in creating new leads
- Sales cycle length
- The disqualification process
Secondly, based on the strengths and weaknesses, giving the possible solutions to
maximize the current resources to reach the best productivity.
Research questions:
- What is the current status of operation of AIESEC in Hanoi?
- What is the good points and improving points in the running operation of AIESEC in
Hanoi?
- What solutions can be applied to enhance the effectiveness of current sales cycle?
1.4 Significance of the study
The obvious benefits of cultural exchange are gradually recognized by young generation
with the effort of marketing to spread out the brand as well as the product. AIESEC has
been symbolized as the opportunity – provider in this field for young people in the society
to develop themselves and make the world better. It is growing on the way to make the
product accessible to everyone everywhere. The number of people who interested in
Global Volunteer increases day by day, however the sales work hasn’t been made the best

use to serve all of opportunity demanders and maximize the amount of matched case
going for an exchange. Thus, the requirement for a united, optimized and smart process
for customer going through is really imperative.
The outcome of this study is put confidence to give a significant contribution to
AIESEC’s direction for upcoming year as well as provide a more accurate perspective
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about customer on the way to achieve the goal of becoming customer-centric business.
The final purpose is to provide these amazing opportunities for more and more young
people for better generation day by day.
1.5 Scope and delimitation
Scope of researching is sales performance of one out of four product of AIESEC which is
Global Volunteer of Local Committee AIESEC in Hanoi.
The coverage of the study is difficulties, so the delimitation of the thesis is just focus on
researching about sales performance of AIESEC in Hanoi for Global Volunteer in the
period from 2016 to 2018 – the most fluctuated period in its economic context and
technology evolvement then giving suggested solution for strengthening the potential.
1.6 Definition of terms
Sales: Sales is a process involving the interaction between a potential buyer and a person
hired by a company to sell its products to potential customer. Sales are recognized
business profession, and ranges from a shoe salesperson to an investment banker who
manage company stock with billions of dollars at stake. (Jobber, 2009)
Sales is the need of the sellers. It is the internal aim of business. Selling revolves around
the needs and the interests of the seller. Selling seeks profits by “pushing” the products
and services on the buyers. What it offers for sales is determined not by the seller but by
the buyer. Selling is certainly a part of marketing. That is the last function in the process
of marketing. (Joshi, 2009)
Sales cycle: The sales cycle is a broad term which outlines the complete selling process
of a business, through a journey of different stages from lead generation to close. It is the

activities involved in progressing prospects from their referral to full-paying-clients.
There is not one fixed definition and the sales cycle will vary from company to company,
based on variations of complexities. Ultimately aiming to achieve structure through

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common stages and familiar actions in order to conclude a sale with repeatable concepts.
(Ant Musker, 2019)
Exchange product: Foreign exchange programs provide young people with an
opportunity to study/work in a different country and environment experiencing the history
and culture of another country, as well as meeting new friends to enrich their personal
development. International exchange programs are also effective to challenge students to
develop a global perspective. (Amanda Daly, 2011)
Non-Governmental Organization: The World Bank defines NGOs as “private
organization that pursue activities to relieve suffering, promote the interest of the poor,
protect the environment, provide basic social services, or undertake community
development”. In wider usage, the term NGO can be applied to any non-profit
organization that is independent from government. NGOs are typically value-based
organizations that depend, in the whole or in part, on charitable donations and voluntary
service (Cousins, 1991)
AIESEC: AIESEC, International Association of Students of Economics and Commerce,
is a global platform for young people to explore and develop their leadership potential. It
is a non-political, independent, not-for-profit organization run by students and recent
graduates of institutions of higher education. Being present in over 126 countries and
territories and with above 70,000 members and 1,000,000 alumni in over 2,500
universities, AIESEC is the world’s largest student-run organization since its first
establishment in 1948. Focusing on providing a platform for youth leadership
development along with the vision of “Peace and fulfillment of humankind’s potential”,
AIESEC offers young people the opportunities to participate in international internship, to

experience leadership and a global learning environment. Its final purpose is to create the
positive impact on society by achieving intercultural understanding and the development
of people involved. (aiesec.org)

