A Business Development Blueprint for a Big-Biller
Brand
Presented by: Jeff Kaye, C.E.O. Kaye/Bassman International
& Next Level Recruiting Training
www.kbic.com, www.nlrtraining.com &
www.nextlevelexchange.com

Market Mastery
• 90’s was the information era, this decade is knowledge era
and specialists are demanded by clients and candidates, this
is called “Market Mastery”. They want this expertise not only
in recruiting but also in their markets.
• Niche categorization utilizing F.I.L.L. approach
 Function: (HR, Acct., IT, sales, R&D, etc.)
 Industry: (Healthcare, banking, consumer products, etc.)
 Location: (By: region, state, or even city)
 Level: (Decide what level you work up to and where will
not work below)
• Simple description to define
 Pharm R&D
 Group Life & Health Underwriters
 Consumer Product Brand Managers
 Web Developers in Dallas

Market Mastery
The Mathematics of Market Mastery
• Market: 20 widget markers at 50 companies = 1,000 widget
makers
• Annual Job Changes: 10% turnover + 5% growth = 150
• Your clients: 10 companies of the 50 (20%)
• Your sources: The other 40 (80%)
• Your market potential: 20% of 150 = 30 annually of which
20 are given to you
• Your average fee: 25k, Your annual production: 500k

Market Mastery
• How long to talk with all 50 company hiring managers and
all 1,000 people?
• How long to have recruited everyone and establish the
relationship with the widget making schools?
• Now double the market and you produce $1,000,000.
 50k fees = 2 million
 Even 20k fees still 800k
• Start small and work way out (opposite of funnel theory)
 Broaden your market as needed
• This is not only good for client and candidate who benefit
from this expertise but also you by allowing recyclability.

Market Mastery
(1) A/B Clients
and/or Needs
* (1) Hired
* (2-4) Interviewed
* (2-6) Presented
(4) C/D Clients
and/or Needs (2) Candidate Pool
(3) Potential Client
• A/B Client for whom you will search
• C/D Client for whom you will present only when you
encounter candidates while searching for other clients

Market Mastery
1. Search for A+B Clients and generate a suitable candidate
pool and present the best qualified and interested 2-6
candidates to the client to generate the ultimate
candidate that is selected.
2. The candidate pool generated has many candidates
recruited that were either under qualified, over qualified,
or not interested for a variety of reasons but still open to
considering a career change.
3. These candidates or your expertise with these candidates
can be marketed to potential new clients. These clients
will become either A / B Clients or C / D Clients.
4. These same candidates from the pool can be presented to
other clients who have needs where the candidate might
fit but perhaps had not engaged your services yet or simply
one who has less urgent and critical needs. You may even
consider existing clients who may not have a need but
consider you a talent scout.

Market Mastery
• Recyclability breeds snowball effect.
Knowledge increases respect for you which increases the
odds of greater fee and / or upfront financial commitment
and builds your reputation and value to your clients
• During the down times this helps, not hurts. Like lions on
the Serengeti. (Healthcare software) – Example: as market
shrinks, they will only talk with the expert for top grading.
Example:
1. Local only
2. Healthcare only
3. Finance only
4. Generalist

Three Objectives in Market Mastery
1. Know every potential company prospect in your niche
2. Know every potential candidate prospect in your niche
3. Know everything about every company and person in your
niche including:
Names, titles, info on people.
Compensation, benefits, etc.
Product or service offerings
Financials
• Which candidates are open to change & which companies
are open to hiring?
• Basically everything you ever wanted to know about every
person and every company

Establishing the Market Blueprint
1. Desired frequency of telephonic contact for Client
1 x per month ?
1 x per quarter ?
3 x per year ?
2 x per year ?
2. Determine weekly number of business development contacts.
Avoid “check in” and “touch base” calls.
5 x per week ?
10 x per week ?
15 x per week ?
20 x per week ?
25 x per week ?
50 x per week ?
This will determine target market from a Client perspective.
This could also be done from a Candidate perspective.

