The Temp Factor Blog

China (Great Wall) October 2009

October was truly a busy month!  It started off with a trip to China, which was fascinating.    I highly recommend a visit there, but you must be up for a long plane ride (15 hours!).   Upon returning home, I helped my husband launch his new business and continue my own work on a research project and querying book agents.  It’s good to be home equipped with new memories and lessons learned through new people and places.   So, getting back to staffing …

Depending on your perspective, technology is either pushing us forward with amazing innovation, pulling us along by the shirt collar or leaving us somewhere in between. However, those that are keeping track of what’s new and available to make their company more efficient and exciting gain the required edge to succeed in business today.   This counts big time especially in the staffing industry, where competition gets hotter every day and it’s getting harder to stand out from the crowd.   Also, client companies are reinventing themselves, shifting demands and changing requirements.   How does an agency keep up with them or even get one step ahead?

Here’s something I think worth paying attention to. It’s called Vipe. In a nutshell, Vipe enables their clients to create, manage and email short, effective video clips that market and support their services.   At present, Vipe has three primary industries using their product: Hospitality, IT and Staffing.   These videos can serve as introductions to potential clients, act as promotional and communication tools to update or maintain contact with clients or facilitate recruiting.   This is powerful!

When you consider what this will do for faceless telephone cold calls and emotionless emails that go out every day by agency reps to reach prospects, it’s a whole new world.   Video is a much more dynamic and much less intrusive way to get an agency’s message out there.   It’s fresh, professional and compelling.

I was impressed by what this means coming from the client perspective.   Every business day, I’m pitched by agencies ranging from cold calls, emails, faxes, flyers, brochures, invitations to events and assorted giveaways just to gain a few second’s worth of attention or consideration of doing business.   One of the things that’s noticeably missing with these approaches is emotion. There’s no life, no pizzazz, no “wow factor” in them.

To learn more, I spoke with Adam Peterson, CEO of Vipe Inc.   I asked him to explain what we “must know” about Vipe.    He said “The answer is twofold: For one thing, we make sales happen.   The other is that we’re putting personalized communication back into your business process.   As a result, every single one of our customers feels they’re differentiating themselves in a way that positively affects their bottom line. This really is a powerful differentiator.”

Being web-based, Vipe requires no software to download. Each client goes through phases of goal setting, planning and implementation, along with training.   They’ll learn how to use the product and be able to create their own effective sales videos.   The staff at Vipe will even teach clients tricks about being filmed such as how not to blink excessively or which angles never to be shot from, things the average person might not know.

Here’s an illustration about how dramatic video can be for business applications. Imagine following up on an initial contact with a prospective client by attaching your video link next to your signature “so they can put a face to your name”.   This helps make an even deeper connection and impression. See for yourself by clicking this link . . .

Adam Peterson (Meet me video!).

No lengthy emails to be read.  No interrupting phone calls. The agency rep is virtually front and center, and able to deliver their message in a more meaningful way.   All the non-verbal elements that account for 93% of communication are included in a video.   As someone who is a prospect for receiving a video, I feel it offers much more in exchange for my time and it puts me more in a buying mood vs. being sold.

Beyond the numerous marketing applications of Vipe, it can also be used in recruiting.   Agencies would still present qualified resumes to employers as they do now.   Once an employer shows interest in a particular candidate’s resume and wants to go a next step in the recruiting process, a video of the candidate can be presented by the agency to the employer.

What’s quite interesting about this process is what research has revealed. Dr. Bernieri, an Associate Professor, Department of Psychology at Oregon State University has found that  “ . . . twenty-minute interviews in which the interviewers were asked to rate each candidate on attributes such as ambition, intelligence, and competence. Then a group of observers was asked to watch video footage of just the first fifteen seconds of each interview. The results showed that the observers’ first impressions in fifteen seconds almost paralleled the impressions of the interviewers.”   Alan and Barbara Pease also cite this in their book “The Definitive Book of Body Language”.

Getting a candidate “in front” of an employer through Vipe can happen faster than the traditional means of checking schedules and confirming first rounds of interviews.   Of course, the usage of candidate videos doesn’t aim to take the place of live interviews, but they do efficiently facilitate the early recruiting stages when candidates are being reviewed and considered.   Peterson calls Vipe a “productivity tool for clients, like overworked hiring managers or human resource professionals who’s departments have been downsized, but still have a full plate”.

Overall, as a client, if I’m getting cold called, emailed or sent a video clip by a staffing agency, to consider their services and learn more about them, which method of communication am I going to spend a few moments with? Which method will grab my interest and be remembered?   When it comes to a job candidate that I want to pursue or recommend further along into the process, am I going to prefer the speed and effectiveness of viewing a video vs. waiting days for the candidate to come in? Roll ‘em!

For more information on Vipe, you can contact Byron Jacobs at byron@vipepower.com or visit their website is www.vipepower.com.

Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

Write me and let me know what topics you’d like to hear more about in my blog.

As a client, I’ve often wondered why staffing agencies don’t work more in partnership with each other in this day and age. Isn’t everything evolving? Certainly any one agency can’t possibly be all things to all clients all the time, no matter how much they try. In an $86 billion dollar industry, isn’t there still enough business to go around? Entrepreneurially speaking, a piece of business brought about by a partnership is much better than none at all.

I wrote about this in one of my books and use the example of what’s happened over the last few decades with the airlines. They’ve pulled together and formed alliances. Their new model co-shares customers and gets travelers across the miles with more choices and conveniences than before, through this cooperative effort. Everyone wins! Let’s not forget about strength in numbers as well. The clout an alliance brings opens up more doors and provides much broader exposure than solo efforts.

A more partnered path of working in business today also clearly demonstrates an organization’s confidence in its own distinction and showcases its ability to be a great industry associate. It brings more value than being fear driven over the competition and scrambling for every dollar to be had. In the long run, everyone benefits when partnerships exist. They offer more options, better service and create a large pool of collaborated talent. These attributes are very attractive to clients.

Last Thursday night, I saw the partnership concept take shape where staffing is concerned. I attended an event hosted by the New York Staffing Association entitled Make Money on Your Unused Candidate Pool. When I received the invitation, it had sounded intriguing, plus I’m always eager to discover something new about staffing, so RSVP’d with a “Yes”.

