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Classic Sales Tips by Earl Nightingale & Fred Herman

The following are my notes from Selling Techniques that really work by Early Nightingale and Fred Herman

Topic: Dealing with Objections

  • Work through and kept control
  • Do not want to sell him – you want him to buy
  • Who should be answering the questions
  • Objections is to customer’s request to help him to buy the product/service
  • Cushion the objection -> recognize the objection -> get back to selling
  • Objection – the most powerful thing to build a relationship with client because he is telling you what you need to do to get his business
  • Never fear objections, welcome them because they are your opportunity to build a meaningful relationship
  • Two types objections – one that can be answered and the second that can’t be ans
  • For the answerable objectives there are two types: state and unstated
  • 5 major objections:
    • Trivial objections
    • Heresay
    • Genuine objection
    • Prejudice
    • Put off
  • Exploring the reverse – why you need your product or service
  • One way to handle is to ask “why?” in a polite way
  • Ask questions of your customer to set the condition for when he would buy your product
  • Compare your experience to the 5 major objections
  • Create 6 magic questions that will help you overcome objections
  • List top 5 objections I hear during the sale
    • Write out
    • Role play it into a recorder
  • Use 2 ideas every day for 7 days
  • Record your progress

Topic: What is customer really buying?

Buying a mental picture of the future that helps your customer fulfill a dream of pleasure, enjoyment, or benefit
Finding dominate buying motives:
-Who is going to use the product/service?
-How will it be used?
Restate customer’s need or an objective -> provide a solution that your product/service provides -> paint a picture of customer will happy fulfillment of that need or objective
Possible Dream – Desired State

  • Definition of imagination – mental picture build by concrete language using all of the senses
  • Selling is ability to getting a mental image and planting it in the mind of your customer
  • Customers buy because they want it – they imagined it
  • Emotion and motivation is the same thing
  • “Do not sell the steak; sell the sizzle”
  • To sell service -> need to get the motivation so the customer can use his imagination
  • Any sales person can be 25% better if he can decide
  • To be persuasive, you need to have a vivid imagination
  • Sellsperson job is to keep positive input in the customer’s mind in terms of what your product/service will do
  • We see, think, smell, hear in pictures
  • We live our lives in terms of pictures
  • Desire step in sales – you are not talking about the product, you are talking about the customer using the product for his enjoyment
  • People do not buy logically, they buy emotionally – ask your customer how do you feel about this? People do only for one reason – because they want it to do it (even the crazy)
  • Salesperson helps people to have dreams and help them to get those dreams
  • Your clients will get negative thoughts. It is your job to eliminate them and play to the positive
  • People buy pictures of the end result of your product/service
    • Who is going to use the product/service?
    • How will it be used?
  • What is it for me?
    • Romanticize the product
    • Make the customer look good in front of the people that are important to him
    • Take the product -> picture end result -> make them feel good
  • Exercise: create recording of your vivid word pictures

Topic: Showmanship
Using a striking exhibit
Doing something different
Getting Action
Getting a challenge or contest
Getting a prospect into an act
Competitive advantage: if your prospect remembers your story

No one will ever object if you say in a few words

  • Showmanship defined as doing something dramatic
  • Getting a prospect into an act
    • Stopping a person on a daily commute to try shaving
  • Striking exhibit
    • Vivid display
    • How things work
    • Establish a point of believability
  • Move around during presentation a moving target is harder to hit
  • A good product does not need arguments – it needs demonstration
  • Two was to get showmanship with intangible product/service: visual analogies (figure out the benefit that you want to demonstrate) or find a stunt that will illustrate it
  • To get into big money, you need to put on a good show

Topic: Answering Customer’s “What is it for me?”

Selling with Benefits
Features and benefits
Facts never sold anyone – only benefits on how the customer will benefit from your product or service
You can’t sell when you are talking about your product/service without translating into customer’s benefit
Facts are only claims until your customer has proof
Make benefit specific to the customer

