Understanding The Sales Sequence of an Executive Job Search Campaign

As with any complex sale, finding your next job has a specific Sales Sequence that must be followed . . . but it’s not the one they taught you in school! Here, unlike selling products or services to industries, you are going to create your own sequence of contacts and communications to fit the unique product that you’re selling . . . you.

Yes, any company you approach is likely have an established buying process that people are expected to follow. And that frequently includes routing cold contact job applicants through the Human Resources Department. But, you want to circumvent that protocol as best you can and get through the gatekeepers before they can place your resume in their dead-end file.

Step-by-Step to a Successful Sale

The first principle to keep in mind is this: Every step in the Sales Sequence is designed with only one primary purpose . . . to “sell” the next step in the sequence! This is so important that it bears repeating. Each clearly-defined step or communication – be it a profile on a website or social media, an in-person meeting, a telephone conversation, a personal letter or an email – has only one objective . . . to sell the next step in the Sales Process. There are specific things you must accomplish in your marketing effort and it will be a rare case where they don’t fall in this order:

Research companies and organizations to develop a list of 50 targeted organizations. As you make contact with companies where no opportunity exists, replace them on your “Top 50s List.” This is an ongoing, dynamic process of elimination.
Introduce yourself or get introduced at the highest level possible in a company you have targeted. If at all possible, locate someone who can refer you. A good referral is invaluable.
Establish your credentials and your core competency. This is “pre-selling” that positions you as executive or management potential with a track record. (Hint: The better job you do with your Accomplishments Library, the easier this becomes and the more powerful tools you can bring to bear on the process.)
Make personal contact and establish rapport (probably by telephone) with a receptive executive. Don’t reveal everything you know about the company, but make it clear that you have done your homework. Be a good listener.
Determine if any opening exists or could be created for you. Sometimes you can uncover clues to this in the research phase. But it often comes to light when making contact with a potential referral source. If reference is made to it at the Telephone Interview stage – particularly if you have pre-sold your credentials – it’s a very good sign that you will get a fair audience.
Use email (with permission of course) as follow-up to a phone call or letter communication to provide additional information, white papers, biography, etc. You may have several email, telephone and even mail correspondence opportunities along the way. Use them sparingly and strategically . . . and structure each to get you to the next step.
Begin actual Job Interview. Here is the climax of your Professional Job Search Campaign.

The Sales Sequence Will Vary From One Company to Another. Be Flexible.

There will be some variations in the length of the process from one company to another, but, for the most part, this is the sequence the communications will follow. In some cases there will be more telephone contacts and in others there will be more extensive use of emails. And, in still others, there will be multiple job interviews with different executives, managers and even department employees.

The key is build a good Personal Marketing Plan, stick to it and have as many companies in the pipeline as you can handle. And, above all, don’t try to bypass the intermediate steps in this Sales Sequence that establish your credentials. If you do, it will end up costing you one way or another.

You can download a sample sales sequence diagram by clicking on this link.

For more on Marketing, return to Marketing Tool Kit.

Return from Sales Sequence to Job Search Training home page.

SBI!