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Executive Career Search Tactics The Sales Approach to Career Success

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Ben Hyman <ul><li>Territory Manager for VisionShare, Inc. </li></ul><ul><li>Top Inside Sales Representative for the last 10 years </li></ul><ul><li>Subject Matter Expert on Inside Sales Techniques </li></ul><ul><li>Speaker and Presenter on Medicare Contractor Reform to Hospitals and Medicare Billing Specialists </li></ul><ul><li>15+ Years in both inside sales and outside sales </li></ul>

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Why This Seminar? <ul><li>New skills required </li></ul><ul><li>Fewer advertised openings </li></ul><ul><li>Techniques that worked during last cycle not as effective </li></ul><ul><li>Taking longer to land </li></ul><ul><li>Phone skills critical regardless of economy </li></ul><ul><li>95% of job hunters still not using these skills </li></ul>

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What’s so great about using the telephone? <ul><li>Cost effective </li></ul><ul><li>Important screening tool </li></ul><ul><li>Extremely efficient. </li></ul><ul><ul><li>Best tool available for reaching a large audience quickly </li></ul></ul><ul><li>The internet will never replace the human voice </li></ul><ul><li>The only tool that rings until somebody answers </li></ul>

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BUT…There are Roadblocks <ul><li>Not Easy </li></ul><ul><li>Extremely competitive </li></ul><ul><li>Voice Mail </li></ul><ul><li>Gate Keepers </li></ul><ul><li>Other job seekers using poor techniques </li></ul><ul><li>Other Distractions (for the job hunter and the hiring manager) </li></ul>

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Why “The Sales Approach”? <ul><li>Ever seen a “products wanted” section in the newspaper? </li></ul>If you are looking for a job, you’re making the biggest sale of your life YOURSELF

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Key Differences Between Sales Professional And Job Seeker <ul><li>Sales Professional </li></ul><ul><li>Monthly Sales Quota </li></ul><ul><li>Can sell without meeting buyer </li></ul><ul><li>Job Seeker </li></ul><ul><li>Needs One Good “Sale” </li></ul><ul><li>Cannot be “blind transaction” </li></ul>

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Why Doesn’t Everybody Do This? <ul><li>F ear </li></ul><ul><li>U ncertainty </li></ul><ul><li>D oubt </li></ul>

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What you see above water is only a small part of the whole berg. Two-thirds of the berg remain underwater. The biggest iceberg on record was 208 miles by 60 miles, bigger than some small countries . Unadvertised opportunities due to People Retiring Layoffs New Business Ventures Mergers and Acquisitions Current Job Openings

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Before Networking Phone Calls Research Reading Want Ads Sending Resumes Want Ad Websites Appointments Job Interviews Advertised Jobs Unadvertised Jobs Executive Recruiters

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After Want ads Want Ad Websites Sending Resumes to blind ads Job Interviews Networking Interviews Networking events Phone Calls to prospective &quot;customers&quot; Research Unadvertised Jobs Unadvertised Jobs Advertised Jobs Face to face meetings Executive Recruiters

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Where does the phone come into play during a job hunting campaign? Who are you? Who Can You Help? How Can You Help? What is your ideal working environment? Gather Information Schedule meetings Follow up Get Referrals Job Offers may come via telephone Interviews Networking Training On Site Research Goal of 1-2 meetings per day Calls to “nurture” new business relationships Why should someone hire you? Your Hired! Need a new job!

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Know what to do: <ul><li>Before the call </li></ul><ul><li>During the call </li></ul><ul><li>After the call </li></ul>

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Attitude Shift LOOKING FOR A JOB LOOKING FOR A CUSTOMER EMPLOYED “ INTRAPANEUR” WANT AD CRY FOR HELP RESUME BROCHURE INTERVIEW SALES CALL FROM THIS JOB HUNTER TO THIS SALES PERSON

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Your main goal <ul><li>Set up face to face meetings with hiring managers REGARDLESS of a position being available </li></ul>

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The Key Equation: <ul><li>Production - Sales = Scrap </li></ul>WII FM? Why are you better than anyone else? I have an MBA! I was a Dept Manager! I Know C++ I graduated from Harvard I have a great resume! So What? How many people can do what you do?

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Problems How Can You Help?

