(Editor’s note: The information from this article by Top Echelon Recruiting Software has been taken from an Expert Recruiter Coaching Series webinar by Henna Pryor of The titled, “5 Modern Recruiting and Selling Mistakes” Click HERE to watch the video of that training webinar for free.)
In today’s fast-changing world of recruiting and sales, the rules have evolved—and not everyone got the memo. Candidates and clients alike are operating under new expectations, driven by uncertainty, cognitive overload, and increasing skepticism. If recruiters and sales professionals don’t adapt, they risk becoming irrelevant, ineffective, or simply ignored.
During a recent Top Echelon webinar, Henna Pryor, executive coach, keynote speaker, and founder of The Pryority Group, delivered a masterclass in how modern selling and recruiting have changed—and what professionals must do to stay ahead. Drawing from neuroscience, behavioral science, and 14 years of top-tier performance in staffing, Pryor outlined five critical mistakes that are costing recruiters their influence, impact, and income.
“We’re living through a modern believability crisis,” says Pryor. “People have their guards up more than ever before. If we want to influence them, we need to rethink our approach.”
Here are the five modern recruiting and selling mistakes you must fix today.
Mistake #1: You’re Always Perfectly Positive
At first glance, being positive seems like a strength. After all, projecting success and confidence is a big part of selling yourself, your service, or your candidate. But if everything sounds too polished, clients and candidates start to doubt it.
“Nobody is perfect,” Pryor reminds us. “If you sound too perfect, you stop being believable.”
She explains that in today’s skeptical environment, people don’t respond well to overly curated messages. Instead, what they want is authenticity. Research from Tilburg University found that Yelp reviews with small notes of doubt or concern were actually more trusted than glowing, flawless reviews. They were perceived as more human and more honest.
“If everything on your website or in your pitch sounds like you’ve never made a mistake, people just don’t buy it,” she says. “Perfection is suspicious.”
In other words, credibility comes from transparency. A good testimonial doesn’t hide doubt—it starts with it. For example:
- “I wasn’t sure if this would work for me, but it turned out better than I imagined.”
- “I was hesitant about the cost, but it was worth every penny.”
According to Northwestern University, the ideal rating for trust is between 4.2 and 4.5 stars. Less than perfect actually builds more credibility.
Takeaway: Share wins, but also share the journey. Admitting initial doubt and then showing how it was overcome builds trust and increases persuasion.
Mistake #2: You’re a Soundbite Seller
In the age of short attention spans, there’s a temptation to reduce your message to clean, crisp soundbites. You craft the perfect pitch, memorize your lines, and deliver them with enthusiasm. But there’s a downside.
“You’re so focused on what you want to say that you stop listening,” Pryor warns. “That’s soundbite selling.”
Soundbite sellers tend to dominate conversations, using scripted responses instead of engaging in real dialogue. This often leads to missed opportunities—because people drop key details in conversation that can lead to deeper insights.
“These tiny throwaway comments—I call them ‘in-betweeners’—often hold the key to what’s really going on,” Pryor says.
The fix? Ask story-based questions. These are dynamic questions that evolve based on what the other person just said. Rather than running through a static checklist, story questions show that you’re present and curious.
Example:
- Candidate: “I think this role is exciting, but I need to check with my husband.”
- Recruiter: “You mentioned your husband. How involved is he in your career decisions?”
That follow-up could uncover hidden hesitation or a decision-making dynamic that would have otherwise derailed the offer.
Pryor also recommends capturing these personal insights in your CRM. “If they mention they’re going to California or their dog’s name is Ruby, note it. Mention it next time. People remember that.”
Takeaway: Move away from memorized scripts. Stay present. Listen for the in-betweeners. Build your questions based on their responses, not your agenda.
Mistake #3: You Sell with Certainty
Confidence is good. Certainty? Not so much.
“People don’t want to be told what to do,” Pryor says. “Especially not after everything we’ve been through these past few years.”
The pandemic was a massive exercise in lost autonomy. We were told what to wear, where to go, and how to behave. As a result, people are more protective of their decision-making than ever.
“We’re experiencing autonomy bias,” she explains. “We want to feel like we’re in control.”
This is where the BYAF technique comes in: But You Are Free. Studies have shown that when you follow a request with a reminder that the choice is theirs, compliance goes up—sometimes even doubling.