The evening started with some mixing and mingling followed by a brief presentation and animated film about what can be done with great candidates who interview with an agency and then can’t be placed because “We don’t have anything for you right now, but we’ll keep you in mind should anything come up.” Historically, this has been opportunity walking out the door for agencies, not to mention what it does to a candidate and the clients who exist out there looking for this exact same person. Well, the haystack is starting to reveal the needles with a new product on the market that basically matches up candidates and jobs through an exclusive agency-wide database called DORS (Dynamic Online Recruiting Software).

Whether a client needs a candidate across town or across the country, a staffing agency will be able to go beyond their own resources and tap into a system that lists all the other great candidates seen by other agencies just waiting to be tapped. Both agencies then work in cooperation to bring candidate and job together in order to fill this client need and they split the fee.

So instead of sitting on the side lines with an “all or nothing” approach, this provides a win for two agencies, the client and the candidate. I was very impressed and excited from the client perspective about this because it means increasing the chances for faster fulfillment of jobs and being presented with even more qualified candidates than before. This is dramatic! It’s suddenly making current recruiting methods look as old and inconvenient as payphones.

Here are some other thoughts on why clients are going to really like this product and why it will provide advantages to agencies:

• Higher client confidence in candidate quality since it’s now a two agency system, where both have contributed to the due diligence process
• Time and effort saved by clients not having to list jobs “all over town” with multiple agencies. Each agency now has reach “all over town”, so it facilitates a client’s reach more effectively.
• Builds agency/client partnership as they work together on placements and no more multiple listings with other agencies. Keeps clients from going “all over town”.
• Demonstrates agency empowerment by keeping up with technology that will benefit clients
• Builds more client loyalty and value with knowledge that an agency’s primary focus is on finding the right candidate and not spent competing with other agencies over placements.

Before leaving the presentation, I had a few moments to talk to one of the key people behind the DORS system, Sylvie Hyndman to learn a bit more and exchange thoughts. I left the event thinking “Wow! This is a win on so many levels.” The vision of this product is completely on target and it’s time has come. Everyone wins! To learn more, visit www.3dors.com or contact Sylvie at sylvieh@3dors.com.

Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

I was recently asked by a staffing agency professional, “When my HR client is not being responsive to an important candidate update during rounds of interviews, just how much can I push before I’m being too pushy?” I could hear his frustration as he added “Sometimes clients can be their own worst enemy during the recruiting process!”

As candidates pursue multiple avenues in search of a permanent job, new developments can be deal breakers, so timing is of the essence. The last thing either HR or an agency wants is a viable candidate to slip away midstream, especially if it’s stemming from a communication issue, of all matters.

Here’s a few of my thoughts on this . . .

My “client/agency partnership” tentacles become immediately engaged when I hear about this type of situation.  The most successful results between clients and agencies are achieved by those that work as business partners and have constructed clear communication channels with each other.

Since the agency is an extension of the HR recruiting/staffing function and covers ground that Human Resources elect not to handle (i.e., resume and candidate screening, coordinating candidate interviews, reference gathering and testing), they must be empowered to some extent in that role to be successful on a client’s behalf. But, how does a staffing agency get their client to realize this? One area is in the matter of communication. The agency must have a conversation with clients about how they’ll reach each other during a candidate search and interviewing process. Find out how clients prefer routine updates and how you’ll reach them when something’s urgent. These could very well be two different methods.

The dialogue can be as simple as “When I absolutely, positively, must reach you, what’s the most effective way?” Give clients an example of something urgent such as a candidate being woo’ed away during the interviewing phase or actually getting a counter offer, to reinforce exactly what you mean by “urgent”.

Just a sidebar . . . and, besides, what would my blog be without mention of one of my favorite topics . . . “agency cold calling”, but there is a close tie here worth bringing up. Clients have gotten “cold called” so much by agencies in general, that they have become jaded, faded and otherwise negated when an agency calls. Unfortunately, clients are oversensitized at this point, so may not be separating routine agency matters and solicitations from real live, important calls when the agency tries to reach them.

It’s in an agency’s best interest to re-educate their clients in the area of agency/client communications and timing, which will have an impact during a candidate search or when interviews begin. Discuss the reasons an agency may need to reach them quickly. Help desensitize clients to “the agency call” in order to get through when it’s needed. Talking to clients should include an understanding about the risk that’s run when they allow things to drag or response times are slow.

Communication is a very basic topic and when an effective system is set up, it paves the way for a more successful flow of information between both parties. This not only helps avoid trouble down the road, it unties an agency’s hands when trying to deliver or act swiftly for a client. Worries over being “too pushy” will be a non-issue once the rules are in place. Of course, neither should be abusive and cry “Wolf!” unnecessarily, or it will instantly render the system meaningless.

Frequently, when a new job order needs to be filled, it’s “off to the races” with HR and the agency jumping on job descriptions, qualifications and compensation matters. It’s only natural! But, it’s worth being clear on how you’ll get messages to each other. Once this is established, you’ll both know the drill about reaching each other. It’s never too late to get an efficient system in place.

Although email may typically be slower than a phone call, the popular use of Blackberry’s now means getting a message through anywhere, anytime is just about guaranteed and may work very nicely. Inserting “ASAP” or “Urgent” in the email subject line should suffice as an alert that something’s pressing. Just make sure you agree on a method that works for you both.

Turnabout by the agency with HR is not only fair play, it’s essential. Agencies must be reachable by their clients, especially during a recruiting process. Things can change rapidly from the client side, especially when it comes to changing business schedules. Information must flow fast and with ease during this process.

Concerns by an agency about being “too pushy” should be replaced with thoughts about being in a “lead role”, especially during a recruiting cycle. This isn’t about being aggressive, but takes the form of knowledgeable guidance with clients. Here’s where an agency can step into a pair of proactive shoes. Along with the agency’s expertise, there are many “behind the scenes” insights about candidates that an agency is privy to, such as their status on other agency/company interviews or other offers they may be considering. Candidates are confiding in the agency, not the client. This puts the agency in a more directive position with a client as an advisor. Their guidance as the recruiting process unfolds and their ability to keep a candidate “warm” during the process is extremely valuable to a client. Regardless of HR’s level of experience in recruiting, when an agency is hired for a job placement, they must be an active leader. It doesn’t matter how many times this exercise has been done before, each time it matters. It’s always an opportunity for the agency to expand and enhance what they do for a client and demonstrate just how good they really are. It will keep clients coming back for more.

