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The Centredexcellence Comeback Challenge: Standing Out from The Crowd With Your Promise
Posted by Nicky Coffin
Standing out from your competitors is not easy in a crowded marketplace, and though having a follow–up process, will help, there are several other things to consider.
First, let’s talk about becoming become category king or queen.
So, here is a question for you?
Does it feel like your competition has suddenly tripled overnight and that pool of committed candidates that you had access to have suddenly disappeared?
You are looking at your client’s posts on LinkedIn, and everyone seems to be trying to get their attention and airtime.
Your competitors are either commenting or liking everything to find that window of opportunity to showcase themselves in any way they can.
I‘m sure you probably see this every day, and you see it because let’s be honest, it‘s a crowded market out there. Competition is at an all-time high for all of us.
With competitions comes price wars, too; if your company is like everyone else.
There’s nothing that differentiates you from your competition. If we want to thrive, we have to stand out as a better choice because we offer something better or different.
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Standing Out = Higher Fees
You can‘t do that in the red sea; you have to move to the blue one. Wondering what I am talking about? Let me explain.
So you have to separate yourself from that crowd in the red sea fighting on price into what I call the blue sea of prosperity; this is where you become Category King or Queen.
We have multiple examples from our private clients of how becoming a King or Queen of your sector can shift your whole business.
When you do this, you can move from contingency to retained fees.
We have had clients that have moved from 14% to 25% fees because they have made a shift. They picked themselves up and pushed themselves out of that red sea, where they’re fighting on price and into a place where their clients appreciate them.
They understand what it is that they do differently, and they package their promise and service.
Package Your Promise
Stop grabbing any business you can. When you do that, it means there is no real structure in how you are delivering your service.
And when there is no real structure, you must reinvent yourself; because there is no consistency. And that means that you are missing opportunities as you waste time reinventing the wheel.
You can‘t repurpose candidates either because you’re working all these different jobs all the time. And the thing about working so many other jobs all the time and not having any consistency in how you deliver that means your approach is so time–consuming, and you’re wasting a lot of really good energy.
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For a recruitment and staffing business to work well, you need a structured delivery process.
When you know what your clients need, you can package your service and delivery so that no one else can.
And then it is so much easier for you to stand out from your competition, and critically, your clients are more likely to say yes to you rather than your competitors.
You crush your competition out by cutting them out of the conversation.
This means you can defend and dominate your niche as you tell a different story, and the good news is that your team can do this.
When you utilise this strategy, your business starts to grow.
If you want to scale, you must have consistency in your business, and the degree to which you can clarify your systems and hone them will run your business instead of your business running you.
Nicky and Katy
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Over the many years and clients we have helped, we have proved how the strategies we teach can shift your business; the same has happened during COVID.
If you want our help, it starts by booking a call with one of us here.
Nicky and Katy