Winning New Clients in a Tough Market
Today's Benelux recruitment market is a battleground of cold outreach and high-volume prospecting, often leaving true experts overshadowed by generic noise. The recent “Winning New Clients” webinar, led by Jeroen Van Ermen, brought together four panellists who have lived both sides - agency and client - to share candid stories, sharp insights, and practical advice for building trusted partnerships.
Key Takeaways for Agencies
Be visible before the vacancy appears - educate, inspire, and nurture relationships early.
Bring proof - share verified successes and real client stories, not just impressive promises.
Specialise, do your research, and solve actual business pains for your ideal clients.
Handle objections with empathy and curiosity, not pressure.
Innovate in pricing and engagement - make your offer stand out for the right reasons.
Volume is Out, Genuine Value is In
Hanne Hellemans, founder of Silk and former TriFinance executive, captured the current climate: “Agencies invested in the volume approach - automated sequences, mass follow-ups, endless cold calls. It’s all the same. But this only creates a snowball effect of irritation among prospects. People recognise when they're just a name on a call list. You start from behind the line, fighting scepticism right away.”
Sofie Van Eemeren, HR & People Lead at Mobile Vikings, described the daily challenge: “We’re almost afraid to post a vacancy, knowing that week my phone will be glowing red. By the time a vacancy is live, we’ve already made our decision. Agencies should come earlier in the funnel, bring value and insights, not just chase posted jobs.”
Relevance Over Personalisation
Joske Devos summed it up: “A personal approach, focused on long-term relationships, opens more doors than quick wins. As soon as I sense I’m just one of many on a mailing list, I shut the door. It’s never about just selling fast - real partnership means building lasting trust.”
Hanne clarified the difference between relevance and personalisation: “Knowing someone’s dog’s name is fine, but it’s business pain points that matter. Research what’s really happening in the company - like a new product line needing new technical roles - and tailor your approach. Bottom-up research, speaking to team members, helps craft a message that shows you’ve done your homework.”
Smart Multi-Channel Touchpoints
On making contact, Sofie recommended, “Call my mobile. I get so many meetings that a quick text or call on my mobile makes it personal and easier to respond. Landline calls just get lost.”
Hanne encouraged variety: “Experiment with creative formats. Find a hook that makes your contact ‘a meeting they cannot refuse.’ Sales and marketing should collaborate - you warm up prospects with content, then follow up 1-on-1 once they’re familiar with your agency.”
Objection Handling: Trust First
When the answer is “no,” Koen Van Havere (ex-Robert Half, now founder of Kovalent) advised a simple, three-step process: “Acknowledge and show empathy, ask permission to ask a deeper question, then gently investigate the real challenge - don’t just push for a ‘yes.’ Seek understanding, not a forced sale. The right mindset is to become a partner, not just another supplier.”
Sofie built on this: “Fight or flight doesn't work - building trust is a marathon, not a sprint. Be genuinely happy for clients succeeding on their own, show empathy, and they'll remember you when they need help next time.”
Partnership is the New Standard
For Sofie, a true partner is “an extension of our team, reflecting our culture and values, not just submitting CVs. If you’re proactive, transparent, and help us anticipate challenges, that’s partnership. If you celebrate our successes - even those you didn’t deliver - you become the go-to agency when times get tough.”
Joske added, “Ask about our KPIs - like employee turnover. Even if it’s bold, it’s welcome. Understanding our priorities helps you tailor solutions beyond speed and cost. Too few agencies ask the tough questions that reveal what we really value.”
Koen believes, “Specialisation pays off - you see the same challenges repeat, you build valuable expertise, and you offer genuinely useful advice your clients will use.”
Stories of Differentiation
From panel experience:
Creativity Works:
Sofie shared, “An agency left a handwritten card and followed up by mail after my holiday. It was relevant - they were local, they timed it right, and I went ahead with a meeting. If you’re the only one doing it, you stand out. But don’t overdo it - relevance is key.”
Customer Pain:
Hanne referenced other industries: “Yuki, an accountancy software firm, delivers treats during busy tax periods - appreciating customers’ stress, not just pushing for a sale. That’s true engagement.”
Pricing: From Cost to Investment
Sofie advocates for pricing innovation: “A fixed or milestone-based fee is so much better than a percentage. I want the freedom to choose the best salary for a candidate without thinking about your margin. Treat placements as investments - show us the cost of a vacancy versus the value of a filled seat.”
Joske urged: “Start with what it costs the company if the seat isn’t filled. Your recruitment fee then becomes an investment, not a cost.”
AI & Human Touch: The New Balance
On technology, Hanne said, “AI can prepare the homework - help segment, find insights, automate the warm-up phase. But the final outreach must be personal. People spot generic AI content instantly, so use it to enhance - not replace - your human touch.”
What’s Next? Join the Conversation
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