A good deal of time, competitiveness and effort goes into securing the right candidate for a client. A little advance planning goes a long way. Make sure conversations are had so that both parties know what to expect and are working from the same page. Talk to each other about how you’ll talk to each other during the recruiting process so wheels aren’t spinning as candidates are walking out the door and calls aren’t getting through.

Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

Business advantage, aka “an edge”. . . Every company wants this asset, but, how does one achieve it? While there’s no “set” answer to this query, there are steps you can take toward distinction and one key in particular.

Let’s consider how we live in a world of choices and options. These enrich us and put some “ooohhh’s and aaahhh’s” into our lives. Having alternatives make things go round and round, especially in business. And, it’s what provides businesses the ability to compete. Anyone reading this should already know that competition in the staffing industry not only exists, it roars. Fierce competition amongst agencies means that consumers (clients) get lots of “good”, “better”, “best” choices in an agency. Guess which one your clients or prospects are going to pick?

In the quest to vigorously compete, the forest may be getting lost through the trees. Your agency may be getting spread too thin in multiple directions or its central message could be getting diluted. Both of these will negatively impact an agency’s effectiveness. There are so many agencies out there now, that an agency needs to “Do ya one better” as we say in New York, with clients and prospects if they are to even get in the game. Here’s three ways to put your agency in the “best” category and keep them there. These practices will give you “an edge” . . .

1. Clarity of agency mission/message. What one thing do you want clients and prospects to know more than anything about your agency and its service? This is your core, your mission, your message. Who is your client and is this clear to them? Is your message meaningful to them? Are you offering a unique service or have a particular distinction? What are you able to do better than anyone else? Why are you special?

Is everyone else saying the same thing as your agency? (i.e., “We’re unique/superior/different than the rest?”) If so, change the way you’re communicating that message so that it carries some weight and is real. How do you define unique/superior/different? Clients are looking for meaning behind those claims. They’re looking for differentiators.

Realize too, many prospects in your market only know about an agency from the cold calls they receive from them. This then becomes your agency’s entire message. Regardless of the call’s outcome, it plants a deep seed and it matters.
Use great care in this regard.

2. Know one more thing about your clients than anyone else. When a client moves forward and begins engaging an agency, you become a privileged insider. This is “big advantage territory”. It’s almost the closest thing I can think of short of being hired as an employee. Although, this gives you an automatic advantage, you must maintain it. When you get “hired”, it’s just the start. You must continue to dig in and learn so you can perform for this company. Make sure you’re increasing your knowledge about your clients and how you can best provide service or solve staffing problems for them with each “order” filled. It’s ongoing. Build what you’ve got!

When an agency really understands a company, they can better deliver successful results. This adds up to the question “Why would a client then go anywhere else?” Since it’s all about the relationship, a very good one is going to be hard to replace, no matter what an outsider promises. When you know more about your clients, you can build loyalty with them. Any agency can learn about a client through research online or by reading their website, but few will really get to know them. Make sure you always know more than anyone else could possibly know about your clients.

3. Become an information pipeline. This goes hand in hand with point #2 above, but applies in a broader sense. Working beyond just really knowing your clients, learn about their industries. Keep up with the news and what’s happening around them. Ask yourself some questions as guidance: “How is what’s going on in a client’s industry going to impact them in some way (big or small)?” “Can I provide a solution to what’s happening in a client’s industry?” “Is there a new opportunity being presented by changes in a client’s industry?” “How is my agency going to be impacted by changes in a client’s industry?” “What information will be helpful for me to provide to my clients about their industry?”

(Hint: Often HR is so inundated with internal day to day issues at their companies; they may not be well informed about outside issues going on within their own industry.) Become a provider of information, a fact feeder, and help clients stay up to date. This is a great way to be touching base with them and compounding your value. I urge making each contact with a client count and moving away from the heavy “selling” approach of the past.

In the opening of this article, I mention that there’s one key in particular to help you achieve “an edge”. It can be found in each point above. That key is INFORMATION. Obtain it to fill your own cup and distribute it to fill your client’s cup. Its worth to you, your agency and your clients is considerable.

To the naysayers who might be asking . . . “If we all start doing this stuff, how will we be different?” Well, every agency will have its own interpretation of these suggested steps. There will be varying levels of creativity, talent and vision applied here. Is there only one way to paint a picture, tell a story or make a chocolate chip cookie? Design it as you see fit. It’s opportunity time and you’re wearing a watch. Give it a try!

Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

In last week’s blog post (Hidden Marketing Secret for Temporary Staffing Agencies, Aug. 20th) I presented the hidden marketing secret that exists within the agency’s Client Profile Form (the term I use for where the agency collects and records basic client data for reference). I explained how it can be used to reach out to established clients in a productive and beneficial way. This week, I’ll show you how you can take this concept and apply it to your introductory/cold calls to prospects.

A partial recap of the two major points from last week’s blog to get the little grey cells in gear before going further . . .

Major Point #1: The Client Profile Form is critical. So much so, that if I were to start an agency tomorrow, it’s the first thing I would sit down and create. Your form must hit all the vital data points on what you need to know about a client’s company in order to deliver successfully. This form should be turbocharged and able to leap tall buildings with a single bound.

I’m going on the assumption that every agency has a standard Client Profile Form for client data. If you haven’t regarded this document as an ongoing, multifunctional, door opening, trophy winning client tool, it’s time to start. Any agency that doesn’t possess a well designed and well defined Client Profile Form should create one. If yours hasn’t had a new look in twenty years, it’s ready for a revamp.

Major Point #2: The Client Profile Form is your passport. It will help you enter the client zone over and over again. You must not only use it, you must know how to use it. Just like a passport, it enables you to traverse the stop points. If it’s sitting on a shelf or stored in a file somewhere, it’s not going to take you places. It must be presented.

. . . Like anything, there’s a right way and a wrong way to do this, so it takes some understanding to be successful. In earlier blog posts, I stress that cold calling often fails because the caller is “wanting something” from a client or potential client. Instead you want to be offering something when you call a client. . . . Clients want to feel well taken care of.

