How To Launch A Career In Sales Development | Brendon Lemon | Skillshare

How To Launch A Career In Sales Development

Brendon Lemon, Crack'n dem jokes

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12 Lessons (1h 3m)
    • 1. Course Promo

    • 2. Introduction

    • 3. Is Sales Development Right For You?

    • 4. Defining Your Goals

    • 5. Create A Target List

    • 6. Create A Killer Resume

    • 7. Research Research Research

    • 8. Tailor Your Pitch To Your Prospects

    • 9. Dial In, Get The Hiring Manager On The Phone

    • 10. Follow up Like A Boss

    • 11. Nail The Interview

    • 12. Hit The Ground Running


About This Class

In this course you'll learn how to launch a successful and lucrative career in the exciting and rewarding world of Sales Development! Students will understand how to pursue a change of career and get right into doing the work that will lead to a new, lucrative job, and success beyond simply being hired.

You'll learn:

  • How to target companies that will hire you
  • The three things you need to research before your first interview
  • The way to get promoted in your first year
  • What you need to say on your resume to GET HIRED NOW


1. Course Promo: everybody. Welcome to how to launch a career in sales development. I'm bread and lemon. I am a 10 year veteran of sales development. It's my entire career. I started off knocking on doors in my hometown and work my way up through sweat equity and elbow grease to the director of North American sales development at a major, a cross channel digital marketing firm here in Chicago. This course is gonna teach you how to start a career in sales development by holding skills that you will then use on the job things like research building lists, understanding if this is a good career move for you, and how and why in positioning yourself in a pitch to get the interview and then land the job, basically, this course is gonna will go through the things that I just mentioned. We're gonna we're gonna teach you how to how to build your resume. I'm gonna teach you how to position your resume, how to use research to basically make yourself look different than other applicants and how to use skills. You will venues on the job that will make you successful to get the interview in the nail. The interview. This course is really for people who want to get into sales development, really want to develop these skills and get in to make money, control their career and gets the next step. There's a lot of reasons why you'd want to get into this field entrepreneurship people who want to start their own businesses. This course is for you. I would say that the challenges you're gonna be facing on how to start this career are gonna be answered very simply in this course and in a way that you can use tomorrow. So go ahead and pick it up. And I look forward to seeing you in the course and hearing your reviews. 2. Introduction: Hey, and welcome to the introduction for how to get into a career in sales development. I am very excited for you guys to take this course. See, here's my story. I'll give it to your real quick before we jump into the meat. Here I am, actually stand up, comedian. I have other courses about how stand up and sales development crossover. You might want to check that out, but the big thing here is this. I started my career in sales development because I didn't have another choice. I graduated from college in 2008 in Detroit, Michigan, with a degree in philosophy, my whole entire background work history before that was all getting on stage and telling jokes to people or doing improv, and I really could not get a job to pay my bills. It was the worst economy in the worst economy since the Great Depression, and what I had to do was basically learn business from scratch. Uh, no one was hiring, so I couldn't get a job because there were no opportunities around. If I went in for an interview, I'd be competing against people who had 8 10 12 sometimes as much as 20 years of more experience than me. And I didn't have a marketable degree, was it? A mistake could have been. But I put myself in a hard situation and decided I was gonna work my way out of it. So I literally went door to door in my home town trying to find anybody who would pay me to do anything. What I found is that when I was looking for work and when I was looking to try and provide value for people, if I listen to their problems and I kept track of the people I was speaking with him followed up on those conversations. Eventually they would end up helping me by giving me work, and I would help them by solving their problem. And if I did that enough in enough of, ah, particular way, they would end up paying me so sometimes at the beginning. You know, when I was doing this about 10 years ago, I would start by just asking if they had anything to Dio. I would clean up. I would call people. I would I would try to build a website. I would try to use design skills and barely had any skills doing any of those things. It wasn't qualified for any of them, really. But what I did end up doing is that people would eventually say, Hey, look, I got a list of 30 people who came in last month for business. Just give him a call and ask him if they want to come back in again and and do work and what I did it start calling up these people and through persistence, and it started, I wouldn't even get paid. I wouldn't get paid by the hour. I would. They would just say, If someone comes in, we'll give you 15% of something that they end up purchasing. And what I ended up doing is doing this enough and doing well enough at that. They started referring me to other people, so this was in you basically the great recession, and I was actually starting to gather work, getting paid, sometimes hourly, sometimes on commission to basically do sales development for a lot of these organizations now, this was before sales development even was a field into itself. This was before predictable prospecting was written. No one really had an idea of what a sales development person waas back in 2008. But that's what I was doing. So flash forward years and years, and through referrals and through lots of hard work and studying and learning lessons that I'm going to tell you about. I ended up basically getting to the position I am now. But what's very important is that at a certain point in this career path that I've chosen, I actually had to make a leap from being an independent contractor, doing sales development from a handful for a handful of companies toe working at a large organization doing sales development for a SAS company in an enterprise model that's really worth SAS on sales development, particularly has made its mark is in that exact space. So how did I do it? That's one I'm going to answer in this course. I was able to take lessons that I had already been learning and applied them to the interview process to leapfrog me ahead of many other people were competing for the same job , and the company that I wanted to work for actually opened up and told me, You know what we don't really want to hire anybody right now, and they actually were very reluctant on hiring me. But because I had laid the groundwork and because I had done very certain things that I will tell you about in this course they ended up switching and changing their mind and hiring me. And what's great about that is that those lessons that I learned that I then applied to the job caused them two months later, come back to me and say you were the smartest hiring decision we've ever made in this department. And only about nine months after I worked there, they promoted me Teoh, business development manager, and then had me in charge of a team. Now, that was only a few years ago, and now I'm the director of North American sales development for another company. So these lessons and I'm gonna teach you in this course have the ability to launch you not only into a sales development career, ahead of people who maybe even have more experience or look like they're better on paper, but also can get you more success when you start that job position also. So take a look. I'm looking forward to walking through this on the course 3. Is Sales Development Right For You?: welcome to the first module in how to launch a career in sales development. In this, I actually want to cover something right at the beginning. I'm gonna make this free for people who check out the course because I want to be very clear about it. Sales