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Executive Career Search Tactics; The Sales Approach to Career SuccessTRANSCRIPT
Executive Career Search Tactics
The Sales Approach to Career Success
Ben Hyman
Territory Manager for VisionShare, Inc. Top Inside Sales Representative for the last 10
years Subject Matter Expert on Inside Sales Techniques Speaker and Presenter on Medicare Contractor
Reform to Hospitals and Medicare Billing Specialists
15+ Years in both inside sales and outside sales
Why This Seminar?
New skills required Fewer advertised openings Techniques that worked during last cycle not
as effective Taking longer to land Phone skills critical regardless of economy 95% of job hunters still not using these skills
What’s so great about using the telephone?
Cost effective Important screening tool Extremely efficient.
Best tool available for reaching a large audience quickly
The internet will never replace the human voice The only tool that rings until somebody answers
BUT…There are Roadblocks
Not Easy Extremely competitive Voice Mail Gate Keepers Other job seekers using poor techniques Other Distractions (for the job hunter and the
hiring manager)
If you are looking for a job, you’re making the biggest sale of your life
YOURSELF
Why “The Sales Approach”?
Ever seen a “products wanted” section in the newspaper?
Key Differences Between Sales Professional And Job Seeker
Sales Professional
• Monthly Sales Quota
• Can sell without meeting buyer
Job Seeker
• Needs One Good “Sale”
• Cannot be “blind transaction”
Why Doesn’t Everybody Do This?
FearUncertaintyDoubt
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 RetiringLayoffs
New Business VenturesMergers and Acquisitions
Current Job Openings
20%
80%
Before
Advertised Jobs
Unadvertised Jobs
40%
40%
20%
After
Unadvertised Jobs
Where does the phone come into play during a job hunting campaign?
Your Hired!Need a new job! 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 dayCalls to “nurture”
new business relationships
Why should someone hire you?
Know what to do:
Before the call
During the call
After the call
Attitude Shift
FROM THIS
JOB HUNTER
TO THIS
SALES PERSON
LOOKING FOR A JOB LOOKING FOR A CUSTOMER
EMPLOYED “INTRAPANEUR”
WANT AD CRY FOR HELP
RESUME BROCHURE
INTERVIEW SALES CALL
Your main goal
Set up face to face meetings with hiring managers REGARDLESS of a position being available
The Key Equation:
Production - Sales = Scrap
ProblemsHow Can
You Help?
Not Hire
Neutral
Hire
If I hire you……..
WII FM
Before you pick up the telephone for a job hunting campaign:
Product KnowledgeCustomer KnowledgeTerritory Knowledge
Key Knowledge
Product Knowledge
Customer Knowledge
Territory Knowledge
___ _________
______ ________
_____ ___ ____ __ ____
Key Knowledge
Product Knowledge
Customer Knowledge
Territory Knowledge
Self Knowledge
______ ________
_____ ___ ____ __ ____
Key Knowledge
Product Knowledge
Customer Knowledge
Territory Knowledge
Self Knowledge
Employer Knowledge
_____ ___ ____ __ ____
Key Knowledge
Product Knowledge
Customer Knowledge
Territory Knowledge
Self Knowledge
Employer Knowledge
Where you want to work
What do you need to know about yourself?
Are you a commodity?
A Recent Wall Street Journal Article Concludes
“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”
Kathy Marsico, Senior Vice President, PDI Inc
Product Knowledge Includes
Transferable Skills Values Passions Goals Successes (Documented and relevant Failures Likes Dislikes Knowledge
Whatever you would pay to do
Someone’s being paid to do
Why not you?
What do you LIKE to do?
Customer Knowledge
What you need to know about the potential employer
Key information includes
Product or service SIC Code
# employees Competition Problems Street information How your skills can help them
Also Consider
How recent market changes affect their business
How your skills can help them NOW What trends should they consider How are they positioned NOW (Companies
doing well last year may be barely surviving today)
Where to Get “Customer Knowledge”
The Web Company Website Hoover’s Online Google.com
Other Employees Tradeshows Trade Journals Their customers Their Vendors Competitors Public Library
The Prospect Dossier
You will need: Manila Folders 2 hole punch 2 Prong Fasteners Access to a computer and printer Internet access (Free at the public library)
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
Your Territory Means:
How far you’re willing to travel each way
What your ideal environment so you can perform at your best
The Map Exercise
Where can you find “prospects”?