  • Spent too much about how good the product is while we need to get involved in what will it do for the customer
  • Why people buy anything? It will do something – it will be of benefit
  • It does not matter what/how you say it matter what the customer believes and understands
  • Customer will not automatically attach a benefit to a feature
  • All customer have three questions about any product/service
    • What is it? (features of product/service; what is build into that it is making it to perform)
    • What does it do? (product benefit)
    • What does mean for the customer?
  • Exercise: take each product feature and breakdown using the above questions
  • What is a fact? It is the truth
  • What is claim? Something out to accept it but needs to supported by some form of evidence
  • What is proof? Enough evidence to substantiate something beyond doubt; it is personal (sometimes take more or sometime less)
  • Generality – (ex: “it is a great product”, “best one in the market”, “wonderful value”)
    • Do not have much value
    • Can detract from believability
  • Specific – exact precise
    • Difficult to be specific
    • Pictorial explanation
  • If customer does not understand the customer will not buy
  • So many facts about your product/service we take it as “fact” but to customer it is “claim”

Evidence to Build Believability

Nail down technique
Move the customer beyond reasonable doubt
Units of conviction consist of feature, benefit to the customer, evidence to support the benefits, and a nail down to make sure of your progress

  • Need materials to build believability
    • Demonstration – action involved
    • Exhibit – show something
    • Facts and statistics – charts graph, brochures, customers writing benefits
    • Example – salesperson talks about satisfied customer
    • Testimonial – satisfied customer
    • Expert testimonial – expert uses
    • Analogy
  • Nail down – a process where customer agrees to what you say said so far makes sense to him and he has been able to follow you
    • Restate your benefit and put a question at the end of it
  • We are trying to prove not the product feature but the customer’s benefit
  • When salesperson says about Customer’s benefits in customer’s mind it is just a claim
  • Difference between appreciation and conviction about your business
  • Nail down for your customer’s benefit when using the evidence
  • Proof is a personal thing – more for one customer and less for another
  • Anything that can be misunderstood will be misunderstood

Salesperson Call Is an Interruption to the Prospect

Job of a sales to stop the prospect from thinking of what he is thinking and start thinking about the salesperson’s product
Success Formula
Earn the right to present
Never assume your prospect is interested

  • Salesperson needs to help prospect to start thinking about the product. Get the attention:
    • Sample or gift
    • Use a referral
    • Pay a compliment – compliment the person’s action not his being
    • Exhibit – get something on the customer’s hand (brochures, presentations)
      • If you get a good attention getting, the sales will go a lot faster
    • Service approach –
      • When handling complaint and it is completed satisfactory, always ask immediately to buy something
    • Ask a question
        • Forces a person to think about
        • I came here to ask you only one question… ß that is a question
          • If says no, ask why not?
        • Earn the right to make a sales presentation
          • Product knowledge
          • Can solve a problem
          • Added Value
        • Salesperson sells three things: his product/service, his company, and himself

      Added value of salesperson

            • Empathy
            • Apperance
            • Ethics
            • Experience
            • Curtesy

      Interest Bridge – customer will say “tell me more?” – I better listen

              • Attention span is tiny
              • One reason anyone will listen to a salesperson if they get some benefit
              • Adds have attention steps but few interest steps
              • What do I sell? Final result – what the customer gets
              • People buy to get something or to avoid something
              • Empathy brings interest bridge
              • Empathy – understand how you fee
              • Sympathy – feel how you feel

          Finding Prospects Needs, Wants Before Offering Solution
          Create a health dissatisfaction with status quo
          Shortest distance to the sale – asking questions
          No problem means No Sale
          Questions break the indifference barrier – questions are the only path to meaningful feedback

          • Asking question prevents the salesperson from talking himself out of a sale
            • Getting appointment
            • Getting needs and wants and objectives
            • Getting a solution
            • Getting a commitment
          • If you are using asking as a technique, you should know the answers you want
            • If you know the answer, you can get a line of questions
          • Make it as easy as possible for the other to answer
          • “I never sold anyone anything. I sure helped a lot of people to buy”
          • Ask questions that the customer would have to ask anyway to buy
          • Types of questions
            • Close – yes or no answer
              • No feedback
              • Use it to close a sale
            • Open question
              • Starts with who, when, where, what, how, and why
            • Reflective question
              • Sometimes customer answer in a way that does not make sense
              • Just reflect back his response
            • Directive questions
              • Directive to the points that we agree on
              • “We can agree that….”
            • Underneath all of the questions, the customer is asking “what is it for me?”
            • Need to ask questions with answers that is useful to the salesperson
            • Process:
              • Ask Permission
              • Presented primary interest
              • Ask him to select one
              • Suppose primary interest – double check to make sure it is their primary interest
              • Establish his need
              • Get his motivational feel
              • Get financial commitment

