Foundation Training Program - Next Level Exchange ...Training Workbook Produced by: Next Level...
Transcript of Foundation Training Program - Next Level Exchange ...Training Workbook Produced by: Next Level...
Copyright © 2010 Next Level Exchange - All rights reserved. Unauthorized duplication prohibited. 1 of 25
Foundation
Training Program
Module 3
Approaches to Marketing
Training Workbook
Produced by:
Next Level Exchange
214.556.8000 - www.nextlevelexchange.com
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Crafting your Introduction
In order to achieve your objectives, you must prepare yourself to attract those goals. What needs to be understood is that before you take any action towards the
achievement of your goals, there is pre-action that must be done first. The simple fact is that, through preparation, you will set yourself up for a higher level of success than if you simply “go with the flow”. When preparation meets opportunity, achievement
begins!
Why Script your Presentation?
1. Through preparation, you will have a more compelling
and 1.______________ approach than other recruiters
2. You will sound more confident and more professional
Your prospects will decide in 15 seconds or less if they
want to continue to invest time with you
3. It will ensure that you don’t leave out any important
details or critical information
4. You can be more 2.______________ with the word choices
that you select.
Select words that sell and paint a picture
“Luck is a matter of preparation meeting
opportunity.” -Oprah Winfrey
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Marketing Objectives:
Objectives must be VMA:
Valuable
1.______________
Achievable
Objective #1: Identify 2.______________ or upcoming needs
Secure a fee agreement if applicable
Objective #2: Create value for your next follow-up call
Understand what information would be important for you
to bring to future conversations
Send follow-up email that is professional and memorable
Objective #3: Solicit 3.______________ or gain some market
insights
End every call being more prepared for your next call
Objective #4: 4.______________ the hiring manager
Remember that everyone has a next step!
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Four C’s Model:
Increase the probability for establishing trust and legitimacy
early in the conversation:
Concise Introduction
Clear Purpose
Compelling Connect
Call to 1.______________
Concise Introduction Examples:
“Jim, Karen Schmidt with Next Level. I’m responsible for
developing business relationships with a select group of
clients in the biotech industry.”
“Good morning, Jim – Karen with Next Level. I lead the
Private Wealth Management Practice which exclusively
places advisors whose revenue production is over $1
million annually.”
“Jim, Karen Schmidt with Next Level, an executive search
firm based here in Dallas. I’m the director over our
domestic consumer products practice specializing in
Category and Trade Marketing Managers and Directors.”
Use the 2.______________ Theory to test the concise nature of
your introduction!
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Clear Purpose Examples:
“I understand from (publications/partner/etc) that your
firm is strategically targeting (type of work/projects/etc).
I understand why this market interests your company,
with the nearly $(amount) of (type of business) that is
forecasted to exist in this marketplace because of
(information). This means you will be targeting the ever-
demanding pool of difficult to identify and attract (type of)
professionals with (type of) experience.”
“I have built a relationship with one such producer and
together we have short listed a couple of organizations
that he would like to target. The reason we wanted to
reach out to you specifically was because he knows of
your history in the area, reputation for (type of work),
and the (insert additional information).”
“It’s my understanding that you may have a need for a
(title), and I am confident that I can solve that for you.”
Make sure that your client understands what’s in it for them
to invest some time with you.
Any insight you use, at this point in the conversation, will
begin the essential process of developing initial rapport and
legitimacy with your potential client.
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Compelling Connect Examples:
“As we know, the success in landing new (type of work)
comes with an experienced team. For the last (#) of
years, we have spent every day networking with (type of)
candidates. Through these efforts we have completed
dozens of searches, and our most recent hire was a
(insert quantifiable info about last key placement) -who is
now doing what you need done.”
“If you have an interest in adding a $1 million dollar book
of business to your team, I can share with you what
specifically he is looking to accomplish and how you can
attract him to your firm instead of him being attracted to
a competitor.”
“There are 117 Category Brand Managers within a 100
mile radius of your location that are not actively looking
but open to a phone call from me. In short, there is an
entire candidate pool that you will not have access to
through your normal means of postings, ads, or
networking.”
Avoid sharing why you want to speak with this client;
instead, clearly articulate why they should want to talk with
you.
