When you’ve got real pressures on cash flow, or your sales pipeline is looking really sad, it’s very, very tempting to go for quick wins.
With minimal input from you as a leader, you can see a burst of activity. And you know what? That may be all it takes to find a couple of job orders.
But what issue has been solved? The problem is only going to come back.
Here are 4 of the favourite quickies that recruitment business leaders are seduced by- over and over again.
1.The Sales Sprint
We’ll cancel all normal activity for an hour (or a morning, or a day). In that time, the team can only do BD calls.
Why is it so attractive? It creates business. It can generate a job order.
So why not? Because the job orders you get like this are almost always uncommitted. Your team get busy trying to service them quickly. But without a planned follow-up, you will have the same issue next week.
2.The quickie “Sales refresher training”.
This one is surprisingly successful. A trainer makes a quick phone call and offers to come and do a “sales refresher” session for half a day with your team. It’s at a discounted rate because he is “in the area.
Why is it so attractive? Any training usually gets a positive reaction from recruiters. It’s a break from normal. It’s fun. One or two might even take one idea and try it out. And it doesn’t ask for any input from you as a leader.
So why not? Chances are, you have no idea what the content of that training is. So there is zero implementation plan. There’s a reason why trainers like this ask people to fill out “happy sheets” straight after the event. All they really want is a reaction that says “it was enjoyable”. It could equally be “The biscuits were nice”.
But…
There’s no follow-through, so no change or permanent adoption. “Ideas” can be misapplied- badly. Most people are grateful for any development, so don’t consider whether it’s right for their market.
Ultimately, zero Return on Investment.
3.Splash some cash on a new tool.
Very tempting at the moment. Lots of great automations and AI-enabled tools that promise a labour-free boost to your reach.
So why is it so attractive? The demo looks great, the number of “contacts” are impressive. It’s “extra”, right? With new people hearing about your service, surely one or two will give you a try?
So why not? First, providers of automated outreach are highly incentivised to maximise quantity over quality of prospect. Second, the open rates on this type of outreach are woefully poor. Most email accounts filter out this type of bulk mail.
Third, unsegmented approaches actually alienate those who receive them. I get multiple emails every day offering “agency leaders like me” help with reaching or filtering candidates, except I don’t run an agency. Not since 2017 – and it’s very clear from my LI profile and website.
Take James, whose latest outreach campaign resulted in more “unsubscribe” requests than sniffs, and the sniffs were all from suppliers- not prospective clients.
4.The Push Sales approach.
You’ve almost certainly been on the receiving end of this. Emails that simply say “This is what I do. Book a meeting if you’re interested.”
And then repeat, only more insistently. “I’m just bumping this up your inbox” becomes “At least let me know”.
Why is it so attractive? It’s relatively low-touch. Those who book 30 minute video meeting have at least got a sniff of interest. You can use a low-level SDR to deliver a standard pitch.
Push selling has always had its place. That place is commoditised, low-value sales to those with simple decision-making, where no lasting relationship is required. Generate enough of these sales opportunities and someone will convert, especially if you put them under pressure with a “Limited availability” offer.
So why not? Because recruitment is almost never commoditised or low-value. A lasting relationship- and understanding of objectives is essential to its success. If all you have are rock-bottom fees, then you may get some job orders. But you’ll also get zero commitment, zero feedback and probably non-payment of your fees.
That’s why pull selling has always worked better in recruitment. It requires an understanding of your client’s (and candidate’s) objectives and pain points. It requires a tailored approach and well-informed advice. That’s more time-consuming in the short term, but it brings results.
Yes, sorry if that’s a disappointment. If you want BD and pipeline to improve in your business, it does require some time investment. It takes a demonstrable understanding of your prospects. And if the change is going to last, it needs a comprehensive implementation plan- from marketing to sales skills to effective terms of business.
And importantly, it needs business leaders to change, too. Is that something you’re up for? If you’d like to know more about how I have worked with recruitment business leaders across every sector to improve their sales, profitability and cashflow, get in touch here.
