{"id":24,"date":"2015-07-29T16:09:06","date_gmt":"2015-07-29T16:09:06","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&#038;p=24"},"modified":"2015-07-29T18:28:45","modified_gmt":"2015-07-29T18:28:45","slug":"selling-u-the-power-of-your-personal-brand","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/selling-u-the-power-of-your-personal-brand\/","title":{"raw":"Selling U: The Power of Your Personal Brand","rendered":"Selling U: The Power of Your Personal Brand"},"content":{"raw":"<div class=\"im_section\">\r\n<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Understand how the selling process can help you get the job you want.<\/li>\r\n<\/ul>\r\n<\/div><\/div>\r\n<h2 class=\"im_title im_editable im_block\"><\/h2>\r\n<div id=\"fwk-125752-ch01_s03_n01\" class=\"bcc-box bcc-highlight im_editable im_block\">\r\n<p class=\"im_title\">Ultimately, this book is about the power of YOU.<\/p>\r\n\r\n\r\nTo help you realize that power and get the job you want, this textbook includes a section called <em class=\"im_emphasis\">Selling U<\/em>. It is the final section in every chapter, and it is filled with proven methods, information, examples, and resources to help you apply the selling concepts you learned in the chapter so that you may sell yourself to get the job you want.\r\n\r\nIn the <em class=\"im_emphasis\">Selling U<\/em> sections throughout this book you\u2019ll learn skills, such as how to create a cover letter and r\u00e9sum\u00e9 that help you stand out, how to communicate with prospective employers, how to go on successful interviews, how to follow up, and how to negotiate and accept the right job offer. The complete table of contents is shown here.\r\n<div id=\"fwk-125752-ch01_s03_n02\" class=\"im_callout im_editable im_block\">\r\n<h3 class=\"im_title\"><em class=\"im_emphasis im_bolditalic\">Selling U<\/em> Table of Contents<\/h3>\r\nChapter 1 \"The Power to Get What You Want in Life\": <a class=\"im_link\">The Power of Your Personal Brand<\/a>\r\n\r\nChapter 2 \"The Power to Choose Your Path: Careers in Sales\": <a class=\"im_link\">R\u00e9sum\u00e9 and Cover Letter Essentials<\/a>\r\n\r\nChapter 3 \"The Power of Building Relationships: Putting Adaptive Selling to Work\": <a class=\"im_link\">Networking: The Hidden Job Market<\/a>\r\n\r\nChapter 4 \"Business Ethics: The Power of Doing the Right Thing\": <a class=\"im_link\">Selling Your Personal Brand Ethically: R\u00e9sum\u00e9s and References<\/a>\r\n\r\nChapter 5 \"The Power of Effective Communication\": <a class=\"im_link\">The Power of Informational Interviews<\/a>\r\n\r\nChapter 6 \"Why and How People Buy: The Power of Understanding the Customer\": <a class=\"im_link\">Developing and Communicating Your Personal FAB<\/a>\r\n\r\nChapter 7 \"Prospecting and Qualifying: The Power to Identify Your Customers\": <a class=\"im_link\">How to Use Prospecting Tools to Identify 25 Target Companies<\/a>\r\n\r\nChapter 8 \"The Preapproach: The Power of Preparation\": <a class=\"im_link\">Six Power-Packed Tools to Let the Right People Know about Your Brand<\/a>\r\n\r\nChapter 9 \"The Approach: The Power of Connecting\": <a class=\"im_link\">What\u2019s Your Elevator Pitch for Your Brand?<\/a>\r\n\r\nChapter 10 \"The Presentation: The Power of Solving Problems\": <a class=\"im_link\">Selling Yourself in an Interview<\/a>\r\n\r\nChapter 11 \"Handling Objections: The Power of Learning from Opportunities\": <a class=\"im_link\">How to Overcome Objections in a Job Interview<\/a>\r\n\r\nChapter 12 \"Closing the Sale: The Power of Negotiating to Win\": <a class=\"im_link\">Negotiating to Win for Your Job Offer<\/a>\r\n\r\nChapter 13 \"Follow-Up: The Power of Providing Service That Sells\": <a class=\"im_link\">What Happens after You Accept the Offer?<\/a>\r\n\r\nChapter 14 \"The Power of Learning the Ropes\": <a class=\"im_link\">It\u2019s Your Career: Own It<\/a>\r\n\r\nChapter 15 \"Entrepreneurial Selling: The Power of Running Your Own Business\": <a class=\"im_link\">Inspiration, Resources, and Assistance for Your Entrepreneurial Journey<\/a>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s03_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Getting Started<\/h2>\r\nSome people know exactly what they want to do in life. Madonna, Venus and Serena Williams, Steve Jobs, and countless others have been preparing for their chosen careers since they were young. Dylan Lauren, daughter of designer Ralph Lauren and chief executive of Dylan\u2019s Candy Bar, could see her path even when she was young. With a father who was a fashion designer and her mother a photographer, she said, \u201cI always knew I wanted to be a leader and do something creative as a career.\u201d<span id=\"fwk-125752-fn01_030\" class=\"im_footnote\"><\/span>[footnote]<span id=\"fwk-125752-fn01_030\" class=\"im_footnote\">Patricia R. Olsen, \u201cSweets Tester in Chief,\u201d <em class=\"im_emphasis\">New York Times<\/em>, June 7, 2009, business section, 9.<\/span> [\/footnote]\u00a0Katy Thorbahn, senior vice president and general manager at Razorfish, one of the largest interactive marketing and advertising agencies in the world, always knew she wanted to be in advertising. Her father was in advertising, her uncle was in advertising, and she had an internship at an advertising agency, so it was no surprise that she pursued a career in advertising. You probably know some people like this. They know exactly the direction they want to take and how they want to get there.\r\n\r\nIt\u2019s not that way for everyone, however. In fact, most people don\u2019t really know what they want to do for a career or even what types of jobs are available. Whether you are currently working at a job or you are just beginning to determine your career direction, it\u2019s never too early or too late to learn about what career might be a good fit for you. It\u2019s a good idea to use the three steps outlined below to help you begin your career search. These steps can be most effective if you complete them even before you put together your r\u00e9sum\u00e9 (you\u2019ll get the tools to create your r\u00e9sum\u00e9 and cover letter in <em class=\"im_emphasis\">Selling U<\/em> in Chapter 2 \"The Power to Choose Your Path: Careers in Sales\").\r\n<div id=\"fwk-125752-ch01_s03_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 1: Explore the Possibilities<\/h2>\r\nWhether you know your direction or are trying to figure out what you want to do \u201cwhen you grow up,\u201d there are some excellent tools available to you. The best place to start is at your campus career center. (If your school does not have a career center, visit the library.) The people who work there are trained professionals with working knowledge of the challenges to overcome, as well as the resources needed to conduct a career search. People find that visiting the career center in person to meet the staff is a great way to learn firsthand about what is available. Also, most campus career centers have a Web site that includes valuable information and job postings.