Speaking to you as a recruiter with over 10 years experience of selling consultancy services, it took me a while to figure it out, but when I did, what a difference it made.

Matching candidates to job specs and companies is not enough!
Depending on the vertical market you operate in, some markets provide an over subscription of candidates and others don’t. With competition for jobs high and clients aware that some agencies will drop their fees for the opportunity to do business, its mission critical that agents, consultants, recruiters are equipped with the latest tools to really make sure that when they get a shot at filling a role, they get a return on the effort they put in to sourcing for that role.

Knowing a client and candidate ’strategies’ is THE road to placement success!
As human beings, we run individual sets of strategies – how we are motivated, how we make decisions, what our work preference is, whether we primarily agree to disagree or disagree to agree and many others. In a recruitment sales context, knowing the questions to ask that get the responses which enable ‘successful candidate and client management’.

Many recruiters ask the question, ‘What are you looking to achieve from your next role?’ as well as ‘What is important to you from your next position?’ If you are reading this and don’t, then in my opinion you are flying by the proverbial seat of one’s pants. These questions elicit a person’s ‘values’ – the triggers/hot buttons of a person’s make up, the things that they need to move, their criteria. Taking this a step further, it’s possible to find out how a person is motivated (towards objectives or away from the consequences of non-achievement) by asking ‘why’ the thing they have stated as important is important to that person. Still with me??

Let’s put it this way – telling someone what they will get from their next role, when their motivation strategy is ‘away from’ means that the communication offered is not in alignment with their personal make up. On the other hand, telling a person what they don’t want to have when their strategy focuses on attaining/achieving DOES NOT create the level of rapport a recruiter needs with candidate or client. In the same breath, focusing on the job tasks and ’specifics’ of a role to a ‘people orientated’ person means that candidates may deflect fantastic roles because you as a recruiter, failed to spot that this person is a ‘people person.’

You’ve got to ask these questions – if you don’t, others will!
Taking time out to learn what questions to ask and what responses you get when you ask them to determine what ‘type’ a client or candidate is yields massive results.

As the saying goes ‘People buy from People’ and it’s down to you to make sure you can profile a person to sell opportunities to those people as they prefer to be sold to. Fortunately, that’s what we do at Mr Presenter so you can do this easily.

www.mrpresenter.com

Here are four proven techniques that can double your customer base in four short weeks simply by generating leads and converting them into valued customers:

1) Cultivate Your Raving Fans

Raving fans are a tremendous source of new customers. If you make an effort to personalise every sale and give every customer the VIP treatment, you can build a customer base that become cheerleaders for your business. Raving fans can’t help but tell others about your service and products. These are your most prized customers and your investment in service should be based on the value they bring to your business, which can be exponential.

2) Create A Referral Program

Referrals are a natural way of growing your customer base, but do you go about generating referrals the right way? Aside from terrific value and customer service, do you offer customers who bring referrals to your business anything special for those referrals? It is important to always reward customer referrals. Most people wonder, “What’s in it for me?” when it comes to promoting someone else’s business, that’s why you have to make referring your business worth it to them. Gifts, closed door sales, special events or even discounts are all ways to keep the referrals coming.

3) Form Strategic Business Alliances

Partnering with other businesses that aren’t in direct competition with you is one of the easiest ways to grow your customer base. If you own a home decorating firm would partnering with someone who sells real estate make sense? Consider your business and other businesses that share your views and philosophies, but sell a different product. How could access to their customers grow your business? Customers trust businesses that have shown their loyalty and will be inclined to follow their recommendations. Why do you think corporate sponsorship is so big these days? When you build strong alliances with other businesses that share your philosophy, you create a win-win situation for everyone involved, including the customer.

4) Build a Trained and Skilled Workforce

A team that is empowered and has a sense of ownership can boost your customer base dramatically. Remember, your team comes into contact with people both in and out of work every day. Every one of those interactions can be a marketing opportunity for your business. Your responsibility is to teach your team the skills they need to promote your business to everybody they come in contact with. To do this, your team needs your attention, guidance, and training, and don’t forget about your team’s bottom line either. They will need to be incentivised to do the job properly.

If you make these investments, you’ll find your team will do a better job at converting prospects into sales, building your customer base.