Trade Journals Library Research Networking meetings Posted want ads (less likely to find good opportunities than in the
past Referrals Calling on companies that interest you Targeted company directories by geography or industry Driving in a target area and seeing who’s there Articles on companies doing well Articles on people in specific companies that have been promoted
Before you pick up the telephone
Have a goal for the end result Script an “opening statement”
Who you are Why you’re calling Statement to set up the next step
You have less than 30 seconds to capture his/her attention
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
Your Job Search May Look Like This
yes yesyes yes yesyes yes yes yes yes YES
YES YESYES yes yesyes yes yes YESYES
YES YES yes yes YESYESyes yes yes yes
yes
YES YESYES YES YESYES YES YESYES
YES YESYES YES YESYES
YES
The 5 Keys to a Successful First Call:
Scripted guide so you know what you are going to say
Asking the right questions Build credibility with success stories Provide a link for all future calls Get some type of “yes”
If You Are Calling Because You Need A Job
You are calling for the wrong reason
You communicate the 3 “C”s
You are:CompetentConfidentCapable of completing your key
objectives
How you start your call depends on:
Advertised job? Personal referral? Calling on a company that interests you?
(Why?) Have a compelling reason to contact them?
What is an “opening”?
Scripted initial conversation that sets the stage for all future calls
Who you are Why you’re calling Transition statement that segues into questions Used as a “guide” - NOT word for word
Goals of first call:
Build rapport and trust Create a safe environment for listener Gather information Get mutual commitment What would you say if you were calling your
best friend?
Sample Opening: Want Ad
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?
Sample Opening: Have an Idea
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.
Would __________ at __:00 work for you?
Now that you’ve gotten this far….
Now What?
Ask Questions that
Cannot be answered with your own research Show your knowledge of his company or
industry Will help you prepare for the next step
Typical questions might include:
What type of personality type performs best in this environment? What kinds of skills would you say are “mission critical” to achieving
your dept or corporate objectives? What types of problems or issues are keeping you awake at night? What types of new challenges has this economy created for you? What types of skills do you think would be useful here that are not
represented by your current staff? Which corporate accomplishments are you most proud of? What advise would you give someone like me trying to get into this
company or industry?
Questions you should NOT ask:
What does your company do? How many employees do you have? Who are your main competitors? (unless there is no
information available on the web) Any job openings now? (If this is an informational
interview, this will antagonize your prospect) What’s the pay? What are vacation schedules?
Another Phrase to get the prospect to talk:
Tell me more about….
What if they insist on seeing a resume first:
Try the “Remote Demonstration” technique
Here’s how it works:
Ask them to set a “call back date” on their calendar
Tell them you will send them an “information packet”
Let them know that you will call them back at the appointment date and time to review it with them
The information packet will consist of:
A business folder with two pockets A business card (Vista.com is a very good
and inexpensive) One pocket will have your resume The other pocket will have examples of your
accomplishments and/or letters of recommendation
Key # 3
Use success stories to build credibility.
We have been trained to love stories.
Use success stories to prove your ability to help.
Use Stories That:
Show how you solved problems or were rewarded for your accomplishments.
Make sure they describe measurable results
Provide a “link” with the previous call
IF
You were in alignment with your contact.
...The Last Time We Chatted We Talked About...
What is “Alignment”?
When we “communicate” We use:
Words
Voice
Body
When we “communicate” We use:
Words _______%
Voice _______%
Body _______%
When we “communicate” We use:
Words 7%
Voice 38%
Body 55%
=
=
=
When we “communicate” We use:
Words
Voice
Body
5 Steps for Getting Commitment:
Ask specifically Ask with the belief that you deserve your
request Ask someone with the power to help you Offer value to the giver first Keep asking
The Keys to Successful Calling:
Start slowly and work into process of calling prospective people or companies
Always keep site of your goal (6-8 face to face meetings per week)
Scheduling your calling activity
Scripted opening
Questions that uncover explicit needs
Success Stories (What you did and results achieved)
Linking past calls (The last time we spoke we talked about)
Getting your prospect to take action (Meet with you, refer you, advise or recommend)
Getting Organized
You can do this process with or without computer
If you are comfortable with technology – invest in a database like ACT or Goldmine
Index cards and file folders will also work
Things to bring with you:
Your “personal packet” Your “prospect dossier” Dress appropriately for situation
Other Steps To Get Started
Team with friends to help you get started Practice with peers before calling “for real” Tape your calls for future training (Yes it’s perfectly legal) Create an opening that fits your situation Create questions that can only be answered by an insider to
the organization or industry Build library of success stories showing past
accomplishments and measurable results
What do you think?
Questions and next steps