own your market

Own Your Market!

Become the Staffing Provider of Choice

Our Reality

ü  Competition

Over 6,000 Staffing Offices in the US

One of fastest growing industries over next 10

years – BLS

Negligible Barrier to Entry

Significant Margin Erosion

Procurement’s Growing Role

Continued Rise of VMS

Our Reality

ü  Competition

ü  Industry Commoditization

Email, Voice Mail, Texting

Social Media – LinkedIn, Facebook, Twitter

Technology brings significant risks and opportunities

Our Reality

ü  Competition

ü  Industry Commoditization

ü  Technology

“Sales Equity”

Examples of activities that create Sales Equity:

§ Networking

§ Speaking

§ Educating

§ Referrals

§ Sponsorships

§ Targeted Advertising

The process of adding value to your personal

and company brand through sales activities

To be known as THE Expert in your market §  Business comes to you

§  When people talk staffing/recruiting, your name comes up

§  You don’t need to negotiate on price

§  People already know who you are when you meet them

§  Your competititors hate you!

“Marketing Gravity”

Alan Weiss, Million Dollar Consulting

3 Steps to Own

Your Market

“The emerging picture from

such studies is that ten

thousand hours of

practice is required to

achieve the level of

mastery associated with

being a world-class

expert – in anything”

On the Subject of “Expertise”

“The so-called expert with the most

credibility indicators, whether

acronyms or affiliations, is often the

most successful in the marketplace,

even if other candidates have more

in-depth knowledge.

This is a matter of superior

positioning, not deception”

Establishing Credibility

•  Get Certified

•  Join Associations

•  Have a professional headshot

•  Create a professional bio

Establishing Credibility

•  Get Certified

•  Join Associations

•  Have a professional headshot

•  Create a professional bio

Establishing Credibility

•  Get Certified

•  Join Associations

•  Have a professional headshot

•  Create a professional bio

Introduction/Bio:

Bob Oros, CSP, CMC, is a full time professional speaker and author and is one of the country's leading sales trainers.

He has been a full time speaker since 1990 with over 2,000 speaking engagements in all 50 states and as far away as New Zealand. Prior to starting his speaking career, Bob spent 20 years working his way from a street sales person to the position of National Sales Manager for a Fortune 200 company. During his best year his personal sales exceeded 30 million dollars in new annual business.

His training seminar has produced sales and gross profit increases ranging from 20% to more than 100% for some of the largest companies in the country.

Bob and his wife Jane have lived in Seattle, Chicago, Boston, Maine, Florida and “ended up” in Edmond, OK.

Establishing Credibility

•  Get Certified

•  Join Associations

•  Have a professional headshot

•  Create a professional bio

Build Your Presence

ü Power Networking

ü Media Relations

ü Using Social Media

Why Network?

§  Builds your credibility and reputation

§  Increases your scope

§  Results in referral business

§  Creates new relationships

§  Significantly improves your chance for long-term

success

§  Its more fun than cold calling!

The Power of Networking

Lead Type Win Rate Avg. Win Size

All Leads 25% $119,718

Cold Call 14% $65,385

Networking 50% $257,143

§  Best Bet: Local HR Association

§  Local Chambers

§  Trade Associations – IT, Accounting/

Finance, Legal, Manufacturing,

Warehousing

§  Non-profits – United Way, Goodwill

§  Affinity Groups – Alumni Chapter, Social

Clubs, Sports Clubs

§  Create your own networking group!

Where to Network?

Sample Questions

• What do you do? • How did you get into that business? • What did you do before this position? • Where are you from originally? • What would an ideal prospect of yours look like?

Networking Tips

ü  Arrive early – get to know the

hosts

ü  Volunteer

ü  You’re not in a business card

handout contest

ü  Have 5 or 6 go to questions, then

stop talking and listen

ü  Befriend job seekers – they’ll

remember you

ü  Set realistic goals ahead of time

ü  Follow up quickly

Sample Goals

• Meet the Exec. Director • 3 potential leads • 2 networking contacts • Volunteer Opportunity

Networking Tips

ü  Arrive early – get to know the

hosts

ü  Volunteer

ü  You’re not in a business card

handout contest

ü  Have 5 or 6 go to questions, then

stop talking and listen

ü  Befriend job seekers – they’ll

remember you

ü  Set realistic goals ahead of time

ü  Follow up quickly

Networking Must Read

Media Relations

•  Create Press Kit

Media Relations

•  Make it Easy

•  Create Press Kit

Media Relations

•  Submit Articles

•  Make it Easy

•  Create Press Kit

Media Relations

•  Submit Articles

•  Make it Easy

•  Create Press Kit

•  Register for PR Sites

Social Networking:

The Big 3

§ Why? – Over 1 billion active users

§ How? – Create a fan page

§ Why? – Your clients (and competitors) are there

§ How? – Create a detailed profile and start building connections

§ Why? – HR LOVES Twitter

§ How? – Create a profile and connect it to Facebook and LinkedIn

Reinforce Your Image

§ Web Presence

§ Electronic “Touches”

§ Thought Leadership

E-Newsletter/ Blogs

Webinars

Pay per Click Advertising

Reinforce Your Image

§ Web Presence

§ Electronic “Touches”

§ Thought Leadership

Reinforce Your Image

§ Web Presence

§ Electronic “Touches”

§ Thought Leadership

Jeffrey Gitomer

§  # 1 Sales Expert

§  $20,000 + speaking fee

§  Weekly e-newsletter

§  Nationally Syndicated Sales Column

§  Over 200 speaking engagements annually

§  Author of multiple sales books, dvd’s, and cd’s

King of Self-Marketing

Email Campaign

1%

Google 6%

Networking 60%

Referral 14%

Speaking 20%

Tallann Resources Revenue by Lead Type

In Closing…..

ü You are an expert –

let everyone know it

ü Create “Marketing

Gravity”

ü Own Your Market!

Tom Erb, SPHR

tomerb@tallannresources.com

tallannresources.com

blog.tallannresources.com