Too Many Unfilled JOs? Focus On 15%

Dear Barb:

Thanks for suggesting that we develop a client referral program. Since we began to donate to a company’s favorite charity if they refer someone who hires from us, our client referrals have more than tripled.

This has caused another problem: our job order to fill ratio has dramatically increased. In fact, we are only placing one out of nine job orders written. Often the job orders written with new clients are not reasonable, out of our niche, or mission impossible. How do we get our clients to refer clients who hire IT professionals only?

We don’t want to appear that we don’t appreciate all referrals, but I fear we are only hurting our reputation to write orders we often don’t work or fill.

John W.

Denver, CO

Dear John:

I would suggest that you conduct revenue modeling to identify your best business. If you do not know how to do this, email me and I will send you detailed instructions.

Revenue modeling is studying the parameters of the business you have filled over the past 18-24 months to determine the future business you want to attract. It does hurt your reputation to write job orders that are not worked or filled.

When you are working with a new client who has been referred, it’s important for you to be consultative during you discussion. Let them know what business you can fill and share your niche and areas of specialization.

Once you have determined your best business, target 85% of your marketing efforts at that exact business. You will be more successful if you limit the number of titles you place within your niche.

At conferences I always ask attendees what business they know they can fill the minute they write the order. They instantly provide me with an answer. Then I ask how much of their job order flow represents that exact business, the answer is always less than 15%.

You owe it to yourself, your clients and candidates to identify your best business, and then spend 85% of your time targeting that exact business. You can also share this information with the clients who are providing you with client referrals.

Barbara J. Bruno, CPC, CTS