Job Seekers are Hiring Too!

Need workOne difference between a job seeker and a company is that the job seeker does not control the paycheck. People that are working for an employer have committed themselves to providing a service in return for compensation. A business provides a service or product in return for compensation. This being the case it makes sense for a job seeker to approach their search for a “Partner” (Employer) just as a company would approach their “Partner” (Customer) to obtain new business and increase their revenue.

According to the Bureau of Labor and Statistics there are there are 14.5 million people competing for 2.5 million jobs. This simply means that in order to be considered for a preferred job that many job seekers will have to step their game up and behave much like the Partners that they are looking to do business with. Marketing will need to be a key area of concern when job hunting. More importantly creating an experience for the hiring managers that give them a reason to talk about an applicant will need to be Job #1.

Resume’s should be considered a proposal or bid to do business. It probably would not hurt for a resume package to be equipped with a 90 day action plan on how the applicant will proceed for the first 90 days at the hiring organization.

Interviews will be more like fact-finding missions and in-depth presentations on how the “Partnership” will be mutually beneficial and productive. Multiple site visits would make sense so that an applicant can be knowledgable of office culture and other staff members.

Businesses have began to Partner with their customers and clients.  Job seekers must join the cause in order to be relevant.

To find out more about how to set yourself apart from the rest of the herd attend our workshop “How to Slap Companies into Hiring You” or the “Art of Getting Hired” hosted by a Career Center or Organization near you.

For organizations hosting this event or to find out how your organization can host this event email us at

Slapping People is Great for Business!

slapSlapping a person is not the most effective way to keep in contact with a client, however, when done correctly its actually great for business.

When a person is slapped “Physically” there is an instant interruption of the usual flow of events for the person being slapped. If the individual is slapped hard enough then the people that witnessed the interaction have been interrupted as well. Upon the completion of the actual slap, both the victim and the witnesses are waiting for the next phase of the interaction; the information stage. The information stage is the point at which an explanation is rendered. The explanation is the key tool that will be needed by all involved to disseminate the interaction that has taken place. Witnesses will immediately begin updating their Facebook, Twitter and any other Online Social Networking Site. Some people will place phone calls to close friends and relatives. A majority will take the information that they’ve seen and heard with them and use it in the context of cool stories and interesting happenings.

In business the same reaction applies when a company figuratively slaps their customer and interrupts the usual flow of events for the recipient. Kuddle Buddies Foundation, a non-profit organization in Cleveland, Ohio that has waged a war against Pediatric Cancer, slaps their donors monthly. Each donor that donates at least $25.00 receives a card every month from the organization. In the card is a heartfelt message that encourages, celebrates or reconnects with the donor. In addition to the message, a pediatric cancer fact is listed; however, there is no message about donating money or time. Kuddle Buddies only asks for contributions during their Annual Kuddle Buddies for Life Gala. The amazing attribute about their card program is that they receive more donations from the cards than they receive at their annual gala. Why? Kuddle Buddies slaps their donors with cards that are handwritten. They’ve realized that with all of the communication technology; people still like to receive mail, especially handwritten mail.  That is how Kuddle Buddies interrupts the usual flow of events for their donors while giving their donors a reason to talk about them.

So how does an organization position itself to slap their customers and interrupt the usual flow of events? Companies have to think beyond just the “WOW” approach. They have to slap their customers so hard that they tell their friends and colleagues how great it felt.

Here are a few general principles that businesses need to consider to be an effective slapper:

  • Don’t physically slap anyone as this will defeat the purpose (at least for the purpose of marketing).
  • In marketing, the name of the game is interruption. In order for a company to get their current clients to talk about them they have to slap them with an experience that they are not used to.
  • Slapping is not a one time deal you have to do it over and over again.
  • Find out what customers or prospects wish they could get from their current vendor and potential vendors that they are currently not getting. Then slap them with that feature by turning it into an experience.

Always try to build campaigns that force customers to share with someone else online and offline. It’s sort of like sending flowers to someone’s place of employment. Everyone at the place of business would like to get involved, be nosy, find out who the flowers are from and talk about it.

Grow your Business while on Vacation

VacationMany people think that they can do everything themselves when it comes to business. Eventually burn-out begins to peek its ugly head from behind the hard work. After burn-out comes procrastination, excuses that make sense and then excuses that are truly ridiculous. The biggest excuse that I’ve heard for doing everything, “No one can do it like I do it” or “If you want something done right then you have to do it yourself.”

My wife has her idea of a clean house and for some reason in her mind the way she would like the house cleaned is the best way.  However trying to translate her “best way” to the children eventually became a serious obstacle. The children would clean the house like they knew “Mom” would have liked it cleaned and then “Mom” would come behind them and find something that was not done properly according to her internal “Clean House” Monitor.

