Creating A Self Marketing Plan & Building True Network 4 17 09

Karen Angellatta-Wheeler, President

April 18, 2009

Copyright© 2009 Effective Sales Strategies, LLC 1

Purpose
◦ Discuss how to create a self marketing plan for sales professionals in job
transition or those who want to be prepared for their next career move.
◦ Discuss tools and techniques to build a “true” network for job networking or
to expand your professional network in today’s tough economy.
Process
◦ Share the what, why and how to create a self marketing plan using Karen’s
as an example.
◦ Share job networking best practices, tools and techniques based on Karen’s
recent executive job search and her colleagues’ searches.
Payoff
◦ Help you get ideas for your job search, career plans and how to create your
own self marketing plans and build your network to decrease the time it
takes to make your next career move, improve your success rate and
increase your networking presence in your field.


Covering the Basics

◦ What Is It?

◦ Why Use One?

◦ What Are the Components?

◦ How Do I Get Started?


Objective
Target Positions
Positioning Statement
Skills Area
◦ Pick 3-5 Areas
Certifications, Special Accomplishments &/Or Awards
Target Markets
◦ Geographies, Industries, Size of Organizations, Culture, etc.
Target List of Companies by Vertical/Industry
Messaging Statement
Contact Information


Objective
◦ Kind of opportunity you are seeking; be specific
Target Positions
◦ Name actual titles you are interested in (or have seen
posted)– to help others identify potential jobs for you
Positioning Statement
◦ “I am a X professional with over X years of sales, etc.
experience. As a former X (title), my
goal/objective/passion/etc. is X.”


Leadership
Coach & Developer of Teams
◦
Risk Taker
◦
Collaborative Leader
◦
Multi-Million Budget Creation & Management
◦
Fiscal Responsibility
◦
Vendor Negotiations & Management
◦
Don’t forget to list awards, certifications, etc.
- something unique or special


Geographic Areas
◦ Atlanta, the Southeast or Southwest
Industries
◦ High Tech, Training/HR/Consulting,
Communications/Media/Publishing, Retail, Consumer
Packaged Goods, Financial Services, Manufacturing
BioTech/Healthcare
Size of Organizations
◦ Fortune 500, Global 1000, Mid-sized National
Company
Culture
◦ Fast Paced, High Growth, Diverse Workforce,
Environmentally Conscious


BioTech & HealthCare Example
Children’s Healthcare of Atlanta
◦
Ciba Vision/Novartis
◦
McKesson
◦
Merial
◦
Solvay Pharmaceuticals
◦
WellPoint
◦
Messaging Statement Example
◦ “If you know anyone in HR, Sales, Operations, or Training
leadership at these companies, please let me know. It would
be great to network with them to find out about potential
opportunities now or in the future. Thank you for your help!
Please let me know how I can assist you in your endeavors as
well.”


Strategize what you really want to do and be specific – target positions,
companies, industries, etc.
Think about companies you admire, respect and would like to work for.
Research these companies and industries to add to your marketing plan.
Make sure your 3-5 skills areas match your resume key words. Key words
are picked yup by recruiters, search firms and online job engines and
matched to open jobs.
Make sure your entire resume is refreshed and matches your marketing
plan where it is appropriate.
Get friends in sales, recruiters and HR professionals you know to read
your marketing plan and see if it makes sense to them.
Finally, consider your branding – create job search business cards, a
marketing plan, cover letters and resume with the same look and feel
– colors, fonts, etc.


We just talked about creating your self marketing plan,
now what?
How do I use it and get a job or be prepared for my next
career move?
How do I build a true network?
Thoughts to ponder…
◦ Consider that 80% of the jobs out there are not posted externally
and are “hidden” - only known by the employer and those who
know these employers.
◦ Consider that 80% of all jobs are found through networking versus
online job boards and recruiters.
◦ SO - PURPOSEFUL NETWORKING IS THE ANSWER!


