Recruiters Are Losing Clients Because Their BD Strategy Relies on Cold Calls with Ben Browning

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In this episode of Recruiting Better, Ben Browning tackles the common challenges recruitment consultants face when it comes to business development (BD). Many consultants hesitate to focus on sales, either because they don’t see it as part of their job or they feel nervous about asking for big commitments. Ben explains that the root cause of this hesitation often comes from a lack of clarity and a defined strategy within organizations. With so many recruiters unsure of how to approach BD, Ben stresses the importance of having a clear and effective sales process to help boost their confidence and motivation.

Ben also explores why traditional sales methods are no longer effective and how recruitment leaders need to shift their focus from transactional sales to building long-term relationships with clients. Instead of just filling vacancies, consultants should position themselves as trusted advisors offering real solutions. By tracking the right metrics and aligning them with business goals, recruitment organizations can help their teams feel more confident and motivated to generate new business. This episode is perfect for recruitment leaders who want to create a motivated, high-performing team focused on growing business.

Key Takeaways:

Clear Metrics and Process – To motivate your team, you need clear goals and a process that everyone believes will work.

Building Confidence in Sales – Many recruiters are nervous about doing sales. Ben talks about how to help them step up and get comfortable with business development.

Rethinking Old Sales Methods – The old way of focusing on things like call volume or CV-to-job ratios isn't working anymore. Instead, we need to focus on building real client relationships.

Clarity Drives Motivation – Many recruiters aren’t sure what to do because they lack a clear strategy. Giving them that clarity will increase motivation.

Moving from Transactional to Solution-Focused Sales – The best salespeople stop thinking in terms of quick transactions and start offering long-term solutions to clients' problems.

Tracking What Matters – Ben stresses that instead of focusing on traditional KPIs, recruiters should track things like call results and client engagement to see what’s actually working.

Adapting to New Sales Channels – With technology changing, the way we reach clients needs to evolve too. Sales strategies must focus on quality and personalization.

Noteworthy Quotes:

"When recruiters don’t believe their actions will lead to results, their motivation to do business development drops." – Ben Browning

"Sales hasn’t changed, but how we use phones, email, and DMs has evolved drastically. We need to keep up." – Ben Browning

"Motivation comes when everyone knows what to do and believes it’ll work." – Ben Browning

"Training is important, but what really drives success is tracking the right things and constantly improving." – Ben Browning

Follow the Host:

Ben Browning on LinkedIn: https://www.linkedin.com/in/benbrowningrec/ 

Follow Recruiting Better Podcast on:

YouTube:https://www.youtube.com/@recruitingbetter

Email: ben@beresonant.co.uk

LinkedIn: https://www.linkedin.com/company/recruiting-better/

Website: https://recruitingbetter.substack.com/