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THE 'NEW' MARKET- ON THE ROCKS?
by George W. Tucker, MS
 In my travels over the years, I've seen some interesting processes in the way so much of our industry, right down to desk level, does business. Turning this to an analogy of the tide and the rocks, we can see how appropriate having just the right skills becomes, at the right time.
A good market is like high tide, the water covers myriad errors and weaknesses. You can float your ship almost anywhere, as close to the shore as you like. "Introducers," those that make a living being the "middle-person" in the introduction of people to people, but lacking true "sales" skills, will make an okay living in this environment. All one has to do is make more calls, generating more volume.
People survive in the good marketplace, often in spite of themselves. They make severe mistakes, but the high tide carries them safely along, and sheer volume of effort, even in the face of poor success ratios, will feed them.
Now, as the market begins to head for a bottoming, we can liken it to the tide going out. As the water level drops, guess what gets exposed? You're right, rocks! The cautious head immediately for open water. They trim staff. The consultants spread out over several disciplines, and farther afield to work long lines in an effort to find more market. Often, however, their "high tide" activities and habits do not change! The result is often more scattered effort, and more overhead, but not necessarily a return on your investment.
Meanwhile, however, the weak are stranded by the rocks which grow bigger on all sides, and they eventually crash and sink, another statistic in the evolution of this industry.
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There is a balance between the cautious and the weak that will allow you to survive, simply by tightening the
efficiency at which you and your people work!
AREAS OF WEAKNESS
It is fascinating to see how many consultants
sell for a resume send out, instead of a live interview. Temp or perm, even contract. It's an easy sell, but it invites delays and brushoffs.
Often, these people are several years into the business, yet have not gotten comfortable with the concept of seeking live send outs! A training effort to correct this particular weakness may keep the (someday) approaching rocks safely away.
Time management
is a definite area of weakness, if it is left to chance. Control is a big word in our business! Using it on ourselves is a major plus. The proper use of time will represent a better
hit rate by not allowing things to slip through the cracks. Volume of effort should come up, with less impact on overhead. You and your people will identify more market in your own geographic
area.
Incorporated in our book "The Three 'Ems" is a helpful guide in time management. Designed for any desk level producer, it can make a difference in the way your people hold their own, or even increase your hold on this market.
Should the market downturn, you have a question to ask yourself. Will you have to trim staff? Sometimes, it is unavoidable. You do, however, want to keep an eye, now, toward upgrading. In this manner, you can be prepared for the
tide's return where you are already afloat in lucrative waters, prepared to make a haul before the cautious sail back!
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