Are you free on the evening of Tuesday 5th October? If so, don’t miss seeing the world’s number one business coach Brad Sugars who is presenting in Leeds that evening.

The event itself is free provided you use the following code YKLKACU008 which is good for you and 3 guests to attend.

Visit http://www.businessisboomingemea.com/ for more details and to book.

Networkers look for opportunities for those they LIKE, KNOW & TRUST.

Networkers don’t look out for people they think are idiots.

“I NEED bigger businesses”
No, no you don’t. When I hear that I, I ask the question, are you a bigger business? If the answer is no, then what right have you got to demand. At seminars I’ve said “will all the smaller businesses please piss off, so Mr X can network with the bigger business.” Empty rooms do not make for great networking opportunities.

“There is no one here I can sell to”
Well done, you are right, no one goes to a network to buy. But often networkers do…
The key here is BUY. Not sell.

It’s not just about the people you are sat in front of; it’s all the people they each know. How do you access someone’s personal network? By being trusted and you don’t build trust up in networking circles selling.

“There is already someone in my profession there, what’s the point”
Defeatist attitudes.. geez. This is like saying you have no USP. Nothing, that sets you apart from others in the same profession. . People buy from people before they buy products and services and you owe it to your business to know EXACTLY why someone should deal with you.

“I know everyone already”
That is a bit like saying I’ve read the newspapers. Things change. Think about that, one day to the next, each of those people “you know already” have met other people, encountered new opportunities, met new people since they last met. On top of that, I often find out new stuff about people that I’ve known for months or years. New stuff that can lead to opportunities for both of us.

“Can I see the attendees’ lists before I attend”
No, what possible advantage is there for all the attendees? None. People who ask this have preconceived ideas about the ‘value’ of each profession, business or trade. Everyone has value, everyone. Remember it’s not just the person sat in front of you but the people they know as well. The most successful networkers I know let people come to them, rather than choosing who they want to speak to. Don’t look at people with £notes over their heads, everyone has value.

“I don’t have enough time to network”
Really so why are you here now? Unless you are writing business every hour of the day, you have time to network. You’ll likely find more support if you admitted you are struggling in your business and the reality is that you can’t afford to. If that is, as i find it often the case, what is your alternative and more cost effective route to market?

“How can I help you?”
This is great when you know someone, but let’s be honest  you don’t ask people you trust “How can I help you?” You just do it. It pisses me off when you get divvy “trained networkers” as part of their ‘referral strategy’ asking this, one minute after they just met you.

You can help me by pissing off and stop asking daft disingenuous questions as part of your referral strategy, when you are not actually bothered about the answer.

The key message to this blog,  is when networking have an open mind. Seriously, I see so many people torpedo potential business and relationships by being idiots and saying daft things like those listed above.

If networking is not working for you. Ask yourself a question. Are you guilty of saying things like the above?

If after that, the next and probably most crucial question is “What bit of you talking to people, isn’t working?”

A basic cornerstone of successful networking is to avoid being the idiot that everyone avoids.

Networking doesn’t revolve around you, it revolves around people.

Brad Burton is Managing Director of 4Networking

www.4networking.biz

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The purpose of these is to ask the delegates what they want covering relating to blockages they have in their businesses then deliver a seminar that answers their questions by the speakers constructing their presentations on what the audience want covering.

The whole aim of them is that as they are bespoke to the audience and as the delegates (business owners) actually dictate the topics covered on the day, everyone involved knows that the session is relevant to them and their business.

We are currently running two in July & August for South Yorkshire companies.

Carl Hopkins (www.kloog.co.uk):
4N Barnsley Ramada Encore Hotel: Tuesday 20th July (20 – 25 delegates)

Nicky Pattinson (www.hiyaitsnicky.com):
4N Sheffield Hillsborough: Wednesday 4th August (20-25 delegates)

Workshop Programme:
0800 – 1000: 4N Breakfast Meet
1030 – 1130: Session 1
1145 – 1300: Session 2
1300 – 1330: Lunch & Networking

The aim of these workshops, funded through the region’s Top Team Workshop Programme is to offer a strategic review of your business. Consisting of a half day session with around 30 delegates in each session, Carl and Nicky will cover topics including:

•    Identifying your key challenges
•    Main priorities for the business and identify barriers
•    Developing strategies to address those barriers
•    Finding the kind of resources needed to succeed
•    Identifying changes needed to ensure future success
•    Assisting managers to maximise performance
•    Developing staff if required and creating a realistic action plan to take the business forward

Both Carl and Nicky’s ‘day jobs’ are assisting businesses in strategic growth through sales, marketing, customer interaction and procedures so this is an excellent opportunity to gain advice specific to your business. We are limiting the number of delegates in order for all present to gain the maximum with regard to their business.

