Watch out for that devil in the detail…
The devil is in the job spec?
More often than not, when a Sales or Marketing professional is preparing for an interview they go forth with an idea and general understanding of the role they are applying for. It is essential that they have this concept, as well as a good understanding of the role, responsibilities and environment. However in the current market the competition at interview has increased significantly and so too has the client’s expectation for the performance of a Product Manager of Business Development Manager. So the devil is in the detail of the job spec.
Where possible it is important to thoroughly measure the requirements of a job spec. Quiet often people see a title and ‘know’ they can do a job, but overlook the small print. And here in lies a trap. Quiet often job specs can be generic and it is easy to gloss over them, but if there is a specific product, skill or knowledge mentioned and the candidate has not prepared properly to answer questions on this topic, it can often be the difference between successful interview and not.
The feedback may not be negative, it may be as simple as somebody with more experience got it, the reality is that if you get to interview you have a chance, and how you come across can be the difference between getting a job and remaining a seeking candidate.
A good tact is to get advice from your recruitment partner and use their experience and knowledge of the company, role and interview process to prepare yourself and give it your best shot
And let’s not forgot your own ambassador….the CV
Recruitment became a fan of social media
The phenomenon that is social media is all around us, it’s reach is so far that companies are still trying to work out what exactly it is and how much is it worth. There is no doubting the fact that it is here and is going to become as much a part of our everyday life as television. (i hear some computer and social media “Experts” cry that it already is! – but not for everyone yet)
The scary realisation is that self professed industry experts don’t even know where this is all going to go, but i was lucky enough to attend an Irish Recruiters meeting last night and was delighted to see so many respected industry opinions and personalities getting really involved in the Web 2.0 and social media growth. And none more so than the host Declan Fitzgerald of Microsoft and our own Eamonn O’Raghallaigh.
If you haven’t done so – it’s time to start catching up – the good news is it’s not beyond our reach.
Sales Manager or Managed Sales – What are you being interviewed about?
A re-occurring theme over the last few months has been in relation to explain your responsibilities and achievements in an interview. Let’s take the role of the sales manager as an example. I think the generic understanding is of a person who manages a sales team (be it telesales, field sales etc). However, like most things this is not always the case. Today sales managers can have a wide range of responsibilities including managing a sales team but also managing key accounts, business development, customer service, product sourcing, channel managing, supplier appeasing etc etc
Everyone believes they do more than their manager/peers/colleagues know about, yet the question is how are they supposed to know what you do on a daily, weekly and monthly basis? and would you make friends or alienate people by telling them every day what you do?
Communication is key here and this translates directly to interviews. I have interviewed well over a thousand sales and marketing professionals and my comments come from personal experience, one of the main issues facing such candidates is that they are used to selling themselves as a representative of a company or product, but don’t have experience selling themselves as the product. Unfortunately, the reality is that at interview, you are the product.
Like any sales call or marketing pitch, you will always prepare. You will make sure that you know who your audience is (interviewers), what they are looking for (job spec) and what the Unique Selling Point of your product will be . So why would you go in to an interview any less prepared.
Richard (richard.hayes at salesandmarketing.ie)
Team Sales & Marketing
I think everyone can agree that the past 18 months has been as tough as we have had it for a long time. There has always been slumps in the economy and general market activity such as the dot com bomb, but they were quiet sector specific and therefore did not seem to burden the entire population. It has been interesting to note the affect this has had on Sales and Marketing professionals. Companies tend to hire to save money (e.g. accountants) or make money (e.g. sales) and justifying spend when there is little immediate return is the bane of the Marketer.
Today Product Managers, Marketing Managers, and pretty much anyone who gets the go ahead to spend on advertising, marketing, events etc. is under greater pressure to get financial results in the short medium and long term. And as often as not the marketing department runs it’s campaigns with the sales team and accountability for results is hard to separate. A product manager’s idea, implemented by a sales rep is the ideal situation for a company to succeed in reaching its target market, but when it comes to reviews on an annual basis, the chase for plaudits and ability to separate becomes difficult.
