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Spend time one to one mapping exactly what's missing across your process, positioning, pricing and proof, then walk away with a clear roadmap to winning retained consistently.

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The Guide
How to Position Retained Search Like a Pro
Retrained Search

How to Position
Retained Search
Like a Pro

A structured methodology for moving from reactive CV-sending to leading hiring processes and building predictable revenue.

01
The Problem
with the Industry

Many recruiters hit the same wall. Revenue feels unpredictable, clients show little commitment, and roles get filled elsewhere after weeks of effort. CVs become the product. Relationships become transactional. The recruiter feels undervalued.

Most haven't realised it wasn't recruitment they fell out of love with. It was the contingent model.

Contingency produces

  • Multiple agencies competing
  • Little commitment on either side
  • Speed prioritised over quality
  • Duplicated CVs to clients
  • Reactive, shallow engagement
  • Limited market mapping

Retained search delivers

  • Full market mapping
  • Structured search methodology
  • Professional headhunting
  • Deep behavioural assessment
  • Weekly stakeholder management
  • Strategic advisory positioning
From
Reactive
Transactional
Supplier
To
Strategic
Consultative
Partner
Important: The deciding factor for retained is not salary level. It is hiring difficulty and business impact. Retained has been used successfully for £25k roles, mid-level hires, healthcare, construction, and public sector.
02
Discovery &
Positioning

Retained search is won during discovery, before any pitch. The more pain uncovered, the more naturally retained search positions itself as the logical solution.

"What challenges have you faced hiring this role previously?"
"What happens if this role remains vacant for another three months?"
"What have agencies struggled with on this role so far?"
"How much time has this already taken internally?"
"Have candidates failed technically, behaviourally, or both?"
"What would success look like six months after hire?"

Once pain is established, don't hard-sell. Diagnose, validate, then position retained as the obvious methodology for their specific situation.

1
Acknowledge their situation
"Based on what you've shared, this sounds like a genuinely difficult hire and you're not alone in that."

Lowers resistance immediately. Shows you listened.

2
Explain why contingency breaks down
"When hiring becomes more niche, strategic, or time-sensitive, contingency recruitment tends to become reactive rather than systematic."

Frames the problem without criticising competitors directly.

3
Introduce retained as a methodology
"For these assignments, we apply a retained search methodology, committing fully, mapping the market properly, and working in partnership until the role is solved."

Reframes retained from "paying upfront" to "a better process."

03
The 5-Stage
Delivery Process

Selling retained without knowing how to deliver it is dangerous. Delivery is what creates trust, repeat business, and predictable revenue.

I
The Search Briefing
  • Business objectives & hiring context
  • Technical and behavioural requirements
  • Team structure & reporting lines
  • EVP and employer branding
  • Target competitors & search geography
  • Salary flexibility & timeline expectations
  • Internal interview process mapped
  • Hiring risks identified upfront
II
Market Mapping
  • Active candidates identified
  • Passive candidates identified
  • Competitor talent pools mapped
  • Adjacent industries explored
  • Transferable profiles assessed
  • Internal market intelligence built
III
Professional Candidate Engagement
  • Consultative outreach messaging
  • Close client representation
  • Candidate experience prioritised
  • Market salary intelligence gathered
  • EVP weaknesses surfaced early
  • Competitor hiring intelligence collected
IV
Weekly Steering Sessions
  • Candidates identified & approached
  • Response rates reported
  • Reasons candidates declined shared
  • Compensation feedback delivered
  • Live market insights reported
  • Recommendations & next steps agreed
V
Search Refinement
  • Evidence-based brief adjustments
  • Salary benchmarked against market reality
  • Geography expansion if needed
  • Honest conversations about EVP
  • Collaborative problem solving
  • Hiring for potential explored

Objection Handling
Cheat Sheet

Complete word-for-word scripts for every objection you will face when selling retained search. Click any objection to reveal the response.

