David Searns | Co-CEO
Are you thinking too small?
Most staffing companies are busy chasing demand...but what if you could create it?
Yes, demand for staffing services has dropped.
Yes, the market is flooded with low-price competitors, HR gatekeepers, and flashy AI platforms promising to “replace” you.
But here’s the kicker... You can actually grow your business in a down market—if you know how to shift the sales conversation.
Let me break down what we discussed on our recent Lunch with Haley webinar featuring three of the sharpest sales minds in staffing: Dan Mori, Tom Erb, and Mark Winter.
Can you really create demand for staffing?
Let’s settle this up front: Yes, you can create demand for staffing.
But not with “we have better candidates” or “we provide great service” messaging.
You do it by shifting the conversation away from filling jobs and toward solving business problems.
Here’s how our experts framed it:
Mark: “You can create demand sometimes — if you target the right segment of the market.”
Tom: “Look at your most loyal clients. You already created demand there.”
Dan: “Not for staffing services generically. But yes, for your services, if you have a clear value prop and ideal client profile.”
Me: “It’s all about use cases. Stop selling staffing. Start solving problems.”
Why differentiation matters now more than ever
If your pitch starts with “Are you happy with your current staffing partner?”—you’ve already lost.
Here’s what we’re up against:
- 25,000 staffing firms chasing 2% of the labor market.
- Commoditized service models.
- Clients looking to cut costs by bringing hiring in-house, offshoring, or using platforms.
As Mark said, “We’ve trained buyers to treat us like commodities. It’s time to untrain them.”
So how do you NOT sound like every other staffing salesperson? ACTION STEPS:
- Define your ideal client profile (ICP). Be brutally honest. Who do you serve best? Who values what you deliver?
- Build a compelling value proposition. What business problem do you solve that your competitors don’t?
- Speak the client’s language. Not staffing jargon. Business operational outcomes. Strategic impacts.
Strategic selling = demand generation
Demand generation isn’t about volume —it’s about having value-driven conversations with the right people.
Tom nailed it when he said, “Most salespeople go in too low. You need to go two or three levels higher.”
Why?
HR wants a vendor.
The C-suite wants a partner.
The shift to strategic selling means:
- Longer sales cycles
- More prep
- More insight
- More opportunity
Don’t fall into the commodity trap.
You sound like every other staffing firm when:
- Your emails are templated
- Your voicemails are generic
- Your pitch is “We can beat your rates”
And guess what?
That’s exactly what low-margin clients want to hear—so they can squeeze you for price.
Instead, try this:
“Before we talk about rates, can I ask—what’s the real impact of that turnover problem? Because we’ve helped other companies reduce turnover by 25%, and the savings came in places they weren’t expecting.”
Now you’re solving a business problem...not selling a body.
Final takeaways from Dan, Tom, Mark...and me Dan: Define your ICP. Align your value. And remember: Demand is created upstream of the sales call.
Tom: Roleplay like crazy. Score every interaction. Then get better. Every. Single. Time.
Mark: Sell what the people do, not the people. Know your competition. Then go take their business.
Me: Systematize your process. Mix marketing, sales, and education to stay top of mind—long before the buying need.
Let’s wrap it up:
You want to grow?
- Go upstream
- Sell strategy, not staffing
- And stop chasing orders...start creating demand
Until next week—go start generating more orders!
Want to watch the full webinar? You can view it any time at our Lunch with Haley website.
Demand Generation Recording
P.S. If this topic hit a nerve—or sparked an idea—hit reply. I’d love to hear what you're doing to drive demand in your business. |
