The most recent jobs report was somewhat positive last week but it’s little solace for the unemployed. Not so long ago they were a valued contributor to corporate America. They made a good living, they had prestige, they had a strong sense of self-worth with rewarding work. There was a clear path towards success and promotion. They worked hard, showed up each day, followed the rules, did their job and despite a bit of complaining in the lunch room, they were a solid loyal employee. Times were good.
But then the rules changed, the economy soured, customers became fickle, management stumbled, and they were out of a job. Automation, globalization, commoditization, and social media have been significant game changers. And the working world, as we know it, is gone.
Now they’re on the hamster wheel of HR, endlessly submitting resume after resume into a deep black hole that is neither encouraging nor helpful. And it’s little wonder employers are overwhelmed by the fire hose of applications from candidates, applying for everything and anything using keywords to wriggle through the resume filters like salmon swimming upstream.
So it begs the question, how can a candidate stand out? How can they differentiate from the competition? What will it take for their next employer to say “We would like to offer you a position”.
Selling You
If you’re looking for a job, you’re in sales! And what’s the product? You!
And who better to sell you, than you? You know the product better than anyone else in the world. You know the skills and history of the product, the examples where you’ve gone the extra mile to delight the customer, where you’ve reached deep and with grit and tenacity and achieved success.
You know you. And now that you’ve decided to look for work, you’ve become a saleswoman or salesman. Congratulations.
You’re in sales, and as a sales professional, it’s important to take a sales approach when job hunting. What’s the sales process? Prospecting, Qualifying, Advancing, and Closing.
Let’s first consider the target market. What are employers looking for:
- People who show up for work.
- People with initiative.
- People who are smart.
- People who are competitive.
- People who follow directions with an attention to detail.
- People who are here to help.
- People when you give them a job, it can be considered done.
Your task is to not just tell them you’re great, but to show them you’re great. This is where the sales process can help.
Prospecting and Qualifying
Each sale is a process, a series of steps that have an order and progression. The first sales steps are to find qualified employers who desire the skills, you have honed in your career.
- Find 50 companies that you believe would appreciate your talents.
- Research the executives. It’s easier to connect with small and midsize companies.
- If you can’t find the executive, find the HR director.
- They may be hiring, they may not. It doesn’t matter. Submit your resume; make sure it has key words for skills, certifications, and education they value.
- Two days later cold call them. “Hi I’m Pat, I understand you may be hiring for JOB POSITION and I believe I can help. Do you have a moment to chat on Wednesday? My number is 630.768.3134.”
- If you get them on the phone your goal is set an appointment and fast track your resume. If you get voicemail leave a message saying exactly the same script. If you get a receptionist treat them as if they are the boss with the goal of finding out if indeed they are hiring. Ask for advice on what you should do. People are surprisingly helpful when asked nicely.
- If they don’t get back to you (which will happen most the time) keep calling, every three days, leaving a different message each time. Slowly share and differentiate yourself from the rest. It takes 8 times on average to connect.
Don’t feel like you’re bothering them, because you’re actually here to help! Take the mindset that this is an opportunity to demonstrate initiative, tenacity, fearlessness and a deep desire to help solve their problems. In sales you will face an ocean of rejection so when you expect loss, it’s much easier to deal with the emotional toll. Selling is hard work, but that’s the profession you’ve chosen once you’ve decided to seek employment.
Advance the Sale
When you get an appointment, be it either a phone call or a meeting, it’s critical you get the employer to talk about their business struggles, hopes, and fears. Problem identification is the most critical skill executives seek. If you’re doing all the talking, you’re not demonstrating your skill of walking in their shoes, identifying with their pains, and offering solutions (e.g. hiring you) to those issues.
Advancing a sale is the process of getting a deal closer and closer to a win. Each interaction with prospective employers should move the sale forward. Even a little bit of movement are good vs no change.
At sometime during the conversation the employer will ask if you have any questions. To advance the sale:
- Ask the question “What does it take to be a successful JOB POSITION here at XYZ Company?”
- Collect the list of skills and attributes THEY value. Keep saying “What else?” until they have no more items.
- Walk through the list and share concrete examples where you’ve done this in the past.
Close the Sale
Closing is very difficult for those new to sales. It opens up the door to be rejected. However if you’ve followed the process up to now, you’ve made a strong case that you’re a terrific match. The best way to uncover other hidden barriers is to ask for the job:
- Close the deal. Once you’ve covered the list say “From what I’ve shared, do you believe I have the skills to be successful in this position?” If they say yes, that’s great. Otherwise ask them “Why?” Most likely they will add new items on the list. Go back to advancing the sale. Repeat the process and once all issues have been addressed.
- Say “Now do you believe I have the skills to be successful in this position?” If not, repeat the process until they say “YES”.
- The next question is very difficult for non-sellers, “What are the barriers to having me start this position in two weeks?” If you’ve done your job well they will give you an offer. Congratulations!
- However, they may say they have concerns that have not been discussed. Collect the issues and repeat the process above. It may become apparent that you don’t have the skills they’re looking for, you’re not a match. But more likely they may say they have scheduled other candidate interviews. In this situation they can’t give you a decision at this time. Ask when it would be a good time to follow up. Make sure you follow up within 1 week and keep proving you would become a great contributor to their organization.
Again as you proceed down the sales process it may become clear you’re not qualified. Not everyone is qualified for every position. Job hunting and job placement is a process of matchmaking. You must be a good match for the employer, and the employer must be a good match for you. Throughout this process you will find what it’s like working for the company. You may find they are disrespectful, confused, disorganized with little focus. You don’t want to work them! Better to find out now then later.
Selling takes work. But it can be very rewarding. By taking the view that all job hunters are sellers, you will take control of the hiring process and achieve success.
Go sell!
PS. Click here for a quick Infographic on the 6 Simple Steps of Sales.