PILLAR #2
PLAYING OFFENSE
Using sales and market opportunities during uncertainty
Play #1: Know the Current Market Factors
Right now, staffing firms – along with the rest of the world – are facing unprecedented challenges. Those who survive are those who are best able to navigate the new world we are currently living in under COVID-19. Here are some things to note:
Pay Attention to Where You Play. Experience says large companies are the first to have hiring freezes and small firms struggle to stay open. Well-run medium businesses are therefore the most logical target for your sales force.
Lead with Empathy. In today’s environment, we are all affected by COVID-19, including your potential new customer. Ask how they’re doing with sincerity. Ask how you can help them, and mean it.
Lean on Relationships. History says you will do best with companies that already know you during a down time. In general, you can expect companies to be risk averse. Show that you are the safe option by touting your years in business, experience in a related business, or ability to fund any size of an opportunity.
Explore Related Skills. When assessing your talent, don’t be afraid to pivot from one specialty to a “close by ‘ skill set. IT, life sciences, and health care professionals may be busy or not depending on where they work, and they may have transferable skills .
Explore Government Opportunities. Amidst the crisis, state and local governments will be very busy trying to keep things afloat. If you are not currently on your local or state contracts, see if you can team with the contract holder. Don't be confused by the news, either - some government offices are deemed essential just like companies.
Industries to watch:
Government Contracts and COVID-related industries
We all know that N95 masks are in critical demand right now. Anyone making masks, gowns, shields, is very busy and probably needs staff.
Real Staffing Success Story:
After losing all her event-related staffing business, our client called every competitor in town asking about state contract work that they could not fill. As a result, she netted 90 people for four months and thirty day terms.
Food Supplies
The supply chain for food is a critical need for the country. Dairy farmers need help milking cows, and seed companies don’t have enough workers to fill farmers orders. Are there areas where you can help supplement staff?
Real Staffing Success Story:
Stay at home mandates have increased the countries demand for good convenient meals. A frozen food manufacturer needed to increase their staff safely to meet demand. The food company called in their long-term staffing supplier – our client - and together came up with safe plans to add staff including free protective equipment. In doing so, our client doubled an already 7 figure account while helping to stock the nation’s grocery shelves.
Consumer Electronics
All types of cords and accessories have been in demand, meaning opportunities for you along the whole supply chain in this field, along with the gaming industry.
Real Staffing Success Story:
Gaming is hot right now as people look for ways to entertain themselves while stuck at home. One of our clients will be staffing 80 help desk positions for a major player in the gaming industry, which counts for a big increase in profit.
Technology
Right now with more people working remote, Big Tech is hiring largely due to demand for cloud architects, data security and AI.
Skilled Trades
Commercial construction and other skilled trades are considered an essential service.
Trash and Recycling
Trash and recycling remains busy during all downturns, so it is an area you might want to explore.
Transportation and Delivery
Deliveries and shipping have been ramping up since the shutdowns, and drivers are in demand.
Play #2: Perfect Your Situational Sales Pitch
In staffing, a lot of relationships start over the phone. The sales call is a tricky thing to master, especially in a time of uncertainty. Here is a list of staffing sales call Dos and Do Nots for your sales team:
What To Do
Be empathetic. The person on the other end of the line is dealing with the crisis just like you are – acknowledge it. Take interest in them. As a human being first, before launching into your spiel. Show sincere concern.
Focus on the long term. Chances are, right now is not a good moment for most. But if you make a positive impact now, chances are better down the road. Don’t make unreasonable asks. They might be able to talk again in a few weeks. Stay positive. Acknowledge the dark, but remind them of the light at the end of the tunnel, too. Do your homework. If they are ready to talk, you know what questions to ask. Visit their website and think about their specific challenges.
Get to the point of your call. Aka, how you can solve their pain points – quickly.
Offer something of value. Free knowledge, no strings attached, both parties benefit.
What NOT To Do
Launch into your sales pitch as if nothing is going on. You risk coming across as tone deaf. Push for artificial deadlines like, “if now is not a good time, can we talk in two weeks?”
Rattle off features and benefits. Ask them if they know what you do. The answer is probably no. Be too vague. Not send a follow up email. Always send a follow up email. Disparage other providers. It’s not good form and you could be insulting the very prospect you are calling.
Play #3: Rely on the 6 Principles of Persuasion
In the book Influence: The Psychology of Persuasion, Dr. Robert Cialdini describes the 6 universal “principles of persuasion.” Here’s how you and your staffing sales team can put these psychological principles into action to help persuade your prospects to say yes.
1. Reciprocity People often feel obliged to give back to others what they have received. Give your prospects referrals, free knowledge or advice, and/or goodies like samples and rewards. Unexpected or personal gifts work especially well. If you do this, chances are your prospect is going to want to “give” something back.
2. Commitment and Consistency People like to be consistent with the things they have previously said and done, so get your prospects to verbalize their priorities and goals. Additionally, small commitments now lead to bigger ones later.
3. Social Proof Look up any online review sites and it’s clear that people look to the actions of others as a guide, especially when they are uncertain about how to proceed. Show your prospect case studies, testimonials, and referrals from trusted sources.
4. Likeability and Familiarity People prefer to say yes to those they like. In your research, try to find out what you might have in common with your prospects before you reach out, or draw it out in conversation. Have a plan to stay in touch via phone and email with many touchpoints too so that they’ll become familiar with you.
5. Authority People tend to follow the leads of credible experts. Cite experts to increase your credibility when talking to prospects, or become an expert yourself. It’s most effective when other people can vouch for your authority. Make sure your staffing company has favorable online reviews as well by reaching out to satisfied partners.
6. Scarcity If there’s less of it, people want more. Limited quantity, limited time, unique – these are all concepts that can promote urgency with your prospects.