Have you ever thought of yourself as a B2B marketer? No? Then think again. Landing an interview could depend on changing your answer to “yes.”
What Your Potential Boss and B2B Clients Have in Common
Buyers in the B2B world base their decisions on logic, not emotions. “How will the product help me save money, time or resources?” That’s what they want to know. A shampoo can leave your hair smelling terrific, but a B2B client’s main interest is how well it cleans your hair.
When a potential boss first sees your resume, they think like a B2B client. “How will this person help me make money, save money, or be more productive?” They aren’t thinking, “Is this a really nice person?”
Just like the B2B marketer, getting a “client” means giving the best answers to these logical questions. And just like the B2B marketer, you can provide these answers using the SAVE framework — a B2B model developed by Professor Richard Ettenson, Eduardo Conrado (a senior VP and Chief Marketing Officer at Motorola Solutions), and Jonathan Knowles (CEO of Type 2 Consulting).
Using the SAVE Framework to Sell Yourself
Focus on the Solution
First, you need to focus on the Solution you’re offering when you write your resume and cover letter. That means defining yourself based on the needs that you can meet. You must go beyond job titles, job descriptions, and basic skills. Everyone who is truly qualified to do the job will have had the exact same job titles, job descriptions and basic skills.
Instead, think like your prospective boss and use your resume and cover letter to show how you can help them solve their problem. Are you in sales? Then show your potential employer the sales and the money. What accounts did you win? What was the turnover?
Tell whatever story you need to tell to stand out from a crowd of thousands. In his book, “The Resume is Dead,” Nelson Wang shares the following statistics which show just how large the crowd is.
- Mattel received 97,000 job applications;
- Chesapeake Energy received over 132,000 job applications;
- General Mills received over 162,000 job applications;
- Carmax received over 182,000 job applications;
- Cisco received over 183,000 job applications;
- Whole Foods received over 299,000 job applications;
- Starbucks received over 311,000 job applications;
- Deloitte received over 331,000 job applications;
- American Express received over 980,000 job applications; and
- Google received over 1,000,000 job applications.
These numbers show no signs of diminishing according to a 2012 Jobvite survey which found that 75% of the American workforce is actively seeking or open to a new job.
Second, give your prospective employer various ways to Access proof of your abilities. Write articles, create a blog, design a website showcasing your abilities and knowledge. Doing so will impress a potential employer when they type your name in a search engine and evidence of your abilities pops up. It will also make you stand out from the crowd.
You may find other people using the same tools, but the final product will be different. Designers have been doing this for years to showcase their abilities.
Third, transmit the Value of what you have done and can do. Remember, value is in the eyes of the beholder. Focus on what your potential boss will view as valuable, not just on what you or past bosses viewed as value.
If you have focused on the Solution, providing Access, and proving Value, you will have already done the “E” in SAVE — providing information to Educate your potential employer as to why you are the ONE for them.
Of the 2012 Jobvite survey respondents, 6 out of 10 said that finding a job today is harder than it was in 2011. Times are changing and a new job search approach is needed. Thinking like a B2B and making the SAVE framework the centerpiece of your job search strategy can help you provide the answers your potential employer is seeking.