What Lucky Client Gets to Go First?
One of the groups of recruiters I coach wanted to discuss how to improve their chances of winning a search in an area where they had no experience. Several members of the group had lost opportunities when the prospective clients had asked what searches they had done for similar positions. In each case, on hearing none for the answer, the clients’ interest in the recruiters had evaporated. At our firm we call this the what-lucky-client-gets-to-go-first problem. And it’s a stinker.
It’s a stinker because, no matter what you do, a large percentage of the clients will opt for the more experienced professional over the neophyte. The best way to deal with that fact is to accept it and to recognize that you will have to lose a few until you find the client willing to take a flyer on the new kid. There’s no point in beating yourself up over such a loss.
But there are things you can do to improve your odds of winning. First, preempt the discussion by bringing it up first,early in the sales meeting. You might say, “I want to tell you up front that we have never done a search (or project or case or matter, if you are not a recruiter) for your specific industry. For a number of reasons, we don’t think that’s a problem. But if you see it as a knockout please say so, because we don’t want to waste your time or ours.” If the prospective client responds that it is not a knockout, she has moved herself a little closer to that being true. And bringing the subject up, you will sound less defensive than if you are asked. Sounding defensive is deadly in this situation. You will get marks for honesty.
Then, explain how important the project will be to you, because it would be your first. Make it clear how hard you would work on it, to establish yourself in the new area, implying that the matter would be treated more routinely by more experienced firms. The old Avis tag line, We Try Harder, still packs a punch.
Finally, demonstrate your enthusiasm and responsiveness in your demeanor and in the way you respond to the client’s requests. Give them a sense of what it would be like to work with someone who really wants the assignment.
Sooner or later a client will say, “I really like those guys. I think they will do everything they can to make this a big success. I think we’ll give them a chance.”
