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This article is based on a conversation between Brad Bialy and Dan Fisher on Take the Stage, a podcast/vodcast presented by Haley Marketing. For this episode and others search for “Secrets of Staffing Success” on your preferred podcast player or watch past episodes on YouTube.
If you’re making one call and expecting to close, you’re preparing for failure.
Dan Fisher of Menemsha Group says that too many staffing sales reps are chasing an outdated fantasy: a perfectly timed call will land a perfectly qualified lead and the buyer will say, “You know what? Today’s your lucky day.”
“We’re in an era of informational buying,” Fisher explains. “Gone are the days of lucky calls. Buyers need more than a cold pitch to say yes.”
The Real Numbers Are Staggering
It takes 17 to 20 touches for a prospect to even realize your company exists. That includes calls, emails, social, and other outreach. At a recent marketing roundtable, another leader reported that the number might now be closer to 40. Forty!
Let that sink in. Forty touches. Just to become visible.
So if you’re frustrated after just three calls, you’re not even in the game yet.
Sales Is a Long Game. Act Like It.
Many reps rush into calls expecting results. They’re under pressure to perform. So they push hard, pitch early, and alienate the very people they’re trying so hard to reach.
“You’re not going to close on a cold call,” says Fisher. “Stop acting like you will.”
Instead, start with a better definition of success:
- Did you disarm the buyer?
- Did you get a meaningful insight?
- Did you earn a second conversation?
Those are wins. Celebrate them.
Redefining “Yes”
What does yes really mean on a cold call? It’s not “I’ll send you a job order.” It’s not “Let’s schedule a demo.” In most cases, it’s much smaller.
- “Sure, I’ve got a minute.”
- “Yes, that challenge sounds familiar.”
- “We’re not hiring now, but follow up in Q3.”
Fisher calls these conversation starters, not sales closes. And they’re essential to the long-term sales cycle.
Focus on the Buyer’s Priorities
Most reps want to talk about what they offer. What tools they use. What industries they serve. But buyers aren’t shopping for staffing services. They’re thinking about:
- Missed deadlines
- Overworked teams
- New initiatives
If you can speak to those pain points, and back it up with a story, you’ll create trust. And trust creates traction.
The Takeaway
Buyers don’t want to be pitched. They want to be understood. They want to see that you get their world, their pressures, and their priorities. That starts with empathy. It continues with persistence. And it closes with value.
“We’re not there to make a sale,” says Fisher. “We’re there to start a conversation.”
Want More Tips on Starting the Conversation?
Listen to all of the advice on this important episode of Take the Stage featuring Brad Bialy and Dan Fisher of Menemsha Group on YouTube:
The post 17 Touches, 1 Yes: What Staffing Reps Need to Know About Today’s Buyer Journey appeared first on Haley Marketing Group.
