Marketing Yourself
Marketing Yourself
Marketing Yourself
YOURSELF
INTRODUCTION
I started my career after college and ROTC with 2 years in the Army as a Data
Processing Officer in 1961. After the Army I got into sales and sales management
with some of the best computer, software and services companies of the time.
I worked my way up the line and made company changes while raising a family with
my wife. In the 1970’s and 80’s I worked for McDonnell Douglas Corporation’s
MCAUTO computer services division and worked my way up to a Senior Vice
President and General Manager position. After 17 years the corporation was in
trouble and the older, higher paid employees, including me, started to be eliminated.
I had 2 more jobs when I decided to start my own business. Initially it was a service
to assist unemployed job candidates to find a job and then evolved into recruiting.
These business operations until this most recent economic setback have been very
successful.
I want to help. I am sending you “Marketing Yourself” because I hope it help’s you.
There are no strings, no charge and I wish I could do more.
Best wishes,
Gary Alexander
“MARKETING YOURSELF”
INDEX
INTRODUCTION
THE PROCESS OF FINDING A NEW JOB OPPORTUNITY
SELF-ASSESSMENT
ATTITUDE ADJUSTMENT
SOURCES OF POTENTIAL NEW JOB OPPORTUNITIES
CREATION OF YOUR RESUME AND COVER LETTER
YOUR MAILING CAMPAIGN
THE INTERVIEW PROCESS
OFFER ACCEPTANCE GUIDELINES
WHAT YOU CAN DO TO KEEP YOUR NEW JOB
BE PREPARED
INTRODUCTION
The basis of this program is that there are business organizations in the marketplace that have a
need for you. They are seeking someone with your talent and experience that will contribute to the
success of their organization. They are looking for you.
Find them
Represent and sell you well in the interview
Get the job
Perform well at your new job
Maintain a program of preparedness for your future
NETWORKING
SELF ASSESSMENT
ATTITUDE ADJUSTMENT
YOUR INTERVIEWS
On each contact, mention to them that you will send a resume as soon as possible. When you send
them your resume, be sure to include a warm, customized, thank you in your accompanying
personalized cover letter. Don’t make the mistake of sending a prepared note.
You will be surprised at how many people you know; how many are interested in being of
assistance; and how quickly your NETWORK CONTACT LIST will grow. This list will become
a permanent file that you should maintain and use even after you have found new employment.
SELF ASSESSMENT
This is a creative process that you should spend quiet time thinking about and developing. It is an
exercise that will help you develop your resume, cover letter and prepare you for interviews.
What value are you going to add to the business of your next employer? Will it be how many years
of experience you have? Will it be how many people you have managed? The answer to both
questions is yes. But these answers don't tell your next employer why they should hire you.
Your value to your next employer is what you can offer/bring to the success of their organization.
To determine what value you will add to your next employer's operation, you need to reflect on the
accomplishments you have achieved for your former employer(s).
For each job you have had, you were confronted with opportunities and problems that you
addressed. On a separate piece of paper for each position write down each:
Do this for every accomplishment you can think of, no matter how insignificant you may think it
was. As your sheets of accomplishments for your former employer grow, sort them in a high-to-
low importance and a recent-to-old time frame sequence.
ATTITUDE ADJUSTMENT
If you are unemployed you should face up to and acknowledge that there will be times when
negative thoughts will start to creep into your mind and you must develop a conscious defense
mechanism to combat these thoughts and maintain a positive attitude. The following is a check list
compiled from people who were unemployed and what they did to adjust to their situation:
Read, reread and continue to build the listings of your accomplishments. Dwell on what you
have done. It will build self-confidence.
Think about all the people who were faced with being unemployed and who had less
experience and qualifications than you --- people today who are engaged in an exciting, new
and rewarding job.
Avoid negative influences. This includes everything from the newspaper, television news
and people who are downers. When asked, "Have you found anything yet?" answer with a
smile and indicate that you are working on some exciting possibilities. Instead of reading
the newspapers, read books that offer inspiration. Read about people who, with less than
you ever had, have become very successful. Surround yourself with positives and ignore the
negatives.
Keep reaffirming in your mind that it is a matter of time and how long it takes is really up to
you. The more time you devote to finding a new job -- the sooner it will happen. So keep
active.
Schedule and balance each day so that you have time to enjoy each day.
A few years ago a friend, Richard, found himself out of work at age 59. He had a career of
accomplishments and most recently was a Vice President of Sales and Marketing for a leasing
company. The company he worked for was acquired, the new management team moved their
people in, and Richard was out of work.
The new company provided Richard with the services of an outplacement firm. This firm provided
counseling and access each day to a private office, telephone and typing service.
