Everything You've Ever Wanted to Know About Selling Yourself but*

[Joseph Coplans]

Everything you wanted to know about selling yourself

*but…were afraid to ask.

Who could blame you for being afraid to sell? Selling anything…selling a product, a service—and most difficult of all, selling yourself to others—is enough to make the palms of most hands flood with flood-water perspiration. Just say the word ‘sales’ and all sorts of negative connotations surface....

…pushy…pressure…cold call…hard sell…close…

…I prefer the soft sell…I wish somebody just could do it for me…

Consider—and I first got a chance to toss this out when I was lucky enough to be on David’s Sandusky’s radio show:

How many companies are there in the U.S. that create a livelihood for people and the economy?
You got me! I don’t know either. But I do know this: The way you make money in any company (I mean a 100K to 1-million plus) is to perform as a C-Level Executive, as a lawyer, or a top-notch accountant…

…Or in sales. Yes, sales.

That’s how most people who want to earn real money, make substantial money in this country. Companies sell stuff. And people sell this stuff. From channel sales for chewing gum to gaskets for engines, to medicine for infants and airtime for television commercials, a knowledgeable expert is working to persuade others of the value of what they offer.

Odd really, when you consider a true sales education is something you can’t get a degree in, huh?

Marketing degrees are passed out on a plate, sure. But not degrees in sales.

So we have this “underground” system of counter-ideals surrounding how we go about making money in our culture, which is to subvert the knowledge of persuasive behavior. Even one of my closest professional alliances—and we consult with companies large and small together—advises me to consult without ever using the word, ‘sales’. I help people figure out the disciplines they need to sell! So how can I not use the word, ‘sales’? I write the core messaging, the SEO key phrases, I write elevator speeches, I write core marketing documents, I create sales lists that create timelines for a results-driven pipeline. I provide prospecting lists, and closing strategies—that’s sales!
(My friend Janine Underhill—Graphic Facilitator, an amazing consultant you should check out! http://www.idea-360.com, and I just wrote her web site too)

So how I ask her, how can I not use the word? Well…she’s simply trying to persuade ME that using the word sales will turn people before they have a chance to learn about what I do. And she’s got a point.

So here’s what I’ve learned: After 12 years of selling and earning 12 to 15 million in revenue for companies in 4 different industries, the people who I sold to (ok, Janine, the people I persuaded) responded to an identity I had created for myself. I was on a mission. I believed and still believe that all people are on a journey. And that we learn about the things that bring out our talents (our personal brand) when we visit a place that inspires us (not always comfortably) to excel.

I believe that I’m on a journey to help you find your sales identity. Whatever that may be. I’m on a journey to help you find the persuasion tools you need to show others what you do is important to you and has value for them. And you are on a journey too. You believe in something you do. With all your heart and all your passion. You’re persuading others all the time and telling your story, and captivating minds. What you do brings meaning to the lives of other people. And there are better and better ways to tell your story, and there are better ways to find the right people to tell your story to, and there are better and better ways to keep them coming back for more of what you offer. That’s the commitment you have to value of your persuasion in tandem with the value of what you do, or what your business offers others.

I started this thread so we could explore how the art of persuasion can help people (you) find a way to explain your personal journey.

I thought we’d have some fun. I thought I’d offer an IDEA that could help everyone who stops by on David Sandusky’s great site.

Here it is: When you’re out there selling yourself, explaining what you do, why you’re qualified for the job, or why your business offering is differentiated, where do you hit for your first snag? Where do you get told the ‘no’ that stops you from advancing?
Write it out and post it. Then we’ll all try to offer a suggestion about how to get around it. All of us will, as one big community. We’ll help you overcome the objection and keep on track with your power of persuasion.

An example: My friend Colleen (Fanningpartnerships.com) has been the ‘Art Strategist’ for the Denver International Airport for over 6 years. Now, she’s going out on her own. (Yes, I did write her web site, http://www.fanningpartnership.com)

She explains to an architect, “I’m an Art problem-solver for architects.” (I helped her come up with that one-liner. Sounds simple, but it took awhile).
Now what they (the architect) ask for next sounds great, but it’s not. They ask her to ‘send in her stuff’. The problem is her “stuff” (web site, master plan outline and technical documents) never gets looked at. The problem? She hasn’t been building the right rapport. And so at first they seem interested, but then the opportunities that should be turning into projects seem to die. What she should say when asked for her “stuff” is: “Sure, I’ll send you my stuff, but I’m curious, just how do you think I would be a good fit for your next project?”
That way, she can build confidence and a story about what she does that will live in the mind of her prospect. There’s PLENTY of time to send prospects your indefatigable amounts of paper and digital proof that you’re the right candidate. But are you creating a story that will live in the minds of your prospects?

