Take my FREE test now and find out what is holding back your recruitment business. 👉 https://bit.ly/bdstrategyassessment

In this live episode of Recruiting Better, host Ben Browning is joined by Alex Elliott, the founder of Phase 6 Advisory and co-founder of Liquid Personnel, for a candid discussion at the Recruitment Expo in London.

Alex shares what it really takes to scale a recruitment business, breaking down why most agencies fail at business development and how the solution lies in shifting from a people-led culture to a systems-driven structure. From building a strong sales playbook to identifying ideal clients, understanding market problems, and creating repeatable processes, Alex draws on his own experiences scaling and exiting a successful recruitment business.

This episode is essential listening for any recruitment leader looking to bring clarity, structure, and commercial intelligence into their business development strategy.

Key Takeaways:

From People to Systems – Scale requires structured, system-led operations.

Master the 5 Sales Processes – Territory, call, account, opportunity, and coaching.

Start with the Real Problem – BD must solve actual business challenges, not just fill roles.

Make Your Playbook Usable – Keep it visual, practical, and accessible.

Expand, Don’t Just Manage – Grow client value with consistent strategic reviews.

Know Your ICP – Focus on clients you can truly help and grow with.

Coaching Should Drive Metrics – Tie development to measurable results.

Build Organizational Intelligence – Share internal know-how to scale smarter.

Noteworthy Quotes:

“You’ve got to go from being a people-led business to a systems-led business.” – Alex Elliott

“If your recruitment business stopped existing tomorrow, would your clients even notice?” – Ben Browning

“Jobs come from accounts. Accounts don’t come from jobs.” – Alex Elliott

“Great coaching should move a number. Otherwise, it’s just a chat.” – Alex Elliott

“Stop managing accounts—start expanding them.” – Ben Browning

Key Timestamps:

[00:00:00] – Episode Highlights & Call to Action

[00:01:40] – Introduction and Why Sales Playbooks Are Critical to Scaling

[00:05:21] – The Power of Visual and Physical Playbooks

[00:07:55] – The 5 Core Sales Processes Every Agency Needs

[00:10:34] – Coaching Rhythm & Measuring Performance with Numbers

[00:15:59] – Defining Tier 1 Clients Using Three Criteria

[00:18:35] – Understanding Buyer Personas and Tailoring Messaging

[00:23:50] – Maximizing Client Value: Tactical vs. Strategic Account Expansion

[00:26:04] – Building a Strategic Account Expansion Plan

[00:30:31] – Organizational Intelligence & Final Thoughts

Follow our guest Alex Elliott on:

LinkedIn: https://www.linkedin.com/in/alexelliott123/

Company LinkedIn: https://www.linkedin.com/company/phase-6-advisory/

Website: https://www.liquidpersonnel.com/

Follow the Host Ben Browning on:

LinkedIn: https://www.linkedin.com/in/benbrowningrec/

Follow Recruiting Better Podcast on:

YouTube:

Take my FREE test now and find out what is holding back your recruitment business. 👉 https://bit.ly/bdstrategyassessment

_________________________________________________

In this live episode of Recruiting Better, host Ben Browning brings together a panel of three recruitment leaders to delve into the findings of the State of BD 2025 report, an in-depth look at business development strategies across 500+ recruitment firms.

Ben is joined by Ben Cawthorne, Director at SW6 Associates, Roheel Ahmad, Founder of Imagine AI & Co-founder of Forsyth Barnes and Chris Ryan, COO at BGC. Together, they unpack the report's insights from the startling stat that 76% of recruiters have no BD plan, to the shift in sales culture post-COVID, and how companies can better equip their teams for scalable success.

Whether you're a recruitment founder, consultant, or team leader looking to sharpen your BD approach, this episode is filled with honest takes, real-world examples, and actionable strategies.

Key Takeaways:

No BD Plan = No Scale – 76% of recruiters lack a business development strategy, which holds them back from real growth.

Sales Culture Has Changed – Remote work and market shifts have weakened the BD mindset, especially for juniors.

Osmosis Still Matters – Being around top billers in person offers learning you can’t replicate through Zoom or training decks.

Structure Over Hustle – Playbooks, process clarity, and leadership alignment are critical to long-term BD success.

Don’t Skip the Basics – Even senior leaders should be trained in sales fundamentals to set an example for junior teams.

You Can’t Sell What You Don’t Understand – BD should start with market research to define the problem you solve.

Short-Term Thinking is Risky – Sustainable success requires moving beyond quick wins to strategy and systems.

