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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/

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