Yesterday I was fortunate for the opportunity to provide the morning keynote on Employment Branding for Collaborate 2010 – the first Jobs2Web user conference.  I enjoyed sharing the stage with a group of forward thinking practitioners and industry giants Lou Adler and J2W founder Doug Berg.  I also couldn’t help but marvel at the astounding level of engagement, open sharing, synergy and success during this event.  Collaborate was truly the perfect theme!

Jobs2Web continues to push the envelope on strategy, innovation and results for progressive organizations serious about leveraging technology and intelligence to Recruit Better. This week it was exciting to listen and learn about the powerful ROI they are delivering.  Client presentations from Yum Brands, Microsoft, Lifetime Fitness and Mayo Clinic validated Jobs2Web as both a powerful business partner and clear industry leader.  They continue to set the pace for delivering innovative Web 2.0 (or 3.0?) recruitment marketing solutions.

One of the most exciting client projects I’ve worked on in my new consultancy has been the Jobs2Web brand, unveiled this week at the user conference. I think the message platform and marketing tools resonated with the community in a compelling way!  I will post a more complete case study in the near future but in the interim, here are two video’s our team produced in partnership with Jobs2Web.

Great week!  Congratulations J2w!

Posted in Brand, Recruiting, Social Media, Uncategorized

Testimonials matter.  In sales where value propositions are next to identical and compelling differentiation is narrow or non-existent, proof of concept counts and often closes.  Buyers typically aren’t too optimistic about being the first one into the deep end of the pool.  Knowing you’ve been there and done that provides assurance.  The ability to demonstrate outcomes that not only meet expectations but deliver above and beyond can be a difference maker.  Involving your best customers in the sales cycle elevates trust among business relationships you are cultivating…and the strength of the testimonial often depends heavily on the sellers skill.

So, how does a sales organization build out a portfolio of world class testimonials?  How do you turn customers into Raving Fan Brand Evangelists?   Simple.  You earn it.

3 keys:

1.  Deliver results

2.  Invest and build meaningful relationships

3.  Ask

Results are what its all about.  But results without a relationship aren’t good enough.  Do your best customers champion your cause and go out of their way to help you succeed?  Do you do likewise for them even if it isn’t in the contract?  Tip:  that is what new customers want.

When you are delivering and developing meaningful relationships, you still have to ask.  But, isn’t that the job of the marketing department?  Hardly!  Customers are buying from YOU….and YOU need to demonstrate proof of concept also.  A good marketing organization will take great care in packaging, promoting and building out a portfolio of testimonials, case study’s and client experiences the right way……but anyone selling today can cultivate client feedback in  a way that advances their cause.

I recently delivered keynotes in Madison and Maine.  In follow up, with positive client feedback, I felt I’d earned the right to ask for the coveted testimonial.  Always an opt in (if I didn’t earn it and don’t deserve it, please do not feel obligated in any way to oblige) and authentic, I was fortunate to receive the following two positive returns from my customers:

“From a 72-member program faculty, Ryan Estis was the highest rated presenter at our four-day conference. No surprise! Ryan did his homework for the  keynote. He offered a sophisticated, strategic message delivered with style. And Ryan connected with the audience so that the sophisticated message translated from the stage into practical applications for the attendees.  We look forward to having him back next year!”

Bud Bernstein
Maine HR Convention

“We engaged Ryan to keynote our conference because we knew he would bring high energy and set the tone for a great conference; he far exceeded our expectations.  I have been involved in our conference for 5 years and never had I heard such a buzz that lasted throughout the day and beyond.  Not only as a conference organizer did I find Ryan’s energy empowering, but as an HR professional, I still find myself revisiting Ryan’s message and applying it to my daily work life.  Thank you Ryan for delivering on your promise; you told me you would bring it, and you did!”

Zach Penshorn, VP Programming Greater Madison Area SHRM Chapter

These are great additions to my ‘Testimonials Portfolio‘ and I am more than grateful for the client partner contribution because it certainly benefits my business.  But, if you are a Sales 2.0 Rock Star and paying close attention you’ll notice my colossal mistake.  How, with such good feedback and momentum around the client experience could I leave my Flip-Cam in the bag?

Yup.  My mistake.  That would have elevated the impact substantially.  Next time.

You are a Sales Rock Star?  Then you have powerful testimonials, proof of concept and an authentic, differentiated and compelling value proposition around both your business solution and buying from YOU!

Posted in Brand, Sales, Uncategorized

First dates can be tough, especially if you haven’t dated in a while.  The fear of change and rejection are powerful forces capable of keeping people trapped in situations that are less then desirable. When it’s personal the stakes are high.

