Freelancing – Page 2 – New Century Dynamics Executive Search

April 28, 2018

More On Networking And Team Building

My favorite way to conduct business is over cigars, preferably with an adult beverage. It isn’t something I can do every day, but I make the best of the times when I can. As I am always looking for new places to enjoy a cigar, I was willing to accept a 3:00 p.m. meeting this past Tuesday at Highland Cigar. Highland Cigar Company is located in a neighborhood just east of downtown Atlanta. This neighborhood, like many others close to downtown, is enjoying re-gentrification.

If you know anything about the traffic in Atlanta, the last thing you would want to do is to put yourself in a situation where you must commute home during rush hour. It is especially true if you are returning to the northern suburbs from downtown. Notwithstanding the traffic issue, I thought this meeting was worth the effort. It was an opportunity to spend time with Eric, one of my newest Associates. I arrived five minutes early and found a parking space on the street in front of Highland Cigar Company. Karma was smiling on me. When I stepped inside, I saw Eric sitting comfortably in front of his laptop enjoying a beer and cigar. We exchanged greetings, and he invited me to check out the humidor at the back of the store. It isn’t the largest or the best-stocked humidor I have seen, but it featured a number of my favorite brands. I picked out a Perdomo Habana, ordered a Guinness and rejoined Eric.

“Highland Cigar Company provides an uncompromising environment for acquiring and enjoying premium cigars and spirits. Our state-of-the-art ventilation system, comfortable leather sofas and high definition televisions create an experience like no other in the Atlanta area.”

As I settled in, lighting my cigar and savoring my first sips of Guinness, Eric told me a little about his affinity for Highland Cigars. It’s within walking distance to his home office, a convenient place to take a break. Highland Cigar Company is comfortable and inviting. It offers a variety of seating options including traditional seating at the bar. There were groups of over-stuffed leather chairs for quiet conversation as well as computer-friendly tables. As with most retail venues, they offer free wi-fi, so one can enjoy a cigar and a beverage and still be productive. In fact, many of the patrons in the bar were working on their Laptops. I view Starbucks as a suitable venue to work in the morning, whereas a cigar-bar is my preference for the afternoon. I came to realize that Highland Cigar Company was Eric’s home-away-from-home. I can appreciate that. After the background on Highland Cigar, we got down to business.

Eric began by saying that he was looking for guidance. He wanted to understand how to fit into our team and to make a meaningful contribution. He told me of a recent meeting with two other Members with similar skills. He sees value collaborating with them as they form the nucleus of a Practice Group. Our meeting was a great start as I am encouraged by proactive people, willing to contribute. [Tweet “I find it easier to lead other leaders than to motivate followers.”] It pleases me to see folks willing to take a leadership role in the organization. We discussed the importance of networking within the Membership, to understand their capabilities. We talked about opportunities for him to present at our monthly meetings; when we schedule time for one Member to discuss their business model in greater detail. Eric liked that idea. I suggested that he join our Marketing Working Group, which would benefit from his contribution. That team is working to improve our brand positioning and value proposition. It was at this point that I recognized an increase in Eric’s energy level.

Eric has a strong background in project and program management. He is an accomplished professional with experience and connections that make him a valuable team member. He walked me through a deck related to one of his rebranding projects. Fabulous material! It was an outline of the project plan, complete with storyboards and deliverables. After he presented that material, he showed me the finished product which included a revised website. His work was impressive; highly professional and compelling. His contribution to our Marketing Working Group will be significant.

My meeting with Eric was very productive! I learned more about his capabilities to better position him within our team. I provided him with guidance to enhance his effectiveness. I found a new venue to conduct business while enjoying a favorite cigar. It was time well spent.

We concluded our meeting just ahead of rush hour, so my return home was uneventful. During my drive, I phoned another colleague to recap my meeting with Eric. We dialed him into the Marketing Group and invited him to their next meeting. I anticipate great things from that group. These one-to-ones are an essential component of our team-building efforts. It is an integral part of my plan. I become energized by these meetings.

