This document provides tips for staffing providers to own their local market. It discusses the competitive landscape in the staffing industry and emphasizes establishing expertise through certification, associations, and developing an online presence. The key recommendations are to build credibility by networking within local HR and business groups, generating referrals, and reinforcing your image through thought leadership activities like blogging, webinars, and advertising. If implemented, these strategies can help staffing providers become the preferred choice in their market and less reliant on price negotiations to win business.

1. Own Your
Market!
Become the Staffing
Provider of Choice

2. Our Reality
ü Competition
Over 6,000 Staffing Offices
in the US
One of fastest growing
industries over next 10
years – BLS
Negligible Barrier to Entry

3. Our Reality
ü Competition
Significant Margin Erosion
ü Industry Procurement’s Growing Role
Commoditization
Continued Rise of VMS

4. Our Reality
ü Competition
Email, Voice Mail, Texting
ü Industry Social Media – LinkedIn,
Facebook, Twitter
Commoditization
Technology brings significant
risks and opportunities
ü Technology

6. “Sales Equity”
Examples of activities
that create Sales Equity:
The process of adding § Networking
value to your personal
§ Speaking
and company brand
through sales activities § Educating
§ Referrals
§ Sponsorships
§ Targeted Advertising

7. To be known as THE Expert in your
market
§ Business comes to you
§ When people talk staffing/recruiting,
your name comes up
§ You don’t need to negotiate on price
§ People already know who you are when
you meet them
§ Your competititors hate you!

8. “Marketing Gravity”
Alan Weiss, Million Dollar Consulting

9. 3 Steps
to Own
Your
Market

10. On the Subject of “Expertise”
“The emerging picture from
such studies is that ten
thousand hours of
practice is required to
achieve the level of
mastery associated with
being a world-class
expert – in anything”

11. “The so-called expert with the most
credibility indicators, whether
acronyms or affiliations, is often the
most successful in the marketplace,
even if other candidates have more
in-depth knowledge.
This is a matter of superior
positioning, not deception”

12. Establishing Credibility
• Get Certified
• Join Associations
• Have a professional
headshot
• Create a professional bio

13. Establishing Credibility
• Get Certified
• Join Associations
• Have a professional
headshot
• Create a professional bio

14. Establishing Credibility
• Get Certified
• Join Associations
• Have a professional
headshot
• Create a professional bio

15. Establishing Credibility
Introduction/Bio:
• Get Certified Bob Oros, CSP, CMC, is a full time
professional speaker and author and
is one of the country's leading sales
trainers.
He has been a full time speaker
• Join Associations since 1990 with over 2,000 speaking engagements
in all 50 states and as far away as New Zealand.
Prior to starting his speaking career, Bob spent 20
years working his way from a street sales person to
the position of National Sales Manager for a Fortune
200 company. During his best year his personal
Have a professional
sales exceeded 30 million dollars in new annual
• business.
headshot
His training seminar has produced sales and gross
profit increases ranging from 20% to more than
100% for some of the largest companies in the
country.
Bob and his wife Jane have lived in Seattle,
Chicago, Boston, Maine, Florida and “ended up” in
Create a professional bio
Edmond, OK.
•

16. Build Your Presence
ü Power Networking
ü Media Relations
ü Using Social Media

17. Why Network?
§ Builds your credibility and reputation
§ Increases your scope
§ Results in referral business
§ Creates new relationships
§ Significantly improves your chance for long-term
success
§ Its more fun than cold calling!

18. The Power of Networking
Lead Type Win Rate Avg. Win Size
All Leads 25% $119,718
Cold Call 14% $65,385
Networking 50% $257,143

19. Where to Network?
§ Best Bet: Local HR Association
§ Local Chambers
§ Trade Associations – IT, Accounting/
Finance, Legal, Manufacturing,
Warehousing
§ Non-profits – United Way, Goodwill
§ Affinity Groups – Alumni Chapter, Social
Clubs, Sports Clubs
§ Create your own networking group!

20. Networking Tips
ü Arrive early – get to know the
hosts
Sample Questions
ü Volunteer
• What do you do?
ü You’re not in a business card • How did you get into
handout contest that business?
• What did you do
ü Have 5 or 6 go to questions, then
before this position?
stop talking and listen • Where are you from
ü Befriend job seekers – they’ll originally?
• What would an ideal
remember you
prospect of yours
ü Set realistic goals ahead of time look like?
ü Follow up quickly

21. Networking Tips
ü Arrive early – get to know the
hosts
Sample Goals
ü Volunteer
• Meet the Exec.
ü You’re not in a business card
Director
handout contest • 3 potential leads
ü Have 5 or 6 go to questions, then • 2 networking
contacts
stop talking and listen
• Volunteer
ü Befriend job seekers – they’ll Opportunity
remember you
ü Set realistic goals ahead of time
ü Follow up quickly

22. Networking
Must Read

23. Media Relations
• Create Press Kit

24. Media Relations
• Create Press Kit
• Make it Easy

25. Media Relations
• Create Press Kit
• Make it Easy
• Submit Articles

26. Media Relations
• Create Press Kit
• Make it Easy
• Submit Articles
• Register for PR Sites

27. § Why? – Over 1 § Why? – HR LOVES § Why? – Your
clients (and
billion active users Twitter competitors) are
there
§ How? – Create a fan § How? – Create a
page profile and connect § How? – Create a
it to Facebook and detailed profile
LinkedIn and start building
connections
Social Networking:
The Big 3

28. Reinforce Your Image
§ Web Presence
§ Electronic “Touches”
§ Thought Leadership

29. Reinforce Your Image
§ Web Presence
E-Newsletter/ Blogs
§ Electronic “Touches” Webinars
§ Thought Leadership Pay per Click Advertising

30. Reinforce Your Image
§ Web Presence
§ Electronic “Touches”
§ Thought Leadership

31. King of Self-Marketing
Jeffrey Gitomer
§ # 1 Sales Expert
§ $20,000 + speaking fee
§ Weekly e-newsletter
§ Nationally Syndicated
Sales Column
§ Over 200 speaking
engagements annually
§ Author of multiple sales
books, dvd’s, and cd’s

32. Tallann Resources Email
Revenue by Lead Type Campaign
1%
Google
6%
Speaking
20%
Referral
14%
Networking
60%

33. ü You are an expert –
let everyone know it
ü Create “Marketing
In Closing….. Gravity”
ü Own Your Market!

34. Tom Erb, SPHR
tomerb@tallannresources.com
tallannresources.com
blog.tallannresources.com