With the above two points in mind, realize your Client Profile Form gives you something of value to offer a prospect. When you phone a potential client to introduce your agency, let them know that beyond this brief intro, you’d like to share your Client Profile Form with them for a deeper and more meaningful introduction. This gives them a taste of exactly how you work with a client. It shows them the type of information you gather in order to provide service that’s on target and pointed toward success for your clients. It’s an example of your agency’s overall personalized attention to detail and its high level of expertise.

This approach with a potential client also sets a tone, which is one of a partnered relationship. Describe how you work together with your clients to complete this form. It can easily facilitate their communication of essential data and will better educate you about their company. This is an essential first step when you begin working with a new client. The Client Profile Form is an ongoing client tool that you should use and maintain. Your goal is to deliver results for clients. That starts with sharing information and having meaningful conversations, which the Client Profile Form helps provide.

In addition, if you can demonstrate to a potential client that you make the client’s process and experience of working with you very easy for them, they should be more receptive to giving you some consideration, even if it’s small. Reinforce that concept by what you do during a cold call. Be brief and don’t put any burden on the potential client. When you ask whether you may send them your Client Profile Form, have their email or mailing address ready and confirm it. Don’t make a client spell everything out, or it will start to feel like you’re being needy and “wanting something”. Do your research and pull this info. It’s easy enough to find out. Make your call a clear “gain” for anyone receiving it.

Remember, the prospect may be a “stop point” for you, so you need to present your passport, which is the Client Profile Form. It’s an effective credential that says you’ve got something of value for them and are well qualified to proceed. If you get halted by a gatekeeper, or potential client, ask them if they’ve ever seen an agency’s actual Client Profile Form. I can almost guarantee they haven’t. Use this to stimulate interest. Just natural curiosity alone, may get them to say it’s OK to send yours. This will provide them the opportunity to peruse it and consider a behind the scenes look at an agency’s process. Now you’re talking! This is being different from the rest and will better your chances of going a next step with them.

Since your agency creates this form as it sees fit, make it a promotional device by its sheer VALUE. That will be worth so much more in marketing terms than a cold call or brochure that only talks about your agency’s value. Viva la difference! Build your Client Profile Form with effective, intuitive and results oriented questions, and guess what? You come out looking like (and becoming) a more well-informed expert and will begin to make your agency look more attractive to others that don’t know you.

To illustrate further . . . When I’m interviewing job candidates, some will ask very insightful and worthwhile questions. Just by their questions alone, I know they’re on the right track and have a superior grasp of a job. After all, they’d have to have a deep understanding in order to ask such questions! This is one of the lead indicators that a candidate is strong and may be well suited for a job. It makes me want to move forward with them. By their inquiries, they’ve positioned themselves “on the inside looking out”. And that’s where the gold is! “On the inside looking out”. It means “I get it. I’m hip. I hear ya. I know the ropes.”

The same can apply to an agency via their Client Profile Form. This form needs to ask important and relevant questions about a company/client so the agency can deliver appropriate solutions. It must show you’re knowledgeable and have a superior grasp of the critical issues related to temps and staffing and that you have “inside positioning and understanding”. Done effectively, your Client Profile Form can help create interest in your agency and help you obtain a meeting to explore the possibilities of working with this client. Construct your Client Profile Form thoughtfully. What its underlying message conveys is that you’re top notch and really know your stuff. If your form is weak and too “name, rank and serial number”, it won’t send that message. Make it dynamic.

Start looking at your Client Profile Form in a new way and explore the hidden marketing secret it holds. It’s a perfect time to take this approach with potential clients who have become jaded by too many of the same agency pitches over and over again. They’re looking for excellence and they’re looking for distinction. Show them, don’t tell them.

Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

We’ve had a bit of a bumpy blog ride the last couple of weeks between the “Tough Love” and the “Ten Things Not To Do” over temporary staffing cold calling. This week I aim to balance things out and go with something infused with optimism and offer a constructive “What To Do”.

A little background, if you will . . . I routinely find any staffing agency I work with phones me just to touch base once in awhile if things are quiet. While these routine check in’s are important to maintaining client relationships despite business levels, they can fall short on impact and outcomes for both parties.

Taking this up a notch, there is a very effective way to put some vigor into these calls. This can even be the reason itself for ringing up. The technique I’m going to present can help you keep a better pulse on what’s happening with clients and reveal new opportunities that may be emerging. Without this, you run the risk of being left in the dark. Worse still, you may not even know that’s where you are. Where I’m leading you is to the agency’s Client Profile Form . . . the place where the agency collects and records basic client data for reference. It holds a wonderful, yet hidden marketing secret. This document’s true value is often overlooked.

Major Point #1:   The Client Profile Form is critical.  So much so, that if I were to start an agency tomorrow, it’s the first thing I would sit down and create. Your form must hit all the vital data points on what you need to know about a client’s company in order to deliver successfully. This form should be turbocharged and able to leap tall buildings with a single bound.

I’m going on the assumption that every agency has a standard Client Profile Form for client data. If you haven’t regarded this document as an ongoing, multifunctional, door opening, trophy winning client tool, it’s time to start. Any agency that doesn’t possess a well designed and well defined Client Profile Form should create one. If yours hasn’t had a new look in twenty years, it’s ready for a revamp.

Major Point #2:   The Client Profile Form is your passport.   It will help you enter the client zone over and over again. You must not only use it, you must know how to use it. Just like a passport, it enables you to traverse the stop points. If it’s sitting on a shelf or stored in a file somewhere, it’s not going to take you places. It must be presented.

Each piece of information contained in a Client Profile Form provides data you can track, maintain and use to deliver service. These details also give you a more effective reason to call a client! Like anything, there’s a right way and a wrong way to do this, so it takes some understanding to be successful. In earlier blog posts, I stress that cold calling often fails because the caller is “wanting something” from a client or potential client. Instead, you want to be offering something when you call a client. This comes in the form of your service, which includes properly maintaining their company’s profile. Clients want to feel well taken care of.