Thank you for visiting my blog.

I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.

Jim Weber, President

NEW CENTURY DYNAMICS EXECUTIVE SEARCH

JimWeber@NewCenturyDynamics.com

Current Assignments

1. COO- Northeast-based Casual Dining Restaurant Company – New

2. CEO- Northeast-based Casual Dining Restaurant Company – New

3. Corporate R&D Chef, Atlanta-based Home Meal Replacement Company – Complete

4. Area Supervisor – Legacy Pizza Chain, Carolinas – New

5. Operating Partners – Legacy Pizza Chain – New

6. Controller – Atlanta-based Consumer Products – Digital Company – Completed

7. Outplacement Assignment – Atlanta-based Manufacturer: Complete

Author of: Fighting Alligators: Job Search Strategy For The New Normal

December 1, 2017

“What we’ve got here is failure to communicate.” Strother Martin, Cool Hand Luke, 1967

Two weeks ago, Robert approached me for help with one of our engagements. He is providing field-level project management support for a forty-year-old construction company. It has been a successful engagement which has improved the productivity of the Principal. Robert has established a solid foundation of trust and has done a good job representing our brand. The client appreciates our work, but they are unclear about the next project. We are at an impasse.

There is a clear opportunity to expand this engagement and. The client wants our help, but they’re stuck. They cannot quite pull the trigger to expand the engagement. Robert has done an excellent job building the relationship, but cannot get them to the next level. Additionally, he is having difficulty managing other members of the team. He has become frustrated by communications between the other Partners and the client. Some of the discussions have bypassed Robert. This is clearly sub-optimal, creating confusion. It also violates our business model as all such communications should go through Robert, the Partner in Charge.

Robert called a meeting, which included me and the other two Partners. The objective was to get focused on the opportunity and develop a strategy to expand the engagement. Yesterday, we met together as a team.

Robert had three primary objectives for the meeting:

Discovery: understand the opportunity to expand this engagement
Local resources: who else could we bring in to help
Understanding short-term wins and how to exploit them

The first agenda item was to understand the client’s culture; their goals and aspirations; and their management style. This company wants to grow. They have built forty years of goodwill, which is the basis for their marketing strategy. However, the recession had a major impact on the company. In many respects, they are relaunching the business. One thing is clear, they need a business development program. Without help, they will find it difficult to grow.

The client has three major objectives:

Grow the business
Enhance brand equity; Strengthen their strategic relationships
Improve their productivity and operating effectiveness

Robert followed the client overview with a discussion on the communications protocol. He dispatched that issue, achieving alignment from the others. I reinforced the point, reminding them about our code of conduct.

Robert and his team came to the meeting prepared with an outline as to how each would approach the situation. I thought it somewhat amusing as all of the documents were typical corporate-style outlines with jargon unfamiliar to most entrepreneurs. I was beginning to understand that we own the communications problem. We are not speaking the client’s language, and we aren’t helping them with their decision. In other words, we need to make our case in very clear terms. I suggested that the team might better connect with the client if they translated their terminology into plain-speak.

I spent most of the meeting listening to the discussion, trying to understand everyone’s point of view. Like many smaller companies, planning is not a part of their culture. They are in a reactive mode dealing with the crisis “de jour.” They are victims of a time management. There is no doubt that we can help them, once we formulate a communications plan.

Toward the end of the meeting, I had an epiphany. I told Robert that I should write an article about the company. Telling the company’s story could serve as the foundation for their re-positioning. We could use the article to demonstrate our capabilities to our clients and prospects. I saw a clear opportunity for a win-win. This would give me an opportunity to become familiar with the client and establish a deeper rapport. Today, Robert told me that the client likes my idea and wants to move forward.

In conclusion, it might be cliche’ to say that a successful engagement depends on clear and effective communications. But, we cannot help them if we cannot make our case. We cannot make our case if we aren’t speaking the client’s language. We cannot speak their language until we know them well enough to develop empathy.

