Career Tip: Ashraf Chaudhry, Pakistan’s Number 1 Sales Trainer and Author of “The Craft of Selling Yourself”
While you’re on prowl for job-hunting, treat yourself like an enterprise. Your skills are your products and services. And you’re CEO of “You, Inc.” A CEO’s job is mainly to sell: selling change, selling his ideas, selling his vision and image. CEO in other words refers to the Chief Selling Officer. You need to bring out your entrepreneurial skills to push yourself forward on the course of life
Starting a job hunting process is similar to launching a product or service. The only difference is: here you’re a product; you’re a brand; you’re a product manager; you’re a brand manager; you’re a sales manager. You’ve to position yourself. You’ve to bring out your Unique Selling Propositions. You’ve to craft your own marketing strategy. You’ve to open your own channels of distribution to make yourself ‘on-the-shelf’. You’ll press the launch buttons of your marketing campaign. For more elaboration, let me draw the comparison between job hunting and product launch.
Comparison between job hunting and product launch
Job Hunting Product Launch
CV/Resume Brochure
Cover Letter Sales Letter
Response Pull
Unsolicited letters/calls Cold Calling
Interview Sales Call
References Celebrity endorsements
Maneuvering/approaching Hard Sell
Networking References
Salary negotiation Price negotiation
Follow up Push
Offer Letter Purchase Order
Internship Free Sampling
Probation Product trial
Job ads by employers Tender notices by customers
Professional degrees Certifications (Like ISO)
Today’s job market can be uncertain and unsteady. Times are really challenging. You’ll face turbulence down the road. It’s a buyer’s market. Buyers or employers have balance of the market tilted in their favor. But same is the case of so many other products that you consume from dawn to dusk. Here come your skills, your ingenuity, your finesse and your craftsmanship. How you plan your flight in the midst of turbulence will determine your success or failure.
When asked why Sony Corporation had been so successful, Chairman Akio Morita said, “We never follow. We do what others don’t.” That’s the essence of marketing: going where others have not yet gone!
Most job-hunters confine themselves to traditional approaches like answering want ads and working with recruiters. That’s fine, but that’s where your competition goes too. Anyone who tries something fresh and different—will have a big edge.
Just as large companies cultivate their corporate brands, professionals can and should do the same for themselves. In fact, personal branding is becoming increasingly essential to professional success. Today, people want to buy brands—unique promises of value. Personal branding helps you put yourself ahead of the pack. And each of us has what it takes to be strong brand.
Personal branding is a way of clarifying and communicating what makes you different and special—and using those qualities to guide your career. It’s about understanding your unique attributes—your strengths, skills, values and passions—and using them to separate yourself from your competitors or peers.
“What makes us unique makes us successful.”
–William Arruda
(Ashraf Chaudhry can be reached at ashraf@ashrafchaudhry.com)
Related posts:
- Career Tip: Ashraf Chaudhry, Pakistan’s Number 1 Sales Trainer and Author of “The Craft of Selling Yourself”
- Networking: Ashraf Chaudhry, Pakistan’s Number 1 Sales Trainer and Author of “The Craft of Selling Yourself”
- Job Hunting Tips from Ashraf Chaudhry, Pakistan’s Number 1 Sales Trainer and Author of “The Craft of Selling Yourself”
- CV is a Marketing Communication Tool: Ashraf Chaudhry, Pakistan’s Number 1 Sales Trainer and Author of “The Craft of Selling Yourself”
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July 6th, 2009 at 4:51 pm
Its pretty simple! I dont know whats the tip in this article. What are the practical ways of ‘going-where-others-have-not-gone-before’.
This is the problem with corporate trainers, they dont know what they are talking about. I have read another article by the same person. While a person selling him as a Sales Trainer and God knows what not, he himself wasnt happy working for others. I mean what kind of a personal example such trainers try to give.