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

How Does it Work?
These workshops are built to be bespoke to the audience in the sense that the delegates outline the topics to be covered on the day. This will be in the form of a couple of questions which we will then pass onto Carl and/or Nicky so they can pitch their presentations and offer strategies specific to the 30 or so businesses.

With this, Carl and Nicky can offer examples and advice based on businesses present and therefore delegates take away tangibles that are relevant and achievable – things that can be implemented into your business from leaving the seminar which will make an immediate impact.

Carl and Nicky will be present during the lunchtime networking session to answer any specific queries on a one-to-one basis.

Price:
The funding for these allows the cost per seminar to be brought down to just £39.00 +VAT per delegate! Generally this would cost upwards of £200.00 per delegate. Each delegate simply has to supply information about their business beforehand for the Funders’ criteria e.g. location, sector etc.

Also included in the price is:
•    4N Breakfast
•    Lunch
•    Tea/Coffee throughout the morning
•    Excellent networking opportunities with specific networking times outside the presentations

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

Unfortunately, these seminars are only available to businesses based in South Yorkshire.

Here’s a snapshot of the workshops we ran in Huddersfield with Carl and Nicky:

Hillrich Carl Hopkins Seminar 08/12/09 – Fantastic Media Suite, Galpharm Stadium, Huddersfield

Click on the image to be directed to the Flickr presentation.

Hillrich Nicky Pattinson Seminar 15/12/09 – Fantastic Media Suite, Galpharm Stadium, Huddersfield

Click on the image to be directed to the Flickr presentation.

Nicky Pattinson for Hillrich – Galpharm Stadium December 2009

And here’s what the delegates said about them:
. . . . . . . . . .
Hi Danny

Brilliant Nicky Pattinson seminar yesterday – the organisation was absolutely brilliant – well done!

David Broadhead
Partners in Management
. . . . . . . . . .
Hi Danny

Today was simply amazing, ran like clockwork, an absolutely perfect event without one single flaw…you make it look so very very easy…

CONGRATULATIONS!!!!!!!!!

Mandy Barwick
Heritage Group
. . . . . . . . . .
Danny

Thanks again for today – brilliant!  The morning was really well organised – as usual – and of course, it was a pleasure to sit and listen to Nicky again.

Martin Bown
Management Accounting Services
. . . . . . . . . .
Morning Danny

Just like to say THANKS VERY MUCH for a really informative, relaxing and sharply delivered event on Tuesday.

The organisation and facilities, down to every detail were perfect. We just had to turn up and take it all in!

The wealth of information that was delivered in Carl’s inimitable ’straight talking’ way was hugely helpful in many areas. Also, being a small company, it was definitely ‘therapeutic’ to hear some similar problems and issues voiced and solved in such a relaxing and intimate setting.

I have to admit that I don’t attend many network/seminar events and I’ve come away with a real purpose to attend more.

Your event was the yard stick Danny – so I reckon other peoples need to be shit hot!

Danny Bulmer
date of birth
. . . . . . . . . .

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

M.R – “When it comes to something like business tips you want tools that you can easily learn and immediately use”

T.Q – “That’s really important that you can use these tips right away isn’t it.”

4). Get in rapport
The ability to create a ‘connection’ with another person and develop rapport heightens the strength of the relationship with the other person. Pay attention to the other person’s behaviours, movements, voice speed, tonality, hand gestures. By mirroring their ‘patterns’ you create an environment where a person accepts that you are ‘similar’ to them and ‘connects with you’.

5). Use pacing statements to create more ‘connection’
“As you’re reading these tips, (Yep), taking on board the information, (OK), digesting it in your mind, (aha), you might begin to think about the next meeting you are going to and how by using these techniques you might get a different result!”

