(Part 3 of 4 in a series)
Once you’ve captured an employer’s attention through marketing, the next step is sales. In the world of employer relations, sales isn’t about hard-selling or closing quick deals. Instead, it’s about deepening relationships, understanding employers’ needs, and helping them connect with your students in meaningful ways.
Sales as Relationship Building
Sales is a natural extension of the relationship started in the marketing phase. It’s the process of converting employer interest into committed partnerships, whether through job postings, internships, or participation in campus events. The key to effective sales in employer relations is understanding the unique challenges and needs of each employer.
This is where relationship-building becomes crucial. Employers are looking for partners who understand their specific hiring needs, company culture, and long-term goals. Through thoughtful conversations and a consultative approach, you can position your institution as a solution to their challenges.
Key Sales Strategies
- Personalized Outreach: Once you’ve caught an employer’s attention, move to a more personalized form of outreach. A phone call or meeting can help you understand their specific hiring needs and challenges. This is a crucial step in moving beyond awareness to genuine interest.
- Asking the Right Questions: Engaging in conversations that uncover an employer’s pain points allows you to better tailor your solutions. By asking open-ended questions, you can understand where their gaps are and how your students or programs can help.
- Closing the Deal: Closing deals in employer relations often means getting employers to commit to a career fair, job posting, or other engagement. The key is to deepen the relationship so they feel confident in the value of partnering with your institution.
Overcoming Hesitation in Sales
Many professionals in employer relations hesitate when it comes to sales. However, sales in this context is about relationships, not transactions. Many employers actually appreciate personal contact, even if you think they are too busy or overwhelmed. A phone call or meeting to check in or discuss their challenges can be welcomed, leading to a deeper connection and potential future opportunities.
The Sales-Service Connection
Sales doesn’t end once a deal is made. The next step is to ensure the service that follows meets or exceeds expectations. Delivering on your promises solidifies the relationship, making future engagements easier to secure. Great service makes it likely that employers will come back for more, reducing the need for constant sales efforts with returning partners. In this way, service feeds back into the sales process, keeping the relationship alive and thriving.
In the next article, we’ll explore how excellent service ensures retention and fosters long-term partnerships.
