Crystal Ball Says: Growth on the Horizon!
Imagine sitting down with your morning coffee and flipping through the numbers – yeah, those numbers, the ones that tell us the pulse of the staffing industry.
Oh boy, have the times been sending some mixed signals.
First, we have our friend, the economy, showing low unemployment rates and GDP growth. On paper, things look dazzling, right? But snagging new clients is more difficult than ever. It’s like the economy is throwing a party, but the staffing industry didn’t get the VIP invite.
Now, there have been a lot of theories trying to solve this mystery. Some say it’s because of the government’s spending spree; others think lower-wage, blue-collar gigs are being scooped up by folks not typically walking through staffing firms’ doors.
Yet, here’s the kicker: Despite the current head-scratching scenario, the crystal ball (and by crystal ball, I mean data) is showing signs of consistent long-term growth in the staffing industry. That’s right, the forecast is calling for growth, year over year, for the foreseeable future. Demand for talent is outpacing supply so much that it seems we’re on a ten-year future winning streak.
So, what’s the game plan? How do we pivot, adapt, and ensure that our staffing firms catch that rising wave?
Reviving Retro: When Old School Meets New School Tactics
Let’s borrow some insights from Mike Jacoutot of Butler Street. According to him, to succeed in a down market, you need to do two times the work for half the results. In short, work harder.
My dad, who ran a staffing company for over 30 years with my mom by his side, used to say something similar, “You want to make more sales? Make more calls.” Simple, right? Dust off the old phone book and start dialing.
Not so fast. Times have changed – and so must we.
It’s 2024, and there’s a smarter way to reach out that doesn’t just involve making MORE cold calls.
But before we hit the highlights of modern digital marketing, let’s take a quick jaunt back to 1993, when I met a guy named Jim Cecil, a self-proclaimed nurture marketing expert who shared a story that still resonates with me.
Picture yourself as Indiana Jones in the jungle, and suddenly, bam!
You’re struck by a spear.
Right in the heart. What are you thinking at that moment? Probably not how to research staffing agencies to see which one offers the best value for their cost. No – you’re thinking, “Who can get this spear out of me and not kill me in the process?!”
That is exactly how your clients feel when they face their business challenges – or their spears – if you will:
- The quality of the workforce.
- Getting work done.
- Deadlines.
- Risk management.
- Productivity.
There’s no time to waste.
Your clients need a trusted spear removal expert pronto.
How Do You Become Their Go-To Staffing Spear Removal Expert?
- Target Practice: How to Make Every Call a Bullseye. It’s not just about making more calls; it’s about making the right calls. Just like in our jungle scenario, if the timing and expertise are right, you get to save the day. Target your calls strategically. Make them count.
- Nurture, Nurture, Nurture. Jim Cecil emphasized nurturing relationships. In today’s world, this might mean follow-ups through different channels—social media, email, or even a friendly check-in call can strengthen your position as the go-to expert.
- Establish Trust and Add Value. Don’t just solve immediate problems; anticipate their challenges and offer solutions before they become urgent. Show that your insights and services can prevent those metaphorical spears from hitting vital business arteries.
- Be Persistent. Jim mentioned it took six touches to capture attention back in ’93. Today? It probably takes double that or more. Be persistent but not pushy. Remember, the goal is to become top of mind, not top of the spam list.
So, the next time you pick up the phone, remember: you’re not just selling staffing; you’re offering a lifeline.
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Before I jumped into the staffing world, I dabbled in technology startups and dreaded every call I had to make. Fast forward to today, and through implementing nurturing strategies, those dreaded calls have turned into conversations, partnerships, and long-term collaborations.
Is Your Staffing Mindset 13% Empty – or 87% Full?
Let’s take a look at the staffing industry landscape.
Here’s the scoop: we’ve seen a 13% dip in the number of hours billed across the staffing industry as of this March. Commercial, professional, overall U.S. staffing – they’re all feeling the pinch.
However, let’s flip that number: a 13% downturn means 87% of staffing hours are still getting billed. That’s a lot staffing hours, my friend.
Your secret weapon isn’t just your staffing prowess; it’s your mindset. Remember, unless you’re running a staffing empire that spans the globe, your success isn’t tied to the whims of the economy. It’s anchored in the relationships you’ve built and the value you deliver right in your local office or at your own desk.
The question isn’t just about dodging losses; it’s about how to engage, innovate, and drive value for those clients who are still very much in the game.
How to Be the Zebra in a Herd of Horses
Picture this – you’re in a sea of 23,000 staffing companies across the US and Canada. That’s a whole lot of “same-same,” isn’t it? You know the drill: same strategy, same sales spiel, rinse and repeat. Now, if you want to stand out, you’ve got to be the zebra among horses. Here’s how:
- First, Strategize. Drop the desperation for immediate job orders. Instead, focus on long-term relationships. Think about it – not everyone needs you today, but hey, tomorrow’s a whole new game. Keep your eyes on that horizon because that’s where true success lies. Remember that bullseye target? It’s time to get picky and find your sweet spot – who are your ideal clients? Hint: “everyone” isn’t an answer.
- Identify the Ones You Love. Like dating, figure out who you click with. Who are the clients that make you want to high-five someone? Are they big spenders, niche industry gurus, or maybe they’re right in your backyard? Define who they are, and you’ll unlock the key to crafting a value proposition that’s music to their ears.
- Match Your Message. Ever met a broken record? Don’t be one. Gunning for that multi-touch campaign? Stellar! But make sure you’re not just blasting “We’re the best!” on repeat. Imagine if your friend kept saying they’re a great cook without ever inviting you to dinner. You’d want proof, right? Your clients do, too.
- Know Why You Rock. Now, roll up your sleeves and pinpoint why you’re the staffing rockstar. What can you fix for these companies that no one else can touch? That’s your golden ticket. If 2012 to 2022 taught us anything, it’s that those who pivot survive—and thrive.
What Else? Capitalize on the Insomnia Factor
There’s no arguing the staffing landscape has evolved. Most of your potential clients might already be content with their current providers or see no urgent reason to switch. So, the game now is not just about offering staffing services but understanding the deeper needs and aspirations of your target clients.
What truly keeps them up at night? How are they measured in their jobs? What opportunities exist within their businesses that staffing can uniquely address?
Think of it this way: People don’t buy a quarter-inch drill bit for the sake of owning one; they buy it to make a quarter-inch hole. Similarly, companies aren’t just looking for staffing services; they are looking for solutions to larger operational challenges, like completing a project by a critical deadline or ensuring a hospital is adequately staffed. Your role is to help them see how staffing is not just a necessity but a strategic tool that can directly contribute to their success.
Master the Art of Staffing Storytelling
But here’s where it gets really interesting—you need to become a master storyteller. It’s not the best product or the best service that wins; it’s the best story. The ability to compellingly articulate how your staffing solutions can alleviate their specific pressures and enhance their operations is invaluable. Remember, great storytelling isn’t about merely broadcasting what you offer; it’s about engaging your audience and making your client the hero of the story – with you as their indispensable guide.
Here’s a strategic framework to consider, often called the AIDA model:
- Awareness: Stand out in a sea of marketing noises. If competitors are emailing, find a bolder, more memorable approach to capture attention.
- Interest: Hook them with what matters. Like rubbernecking at an accident scene, draw their gaze to how your solutions address their immediate business pains.
- Desire: Convert their interest into a craving for your service by showcasing your unique value proposition. Highlight what sets you apart from the cheaper alternatives.
- Action: Seal the deal. Make them see that meeting with you is not just another sales call but a potential turning point for their operational challenges.
By internalizing this approach and making it a core part of your sales strategy, you can increase your chances of securing appointments and set the stage for more impactful, solution-centered discussions.
Mine the 60%: Find the Hidden Treasure of Staffing Sales
Remember, staffing is rarely a one-call close. It’s a marathon, not a sprint. You’re looking for that golden 3% of prospects ready to buy right now, while another 7% might be on the fence due to dissatisfaction with their current provider. This scenario isn’t unique to staffing—it’s a universal truth in B2B sales, beautifully captured in Chad Holmes’s “The Ultimate Sales Machine.”
Assuming a generous 10% of your market is open to switching staffing services, that leaves a whopping 90% who are not actively looking. This majority is divided into a few key segments: about 30% aren’t even thinking about staffing issues, another 30% are satisfied with their current service, and the final 30% wouldn’t switch staffing providers even if you offered to pay them.
You might think you should focus all your efforts on the top 10%, but the real treasure lies in engaging that middle 60%. These folks are either oblivious to their potential needs or hold misconceptions about the value a new staffing partner could provide. This group is your future goldmine—the relationships you need to nurture today for returns tomorrow.
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Now, let’s look behind the curtain…
IDM, ABM, and Digital Marketing Strategies… OH MY Sales Funnel!
Enter the sales funnel—a marketer’s best friend. This model, based on the AIDA framework, guides potential customers from first contact to a completed sale and beyond. It starts with awareness, where you grab their attention. Then move them down to the interest and desire stages, where you show off what makes your staffing solutions unique, essential, and desired. Finally, at the action stage, your sales team brings it home, prompting the prospect to engage.
Creating this funnel involves savvy marketing tactics like Integrated Direct Marketing (IDM) and Account-Based Marketing (ABM) to build a comprehensive, multi-touch campaign tailored to individual prospects.
Think of Integrated Direct Marketing (IDM) as your game plan for reaching out and touching hearts and minds in a precise, methodical way. It’s like setting up a bunch of dominoes in a row—each touchpoint is perfectly lined up for the ultimate effect.
Now, when you get much more specific with those interactions, tailoring your outreach to the unique needs of each prospect, that’s when you’ve stepped into Account-Based Marketing (ABM). It’s like crafting a bespoke suit instead of grabbing one off the rack: personal, made to fit just right.
Whether you use IDM or ABM, every point of contact between you and your prospects should be impactful. The idea is to bolster marketing efforts to support sales before, during, and after the transaction to maintain top-of-mind awareness.
Boost or Bust: How Funnels Rev Up Sales in a Sluggish Staffing Market
At the top of the sales funnel, focus on educational content addressing your ideal client’s pain points, which may indirectly relate to staffing.
As you progress to the middle of the funnel, engage in ongoing marketing efforts like drip campaigns to remain at the forefront of every prospect’s mind, ideally monthly or more often. Here, the goal is not to be pushy but to consistently add value, echoing Jim Cecil’s concept of “nurturing.” Demostrate your staffing expertise with the following:
- blogs
- emails
- print publications
- podcasts
- webinars
- case studies
At the bottom of the funnel, it’s time to aid the sales team in sealing the deal with persuasive tools, including:
- Social proof, such as testimonials, ideally video.
- Logos that display companies you’ve successfully partnered with.
- Special offers, such as exclusive training or orientation programs for new hires, to prompt action.
Finally, a little more wisdom from my dad, the old-school staffing maverick. He always said to turn the economy into “the other guy’s problem.” No, we’re not in a recession, but the staffing market is down, and it’s decision time. You can go down with it, or you can choose to outsmart, outmaneuver, and outshine your competition.
So now, the million-dollar question:
Can you back your sales team with an ace strategy, top-notch processes, and stellar marketing?
Haley Marketing would love to help you 10x your sales. Let’s talk!