Reaching out to your clients with a brief call to let them know you’re updating their Client Profile Form is a non-selling event and, if done with proficiency:

1. Provides a more powerful point of contact. (vs. “We’ve got great temps ready to go”. When I don’t need a temp, this call just fainted on the floor from malnourishment.)

2. Improves client service and care. (Keeping an eye on the details allows you to stay proactive not reactive to what’s current with clients. How can you claim “high touch, personalized service” without keeping up with them?)

3. Creates an opportunity to show NOT TELL how wonderful your agency is. (Actions speak louder than words, so this one’s going to yodel. This is taking care of a client, not talking about it. Your Client Profile Form should contain some key questions that zero in on their needs and how they do things. It should provide data to help you stay on track to deliver well qualified and suitable temps and valuable service. This should have your agency expertise all over it. Clients will naturally see how knowledgeable you are.)

4. Provides an update on important client details. (Make sure you’re keeping a formal update on how your client’s company may be changing or evolving. Have they increased/decreased headcount in departments? Have they opened/closed a branch office? Are they expanding their product line? Are there changes in job structures, i.e., job shares, flex time, part timers. How has the down economy affected their growth plans? Remember, this is not a selling event, just information collecting with an eye on service. Without “selling”, if you see new opportunities unfolding due to changes in a company, it’s effective to say “We may be able to help you with that. Let’s get through today’s updates and set up a brief call for next week to focus on . . . (the new item)”. It’s friendly, no pressure and filled to the brim with service. You also don’t want to take up too much of their time since you’ve called them unexpectedly. If you continue to build credibility with clients as being brief, you’ll greatly increase your call acceptance rate. P.S. It gives you a more powerful reason to call them back in a week also because you’ve been invited!)

5. Gives you a valuable data collection method. (This information builds your knowledge base about your clients and has a compounding affect on your knowledge of the industries they’re in and the ones you service. This improves your agency brand and strengthens your position in a specific market sector. In plain English: You’re going to become very smart about your clients, which then makes you smarter about their industry, which makes you more valuable, which attracts more clients . . . because you’re smarter. And the beat goes on.)

Now, some may say “This is all well and good, but who has time for all this? We need temp orders.” To this I would ask “How frustrating and unproductive is it to call clients the same way you’ve been doing and not get any additional work orders?” How tired are you of making sales pitches only to walk away empty handed and feeling anemic? At least with this method, you’re showcasing your service level, stockpiling your knowledge, increasing your expertise and keeping a much sharper eye on new opportunities that may be forming. Not to mention, it will fuel your professional image inside and out by providing a more meaningful discussion. This involves change. Take any time spent unproductively and begin putting in place a system that will yield better results. Try it one client at a time, one call at a time.

These “maintenance” calls should generally be brief and to the point, unless a client indicates they have some time to spend. You can break the Client Profile Form into sections to keep the calls more bite size. Develop a calling strategy that targets each section, or even just one question that would prompt a small but worthwhile discussion. Chip away at updating your entire form. Create incremental and more powerful reasons to make contact with clients. Remember, this is a passport! You can map out an entire year of client calling strategy that builds something of real value for both of you. This will work ongoing as things are always changing with clients, their companies and their staffing issues. You need to keep learning and expanding your expertise. They need an agency that’s strong and on top of things. That agency will be you!

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Catherine Pistole, is the Director of Human Resources at a private equity firm in New York City and author of “The Temp Factor”® book series. To receive important updates, tips and articles, please send your email address to thetempfactor@aol.com.
www.catherinepistole.com

I received quite a few emails and comments from last week’s blog (August 4th “Tough Love on Temporary Staffing Cold Calling Practices”). This is certainly an area of passion, opinions and familiarity for a number of agencies and clients and I thank all who shared their experiences and comments. Looks like many are primed for change.

The viewpoints over cold calling vary greatly depending on whether you’re the one calling or being called. For some it’s a necessity of business and to others it’s become a nuisance. Unfortunately, the parties at opposite ends of this spectrum are the ones who have the potential to become business partners and in essence, need each other.

Although there are other strategies for agencies to use in reaching out to potential clients, my focus here is on the calling strategies currently practiced and moving toward more effective methods for all concerned. The reality of the situation does place the burden to find a better way on the one dialing the phone, since they’re initiating contact without invitation. Working from this point, the call must immediately be:

* Genuine
* Brief and to the point
* Value adding
* Professional

When any of these basic elements are missing from the caller’s opening statements, a potential client is going to lose focus and interest rather quickly, if not instantly. Realize too, especially in this market, cold calling by staffing agencies has ramped up to an all time high and turned desk phones into  frenemies (friend/enemy). HR and managers are becoming less and less tolerant because of the sheer volume and redundancy by staffing agencies.

Agency reps calling must know their audience. They must be able to directly relate with human resource professionals and managers answering these calls. Consider your level of insight and understanding in this area and, if necessary, expand your knowledge. Sharpened company budgets have sharpened how organizations are defining “value for service”. Bars have been reset all over the place and will stay there. You must know what HR and company managers who oversee staffing for their organizations are looking for now, and that includes how you’re approaching them with your initial contact.

As I discuss this topic and build on my presentation from last week, it’s essential to know what not to do on a cold call about temporary staffing, so here’s my list. These tactics are turning potential clients off and sending them up, up and away (often permanently). Avoid them at all costs.

1. Call too often. (If a prospective client says “No Thank You”, then don’t keep calling them. If they say it’s OK to keep them on your list and check in periodically, be respectful and don’t stalk, especially with voicemail messages. Periodically to me, means once every four to six months. If a potential client doesn’t call you back, they’re not interested. It’s best to then just mail your business card to them as a final reminder and move on. Hounding makes your agency look 1) too aggressive, 2) desperate for business and 3) inconsiderate.  None of this will attract a client.)

2. Leave a voice mail message with only your  first name, no last name and no company name. (This is extremely unprofessional. Any business to business call warrants that you leave your full name and company name. This isn’t about a play date. It’s business. When you leave only “This is Susie” it’s going to be viewed as either terribly unsavvy or a ploy. Neither work in a good way.)

3. Name drop, as if referred. (Don’t’ use another employee’s name, especially a more senior employee’s name (i.e., Mr. Smith, CFO) and say something like “I was referred to you by Mr. Smith” or “I was speaking with Mr. Smith’s office and they told me to call you.”. Often, the “referring employee” is simply transferring the call within the company to someone more appropriate to handle it. The situation should not be made to sound otherwise.)

