Sales Call Guide

1. Introduction

Greeting

Establish a friendly rapport, check that the technical aspects are working, and ensure the client can see and hear you clearly.

• "Hello Mr./Ms. [Last Name], how are you? Can you see and hear me well?"
• "Great, let's get started. I'd like to introduce myself. My name is ..., and I’m the specialist consultant at Glow Careers. Today, I'll show you how we find high-quality candidates by leveraging social media platforms like Facebook, Instagram, YouTube, LinkedIn, and more. I'll explain how we've successfully implemented this for over 120 companies in the industrial and trades sectors."

Feedback Questions

• To tailor the discussion to your company’s needs, I have a few questions:
  • Are the job postings on your website still current?
  • Which positions are you finding hardest to fill right now?
  • What recruitment strategies have you tried, and what results have you seen?
  • What are the biggest challenges you face in finding and hiring new employees?
  • Have you had any experience with social media recruiting, or do you have any information about it?
  • What is most important to you when choosing an external recruitment partner?

Identifying Recruitment Problems and Solutions

Screen Sharing:

2a) Highlighting Problems

Show the clear weaknesses of traditional recruitment methods and demonstrate that many companies faced similar issues before becoming our clients.

• Identifying the Client's Struggles:

  • "You mentioned that you’ve been posting your job openings on job boards like Indeed, but you haven’t seen the results you were hoping for."

• Relating to Common Issues:

  • "Many companies we work with had the same experience. They tried various methods to find staff, such as job boards, newspapers, and recruitment agencies, but struggled to get quality candidates."

• Active vs. Passive Candidates:

  • "The issue with traditional methods is that they rely on active job seekers. These are people who are actively looking for a job."
  • "However, only about 13% of the job market consists of active seekers. The majority, around 80%, are passive candidates who aren’t actively looking but might be open to the right opportunity."

• Creating Anticipation:

  • "So, which group do you think would be more beneficial to target? The small percentage actively looking, or the much larger pool of passive candidates?"

2b) Presenting the Solution

Explain why social media is a superior option and essential in today's market, highlighting its key advantages.

• Introducing a Modern Approach:

  • "We take a completely different approach from traditional methods by reaching people where they spend their time daily—on social media platforms like Facebook, Instagram, and LinkedIn."

• Emphasizing Reach and Engagement:

  • "In the UK, over 56 million people use social media, including the skilled professionals you’re looking for."
  • "Our strategy targets passive candidates who are dissatisfied with their current jobs. There are many reasons a skilled professional might be unhappy, such as issues with management, long commutes, or an unsatisfactory work environment."

• Advantages of Social Media Targeting:

  • "We focus on targeted social media outreach, ensuring your job ads reach potential candidates within a specific radius around your location, for example, a 30km radius. This ensures that only people who live nearby see your ads."

• Showcasing Company Benefits:

  • "We highlight the benefits and advantages your company offers, making it appealing to potential candidates."
  • "On average, over 30,000 people see your job ads each month, increasing your company's visibility in the job market."

• Reaching Both Active and Passive Job Seekers:

  • "Our approach engages both active and passive job seekers, covering the entire job market and maximizing your reach."

Transition and Trial Offer

Explain why 92% of prospects become clients, emphasizing the benefits of the free trial period

• Highlighting the Trial Offer:

  • One of the main reasons 92% of our prospects become clients is our free trial period. This allows them to:
    • Meet and evaluate the first candidates.
    • Determine if our model works for your needs.
    • Experience initial successes and potentially make hires."

• Building Anticipation:

  • "Imagine having a free trial where you can see everything in action and receive your first candidates. You’ll be able to verify that our methods are effective and see tangible results."

• Securing Interest:

  • "Would a free trial period, where you can evaluate candidates and see the effectiveness of our approach firsthand, be of interest to you to determine if the candidates fit your needs?"
  • alternatively: "Let's just assume that you have a free trial period and can take a look at everything AND receive the first applicants and see that the measures are effective ... would you also be interested in such a test phase to see whether the applicants suit you?" 

2. The Presentation: Showing Details and Proof

Product Explanation and Ad Images:

Explain the Entire Process Simply and Clearly

• Introduction to the Process:

  • "I'd like to show you the details and give you a clear, step-by-step overview of how our system works. Does that sound good to you?"

• Engaging the Client:

  • "Have you ever seen an ad like this in your personal browsing?"
  • "We start with the ad image (explain the layout):"
    • "At the top, we have an engaging image of an employee looking directly at the camera with a friendly smile. The aim is for viewers to identify with the person in the ad."
    • "Next, we provide a description of the job and its location."
    • "The benefits are a crucial part—since it's a candidate’s market, skilled professionals always consider, 'What advantages do I have by switching to your company?'"
    • "We run at least four different layouts to optimize and determine which ad image resonates best with the target audience."
    • "We ensure that the corporate identity is maintained."
    • "There's a 'Learn More' link that leads to further details."

Product Explanation: Funnel

• Introduction to the Funnel:

  • "Let’s go through what happens when a candidate is interested in your job posting and wants to learn more."

• Demonstrating the Funnel:

  • "We’ll open our browser and navigate to HeyFlow to show you the starting page of a funnel."
  • "Each client has a customized career page, specially optimized for mobile devices, since 90% of social media users access these platforms via their smartphones."

• Building Trust and Engagement:

  • "The career page provides all the essential information about your company at a glance. We build trust using plenty of images, knowing that many skilled professionals might have had little to no prior contact with your company."
  • "The page is highly interactive, allowing candidates to easily navigate through the information."

• Second Page of the Funnel:

  • "Here, we list all the benefits your company offers. These benefits are a crucial part of why someone should consider joining your company."
  • "We present the benefits in an attractive and engaging way."