Take the job interview.  Tough sledding for most people, especially if it’s been a few years.  It’s got first date evaluation, scrutiny, benchmarking and comparison all over it.

And the sales the call.  I believe whoever said not to take sales rejection personally couldn’t have been very good at sales.  Trust me, it’s personal.  In most instances customers buy from YOU…..whatever you sell is typically replicated and available from the competition.   The best sellers are the difference makers.

To get it right requires some thorough preparation.  And preparation also eases the natural anxiety and tension that come with the territory.  It also mandates authenticity…and the best advice I could give to any candidate or closer is be yourself.  Because good interviewing, selling, dating and relationships are all about ‘fit’ and at the onset deserve authentic representation.

I hadn’t interviewed in quite a while (which was a mistake) when I decided to launch my own business….and in those roller coaster first 6 months the familiarity and security of the corporate gig pulled…and put me in a state of being open to taking meetings, interviews and considering my options.  And I can tell you the very best interviews come when you are confident, patient and open around evaluating the intersection of talent and opportunity.  I am not the right man for every Chief Sales Officer job……and there are sales leadership gigs that would put my feet to sleep inside of 90 days.  Fit is the key.

It’s not all that different in Sales.  The very best sellers take fit assessment seriously.  One of the biggest reasons salespeople fail is they spend their time on the wrong things…low margin activity…or spinning their wheels trying to capture business that simply just doesn’t fit for the enterprise.  In my consulting business being selective and segmenting the kind of clients we work with (where we can really add the most value and help improve their business) is absolutely the focus.  We want great fit for us and the client!

Having ‘fit’ perspective makes the first date (whatever it is) more enjoyable.  Everyone can relax, have some fun and participate in some open, meaningful dialogue….wherever it takes you.  And when its good….when the fit seems to align, you’ll know it.….it will move you, shift your perspective and lift your spirit.

The start of something new brings the hope of something great….so relax, be confident, authentic, focus on fit and enjoy the ride!

Posted in Recruiting, Sales, Uncategorized

Tags: Human Resources

Change. We’ve entered a unique era of transformation. What got us here, won’t get us there. The pace of innovation, technology transformation, marketplace disruption and evolution are accelerating. And it’s never going back. Change is the new normal. The ability to manage change, navigate it successfully, anticipate what is around the corner and prepare for it effectively are now requisite competencies for any organization to grow and thrive. They are also fast becoming requisite competencies for individual/personal success.

Many organizations desperately need to challenge the status quo and strive to reinvent themselves. And that requires a very specific and elevated focus on the right TALENT….because that is fast becoming the only way to develop an sustain a competitive advantage. The right people will drive the business forward….will deliver on the mission, vision and values and elevate the outcome for the customer.

Change Agents are a different breed. They work on the edge and challenge the status quo. They shift the business forward and guide the strategy and next steps. When supported by open and receptive leadership Change Agents can build momentum that propels the business and puts the throttle down on growth. And while we may not be anticipating a labor shortage anytime soon, Change Agents are still in short supply. And smart organizations will identify and protect their Change Agents and recruit with an eye on competencies like adaptability, creativity, attitude and innovation across all functions/disciplines.

Change Agents have an advantage. Most people prefer to play it safe. Work in the confines of comfort. Minimize risk. Continue the familiar. Playing it safe provides a feeling of security. Unfortunately, in the new economy, it’s dangerously false. And those that are willing to take a calculated risk, open new doors, venture into uncharted territory and move through adversity and setback as the next logical challenge have an increasing opportunity to thrive.

Those skills are necessary. They are deeply coveted by progressive organizations. They are the hallmark of quality sales leadership and marketing strategy. They make business happen.

Change is the new mandate.

Posted in Uncategorized

I was fortunate to have the opportunity to speak at the 2010 Hospitality Sales & Marketing Association International  Resort Business Summit this week in W. Palm Beach, Florida.  It was an Association event filled with an extraordinary amount of community and camaraderie, evidence of a leadership commitment in an industry that is defined by customer service and quality relationships.

Although I was brought in as a Subject Matter Expert to present Sales 2.0 & Social Media Strategy I am quite certain I learned as much as I shared about networking and connections.

In speaking about Social Selling I am quick to point out several key considerations:

-Define your objective and determine the right strategy

-The trend is more important than the tool

-Social Media is not a replacement for relationships but rather an acceleration and expansion platform that can aid in sharing your unique story with your audience (you need to have a story….and an audience).

The Social Secret is that it’s still all about the quality of the relationship.  That hasn’t changed.  And that is something that HSMAI and its membership get straight away.

