If I’m selling peaches on the side of the road, I’m appealing to the masses. I’m hoping and praying that someone will need my peaches for baking, an afternoon snack or because they want fresh peaches. Even more, I’m hoping that someone driving along is in need of peaches and sees my stand. I am hoping that my peaches are ripe enough and large enough. There is no guarantee that they will see my stand or like my peaches, it’s a risk. But because I am appealing to the masses, I am desperate for anyone to stop, desperate for a sale. I don’t care if my peaches are the best quality or not. I just need cash and to fill a certain amount of orders in order for my business to thrive.
If I’m selling peaches at a farmers market, I’m appealing to my target audience. People who have self selected themselves into the buying process. They are there because they need food. They are there because they have every intention of buying food. While some shoppers are not visiting the food market for peaches, others are. It’s on their shopping list. Not everyone will be in need of my peaches. But you can bet there will be someone that walks through that door that will buy my peaches, or at least stop to feel and smell them. I
am asking for what purpose do they need peaches for. I am customizing my peach recommendations for the appropriate person. I’m not worried about how many peaches I’ve sold, because I know that what I have sold has made an impression on the right people.
Yes, I am the food market to generate revenue for my business so I can afford the necessities and luxuries in life. But, my focus is selling the right peach to the right person. If a customer tells me she is baking Peach Cobbler, she will want the largest, ripest peaches. If I have a customer who is just looking to bite into a peach and wants to purchase enough for one peach per day for the next week, they will need peaches that haven’t yet completely ripened.
The key to my success depends on my knowledge of peaches and knowing how to recommend the right peach for the right person.
Every Recruiter should have a Sales Strategy, instead of a Fill Strategy.
When salespeople want to show people why they should buy into an idea or product, they have a few objectives:
1. They are highlighting the perks of buying the product. (i.e., “These peaches were grown organically and were just picked yesterday”)
2. They put their product in front of their target audience and don’t waste time appealing to the masses-they are only trying to attract buyers. (i.e., Buying a stand at the local farmers market where they know people are there to buy fresh produce will produce a much better return on investment then a stand on the side of the road.)
3. They want to build a repeat customer base. (i.e., They know they are selling good quality peaches to the right people. These people will come back each week for more peaches.)
So when ’selling’ a job to a candidate you have to make sure that you have a sales strategy because ultimately, you are selling a life changing event. One that will impact a number of people. You have to think about the domino effect that will take place and put that in the forefront of your mind. That is a sales strategy: ‘thinking beyond the sale”.
Just filling job orders will keep you busy for sure but will also devalue your worth as a quality recruiter.
Time for a self evaluation.
Are you selling peaches or just filling orders?
I really like the illustration. You made so excellent points. Keep up the good work.