• Pre-Qualification and Filtering:

  • "On the next page, we pre-qualify and pre-select candidates by asking about their qualifications. This ensures that the candidates you receive are well-suited for the position."
  • "There’s no benefit in having 30 applicants if only 15 are suitably qualified, so we focus on high pre-qualification."
  • "We can ask about anything relevant—education, work experience, experience with specific machinery, willingness to travel, etc." 
  • "All unqualified candidates are filtered out."

• Final Page – Contact Form:

  • "On the final page, candidates provide their contact information."
  • "These details, along with all their inputs, are sent directly to your email inbox. All you need to do is contact the candidates for an interview or trial day."
  • "Candidates also receive an automatic email upon application submission, reminding them to send their CV or any additional documents." (if necessary)
  • "Our system can integrate with various applicant tracking tools to streamline the process."

• Discussing Results and Applicant Numbers

  1. Select the Relevant Position:

     • Choose a role similar to the one the customer wants to fill.
     • Highlight success stories from similar companies.

  2. Show Monthly Applicant Numbers:

     • Present the number of applicants generated per month for the selected role.
     • Ensure the examples are relevant to the client’s industry.

  3. Highlight Applicant Quality:

     • Emphasize the quality of the applicants received.

  4. Provide Successful Examples:

     • Show examples from other companies or job roles that have achieved successful results.

  Additional Notes:

  • Use real data to build trust (of course only those with good results)
  • Be prepared to explain the pre-qualification process.

Location Check and Client Relevance

• Quick analysis of the client's location using Google Maps

• Estimate how many applicants per month are realistic

• Reconnect with the client

• Re-establish ACTIVE communication with the client (ask questions, etc.) 

For example, an important component of a successful recruiting campaign via social media is, of course, the company's location. The more skilled workers and companies are located here, the easier it is to address them and find applicants. 

• Use Google Maps:

  • Open Google Maps and enter the client's company location.
  • Analyze the location to estimate the realistic number of applicants per month.

• Estimate Based on Location:

  • Provide an initial estimate based on whether the company is in a rural area or a city:
    • Rural area: approximately 10 applicants per month.
    • City: approximately 15-25 applicants per month.
  • Mention the trial phase while discussing these estimates.

• Engage with the Client:

  • Actively communicate with the client by asking questions about their experience with the location.
    • Example: "In your experience, are there many companies in this area?"
  • Open the ad manager if necessary to check the target audience size briefly.

3. Closing Phase

• Explain the terms and pricing model:
  • Many providers offer social media recruiting, making it challenging to choose the right partner. That's why we have our special offer for new clients—a free, risk-free 2-week trial period.
  • Free 2-week trial: No costs except the advertising budget
    • £500 - £600 / month
    • £260 for the two weeks
  • No contractual obligation: After the two weeks, you can decide whether to continue based on the results.
  • We cover the initial costs: This allows you to evaluate our service without any risk.

• Post-Trial Terms:

  • Collaboration for the first three months: £1000 per month.
  • From the fourth month onwards: £700 per month, as the initial setup work is completed.
  • Flexibility: If a position is filled within two months, you can pause the campaign and resume it later when needed.
  • No extra charges for similar roles: Similar roles can be grouped together without additional costs, for example, Industrial Mechanics/Metalworkers/Locksmiths or Electricians/Mechatronics.

• For a Discussion with the Managing Director:

  • "Ms./Mr. [Last Name], when would you like to start the trial phase for the [position]?"

• For a Discussion with a HR Business Partner:

  • "When is your meeting with the managing director? Let's schedule the follow-up accordingly. (See Follow-Up)"

• Providing Documentation:

  • "You will receive all the details in writing, outlining the free trial phase. By when do you think you can review and return it?"

• Confirming the Start Date:

  • "Would [Date] or [Date] work better for you?"

• Sending the Offer:

  • The customer will receive all the details in writing after the conversation.

Follow-Up

Set a Follow-Up Timeframe

• Propose a Follow-Up Meeting:

  • "To ensure you can effectively trial the free phase, I suggest we schedule a follow-up meeting to address any questions and discuss the first steps. When would be a good time for you to discuss this internally? Can you manage it this week?"

• Timing for Follow-Up:

  • Schedule the follow-up meeting 7-14 days after the initial conversation to answer any remaining questions or to start the collaboration.

• Confirmation:

  • Send a meeting confirmation along with the offer details to the client.

Friendly farewell to the customer   

• • "We will create and manage the page as part of our collaboration. Once our partnership ends, we can temporarily deactivate the Facebook page so that it is not publicly accessible."

• "Yes, we have integrations with major applicant tracking systems. We can address further details during the onboarding process."

• "Absolutely. Instagram is an excellent platform for this, as young people are less likely to read newspapers or flyers but are active on social media."

• "We can create one for your company. The account will belong to your company with full rights, even after our collaboration ends. No additional management or effort will be required from your side."

• "We can organise a photoshoot, either with our team or a trusted photographer. We have specific guidelines on what ideal recruitment images should look like. If necessary, stock photos can be used for the trial phase."

• "The offer is typically for one position, but similar roles can be grouped together, e.g., Industrial Mechanic/Metalworker/Fitter or CNC Operator/Turner/Miller."

• "You can pause the campaign at any time and use the remaining duration at a later date."

• "We use tracking tools that continuously feed data to Facebook, indicating which profiles have interacted with the campaign or applied for the positions."

• "We develop a strategy tailored to the specific role. We can advertise on various platforms such as Facebook, Instagram, YouTube, LinkedIn, or TikTok, with Instagram and Facebook being our core platforms."

• "It takes approximately two weeks from contract signing to launch a completed campaign."

• "We recommend a budget of between £500-£700 per month. Rural locations may require a higher budget than urban areas with higher populations."