Page 127 - James Caan - The Real Deal

Chapter 12

Growing the

Business (1986–1987)

‘ If you offer recognition before it’s asked for, it has twice

the impact. ’

s alexander mann headhunted candidates, clients didn’t pay
A unless we delivered; that made us a very attractive option and
we did well in our first year. We positioned ourselves as a sales
and marketing recruitment company working across all sectors,
and clients assumed we had a supply of great sales and marketing
candidates. Over time, that became the case, of course, as one
candidate who missed out on one position was often right for the
next.
I was aware from the beginning that sustaining a business
through cold-calling is just too hard and that success would come
through building relationships. If you’ve performed really well and
you call the client back with another top candidate, they’re going
to be interested. If the last guy you placed was a deadweight,
you’re not going to get the same response, even though the
candidate’s performance has nothing to do with the agency. Their

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