Treat job seekers like customers: It’s good business

Have you ever applied for a position at a company only to never hear back? Or perhaps you get an interview, but weeks pass without any follow-up from the company. We’ve all been there!

Christian Forman, CEO of StartDateLabs, told ZoomInsights, “Job seekers feel poorly about the recruiting process at baseline, regardless of how well companies (treat them) because it’s a process that generates 99 no’s for every one yes.” Despite the inherently frustrating process, recruiters and HR professionals can make small changes to make the ordeal a bit more pleasant – even for candidates who ultimately get rejected.

A new article on ZoomInsights, “Treat job seekers like customers: It’s good business,” provides incentive for keeping applicants happy by explaining the damage disgruntled candidates can do to a business. It also provides valuable advice on procedures and processes that can make all applicants feel as respected as customers.

Own the sales cycle

If your days as a sales rep contain too much nerve-wracking uncertainty, unpredictability and unreliability, perhaps you need to “own” your sales cycle.

It’s all about asking the right questions early, developing relationships and maintaining them, even after a sale.

ZoomInsights interviewed two sales experts on the topic of owning the sales cycle. They offered great tips that can help you!

Check out our ZoomInsights article, “You can own the sales cycle.”

When a prospect requests a brochure

Sometimes, when a prospect asks you to send a brochure, it’s really not a put-off. Some people prefer to do significant research on their own before they spend time with sales reps. Our friend Jill Konrath, author of the Fresh Sales Strategies Blog, offers three ideas to maximize the opportunity:

• Jolt them out of complacency with the status quo
• Show them what’s possible
• Keep educating them

Read more in the ZoomInsights article, “When a prospect requests a brochure.”

Tackling the Middle Market: Top Tips

Guest Blog | Ian Gilyeat

Many b2b sales reps have a tough time successfully selling into the “middle market.”

It’s that hard-to-define space that lies somewhere between large enterprises and small business.

Inherent issues with mid-market companies

Part of the problem is defining the middle market. Once a definition is agreed upon, the market presents several unique challenges. Middle market companies are often hard to justify because they don’t warrant the expense of a dedicated account executive. What’s more, mid market companies want the service levels and customization privileges of much larger enterprises, but don’t deliver the economic punch of their bigger brethren to justify the extra work and resources. Middle market companies are also quite diffuse geographically, so it’s difficult to build a direct channel.

Middle market success strategy? Pick up the phone

The real answer to selling into middle market companies is the telephone and technology. Pick up the phone, schedule a Webinar and use the latest in Web-enabled video conferencing to get your message across.  Marketing automation, automated routing of scored leads and deeply integrated supply chains mean the inside sales executive has everything at his or her fingertips.

This is a highly profitable strategy and can be used on just about any industry.  It works with servers, software, service contracts, financial services, printing, publishing, telecom and others.  These are often billion-dollar sectors.

Here are some tips on tackling the mid market:

  • Identify the middle market companies in your industry.
  • Develop a small “swat team” of inside sales professionals.
  • Enable your inside sales team with the best technology tools.
  • Put sales execs on the phone and let them sell.
  • Pay sales reps well with no cap on their earnings.

It’s also important for b2b sales execs to note that, in selling to mid-market firms, a “lead” may identify interest, but executives trafficking in the middle market demand a relationship before they can think about converting.

They want to know you and trust you.


Ian Gilyeat is Chief Marketing Officer of I.R. Gilyeat & Co., which specializes in selling into mid-market companies