A Business Development Blueprint for a Big-Biller Brand

Presented by: Jeff Kaye, C.E.O. Kaye/Bassman International & Next Level Recruiting Training

www.kbic.com, www.nlrtraining.com & www.nextlevelexchange.com

Market Mastery •  90’s was the information era, this decade is knowledge era

and specialists are demanded by clients and candidates, this is called “Market Mastery”. They want this expertise not only in recruiting but also in their markets.

•  Niche categorization utilizing F.I.L.L. approach

  Function: (HR, Acct., IT, sales, R&D, etc.)

  Industry: (Healthcare, banking, consumer products, etc.)

  Location: (By: region, state, or even city)

  Level: (Decide what level you work up to and where will not work below)

•  Simple description to define

  Pharm R&D

  Group Life & Health Underwriters

  Consumer Product Brand Managers

  Web Developers in Dallas

Market Mastery

The Mathematics of Market Mastery

•  Market: 20 widget markers at 50 companies = 1,000 widget makers

•  Annual Job Changes: 10% turnover + 5% growth = 150 •  Your clients: 10 companies of the 50 (20%) •  Your sources: The other 40 (80%) •  Your market potential: 20% of 150 = 30 annually of which

20 are given to you •  Your average fee: 25k, Your annual production: 500k

Market Mastery

•  How long to talk with all 50 company hiring managers and all 1,000 people?

•  How long to have recruited everyone and establish the relationship with the widget making schools?

•  Now double the market and you produce $1,000,000.

  50k fees = 2 million

  Even 20k fees still 800k •  Start small and work way out (opposite of funnel theory)

  Broaden your market as needed •  This is not only good for client and candidate who benefit

from this expertise but also you by allowing recyclability.

Market Mastery (1) A/B Clients and/or Needs

(2) Candidate Pool

(3) Potential Client

(4) C/D Clients and/or Needs

•  A/B Client for whom you will search •  C/D Client for whom you will present only when you

encounter candidates while searching for other clients

* (1) Hired * (2-4) Interviewed

* (2-6) Presented

Market Mastery 1.  Search for A+B Clients and generate a suitable candidate

pool and present the best qualified and interested 2-6 candidates to the client to generate the ultimate candidate that is selected.

2.  The candidate pool generated has many candidates recruited that were either under qualified, over qualified, or not interested for a variety of reasons but still open to considering a career change.

3.  These candidates or your expertise with these candidates can be marketed to potential new clients. These clients will become either A / B Clients or C / D Clients.

4.  These same candidates from the pool can be presented to other clients who have needs where the candidate might fit but perhaps had not engaged your services yet or simply one who has less urgent and critical needs. You may even consider existing clients who may not have a need but consider you a talent scout.

Market Mastery

•  Recyclability breeds snowball effect. Knowledge increases respect for you which increases the odds of greater fee and / or upfront financial commitment and builds your reputation and value to your clients

•  During the down times this helps, not hurts. Like lions on the Serengeti. (Healthcare software) – Example: as market shrinks, they will only talk with the expert for top grading.

Example:

1. Local only

2. Healthcare only

3. Finance only

4. Generalist

Three Objectives in Market Mastery

1.  Know every potential company prospect in your niche 2.  Know every potential candidate prospect in your niche 3.  Know everything about every company and person in your

niche including:

Names, titles, info on people.

Compensation, benefits, etc.

Product or service offerings

Financials •  Which candidates are open to change & which companies

are open to hiring? •  Basically everything you ever wanted to know about every

person and every company

Establishing the Market Blueprint 1.  Desired frequency of telephonic contact for Client

1 x per month ? 1 x per quarter ? 3 x per year ? 2 x per year ?

2.  Determine weekly number of business development contacts. Avoid “check in” and “touch base” calls.

5 x per week ? 10 x per week ? 15 x per week ? 20 x per week ? 25 x per week ? 50 x per week ?

