Denise Walker and Emma McDonnell at UK Recruiter Recruitment Conference 2013
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Transcript of Denise Walker and Emma McDonnell at UK Recruiter Recruitment Conference 2013
1
BUILDING CLIENT RELATIONSHIPS
Denise Walker FIRP & Emma McDonnellwww.absolutelybusiness.co.uk www.highfielduk.co.uk
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About us Denise Walker
27 years in recruitment as consultant, manager, owner, MD, coach and trainerHelps SME owner-managers grow their businessesSpecialises in ‘operationalizing’ strategic plans; employee engagement; leadership & management development; NEDWorked with 200+ businesses in 10 years, including c50 start-ups
Emma McDonnell18 years in recruitment – a CAREER recruiter!Managing Director of Highfield Human Solutions, Non Exec Director of Beringer Tame, Owner of EvM Consulting LtdSpecialises in Talent Management strategies, exec search, assessment & development programmes, business developmentLoves her job(s) but loves her family more!
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Stage 1: Start client relationships
The customer lifecycle£ Sales
‘Courtship’ Introduction
‘Engagement’ Growth
‘Honeymoon’ Maturity
‘Wedlock’ Saturation
Decline Deadlock & ‘Divorce’?
1st Contact 1st Order
1st Order 2nd ChoiceSupplier
1st choice supplierRepetition starts
Take each other for granted and use of other suppliers
Divorce or rekindle customer interest!
?
?
Rekindle desire?
Aim to build advocacy & partnerships
5. True partner
4. Advocate
3. Supporter
2. Client
1. Justanothercustomer
Starting the relationship
Know your target audiences
Do your research
Build your brand in their world
Be different
The candidate as ambassador
Get TALKING
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Stage 2: Develop client relationships
7
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Avoid being an ‘average’ performer…
MarketsExisting New
Products
Existing
New
Source: Cranfield/Kellock Survey 1997 - David Molian, BGP Cranfield University
Business
Development
(45%)
Market (25%)
Development
Product
Development
(25%)
Diversification
(5%)
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…Instead be a lemon-squeezer – and stick to the knitting!
MarketsExisting New
Products
Existing
New
Business
Development
88%
Market
Development
Product
Development
Diversification
3i / Cranfield Super League
65% Cranfield/K Smith Champions
1010
Ask yourself some “squeezing” questions…
Do your existing customers and people like them really understand everything you have to offer them?
Do you really understand them?
Do you reach them via all available channels?
Do you plan for the lifetime of these clients?
Reproduced with kind permission of David Molian, BGP Cranfield
Proactively Manage Accounts
Leader-ship
Client relation-ship mgt
Business develop-
ment
Supply chain mgt
Govern-ance
Ask for feedback to create opportunities
1.Two-way feedback / review of performance:
Relevant KPIs (if not already agreed, get them set up)Business fulfilmentService levels (what went well; what could have been done better; how do we compare with other suppliers)Issues
2.Update on client’s situation
As per first meeting
3.Update on client’s strategic plans
As per first meetingAlso ask: How could we help/bespoke our service for you to help attain these plans? What more would you like us to do for you?
4.Update on usOur strategic plansAdditional/new servicesAdded value subjects (legislative updates, market trends etc.)Updates/remind client of our business, divisions, staff etc.Next steps
Work as a team on client accounts
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Stage 3: Evolve client relationships
Building client relationships for better profits
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1515
Don’t rest on your laurels
STAR QUESTION MARK
CASH COW DOG
L
H
L
MARKET
GROWTH
MARKET SHAREH
Boston Matrix
Continue to build advocacy & partnerships
5. True partner
4. Advocate
3. Supporter
2. Client
1. Justanothercustomer
Why we lose customers
Supplierindifference
Product dissatisfaction
Lower price
Develop newfriendship
Relocation
Death
68%
14%
9%
5%
3%
1%
Source: McKinsey Analysis
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Use KPIs to measure, manage & maximise
Make them work for you, your people and your businessUse ratios to ensure qualityUse numbers to ensure quantityKeep them simpleKeep them relevant
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BUILDING CLIENT RELATIONSHIPS
Denise Walker FIRP & Emma McDonnellwww.absolutelybusiness.co.uk www.highfielduk.co.uk