If you’re in recruitment, you’ve probably felt the pressure mounting from both economic shifts and the growing demands of clients in a world that’s rapidly changing due to AI and digital transformation. It can feel overwhelming. Many are working with teams that have limited BD experience, and it’s becoming increasingly clear that traditional methods, like cold calling, just aren’t as effective as they used to be.

Some have turned to tech solutions, investing in automation tools to streamline outreach. And yes, AI-driven personalisation is definitely a trend I’ve noticed picking up steam. It allows us to tailor messages based on a client’s behaviour and preferences, which is a great way to move away from generic outreach and build deeper, more meaningful connections. But here’s the thing: if we’re not careful with these tools, they can backfire. Too often, I’ve seen them lead to nothing more than untargeted email blasts that completely miss the mark.

I’m sure we’ve all been on the receiving end of these kinds of messages:

• LinkedIn messages offering solutions to problems that don’t even exist.
• Generic pitches that don’t reflect any understanding of who I am or what I do.
• Automated email sequences that fail to respond when I actually engage.

It’s frustrating, right? This scattergun approach doesn’t build credibility or trust. So, what’s the solution? From my experience, here are five strategies that will help you not only meet but exceed your sales goals in 2025:

1. Communicate Value, Not Just Features

In this fast-changing landscape, clients and candidates want partners who truly understand their challenges and can offer real, actionable insights. As we navigate economic shifts and the evolving nature of remote work in 2025, it’s critical to bring expertise to the table. For example, I’ve found value in offering things like:

• Sharing feedback from candidates on a client’s hiring process and identifying areas to improve.
• Analysing the client’s EVP in comparison to competitors and suggesting enhancements.
• Providing market data that can help clients make more informed, strategic decisions.

When you focus on offering value, you’re positioning yourself as a trusted advisor, not just a vendor.

2. Maximise Opportunities Within Existing Accounts

One of the biggest untapped resources we have as recruiters is the existing clients. I can’t stress enough how important it is to leverage the relationships and accounts you already have. Here’s what’s worked for me:

• Use CRM tools to track and manage referrals effectively.
• Follow up with data-driven insights to ensure your conversations are relevant and tailored.
• Reconnect with placed candidates to check on their progress and uncover new needs.

By approaching each account with a system in place, you’re ensuring that you’re not leaving money on the table.

3. Reinvest in Face-to-Face Client Engagement

With everything moving online, it’s easy to forget the power of face-to-face interactions. But in my experience, blending in-person meetings with virtual touchpoints can really set you apart. Sure, travel can be time-consuming, but it pays off in spades. Clients often share valuable insights and opportunities during in-person interactions that they might not in an email or video call.

4. Implement Consistent Sales Activities

Sales success doesn’t come from a few bursts of effort here and there. It’s about consistency. I’ve found that establishing a structured plan for regular sales activities is essential. Make sure your team is consistently:

• Following up after placements.
• Calling clients who’ve filled vacancies through other means.
• Keeping up with outreach to maintain a full pipeline.

When these activities become part of your team’s daily routine, you’ll see more reliable results.

5. Upgrade Your Sales Collateral

The tools we use to communicate our professionalism and expertise matter. Take a hard look at your sales materials and ask yourself:

• Is your LinkedIn profile showcasing specific testimonials from recent clients?
• Do you have a compelling slide deck that highlights what makes you stand out from the competition?
• Is your video content featuring hard metrics like time-to-fill or success rates?

Buyers are sceptical of generic claims. By using data-backed evidence, you can build trust and credibility that sets you apart.

6. Change Your Mindset

If you’re thinking, “My clients only want to talk to me when they’ve got a role to fill,” think again. This mindset is often a self-fulfilling prophecy. In fact, 71% of buyers want to engage with sellers early in the process, looking for creative ideas and advice (source: RAIN Group). If your clients don’t know you can offer that kind of strategic partnership, they won’t ask for it.

So, change the narrative. Proactively offer value, and watch how the relationship evolves.

Alison Humphries is an award-winning recruitment business advisor, NED, and board member. If you’re looking to discuss how she can help your recruitment business as part holistic advisory service, get in touch with Alison today.