A Business Development Blueprint for a Big-Biller
Brand

Presented by:   Jeff Kaye, C.E.O. Kaye/Bassman International
    ...
Market Mastery
•  90’s was the information era, this decade is knowledge era
   and specialists are demanded by clients an...
Market Mastery

The Mathematics of Market Mastery

•  Market: 20 widget markers at 50 companies = 1,000 widget
     makers...
Market Mastery

•  How long to talk with all 50 company hiring managers and
   all 1,000 people?
•  How long to have recru...
Market Mastery
                        (1) A/B Clients
                         and/or Needs
                             ...
Market Mastery
1.  Search for A+B Clients and generate a suitable candidate
   pool and present the best qualified and int...
Market Mastery
•  Recyclability breeds snowball effect.
   Knowledge increases respect for you which increases the
   odds...
Three Objectives in Market Mastery
1.  Know every potential company prospect in your niche
2.  Know every potential candid...
Establishing the Market Blueprint
1.  Desired frequency of telephonic contact for Client
       1 x per month           ?
...
Market Mastery Conclusion
> Market Mastery = > in Knowledge
Knowledge = Insight = > Credibility
Credibility = > Trust, and...
Market Mastery Marketing Strategy
Develop a systematic, telephonic plan that integrates the
following best practices:
    ...
Consultative with MPC Fusion
Example:
Hello – this is Jeff Kaye calling with ABC search in Dallas and I specialize in
the ...
Market Mastery

Example:
Only 30+ major pharmaceutical companies, maybe double that number of
biotech places with drugs in...
Create & Send
                 Speak at Events/          E-Newsletters       Create & Send Video
                   Trade ...
Article/Newsletter/Blog/Press Release


•    Timely and relevant news
•    Includes market updates
•    Notable placements...
Video Marketing


•  Create unique video
   message
•  Integrate supporting PDF
   docs
•  Include contact options
•  Opti...
Social Media

Social media sites builds links back to you

•  Blogs – http://network.fordyceletter.com/
•  Twitter – “Twee...
Website

•    Clean layout
•    Easy navigation
•    Search engine friendly
•    Make PDF rich
•    Maintain with CMS
•   ...
Datasheet/Mailer Brochures
•    Use quality imagery
•    Create PDF versions
•    Use on-demand printing
•    Make Web del...
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
•  ...
Create & Send
                 Speak at Events/          E-Newsletters       Create & Send Video
                   Trade ...
JANUARY
                                              Marketing Call
                  DECEMBER                   (Market ...
You Are Your Brand!!


•  Market Mastery is your brand. What does
  your brand say?   (Hank Stringer)



•  What percent m...
Market Masters Make Professional Recommendations


        •  Creating a position or modifying it
        •  Using you
   ...
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@...
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A Business Development Blueprint for a Big-Biller Brand

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Session from the Fordyce Forum 2009, presented by Jeff Kaye.

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A Business Development Blueprint for a Big-Biller Brand

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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.
  5. 5. 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
  6. 6. 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.
  7. 7. 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
  8. 8. 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
  9. 9. 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.
  10. 10. 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
  11. 11. 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)
  12. 12. 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.
  13. 13. 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.
  14. 14. 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
  15. 15. 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.
  16. 16. 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.
  17. 17. 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
  18. 18. 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.
  19. 19. 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.
  20. 20. Successful Brand Marketing Recommend creation of a digital “briefcase”.
  21. 21. 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
  22. 22. 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
  23. 23. 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)
  24. 24. 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?
  25. 25. 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)
  26. 26. Market Masters Excude Confidence and Never Underestimate the Power of Positive Mental Attitude
  27. 27. 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

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