Prospecting for jobs

November 11, 1:12 PMColumbus Career Transition ExaminerJames Sanford

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Like sales professionals, the goal of job seekers is to get past the gatekeepers (i.e., receptionists and human resources personnel) to get face-to-face meetings (i.e., interviews) with key decision makers (i.e., hiring managers). This prospecting method is what Keith Luscher refers to as “wedging your foot in the door.”

Luscher, a Marketing Representative with Principal Financial Group, is also the author of several books, including “Don’t Wait Until You Graduate” and “Prospect & Flourish,” a guide for sales professionals and job seekers alike. He also writes an ongoing feature called “Prospecting Weekly.”

Luscher teaches a 10-step process he calls “wedging your foot in the door.” For job seekers, they include:
1) Identifying your “value proposition,” or the value you bring to prospective employers. This should be evident in your résumé and cover letter. For many of us, this can be the most challenging, yet important, first step.
2) Identifying your target market, or your target list of companies. This can be determined by location, size, industry, or virtually any other criteria.
3) Researching your prospects, or target list, through company websites, LinkedIn, and Reference USA (under the Reference tab on the Columbus Metropolitan Library’s website). A library card is required.
4) Prioritizing your company list, and determine who you should target first.
5) Identifying three to five key decision makers (individual prospects) at each company (through company websites, LinkedIn, and Reference USA).
6) Calling companies to confirm names and positions of target prospects.
7) Crafting a single letter that will go to each prospect at your target companies.
8) Combining your letter with a compelling, value-added package. Here is where one must be creative—and an example might be the use of a white paper or an information product of some kind. The important thing to remember is that it must not be gimmicky and it should demonstrate in some way the value you can offer.
9) Hand-delivering the packages, if possible. Do not mail.
10) Making follow-up calls, starting a few days after the packages are delivered and ending when you get a response.

Starting Tuesday, November 17, Luscher will be holding Prospect & Flourish Bootcamps Online—and doing so twice per week. For more information, please visit www.ProspectandFlourish.com/Bootcamp. Or you can contact him at (614) 205-0830 or keith@prospectingweekly.com. Additional resources and more than 60 articles on networking and prospecting can be found at www.prospectingweekly.com/. To download the full 16-page report on the "wedging your foot in the door" strategy, go to www.prospectingweekly.com/report_request.htm.