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