May 25, 2018

Jobseekers: Sign In | Sign Up Recruiters
  InFocus Newsletter Newsletter archives

Share this article:
Bookmark and Share

The Same Old Marketing Calls

Are you burnt on making the same old marketing calls day after day?

The challenge: Cold calls, marketing calls, sales calls- oh joy! This is a common reaction to drumming up new business with people you've never spoken to. There are many obvious reasons for people's resistance to this, some are valid (it takes a pro-active effort on your part) and some are self-created ("I'm scared to call this guy"). So how do you make these calls without any sense of dread or resistance and with strong results?

The Solution: There are many good training materials on the tactics of making a marketing call: what script to use, how to get past the gatekeeper etc. This is very useful information but what I have found through working with recruiters is that this alone will not be enough motivation for them to stay motivated over time.

My suggestion is that you need to find a way to put more of who you really are (your personality) into each call so that it will not be "just another sales call" in your mind- or in your prospective client's mind. The client can sense very quickly the difference between a sales oriented call and a call from a genuine, professional person who wants to help them solve a problem.

There is no one way to do this and in fact you will probably want to develop many so that you don't get bored. Being different than the other 20 recruiters they got a call from this week is a necessity if you want to stand out. Humor is always a good approach. Another way would be to call a hiring authority and conduct a survey or interview in order to open the relationship.

When you are looking for a way to make marketing calls more enjoyable, make sure that you believe strongly in the things you are saying. If you don't, neither will your prospect. Use a script as a jumping off point or a fall back in case you choke up but try to become natural and unscripted as soon as you can.

Other "Back door" methods are also effective such as conducting exceptional reference checks with key hiring authorities or actually approaching them regarding whether or not you can help them with their career at first and then exploring whether they have any needs you can help them with. The best form of marketing by far is to be referred by a very satisfied client to one of their peers. When I coach people on making marketing calls I look at both the tactical skills involved as well as the originality and genuineness that will make it more enjoyable.

-Gary Stauble is a professional coach who specializes in assisting Firm, Owners and Solo Recruiters in making more placements with fewer struggles. His free monthly e-zine, "Creative Recruiting" is designed to help you to attract new clients, work more efficiently and still be home in time for dinner. Subscribe today at or via email to For more information or to schedule a complimentary session call 408-847-5049.