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Competence Confidence Capable Understands My Business Not Hire Neutral Hire

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If I hire you…….. <ul><li>WII FM </li></ul>

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Before you pick up the telephone for a job hunting campaign: <ul><li>Product Knowledge </li></ul><ul><li>Customer Knowledge </li></ul><ul><li>Territory Knowledge </li></ul>

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Key Knowledge <ul><li>Product Knowledge </li></ul><ul><li>Customer Knowledge </li></ul><ul><li>Territory Knowledge </li></ul><ul><li>___ _________ </li></ul><ul><li>______ ________ </li></ul><ul><li>_____ ___ ____ __ ____ </li></ul>

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Key Knowledge <ul><li>Product Knowledge </li></ul><ul><li>Customer Knowledge </li></ul><ul><li>Territory Knowledge </li></ul><ul><li>Self Knowledge </li></ul><ul><li>______ ________ </li></ul><ul><li>_____ ___ ____ __ ____ </li></ul>

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Key Knowledge <ul><li>Product Knowledge </li></ul><ul><li>Customer Knowledge </li></ul><ul><li>Territory Knowledge </li></ul><ul><li>Self Knowledge </li></ul><ul><li>Employer Knowledge </li></ul><ul><li>_____ ___ ____ __ ____ </li></ul>

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Key Knowledge <ul><li>Product Knowledge </li></ul><ul><li>Customer Knowledge </li></ul><ul><li>Territory Knowledge </li></ul><ul><li>Self Knowledge </li></ul><ul><li>Employer Knowledge </li></ul><ul><li>Where you want to work </li></ul>

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What do you need to know about yourself? <ul><li>Are you a commodity? </li></ul>

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A Recent Wall Street Journal Article Concludes <ul><li>“ Offer examples of past accomplishments – not just responsibilities you’ve held – and describe how they’re relevant to the opportunity. You must differentiate yourself like never before – you need to customize yourself and make yourself memorable” </li></ul><ul><li>Kathy Marsico, Senior Vice President, PDI Inc </li></ul>

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Product Knowledge Includes <ul><li>Transferable Skills </li></ul><ul><li>Values </li></ul><ul><li>Passions </li></ul><ul><li>Goals </li></ul><ul><li>Successes (Documented and relevant </li></ul><ul><li>Failures </li></ul><ul><li>Likes </li></ul><ul><li>Dislikes </li></ul><ul><li>Knowledge </li></ul>

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What do you LIKE to do? Whatever you would pay to do Someone’s being paid to do Why not you?

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Customer Knowledge <ul><li>What you need to know about the potential employer </li></ul>

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Key information includes <ul><li>Product or service </li></ul><ul><ul><li>SIC Code </li></ul></ul><ul><li># employees </li></ul><ul><li>Competition </li></ul><ul><li>Problems </li></ul><ul><li>Street information </li></ul><ul><li>How your skills can help them </li></ul>

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Also Consider <ul><li>How recent market changes affect their business </li></ul><ul><li>How your skills can help them NOW </li></ul><ul><li>What trends should they consider </li></ul><ul><li>How are they positioned NOW (Companies doing well last year may be barely surviving today) </li></ul>

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Where to Get “Customer Knowledge” <ul><li>The Web </li></ul><ul><ul><li>Company Website </li></ul></ul><ul><ul><li>Hoover’s Online </li></ul></ul><ul><ul><li>Google.com </li></ul></ul><ul><li>Other Employees </li></ul><ul><li>Tradeshows </li></ul><ul><li>Trade Journals </li></ul><ul><li>Their customers </li></ul><ul><li>Their Vendors </li></ul><ul><li>Competitors </li></ul><ul><li>Public Library </li></ul>

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The Prospect Dossier <ul><li>You will need: </li></ul><ul><li>Manila Folders </li></ul><ul><li>2 hole punch </li></ul><ul><li>2 Prong Fasteners </li></ul><ul><li>Access to a computer and printer </li></ul><ul><li>Internet access (Free at the public library) </li></ul>

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Dossier Example This side will have company information from your research This side will have your questionnaire that you will use help guide you to asking the questions about their needs They will be attached at the top with the two prong punch and fasteners

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Your Territory Means: <ul><li>How far you’re willing to travel each way </li></ul><ul><li>What your ideal environment so you can perform at your best </li></ul>