development may not be right for you. It might not be. That's it. That's it. I just want to make it that simple to you. Uh, this course is going to talk about how to be successful in this career. Had a launch into this career And how toe how really toe To take your career and your career path, get control of it and walk in a direction that will provide you with us much reward as you're willing to put effort in. That's really the beauty of sales development. If you could do well at it, you're almost a wizard, and people are sort of in awe of what you can provide. But before we even begin that, I want to ask you this question. Is it right for you? How do you know if it's right for you? How do you know that this is something you really want to Dio. And to answer this question, I'm gonna ask you a few more. How driven are you? How? How? How do you deal with rejection? How do you deal with discomfort? Are you able to walk through discomfort? Are you able to walk through rejection? How committed have you ever been to making something happen through nothing but adversity with no guarantee that would never work out? How well do you work under pressure? How do you feel about caring and quota? How do you feel about being told directly that you are an asshole? I'm gonna keep that in this video because those are the words that you might get on the phone from people who you're trying to sell more than any other occupation sales development is delivering on a daily basis that you are not being successful. So why is it so good? Why choose and how come it could be a dichotomy of bull having control over your own destiny and also being shown that you have no ability to get things done? That's the tightrope that this is. So you want to ask yourself a few questions And before we begin launching into how you get into sales development. I just want to make it very clear to you. I want you to assess yourself accurately, sit back and ask yourself, How do I deal with rejection? How might I deal with rejection? How do I stay focused on a positive outcome persistently and politely, and keep my emotions in check even though I'm being harassed and told that I'm not good enough, Maybe by my manager, maybe by my prospects, maybe by myself, I dealing with all kinds of different emotions here, and that is the job. That's the biggest point that I want you to get before we launch into this. All of those things. Discomfort, Um, getting outside of your comfort zone, dealing with rejection, dealing with other people's emotions, carrying a quota, being under pressure. That is the job. That is why this position is so well rewarded. How are you supposed to sell something if when you appear desperate, no one wants to buy, but you're approaching at the end of the month. Your quota and you don't have any opportunities yet. How are you supposed to do that? I'm gonna help you to understand how you might do that. But you need to ask yourself this question. Is it for you? And if it is, then I say diving into this course, get right into it. Take that energy, put it like a ball in your chest and it will fuel you to success in this course. I could not be more serious about this. You can take your career as high as you want to go, but you have to ask yourself if it's for you And if it is that you are a very special person, because there are not a lot of people who can do this, I fired them then People who work for me who have said If you can't deal with rejection like this, I'm sorry. That is the job. I'll give you chances to deal with it. I'll even help support you. I'll walk you through out, tell you whole I deal with it, But you need to look inside yourself and figure out if this is right for you and if it's not, then you need toe go, and if you won't go all push you because I need someone to succeed, that's just the long and short of it. So if you're listening to this video and you're saying I'm not sure if it's for me, I don't know, I'm not really positive. That's OK, that's OK, because you may be having been forced into a position yet to deal with it. If you're watching this video and saying this is definitely leave for me, then you need to keep watching. If you're watching this video and saying, OK, that's definitely not for me. Maybe it's best for you to move onto a different video. Do graphic design. You accounting, Do something else. People who are on the fence. It's OK because another approach you can take is something I'll give you right now, because it's something you'll need in the rest of this course. You need to say, I don't know, maybe it ISS. I'm willing to put in the energy, and I'm willing to be committed to seeing if it is because if you're committed to the investigation to the curiosity, it's as good as being committed to saying that it is. In fact, in many ways it's better. So ask yourself these questions. This is your first assignment. How do I deal with rejection? Am I able to be committed through adversity. How bad do I want this? What is my breaking point? Am I able to handle these uncomfortable emotions? How am I able to deal with constant rejection and stay focused? How am I able to manage the pressure and still stay in the zone and not let my prospects feel it? If you can answer any of these and have any sense of them, this will put you head and shoulders above other people looking to get into this field. That's the first lesson. 4. Defining Your Goals: welcome to the second lesson kind of launch a career in sales development. Here's the thing I want to talk about in this lesson way assessed whether or not sales development was right for you. Now, if you've selected that it is or you're selecting that, you're gonna find out if it is, the next thing I want to do is walk you through this. What are your goals? You obviously have some goals. If you want to get into sales development, the goals could be simple for me. When I first started, it was just make some money. Ah, head bills to pay and I did not have time to not pay them. I had to get right into it, But for some other people, it might be. I want to take my career from being simply an engineer and move it over to doing something that actually develops and drives business. Now they could be a number of different things, but what's important is getting a sense for why you're doing this. So I know this is before we're doing any real work to develop into a sales development rep . But this is very important because it's gonna inform your resume and it's gonna inform your cover letter, and it's gonna inform the conversation you have with the people you want to eventually work for. So sit down and do some writing. This is the second assignment. It's really pretty simple. Just sit down and ask yourself, Why do I want to do this? Where does my mind go when I visualize a successful career in sales development? It could be simple. It could be. I want to get out of debt. In that case, you have one job is to figure out how much money you have to make to get out of debt and how much time you have to make it him. It's really pretty easy. I would hire somebody very quickly if they said to me, Listen, I have to hustle because I need to make this much money. I would say Here's how you do it and I would show him exactly how to do it. And if they were serious and they were qualified, I would be open to hiring. So what you want to do is go figure out what your goals are. What is the visualization for an outcome either for your next career. Move, maybe for 10 2030 years in the future. Sales development is a ladder to many different places. You can move into direct sales. You could move into field sales, outbound outside sales. You could movinto marketing in many different places demand generation. The sales development department touches a lot of other areas of the organization, and the understanding of the business is very important in the sales department, so you could move into client success. You could move into marketing. Like I mentioned before other sales. You could move into even customer service in a certain kind of way. You'll understand the needs of the customer in a very particular way in a way that other people in the organization won't understand. So what industry do you want to work in? Because if you want to switch industry sales, development is a great place to do that. You can actually flip from one industry to another without having any real connections. That's the value of sales development. You can get into it and not have a large