Thank you for visiting my blog.

Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so please leave a comment.

Jim Weber, President

NEW CENTURY DYNAMICS EXECUTIVE SEARCH

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Northeastern-based Casual Dining Restaurant Company – New

2. Controller – Atlanta-based Consumer Products – Digital Company – Completed

3. Director of Biz Dev, Atlanta-based B2B Professional Services Company: Completed

4. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete

5. Senior Accounting Manager – Atlanta-based Manufacturer. Complete

6. Controller – Atlanta-based Restaurant Company: New

7. Outplacement Assignment – Atlanta-based Manufacturer

October 21, 2017

The Ideal Way To Begin A New Assignment

Good News! We just closed another deal! But, it required a lot of effort. As it should.

This week my colleague David, and I closed a deal to help a new client plan and build a ten-store territory for a California-based franchised restaurant concept. This is a complicated assignment as it involves a family in various stages of immigration to the U.S. and inexperienced operating partners. Nevertheless, it is a fascinating opportunity and we are happy to participate. We even provided our prospects with referrals to attorneys who will help them with immigration issues, offshore financing, and finalizing the franchise agreement. During a meeting this week, David and I clarified the remaining details to begin our work, including the retainer.

The genesis of this project was late Spring when David invited me to a meeting with the prospective clients. As this was a referral from their Attorney, who we both know, it seemed like a viable investment of our time. Prior to that meeting, David explained that the prospects were interested in buying a franchise of an Oriental restaurant concept. That was the extent of his brief, based on information from the Attorney. David brought this opportunity to me because he lacks a background in restaurant franchising. He thought I could help him close the deal and to collaborate on the project. We were clear that if we closed the deal, David would be the lead consultant and I would play a supporting role. Based on our contractual agreement, David is entitled to a referral fee from me, a percentage of my earnings from the project. This point was clear before our first meeting with the client. This is how we work together.

Subsequently, we had several meetings with the client to learn the details of their plans and to establish mutual respect. As with many projects, the prospective client’s circumstances changed which affects the scope of the project. In this case, the scope has grown significantly requiring modification to our proposal. Over the Summer, the prospective clients became disenchanted with their lead opportunity and began searching for an alternative, including the acquisition of a going concern. Additionally, a brother and his family, the principal financiers for this project, decided to begin the process of immigrating to the U.S. This increased the scope of our work as we will interface with the Immigration Attorney to help her complete her work. The good news is that David and I have established our bona fides, and have developed a good rapport with the client. We scheduled to meet with them one more time to finalize our agreement and scope of work. That meeting occurred this week.

Our next step is to plan the “kick-off” meeting with the client and their attorneys. We also finalized our fee splitting arrangement. To that point, the client requires a flat fee for our services. Our proposal for the first part of the assignment, Phase I, is a flat fee, paid in advance. It also specifies the number of man-hours anticipated to complete Phase I, the planning phase. As a result, David and I have a defined hourly rate for our services, the basis for the referral fee. David will collect and escrow the engagement fee for Phase I. We agreed to track our hours and make a settlement each week. I will receive our hourly rate times my weekly hours, less 10% of that sum. Simple enough.

Before this deal closed, David and I established our working relationship and formalized our financial arrangement. This is how we work together. It is the foundation for trust and respect. People new to freelance consulting often have difficulty on joint assignments because they begin without this foundation. This is a stumbling block that creates difficulty completing the assignment. It is probably a combination of inexperience and ignorance, however, it is a major detriment to a successful working relationship.

David and I have collaborated on a number of assignments, so our process is well defined. This is something our new consultants must learn as it hasn’t been a part of their career experience.

