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CHAPTER 1

Phrases That Get the Word Out

What are the attention-getting phrases you use when making initial contact with individuals, interviewers, or people in general who are in a position to help you with your job search? When you are trying to get the word out about yourself, your work experiences, and your career interests, you basically are performing a marketing activity. The person you are reaching out to, in all likelihood, does not know you and, because the person is always busy, you must not waste anytime in introducing yourself. You have several objectives when "getting the word" out: to be quick, to be concise, and to have a compelling message so the person will want to learn more about you, remember you, and make a decision in your favor.

Basically your choices are calling, e-mailing, mailing, or making contact in person. What if you don't know how to reach the person — that is, you don't know his or her address, phone number, or e-mail? All is not lost as the Internet is a great resource for finding this information. By using any search engine you often can locate company Websites, telephone directories, or numbers (including cell numbers in some instances), e-mail addresses, biographies, association membership, quotes, and lots of other information that will help you reach the person and use powerful, persuasive phrases to get hired.

Cold-Calling Phrases

A telephone never feels any heavier than when you pick it up to call a stranger. Making a cold call to a recruiter, a company representative, the hiring manager or executive, or the gatekeeper to the person to whom you want to speak, is challenging. What do I say? What if I make a mistake? What if the person says no? What if the person says yes? We all have hesitations and excuses when it comes to making these calls. Yet, if you think about it, you have nothing to lose by making the call, and everything to gain if you are successful in getting the person to say yes. If we want the job then we must make the call. It all comes down to making that call.

Cold calling a hiring manager can be one of the best ways to gain employment. It is direct, is personal, and gives you the ability to gain information that might not be available through other sources. It also sets you apart from the crowd. Most people will simply mail, e-mail, or fax a resume. Although this can work, its effectiveness is increased severalfold when combined with a call to the appropriate person. You can improve the odds by making sure you use the right opening and closing phrases.

Your message should start by quickly introducing yourself: "My name is [name] and I am calling about [position]. I have significant experience in this area and would like to receive candidacy consideration. [Pause to hear what the individual says, which will tell you how to proceed]. What do you recommend I do?"

You may be fortunate to be asked questions about you background and accomplishments. Be prepared and respond with an overview of your key achievements and competencies. Ask the individual if that information helps, or if that is what he or she needs. If yes, ask for an appointment.

Again, the objective is to introduce yourself, gain a yes or no answer, and, if yes, a commitment to a next step. The next step could be as simple as calling back another time, or as encouraging as being invited in for an interview. Here are some phrases that help you get the word out via a telephone call to someone you do not know:

* "I am calling to introduce myself and to see if you are looking to expand your team. I am an experienced [cite profession and type of work done]."

* "I've heard that your firm may be looking for someone with my qualifications [quickly cite qualifications]."

* "I have recently become aware of your firm and thought we may have needs that coincide. [Wait for response or question.]" * "I understand you have an opening for [cite position] and was hoping to understand where you are in your search, as I have worked in similar positions."

* "My name is [name] and I am calling about the [title] position that is open in your company. I am an experienced [profession] and wish to be considered."

* "Are you currently looking to hire in the area of [cite profession or skill]?"

* "Do you know of other areas in the company that might have a need for someone like me?"

* "I was given your name by [name] in our company, who recommended that I give you a call regarding your [title] opportunity."

* "I recently read an article about your firm and was interested to see if you are looking to hire [profession]."

* "I currently work as a [title] for [name] company and wanted to see if you utilize talent in that area."

Warming Up a Cold Call

People connect for many reasons. By nature, people need social, physical, intellectual, and aesthetic outlets. If you can find commonalities between you and the person you are calling (before you make the call) he or she will almost always be more receptive. These commonalities can be anything. It can be the town you live in. Mentioning that you two are "neighbors" humanizes you and makes it much harder for the person on the other end to "get you off the phone." It also makes him or her want to help. Because you are part of the same community, and people want to be well thought of and liked within their community, it raises the stakes for them. Other areas you might find commonalities can include: your religious organization, a playhouse, symphony, or center for the arts you are involved in or attend, charities you participate in, volunteer organizations, communal activities, sports club, wine clubs, culinary groups, cooking classes, and so on. Most of these groups have publications of some kind. Take a look. See who the donors are. Also take notice of who is involved with what in the notes of recognition in the publications. If there is no publication, talk around. You'll be very likely to find out that there are some central people who are very passionately involved in one way or another in the group. Also, make sure that everyone you run into within the group knows that you are skilled and looking for a new opportunity.

