Question

Topic: Strategy

Marketing To The Busy Hr Person

Posted by pmw on 8/13/2007 at 5:39 PM ET 250 Points
My client has an innovative 401k product (plan) that sells extremely well once it is explained to the Human Resource person. (The features/benefits are even easier to sell to their employees.) The problem is catching the attention of the HR person and convincing them that it would be easy to switch to this plan. HR people are normally too busy to consider something new when they are o.k. with the off-the-shelf plan they have now (even though it has more fees and is not actively managed). What kind of tool would work best to break through -- an email with a clever video, direct mail, any other ideas?

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RESPONSES

  • Posted by Levon on 8/13/2007 at 6:33 PM Member
    What about a free ebook targeted towards HRMs which makes point of your service and program. You should look into doing a webinar to reach even more HRMs. Target them with an opt-in email.

  • Posted by CarolBlaha on 8/13/2007 at 6:42 PM Accepted
    Your best bet is one on one consultative selling.

    When a HR person tells you they're too busy-- its a stall. They don't mean that. If you had a compelling enough intro/message, they'd make the time. Develop that, and role play the common objections. Don't just pack up the tent when they say "I'm busy" or "I'm happy with my current plan". Or figure since they won't talk we'll email and that'll turn them around. they don't know your plan-- what are they saying no to?

    Brochures, etc are sometimes a sales hindrance. They get the info and can then stall with a "I read it -I know what youre selling, and I'll call when I'm interested".

    Try pivot answers. Acknowledge the statement. "I understand... and many managers as yourself say that at first, but when they see how this program can compliment ..." and sell the appointment-- only the appointment.

    Remember-- unless they have called you they don't know they need your service. People buy from pain and pleasure-- sometimes they don't know they're in pain. that is the job -- create the need and pain-- of a good consultative sales person. It may take multiple touches-- a combo of email and other suggestions above-- but the sale will take place face to face.

    Sell Well and Prosper tm
  • Posted by Jay Hamilton-Roth on 8/13/2007 at 11:14 PM Member
    If you can't get past HR, do an end-run around them. Contact the VP of the company explaining how you have something that will save them money and save more for their employees.

    Carol's advice for selling are all good. You could also ask the HR person for a copy of their 401k offerings / prices and then prepare a competitive analysis (ideally presented in person). Think how many in the car insurance industry works: they offer to see if they can't beat your insurance, comparing apples to apples.
  • Posted by CarolBlaha on 8/13/2007 at 11:30 PM Member
    Jay left a point I wanted to addres but didn't.

    Are you sure the HR people are the decison makers?

    Its always good to go a level above. Even if you get a "no" and you are referred back to the HR person-- you can tell the HR guy that "Mr Big" told you to call.

    Sell Well and Prosper tm
  • Posted by greg on 8/14/2007 at 9:02 AM Member
    Hi,

    Central to your sales approach is the requirement to demonstrate the 'ten-banger' added benefit to the client in switching from the status quo. Customers will not move from the staus quo ( which they bought into previously) for (perceived ) small incremental benefits - and particularly if they are risk-averse.

    Consider the company staff as advocates to your sales proposition.

    Greg
  • Posted by pmw on 8/14/2007 at 10:07 AM Author
    Great comments on selling and relationship-building! Fortunately, the client is an experienced salesman and claims to have lots of "warm" leads. He has acknowledged that the HR person (or person tasked with this responsibility in the smaller businesses) is not the ultimate decision maker, but they seem to be the gatekeeper in most cases. The target is small to mid-size privately-owned businesses. The hurdle is the "hassle" factor. I know we can develop compelling messaging to overcome that, but I need some unique ideas for the types of tools we could use -- something beyond a brochure leave-behind. Thanks!
  • Posted by michael on 8/14/2007 at 8:40 PM Member
    HR people tend to be well educated and are always interested in more. That's why sponsoring seminars seems to work for some of our customers who sell to this group.


    Michael
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