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AIESEC in Vietnam: AIESEC in Vietnam was founded in October 2006 with the first
branch located in Ho Chi Minh city, and now present in Hanoi, Da Nang, Ho Chi Minh
and Can Tho with total 8 branches and 1expansion unit. AIESEC in Vietnam has
membership of over 750 students and is ranked in the top 15 of Asia Pacific in the
AIESEC network. (AIESEC in Vietnam, 2019)
AIESEC in Hanoi: AIESEC in Hanoi is the second oldest local chapter of AIESEC in
Vietnam. Was founded in 2007, 1 year after the first local chapter - AIESEC in Ho Chi
Minh City, this is one of the 4 biggest branches out of the whole nation since the
beginning until now. Along with AIESEC in NEU (National Economics University) and
AIESEC in FTU Hanoi (Foreign Trade University, Hanoi campus), these 3 local chapters
are allocated for working with the universities in Hanoi and the North area of Vietnam
from Thanh Hoa to Lao Cai. (AIESEC in Hanoi, 2019)
Global Volunteer: is a cross-cultural experience for youth who want to gain personal
development and leave an impact on the world. (Global Volunteer, 2019)

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CHAPTER II - LITERATURE REVIEW
2.1 Overview of AIESEC in Hanoi
2.1.1 AIESEC

AIESEC, International Association of Students of Economics and Commerce, is a global

platform for young people to explore and develop their leadership potential. It is a nonpolitical, independent, not-for-profit organization run by students and recent graduates of
institutions of higher education. Being present in over 126 countries and territories and
with above 70,000 members and 1,000,000 alumni in over 2,500 universities, AIESEC is
the world’s largest student-run organization since its first establishment in 1948. Focusing
on providing a platform for youth leadership development along with the vision of “Peace
and fulfillment of humankind’s potential”, AIESEC offers young people the opportunities
to participate in international internship, to experience leadership and a global learning
environment. Its final purpose is to create the positive impact on society by achieving
intercultural understanding and the development of people involved.
AIESEC is a non-governmental organization which means that it is not under control of
any Finance of government or others organization and that it is totally independent in
making decision. It is also a not-for-profit organization which means that maximizing the
profit is not its priorities and there’s no shareholder, nevertheless it doesn’t mean that it
sales performance is not making any money. It is still trying to earn some margin form
running the products which is then is reinvest into its operation to improve the product
and member’s quality. Its members are all working as volunteers in AIESEC and the only
compensation they get back is education from organization and practical skill through
working professionally there.
2.1.2

AIESEC in Vietnam

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AIESEC in Vietnam was founded in October 2006 with the first branch located in Ho Chi
Minh city, and now present in Hanoi, Da Nang, Ho Chi Minh and Can Tho with total 8
branches and 1expansion unit. AIESEC in Vietnam has membership of over 750 students
and is ranked in the top 15 of Asia Pacific in the AIESEC network. AIESEC in Vietnam’s
members are students come from the top universities of Vietnam including Foreign Trade

University, Diplomatic Academy of Vietnam, National Economics University, RMIT
University, Vietnam National University, Hanoi University, Banking Academy and so on).
Over 80% of AIESEC in Vietnam’s members are studying business degree, such as
International Relation, Accounting, Business Administration, Marketing (AIESEC in
Vietnam Membership Report, 2018). They are selected based on a set of competencies to
assess their mindset, skill, thinking and commitment. By going through AIESEC
experience of making exchange in global environment, all the members can develop their
essential skill, knowledge and network that require in real working environment during
and after working for organization. Many alumni of AIESEC in Vietnam are now take the
high position in big organization such as PwC, Unilever, PepsiCo and Nielsen.
2.1.3

AIESEC in Hanoi
AIESEC in Hanoi is the second oldest local chapter of AIESEC in Vietnam. Was founded
in 2007, 1 year after the first local chapter - AIESEC in Ho Chi Minh City, this is one of
the 4 biggest branches out of the whole nation since the beginning until now. Along with
AIESEC in NEU (National Economics University) and AIESEC in FTU Hanoi (Foreign
Trade University, Hanoi campus), these 3 local chapters are allocated for working with
the universities in Hanoi and the North area of Vietnam from Thanh Hoa to Lao Cai.
Each local committee will be allocated an specific market which mean they can only
recruit the member as well as the exchange participant from certain Universities. AIESEC
in Hanoi undertake some main big Universities in Hanoi such as Vietnam National
University (VNU), Hanoi University (HANU), Banking Academy (BA), Hanoi University
of Science and Technology (HUST), Thuong Mai University (TMU), and so on.
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It has around 100 members active at the moment and most of them come from social
background such as Language (English, France, Chinese, Germany, Korean), Pedagogy,
Culture or Psychology, some come from Business (Accounting, Business Administration,

Finance and Banking, Marketing). Average study-year of branch member is sophomore,
and was started as a AIESECer since freshmen.