Let’s hear from you!

When do you hit your snag in the self-promotion process?

Let’s find a solution together!


This is all part of your personal journey—to me, that’s what Your Brand Plan is all about.

Two main ones (I'm a copywriter):

1. "We don't use/need freelancers."

2. "What industries do you focus in?" The problem here is that although I do have some industries I've written for considerably, I don't consider myself--or want to be--a niche writer. Sometimes a company thinks that to have the best writer for them, they have to use one who writes almost entirely for that industry.

[Joseph Coplans]

1. "We don't use/need freelancers."

2. "What industries do you focus in?"


Hi Amy. Copywriting sales issues! Wow, never heard of those!
For those of you who aren't familiar with what a copywriter is—I should explain. Like many freelance writers, Amy specializes in marketing writing for companies. She writes their marketing materials, their web site content, brochures, direct mail pieces and anything else, from a catchy line on a cafe umbrella, to a 5000 word white paper to illuminate the value proposition of a technical product or service.

Yes, Amy and I are in the same business!
And we love helping people figure out their core messaging and watching that commitment to what they do persuade others and become profitable for that company.

Most people associate copywriters with ad agencies with "Think Different" as the the classic slogan. But really copywriters earn 30K to 200K out there writing for companies who need sales answers in the form of sales language.
OK, Let's get to work

For the first hurdle: . "We don't use/need freelancers."

This is going to sound obvious, but if you feel that you are beginning to develop a rapport with that person, the only obvious question is to ask why?

May I ask you why?
Because some companies who've never hired a copywriter try it and wish they had done it ages ago!
I've noticed companies are beginning to hire freelancers again because they are less expensive than a full-time employee and offer extremely fresh perspectives for challenges where new ideas are needed.

(now, somebody who isn't emotionally invested and who doesn't care and who only wants to get you off the phone is going to be a hard sell anyways, but sometimes just respond without putting much thought into what they're saying.)

Can I ask you why you don't hire freelancers when so many do? is a question that you can frame as just "needing information". Knowing the reasons why may open the door with a discussion for somebody who is savvy about the benefits and who cares enough and has enough "juice" to make a change.

Do you have an article about the benefit freelancers offer. Daniel Pink writes extensively about freelance culture. So does Peter Bowerman, the guru of freelance writing information, and this would be a good question to pose on his blog too!

What industries do you focus in?

Explaining that at the end of the day, you focus on 'companies that rely heavily on outgoing messaging' for their sales is a good way to begin. Companies who focus on outgoing message and depend on excellent sales communication learn how to (with the help of a copywriter) extrapolate the benefits of what they offer.

And offering the benefit of writing for start-ups, mid-tier and Fortune 1000 companies in a variety of industries, tends to open more minds when it's described that way.

So, "I focus on industries that require excellent persuasion" and I've noticed all industries require an understanding of what the pain, problem or predicament of the audience truly is. And I focus on the benefits of going with your company, of how your company is differentiated."

Each industry has it's own nomenclature, It's own jargon, It's own buzz-words— the buzzwords rarely explain much. But it's really your ability as a persuader to write to heart and minds of the people who will most likely buy.

And lastly, you can always answer that the industries you write for are similar to the industry you want to write for by pointing out what you do are knowledgeable about concerning the benefits of the new industry you're going after.

Thanks for writing to me. Your sales challenge is my way, and Your Brand Plan's way of helping you form a sales identity for yourself and others.

Write back and tell us how we've helped you! (David, Me the entire community should jump right in!)

Best of luck to you!
Joseph Coplans
Owner, Ink Stain Spot on Thinking Spot on Writing Spot on Consulting

[David Sandusky]

Originally Posted by Unregistered

2. "What industries do you focus in?" The problem here is that although I do have some industries I've written for considerably, I don't consider myself--or want to be--a niche writer. Sometimes a company thinks that to have the best writer for them, they have to use one who writes almost entirely for that industry.

First, Joseph has wonderful insight for you. I will add that your core competencies and passion include excellent writing and, I bet, information gathering to name a few. That is what the client buys.