\r\n\r\nAt this stage in your career search, you might consider taking a <span class=\"im_margin_term\"><span class=\"im_glossterm\">career assessment survey<\/span><\/span>, <span class=\"im_margin_term\"><span class=\"im_glossterm\">skills inventory<\/span><\/span>, and\/or <span class=\"im_margin_term\"><span class=\"im_glossterm\">aptitude test<\/span><\/span>. If you\u2019re unsure about your direction, these tools can help you discover exactly what you like (and don\u2019t like) to do and which industries and positions might be best for you. In addition, there are many resources that provide information about industries, position descriptions, required training and education, job prospects, and more. These are especially helpful in learning about position descriptions and job opportunities within a specific industry.\r\n\r\nHere are some resources that you may find to be a good place to begin a search. Most of the Web sites listed provide surveys exercises and information at no charge.\r\n<div id=\"fwk-125752-ch01_s03_s01_s01_t01\" class=\"im_table im_block\">\r\n\r\n<span class=\"im_title-prefix\">Table 1.1<\/span> Resources for Your Job Search\r\n<table cellspacing=\"0\" cellpadding=\"0\">\r\n<thead>\r\n<tr>\r\n<th>Resource<\/th>\r\n<th>Description<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Career One Stop<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.careeronestop.org\/SKILLS\/SkillCenterHome.asp\" target=\"_blank\">http:\/\/www.careeronestop.org\/SKILLS\/SkillCenterHome.asp<\/a><\/td>\r\n<td>Information, job profiles, skills assessment, and more information available at no charge. The Skill Center is especially helpful. The site also includes salary and benefits information as well as other job search information.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Job Hunter\u2019s Bible<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.jobhuntersbible.com\/counseling\/index.php\" target=\"_blank\">http:\/\/www.jobhuntersbible.com\/counseling\/index.php<\/a><\/td>\r\n<td>Links to job assessment tests, personality tests, and more. This is the companion Web site to the popular best seller <em class=\"im_emphasis\">What Color Is Your Parachute?<\/em><\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Queendom, the land of tests<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.queendom.com\/tests\/testscontrol.htm?s=71\" target=\"_blank\">http:\/\/www.queendom.com\/tests\/testscontrol.htm?s=71<\/a><\/td>\r\n<td>Free tests for leadership, aptitudes, personality traits, and more.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Riley Guide<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/rileyguide.com\/assess.html#tools\" target=\"_blank\">http:\/\/rileyguide.com\/assess.html#tools<\/a>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/rileyguide.com\/careers.html\" target=\"_blank\">http:\/\/rileyguide.com\/careers.html<\/a><\/td>\r\n<td>A robust Web site with free information and links to help with your career search. The assessment section and career and occupational guides are especially helpful. (Some charges may apply on some linked sites).<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Career-Intelligence.com<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.career-intelligence.com\/assessment\/career_assessment.asp\" target=\"_blank\">http:\/\/www.career-intelligence.com\/assessment\/career_assessment.asp<\/a><\/td>\r\n<td>Self-administered career assessment tests, personality tests, and more; charges apply.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">Lifeworktransitions.com<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.lifeworktransitions.com\/exercises\/exercs.html\" target=\"_blank\">http:\/\/www.lifeworktransitions.com\/exercises\/exercs.html<\/a><\/td>\r\n<td>Articles and exercises to help you determine your strengths, passions, and direction available at no charge.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">United States Department of Labor Career Voyages<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.careervoyages.gov\/automotive-main.cfm\" target=\"_blank\">http:\/\/www.careervoyages.gov\/automotive-main.cfm<\/a><\/td>\r\n<td>Free information about industries, jobs, and more, including in-demand jobs.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n\r\n\r\n<strong class=\"im_emphasis im_bold\">United States Department of Labor Occupational Outlook Handbook<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.bls.gov\/oco\" target=\"_blank\">http:\/\/www.bls.gov\/oco<\/a><\/td>\r\n<td>Free detailed information about occupations by industry, training and education needed, earnings, expected job prospects, what workers do on the job, and more.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s03_s01_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 2: Create Your Personal Mission Statement<\/h2>\r\nYou might be thinking that you just want to get a simple job; you don\u2019t need an elaborate <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal mission statement<\/span><\/span>. Although you may not be asked about your personal mission statement during an interview, it is nonetheless important, because it provides you with a concrete sense of direction and purpose, summarized in relatable words. Great brands have clear, concise mission statements to help the company chart its path. For example, Google\u2019s mission statement is \u201cTo organize the world\u2019s information and make it universally accessible and useful.\u201d<span id=\"fwk-125752-fn01_031\" class=\"im_footnote\">[footnote]Google, \u201cCorporate Information, Company Overview,\u201d <a class=\"im_link\" href=\"http:\/\/www.google.com\/intl\/en\/corporate\/\" target=\"_blank\">http:\/\/www.google.com\/intl\/en\/corporate\/<\/a> (accessed June 6, 2009).[\/footnote]<\/span> The mission statement for Starbucks is \u201cTo inspire and nurture the human spirit\u2014one person, one cup, and one neighborhood at a time.\u201d<span id=\"fwk-125752-fn01_032\" class=\"im_footnote\">[footnote]Starbucks, \u201cOur Starbucks Mission,\u201d <a class=\"im_link\" href=\"http:\/\/www.starbucks.com\/mission\/default.asp\" target=\"_blank\">http:\/\/www.starbucks.com\/mission\/default.asp<\/a> (accessed June 6, 2009).[\/footnote]<\/span>\r\n\r\nIt\u2019s worth your time to write a personal mission statement. You might be surprised to discover that people who have a personal mission statement find it easier to get an enjoyable job. This is precisely because a personal mission statement helps provide framework for what\u2019s important to you and what you want to do and accomplish.