Thank you for visiting my blog. I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list. Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, Managing Partner

ITB Partners

Jim.Weber@itbpartners.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

2. Controller – Atlanta-based Consumer Products – Digital Company – Completed

3. Director of Biz Dev, Atlanta-based B2B Professional Services Company: Completed

4. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete

5. Senior Accounting Manager – Atlanta-based Manufacturer. Complete

6. Controller – Atlanta-based Restaurant Company: New

July 30, 2017

So, You Need A Marketing Budget!

Guest Blog Post By: Michael Sick, Partner, ITB Partners – San Diego

While every company is unique, a common question among business owners is “how much should I spend on marketing?” The correct answer is…it depends. There are many factors to be considered to establish the optimal spending level for marketing and advertising. Here are a few issues to consider:

Industry Norms – Most industries have a “success model” that defines line item spending ranges. Understanding this model is an important first step. Previous experience, feedback from other firms in the industry, or searches on the internet or trade publications are all good sources for this information.

According to a report in Ad Age, ad spending in the United States as a percent of GDP was 2.2%. That number is just for advertising and does not account for all marketing expenditures. Marketing services (trade shows, research, consulting, design, production, staff, etc.) can often comprise 25 to 50% of the total spending. McDonald’s (MCD) reports about 9% selling G&A with about half of that funding TV advertising. Boston Beer Company (SAM), maker of Sam Adams beer spends 25 to 30% of its revenues on advertising, promotional and selling expenses.

Spending ratios are influenced by the business model for the industry. Unlike lower margin business (consumer electronics or banking), high margin businesses (beverages and software) can afford to spend a greater amount of their revenue on advertising.

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“Fixed” Program– Some brands require a “minimum” level of marketing expenditures to be competitive. For example, a company may know that it needs to attend a given number of industry trade shows or regularly advertise in certain publications to maintain market share. In this case, their budget is driven by a “fixed” set of expenditures. As their business grows, these fixed costs will become a lower percentage of revenue.

Competitive Position – If Company “A” is in an industry where the norm is to dedicate 5% of sales to marketing, consideration needs to be given to the size of the competition. If the company does one million dollars in revenue, an advertising budget at 5% results in $50,000 of expense. If the other direct competitors have combined revenues of five million dollars and also spend 5%, they will spend five times the budget of Company “A”. To break through the noise, consideration should be given to increasing the spending percentage, focusing the budget on a specific vertical customer segment and/or limiting the geographic reach of the marketing plan.

Growth Goals – If a company has aggressive revenue goals, they should consider the additional cash flow available for marketing generated by achieving the higher revenue goal. Establishing the marketing budget as a ratio of the revenue goal is another approach. Growing quickly requires increased working capital for inventory, staffing, and accounts receivable. The prospect of increasing marketing spending can be challenging for high growth companies. Companies with plans to grow rapidly may need to spend a higher percentage of sales to achieve that goal.

Budgets in Recessions – Some companies find themselves losing customers and revenues during recessions. A natural tendency is to reduce marketing expenditures to keep them “in line”. If revenue is down 10%, should the marketing budget be reduced by 10%? Logic dictates that if you reduce your budget by 10%, your revenues should fall by the same percentage. Reducing marketing spending is likely to reduce the acquisition of new customers or jeopardize the company’s current share. Brands should resist the urge to reduce marketing budgets in a recession. Focus instead on improving the media mix, the creative or relevancy of the message. Recessions present an opportunity to gain market share, so look to reduce other expenditures first.

While marketing expenditures are recorded as expenses on the P&L, smart managers know that these expenditures are investments in the future. The “Chicken and the Egg” dilemma is confounding for some businesses. Which comes first, the revenue to support the marketing budget or the marketing budget to generate the revenue. Your CFO and CMO are likely to answer that question differently! They can probably agree, however, that revenues tomorrow are likely to be higher if you spend more on marketing and advertising today.