Take your new self marketing plan and email it to
◦ Professionals you know in the companies you would like to work for and
recruiters.
◦ Associates who are sales, marketing, management, HR decision makers in
other companies.
◦ Former colleagues from past companies you worked for who know the
quality of your work who will go out of their way to help you find a job.
◦ Anyone you know who understands what you want to do and is willing to
forward it on to other sales decision makers.
Ask for career advice versus asking for a job!
◦ Talk to decision makers or influencers; ask them for a 30 minute phone call
to get some career advice.
◦ You have just been laid off, colleague graduate, etc. and are looking to get
insights into the field of say pharma sales, X company or X industry.
◦ I found 9 times out of 10 they will help you.
Give more than you get
◦ Help others with their job search as much as you can and be genuinely
interested in others – it all will pay off in the end!


Network where the decision makers are:
Attend sales, marketing, management, HR, industry-specific, etc. events
several times per week. Write what you discussed on back of card.
Post the event, email them your marketing plan as follow up.
Sales & Marketing Groups Industry-Specific Groups
National Sales Network www.nsnatl.org Society of Human Resource
Management www.shrmatlanta.org
Sales & Marketing Executives Intl
www.smei.org American Society of Training &
Development www.astdatlanta.org
Atlanta American Marketing Assn
www.ama-atlanta.org Georgia Bio www.gabio.org
Business Marketing Assn Biotechnology Industry Assn
www.bmaatlanta.org www.bio.org
Public Relations Society of America Technology Association of Georgia
www.prsageorgia.org www.tagonline.com
Black Public Relations Society Women In Technology
www.bprsatlanta.org www.womenintechnology.org
Atlanta Interactive Marketing Assn Atlanta Business Chronicle (for events)
www.atlantaima.org http://atlanta.bizjournals.com/atlanta/
calendar/
Direct Marketing Assn www.dma-atlanta.com
Atlanta Daybook (for events)
International Association of Business
www.atlantadaybook.com
Communicators www.iabcatlanta.org

This could be separate series of workshops!
We will focus on LinkedIn here vs. the others.
What Is LinkedIn?
◦ Professional network of trusted colleagues, contacts, etc.;
used for business not as “social” as facebook and MySpace.
◦ LinkedIn has over 38 million members in over 200
countries/territories around the world.
◦ A new member joins LinkedIn approximately every second,
and about half of our members are outside the U.S.
◦ Executives from all Fortune 500 companies are LinkedIn
members.
Statistics from LinkedIn website – www.LinkedIn.com


Why Should I Use It? How Did I Use It?
◦ Today, NOT being on LinkedIn is a detriment to your job
search. Most widely used by recruiters, HR and companies to
look for and research candidates.
◦ Companies/recruiters post jobs here.
◦ You can research companies and contacts in those
companies.
◦ You can have a professional “Profile” (resume) online for
prospective hiring managers and recruiters to view anytime.
◦ You can join “Groups” in your industry and former companies
to network.
◦ When you see a job posted online, network through LinkedIn
and your contacts to see if you can get your resume in front
of the right people internally.


Create a headline that is attached to your name.
Create a detailed “Profile” online which mimics your resume.
Add as many previous, relevant jobs as you can so you have a
potential “Connection” to others in those companies.
Update your “Status” often to ask for advice, questions, and tell
folks what you need.
Add your education, awards, specialties - anything that
separates you from the crowd.
Ask for recommendations from previous bosses, professors,
colleagues, etc. so you have built in references online.
Recruiters/employers look for at least 2-3 recommendations on
your profile.


Join industry-specific or company “Groups” to network online,
ask/answer questions, get noticed and have common
connections with folks.
Create custom messages of how you know the colleague so
they accept the invitation.
Invite your contact list to LinkedIn by using a custom message
for the group of folks by using their Outlook toolbar.
Invite folks from your Outlook email by using the Outlook
toolbar.
Try to get to 100 connections so you have enough folks in your
1st and 2nd degree network to help you in your job search.
Once you do the basics, try loading some additional
applications like SlideShare to share a presentation or pdf, your
Reading List, etc. to promote yourself and your background.