After over 14 months of looking for a new job, he only spent an hour or so each day at the
outplacement office sending out a few letters and resumes. When asked why he didn't spend more
time there, he said that he had exhausted his networking and contacts to mail his resume into. He
now was focusing on answering advertisements and writing specific letters to companies that he
read about in periodicals.
Surprisingly, he maintained an extremely positive attitude. While answering advertisements, he
assisted other people at the outplacement firm in trying to find jobs. He maintained a great sense of
humor and was a pleasure to be with. When asked what his secret was to coping with being
unemployed, he shared how he spent each day:
He attended a church service and returned home to breakfast. He limited his coffee intake to
two cups.
He then would proceed to the outplacement firm where he reviewed advertisements, sent
resumes and re-telephoned people on his NETWORK CONTACT LIST.
He would try a different low-priced restaurant every day and would usually dine with
someone from the outplacement firm. He had joined several local organizations and would
attend their luncheon meetings. He kept active.
He would then spend some time at the library. I believe he had spent time at every library in
the area and discovered at each that they had something new and different to offer.
Some of his time was spent studying a new skill that would add to his expertise. He
explored personal computers and their use. He enrolled in a program provided by the
unemployment office that gave training on the use of personal computers. By the way, in
his early months of unemployment, he had no difficulty standing in line to insure he would
receive an unemployment compensation check. He felt he had earned and was deserving of
it. Many of his unemployed colleagues felt this was beneath them. Standing in line, he met
people and in a few cases, he was able to add their names to his NETWORK CONTACT
LIST.
The remainder of his afternoon was devoted to hobbies and yard work.
He and his wife would spend a quiet evening at home or with friends.
Only once did he confide that he was really worried. With money running out, what should he do?
He was considering starting his own business, but he had many doubts. What should he do?
These are personal and lonely questions, but he never gave in or gave up. One day he returned a
telephone call from an entrepreneur looking for someone to run a start-up company. The call came
as a result of advertisement he had responded to. Following a few interviews, he was chosen for the
job and was employed.
Today he is happily employed because of a response to a newspaper advertisement and not giving
up or giving in to negative thinking.
During his interviews, he was a qualified and positive thinking applicant. He was 59 years old but
behaved with the enthusiasm and eagerness of a college graduate. He balanced his daily routine
during his job search. He kept himself fresh and alert.
Your third list should be WHAT YOU WANT FROM YOUR NEXT JOB. Review this with
your family and close friends. Get their input - what do they remember you enjoying about
previous jobs? Brainstorm with them and include their thoughts in your written response.
You may get some surprising comments from your family and friends. What they say may sound
like you are ready for something very different from what you have done.
Be open minded and think about the possibilities of a potential change in what you want from your
next job.
After reviewing and thinking about this, start a fourth list, WHAT YOU ARE REALLY
LOOKING FOR IN YOUR NEXT JOB. Again, you may be surprised at what you list.
TIME OUT
Please take a moment and review where you are relative to what you have read and done. You
should now:
Realize that there are organizations looking for you and that your job search process must
include:
Finding them
Living a well-balanced life
Representing yourself well in an interview
Getting the job
Understand that your job search will result in finding a job that you must do well at.
YOUR ACCOMPLISHMENTS
A NETWORK CONTACT LIST
WHAT YOU WANT IN YOUR NEXT JOB
WHAT YOU ARE LOOKING FOR IN YOUR NEXT JOB
PROFESSIONAL RECRUITERS
Depending on how they do business, they may have search assignments, or will try to find
opportunities for you.
VENTURE CAPITAL ORGANIZATIONS
They may have a company in their portfolio that has a need for someone with your experience
and abilities.
BUSINESS/GOVERNMENT ORGANIZATIONS
These are organizations that may be in need of someone with your abilities and qualifications.
ADVERTISEMENTS
It worked for Richard. It can work for you.
DO YOUR HOMEWORK
Spend time at libraries or on the Internet researching periodicals and reference material.
Build your POTENTIAL PROSPECT FILE of recruiters, venture capital firms, and
business/government organizations.
Keep building your POTENTIAL PROSPECT FILE and updating it as you receive responses to
your letters or read about activities of firms in periodicals.
Your resume and cover letter need to tell the reader quickly what you can possibly do for
their organization, and why you are qualified.
RESUME FORMAT
There are many opinions on the format of a resume, but the following is recommended:
Residence telephone number on upper left, work number (if you feel you can be contacted at
work) on upper right. If unemployed, put your telephone number under your name and
address.
Your job objective, in bold print, telling the reader quickly what you’re looking for.
A summary providing an overview of why you deserve the job described in your job
objective.