Setting a budget for marketing expenditures can be perplexing to business owners as the promised benefit is elusive. Every business has a slightly different situation that needs to be considered to establish a marketing budget. Prospects generally need to be exposed to a brand multiple times before they are willing to change providers or make a purchase. The Savvy marketing professional knows that it takes months, years even to nurture a prospect. [Tweet “Optimizing marketing expenditures by benchmarking and tracking metrics specific to the company’s situation is the foundation for success.”] Reviewing the approaches discussed in this article is a good first step. ITB Partners (www.itbpartners.com) has broad experience across many industries and domains, so we are capable of advising our clients on this subject and all other issues facing the enterprise.

Michael Sick, a nationally recognized, innovative management consultant specializing in strategic marketing, advertising, and business development. He spent 25 years in corporate marketing and was a Marketing Vice President for Jack In The Box, Pearle Vision, Arby’s and others. Currently, he serves as the part time Chief Marketing Officer (CMO) for some clients around the US. Learn more at: www.itbpartners.com/michael-sick.html

Thank you for visiting my blog. I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

Author of: Fighting Alligators: Job Search Strategy For The New Normal

JimWeber@NewCenturyDynamics.com

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

2. Controller – Atlanta-based Consumer Products – Digital Company – New

3. Director of Biz Dev, Atlanta-based B2B Professional Services Company: Completed

4. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete

5. Senior Accounting Manager – Atlanta-based Manufacturer. Complete

6. Controller – Atlanta-based Restaurant Company: New

7. Outplacement Assignment – Atlanta-based Manufacturer: New

June 11, 2017

Business Development’s Role in Digital Social Media

The Currency of Digital Social Media is Visibility

The Value of Visibility is a Derivative of Relevance of Content

Trying to frame the workings of the internet within the context of traditional offline business activity is analogous to applying the terminology horseless carriage to describe the automobile circa 1900. The internet opens up seemingly unlimited possibilities; however one must be ready to expand their range of thinking to maximize its potential much like comparing playing chess on a traditional chessboard to playing on a 3D chessboard.

This new way of thinking can be illustrated by how CBS has shifted its evaluation of its programming from traditional Nielsen ratings to their ranking on social media. Quick question: Which late night TV host is most followed on the internet? You might be surprised to learn it is not Jimmy Fallon or Stephen Colbert; the two leading hosts ranked by Nielsen, the arbiter of television ratings. They are not even close. Nor is it one of the other 11:30pm primetime late night show hosts. It is James Corden, who follows Stephen Colbert on CBS at 12:30pm EST.

Fallon, Colbert and the other late night hosts are not carried by local broadcast stations globally, neither is Corden. But Corden’s popular recurring sketch, Carpool Karaoke in which he sings with singing sensations and celebrities such as Mariah Carey, Justin Bieber, and with Michele Obama have been outrageously successful on the internet. The clip of Corden singing with Adele alone had over 129 million views and was the most-watched YouTube video of 2016.

CBS, the network that broadcasts Corden’s, The Late Late Night Show refers to Corden’s global popularity as having relevance and defines relevance as a value in the currency of visibility. Similar to bitcoin currency, the currency of visibility is ethereal and must be converted to U.S. dollar currency. CBS monetized Corden’s relevance by creating a Car Karaoke YouTube channel and partnering with Google AdSense generating revenue from the number of views from the show’s nine million subscribers.*

The fundamental marketing principle for developing business through digital social media is that the more people who become aware of your company increase the potential for doing business with them and their companies. Search engine optimization for online social media sites allows for individual customization of your marketing message. More importantly, it provides the opportunity to have a dialogue between your potential client and your company.

The challenge for most companies is how they can profit from digital social media. One rule has been established by the market; you should not use digital social media to blatantly advertise or to directly sell anything.

As dramatically demonstrated by CBS and Corden, relevant content is the secret sauce that distinguishes and elevates your visibility over the competition. The question most often asked by companies is how they can increase their company’s visibility. The currency of digital social media is visibility. The value of visibility is a derivative of the relevance of content.

Content needs to be current. You can identify current issues and trends that are of interest to businesses in your industry by reviewing what is being posted on digital social media and craft your company’s social media to respond to the culture.