network. Yet you could build your network in this career track, which is another reason why a lot of people choose it. I have a great network now, and I didn't have one at all. When I first started this, I had to knock on doors. So what are your financial goals? As I mentioned before, sit down and figure that out. Get it out on paper, figure out how you can do it that will actually help inform you toe how much work and how you do that work later when you're working in the job and carrying that into an interview is actually very beneficial, like I mentioned before. So the assignment for this one is very simple. Sit down and define your goals. Get specific with that because this will be the type of thing that you will use to write in a cover letter. When you reach out and talk to people about at the company's, you want to work 5. Create A Target List: there's 1/3 lesson in how to launch your career in sales fell. Now that you have a sense of your goals and you know that you want to be in here, what I want you to do is start thinking about what industry do you want to start working in . It could be an industry are already a member of for me. I ended up launching a career in sales development in an industry I was already familiar with because I had been doing sales development, a startup. I was the only sales person, so it wasn't just sales development, but it was a lot mostly oh, sales development. So after I went into that industry, I was able to continue by finding another company that needed a guy like me on. I made a case for why they need me and was able to continue. But for some of you, you might want to jump in new new industry. If you want to get into entertainment and you've been in a different industry before, this is a great way to do it. If you see a lot of growth going on in another industry and you want to take advantage of that. This would be a great track for jumping it if you're not married to your previous industry or company. So how do you do that? Well, just make a decision. You get an inkling inside of you, you go. Hey, I think this might be right for May and then move in that direction If you are an engineer and you obviously have mechanical experience getting into a mechanical design firm or an engineering firm in the sales development track, whether that's the firm you're currently working in or a different one is probably a natural fit. But if you don't have anywhere to go, it could be a maybe a more difficult problem. Option paralysis. In that case, maybe you want to pick a company that's just growing. Go to Google and open up some of your local areas, organizations and literally just look for companies hiring people in sales develop people because if they're growing, they're gonna want those people. So that's a good indication. Another way to do it is this. When I found the industry and I look on Google, I like to check periodicals that are public and able to be viewed about that industry in about companies, and I just try to search for companies that sound like they're doing something cool. So the way that I got into sales development using methods that I'm gonna teach you in this course I basically looked at companies in my local area, which was Chicago. I looked at companies that were in the industry I was working in, which was mobile at the time, and I started looking for companies that just fit who I thought I could work with. Just who was growing, who was interesting and who just resonated with me on a gut level. When I found a list of those companies. This is what I did. And I'm gonna ask you to do this. You're gonna open up a Google spreadsheet or an Excel spreadsheet, and you're gonna start listing those companies off and you know less the bit of data about them. You can have their phone number, their location, their general email address on your just gonna list him out, get a whole bunch of the more of the better. As soon as it started becoming really difficult to get more. Um, then you've probably hit your limit, but a list of up to as many as 50 is all right. I mean, that's a big list. That's a lot of companies, but you want basically more about a dozen or more and up to as many as 50. And what you want to do here is you want to take a little bit of time and not only get all of that information I mentioned before address email, phone number. We also want to write down three reasons why you think this company might be good for you. Why you think you might be good for them doesn't have to be terribly specific, but it does have to be something. So when I was getting into the mobile company, for example, I said one there in the same industry. So I know there people are. I can already speak to them. That's one reason to is they look like a fun company. I'm a pretty fun guy, have a background in comedy, so it looks like I would get along with them at that level, and then the third reason was basically that they were local, and I just knew that I could easily start working there. I wouldn't have to move across the country. It wouldn't have to do anything like that now that simple that stills or just my reasons for wanting work but have three and they can be very simple again. They don't have to be terribly complicated now. I knew that Mobile was a growing space, which was part of the reason I wanted to work there. Also at this new company that I'm at, I knew that the people who worked there were people I wanted to work with. They had built successful companies before, and this was a place I wanted to go. So just having a handful of these reasons in addition to the information is what I want you to next. It's really bad. 6. Create A Killer Resume: guys in the next lesson of how to launch your career in sales development, we're gonna get into the meat. Of course, we're gonna talk about resumes. So here's the thing. You probably think this is where the biggest point in the course is gonna come. It's actually not resumes are important, but there's a lot of undue attention people put on resumes Now. I should also say there's a lot of very due attention that are put on resumes. They are important, but they're not Mawr important than they are and that you shouldn't get freaked out about them. Basically, what I want to teach you to Dio is to build a kick ass resume template that you can then use later to personalize for the people and the positions and the companies that you're going after. So here's the thing many people think. Oh, I need a resume. Well, there are not a resume. There is no perfect resume. There are perfect resumes. Each one has to be placed differently, depending on who the audience is now. That might sound complicated, but Brendan I wrote down 50 companies. How am I supposed to do that? That's OK if you're committed to doing this job, that won't seem like a lot of work to you. That will seem like a lot of opportunity to you. And that's how you have to start thinking about how to get a job in sales development, because that's how you're gonna have to think on the job. So here's what I want you to dio. I want you get out your resume template. You can use Google, for example, to you to create a resume. Template likes upward has won. It doesn't really matter exactly what it looks like now you can go check out other courses about how to build a specifically a great resume. But for a sales development rep and for a sales development manager, I'm gonna teach you what we're looking for. And here's what I want. The 1st 1 is this. Focus on your numbers. Focus on your outcomes, really attach numbers in terms of dollar value, R A y. Outreach activity, anything that you can use data for data points and put that into your resume. So as many details as possible activity levels. Success. How many people did you speak with? How long did you work What were your commissions? How much business did you develop? What were your pipelines? How Maney new prospects did you bring in any of those things would be very helpful for a manager to look at. So just recently I was looking at two different resumes. One was someone who went to college, one with someone who the first resume went to college, had a great degree, had great experience, worked at another firm but had no details on the resume. Just nothing. It was just large, broad, sweeping strokes of things that they did. The second was a person who did not go to college. He went to high school. He started working very young. He started working at a cellphone store, but he was able to track in detail all of his