If you’ve ever wondered how to confidently pitch retainers, here’s the first truth: you must be 100% sold on your ability to deliver. Without that conviction, you’ll struggle to win—and fulfil—retained work. When pitching retainers, your goal is to become an advisor, not a seller, guiding your client to see the value of your expertise.

Here’s how to approach it.

Why Retainers Require Confidence and Commitment

Retainers transform your role from “just another recruiter” to a trusted advisor in the hiring process. But here’s the catch: if you’re not 100% convinced that a retainer will serve both your client and yourself better, they won’t be either. Here’s why retainers are worth going after:

• Exclusive Engagement: With a retainer, your time is dedicated solely to one client’s needs, eliminating competition and allowing for thorough candidate sourcing.
• Client Partnership: Retainers foster a deeper, advisory-based relationship, aligning you with the client’s goals rather than working in a purely transactional role.

5 Key Steps to Win and Deliver on Retainers

While the retainer process involves multiple stages, from the pitch to delivery, we’re focusing on the essential mindset shift and how to structure a confident pitch. Here’s how you position yourself as an advisor through the retainer process:

1. The Pitch
2. Set-Up
3. Review and Reach-Out
4. Candidate Processing
5. Delivery and Closing

Let’s dive into the first step: mastering the pitch as an advisor.

Step 1: Delivering a Pitch with Confidence and Authority

To succeed in pitching retainers, you need unwavering belief in the benefits of a retained search and in your ability to deliver on it. Here’s the process:

1. Choose the Right Client
   Start with a client you’re already working with, preferably on a contingent basis, and where a level of trust already exists. Select a role they see as critical to their success, as they’ll be more open to a different approach.
2. Believe in the Value of a Retainer—For Your Client and You
   Before you approach them, get clear on this: why is your client better off with a retainer? If you’re not certain that a retainer is in their best interest, they won’t be either. Your conviction turns you from a seller into a trusted advisor, and that’s what clients respond to.
3. Set the Scene
   When discussing the role, ask, “How important is this hire to you?” When they confirm its significance, recommend a retained search with full confidence. Instead of asking if they’d like a retainer, recommend it. “Given the importance of this role, I strongly recommend a retained search.” This advisory approach changes the conversation.
4. Explain the Financial Structure
   Clients may initially hesitate at the cost structure. Reframe it: “This isn’t about paying more; it’s about structuring payment in a way that prioritises your critical role.” By paying up-front, they engage your full resources and focus, making it more likely to achieve a successful outcome.
5. Showcase Priority and Exclusivity
   One of the strongest benefits of retainers is prioritisation. Emphasise to the client that retainer clients receive priority on your desk, ensuring their needs are met before anything else. As their advisor, you’re guiding them to a solution that benefits them—not simply pushing for a sale.

Handling Objections: Reaffirming Your Position as an Advisor

“What if you don’t fill the role?”
If your client is hesitant about results, reframe the conversation. Explain that a retainer doesn’t just guarantee a hire—it ensures a thorough, expert-driven search process. Here’s what they’ll gain regardless:

• Market Insight: They’ll have real data on candidate availability, market expectations, and trends.
• Talent Pipeline: A vetted list of candidates they can draw on, even if they pivot or adjust role requirements.

By shifting the conversation to focus on the strategic benefits, you strengthen your position as their advisor.

Keys to a Strong, Advisory-Based Retainer Pitch

• Use “I Recommend” Language: You’re the expert; advising rather than selling shows confidence. By saying, “I recommend this approach,” you remind them why they sought your expertise in the first place.
• Showcase Process Transparency: Offer a clear look into how you’ll run the search, from initial candidate longlists to shortlist refinements, demonstrating the rigour and value of your method.
• Prepare to Decline Non-Retained Work: If you’re convinced that a retainer is the best approach for a high-priority role, don’t be afraid to decline contingent terms. This confidence cements your authority and shows you’re invested in delivering value.

Practical Considerations for Retainers

Taking on retained work means committing your best efforts and being transparent about any limitations:

• Manage Conflicts of Interest: For clients with high expectations, be upfront about any conflicts. Specify which candidates or companies you won’t pursue due to existing relationships.
• Honour Client Boundaries: Clarifying limitations not only upholds your ethical standards but assures clients you won’t recruit against them in the future.

Final Takeaway: Trust in Yourself as the Advisor

Transitioning from a seller to an advisor is one of the most powerful shifts you can make. Once you’re confidently recommending retainers for high-stakes roles, you’ll not only secure these engagements but enjoy the stability they bring to your desk.

So, challenge yourself: give this approach a try, and when you secure your first retainer, let me know—I’d love to celebrate with you! As always, like, share, and subscribe to The Lone Recruiter podcast for more expert insights. Happy recruiting!