By making statements that a person can’t disagree with you are plugging them into your communication. “Yep, OK, aha, mmm”

6). Use language that offers options
Could you be interested? Would you be interested if..? Might you be happy to move forwards….? I’m not telling you, I’m just asking if you might/could/would be?

Suggestive language gets you your true response as the decision is made by the person.

7). Heighten your level of ‘awareness‘
Did the other person just ‘move’ or frown or look as if they were about to say something? If you assess the non-verbal movements of your prospects whilst communicating to them you’ll get a good idea of whether or not your information was received as it was intended. Non-verbal movements from another can mean that they need clarification or have a question.

8). Matching of patterns
Ever been with someone who looks at you one minute, then looks away, then back again, and away again, then…… Are they rude? NO! It’s another pattern of theirs so ‘match’ it. It’s how they communicate and how they preferred to be communicated to!

9). Understand the other person’s needs and values
Whatever the statement made by the person, there’s a reason they’ve asked it and its important! Only by asking “Why is that important to you?” can you begin to understand the ‘driver’ behind the statement. This is the real reason they said what they said!

10). Re-cap, Re-cap & Re-cap
“So. You started reading at the top of the page, have taken in the information, learned or confirmed a few things and maybe now could be a good time to go out there and start using these tips to give you the edge in your meetings.” Just like ‘pacing statements’ re-capping not only re-confirms what has happened, it re-plugs the person back into your communication loop.

Their attention is now back on you.

These tips were brought to you by Nick Hill, Director and Trainer at Binary Vision, Leeds, UK.

nickhill (at) binaryvision-nlp (dot) co (dot) uk

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Anyhow, this email comes through telling me how good this product is, what it is about, why it has been released, what it can do for me and my business followed by links on where to buy it, what discount I am eligible for as I’m a ‘friend’ and finally, how much it will cost me. The email was ‘War and Peace’ in length. A total sales pitch which is to be expected and I’m not knocking that in the slightest.

What I am knocking is that it was totally obvious that my esteemed friend had not written the email/sales pitch. The person in question is one of the busiest individuals I know and I would bet my mortgage on it that they would not have had the time to construct such an elaborate pitch for a product that was not theirs (or was it? Maybe they were a silent partner, although again, I doubt it).

What was also obvious is that the company who owned the product had constructed the pitch and requested that it was cut and pasted into an email and sent on to my friend’s network as an endorsement. As I’m sure you are aware, referral marketing is one of the best forms there is and a referral from this person is more-or-less guaranteed to get people’s attention (it did mine).

What was wrong with this was that knowing the person who sent it, I immediately knew that they hadn’t constructed it for the reasons above so I instantly lost all ‘need’ to take action on the email (i.e. purchase or go to the website for more info). I thought if that’s how a respected marketing company market their stuff then it’s not for me as this is a terrible example of referral marketing.

In my eyes the BEST way of marketing/selling this product would have been something like this:

Hi Danny

I hope you are well. Just a quick one, I’ve been alerted to PRODUCT NAME/DESCRIPTION by COMPANY NAME. I know the people who run the company. They are fantastic at what they do and I wanted to let you know about PRODUCT NAME as I reckon you’ll get real benefit from it.

Anyway, here are the web links to it (you’ll get a discount for mentioning me!). Let me know what you think!

Cheers
FRIEND

What I’m saying here is that had my friend had told me about this in their style and not someone else’s I would have been inclined to go through to the site and purchase.

An email from this person always attracts my attention and interest to read what it’s about. By telling me about how they thought it would be good for me (she knows me and my business) she would have aroused my desire and my action would have been to look on the website and most likely purchase.

People buy people and what would have sold this product was the person selling/referring it, and this is the mistake that the Marketing Company made. They either didn’t realise the true power of referral marketing or didn’t realise the influence this person has, or to be honest, both.

They thought that an elaborate sales pitch made from them to someone they didn’t know via someone we both did was needed. Now this (or some form of sales pitch) would have been needed had they gone direct to me.

This again is another example of a company getting it oh-so right at the start (asking my friend to refer it to their network) but executing it in a totally inept fashion (not pitching it as my friend would).

Remember, “People Buy People”. Always be yourself and be consistent with how you are and your individual brand you carry.

If not, people (or at least savvy ones) will see right through you and these are the individuals/companies you want to be doing business with.