When your clients can’t help but work with you
Changing the decision from ‘Will I?’ to ‘Which one?’
I worked with a recruitment owner recently who gave me a simple brief: create a pricing strategy so good that clients can’t help but work with us.
This phrase sums up so much of what recruitment leaders should be focusing on. It delivers emotional concepts like desire, demand and value… and these lead to KPI-style outcomes of higher fill rates, bigger fees and more engaged clients.
Now most recruiters offer a single service when they pitch to a client. Something along the lines of, “we’re great, we’ve filled similar roles in the past, we’ll fill your role, here’s the price.”
In fact recruiters sometimes assume the client knows what they do already, so they don’t talk about their service at all.
Recently, I helped a recruitment owner develop a menu of services using the Good-Better-Best model. You see this used in everything from airline tickets (economy-business-first class) to pet insurance (bronze-silver-gold), and there’s a good reason we come across it so often.
When we use the Good-Better-Best model, we’re giving our clients a choice of services. And that takes them from thinking “Will I work with this recruiter?” to “Which one of these services will I choose?”.
If you cast your mind back to your initial recruitment training you’ll notice that this approach creates an assumptive close in the mind of the client… without us having to say a word.
As humans we’re hardwired to compare things (that’s why there’s a billion dollar industry of comparison websites). So when we offer one service, our clients naturally look around for a comparison.
But when we give our clients a comparison - of our own services - they no longer need to look elsewhere before deciding on their new recruitment partner.
Going back to the brief I was given, “How do we make sure clients can’t help but work with us?”
The answer is simple: we give them a choice of services they value, and help them skip from “Will I work with you?” straight to “How will I work with you?”.
Now if you’re interested in getting more of your clients to choose to work with you, simply reply to this email and I can explain more.
PS. As you can imagine, I want to make sure progressive recruitment leaders can’t help but work with me… so yes, I offer a you choice of services.
This means you get to experience the power of the Good-Better-Best model as you buy it. Which is all very meta, but also means you’ll really understand the power of this approach. And presumably choose it as your new strategy.
So if you’re interested in getting more of your clients to choose to work with you, simply reply to this email and I can explain more.