How to Get Into Companies to Recruit Their Employees
E.M. knew he had a gold mine near his office. He was located near a large number of manufacturing plants and really wanted their business. E.M. approached their HR departments about becoming their provider of choice, but no new business materialized. His message just wasn’t getting out to their workers.
So E.M. decided to form a Speakers Bureau with three other area practitioners to give free lunch-hour talks to the companies’ employees. He now had a better story to sell to these companies—four dynamic professionals, not just one, would come onsite and speak on interesting topics.
E.M. does all the work for the group. He calls the HR departments and advises them about the Bureau’s capabilities. And since he’s the one who talks to personnel, he’s able to pitch his topics as more. This type of program can also serve as a way to enhance referral relationships: You’re strengthening your relationship with the ongoing partnership, and by helping a referral source get more business, you’re helping your colleague as well as yourself.
E.M. has also developed a package of information as handouts. It includes a slick promotional piece about his persona and practice, plus general reference info about each topic. In addition, E.M. offers attendees a free “test drive” of his practice. He’ll give any employee of the company a free initial consultation in his office.
The results? Simply phenomenal. E.M. has seen his practice boom like never before as new patients flock in. He now averages two talks a week which last about two hours each.
“The secret to success,” E.M. notes, “is that I’m able to use the association with the other practitioners to make the program look and feel official. It now has a luster. I’m no longer one guy trying to get new business. It also doesn’t hurt that I direct the whole program.”