4. Not accepting a “No Thank You”. (If a client has said they’re not interested, accept the answer with professionalism and don’t call others in the department in search of an open door. When it’s discovered, it causes ill will. If you’re getting turned down, it means you have to rethink your approach and go with something more effective what will get this client’s attention in the right way.)

5. The Wonderful World of . . . (Many agency reps that cold call, make a presentation that comes across as . . . “Look at me, look at my agency. We’re wonderful. Hire us. We’re wonderful. Meet with me. We’re wonderful. You’re going to love us. We’re wonderful.”

OK, I’m exaggerating to make a point. It has to be about what an agency can do for a client and not about the agency saying how wonderful they are. Make the call about the client. When you demonstrate that you can do that, you improve your chances that the client will continue listening and become interested. Prove your agency is adept at making a presentation and you’ll instill more confidence in what you have to offer. Poor presentations and cold calls plant seeds of uncertainty. )

6. Communicating in a way that’s just not real. (Despite having made the same pitch hundreds and hundreds of times it needs to sound natural and sincere, not like a radio commercial, scripted or patronizing. Clients want the initial call to be brief, but they also want an authentic discussion. Launching the call with “Hi, (fill in name), how’s your day going today?” is a real show stopper. Clients are busy and want to get to the reason for a call.)

7. Pitching to established clients as if they’re a new “lead”. (I can’t stress this one enough. Talk about a big “DIS”! When I’ve been an agency’s client for years and get a call out of the blue by someone at the same agency who’d love to tell me about their agency and what they can offer me, it’s really bad form. I understand that it’s a “mere administrative slip up”, but those lists need to be checked, scrubbed, polished and sealed with a kiss before they’re given out as “leads”. An agency can’t be too careful in this area. It’s not only a turn off, it makes the agency look disorganized since one department doesn’t’ check with another. If this is happening, it’s time to rework the internal system.)

8. Expect a “sale”. (A cold call is an opportunity to make an introduction to a potential client. Expecting a “sale” or to “sign and send” temporary employees to a client is missing the mark entirely. This is about building a relationship as a business partner. Potential clients need to know what your agency is about and why it will be an effective staffing resource. An agency must demonstrate that they have a skilled ability to understand their client companies and their unique needs. The fundamentals must be in place before any agency can begin to talk about how they can deliver for a client. In other words, “How can you offer solutions when you don’t even know what my problems are?”

I frequently hear agencies say “We now your industry”. I would add caution to that point because it can spell ‘One size fits all”. As a client, that’s just the start. I want to hear that an agency treats each of their client companies as unique. That uniqueness is what makes a company successful and they pride themselves for it. What works at one company in my industry, may not work as well at my company. I don’t want to be lumped in with “my industry”. I get a little twitchy when an agency touts that statement too much. It might mean they’re not going to pay attention to the details about my individual company and specific needs. Highlight that while you “know an industry very well”, it’s only a beginning point since every company has distinctions and particular needs of its own, which you pay close attention to.)

9. Not being prepared to answer questions with proficiency. (I feel it’s fair game to ask questions during a cold call. Any agency statements need solid back up with examples. The agency rep calling must be very knowledgeable about their agency and offerings with a clear ability to hold discussions off the script, should questions be asked.

Some typical questions I’ll ask during a cold call are: “Why are your temp candidates the best?”, “Can you share some details about why your testing is more thorough?”, “Exactly what makes you one of the top agencies covering my industry?”, or “ You say your clients are all the most prestigious companies in my industry, can you name a few?”. These are just typical questions to routine claims being made by cold callers. Clear, meaningful and detailed answers will carry weight.

One of the most popular statements by agency cold callers is that “We’re different than the rest.” When I hear that, I like to ask why and frequently the answer just isn’t well supported or significant. Weak answers to a client’s questions do more harm than good and quickly discredit the strength of the agency. Anyone calling a client must be well prepared and knowledgeable.)

10. “Wanting something” and not offering something. (One of the root problems with a cold call is that the person phoning is “wanting something” from the potential client. For one thing, make the call easy for the listener. It’s the caller’s job to do the work, not the listener. Next, provide a gain for the listener to engage their attention and create interest. Agencies possess a wealth of knowledge, but many don’t use it to their advantage. They don’t share their knowledge with clients. Clients continually seek information. This has been, is and will always be a huge opportunity to open new doors, and deepen existing client relationships. It transports the agency from “order filler” to valued resource. Give serious thought to this area and develop some informational based strategies.)

The following is a candid and straightforward commentary from the client’s vantage point on agency cold calling practices regarding temporary staffing. Be forewarned, it’s not pretty. If you want some honest feedback read on. If not, hit the eject button right about now.

This ounce of “tough love” is meant to challenge you, awaken you and lead you to improved outcomes. If you’ve read to this point, I congratulate you for braving this article. I think having an open mind to discovering new perspectives is essential in order to learn and gather tools that will not only make you and your business better, but help you enjoy new accomplishments. I think you’re in agreement, since you’re still on the page with me.

Over the years, I’ve witnessed hundreds upon hundreds of staffing agency cold calls. I marvel at how heavily this strategy is relied upon by agencies. This includes the ones that I have some kind of relationship with or to those just prospecting. The “CC” is so widespread it almost seems sacred within the industry. Despite the volume, I can count on one hand the cold calls that I’ve responded positively to.

Talking to colleagues, a hot button goes off on this topic. It warrants pet peeve status. I hear many of the same remarks and complaints about this agency practice. The majority feel these calls can be disruptive, insincere and predictable. They can also call into question the level of business an agency has, since often they’re made at regular intervals to many of the same client companies. Are they acts of desperation?

News that client’s generally don’t respond well to cold calling in itself isn’t earth shaking news to an agency. But, what should be of interest to staffing agencies is a little deeper knowledge and understanding from the client’s world as to why. There is a lesson here to grasp.