And by the way, What allows a person to label him or herself “Pakistan’s No. 1 Sales Trainer”. Extremely strange that we have ranking of Sales trainers as well and there are some results as well. And if its not ranking but Order that he is 1st Sales trainer, how is it possible that there was none before him.
Dont like the content of this and other articles.
For author: With all due respect, pl research in depth before you sit on your workstation to divulge gems of wisdom! I sincerely hope you ll take this criticism professionally. I personally dont know you and havent met you but I was not impressed.
July 6th, 2009 at 6:08 pm
Khizer, your comments on the article seem personal and carry a smell of jealousy. First I thought to ignore your comments but later I felt that your comments deserve comment.
I came to know about Ashraf Chaudhry last month when his book The Craft of Selling Yourself caught my attention at one of the busiest airports in Europe during my travelling. Honestly, I am not avid reader of books but somehow I bought the book. During my flight, reading some chapters of the book gave me so much pleasure and I was so proud about Pakistani making his way to amazon. Only the first chapter was so captivating that I forgot to take my eyes off the pages. The speed of writing is breathless.
For the first time in my career, I came to know that we are all in the ‘selling’ business and job-hunting is in fact selling. I fail to understand why you could not understand a simple comparison in this article that your resume is your brochure and cover letter is your sales letter and you are your brand and sales manager. Ashraf has simplified the entire concept.
Who will deny the importance of evolving as a brand? Will you? If you could not comprehend the basic things that the writer has described then there is no need to get poisonous. By the way, how many Pakistanis you see reaching to global audience like Ashraf. How many trainers in Pakistan you know who are authors.
I am surprised to see so many positive comments on the blog. It shows the majority of the people are positive and encouraging. You could also opt to see glass as half full rather than half empty. I personally recommend books of Norman Vincet Peale for you. You need to see things in positive perspective. Are you not happy that a person who started his life as an errand boy is extremely successful in life and is a source of inspiration for millions.
On Pakistan’s 1st or number 1 Sales Trainer, ideally you should have asked Ashraf Chaudhry the reason of his claim rather than being diabolically judgmental and cynical. I request Ashraf to enlighten all of us as to how he is Pakistan’s 1st sales trainer.
I congratulate bayt.com for selecting an illustrious person as writer.
Regards
Sara Adam
July 6th, 2009 at 7:53 pm
first i want to hush up the unjustified assessment of this thought provoking articleby mr.Khizar by diverting his attention to not only ‘A Tip’ , but infact to the whole school of tips that are being offered by each of the word that has been slipped down from the pen of the author.I want to remind him to reflect once that ‘Selling ideas’ and ‘Selling ones’ vision and image’ is not that trifle that could be looked down upon. Its the difference between a ‘unique and authentic approach’ and that of the ‘breifed one’ its like exploring your own skills and selling them as different and worthwhile product being launced in the competitive corporate world where your slight careless move will tag you as a pigmy in the business realm where business giants will crush you for ever.My last word for you that it was the insight of this trainer that made him aware of the dissatisfaction that he was begetting otherwise marginal people like you and me could hardly be so daring to be able to think “Out of the Box”.
July 6th, 2009 at 8:26 pm
Dear Ashraf Choudhry
You have drawn a very standard and conveniently understandable comparison between the’ job hunting ‘and the ‘product launch’ even for a “non marketing person” like me who knows less about sales and selling .Your article is undoubtedly a worthy content for those also who have even nothing to do with the “Business Success”. I totally agree with Sara that you have a great potential to express your unending knowledge of the “Marketing Feild” .Infact this article has enticed me to purchase your book which is a valuable product for every one.I wish you the very best of luck.
July 7th, 2009 at 12:25 am
khizer yeh wohi baat hay munh accha nahi hay tu baat tu acchi kar lo..\..jab aap Sir Ashraf say milay nahi hyn aapko kia pata chalay ga k kia ho raha hay….zaroori nahi hay har kaam impress honay k liye kia jaye…….