There are volumes readily available on the internet for why it is important and how to develop business via digital social media. However, consideration should be given to work with companies that specialize in digital social media because of the connectivity for all of your online activity from security, e-commerce, and other Internet issues.

An online marketing campaign requires the equivalent strategic process for crafting an offline outreach plan that communicates your company’s value proposition. The key is to carefully define your company’s target firmographics and demographics who would be interested in your company’s products/services. The same consideration should also be given for ROI for digital social media costs, measured regarding dollars, time and effort required.

There is a multitude of social media sites. eBizMBA Rank continually updates averages of each website's U.S. Traffic Rank from Quantcast and Global Traffic Rank from Alexa and SimilarWeb. The most popular social media sites as determined by eBizMBA Rank on May 1, 2017, are listed below.

Social Media Site	eBizMBA Rank	Est. Unique Monthly Visitors
Facebook	1	1,500,000,000
YouTube	2	1,499,000,000
Twitter	3	400,000,000
Instagram	4	275,000,000
LinkedIn	5	250,000,000

There is not an ideal social media site for every company. Understanding your target firmographics and demographics will determine your optimal social media sites for your company’s products/services. Measuring the value of having a lot of viewers and relevance are subjective and will vary from each company. For example, if you are an art dealer, having viewership or correspondence with only a thousand wealthy art collectors is more valuable than having viewership from ten thousand people whose interest and disposable income are not known.

Connecting your value proposition to your company’s target firmographics and demographics is essential for offline and online marketing. A business development professional can provide the strategy and implementation for offline strategies and for balance content and relevance for visibility for online social media.

*The author would like to give credit for references to Corden and CBS to A. O. Scott for his article, James Corden Is in the Driver's Seat, published by Esquire in Feb. 2017.

Arthur R Ruderman, Principal

InnovativeGrowthSolutions

A B2B Corporate & Business Development Company

Partner, ITB Partners

Artie.Ruderman@itbpartners.com

June 4, 2017

Breaking the Feast or Famine Cycle: Part 2 Tell your Story

Last week I listened to a social media marketing webinar. Recognizing the difficulty of selling for many, the presenter said, "make it easy for people to buy from you." A very subtle but interesting twist of thinking. Military tacticians might call this a flanking maneuver. In other words, don't approach your prospects where their defenses are the strongest. Contact them through their trusted associates and friends who know your work. Deploy the power of your network.

Your network may be your most valuable business development asset. To be effective, they must understand your strategy and capabilities. They must know what you are trying to accomplish and how to help you. You must keep them informed through periodic updates.

When I started my business, internet marketing was in its infancy. I began using email blasts to keep my network up to date on my work. My outreach reminded people that I was landing new contracts and that I was successfully completing my work. I would even profile exceptional candidates. It was an excellent way to generate interest and new business. I was pleased to learn that my emails had been forwarded three or more times, expanding my audience. Talk about the power of networking! To better manage my email marking program, I eventually migrated over to Constant Contact and Mail Chimp. These tools help me maintain top-of-mind awareness so that when the need arises my clients and prospects know to call me.

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You must work to build your network continually. If your network isn’t growing, it is probably shrinking. Become active, making new contacts. Give them a reason to follow you. I use ‘call to action’ buttons on my website, email signature line, and social media accounts, inviting people to join my email list.

Put your clients on your team and encourage them to support your business development efforts. If they are agreeable, identify them alongside your completed contracts. This is the time-tested “Band Wagon Strategy.” I have a friend who refuses to consider this technique. He considers it to be unethical. Unfortunately, his business suffers frequent famines, from this failure. When you complete an assignment successfully, ask the client for a reference and referrals. This is an effective way to leverage your relationship.

