 |
Doug Dvorak's Success Strategies
Helping Clients Enhance Business Performance and Leadership Success
|
October
2006
- Vol 1, Issue
2
|
|
 |
|
In This Issue
|
 |
|
 |
|
 |
|
Greetings!
|
 |
In this issue of Success Strategies we will look at
the competitive advantages of utilizing assessment
instruments in the hiring process and creating value
with prospects during the sales process. In the mid-
eighties only 16% of businesses in America used
assessments when hiring their employees, today over 60%
of Corporate America uses them! Using assessments in
your business can help you to make the right hiring
decisions.
Great salespeople know how to create and articulate
value to their prospects. We will provide you with some
quick and useful tips on how to position perceived
benefit vs. perceived price and how to best present
different value based scenarios with prospects to win
more sales!
If you have any questions or comments
pertaining to the newsletter’s content, please call or
email me directly at
speaker@themastersofsuccess.biz
or
(847) 359-6969.
Continued success,
Doug Dvorak
|
|
 |
|
Using
Assessments In The Hiring Process |
|
Hiring the right people for your organization
has always been a key ingredient of success, but
is more critical today than ever before.
Individuals come into the workplace with diverse
cultural, education, experience, and backgrounds
and many have clear expectations of how they
want their job to fit into their overall
lifestyle.
With increasingly strict guidelines for hiring
practices, how can an employer differentiate
among qualified candidates without
discriminating against them Background and
reference checks may allow a decision maker to
eliminate some candidates, and a well-planned
interview or series of interviews can provide
valuable insights into the candidates.
Unfortunately, the usefulness of the information
gathered by these means greatly depends on the
skill of the individual gathering that
information.
Organizations seeking additional insights into
candidates are turning with increasing frequency
to assessment instruments or processes. These
processes may include assessment centers, where
candidates go through a battery of assessment
instruments, role playing exercises, and
interviews over a period of one or more days. |
|
 |
|
Psychological assessments by an
organizational psychologist,
assessment instruments administered
by company personnel either on site
or on line, or some combination of
these approaches may also be done.
(Assuming that the individuals
administering and interpreting the
assessments have been properly
trained) The advantages
of using assessments as part of the
hiring process are as follows:
1.
Benchmarking –
This is the process of determining
what skills, talents, attitudes, and
behaviors are important for
successful performance in a given
position. By analyzing the results
of individuals who have demonstrated
success in a given position and the
requirements of the position,
candidates can be compared with a
set of objective standards.
2.
Comparative analysis –Standardized
assessments allow for the direct
comparison among individuals on
whatever dimensions are measured by
the instruments. For example, if a
given position requires a high level
of attention to detail and the
assessments used measure attention
to detail, the suitability of one
candidate over another on that
dimension can be directly
determined.
3.
Quantifying organizational culture –
Organizations have their own
personalities, just as individuals
do. A major contributing factor of
an individual’s success in an
organization is how well that
individual assimilates into the
organization’s culture, which has
been loosely defined as how we do
things around here. In fact, as an
individual rises in an organization,
his or her technical ability becomes
less important and his or her
ability to understand, work within,
and influence the culture of the
organization becomes critically
important. Assessments can quantify
many aspects of an organization’s
culture, although not all.
4.
Technology –
The workplace has changed
dramatically in the last decade and
technology has driven those changes.
Individuals cyber commute or work
flex hours, companies conduct
virtual meetings to reduce travel
time and expense, and almost
instantaneous communication is the
norm rather than the exception. Many
standardized assessments can be
administered on- line, allowing for
individuals to respond at any time,
day or night, and from their office,
home, or laptop. This allows
organizations to determine which
candidates meet the minimum
requirements to move ahead in the
hiring process without the cost in
time and manpower of bringing
obviously unsuitable candidates in
for a visit to the company office.
