Personal Selling and Career Coaching: A New Approach to Marketing and Recruiting


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Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.

Kevin Davis
Director of Recruiting and Corporate Relations, Neely School of Business
Texas Christian University

Explore how personal selling and career coaching can help manage the evolving demands of recruiting.

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Personal Selling and Career Coaching: A New Approach to Marketing and Recruiting

  1. 1. Personal Selling & Career Coaching: A New Approach ToMarketing & Recruiting
  2. 2. Purpose Explore how personal selling and career coachingcan help manage the evolving demands of recruiting working professionals
  3. 3. Agenda• What is career coaching?• What is personal selling?• Marketing/Recruiting Challenges & Solutions• Summary
  4. 4. A Tale of a Salesman
  6. 6. Question:What adjectives would you use to describe a great coach?
  7. 7. Definition Career coaching is an interactive process of exploring work-related issues – leading to effective action – in which the coach acts as a catalyst and facilitator of individual and, in turn, organizational development and transformation. Career coaches connect people with their passions, purpose, values, and other critical aspects of their ideal work.Source: Career Coach Institute
  8. 8. Process1. Discovery Job Search2. Planning Career Planning Career Advancement3. Execution Leadership Development Starting a business
  9. 9. A Tale of a Salesman: Example #1How do you help customers determine the best product for their needs? Garage Doors Fencing Ask Questions Gutters Roofing Sears Home Improvement Products
  11. 11. Question:What adjectives would you use to describe a great salesperson?
  12. 12. Definition Definition #1. Personal selling is the oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. (Philip Kotler) Definition #2. Personal selling is the process of achieving mutually profitable economic exchanges between buyer and seller, based on interpersonal contact between buyer and seller, and on the sellers persuasive communication of his product or service qualities and benefits to the buyer.Source:
  13. 13. Process 7-Step Sales Funnel1. Prospecting/ Evaluation 2. Preparation 3. Approach 4. Presentation 5. Objections 6. Closing 7. Follow-up
  14. 14. A Tale of a Salesman: Example #2How do you sell projection televisions to middle class families in the „80s? Listening Proformance 110711 Projection TV (1984)
  15. 15. Marketing & RecruitingChallenges & Solutions
  16. 16. Question:What are your primary marketing and recruiting challenges?
  17. 17. ChallengesWhat is my ideal student profile? Where can I find students? How do I find the time to connect with prospective students? How do I connect the needs of How do I overcome valid objections forprospective students to the strengths not pursuing a degree while working? of our program?
  18. 18. A Tale of a Salesman: Example #3What is most important thing to do when selling women‟s shoes? Patience Women‟s shoes
  19. 19. Question:Which adjectives on your lists are used to describe you?
  20. 20. Eye-to-Eye Contact Model CAREER COACHING (Message) Alumni Preview Application Relationships Web Site Luncheons Submissions Campus Admission Sponsored Visits Interviews Events AdmissionCorporate Sponsor/ Informational Offer Calls & Employers Meetings Mailings Search Informed Executive Students Advertising Admission Education Offer Decisions Social Media Prospect Outdoor Programming PERSONAL SELLING (Process)
  21. 21. Eye-to-Eye Contact Solutions Recruiting PurposePreview Luncheons Followership
  22. 22. Recruiting vs. Admissions• Recruit – to engage in finding and • Admission - the act of allowing to attracting employees, new enter; entrance granted by permission, VS. members, students, athletes, etc. by provision or existence of pecuniary means, or by the removal of obstacles • Personal selling and career coaching are engaging activities • Candidates are more likely to be attracted to people who are focused on how their program can help achieve their career/personal goals • Recruiting requires focus on how a prospect will fit within the program Who? Where? How to connect?Sources: www.dictionary.comHumanize Your Selling Strategy, HBR March 1988
  23. 23. Purpose vs. Rankings • Purpose – the reason for which • Ranking - prominent or highly something exists or is VS. regarded; occupying a specific done, made, or used. An intended rank, position, etc. or desired result; end; aim; goal. • Marketing the purpose of the program enables prospective students to determine if their goals are aligned with the program‟s intent • Personal selling and career coaching techniques enables recruiters to gather information that can help overcome prospective students‟ “objections” • Creating a connection between the prospective students‟ goals and the purpose of the program positions recruiters to convert more prospects to applicants How to connect? How to overcome objections?Sources: Marketing Malpractice, HBR December 2005
  24. 24. Preview Luncheons vs. Info Sessions• Preview – anything that gives an • Inform - to give or impart knowledge advance idea or impression of VS. of a fact or circumstance to something to come • Personal selling and career coaching require an exchange between the recruiter and the candidate • Preview luncheons are designed enable candidates to have multiple exchanges with alumni, students, faculty, and staff for purpose of being informed and building relationships • Preview luncheons provide recruiters an opportunity to observe candidates‟ ability to interact with other members of the “community” Who? Where? How much time? How to connect? How to overcome objections?Sources: Marketing Malpractice, HBR December 2005
  25. 25. Followers vs. Alumni/Students • Follower – a person who follows • Alumnus - a graduate or former another in regard to his or her ideas VS. student of a specific school, college, or or belief; disciple or adherent; a university person who imitates, copies, or takes as a model or ideal • Personal selling and career coaching techniques can bring the candidate closer to the program and thus elicit • Leading programs have followers that advocate on their behalf and remain connected to the university and program • Being a follower implies a stronger relationship than being an alumnus or student Who? Where? How much time? How to connect? How to overcome objections?Sources: www.dictionary.comFollowership by Barbara Kellerman
  26. 26. Summary
  27. 27. A Tale of a Salesman: ConclusionHow can one person be proficient at selling so many different products? Preparation
  28. 28. SUMMARY• Prepare…Ask…Listen…Be Patient• Know your customer…know your product• Build relationships to drive advocacy and support among prospective students• Pursue eye-to-eye event opportunities to gain exposure to potential candidates and influencers• Deliver key messages that drive engagement and alignment with prospective student goals by leveraging career coaching techniques• Manage the process for engaging prospective students by leveraging personal selling techniques
  29. 29. REFERENCES• Bench, Marcia. Career Coaching: An Insider‟s Guide. Davies-Black Publishing, 2003.• Christen, Clayton, Scott Cook, and Taddy Hall. “Marketing Malpractice: The Cause and Cure.” Harvard Business Review December 2005.• Kellerman, Barbara. Followership: How Followers Are Creating Change and Changing Leaders. Harvard Business School Press, 2008.• McKay, Harvey. “Humanize Your Selling Strategy.” Harvard Business Review March 1988.
  30. 30. Question:How can you utilize personal sellingand career coaching techniques toovercome your primary challenge?
  31. 31. Personal Selling &Career Coaching: Q&A