Introducing… my competition
The last thing you want your client to be thinking about
“I’m not like other recruitment pricing consultants.”
After reading that sentence you’re probably wondering, ‘Who else does recruitment pricing?’ Which is definitely not what I want potential clients to be thinking.
As it happens, I’m the only one.
But I so often see recruiters trying to set themselves apart from their competition… by talking about the competition. Every time you do this, you plant the seed of an idea in your client’s head that reminds them to check out your competition.
Even if your client is just checking your claim, once you send them to another agency you have no control over what your client hears from your competitors.
Now you absolutely should be differentiating yourself from the other recruitment agencies in your market. But it’s vitally important that you do so without mentioning them.
My recommendation is a twist on the classic ‘show don’t tell’ mantra.
You want to show your client that you’re different through the experience they have with you, right from the start. Rather than telling clients that you’re different because you care about the candidate experience, show them with case studies, testimonials and online reviews.
And rather than having a slide in your proposal document about candidate experience, try to weave these examples into the conversion as often as possible.
Your goal is for your client to come away from the meeting thinking, ‘That felt different to every other recruitment experience I’ve had before’.
Of course your differentiator may not be candidate experience. The key is to make sure whatever you do best, whatever you believe in most, is shown in everything you do with potential clients.
If you want support in standing out from the crowd, simply reply to this email and I’ll explain how I can help.
Jon
P.S. If you can stand out from other agencies, you are in a strong position to justify higher fees and build better relationships with your clients.
It’s not easy. But the good news is… it’s not easy.
If you get it right, you really will stand out from the crowd - because most agencies give up early.
If you want support in standing out from the crowd, simply reply to this email and I’ll explain how I can help.