• When you have difficulty differentiating your service from others. 
• When you have team member with less experience or ability struggling to sell
• You want to move into retained or exclusive roles
• You want to increase your fees.
• You want clients that buy into to doing recruitment the right way.

1.  Increased sales
   • Products deskill the sales process because clients are buying a product, not the person!
   • They make it easier for clients to pigeonhole your firm, which is a key part of sales.
   • People are more likely to refer a product than a person.
2.  Make more profit
   • Clients are less likely to negotiate the price of a product compared to a service.
   • Products demonstrate the scale of effort involved in delivering the result, justifying higher rates.
3.  Safer business
   • People leave, but products don’t. Clients tend to stay with you when their consultant leaves.
   • Coke vs Pepsi. Apple vs Android. People tend to be loyal to products and stick with you long term.
4.  Boosts Client Satisfaction
   • Clients know what they are buying regardless of which consultant delivers it for them.
   • You can easily measure whether they are getting what they believe they were buying.

We walk you through all the steps to creating your own product:

• What are your strategic goals?
• What are your clients different needs?
• What are the core features of your service?
• What customisation and add-ons can you offer.
• How to source testimonials and proof
• Taking your product to market step by step. 
• Refining your product
• Templates and guides for building all the sales collateral you will need.
• How to pitch and sell your product.
• How to create and use Latchkey products.

Throughout we provide examples and suggestions for everything from features to customisation points. 

A latch key is a specific type of product that is chargeable, but not designed to make money. It’s designed to attract and start a conversation with a hard-to-reach prospect.

The reason it does this is because it meets a real need that the client has, but it’s not a need that can generate much money so few suppliers are interested in meeting it with a product or service.

Those that do will get the attention of the client. Lot's and lot's of clients. 

Most recruiters have some combination of knowledge, tech and experience that can be spun into a Latchkey. We walk you through that process. 

• You have a turnover of staff that is disruptive to your growth
• Staff seem to excel only as a small portion of their job, and struggle with the rest.
• Difficulty attracting the right new talent
• You're not sure who to hire first/next.
• You want to hire without using rec-2-recs.
• Your team aren't as motivated as you would like.

1.  Stable Team
   • Retain the same team and over time their efficiency grows. you become more profitable and clients get better service.
   • Discover the 3 things, besides money, that drive people to join and stay with an organisation.
   • The Counterintuitive way people should be paid to keep them onboard.
2.  Effective Teams
   • Transition, safely, away from the 360 model and let everyone do what they do best. The same team can easily deliver 50% more profit. 
   • How to continually develop and train your team so they deliver the same results, faster. 
3.  Safer business
   • Arrange your business so that if any one person left, it would quickly recover or not even notice the change.
   • You were trained in all aspects of recruitment and then went solo as you mastered them. Why train your future competitors
4.  Free way to source talent
   • Avoid hiring someone that's an 80% fit for lack of options. We'll show you a simple way to always have 2 or 3 future employees in the wings just waiting for the right time to join.
5. Have an easier life
   • With the right team, all working on roles they have mastered, and all aligned on the same mission and values. Your management life gets much easier.

We’ll create and promote the very best your company has to offer its employees. This means:

• Identify the strengths and weaknesses of your current team setup
• Refine or define the mission, vision and values of your business
• Hone in on the remuneration package you should offer
• Design a structure for your team and clearly define their roles
• Put in place an appropriate career and personal development plan
• Design your Employee Value Proposition
• Promote your EVP and attract talent
• Identify and engage potential employees

Throughout we provide examples and suggestions for every thing from job descriptions to commission schemes and perks.

You and every other recruiter offers a competitive salary (those that don't suffer till they do)

So why should someone work for you and not the firm down the road?

Your EVP, that's why. Its essentially ALL the reasons someone should work for you. The attitude and values you have, the type of work, the perks, development and progression they can obtain. 

Basically, it's all the reasons they should work for you, but its not a marketing exercise. 

You need to back up all these promises with reality. You need to implement true personal development and really live the values you claim. 