Golden rule: Never use the word "upfront." Instead say: some financial commitment  /  commencement fee  /  engagement fee  /  payable on commencement  /  deposit.
Cost & Payment
Objection
"But how much does it cost? You've talked about some financial commitment — what do you mean exactly?"
Response

This is a big buying signal. The traditional structure is a third/third/third:

"The fee is 30% of total compensation and we break it down into three stages: the first third payable on commencement of the assignment, the second payable on agreed shortlist, and the balance on completion."

Then stop talking. If they say "That's a lot more than we're used to paying" — ask how much they pay, then:

"And how is that going for you? My understanding is that you're frustrated with the lack of x, y or z — and this is the way to solve that. I'd like the opportunity to show you."

To flex on price:

"Look, I understand it's more than you're used to paying, and I don't want cost to be a barrier. So for this first project, how about we carry it out at X%? Does that make you feel more comfortable?"

To make it no more expensive than contingent:

"I'm so glad you've asked — you'll be delighted to know there is no additional cost for this service! The fee is exactly the same as our standard contingent fee. The only difference is the payment model: first third on commencement, second on shortlist, balance on completion."
Milestone flex: "If it makes you more comfortable, we could place the emphasis on completion — just a third on commencement and the final two-thirds on completion."
Objection
"But we haven't needed to pay you upfront before. Why do we suddenly need to do this?"
Response
"Well, I understand that. But the market is changing — there are fewer active candidates than ever before and competition for talent has never been more fierce. Fewer candidates are responding to LinkedIn messages or emails than ever. In response to this, we're having to adapt our approach. Some financial commitment from you allows me to apply a robust headhunting methodology — derived from executive search but faster, leaner, and more cost effective. All of the clients we've demonstrated this approach to so far prefer it and have not gone back to contingency. So I'd really like the opportunity to show you — can we work this way on this assignment?"
Objection
"We are happy with the way you are working — we don't want to change anything."
Response
"I'm really pleased you're happy with the service and we enjoy working with you too. We want to continue to deliver a great service. But the market is changing — there are fewer active candidates than ever, and we're having to spend more and more time on each assignment to ensure we reach a result. The problem is that we're currently working completely at risk on a no-win no-fee basis, and we can't keep doing that. This isn't an exercise to make more money — the cost is the same overall. But in order to continue to provide a great service, and even improve it, we'll need some financial commitment to make sure we can apply the time and resources necessary to ensure we reach a result."
Objection
"Why can't you just send us some CVs? Can't you just do what you've done for us before?"
Response
"I understand we have worked differently before. However, although the contingent model used to yield results, the market has changed completely — competition for candidates is tougher than it's ever been. In order to continue to deliver the results you expect, we're going to need some financial commitment from you to enable us to apply the time, resources, and methods needed. On a no-win no-fee basis we risk delivering a substandard service — and I don't want to set ourselves up to fail on such a critical position."
Competition & Other Agencies
Objection
"All of the other agencies work with us on a contingent basis. Why should I pay you upfront?"
Response
"Look, if you're happy with the service you're receiving and the way they're working is working for you, there's no need to do anything different. I'm not looking to interfere with the process if you're happy with it. But my understanding is that you're frustrated with the poor quality CVs you're receiving, the lack of candidates, or the position still being empty. This is the way to solve that. I'd like the opportunity to show you. Will you allow me to demonstrate how effective this way of working is?"
Objection
"We don't like putting a position with just one agency. We like to make sure we get good coverage of the market."
Response

Consider using the iceberg slide to illustrate your point here.

"I understand completely — it's easy to think that putting the position out to multiple agencies will get better results. Unfortunately, it's exactly the opposite that actually happens. As recruiters working contingently, we typically work between 5 and 15 jobs at any one time. Because we're working for free, we grade jobs in priority order. If a role requires more work, it ends up much lower on our list. If we know there are other agencies on it, it goes even further down."
"Then consider that only 30% of any given talent pool is active — like the 30% of the iceberg above the waterline. On a contingent basis, every recruiter typically only engages with that visible 30-40%. The majority of the talent pool goes unspoken to. And it's often the same 30% that gets approached by everyone."

