1 00:00:00,090 --> 00:00:06,040 Hi, this is Stephanie Maas partner with ThinkingAhead, and welcome to The Talent Trade. 2 00:00:06,290 --> 00:00:13,840 . Today, I want to talk about marketing or biz dev two types of words that I will use interchangeably. 3 00:00:14,029 --> 00:00:18,940 And I want to talk about two different things as it relates to business development and marketing. 4 00:00:19,320 --> 00:00:24,150 Number one is when we go into a biz dev mode. 5 00:00:24,310 --> 00:00:27,630 What is it that we're really looking for? 6 00:00:28,099 --> 00:00:32,559 So first and foremost, we're going to address, Hey, what is it that I'm really looking for? 7 00:00:32,629 --> 00:00:41,849 Then secondly, we're going to talk about how to make yourself look, sound, feel different than every other recruiter out there. 8 00:00:42,239 --> 00:00:51,229 So first of all, let's talk about what are we actually looking for when we get into a biz dev mode and it's time to do business development and get clients or potential clients on the phone. 9 00:00:51,519 --> 00:00:53,489 What exactly are we looking to do? 10 00:00:53,734 --> 00:00:59,834 By the way, at this point, many of you are thinking, um, Hey, Stephanie, duh, we're looking for business. 11 00:01:00,324 --> 00:01:11,134 But if you've been in this business for more than a minute, while there can be those one hit calls, meaning we call somebody and they go, Oh my gosh. 12 00:01:12,119 --> 00:01:14,259 Thank God you called me today. 13 00:01:14,679 --> 00:01:17,550 I was just telling somebody we have a need. 14 00:01:17,869 --> 00:01:21,939 We need to pay a fee and Stephanie Moss is the one I was getting ready to call. 15 00:01:22,320 --> 00:01:23,470 Has that ever happened? 16 00:01:23,690 --> 00:01:24,429 It will happen. 17 00:01:24,720 --> 00:01:28,880 However, most of the time that is not what happens. 18 00:01:29,059 --> 00:01:34,289 Instead, what we do is show up an effective marketing plan. 19 00:01:34,289 --> 00:01:38,009 Um, we show up on a regular, consistent basis. 20 00:01:38,355 --> 00:01:50,915 Add value to decision makers to ultimately win an opportunity to have a discussion about a search when it makes sense for our clients or potential clients. 21 00:01:51,495 --> 00:01:54,045 So the mindset we actually want to get in. 22 00:01:54,095 --> 00:01:56,324 And again, I love the lottery. 23 00:01:56,425 --> 00:02:06,335 I love the idea that I may hit pay dirt on any call at any time, but that's really not my mindset going into doing business development calls. 24 00:02:06,865 --> 00:02:11,225 Instead, the mindset is, Hey, what am I looking for? 25 00:02:11,794 --> 00:02:13,354 How can I add value? 26 00:02:13,590 --> 00:02:14,870 And how can I set it up? 27 00:02:14,870 --> 00:02:28,570 So the next time I call them, they want to take my call, even if they don't have a search to give me, by the way, this is also kind of the first step and how we differentiate ourselves from our competitors. 28 00:02:28,839 --> 00:02:34,750 Hiring managers get calls all the time from recruiters that sound like, Hey man, how's it going? 29 00:02:34,750 --> 00:02:36,880 A little bit of rapport, a little bit of fake conversation. 30 00:02:36,880 --> 00:02:38,760 So, Hey, any talent you need me to go find. 31 00:02:40,465 --> 00:02:41,425 Hey, I've got some goals. 32 00:02:41,425 --> 00:02:44,585 I don't know if you know about them, but I needed to place three people next quarter. 33 00:02:44,605 --> 00:02:46,055 So I'm hoping you have a search for me. 34 00:02:46,805 --> 00:02:53,775 That might not be the exact language that we use, but from a hiring manager's perspective, that's a lot of what we sound like. 35 00:02:54,004 --> 00:02:58,104 So first and foremost, let's talk about what mindset should we be in. 36 00:02:58,450 --> 00:03:02,880 And how does that right out of the gates make us appear different from our competitors? 37 00:03:03,510 --> 00:03:04,360 Three things. 38 00:03:04,390 --> 00:03:15,360 When we go into a biz dev mode, three things that we need to find out to qualify is who I'm calling on a suspect or a prospect. 