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Module 3: Approaches to Marketing
Chapter 1: Crafting your Introduction
Call to Action Examples:
“I am confident that a brief conversation would allow both
of us to gain further insight into some of your current
challenges and some of the ways we’ve helped other
clients overcome similar challenges. If now is convenient,
I’ll start by simply asking you (insightful question).”
“I have five questions to ask you, the answers to which
will allow both you and I to determine if this is a
candidate to talk about further. Even if he ends up not
being a fit, I would like to know enough that when I call
you back next, your response is “absolutely, THAT’S the
guy I need to see, when can I get him in here.” Do you
have five minutes now or should we schedule a time
tomorrow?”
“Bottom line is that the individuals you are looking for are
not actively looking for you. I’m open to taking however
much time it takes to reach out to the 117 candidates
who fit what you need, if you are open to spending some
time telling me how I hook them with your story once I’ve
got them on the phone. Are you open to sharing with me
your story now, or does tomorrow work best for you?”
Answer the unasked question from your prospect:
“What do you want from me?”
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The Most Placeable Candidate (MPC) Approach
The purpose of the MPC Approach:
Secure an interview for your superstar candidate
Demonstrate your credibility by the type of candidate you
represent
The MPC Candidate is leveraged as a 1.______________
to interest the client early in the conversation
The key with this approach is to select a candidate that you
can market to 2.______________ prospective client companies
How do you select an MPC?
During the course of your normal 3.______________
activities
Looking at active candidates on job boards
Candidates who have interviewed with other clients but
were not a fit
Most important criteria: an MPC must have a marketable skill
set that can be marketed to a 4.______________ of the firms in
your niche.
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
Varying Degrees of Candidate Commitment:
Low sense of urgency, but open to considering a new
opportunity
High sense of urgency, and is putting his or her job
search in your hands
In the second situation, consider asking for exclusivity for
a specific timeframe in order to avoid duplicating the
efforts of someone else
Example Script for Exclusivity:
“I am going to ask that for the next 10 business days, we
have an exclusive relationship. If you have your resume
posted on any job boards, take them down for the next
two weeks. If you are working with other recruiters, or
other recruiters contact you, push them off for the next
10 business days. If at the end of two weeks, you aren’t
completely happy with what our joint efforts have
produced so far, I give you full permission to work with
anyone and everyone who comes along. But during the
course of the next 10 days, I need to know that any
efforts I’m making on your behalf aren’t duplicated by
others.”
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
Desirable Traits of an MPC:
Marketable Skill:
Too narrow of a skill set = limited by lack of potential
openings within most clients
Market a candidate with a skill that is more universally
needed in volume within your clients
Realistic 1.______________ and Responsibility Expectations:
Slight compensation increases can be expected (but not
guaranteed or even needed at times)
Core functions in every role that must be performed
Open to 2.______________, or to a longer commute:
Keep in mind the dual purpose of taking an MPC to
market
Realistic interview and start date timeframe:
Hiring managers that get excited about your candidate
might be 3.____ __________ when it’s realized that he or
she can’t begin employment for an extended timeframe
Checkable 4.______________:
You only have one chance to make a first impression!
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The MPC Presentation
Current and past responsibilities, including specific
notable 1.______________
Motivating factors causing this candidate to make a move
The 2.______________ to the prospective client for hiring
this MPC
Compelling Introduction Example:
“Good morning Jim, Karen with Next Level. I lead the
Commercial Banking Practice which exclusively places
senior credit managers and commercial lenders with both
national and independent banking institutions. I have
built a relationship with one such senior manager and
together we have short listed a few organizations that he
would like to target. He primarily focuses on new
business development with (types of clients) and has
landed (# of) new accounts in the last 6 months totaling
over ($) in new revenue for the company. I’d like to
share with you his brief story and why he is interested in
speaking with you – do you have a moment now to talk or
at least listen?”
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The MPC Presentation
Guiding Principles of your MPC Script:
1) Never read the 1.______________
Which two statements are the most important?
• He is very active in local networking associations and is an
avid golfer – he’s very involved in the community and is
well-respected by his peers.
• He has a strong background in leading and developing
teams of people.
• His department’s turnover used to be 20%. Now that he
has become manager, it’s been reduced to 8%.