This will determine target market from a Client perspective. This could also be done from a Candidate perspective.

Market Mastery Conclusion

> Market Mastery = > in Knowledge

Knowledge = Insight = > Credibility

Credibility = > Trust, and > Trust = > Market Share

Only three reasons why a search is not completed: 1.  The recruiter does not know who to call 2.  The recruiter does not execute the search plan and make the

calls 3.  The recruiter does not know what to say to attract desirable

candidates

Thus, why market knowledge is so important (it doesn’t matter how good #2 or #3 is, if #1 is wrong) **There are no tuna in fresh water lakes

Market Mastery Marketing Strategy

–  Deliver a consistant and memorized presentation –  Vary the presentation duration according to market –  Ensure the content is compelling and differentiating –  Practice effective delivery by working on inflection, tone,

speed, etc. –  Vocabulary should paint a picture with words that mirror

the market –  Develop an elevator pitch on why you are NOT the person

to blow off. Example: I realize that you get called more than you care to from many recruiters and as such you’ve got to either tell them you are not interested, too busy, or simply just hang up quickly. I understand your need to do that 99/100 times, but 1/100 times you shouldn’t. This is that 1/100 time and the reason why is that (reason why – good one) and I’m offering you an opportunity to gain insight and learn about your market from someone who speaks with your competitors daily. So, share with me… (ALWAYS BE CLOSING)

Develop a systematic, telephonic plan that integrates the following best practices:

Example: Hello – this is Jeff Kaye calling with ABC search in Dallas and I specialize in the XYZ area. We have/I am 1,2,3. We achieved this success by developing long term strategic staffing partnerships where out clients rely on us as a preferred, if not single source staffing partnerships in time of explosive growth and more targeted hiring initiatives.

However, most of those relationships started with a phone call similar to this one where I had one opportunity to separate myself from the other recruiters you hear from and earn the opportunity to learn more about your business and staffing challenges. The fastest way that I know how to earn that opportunity is to deliver value by making you aware of a rare talent that can make a positive immediate impact on the bottom line of your company and allow that success to serve as a catalyst for a more enhanced alliance. I have chosen now to call you as I recently interviewed a candidate who I am confident can do just that.

The reason I say this is that she is doing this at her current employer where she has already……… MPC/RAB presentation and close.

Consultative with MPC Fusion

Example:

Only 30+ major pharmaceutical companies, maybe double that number of biotech places with drugs in the clinic, and a handful of CROS. Less than a third of those hundred have Oncology programs and most companies have between one and five medical writers on staff. So about 25 companies with a field of about 150 medical writers. If you want more than 10 years experience the number is cut in half to less than 75. Eliminate those that cant relocate to where you are located, are being paid far more than what you can offer, and either can’t or won’t consider change and you are most likely dealing with a couple dozen prospects on any given search you have for medical writers. This is a world I work in every day. I understand that you are responsible for hiring medical writers there and…

Close with question to explore possibility of working together.

Market Mastery

Market Mastery Design

* Supplementary to Solid High Market Connect Time

Speak at Events/Trade Shows

Create & Send E-Newsletters

Build Social Media Presence (Berger)

Optimize Website to Reflect Desired Message/Image

Mobile Marketing Exploration Conduct & Publish

Market Research Survey

Build LinkedIn Network (O’Neil)

Build Database With Contacts From All Sources (Beabout)

Holiday & Life Milestone Cards

Publish Articles In Trade Magazines/

Blog

Advertise/Post on Industry Websites

Create & Send Video Emails (Electromail)

Create Digital Briefcase

Sharpen Collateral Brochures/Mailers to

Reflect Desired Message/Image

•  Timely and relevant news •  Includes market updates •  Notable placements •  Integrated video message •  Include contact options •  Optimize for web viewers •  Plan for mobile phones

Tip: Keeping e-newsletter in single column layout ensures consistent display on mobile devices.

