Harnessing the Power of Your Database: The Untapped Goldmine for Staffing Firms

This article is based on a conversation between Brad Bialy and Steve Gipson on the InSights podcast, presented by Haley Marketing.

In my 11 years in the staffing industry, I haven't been able to wrap my head around the constant drive and desire to chase new clients and find fresh leads.

Now, before you flood me with comments and replies about how dumb that sounds, hear me out...

YES...I obviously understand we need NEW business.

That said, in my 11 years in the industry I continue to observe one common issue...Many staffing firms are leaving one of their most valuable resources untapped—their existing database. Whether it’s former clients, current clients, or prospects that didn’t quite pan out, your database holds the key to unlocking more orders and faster placements.

So, why aren't more firms leveraging this resource to its full potential?

In a recent episode of InSights, Steve Gipson and I break down the issue. "Why are we not working with that person anymore? Do they know what we're doing now? Do they think we're still the company they worked with years ago?" These are the questions staffing firms need to consider when they look at their past clients. By revisiting former relationships, staffing agencies can reignite opportunities that are often overlooked.

Why Your Database Matters More Than You Think

Many staffing agencies focus their energy on acquiring new clients, under the assumption that the next big win is somewhere new. But what about the clients you've already worked with? They know your company, they've seen your work, and at some point, they trusted you enough to partner with you. As I put on the episode, "We’re constantly chasing the next order and the new lead, but we fail to think about the lead that we had a year ago or five years ago."

Revisiting former clients means you’re starting from a place of familiarity, which is always easier than building a relationship from scratch. Not only can it reignite dormant business, but it also provides a faster path to placing orders. These are clients who already know your work and have likely trusted you before—making them warmer leads than any cold outreach.

The Three Buckets of Clients: Past, Present, and Future

When it comes to targeting clients, in my mind, there are three clear buckets staffing firms should focus on:

1. Former Customers: These are the clients who’ve worked with you in the past but haven’t recently engaged. Whether the relationship fizzled out or they’ve simply moved on, they represent a pool of potential business that’s already familiar with your services.
2. Current Customers: These are your bread-and-butter clients—the ones keeping your business running today. While it’s crucial to continue nurturing these relationships, it’s also important to ensure they know about any new services or offerings you’ve added since their initial engagement.
3. Prospective Customers: These are the unknowns—the new leads and businesses who haven’t yet experienced working with your firm. While it’s natural to focus on prospecting, many sales reps make the mistake of focusing solely on this bucket, when opportunities from former clients could yield quicker, more reliable results.

The key is to be deliberate with your messaging and approach for each bucket. "We need marketing messaging that’s very specific to each of those buckets." For former clients, that means reminding them of the great work you’ve done in the past and updating them on what’s new. It’s about reigniting interest and showing them that you’re not just the same company they worked with before—you’re better.

Strategies for Re-Engaging Former Clients

So, how do you turn former clients into current business? Here are a few strategies to get you started:

1. Segment Your Database: The first step is to clean up your database. Many firms have a database full of names but no clear structure. Start by categorizing your former clients based on their past orders, industries, and previous engagements. This will help you prioritize who to reach out to first.
2. Create a “We’ve Changed” Campaign: Let your former clients know what’s new. Whether it’s new service offerings, expanded teams, or even improved processes, show them that you’re not the same company they worked with years ago. This is a great way to update them on how your business has grown and how you can better serve their needs today.
3. Personalized Outreach: Instead of sending generic emails, make your outreach personal. Ask straightforward questions like, “What went wrong? What are you experiencing right now? Why not us?” This kind of direct communication can help you get to the root of why they stopped working with you—and what you can do to bring them back.
4. Leverage Testimonials and Case Stories: Use past successes to your advantage. Share testimonials or create case stories about how your firm has helped companies just like theirs solve problems. This builds credibility and reminds former clients of the value you bring to the table.
5. Offer a Special Re-Engagement Incentive: Sometimes, clients need a little nudge to get started again. Offering a special incentive, like a discount for returning customers or a free consultation, can be the push they need to pick up the phone and call you.

Don’t Let Past Relationships Go Cold

The reality is, if you’re not actively working to maintain relationships with former clients, they’re likely to forget about you. As Steve Gipson points out, “Rather than go back to those they have already connected with, recruiters often try to chase new business... But there's a much easier path to reinvigorating that specific type of past client."

The staffing industry moves fast, and if you aren’t staying top of mind, it’s easy for your clients to move on. But by focusing on those former customers and re-engaging with them in a meaningful way, you can turn your existing database into a steady stream of business.

Your Database is Your Goldmine

Your staffing firm's database is more than just a list of names—it’s a GOLDMINE of opportunities waiting to be rediscovered. By focusing on former clients, re-engaging with them in a strategic way, and being deliberate with your messaging, you can unlock new orders without the constant hustle of finding new leads.

As I said on the show...and I repeat today, “If I had to get an order right now, if my salary depended on it, I’d go back to former customers.” It’s time to tap into the resources you already have and make your database work for you.

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