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The Map Exercise

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Where can you find “prospects”? <ul><li>Trade Journals </li></ul><ul><li>Library Research </li></ul><ul><li>Networking meetings </li></ul><ul><li>Posted want ads (less likely to find good opportunities than in the past </li></ul><ul><li>Referrals </li></ul><ul><li>Calling on companies that interest you </li></ul><ul><li>Targeted company directories by geography or industry </li></ul><ul><li>Driving in a target area and seeing who’s there </li></ul><ul><li>Articles on companies doing well </li></ul><ul><li>Articles on people in specific companies that have been promoted </li></ul>

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Before you pick up the telephone <ul><li>Have a goal for the end result </li></ul><ul><li>Script an “opening statement” </li></ul><ul><ul><li>Who you are </li></ul></ul><ul><ul><li>Why you’re calling </li></ul></ul><ul><ul><li>Statement to set up the next step </li></ul></ul>You have less than 30 seconds to capture his/her attention

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You are looking for “Yes”s Talk with you over the phone? yes Answer questions about their business? yes Set up meeting to talk about mutual needs? YES Refer you to another company? yes Refer you to another person in their network? YES Advise you on what to do to get into his business/field/company yes Job Offer YES

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Your Job Search May Look Like This YES yes YES yes yes yes yes yes yes yes yes yes yes YES YES YES yes yes yes yes yes YES YES YES YES yes yes YES YES yes yes yes yes YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES

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The 5 Keys to a Successful First Call: <ul><li>Scripted guide so you know what you are going to say </li></ul><ul><li>Asking the right questions </li></ul><ul><li>Build credibility with success stories </li></ul><ul><li>Provide a link for all future calls </li></ul><ul><li>Get some type of “yes” </li></ul>

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If You Are Calling Because You Need A Job You are calling for the wrong reason

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You communicate the 3 “C”s <ul><li>You are: </li></ul><ul><li>C ompetent </li></ul><ul><li>C onfident </li></ul><ul><li>C apable of completing your key objectives </li></ul>

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How you start your call depends on: <ul><li>Advertised job? </li></ul><ul><li>Personal referral? </li></ul><ul><li>Calling on a company that interests you? (Why?) </li></ul><ul><li>Have a compelling reason to contact them? </li></ul>

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What is an “opening”? <ul><li>Scripted initial conversation that sets the stage for all future calls </li></ul><ul><li>Who you are </li></ul><ul><li>Why you’re calling </li></ul><ul><li>Transition statement that segues into questions </li></ul><ul><li>Used as a “guide” - NOT word for word </li></ul>

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Goals of first call: <ul><li>Build rapport and trust </li></ul><ul><li>Create a safe environment for listener </li></ul><ul><li>Gather information </li></ul><ul><li>Get mutual commitment </li></ul><ul><li>What would you say if you were calling your best friend? </li></ul>

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Sample Opening: Want Ad <ul><li>My name is _______, I hope I didn’t catch you in a meeting…I’m following up on a recent want ad you placed in _________ and I was told that you are the person responsible for that position. My reason for calling was to introduce myself to set up a meeting with you to review your current needs. I have had significant experience in the ________ industry and I’m convinced that there would be mutual value in us getting together. Would __________ at __:__ work for you? </li></ul>

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Call opening – Referral My name is _________…..I hope that I haven’t caught you in a meeting……We haven’t spoken before…I was referred to you by ________; (He/She) know each other from _____and thought that you and I should meet. I have very strong skills in _________and _________felt that this might be of value to you and your organization. Even if you are not hiring now, I still think a brief meeting would be worth a few minutes of your time. Would _______ at __:___ work for you?

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Sample Opening: Have an Idea <ul><li>My name is _______, I hope I didn’t catch you in a meeting…I’m hoping you can help me. I was reviewing an article about your (company, industry) and found some similarities between what I encountered in my recent position as ___________ and what you may be encountering in your business. Since your organization is in one of my target industries, I was wondering if we could meet for a few minutes so I could share with you what I think might be of significant value. </li></ul><ul><li>Would __________ at __:00 work for you? </li></ul>

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Transition Statement <ul><li>May I ask you a few questions so that I’m fully prepared? </li></ul>

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Now that you’ve gotten this far…. <ul><li>Now What? </li></ul>

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Ask Questions that <ul><li>Cannot be answered with your own research </li></ul><ul><li>Show your knowledge of his company or industry </li></ul><ul><li>Will help you prepare for the next step </li></ul>

