In the competitive world of recruitment, standing out from the crowd is more than just a skill—it's a necessity. Whether you're a seasoned recruiter or just starting out, mastering the art of business development can make the difference between closing deals and being overlooked. Jen Allen-Knuth, a seasoned sales professional, shared her insights on how recruiters can out-sell the competition by refining their approach to business development. At Loxo, we're dedicated to helping recruiters succeed, and Jen's strategies offer invaluable lessons for those looking to elevate their game.
Understanding the Core of Selling: It’s All About the Mindset
One of the most challenging aspects of selling, as Jen points out, is navigating the myriad of conflicting advice available. She recalls a pivotal moment in 2009, during the economic downturn, when traditional selling methods were no longer effective. To address this, Challenger conducted an extensive study to identify the skills and behaviors that correlate with high performance across various industries. The findings? A significant 54% of top performers shared a specific mindset, one that aligns closely with the Challenger profile.This mindset isn't just about techniques; it's about the beliefs and assumptions that drive how you approach each sale. As Jen notes, "What are the skills and behaviors that tend to correlate with high performers?" This question led her to a deeper understanding of what customers are truly looking for, giving her the confidence to adapt and thrive in challenging times.
Analyzing Your Wins and Losses: The Key to Growth
For recruiters, self-analysis is critical. Jen emphasizes the importance of conducting a personal win/loss analysis, much like how companies analyze their performance. She advises, "Every quarter end, I would look back and say, all right, what are the patterns I’m seeing in the deals that I won and the deals that I lost?" This introspection allowed her to identify a consistent pattern—prospects were interested but hesitant to move forward immediately.Instead of attributing this to external factors, Jen examined her own approach. She realized that while she was quick to showcase the superiority of her solution, she often neglected to first ensure that both she and the prospect viewed the problem with the same level of urgency. This led her to a crucial realization: "Before I could ever sell someone on a solution, I had to get them to think and believe differently about the problem."For recruiters, this means taking the time to deeply understand the challenges your clients face before presenting your services as the solution.
Preparation is Everything: Five Essential Questions
Jen's success didn't come from winging it. She learned the importance of thorough preparation before any sales call. A great sales leader taught her to know five key things about a company before the call:
- What does the company sell?
- How does the company sell it?
- Who do they sell it to?
- How do they make money?
- What challenges might they face relative to the problem you solve?
This level of preparation allowed Jen to approach each conversation with a well-informed perspective, offering insights that resonated with her prospects. For recruiters, understanding your client's business inside and out before the first conversation can set you apart from competitors who rely solely on generic pitches.
Differentiating Yourself: The Art of Standing Out
In sales, differentiation is key. Jen highlights the importance of not sounding like every other sales rep vying for a prospect's attention. She recalls reviewing cold emails as part of her workshops and noticing a common mistake: "Most sales reps go out there and they’re like, my name is Jen, and here’s why I’m awesome, and here’s why my company’s awesome… But that just becomes white noise."For recruiters, it's crucial to engage prospects in a way that shows genuine understanding and concern for their specific challenges, rather than just pushing your services. Jen’s approach involved framing her insights in a way that invited discussion, rather than making assumptions. This method led to more meaningful conversations, where prospects were more engaged and open to exploring solutions.
The Cost of Inaction: Helping Clients Realize the Stakes
One of the most powerful tools in Jen's arsenal was helping her clients understand the cost of inaction. She devised a simple yet effective formula to demonstrate the potential losses they could face by not addressing their issues. By guiding her prospects through this process, she empowered them to see the true value of her solutions.For recruiters, this means not only identifying the problem but also helping your clients quantify what it might cost them if they don't take action. This approach shifts the conversation from the cost of your services to the cost of doing nothing—a perspective that can significantly increase your chances of closing a deal.
Building Trust: The Foundation of Business Development
At the heart of all these strategies is trust. Jen underscores the importance of building trust with prospects by empathizing with their current situation and providing them with new, valuable information. "We cannot defeat status quo if we can’t empathize with it," she says. By understanding and respecting where your clients are coming from, you can introduce new insights that help them reconsider their current path.For recruiters, this translates to being more than just a service provider; it means becoming a trusted advisor who truly understands the challenges your clients face and offers thoughtful, tailored solutions.
Conclusion: Empowering Recruiters to Out-Sell the Competition
Jen Allen-Knuth's insights offer a roadmap for recruiters looking to excel in business development. By adopting the right mindset, thoroughly preparing for each interaction, differentiating yourself from the competition, and helping clients understand the cost of inaction, you can significantly increase your chances of success. At Loxo, we're committed to empowering recruiters with the tools and strategies they need to out-sell the competition and build lasting client relationships.
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