\r\n\r\nA mission statement is a concise statement about what you want to achieve\u2014the more direct, the better. It should be short (so don\u2019t worry about wordsmithing) and easy to recall (you should always know what your mission statement is and how to measure your activities against it). A mission statement should be broad in nature. In other words, it doesn\u2019t specifically state a job you want. Instead, it describes who you are, what you stand for, what you want to do, and the direction you want to take.<span id=\"fwk-125752-fn01_033\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 18.[\/footnote]<\/span>\r\n<div id=\"fwk-125752-ch01_s03_s01_s02_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Links<\/h3>\r\nLearn more about how to write your personal mission statement.\r\n\r\n<strong class=\"im_emphasis im_bold\">Quintessential Careers<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.quintcareers.com\/mission_statements.html\" target=\"_blank\">http:\/\/www.quintcareers.com\/mission_statements.html<\/a>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.quintcareers.com\/creating_personal_mission_statements.html\" target=\"_blank\">http:\/\/www.quintcareers.com\/creating_personal_mission_statements.html<\/a>\r\n\r\n<strong class=\"im_emphasis im_bold\">Nightingale Conant<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.nightingale.com\/tmission_ExampleStatement.aspx\" target=\"_blank\">http:\/\/www.nightingale.com\/tmission_ExampleStatement.aspx<\/a>\r\n\r\n<strong class=\"im_emphasis im_bold\">Time Thoughts<\/strong>\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.timethoughts.com\/goalsetting\/mission-statements.htm\" target=\"_blank\">http:\/\/www.timethoughts.com\/goalsetting\/mission-statements.htm<\/a>\r\n\r\n<\/div>\r\nOnce you write your mission statement, you should put it somewhere where you can see it daily\u2014perhaps on your computer wallpaper, on your desk, or on the back of your business card. It should remind you every day of your personal goals.<span id=\"fwk-125752-fn01_034\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 20.<\/span>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s03_s01_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 3: Define Your Personal Brand<\/h2>\r\nChoosing a career direction and writing a personal mission statement are not things that can be done in one day. They require research, evaluation, consideration, and a lot of soul searching. The same is true for defining your <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal brand<\/span><\/span>.\r\n\r\nYou\u2019ve learned about the power of a brand in the selling process and that a brand can be a product, service, concept, cause, or even a person. Truly, the most important product, brand, or idea you will ever sell is yourself.<span id=\"fwk-125752-fn01_035\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 1.[\/footnote]<\/span> You\u2019re not just a person, you\u2019re a brand. When you begin your job search, you will need to sell yourself to prospective employers. When you sell yourself effectively, you will be able to sell your ideas, your value, your experience, and your skills to get the job you want.\r\n\r\nIt\u2019s easy to talk about brands. It\u2019s harder to define one, especially when the brand is <em class=\"im_emphasis\">you<\/em>. Many people feel uncomfortable talking about themselves. Others feel as if they are bragging if they are forced to put themselves in a positive light. The fact of the matter is, to be successful and stand apart from the competition, you have to know yourself and carefully craft your brand story.<span id=\"fwk-125752-fn01_036\" class=\"im_footnote\">[footnote]Peggy Klaus, <em class=\"im_emphasis\">Brag: How to Toot Your Own Horn without Blowing It<\/em> (New York: Warner Books, Inc., 2003), 3.[\/footnote]<\/span> For the purposes of finding a career, it is important to carefully consider what you believe defines you\u2014what makes you unique, consistent, and relevant\u2014and how to tell your brand story to create an emotional connection with prospective employers.\r\n\r\nHere\u2019s a strategy to help you think about defining your personal brand. If you were on a job interview and the interviewer asked you, \u201cTell me three things about yourself that make you unique and would bring value to my company,\u201d what would you say? Would you be able to quickly identify three points that define you and then demonstrate what you mean?\r\n\r\nMany students might answer this question by saying, \u201cI\u2019m hardworking, I\u2019m determined, and I\u2019m good with people.\u201d Although those are good characteristics, they are too generic and don\u2019t really define you as a brand. The best way to tell your brand story is to use the characteristics of a brand covered earlier in this chapter\u2014unique, consistent, and relevant and creating an emotional connection with its customers.\r\n\r\nIf you identify three \u201c<span class=\"im_margin_term\"><span class=\"im_glossterm\">brand points<\/span><\/span>\u201d you can tell a much more powerful brand story. Brand points are like platforms that you can use to demonstrate your skills and experience. Here are some examples of powerful brand points:\r\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l01\" class=\"im_itemizedlist im_editable im_block\">\r\n\t<li><strong class=\"im_emphasis im_bold\">Leadership skills<\/strong>. This provides a platform to describe your roles in leadership positions at school, work, professional, or volunteer or community service organizations.<\/li>\r\n\t<li><strong class=\"im_emphasis im_bold\">Academic achievement<\/strong>. This provides a platform to highlight your scholarships, awards, honors (e.g., dean\u2019s list), and more. A prospective employer wants to hire the best and the brightest (if academic achievement isn\u2019t your strong suit, don\u2019t use this as one of your brand points).<\/li>\r\n\t<li><strong class=\"im_emphasis im_bold\">Sales (or other) experience<\/strong>. This provides a platform to underscore your contributions and accomplishments in your current and past positions. Past achievements are the best predictor of future success for a prospective employer so you can focus on results that you have delivered.<\/li>\r\n<\/ul>\r\nYou can you see how specific brand points can make a big difference in how you might answer the question above; they help define your brand as being unique (no one else has this combination of education, skills, and experience), consistent (each one demonstrates that you are constantly striving to achieve more), and relevant (prospective employers want people who have these characteristics). Finally, the ability to communicate your brand story in a cover letter, a r\u00e9sum\u00e9, and an interview will help you establish an emotional connection with your prospective employer because he or she will be able to identify with components of your personality.