              Use the Phone
              Fear barrier overcoming
              Sell appointment
              How to avoid the death pause

              • Worst thing that can happen on the phone
                • Hung up
                • Swear
                • Insult me
              • Good can happen
              • Get sale
              • Get a date
              • Get a referral
              • Make some money
              • Save money
              • Get experience
              • Build confidence
              • Right attitude:
                • Think of the reward
                • Force myself to make 5 calls – break the ice
                • Expect to fail
              • Breaking ice – 10 words that will set you call right: mention the person 3x + say please 1x + thank you 1x
              • “it is going to take about a minute to tell you why I am calling, is it convenient to talk now?”
              • Say your company name first then your own name
              • No need to be afraid of the other person; your product is good – you are committed to his success = you are doing a friendly act
              • After you answered the resistance immediately ask for an appointment

              Topic: Sales Person Is Unemployed Every Morning That They Weak Up

              Preparation of meaningful list

              • Suspecting vs Prospecting
              • Advertising
              • Radio
              • Magazine
              • Trade shows
            • Referrals
            • Suspecting – just getting names together
            • Prospecting – getting information to decide whether they will need the solution you are offering
              • Important to get information why?
                • Talk intelligently
                • Have a checklist to know before the call
                  • Prospect himself
                  • Secretary
                  • Trade organization
                  • Other salesperson
                  • Customer’s company
                  • Finding their needs or wants
                  • Who is the buying authority
                • Reasons for
                  • Better use of time
                  • Being real professionals
                  • Self satisfaction
                  • Build up momentum
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Overview of The Ultimate Marketing Plan by Dan Kennedy

Marketing Goal: Getting the right message to the right people via the right media and methods – effectively, efficiently, and profitably. It is about motivating people to action, often into doing something they would not do purely of their own initiative. They moved because of your “irresistible offer!” or an impulse or an itch they can’t scratch.  The message lives in the story you tell to the customer about what you do and why you do it. The beating heart of that message is your Unique Selling Proposition(s).

 

Dan Kennedy (DK) points out that comparative costs of marketing do not play a big role in determining desirable outcomes. He argues the “comparative return on investment translated into net profit that matters”.

 

Here are his key questions to overview your marketing:

  1. Is your marketing built around the most powerful, persuasive, intriguing, compelling, fascinating message possible?
  2. Have you determined precisely who your message should be for and figured out how to put it in front of them – quite possible at exclusion of all others or at least with disregard for all others?
  3. Are you wisely investing in the most appropriate media for delivery of your message to the prospects in your chosen target market?
  4. Are you both effective and efficient?
  5. Are you accurately measuring the true, net return on investment from each marketing investment?

 

Key point he makes because of the answers to the above question is never static, marketing is the place where the business owner needs to micromanage.

 

 

Right Message

Cavett Robert: “Don’t be in too much of a hurry to promote, until you get good. Otherwise you just speed up the rate at which the world finds out you’re no good.”

 

In today’s hypermarket a truly great marketing message is even more important than “at any time in [Dan Kennedy’s] thirty-five years in marketing”. The first step is get a message that truthfully shows prospective and actual customer’s experience using the company’s good/service.

 

Survey

Just like general surveys the battle field, his resources, and opponent’s potentials before giving orders, the marketer also needs to conduct a thorough survey of “all you are up against – everyone else of significance who may be presenting their messages to your targeted consumer”.

 

How do conduct a survey?

  1. Write down each promise, feature, benefit, and statement of your competitors
  2. Keep surveying the ads, if you find same statements, mark it next to it to see the frequency of use
  3. For new statements, add to the list, and see how often it is used in ads
  4. On 3 x 5 cards,
    1. Write out every fact, feature, benefit, promise, offer component, idea of your business and your competitors
    2. Prioritize based on “probable importance to your customer and their contribution to differentiating you from your competitors”

 

You will naturally discover the key to marketing success – message that differentiates you from all your competitors as it is expressed in your Unique Selling Proposition (USP). DK’s definition of USP “is a way of explaining your position against your competition and against all other choices, actual or imagined”.  All great businesses (of age gone by or today) use extensively USP. Your USP may express the theme of you business, product, or service; it can be based on any marketing concepts 4Ps, 4As, Blue Ocean Strategic Factors. There are great example in the book that I highly recommend you to read.

