own your market
DESCRIPTION
TRANSCRIPT
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!
