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 »

Most importantly, top executives can not only perform more effectively than many of their peers, but they can communicate their ideas and impact to the rest of the organization and industry. The CEO needs to be able to influence the world outside of the company such as VCs (Venture Capitalists), Wall Street stock analysts, and the industry at large. Most competencies of a successful CEO are about soft skills. The CEO must be able to advocate a vision and future success. Promote the potential of a company not yet delivering that service/product. Demonstrate presence, gravitas, and panache.

Regardless of how far down the path to CEO you are now, getting ahead in the work world is increasingly about soft skills and demonstrating your ability to lead ideas, influence others, and be a rainmaker. Are you building those skills? Are you having the conversation with your communities to demonstrate your prowess in these areas? Is your story as convincing as it could be?

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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.

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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.

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What is the measure of a good Manager? COO? CEO? Do you know how you measure against the top performers in your title category? If you are a strong performer, have you demonstrated and promoted your performance in the workplace against industry benchmarks of excellence? Are you participating in activities now to further build skills in the areas expected of a preferred candidate in the next tier?

Many of you are not sufficiently articulate about your performance versus norms to adequately manage your expectations and future promotion potential.

It is not usually technical skills or knowledge of IP (intellectual property) that sets apart top performers from others in the band. It is soft skills, attitude, and the ability to lead or influence the ideas and priorities of others. To identify and sell the concepts, strategies, or changes that increase share of market, profitability, or revenue beyond the expectations of your predecessors and management. To be a “rainmaker.”

Success is more about attitude than aptitude – that you may not have learned as much about the company, product, service, process, or customer as you could know tomorrow. That the best thing to do may be what is right for the customer and company, not you personally.

In future blogs I will discuss the characteristics of some specific executive titles. Look for discussion about the Product Manager next.

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