 

My favorite exercise – Becoming USP-sensitive: for every business you come across ask

  1. Does this business have a USP?
  2. If not, can I think of one for it?
  3. If yes, is there a way I can think of improve it?
  4. Is there any idea here I can borrow for my use?

 

Some key to successful USP of product/service benefit:

  • Meaningful specific
  • Precise
  • Customer reacts, “Hey, that’s for ME!”
  • Moves the person toward purchase quickly and decisively (URGENT, LIMITED TIME/OFFER)
  • Making your product/service price elastic
  • [The most important part I can’t show because of copyright protection – BUT please DO read it in the book; it is the simple but amazingly effective part on page 10]

(Boosting above points are your company’s values; think of McDonald’s consistency or Amazon’s availability of items)

 

Lastly, DK says that any marketer who wants to truly be at the top of his career needs to have a Magnificent Purpose or personal success philosophy. That purpose or philosophy needs to be connected with your marketing.

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Sales Success Part I by Dan Kennedy

The aim of the Dan Kennedy (DK) and his book, “No BS Sales Success In The New Economy” (all references in this blog are to this book, unless otherwise noted), is to create a new willingness in a sales professional to change behavior and process. The change is measured by immediate and dramatic increase in the income. However, income growth is not how he defines sales success.

DK defined sales success as:

“…both in physical actions and words…the salesperson is representing something of value to the client – so much value that the client is willing to exchange their security (spelled M-O-N-E-Y) for it”.

The rest of the book outlines ideas and actions that can lead a sales person to that success. Key ideas to take away from DK’s definition:

  1. Salesperson job has only two elements: Actions & Words
  2. Value is the only thing that clients need to see; value has two perspectives – one for client and one for salesperson
  3. Value for customer is defined by willingness on the client to change their feeling of security (ie current way of doing things) for a new way; Value for salesperson is to be the embodiment of security
  4. Value for client needs to be above what s/he expect; therefore, the client’s value expectations need to be managed by the sales professional
  5. Taking all of the above into consideration, salesperson’s “one thing” (from the book The One Thing) is to manage client’s willingness to exchange their security for something new

(Although not covered in the above quote, DK does mention that exchange comes from profitability and pleasurable assurances)

DK also provided the definition for sales failure. It surprised me because it does not mention monetary gains but includes personal traits. The characteristics include (how many apply to you?):

  • “who coast”
  • “intellectual lazy”
  • “perform half-heartedly”
  • “expect high rewards for low efforts”
  • blaming anyone but yourself for unsatisfactory results

Measuring Action & Words

There is a simple yet effective question which can be asked to measure the impact of salesperson’s actions and words – “is the result satisfactory or unsatisfactory?” Clearly, the path of change lays in an unsatisfactory result. Prevailing winds will always exist. The condition of any sales is that there are forces acting upon the sales professional outside of their control. The only powerful way to get to high levels of achievement is by removing the unsatisfactory obstacles placed by the salesperson themselves.

DK has a great opening chapter that I highly recommend for anyone to read. In its essence, he outlines that any “NO” is not a rejection because sales is almost never personal and therefore does not injure egos. DK argues there is no need to be personally concerned with what the customer says or thinks about the product as long as the client is buying it and is using/selling much for it. In my experience, I have worked with teams that simply did not like a vendor’s representative. They found any opportunity to remind that representative of how poor their services are – yet, the same team kept renewing the vendor’s contract every year for decades. As a philosopher once quipped, judge people not by their thinking but by their action – so is with sales. DK implores any sales professional to give little weight to what people think and give all their attention to what people buy.

There is no “NO”: Kennedy’s 8 Steps to Getting Past “No”

  1. Determine that you are going to exert control over the situation and the other people involved
  2. Determine that you can and will get positive results even in negative situations
  3. Get your ego out of the way
  4. Do not confuse refusal with rejection
  5. Be more interested in achieving positive results than in anything else
  6. Understand that most no’s are erroneous
  7. Ignore the “erroneous no”. Keep making your case. Keep probing for the real reason for reluctance or refusal. Acknowledge (admit the exist of reluctance or refusal) not never accept (as a final outcome)
  8. Respond only to real reasons. Do not get caught up in responding to “erroneous no’s” – that is like wrestling with a phantom

 

 

 

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Definition of Marketing

As legendary coach Lombardi pointed out, excellent (presumably being the best one can be) requires reinforcement and utmost ability to execute the fundamentals. Below are outline of the fundamental concepts of marketing. The key element of this blog is not to all-encompassing inventory of marketing terms but highlight of the simple concepts that we all use. With the new data and technology, the businesses realized that customer have not separate marketing from the product—it is the product.

