How to stand out in your sales
During my research for Cato & Hall one of the most powerful tools I found for planning how to grow the business was to ask HR Managers, decision makers and other hiring personnel what they found effective and non-effective when it came to sales activity. Let's face it; people in those types of roles get calls daily from recruiters, so here is what I learned to help you stand out.
Leaving messages
Most sales training will suggest to not leave mesages with prospect clients yet many of us still do. An in-house Recruitment Manager told me that what irked her most were consultants who leave a message to sound like they are a friend of hers, i.e,. just their name and number. They know that yo are not their buddy and as such ignore the call. Don't hide your intention behind phoning, it appears insincere. State that you are a specialist recruiter in this and you believe you could assist in her current search for these. Better yet, hang up the phone and try to catch her at her desk the next day.
Be creative
Some people are very difficult to get in front of. That's why we need to try more unconventional methods. I once called an HR Manager that refused to meet with me and said 'I am at X (coffee shop next to their building) grabbing a skinny mochaccino and I thought I should check to see if you need a caffeine fix too. I can come and drop it to you.' Now I have to say I didn't get a great response back. However when I met her at a function, she remembered me and said it had made her chuckle at how determined I was to get a visit. That's all I needed to start building the relationship.
Marketing fliers
One of my clients told me that she had been very impressed by receiving a marketing flier from an agency in the post. Often we overlook this method as outdated and email our company information. The difference is she had something in her hand, addressed to her that she had to physically open. Due to that she naturally read the contents whereas the emails she simply deletes. Mixing up your marketing material is going to appeal to different types of decision makers and therefore increases your chances of getting an opportunity.
Do your research
I thought I was particularly clever on one occasion by finding out my prospective clients favourite treat was lemon slices. So on the sales visit at a cafe I sneakily asked the waiter to bring out a lemon slice for the gentleman. The waiter looked a little confused and then smiled and said he wont charge me for the lemon slice, which at the time I attributed to the strappy top I was wearing. Alas, it was in fact a communication breakdown and he bought out a wedge of lemon with the man's coffee. The client realised what I had tried to do straight away and we had a good laugh, which fortunately broke the ice and made the rest of the visit a lot easier. If you are unable to find out those types of details before your visit, at least make sure you are aware of any company announcements or important information to use as a talking point.
Don't insult your competitors
HR Managers know the good, the bad and the ugly about our industry- a lot have worked in it. But we do ourselves no favours by putting other companies down. If we all do that Recruitment Managers will see no value in our services and take it all in-house. Hiring Managers will know from your persistence, your ability to source good candidates and your professionalism that you are stronger than your competitors- telling them only makes them doubt your credibility. If your sales pitch relies on you telling them how bad everyone else is then maybe a career in politics would be a better option.
These are some of the things that I have picked up through asking the right questions. If you asked your clients and prospects the same they may be able to give you an insight that will lead to you gaining a competitive advantage (hopefully not at my expense!).