A reminder that generating a job offer is not different from closing a sales deal.

1. You can’t expect to be the preferred resource when applying for a job at a particular company if you don’t know what product to offer. You must listen/do research to learn VOC (voice of customer) and then address the relevance and value of your product and services. Client will be looking to solve a specific problem like fix products now flat or in decline. Grow profit. Even if your resume has a track record of success, it has little value if it has questionable relevance.
2. Providing facts and features about you does not move the relationship forward by itself. Trust and relationship are crucial to the selling process. The client will prefer someone with lesser credentials on a superficial level if that person comes highly recommended by someone the client trusts. Resumes offer too little depth or proof of connection of you to the results claimed to offset that. Single interviews don’t often solve the problem because clients are not usually trained interviewers.
3. Network with several people at a company first, send resume later. Listen 2/3, talk 1/3.
4. “Consulting” with a client you would like to work for permanently without a designated selling process may distract and pre-empt closing a deal. Similarly, offering too much information during consulting, networking, and interviewing without closing the deal encourages the client to ask for more free advice/details without committing. A gift of gab does not equal selling.
5. A direct mail piece gets a .5-2% return at best. A superficial resume sent to a portal generates similar results.
6. You are highly unlikely to get what you want from a sales meeting or interview if you don’t ask for it and specify exactly what you want and provide specific rationale for deserving it. “I want $200K salary base and $200K is justified for these reasons…” “I want the open Business Development Manager role, and I am the best candidate over other Biz Dev Mgrs with the same amount of industry experience and sales success because of these reasons…” The sales trainer John Baker says 3 reasons establishes a pattern and builds just enough intrigue to consumate the deal.

If you want more in depth training on closing deals in person whether or not you are a professional sales person, read The Asking Formula, by John Baker. He is a fun trainer for any audience.

Topics: communications, getting ahead, hidden job market, interviews, negotiating, networking, resume + cover letter, salary, selling skills, technical skills | No Comments »

I recently started coaching someone who has been out of work for 2 years and has been in denial because she has won 12 marketing communication awards. Although her positioning rhetoric got more “sales-y” at 18 months, Mary’s search and networking activities were otherwise generic. The campaign did not offset prejudice about her age (a matronly 52) and being out a long time. Did you know 70% of hiring managers avoid candidates who are out of work? (a)

Long before she panicked, she should have been test-marketing alternative strategies to see which offered her the best ROI (Return On Investment.)

I asked her what she has been doing in her spare time. She admitted that she loves travel and gardening. Has won 5 awards for gardening. Would love a marketing job in travel or gardening but has no paid experience in either.

Here are strategies she is now exploring in order to create more options for herself:

• Create kick-ass “whitepapers” to demonstrate her marketing knowledge in depth in formats that will additionally showcase her award-winning publication design abilities.  Find ways to circulate them to hiring managers including those she has already met.
• Produce B2B or B2C publications on gardening or travel to be used to demonstrate that, although she has never been paid by those industries, she has lots to offer.
• She is going to quietly shadow a salesperson selling to resorts to learn more about VOC (Voice of the Customer) for the hospitality industry.

If what you have been doing is not working, have you considered something new?

(a) http://money.cnn.com/2010/06/16/news/economy/unemployed_need_not_apply/index.htm

Topics: career strategy, hidden job market, solving problems | No Comments »

Pursuing “what you really want to do” sounds totally impractical in the buyer’s market we are in. I just wrote several blogs on what you need to do to get ahead based on what the corporation and industry responds to. But consider this. You will perform best in the role and everyday activities that you excel at most and with the products you love. The right job is the one you would do for free if you could afford to. Your customers will be happier and respond to your sales pitch more often and with more fervor.

Some folks who are not finding jobs or promotions have set goals for years based on what they think they should be doing. But many do not want those results enough to remain fully committed to the goal. Hence they do not perform as well as those at top of the band. Or they may not know how they measure up against the most successful people in their band because they were promoted regularly in better economic times and didn’t spend much time thinking about emotional alignment as long as bigger paychecks continued to arrive. Men have been taught for hundreds of years that they are only successful if they can buy the family successively larger houses, cars, and boats. I can name a COO who is convinced he must be CEO to be deemed successful. (His co-workers all think CEO is entirely the wrong move.)

So however you got to the position you are in, if you are not being promoted and hired as often as you were, it is time to re-consider if your goals are in alignment with your priorities in life and your actual skill set. Maybe you would be MUCH happier as the owner of a Bread and Breakfast or as a woodcarver or at a non-profit. And much more successful.

Topics: career strategy, solving problems | No Comments »

Someone usually gets promoted to Sales Manager based on his/her track record as a solo Account Executive rather than on his/her potential as a leader and sales coach. Most often the AE received limited training, but not enough to explain the good sales numbers. Ranking is more the result of personality (relationship building) and persistence. When that AE is promoted to the supervise others, the team’s numbers are most heavily dependent on the innate skills that came with the team.

An exceptional Sales Manager can identify and nurture the competencies that are needed for every team member’s success. The Manager can articulate the processes and benchmarks required to win most sales opportunities regardless of customer issues. Like an effective Product Manager, a top Sales Manager will probe more deeply into root causes and unarticulated problems with team members and customers than other Managers. Delivering a better ROI (return on investment) for the entire team is not an accident, it is part of that Manager’s toolkit. He can predict and deliver the team’s revenue within a very small percentage.

Topics: branding + positioning, career strategy, interviews, negotiating, networking, resume + cover letter | No Comments »

Most Product Managers and even Directors have “complete responsibility” over product features and pricing with influence over strategies within marketing objectives approved by the GM or CEO. However, it is easy for the mid-level manager to get caught up in the decisions that have to be made every day. A typical Manager is at the helm of a product for only 18-24 months before being rotated to another product. So the scope of a Manager is necessarily short-sighted and fairly tactical and it is easy to lose sight of long term product priorities and the big picture of what is good for the company and customer.

An exceptional Product Manager stretches the boundaries of inquiry into areas and questions not addressed by his/her predecessors. This may include reaching out to external resources such as ad agencies or research houses for increased intimacy with the Voice of the Customer. Inspiration may come from lots of secondary research into articles and the trade press or by many deep discussions with executives from other companies and disciplines such as experts in supply chain, finance, or packaging. It may be new packaging rather than the product within that is the key to increasing sales. A Product Manager less knowledgeable about packaging would not have explored the issue.

If you are a Product Manager with strengths your peers don’t possess, have you showcased your assets as strongly as you could? Is it clear what you did that led to the successes? Can we be fairly certain from your pitch that you are exceptional? Or does it require a leap of faith?

If you cannot yet call yourself exceptional, have you laid out the roadmap of how to be considered exceptional in the future? Making it to VP or CEO is not an accident. It is the result of a carefully considered string of actions.

Topics: branding + positioning, career strategy, interviews, networking, resume + cover letter | No Comments »