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5 Marketing Skills Executives Can’t Live Without

Want to be a marketing executive someday? Want to know what marketing skills you need to have prior to getting a job offer from a top organization as a marketing manager or higher?


Well, here are just 5 of them. Enjoy and get studying if you lack skills in any of these marketing areas:
1. Social Media – Facebook, Twitter, Pinterest, Google+, etc., all marketing executives possess the skills to make these avenues work for their organization. While this requires a lot of creativity, to gain the needed social media skills, many hours of studying as well as trail and error must be put into place.


2. Search Engine Marketing – PPC is very expensive for many firms and social media is hard to make money off of, therefore many firms want their marketing executives to have some knowledge of SEO and how to implement best practices. SEO is more technical as opposed to creative, but regardless is a marketing skill that you going to need to have.


3. PPC, Social Media and Web Advertising – There are savvy ways to get your company’s name out to the right buyer and there are ways that can drain any corporate bank account.


A firm only has so much money for online advertising and the skills marketing executives need include being able to allot those properly in a way that turns dollars spent into more dollars earned.

4. Branding – Branding has always been important, though with the advent of the new search engine algorithms rollouts, the importance of name recognition is more important than ever.


Even less than 12months ago, a firm had to brand itself for the customers as well as the search engines, the latter being easier and much more preferable to any marketing executive, however now the search engines want true name recognition.


5. General Online Marketing – When I say “general online marketing” I mean formulating a website design that is going to attract visitors, provide significantly useful content, drive ad revenue if applicable as well as be able to read, analyze and act upon data derived from the company’s web analytic system(s).


In the End


If you want to become a well-paid, highly respected marketing employee in any industry vertical, you’re going to have to possess the above marketing skills for executive positions or you’re never going to see that corner office.


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About the Writer


Ken Sundheim is the CEO of KAS Placement a marketing recruiting, sales staffing and media recruiting firm serving job seekers throughout the U.S. You can follow Sundheim on Twitter and KAS Placement on YouTube to find interviewing and entrepreneurship videos.




The Psychology of Sales – 4 Selling Tips


The psychology of sales plays a significant role in who wins and who is put out of business in the game of selling. On a macro level, one could say that whoever instills the most confidence in the buyer that they are receiving what they wanted as well as what they need (sometimes mutually exclusive) wins.


Below, you’ll find 4 tips to help you with the psychology of selling as well as increase your persuasiveness with clients:


1. Be Upbeat and Come Across as Confident – If you don’t come across as confident and passionate about your product or service, don’t expect the potential customer to. While selling is especially hard for those backing a business that is not yet a known brand in their industry, you’re going to make it a lot harder if you fail to give off the perception that you are bullish on your product / service.


Even though entrepreneurs as well as sales professionals have down days, remember that there is a light at the end of the tunnel and getting there begins with a positive, upbeat attitude.


2. Be Resilient – The important of resiliency is something that I’ve had to learn more than once as a business owner. While divisions like accounting have more modest mood swings attached to them compared to that of the sales aspect or division, don’t be jealous and understand that it is simply part of the landscape that comes with the territory.


If you are easily frazzled, you are going to lose future accounts over things that have happened in the past. Move on and know that tomorrow is another day.


3. Have an Informative, Unique Website – If you are dealing with a smart client who is going to spend a significant amount of money, they are going to be doing some back research on your firm. Now, if you’re a sales representative for a company that currently does not have a great site, consider the following:


a. Suggest a new website for your business as well as draw up an overall marketing plan that not only is formally written, but that makes sense as well. People are visual thinkers, let them see the idea before buying.


b. Be open about the website to clients. Tell them that your website isn’t as full as you would like it right now, but you are more than happy to provide any information that they may need. In their eyes, if you are not hiding things such as a deficient website, chances are you are a straight-shooter and, thus good to do business with.


4. Make It Easy for Potential Customers to Buy From You – As a business owner or sales professional, don’t have 50 different options, 20 different payment plans nor should you have a contract that is more than 1.5 pages (in most scenarios) that is written in pure “attorney jargon.”


Always remember that the more simple the agreement, the more odds that the potential customer is going to agree and, ultimately adhere to them. Psychologically speaking, customers become afraid of being ripped off and legally bound to it when they see a wordy, overly comprehensive contract.


