Call
01
What Is a Personal Brand (and What It Isn't)
Outcome
Define your personal brand positioning.
Takeaway
Write your one-sentence personal brand statement.
Live Training Programme
A live training programme for recruiters who want stronger pipeline, clearer positioning and modern business development skills.
Who It's For
Want to build a personal brand that attracts inbound opportunities.
Feel their BD approach is outdated or inconsistent.
Struggle to convert conversations into real business.
Want a repeatable system for pipeline growth.
If you want stronger pipeline, better positioning, and a BD system that actually works - this programme was built for you.
The Structure
Pick a single module and go deep over four weeks, or commit to the Full Transformation and run all 4 modules across 16 live calls. Either way, one focused call per week with one tangible takeaway you can implement immediately.

Module 01
Turn who you are into what you earn.
4 Calls · 4 Weeks
Call
01
Outcome
Define your personal brand positioning.
Takeaway
Write your one-sentence personal brand statement.
Call
02
Outcome
Use LinkedIn as a positioning engine, not a job board.
Takeaway
Define the three content topics you'll post about.
Call
03
Outcome
Build relationships instead of collecting connections.
Takeaway
Identify five people to intentionally engage with.
Call
04
Outcome
Turn audience attention into revenue opportunities.
Takeaway
Define one offer to present to a warm contact this week.

Module 02
Trust isn't given. It's built through how you show up and how you communicate.
4 Calls · 4 Weeks
Call
05
Outcome
Understand the real reasons outreach gets ignored and where trust breaks down early in the process.
Takeaway
Identify 3 gaps in your current BD approach that are costing you conversations.
Call
06
Outcome
Learn how to lead with relevance and insight so your outreach feels considered, not transactional.
Takeaway
Write 3 messages that sound like you, reflect your market knowledge, and start real conversations.
Call
07
Outcome
Build a simple, repeatable way to stay visible across channels without relying on LinkedIn alone.
Takeaway
Create your own follow-up rhythm using phone, email and LinkedIn that you can stick to.
Call
08
Outcome
Understand how to use AI and automation to support your BD without losing the human edge.
Takeaway
Build a basic workflow: research faster, personalise properly, and turn outreach into conversations.

Module 03
Build a BD system that runs even when you're not thinking about it.
4 Calls · 4 Weeks
Call
09
Outcome
Know exactly who you serve and why they choose you.
Takeaway
Write your ICP profile and one-line USP.
Call
10
Outcome
Turn LinkedIn into a consistent pipeline source.
Takeaway
Build your weekly LinkedIn BD activity plan.
Call
11
Outcome
Make outreach feel like a natural conversation, not a pitch.
Takeaway
Write three warm call openers to use this week.
Call
12
Outcome
Have a full BD system you can run every week.
Takeaway
Complete your personal BD playbook.

Module 04
Every great sales conversation starts before you pick up the phone.
4 Calls · 4 Weeks
Call
13
Outcome
Kill call reluctance by understanding the real numbers and why effective targeting beats raw dialling.
Takeaway
Build a pre-qualified call list of 20 contacts you've earned the right to ring; AI helps you prepare, but won't do the jobs for you.
Call
14
Outcome
Open with a clear reason for the call and read the person fast enough to turn a cold contact into a warm conversation.
Takeaway
Write, rehearse and test your personal opener, plus two rapport bridges you can use to keep the call going.
Call
15
Outcome
Stay in the conversation when you hear "not interested" by spotting whether it's a reflex or a real concern, and responding to each the right way.
Takeaway
Build your objection playbook: three responses that re-open a reflex brush-off, and three that address a genuine concern.
Call
16
Outcome
Run a call that feels like a conversation, lands a clear next step, and sets up the follow-up.
Takeaway
Create your call structure and a follow-up cadence across phone, email and LinkedIn.
What You Leave With
By the end of the programme, you'll have built real assets - not just attended calls.
A clear personal brand positioning that attracts the right opportunities.
A LinkedIn content system that builds visibility and inbound leads.
A trust-first sales framework that converts without pressure.
A defined ICP and outreach strategy so you chase the right clients.
A repeatable business development rhythm you can run every week.
Testimonials
He's personable, an exceptional communicator, a thought leader and genuinely a great human. His seasoned recruitment and coaching experience coupled with colleagues who referred and vouched for him only further encouraged me I was making the right decision. I needed to upskill my capabilities in business development and have a robust strategy as an agency recruiter. His course incorporates inbound BD techniques fundamental to supplementing traditional outbound BD. Further, I'm learning to create visibility in the market with personal branding via LinkedIn, content creation, and a unique voice. I'm very lucky to have come across him.
I highly recommend Steve's BD course for anyone looking to change the game in recruitment. If you want to smash out 100 cold calls blindly, keep doing what you're doing. If you want to build a real brand & make clients chase you, then I highly recommend you invest in the workshops. You can work harder or smarter, the choice is yours. A lot of the content was valuable for both veteran recruiters & rookies alike, as it's focusing on new techniques to master social media. BD is tough, but it doesn't have to be, if you can build yourself a repeatable system that consistently generates clients.
If you're tired of sales advice that sounds good but goes nowhere, follow Steve Tolen. Most sales advice sounds great until you try to use it. Most explain it while few can still do it. Steve can and does. He skips the theory and goes straight to what works. Clear, practical, and immediately usable.
Incredibly grateful to Steve. For his expertise, enthusiasm & consistent positivity. Steve's 'Change the Game' training is for anyone in the recruiting industry. Seeking to evolve, develop & grow professionally. Steve's coaching/trainings can benefit tenured staffing/recruiting professionals like myself. And recruiters/sales professionals new to the recruiting/staffing industry. From Day 1, Steve encouraged all of us to understand our 'why,' behind why we choose to show up every day. Steve's coaching/training continues with tangible takeaways which we can implement immediately into our GTM plans. I'm honored to be part of the weekly Change the Game cohort.
I joined Change the Game Fridays, Steve Tolen's live training program for recruiters looking to sharpen their pipelines, positioning, and business development. The first session stopped me in my tracks. We had a former Procurement Leader from a global tech services firm give us a real view from the other side of the table - how he actually selects recruiters, what turns him off, and how trust gets built. After 12 and a half years in recruitment, I've had plenty of internal training but never invested in external training to complement what I've learned inside agencies. After this first session, I've decided to double down on investing in myself to stay sharp and relevant in today's market. Steve is one of the best trainers I've met. The content is super relevant for where the market is right now. If you want an edge, invest in yourself.
Steve understands the various aspects of recruitment sales, from AI to branding to cold calling, and how to master each. More importantly, he knows when you should lean into one rather than another to win the work you actually want. His approach is pragmatic, honest, and lighthearted at times, but always grounded in real world experience rather than shiny solutions full of false promises. If you want training from someone who has actually done it, and done it well, Steve is your man.

Sales Leadership & BD Mentor
Steve works with recruitment leaders and founders whose sales momentum has stalled - helping them rebuild confidence, modernise business development, and turn visibility into pipeline.
20+ years in sales leadership across recruitment and consulting
Former leadership roles at Randstad and Allegis
Advisor to recruitment founders and B2B sales leaders
Host of the Change the Game podcast
Join the Programme
Reach out directly and Steve will walk you through the modules, timings and next steps - and help you pick the right place to start.
The next intake is limited to keep sessions practical and interactive. Secure your spot before it fills.