The best recruiters act like marketers. The best marketers act like sales people.
The challenge modern businesses face is that whilst the roles of marketing and sales are on their way to converging, the day to day activities each party undertakes are still distant cousins.
According to HubSpot the tools that marketers prefer are predominantly inbound lead generators – like social media, whereas sales professionals lean more towards outbound tools – like the telephone and email.
Inbound activities such as social media and content marketing are like marketing with a magnet whilst cold calling and untargeted traditional advertising is marketing with a proverbial sledgehammer smashing your prospect over the head with your message regardless of their interest or relevancy. Thoughtful and targeted still works when it comes to advertising and cold calling. Take for instance the practice of calling companies who are posting job adverts; if you are recommending the perfect candidate the client is more likely to listen to you. That is smart and relevant. Your prospect has an obvious business problem which you can fix with your candidate.
In the above example I say “more likely” because the fact of the matter is that this prospect has probably had a dozen calls this morning already and two dozen emails with the “perfect candidate” being speculatively pitched.
Rather than extol the virtues of inbound marketing and sneering irreverently at telesales professionals I truly believe that both have a place and should work in conjunction for maximum impact. Having started my career making cold calls (a job / challenge that I absolutely loved!), I believe that there is a still a place for telesales and cold calling. However cold calling without the support of marketing is like bringing a knife to gun fight.
One person, one phone, how many calls?
It is impossible to make unlimited calls within a finite timeframe, and although training and coaching can help people to hone the skills of a sales person on each call it is still a lot of investment with a variable return.
Whilst I would never say that marketing generates 100% returns I will say that the equation of sales and marketing working together is better than the sum of their parts.
Sales + Marketing = <Sales only OR <Marketing only.
(Measuring the ROI of social media is hard – but here are a few ideas)
“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.”
Mr. Brailsford was on to something. The fact his cycling teams won 59 World Championships and multiple gold medals at the Olympics was no fluke. Make everything you do more effective and your business will be more successful.
- Training makes each call better.
- Good call lists and research make every call more relevant.
- Fantastic candidates to pitch increase the likelihood of a close.
- Warmed-up contacts who have been marketed to make for better calls and conversations.
- An inbound lead makes for the quickest of turnarounds.
Maximise your calls
In the same way that untargeted calls get little return it makes sense to have a targeted approach to marketing. Focus your energies and resources on a specific audience which is manageable (by manageable I mean reasonable within the means of your time, budget and skills). Select the audience you want to influence and begin to market to them.
Business courses and marketing qualifications talk about the “buyers journey”,” sales funnel” or “marketing funnel”. Familiarise yourself with it. Understand who needs to see your business and start to build up awareness with this target audience, deliver a message that makes them consider you and your services. If that message is good enough and resonates that target audience will start to generate a preference or bias towards you compared to other businesses and competitors. At that point you may well drive conversions directly through inbound leads, but equally you should be targeting these people with traditional sales methods like telesales. Calls to a warmed up audience are substantially more likely to drive returns.
According to the Harvard Business Review 57% of a decision to buy from a business happens before contact with a sales person. That top of the funnel marketing activity dictates the success at the bottom of the funnel.
The Cold Call
Killing the cold call starts when you warm up the audience with marketing. A colleague of mine worked for a well-known recruitment agency (the one where everyone wears blue suits and brown shoe wearers would historically be sent home to find more appropriate attire). In his years at this agency he never once made a cold call. The reason being that every person he interacted with already knew the business, the brand and had made their mind up if they were good or not. The quality of the recruiter rarely came into question as quality was assumed based on the brand’s reputation in the market. When this colleague moved to a start-up he finally learnt what cold calling was. Introducing a new business or a new concept is hard when your target audience has no frame of reference to work with.
If you ask him where he preferred working he can’t deny that life was easier at the well-known agency.
Make your life easy. Be a well-know agency. Start marketing now.