As a human resource professional responsible for selecting staffing agencies and securing temporary employees, amongst the myriad of other job related tasks, you can only begin to imagine how many phone calls come in on a daily basis. Following that thought, then begin to consider how many of these calls are from someone “wanting something”. A staffing agency call “Just checking in to see if you need temporary staffing, letting you know we’ve got great temps, want to get on the list as a back up agency in case the primary can’t fulfill a need, or see if there is any kind of opening that we can help you with” call . . . is no different. These calls are still “wanting something” from that company professional and adding another tug for this person’s time and attention. It’s another request for information or a decision. This is simplistic, but gets to the root of why many clients do not accept cold calls, have gatekeepers and won’t even consider hearing what you have to say. It’s because you “want something” from them. Who is going to invite just one more appeal to an already overflowing workload?

Since this is one of my own “hot buttons”, I’ll offer a spoonful of rantings at this point and provide additional thoughts on this subject as we go further. There is one last item to mention here and that is to realize that when an agency cold call clients and prospects, they lump themselves in with all the other cold callers that are vying for HR or manager’s attention with a pitch. It follows the same path as the calls for gym memberships, periodicals, copy machines and supplies, coffee services, HR surveys and benefit consultants and getting stopped by gatekeepers who file all these calls under one heading “Unwanted Solicitors”. You may as well take a number and get in line with the rest of the people calling with services and products who are all saying “Buy from us.”

If an agency is really serious about setting itself apart from the pack, working with higher standards that will give them long distance endurance, building relationships of value, excelling and winning in business, arriving through a cold call to a client or prospect’s space “wanting something” is arriving in a position of need. It is neither empowering for an agency rep nor impressive to a client. In fact, I’ll go so far as to say, it can be a side swipe on the agency brand by getting labeled as a “cold caller”. Why not give this practice some serious thought and development? Bring it into the modern day world and the updated ways in which we work. Take into account what is valued by your clients, the effective techniques for communication and what you can GIVE not GET. (Note: intentional shouting by use of CAPS).

I view a company’s staffing needs and strategies as extremely important. It carries more weight and value to a company than a beverage service or a gym membership (no offense to coffee services and gyms everywhere). An agency’s message of outstanding service may be of great interest to a company, yet goes unheard because of the old style methodologies employed by cold calling. My entrepreneurial spirit cringes when I see this missed opportunity by agencies and the many tenured agency pro’s who use this technique unsuccessfully.

This is an area for some awakening and rethinking. These are new times bringing new challenges, which call for new measures. Great solutions are brought about by great problems. We’ve got plenty of them now with this economy. Staffing agencies are enduring one of the longest and deepest gluts they’ve ever seen in business. Don’t get stuck focusing on the “problem”. Go for the “solution”. Those companies that are finding the solutions are innovating their way right through to success. Take a good, hard look at the cold call practice at your agency and see how you can move away from arriving from a needy position. When you do, HR and managers will start taking your calls and you will be surprised at the doors that may begin to open.

I’ve got lots of ideas on this topic, so stay tuned for more on the “cold call” . . .

Each and every “Hello” by a temporary employee, especially when they’re new to a client is also a “Hello” from the agency. Temps are  staffing agency ambassadors.   And, since they represent the agency to clients, it’s in an agency’s very best interest to ensure temps are following a protocol that’s aligned with the agency’s image and make a great first impression.

Over the years that I’ve been a client, I’ve experienced an array of greetings as temps introduce themselves, and frequently see missteps occur. I find myself making the same mental note . . . “If the agency only knew!”   First impressions are critical.   (See last week’s blog post “A Temp’s First Impression May be an Agency’s Last).

Although the list below consists of minor infractions as they stand alone, it’s wise for an agency to consider how each point helps color the big picture being formed in the client’s mind about the agency and their service. An agency’s brand gets nicked when basics are ignored by temps, so it’s important that they’re well informed about the agency’s expectations. These basic items are stepping stones that build client satisfaction and loyalty.   They demonstrate that an agency is paying attention at all levels.

Here’s my list of ten incredibly essential steps that temps should take to make a great first impression. It’s well worth an agency’s time and effort to ensure temps are following these important basics:

1. Arrive at least 5 minutes early for each assignment.
This always applies and not just when a temp is new to a client! Lateness counts and is noticed, even if it’s only minutes.
2. Turn off all devices.
Put anything that can ring on “quiet” mode. It’s not enough to just ignore the noise as it calls out from bags and pockets. Turn off and unhook from iPods. Do these things before walking through the client’s door and not in the reception area.
3. Make a professional personal presentation.
Smile, shake hands, and make eye contract. Repeat names back to others when they introduce themselves (i.e., “Nice to meet you Bob.”) so you can better remember names. These are some of the most effective ways a temp can show they’re confident and happy to be there.
Dress appropriately. Make sure if it’s “business casual” it is clearly understood since there are several versions of this style. This is one of the most common and embarrassing areas where temps make mistakes.
4. Own and display a positive attitude.
This piggybacks # 3 above. A positive attitude is “a must” and temps should make theirs visible. Saying one is “positive” vs. showing it, are two different things. Actions speak the loudest. Clients want to work with friendly, upbeat people.
5. Offer an agency business card to client contact upon arrival.
Temps are ambassadors for the agency. The opportunity shouldn’t be missed for them to promote the agency. This is an effective, “non-selling” way to do so, especially when they’re a new face to a client.
There’s another step to this suggestion which is extremely powerful, which I’ll reveal in the future. (I’ve dedicated an entire chapter in one of my books just to this method alone.)
6. Bring a pad and pen. Take notes.
It’s not so much about the actual “tools” as it is about what they represent. Bringing tools to the job present a high level of interest, engagement and initiative in the work assignment. This sends a very compelling message to a client. Don’t let temps arrive empty handed and be in a position of having to ask a client for something so basic. It’s a missed opportunity to show the agency works at a more thorough level and offers a quality service. Simple as a pad and pen!
7. Know a few key items about the company and assignment.
This is a job. Temps should be arriving with some background about a client’s company and what they do. They should know what the three top priorities are for the company and their assignment. Educate them ahead of time on the key points. It will make a huge difference in the eyes of a client.
8. Be an active listener and ask questions early on.
Most of what a temp is required to do immediately is listen as information is given. They need to ask when they’re not clear about something. The sooner the better. Listening is an active sport! Temps also need to make sure they know who to contact on the work site for information.
9. Know how to make small talk.
The nature of temp work means continuously meeting people. Temps should know a little “art of the small talk” and be prepared to engage in brief conversations as they meet others. There are so many great topics beside the weather, such as art, music, cooking, restaurants and travel to chat about briefly as they meet clients and build rapport.
10. Rein in any sense of entitlement.
It’s not about what a temp is there to get from a client company (i.e., complimentary lunches, pizza on Fridays, car service, free postage, daily newspapers, etc.). If a client wants to extend any of these, they’ll let temps know. Temps need to worry about what’s vital to get a job done and not the extras. When temps arrive and start asking for perks, it’s seen as a negative by most clients. These are privileges, not rights to be assumed.