• His track record includes increasing profitability in his
department by 22% due to his streamlining of the on-
boarding process for new clients.
• He has been promoted three times in the last five years.
In every company, in every role, someone is either
responsible for making the company money or
2.______________ the company money.
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The MPC Presentation
Guiding Principles of your MPC Script:
1) Never read the resume
2) Features tell, and benefits 1.______________
A feature is how you describe your candidate’s background:
He’s been in the industry for five years
He handles all of the hiring and training for his team
He holds an ABC Certification (industry specific
certification)
A benefit translates the feature into a direct advantage for
the client:
He is ABC Certified – which, as you know, is a certification
that costs an organization $5,000 to put someone
through. His current company has already paid for this
and it costs nothing to maintain. Additionally, what this
means to you is that you will have access to (certain type
of) new clients, because these clients only accept
proposals from companies with ABC Certified project
managers.
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The MPC Presentation
Guiding Principles of your MPC Script:
1) Never read the resume
2) Features tell, and benefits tell
3) Turn 1.______________ skills into hard facts
Use proof statements to quantify and prove your soft skills:
Soft Skill: “He is a great manager.”
Hard Fact: “He is responsible for a team of 10
individuals and has groomed 3 younger associates over
the last couple years to run groups of their own. Because
of these new groups, his company has been able to break
into two brand-new markets that have generated two of
their top five accounts company-wide.”
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Module 3: Approaches to Marketing
Chapter 2: “Most Placeable Candidate” Approach
The MPC Presentation
Body of the MPC Script Example:
“He has spent the last 7 years at a local commercial banking
organization that you are very familiar with, which means that he
brings not only best practices from the industry, but also outside-the-
box thinking to assist with the variety of challenges your branches
face on a daily, monthly, and yearly basis. He primarily focuses on
new business development with corporate accounts and has landed 12
accounts in the last 6 months totaling over ($) in new revenue for the
company. He is responsible for a team of 10 individuals and has
groomed 3 younger associates over the last couple years to run groups
of their own. Because of these new groups, his company has been
able to break into two brand-new markets that have generated two of
their top five accounts company-wide. I reached out to one of the
individuals he mentored, who shared with me that he is actually the
primary reason that employee turnover in that department has gone
from 20% to 8% in the last several years.
Recently, his parent company went through reorganization, and he is
not feeling comfortable with his ability to provide the same level of
service to his clients as he once was. Since 90% of his clients are
repeat books business, he is concerned about this reorganization
impacting the commitment he has made to his clients. The reason we
wanted to reach out to you specifically was because he knows of your
history in the area, reputation for corporate accounts, and the fact that
you are privately owned is very appealing to him seeing as his current
parent company is disconnected from decisions at the branch level.
How would you see someone of this caliber fitting into your
organization?”
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
The “Self as MPC” Approach
Selling your track record, your knowledge, your market
mastery and how it can benefit the potential client
Substitute your ability to 1.______________ the right
candidate, versus one of which you currently are aware
Compelling Introduction Example:
“Jim, Karen Schmidt with Next Level. I’m the director
over our domestic consumer products practice specializing
in Category and Trade Marketing Managers and Directors.
In the past six months, we have placed (#) of consumer
products professionals throughout the United States.”
“Life isn’t about finding yourself. Life is
about creating yourself.” -George Bernard Shaw
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
Body of the “Self as MPC Script” Example:
“We achieved this success by developing long term
strategic staffing partnerships where our clients rely on us
as a preferred, if not single source, staffing partner in times
of explosive growth and more targeted hiring initiatives.
However, all of those relationships started with me having
to earn the right to that partnership. The fastest way that I
know how to earn that opportunity is to deliver value by
sharing with you Next Level’s approach to market mastery.
In our world, there are only 50 major consumer products
organizations, and perhaps double that number of boutique
companies specializing in unique goods. Less than a third
of those have XYZ programs and most companies have
between one and five Category Brand Managers on staff…so
about 150 companies with a field of about 600 Managers.
If you want more than 10 years of experience, the number
is cut in half to less than 300. Eliminate those who can’t
relocate to where you are, are being paid far more than
what you can offer, and either can’t or won’t consider
change and you are most likely dealing with a couple dozen
prospects on any given search you have for your Brand
Management. This is a world I work in every day.”