\r\n<div id=\"fwk-125752-ch01_s03_s01_s03_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">You\u2019ve Got the Power: Tips for Your Job Search<\/h3>\r\nYou Have More to Offer Than You Think\r\n\r\nIf you\u2019re putting off thinking about your career because you don\u2019t have any experience and you don\u2019t know what you want to do, don\u2019t worry. Take a deep breath, and focus on how to define your personal brand. You have more to offer than you think.\r\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l02\" class=\"im_itemizedlist\">\r\n\t<li>Have you worked in a restaurant, hotel, retail store, bank, camp, or other customer service environment? You have multitasking skills, customer service skills, and the ability to work under pressure and deliver results.<\/li>\r\n\t<li>Have you worked for a landscaping company, technology company, or other service provider? You have experience interacting with clients to understand their needs. (Also, don\u2019t forget to mention the fact that you increased the company\u2019s sales if you made any sales).<\/li>\r\n\t<li>Have you worked as a cashier in a bank or in an accounting department? You have had the responsibility of handling money and accurately accounting for it.<\/li>\r\n\t<li>Have you earned money on your own with a small business such as babysitting or lawn care? You have entrepreneurial experience. Include how you landed your clients, advertised for new ones, and managed your costs and time. Every company wants people who can demonstrate drive and independence.<\/li>\r\n<\/ul>\r\n<\/div>\r\nCreating your brand points can effectively make the difference between being an ordinary applicant and being the person who lands the job. Indeed, your brand points are the skeletal framework for the way you sell yourself to get the job you want. You\u2019ll learn how to use your brand points as the core of your r\u00e9sum\u00e9, cover letter, and interviews in Chapter 2 \"The Power to Choose Your Path: Careers in Sales\" and Chapter 10 \"The Presentation: The Power of Solving Problems\".\r\n\r\nFor now, just take the time to really think about what are the three brand points that define you. Your education, skills, and experience will probably be different from the example, but your brand points can be just as powerful. Use the box below as a starting point to identify your three brand points.\r\n<div id=\"fwk-125752-ch01_s03_s01_s03_n02\" class=\"im_callout im_editable im_block\">\r\n<h3 class=\"im_title\">Suggestions for Brand Points<\/h3>\r\nThese are thought starters. You should define your brand based on what you have to offer.\r\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l03\" class=\"im_itemizedlist\">\r\n\t<li>Sales experience (or experience in marketing, retail, finance, etc.)<\/li>\r\n\t<li>Project management experience<\/li>\r\n\t<li>Leadership experience<\/li>\r\n\t<li>Management experience<\/li>\r\n\t<li>Negotiating experience<\/li>\r\n\t<li>Work ethic and commitment (e.g., working while going to school)<\/li>\r\n\t<li>Entrepreneurial experience (e.g., eBay or other small business experience)<\/li>\r\n\t<li>Customer service experience (e.g., working in a restaurant, retail store, bank)<\/li>\r\n\t<li>Academic achievement<\/li>\r\n\t<li>Subject matter expert (e.g., author of a blog)<\/li>\r\n\t<li>International study<\/li>\r\n\t<li>Community service<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s03_s01_s03_n03\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\">Key Takeaways<\/h3>\r\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l04\" class=\"im_itemizedlist\">\r\n\t<li><em class=\"im_emphasis\">Selling U<\/em> is the final section in each chapter that provides information, resources, and guidance about how to sell yourself to get the job you want.<\/li>\r\n\t<li>Getting started for your job search includes three steps:\r\n<ol id=\"fwk-125752-ch01_s03_s01_s03_l05\" class=\"im_orderedlist\">\r\n\t<li>Explore the possibilities. Learn about yourself through <strong class=\"im_emphasis im_bold\">career assessment surveys<\/strong>, <strong class=\"im_emphasis im_bold\">skills inventory questionnaires<\/strong>, and <strong class=\"im_emphasis im_bold\">personality tests<\/strong>. Investigate industries in which you may want to work by using the resources provided. Don\u2019t forget to visit your campus career center.<\/li>\r\n\t<li>Write a personal mission statement. State your purpose briefly and concisely. It will help you plot your course.<\/li>\r\n\t<li>Define your personal brand. Identify three <strong class=\"im_emphasis im_bold\">brand points<\/strong> that define your personal brand and become platforms on which to showcase your skills and experience. These three <strong class=\"im_emphasis im_bold\">brand points<\/strong> will be the basis of your r\u00e9sum\u00e9, cover letter, and interviews.<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s03_s01_s03_n04\" class=\"im_exercises im_editable im_block\">\r\n<h3 class=\"im_title\">Exercises<\/h3>\r\n<ol id=\"fwk-125752-ch01_s03_s01_s03_l06\" class=\"im_orderedlist\">\r\n\t<li>Visit at least two of the Web sites listed in Table 1.1 \"Resources for Your Job Search\" for a career assessment, skills inventory, or personality test. Complete at least one of the free tests or surveys. Discuss one thing you learned (or the test confirmed) about yourself.<\/li>\r\n\t<li>Write your personal mission statement. Discuss what you learned about yourself by creating it.<\/li>\r\n\t<li>Discuss how the characteristics of a brand can relate to a person (e.g., unique, consistent, and relevant and has an emotional connection with its customers).<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"im_section\">\n<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Understand how the selling process can help you get the job you want.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2 class=\"im_title im_editable im_block\"><\/h2>\n<div id=\"fwk-125752-ch01_s03_n01\" class=\"bcc-box bcc-highlight im_editable im_block\">\n<p class=\"im_title\">Ultimately, this book is about the power of YOU.<\/p>\n<p>To help you realize that power and get the job you want, this textbook includes a section called <em class=\"im_emphasis\">Selling U<\/em>. It is the final section in every chapter, and it is filled with proven methods, information, examples, and resources to help you apply the selling concepts you learned in the chapter so that you may sell yourself to get the job you want.<\/p>\n<p>In the <em class=\"im_emphasis\">Selling U<\/em> sections throughout this book you\u2019ll learn skills, such as how to create a cover letter and r\u00e9sum\u00e9 that help you stand out, how to communicate with prospective employers, how to go on successful interviews, how to follow up, and how to negotiate and accept the right job offer. The complete table of contents is shown here.