39 00:03:15,739 --> 00:03:17,780 By the way, we hear it thinking ahead. 40 00:03:17,920 --> 00:03:18,740 Nobody. 41 00:03:18,924 --> 00:03:22,905 is a client until they are actively paying us fees. 42 00:03:23,455 --> 00:03:31,725 There are some nuances around that, but at the end of the day, until there has been that exchange of money for work, everybody is a prospect. 43 00:03:31,884 --> 00:03:35,085 And before they're ever a prospect, they're a suspect. 44 00:03:35,390 --> 00:03:45,290 So when you go into a biz dev mode, your thought is, Hey, I'm going to make 10, 15, 20, depending on your niche suspect calls today. 45 00:03:45,480 --> 00:03:49,410 And here's what we're trying to find out to move them from suspect to prospect. 46 00:03:49,720 --> 00:03:53,020 Number one, do they even have a need? 47 00:03:53,379 --> 00:03:54,210 Super simple, right? 48 00:03:54,515 --> 00:03:58,535 What most recruiters start off with is, do you have a search? 49 00:03:58,605 --> 00:03:59,495 Do you need talent? 50 00:03:59,715 --> 00:04:02,575 And they, they get right into it and they want that instant. 51 00:04:02,585 --> 00:04:03,025 Yes. 52 00:04:03,715 --> 00:04:06,925 This is a highly sophisticated, complex sales cycle. 53 00:04:07,054 --> 00:04:15,234 The questions we ask around a need sound more like, Hey, tell me what's happening in your world from a talent perspective right now. 54 00:04:15,574 --> 00:04:21,054 They oftentimes will hear that question and they'll understand it as we have a need, or do you have a need? 55 00:04:21,230 --> 00:04:23,690 So you may have to go, well, we don't really have any needs right now. 56 00:04:24,070 --> 00:04:25,110 Yeah, I get that. 57 00:04:25,180 --> 00:04:27,180 Um, maybe I wasn't clear in my question. 58 00:04:27,530 --> 00:04:29,450 Um, and Hey, I apologize. 59 00:04:29,590 --> 00:04:32,289 Just tell me what's happening in your talent world right now. 60 00:04:32,289 --> 00:04:33,610 I know you don't have a need. 61 00:04:33,740 --> 00:04:34,939 How does your team look? 62 00:04:34,940 --> 00:04:36,159 How are they performing? 63 00:04:36,329 --> 00:04:37,260 Are there any gaps? 64 00:04:37,260 --> 00:04:38,210 Are there any holes? 65 00:04:38,614 --> 00:04:40,504 Do you see any retirements coming up? 66 00:04:40,624 --> 00:04:49,674 Is there anything on the horizon over the course of, let's just say the next 90 days that could have you thinking differently about the talent on your team? 67 00:04:49,965 --> 00:04:52,854 And then zip it and listen, let them. 68 00:04:53,814 --> 00:05:01,544 One of the biggest differentiators is we are really trying hard to make our calls, not about our agenda. 69 00:05:01,804 --> 00:05:04,215 We know they know what our agenda is. 70 00:05:04,484 --> 00:05:06,304 It's to try and find talent and get paid. 71 00:05:06,570 --> 00:05:15,769 But let's do our best to back burner that, because if we do our job in the right way, which is a big thing here at Thinking Ahead, that will come with time. 72 00:05:15,890 --> 00:05:18,140 We don't need to push our agenda. 73 00:05:18,329 --> 00:05:22,120 Instead, let's listen to their agenda. 74 00:05:22,364 --> 00:05:26,074 And it starts with, do they even, could they even have a need? 75 00:05:26,994 --> 00:05:31,705 Second thing is, let's say they say, you know, we've got a retirement coming up. 76 00:05:31,814 --> 00:05:33,774 We are going to have to replace that person. 77 00:05:34,134 --> 00:05:34,954 Okay, great. 78 00:05:35,264 --> 00:05:36,564 What's the timing of that? 79 00:05:36,864 --> 00:05:42,414 And then you can start to recognize that you need to go to the second thing, which is they do have a need. 80 00:05:42,755 --> 00:05:47,095 The second question is, do you need me? 81 00:05:47,425 --> 00:05:48,784 Do you need us? 82 00:05:49,465 --> 00:05:55,415 Do you need an outside search company to fulfill that need? 83 00:05:55,845 --> 00:06:01,815 I tell potential clients all the time, just because you have a need, doesn't mean you need me. 84 00:06:02,134 --> 00:06:11,315 I'm a costly, laser focused solution to a problem or challenge where the budget makes sense. 