Consistent and Confident is Simple and Sustainable.

When you consistently share your message and communicate with clients, your confidence grows. It's not just confidence in handling objections or believing your message is right; it's confidence, backed by data, that you're on track to reaching your goal.

Creating a campaign involves incorporating sales activity into every day (even weekends if you prefer). It requires a relatively small but consistent commitment. It all ties back to our core belief: as a recruiter, you have the ability to transform industries by changing how companies think about hiring, and communities by improving candidates' experiences. This makes the effort of prospecting worthwhile—the results you want are on the other side.

The confidence from having a consistent prospecting plan also comes from knowing what's expected of you each day. You can quickly build the discipline of regular prospecting if you have a clear and easy-to-execute plan.

There's a lot of data around the ideal sales campaign, number of touches, channels, etc… and if you have enough time to dedicate to prospecting then you can certainly build on the simple plan I recommend. But a simple plan is best for sustainability and scalability. The simplicity of our plan also breeds consistency and confidence, the key to quality results.

Despite it's simplicity this plan is also significantly more activity than recruiters are used to. The attention recession is real however and your message needs to be heard. Your finely crafted, well targeted and highly relevant message needs to reach your prospect because the work you do is too valuable to be missed.

Bare in mind that around 30% of your emails will get read and your calls will go unanswered until the sequence stops.

The Plan

This is the simple plan:

For a period of three weeks, you will email and call each contact twice per week, and send them a multimedia dm once per week.

Most recruiters will start with 20 - 30 people at a time extending this up to a maximum of around 60. This usually means they are targeting a maximum of three segments in the same sales cycle. (Note; before scaling to 100+ emails per week it's essential to get your tech set up correctly and avoid using your primary domain).

For more reach add one level of complexity. You can overlay another campaign inverting the calls and emails — toggle the calendar above to Double.

This double-up enables recruiters to reach out to 100+ contacts per week covering as many as 6 market segments every cycle. It does however, take four to five hours per day. (Those days of sending 100+ videos or voice-notes are certainly something to work your way up to, rather than start from the outset).

At the end of the sequence we will put those people we have been unable to contact on to a list to retry in 10 weeks time. At that point we may reconsider out approach. If we are determined to get hold of them we might look for a trigger based approach, actively seeking a referral, reference or lead - or we might look to try another Point of Contact in the organisation.

Alternatively we may determine to dial down our outreach to that contact adding them instead to our marketing sequence. I'd advise persisting with the sales approach for two cycles before placing them in a marketing sequence. (We tend to shy away from selling to people because we are used to feeling that our work has little differentiated value. Your belief in your product and service should drive you to doing whatever it takes to get in front of your target prospects).

Marketing

This isn't a marketing playbook. However, marketing is a key component of your overall revenue strategy, so we need to consider how it aligns with your sales campaigns.

First, consider you might want to create a marketing plan that runs for a whole year. Each month your target clients might receive one or two pieces of marketing content directly from you. These might point your target clients towards assets, such as a survey or quiz in Score App or a free set of templates and materials, a series of webinars, or even a short course.

All of your marketing content, including your assets, should, of course, align with your problem menu and the commercial context you address.

The goal for this marketing campaign can be one of three things:

• To increase awareness of the problem you solve or the symptoms that come with it.
• To increase awareness of the scale or value of the problem and how to measure it.
• To increase awareness of your highly differentiated approach to solving the problem.