Know-How Exchange : Strategy

Now, you are actually sitting on the very things you need. You've done your job, and you've done it well - and that for a salesman is as good as it gets. All you need to do now is look at these issues from the point of view of your customers.

You solved staffing problems effectively. What was the problem you solved? Because you're their answer (if you get me). You should know what these questions are as you've done it for so long. So pose them with you as their answer. Think of the objections that people came up with, and counter them with something positive. Think also of the backup you offer to people who are hiring new staff.

Put all this down and you should find that marketing plans will begin to take shape.

You could also consider the pinch points that your industry suffers - how to recruit real people rather than creatures waving qualifications.

Have a look at Nancy Slessenger's site https://vinehouse.co.uk she's a recruiting whizz. You should be able to recognize quite a few things on her site that you can emulate. Remember that doing things your way means that you won't be bothering her too much ;-)

A few other thoughts: why would someone choose you to work for them (a four word answer, please!)
what can your business do that nobody else can (again, succinct)
what can you guarantee for them when they're thinking 'maybe'

Give this a hard think, the answers will shape the way customers will find you.

Hope this helps!

Why did you start your own firm? What did you think that you possessed that would be better if you launched your own business? The first step is to learn (via informational interviews) what companies that you'd like to have as clients are currently doing for their staffing needs. You need to understand why they chose their existing system, how it's working, and why they'd be tempted to change. Then, you need to position yourself as the reason they need to change (based on what you learned through your research). But you can't sell if you don't understand the need/problem your prospective clients are facing.

Marketing and selling both begin by really, really understanding your prospective customers. You need to understand their values, beliefs, attitudes, habits, practices, perceived needs, alternatives, and how they make decisions. That kind of in-depth understanding is, more often than not, the real reason one person is successful at sales/marketing while another is not -- even if their offerings are essentially the same.

So Jay's advice is spot on. Talk with folks whom you think might be future clients. Ask them high-gain questions and listen carefully. Don't interrupt them with "sales talk" or any attempt to tell them about yourself or your business. Take detailed notes. Listen carefully to what they say (and what they don't say).

If you do this with 6-8 of the right individuals, you'll have a wealth of information in your notes. And you'll be well prepared to make a real sales call ... maybe even to one of your interview subjects.

I would like to add a comment to the two sage answers above. When Mr. Hamilton-Roth says "what companies that you'd like to have as clients" - what you actually need to discover isn't the companies you'd like.

You need to discover the companies who'd like you. I'm sure that this was implied, which is why this is a clarification. Finding out what clients are like is more a case of finding those clients who like what you offer. If you are questioning people with this in mind, the answers will take on quite a different shape.

Yeah it's right that understanding your prospective customers and need to understand their values and needs.I think social media is the best way to market new business.