SI Review: Dec. 4, 2014

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Power Seller: Keep Staffing Customers Coming Back for More

Creative tips to sell smart and boost revenue in long term

By Adrianne Nelson

Anyone who has been in staffing for any length of time knows the essence of sales in staffing — or anywhere else, for that matter — is not about smiling and dialing. The true salesperson establishes ongoing, consultative relationships with customers, providing true value that keeps them coming back. While a good salesperson sells and moves to the next transaction, a great salesperson employs innovative ideas and techniques to push past the transactional sell to become true business partners with the client. The great ones use research, big data, subject-matter expertise and personal achievements to deliver value, so customers come to them for the next big thing.

Research. One way to peddle stuff more creatively is to use research and analytics in your strategy, both internally and externally. For instance, if you are looking to expand or your client needs more coverage, you might use Staffing Industry Analysts’ US Geographic Opportunity Atlas to identify hot locations broken down by industry segment. And our staffing market forecasts can help in establishing yourself as a thought leader and expert in preparing to take your clients into the next year. Buyers in the marketplace are interested in this information for talent planning purposes and to share with their peers and senior management. It makes everyone smarter and increases your firm’s value as a staffing partner.

Big data. What insights do you bring to your prospects and customers to get them thinking about the upcoming war for talent? How do you insert your staffing solutions into their long-term planning process? Are you looking at the data that technology enables you to leverage in your organizations and those of your customers to target companies that are going to face a talent crunch and are ripe for change? These folks are happy to think outside of the traditional recruiting channels? They just need to see the numbers. Better yet, are you targeting the right people to make sure that message resonates once the analytics help in establishing the story? Use big data to help shape a larger solution offering and increase revenue.

Subject-matter expertise. Are you a sought-after, trusted advisor to your clients? You’ll want to be part of your customers’ go-to strategy to help solve business problems on an ongoing basis, not just when it’s urgent. Great salespeople look at the issues their clients and prospects bring to the table in a futuristic way from a solutions perspective. It’s not about the sale itself, it’s about providing thought leadership that can create better solutions than the client organization can themselves.

“Most studies show that about 65 percent of today’s prospects have completed their research before talking with a salesperson — and that number will grow,” says Clyde Hinshelwood, a client software leader for IBM who has more than 20 years’ experience in sales. “Sellers need to understand the customer’s critical business issues that the customer may not have thought through fully or solved. Making provocative proposals around these critical business issues to key executives is mandatory for successful sales.”

For example, most customers and staffing firms have grappled with the implications of the Affordable Care Act and its implementation, which is right around the corner. A great salesperson would have held conversations with their customers, pointing them in the right direction to gain an understanding of the choices available and the impact on their business. Such advice may not have been immediately profitable, but it would be remembered by the customer creating other opportunities.

Success stories. We all have great examples of problems we have solved for various staffing situations. Market these war stories effectively. These tales should be documented in white papers and articles in industry publications. Then use the blogosphere and leverage social media to imprint your successes and thought leadership on the masses. It’s an effective long-term strategy that can increase revenue.

The best sales people make it look easy. But these folks do their homework. Similarly, help your customer solve thorny business solutions with a combination of the strategies I’ve outlined. They will come back for more, making you a power seller.

Adrianne Nelson is director of global services for Staffing Industry Analysts. She can be reached at anelson@staffingindustry.com