What does it take to create a successful Recruitment business?

June 22, 2010

As a business coach over the years I have been asked many times what it takes to create a successful recruitment business.  I always find this challenging because I don’t believe there is only one answer that fits all.  What I do know is that there are a number of things that every recruitment business.  should do and every recruitment business owner does do to guarantee success.

So with your permission I would like to share what the most successful recruitment business owners do. The good news, you can apply this to any business

1. They must have goals – knowing exactly where your business is going, what it will look like when it is finished is absolutely essential for business success.  Unless you know where you are going, how will you know when you get there?  Not only that, business goals keep you on track and should motivate and inspire you.

 2. Positive Beliefs’ – What ever you believe is true. If you believe you will be successful it is true, if you believe you are going to struggle that is also true.  Our decisions and beliefs are not based on reality itself, our decisions are based on our belief of reality.  What we do know is that all successful business owners believe 100% in what they are doing. 

3. Be true to your customers, potential customers and suppliers – Be always true to your customers, your prospects and your suppliers, exaggerating the benefits of what you sell, and failing to deliver against that can have massive negative implications.  As word of mouth marketing is often the primary way that businesses find customers.

4. Understand the importance of sales and marketing and do it effectively – in all the years as a business coach clients will often tell me that their product or service is the best available in the market place.  And I tell my client that makes no difference to them, what is actually important is that they have to market the service or product to potential clients.  Because it is very rare that potential clients will come to your door just because you have the best product or service.  To get more customers you will have to market/sell your product or service effectively and continually.

5. Embrace the web – No matter what your product is there is every chance that your potential customers will turn to the web before they make their decision to purchase with you.  That may be Yell.com, Google, Yahoo or MSN.  If your customers can’t find you they will give your business to one of your competitors.  Remember “social media marketing works” that is why multi nationals use them, also it is free. How good is that when it comes to marketing? And it is a great source for checking out clients and candidates

6. Be realistic in your expectations – yes some people set up in business and become a millionaire over night but that is an exception.  They normally send a lot of time setting up and working on the business.  Once you have your goal, you know where you are going, you then build a team you will achieve your goals.

7. Taking action – Take action with the respective goal and all the other things I have mentioned it is easy to get stuck in the planning phase, or sit by the phone waiting for clients to call you.  What we do know is that all successful business owners take action to achieve their long term goals.

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Why Unique Selling Point's Matter

June 16, 2010

Stand out from the crowd

In the wonderful world of business, every product must have a USP — a unique selling proposition that explains what the product is, what it does, and who it does it for.

Why USPs Matter

The Unique Selling Proposition (USP) is the number one thing that needs to be created before continuing with any other marketing endeavour.  The USP is a statement or message that explains to your customers, one at a time, why they should buy from you. The following is a list of reasons why you must have a USP in order to make your business prosper.

Did you know that  95% of small business owners do not understand what a USP is, or do not have an adequate USP.  Therefore, if you DO have a successful USP, then you are ahead of 95% of all small businesses.

 Your competition may be reading this right now.  If you do nothing about your USP, and he/she does, guess who wins the most sales?

  The days of the all-inclusive business are gone.  There is so much choice for the consumers these days, you have to show them why they should buy from you before they walk across the street and buy from the business that does.  If there are 2 businesses (or worse 3-5) that offer the same exact thing in one geographical area, and the customer cannot distinguish between the two, one of them is redundant and will eventually fold.  Just look around you and see the pizza joints and the dry cleaners that come and go, because they have failed to tell the customer why he should buy from them.

  You do not want to compete on price.  Some businesses get into the price war model, where they all offer a commodity, and the only thing they have to compete with is price.  Over time, you cannot sustain a business that competes on price alone. Someone will always come by and do it faster and cheaper.  If you craft your USP correctly, you can charge more than your competitors and still gain customers.

  If you are happy with your sales growth and do not want to add a single customer to your list, then continue doing what you are doing.  If you are looking to outsmart the competition, possibly triple your sales in a small amount of time, not have to add a penny to your marketing efforts, then the USP is the way to go.

There is a very simple technique that can be used to create a compelling USP, call us now for your free template and gain that competitive edge.


