Reel In More Recruitment Revenue (pt. 1)
About the Author:
John Mitton is President of RAS Recruitment Training Systems. He has 16 years experience in creating and selling Employment Classifieds on Radio and, more recently, on the Internet. John is recognized nationally for his expertise in creating and selling broadcast classifieds. In addition to conducting recruitment-sales workshops for broadcasters, John also speaks to several human-resources and Fortune-500 professional organizations about the benefits of recruitment advertising on Radio. You can contact John by e-mail at Recruitads@aol.com or call him at 713-528-2013.
Reel In More Recruitment Revenue (pt. 1)
Life on the road can be tedious, monotonous, and boring. It also can be productive. Not too long ago, after a full day of recruitment workshop training and sales calls in the field, I found myself back in the hotel room surfing the local television channels. The batteries in the remote control died just as it clicked on one of those "fishing" TV shows. (Dont say a word!)
"Too many salespeople give up when they're just
-- John Mitton, Pres., RAS Recruitment Systems
Anyway, the host was describing seven key essentials for catching fish with an artificial lure. As I watched, I was struck by the many similarities between being successful with an artificial lure and being successful selling Radio recruitment. Heres what I noticed:
#1: The Approach
If you approach a Human Resource Director the same way you approach a media buyer or direct retail customer, youll scare them off. You have to change your approach if youre going to hook recruitment business.
I once witnessed a Radio salesperson lose a substantial recruitment sale because he tried to sell recruitment like he sold retail. The salespersons proposal included traditional "qualitative" information. Although appropriate for a retail media buyer, the information was totally unrelated to helping the client recruit qualified applicants. Confused and flustered, the HR person shut down. She said she had made a mistake and asked the Radio salesperson to leave.
Im happy to report the salesperson learned from this experience and is now one of the top recruitment producers at the station. And you can be sure not one more piece of unrelated qualitative information has ever appeared again in his recruitment proposals.
I once made the mistake of presenting a 26-week proposal to a new recruitment prospect. The client had told me during our initial interview that she wanted to be more consistent with her recruitment advertising. Hey, if 13 weeks was consistent, 26 weeks would be really, really consistent!
My proposal almost brought on CCA (Client Cardiac Arrest). The HR Directors definition of "consistent" was different than mine. It was my error for not determining the correct "depth" of the opportunity. What happened next? I did what any normal Radio salesperson would do: I blamed my greedy sales manager for making me present a 26-week contract! Then I created a solution that matched the depth of the prospects situation and then I closed the sale.
How much research and preparation do you put into your recruitment presentation? A successful recruitment salesperson researches the clients demographic target, appropriate dayparts, compelling hiring challenges, and other interests that need to be satisfied.
The successful recruitment salesperson sees things through the eyes of an HR Director. When scripting questions or writing solution presentations, the salesperson should always try to take the viewpoint of: "will the HR person see this as meeting a need, making life easier, or delivering a better ROI for their recruitment budget?"
One thing weve noticed about salespeople at our recruitment workshops is that the most successful are the ones who arent afraid to experiment. They try different scripts to close the appointment, send various kinds of "lumpy envelopes" to prospects, and try different styles of recruitment commercials.
Too many salespeople give up when theyre one recruitment sales call away from success. If what youre doing isnt working, try something else. If HR Directors arent biting, its your job to find out whats missing. Become more client-focused in your efforts and you should soon discover the missing link.
Part Two of this article, scheduled to run in the March 2, 2000 issue of Radio Sales Today, will cover the key essentials of Focus, Learning, and Confidence, as well as some final observations from the author.