Article/Newsletter/Blog/Press Release

•  Create unique video message

•  Integrate supporting PDF docs

•  Include contact options •  Optimize for web viewers

Tip: Ensure your messages are email deliverable so delivery is possible via email, signatures, CRM systems and e-newsletter systems.

Video Marketing

Social media sites builds links back to you

•  Blogs – http://network.fordyceletter.com/ •  Twitter – “Tweets” with links •  LinkedIn – Profiles, questions in groups, updates •  FaceBook – Build professional profile different

from personal one

Social Media

•  Clean layout •  Easy navigation •  Search engine friendly •  Make PDF rich •  Maintain with CMS •  Integrate reporting/

analytics

Tip: Update and change the content on your Web site. New content makes search engines come back.

Website

•  Use quality imagery •  Create PDF versions •  Use on-demand printing •  Make Web deliverable •  Use audience-specific imagery •  Use white space •  Apply color for emphasis •  Make re-purposable as mailer

Tip: Print datasheets in short runs if using less than a thousand at a time. Saves offset printing time and money. Digital printers are not the same and quality can vary, so print vendor choice is paramount.

Create brochures in “shell” form to keep look and feel consistent across other specialty practice industry pieces.

Datasheet/Mailer Brochures

Recommend creation of a digital “briefcase”.

Successful Brand Marketing

How can it apply to recruiting and search? •  Lead generation – click to call •  Mobile alerts of new job postings •  Reminders for interviews •  Virtual business cards

See an example of virtual business card.

Text “dmcdougal” to “70626”

•  Click to call •  Email link •  Add to Outlook •  Website URL

Mobile Marketing

Market Mastery Design

* Supplementary to Solid High Market Connect Time

Speak at Events/Trade Shows

Create & Send E-Newsletters

Build Social Media Presence (Berger)

Optimize Website to Reflect Desired Message/Image

Mobile Marketing Exploration Conduct & Publish

Market Research Survey

Build LinkedIn Network (O’Neil)

Build Database With Contacts From All Sources (Beabout)

Holiday & Life Milestone Cards

Publish Articles In Trade Magazines/

Blog

Advertise/Post on Industry Websites

Create & Send Video Emails (Electromail)

Create Digital Briefcase

Sharpen Collateral Brochures/Mailers to

Reflect Desired Message/Image

Deployment of Continual Target

Contact Plan For (each) Client _______

JANUARY Marketing Call

(Market Mastery) with Video Email

MARCH Send Newsletter

APRIL Marketing Call

(MPC)

JULY Marketing Call

(Reference Check – Jeff Skrentny)

AUGUST Send Newsletter

SEPTEMBER N/A

OCTOBER Marketing Call

(Consulting – Rob Mosley)

NOVEMBER Send Article, Blog, Market Research

Survey

DECEMBER Send Holiday Card

(Perhaps with Satisfaction Survey)

FEBRUARY N/A

JUNE Send Article, Blog, Market Research

Survey

MAY Birthday Card

** Possible Client visit or meeting at conference ** Once Target becomes Client then Contact Plan is modified ** Measure, modify, refine & repeat

You Are Your Brand!!

•  Market Mastery is your brand. What does your brand say? (Hank Stringer)

•  What percent market recognition do you have?

•  How does that compare with Jello, Kleenex, Xerox?

•  Creating a position or modifying it •  Using you •  Service charge terms and structure •  Interviewing recommendations •  Effective interview preparation •  Offer formulation and extension •  Even hiring a specific candidate •  Hiring you as a true consultant under a consulting

agreement (see Jacqueline Karle)

Market Masters Make Professional Recommendations

Market Masters Excude Confidence and Never

Underestimate the Power of Positive Mental Attitude

Question & Answer

Thank you, and to learn more about our offerings or if you have any questions please email me at jtk@nlrtraining.com or jtk@kbic.com and visit us at www.nlrtraining.com, www.nextlevelexchange.com and www.kbic.com