2. How did we get here?
! Many buyers are more price conscious
! Increased role of Procurement and HR
! Companies utilize recruiting and staffing
differently
! Vendor Management Systems and Master
Vendor Programs
! Increased Competition
! Lack of discernible differences among
recruiting firms
9. What is
your
Value
Proposition
?
• Who am I competing with? What
are their strengths and
weaknesses?
• What makes us different/better? Is
it quantifiable?
• What gives us credibility?
• What’s important to the client?
• How can I clearly state this in
10-15 seconds?
11. 5 Steps to Creating your
Killer Value Proposition
Identify your
Differentiators
Determine the
benefit (value)
to your client
Create a
quantifiable
value
proposition
Determine how
to market
Commit to the
message
16. ! Quickest way to quickly
establish credibility
! Be industry-specific for
greater impact
! List clients:
! On your website
! In marketing materials
! In cold calls and voice mails
High
Profile
Clients
18. ! Office/Light Industrial Staffing
! The #1 Best Staffing Company to Work for in
the United States
! The #1 Best Place to Work in both Atlanta
and Reno
! Multi-year Inavero Best of Staffing Client
Award Winner
! Multi-year Inavero Best of Staffing Talent
Award Winner
! Prominently displayed on their website and
marketing materials
Awards/
Certification
19. ! Have the client be specific
! One to two sentences
! Use the client’s name, title, and
company
! Ask for LinkedIn
Recommendation
! Categorize by industry or
specialization
! Use in everything
Testimonial
s
20. Differentiator vs.
Customer Value
Differentiator Value to Client
Niche Industry Specialization
I am partnering with an expert in
the space with a comprehensive
network of industry contacts
Impressive Client Portfolio
I am not the guinea pig. If these
companies trust them with their
talent needs, why wouldn’t I
Strong Testimonials
I can see evidence that they are a
good, reputable company to work
with. That makes me more
confident that I’m making the
right choice and minimizing my
risk
22. What’s wrong with this voicemail
message?
“Hi Mrs. Smith, my name is Tom
Erb. I work for Acme Search, which
is a recruiting firm here in
Columbus. I noticed that you have
several positions posted on Indeed
and wanted to see if we could help.
Please give me a call at
614-372-5888. I look forward to
hearing from you.”
23. What’s wrong with this voicemail
message?
! It sounds like every other sales message
! There is no compelling “call to action”
! No credibility building
! Phone number at end and rushed through
! It’s generic
! It’s boring
25. A Different Message
“Hi Mrs. Smith, this is Tom Erb, 614-372-5888. My company
Acme Staffing specializes in software developers for the retail
clothing industry, including clients like Best Buy, Lululemon,
and The Gap just to name a few. We recently completed a major
recruiting project with The Gap and they stated it was the best
experience they ever had with a recruiting firm. I’d like to have a
brief discussion to see if you could benefit from that same level
of service. I will call you tomorrow between 3 and 5 pm to
discuss further. I look forward to speaking with you.”
26. How do I get the
prospect to answer
the phone?
27. Display your Company Name
• Anonymous vs. Company Name
• The rest of the tips dependent on
company name
ABC Search
614-555-5555
28. Send them a letter
(or two, or three)
• 24% decline in Postal Volume past 10 years
• Competition has shifted away from direct mail
• Creates brand awareness and builds credibility
• Be creative – stay away from mass mail look
29. Prep them with
an email
• Builds credibility, brand and name recognition
• The best times to email prospects are 8 am and 3 pm
• Email marketing has a 2x higher ROI than cold calling,
networking, or trade shows
30. Optimize your LinkedIn
profile
• Your LinkedIn Profile is a credibility reinforcement
• Should be used as a marketing tool, not a resume
• Increase in likelihood your LinkedIn profile will get
viewed if you include a photo: 11x
31. Use Content Marketing
• Email Marketing, Blogs, Whitepapers, Webinars/
Seminars
THIS IS WHERE SALES IS GOING!
32. 2% 3% 5%
10%
80%
1st Contact 2nd Contact 3rd Contact 4th Contact 5-12 Contacts
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
How many contacts to make a sale?
33. 2% 3% 5%
10%
80%
1st Contact 2nd Contact 3rd Contact 4th Contact 5-12 Contacts
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
How many contacts to make a sale?
Most sales people
give up after the
2nd or 3rd call
34. Suspect/
Prospect
Contact
Schedule
Wk 1
• Value Prop Mailing
Wk 2
• Value Prop Email/ Intro Voice Mail/ Follow Up Email
Wk 3
• Follow up Voice Mail
Wk 4
• Follow up Email
Wk 5
• Follow up Voice Mail
Wk 6
• Content Email
Wk 7
• Follow up Voice Mail
Wk 8
• Content Email
Wk 9
• Content Voice Mail
Wk 10
• “Backing off” Email
35. Results!
“A GIANT woohoo…in the last week, I’ve signed
contracts with BOTH {Company A} AND {Company
B}…both success stories from the sales process…
beginning with the mailer. There are a lot more
success stories that have happened and that are in
process…but I thought these well worth
mentioning!”
36. Marketing your
Value Proposition
! Be consistent
! Be unwavering
! Use multiple sales and marketing avenues
! Website
! Marketing Materials
! Phone Call and Voice Mail Scripts
! Proposals
! Presentations
37. 5 Steps to Creating your
Killer Value Proposition
Identify your
Differentiators
Determine the
benefit (value)
to your client
Create a
quantifiable
value
proposition
Determine how
to market
Commit to the
message