May 8, 2023

Interview with Michael Viso

Michael Viso

Director of Sales Enablement and Marketing, Mitchell Martin

As a top 100 staffing leader to watch in 2023, what are your goals for the upcoming year and what do you hope to achieve?

Growth is the obvious answer here, but it’s more intricate than that. We want to build a connection between all phases of our organization. When each department supports each other it becomes a better experience for both internal and external clients. Our focus is improving the customer journey. We want you to enjoy working with MMI. We want you to know we’re a database of market data that can support you beyond just what we provide in terms of quality candidates. As we improve our organization the question we ask is “how does this benefit our clients?” When that’s at the forefront, we know we’re headed in the right direction.

In light of the rapidly changing staffing industry, what opportunities do you see that others may not agree on?

Answer here…Analyzing the industry is nearly impossible. Whatever your theory is will undoubtedly impact your trajectory. We’re focused on leading not innovating. Our goal isn’t to change the world of staffing. Our goal and desire is to change the life of a client, a consultant or a person that works at MMI. 

If we find a great candidate for our client, then we’ve improved that business, that person’s standing in the business, the life of the candidate, the salesperson and the recruiter. That’s pretty major for one deal. Not to mention the interconnected people that benefit. 

I think people are so focused on grandiose ideas that they forget the best part about working in staffing. We get to impact people’s lives on a daily basis. All we do is put good into the world by helping people find jobs. Along the way, we teach people. Either through market data, how to improve their standing at their organization, or even how to dress for their next interview. Each interaction we have is for a vision of improvement to someone’s daily journey. 

As discussed at the World Staffing Summit, client experience is becoming increasingly important. What are the biggest shifts in client expectations that you anticipate in the near future?

Answer here…One of Mitchell Martin Inc.’s differentiators is the client experience. I was a big believer in that even before I came here. There’s quite a bit that B2B leaders, particularly in sales and marketing, can learn from retail sales/marketing/customer service. 

People want to be treated kindly, they want to enjoy the people they interact with and they want to be heard. That doesn’t necessarily mean “get out on the golf course” like deals may have been done in years past. Rather, they want to know you’ve heard their challenges, their goals and everything you’re doing is driving them towards those goals. 

Because of this, I think there’s a delicate line to walk when it comes to showing your personality as an organization and an individual representing the organization and sharing vital information that can help your partner make the most informed decision. 

The sales conversation and the way it’s delivered is constantly changing. As this evolution happens the client becomes more dynamic in their needs and expectations. A blanketed way of working with a client is impossible if you want a lasting, fruitful partnership.

Based on recent research, it appears that acquiring new clients is becoming increasingly difficult. Do you believe this will be the biggest challenge for the staffing industry in 2023?

I think this has always been challenge. In a competitive industry, how do you even get in the door to have a conversation, let alone get a stranger to trust in what you’re offering. One of the ways to combat that is to focus inward on the progress you’ve made as an organization. This is where the customer experience ties in, as well. 

New logos are different than new clients. There are so many people within organizations that need our services, but just aren’t aware of what we can deliver. 

Our focus is to take what we know about the clients who already have seen the results of our incredible team and turn them into evangelists within the organization. 

It’s a great way to generate new revenue, deepen bonds and exceed expectations. 

As we do approach new potential clients, it can be difficult, but it only feels that way because they want to be communicated to differently. Today’s sales world is like a Rubik’s cube. There are a thousand ways to solve the problem, you just have to find the right combination that leads you there. 

That’s exactly the same as sales. That’s why I coach our team on various touchpoints, when to engage, what information to share, etc.