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