We hosted a complimentary networking breakfast for recruitment suppliers, featuring a Q&A with senior TA experts who opened up about how they really make tech buying decisions. From frustrations to deal-makers, here are the 5 biggest takeaways every supplier should know:

⚙️ Your solution must reduce admin, not add to It 

TA teams are already stretched. The last thing they need is a solution that creates more work when onboarding your product/software.

That means:

• Eliminate manual tasks, clunky processes, and excessive logins.
• Integrate cleanly with existing systems
• Be crystal clear during the sales process about how long onboarding will take, who’s involved, and what support looks like.
• Don’t rely on TA teams to “figure it out” after handover – your Customer Success team should be present early and visible often.

TA teams buy tech that saves them time – not dashboards that tick a box.

📝 Lead with value, not a demo 

Your discovery call isn’t the place for a one-size-fits-all product demo. Instead:

• Research the company thoroughly before you speak to them. Know their industry, typical hiring painpoints, and competitors.
• Ask relevant questions that show you understand their world.
• Don’t open with features – open with the problem you solve and the outcomes you drive.
• Case studies and metrics should back up your claims, not just slide decks.
• Only demo if the conversation genuinely warrants it – and if you do, tailor it with real use cases.

Remember: solving a challenge earns interest – showcasing features earns comparisons.

💭 Build trust by addressing their fears 

Buying a new solution is a risk – and TA leaders feel that pressure. They’re worried about:

• Wasting budget on a tool that doesn’t deliver.
• Losing stakeholder confidence if ROI isn’t proven quickly.
• Being left without support after contracts are signed.

Suppliers can address this by:

• Being upfront about what your solution can and can’t do.
• Offering bespoke pilots that benefit each individual company – not quick one-user, one-week trials.
• Providing pre-written business cases to help them get internal sign-off faster.
• Being available for regular check-ins – not just when the renewal is coming up.

Trust comes from transparency, consistency, and clear proof of value.

🌟 Innovation over size 

TA leaders told us loud and clear: size isn’t a deciding factor. Being a startup isn’t a weakness – but being stagnant is.

To win confidence, suppliers need to:

• Demonstrate how their product has evolved in response to user feedback.
• Show what’s on the roadmap – not just for features, but for customer experience and support.
• Talk about how you’re investing in the business, and why that matters to your clients.

If you’re not improving, you’re falling behind – and TA buyers will notice.

📈 Real relationships win 

It’s not enough to sell a product – you have to invest in the partnership.

TA teams shared their biggest relationship frustrations:

• Being ghosted after signing.
• Getting vague responses from support.
• Feeling like just another logo on a slide deck.

What they want instead:

• Honest, proactive communication.
• Clear timelines and updates when things go wrong and when they’re going right.
• Fast, collaborative problem-solving.
• Direct access to product or customer success teams (Slack channels were a big hit).

And if you want referrals? That only comes after delivering value and being a partner, not a provider.

Partnerships are built post-sale – not at the pitch.

Thank you to our expert TA panel: Heidi King-Underwood, Kesh Ladwa, Rob Green, Mark Kunaseelan