Employment history
Company name and dates employed
Each position
Your accomplishments associated with each position
Education
Military
Relocation status
Do not offer personal information, i.e., marital status, age, etc.
On the next page is a sample resume you can use as a guideline. This is a modified version (for
privacy purposes) of an actual resume for a mailing service client. It resulted in many responses
and offers.
He accepted a Senior Vice President of Sales position with a well funded, start-up software
company. His new position resulted in increased earnings and an equity position in the company.
A year after he accepted this position he was promoted to the position of President, a position
he continues to hold today.
SAMPLE RESUME
RICHARD W. SMITH
123 Greenbriars Drive South Chesterfield, Missouri 12345
Telephone: (555) 555-1234
PROFESSIONAL OBJECTIVE
A sales management position with a progressive information systems industry organization that can utilize
my extensive expertise in sales and sales management to attain/exceed company goals and objectives.
SUMMARY OF QUALIFICATIONS
Twenty-four years of successful sales and sales management experience.
Superior record of exceeding revenue goals and increasing profitability while reducing expenses.
Achieved The Eagle Award, the highest honor given within IBM for superior sales accomplishments;
plus numerous other achievement awards at IBM and with other employers.
Strong sales team motivator - demonstrated ability to motivate others in the achievement of corporate
and individual success.
Excellent interpersonal team-building skills; experienced in interfacing with senior executives toward the
realization of long-range goals/objectives, and the sale of major new business.
Comprehensive knowledge of the computer, manufacturing, and telecommunications industries.
PROFESSIONAL EXPERIENCE
ADVANCED TECHNOLOGY CORPORATION - St. Louis, MO 1994 - Present
Senior Account Manager
Responsible for overall sales account management in the St. Louis and Arkansas territory. Revenue
responsibility for sales of all Advanced Technology products and services.
Achieved 70% of full 1995 annual quota of $6 million in first quarter of fiscal year 1995.
HITACHIDATA SYSTEMS - St. Louis, MO 1993 - 1994
Senior Account Manager
Sold Hitachi Data Systems products and services with overall account management responsibility.
Achieved full year sales quota in 9 months.
Earned membership in first "Masters" recognition event.
DIGITAL EQUIPMENT CORPORATION - St. Louis, MO 1987 - 1992
Account Group Manager
Managed and supervised 6 cross-functional managers and 50 sales, support and service personnel in selling
products and services to a large world-wide account. Revenue responsibility was in excess of $50 million.
Exceeded revenue targets for 4 consecutive years, improving rank from 50th in revenue to 6th.
Increased year-over-year direct margin while maintaining expense reduction.
Sold a 4-year, $25 million local area network procurement and service system integration contract.
Awarded 4 consecutive DEC100 awards for exceeding sales goals, 4 Baton Awards for balanced
performance, and 3 Circle of Excellence Awards for outstanding profit and loss performance.
Richard W. Smith
Page 2
_______________________________________________________________________
WANG LABORATORIES, INC. - St. Louis, MO 1985 - 1987
National Account Manager/Corporate Account Executive
Successfully developed and implemented strategies for pilot marketing program in St. Louis, which was
subsequently utilized in the national marketplace. Managed and supervised 2 marketing managers and 6
senior account representatives with revenue responsibility in excess of $40 million.
Achieved 162% of fiscal year 1985 assigned goals in 6 months.
Exceeded fiscal year 1986 goals at 131%.
EDUCATION
UNITED STATES NAVAL ACADEMY - Annapolis, MD
Bachelor of Science Degree in Electrical Engineering
This resume tells the reader quickly what position he is looking for and why he is
qualified. Of course, your resume will not be identical or possibly even similar to this resume.
However, it is provided to give you guidelines. You may want to embellish in some areas, and
describe the function you performed in the job and describe the accomplishments. But remember,
only two pages long and the accomplishments are bolded.
Putting yourself in the position of the reader, wouldn't you want to interview this person if you
needed a senior sales person or sales management executive? You bet you would!
Your letter and resume will quickly be reviewed and either marked for follow-up action or filed.
Many times the file can be a wastebasket.
The objective of your letter is to avoid the wastebasket and get your resume into the hands of the
person who will make a decision on whether to follow up with a telephone call or letter. You want
your letter and resume is to get you a response that can lead to an interview.
If possible, your letter should be tailored to your recipient. In addition, you may find different
contacts within the same firm. You may want to tailor your letter depending upon the functional
area you are writing to.
Regarding professional recruiters, you will find some firms with multiple contacts/locations. You
should send a letter to each contact/location, as many offices operate on an autonomous basis. You
should describe your current, or most recent, earnings in your letter to recruiters and your
willingness to relocate.