I was welcomed by a group of open sharers who have fostered strong relationships built around a common interest in identifying best practices and earning more business through delivering an experience consistent with expectations.   That builds trust and loyalty.  And drives Word of Mouth that can accelerate and advance growth in spite of revenue pressure that is surely a sign of the times.  This week would serve as an excellent case study in how to run a best practices forum for other industries.

I was also able to enjoy an invaluable research/trends report by industry linchpin Cindy Estis Green and an exhilarating keynote from Futurist Micheal Tchong.  Bravo!  I suppose the notion that I am authoring this post 40,000 feet above the ground on a Delta flight with WiFi is consistent with the trend of accelerated innovation and change that was such a theme this week.

I always embrace the opportunity to make new and meaningful professional connections.  I hope my contribution this week offered as much value as I received.

Having an abundance of awesome options to consider for my next R&R get away is never a bad thing either!

Here is my preso on Social Selling:

Posted in Sales, Social Media, Uncategorized

Tags: Hospitality, HSMAI, Sales Training

HR industry consultant and thought leader Mark Stelzner at Inflexion Advisors recently authored a fabulous blog post on ‘5 Ways to Torpedo Your Next HR Sale‘.  As someone who has sold into HR and managed a team of sellers doing likewise I have seen it all.  And made and learned from some of those very same mistakes Mark calls out in his post.

Selling into HR is unique and can afford the consultative sales professional with the right solutions portfolio a fabulous career.  I would offer those developing business in the space the following key considerations for success:

Relationships: Earn them.  Over time.  Through expertise and experience. By being a trusted adviser.  By getting there first.  By giving more. And nurture, protect and covet them at all costs.  In sales they are your career.  HR professionals value strategic support and counsel.  They give it daily inside their own organization.  They are domain and subject matter experts.  And they will become quickly frustrated with the Seller who has zero insight into practice of HR.  I have my Human Capital Strategist Certification for a reason.  And I had some  trusted clients help shape my understanding along the way.  Selling today requires subject matter expertise.  And that is far from exclusive to your product or service.  You better understand your customer.

Customization:  Its ALL about the buyer.  The HR professional has needs, expectations, objectives and increasing demands and pressure.  Consultative Sellers conduct thorough discovery and involve the HR professional in the buying decision.  Its a collaborative process.  And every sale, cycle, interaction and conversation should be customized for that unique selling situation.  Seller’s need to recognize today’s Buyer increasingly could care less about your stuff.  They care about their stuff.  That is where you need to focus your time.  Ask and listen.  Learn and solve.  Partner and contribute.
Differentiation:  If you don’t offer something different (or better) than the incumbent or multitude of alternative options then you are wasting everyone’s time.  You need to KNOW enough about the market, competition, customer and opportunity to establish a clear point of view on the specific differentiation your solution delivers.  This is a challenge for many vendors in the HR category whose products and services are lacking in  compelling differentiation.  But the very best sellers can still rise above.  Because in sales YOU can be the difference maker….if you are good enough.  In our Sales Training we challenge Sellers with two very critical questions:

• Why do customers buy from your organization?
• Why do customers buy from you personally?

A Rock Star seller has clear and compelling answers to both questions.

Value:  Today’s HR organization demands increasingly more value from their vendor partners.  The sales organization that can monetize their value proposition has an advantage.  Of course there is often a gap between perceived and achieved value.  To improve closing ratio’s a quality seller establishes clearly defined outcome expectations with the buyer and works tirelessly to create a “vision of the experience”.  When you can deliver client experiences that meet or exceed expectations with consistency, you will drive loyalty.  And customers for life.  You rarely lose a sale over price.  It’s much more likely you lost the sale because you didn’t create enough value.

Evangelism:  The most powerful sales strategy you can deploy is the authentic voice of your client partners.  HR services and solutions is a crowded, confusing marketplace with vendors making next to identical promises.  The smart sales organization doesn’t leave home without ‘Proof of Concept’…and knows that the most loyal customers are more than happy to be brand ambassadors.  Case studies, testimonials, co-presentations, client advisories and open referencing and referrals are the mainstay of a quality solutions provider in this category.

Selling is a process.  But process alone isn’t enough.  That is the science.  The best sellers understand the art of relationships, passion, purpose and performance – most importantly performing for their customer each and every day.  Deliver what you promise plus 1%.  That makes all the difference to the next customer.

For more information on our sales process (PULSE Selling) and training/consulting solutions download our eBrochure.

Posted in Sales, Uncategorized

Tags: Human Resources, Sales Training

Late last week I received a red alert phone call from the SVP of Business Development of a large tech. company on the East Coast.  She had a real problem.  And need to arrive at an immediate solution.

