So You Want to Sell to Me? Here's How to Do It. - Matt Lowney

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In a world inundated by agency recruiters who ‘smile and dial’ and all sound the same, building client relationships has become more important than ever. Learn key solutions to set yourself apart from …

In a world inundated by agency recruiters who ‘smile and dial’ and all sound the same, building client relationships has become more important than ever. Learn key solutions to set yourself apart from the competition:
• Specifically , what I look for in agency vendors
• Why “Just give me us a try” is not the right sales approach
• Who makes it just about the money? Understanding why agency recruiters get stuck in the pricing game
• How to work with (and around) corporate recruiters for success

More in: Technology , Business
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  • What Drives Me nuts About Staffing Agency written for ERE and later reprinted for Frodyce…
  • For the sake of simplicity, I’m going to use the term “recruiting firm” to include staffing, retained and contingency firmsI absolutely see the value in great recruiting firms. I also see a lot of firms that aren’t work the money we spend
  • Thought about making this the only slide of my presentation..But Fordyce might have felt they didn’t get their money’s worth.In reality, just wanted to begin with the end in mind-
  • ModifiedBruce Tuckman's 1965 Forming Storming Norming Performing team-development modelStart off by talking about the evolution of the client-agency relationship because it’s helpful to know how relationships begin and then flourish.Too many want to jump ahead and not see these steps for what they are
  • Reputation is the bedrockStaffing managers and recruiters on the corporate side do talk…
  • ModifiedBruce Tuckman's 1965 Forming Storming Norming Performing team-development modelStart off by talking about the evolution of the client-agency relationship because it’s helpful to know how relationships begin and then flourish.Too many want to jump ahead and not see these steps for what they are
  • First thing I am going to talk about is Business Development (from my end)Sea of same-nessRecruiting firms all say they are different. For instance, if you say you work hard to find candidates that are a cultural fit, then tell me how…what do you do to make sure they are a fit. How do you work with the client to ensure this alignment. Hell, does the client even know what a culture fit looks like?
  • All your competitors aren’t sending me dozens of unscreened resumes…trust me.
  • “so how do I find the agencies I work with?”We’ll talk about partnership later.
  • (I get too many sales pitches prior to even saying the first word)Don’t forget what’s like to be on the buyer-side of a relationshipDon’t assume my headaches (like too many resumes to sift thru)
  • Don’t assume my why…launch right into a sales pitch. Do you know my why?-Is my compensation personally tied to agency utilization avoidance?
  • ModifiedBruce Tuckman's 1965 Forming Storming Norming Performing team-development modelStart off by talking about the evolution of the client-agency relationship because it’s helpful to know how relationships begin and then flourish.Too many want to jump ahead and not see these steps for what they are
  • Storming phase is really the “prove yourself”
  • Internal players…learn who they are, what level of interaction they want, do they want direct feedback or do they want to go through HR. How do they deliver feedback?
  • ModifiedBruce Tuckman's 1965 Forming Storming Norming Performing team-development modelStart off by talking about the evolution of the client-agency relationship because it’s helpful to know how relationships begin and then flourish.Too many want to jump ahead and not see these steps for what they are
  • Norming phase is really the establishment of the business relationship…things are beginning to mature.
  • ModifiedBruce Tuckman's 1965 Forming Storming Norming Performing team-development modelStart off by talking about the evolution of the client-agency relationship because it’s helpful to know how relationships begin and then flourish.Too many want to jump ahead and not see these steps for what they are
  • Move from establshing phase to partnership phase much too quickly (or don’t understand they have)Just because you’ve filled one job doesn’t mean I’m going to open up my rolodex of connections to you…moving just a bit too fast.
  • 4 key areas that I think recruiting agencies should focus on
  • Thought about making this the only slide of my presentation..But Fordyce might have felt they didn’t get their money’s worth.In reality, just wanted to begin with the end in mind-