Then advise rather than sell:

"So, whether it's me or someone else you choose — this is the way you're going to fill this position. Not by continuing to put it out to multiple agencies. I'd like to be the one to do it."
Objection
"What if another agency sends a CV in once we've already paid you?"
Response
"In this respect, the process is the same as an executive search — we're covering the market and identifying all suitable candidates. If you accept a CV from another agent, you might be liable for a duplicate fee. So it's best to politely advise any suppliers that you have selected a search methodology for this position and are not accepting unsolicited CVs. We've got a standard template — it's very polite — if that would help."
Objection
"What if someone internal or from our network contacts me while you're carrying the search out?"
Response
"Fantastic. Known, referred candidates are always preferred and the reference is much more reliable. We'll continue to search, shortlist, and assess referred candidates against everyone else. Referred candidates carry a discounted placement fee — so if that candidate is selected, it will be reflected in a much lower cost to you."
For referred candidates, suggest reducing the fee by the final third. Go as low as 50% if needed, but no lower.
Risk & Trust
Objection
"What if you don't fill a position? What if it doesn't work?"
Response

This is a big buying signal.

"The financial commitment from you allows me to commit in return — to ensure we reach a result. We haven't failed on a retained basis yet and I don't want this to be the first. If I didn't feel absolutely certain of my ability to complete on this assignment, I wouldn't be recommending that this is what we do."
Objection
"This is a really difficult assignment — we aren't sure if this candidate actually exists."
Response
"The financial commitment from you allows me to commit in return. This is a difficult search and a scarce skill set, so I can't guarantee that the candidate with the exact skill set you need exists or will want to come and work for you — I can't manufacture people. But what I can guarantee is that we will take a thorough brief, carry out a detailed and systematic search, take the most compelling message to every candidate, and bring to the table all the candidates it's possible to bring. You will be making your decision from all of the options available to you, with all of the intelligence you need. I haven't failed on a retained basis yet and I certainly don't want this to be the first."
Objection
"I understand what you're saying, but I don't know you and I don't feel comfortable paying you in advance."
Response
"I understand completely, and in time I hope to become a trusted partner to you. But I understand your concern, so let me de-risk this for you — how about, for this first project, I'm happy to work on a reimbursable basis for the first two weeks. If on completion of the second steering call you're not satisfied with the progress, we'll cease work and reimburse the commencement fee. Does that sound reasonable? I'd really like the opportunity to work with you in this way."
Objection
"We don't pay retainers." / "We've paid a retainer before and it didn't work."
Response
"Okay, no problem. Would you mind if I ask why? / Do you mind me asking what went wrong?"

Empathise — they've had a horrible experience. Get to the bottom of what happened, then ask whether it was a contingent or executive search business.

"It's such a shame you've had that experience. It's likely it was either an executive search firm — who by nature can be more complacent — or a contingent agency pretending to carry out a proper retained search without actually doing so. Because you've had that poor experience, I really want to correct it. I'd be happy to carry out the first two weeks of the search on a reimbursable basis. If you're happy after week two, we can continue."

If it's a flat no and company policy:

"I understand completely. But unfortunately without some commitment from you, I don't feel able to deliver the level of service this position requires, and I'd rather do it properly than deliver a substandard service. I wish you the very best — if you change your mind, you know where I am."
Objection
"I'll commit to giving you the position exclusively. That's what you need, isn't it?"
Response
"Unfortunately, I've been let down on that basis before. I've worked so hard on positions which were exclusive only for the client to pull the job. It's too much of a risk for me to put in the amount of time and effort needed to guarantee a result — and I can't do what I know I need to do to fill this job without some financial commitment from you. So please let me show you how it works. Let me demonstrate my capability on this project."
Process & Pipeline
Objection
"We've had a few CVs / candidates in process, so we'll progress with them for now."
Response
"Help me understand what you're looking to achieve. Are you looking to put a bum on a seat, or are you looking to be confident that the individual you hire is the very best person available to you on the market at this given time?"

