Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference. Author: Kevin Davis Director of Recruiting and Corporate Relations, Neely School of Business Texas Christian University Description: Explore how personal selling and career coaching can help manage the evolving demands of recruiting. For more information, visit www.txgap.com.

1. Personal Selling &
Career Coaching:
A New Approach To
Marketing & Recruiting

2. Purpose
Explore how personal selling and career coaching
can help manage the evolving demands of recruiting
working professionals

3. Agenda
• What is career coaching?
• What is personal selling?
• Marketing/Recruiting Challenges & Solutions
• Summary

4. A Tale of a Salesman

5. CAREER COACHING

6. Question:
What adjectives would you use to
describe a great coach?

7. Definition
Career coaching is an interactive process of exploring work-related
issues – leading to effective action – in which the coach acts as a
catalyst and facilitator of individual and, in turn, organizational
development and transformation.
Career coaches connect people with their
passions, purpose, values, and other critical aspects of their ideal work.
Source: Career Coach Institute
www.careercoachinstitute.com

8. Process
1. Discovery
Job Search
2. Planning Career Planning
Career Advancement
3. Execution
Leadership Development Starting a business

9. A Tale of a Salesman: Example #1
How do you help customers determine the best product for their needs?
Garage Doors Fencing
Ask Questions
Gutters
Roofing
Sears Home Improvement Products

10. PERSONAL SELLING

11. Question:
What adjectives would you use to
describe a great salesperson?

12. Definition
Definition #1. Personal selling is the oral presentation in a conversation
with one or more prospective purchasers for the purpose of making
sales. (Philip Kotler)
Definition #2. Personal selling is the process of achieving mutually
profitable economic exchanges between buyer and seller, based on
interpersonal contact between buyer and seller, and on the seller's
persuasive communication of his product or service qualities and
benefits to the buyer.
Source: mencyclopedia.narod.ru/p_text.html

13. Process
7-Step Sales Funnel
1. Prospecting/
Evaluation
2. Preparation
3. Approach
4. Presentation
5. Objections
6. Closing
7. Follow-up

14. A Tale of a Salesman: Example #2
How do you sell projection televisions to middle class families in the „80s?
Listening
Proformance 110711 Projection TV (1984)

15. Marketing & Recruiting
Challenges & Solutions

16. Question:
What are your primary marketing and
recruiting challenges?

17. Challenges
What is my ideal student profile?
Where can I find students?
How do I find the time to connect
with prospective students?
How do I connect the needs of How do I overcome valid objections for
prospective students to the strengths not pursuing a degree while working?
of our program?

18. A Tale of a Salesman: Example #3
What is most important thing to do when selling women‟s shoes?
Patience
Women‟s shoes

19. Question:
Which adjectives on your lists are
used to describe you?

20. Eye-to-Eye Contact Model
CAREER COACHING
(Message)
Alumni
Preview Application Relationships
Web Site Luncheons Submissions
Campus Admission
Sponsored
Visits Interviews
Events
Admission
Corporate Sponsor/ Informational Offer Calls &
Employers Meetings Mailings
Search Informed
Executive Students
Advertising Admission
Education
Offer Decisions
Social Media
Prospect
Outdoor Programming
PERSONAL SELLING
(Process)

21. Eye-to-Eye Contact Solutions
Recruiting Purpose
Preview Luncheons Followership

22. Recruiting vs. Admissions
• Recruit – to engage in finding and • Admission - the act of allowing to
attracting employees, new enter; entrance granted by permission,
VS.
members, students, athletes, etc. by provision or existence of pecuniary
means, or by the removal of obstacles
• Personal selling and career coaching are engaging activities
• Candidates are more likely to be attracted to people who are focused on how
their program can help achieve their career/personal goals
• Recruiting requires focus on how a prospect will fit within the program
Who? Where? How to connect?
Sources: www.dictionary.com
Humanize Your Selling Strategy, HBR March 1988

23. Purpose vs. Rankings
• Purpose – the reason for which • Ranking - prominent or highly
something exists or is VS. regarded; occupying a specific
done, made, or used. An intended rank, position, etc.
or desired result; end; aim; goal.
• Marketing the purpose of the program enables prospective students to determine
if their goals are aligned with the program‟s intent
• Personal selling and career coaching techniques enables recruiters to gather
information that can help overcome prospective students‟ “objections”
• Creating a connection between the prospective students‟ goals and the purpose
of the program positions recruiters to convert more prospects to applicants
How to connect? How to overcome objections?
Sources: www.dictionary.com
Marketing Malpractice, HBR December 2005

24. Preview Luncheons vs. Info Sessions
• Preview – anything that gives an • Inform - to give or impart knowledge
advance idea or impression of VS. of a fact or circumstance to
something to come
• Personal selling and career coaching require an exchange between the recruiter
and the candidate
• Preview luncheons are designed enable candidates to have multiple exchanges
with alumni, students, faculty, and staff for purpose of being informed and building
relationships
• Preview luncheons provide recruiters an opportunity to observe candidates‟ ability
to interact with other members of the “community”
Who? Where? How much time? How to connect? How to overcome objections?
Sources: www.dictionary.com
Marketing Malpractice, HBR December 2005

25. Followers vs. Alumni/Students
• Follower – a person who follows • Alumnus - a graduate or former
another in regard to his or her ideas VS. student of a specific school, college, or
or belief; disciple or adherent; a university
person who imitates, copies, or takes
as a model or ideal
• Personal selling and career coaching techniques can bring the candidate closer
to the program and thus elicit
• Leading programs have followers that advocate on their behalf and remain
connected to the university and program
• Being a follower implies a stronger relationship than being an alumnus or student
Who? Where? How much time? How to connect? How to overcome objections?
Sources: www.dictionary.com
Followership by Barbara Kellerman

26. Summary

27. A Tale of a Salesman: Conclusion
How can one person be proficient at selling so many
different products?
Preparation

28. SUMMARY
• Prepare…Ask…Listen…Be Patient
• Know your customer…know your product
• Build relationships to drive advocacy and support among
prospective students
• Pursue eye-to-eye event opportunities to gain exposure to
potential candidates and influencers
• Deliver key messages that drive engagement and
alignment with prospective student goals by leveraging
career coaching techniques
• Manage the process for engaging prospective students by
leveraging personal selling techniques

29. REFERENCES
• Bench, Marcia. Career Coaching: An Insider‟s Guide.
Davies-Black Publishing, 2003.
• Christen, Clayton, Scott Cook, and Taddy Hall. “Marketing
Malpractice: The Cause and Cure.” Harvard Business
Review December 2005.
• Kellerman, Barbara. Followership: How Followers Are
Creating Change and Changing Leaders. Harvard
Business School Press, 2008.
• McKay, Harvey. “Humanize Your Selling Strategy.” Harvard
Business Review March 1988.

30. Question:
How can you utilize personal selling
and career coaching techniques to
overcome your primary challenge?

31. Personal Selling &
Career Coaching:
Q&A