Although the advantages mentioned
above are real, a word of caution is
in order. The use of standard
assessments is only one element in
an effective hiring process. They
should not be used instead of
background checks, reference checks,
and personal interviews. Assessments
should be used together with these
other sources of information. Your
organization is never going to be
one hundred percent accurate in
hiring new employees, but a
systematic approach to hiring,
effectively using assessment tools,
can greatly reduce the number of
hiring mistakes and its accompanying
pain for all involved.
Copyright ©2006. Angelo Valenti, All rights reserved
worldwide
|
|
|
 |
Create Value With Prospects
|
 |
 |
How do you compete in your marketplace? Are you seeking to
sell high volume at low prices? Or, are you creating value
for your product or service? If you compete solely on price,
chances are your company will not be able to survive long
term. |
The Champion Salesperson understands that great salespeople
sell high volume and high margin. One without the other is a
recipe for disaster. One of the keys to success in selling
high volume and margin is the ability to establish value
with prospects.
Value is the perception a prospect has regarding your
product or service. Value can be defined mathematically as
the perceived benefit over perceived costs and price.
Creating value starts with belief in your product or service
and the ability it has to satisfy your prospects’ needs.
Before walking into the prospect’s office, do research and
find out as much information as possible about your
competition, the prospect, and the industry. Armed with
confidence and knowledge, you will be able to create value.
The value you create with prospects is not dictated by what
you tell, but by what you ask. So many salespeople try to
talk their way into value creation. Value is determined by
the prospect, not the salesperson. So then, asking the right
questions will allow you to understand what the prospect
perceives as value. Remember, you cannot learn if you are
talking.
Your questions should be focused on what the prospect wants
to achieve. Ask questions about the prospect’s goals and
objectives and the benefits of achieving those goals and
objectives. Other questions could explore the consequences
of not reaching the objectives. As you can see, when you
know the answers to these types of questions, you will be
able to show the value your product or service will bring
the prospect.
The champion salesperson sells high volume and margin
through the creation of value with each prospect. They
understand what value is and ask the right questions to
create value. |
|
|
|
Sales Tip of the Month
|
|
Situation -
When presenting a prospect with different
solutions which option should you present
first?
Highest priced
Mid-priced
Lowest priced
Answer -
The highest priced option is the best
solution to present first. Research shows
that if the prospect is interested in your
product or service they will go with the
higher priced solution if their budget
permits. However, if they are interested in
purchasing your product or service and the
higher priced option exceeds their budget,
the mid or lower priced option will be
attractive to them because it seems
reasonable in relation to the higher priced
option.
Reprint permission granted by Shari
Roth, Capital Idea. Copyright© 2006 All
rights reserved worldwide.
|
|
|
 |
|
|
 |
Doug Dvorak is the CEO of Dvorak Marketing Group,
Inc., a worldwide organization that assists clients
with productivity training and customer service and
sales excellence management workshops. Doug’s
clients are characterized as Fortune 1000 companies,
small to medium businesses, civic organizations, and
service businesses. Doug has earned an international
reputation for his powerful educational methods and
motivational techniques, as well as his experience in
all levels of business, corporate education, and
success training. His background in sales, leadership,
management, and customer loyalty has allowed him
to become one of world’s most sought-after
consultants, lecturers and teachers. This vast
experience has helped him shape and determine his
philosophies on success in business, which he now
shares annually with thousands of individuals through
keynote presentations, syndicated writing, television,
seminars, books, and tapes. If you would like Doug to
address your organization with a dynamic and
educational presentation, or if you would like to host
a workshop, please contact Doug at (847) 359-6969
or Doug@DougDvorak.com.
|
 |
|
|
 |
Doug is a member of the
National Speakers
Association (NSA).
|
 |
|
|
 |
Doug is a member of the
International Federation For
Professional Speakers (IFFPS).
|
 |
|
|
 |
|
Don't miss our next issue.
FREE
(Normal Retail Value =12 issues for $97)
|
 |
 |
|
Sincerely,
Doug Dvorak
Dvorak Marketing Group
phone:
847-359-6969
|
 |
|
|