September, 2007
by Denise P. Kalm, DPK Coaching
Denise Kalm has 30 years experience in IT including application programming, enterprise systems management and performance management/capacity planning at Pacific Telephone and Bank of America. She moved to vendor land in 2000, spending 5 ½ years with BMC on the EPA product line, then recently became the senior product marketing manager for enterprise job scheduling products at CA, Inc., formerly Cybermation. She is a regional officer of CMG, has held many volunteer positions within that organization and is a frequent contributing author. Prior to entering the IT profession, she was a biochemical geneticist. Her hobbies include flying, Jazzercise, writing and scuba diving. Her book, Lifestorm, on the Oakland Hills fire, is available on Amazon. She is an executive and personal coach as well, offering phone and in-person coaching.
About the Author
Denise P. Kalm, CA, Inc. formerly Cybermation
Most people say, "I can't sell anything. I'm no good at marketing." And yet, in every personal interaction, you are actually marketing yourself, whether you know it or not. And when you operate unconsciously, the results may not be what you desire. Exploit the techniques successful marketers use to get the job you want, the results you need and the rewards you deserve.
The first part to consider is product; you are the product. The best marketers really know their product - the good and the bad, the strengths and the weaknesses of the offering. Unlike a lot of the tangible products you might see, all of us are great "products." We all have strengths and abilities that people need, whether they are employers, friends or potential partners. Be ruthlessly honest in assessing yourself; know what your best stuff is and lead with it.
Next, you must understand your customer, whether it is a boss or a friend. In most encounters, you generally know exactly what you want. But it may not be so clear how your needs intersect with the needs of your customer. Everyone operates with the WIIFM (what's in it for me) strategy. You have to expend some effort understanding the needs of your customer and then, making a case that addresses this. As a software salesman will fail if he tries to market by explaining how much he needs the commission, you can be assured you won't get a job, a raise or a relationship by leading with your needs. Why is it in your customer's best interest to give you what you want?
As an example, savvy job seekers understand how they can make a contribution to the company. They have tried to sit in their future employer's chair and assessed their needs. They may ask first, "Why do I want this job?" But the second question is more important - "Why should they hire me?" Another way of understanding this concept is the old expression - "if you want a friend, be one." Offer the person what you hope to gain from a friendship. If you want an employer who cares for his employees and seeks to help them grow, be prepared to help the company grow and help your manager be successful.
Positioning the product is showing up with your personal brand (Measure IT, August, 2007). Your language, your dress, your attitude and how you work - all act to display your product. Make sure all aspects show you off to your best advantage. Tailor your brand to the situation - this doesn't mean reinventing it - just adjusting it to the needs of the situation.
Competition in this instance is anyone vying for what you want. You need to understand your competitors. For a raise or a job, there will always be those vying for the same thing, but not everyone is going to achieve it. How do you win? When you are clear on what you have to offer and what your customer needs, you have an edge for whatever you desire. This knowledge is a differentiator. Most of your competition is too wrapped up in what they want; knowing this and understanding what your customer needs separates you from the pack.
There may be as many needs as customers and the problems they want you to solve are varied. But it begins with a connection. Everyone prefers to work/interact with people they like. When they like you, they also tend to want to keep you happy. While whining or complaining may feel cathartic, it rarely elicits good results. As you begin to market yourself, start by finding a way to connect positively with your customer. Even when you think you may have nothing in common, your effort to understand their problems and willingness to help solve them establishes a connection - this is a hand reached out to them.
Marketing begins with the relationship. When you establish this and then, lead with a clear understanding of your value proposition and how it will help your customer, you increase your chances for success. Your customer will want you to win.
Stay tuned next month for another issue of "Your Career Coach." If you have ideas or suggestions for topics, or want to know more about coaching, please let me know at .