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