Transcript

  • 1. Working Together:Client-Agency RelationshipsBy Matt Lowney
  • 2. • 10 years of recruiting, primarily in healthcare• Ran recruiting teams as large of 12 in houserecruiters, making 2,200 hires per year• Currently lead Talent & Operations for aregional advertising firm, The Buntin GroupMy background
  • 3. Does It Feel Like This?
  • 4. Want to Feel Like This…
  • 5. •I’m NOT going to tell you how to runyour business•I’m NOT here to point fingers•My perspective – What I like to see fromrecruiting firm partnersGround Rules
  • 6. SummaryME YOU
  • 7. Evolution of theClient – Agency Relationship7PerformingNormingStormingFormingPartnershipReputation
  • 8. •Professional firms care about reputation•Involved in their communities &professional organizations•Thoroughly train new employees beforeunleashing them on the market•Continue to focus on developingrecruiting & business development skillsReputation Matters
  • 9. Evolution of theClient – Agency Relationship9PerformingNormingStormingFormingReputation• Competitive Landscape• Agency Referrals• Recruiting Horsepower• Business Development feedback• My ‘Why’Partnership
  • 10. Selecting an Agency: Be Different“ServiceExcellence”“Have anInternalDatabase”“Search forCultural Fit”
  • 11. • Who are yourcompetitors?• What do they do well?Poorly?• What’s your niche?• Why should I workwith you?Competitive landscapeAll YourCompetitors Tell Me:•Service is their keydifferentiator•They have a proprietarydatabase with millions ofresumes
  • 12. • Almost all of myagency relationshipsare establishedthrough referrals(Partnership)ReferralsI want to hear about:• Recruiting process• Business impact (data)• Price structure
  • 13. • Some clients might not care, but I want toknow your recruiting process• What are you doing differently to get at thebest, hidden talent?• References go a long way (what wins do youhave at other clients?)• What are you doing that my internal recruitersare not?Recruiting Horsepower
  • 14. • Smile & Dial Drives usall nuts!• Don’t sell first andlisten second• Be respectful of mytime/scheduleBusiness Devel0pment - Feedback
  • 15. • Cost savings• Time savings• Quality – Can’t find candidates through mycurrent channels• Headache avoidance – Just don’t want to dealwith it• Confidential search• Are our motivations aligned?Client Motivations – My Why
  • 16. Evolution of theClient – Agency Relationship16PerformingNormingFormingStormingReputation• Judgment phase• Learning about client• Follow through• Professionalism• QualityPartnership
  • 17. • Opportunity to impress and stand out(first 30 days)• Client’s opportunity to see that you will playwithin the rules of our structure• I understand what you will need from the client• Know what kind of talent you can truly deliverJudgment Phase
  • 18. • Follow up• Follow through• Be Brief – learn how I want to communicatewith you• Don’t be Pushy• Don’t always be sellingFollow ThroughDon’t Screw Up the Simple Stuff
  • 19. • Research the client thoroughly• I’m happy to talk about my company,but I don’t want to spend time on the basics• Go on site with the heart of a student(not a business development field trip!)• Learn the internal playersLearning the Client
  • 20. Evolution of theClient – Agency Relationship20PerformingStormingFormingNormingReputation• Foundation forpartnership• Consistency• CommunicationPartnership
  • 21. • Demonstrated understanding of the business andcompetitive landscape• Deliver candidates that are mostly on point (50-75%)• Understand cultural dynamics of company and teams• Client shares more openly information about business,especially near and far term challenges/ opportunities• Your candidates are prepared for the interviewMaturation Phase
  • 22. • Have baseline data that we discuss (time to fill, closerate, quality of candidates delivered, etc) regularly totouch base on performance• Job order “hand off” becomes less cumbersome• Consistency in communication• Not all calls are sales calls• Trust Has Been Established!Norming Indicators
  • 23. Evolution of theClient – Agency Relationship23NormingStormingFormingPerformingReputation• Honesty & Trust• Competitorinput• UnderstandorganizationaldynamicsPartnership
  • 24. • Selling has almost completely stopped• Client calls recruiting firm directly with job orders• Client calls staffing firm for industry insights(“What’s going on with…”)• Absolute honesty around what you can andcannot fill• Recruiter can pushback on a rejected candidates,and client listensPerforming - Indicators
  • 25. • Strong recruiting firms have clients thatproactively recommend them to others• Clients even make recommendations onothers agency should meet• Too often recruiting firms often ask forreferrals far too early in the relationshipClient Introductions/ Referrals
  • 26. Clients Need to:• Define what they want from vendors• Set goals & have open dialogue aroundperformance• Hold to commitments – particularly feedbackfrom managers and payment of termsClient Side Relationship OwnershipIt’s okay to fire bad clients!
  • 27. RelationshipDevelopmentReputationManagementRecruiting Prowess DataHappy ClientTying It All Together
  • 28. SummaryME YOU
  • 29. Find me on LinkedInor emaillowney_matt@hotmail.comThank You!