85 00:06:12,135 --> 00:06:17,655 To solve the challenge with a laser focus solution, that's what we're here for. 86 00:06:18,025 --> 00:06:20,685 So just because you have a need doesn't mean you need me. 87 00:06:20,765 --> 00:06:23,515 And what I'm trying to do here is to put them at ease. 88 00:06:23,965 --> 00:06:33,815 I want them to be able to talk about potential talent needs that they may have without the fear of me bombarding them two days later with 10 resumes that they didn't ask for. 89 00:06:33,955 --> 00:06:35,605 I just want to start talking to them. 90 00:06:35,615 --> 00:06:37,445 I want to be a partner, not a vendor. 91 00:06:37,505 --> 00:06:41,735 By the way, there are plenty of folks that make a ton of money as resume brokers. 92 00:06:42,000 --> 00:06:42,740 And their vendors. 93 00:06:42,790 --> 00:06:44,660 And that is perfectly fine. 94 00:06:44,930 --> 00:06:45,370 Perfectly. 95 00:06:45,370 --> 00:06:46,360 It's more than fine. 96 00:06:46,510 --> 00:06:50,689 If that's how you want to do business, you can be tremendously successful for us. 97 00:06:50,880 --> 00:06:52,470 That's just not the way we do business. 98 00:06:52,520 --> 00:06:55,040 We take a much more boutique approach. 99 00:06:55,379 --> 00:06:57,279 So again, do you have a need? 100 00:06:57,400 --> 00:07:01,550 Number two, do you even need us then? 101 00:07:01,760 --> 00:07:08,690 If we continue down this road and we discover that yes, in fact, they do believe they are going to need a search firm. 102 00:07:08,960 --> 00:07:21,909 Then before I go into a pitching mode or even ask for the opportunity to share with them why we might be able to help, I want to know how do they feel or letter F word about partnering with a search firm. 103 00:07:22,149 --> 00:07:26,879 This is critical for how I'm going to approach the rest of our conversations. 104 00:07:27,255 --> 00:07:42,884 Oftentimes, when you're working with somebody and they have the space to admit that they know they're going to need to go to a search partner, but they really don't want to, or they're frustrated about having to do that, or it's going to break their budget, but they know they still have to. 105 00:07:43,074 --> 00:07:44,894 I want to know that right up front. 106 00:07:45,170 --> 00:07:47,840 I want to know that, Hey, they've got some angst. 107 00:07:47,890 --> 00:07:50,040 They know they have to do it, but they've got some angst. 108 00:07:50,640 --> 00:07:53,060 Sometimes you'll hear folks say, Oh my gosh. 109 00:07:53,060 --> 00:07:53,329 Yeah. 110 00:07:53,329 --> 00:07:55,110 We're super excited about working with a search firm. 111 00:07:55,110 --> 00:07:56,080 Takes it off my plate. 112 00:07:56,400 --> 00:07:57,059 Okay, great. 113 00:07:57,230 --> 00:07:58,320 I want to know that too. 114 00:07:58,579 --> 00:08:13,550 The idea is in this biz dev mode, we are really, again, trying to set up a lot of very healthy dialogue that shows us as a trusted partner, a trusted advisor, as it relates to talent. 115 00:08:13,754 --> 00:08:25,984 Once we have all that information, then we can transition and start talking and asking questions to find out, Hey, are we the appropriate solution for their problem or challenge right now? 116 00:08:26,234 --> 00:08:35,705 Now, let's say we're getting lots of green lights and we're with a decision maker and we're on a conversation where we might actually try to win some business. 117 00:08:35,924 --> 00:08:36,814 How fun is that? 118 00:08:36,814 --> 00:08:37,135 Right? 119 00:08:37,655 --> 00:08:41,075 Again, by the way, most of the time this does not happen in the first call. 120 00:08:41,135 --> 00:08:49,995 This may be two or three calls down the road, but how do you express, how do you walk through and talk about how you are different? 