All about the baseline
How to win clients who know what they’re talking about
“We rebaselined our salaries to the 65th percentile”
That's what a friend of mine told me when I asked him about his team's hiring approach. It's not what you hear from an average hiring manager.
But then some people aren't average.
If your pitch is aimed squarely at the average hiring manager in your market, you're not going to make an impact on those who have a more advanced view of recruiting.
As it happens, those people are often the ones looking to invest serious money in a recruitment partner who can take their hiring to the next level. In other words, the kind of clients you want.
You don't get them if you aim for average.
Then again, you probably want to cast the net fairly wide. After all, you can make good money from helping middle of the road companies too.
So how do you come across as an expert partner to more sophisticated hiring managers while also talking to the needs of clients who are less experienced in hiring?
My advice: make sure you have different services that serve the needs of different types of clients. Your clients will gravitate towards the services that suit them best.
By offering clients a choice, you create a situation where they tell you how sophisticated they are and what level of service will suit them. Much easier than trying to politely find a way to ask if they have the first idea what they’re trying to do.
If you’re looking to create services that capture a wider range of clients, simply simply reply to this email and I’ll explain more.
Jon
P.S. Having a process that encourages your clients to tell you what they value is a real game-changer.
You’re never going to guess their priorities, and a direct question can feel too salesy.
But when they feel comfortable opening up to you about their needs - and signalling what they’re willing to pay for - it puts you in a great position to give them what they’re looking for.
If you’re looking to create services that capture a wider range of clients, simply simply reply to this email and I’ll explain more.