So…
Someone emailed in saying something along the lines of:
“As much as I personally love your blunt and to the point approach to marketing… I can’t help but think you’d make more sales if you diluted it down a little?”
It’s a valid point…
I get that I’m not everybody’s cup of tea, I get that not everyone can stomach the harsh taste of the ‘Renegade Recruiter’ first thing in the morning… so, would I make more sales if I took a softer approach to appeal to a wider audience?
The answer is yes, I’m almost certain I would make more sales short term if I diluted my message…but I’m equally certain I would lose out on business revenue and profits over a longer period too…
Most Recruitment/Staffing and Search Firm Owners see marketing and sales as an event rather than a process…
So they focus all their time and effort on making the sale rather than building the relationship…
Making a sale to someone is easy if that’s all you care about…
For example you could lower your prices until you’re the cheapest around and you’re bound to attract every single one of the scummy price buyers out there…
But the long-term profits are always in the long-term relationship and not just in the first sale…because when you have a long-term relationship with clients three things will happen:
1. They’ll buy from you over and over again
2. They’ll spend more with you each time they buy
3. They’ll refer friends, family and colleagues your way too
And on top of that… any marketing you do to people you have a relationship with will cost less and be more effective…
And that’s why diluting my approach would be a bad idea… because although I might get more people who buy from me on the one off occasion… I’d be loosing out on those people who have strong relationships with me based on my ‘hold no punches, direct and to the point harsh style’ of marketing and those people buy from me again and again…
Very few Recruitment/Staffing and Search Firm owners will ever grasp this idea… and it’s costing them a fortune in lost business revenue and profits…
They end up spending all their time and energy on getting new business whist their existing clients wander off to new suppliers…
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