Networking Phrases

One of the best ways to get the word out about you is to constantly network. Every person you know in your work and personal life is a potential networking contact. The same goes for people you meet for the first time on an airplane, on the street, at a conference, during a social event, at your child's school program, waiting in line at the dry cleaners, at a neighborhood block party, and the possibilities go on and on. Every time you are in front of someone, or every time you are on the phone with someone, it is an opportunity to network. Networking is marketing you — what you do, who you are, and what you can do for others. Marketing yourself involves describing yourself so that the person wants to know more about you, and walks away with a lasting memory of who you are and what you do. In some instances it is marketing yourself so that what you do is what the other person needs.

Because you may have only a couple of sentences to capture the attention of someone you meet you must make sure that the introduction of each other is informative. Networking is more than just sharing names, titles, employers, and each other's business cards (make sure you do get a card to record notes and to get a telephone number). Networking is presenting yourself in a way that that the other person will recognize a personal need for what you do, know of others who need what you do or have, and remember you in future times should someone ask the individual if he or she knows someone who does x, y, and z.

When meeting someone for the first time in a business, social, or networking situation, you should immediately introduce yourself and ask the person who he or she is, and what he or she does. So, for example, you might say, "Hello, my name is Fred Smith. And you are?" Then ask the person what he or she does, or why he or she is at that event. Inevitably the person will ask you what you do. You have only one chance to make a memorable and positive impression. You want to tailor your networking introduction, as much as possible, to the person's own station in life and work.

Don't diminish it by stating your title and the company for whom you work. That tells the person very little and leaves one unimpressed. When someone states that he or she is an accountant, a sales manager, a production supervisor, a marketing VP, or what ever the title, what does it say about the person? Does it convey what one does? What you can do for them? Of course not! Accountants, for example, are a dime a dozen, but someone who "helps companies leverage their returns on their assets" is something different. See the difference? Stating one's title leaves people in the dark, but defining the outcome of what you do hits home.

You want to use phrases in your introduction that make you stand out from others in your job, profession, or company. Here are some phrases to model or modify for your use in networking introductions. Where possible, one's phrase should not only describe what one does, but what outcome results from it:

* "I work with individuals who seek to improve their financial holdings and be set for retirement." [financial planner]

* "I help individuals set and achieve personal and work goals." [personal or business coach]

* "I help companies source and retain talent in order to grow their business." [recruiter]

* "I work with individuals and organizations that want to unclutter their work and be more efficient." [personal or business organizer]

* "I help companies improve their customer image and gain more repeat business." [customer-service professional, order-entry person]

* "Companies who want to maximize their return on assets and minimize their cash flow need me." [finance professional, asset accountant, CFO]

* "I help nonprofit organizations identify their true mission, clarify goals, and develop action plans to achieve them." [strategic planning professional]

* "Companies who want to leverage and reward sales performance need my skills." [sales trainer, sales-compensation expert]

* "I help organizations come together as a team and use this power to achieve unimagined results." [team-building expert, human resources trainer]

* "Individuals who seek to make better presentations and win over their audiences benefit from my programs." [public-speaking coach]

* "I help companies perfect their production processes, achieve high levels of efficiency and quality, and lower their costs." [industrial engineer, quality engineer]

See how powerful phrases such as these can be? They prompt responses such as, "Tell me more," "How exactly do you do that?", "Where do you do this?", "How did you get into the field?", and so on. Now you are in control of the conversation. You can tell more about who you are, what you do, the results that come from your work, and much more. You now have license to ask the person some questions such as:

* "Does your company have a need for people like me?"

* "Do you know of someone who can benefit from my experience and accomplishments?"

* "Can you suggest some companies that are looking for talent like me?"

* "Is there something I can do for you?"

* "How did you get into this field/company? Is that a possibility for me?"

* "I admire your success and would like to emulate it. Do you have any recommendations?"