Sir plz DElet his comments
July 7th, 2009 at 12:39 am
I remember when I was fresh graduate out of the college and have not familiar with the concept of selling myself as a product and or service in the job market, it was a really frustrating and sometimes humiliating experience. I think it is necessary in the country like Pakistan that new graduates from the colleges and universities must know these very important basic concepts of branding themselves. This will help them not to get exploited by the potential employers by undermining their capabilities and paying them much less than their actual capabilities. I commend you and others like you who are working in Pakistan to educate the youth of our nation of letting them know of what they are capable of contributing towards the economy of Pakistan by becoming the productive part of the society. We need well informed people in our country who know their rights and their worth. Thus, by understanding these basic concepts that you have outlined in your article, these job seekers will face the employer with a pride knowing what they deserve rather than being a person who is just looking to get a job to pay his bills without knowing what he can actually do and being underpaid for a job for the sake of just being and employed individual.
Great article. Keep up the good work.
July 7th, 2009 at 2:48 am
Thinking of yourself as a product forces you to formulate your CV and covering letter much differently. This tip can make a big difference in your career path. I don’t think this is a particularly original idea as I have read similar concepts elsewhere. But it is helpful to be reminded.
As to the claim of being # 1 at anything, I think it is part of the selling process. I am sure it helps Ashraf Chaudhry sell more books. Donald Trump uses hype all the time and it works for him. He advertises every new building project or Golf course as “the best, the most luxurious, the most exclusive etc etc”.
However, marketing skills alone do not lead to ultimate success i.e a healthy bottom line. You have to deliver on your promises.
I congratulate Ashraf Chaudhry wholeheartedly on his international success. Not many IBA grads have achieved their dreams as an author and sales trainer.
The following tip is also not new but needs to be repeated: Do what you love to do. Success will inevitably follow. Even if you don’t make a whole lot of money, you will be happy1
July 7th, 2009 at 8:23 am
What I have said is something I stand by. If someone got hurt or felt bad about it that is something I can apologize for.
@Sara: I dont know why a comment deserves a comment. But thanks for suggestions and ideas. Why cant u see the glass half full or half empty (the way u like on my comments - yeah its hard to do things yourself! lecturing is easy n thats exactly what I meant above there)
But I wanted to express my views without personally hitting on the author. If that was found to be the case, I apologize.
I d rather say that people should comment on the article instead of becoming knights in armor for ’sir ashraf’. Its funny how Pakistanis get emotional without understanding the context.
I honestly never met and dont know this person. And from one of the comments I have come to know that he is an IBA grad. Nice to know.
But why would I be jealous of him? (now I m thinking:) )
Still I apologize for hurting someone, if I did…….
July 7th, 2009 at 8:50 am
Oh my God, there is a heated debate on blog and I am not even aware of it !!
Friends, lets observe the protocol. Only the contents be kept in discussion.
@Khizer, regarding ‘going-where-others-have-not-gone-before’, trust me you will get lot of tips down the road. Obviously, in one article, it was not possible. I would recommend a technique that I call Big Bang Letter.
Regarding Pakistan’s 1st Sales Trainer, I think I dont want to make this blog my ‘bill board’. I respect the space given to me by bayt.com. My website carries information on it.
I am grateful to all of you for taking time out to read and comment. Please keep the content-related discussion on.
Warm regards
Ashraf Chaudhry
ashraf@ashrafchaudhry.com
July 7th, 2009 at 12:53 pm
Hi,
Ashraf Sb, I believe you are doing well and wish that you keep on going in the same manner as well, just don’t pay much attention to the comments of people like @Khizer, you will find a lot of them on your way to a successful journey, these people are not envious with your success at all, they are actually irritated because of their inner feelings of being unsuccessful to reach that position, where you are standing right now, Mr. Khizer don’t deserve that much comments, I don’t believe he deserve any of them at all.