<\/p>\n<div id=\"fwk-125752-ch01_s03_n02\" class=\"im_callout im_editable im_block\">\n<h3 class=\"im_title\"><em class=\"im_emphasis im_bolditalic\">Selling U<\/em> Table of Contents<\/h3>\n<p>Chapter 1 &#8220;The Power to Get What You Want in Life&#8221;: <a class=\"im_link\">The Power of Your Personal Brand<\/a><\/p>\n<p>Chapter 2 &#8220;The Power to Choose Your Path: Careers in Sales&#8221;: <a class=\"im_link\">R\u00e9sum\u00e9 and Cover Letter Essentials<\/a><\/p>\n<p>Chapter 3 &#8220;The Power of Building Relationships: Putting Adaptive Selling to Work&#8221;: <a class=\"im_link\">Networking: The Hidden Job Market<\/a><\/p>\n<p>Chapter 4 &#8220;Business Ethics: The Power of Doing the Right Thing&#8221;: <a class=\"im_link\">Selling Your Personal Brand Ethically: R\u00e9sum\u00e9s and References<\/a><\/p>\n<p>Chapter 5 &#8220;The Power of Effective Communication&#8221;: <a class=\"im_link\">The Power of Informational Interviews<\/a><\/p>\n<p>Chapter 6 &#8220;Why and How People Buy: The Power of Understanding the Customer&#8221;: <a class=\"im_link\">Developing and Communicating Your Personal FAB<\/a><\/p>\n<p>Chapter 7 &#8220;Prospecting and Qualifying: The Power to Identify Your Customers&#8221;: <a class=\"im_link\">How to Use Prospecting Tools to Identify 25 Target Companies<\/a><\/p>\n<p>Chapter 8 &#8220;The Preapproach: The Power of Preparation&#8221;: <a class=\"im_link\">Six Power-Packed Tools to Let the Right People Know about Your Brand<\/a><\/p>\n<p>Chapter 9 &#8220;The Approach: The Power of Connecting&#8221;: <a class=\"im_link\">What\u2019s Your Elevator Pitch for Your Brand?<\/a><\/p>\n<p>Chapter 10 &#8220;The Presentation: The Power of Solving Problems&#8221;: <a class=\"im_link\">Selling Yourself in an Interview<\/a><\/p>\n<p>Chapter 11 &#8220;Handling Objections: The Power of Learning from Opportunities&#8221;: <a class=\"im_link\">How to Overcome Objections in a Job Interview<\/a><\/p>\n<p>Chapter 12 &#8220;Closing the Sale: The Power of Negotiating to Win&#8221;: <a class=\"im_link\">Negotiating to Win for Your Job Offer<\/a><\/p>\n<p>Chapter 13 &#8220;Follow-Up: The Power of Providing Service That Sells&#8221;: <a class=\"im_link\">What Happens after You Accept the Offer?<\/a><\/p>\n<p>Chapter 14 &#8220;The Power of Learning the Ropes&#8221;: <a class=\"im_link\">It\u2019s Your Career: Own It<\/a><\/p>\n<p>Chapter 15 &#8220;Entrepreneurial Selling: The Power of Running Your Own Business&#8221;: <a class=\"im_link\">Inspiration, Resources, and Assistance for Your Entrepreneurial Journey<\/a><\/p>\n<\/div>\n<div id=\"fwk-125752-ch01_s03_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Getting Started<\/h2>\n<p>Some people know exactly what they want to do in life. Madonna, Venus and Serena Williams, Steve Jobs, and countless others have been preparing for their chosen careers since they were young. Dylan Lauren, daughter of designer Ralph Lauren and chief executive of Dylan\u2019s Candy Bar, could see her path even when she was young. With a father who was a fashion designer and her mother a photographer, she said, \u201cI always knew I wanted to be a leader and do something creative as a career.\u201d<span id=\"fwk-125752-fn01_030\" class=\"im_footnote\"><\/span><a class=\"footnote\" title=\"Patricia R. Olsen, \u201cSweets Tester in Chief,\u201d New York Times, June 7, 2009, business section, 9.\" id=\"return-footnote-24-1\" href=\"#footnote-24-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a>\u00a0Katy Thorbahn, senior vice president and general manager at Razorfish, one of the largest interactive marketing and advertising agencies in the world, always knew she wanted to be in advertising. Her father was in advertising, her uncle was in advertising, and she had an internship at an advertising agency, so it was no surprise that she pursued a career in advertising. You probably know some people like this. They know exactly the direction they want to take and how they want to get there.<\/p>\n<p>It\u2019s not that way for everyone, however. In fact, most people don\u2019t really know what they want to do for a career or even what types of jobs are available. Whether you are currently working at a job or you are just beginning to determine your career direction, it\u2019s never too early or too late to learn about what career might be a good fit for you. It\u2019s a good idea to use the three steps outlined below to help you begin your career search. These steps can be most effective if you complete them even before you put together your r\u00e9sum\u00e9 (you\u2019ll get the tools to create your r\u00e9sum\u00e9 and cover letter in <em class=\"im_emphasis\">Selling U<\/em> in Chapter 2 &#8220;The Power to Choose Your Path: Careers in Sales&#8221;).<\/p>\n<div id=\"fwk-125752-ch01_s03_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 1: Explore the Possibilities<\/h2>\n<p>Whether you know your direction or are trying to figure out what you want to do \u201cwhen you grow up,\u201d there are some excellent tools available to you. The best place to start is at your campus career center. (If your school does not have a career center, visit the library.) The people who work there are trained professionals with working knowledge of the challenges to overcome, as well as the resources needed to conduct a career search. People find that visiting the career center in person to meet the staff is a great way to learn firsthand about what is available. Also, most campus career centers have a Web site that includes valuable information and job postings.<\/p>\n<p>At this stage in your career search, you might consider taking a <span class=\"im_margin_term\"><span class=\"im_glossterm\">career assessment survey<\/span><\/span>, <span class=\"im_margin_term\"><span class=\"im_glossterm\">skills inventory<\/span><\/span>, and\/or <span class=\"im_margin_term\"><span class=\"im_glossterm\">aptitude test<\/span><\/span>. If you\u2019re unsure about your direction, these tools can help you discover exactly what you like (and don\u2019t like) to do and which industries and positions might be best for you. In addition, there are many resources that provide information about industries, position descriptions, required training and education, job prospects, and more. These are especially helpful in learning about position descriptions and job opportunities within a specific industry.<\/p>\n<p>Here are some resources that you may find to be a good place to begin a search. Most of the Web sites listed provide surveys exercises and information at no charge.<\/p>\n<div id=\"fwk-125752-ch01_s03_s01_s01_t01\" class=\"im_table im_block\">\n<p><span class=\"im_title-prefix\">Table 1.1<\/span> Resources for Your Job Search<\/p>\n<table cellpadding=\"0\" style=\"border-spacing: 0px;\">\n<thead>\n<tr>\n<th>Resource<\/th>\n<th>Description<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Career One Stop<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.careeronestop.org\/SKILLS\/SkillCenterHome.asp\" target=\"_blank\">http:\/\/www.careeronestop.org\/SKILLS\/SkillCenterHome.asp<\/a><\/td>\n<td>Information, job profiles, skills assessment, and more information available at no charge. The Skill Center is especially helpful. The site also includes salary and benefits information as well as other job search information.