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
Broader “Self as MPC Script” Example:
“I understand you have a need for a program brand
manager and I am sure that you have your own methods of
filling this position that might be effective and efficient.
However, most of my clients don’t work with me because
they CAN’T fill the position on their own. They work with
me because I am working within a different candidate pool.
I am working with people that are currently employed,
doing an outstanding job, and being well compensated for
their efforts. These are people that are reasonably happy
with their present situation.
They are not reading your ads, they are not applying to
your human resources department, and they are not
sending out resumes. In short, there is an entire candidate
pool of people that are incredibly well qualified that you are
not able to reach on your own. Now, it doesn’t take a math
major to know that if my candidate is equal to your
candidate, then you are going to hire the one that does not
have a fee attached to them. BUT, if my candidate is in fact
the right person, and they will in fact bring more value to
your firm than my fee, then it just makes sense to talk to
them so you at least have given yourself that option.”
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
Example Closing Questions:
What else would you need to know about this individual in
order to have a clear understanding of how he could
impact your firm?
What would be the first step in getting the two of you
together?
If what I just shared with you matches what is on his
resume, is there any reason you wouldn’t want to have a
cup of coffee?
How would you see an individual of this caliber fitting into
your organization?
Is there anything else I can share with you that will help
this process move forward?
Who, other than yourself, would be involved in the initial
conversation an individual at this level?
Is there any reason you wouldn’t be open to spending a
few minutes meeting with him this week?
Is there anything else that we haven’t yet covered that is
important to you?
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
“Flipping the Call” Approach
Call is opened with a 1.______________ presentation and
opening dialogue
Flip the call when you have identified that you are
speaking with a decision maker or hiring manager
Flip by asking: “Are you fully 2.______________ right now?”
Example flow chart of the “Flipping the Call” Approach:
Recruiting Script Conversational Questioning 5 Point CDS
Are you fully staffed?
Discussion of managerial experience
Breakdown of team Overview of organizational structure
No (Qualifying Questions)
Yes (Gather Info)
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Module 3: Approaches to Marketing
Chapter 3: “Self as MPC” and “Flipping the Call” Approach
Example flow chart of the “Flipping the Call” Approach:
No (Qualifying Questions)
Yes (Gather Info)
• What future openings do you anticipate in your department/team/division?
• When did you last need to fill a position externally? How did you go about filling it?
• Does your company partner with search firms?
• Are you ‘locked into’ a particular search firm?
• When you do have openings, what type of background and experience do you typically look for?
• Do you have any candidates in a ‘holding
pattern’ if someone leaves your group unexpectedly?
• Are there any opportunities for top-grading? Any group or department that has fallen short recently?
• Are there particular companies your company
likes to recruit from?
• Who are the other department heads or team leaders responsible for hiring?
• Are there any sectors that you aren’t in right now that the right candidate could open the door for?
• What will have to happen for you to have a
hiring need?
• Are you laying people off right now?
• Have there been strategic people who have left in the last few years that you wished wouldn’t
have?
• Are you in the ‘get work’ phase or the ‘do work’
phase?
• If the Michael Jordan of (your industry) were to call me and express an interest in your company, should I even pick up the phone and let you know?
• What are the most urgent and critical positions you need filled?
• What are the primary responsibilities – can
you describe a typical ‘day in the life’? • How long has the position(s) been open?
Why? • How have you attempted to fill this position?
• Is there a drop-dead date to fill? What are some of the long-term, lasting effects of not having this position filled by your timeline?
• Who have you already interviewed for this
position?
• Who internally have you considered? • What candidates are currently in process?
• How many offers have you extended that were rejected? Why?
• Have you used other search firms on this
position? What worked and what could have been better?
• When your firm partners with a search firm,
who else is involved in that decision?
• What is your role in this process? Is there
anyone else involved in the hiring decision? • What is your ideal salary range? What is the
top end you would offer a superior candidate?