A complex and significant enterprise deal she had been working on for months was in the final stages.  And all indicators pointed to her crossing the finish line victorious.  Value – check.  ROI validation – check.  Proof of concept – check.  Competitive differentiation – check.  Relationships – check plus.  Further, she was a veteran.  Had done her homework.  Delivered deep and meaningful insights related to business strategy and outcome opportunities that elevated the sense of urgency to expedite a decision and move into implementation/execution.  This was an expertly managed, collaborative sales cycle with a customer showing all signs of a desire to move forward.

Unfortunately, as is sometimes customary in late stage game changing deals, Executives who have been removed from the sales process enter to demonstrate commitment, reinforce value and/or personally offer up the requisite resourcing support.  Certainly C level face time can have a very favorable impact.  However, it can also adversely effect an outcome if the C suite doesn’t possess the requisite client facing acumen and commit to the preparedness necessary to impact the decision.  And that is exactly what happened.

I had a Sales Executive on the line who was frustrated and clearly feeling like  she “never should have allowed her CEO to enter into the conversations at this stage….things were right where she needed them and after the last meeting she now has experienced a setback, unsure whether or not she can recover.”

As we conducted our situational assessment it was readily apparent the CEO had made several missteps during the limited client interface that introduced new concerns around the decision.  Moreover the customer had lost some of the good feelings that were previously associated with the idea of this partnership.  And that shift in “feelings” or “instincts” were communicated by the customer post meeting by a sudden need to take a much closer inspection to a specific competitor.  Never a good sign. And we needed a game plan for this sales recovery mission.

As we began developing our approach/recovery plan to compete through the final phase of this sales cycle there was an overwhelming desire to communicate.  She wanted to pick up the phone. Have a personal review with  all of her key contacts.  Apologize to everyone and get the situation back on track.  She wanted to send e-mails.  Have conference calls.  She wanted the fix.  She considered eating deeply into her margins and discounting in lieu of a serious competitive threat to preserve the sale.  Ultimately we organized a course of action that was more directed and focused on moving the customer back to the shared vision of the outcome that my SVP was capable of delivering.  We did that 3 ways:

-By isolating the new issues relative to the decision, owning them and specifically making sure they were addressed.  How you deal with a misstep in the sales cycle says a lot about what kind of vendor partner you are going to be.  In large, complex, technical sales there are likely to be imperfections.  It was clearly in everyone’s best interest for the SVP of Sales to apologize, own any parts of the process that wasn’t managed properly, understand the new/key concerns specifically and address them head on to minimize their significance in the outcome.  Further, she needed to get back to owning the relationship.  She was a big part of the reason the company was going to buy and it was critical she emerge as the lead to drive the relationship forward.

-By reinforcing value. A new competitive threat did offer up another opportunity to discuss the clear and compelling advantages of this specific partnership in a side x side comparison and reinforce the outcomes.  Building out some customized communication around this and presenting it personally at the right time should prove to validate the business reasons behind doing business.  Absent the emotion, the logic make sense (although that isn’t necessarily how people buy) and we we have the opportunity to interject both back into the consideration.

-Give something first. And while that didn’t mean eating into her margins the idea that new concerns were understood and being met with some specific action will make the customer feel better about the partnership and go a long way to demonstrating the understanding, flexibility and value associated with doing business.  That is good partnering.

This cycle stalled but it’s still very recoverable if the next steps are managed properly.  This SVP of Sales is expert enough to seize this setback and treat it as yet another opportunity to demonstrate that she is truly going to bring the very best solution to bear on the business challenge.  And like all good sellers, she is going to make it all about the customer and build the shared vision of the experience and results in working together.

I like her chances.

Posted in Sales, Uncategorized

Would sales be easier if every call you made was to a prospective buyer who was aware of both you and your organization prior to talking?  Would it be easier to sell to qualified prospects reaching out to you with a direct inquiry?  What if you could turn virtually every cold call into a “warm call”?  Sales Nirvana?  Perhaps.

And it’s all very possible today with a shift in strategy and through the adoption of new tools and technology.

The blend of a traditional networking philosophy and technology integration can transform the opportunity to develop higher levels of awareness and more attention from your TAU (target account universe).  Social selling is all about being expertly informed and demonstrating value early in the sales cycle to achieve elevated interest specific to your product or solution.  While you cannot automate relationships, you can dramatically expedite quality introductions and knowledge transfer by leveraging a Web 2.0 selling platform. Consider:

How easy it for your customers to intersect with your BIG idea?

Are your channels alive with your very best new content?

Is your value proposition abundantly clear, compelling and so differentiated its worth considering a change?

