The Next Level Exchange Library contains client marketing scripts for a number of situations recruiters commonly face. These client marketing scripts include: Notice: Access to this content requires a membership plan. Log in or sign up here to gain access.
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.
The Follow-Up Marketing Approach is truly a two-step process. The heavy lifting is done on the first call, setting the stage for any follow-up calls to be targeted and value-added. If you’ve ever called a client just to ‘check in’ or ‘touch base’, you have done a poor job of creating a value proposition for your subsequent calls. You must ask the client sophisticated questions to solicit specific answers regarding what information will get them wanting to answer your calls in the future. When they tell you they are interested in new business development ventures, and you call back two months later with a prospective introduction for business, the call will surely be returned.
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.