Unit 3-1-1: Understanding Sales in Recruitment Part 1 Flashcards
Define the concept of sales in recruitment
“the act of selling a product or service in return for money and is the act of completion of commercial activity”
A successful salesperson should focus on which activities?
- Marketing: Gaining the customer
- Sales: Gaining commitment
- Business development: Gaining loyalty
What is the purpose of sales activity?
- Creating brand awareness
- Identifying sales opportunities
- Adding value to customers
Name the six elements of the recruitment sales cycle?
- Identify the sales opportunity
- Question to identify needs
- Show capability
- Manage objections
- Ask for commitment
- Create Loyalty
What can a salesperson look at to understand the target market place?
Look at relevant criteria such as:
1. Industry
2. Market sector
3. Demographics
4. Location
5. Size
What sort of buyers should a salesperson look for?
- Existing
- Potential
- Lapsed
What possible sources could be used to look for buyers?
- Internet
- Job boards
- Candidates
- CRM
When qualifying a sales lead, what questions should a salesperson be asking themselves?
- What are and how big are the opportunities?
- Can we compete?
- Is it worth winning?
- Will we get paid?
What else should be assessed when qualifying leads?
- Need of the buyer
- Budget of the buyer
- Authority of the buyer
What sources of information can be used for collecting information during lead qualification?
- Clients themselves
- Your colleagues
- Other departments (including finance)
- Candidates
What reasons might you have for not working with a client?
- Ethical
- Legal
- Commercial
- Resource
How could you qualify a sales lead?
Apply a dynamic score to indicate which opportunities are more likely to convert.
Always remember to review each client regularly - especially those who have not qualified.
Define research in recruitment sales
“the gathering of information from various sources to establish facts and detail”
Why is research in recruitment sales important?
It provides ideas, options and opportunities.
What sort of information can be gathered when researching a sales opportunity?
- What the organisation is?
- Market sector
- Market share
- Organisational structure
- Vision and mission
What sources can be used to research a sales opportunity?
- Internet / website
- Decision makers
- Candidates
- Colleagues
Define planning in recruitment sales
“the process of deciding in detail how to do something before actually doing it”
Why is planning important in recruitment sales?
It provides clear focus and structure.
What tasks can be panned for in recruitment sales?
- Sales goals
- Daily sales tasks
- Sales planning
- Client meetings
- Client objections
When shopuld you plan in recruitment sales?
- Daily for the following day
- Weekly for the following week
- Monthly
- Quarterly
- Yearly etc
Define goal setting in recruitment
“the process of determining an objective or desired result”
Why is goal setting important in sales recruitment?
It provides focus and challenges
What goals can be set in recruitment sales?
- Yearly sales target
- Monthly targets
- Weekely aims
- Calls & meetings
How should goals be set in recruitment sales?
- Specific
- Measureable
- Achievable
- Relevant
- Time-bound
Name three tools that can be used to identify competitor threats, Key Selling Propositions (KSPs) and Unique Selling Propositions (USPs)
- SWOT anaysis
- PESTLE analysis
- Porters Five Forces
What does SWOT anaysis stand for?
- Strengths
- Weaknesses
- Threats
- Opportunities
What does SWOT analysis analyse?
- Competitor threats
- Key Selling Propositions KSPs)
- Unique Selling Propositions (USPs)
Example strengths?
- Unique offerings
- Nieche market
- Competitive rates
Example Weaknesses?
- Competitors undercutting
- Lack of sales activity
- Limited client conversions
Example opportunities?
- Improved economy
- Large employer moving to the area
- Competitor with large staff turnover
Example threats?
- Sales competitors
- Reduction in client budgets
- Changes in legislation
Name some strengths of SWOT analysis
- Low cost
- Strategic planning
- Better understanding of business
Name some weaknesses of SWOT analysis
- Too simplistic
- Subjective
- May generate alot of information
Which two tools are comonly used together?
SWOT and PESTLE
What does PESTLE stand for?
- Political events
- Economic situation
- Sociological /social change
- Technological advancements
- Legislative changes / framework
- Environmental considerations
What does PESTLE analyse?
Macro-environmental issues
Benefits of using PESTLE?
- Simple and easy to use
- Reduces the impact of potential threats
- Identifies new opportunities
Weaknesses of PESTLE?
- Huge amounts of dynamic data
- Factors evolve on a daily basis
- May require lots of contributers
What does Porter’s Five Forces Model analyse?
The external competitive business environment
What five categories did Porter use?
- Threat from established competitors
- Threat from new entrants
- Threat of substitute products or services
- Bargaining power of customers
- Bargaining power of suppliers
Examples of existing competitor threats?
- Who are the competitors?
- How much is understood about them?
- What are their strengths and weaknesses?
Examples of new entrant threats?
- What start-ups are there?
- Who is trying to target your customers?
Examples of substitute products and services threats?
- Alternative ways to hire?
- New technologies such as social media
- Direct channels
Bargaining of buyer considerations?
- What buyin power do they have?
- Who is making the buying decisions?
- Central vs local purchasing?
Name some bargaining power of supplier considerations?
- Is it a candiate led market?
- Which skills are in short supply?
- Recruitment pages and job boards?
Benefits of the Five Forces Model
Gets people thinking in a straight forward, structured, easy to understand, strategic way.
What does Professor Joël Le Bon tell us about the knowledge and behaviour of effective sales people?
Strategic behaviour maximises a sales opportunity
Success has little to do with luck and alot to do with preparation, research and other actions in the lead up to the sale.
Examples of activities that lead to unsuccessful outcomes
- Lack of research, planning and goal setting.
- Disorganised sales activity.
- Poor time management.
- Quantity over quality.
Examples of activities leading to successful outcomes
- Planning
- Research the market
- Set clear, defined goals
- A genuine desire to learn and develop
Examples of successful behavioural requirements
- Assertiveness
- Resilience
- Empathy
- Adaptability
Examples of successful knowledge requirements
- Business
- Market
- Competitor
- Brand
Examples of successful skill requirements
- Strategic thinking
- Organised
- Ability to prioritise
- Effective communicator
What is the Betari Box Model?
A model that shows the link between attitude and behaviour
What are the four components of the Betari Box Model?
- My attitude affects…
- My behaviour, which affects…
- Your attitude, which affects…
- Your behaviour, which affects… (my attitude)
What do social anthrapologists say about communication?
Communication involves the exchange of signals on a conscious and sub-concious level.
What are the components of communication?
- Spoken language
- Gestures and expressions (body language)
- Written language
How do we change or de-escalate a cycle of confrontation?
- Personal censorship, empathy and promotion of positive solutions.
Cognitive Empathy
Knowing what and how the other person is feeling.
Under emotional, logical and unsympathetic
Emotional Empathy
When you feel what the other person is feeling.
As if emotions are contagious.
Can be over-emotional and overlook comon sense and reason.
Compassionate Empathy
Where you understand the feelings of another and may feel compelled to act.
A good balance between emotion and logic.
What are the cautions of using the Betari Box Model and empathy?
It is naive to think that any conflict can be resolved using empathy.
BBM serves as a useful reminder that attitude and behaviour - and that of the person they are selling to - can be applied to good effect.