Most freelancers I know use LinkedIn, an excellent networking tool. Make sure your LinkedIn profile is complete and fully describes your services. This simple point is often neglected, which works against one’s goals. Spend the extra money for a paid subscription. The added benefits are worth the expense, especially the ease of direct contact with prospects, and the SEO feature. When I perform a Google search of my name or brand name, my LinkedIn page is listed before my website. This feature makes it easier for people to find me. Generate more exposure and contacts by participating in LinkedIn groups that match your interests. Another small but often overlooked technique is to place a link to your LinkedIn page in all of your correspondence, usually in the signature section. Simple, right?

LinkedIn provides your clients the ability to give you a recommendation. I like to place their quotes on my website as well. Make it easy for them by writing your reference. They can edit to their liking so you can cut and paste into your LinkedIn page.

If you want to step it up a notch, start a blog and promote it to your network. My blog is based on my experiences. I like to reach out to contacts and prospects to get their thoughts on my projects, then quote them on my blog. This is a great twist on the Cold Call. In fact, it is a non-threatening sales call where the prospect is happy to talk with you. Admittedly, this takes a little more time but is manageable if spread over a few days. My blog posts become job search reference material for my candidates.

You have a vast array of tools to use, including Facebook, Twitter, and blogging to promote your business. They are low-cost ways to communicate the benefits of your brand. For a success, make time to put them into effect. Help your network help you!

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

JimWeber@NewCenturyDynamics.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

2. Director of Business Dev, Atlanta-based B2B Professional Services Company: Complete
3. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete
4. Senior Accounting Manager – Atlanta-based Manufacturer. Complete
5. Controller – Atlanta-based Restaurant Company: New

6. Outplacement Assignment – Atlanta-based Manufacturer: New

May 28, 2017

Beating The Feast Or Famine Cycle: Safety In Numbers

It is gratifying to receive positive feedback for one of my posts, especially if it is a personal request for a discussion. Actually, I received inquiries from two freelancers who had read last week’s post regarding my recruiting efforts for In The Black Partners. They wanted to know if our program would fit their needs. I was pleased to learn that I had made an impression on these folks and we scheduled a time to talk.

I was interested in learning how they promoted their business. What were they doing to overcome the “feast or famine cycle?” Were they making a seamless transition from one project to the next? This question is important to me as our value proposition addresses this issue. I learned that they need help promoting their businesses. They are mostly focused on word-of-mouth marketing and networking. None of them talked about any digital marketing efforts.

Many freelancers rely on word-of-mouth (WOM) marketing. I am a firm believer in WOM as it is a powerful way to build a business. I endorse it completely. However, word-of-mouth marketing is too passive to be an exclusive promotional strategy. It is based on the hope that clients will say good things about you. As the saying goes, “hope is not a strategy.” Even WOM promotion must be managed proactively.

If you have made it to the point where you are ready to become a freelancer you probably have a well-established network. This is your principle asset. The goal is to turn those relationships into recurring revenue. The challenge is maintaining top-of-mind awareness for your brand. By managing your network you can create a Business Development machine. However important, this can be a time-consuming endeavor for free agents.

Time is the freelancer’s nemesis. If they focus 100% on their current projects there is no time left to prospect for new business. When you're not selling you aren't generating revenue. The first step in breaking the cycle is to schedule time to pitch your business. Making a commitment to spend one day a week promoting one’s business is an admirable goal. But, it is a goal that is very difficult to achieve. Most freelancers will agree.

Developing the skills to develop and execute a digital marketing strategy is also time-consuming. In fact, one could easily question the rationale for developing these skills unless one’s practice is related to marketing and public relations. It is generally better to focus your efforts on your strengths and employ outsourced solutions to compensate for your weaker areas. This is a sensible decision if funds are available.

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Executive search is as close to pure marketing as I have seen. There may be better examples, like direct mail marketing or network marketing but few other businesses seem to come close. Whomever I talk with is a prospective client, a prospective candidate, a referral source, or all of the above. Everyone! My work is all about talking to people, so every point of contact is brand building and selling in one form or another. Even so, in addition to networking, I employ a fairly comprehensive digital marketing strategy.