 

Definition

The introduction and selling of your company’s products and services to past, present and prospective customers by first optimizing and leveraging all of your company’s marketing assets[i].

 Function of Marketing

Marketing is the company[ii].

 Non-Marketing Functions

All non-marketing functions of any business are subservient to marketing and innovation, paraphrasing Drucker. Analytics is tracking (including using description, predictive, and prescribed method) the firm’s hints of its relationship with past, present, or potential customer irregardless if purchase took place. [iii]

Marketing assets[iv]

Past customers, current customers, marque customer (ex, turning them into a celebrity), testimonials, salespeople, company’s advertising (ex logo, tag line), referral programs, current sales and marketing processes, location, reputation, time in business, relationships with other businesses, E-books, guides and handbooks, apps, studies, cheat sheet, videos, mix media posts, employees, suppliers, company’s culture, brochures, blogs, corporate website, social media sites, SEO.

Two phases of Marketing

There are two phases of marketing requiring different approaches. The first is getting attention in the marketplace of your offering. The channels of engagement include advertising, tradeshows, web marketing, direct mail, salespeople prospecting, etc. Real marketing begins when a prospect expresses interest in the product or service. They enter into the gravitational pull of the company. Just like in any team, the strength is measured by the weakest link. Most companies, at this stage, lose their customers because of the internal inefficiency to create, nurture, sustain, and elongate relationship.

How to Increase Sales or Profits

Anywhere and anyway, there are only three ways sales or profits can be achieved. There are no other ways

  1. Increase the number of prospective customers contacted or inquiring
  2. Increase the conversion rate of prospective customers to buying customers
  3. Increase the value of worth of each customer

USP

A succinct description of what you company can do better than anyone else[v].

 

 

[i] Dawn Marketer, March 1, 2016

[ii] See Peter Drucker, McKinsey Quarterly

[iii] There are three analytics concepts – data, information, knowledge. Data can never be wrong, information can, and knowledge is built upon the use of the other two. The reports, spreadsheets, databases, etc is information. As such, information is never conclusive, always has assumptions, and is limited. Analytics methods are means of finding hints in the data that a hypothesis is not wrong with current set of available information and knowledge.

[iv] Dawn Marketer, March 1, 2016, Eric Murphy, June 10, 2014, Stanford Smith, Inc Magazine

[v] USP can very within the company depending on the revenue source. A quick paper from Bain that explains why USP is still relevant in today’s crossover market. Although they do not use the words, they do state that the first step is create “propositions that take into account the product features, the brand and a customer’s experience with the company”

