Client Marketing Overview Rainmaking is crucial to long-term survival in the search business. Your ability to generate new collaborative relationships with clients who will pay your fee is what distinguishes a marginal biller from a big one. This section covers the twelve common, and not so common, approaches to developing new clients. Keep in mind […]
Your challenge as a recruiter is to bridge the gap between the professional fees you charge and the value or perceived value that you provide for companies. One of the best ways to bridge the value gap with both clients and candidates is to develop true expertise in a very specific industry or niche: this is called Market Mastery. By gaining in-depth industry insight beyond the obvious, you position yourself to bring unique knowledge to the marketplace – knowledge worthy of your professional fees.
There are three MPC approaches that will be covered in this section: The “Most Placeable Candidate” Presentation, the “Generic MPC” Presentation, and “Yourself as the MPC” Presentation.
The Most Placeable Candidate approach revolves around sharing a potential individual to a potential client in hopes of not only securing an interview for that candidate, but also demonstrate your credibility and capabilities as evidenced by the type of candidate you can present. The candidate is leveraged as a “hook” to interest the client early in the conversation and compel them to continue the dialogue. This is a proven technique that allows you to demonstrate the quality of candidates with whom you work. The key is to select a candidate whom you can market to multiple prospect companies.
Flipping a recruiting call to a marketing call can be one of the most comfortable ways to ease into a marketing presentation, especially for those who are just learning how to market. The key to this approach is to flip the call when you have identified that you are speaking with a decision maker; otherwise, you are qualifying someone who ultimately cannot move the process forward.
Reference checking is a great way to make a warm call into a new company. The process begins as a reference check call but with a dual purpose to ‘flip’ into either a recruiting or marketing call for new business. The call itself is one that is easily executed, because you will not encounter much resistance when you are calling to facilitate a reference check. You then build credibility because this prospective client now knows the caliber of both candidates and opportunities that you represent. However, most hiring authorities are savvy to this approach, and it’s best executed when you introduce the dual purpose of the call up front. This is typically received more openly than when you flip to marketing midway through the call, with no prior notice.
You surely have heard the phrase “act as if”. Act as if you are a leader, and you will become one. Act as if you cannot fail, and you will not fail. This same principle can be adopted from a marketing perspective as well. Act as if there are open positions, and you will bypass the typical smokescreen resistance that other recruiters will encounter. You eliminate the first and obvious knee-jerk reaction that most clients will give you when you inquire about open positions – you ask “do you have any needs”, and they hear “do you have any needs that I can help you fill.” Not only will this approach help you sidestep that initial objection, but you will be perceived as a market expert who has the inside information and your thumb on the pulse of your industry.