When I first started working as a sales representative many years ago, I was truly blessed. I worked for one of the biggest companies in a particular sector and I learned a lot.


As I look back over the years I realise how slick (in a positive what) they were. Sales and marketing worked like the proverbial well-oiled machine. We ‘sold’ a range of health care products that had a number of significant benefits that could drastically alter people’s lives, for the better.

Why it worked so well was the sales and marketing team had identified what was important to customers about the products we were ‘selling’ and how to communicate the value.
At the time as a, naive university graduate, I had no idea that this was a key part of the sales and marketing piece. It is known as a Value Proposition. In other words what value do you offer to your clients and candidates that would make them choose you and not another recruitment agency in your sector? Below is an explanation from conversionxl.

A great value proposition ideally should:

• explain how your product solves customers’ problems or improves their situation (relevancy),

• deliver specific benefits (quantified value),

• tell the ideal customer why they should buy from you and not from the competition (what makes you unique and

Now your value proposition doesn’t need to be perfect from the word go. That would be nice and in the real world, if you are creating it yourself, it is likely to be a work in progress. Think about products you have purchased and you will get a sense of what I mean. Having a tick on all three boxes may not be vital and yet at some level they all have an impact in your purchaser’s final decision.

Let me give you a practical example. At the moment we are both travelling a lot and needed an additional laptop.So I am sitting here typing this article using a new HP laptop. The value proposition for me was simple. I needed something that; was in stock; that was a PC; a brand name I recognised; that was lightweight: Job done.

Admittedly this might be more of a commodity purchase and yet the principle is the same.We talk to lots and lots of recruitment companies who have some amazing attributes that they don’t communicate. Perhaps that rings a bell for you? What you can do for your ‘clients and candidates’ needs to come across in everything you communicate, particularly online or in any presentations you make. If you are pitching for a contract make sure that your value proposition is weaved throughout your presentation and is the last slide they see.

So what can you do now?

1. Find out what is important to your clients and customers about your service. Look back
through your testimonials and pick out the  themes.

2. Build this into your value proposition and communicate facts and figures that are
important; be as specific as you can e.g. speed,  companies you have access to, your sector knowledge (hint few recruitment companies do this).

3. Communicate it! Put this on your website, on your business cards, brochures etc.

Creating a Value Proposition  is one of the first things we do when we work with clients because we know the value it can bring. Just saying you are a great recruitment company with exceptional customer service won’t work. You need to stand out in your clients and candidates mind by understanding what they need and communicating that you are the company that can deliver it!



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