2.1.4

Why – How – What
WHY: AIESEC strives to achieve Peace & Fulfillment of Humankind´s Potential
In today’s context, ‘Peace’ does not necessarily mean only avoiding war. Peace can
symbolize a world that does not have conflicts that arise from cultural, religious, or other
aspects of deference in humanity. Peace can also symbolize being in harmony with
yourself AIESEC strives to build a world where people can work towards their own
understanding of peace, while respecting and understanding the views of others
Through “Fulfillment of Humankind’s Potential” AIESEC strives for a world where
people can be the best version of themselves
HOW: AIESEC place its confidence in Youth as the key to unlock the better future and
believe that Leadership is the fundamental solution and it can be develop in anyone.
AIESEC is a platform for young people who have the passion, dynamism and
entrepreneurial spirit to explore and develop their leadership potential. After going
through an experience with AIESEC, young people are better prepared to make a positive
impact in any sphere they would choose.
WHAT: AIESEC enables young people to develop leadership through learning from
Practical experiences in Challenging environments.
Cross-cultural exchange: AIESEC provides an opportunity for young people to work or
volunteer abroad in non-familiar environments. This allows them to step outside their
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comfort zone and expand their worldview, while contributing the community in which
they are working in.
Membership roles: Its members work in teams to create and manage these cross- cultural

exchange experiences. This provides an opportunity for our members to live powerful
team experiences and develop their own leadership potential.
2.1.5

Organizing structure
AIESEC International is established under the form of a non-governmental association
and has the role to coordinate all of the National committee around the world in the united
one.
Figure 2.1 Organizational hierarchy of AIESEC

AIESEC applying the business model into their operation of structure with functions like
a company. Basic structure is applied for all level including Member Committee and
Local Committee. Based on situation of each Local Committee, the number and the role
of each function can be increased or decreased but the main structure must include at least
Finance, Business Development, Talent Management and two specialized department for
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Incoming and Outgoing exchange who are responsible for conducting exchange in and
out Vietnam.
Figure 2.2 Organizational structure of Member Committee in AIESEC

Figure 2.3 Organizational structure of Local Committee in AIESEC

The structure shows in three figures help to ensure the direction, legitimacy and
leadership among levels of organization. Each Local Committee Vice President can help
to make the best of each by heading one specified area with lots of support and training
from Member Committee level, directly under correlative Vice President. Simultaneously,
the synergies between functional departments are still maintained.
2.1.6 AIESEC’s products

a. Youth 4 Global Goals:

This is the AIESEC initiative to activate youth towards achieving the Sustainable
Development Goals. AIESEC aims to help bring awareness of the SDGs to the youth of
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the world. This is an open call to become a Leader for the World. Therefore, all products
of AIESEC falls under our Youth 4 Global Goals initiative aimed to achieve the goals by
2030, including:
Global volunteer: is a cross-cultural experience for youth who want to gain personal
development and leave an impact on the world.
Global Talent: is an internship experience for young people aiming towards
professional career development in a global setting.
Global Entrepreneur: is an internship experience within a startup where young
people can explore, learn and contribute to the entrepreneurial world.
YouthSpeak Forum: is a premiere event that brings together both young and senior
leaders to form a diverse cross-sector and multi-generational space for inspiring
conversations

around

pressing

global

issues.

YouthSpeak is about converting youth opinion into real world impact. Understand and
connect with what young people care about and help empower them to take action on

issues

that

will

create

a

positive

impact

in

our

society.

Customer flow
b. Global Volunteer:

Global Volunteer projects around the world exist because as AIESEC choose to shape
what we do around what the world needs. It has committed to creating a youth movement
to achieve the 17 Sustainable Development Goals by the year 2030 by providing youth
these value propositions:
Cross-Cultural experience: Live a Cross-Cultural experience. Experience a new
culture while living abroad. Meet like-minded people during the project realization and
expand your network across the world.

Develop Yourself: Live in a challenging environment to develop leadership
competencies, personal skills and improve language capabilities.
Diverse projects: Find the projects in different regions with variable organizations
that care about changing the world to the better. Choose one of the 20,000 projects that
2.1.7

contribute to the Sustainable development goals.
AIESEC’s Operating structure
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a. Customer flow

Customer flow describes the process that AIESEC goes through to develop relevant
exchange products for its market and deliver them with excellent customer experiences.
Figure 2.4 Customer flow of AIESEC