Perhaps then the current market is the chance we all need to put team ahead of self. A lot of people will have done so for the past 18 months, but in the hope of getting through the current slump and to progress in a new economy (which we all hope will eventually grace us with its presence) it is time for sales and marketing to work together towards the common goal. Communication is key and acknowledgement of work, effort, success and failure (not to blame but to learn) will help two sides of the same coin enjoy success and the sum of all parts can be greater than the whole.
-Richard (richard dot hayes at salesandmarketing dot ie)
Leaving Cert Standards dropping
There is a lot of talk about the standard of leaving cert grads is making headlines. There are corners suggesting that this is due to a variety of reasons including easier exams and poor teaching. I think it is a little simpler than that. Teachers are assessed based on how their students perform in the Leaving Cert, not on how well roundly educated they are. This encourages educational institutes such as Bruce college, the Institute of Education to simply do enough to help students get high points in their exam. They prepare them for sitting the exam, not understanding the material or course.
The knock on effect is that the pressure on students is to get high marks, not a good education. And until this is addressed, then I cannot see a change
Making the Bold Move
A career in sales and marketing is not for the faint hearted, particularly in the current economic climate. In today’s market, EVERY person in sales is feeling the pressure and EVERY person in marketing is lacking a budget. Keeping a job can be quiet difficult and stressful as the influencing factors can be out of your hands. Yet like most industries and professions, sales and marketing can still offer a career and progression, so what does one have to do to get a job in the current market
Much of the initial part of your career will be fairly linear. Start as a rookie, getting experience by putting in the hard yards (the metaphorical tea maker springs to mind), and mostly having your hand held or your direction given to you. Over time (and performance) the responsibility and autonomy increase as does a professionals ability to manage and drive their job. However, when you get to this stage, the choices you are presented with can become a lot broader and more interesting. You will have developed a network of contacts at this point both internally and externally. And this is the key to you next move. In the current market companies hire to save money or make money, and the days of giving someone a chance for the right attitude are drifting away. In the current market, companies, like people, are looking for better value for the spend and taking a risk has far larger implications today that it has previously. Therefore companies are now looking to take on people who can add value immediately through their established relationships or specific skill set. (i.e. a sales rep with a contact sheet of every Office Manager in South Dublin or a Marketer with experience in Online Development etc.)
New distributor-ships / new products / new industries are all options we see constantly. If you are more entrepreneurially minded, which many sales reps are by definition, these options will arise naturally. Keep your ear to the ground and research everything that comes along. Also, be proactive about these things, there exist options everywhere
-Richard (richard.hayes at salesandmarketing.ie)
A Note on Voicemails
OK, this is obviously inspired by the story of a certain golfer (seriously Tiger – where did it all go wrong?). However, it does have some relevance to voicemails, specifically in Sales.
Leaving a voicemail
Make sure you keep it concise and to the point. Sometimes recruiters are guilty of this too, when we try to say too much in a voicemail. A simple name / number / subject matter format will ensure the voicemailee (is that a word?!) will likely return your call.
Recording a voicemail
We’ve all had those times when you think of a hilarious voicemail message. These tend to come along under the influence of alcohol, or when we were in college. Unfortunately, in the real world, they don’t really work. You have to remember that everyone doesn’t have the same sense of humour or taste in music as you. If a client / potential employer rings up, they expect to hear a brief, professional voicemail. It’s only a small point and it’s won’t enhance any application you make, but it can certainly give it a push in the wrong direction.
Another small point, make sure you are in a quiet room when recording it. You would be surprised at the amount of voicemails where you can hear someone driving or excess background noise. Take some time out, as many people will end up listening to your voicemail. It’s therefore important as it;’s another avenue to make that key first impression.
And, above all, don’t make the same mistake Tiger Woods made!
ROG / Sexton and taking the tough decision
This week saw Declan Kidney take what many believe was a very brave decision by dropping Ronan O’Gara (ROG) in place of Jonathan Sexton at fly half. All in lieu of the massive game this week which take places on Saturday in Croke Park against South Africa.
ROG has cult status, especially in his native Munster. Some even believe him to be Ireland’s most important athlete ever. Big words, not something we agree with but he is certainly a man of great reputation and skill. Sexton on the other hand, is undoubtedly highly talented but raw, and may not have been tested at this; the very highest level. Is this the right decision? We won’t know until 1845 on Saturday. One thing that is for sure, is that Kidney has made a ballsy decision, and that is something that he needs to be applauded for.