After her several attempts at explaining to myself and the children we decided to develop a way to translate her method and have the children clean the house as if my wife was cleaning it herself. We purchased a notebook and my wife went from room to room cleaning and explaining. We evenutally developed a checklist for each area of the house. Each child on Saturday morning received a one page checklist of what needed to be cleaned and how to clean for a specific area of the house. Once the checklist was completed another child would review it and sign off on it. The children found the checklist easy to follow and they were able to get through the house faster since the process was written out and didn’t allow a lot of thinking to complete it. My wife was able to be at peace knowing that the house was cleaned as if she had done it. Eventually my sister-in-law asked if we could provide the same system for her children in her home.

As an entrepreneur, building a system is a key component to every business as it will allow you to move on to manage other aspects of growing your business while managing the system and not the details. If you do it all then that will be all that you can do, nothing more and nothing less. Build your business by developing a system that delivers quality results 99.9% of the time with or without you. That is what makes your business valuable.

The true test of a productive system is the ability to take a vacation for a while and come back to the same or better results from the system then when you left.

How Vomiting Can Cost You A Lot Of Money.

VomitWhat would happen if you walked by a fast food restaurant  and suddenly a person working at the restaurant rushed out the door to give you information about the items that they have to offer? As soon as you open your mouth to ask a question the person talks over you and continues to attempt to convince you to dine with them. How would you feel about the restaurant and its employees? What would make you decide to try them out despite their brash approach and your need to get to where you were going in the first place? What would have happen if the employee started a conversation and gave you an opportunity to try them now or come back later?

I’ve noticed lately that a lot of businesses seem to vomit on their prospects and current customers with tons of  information. This happens when a business assumes a need instead of probing for one. If businesses and their representatives begin to ask the right questions, prospects will begin to tell the businesses what they would like to buy and how they would like to buy it. Everyone likes to buy however no one likes to be sold to.

Start paying attention to needs. Find out what you prospects truly like and not specifically what you like for them. If you continue to throw-up on your customer then someone will come along and clean your customer up for you and develop the relationship that you should have developed. It doesn’t stop after the first sell. Needs are always changing and so should your offerings and your relationship with your customers and prospects.

What you can learn from “Talking Back”

Child CryingWhen I was younger, my mom used to make a comment about something I should stop doing or start doing. I would ultimately make a comment or an excuse back to her as soon as she was finished speaking. As a result she would insist that I did not say anything (talking back) in regards to her comment unless it was yes ma’am, meaning I understood or no ma’am (used very carefully). Simply put, she wanted me to just listen. The only time I was allowed to “talk back” was when I was asked a question during her commentary. However I still had to make sure I knew which questions were rhetorical.  Any many cases this was irregardless if I was right or wrong. The only solution I had at the time to get in the last word was to do what I was told, let it play out and then approach my mom to prove my side or make my pitch to justify previous action or lack thereof.

This skill of speaking only when asked is a great skill for business. I’ve heard horror stories of people talking themselves out of deals because they’ve failed to listen attentively or become defensive because someone misunderstood their pitch.

Listening without offense is a skill that is rare but effective. Sometimes people can talk their way into an unnecessary commitment or talk their way out of a needed scenario. This is due to speaking without first hearing the information from the other party that may be needed to make an informed decision regarding the next step.

So the next time you are listening to a client, just listen. After listening then speak. You will often find that a person can talk themselves out of problem and talk you into their solution just by you saying, “I understand” (equivalent to yes ma’am or sir) and letting them pass the conversation to you by asking a question.

Why are you so loyal?

As a business you may want to study loyalty patterns that can assist you with obtaining and maintaining the business of your customer or clients. Although there are many theories and concepts on how to build brand loyalty, company loyalty, product loyalty or raving fans a lot of times it boils down to the basics.

If you are looking to start a business or sell a service or product identify your 10 closest friends, family members, colleagues or a mixture of all 3 and then perform a study. However before you perform this study be sure that you evaluate yourself as well. This study is only for the purpose of studying loyalty patterns although you may get more out of it.

Here is what you will need to ask your study group:

  • At what store do you shop for food and why?
  • At what store do you shop for clothes and why?
  • At what restaurant do you enjoy eating at and why?
  • How did you hear about these places?
  • What happened that convince you to keep going to these places that had nothing to do with saving money?
  • What was the last thing that you purchased but really didn’t use?

These are just a few questions. I encourage you to make up your own to spark a full blown conversation so that you may listen for loyalty signals. Most loyalty signals will be emotional words. The people you pick will have generally the same patterns because people tend to associate with people that they have at least one thing in common.

Once you evaluate your answers use the research to help develop a loyalty campaign for your wares and then approach the same people as if your business already exist however do not claim it as yours but someone else’s. Let them tell you what they think.

Marketing is mix of many things including understanding behavior patterns and basic research. You perform enough of these you can turn your customers into evangelist and “Give Them a Reason to Talk about You.”