Is it clear at “the moment of truth” why urgent action is required?

Are you leveraging quality assets early and often in the cycle to add value first?

Now, benchmark against your competition.

In Professional Selling YOU are the the brand, company and marketing strategy in the eyes of the marketplace.  A good foundational strategy will get you off the phone and in front of customers.

Building Sales Influence with your customer community make sales happen.

Posted in Sales, Uncategorized

Tags: Influence, Sales 2.0

Remember the movie, Meet the Parents?  Where Gaylord Faucker was hopelessly left outside his soon to be father in law’s magic circle of trust despite his every effort and very best of intentions. Once he was outside the circle it took quite the herculean effort to get back inside.

TRUST is a major issue in the workplace today.  Employee engagement has waned and the prevailing feeling in so many organizations can only be described as anxious and trapped.  It matters little whether the marketplace is talent rich, if the talent on the team isn’t aligned to the objectives and invested in the outcomes.  And invested just enough not to get fired doesn’t count.  I know a lot of passive jobs seekers, working and waiting for something better to come their way.

Sales and Marketing have a Circle of Trust with their customers.  So does Recruiting and Leadership with their employees. And trust and engagement are never higher than the moment someone says YES!  Once the big decision is made the trust should solidify and escalate into endearing loyalty and evangelism.  But it usually doesn’t.  The circle breaks down.

When interest is elevated and engagement is high its a violation if the ‘experience’ doesn’t meet the ‘expectation’.  Brands (and employer brands) that can deliver an experience, that exceed expectations consistently (exceed once and fail twice and you’ll drive people crazy and right into the hands of the competition) build loyalty and have the opportunity to drive evangelism.

Transparency and Authenticity are the new mandate.  You better BE what you SAY.  I read a great quote about this on the Edelman site last night.

“Audiences expect companies to interact with authenticity and transparency. Companies need engagement. Both will only achieve these if driven by compelling content that courts, plays and engages with credibility and professionalism. As Peter Whitehead wrote in the Financial Times, Web 2.0 is a world in which anyone can have a go at generating content; Web 3.0 is where professionals take the lead in shaping that content.  And those professionals are the production experts and the multichannel, multimedia engagement experts. A new world, needing a new marketing offer. It’s all for the taking.”

Content is everywhere.  Quality is another matter entirely.  And better communication inside and outside the company is imperative.  And experience is what really counts.

Authentic, Sincere, Transparent, Timely and Relevant Communication builds TRUST. With employees and customers.

How is your company doing?  Are they inside your circle?

Posted in Brand, Communications, Employee Engagement, Recruiting, Sales, Uncategorized

Tags: Trust

The challenges and demands today’s business leader faces are many.  More with less, cost containment, globalization, transformation, reinvention…and amid the challenge and change exists a very real opportunity for confident, capable leadership to emerge and re-engineer success.  People are hungry for more meaning in the workplace and want to connect to something and believe in someone who provides a vision for the future.

Vision is a leadership mandate.  Connecting employees to the vision and instilling confidence about the future of the enterprise help make vision a reality.  People need to opt in for more important reasons than money.  Increasingly it is incumbent upon leadership to communicate not only the where, by the why and the how in the organizational or team journey.  That kind of authentic communication and transparent conversation builds trust and fosters connections around a shared purpose. Simply stated, you aren’t leading unless others are following.  And the best leaders understand that a critical component of their function is to ably serve those they employ in an effort to guide others to personal and professional achievement.  That breeds loyalty.  And success.

Here is Top Ten daily checklist that serves as a reminder of the work effort required to serve as a leader.

1.  Did you demonstrate alignment to the organizations guiding principles (mission – vision – values) and support the brand promise?  Not by what you said.  Rather, by what you did?

2.  Did you barrier bust today?  Remove obstacles, minimize bureaucracy and make it easier for your team to compete and win.

3.  Did you reinforce the strategy today?  The strategy you’ve clearly communicated and have everyone aligned and contributing effort toward.

4.  Did you listen and learn today?

5.  Did you coach, counsel and mentor to improve someone today?

6.  Did you recognize someone or celebrate success today?

7.  Did you challenge the status quo today?  Did you consider that what is working today might not be good enough tomorrow?

8.  Did you achieve an outcome today?  A small victory that leads toward the big win?

9.  Did you make work fun today and contribute to creating culture that people really want to be a part of?

10.  And one of my personal favorites, specific to the sales organization and an absolute mandate in the C suite – did you talk to a customer today?

The best leaders are out front.  Doing the heaving lifting.  Setting the pace.  Offering an example.  Serving others.

Posted in Leadership, Uncategorized

Tags: Leader, Vision