Know-How Exchange : Advertising/PR

So your target audience is employers in your area. What do you know about them, how they select a staffing company, what criteria they use to decide which one to use, etc.?

Maybe the thing to do is conduct information interviews with, say, a dozen hiring managers in the area. Don't try to sell them anything or convince them to call you when they need new employees. Just ask them some high-gain questions, listen carefully to their answers, and take detailed notes.

After you've finished 12-15 interviews, step back and review your notes. You'll be amazed at how much good information you have for planning your marketing strategy.

This isn't necessarily a quick fix, but it's one that (a) will work, and (b) will probably take less time than approaches that don't work so well.

You say you did contact employers with limited success because they weren't hiring or working with someone else. Advertisements are not going to put you above the rest, unless you have a very large budget. One on one contact will.

You contacted them once or twice -- to expect major return from that is unreasonable. You have to build a relationship with them. And since they were not hiring then, doesn't mean they aren't now. You haven't built TOMA, or top of mind attitude, with them yet with the limited contact you made. When they are hiring, you aren't on the top of their mind to call. So get back out there and make those relationships.

Saying they aren't interested is a stall not an objection. They shut you down without knowing what you can offer -- and it worked, you went packing. It got you off the phone.

Their telling you they are working with someone else is a stall, not a real objection. You need to counter with how you can compliment those they are working with already. Their current company cannot be everything to everyone all the time. That is where you get the foot in the door.

Goodman gave you good advice, and my advice echoes it, but with a tweek. Instead of simply interviewing them, get out and make some good consultative sales calls. Target your clients - start with the ones who told you they work with someone else. You already know they are using a similar company and you don't have to spend time selling the benefits of an agency as yours and your company. They already know the benefits of working with an agency like yours. Now sell your company. Sell the appointment and nothing more than the appointment. Then ask the questions Goodman suggests and find out how you can service their company.

Qualitative research is smart for any business, and while you''re doing it spin it so that you can acquire info about your competitors. Which companies do they work with? Why? What do you like about them? What don''t you like about them? What would work better, best for you? You can take that information back to develop or fine tune strategies and tactics of your marketing plan. The more you know, not only about your clients, but about your competitors, the better standing you can have. Best of luck to you!

Hello! Not sure if this would work- but instead of calling yourself a 'staffing company'- why not introduce yourself as HR/ staff consultant? It has made a huge difference to a local business here- all by just changing the name! service provided is the same:-)