In the End


Even though you have to have the product and service to back what you are saying, psychologically sales is a mind game that you must be able to win. Adhere to the above tips and one large aspect of successful selling will be ready in your arsenal.


Ken Sundheim is the CEO of KAS Placement a sales staffing, media and marketing recruiting firm helping companies recruit top talent throughout the U.S.


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3 Sales Tips to Make More Money


Contrary to popular belief, technology in many ways has made it harder for any business owner or sales professional to sell. The competitive landscape in many industry verticals has risen mainly due to the rise in popularity of the mass emailing system which essentially can turn any company into a commodity competing against 100 other firms for the same clientele.


Unless the business owner or sales representative differentiates him or herself from the competition, they are going to get caught in a pricing war that will squeeze margins and lengthen sales cycles. That is, if they get a response at all.


Here are 3 sales tips on how to make more money, mitigate the odds of your business becoming a commodity and to gain a competitive advantage in your industry:


1. Determine What is Different About Your Offering – Upon approaching potential customers, determine what is unique about your offering and, when selling focus on those points. If you stress benefits that don’t differentiate your company, you are bound to lose to original, interesting pitches.


2. Determine Who Your Target Market Is – When first selling as an entrepreneur or at any level of business development, determine who is most likely to buy your services. When I started my KAS, we used to chase any and all incoming leads. That is, until I realized that there is only so much time in the day and there are only a small percentage of those interested who are likely to pull the trigger if you sell to them properly.


Now, I have it done to geographic scope as well as size of company and have altered my sales pitch as well as marketing tactics according to my findings. If you are still a small business, find a clever way to separate the good from the “time sucks” and change your selling strategy accordingly.


3. Personalize the Emails – When many customers buy products and / or services from a mass email, they feel somewhat slighted and, many times they feel unintelligent. This may deter them from buying a second time as well as prevent any up-selling opportunities on the first round of revenue generation.


Every client likes to feel as if they matter. Now that they are getting spammed more and more, companies have a heightened awareness as to what is a mass email and what is personalized, well-written business correspondence. The latter gives companies more confidence when it comes to account management after the sale.


To personalize these emails, you may want to discuss what you found on their website or, if you want to even be more thorough do some back research on the target individual, in a subtle manner mention your findings.


In the End


If you don’t differentiate yourself and your company by coming across as unique, upbeat and eager to do business, intelligent companies that tend to have the money to purchase over and over again, won’t buy.


Don’t let technology go against your selling efforts, rather use today’s tools to be more effective in day to day business development.


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Marketing Tactics Killing Entrepreneurs

When starting a business, each and every aspiring small business owner definitively brings two things to the table. The first is the skills he or she has and has had since birth or learned in schooling. Then, on the flip side, there are the skills they don’t have and either need know or are going to need later.


My Strengths and Weaknesses


I’m strong on the creativity and people skills, but weak on the balance sheet. Personally, I was lucky enough to bring a creativity and vision as to the marketing of our firm, but I do still hate numbers – primarily because when you have bad spending habits, they can bring bad news.


Anyway, it seems that software can do a lot of what was once thought of as a big advantage for an entrepreneur such as accounting. Today’s it’s all about reaching people via two avenues – phone and web. I think that both are a form of sales, but I know that I would not give up these skills for an intense understanding of economics. In all actuality, I would pass up a freebie on economic lessons.


The Questions for the Entrepreneur


This poses a few questions since my thesis revolves around sales and marketing being the two most mission critical of all the business skills that the entrepreneur should possess upon starting a business from scratch: Marketing Tactics Killing Entrepreneurs Continued

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Continued Marketing Tactics Killing Entrepreneurs

First Part of Marketing Tactics Killing Entrepreneurs

1. Can marketing be taught? Yes. Marketing is very little about creativity and more about technicality with the search engines as you could find knowledge about best marketing practices highly readily on the web.
50years ago, I don’t think that marketing could be taught, but then again, I’m not 81. The best thing that I ever learned to do in marketing was learning how to program and closing

tags is not exactly Picasso level art.
2. Can sales be taught? Sales has to deal with liking and trusting people which comes from having a positive outlook on life. Therefore, I would say yes, but it’s a different kind of teaching and can be linked to maturity and experience.
3. Are sales and marketing necessary for just about all businesses? I would say so. My father-in-law who is a civil engineer swore up and down that having me do online marketing for him would do nothing. Within months, I had it doing something because it’s not 1990. Thus, people don’t care about relationships when looking for vendors. Instead they look for pricing, heightened competency and time of delivery.
In the End
The above are the basis for a company getting off the ground. When it was just me from an apartment, management and organization structure were me sitting at my desk – far from mission critical….in the traditional sense because I got every dollar worth from that Staples chair.