121 00:08:50,264 --> 00:09:02,344 Here's a couple of points we hear at thinking ahead, make that we've learned over the years from feedback from our prospects and our clients that they really appreciate about working with us. 122 00:09:02,815 --> 00:09:08,525 If you don't know what your clients or prospects appreciate about working with you, ask them. 123 00:09:08,775 --> 00:09:19,674 That's an incredibly powerful phone call to make to say, Hey, hiring manager or potential hiring manager, I'm not actually calling today to talk about earning your business. 124 00:09:20,040 --> 00:09:31,500 Or if you have a need or if you need us, what I really want to talk about and I hope you'll be open and candid with me is what do you appreciate about working with me and where are my areas of improvement? 125 00:09:31,700 --> 00:09:36,400 How could I make your job easier when you and I work together on a search? 126 00:09:36,679 --> 00:09:38,520 That's a powerful conversation. 127 00:09:38,759 --> 00:09:49,370 We here at thinking ahead have had lots of those and this is what we've heard in terms of feedback about how we're different and what our prospects and clients appreciate about us. 128 00:09:50,050 --> 00:09:56,720 Number one, we put in a direct calling effort for the majority of our searches. 129 00:09:56,950 --> 00:10:09,089 We will make somewhere between 90 and 110 direct calls into the market, trying to find the talent that our prospects or our clients need. 130 00:10:09,340 --> 00:10:14,970 This carries value because folks have become so reliant on technology. 131 00:10:15,135 --> 00:10:17,465 They're happy to send email blasts. 132 00:10:17,845 --> 00:10:20,805 They're happy to send LinkedIn messages. 133 00:10:21,195 --> 00:10:28,525 But at the end of the day, the majority of our success comes from proactive recruiting. 134 00:10:28,635 --> 00:10:42,385 That is getting on the phone with folks, potential candidates, learning about their situation, and then getting into a live conversation where we can present the opportunity that we are representing. 135 00:10:42,725 --> 00:10:44,375 That's a huge differentiator. 136 00:10:44,715 --> 00:10:50,385 One of my favorite stories and examples of this is about 10 years ago, I was invited to participate on a search. 137 00:10:50,425 --> 00:10:55,755 And as I was out in the market making calls, I kept getting referred to a potential candidate. 138 00:10:55,905 --> 00:11:03,725 And instead of sending an email, a LinkedIn message, because it's the thinking I had way, I picked up the phone and I called this potential candidate. 139 00:11:03,950 --> 00:11:08,800 And when I called him, he said, yep, I've already heard about this search and I'm not interested. 140 00:11:09,090 --> 00:11:12,939 Now this was by no genius of me or sophistication. 141 00:11:13,120 --> 00:11:20,650 I was so dumbfounded that he wasn't interested because I had heard from several folks in the market that he'd be a perfect fit. 142 00:11:20,790 --> 00:11:22,960 I literally said, why not? 143 00:11:23,370 --> 00:11:26,120 Like you got to help me understand what I've heard. 144 00:11:26,320 --> 00:11:27,510 That you're perfect for this. 145 00:11:27,940 --> 00:11:31,870 So tell me what you think this is and why you're not a fit. 146 00:11:32,600 --> 00:11:35,980 I also think he was a little dumbfounded because I think he thought I was going to say, okay, thanks. 147 00:11:35,980 --> 00:11:36,370 Bye. 148 00:11:36,510 --> 00:11:37,560 Like most recruiters do. 149 00:11:37,609 --> 00:11:38,490 Or who do you know? 150 00:11:38,540 --> 00:11:38,970 Bye. 151 00:11:39,029 --> 00:11:47,610 And instead we got into a conversation about the job and what he thought it was and what in fact it actually was. 152 00:11:48,015 --> 00:11:56,804 I remember this so much because he actually got the job and in a couple of weeks he will celebrate his 10 year anniversary of being there. 153 00:11:57,015 --> 00:11:57,835 Super exciting. 154 00:11:57,865 --> 00:12:03,244 But again, that is something that never would have happened if it had not been through a direct calling effort. 155 00:12:03,580 --> 00:12:04,790 So that's one way that we're different. 156 00:12:05,130 --> 00:12:18,360 Number two is our process, and we find, especially if you're newer in the business, this can give you and prospects tremendous confidence that you can be trusted with their search. 