metrics. He also, by the way, ran his own show at a comedy club in our local area. He was able to talk about how many people he got out, how he got them out, the things he did, how much outreach he had to dio and then how much money the Comedy club was making based on the work that he was doing. Now you can see where this is going. I very much preferred the second gentleman's resume. He had much more detail, and I got a sense for how he was going to work for me and how he was gonna build our team to success. That's the way it manager thinks. That brings us to our second point, which is not just put in the numbers but cut out the fluff. Get rid of all the things that are big that are strange. Onley report What you did just talk about. Here's what I did here was the outcome and use words like as an example, or, for example, or I did these things. Here was the outcome. You don't want to get into fluffy language. You don't want to get into a large words that seem abstract or vague. You want have concrete, simple to understand language in a good way. To think about it is described what you did to your significant others. Parents just think about that. How would I speak with my girlfriend or boyfriend's parents? Or how would I speak with ah friends, parents about things that I did? You wouldn't use big, fluffy language. Those things only obscure, and they seem difficult for me as a manager to understand, use plain words whether that's English or another language. Use plain words. Focus on entrepreneurial, gritty boots on the ground, knocking on doors. Experience. What I want to see is how much work are you able to dio and how successful are you? Add it because that shows commitment, and that's what I need. I need someone to be committed. So what you want to do again is right. Your resume, right? Right, just one. It's a template and use as many details as you can from experience that you have that shows that you're good. That shows this specific thing. Here's how much I'm able to work. Here's how much I'm able to produce now. If you don't have any sales experience that's actually OK. But choose something that displays. Here's how much I work. Here's how much I produce. Here's how much activity ideo Here's how much it's worth. Something that can draw a straight line between those things is exactly what a manager is looking for. So again, your assignment here is right or resume that has as many details as possible with numbers and those numbers need to illustrate how hard you can work, how successful you could be at those two things alone or what managers look. 7. Research Research Research: No. Now that you've created your resume, we're gonna go and do more research on the company's you're looking for. You're probably gonna weed some out. You're probably gonna get more excited about others. And that's the point. We're gonna go back to that Google sheet. What we're basically gonna do is test the assumptions that you put together by saying these are the three reasons I want to work for this company. So go to the company's website and take a look. So basically, we're gonna get out that Google sheet, we're gonna open it up, We're gonna go one by one through each of these companies. What you want to dio is actually very quickly assess whether or not you want to continue trying to apply at that organization or if you want to pass on it now, I would encourage you to think about this. Do you see yourself working there? Can you see yourself using the language they're talking about their company in from their website? See yourself working there. And if not, if you don't understand it, if it's frustrating, if it's concerning for one reason or another, what is gonna do a gut feel pass. At this point, I'm going to go down that list. Maybe as many as 12. 30 40. Who knows that many is 50 different companies and you're gonna eliminate ones that you know you don't want to work at just very quickly. You can tell for the ones. And again, this is just by going to their website and taking a look. Now, for ones that pass that assessment, you're gonna start diving in a little deeper. Actually, what I like to dio and what I did when I advise you to do is go open up a Google doc on each one of these companies one of the time and start doing things like screen shotting, copying and pasting things from their website. Look him up on Lincoln. Look up Career opportunities they have on their websites. Any of these things. You want to really start getting to know each of these companies almost individually and hopefully you don't have a list of too many. This is why a good list is between 12 and about 25 companies. But you want to jump in and you want to start copying and pasting, understand what the company does Why does it exist? Who does it provide value for, Of course, besides its shareholders, who are its customers? Why did their customers shop with them? Who were their competition? Why does their competition differentiate between them? What are the things that would make someone choose this company over their competitors? What's going on in the market space? This will help you toe understand these different companies that you're applying to and how they all differentiate, impose themselves and position themselves against one another. That's become very important. You talk to them later, and when you write your cover letter, so you want to start understanding each one of these organizations do things like this? Um, research. The likely hiring managers try to find the people on Lincoln, but you may be working with her who may be the ones looking for sales development reps at this organization. Follow these people on Twitter. Follow the company on Twitter. What are the recent articles or press releases they've put out? What are the things that they are themselves focused on? Who did they retweet who have they shared things from on Lincoln? If you confined where or in terms of organizations they belong to both in the real world and conferences on and then also in Lincoln, Go follow those organizations. Put all of this together. Anything that occurs to you. This is fascinating. Just look at it. You'll start seeing connections between all of the company's you're looking at, and what you really want to do is just get a sense for each one of these organizations and how they exist. And what you're trying to figure out is, how do they think about themselves? How did their customers think about them? How do they think about themselves? How do they talk about themselves and how do they represent themselves to the marketplace, including to their competitors and to their customers? So when you get all of that information together, compile it onto a sheet, now do maybe one for each of the organizations. And while you're going through this, you're gonna start discovering other things to you're gonna start thinking, you know, maybe this company isn't exactly what I thought. It waas and you're gonna start getting questions right? Those questions into you wanna discover things about the company? Why did they go into this space? How come they differentiate in this way. What is the thing that they're trying to do differently with their product? How does their product actually help customers different than other products that have already existed? These are all good questions and what you're trying to do here. But doing this research is getting in touch with your natural curiosity. You're going to start understanding this company in a different way that you did before and in the better way that even some of the people at this company understanding. So when you compile all of that together, get a sense for how they think about themselves and how they talk about themselves and then also, if you can, how they talk about the people they're hiring, whether or not they're actually hiring sales development reps, you should go to their career page and actually copy and paste potentially some off the descriptions they have for positions they are hiring because this teaches you how they talk about and think about the people working for them. So go take a look at that. Who's their leadership? Who is? Maybe you're hiring manager. Document all of these things in your Google, Doc. Now, when you come up with one of these for each one of your organizations, You're ready to move on to the next step, which will be Taylor in your resume and your cover letter to these specific people. So go to that research. I promise you, you're gonna discover some