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3 Ways to Get Your Dream Job After College

Every graduating student wants a job that is challenging, has a future and one they could be proud of. However, not every recent college graduate goes about finding their dream job in a matter that is conducive to finding a position that can jump start their career.


While many variables exist when discussing how to get one’s dream job after graduation, here are 3 tips that will help any recent college graduate seal the deal.


1. Dress – for women, I believe that interviewing dress is a little more versatile and that women should dress according to company culture. However, for men, it is imperative that they wear a suit and tie as anything less may be thought of as disrespectful to an interviewer who has been with the company for 20 years and who is giving their time to meet with a new graduate who seems like they don’t care enough to wear a suit (if you get what I mean).


2. Negotiating Salary vs. Negotiating Skills – for a recent college graduate, money is not something that should be of big concern. You only make money in your career if you can bring tangible skills to the table. Thus, the more tangible skills you acquire, the more money you are going to make. Treat the first few years of your career as a skills acquisition period to where you can become a versatile player at any company in 5 to 7 years.


To ensure that you are able to do so, don’t let a few thousand dollars prevent you from taking a job that is heavy on the skills acquisition. When I graduated college, I made the mistake of taking a job for the money so I had to acquire the necessary skills on my own to start a business. It’s easier if you are taught.


In the end, unless you’re going in the first three rounds in the NBA draft, don’t worry about money. Domestic beer never killed anyone.


3. Not Doing Industry Research Prior to Going on the Interview – every interview you go on, try this challenge and, if you succeed chances are that you will not only ace the interview, but you will get the job as well.


While not done by many recent college graduates, this very basic challenge does not take long, yet is crucial. It is to read up on more industry related current events than the person interviewing you.


Remember, the more research you do:


– The more competitive you are compared to applicants who may have gone to better colleges.


– The more impressive you are to the interviewer.


– The less you’ll be fumbling for your words while interviewing.


In the End

As a recent college graduate understand that the job you get is a reflection on how hard you worked to get it. It’s just like in college – slack off and you don’t do well.

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3 Biggest Mistakes I’ve Made As An Entrepreneur


We all make mistakes. It’s human nature and the successful entrepreneur is no exception. However, not many small business owners like to discuss their mistakes; this is despite the fact that mistakes in business help reflection which leads to improvement.


Thinking about it, I’ve probably made hundreds of mistakes (big and small) since I started my recruiting firm. There are takeaways from each one, but here is a list of the 3 biggest mistakes I’ve made since starting my company and how I corrected them.


1. Quick Hiring – I take people at face value assuming they are honest, hard working, care about my company and are who they say they are. This mentality came back to really bite me because people are not always who they say they are and what they claim to be. I would hire very quickly.

Since my company is growing very rapidly, I need people. Though, I realized that sometimes it’s better to wait then pull the trigger that instant.


In part, this poor hiring was due to the fact that nobody wanted to work for me when I started out and even when I started to grow, most didn’t see my vision. Still, it’s no excuse and I had to learn the hard way that you don’t just hire anybody.


2. Cash Flow – I love to spend. Whether it clothing or computers, whether it be for the company or for me, I can rack up credit card points as if I was a trophy wife in Beverly Hills. Though, carrying 3 Manhattan rents, I have to watch what I spend because I should always be investing in my business, not in Burberry clothing.


It’s a habit I have and it’s a habit that almost put me out of business 3.5 years ago. Many companies have this problem and their potential is wiped out because of it. Watch your cash flow as an entrepreneur regardless of your receivables.


Even if things are going swimmingly, consistently save and prepare for a time where you may sink.


3. Aggressive Nature – I used to assume that everybody was just like me – type “A” personality and overly hard core about work. Thus my thought was that they get things done right away – at my request. I learned the hard way that you can’t push someone to do something, you can only make them want to do it.


Dealing with people is very important in business and when I was younger, this was tough. However, I was smart enough to correct the problem and you should as well. Don’t push only guide.

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