You Found Them... Now What??

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Presentation from Sourcecon 2011 NYC, presented by Adam Lawrence

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You Found Them... Now What??

  1. 1. You found them, now what? All sections to appear here
  2. 2. [Categories of Professionals] pptPlex Section DividerThe slides after this divider will be grouped into a section andgiven the label you type above. Feel free to move this slide to any position in the deck.
  3. 3. There are many types of professionals  Sales People   Doctors  Software Developers   Nurses  Software Consultants   Lawyers  Human Resource   Chefs Professionals   Retail Store Managers  Accountants   Help Desk Workers  CEOs   Administrative Assistants  CIOs   Project Managers  CFOs   Business Analysts  COOs   Etc…
  4. 4. And each type of professional has a unique persona Persona defined:A person’s perceived or evident personality
  5. 5. A Leopard can’t change its spots
  6. 6. [Building the Persona of your target candidate] pptPlex Section DividerThe slides after this divider will be grouped into a section andgiven the label you type above. Feel free to move this slide to any position in the deck.
  7. 7. [7 Steps to a winning message] pptPlex Section DividerThe slides after this divider will be grouped into a section andgiven the label you type above. Feel free to move this slide to any position in the deck.
  8. 8. Physical Profile of Target CandidateBasically, this is an exercise in identifying everything you can possibly identifyabout your target.    How much money do they make?  What car do they drive?  How many times have they been married?  Do they have children?  How do they dress?  Where do they shop?  Where do they vacation, and on and on…This step should take about 2 to 3 hours, mostly because the more that isdiscovered about the individual the more the discussion goes on.  You need touse anecdotal evidence and stories from the trenches that help drive thedevelopment of the person in question.
  9. 9. Sample Sales Persona - Profile Has a Own a Owns the country Has oneEarn $150- boat or latest club or more $300K/yr Vacation electronic membershi children home gadgets p Reads Has an ChildrenDrive luxury Wears business attractive attend Imported Designer magazines spouse or private car clothes Books and partner school news Wear a May Swiss Exercises Uses a have been Avid Watch – regularly designer married sports Rolex, to stay pen, like more than fan Omega, fit Mont Blonc one time Breitling Has aOwn a nice Plays Vacations Shops at very Home Golf or In exotic high-end professionaSuitable for tennis places retailers lentertaining image
  10. 10. Identify the PainOnce you have the persona identified you next need to definethe pain that this person is experiencing on a day to day basis.    The "what keeps him up" approach.  The exercise used here is to first discuss what ails him and then to do an affinity mapping where you have each participant write on the sticky notes and then categorize the results.  Then write a statement (NO MORE THAN 25 words - small words) that define each pain - should have no more than 3 to 5 - this also takes about 2 to 4 hours per persona.
  11. 11. Sample Pain Identity – Sales Profile I need the I need to I need to I need to I need to right know the know who represent achieve resources competition is making quality quota to win the ’s the buying products or deal weaknesses decision services I need to How can I I need to I need to Where will make make the influence beat my nextPresident’s pricing the the deal come Club work for the customer to competition from? (again) customer? buy now! I know that Who do I I need the I need to my know that I need new customer close competition can help me leads and To pay the deal on this deal close this contacts on time is #1 deal? I need to How do I Do I have I need to I need to attain overcome the deliver the break quota the obvious Right products or New credit for gaps in marketing services Account(s) a deal service? support?
  12. 12. Pain SummaryI need to be selling strong products and services with the necessary tools to close the business. I need well-qualified leads and a strong team to beat the competition and close deals. I need to have a clearly defined comp plan that is easy to understand. I need to get paid! I need a strong pipeline and viable leads to meet my quota.
  13. 13. Solution (anti-pain)This step literally involves turning the pain on its head to see whatthe direct opposite of the pain is.    This is a Wordsworth exercise that can be excruciating.  It takes 2 to 4 hours per persona and best to do it in day two because the first two steps burn people out.    Again, small easy to read statements of solution.  Must be easily mapped back to the pain each solves.
  14. 14. Solution (anti-pain) Statement XYZ has proven competitive referenceable products/services. XYX provides access to well-targeted and qualified leads.XYZ’s sales effort is supported by a team of well-qualified experts. EX: Solution Architects (well-qualified experts)