If they want the best person:

"If you hire from the CVs you have currently, are you going to be confident that's the best person available? There are two options: either you proceed with what you have and remain uncertain — risking losing those candidates if you launch a search further down the line. OR we launch the search in the background whilst you progress with these CVs. If you hire one of them, you only pay for the work completed to that point."

If CVs came from an agency (duplicate fee risk):

"We really don't want you to be liable for a duplicate fee. It's best to exhaust these options first — our search will identify every suitable candidate and we can't afford to expose you to that risk."

If they're internal / direct (no fee):

"Our experience shows our process complements this brilliantly. We'll invite your applicants into our process, allowing them to be assessed in a consistent, comparable manner alongside the candidates we identify. And we will apply a reduced completion fee — discounting the whole project by a maximum of one third — to the internal or direct candidate."
Objection
"What is the actual difference? What will you actually do differently?"
Response
"This is essentially best-practice headhunting. It begins with a full briefing session involving all stakeholders where we define and agree on the parameters of the search. We cover the full role profile, define the functional and behavioural competencies, and put together scenario-based assessment questions. We decide on geography, target companies, any off-limits, the timeline, and your employee value proposition. Once clear on the scope, we cast a net over the entire talent pool and identify every candidate who looks to have the right skill set. We then systematically and professionally approach every single candidate. The whole process is transparent: every week we share our progress, showing every candidate, what they've said, whether they're interested and if not — why not. We gather salary, bonus, and perception information. If we face a challenge, we work with you to re-steer the search. Ultimately a long list emerges of candidates who've been assessed both functionally and behaviourally — QIA: qualified, interested, and assessed. From this, we jointly agree a shortlist of three to five for you to interview. At the end of the process, you will be confident you are making your hire from the best talent available at this time."

If they then ask "Isn't that what you do already on contingency?":

"No, it isn't."
Next Steps & Closing
Buying Signal
"If we did want to go ahead, what are the next steps?"
Response
CATCH IT LIKE YOU'VE WON IT!
"Fantastic! Delighted to be working with you! You'd like this person in place by [X], which means — allowing for notice periods — we need to have an offer accepted by [X] at the latest. We need to allow 2 weeks for your interviews, 2 weeks for ours, and 2 weeks for our research. We've got no time to lose. Let's book the kick-off call for [X day] — we'll need everyone involved in the process on that session. Do you have access to their diaries? What time and date works for everyone?"
Objection
"This isn't my decision — I'll need to speak to my MD / Head of X."
Response
"Okay, I understand — I wondered if that might be the case. Who needs to be in agreement on this? No problem — I'll go away and put together a proposal detailing everything we've covered today, how it will work, and the commercial proposal. It will be ready on Tuesday. When are you both available for me to talk it over — and who else needs to be on that call so I can answer their questions too?"
Objection
"Can you send me a proposal?"
Response
Golden rule: Don't send proposals — arrange the meeting to talk it over with all stakeholders. Your close rate will massively increase.
"Sure, no problem. I can absolutely do that and will detail everything we've discussed — our understanding of your requirements, the solution, how it works, and the commercial details. However, it will take me a bit of time to put together, and I don't really want to spend that time if this isn't something you're interested in doing."

If they still want you to go ahead:

"Ok, absolutely — the proposal will be ready on Thursday. What does your schedule look like? When is a good time for me to walk you through it — and who else needs to be on that call so I can answer their questions too?"

Results from the Retrained community

Recruiters across every market, level and experience winning retained work consistently.