Only one thing I would like to answer/add here is that He said that Mr. Ashraf Ch. Was not happy himself for working others; as He also said he don’t know anything about Mr. Ashraf Choudhry then the one who knows more about Him should be speaking up, therefore, I speak for him, because I have worked very closely with Mr. Ashraf Choudhry for four years almost and I know why did he left his career, is just because others were unable to meet his pace and forced him to slow down and tried to prove him a failure, but I think Mr. Ashraf took the right decision to relinquish his job and started his new career, I believe that if he stayed there for long he would rather be wasting his precious time, as in Pakistan we face only one major problem is that self-esteem that everyone feels that he is the best and don’t allow others to take credit of anything, that’s is the problem we don’t accept others presence at all, the same is the case with Mr. Khizer who felt provocative as he witnessed the success of Mr. Ashraf.
I again say the same thing, which I said to Mr. Ashraf Choudhry that please don’t look back, just focus on your aim and if you don’t take notice of such people’s comments, you will see no one else is paying much attention to them as well.
Wish you all the best!
Sincerely yours,
Mirza NasarUllah Baig
July 7th, 2009 at 1:08 pm
I would love to comment on what “Mr. Rehan” has said here about educating our younger generation, I would also suggest you Choudhry Sb, that please pay your serious attention to this sincere suggestion of Mr. Rehan, as I am 100% in agreement with Mr. Rehan that there is a very serious need to teach/educate our young generation and make them realize that how important they are and make them believe that they deserve more then what they are just looking for, it is not the job that they are looking for to pay their bills only, it is a career and a way to contribute toward the development and success of the society to which they belongs, if they really wish to earn a well deserving respect, then they must have confidence in themselves and their believes and they only requires a positive lead and people like you (Mr. Ashraf Choudhry) can really guide these youngsters to the right path.
Thanks to Mr. Rehan for bringing forward such an important point…..
Wish you best of luck Choudhry Sb.
July 7th, 2009 at 6:58 pm
The comparison that the author makes between a job hunting process and a product launch is very interesting. As I said in an earlier post, Mr. Ashraf is able to write in a simple but convincing manner.
Most of us know how things work. But difference between knowing something and doing something is very huge. That is the real difference between achiever and losers. Self-confidence and conviction matters. This author does things happen.
Guys, in leadership theory apart from personal traits,context does matter. Similarly, to understand what this author tells, apart from critical thinking one should empathize the turbulence a qualified job-seeker goes through.
My understanding is that each one of us are unique. If we choose to become an employee, we must be able to highlight our unique skills in a convincing manner. I think here Mr. Ashraf Choudhry is providing relevant knowledge. Am I right Mr. Choudhry?
Santhosh Narayanan
A Supply chain manager
sanecon@gmail.com
July 8th, 2009 at 4:04 am
Ashraf:
The last few days I’ve been very busy preparing for workshops. The main topic was my favorite, “learning today’s way of looking for a new job - have a plan in place to sell YOU”.
At the end of the workshop, a client turned the tables and asked what MY biggest challenge was as an employment coach. I responded it was my target market - not just locating jobhunters, but finding jobhunters that recognize they need to leave the methods of old behind and not resign themselves to failure because of a bad economy.
And with that I remembered your words and a light bulb went off. It’s not just about the sale when interviewing, it’s about the sale at almost every turn throughout our busy days. So, I sat on the subway home and thought as I teach my clients they must stand out, I too, must stand out and not conduct business as usual if I want to be better positioned in a competitive market.
I have a well deserved three days vacation next week. And the one book on my reading list is “The Craft…” which I purchased several weeks ago.
After reading the post above, I can’t wait! Your New York friend is feeling inspired. And that enthusiasm will be passed along to my clients in turn.
Always a privilege,
Helen
September 12th, 2009 at 4:34 am
Thank u for the informative information. U totally deserves appreciation with regards to topic.