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Notes on Resume

Resume is the vital ingredient for your success. Below are my notes on the key

  • What is the purpose of resume?
    • Your resume is a career marketing tool, not an autobiography.
    • Focused on your key selling points
    • Every word in the resume should sell your credentials and value to a potential employer.
    • Resume not only speaks to your past accomplishments, but it also acts as a predictor of your future capabilities.
    • Keep them in mind when deciding how much you need to change your resume to make it work for your profile.
  • Branding Statement
    • It is a statement that communicates who you are in the workplace.
      • It reflects your professional reputation
      • Showing an employer that you have goal
    • Using a profile summary or career summary is gradually fading away.
      • Instead, replace it with a branding snapshot or profile snapshot. Write the newsworthy information in short, impactful statements or with as few words as possible so they can get the facts immediately.
    • Personal branding isn’t just about the words you use; it’s also communicated visually through word pictures and images.
    • Example
      • COMMUNITY AFFAIRS MANAGER with 10 years of experience visualizing, developing, and organizing company wide philanthropic events, maintaining connections with hundreds of nonprofit organizations, coordinating diverse employee volunteer opportunities, and creating dynamic external and internal event communications.
        • Why is it successful? It gives a snapshot of your history in the field while providing branding attributes that describe what makes you successful. Also, it gives examples of previous accomplishments that offer insight into how you can help an employer succeed.
      • Career Objectives
        • The first step to creating a high-impact resume is determining what you’re trying to accomplish. With a clearly defined career objective, you can write a resume that conveys the experience, skills and training that best serve your overall professional aspirations.
        • The majority of job seekers may incorporate their career goals into a Qualifications Summary instead.
        • If you are on a steady career track, incorporating your objective into a summary sends the message “this is who I am,” rather than “this is who I’d like to be when I grow up.”
        • Give employers something specific and, more importantly, something that focuses on their needs as well as your own.
          • Career changers and entry-level workers should consider incorporating their objectives into their resumes, because their goals may not be clearly defined by their work history alone.
          • If you’re targeting a particular position, add a formal objective statement and reference the job opening. The hiring manager will see you took time to customize your resume and that the opportunity is important to you.
            • Example: “A challenging entry-level marketing position that allows me to contribute my skills and experience in fund-raising for nonprofits.”
            • For career changers: Accomplished administrator seeking to leverage extensive background in personnel management, recruitment, employee relations and benefits administration in an entry-level human resources position. Extremely motivated for career change goal and eager to contribute to a company’s HR division.
            • Entry-level workers: Dedicated CIS graduate pursuing a help-desk position.
            • When targeting a specific position: Elementary teacher for ABC School District.
          • The second step, focus on how you would benefit the employer, not on how the employer would benefit you.
            • Stay away from resume objectives that state your working preferences, such as “seeking a team-oriented environment that fosters professional development.”
            • Don’t be vague
            • Keep it concise and targeted.
              • Hiring managers often sort through hundreds to thousands of resumes to fill one job opening.
              • Make it easy on them by keeping your objective short and to the point.
                • The best resume objectives contain a desired job title or target
              • Specifics
                • Put the most important information at the top of the first page.
                • With decreasing attention spans, writing tweet-sized resume sentences is a right-on-time strategy.
                • Lack of Specific
                  • Example: “Recruited, hired, trained and supervised more than 20 employees in a restaurant with $2 million in annual sales”
                    • Both of these phrases could describe the same person, but the details and specifics in example will more likely grab an employer’s attention.
                  • Accomplishments
                    • Definition: how you contributed to your employer, or it’s an achievement that reflects the kind of worker you are. The most convincing accomplishments are measurable.
                    • Employers look for achievers, candidates who go above and beyond their job duties.
                    • Write the newsworthy information in short, impactful statements or with as few words as possible so they can get the facts immediately.
                      • Share a challenge/situation/problem, the action you took to address it, and the result. Write the result by sharing how it positively impacted your employer or client.
                    • Attempting the “One–size–fits–all” approach
                      • Whenever you try to develop a one-size-fits-all resume to send to all employers, you almost always end up with something employers will toss in the recycle bin. Employers want you to write a resume specifically for them. They expect you to clearly show how and why you fit the position in a specific organization.
                    • How long should my resume be?
                      • A resume should be long enough to entice hiring managers to call you for job interviews.
                      • It’s not just what you say but how few words you use to say it
                      • Create brief sentences that communicate key accomplishments, your branding statement, and critical information you don’t want the employer to miss.
                      • Use a one-page resume if:
                        • You have less than 10 years of experience.
                        • You’re pursuing a radical career change, and your experience isn’t relevant to your new goal.
                        • You’ve held one or two positions with one employer.
                      • Use a two-page resume if:
                        • You have 10 or more years of experience related to your goal.
                        • Your field requires technical or engineering skills, and you need space to list and prove your technical knowledge.
                        • On the second page, include a page number and your name and contact information.
                      • Visually Attractive
                        • If you want your resume to have a good chance of being read by prospective employers, you must invest time and energy not only in its content, but also in its look
                        • Allow for quickly scan the document, because it makes good use of white space, features clear and consistent section headings and uses bullets to make important items stand out.
                        • General Tips
                          • Stick with two fonts at most
                          • Use white space
                          • One-inch margins
                          • Leave some blank space between various sections of the resume
                          • Avoid underlying
                          • Many resume writers may bold their previous job titles and italicize subheadings within each section of the document.
                          • Bullets make it easier for employers to scan your resume quickly
                          • Be Consistent

 