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Typical questions might include: <ul><li>What type of personality type performs best in this environment? </li></ul><ul><li>What kinds of skills would you say are “mission critical” to achieving your dept or corporate objectives? </li></ul><ul><li>What types of problems or issues are keeping you awake at night? </li></ul><ul><li>What types of new challenges has this economy created for you? </li></ul><ul><li>What types of skills do you think would be useful here that are not represented by your current staff? </li></ul><ul><li>Which corporate accomplishments are you most proud of? </li></ul><ul><li>What advise would you give someone like me trying to get into this company or industry? </li></ul>

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Questions you should NOT ask: <ul><li>What does your company do? </li></ul><ul><li>How many employees do you have? </li></ul><ul><li>Who are your main competitors? (unless there is no information available on the web) </li></ul><ul><li>Any job openings now? (If this is an informational interview, this will antagonize your prospect) </li></ul><ul><li>What’s the pay? </li></ul><ul><li>What are vacation schedules? </li></ul>

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Another Phrase to get the prospect to talk: <ul><li>Tell me more about…. </li></ul>

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What if they insist on seeing a resume first: <ul><li>Try the “Remote Demonstration” technique </li></ul>

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Here’s how it works: <ul><li>Ask them to set a “call back date” on their calendar </li></ul><ul><li>Tell them you will send them an “information packet” </li></ul><ul><li>Let them know that you will call them back at the appointment date and time to review it with them </li></ul>

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The information packet will consist of: <ul><li>A business folder with two pockets </li></ul><ul><li>A business card (Vista.com is a very good and inexpensive) </li></ul><ul><li>One pocket will have your resume </li></ul><ul><li>The other pocket will have examples of your accomplishments and/or letters of recommendation </li></ul>

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Key # 3 <ul><li>Use success stories to build credibility. </li></ul>

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We have been trained to love stories. <ul><li>Use success stories to prove your ability to help. </li></ul>

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Use Stories That: <ul><li>Show how you solved problems or were rewarded for your accomplishments. </li></ul><ul><li>Make sure they describe measurable results </li></ul>

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Provide a “link” with the previous call <ul><li>IF </li></ul><ul><li>You were in alignment with your contact. </li></ul>

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...The Last Time We Chatted We Talked About...

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What is “Alignment”?

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When we “communicate” We use: <ul><li>Words </li></ul><ul><li>Voice </li></ul><ul><li>Body </li></ul>

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When we “communicate” We use: <ul><li>Words _______% </li></ul><ul><li>Voice _______% </li></ul><ul><li>Body _______% </li></ul>

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When we “communicate” We use: <ul><li>Words 7% </li></ul><ul><li>Voice 38% </li></ul><ul><li>Body 55% </li></ul>

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When we “communicate” We use: <ul><li>Words </li></ul><ul><li>Voice </li></ul><ul><li>Body </li></ul>= = =

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5 Steps for Getting Commitment: <ul><li>Ask specifically </li></ul><ul><li>Ask with the belief that you deserve your request </li></ul><ul><li>Ask someone with the power to help you </li></ul><ul><li>Offer value to the giver first </li></ul><ul><li>Keep asking </li></ul>

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The Keys to Successful Calling: <ul><li>Start slowly and work into process of calling prospective people or companies </li></ul><ul><li>Always keep site of your goal (6-8 face to face meetings per week) </li></ul><ul><li>Scheduling your calling activity </li></ul><ul><li>Scripted opening </li></ul><ul><li>Questions that uncover explicit needs </li></ul><ul><li>Success Stories (What you did and results achieved) </li></ul><ul><li>Linking past calls (The last time we spoke we talked about) </li></ul><ul><li>Getting your prospect to take action (Meet with you, refer you, advise or recommend) </li></ul>

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Getting Organized <ul><li>You can do this process with or without computer </li></ul><ul><li>If you are comfortable with technology – invest in a database like ACT or Goldmine </li></ul><ul><li>Index cards and file folders will also work </li></ul>

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Things to bring with you: <ul><li>Your “personal packet” </li></ul><ul><li>Your “prospect dossier” </li></ul><ul><li>Dress appropriately for situation </li></ul>

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Other Steps To Get Started <ul><li>Team with friends to help you get started </li></ul><ul><li>Practice with peers before calling “for real” </li></ul><ul><li>Tape your calls for future training (Yes it’s perfectly legal) </li></ul><ul><li>Create an opening that fits your situation </li></ul><ul><li>Create questions that can only be answered by an insider to the organization or industry </li></ul><ul><li>Build library of success stories showing past accomplishments and measurable results </li></ul>

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What do you think? Questions and next steps