  15. 15. Market Problem StatementThis is a summary of all the pain statements - it makes a blanketstatement for what problems exist in your market place that needfixing.  (25 words max) 
  16. 16. Market Problem StatementThe best sales executives struggle to find companies with great products, great sales support, and great leads that have a rewarding and easy to understand comp plan.
  17. 17. Positioning StatementThis is a single statement that summarizes all of thesolution statements.  This ultimately is what your company meansto the candidate.  Here you have varying versions of thestatement 25, 50 and 100 words depending upon the need.  
  18. 18. Positioning Statement At XYZ we are driven by our sales culture and our entire organizational structure is built to assist the Sales Executive to sell and deliver business. We have a simple compensation structure that rewards success, and it is not complicated when multi-national deals are involved. Our Sales Executives are always rewarded and recognized for their contributions, and we continually evaluate our compensation to make sure it remains the most competitive option for the highest performing sales professionals.
  19. 19. Sample Talk Track - SALES PAIN ANTIDOTEAt [your current employer] do you receive quota Our Sales Executives are fully compensated forcredit for deals that are signed but not delivered? the full contract value at deal signing; and we pay out on a quarterly basis.At [your current employer] is it difficult to access We have a team of over 1000 Sales andthe resources to close large, complex deals? Marketing support professionals, and they are available to you to provide all of the industry expertise, tools, information and resources to drive the sales process and close the deal.At [your current employer] is your compensation We have no cap on our compensation and, forcapped at 100% of target? large deals, it’s common for our Sales Executives to earn up to 200-300% of Quota.How does [your current employer] fare in We have flexibility in our pricing and servicescompetitive situations? and we win 8 out of 10 competitive deals.
  20. 20. Build NarrativeTell the story of the pain and how it is solved.  Make it tangibleand real.  If you have done all the other steps properly than thisshould be easy.
  21. 21. Narrative  At XYZ we are driven by our sales culture and our entire organizational structure is built to assist the Sales Executive to sell and deliver business.  We have a simple compensation structure that rewards success, and it is not complicated when multi-national deals are involved.  Our Sales Executives are always rewarded and recognized for their contributions, and we continually evaluate our compensation to make sure it remains the most competitive option for the highest performing sales professionals.   What are the 5 things you need to be on the lookout for to make sure the comp plan is well defined?   Are your comp plans complicated when multi-national deals are involved?   Will XYZ product ever come out? If not, then hit with product statements….
  22. 22. Narrative – Targeted and Evolving   You should continuously gather the competitive intelligence and leverage it to: •  Share with your leadership to add value to the business •  Ensure that your products/services, compensation, sales process, etc. are continuously evolving to stay ahead of the competition •  Keep your messaging fresh and relevant   Make certain that your Sourcers/Recruiters fully understand and are trained to easily articulate every aspect of the sales process, resources involved, compensation structure and bonus payment schedule.
  23. 23. Content Strategy  Once all of the steps are complete this needs to be the roadmap for the content you develop to continuously reach out to your targets.    A lots goes into this and the more intelligently distributed content you create the more incoming candidates (active and passive) youll capture. 
  24. 24. Sample Content Strategy - SALES CHANNEL WHO IS INVOLVED CONTENT/EXECUTION Employment Branding Head of Recruitment Branding, Ensure that your company has a Global and Regional Sourcing, solid EVP and a footprint in relevant Recruiting places for each persona LinkedIn Head of Recruitment Branding, Invite candidate to join your XYZ Global and Regional Sourcing Sales Professionals group [that is well managed with fresh marketing information [press releases, competitive wins, and access to job postings] Talent Communities Head of Recruitment Branding, Forward invitation to your Sales Global and Regional Sourcing Community that is rich with relevant content; especially access to your jobs Facebook/Twitter Head of Recruitment Branding, Invite candidate to join your Global and Regional Sourcing company fan page or your Twitter feed Blogs Head of Recruitment Branding, Ensure that you have a strategy in Global and Regional Sourcing, place so your company is Sales Leadership to feed articles recognized as a market leader and content
  25. 25. Thank you!

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