<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Job Hunter\u2019s Bible<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.jobhuntersbible.com\/counseling\/index.php\" target=\"_blank\">http:\/\/www.jobhuntersbible.com\/counseling\/index.php<\/a><\/td>\n<td>Links to job assessment tests, personality tests, and more. This is the companion Web site to the popular best seller <em class=\"im_emphasis\">What Color Is Your Parachute?<\/em><\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Queendom, the land of tests<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.queendom.com\/tests\/testscontrol.htm?s=71\" target=\"_blank\">http:\/\/www.queendom.com\/tests\/testscontrol.htm?s=71<\/a><\/td>\n<td>Free tests for leadership, aptitudes, personality traits, and more.<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Riley Guide<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/rileyguide.com\/assess.html#tools\" target=\"_blank\">http:\/\/rileyguide.com\/assess.html#tools<\/a><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/rileyguide.com\/careers.html\" target=\"_blank\">http:\/\/rileyguide.com\/careers.html<\/a><\/td>\n<td>A robust Web site with free information and links to help with your career search. The assessment section and career and occupational guides are especially helpful. (Some charges may apply on some linked sites).<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Career-Intelligence.com<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.career-intelligence.com\/assessment\/career_assessment.asp\" target=\"_blank\">http:\/\/www.career-intelligence.com\/assessment\/career_assessment.asp<\/a><\/td>\n<td>Self-administered career assessment tests, personality tests, and more; charges apply.<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">Lifeworktransitions.com<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.lifeworktransitions.com\/exercises\/exercs.html\" target=\"_blank\">http:\/\/www.lifeworktransitions.com\/exercises\/exercs.html<\/a><\/td>\n<td>Articles and exercises to help you determine your strengths, passions, and direction available at no charge.<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">United States Department of Labor Career Voyages<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.careervoyages.gov\/automotive-main.cfm\" target=\"_blank\">http:\/\/www.careervoyages.gov\/automotive-main.cfm<\/a><\/td>\n<td>Free information about industries, jobs, and more, including in-demand jobs.<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong class=\"im_emphasis im_bold\">United States Department of Labor Occupational Outlook Handbook<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.bls.gov\/oco\" target=\"_blank\">http:\/\/www.bls.gov\/oco<\/a><\/td>\n<td>Free detailed information about occupations by industry, training and education needed, earnings, expected job prospects, what workers do on the job, and more.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch01_s03_s01_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 2: Create Your Personal Mission Statement<\/h2>\n<p>You might be thinking that you just want to get a simple job; you don\u2019t need an elaborate <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal mission statement<\/span><\/span>. Although you may not be asked about your personal mission statement during an interview, it is nonetheless important, because it provides you with a concrete sense of direction and purpose, summarized in relatable words. Great brands have clear, concise mission statements to help the company chart its path. For example, Google\u2019s mission statement is \u201cTo organize the world\u2019s information and make it universally accessible and useful.\u201d<span id=\"fwk-125752-fn01_031\" class=\"im_footnote\"><a class=\"footnote\" title=\"Google, \u201cCorporate Information, Company Overview,\u201d http:\/\/www.google.com\/intl\/en\/corporate\/ (accessed June 6, 2009).\" id=\"return-footnote-24-2\" href=\"#footnote-24-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/span> The mission statement for Starbucks is \u201cTo inspire and nurture the human spirit\u2014one person, one cup, and one neighborhood at a time.\u201d<span id=\"fwk-125752-fn01_032\" class=\"im_footnote\"><a class=\"footnote\" title=\"Starbucks, \u201cOur Starbucks Mission,\u201d http:\/\/www.starbucks.com\/mission\/default.asp (accessed June 6, 2009).\" id=\"return-footnote-24-3\" href=\"#footnote-24-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/span><\/p>\n<p>It\u2019s worth your time to write a personal mission statement. You might be surprised to discover that people who have a personal mission statement find it easier to get an enjoyable job. This is precisely because a personal mission statement helps provide framework for what\u2019s important to you and what you want to do and accomplish.<\/p>\n<p>A mission statement is a concise statement about what you want to achieve\u2014the more direct, the better. It should be short (so don\u2019t worry about wordsmithing) and easy to recall (you should always know what your mission statement is and how to measure your activities against it). A mission statement should be broad in nature. In other words, it doesn\u2019t specifically state a job you want. Instead, it describes who you are, what you stand for, what you want to do, and the direction you want to take.<span id=\"fwk-125752-fn01_033\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 18.\" id=\"return-footnote-24-4\" href=\"#footnote-24-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/span><\/p>\n<div id=\"fwk-125752-ch01_s03_s01_s02_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Links<\/h3>\n<p>Learn more about how to write your personal mission statement.<\/p>\n<p><strong class=\"im_emphasis im_bold\">Quintessential Careers<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.quintcareers.com\/mission_statements.html\" target=\"_blank\">http:\/\/www.quintcareers.com\/mission_statements.html<\/a><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.quintcareers.com\/creating_personal_mission_statements.html\" target=\"_blank\">http:\/\/www.quintcareers.com\/creating_personal_mission_statements.html<\/a><\/p>\n<p><strong class=\"im_emphasis im_bold\">Nightingale Conant<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.nightingale.com\/tmission_ExampleStatement.aspx\" target=\"_blank\">http:\/\/www.nightingale.com\/tmission_ExampleStatement.aspx<\/a><\/p>\n<p><strong class=\"im_emphasis im_bold\">Time Thoughts<\/strong><\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.timethoughts.com\/goalsetting\/mission-statements.htm\" target=\"_blank\">http:\/\/www.timethoughts.com\/goalsetting\/mission-statements.htm<\/a><\/p>\n<\/div>\n<p>Once you write your mission statement, you should put it somewhere where you can see it daily\u2014perhaps on your computer wallpaper, on your desk, or on the back of your business card. It should remind you every day of your personal goals.