Exercises

  • Personal Branding Statement Writing
    • Write down your vision. Think about what it is that can help you create the broad umbrella encompassing all of the specific goals your branding statement will incorporate. Examples:
      • Do you want people to communicate better with one another?
      • Do you hope to expand the breadth of our already-expansive technology?
    • Branding statement is all about showing an employer that you have goals
      • What are your career goals?
      • How do you want to make a difference?
      • Write down what you’d like to achieve—along with those skills you possess that can help you attain your goals.
    • Recognize your brand attributes, then apply them to your professional history.
      • To identify your attributes, come up with at least three nouns to describe yourself as a professional.
      • Are you a great communicator, leader, visionary, or organizer? Then drum up three sentences that round out your professional history in relation to those attributes (e.g. I have 15 years of experience leading groups through philanthropic efforts).
    • After completing these goals, you’ll have enough information to create a truly outstanding branding statement that not only gives an employer confidence in your ability to succeed but boosts your own confidence as a top professional.
      • Measure your branding statement success, can it answer
        • Recruiter’s/Hiring Manager’s “Why should I care?” or “What’s in it for me?”
      • Personal Branding Color
        • What is your personal brand color?
        • Accomplishment Exercises
          • Set a timer for five minutes, and start jotting down your accomplishments for your most recent position. Write down any accomplishment, contribution or achievement that comes to mind, even if it seems insignificant. Complete this exercise for each position on your resume. To help jog your memory, here are questions to ask yourself:
            • Did you receive praise, recognition or pats on the back from your supervisor or colleagues? For what (e.g., completing projects ahead of deadline, calming down irate customers, saving money)?
            • Did you receive a promotion, award or commendations from customers/clients?
            • Were you selected for special projects, committees or task forces?
            • Name three accomplishments that make you proud. Did you complete a particularly challenging assignment? Participate in a solution that improved customer service, enhanced efficiency, saved money/time or increased revenues?
            • Are you known throughout your department/company for something?
            • If you quit your job, what would everybody say about your work at your good-bye party?
          • Complete this brainstorming exercise, turn your accomplishments into high-impact statements. Lead with the result, outcome or benefit to your employer
          • Master Editor
            • Write a detailed version of your resume once that includes everything you think is relevant to the opportunity.
            • Then go back and remove everything that is not essential.
            • Once you’ve done that, go back and cut out everything that is not critical.
            • When you write your resume ask yourself:
              • “Is this critical to my story or what I’m trying to convey to the employer?”
              • If it isn’t, take it out of the resume.
            • Save the discarded content in a master file so you have it if you decide later you really do need it.

 


 

Source:

Monster Worldwide:

Jessica Holbrook Hernandez,

Robert Hellmann

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Web Presentation Marketing: Integrating Into Your Arsenal

Web Presentation is a powerful to reach across the wires to the very customers who you can help. It is the society’s answer to the drive through need for exchange of information from experts. However, just like any technology, web presentations abide by the laws of technological evolution, least of which is Schumpeter’s creative destruction. Currently, the web presentation is at the point of the category renewal. Certainly, in business lingo, webcast and others are part of weekly use by the leaders. There has been a slow down in the thought leadership around this marketing tool. It is difficult to locate searching for best practices.

Creative Destruction and innovation

Source: Strategic Management Class at the Graduate School of Business at Pepperdine University

Although various web presentation methods share a common goal – moving customers by stimulating their interest through engaging, educational, and/or entertaining content, there are key difference between different methods.

Key Definitions

  • Webinar – a term marketing people use to describe their regular online communications programs for lead generation and customer outreach. (ON24)
  • Webcast – a presentation delivered over the web that is more “broadcast” (one-way to the audience) than interactive. This difference from webinars matters because webcasts can be to larger audiences and can be recorded and replayed (CBS News, 2011)
    • Tend to be high-profile live events, often created using HD video equipment and broadcast from a conference venue, TV studio, or corporate videoconferencing room. Producers ensure every detail is perfect, creating a high-impact experience for the viewer. (ON24)
  • Web Conferences – tends to be smaller groups of people and tend to be much more interactive in nature. There tends to be application/desktop/screen sharing with a much higher likelihood for transfer of control to participants. (Lynn Rockwell, revuezzle.com/)
  • Broadcast Video – enterprise-level offering for webcasts; the focus is not just on outward-facing presentations for lead generation purposes, but in-house meetings and “town halls,” an increasingly important feature for companies with dispersed, remote workforces. (Kim Davis, The Hub, January 13, 2016)

Current State and Challenge

  • Onset of consumerization and bring-your-own-device (BYOD) trends (Frost&Sullivan)
  • The effectiveness of webcasts is contingent on not only creating compelling content, but also delivering it in ways that keep the audience engaged. (Frost&Sullivan)
  • SaaS-based enterprise webcasts grew at a robust 22.7% in 2013 (Frost&Sullivan)

Future State: Direction of Trend

“Show, don’t tell” has become a powerful mantra for effective webcasts.  A recent survey of more than 250 users revealed the strong need for video; 62% of the respondents said video is the most essential feature of a webcast, and 50% requested more video in webcast presentations (Frost&Sullivan)

Available Framework for Integrating into Marketing Mix

Leaders need to think of web presentations not as a single event but as a web experience. It is a tool of any marketing mix and should be considered. Although it is a myth that 67% of the sales journey is done digitally without involving sales, sales is still involved in the process but requires to be more prepared to deal with much better informed customers and prospects (Megan Heuer, SiriusDecisions, 2013).