Out of the box thinking is a value add. Example you may find applies: My days as a retained executive recruiter generalist meant we had to go up against industry specialist for the search assignment. Sometimes we lost. Many times we won. We won because the client company valued our ability to target companies with fresh research and solid recruiting and service skills. So, I learned to target companies that partner with professional recruiters over industry connections. I apply this today and you can too.

In your world, find the companies who value your process for quickly learning and creating excellent copy for them.

Get YOUR word out - how can we help?

[JMondrow]

I have been a recruiter for a few years now contemplating the generalist vs. focus on legal (my background). I feel like I am a great recruiter and sales person so why not open up opportunity. Otherwise I would have continued building legal teams.

On the other hand, it sure would make life easier to focus on legal since I have the contacts and jargon down.

These posts have been incredibly helpful already. May I ask an additional question?

The job market is slowing and may for a while. How do I survive?

[Joseph Coplans]

Originally Posted by JMondrow

I have been a recruiter for a few years now contemplating the generalist vs. focus on legal (my background). I feel like I am a great recruiter and sales person so why not open up opportunity. Otherwise I would have continued building legal teams.

On the other hand, it sure would make life easier to focus on legal since I have the contacts and jargon down.

These posts have been incredibly helpful already. May I ask an additional question?

The job market is slowing and may for a while. How do I survive?

Hi. You've asked an extremely important and complex question with absolute precision. How do I survive!?
I think you are in some really good company here in the forum. Although that sounds like a play on words in this forum, doesn't it? I was a recruiter for a year in San Francisco. I worked for one of the best firms to recruit and hire software engineers in Silicon Valley. Wow, did I learn alot! But that's a story for another time. You've asked an important question, and I can offer a point of view now that is the hindsight of 7 years. Mind you, I wasn't a recruiter for a long time. I was a recruiter for a year during the burst of the bubble. So, I hope I have street cred in your eyes. I will say that I landed big deals out of the gate, and the training I got was the best I've received anywhere. I did watch deal after deal after deal (sigh) fall apart. I think this event in my life turned out to be one of the biggest personal branding events I've ever experienced. But I did take the train home feeling deeply sad, and resentful. (one of my many humbling lessons on how to keep my mind on the big picture and not think the world was out to get me and to be grateful for what I had—easier said than done, and an everyday practice that constantly needs reinforcement) Gore and Bush had just debated and the bubble popped. It wasn't a recession, it was a depression in SF. Whole corporate campuses became ghost towns. It was eerie. I walked around resentful about how hard I had worked. But life has no room for that. I decided to sell something else. Something I loved. And success in my next venture turned my head around. I was embarrassed to be 31 years old and selling computers in a computer store. But it was Apple. It was Berkeley. It was the best selling experience I ever had. I developed an entire corporate sales team and was enthralled with how excited people were with buying a computer and doing something great with it. I sold like crazy. And had fun. 100K in hardware at least per month. The big wigs from corporate drove up to ask me what in the world I was doing...
What did I learn from that job that I could have applied to recruiting? Well, lots. But more than just keeping a genuine interest in the lives of others, there is one thing that happed to the firm in San Francisco that allowed them to survive and from what I hear, absolutely thrive. (later, mind you when the horrible storm began to clear 22 months later after the elections)
So, when I joined there were 23 people working there. When the recession hit, there were 3 people left! Even two of the old timers with 17 years earning over 200k plus, pulled the plug! Whoa!!!
Here's what firm learned. Quit just selling engineers. Diversify. Somebody somewhere always needs somebody.
Now, in 2008, that firm represents all kinds of talent. They were able to leverage the ability to do so. So if you are going to specialize, that's great! but I think some eggs in different baskets are important right now. I think it's important to get some second and third opinions here, and I'm not recommending you just up and change whatever it is you are doing without consulting other experts in the field, but I think it's the start of a discussion. My experience is only one experience. But imagine being good at what you specialize in, but finding that you can parlay that expertise into other opportunities? And when we run into constant roadblocks, we get weirdly convinced that our microcosm of the world is the entire world at hand.
So, something to think about. After all, when you recruit you are helping others find talent that they cannot find themselves and need in order to stay competitive. That's your power. And sometimes recruiters lose that power when the companies they are searching for are convinced that they can find all the people they need. Other industries aren't so smug. That's the major advantage that will buy you sales time to convince them that you can prove your candidate can open doors for them. (provided he/she really can, of course)
We should get some more comments from the field!!!
Best,
Joseph