* "Are there some good books you can recommend that I read to give myself a better chance in your industry/firm?"

Now that you see that networking can be quite powerful when you use the right phrases, start thinking about where people network or congregate. Where do the individual(s) you seek to contact work or socialize? What associations and local chapter meetings might they belong to and attend? What conferences or trade shows center around the people you wish to meet? Community organizations? Perhaps you should be in attendance, too, armed with your networking phrases and introductions.

Keep the Network Going

Just because you have not found a job through one particular person it is no reason to cut him or her off from your network. Similarly, if you have been "rejected" by a firm, keep it in your network. These individuals still have valuable contacts, and new openings do come up from time to time. I have often seen a candidate go in to interview with a hiring manager and get "rejected" for the job, only to be called back weeks or even months later and get an offer for a different job. One way to keep these people in your network is to keep them informed about the status of your job hunt. Tell them about the companies you have met with, or are meeting with. Let them know when you have started a new position. By doing so, you will maintain a valuable resource for your next job search.

If you fail to call these people until you are looking again, perhaps years later, you will have lost most of the benefit of your network. Part of maintaining an active network is keeping in touch. This kind of network grooming has additional benefits. As the people in your network move up or change direction, you will gain more opportunities. Neglecting to maintain a network is a sin, especially because it is so easy to keep up with it. Here are few easy and painless ways to maintain your network: * Send relevant news clippings and articles.

* Occasionally e-mail contacts with exciting industry news, and ask how they are doing.

* Send a letter (a thank you, an update, a change of address).

* Offer them minor-league tickets, movie tickets, or other goodies.

* Let them know about an upcoming community event.

* Ask them if they want to participate by donating to a charity you are involved with.

* Invite them to lunch.

Warm-Call Phone Phrases

Not all telephone calls are cold calls as previously described. Often you are putting in a call to people you have previously dealt with in the company you are targeting for employment, or to personal acquaintances or business contacts. People who know you are more apt to take or return your call. They are also individuals who are more likely to help you with your job search. Don't wear out your welcome by being long-winded. Similarly as you do with a cold call, state the purpose of the call and ask if they will help you.

Want to know a secret on how to turn a cold call into a warm call? As previously mentioned (and well worth repeating), share something the two of you have in common. It could be a mutual acquaintance, a hobby or sport, an association membership, a place of worship, a common city of residence, or perhaps you heard the person speak at a meeting. It takes a little effort, such as doing a Web search, but you can find information about the person that turns the call from cold to warm! Here are some examples:

* "It's been a long time since we have talked."

* "I am hoping to make a career change."

* "What areas do you think are hot right now?"

* "Which companies have you seen experience explosive growth?"

* "If you were searching for a job, which companies do you think you might go after?"

* "You remember me from [situation], and I wanted to get your opinion on [topic]."

* "How are things going in your industry?"

* "What kind of needs are there in your firm?"

* "Will you take a look at my resume and make suggestions?"

* "What do you think I can do to leverage my experience?"

* "Are there any additional skills I should learn to increase my value to a prospective employer?"

* "Can you tell me what areas your company is hiring in?"

* "Whom should I contact in your company to learn about position openings, and can I use your name?"

* "I learned that your company has an opening for [title]. Any suggestions as to how I might go about applying? Do you know the manager in this department?"

E-mail Phrases

The technology of e-mail has totally changed how we communicate with one another. It allows us to reach people 24 hours a day, seven days a week, and it encourages a response because it is easy to do so. Unlike regular printed mail, e-mail may not be screened by a secretary or administrative assistant. It, however, can be deleted or filtered out in a nanosecond should the subject line not be of interest to the recipient or the sender's address is blocked.

Remember that your e-mail may be one of dozens, even hundreds that the individual receives daily. So it must stand out from the others. You do this not by marking the e-mail urgent, but by making the subject line jump out. This is achieved by: (1) quoting from document(s) about the position [the job description, recruitment advertisement, earlier conversation, and so on], (2) referencing the name of a mutually known individual, or (3) using creative, hard-hitting, attention-getting phrases.

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Excerpted from "Beyond the Resume"
by .
Copyright © 2006 Peter Gray and John Carroll.
Excerpted by permission of Red Wheel/Weiser, LLC.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

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