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As my 15 year old great nephew would say “I’m feeling stoked at the moment.” And the reason for this emotion is because we now… drum roll… I feel like there should be trumpets playing now… we have access to satellite broadband and life has suddenly become so much easier. And that’s sort of the subject of today’s podcast but it’s around marketing and it’s around a need vs want selling and what finally pushed us into investing in satellite broadband. So let’s see you on the other side.
So satellite broadband, sales and marketing and marketing your recruitment company – what do they have in common? Well let me tell you a little bit of a story. I am a very happy person at the moment because we‘ve just invested in satellite broadband. But first of all intro from me – this is Denise from superfastrecruitment.co.uk. You can gain access to this through iTunes. If you just Google “The Recruitment Marketing Podcast” you can always find us. If you are on our website, on the blog, useful to do that because we always put a transcription so you can read this if you prefer.
So the story of satellite broadband – as some of you may know we are very blessed to live and work in the Lake District. None of our clients are anywhere near us. Most of them are in London and in Scotland and in various other places like that. We live in a beautiful area unfortunately that also can have challenges when it comes to technology.
For instance there is only really one service provider that you can have your mobile phone through. I think I have mentioned that in another podcast before – that is Vodafone. And also the Internet can be a bit strange sometimes and depending on the time day, if you’re working very early in the morning it is not too bad whereas if you start to work a little bit later on in the day then it’s almost to get really good internet access. However, hallelujah something happened. Technology moved on. Things advanced and just a few short weeks ago, I saw an advert… a very well written advert… for broadband through a satellite dish.
Now I remember years ago in my corporate life, when the internet first came alive and people needed to have access then the organization I was part of unfortunately were a bit concerned that I was one of their senior managers and I didn’t have access to the internet. So they were debating getting a satellite dish for me. However once they realized that was going to cost quite a few grand, they decided that maybe not, they would wait.
And now of course the prices have come down but what is amazing is it can totally transform your life as I have discovered since the back end of last week when we finally made a decision to invest in having a satellite dish. Now, it wasn’t something we did lightly. For many years I have been very frustrated at the internet service provision that we’ve had. The fact that it’s very challenging to upload files to share files with clients and all that sort of thing.
So obviously I wanted great internet connection and access for some time. However, suddenly there was a flick and that flick was that this moved from a want to a need. Our business is growing. It’s been growing at an exponential rate. We provide a number of services for clients some of which is running webinars, moving files across from one to another, doing podcasting for our clients as well so it became a real need and that’s what pushed us into making that decision.
Now what’s the lesson here? Well, the lessons is that some people do seem to have the opinion that marketing, it’s great, it’s all about creating a demand for your product which of course it is, however, you need to make sure that you are marketing to people’s wants and people’s needs.
If you Google online anything to do with creating a demand for your product then people will often talk about need vs want marketing and how you can create a demand for your product, create raving fans, really tap into people’s different buying emotions and there’s a previous blog post where we’ve talked about that you can go in and have a look at the different emotional drivers that people have when they come to buying.
But that is true, people do buy on emotion, and they justify on logic but it’s remembering that people also get to a point where they really need something. They are desperate for something and that type of individual also needs to be marketed to. And also when you’re marketing to that type of person you need to make sure that you are listing out your offer and you are also talking about what will happen if they do and what will happen if they don’t actually take on board what you‘re suggesting.
So obviously for yourselves as recruitment consultants and recruitment business owners, you know, what will happen if they decide that they have got a really crucial role to fill and they decided they want to so that recruitment themselves? They haven’t got probably a list of really placeable candidates at their fingertips. They do not have your expertise.
And what could happened? Well either maybe they get the wrong person in the role which could be a disaster or they get somebody that isn’t qualified or worse still, it takes too much time and they still don’t fulfill that role. So sometimes it is about us helping clients appreciate why they need something and why they need the service.
Now interestingly going back to my story about satellite broadband, When Phil the guy that we bought this system from, I had a conversation with him. There is a lot of sort of local committees being formed around here about bringing super fast broadband to rural areas and a little meeting in one of the village halls recently, that I went along to and I got quite fired up. However, you know you don’t always get the true story.
And something that made me appreciate exactly where we are at was actually finding out the facts and that facts are that even though we think it’s coming to our neighborhood soon, it’s unlikely to be here in the next year. And someone just pointed out that fact to me. It was really important because it helped me to make that decision.
Now as we’ve talked about recruitment business owners, are you challenging your clients as well so that when you are actually writing your website copy or getting it written for you or you know, you’re sending out your tweets on LinkedIn or your emails… are you actually really helping your clients to identify that this no longer is nice to have, this is necessary to have. If they are wanting to have a right candidate then they need to be paying for your expertise as a search consultant. You are not just a commodity. You are a professional who can really make a huge difference to their organisation.
So short podcast today, I just wanted to talk about that need vs want marketing. Important that you are tapping into people’s emotional buying criteria but also think about where people are on the buying cycle and that if people are closer to that need then that is something that you need to factor in to how you communicate with people as well.
So this is Denise with a very happy smiley face because she has now a satellite dish that is beaming in broadband at very high speed and we look forward to seeing you next time!
Tweetables:
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Need vs Want marketing – So you know how to create a demand for your product?[/inlinetweet]
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]People do buy on emotion, and they justify on logic but it’s remembering that people also get to a point where they really need something. They are desperate for something and that type of individual also needs to be marketed to. – Denise Oyston[/inlinetweet]
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Sometimes it is about us helping clients appreciate why they need something and why they need the service. – Denise Oyston[/inlinetweet]
This podcast was hosted by Denise Oyston. Follow us on Google+
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