Qualities of a Winning Proposal
The RecruitLoop team did some data analysis on the qualities of winning vs losing proposals.
In the video above, we walk through the insights we've learned, but you can read on to learn more as well.
What We Studied
Our team looked at all inbound client opportunities for Q2 of 2016. This includes all clients that we introduced to RecruitLoop recruiters through our platform. We looked at the qualities of proposals/messages in cases where nobody won, and in cases where 1 recruiter did win the business, but others did not.
To complete our analysis, we looked at each proposal and asked/answered a series of yes/no questions about different qualities that those proposals did or did not have.
Here are the charts with data that we compiled:
What We Learned
We already had some assumptions going into this process. The outcome of this exercise confirmed some of those assumptions and refuted others.
Response Length: The big takeaway from our data is that a longer response is not necessarily better. Looking at the overall data set, it's clear that the quality of the message is much more important than the length. Furthermore, if you're writing a long message that's missing the type of information client's are looking for, it's a surefire way to craft a losing proposal.
Content That Builds Trust: We were excited to see our numbers illustrate so clearly the importance of describing past roles that you've filled. This is one of the top questions that we get from prospective clients, because they're looking for proof that you really can help them. The more information that you can share about your specific relevant recruiting experience, the better. Companies you've worked with are great to include, but as we see from our analysis, description of past relevant roles is the most important thing to include in your message to a prospective client.
Starting a Conversation: It's a basic sales/marketing principle, but including a call to action in your messaging is essential! The goal of the proposal/message is to start a conversation. This is much more effective if you're asking the client to do something, to take a next step. Since the best next step is a phone call, we strongly suggest that you include a sentence asking you to set up a phone call. If you're into high tech solutions, we also suggest including a Calendly link to allow clients to schedule a meeting on your calendar themselves.
Step by Step Plans: Only include these if the rest of your message includes the above suggestions. If your step by step plan simply serves to create a long response, but doesn't start a conversation or build trust in your skills, then it's not going to be effective.
Things That Matter Less Than We Expected: Professional signature! We were surprised, because we'd previously encouraged recruiters to include this, but our analysis shows that it's not a deal breaker one way or the other. Friendly introductions also don't seem to be a 'difference maker', but they are slightly more common among winning proposals.