Q: I don’t know whether to go to the nail salon that gives an amazing pedicure, or the one that has the really comfortable massage chairs but doesn’t give as good of a pedicure?
A: As you might have guessed, this isn’t a question that was sent to us by a staffing firm. It was a question my wife recently asked.
When I first heard this, I looked at her like she was crazy. But after thinking about it for a moment, I realized this was a highly relevant business question:
What’s more important to your clients, your product or how you make them feel?
Each of these nail salons has carved out a strong position in the market:
Salon 1 is focused on providing the best product. They want people to say, “This is the best pedicure I’ve ever had!”. Salon 1 doesn’t include all the extras like big massage chairs, because it’s not what their clientele wants–they want a great pedicure.
On the other hand, Salon 2 doesn’t provide the absolute best pedicures in town. Instead, they focus on the overall experience. They have soothing music, big massage chairs, and warm towels–
and that’s what keeps clients coming back.
So how does this relate to marketing your staffing firm?
The most successful staffing firms pick a strong positioning message, and stick to it!
Do you want to be known as having the absolute best talent? Do you want to be known as the firm that provides the best client experience (i.e. frequent on-site visits, 24/7 availability, etc.)? Or do you want to be the low cost provider that can staff the job site in 20 minutes?
Define what “position” you want to own in your marketplace, and then design your service process to make it happen!
If you have specific questions about how to position your staffing firm, please contact us.