If you live and breathe your EVP, and put it in front of enough people, some of them will be drawn to it and never want to leave it. 

These will be ideal members of your team, because they see the world the way you do.  

Great content can help when: -

• High value prospects are well defended and guarded with their time.
• Prospects seem engaged, but either don't have an immediate need or they are happy with their current agencies. 
• You've not got enough time to invest in all of your existing leads and prospects. 
• You want to strengthen relationships with current clients

Campaigns can help when:

• You want to start a conversation with a high-value prospect
• You want to deskill the process of winning new clients
• you want to speed up the winning of new clients

1.            Start and build relationships
   • Great content in a campaign can start a conversation with prospects even if they are not looking to buy right now.
   • Content is an excuse to contact a stakeholder, offering them something they will value and enjoy. 
2.            A reminder you exist
   • Regular interactions to add value keep you front of mind when a need arises
   • It's easy to slip key messages into your content that reminds your audience what you do, how good you are and who you do it for. 
3.            Content differentiates your and gains you expert status
   • Continually produce content on the same themes, you’ll gradually become accepted as an expert. People pay more for Experts
   • expert status opens many doors; guest speaking or writing opportunities to reach a wider audience.
4.             Promote your brand, your messages and your products
   • Produce great value-added content, you can slip in a subtle advert for what you do.
   • When it comes to live events or special media posts, it’s easy to inject some of your company and personal brand into the material you’re publishing

Campaigns have their own advantages:

1.             Time
   • Create a process that anyone can run to produce results, meaning you don't have to be centre of winning new work
   • the majority of the process can be outsourced to a admin assistant. Freeing you and your people up. 
2.             Control
   • Campaigns have very predictable conversion ratios allowing you to plan activity and capacity
   • You can measure conversion and engagement at every step, spotting poor performance early and easily
3.             Cost Effective
   • A moderately expensive campaign using advanced tech can still be done for 100's of pounds. the Lifetime value of clients won dwarfs this cost
   • At the lowest end they are effectively free, yet many times more effective than cold calling.     

• The difference between thin and chunky content and why you need both kinds
• How to decide what your content should be about so your clients will want it
• Where you can get the source material for your content
• The types and formats you can use to hold and deliver your content
• And how to make use of it when you’ve created it.
• The effective way to run events so they deliver clear ROI
• AIDA Campaigns, which are a great tool to start a relationship with those hard-to-reach decision-makers who usually feel they don’t need you in their lives.

LinkedIn Lives are one of the hottest sources of value add content at the moment. 

Imagine your audience tuning in to see your delightful face, take some value from you and leave with a positive impression and a reminder you exist. 

Plus that content can form the backbone of campaigns and your wider teams efforts at account management or sales. 

All for 90 minutes of effort per month. 

That's why we talk about it in this module. It's bloody awesome.

Apex Client Care triggers include: 

• Loss of key accounts
• Failure to turn one off roles into long term clients
• Low referrals from customer base
• Struggling to jump to other departments or groups in a client
• You suspect the quality of your service isn't what it once was. 

1. More Referrals
2. Bigger Share of work at client sites
3. Rapidly dominate clients
4. Secure Clients long term
5. Protect you against the scourge of Perceived Indifference

• How and why to Classify your clients to maximise returns for your efforts
• Importance of Ownership and what it really looks like
• Client Care Regimes that make it easy to strengthen and maintain relationships
• The use of CRM 
• How to track and measure your account management efforts
• Creating a Deployment plan for new clients
• Account Mapping and Access Plans to dominate all client sites 

You care about your clients, and you want to make sure you do a good job. You're busy, they're busy so you don't want to bother them with anything other than doing a good job. They aren't complaining and you are filling roles. Everything is good?

Maybe Not. 

Research shows that most clients leave because they feel their supplier 'didn't care' about them. Often they said they did a good job, but took no time to invest in the relationship. 

You care, but they don't think you do because they don't see the kind of things that show you care. Personal calls, added value, investment in quality and improvement. 

That is Perceived Indifference. It's silent, it's deadly.

This module fixes it.