Winning new business in recruitment: Why timing and terms matter most

Written by: Russell Webb Director, Claverdon Consulting, APSCo Director

Winning new business is one of the hottest topics in recruitment right now. In today’s competitive market, persuading a decision maker to move away from their current supplier, when those relationships are fiercely protected, can feel like an uphill battle.

There are many recognised keys to success: targeting the right clients, developing deep sector knowledge, understanding client challenges, and being personable while solution driven. But beyond these fundamentals, two often-overlooked factors can tip the scales between success and failure: timing and terms.

Timing can be everything. Recruiters who keep their finger on the pulse through constant conversations, following industry news, and maintaining consistent business development activity, are better placed to spot shifts before they happen. Sometimes, simply being visible and engaged increases the chance of being in the right place at the right time.

Yet even when timing aligns, negotiations around terms can make or break a deal. Clients may champion values-based partnerships, but financial realities remain front of mind. This is where the recruiter’s ability to balance expectations becomes critical.

In practice, three levers typically drive these conversations:

Fee percentage – does the service feel like value for money?

• Guarantee period – is the client protected if the hire doesn’t work out?

• Payment terms – does the client want to delay fees until the placement proves successful?

The key is not to treat these in isolation Instead, combine all three into a single negotiation. By identifying what matters most to the client and aligning it with what the recruiter needs for sustainability, both parties can reach a mutually beneficial arrangement.

Ultimately, the goal is shared: securing the best candidate for the role. Recruiters who understand timing, negotiate terms effectively, and position themselves as trusted partners are far more likely to win new business even in today’s challenging market.