What you can learn from “the ultimate coffee cup experience”
Your clients don’t value your product
I was delighted to come across “the ultimate cup experience" in my local coffee shop the other day.
Also known as a coffee cup.
What's interesting to me is that the coffee cup company has realised that people value the experience of using a product more than they value the product itself.
Recruiters often get this the wrong way round, turning candidate CVs into 'products' and forgetting about the client's experience of hiring.
Yes, clients want the outcome of the process to be a new employee. But the value is in the experience they have of getting to that point.
Remember that candidate CVs are measured in pounds and pence, while the experience of working with an expert recruitment consultant is measured in thousands - and sometimes tens of thousands - of pounds.
Note: CV Library is currently offering me 100 CV downloads for £199+VAT.
When you focus on your product you risk stripping out much of the value you provide to a client. You also open yourself up to being seen as a commodities broker, with your fees easily compared to competitors.
And when CV Library is offering your clients a candidate for £1.99 that’s a price war you need to avoid.
Much like drinking coffee, the experience of recruiting is more valuable than the product.
If you’re looking to improve your approach to pricing and value in 2024, simply reply to this email with the word ‘VALUE’ in the subject line and I’ll explain how I can help.
Jon
P.S. The experience of changing your pricing strategy is as important as the outcome. It’s a big change, and the way your consultants and clients experience that change will define your success.
I only work with a few select clients who are ready to make such a big change. And to deliver the experience they want, I only take on a maximum of one new client a quarter.
Q1 2024 is taken, and there’s a shortlist for Q2.
So if you’re looking to improve your approach to pricing and value in 2024, simply reply to this email with the word ‘VALUE’ in the subject line and I’ll explain how I can help.