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Module 3: Approaches to Marketing
Answer Key
Page 2: 1. differentiating
2. sophisticated Page 3: 1. Measurable
2. current 3. referrals
4. Recruit
Page 4: 1. Action 2. Backpack
Page 8: 1. hook 2. multiple
3. recruiting 4. majority
Page 10: 1. Compensation 2. relocation
3. let down 4. references
Page 11: 1. achievement 2. benefit
Page 12: 1. resume 2. saving
Page 13: 1. sell
Page 14: 1. soft
Page 16: 1. find
Page 20: 1. recruiting 2. staffed
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Module 3: Approaches to Marketing
Additional Script Examples
MPC Introduction:
“This is (name), Director of the (niche) Search Practice at (company). My Practice operates strictly within the (function,
industry) with primary discipline focus in (location, level). 90% of what I do is retained and the other 10% of my business is the talent
I take to market as by-product from other searches and relationships from working in the inch-wide mile-deep specialty practice area in
which I focus.
I have just completed a (type of position) retained search for my client, (use the actual client name). In that process, we came across
another outstanding candidate that we did not place with our client
because the commute would just be too long – which is why we wanted to reach out to you.”
(use any reason that won’t cause this new client to think that this
candidate wasn’t desirable by the retained client)
MPC Body of the Script:
“He has ten years of experience in (role, function) and has had the
opportunity to learn from the very best, being developed under solid leaders at (past companies). With his solid (insert specific) skill set
and (additional qualifications) he could be a perfect fit for a (role, level) within a growing organization. His past track record includes
increasing profitability in his department by (x)%, earning the
distinguished (award) and being promoted into a senior leadership role faster than is anticipated for someone in the industry.”
Close and Call to Action:
“Does this sound like an individual that an organization like yours
could challenge, and if so, what type of role would you see him in?”
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Module 3: Approaches to Marketing
Additional Script Examples
Self as MPC Introduction:
“Hi (name), it’s (recruiter) with (firm). I specialize in the (FILL) area.
Self as MPC Body of the Script:
My track record stretches over the last (#of) years as we’ve placed (# of) candidates in the last year alone. I align myself specifically
with a select group of clients each year. In the last 12 months, I’ve worked with (name drop hiring authorities and clients) to successfully
fill critical openings and top-grade their current team.
In creating my business partnership plan for this year, I am calling
you specifically because of your reputation in the industry. I know you have several key projects on the horizon with (insert your
industry knowledge). My short-term objective is to get an understanding of how I can earn the right to be a valued consultant
to (their firm) – if there are no critical hires that you have right now, I’m fine with this turning into a long-term objective. But at the end
of the year, I want to have the kind of relationship with you that I’ve built with (other key clients).
Close:
Where do we start?”
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Module 3: Approaches to Marketing
Additional Script Examples
Self as MPC Introduction:
“Hello (hiring manager), it’s (name) with (firm), and I lead the area
of (type of area). We have been recruiting in the (type of) industry for (#of) years, and in that time I have seen many changes in (type
of area) recruiting and hiring. One approach has remained consistent: the one where the recruiter who knows very little about
you or your organization calls you up weekly, if not daily, to tell you about the most incredible person ever without ever asking you many
questions, if any, and says nothing to establish credibility to warrant you taking some time to speak with him or her. Does that approach
sound familiar?
Self as MPC Body:
Well, I pride myself on being a market expert and really knowing the
clients I work with and the candidates I represent. I believe recruiting is not about awesome/stellar/incredible candidates and
positions but about awesome/stellar/incredible matches. Because of this, my retention rates are second to none, and that is because of
the time and care I put into each individual and client. I have
completed over (#of) searches in the past (timeframe), and the average tenure of that group is (insert statistics). Recently, I placed
(type of role) for (name of client) and (type of role) for (name of client). You may know (hiring authority) at (name of client) who I’ve
worked with for years, and he said that I was (insert testimonial).
Close and Call to Action:
The bottom line is that the reason my retention ratios are so high is
because of the approach I take to the placement process. To truly make the right match one must spend quality time understanding the
skills, interests, aspirations, and motivations of the potential candidate and have good in depth information on the opportunity,
department, and people. As such, I would like to invite you to partake in a conversation with me where I will ask you some
questions that will allow me to better know you and your organizational needs and give you an opportunity to experience the
value of establishing a relationship with a true market master and not just another flesh peddler. Is now a good time to spend a few
minutes or would you prefer to talk late afternoon sometime this week?”