How to Build and Market a Killer Value...
Transcript of How to Build and Market a Killer Value...
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How to Build
and Market a
Killer Value
Proposition
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How did we get here?
! Many buyers are more price conscious
! Increased role of Procurement and HR
! Companies utilize recruiting and staffing
differently
! Vendor Management Systems and Master
Vendor Programs
! Increased Competition
! Lack of discernible differences among
recruiting firms
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How do I
get out
of the
Commodity
Rat Race?
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Step 1:
Refuse to Play!
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4 types of recruiting firms
Price Naïve Non-Participants
The Powerless
Low Cost Providers
Control
Price
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What do these companies have in common?
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Step 2:
Adopt an Abundance
Mentality
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Value
Proposition:
The unique value a
business offers to its
customers
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What is your Value Proposition?
• Who am I competing with? What
are their strengths and
weaknesses?
• What makes us different/better? Is
it quantifiable?
• What gives us credibility?
• What’s important to the client?
• How can I clearly state this in
10-15 seconds?
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Hint:
It’s NOT Quality!
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5 Steps to Creating your Killer Value Proposition
Identify your Differentiators
Determine the benefit (value) to your client
Create a quantifiable
value proposition
Determine how to market
Commit to the message
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Service Team
Industry Specializatio
n
Awards/ Certifications
Testimonials
High Profile Clients
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! Identify your niche
! Use terms “Niche”,
“Specialize”, “Area of
Expertise”
! Get involved with the
industry
Industry Specialization
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! Tenure
! Certification/Awards
! Industry Background
! Create team overview
for marketing and
website
Service Team
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! Industrial/Healthcare/Payrolling
! Rapidly growing regional
company
! Executive tenure > 15 years
average
! Staff tenure > 10 years
! All staff are Certified Staffing
Professionals
Service Team
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! Quickest way to quickly
establish credibility
! Be industry-specific for
greater impact
! List clients:
! On your website
! In marketing materials
! In cold calls and voice mails
High Profile Clients
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Awards/ Certifications
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! Office/Light Industrial Staffing
! The #1 Best Staffing Company to Work for in the United States
! The #1 Best Place to Work in both Atlanta and Reno
! Multi-year Inavero Best of Staffing Client Award Winner
! Multi-year Inavero Best of Staffing Talent Award Winner
! Prominently displayed on their website and marketing materials
Awards/ Certification
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! Have the client be specific
! One to two sentences
! Use the client’s name, title, and
company
! Ask for LinkedIn
Recommendation
! Categorize by industry or
specialization
! Use in everything
Testimonials
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Differentiator vs. Customer Value
Differentiator Value to Client
Niche Industry Specialization I am partnering with an expert in the space with a comprehensive network of industry contacts
Impressive Client Portfolio I am not the guinea pig. If these companies trust them with their talent needs, why wouldn’t I
Strong Testimonials
I can see evidence that they are a good, reputable company to work with. That makes me more confident that I’m making the right choice and minimizing my risk
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Create a message that
gets results
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What’s wrong with this voicemail message?
“Hi Mrs. Smith, my name is Tom Erb. I work for Acme Search, which is a recruiting firm here in Columbus. I noticed that you have several positions posted on Indeed and wanted to see if we could help. Please give me a call at 614-372-5888. I look forward to hearing from you.”
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What’s wrong with this voicemail message?
! It sounds like every other sales message
! There is no compelling “call to action”
! No credibility building
! Phone number at end and rushed through
! It’s generic
! It’s boring
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Service Team
Industry Specializatio
n
Awards/ Certifications
Testimonials
High Profile Clients
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A Different Message
“Hi Mrs. Smith, this is Tom Erb, 614-372-5888. My company
Acme Staffing specializes in software developers for the retail
clothing industry, including clients like Best Buy, Lululemon,
and The Gap just to name a few. We recently completed a major
recruiting project with The Gap and they stated it was the best
experience they ever had with a recruiting firm. I’d like to have a
brief discussion to see if you could benefit from that same level
of service. I will call you tomorrow between 3 and 5 pm to
discuss further. I look forward to speaking with you.”
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How do I get the prospect to answer the phone?
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Display your Company Name
• Anonymous vs. Company Name
• The rest of the tips dependent on
company name
ABC Search
614-555-5555
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Send them a letter (or two, or three)
• 24% decline in Postal Volume past 10 years
• Competition has shifted away from direct mail
• Creates brand awareness and builds credibility
• Be creative – stay away from mass mail look
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Prep them with an email
• Builds credibility, brand and name recognition
• The best times to email prospects are 8 am and 3 pm
• Email marketing has a 2x higher ROI than cold calling,
networking, or trade shows
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Optimize your LinkedIn profile
• Your LinkedIn Profile is a credibility reinforcement
• Should be used as a marketing tool, not a resume
• Increase in likelihood your LinkedIn profile will get
viewed if you include a photo: 11x
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Use Content Marketing • Email Marketing, Blogs, Whitepapers, Webinars/
Seminars
THIS IS WHERE SALES IS GOING!
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2% 3% 5% 10%
80%
1st Contact 2nd Contact 3rd Contact 4th Contact 5-12 Contacts 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
How many contacts to make a sale?
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2% 3% 5% 10%
80%
1st Contact 2nd Contact 3rd Contact 4th Contact 5-12 Contacts 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
How many contacts to make a sale?
Most sales people give up after the
2nd or 3rd call
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Suspect/Prospect Contact Schedule
Wk 1 • Value Prop Mailing
Wk 2 • Value Prop Email/ Intro Voice Mail/ Follow Up Email
Wk 3 • Follow up Voice Mail
Wk 4 • Follow up Email
Wk 5 • Follow up Voice Mail
Wk 6 • Content Email
Wk 7 • Follow up Voice Mail
Wk 8 • Content Email
Wk 9 • Content Voice Mail
Wk 10 • “Backing off” Email
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Results!
“A GIANT woohoo…in the last week, I’ve signed
contracts with BOTH {Company A} AND {Company
B}…both success stories from the sales process…
beginning with the mailer. There are a lot more
success stories that have happened and that are in
process…but I thought these well worth
mentioning!”
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Marketing your Value Proposition
! Be consistent
! Be unwavering
! Use multiple sales and marketing avenues
! Website
! Marketing Materials
! Phone Call and Voice Mail Scripts
! Proposals
! Presentations
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5 Steps to Creating your Killer Value Proposition
Identify your Differentiators
Determine the benefit (value) to your client
Create a quantifiable
value proposition
Determine how to market
Commit to the message