Noteworthy Quotes:

“We've been account managers, not recruiters. But that won’t work in new markets.” – Chris Ryan

“Most recruiters don’t need sales help, they need clarity, structure, and real leadership.” – Roheel Ahmad

“Sales culture in your bedroom is hard. Junior consultants miss the energy of an office.” – Ben Cawthorne

“Only 33% of recruiters listen back to their calls. That’s a huge missed opportunity.” – Ben Browning

“Let’s not lose the relationship in the rush to automate everything.” – Chris Ryan

Key Timestamps:

[00:00:00] – Episode Highlights and Call to Action

[00:01:35] – Guests Introduction and 76% of Recruiters Lack a BD Plan

[00:04:18] – Shifting from Blue Collar to Strategic Sales

[00:06:20] – Culture Shift: From Passive to Proactive BD

[00:10:09] – Why Listening Back Matters And Osmosis Isn’t Enough

[00:14:09] – Are You in the Right Market? A Look at Fit & Motivation

[00:15:01] – Leadership Blind Spots in Setting Up Contract Teams

[00:17:24] – BD as Market Research: Start with the Problem

[00:22:24] – Only 43% of Recruiters Feel Seen as Experts

[00:25:51] – Process as the Shortcut to Expertise

[00:28:56] – Final Thoughts on the Future of BD in Recruitment

Follow our Guests Ben Cawthorne, Roheel Ahmad & Chris Ryan on:

Roheel Ahmad LinkedIn: https://www.linkedin.com/in/roheelahmad/

Websites: https://imagine-ai.com/

https://www.forsythbarnes.com/

Ben Cawthorne LinkedIn:

Take my FREE test now and find out what is holding back your recruitment business. 👉 https://bit.ly/bdstrategyassessment

_________________________________________________

In this episode of Recruiting Better, host Ben Browning sits down with Zac Thompson and Jack Frimston from We Have a Meeting to discuss the power of cold calling in modern sales. They break down why cold outreach remains one of the most effective ways to connect with decision-makers and how sales professionals can refine their process to achieve better results.

Zac and Jack share their thoughts on sales methodology, the importance of discipline in sales, and how businesses can create a structured approach to prospecting that delivers consistent results. They also explain the psychology behind effective communication, the role of pattern interrupts, and why cold calling is far from dead.

Whether you're a recruiter, sales consultant, or business leader looking to refine your business development strategies, this episode is packed with actionable insights to help you drive better conversations and close more deals.

Key Takeaways:

Cold Calling as a Competitive Advantage – Why a well-executed cold call stands out in today’s digital-first sales world.

Breaking Patterns for Better Sales Engagement – How to use psychology to create more engaging sales conversations.

Inbound vs. Outbound Lead Quality – Why outbound sales often result in better-qualified leads.

The Discipline of Sales – How structure, consistency, and intentionality separate top performers.

Motivation & Mindset in Sales – How discipline, stoicism, and self-awareness contribute to long-term success.

Sales Playbooks & Process Optimization – How to build a structured approach to cold outreach that maximizes conversions.

The Power of Data & Direct Mail – Strategies for obtaining the best contact data and leveraging personalized outreach.

Noteworthy Quotes:

"A well placed, well delivered cold call is now novel again." – Zac Thompson

"Not all meetings are created equally. Salespeople need to respect their time and the prospect's time by qualifying effectively." – Jack Frimston

"Discipline in sales isn’t just about making calls; it’s about creating a structure that ensures consistent success." – Ben Browning

"Most recruiters don’t have a sales problem; they have an input problem." – Zac Thompson

"Sometimes your USP isn’t your service, it’s how you sell." – Jack Frimston

Key Timestamps:

[00:00:00] Introduction and Episode highlights

[00:04:05] Why Cold Calling Remains Effective

[00:06:24] The Role of Pattern Interrupts in Sales

[00:07:40] The role of cold calling over the next few years

[00:12:55] Inbound vs Outbound Lead Quality

[00:17:08] The Importance of Structure and Process in Sales

[00:23:40] The Stoic Approach to Sales and Motivation

[00:28:04] Finding the Right Sales Data and Contact Information

[00:32:17] Direct Mail and Unique Sales Approaches

[00:41:26] How to Motivate Sales Teams

[00:50:19] The Common Mistakes Recruiters Make in Business Development

Follow the Guest Jack Frimston:

LinkedIn: https://www.linkedin.com/in/jack-frimston-5010177b/

Website: https://www.wehaveameeting.com/

Follow the Guest Zac Thompson:

LinkedIn: https://www.linkedin.com/in/zac-thompson-33a9a39b/

Website: