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Today’s podcast is all about the ‘O’ word and the ‘O’ word is the “offer” word.
Are you making offers to your candidates and your clients on a consistent and regular basis? Offers aren’t just for the world of Walmart and Marks & Spencer. They are for any business-to-business organisation that wants to grow.
For us, it would be recruiters that want to work with us. It’s how we engage people and bring them on board and hopefully make some sales and some revenue from it as well.
How does this whole thing about offers work? My own mentor often says; “The trouble is Denise people do not make enough offers. They don’t offer things to people. They don’t bring people on board. They might write amazing content but then they don’t do anything else after that.” He is right.
How does this whole offer mentality work? It’s not like you go along to Tesco, you go along to Asda and you get three bottles of Chardonnay for the price of two or something like that. Yes of course, that’s an offer and that’s getting you to purchase something but offers can be made in many different ways.
In last week’s podcast, we talked about the buyer’s cycle. As a business owner, we want to try and move people along that buyer’s cycle. One way we can do this is by making different offers to them. Anything that can move people along the buyer’s cycle is going to work for you.
When we talk about offers here I’m not talking about having a reduced placement fee for somebody. It could be anything. It could be something that gets that individual engaging with you.
Examples of offers could be;
Your white paper on your website
Your free PDF that people might download
……….maybe you’ve got the video series that they can watch.
For candidates maybe it’s some career advice or a CV analysis that you can do for them. These are all offers that you can make and people will jump at the chance to do that.
People may say there’s no such thing as a free lunch but again we talked about the ‘Psychology of Influence’ before and the subject of reciprocity. You make someone an offer and they are more likely to be positively disposed to you once you’ve done that.
What else can you do? It could be an event! One of our clients runs law events and invites people in the local financial district to come along and potential clients that they have, and other clients that they want to work with. They go along as well and they listen to the event. They make an offer. People come along and they get engaged. Again they start to think about; “Maybe I should be working with XYZed recruitment again.”
It’s about making offers because it’s that low barrier to entry. How can you go about this? Well, there’s lots of different ways you can do this. Obviously, when it comes to content marketing, content on your site but also a lot of people that are listening to this podcast have databases. A great thing that you can do is send out an offer to your database.
In marketing speak we call it ‘re-ignition offers’ so if you’ve got some past clients or past candidates, you could send out an offer to them with a short email sequence to get them engaged with you and having a conversation and that offer could be anything. It could be as we said, that free PDF white paper. It could be a strategy conversation with them about their career and their development.
At Super Fast Recruitment, often what we will do is every month or so we will let people have a free strategy conversation with us free of charge. We’ll help them think through their marketing.
There’s no obligation to buy anything. We’re going to tell you about what we do but we’re getting you into a conversation so you have an experience of us and you may then decide that you want to invest some of your hard earned cash to work with us or you may not. That’s what happens with offers but the more offers that you make the more likely you are to bring clients on board.
If you’ve not made any offers recently maybe now is the time to start. Of course, the other thing you can do is – a number of recruiters that I know of will have some amazing candidates on their books but they are representing. How about making an offer of this particular candidate out to your database of clients? That might be something that will bring you in a client and candidate match that you haven’t really thought about because you’re communicating it out.
So a short podcast today just on the subject of offers – Are you making them? When are you making them? Are you making enough of them? I suspect possibly not. So is Denise from Super Fast Recruitment saying bye for now!
This podcast was hosted by Denise Oyston. Follow us on Google+
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