Going the extra mile too far
When people don't value your value
“I go the extra mile for everyone”
I’ve spoken to some superb recruiters over the years who tell me that they give every client their very best service.
Sounds admirable, right? Surely everyone would be happy if their recruiter went above and beyond for them.
However, I’ve also spoken to plenty of clients who have told me that there are times when they don’t need the red carpet rolled out for them.
As the brilliantly uncomfortable Rowan Atkinson scene in Love Actually reminds us, there are times when all of us just want the simple option.
Good recruiters have a problem here: they want to deliver an exceptional service to all their clients… but some clients would be happier without the bells and whistles.
The challenge is to identify which clients want a higher level of service, and when (because it’s worth remembering that the same person want might a quick-and-easy placement one month but a much more thorough service the next month).
If you don’t get this right, you have two issues. First, you’re not giving your clients what they want, which means they’re less likely to keep working with you. It seems unfair to think you could lose a client for doing too much for them, but it’s true.
Second, you’re spending more energy and resources than you need to. If you can identify when to reduce your service, you’ll have more time to spend working on more jobs. Plus you’ll spend less on things that cost you money - psychometric tests, for example - that your client doesn’t value.
The answer is to create a menu of services, so your clients can tell you what they need. The difference between offering a single one-size-fits-all service and a range of options is night and day. You create the conditions for a consultative conversation with your clients about what’s important to them for their current vacancy, and you show just how well you can deliver what they need.
And your clients will be more delighted than if you try and go the extra mile for them every single time.
If you want to talk about how you can offer the right service for every client, simply reply to this email.
Jon
P.S. Another advantage of the menu of services is the value feedback loop.
When you have a single one-size-fits-all approach, prospects give you a simple yes/no answer. You learn virtually nothing about the value you’re offering.
With a range of options, your client opens up about which parts of each service they value. Because you’re consulting on the right option rather than selling a single service, the conversation turns to what’s important to them. This feedback gives you a huge advantage in understanding your market and being able to evolve your services even more in the future.
If you want to talk about how you can offer the right service for every client, simply reply to this email.