There is an old adage: if you can help others get enough of what they want, they will help you get what you want, so lift your gaze from yourself and really see what it is your clients need or desire.

I am often amazed at how some recruiters think in terms of what they want rather than what their clients want without proper understanding of being in a service industry and what that fully entails.

When you boil it down; what is it you offer? Do you save your clients time, effort or money? Do you give them advice or knowledge? Are you giving them what they need? Or are you just a run-of the-mill recruiter that is interchangeable with most other recruiters in town?

If you do not know, ask them e.g. are there contacts they would like to meet which you can facilitate? What are their current challenges that they may or may not see you as a solution provider to? Ideally you will already have cemented a relationship where you regularly discuss these topics with them but if not it is not too late to start!

Once you are able to give them fully what they want & need you will be pleasantly surprised at what they will do to “sell” for you. Be a little creative when you think about business development, think about how you would like your clients to assist you. These may include:

• Client testimonials; these work well in the age of peer reviews governing buying decisions
• Introduction to other decision makers in their companies
• Introduction to decision makers in other companies including but not limited to their own industries or own type of positions e.g. credit managers
• Client newsletter; make it interesting and jam packed with valuable tips and information and they are more likely to pass it on to their contacts. Everyone likes to be the one that discovers something useful.

Some recruitment companies are invite their clients for functions to thank them for their business. Think about inviting some of your prospects as well. You might invite your top ten clients and your top ten prospects. Think about making the guest list interesting for your clients so they can network and benefit.

The benefit to you is they will discuss how they know your company and they will invariably ask each other what your service delivery is like. Remember people are more willing to buy if someone else has made a recommendation.

You can do breakfasts monthly or quarterly and have a speaker on a universal topic such as how to motivate your staff or how to engage Gen Y and Gen Z; topics that cut across industries and are beneficial to everyone. Again ensure you have a good mix of clients and prospects. Any company can do this as it is not a big investment of resources to generate the marketing returns.

Finally if you want your clients' help in marketing or selling your services, you have to be very clear on what type of business you want. Do you have a concise elevator pitch that they can understand and use?

First you need to help your clients get what they want then you need to help them help you. Make it fun and easy for them and for you!