The same apply in Sales and Marketing. It has been said many times, that success is never brought about by taking the easy way out. We have advocated being aware of yourself, your place and your role, especially in turbulent economic times. A friend opined this week that “a job is not a right, it’s a privilege.” Our Irish Constitution partially agrees, stating that we have the right to earn a living, something not 100% the same. But certainly we should be grateful if we are working in the current climate.
However, there are various situations where you need to take the tougher bumpy road, the one that might lead to short term pain with has ultimate rewards. A tough Client may need to be approached, albeit in a different manner. A tough boss needs may be overlooking an employee who has greater value than they give them credit for. The key is to pick your battles. Be diplomatic, but when you have decided on something, give 100% and don’t shirk, don’t waver. Be informed and ready, get your points across succinctly. Defend your decision, and know why you’re defending it. When the tough decision needs to be taken, take it!
-Brian (bhc at lifescience dot ie)
Confidence and Karma in Sales
A great sporting weekend has just gone, and the biggest game the Republic has played in years is taking place tomorrow night. Write this post on a few topics which are tied together by the sporting theme:
Confidence: I don’t mean personal confidence (although it’s obviously key for any salesperson). I mean confidence in general, consumer confidence if you will. After the rugby teams epic finish on Sunday, if Ireland get through against France tomorrow I have no doubt it will give the economy a huge kick in the right direction. This will in turn have a direct effect in the sales environment, where people may be more open, warm, and willing to spend. Let’s hope so!
Karma: It’s been widely reported as to what Lassana Diarra (or Lasagna Diarrhea as some people have referred to him) said to Keith Andrews at the end of the game on Saturday. It wasn’t pretty, and hugely unprofessional (see the quote here). Karma is something which I am sure many people (including myself), believe in. Not in a religious sense, but in a “what comes around goes around” sense. I have little doubt that Diarra’s words will come back to haunt him and the French at some stage. It might not be on Wednesday, but these things have a habit of raising their heads when you least expect it. It’s the same in sales. Do good turns voluntarily. Help someone out. Let inexperienced people shadow you. Pass on interesting jobs to colleagues or people who you know are being made redundant. The repping industry in Ireland is very small, everyone knows everyone. The key is to gain a good reputation and let this do some of the groundwork for you.
-Brian (brian dot c at lifescience dot ie)
Being Aware in Sales
So you’re in Medical / Technical / Pharma sales and thinking of a move?
There has been a lot of change in the industry recently, it would seem the commercial side of the pharmaceutical sector is feeling the pinch more acutely now than over the past 12 months. This has been brought to light recently with some companies forced to restructure or merge and the knock on affect can mean sales professionals need to consider their options….but before you do be aware…
Some points to consider:
Be aware of what you do.
It’s a simple message, but one missed by many. If you are in a secure job, maybe this isn’t the time to be looking for a new role (how many other recruitment companies will tell you that?!). If the ideal role does by chance open up, of course consider it, but in the unlikely event of that happening, focus on #1. Remember the most important job you have is your current job.. Which, in a market like this, are sales or subsets thereof.
Build relationships,
These are the attributes that will differentiate you in your next interview. If you can bring an impressive contact list to a new or existing company who is looking to strengthen their presence in the area you operate in, then they almost need to find reasons not to hire you. Therefore, concentrate on keeping accurate records of sales / big wins / new deals – if you can present these in a concise way at your next opportunity then you will unquestionably be noticed.
Become an expert on presenting yourself.
This is without doubt the number one area that 90% of people don’t practice…would you ever go to a critical meeting with a Key Opinion Leader without becoming an expert on topic first? How much time, effort and assistance would you get before the meeting? Have you put as much effort in to preparing yourself? So why would you leave your interview to chance. Imagine you are the person hiring, and there is a lot of pressure on you to make sure you hire the best available candidate. What would you as an employer think if the person you interviewed is unable to present themselves in a effective and professional manner…is this the person you want as the face of your company?
So prepare for that next job, not just by searching the job sites, but by concentrating on differences that you can make in your daily routine that will enable you to become a better prospect for your future employer
-Brian (bhc at lifescience dot ie)