interesting 8. Tailor Your Pitch To Your Prospects: All right, guys. No. This is where it gets really pretty interesting is gonna take the resume that you have from a couple of steps back, and you're gonna combine it with the research that you have. So for each one of these companies, you're gonna create a new resume based on your template and a cover letter. Now, that cover letter we haven't talked about yet, but it's pretty simple. And you're gonna actually have to write a different one for each of these organizations. And the reason that you don't wanna template ties or copy and paste your cover letter is because they're they actually are red. And there they should be unique and different. And as a manager, when I get a cover letter that I know is copy and pasted and only one or two sentences at the bottom have changed, I go note and I throw the cover letter away. This is the time you're trying to get a job. Okay? This is not the time to try to be cheap or easy with anything. Okay? In fact, you shouldn't be cheaper, easy with anything during this entire process, because that's not what this is about this is about finding the places, toe work and getting the good work done there. So this is the next step for you. You're actually going to take all of these companies and create a different resume and a different cover letter for each of them. Using the research that you got in the last step, you're basically going to take your resume and your to start moving bits of data upper down and changing the phrasing around them to reflect the way the company thinks about itself. So if the company says things like, we're really into go getters, we really want go getters here work here, we want leaders. That's all we want to hire. You need to start taking your data and your your descriptions of the things you've done in your career thus far, and you need to start reflecting higher up in the page leadership. If you have another company that says things like, you know, we're really into Ah, what we do is we're just for marketers, and all we do is focus on marketers and focus on the needs of marketers. And you want to start moving up in your resume, things that reflect your understanding of marketing or times that you've served marketers or that you've worked in the marketing space. You see where I'm going with us. You have an idea what these companies are looking for now that you've done research on them and what you want to start doing is even taking their language and reflecting it back. So if they use certain terms and their websites like opportunities, you want to start using the word opportunity in your resume and in your cover letter. Now the cover letter is not generic. And let me talk about that for a second. You want to start using specific people who you researched and tailoring the cover letter to those people. Now, if you know that you're writing this letter specifically to a hiring manager who you have identified as the right person to write, to feel free to write to them otherwise just right to the broader organization HR marketing whoever you're applying to and simply, uh, think about that person as the audience that you're writing your letter to. You want to start using examples of your work, and basically what you're trying to do is be specific just like you were earlier. And position yourself using the reasons you want to work at that company and providing examples of how you could provide value to that company. So for me, I would say something like, you know, I worked in mobile. This is exactly a space. I understand. I was in it for years and I want an opportunity to capture some of the rapid growth I see going on in this space. I see that you have new products, that you're launched just this year, and I want to be a part of making those successful because I see that as a way to help me get out of debt. My college debt, which I did have and those are the reasons I want to work at your organization now getting that as a manager versus getting something generic about. I want to be my bastard. I want to do the best. I want to make a difference. It makes a tremendous difference. Is a manager to go? This person wants to work here for these reasons that fit in with exactly the things we're trying to dio. So think about that. Using examples from your past also helps not a ton of them. But just a couple. I would say, You know, as an example, I worked at this organization and did these things, and I could see that translating into success at this job. If you look at my resume, I've done these kinds of successful things and have these kinds of outcomes, and I've learned lessons that I think would be valuable for you and your team. That's why I want to come in for an interview. That's it. You don't have to have anything more than that. It can really only be, Ah, handful of sentences that just address those points. And again, those points or this why I want to work for you specifically. Why? What I dio is valuable to you and here's examples of how it's been valuable. It's really just those three things. If you're able to jump through those three hoops, I can almost guarantee you an interview. The only reason you wouldn't get one as if you some how they change their mind or if you've said something weird that rough somebody the wrong way, and that's always an outside possibility. But if you do those three things and just address those three points, you're going to line up an interview, and you're definitely gonna line one up if you follow our next steps. So let me just back up again and tell you what your assignment is. It's the tale, your resume using the language and moving up and down your resume. The most relevant things this company is asking for, based on the research you've done and then writing a cover letter that attacks, why you wanna work for them. Examples of how you could provide value for them and then why you think you'd be valuable for them eso again. It's why you want to work for them, how you can provide value for them and then examples of where those those things have worked in the past. So once you get those things done and you have the cover letter and the resume done, we're gonna start working on making sure that your resume gets in front of the right person because you don't want it to end up in the stack of a 1,000,000,000 other resumes. And no one looks at 9. Dial In, Get The Hiring Manager On The Phone: So welcome to the seventh lesson and how to launch your sales development career. This is where things get really high fee. It starts getting really fun. So basically, this is what you're going to do. You got your resume. You got your cover letter. Now you did some research on the company before and I asked you to try to identify who may be the hiring manager. Is maybe did maybe didn't. That's OK now, if you didn't, I want you to go back and see if you can find exactly who that person is. Don't spend too much time on it. No more than I would say an hour trying to figure out exactly who the person who you would be reporting to and who would decide on whether or not you're getting hired would be. Now the reason I say don't spend more than an hour's. If you can find out who that person is, that's okay. I have something for that in a moment. But let's for a moment assume that you did find out who that person is. Here's what I want you to do. Now. I want you to take your resume. I want you to take your cover letter, and I want you to start crafting a pitch in your head for how you would talk to that person . What would you say to them? So if you had them walk in your front door right now and just walk in and you had anything you could say to them, what would you say to them? That's what I want you to start thinking about getting a value proper ready. So what I would suggest is something like this You would call them up on the phone, you would ask for them and the person would say hello. And you would say, Hi. My name is Brennan Lemon, I'm actually calling about the sales development position you have left listed on your website. I wanted to see if that was still open. Now, maybe they don't have something listed on their website. In which case I would say Hi, my name is Brennan Lemon. I'm calling because I was trying to find out. Are you the person who leads the sales development team at X y Z Company and to see what they would say? But here's the idea. You're pointing at wanting to get hired and shouldn't hide that fact. Now. What I think you should do is