In our
last post, we outlined some of the key trends (and implications) you’re going to face in 2011. So how can you ensure that you have a great year?
1) Have a Plan
a. Define your target client – what kinds of employers are the BEST match for your capabilities and approach to service?
b. Clearly define your positioning – determine exactly how you want to be seen, and make sure you are doing everything you can in your sales and service process to consistently convey your desired image.
c. Create a selling system – define a structured process for prospecting, first calls, follow-up, etc. Ensure that your sales people are selling consistently and using the practices that work best for your firm.
d. Have a marketing strategy – know how you will go after your target clients – how you’ll get their attention, win their interest, and keep your firm top-of-mind.
2) Get Organized
a. Train your sales team – make sure they understand your target client, positioning message, sales methods and marketing tools.
b. Leverage your CRM system – make full use of the tools you have to manage the sales process more effectively and become more disciplined about follow-up.
3) Improve Operational Efficiencies
a. Eliminate waste – find ways to streamline your operations to drive out cost and delays. Operational excellence will be a key to differentiation.
b. Improve recruiting – take advantage of job aggregators and social media tools to improve your access to talent (and reduce recruiting calls). Ensure your staffing software can directly promote your job opportunities.
4) Get Aggressive
a. Be bold without being a pest – find ways to more aggressively go after your target accounts, but WITHOUT constantly selling. Find ways to capture attention and nurture relationships by becoming a source of ideas and expertise.
b. Sell the value of flexible staffing – become an expert in the economics of staffing. Show prospects the importance of candidate quality and how to evaluate the costs of over- and under-staffing, poor hiring decisions, and inefficient staffing management.
c. Integrate sales and marketing – maximize your sales team’s impact and allow them to leverage their time by using marketing before and after sales calls.