Web presentation can work to fill all points of the customer’s journey. Interacting with human in real time is an important component in building trust. An important element to the dimensional of a customer journey is Bloom’s Taxonomy. Surprisingly, little to any web presentation mentions this powerful learning tool practiced by teachers. Marketing and sales using the verbs appropriate for the nature of the presentation.

There is a simple yet very intuitive table that can help shape the conversation with your audience.

ipadagogy-wheel-001

Source: Larry Ferlazzo, May 25, 2009
Note: Dianna Fisher, Oregon State University, 2011 I highly recommend to utilize the following verbs and actions in your presentation

Advance Techniques of Using Webcast in Marketing 

Web presentations can help marketers and sales acquire real-time information or confirmation on where in the customer position in the customer journey. Content can be created specifically to determine if the marketing automation’s assumption. Failure of attendance or questions can be a clear indication that the content is not stimulating any response (assuming that ignoring any marketing is the natural steady state of a customer).

Web presentations can be used in the Marketing Automation (MA). In essence, parts of marketing and sales can be done profitably by computer. Web presentations by their very nature required tremendous human effort and commitment. While MA is standardized, webcast is customized. Yet, the key elements and data feeding the two tools are very similar. What I envision, is that MA would bucket the possible subjects and corresponding customers and prospects. The system can also create time sensitivity to see if, based on CRM and other systems, customers like to consume content at various time periods (weekends, 7am to 9am).

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Philadelphia Real Estate Update

Nation-wide

  • Generation X (Millenniums)
    • Currently the largest group in the labor force (Source: Pew Research Center)
    • Consume less amount of calories than prior generation (Source: Goldman Sachs)
    • Search for experiences instead of owning (Source: Forbes)
    • Labor productivity growth is well below post-war average
  • General Housing Market
    • Slow-down in the construction of the multi-family
  • General Economics
    • The lowest growth in productivity since mid-1980’s
    • Household Net Worth is (just about) at the highest point in 25 years
    • Single-Home building is far below the 90’s average while multi-unit is above
    • Expectation of higher inventories
    • Labor participation rate is at the lowest rate since 1976

Source: Federal Reserve Bank of Richmond, otherwise noted

Theories and Prior Studies

  • Markets don’t fall from the peaks but during near-peaks
  • Studies show that most of the income growth happens before age 30’s
  • The Great Recession dampened the starting wage and wage growth of the recent college graduates
  • Current generation will have multiple jobs often requiring geographic change

 

I look at the share economy as another indication that most of the new labor is unable to live at the level of the prior generations. Optimizing or efficient use of resources is only necessary if there is a pressure on income. In the 1950’s and 60’s, US consumers continued to grow their houses’ number of car garages because of the astonishing wealth production. Today, China is looking to find efficient use for their manufacturing because of greater competition and lower demand from the globe.

One of the key drivers of Philadelphia is the wealth transfer that is happening on unprecedented scale. Pennsylvania has been the largest receiver of students while New Jersey the largest exporter. With the largest number of hospitals of any city, Philadelphia is winning at the healthcare share of the market. However, most of the hospitals operate on a very small profit margin (around 2-5%). Therefore, the high specialization wings of various hospitals are being constructed. Moreover, the wealth transfer is happening as the older generation is moving into the city to take advantage of the support resources available for senior citizens. Philadelphia has one of the largest percent of the population who are retired of major cities in the US. The Philadelphia’s Market street transportation hub is one of the best next works in the United States. That is why one of the casino applications was for 8th and Market Street. The wealth is being transferred from the suburbs. Washington and Miami are likely to overtake Philadelphia metro area in population (Source: New Geography). Although New York exported 26,957 individuals to Philadelphia (Source: Washington Post).

Source: Pew Research Center, otherwise noted

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