Selling services can be a bit tricky. But fear not, because productizing your services is here to save the day! Packaging your expertise into irresistible offerings makes it super easy for your clients to see why choosing you is the smartest move they can make.
But productizing services isn’t just about slapping a fancy label on your services. You also need a killer platform to showcase your goods. We’re talking about your very own online storefront, a website and marketing effort that screams, “Hey there, awesome clients! Come on in and check out our mind-blowing services!”
A New Way to Offer: What are Productized Services?
You’ve already got a great sense of both passive and active candidates, but what can help your staffing firm succeed and stand out is the ability to position your firm in the recruiting industry so clients will choose you over your competitors.
Consistently generating job orders can make you more successful than others, but it can be challenging. In fact, 90 percent of staffing firms stay under 10 employees and only a few can grow beyond that, according to Recruiterflow. ¹
One way you can reach more clients is to create a productization framework. To productize means to alter or develop a process, service, skill, or idea into something marketable. It involves taking your services and transforming them into a neatly packaged solution, complete with an irresistible price tag and a clear scope of work.
Having constant sources of revenue such as productized offerings can help your business stand against the flow of client work and make your agency more sustainable. The best thing about having productized services is that you can better manage juggling various client needs at the same time!
Myths About the Productized Service Model
Misunderstanding how productized services work can make you skeptical about implementing them. We’re clearing up some of the common misconceptions so you can better understand it.
“It Removes Humans from the Equation”
Some people think productization fully transforms a service into a product, but that isn’t the case. You’re still very much part of the process. Sales calls are still part of the gig but now you’ve got a leg up in the form of prequalified leads who’ve checked out your packages and prices online.
All you have to do is seal the deal and set up a date with them.
“It Harms Custom Work”
Productized services are all about speed and convenience. You’ve got a selection of pre-set options that make it super easy for customers to choose and make a purchase. Some people worry that customization goes out the window, but that’s not the case!
You can still offer a personalized product option for those craving that extra touch. So, if someone’s looking for a bespoke experience, you’ve got their back!
The Advantages of Productized Services
If you’re looking for reasons why you should adapt productization, here are some benefits that’s worth considering.
Scale for Additional Growth
When you embrace productization, you’re setting yourself up for some serious growth without needing to pour in extra resources. You can crank up the production speed, boost your profit margins, and offer a whole bunch of awesome product options. It’s all about doing more, faster, and better!
Sell Services Faster
Reproducibility and repeatability are very important in continuous improvement and process management. Having a repeatable and reproducible produce can help you operate faster and sell more.
When you have a product that’s repeatable, you’ll be doing it the same way every single time. And when it’s reproducible, someone else can jump in and do it just like you. That means you can work faster, be more efficient, and sell like there’s no tomorrow!
Generates Revenue Easier
When you trade hours for money, your time is the one being bought. With productized services, your buyer will now be purchasing your offered solution. They wouldn’t know how long it takes to complete the service. This can allow you to charge a premium for your service.
Strategize Your Selling: Land High-Ticket Clients for Your Offerings
In this cutthroat industry where everyone’s flexing their recruitment CRM muscles, it can be a real challenge to stand out. But with a killer marketing plan, you’ll stand out in no time. Just make sure your plan covers both outbound and inbound lead generation strategies.
Here are some of the strategies in marketing you can use to increase your sales.
1. Target Best High-Ticket Prospects
First agenda in building a solid marketing plan, do some market research and find those qualified leads. You want companies that fit your niche, can benefit from your services, and fit your revenue goals. These are the golden targets you’re after!
Next, dive deep into their pain points and figure out how your staffing firm can swoop in and save the day. It’s time to create your Ideal Customer Profile (ICP) and craft a killer recruitment marketing strategy.
To build an ICP, you’ll need to find the following information about them:
- Website
- Social media pages
- Upcoming projects
- Press releases and media mentions
- Investments, mergers, and other financial events
- Software and technology in use
- Rounds of firing and hiring
- Specific positions they are recruiting for
Once you’ve gathered the necessary information, you’ll have a clear picture of what they’re all about. And here’s a nifty trick: set up Google Alerts for each potential client to stay in the loop with their hiring activities.
But don’t stop there. It’s all about building those relationships. Focus on connecting with the decision-makers who hold the purse strings. They’re the ones with budgetary discretion.
And here’s another tip: make it a habit to get multiple points of contact. That way, you can foster relationships with various members of their company. Plus, if one of your contacts decides to jump ship, you’ll still have your foot in the door.
Related Reading: Let’s Get Personal! The Power of Personalization in B2B Marketing
2. Create a Winning Inbound Marketing and Content Strategy
Effective inbound marketing has totally flipped the script. Now, your customers can come knocking at your door instead of you chasing after them.
To lure them in, you must give them what they want. That means creating killer content that’s relevant, educational, interesting, actionable, and timely. It has to be the stuff they can’t resist sharing on social media or devouring on your website. Find out which channels tickle their fancy the most and focus your efforts there.
Don’t forget to keep an eye on the competition. See what’s working for them or what’s not and use that to your advantage.
Now, if you’re after C-level execs and decision-makers, LinkedIn is your playground. Connect with them there and show them what you’ve got. And if you want to make a splash online, pump out some killer blog posts on your website.
Your ultimate goal is to build a community that sees your brand’s importance and messaging. They’ll regularly consume your content because you’ve got the solutions to their recruiting problems. And don’t forget to keep tabs on which of your content and channels are working best for you with a marketing report
Related Reading: Make the C-Suite a “Connect-Suite”: How to Engage Busy Executives
3. Drive Higher Traffic via SEO
One of the ways necessary to market your productized services is to optimize your website for SEO. This will drive higher traffic to your website and give your pages better search engine rankings.
Google, Bing, and other search engines use links to index and crawl websites. For example, if you create backlinks for your site, they will be crawled by search engines. The more links you’ve got, the higher your content climbs on those coveted Search Engine Results Pages (SERPs).
Here’s another mind-blowing fact from BackLinko. The top organic search result on Google is a whopping 10 times more likely to get clicked than the 10th result. With an average Clickthrough Rate (CTR) of 27.6 percent, that top spot in Google’s organic search results is where you want to be.²
Get ready to roll up your sleeves and start publishing some killer content that’ll make heads spin. Give your audience valuable, action-packed stuff that establishes your website as the go-to source of online wisdom and your company as the ultimate service provider.
Related Reading: SEO Secrets: Here’s How You Can Get Your Staffing Firm on Google
Productize Your Services to Effectively Sell Them
Ready to turn heads and reel in those customers? It’s time to productize your services and make them irresistible! Think of it like a menu of tantalizing options that showcase your understanding of their needs. Show them you’ve got the solutions they’re craving!
Don’t forget about your website and those pages where your “products” will shine. They’ll help guide customers straight to your doorstep. So, make sure your online presence is as sharp as your offerings!
GIVE YOUR REACH A BOOST WITH ALLIED INSIGHT
If you’re looking to sell your staffing solutions better and are considering productized services, we’ll help you reach your target customers! Allied Insight is a full-stack marketing agency offering services in Complete Competitive Analysis, Website Performance Review, SEO Optimization, and more.
Get in touch with us to find out how we can solve your needs.
References
1 “Top Recruitment Marketing Strategies for Staffing Agencies.” Recruiterflow, 22 Jul. 2022, recruiterflow.com/blog/top-marketing-strategies-for-staffing-agencies-to-attract-high-ticket-clients/.
2 Dean, Brian. “Here’s What We Learned About Organic Click Through Rate.” Backlinko, 28 May 2023, backlinko.com/google-ctr-stats.