157 00:12:18,649 --> 00:12:22,339 We have our process here at Thinking Ahead buttoned up. 158 00:12:22,480 --> 00:12:30,410 We're always evaluating it to make sure it's the most effective, but for us, our process is clearly outlined. 159 00:12:30,560 --> 00:12:32,560 We have numbers to back it up. 160 00:12:32,735 --> 00:12:40,125 And we can clearly and concisely communicate this both verbally and in writing to our prospects and our clients. 161 00:12:40,555 --> 00:12:46,735 And what this process shows is exactly what we're going to be doing when we're going to be doing it. 162 00:12:46,874 --> 00:12:55,735 We give weekly or bi monthly updates, both in writing and verbally that show we're doing exactly what we said we were going to do. 163 00:12:56,000 --> 00:12:57,480 It's called a plug and play. 164 00:12:57,610 --> 00:13:13,569 It's Hey, even if I'm new, I have my six to eight steps that I'm going to follow to make sure that you get the most effective chance at bringing in the best possible talent at the market bears right now. 165 00:13:13,730 --> 00:13:16,280 Again, if you're new, this is tremendous. 166 00:13:16,290 --> 00:13:17,500 You don't have to trust me. 167 00:13:17,650 --> 00:13:20,420 I may be a terrible recruiter, but my process works. 168 00:13:20,690 --> 00:13:24,690 So as long Is I work the process and I have stats to back this up. 169 00:13:24,690 --> 00:13:28,210 And by the way, when you say I have stats, you better share those stats. 170 00:13:28,210 --> 00:13:29,350 Don't wait for them to ask. 171 00:13:29,400 --> 00:13:32,190 And that's something we hear at Thinking Ahead do on a regular basis. 172 00:13:32,230 --> 00:13:34,610 This is our search assignment to placement ratio. 173 00:13:34,929 --> 00:13:36,889 This is how many calls we're going to make. 174 00:13:36,889 --> 00:13:39,720 How many attempts we're going to make to get people on the phone. 175 00:13:39,720 --> 00:13:41,800 How many submittals per search we're going to make. 176 00:13:41,840 --> 00:13:43,780 What our submittal to send out ratio is. 177 00:13:43,800 --> 00:13:45,710 What our send out to follow up ratio is. 178 00:13:46,040 --> 00:13:48,949 What our offers accepted to ratio is. 179 00:13:49,350 --> 00:13:54,390 These are all numbers that we are gonna volunteer to our prospects and clients. 180 00:13:54,690 --> 00:14:03,680 So it's not just, Hey, just trust me, I got this, but it's, this is our process and this is how we know it's effective and this is what we can offer you. 181 00:14:03,920 --> 00:14:05,780 So again, how we're different? 182 00:14:05,900 --> 00:14:07,940 Number one, direct calling effort. 183 00:14:08,090 --> 00:14:12,980 Number two, we share our process and the numbers that prove that it's effective. 184 00:14:13,250 --> 00:14:18,710 And then number three, and again, if this isn't what makes you different, or stand out, find the things that do. 185 00:14:18,895 --> 00:14:24,535 Number three is we are the first point of contact for our candidates and our clients. 186 00:14:25,035 --> 00:14:40,185 Meaning if you were talking to me, Stephanie Maas here at Thinking Ahead about doing a search for you, unless I tell you otherwise, and there aren't always situations where it might be me and a team of folks, but for most of my searches, it's me doing all the work. 187 00:14:40,485 --> 00:14:44,165 So the advantage prospect and or client. 188 00:14:44,430 --> 00:14:57,980 Is that there is one clear, consistent message out in the marketplace about who you are, what you're looking for, and why, and what the experience could be working with this organization. 189 00:14:58,240 --> 00:15:02,879 Again, in my world, clients and prospects really appreciate that. 190 00:15:03,080 --> 00:15:04,790 Again, if those aren't the three things. 191 00:15:05,300 --> 00:15:19,779 That differentiate you from your competitors, perfectly fine, but find the ones that do and be ready to articulate those clearly and concisely in a way that shows how you're different.