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Strategies for Selling IT Staffing in a Down Economy, Part 1
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Effectively selling IT staffing in a good economy is never easy.
It’s highly competitive, requirements change on a moment’s notice, candidate availability often fluctuates, and there are pricing pressures and other factors in the sales process that we have little control over. It also requires a high level of sales activity, relentless persistence, discipline, and attention to detail, not to mention exceptional sales abilities.
In a down economy, we face all these same challenges, only on steroids.
All of these challenges are now magnified because opportunities are fewer and farther apart.
Think of a pack of wolves that have not eaten for over a week hunting for their next meal. They can’t afford to waste energy so their senses and awareness for executing that next kill are at an all-time high. They’re sharp. They’re “dialed- in†to the moment.
We need to be “dialed-in†when selling in a tough economy.
This two-part article will explore a few strategies to keep in mind when selling in a recession.
When making sales calls, do not lead with your product or service and do not lead with questions related to “Are you hiring?†We know the answer is most likely “no.â€
Where are you going to take the conversation from that point? When no “pre-defined, budget-approved†job orders exist, you need to find a problem to solve.
The trick is to seek out problems, not job orders!
Every IT hiring manager has problems. It’s our job to uncover those problems and propose a solution. Just ask your prospect the right questions and listen. They will tell you what they need help with.
First, group your accounts into three buckets — Hot, Warm, and Cold:
If you get invited to participate in an RFI or RFP for a sales opportunity in which you didn’t create through your own selling activities and/or you have no relationship with the account, don’t waste your time. Unless you created these opportunities, they are very difficult to win.
Statistics show you have less than a 10% chance of winning under these circumstances. Another sales rep from another firm has already done all the sales work and helped the client write the RFP or RFI. The only reason the client has included you is to fulfill their strategic sourcing strategy. Learn to quickly recognize these opportunities because they are time killers!
Instead, go out and create your own sales opportunities.
Sales people must have a laser-focused and airtight message in order to stimulate interest on behalf of their customers and prospects.
Specifically, your message regarding your service offering must be tied to the business/technical challenges your customers and prospects are currently experiencing. If your message doesn’t talk directly to their issues, customers will have no interest in talking with you. A little bit of research and a few extra calls will get you the information you need to deliver an air-tight message.
Suggestion: Make sure you understand the problems your consultants solve for your customers — these are your solution offerings.
For example, if your Business Intelligence Business Analyst set up the meta data repository for your client, which solved problem “X,†create a message around that and target other Business Intelligence Managers within your prospect accounts. Tell them how you helped your current customer with their meta-data repository.
Editor’s note: Tomorrow in part 2, Dan shares how to qualify, qualify, qualify some more! During a recession, it’s more important than ever to make sure you and your recruiting staff are working on real, qualified sales opportunities.