I recently presented a Webinar on this topic for my Top Producer Tutor clients and it of course drew “outstanding attendance.” Many recruiters were relieved that someone finally understood that they hate to make cold calls!
Reality…Recruiting IS a Sales Profession and prospecting for new clients and candidates is a critical element for anyone wanting to attain a high level of success.
We are still working in a client driven marketplace. You may have an established client base, but if you are NOT representing the clients your candidates want to work for, then you will not have a prosperous year in 2010.
You may have a database filled with candidates, but are they the top talent your clients want to hire? You need to continually upgrade the talent that you represent and always be looking for qualified candidates to represent.
Top clients and top candidates don’t necessarily TRACK YOU DOWN! Often if you have worked your referral process, you do get incoming calls that result in clients and candidates. But it is critical that you cold call or warm call if you’ve done your homework, throughout your entire career.
When it comes to cold calling what is the WORST THING that can happen?
• You get rejected
• The person is rude or irritated
• The person hangs up
SO WHAT – NOW WHAT!
They don’t even know you or what you could do for them. IF they DID,
they would talk to you! You could change their LIVES for the BETTER!
Candidates – we are their F.R.E.E “Jerry McGuire”
Clients – we bring top talent to them that they may NOT attract on their own
When you COLD CALL, you must focus on the WIIFM (What’s In It For Me?) of the person on the other end of the telephone.
“WWD” (What We Do) cold calls don’t work unless the person understands how “what YOU do” can benefit THEM, they will NOT be receptive.
When a candidate or client rejects me, I feel sorry for them because they don’t realize what I could do for them. They also don’t realize the level of service and results I would have provided for them!
The beauty of what we do is it is primarily done OVER THE PHONE! It’s not like someone is slamming a door in our face. They may hang up the phone…but who cares?
Your top client in 2010 could be someone you have never talked to! You don’t want to only service your current client base. Ask every single candidate where they want to work and make sure you are representing the HOT companies.
Here are some tips to make cold calling more enjoyable…
TIP #1
Practice your initial pitch before you start to make calls. Would YOU listen to the call if you were on the other end of the phone? Preparation makes cold calling much more effective.
TIP #2
Show your personality and try to have FUN. It’s a proven fact that individuals like to work with people they enjoy. Don’t be overly professional and try to enjoy your calls.
TIP #3
Know something about the “PERSON” and “COMPANY” prior to your call. The person on the other end of the line will be more receptive if they realize you have “done your homework!” This Tip turns Cold Calling into Warm Calling.
TIP #4
Expect to be successful. Expect to either make a sale, or get personal and business information that will make your next call easier.
TIP #5
Write down detailed notes with each cold call because they will enable you to make a “WARM” call next time around.
TIP #6
When you ask your contact WHEN you should follow up with them,
Divide the time frame they have given you by “2”. They won’t remember what they said.
TIP #7
As part of your cold calling approach, combine that with email messages, direct mail and more of a “consultative approach” versus a “vendor” approach.
You are attempting to identify a PROBLEM you can SOLVE for them!
TIP #8
Track your personal statistics. Numbers don’t lie and it is great to know exactly how many calls you have to make before you experience success. Rejection is just the path to success!
TIP #9
Make sure you study the ten top Candidate and ten top Client Objections and have answers prepared to overcome them. Preparation IS the best way to overcome the fear of cold calling.
To your continued success,
Barbara J. Bruno, CPC, CTS
Leave a Reply