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Five Creative Marketing Methods
- Provide value-added services for free: This is a great way to add value and build rapport. Conduct salary comparisons for a companyís staff. Offer to keep a hiring manager aware of trends in the marketplace. Regularly send relevant articles. Offer to be their insider confidant- their eyes and ears in the marketplace. Hereís a low key script that will help to set you apart and that you might use to generate a dialogue with some dormant clients:
Script: "Iím not calling to do business with you now as my guess is that you donít need outside help with hiring at the moment. Iím calling to make you aware of some complimentary services that we offer and to learn more about your business goals to see if there may be an opportunity for our firms to work together in the future".
- Conduct excellent reference checks: If you're struggling with securing new assignments then start doing references on candidates who have worked with the companies you want to do business with. To attract new clients this way you must take them through a process that "wowís" them and makes them think. I know of a firm that uses a 68-question reference form and uses this as a primary marketing tool.
- Try a new script: A method that I picked up from Danny Cahill is to call a hiring authority and offer to provide either recruiting services for him as a client or to help him as a candidate. After your introduction you would say something like this, "Iíd like to support your career in 1 of 2 ways: 1.) When the time is right I can help you to find a stronger position for yourself or 2.) I can help you to recruit talented people for your group. My goal is to understand your needs and help if I can."
- Send a powerful letter to hiring authorities: This allows you to make a two-part introduction. You may want to read the book, "Selling to VITO (Very Important Top Officer)" which outlines a method for sending a letter and following up with a phone call. Be sure to send the letter in an intriguing way so that you are sure it gets opened such as hand writing the envelope. It should be thin on bragging about your firm and thick and giving specific information on how you can help them to save time and money.
- Get written letters of recommendation: Get written letters of recommendation from as many clients and candidates as possible. Try to get these on their companyís letterhead. Shoot for one per week and after a year you will have over 50 powerful letters. These letters can become a powerful marketing tool if you use them properly.
Gary Stauble is the principal consultant for The Recruiting Lab, a coaching company that assists Firm Owners and Solo Recruiters in generating more profit in less time. His free monthly e-zine, "Creative Recruiting" will help you to attract premium clients, generate more profit, and still be home in time for dinner. Subscribe today at www.therecruitinglab.com or via email to firstname.lastname@example.org. Owners: sign up for a free business building Tele-class online. For more information or to schedule a complimentary coaching session, visit the site or call 408-847-5049.