The LinkedIn Best Practices Booklet
By David Nour from Atlanta; you can buy on his site
www.relationshipeconomics.net
I’m on LinkedIn — Now What???
By Jason Alba
The LinkedIn Personal Trainer
By Steven Tylock
LinkedIn for Recruiting
By Bill Vick and Des Walsh


Resume Building Sites
◦ www.mashable.com/2009/03/18/resume-building
50-Plus Job Market/Resume/Job Search Help
www.encore.org
◦
www.grayhairmanagement.com
◦
www.retiredbrains.com
◦
www.retirementjobs.com
◦
www.2young2retire.com
◦
www.fiveoclockclub.com
◦
Atlanta Business Chronicle’s Book of Lists for
research
◦ Barnes & Noble behind the counter


678-591-3513
www.EffectiveSalesStrategies.com


Strategic consulting firm providing organizations
with successful sales, marketing, training and human capital
strategies increasing their top and bottom line results and
improving employee performance and effectiveness.
Specializing in the human capital, training, consulting,
technology, wireless and telecommunications industries.
20 plus years of practical, proven and award-winning
experience translating into specific, measurable results for
your company.
Effective Sales Strategies, LLC can help your business increase
sales, revenues, profitability, productivity, effectiveness and
performance.


Strategic Sales Consulting
Sales effectiveness & business development strategies & tools
◦
Sales leadership strategies & tools
◦
Sales optimization/channel alignment, assessment & territory planning
◦
Sales change management/culture change initiatives
◦
Sales training department/organization assessment & design
◦
Sales & leadership training strategies, design, development &
◦
implementation
Strategic Marketing Consulting
Strategic marketing consulting
◦
Marketing strategies (internally or externally)
◦
Brand awareness & creation
◦
Website & e-commerce design & development
◦
Search engine optimization
◦
Social networking consulting
◦
Advertising, promotion & publicity strategies
◦


Strategic Human Capital Consulting
Strategic human capital consulting, assessment & planning
◦
Training department/organization assessment, redesign & marketing
◦
Organizational effectiveness strategies
◦
Curriculum/portfolio evaluation & design
◦
Training & employee development strategies
◦
Leadership & executive development
◦
Innovative sales & leadership training design, development &
◦
implementation
Measurement & learning effectiveness strategies & tools
◦
E-learning, blended learning, web-based ILT and virtual training
◦
design & development
E-learning & non-traditional content sales via e-commerce solutions
◦
LMS design, development & deployment
◦
Talent assessment/management & succession planning
◦
Process development & best practices management
◦


Founder and President Karen Angellatta-Wheeler is a senior
level thought leader with a 20 year proven track record of increasing
sales, employee retention and customer satisfaction, and building and
redesigning successful teams from the ground up.
Her sales, marketing, leadership, training, operations, organizational
development and human capital experience is focused on increasing top
and bottom line results, performance and effectiveness.
As the former National Director of Sales Training for Verizon Wireless,
Karen drove the company’s sales training strategy across all channels of
distribution for 31,000 of 69,000 employees including 7,000 executives,
directors and managers across 2,500 locations. In addition, Karen has
developed and managed award-winning programs highlighted in
Training Magazine's Top 100 & 125 Lists for the last 8 years helping
Verizon Wireless earn the coveted number 4 spot in both 2007 and 2008.
Karen has a unique client perspective since she was a buyer and
executive decision maker for sales, marketing, human capital and
training initiatives at companies like The Limited, GTE and Verizon
Wireless.


Karen and her team are award-winning veterans
with sales, marketing, training, human capital,
telecom and wireless executive experience.
She and her team understand your business issues
and needs because they have helped solve them at
companies like Verizon Wireless, GTE, InGrid Home
Security, Orkin and many others.
You can leverage Effective Sales Strategies’
objectivity and lack of bias in your organization
and use their expertise as a strategic advantage.


678-591-3513
www.EffectiveSalesStrategies.com


Creating A Self Marketing Plan & Building True Network 4 17 09

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