Branding/Marketing/PR

Perceived quality and price dominate client purchasing decisions

Written by the Editorial Team

A new report into consumer buying behaviour looks to have shed light on the way in which employers decide which recruitment agency to partner with.

Over 2,000 consumers were asked by data company Blis to rank in order of priority the things they consider to be most important when making a purchasing decision. While an organisation’s core values and perceived trust are important, they pale into insignificance when it comes to quality of service/product and the cost for procuring that service/product.

According to the report, service/product and price were their primary criteria for 71% of respondents when determining where to spend their money. But the findings in relation to customer loyalty were rather interesting.

Men were found to be more loyal to a brand than women, and if that brand fails to live up to expectations in terms of quality and engagement, such as poor customer service, buying authorities – irrespective of gender – are not a charitable bunch.

Indeed, the higher the value of the deal on the table (such a senior executive assignment), the more likely they are to ditch the brand altogether – with little or no second chance given. So, what does this tells us?

Recruitment doesn’t always get the best press, and over the last few years we have seen a rise in the number of agencies promoting their core values – transparency, innovative, trusting…the list goes on. This research suggests that while these are important considerations for potential clients, they’re not at the top of the list of priorities – they simply help to consolidate the sale, if you like.

a pitch is a two-way thing – you want their business, but you have something they want.

It comes down promoting your agency in a way that clearly demonstrates the what’s-in-it-for-me-factor – what will your prospect get in return from their investment in you? To answer that question, you must first understand what your prospects need. But don’t try to oversell yourself.

Remember, a pitch is a two-way thing – you want their business, but you have something they want. It is a negotiation between equals. So, ‘sell’ your added value and ditch the focus on driving home your values.