this. If you don't know who the person is, you have to figure out who that person is. If you know who the person is and they're not hiring, you have to figure out if they're the right person who would hire. If you know who that person is and you know that they're hiring, then you need to ask if the position is filled or if it's still open. Is this making sense to you? There's a line that goes from where you are through, knowing that that person is the right person and they're hiring and the position is open and know each one of those steps is another question that's removed from it. So if you don't know who the person is, you could call up on the front line because you have their number. Remember and say something like this. I'm looking for the person at your company who handles the sales development team Now. There's been a lot of people who have called, probably who have tried to sell them something, and in a way, this is actually what you're trying to dio you're actually trying to sell them on the idea of hiring you. But it's different from other people who are selling because you're actually providing value in terms of human resource, which is your ability, developed sales for them. So when the receptionist answers the phone and says, Yeah, what is this regarding its very simple high? Yeah, well, my name is Brendan Lemon, and I'm looking to connect with the person at your organization who handles hiring sales development people because I'd like to work for you. It's that simple. Now that's a call that a person at the front desk does not get very often, and they might refer to the HR. They might refer you to nobody. They might not know what to do with you, because, frankly, they haven't gotten that before. But you need to continue to have the conversation toward the person who would be hiring you . Just go. Okay, well, who in the department would know who is the right person to hire sales development wraps with somebody in HR know, with somebody marketing no, with somebody in sales now, and your job now is to help them think of how to help you. Do you understand what I'm saying? Here? This is a very important part of this process. You're in a call in. You're going to start a conversation with however many people you have to start a conversation with in order to get you to the right person at this organization who is responsible for hiring a sales development team. So you need to say, Well, is it marketing? Here's some research. I did. It could be these people is that those people and have the receptionist become a member of your team to help you figure out who you need to speak with. Now you could get hung up on that's okay. Send an email right away and say, Hey, look, I didn't mean to bother you. It didn't mean to interrupt you. I know it was a strange request. I just really would like to figure out how to provide value for your organization in terms of helping you do sales development. And I need to know who the right person is in order to do that. Now, this might sound strange to a lot of you. Okay, this might sound odd. This might sound like Brendon. I haven't even submitted a resume or CV yet. I don't understand. Like I'm calling up. I you know, why would I be doing this? Uh, it seems like it's a good way to make rub them the wrong way, and then they get me out of the process and won't want to talk to me. Yeah, that could happen. But the truth is also this Any sales development manager who's worth their salt wants this kind of person. I'm telling you, I want this kind of person. And I'm telling you that other people who are like me who end up directing groups of sales development reps and hiring those reps want someone like this. You are doing the work that other people who there who want the job are not doing that puts you above and beyond everyone else who's in the pack. And let me tell you, I would be happy to take interruptions and my day from someone I don't know who has done the work to try to prove that they are the person who I should hire. So let's back up and figure out where we are here. You're gonna take the companies that you have on the sheet and you're gonna try to find out who the right person is to speak with at those organizations. And it could be more than one person. It might be a couple. Take your spreadsheet, Create a new column contacts first name, last name title phone number. Email. You're gonna start filling in your sheet with information either that you've researched or that you've called and asked for from the organization's you're trying to work for. These are the hiring managers may be there in HR because they actually higher. Maybe they're in the department you want to work in. That could be in marketing that could be in sales. Maybe there's a sales development director, like a person with a real title could be that person, but you want to go straight to the person who can make the decision. This is the strongest move you can make to indicate that you are a good contender for working at this organization. Go figure out who that person is, add them to your database, so what you want to do is call them up, leave a message if they're not there and try to get in front of them. If you get them on the phone, here's what you say. Hi, my name is Brennan Lemon. I'm calling to see if you filled your sales development role or if it's still open, or you say this high, Brennan. Lemon, I'm calling because I'd actually like toe work for your organization in sales development. And I wanted to find out if you're the right person, because if you are, I'd like to ford you my resume, and I'd like to make a strong case to you for why I think you should hire me now. Sometimes organizations aren't quite hiring, and mine wasn't the one that I worked at a few years ago when I went through this process. But I made a very strong case, and no one is going to turn away a qualified candidate who they believe will help make them more money for less than they're paying them. Does that make sense? So if you leave a message, say something like this. Hi, I'm Brennan Lemon. I'm trying to find the right person at your company who handles the hiring of sales development reps. I'm trying to work for you I guess, is what I'm saying. Now, before I send in my resume or C V, I want to connect with you on the phone because I want to make sure you understand why I stand out from better or from other candidates. Yeah, if you leave a mistake like that on the phone, no big deal, just laugh about it. Now that's what you dio. You call and you leave those messages or you connect with them. Then I would send one email, Do not attach your resume, receive E and just say something like this, looking for you to hire me and then in your email, simply say something like this. High X. I'm looking to work for you in your organization, in parentheses if you're the right person to hire sales development wraps. I've done a lot of research, and I have some strong reasons why I believe I'm qualified to work for you, and I want to make sure this gets on your radar before I disappear amongst other candidates , because I do stand out. If you'd like to reply, I'll send my cover letter and CV, and we could have a five minute conversation before we decide whether or not to set up in interview sound good. That's the email. So when you do these things, you try to connect with the person. If you don't get them, be polite and be persistent and continue to come after them because you want to have a conversation when you get their attention. And when you have a brief conversation, the idea is this. I want to work for your organization. Here's why I'm qualified. Would you be open to setting an interview up? I can send you my CV and my cover letter. I promise they'll impress you. That's it. It takes a lot of sand to say these things. So you need to get your confidence together. If you feel like you need to sit down and come up with things that someone might say if they object to you, that's all right. Right down two or three of them. Sorry, we already have enough people. Great. Well, let me ask you this. Would you turn away? Someone you know would make you money for less than you're paying them. Would you make more money for plus than your bank? The answer. That question is Yes, no one would ever do that. No one would ever turn away someone like I said before. So go ahead and do that be persistent and it come up with objections and reasons to overcome them and basically have your value. Property. Here's why I am