In each stage customer go through, their profile will change from the one have the first
awareness of AIESEC until being promoters.
Attract phase: A stranger who haven’t heard about AIESEC into a visitor who goes to
aiesec.org. AIESEC attract them by Online advertising, SEO, Blogs, Offline events,
Words of mouth and so on.
AIESEC’s core global social media channels are Facebook, Twitter and Linked in. These
channels are positioned to provide relevant and compelling information for strangers to
eventually draw them to visit our website.
Convert phase: A visitor who have gone to aiesec.org or National AIESEC website
into a lead who registers or applies to join one of AIESEC program. AIESEC’s global
website was redesigned to make it more attractive to our targeted audiences. The content
is customize by visitors’ profile and includes dynamic content to encourage the visitors to

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stay longer in the site. There are many call to action, signing-up-is-easy, showcasing the
best story, high quality video and design.
Close phase: A lead that registered or applied to join AIESEC’s program into a
customer who actually decide to join that program. They get closer to the organization by
being provided meeting in person or taking to an event or taking them through a selection
process to have deeply understanding of what they are going to join.
Delight phase: a customer who have actually experienced AIESEC product into a
promoter who intend to advocate the brand and their experience with AIESEC. When the
entire exchange standard has been delivered to the exchange participant and they finish
their exchange time with satisfaction.
Showcase phase: a customer who have fulfilled experience with AIESEC product and
have strong connection to the organization. They are willing to consider to rejoin another
program or appear to storytelling in any promotion event of AIESEC.
b. Customer status
All of the program will run based on an exchange process, which was built after a longterm experience of running as described below.

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Figure 2.5 Customer statuses of AIESEC

In the first step, Open, every person who has registered an account on aiesec.org or
register to get consultancy on national website aiesec.vn is marked as Open. They all have
been raised awareness of Global Volunteer and may or may not apply for an project.
Next, after being contacted and consulted by salesman, a lead decide to apply for an
opportunity on the portal and going through a selection process from experienced human
resource manager from foreign host entity by an online interview.

Once the applicant have passed the interview round by the organization that offer the
internships, they will be accepted into the project and require to confirm by signing a
contract and submitting AIESEC fee. Then, they got approved and officially become an
exchange participant of the project.
They will be supported by AIESEC prepare Visa, passport and other confirmation before
coming to the host countries for Realized time.
Finally, after the exchange, the Completed step will provide exchange participant chances
to get a debrief meeting to have journey reflection. By that, they will recognize their selfdevelopment and see whether all the exchange standard have been delivered by AIESEC
or not and get completed. Then have chances to take part in AIESEC in Vietnam
activities, share their exchange’s experiences and give the feedback to improve the
program.

2.1.8

AIESEC’s Marketing-sales funnel

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A funnel in any organization is the process by which customers move from first
awareness of the brand to eventually become promoters. A funnel is used to represent the
customer journey, because a young person/organization either descends into the next
phase of the funnel when their interest increases or they exit the funnel when they lose
interest. It provides an overall overview of everything that happens inside AIESEC and
helps us to make strategic decisions on where to focus and then to invest the right time
and energy to increase the conversion of the funnel.
Figure 2.6 Marketing-sales funnel of AIESEC

Marketing-sales funnel describes a procedure that a person interested in Global
volunteer will go through and being taken care of by AIESEC by providing more

compelling information about the product to decide whether that person is qualified and
interested enough to join the project and reach the bottom of the funnel or find it
unsuitable for them and exit at the middle of the funnel as follows:
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Attracting: is the prospecting process aimed to raise aware of people towards that
product which is help to determine and qualify potential leads from the prospects. This
process includes many marketing activities but mostly through advertisement and
branding activities.
Nurturing: this phase is designed to raise interest of people who already know about
Global Volunteer by more relevant and customized touch point. This will help to get more
insight of the customer to identify suitable movement.
Telesales: this is a first direct approach to customer to provide an offer for consultancy
and filter the leads by their readiness and potential. The outcome of telesales is an
appointment with between salespeople and the leads.
Consultancy meeting: a combined phase includes both presentation and handling
objection purpose. This is the first face-to-face interaction with the leads which play an
important role in converting process. In this meeting, the leads will be provided all about
product’s selling point and requirement to find whether they are qualified or not. If there
is any objection appearing in this stage, the salesman will try to guide and solve mostly
during the meeting.
Applied: After being considering and receiving all the information of the program, if
the leads are qualified and decide to move on, they will send an online application on the
system to host entity.
Accepted: Before this stage, there is an online interview occurring between the leads
and the others foreign project managers who are responsible for organizing the project
abroad. If the leads are meet every criteria about English, timeline, finance and mindset,
they will pass the interview and be accepted by host entity.
Approved: After submitting all the required fee and signing the contract, the leads

now officially become a customer and waiting for realization time.

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