The Bear that wasn't…

June 9, 2010

Once upon a time, there was a bear that lived in a forest. Being a smart bear, he knew that when the leaves fell and the geese flew west it was time to go into a cave and hibernate. This he did.

While he was hibernating, builders came and built a huge factory right over the bear’s cave so that when he woke up, he found himself standing in the middle of a factory. The foreman came up to him. ‘Hey you,’ he said, ‘get back to work!’ ‘But I’m a bear,’ said the bear. ‘No, you’re not,’ replied the foreman. ‘You’re a silly man who needs a shave and wears a fur coat.’

‘But I’m a bear,’ said the bear.

So the foreman took the bear to the under manager, who told him to get back to work.

‘But I’m a bear,’ said the bear. ‘No, you’re not,’ said the under manager. ‘You’re a silly man who needs a shave and wears a fur coat.’  So the bear carried on protesting and was taken up through each level of the hierarchy, where everyone told him that he was a silly man who needed a shave and wore a fur coat.

Eventually, as he continued to protest, he was taken to the zoo and to the circus to argue his case with ‘real’ bears.  They said, ‘He can’t be a bear because if he were, he would be in this cage with us. He is just a silly man who needs a shave and wears a fur coat.’

And so the bear gave up and said to himself, ‘Perhaps I am what they keep telling me I am.’ So he was put to work on a machine and was miserable. After a long time, the factory closed and all the other workers went elsewhere.

The bear was left standing outside in the cold. He looked up. The leaves were blowing off the trees and the wild geese were flying west. Something deep within him told him that it was time to find a nice warm cave and to hibernate. But I can’t do that,’ he said to himself, ‘because I’m not a bear. I’m just a silly man who needs a shave and wears a fur coat.’ So he sat outside in the cold, the snow fell and he began slowly to freeze to death.

Finally, he saw sense. ‘Who cares what it is they tell me I am? If I were a bear, I could go into that cave over there and be happy and warm – and I want to be happy and warm.’ So he went into the cave. As he happily settled down to hibernate, he realised that he was not a silly man who needed a shave and wore a fur coat – he was a real bear. And he was not a silly bear either!

The moral of this story is that we all too often believe what other people tell us we are, or ought to be. True happiness lies in discovering for ourselves what we really are – and then being it.


How would your business be if you raised your standards

June 8, 2010

I got to thinking the other day, after completing my daily 5 mile run, how much my running had improved since working with a triathlon coach.  You see before I took up working with Alan, my triathlon coach, I would simply go through the motions of what competing in the triathlon was i.e. I would go swimming,  running and cycling, not always in that order.

But what was occurring was every time I was competing in an event the timings were there or there about the same. 

As a recruitment business owner does that seem like your business, that you are there or there about the same month in year after year? 

So I decided I would contact a triathlon coach.  He established with me what my goal was for the triathlon event and then he suggested what I needed to do to reduce my time and improve my performance by 20%. He told me that he was going to share with me what successful Triathlon competitors do, and if I did the same I would get similar results.

So one of the things he suggested I should do was look at the different areas of the event and improving my performance by approximately 7% in each area.  In fact he even suggested that he could improve my performance by 15% in the running event alone.

My first action step was to improve my performance when running up hills, so he got me to find a hill and run up the hill until I was absolutely shattered and I felt I could do no more.  And the first time ran up the hill and my heart was pounding, his voice went through my head and I heard him say “run on your toes and pump your arms”.  And I also was aware of the negative conversation I was having internally, i.e. “this is hard work” and “I am dying”.  Alan had pointed out that having a negative conversation served no benefit to me it was more important to have an empowering and more positive conversation, such as “the pain that I am feeling now is weakness leaving my body”, “this pain is just for a minute of my life”. 

What I find interesting about this whole experience of working with a coach is that when I did the hill work on my own I would do 5 hill runs and then run home.  However, when I worked with my coach and he was behind me shouting encouragement (at least that is what he called it) I could do 9 hill runs.  Did my heart bound? Did my lungs feel as though they were about to burst? Was I drenched in sweat? Yes I was.  But the point is with the coach at my side shouting encouragement and helping me focus on my desired outcome, my performance improved by nearly 100%. 

So let me ask you a question as owners of recruitment businesses. How much do you think your business would improve if you had a coach standing at your side shouting encouragement and sharing with you what successful recruitment business owners do?