gonna be different than other candidates. I want you to take a look at my resume and TV and you'll see that it's true. And the best value prop that you have is this. How many other people have called you like this to try to get a conversation started on why you should hire them? Because the answer to that question is gonna be zero. You're the only one. It's a very strong reason to stand out. So this is a heavy lesson. I've gone through it for a little bit. Basically, I want you to go ahead and start doing this. Keep track of how many times you call people and get ready to set a connection up. Ask for the interview and you'll get it. Now you're gonna start getting on interviews book. So we're gonna move forward and make sure that you make sure that you nail that 10. Follow up Like A Boss: briefly before we get into the nailing of the interview. I just want to talk about the importance of following up. This is the one thing that nobody does. Know what he doesn't write? Nobody doesn't enough. Nobody doesn't. In sales, nobody doesn't. And marketing this is the X factor that will set you apart from everyone else. Follow up. Set on your calendar when you should email people again. Don't be shy about you're trying to start a conversation. Give yourself permission to be a little bit annoying. Just be polite and be persistent. Continue to follow up with everyone you spoke with and be polite. Okay, follow up with the receptionist. Follow up with maybe someone's assistant. If you if they have an assistant follow up with that person, just continue to follow up. Hey, I just wanted to make sure this was top of inbox. I know you have a lot going on, but I didn't want it to be lost in the shuffle. Talk to you soon. Assume you're going to have a conversation. Follow up. Don't be shy. Don't shy away from it. You are looking to get on their radar and you're not shy about it because you're going to offer them value, so be persistent. Continue to follow up. Sent reminders to whatever you have to dio. This is the X factor, so this is a short lesson, but it's basically very, very potent. So I followed up with someone for a long time. I was a sales development rap, and I just want to show you the power of this. I followed up with someone a long time months and never spoke with them every week. Probably two, maybe three, sometimes four times a week. I called them. I leave him a message. I went so far as to start getting their assistant to leave sticky notes on their computer, telling them that I was trying to get a hold of them. The months went by and I never had a conversation with this gentleman, But one day I got a phone call out of nowhere, and this phone call was from a total stranger. I answered the phone and this person explained to me, Hey, I have a friend, he says. You've been calling him three times a week every week for months. I'm actually starting a company, and I need a persistent, tenacious sales person. And he said you were the person this guy tried to hire me and you tried to hire me at more money than I was currently being paid. Now I would have had to relocate to another area of the country, so I wasn't really interested. But the point is, this persistence alone is enough for people to hire you. If you follow up with me as the person who you want to get toe, hire you and you do it for 345 weeks a couple times a week, three times a week and you have reasons why I should follow up with you, I guarantee you no one else is doing this. It will set you apart powerfully. So please follow up. It is the X factor and changing and setting you apart from the pack. 11. Nail The Interview: Hey, welcome to nailing the interview. Part of the how to launch a career in sales development. This is important because you're gonna have to sit in front of someone and basically convince them that you're the guy for them. Now, here's what I've asked you to do so far, research on the company. You should actually already have a strong grasp of what this company does and how to talk about it when you come into your interview. Now, what I want you to do now is figure out who you'll be meeting within the interview. Simply ask him. I want you to do the same bits of research you did for the company for all the people you're going to be meeting with. I want you to research all prepare a list of questions for each of them. Based on the natural curiosity, you're going to have researching them. Look him up on Facebook. Twitter, LinkedIn, see what groups they remember up. Just check him out. Google their name, google their name and look for news articles that they were in anything you confined to begin to talk with them about or to inform your natural curiosity. You're gonna have ah whole list of things that you might write out about. People started Google. She not each of them. Pretend you're detective. Try to figure out who this person is and what their life is like, how they ended up in this position, why they ended up in this position. Find things personally to engage them with. Now what you want to do is not necessarily aimed to ask them all these questions. But all these questions should be in your mind so that you could begin to engage them now. Well, you want to do is think about how you can start to connect with them personally. In this interview, you don't have to become their best friend, but you do have to have something that sets you apart. Now, as an example, I went into an interview for the position that I currently have. And the research I did on the CMO of this company revealed to me that he really loves music . Big time loves music, not just any music. He really loves blues music, and he loves specifically the Rolling Stones. And he specifically loves anybody that came out of Stax Records. A really powerful company that produced a lot of really amazing music back in the sixties and seventies. So what I did was prepare a whole list of questions about that music and about how he liked it and what the greatest concert he ever went to. Waas. And at the beginning of the interview, we had 30 minutes. Probably 15 of it was just him telling me about his favorite moments and concerts that he went to now, in a job in which your entire purpose is trying to connect with other people and get on their radar and get their attention, being able to do something like this is very important. And anyone who is going to be hiring you is gonna appreciate how important what you just did. Waas that sets you apart from the pack. Your number one job is to not look the same is happening. Anyone else in the sales development role and this is how you look different? Ask yourself this question. What won't other interviewers do? Prepare an approach for the job. Maybe get a plan ready, Bring it. Bring the plan on how you think you would approach the job in a 30 60 90. Create a list of potential contacts that you could already reach out to. That would be helpful. Create a prospecting plan that would show you how, how, how you were gonna break into different companies that you think these people want to do business with, present these things in the interview Go Hey, listen, here's what I put together. No one else is going to do this. They show up, they look atyou, they talk about the job and then they leave. What I want you to do is walk in with call scripts ready with a plan for breaking into a new vertical with a breakdown of how you believe you would learn about the company. And then you'd structure your time for potential outreach. How much research you've done toe should lead up to something natural here that you're able to bring it. It doesn't have to be fully fleshed out. It doesn't have to be a school project. It just has to be very simple. It's Listen, here's how I'm gonna break in. I have the thing on paper. I want to share it with you. Here's some call scripts I've written for what I think someone would say on the job. I just recently hired someone. Well, I think is going to be promoted soon at my organization. That person that I hired it works on my team brought call scripts into the interview, and the communication to me as the hiring manager could not have been stronger. I am ready to do this job now. That kind of preparation is going to show the person you are interviewing with that you are more than qualified to get in here. Other people are not going to do that. That's basically what you want to do. Now, what an interviewee wants to hear is pretty simple. You're gonna work at the opportunity hard. You're gonna