<span id=\"fwk-125752-fn01_034\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 20.<\/span><\/p>\n<\/div>\n<div id=\"fwk-125752-ch01_s03_s01_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 3: Define Your Personal Brand<\/h2>\n<p>Choosing a career direction and writing a personal mission statement are not things that can be done in one day. They require research, evaluation, consideration, and a lot of soul searching. The same is true for defining your <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal brand<\/span><\/span>.<\/p>\n<p>You\u2019ve learned about the power of a brand in the selling process and that a brand can be a product, service, concept, cause, or even a person. Truly, the most important product, brand, or idea you will ever sell is yourself.<span id=\"fwk-125752-fn01_035\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 1.\" id=\"return-footnote-24-5\" href=\"#footnote-24-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/span> You\u2019re not just a person, you\u2019re a brand. When you begin your job search, you will need to sell yourself to prospective employers. When you sell yourself effectively, you will be able to sell your ideas, your value, your experience, and your skills to get the job you want.<\/p>\n<p>It\u2019s easy to talk about brands. It\u2019s harder to define one, especially when the brand is <em class=\"im_emphasis\">you<\/em>. Many people feel uncomfortable talking about themselves. Others feel as if they are bragging if they are forced to put themselves in a positive light. The fact of the matter is, to be successful and stand apart from the competition, you have to know yourself and carefully craft your brand story.<span id=\"fwk-125752-fn01_036\" class=\"im_footnote\"><a class=\"footnote\" title=\"Peggy Klaus, Brag: How to Toot Your Own Horn without Blowing It (New York: Warner Books, Inc., 2003), 3.\" id=\"return-footnote-24-6\" href=\"#footnote-24-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a><\/span> For the purposes of finding a career, it is important to carefully consider what you believe defines you\u2014what makes you unique, consistent, and relevant\u2014and how to tell your brand story to create an emotional connection with prospective employers.<\/p>\n<p>Here\u2019s a strategy to help you think about defining your personal brand. If you were on a job interview and the interviewer asked you, \u201cTell me three things about yourself that make you unique and would bring value to my company,\u201d what would you say? Would you be able to quickly identify three points that define you and then demonstrate what you mean?<\/p>\n<p>Many students might answer this question by saying, \u201cI\u2019m hardworking, I\u2019m determined, and I\u2019m good with people.\u201d Although those are good characteristics, they are too generic and don\u2019t really define you as a brand. The best way to tell your brand story is to use the characteristics of a brand covered earlier in this chapter\u2014unique, consistent, and relevant and creating an emotional connection with its customers.<\/p>\n<p>If you identify three \u201c<span class=\"im_margin_term\"><span class=\"im_glossterm\">brand points<\/span><\/span>\u201d you can tell a much more powerful brand story. Brand points are like platforms that you can use to demonstrate your skills and experience. Here are some examples of powerful brand points:<\/p>\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l01\" class=\"im_itemizedlist im_editable im_block\">\n<li><strong class=\"im_emphasis im_bold\">Leadership skills<\/strong>. This provides a platform to describe your roles in leadership positions at school, work, professional, or volunteer or community service organizations.<\/li>\n<li><strong class=\"im_emphasis im_bold\">Academic achievement<\/strong>. This provides a platform to highlight your scholarships, awards, honors (e.g., dean\u2019s list), and more. A prospective employer wants to hire the best and the brightest (if academic achievement isn\u2019t your strong suit, don\u2019t use this as one of your brand points).<\/li>\n<li><strong class=\"im_emphasis im_bold\">Sales (or other) experience<\/strong>. This provides a platform to underscore your contributions and accomplishments in your current and past positions. Past achievements are the best predictor of future success for a prospective employer so you can focus on results that you have delivered.<\/li>\n<\/ul>\n<p>You can you see how specific brand points can make a big difference in how you might answer the question above; they help define your brand as being unique (no one else has this combination of education, skills, and experience), consistent (each one demonstrates that you are constantly striving to achieve more), and relevant (prospective employers want people who have these characteristics). Finally, the ability to communicate your brand story in a cover letter, a r\u00e9sum\u00e9, and an interview will help you establish an emotional connection with your prospective employer because he or she will be able to identify with components of your personality.<\/p>\n<div id=\"fwk-125752-ch01_s03_s01_s03_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">You\u2019ve Got the Power: Tips for Your Job Search<\/h3>\n<p>You Have More to Offer Than You Think<\/p>\n<p>If you\u2019re putting off thinking about your career because you don\u2019t have any experience and you don\u2019t know what you want to do, don\u2019t worry. Take a deep breath, and focus on how to define your personal brand. You have more to offer than you think.<\/p>\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l02\" class=\"im_itemizedlist\">\n<li>Have you worked in a restaurant, hotel, retail store, bank, camp, or other customer service environment? You have multitasking skills, customer service skills, and the ability to work under pressure and deliver results.<\/li>\n<li>Have you worked for a landscaping company, technology company, or other service provider? You have experience interacting with clients to understand their needs. (Also, don\u2019t forget to mention the fact that you increased the company\u2019s sales if you made any sales).<\/li>\n<li>Have you worked as a cashier in a bank or in an accounting department? You have had the responsibility of handling money and accurately accounting for it.<\/li>\n<li>Have you earned money on your own with a small business such as babysitting or lawn care? You have entrepreneurial experience. Include how you landed your clients, advertised for new ones, and managed your costs and time. Every company wants people who can demonstrate drive and independence.