Leveraging your "unique selling proposition"

I was absolutely flabbergasted by the creativity of some of the recruiters and career counselors who answered our call for "War Stories".  Tales of success from job hunters stepped beyond the ordinary to reach their goals.  Here's one of those stories compliments of Ross Macpherson who's President of  Career Quest in Toronto, Ontario, www.yourcareerquest.com.  BTW, Ross is a first class career coach and innovator.  Now, in Ross's own words.

I worked with one client who specialized in retail merchandising (POP, planagrams, etc).  After developing her resume, we discussed putting together a targeted job search campaign to go after some of the bigger players in retail.  While working out her "unique selling proposition" 


she made the claim that she could walk into any retail environment and recommend how they could make more money through better merchandising.   I asked, "Can you really back that up?" and suddenly her plan was born.  My client targeted 5 major   retail outlets, went to a number of their locations, and made detailed  notes on what she saw and how she would improve it.  The first company  she contacted was a major outlet with offices located in the building  over the store.  She walked into the offices, asked to speak to the  person in charge of marketing, was told he was in a meeting until  11:00am, so she scribbled a quick note on a piece of paper that read  "I've just spent 30 minutes in your store.  I found  3 merchandising inconsistencies and identified 7 ways that should  increase your sales by about 12-15%.  My name is ____________ and I  will be waiting in the coffee shop downstairs." "Please hand   this to him at the end of his meeting. It's very important" and she   walked out.  Shortly after 11:00, the VP of Marketing came   downstairs, met her in the coffee shop, and spent the next hour   walking through every corner of the store discussing her findings.  Although no such position existed, the VP hired her as their new  Director of Merchandising. 

I hope that War Story sparks a few creative ideas for your job hunt Guerrilla.  You can find more on the official blog site for Guerrilla Marketing at www.gm4jh.com


Compliments of David E Perry and Kevin Donlin. For more creative job search tactics, go to the Guerrilla Marketing for job hunters blog and download the free audio CD.

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