[Stage] Tom Erb - How to Sell in an Informational Buying Era

On Take the Stage, presented by Haley Marketing, we bring you the BEST speakers, coaches, trainers, and strategic partners from across the staffing and recruiting industry every other week. More than your standard interview, each conversation is built off of a specific session or topic these industry thought leaders bring to conferences and audiences around the country. KEY MOMENTS 0:00:50 Difficulty in selling staffing services due to lack of understanding of differentiation 0:02:36 Selling challenge is not new, but often masked by supply and demand 0:05:01 Sales reps tend to call the wrong people; start higher in the organization 0:07:20 Imposter syndrome and comfort level affect Sales Reps' choice of contacts 0:08:39 Building rapport with gatekeepers and leveraging their role 0:11:10 Importance of treating gatekeepers with respect 0:11:58 Reasons why businesses won't give us their business 0:12:44 Creating demand and proving value 0:15:04 Importance of providing proof and reinforcing value 0:17:00 Shifting the scales of demand with proof 0:17:41 Overcoming skepticism and past experiences 0:18:21 Importance of marketing and sales development 0:19:04 Get testimonials for quick and effective proof. 0:20:18 Sales and marketing are intertwined, start with testimonials. 0:21:23 Use well-known companies as credibility endorsements. 0:22:42 Prompt clients for testimonials and avoid generic ones. 0:24:07 Grade client relationships from F to A to identify key stakeholders. 0:26:26 Aim to be a trusted advisor and essential to their operations. 0:27:28 Essential for staffing companies to be seen as consultants 0:29:39 Action plan to improve client relationships 0:30:33 Approach staffing as a career, not just a job ABOUT THE SPEAKERS Brad Bialy  (LinkedIn) Brad Bialy has a deep passion for helping staffing and recruiting firms achieve their business objectives through strategic digital marketing. For over a decade, Brad has developed a proven track record of motivating and educating staffing industry professionals at over 100 industry-specific conferences and webinars.    As a visionary leader, Brad has helped guide the comprehensive marketing strategy of more than 300 staffing and recruiting firms. His keen eye for strategy and delivery has resulted in multiple industry award-winning social media campaigns, making him a sought-after expert and speaker in the industry.    Tom Erb (LinkedIn) With a career spanning over 20 years, Tom Erb has established himself as one of the staffing and recruiting industry’s top subject matter experts. As a consultant, trainer, and speaker to the staffing and recruiting industry, Tom has helped hundreds of firms create and execute sales and recruiting strategies to grow their business. Tom is one of the most highly sought after national speakers in the staffing industry, presenting to a variety of industry organizations including the American Staffing Association, National Association of Personnel Services, TechServe Alliance, New York Staffing Association, Capital Area Staffing Association, Midwest Staffing Conference, New England Association of Personnel Services, and dozens of others.