Market Mastery Conclusion
> Market Mastery = > in Knowledge
Knowledge = Insight = > Credibility
Credibility = > Trust, and > Trust = > Market Share
Only three reasons why a search is not completed:
1. The recruiter does not know who to call
2. The recruiter does not execute the search plan and make the
calls
3. The recruiter does not know what to say to attract desirable
candidates
Thus, why market knowledge is so important (it doesn’t matter
how good #2 or #3 is, if #1 is wrong)
**There are no tuna in fresh water lakes

Market Mastery Marketing Strategy
Develop a systematic, telephonic plan that integrates the
following best practices:
– Deliver a consistant and memorized presentation
– Vary the presentation duration according to market
– Ensure the content is compelling and differentiating
– Practice effective delivery by working on inflection, tone,
speed, etc.
– Vocabulary should paint a picture with words that mirror
the market
– Develop an elevator pitch on why you are NOT the person
to blow off.
Example:
I realize that you get called more than you care to from many
recruiters and as such you’ve got to either tell them you are not
interested, too busy, or simply just hang up quickly. I understand your
need to do that 99/100 times, but 1/100 times you shouldn’t. This is
that 1/100 time and the reason why is that (reason why – good one)
and I’m offering you an opportunity to gain insight and learn about
your market from someone who speaks with your competitors daily.
So, share with me… (ALWAYS BE CLOSING)

Consultative with MPC Fusion
Example:
Hello – this is Jeff Kaye calling with ABC search in Dallas and I specialize in
the XYZ area. We have/I am 1,2,3. We achieved this success by developing
long term strategic staffing partnerships where out clients rely on us as a
preferred, if not single source staffing partnerships in time of explosive
growth and more targeted hiring initiatives.
However, most of those relationships started with a phone call similar to
this one where I had one opportunity to separate myself from the other
recruiters you hear from and earn the opportunity to learn more about
your business and staffing challenges. The fastest way that I know how to
earn that opportunity is to deliver value by making you aware of a rare
talent that can make a positive immediate impact on the bottom line of
your company and allow that success to serve as a catalyst for a more
enhanced alliance. I have chosen now to call you as I recently interviewed
a candidate who I am confident can do just that.
The reason I say this is that she is doing this at her current employer where
she has already………
MPC/RAB presentation and close.

Market Mastery
Example:
Only 30+ major pharmaceutical companies, maybe double that number of
biotech places with drugs in the clinic, and a handful of CROS. Less than
a third of those hundred have Oncology programs and most companies
have between one and five medical writers on staff. So about 25
companies with a field of about 150 medical writers. If you want more
than 10 years experience the number is cut in half to less than 75.
Eliminate those that cant relocate to where you are located, are being
paid far more than what you can offer, and either can’t or won’t consider
change and you are most likely dealing with a couple dozen prospects on
any given search you have for medical writers. This is a world I work in
every day. I understand that you are responsible for hiring medical
writers there and…
Close with question to explore possibility of working together.

Create & Send
Speak at Events/ E-Newsletters Create & Send Video
Trade Shows Emails (Electromail)
Advertise/Post on Build Social Media
Industry Websites Presence (Berger)
Market Optimize Website to
Publish Articles In
Mastery
Trade Magazines/ Reflect Desired
Blog Message/Image
Design
Sharpen Collateral
Holiday & Life Brochures/Mailers to
Milestone Cards Reflect Desired
Message/Image
* Supplementary to Solid
Build Database With High Market Connect Time
Create Digital
Contacts From All Briefcase
Sources (Beabout)
Build LinkedIn Mobile Marketing
Network (O’Neil) Conduct & Publish Exploration
Market Research
Survey

Article/Newsletter/Blog/Press Release
• Timely and relevant news
• Includes market updates
• Notable placements
• Integrated video message
• Include contact options
• Optimize for web viewers
• Plan for mobile phones
Tip:
Keeping e-newsletter in single
column layout ensures
consistent display on mobile
devices.

