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In this presentation from SourceIn 2013, James Osborne explains: ...

In this presentation from SourceIn 2013, James Osborne explains:
• Understanding your unique proposition as a recruitment organisation and maintaining a true competitive edge in a crowded market
• Aligning your brand reputation to brand development initiatives for new business development and strategic account management
• Developing a unified marketing and sales channel strategy that can be clearly managed and measured (ROI)

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  •  Create stronger management teamEnsure common goalEnsure hit 2013 management targetList of actions + commitments
  •  Create stronger management teamEnsure common goalEnsure hit 2013 management targetList of actions + commitments
  •  Create stronger management teamEnsure common goalEnsure hit 2013 management targetList of actions + commitments

LinkedIn for Business Development SourceIn London, James Osborne Presentation Transcript

  • 1. 0844 993 4465 │ www.eliterecruitmentnetwork.com │ info@eliterecruitmentnetwork.com training ∙ consultancy ∙ leaders ∙ future leaders ∙ in the cloud talent hubs ∙ people ∙ non-executive directors ∙ supplier services Elite Recruitment Network LinkedIn for Business Development Presented by James Osborne
  • 2. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m How Many Customers Do You Actually Need? NFI £2m Ratio - Contract : Perm 50:50 Average Fee - Contract £18k Average Fee - Perm £10k Contractors Out 56 Perm Placements 100 1 client x 56 contractors Too risky 56 clients x 1 contractors Demonstrates an inability to build relationships 4 x Type A clients (5 contractors out) = 20 contractors 8 x Type B clients (3 contractors out) = 24 contractors 12 x Type C clients (1 contractor out) = 12 contractors Clients = 24 Perm Placements per Client = 4 TargetPresumptionsTarget No. of DealsOptionsTargets
  • 3. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m So, Who Are These Customers? Above In Ready to Close Closed 24 How many? How many? How many? Which Ones?
  • 4. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m 0 1 2 3 4 5 6 7 8 9 10 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5 Criteria 6 Criteria 7 45CVI Score Customer Value Index (CVI) Score your customers (out of 10) based on what makes them valuable to you…
  • 5. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Mapping Customers onto the Customer Vitality Curve Map out your customers based on their CVI Ignore Priority 35 - 54 55 - 700 - 34
  • 6. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Priority Customers = Increased Competition Each one of your competitors will be targeting the same Priority Customers Ignore Priority 35 - 54 55 - 700 - 34 Buy!! Buy!! Buy!! Buy!! Buy!! Buy!! Buy!! Buy!!
  • 7. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Get on the Phones!
  • 8. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process What does the customer see? approximate number of UK recruitment companies 10,000
  • 9. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process What is the customer trying to find? manageable shortlist to start negotiations with 3
  • 10. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Enabling the Buying Process – The Customer Decides Prospect Customer They, not us, will decide when they are ready to change from a prospect to a customer Decision Pivot Points 5
  • 11. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process - Decision Pivot Point 1 Awareness - Exposure to the product / service “Even 60 milliseconds of exposure to a brand name can alter consumers’ subconscious goals.” “Results suggest that simple exposure to brand names has the potential to activate goals which then influence choices.” - University of Chicago Press
  • 12. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process - Decision Pivot Point 2 Awareness - Exposure to the product / service Understanding – Knowledge of how the product / service works Question. How easy is it to understand what you actually do and how you go about doing it?
  • 13. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process - Decision Pivot Point 3 Awareness - Exposure to the product / service Understanding – Knowledge of how the product / service works Justification - Understand the ROI of the product / service Question. Are we educating customers to understand the long term ROI from using our services, or is the focus still on the initial cost of a placement?
  • 14. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process - Decision Pivot Point 4 Awareness - Exposure to the product / service Understanding – Knowledge of how the product / service works Justification - Understand the ROI of the product / service Evaluation - Compare product / service with alternatives “When someone makes a choice (hiring, firing, choosing a vendor, buying a soda) they're using some sort of internal logic and reasoning to support that choice.” - Seth Godin
  • 15. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m The Customer Decision Process - Decision Pivot Point 5 Awareness - Exposure to the product / service Understanding – Knowledge of how the product / service works Justification - Understand the ROI of the product / service Evaluation - Compare product / service with alternatives Alignment - Link product / service with pain points Question. Have we qualified our customers sufficiently to know what their pain points are? Do our USPs align with their pain points?
  • 16. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m 10 Weeks from Prospect to Customer Channel Acquisition Maps
  • 17. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Channel Acquisition Maps (CAMs) – Above the Funnel Weeks 1 to 4
  • 18. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Pre Call Qualification – Earning the Right Organisation What the client does Locations Divisions that are relevant to our niches Size (no of employees) Turnover Structure (org chart) Financial Year History and Latest News Main Customers Company culture Employee preferences (past employees)
  • 19. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Pre Call Qualification – Earning the Right Organisation Department Growth plans Technologies (upgrade plans) Department size No of current contractors Existing projects Future projects Regional culture Department key decision makers Reporting hierarchy
  • 20. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Pre Call Qualification – Earning the Right Organisation Department Individual Position Decision making authority Past relationships (with us) Network relationships (common contacts) Current relationships (competitors) Employment history Personality type Personal interests Divisional budgets (recruitment) Work contact details
  • 21. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Channel Acquisition Maps (CAMs) – In the Funnel Weeks 5 to 6
  • 22. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Channel Acquisition Maps (CAMs) – Ready to Close Weeks 7 to 9
  • 23. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Channel Acquisition Maps (CAMs) – Closed Week 10
  • 24. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Developing a Unique Proposition Prospect Customer Pain Points Selling Points Proof Points Value Points Alignment with… Decision Pivot Points
  • 25. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Aligning Customer Pain Points to Our Selling Points 11 16 7 8 13 14 13 5 15 17 3 13 10 12 Selling PointsPain Points Selling PointPain Point Selling PointPain Point Selling PointPain Point Selling PointPain Point Selling PointPain Point Selling PointPain Point Selling PointPain Point
  • 26. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Supporting Our Selling Points with Proof Points and Value Points 17 Value PointsProof Points Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point 8 14 5 13 12 11 13 13 15 3 10 7 16
  • 27. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Developing a Unique Proposition Pain Points Selling Points Proof Points Value Points 11 16 7 8 13 14 13 5 15 17 3 13 10 12 Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points Selling PointsPain Points 17 Value PointsProof Points Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point Value PointProof Point 8 14 5 13 12 11 13 13 15 3 10 7 16 Are the value points aligned to the pain points? Do your proof points back up your selling points? Do you have enough substantiating evidence from existing customers? Is this message consistent across your business?
  • 28. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m In Summary Decide how many customers you actually need 0 1 2 3 4 5 6 7 8 9 10 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5 Criteria 6 Criteria 7 A’s, B’s and C’s Identify what makes a customer valuable and prioritise the ones you want to target Ignore Priority 35 - 54 55 - 700 - 34 Create a Channel Acquisition Map and help your prospects become customers Decision Pivot Points Pain Points Selling Points Proof Points Value Points Align your proposition to a customer’s pain points
  • 29. w w w . e l i t e r e c r u i t m e n t n e t w o r k . c o m Thank you! “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” - Abraham Lincoln
  • 30. 0844 993 4465 www.eliterecruitmentnetwork.com info@eliterecruitmentnetwork.com training ∙ consultancy ∙ leaders ∙ future leaders ∙ in the cloud talent hubs ∙ people ∙ non-executive directors ∙ supplier services Elite Recruitment Network James Osborne james@eliterecruitmentnetwork.com 07799 688063