come at it, you're gonna make a difference, and that is gonna be activity and results. The second is you won't have to worry about you because you will figure the job out. I want somebody who I don't have to keep an eye on all the time. I want them that I want to go. Here's what you need to do. They can figure it out that they have a problem that can come back to me. Three. You want to communicate. I am ready to take responsibility and run with it now. I don't want somebody who's passing the buck. This is the problem. If I get the sense in an interview that someone is not taking responsibility for their situation, that's it. We're not gonna continue. You need to own your flaws. You need toe own your successes, and you need to be honest and authentic about them. If you're someone who gets a question in an interview and you say, Hey, what's one of your downsides? As an employee, be honest if you have one. I said to someone I don't have the best organization skills I've worked on that my whole life and you can see I'm organized enough, but it doesn't come natural. That's something you can say and they will respect you more for it, for you know how to connect with people and you know how to take criticism constructively. This is really the same thing. You're willing to be vulnerable. You're open to being vulnerable. People connect through the window of vulnerability, and if you're able to take some constructive criticism and be vulnerable in that way, someone is gonna want to work with you. Think about it. You want to convey these four things to the person whose interview with you and finally I would say this You want to listen to what they have to say. Ask them what they need in the position. Listen to what they have to say and repeat back to them language and use this term, for example. So you can say, Ah, it sounds like you might need somebody who's really good at being a self starter. So I've got a history of doing that. For example, I was in another job position where I had to x y z and then give them a story. That's it. Throw those things out because you want to reassure them of those fourth names. You're gonna work hard. You're not gonna have to worry about you in the job. You're gonna work hard at it and teach yourself three. You're gonna run and take responsibility for running hard at the opportunity. And four, you know how to connect with people and you're able to take criticism constructively. If you can convey those things in the interview, you've got it nailed. That's how to do it. Now ask at the end of the interview thes two questions. One. What do you think? Good. Next steps are from here and just ask them that question. They're gonna come up with a couple of reasons and then take it. If they say email me back in a couple days, you better do it. The second thing is this. Is there anything I'm portrayed in this interview that might make you think I'm not qualified to do this job? This is really important for you to ask this question to conveys a few different things. I'm gonna say it again. Is there anything I've done in this interview to make you think I'm not qualified to do this job? This is really important because it says one. I want to do this job too. I know, I know. You know, I want to do this job. And three, I'm looking for you to tell me if I'm not qualified to do it. Because if if you wouldn't have anything to say right now, then you and I both agree that I am qualified to do it. Is it a little bit of a mental game? Maybe, but it works. and I've had people ask me this question, and it always makes me think, Wow, they really want this. And as a manager, you want people who want it. So think about those things. Go back and watch this. You haven't assignment. Get ready for this interview because you're gonna get this job. 12. Hit The Ground Running: So, guys, we're taking you through this whole course we went from how to build list, how to find the companies, whether or not you're right for this activity. How to know where your career is going and take control of it. How to get the interview, How to nail the interview by now, if you've nailed the interview, then you're gonna get an offer and we could talk about his negotiation. But I think this I think that there are better courses on negotiation. Here's what I think I think instead should get ready to hit the ground running at this job because as a sales development manager, I don't want to hear too much about negotiation. Someone push back a little bit. The more thing that I want to focus on is how are you gonna work? Because I'm willing, especially in sales development, to write you a check as large as you wanted, as long as you can provide the kind of opportunities and business growth I'm looking for that you're able to do that, I'll pay you twice. What I make doesn't bother me. But what I don't want to hear is somebody whining about their bottom line with their base salary or something like that. If you're working at a good organization, they will take care of you. Okay? They're gonna make sure you have your insurance benefits. They're gonna make sure that you have medical you're taking care of. They're gonna make sure that you get a fair slice, a base salary so you don't have to worry about starving or not paying for food. But they're also gonna put together a competitive commission scheme. I want someone who wants to make money, and I'm willing to make a deal with them where there could could make quite a lot of money based on opportunities developed in business, closed. That's what you want. So don't negotiate too much. Stay focused on asking them questions like, How can I best be enabled to hit my quota quickly? What are the things you can teach me? And you can put in my path to make sure that I get to that quota and over it as fast as possible? That is going to speak volumes to the person who might be hiring you So focus on hitting the job. Focus on learning it, focus on connecting with your peers learning how they're successful. Focus on getting in touch with people who are above you on the ladder next to you around you take time and trying to absorb everything because I'm guaranteeing you that you're gonna get this job. You're gonna get a job here. Are gonna give jobs somewhere on what you do when you start is you need to have a plan for attacking this job position. And that's the last section of this. I constantly asked for feedback. Ask for feedback. How am I doing? What else can I do? Let me know that I'm doing okay. Uh, put time on your boss's calendar for practicing your pitch and understanding what you have to do to be successful, set goals of activity and share them with your boss. All right, here is where I want to be. Here is how much activity I want to dio. Here's how many opportunities I want to develop here. So many conversations with prospects I want to have. Here's how many emails and calls they over day, week, over week. I want to have do these things seem realistic. Should I be hitting my goals here? Let me know You want to be constantly pushing the pace because you want people to be reacting to you. You want your boss is going. Wow, this person is really on the ball. OK, slow down a little bit. Maybe even that would be good feedback for you because you want to succeed. So think about that. Hit the ground running, learned the job Also. Congratulations. Because you finished this course. Keep it going. Take the skills that you've learned just here in this course developing to get the job and apply them toe everything you do with the organization. Systematically learn it. Attack it. Strive. Go to the next level. Everything you do should be in service to growing your bottom line at a specific goal. Remember your career goals at the beginning of this course. Keep them in mind. As you start this job, keep them in mind. As you look to develop, you have career goals yourself. And this job is in service to those goals and you are in service to this job. And that, in turn, pushes you right back to being in service to your goals. That will keep you motivated. Figure out how to stay motivated, figure out how to learn and figure out how to succeed. I am very proud of you for taking this course, and I'm excited because you are gonna have in a lustrous career using some of the skills that I taught you here. Please feel free to give me feedback and let me know how you're doing. I would love to hear about all the success that you end up having using some of the principles taught here. Take care.