<\/li>\n<\/ul>\n<\/div>\n<p>Creating your brand points can effectively make the difference between being an ordinary applicant and being the person who lands the job. Indeed, your brand points are the skeletal framework for the way you sell yourself to get the job you want. You\u2019ll learn how to use your brand points as the core of your r\u00e9sum\u00e9, cover letter, and interviews in Chapter 2 &#8220;The Power to Choose Your Path: Careers in Sales&#8221; and Chapter 10 &#8220;The Presentation: The Power of Solving Problems&#8221;.<\/p>\n<p>For now, just take the time to really think about what are the three brand points that define you. Your education, skills, and experience will probably be different from the example, but your brand points can be just as powerful. Use the box below as a starting point to identify your three brand points.<\/p>\n<div id=\"fwk-125752-ch01_s03_s01_s03_n02\" class=\"im_callout im_editable im_block\">\n<h3 class=\"im_title\">Suggestions for Brand Points<\/h3>\n<p>These are thought starters. You should define your brand based on what you have to offer.<\/p>\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l03\" class=\"im_itemizedlist\">\n<li>Sales experience (or experience in marketing, retail, finance, etc.)<\/li>\n<li>Project management experience<\/li>\n<li>Leadership experience<\/li>\n<li>Management experience<\/li>\n<li>Negotiating experience<\/li>\n<li>Work ethic and commitment (e.g., working while going to school)<\/li>\n<li>Entrepreneurial experience (e.g., eBay or other small business experience)<\/li>\n<li>Customer service experience (e.g., working in a restaurant, retail store, bank)<\/li>\n<li>Academic achievement<\/li>\n<li>Subject matter expert (e.g., author of a blog)<\/li>\n<li>International study<\/li>\n<li>Community service<\/li>\n<\/ul>\n<\/div>\n<div id=\"fwk-125752-ch01_s03_s01_s03_n03\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\">Key Takeaways<\/h3>\n<ul id=\"fwk-125752-ch01_s03_s01_s03_l04\" class=\"im_itemizedlist\">\n<li><em class=\"im_emphasis\">Selling U<\/em> is the final section in each chapter that provides information, resources, and guidance about how to sell yourself to get the job you want.<\/li>\n<li>Getting started for your job search includes three steps:\n<ol id=\"fwk-125752-ch01_s03_s01_s03_l05\" class=\"im_orderedlist\">\n<li>Explore the possibilities. Learn about yourself through <strong class=\"im_emphasis im_bold\">career assessment surveys<\/strong>, <strong class=\"im_emphasis im_bold\">skills inventory questionnaires<\/strong>, and <strong class=\"im_emphasis im_bold\">personality tests<\/strong>. Investigate industries in which you may want to work by using the resources provided. Don\u2019t forget to visit your campus career center.<\/li>\n<li>Write a personal mission statement. State your purpose briefly and concisely. It will help you plot your course.<\/li>\n<li>Define your personal brand. Identify three <strong class=\"im_emphasis im_bold\">brand points<\/strong> that define your personal brand and become platforms on which to showcase your skills and experience. These three <strong class=\"im_emphasis im_bold\">brand points<\/strong> will be the basis of your r\u00e9sum\u00e9, cover letter, and interviews.<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<\/div>\n<div id=\"fwk-125752-ch01_s03_s01_s03_n04\" class=\"im_exercises im_editable im_block\">\n<h3 class=\"im_title\">Exercises<\/h3>\n<ol id=\"fwk-125752-ch01_s03_s01_s03_l06\" class=\"im_orderedlist\">\n<li>Visit at least two of the Web sites listed in Table 1.1 &#8220;Resources for Your Job Search&#8221; for a career assessment, skills inventory, or personality test. Complete at least one of the free tests or surveys. Discuss one thing you learned (or the test confirmed) about yourself.<\/li>\n<li>Write your personal mission statement. Discuss what you learned about yourself by creating it.<\/li>\n<li>Discuss how the characteristics of a brand can relate to a person (e.g., unique, consistent, and relevant and has an emotional connection with its customers).<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-24\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Powerful Selling. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\">http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-24-1\"><span id=\"fwk-125752-fn01_030\" class=\"im_footnote\">Patricia R. Olsen, \u201cSweets Tester in Chief,\u201d <em class=\"im_emphasis\">New York Times<\/em>, June 7, 2009, business section, 9.<\/span>  <a href=\"#return-footnote-24-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-24-2\">Google, \u201cCorporate Information, Company Overview,\u201d <a class=\"im_link\" href=\"http:\/\/www.google.com\/intl\/en\/corporate\/\" target=\"_blank\">http:\/\/www.google.com\/intl\/en\/corporate\/<\/a> (accessed June 6, 2009). <a href=\"#return-footnote-24-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-24-3\">Starbucks, \u201cOur Starbucks Mission,\u201d <a class=\"im_link\" href=\"http:\/\/www.starbucks.com\/mission\/default.asp\" target=\"_blank\">http:\/\/www.starbucks.com\/mission\/default.asp<\/a> (accessed June 6, 2009). <a href=\"#return-footnote-24-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-24-4\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 18. <a href=\"#return-footnote-24-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-24-5\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 1. <a href=\"#return-footnote-24-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><li id=\"footnote-24-6\">Peggy Klaus, <em class=\"im_emphasis\">Brag: How to Toot Your Own Horn without Blowing It<\/em> (New York: Warner Books, Inc., 2003), 3. <a href=\"#return-footnote-24-6\" class=\"return-footnote\" aria-label=\"Return to footnote 6\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":4,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Powerful Selling\",\"author\":\"Anonymous\",\"organization\":\"Anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-24","chapter","type-chapter","status-publish","hentry"],"part":18,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/24","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/24\/revisions"}],"predecessor-version":[{"id":187,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/24\/revisions\/187"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/parts\/18"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/24\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/media?parent=24"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapter-type?post=24"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/contributor?post=24"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/license?post=24"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}