Agencies are always looking for new ways to leverage what they offer and distinguish themselves on a crowded stage, now more than ever during tough times. Here’s an excellent place to start and is low cost. Plus, this is an area that an agency has control over. By creating a new piece of the temp process called “The First Impression Protocol” a new standard can be created by agencies for temps to follow. Clients will notice an immediate, positive difference. When the agency gets noticed this way, clients call back. It’s all good!

My points are not offered as the “trend of the week”. These are tried and true principals that hold up today, tomorrow and in the future. I present these ideas as “pro-client” strategies and that’s where an agency needs to place itself every day to succeed.

Don’t forget that you may also be losing business from turning off clients in ways you haven’t known, such as poor first impressions of temps. Which agency is a client going to call . . . The one with temps who walk through the door optimistic, outgoing and proactive or the agency sending temps that are lacking in social skills, low energy or disengaged?

The agency is responsible to make sure temps are making the very best first impression with a client. You can never assume that this is just something that anyone doing temp work knows how to do. Give temps some coaching in this area and get them off to great starts with your clients and their work.  Temps speak for your agency and they do so loudly.

“Good morning, it’s nice to meet you.” Easy enough, right? Not exactly. There are so many ways it can be done and interpreted. With just this sentence alone, you’re already shaping someone’s opinion of you with their first impression. In as little as 3 seconds, you’re sending out messages when you meet others socially. Luckily, in business settings, you get a whopping 7 seconds.

Why are first impressions so important? Because they’re noticed and what’s often most remembered. They tend to get locked in memory as an initial form of reference about someone’s behavior when we meet them.   So, when a temp walks through a client’s door, it’s critically important that they do so with excellence. Each and every temp needs to be educated in this area. And, I stress the word EDUCATED. Any agency that is overlooking this MAJOR DETAIL is shooting itself in the foot. If the temp makes a bad first impression, so does the agency.

If you aren’t addressing this topic, it’s never too late to get started. In fact, right now happens to be an ideal time to introduce a new practice, given what’s happened with the economy. Businesses are reworking and revising many of their standards and the way they do business. Wipe the slate clean and take this opportunity to take a closer look, tweak this protocol and start getting temps to make more powerful first impressions with your clients. This reinforces the agency’s excellence. Giving your clients a 100% positive experience from start to finish with each temp assignment keeps them coming back for more and facilitates referral business.

Not only is my point to pay attention to the first impression a temp is making when you send them on assignments and address it, but realize every temp you send to a client is arriving under your agency’s name. The agency is responsible to make sure temps are making a first class, first impression with a client. You cannot assume that “temps know this”. Think about the virtual world we live in and your temps live in and link the fact that much of the “meeting for the first time” in their world often occurs online. (i.e., through social media, chat rooms and commenting on blogs). Many are coming from a different place than the agency and have deep habits about how they “introduce” themselves so often virtually, that an “in person” experience might need some minor refinement. You must ensure they have a clear understanding of how they represent the agency.

A temp’s ability to test well in technology, possess relevant work experience and excellent skills are not enough. They must be polished in the area of meeting people. This includes being conscious that their behavior reflects well on the agency. The earliest occasion to do this is the moment they walk through the door and begin meeting employees in the client’s workplace. Temps are your business ambassadors. Ensure that they’re trained to represent you properly. By presenting themselves with proficiency, it will speak volumes for the agency and hence, promotes the agency like nobody’s business (pun intended).

My experience often includes an agency follow up phone call the morning of a new temp’s arrival to see how they’re doing so far. Because of the small amount of time at that point, there’s not too much feedback that can be given so early on. For a client, it can feel like a “drive by” call. I always respond with my “First Impression Assessment”. That’s really all I feel confident in reporting on during a temp’s first hour on the job. Turn your “How are they doing so far?” call into a “I’m calling to get a first impression. I’d like to make sure things are off to the right start” call. It’s more relevant to your timing and reiterates your level of service. It says “We even care about ‘Hello’ ”. Additionally, that feedback will be valuable to you. You want to make sure your temps are sending the right messages with your clients when they meet them. Remember, temps are your agency ambassadors! Follow up with a call toward the end of the day to get a better assessment from the client on how the temp performed. They’ll have more they can comment on then. More information for you is always better besides.

Include “first impression” training in your temp briefings. Explain this as an agency expectation before you send them out on assignments. Be clear and straightforward about its importance. It is a “must do” if they are to work for you. Not only will this improve your positioning with clients, it will set the bar with your temps. It’ll provide an understanding of your agency standards and practices. This is a seed well worth planting and one that will yield you profits. If a temp can’t grasp this fundamental concept and connect its significance, they shouldn’t be working for the agency. This will also indicate early on how well this temp is going to represent the agency. Temps must be vested to spread the good name of the agency.

The pace of business has been interrupted now. The money flow is stalled. This costs you nothing monetarily to invest further into your best practices. In the long run, these are the types of refinements that help you compete at a higher level and stand out. This says you’re paying attention. This is a small adjustment, but will empower your process. Realize that you often can make minor changes that are right at your fingertips and they can make a big difference. If you want temps to make a great first impression, take ownership for it and teach them. Sometimes, something as basic as a temp’s positive first impression elevates you to an agency of distinction with a client.    

One final point . . . While this is critical when temps are new, make sure temps that are returning to your clients again and again stay mindful that they continue to make an impression.   Just because something becomes familiar, doesn’t mean one shouldn’t remain on their toes!

Next week, I’ll give you my Ten Incredibly Essential Steps for Temps to Take toward Making a Great First Impression