One challenge most IT staffing firms and their sales teams struggle with is coming up with an effective value proposition. Most sellers mistake their value proposition with an elevator pitch which only explains what a company does. As a result, sellers struggle with converting their cold calls into meetings.
I recently worked with Scott who is a sales rep with an IT staffing firm. Scott spends much of his time cold calling on new prospects. He's been trying to figure out his message for compelling prospects to take his call and meet with him. He shared with me that he often gets quick blow offs like "I have no time" and "send me your information." I asked him what his value proposition is and what reasons he offers for why IT hiring managers should meet with him and he shared with me the following:
"We're local and have been in business for 18 years"
"We're relationship focused"
"Our recruiters are technical"
"I'm located in the area and will bring the coffee and donuts"
Like many staffing sales professionals, he doesn't have a strong value proposition to capture the attention of IT hiring managers. Scott and I worked together for a few weeks to come up with a compelling value proposition that would capture the attention of his ideal prospects, IT hiring managers. Here is what we came up with.
Our customer, a large software manufacturer has been able to deliver an improved level of customer service while reducing their FTE headcount by 26%. 8% of their FTE’s have been redeployed to more strategic initiatives resulting in:
Exceeded SLA’s by 100% with zero escalations
Reduction in implementation errors resulting in additional 13% cost savings
Notice how Scott's new and improved value proposition quantifies how his service made an impact for his customer? That is exactly what a value proposition is and does. A value proposition articulates how your service impacts your customers business. From the customer’s perspective, a value proposition answers the question of: How will my business change as a result of using your service?
Since founding Menemsha Group in 2008, Dan has designed and deployed sales and recruiter onboarding, training, and enablement programs for hundreds of staffing and recruiting firms and has coached thousands of recruiters, salespeople and front-line managers.