On the following page you will find a sample cover letter. Again, this is a modified version for the
same mailing service client whose resume is on page 14. You should use it as a beginning point in
developing your letter. Your letter is like a newspaper headline; it gets the attention of the person
scanning incoming mail and avoids the wastebasket. Be sure the letter represents you and what you
are looking for.
If you are currently employed, you should include a request that they handle your inquiry in "strict
confidence".
SAMPLE COVER LETTER
RICHARD W. SMITH
123 Greenbriars Drive South
Chesterfield, Missouri 12345
(555) 555-1234
Date
Dear _______________:
Product/group/division profitability
Market share attainment/revenue delivery
Alliance/strategic partner development
Customer service/quality improvements
My career was established with an engineering degree, an MBA from the Wharton School of
Business, and selling large systems for IBM. During the past twenty-three years, I have directed a
broad spectrum of businesses in high technology organizations involving data/voice/video
networking, hardware and software products, outsourcing, consulting and technical business
services. These business units varied in size to more than 100 personnel and achieved, in part, the
following:
As mutually agreed upon with my current employer, I am pursuing new career possibilities due to
corporate restructuring activities.
Thank you for your consideration, and I look forward to talking with you.
Sincerely,
Richard W. Smith
enclosure
YOUR MAILING
In addition to utilizing the MCA mailing of up to 4000 key executives in the computer industry, you
will want to send your cover letter and resume to selected people on your NETWORK CONTACT
LIST. Wherever possible, these letters should be customized to each individual. Use the basic
cover letter that you have developed with your MCA consultant, and tailor the first and last
paragraphs to the recipient. Make sure you use a good grade of personalized stationery and
envelopes. MCA will be happy to provide you with additional copies of your resume for enclosure.
If you do not have a personal computer, find a local secretarial/typing service. Negotiate having
them type your envelopes and letters. A reasonable charge is $20.00 to $30.00 per hour for a high-
quality service. Be sure their quality is high - your letter and resume represent you.
Volume mailing is the name of the game and the basis for our MCA service. You want to
supplement the MCA service by getting your paperwork in front of as many personal contacts and
their contacts as possible.
The telephone will begin to ring, "We have received your letter and resume and would like to
discuss a potential employment opportunity with you". Your marketing program has begun to
work. Now you need to prepare for the interview.
By the way, even if the position described on the telephone isn't an exact fit, go for an interview
anyway. Some years ago, an executive interviewed for a Vice President of Finance position with a
then small company. He so impressed the President with his sales management accomplishments,
that he was hired on the spot as the Vice President of Sales. He became CEO of the company which
is now among the Fortune 500.
There are some basic factors you should consider as you prepare and enter the interview:
Be yourself. You want to sell the real you. Be honest with yourself and the opportunity.
Do your homework. Try to be aware of the organization you are interviewing with and the
issues facing them.
Appearance
Dress and grooming are critical elements in the evaluation process. You should appear as you
are, successful. Here are some basic elements:
Practice answering questions that can come up during the interview. Prepare and rehearse your
responses with family or business associates. Questions that you can anticipate include:
NOTE: Two of the most useless questions during an interview process is give me your
references and what are your weaknesses? You have to accommodate the request so
wing it. The interviewer usually has a checklist so make it easy and give them a
harmless response.
What do you like most about your current or most recent job?
Have response fit what they are looking for.
FOLLOW UP
After the interview or even a call regarding a possible job, you should send a personalized
letter or e-mail or both, thanking the person you met or who called for their interest. This will make
you stand out from your competition.
If possible, get feedback about your interview. Recruiters will normally provide you with the
perceptions of their client. If you are not selected for a position, don't hesitate to contact those
people whom you met to determine their reasons for not selecting you.
If you feel comfortable with the people you have met, and the offer, then take it.
An offer in hand is more valuable than what might come in the near future.
Show dedication by attacking your new job with excitement, enthusiasm and lots of hours.
Deliver creative, specific and tangible results.
Stress teamwork and avoid the "I did this" syndrome. Give the team members credit.
You are an enthusiastic member of the team dedicated to making the organization
successful.
BE PREPARED
Most likely, your new job will not be your last.
Your personal and professional goals may change; an even more lucrative and challenging job offer
may come your way; or things at your current employer may change, and you could be confronted
with looking for a new job again.
Do your best at what you are doing at your new job. However, be aware that circumstances may
occur that will cause you to again be looking for a new position.
Be prepared by:
Helping anyone who contacts you looking for a new job. "Give and you shall receive."
Keep very active reading about organizations in your business. Keep a clippings file of
advertisements for employment and companies on the move in your industry niche.
Best wishes!