"Sold over 700k worth of retained projects!"
Tracey Nikkel
"50% of the roles I recruited this year are retained. 100% delivered to a good outcome."
Adrian Karloci — B & K Consulting
"We've won 12 new search assignments since completing the program."
Courtney Charlton — Luxembourg
"From average fee £2,250 to pitching and getting agreements for £45,000 deals. Night and day."
Shannon McKechnie — MBN Solutions
"We've won two 6-figure executive projects."
Ross — Search Mastery
"Looking at our best quarter to date using the Retrained methodology."
Robert Litton
"The best thing we've done as a firm — a multi-hire retainer with $300k fees already."
Sean Locke — The Locke Group
"300% ROI and that's literally after 3 months."
Aaron Davies — Jurupa
"Our perm retained revenue went from zero to 25%. We can predict our revenue now."
Robin Huggins — MBN Solutions
"I've secured over £1M in retained assignments."
Jordan Taylor — Retrained Search Coach
"Current ROI at just under 4000%!"
Matthew Thomson — Astro Talent
"11 retainers in 3 months."
Richard Ollerton — Andersen James Group
"We've had a tenfold ROI in 8 weeks."
Kevin Buller — Lucas Blake
"First pitch — we won a £42,000 fee."
Iain Garfield — BWD
"Halfway through and 30x ROI already. I wish I'd done this years ago."
Liam Beasant — The HBL Group
"We've taken on five new searches in the last two weeks and completed on three."
Harriet Janman — Renew Consultancy
"Sold over 700k worth of retained projects!"
Tracey Nikkel
"50% of the roles I recruited this year are retained. 100% delivered to a good outcome."
Adrian Karloci — B & K Consulting
"We've won 12 new search assignments since completing the program."
Courtney Charlton — Luxembourg
"From average fee £2,250 to pitching and getting agreements for £45,000 deals. Night and day."
Shannon McKechnie — MBN Solutions
"We've won two 6-figure executive projects."
Ross — Search Mastery
"The best thing we've done as a firm — a multi-hire retainer with $300k fees already."
Sean Locke — The Locke Group
"300% ROI and that's literally after 3 months."
Aaron Davies — Jurupa
"Our perm retained revenue went from zero to 25%. We can predict our revenue now."
Robin Huggins — MBN Solutions
"I've secured over £1M in retained assignments."
Jordan Taylor — Retrained Search Coach
"Current ROI at just under 4000%!"
Matthew Thomson — Astro Talent
"11 retainers in 3 months."
Richard Ollerton — Andersen James Group
"We've had a tenfold ROI in 8 weeks."
Kevin Buller — Lucas Blake
"First pitch — we won a £42,000 fee."
Iain Garfield — BWD
"Halfway through and 30x ROI already. I wish I'd done this years ago."
Liam Beasant — The HBL Group
"We've taken on five new searches in the last two weeks and completed on three."
Harriet Janman — Renew Consultancy

What recruiters say about Retrained Search

Video reviews from recruiters across every market and experience level.

Courtney Charlton
"We've won 12 new search assignments since completing the program."
Courtney Charlton — Luxembourg
Shannon McKechnie
"From average fee £2,250 to agreements for £45,000 deals. It's night and day."
Shannon McKechnie — MBN Solutions
David Plummer
"In terms of return on investment, it's going to be thousands of percent."
David Plummer — Triage
Aaron Davies
"300% ROI after 3 months. I'm very optimistic about the future."
Aaron Davies — Jurupa
Robin Huggins
"Our perm retained revenue went from zero to 25%. We can predict our revenue now."
Robin Huggins — MBN Solutions
Sean Locke
"The best thing we've done as a firm — a multi-hire retainer with $300k fees already."
Sean Locke — The Locke Group
"Everything I've done since taking the course has been far more successful than it ever would have been without."
Mark Paterson3Search
"It's revolutionised the results we were getting. We've tripled the number of retainers we sell."
Paul Jones-EvansEnergize Recruitment Solutions
"I was losing confidence, losing interest. This course completely changed how I go about work and I'll never look back."
Charlotte StreetenCharlotte Streeten Consulting
"It's revolutionary. Your clients won't want to work with you in any other way moving forward."
Nick GreenEncore Professional Services
"I thought retainers wouldn't work for me at all. I'm halfway through and have won two retainers with so much more confidence."
Susanna Gray-JonesChime Search
"In 20 years, it's the best recruitment training I've gone through."
David SweetFocusCore Group

Ready to make the
transition?

Sending CVs
Leading hiring processes
Reactive supplier
Strategic partner
Unpredictable revenue
Predictable, meaningful work

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