Video Marketing
• Create unique video
message
• Integrate supporting PDF
docs
• Include contact options
• Optimize for web viewers
Tip:
Ensure your messages are
email deliverable so
delivery is possible via
email, signatures, CRM
systems
and e-newsletter systems.

Social Media
Social media sites builds links back to you
• Blogs – http://network.fordyceletter.com/
• Twitter – “Tweets” with links
• LinkedIn – Profiles, questions in groups, updates
• FaceBook – Build professional profile different
from personal one

Website
• Clean layout
• Easy navigation
• Search engine friendly
• Make PDF rich
• Maintain with CMS
• Integrate reporting/
analytics
Tip:
Update and change
the content on your
Web site. New
content makes search
engines come back.

Datasheet/Mailer Brochures
• Use quality imagery
• Create PDF versions
• Use on-demand printing
• Make Web deliverable
• Use audience-specific imagery
• Use white space
• Apply color for emphasis
• Make re-purposable as mailer
Tip:
Print datasheets in short runs if
using less than a thousand at a
time. Saves offset printing time
and money. Digital printers are
not the same and quality can
vary, so print vendor choice is
paramount.
Create brochures in “shell” form
to keep look and feel consistent
across other specialty practice
industry pieces.

Successful Brand Marketing
Recommend creation of a digital “briefcase”.

Mobile Marketing
See an example of virtual business card.
Text “dmcdougal” to “70626”
• Click to call
• Email link
• Add to Outlook
• Website URL
How can it apply to recruiting and search?
• Lead generation – click to call
• Mobile alerts of new job postings
• Reminders for interviews
• Virtual business cards

Create & Send
Speak at Events/ E-Newsletters Create & Send Video
Trade Shows Emails (Electromail)
Advertise/Post on Build Social Media
Industry Websites Presence (Berger)
Market Optimize Website to
Publish Articles In
Mastery
Trade Magazines/ Reflect Desired
Blog Message/Image
Design
Sharpen Collateral
Holiday & Life Brochures/Mailers to
Milestone Cards Reflect Desired
Message/Image
* Supplementary to Solid
Build Database With High Market Connect Time
Create Digital
Contacts From All Briefcase
Sources (Beabout)
Build LinkedIn Mobile Marketing
Network (O’Neil) Conduct & Publish Exploration
Market Research
Survey

JANUARY
Marketing Call
DECEMBER (Market Mastery)
Send Holiday Card with Video Email FEBRUARY
(Perhaps with N/A
Satisfaction Survey)
NOVEMBER Deployment of
Send Article, Blog, MARCH
Market Research Continual Target Send Newsletter
Survey
Contact Plan For (each)
OCTOBER Client _______
Marketing Call APRIL
(Consulting – Rob ** Possible Client visit or Marketing Call
Mosley) (MPC)
meeting at conference
** Once Target becomes
Client then Contact Plan
SEPTEMBER is modified MAY
N/A Birthday Card
** Measure, modify, refine &
repeat
JUNE
AUGUST Send Article, Blog,
Send Newsletter Market Research
JULY
Survey
Marketing Call
(Reference Check –
Jeff Skrentny)

You Are Your Brand!!
• Market Mastery is your brand. What does
your brand say? (Hank Stringer)
• What percent market recognition do you
have?
• How does that compare with Jello,
Kleenex, Xerox?

Market Masters Make Professional Recommendations
• Creating a position or modifying it
• Using you
• Service charge terms and structure
• Interviewing recommendations
• Effective interview preparation
• Offer formulation and extension
• Even hiring a specific candidate
• Hiring you as a true consultant under a consulting
agreement (see Jacqueline Karle)

Market Masters Excude
Confidence and Never
Underestimate the Power of
Positive Mental Attitude

Question & Answer
Thank you, and to learn more about
our offerings or if you have any
questions please email me at
jtk@nlrtraining.com or jtk@kbic.com
and visit us at www.nlrtraining.com,
www.nextlevelexchange.com and
www.kbic.com