- “I think this candidate is a strong match, but it’s ultimately your call.”
- “This seems like a great opportunity for your team, but of course, it’s your decision.”
It might seem like you’re weakening your pitch, but in reality, you’re strengthening their motivation.
“When people feel like they have the power to choose, they’re more likely to choose you,” Pryor says.
Takeaway: Let go of high-pressure tactics. Make your recommendation—then remind them the decision is theirs. That’s how you sell with respect.
Mistake #4: You’ve Become a Professional Visitor
You’ve probably heard that relationships are everything in sales. That’s true—but there’s a line.
“Being liked is not the same as being trusted to get the job done,” says Pryor.
Many recruiters fall into the trap of being too friendly. They make regular calls or visits with no clear agenda, and over time, they become known more for small talk than for results. Pryor calls this becoming a “professional visitor.”
“If you’re not careful, you land in the friend zone—forever,” she warns.
While a warm relationship is important, it can’t replace a clear sense of purpose. Every meeting, email, or call should have a goal.
“Don’t just check in,” Pryor says. “Bring something valuable—an article, a market update, a great candidate.”
She offers a simple script: “Hey, I remember you mentioned your California trip—how was it? Great. I know your time is limited, so there are three things I want to catch you up on.”
This framing communicates respect and professionalism, while still leaving space for personal connection.
“Don’t be nice. Be kind with a spine,” Pryor advises. “Being kind means respecting their time and delivering value.”
Takeaway: Be friendly, but purposeful. Respect people’s time. Bring value to every interaction.
Mistake #5: You Only Tell—You Don’t Show
We live in a world of short attention spans. Text-heavy emails and verbal pitches just don’t land like they used to. If you’re only telling—not showing—you’re losing people.
“Visuals create emotional reactions,” Pryor says. “They cut through the noise.”
She recommends using visuals to support your pitch. Whether it’s an infographic showing market trends, a chart comparing candidate salary ranges, or a graph highlighting success metrics, a simple visual can make the message stick.
“We’re all influenced by what we see. One powerful graphic can say more than 10 bullet points,” she adds.
In fact, research shows that data paired with a visual is more memorable and persuasive than data alone. And with tools like Canva and ChatGPT, creating these visuals is easier than ever.
Use visuals to:
- Show salary increases
- Illustrate market demand
- Highlight time-to-fill success
- Break down complex hiring stats
Takeaway: Visuals matter. Use them strategically to create impact, build trust, and communicate faster.
Bonus Mistake: You Haven’t Dialed Up Your Executive Presence
This bonus mistake touches everything. You might be saying the right things and doing the right things—but how are you showing up?
“Executive presence isn’t about who you are,” says Pryor. “It’s about what people perceive.”
Your presence is shaped by observable behaviors in three areas:
- Voice: Use pace, tone, and contrast to signal confidence.
- Body: Sit up straight, avoid fidgeting, use intentional gestures.
- Words: Ditch filler phrases. Speak with clarity and precision.
“People follow the confident person over the competent one,” Pryor notes. “So how do you look when you speak? How do you sound?”
Even on the phone or Zoom, these cues matter. Do you pause to emphasize a point? Do you make eye contact? Do you speak with presence, or just energy?
One practical tip: Record a Zoom meeting and watch it. Would you be convinced?
Takeaway: Your presence either builds credibility or erodes it. Be intentional with your voice, body language, and word choice.
Final Thought: The People Who Understand People Will Win
At the heart of this all is one undeniable truth:
“The people who understand people will win,” Pryor says. “If you want to grow your business today, it’s not about who works the hardest—it’s about who works the smartest.”
Smart sellers and recruiters recognize that humans are overloaded. They rely on mental shortcuts. They want real connection, not rehearsed lines. They want choice, not pressure. They want presence, not noise.
Fix these five modern mistakes, and you won’t just be more persuasive—you’ll be more trusted, more effective, and more in demand.
In today’s environment, influence is the new currency.
“If you’re not adapting,” Pryor concludes, “you’re falling behind. But if you do, your success will come faster, stick longer, and feel better.”
Ready to level up your presence and process? Pryor’s message is clear: Recruit smarter. Sell smarter. And most importantly, connect smarter.
