Strategic HR Weekly "Sales" Tip #32
Today's tip is mainly for HR Consultants who have to do business development, but principles in it also have applicability to HR Practitioners.
The circles in the illustration below do a pretty good job illustrating the different types of prospects HR consultant biz-dev folks can/may encounter as they fill their pipeline.
Addressing Different Prospect Types...
It's a good picture to stimulate an internal discussion about the different types of sales presentations that will probably be needed to optimize the chances of each different type of company seeing sufficient value in your offering to jump on board.
It's also a good picture to stimulate a discussion with a prospect about which parts of your offering contribute to the resources needed to help them move to an improved spot on the chart. The more parts of your offering that directly contribute to improvement, rather than indirectly, the more compelling your service will appear.
What do I mean by direct impact versus indirect impact?
"Time" is a good indirect example. "We give you time back Ms. Prospect, so you can have more of it to improve your business." Valid statement, but note that it's up to the prospect/client to make the improvement happens. And to have any strength at all in an already indirect benefit like this, one needs to have full buy-in from the prospect on how much time they'll actually recover, otherwise the potential value gets further eroded.
A good example of direct impact would be, "Here are X number of things that we are going to do for you, that you are not doing now, and that will contribute to fixing problem Y, or improving initiative Z. For example, if they say they're having a hard time attracting the best employees, and you tell them that you will write Job Descriptions for them, do Interviewing Training, and do Employment Verifications, and they're not doing those things now, all 3 of those things will have a direct contribution to fixing the Talent Attraction problem.
Good stuff to have healthy discussions on, as you implement your 2015 sales learning program.