As mentioned in my last post, helping freelancers break the feast or famine cycle is part of our mission. Now, more than any other time in history, we have powerful tools to promote your business. Email marketing, social media marketing; blogging; and webinars, for example, have been game changers. However, it is still difficult for a single freelancer to find the time and resources to network, and to execute a digital marketing strategy.

Let’s face it, selling isn’t easy. For many freelancers, it’s dreaded; especially dealing with rejection, a normal part of the process. Rejection can be painful, and we humans tend to avoid pain. So, we devote less time to selling. Cold calling is the worst. Forget about it! But, we must sell or face the famine! To become a successful freelancer you must leverage your time and financial resources. The best way to accomplish this is to become affiliated with a larger group of free agents. We recommend an association with an organized group of freelancers working together as a brand.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

JimWeber@NewCenturyDynamics.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

6. Outplacement Assignment – Atlanta-based Manufacturer: New

May 6, 2017

Eight Years Later

Eight years is a long time to maintain a relationship with a client, especially if they haven’t had a need for your services. It would seem that the risk of losing that client would be high. As I came to learn this week, that assumption isn’t necessarily true.

I am the Business Manager for a Woman-owned remodeling business that specializes in Kitchens and Baths. This weekend my client and I celebrated her latest assignment over a glass of wine. Her client is a couple she worked with in 2008. At that time this family had considered their options to provide a more livable home for their growing family. They had evaluated the cost of building or buying a new home, vis-a-vis remodeling their existing home. As their home is in a good neighborhood they could afford to invest in upgrades, which they viewed as a better financial decision at the time.

This wasn’t a major project, but it did present some challenges. The Kitchen had a simple layout with space constraints. They wanted an Island but did not have enough space. There was a problem with the proximity of junction boxes to the Secretary desk. My client worked through these issues to the satisfaction of her client. In fact, she found a solution to the space constraints by putting the island on casters so that it could be moved out of the way when necessary.

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Today, eight years later, this couple is in a better financial position and the real estate market has increased the value of their 20-year old home, a Georgian Colonial. Now they can build their dream home and want my client to design the kitchen and baths, and help them acquire cabinets and appliances. They also want her to help stage their existing home when they put it on the market. This is a big project as the new home will be about twice the size of their current abode.

This wasn’t the first time my client has been called back to take on bigger projects for past customers. I know the power of referrals and repeat business but I was curious as to what set my client apart in this highly competitive market. I assumed that she had met her client’s expectations and established rapport and trust. But, what was it that motivated them to call her, eight years later? So I asked my client “what did you do for this family that made them want to hire you again?” She responded by breaking the project down into three major components. She said that she kept the project on time and within their budget; she helped them make timely decisions; and she helped them save time, so as to be more efficient. She went on to say that she advised the client about problems they may encounter down the road. In most cases, her predictions were accurate. I don’t doubt her project management skills, but I found it a bit amusing that she did not mention another very important point.

Eight years is a long time in “The New Normal.” Relationships wax and wane. Many companies in the construction trades failed and went out of business. My client had to scale back her business. The fact that she received a follow-on call from these folks is remarkable. But, my client had some help. I have been working with her to maintain and build on her relationships, employing an email marketing strategy. This effort was not that difficult. We established a Mail Chimp account and imported her mailing list. After that, it was just a matter of developing interesting posts to share with her network. Periodically she has communicated with her contacts keeping them updated on her activities and projects. Former and prospective clients know that she is still helping homeowners with their remodeling needs. By staying front and center with these folks, she has maintained these relationships, generating calls even after eight years time.

We live in a fast-paced, rapidly changing world. [Tweet “Businesses are challenged to retain existing customers while closing new prospects.”] Fortunately, we have tools to keep our networks alive and healthy. Email marketing platforms like Mail Chimp and Constant Contact are viable solutions. Starting a blog is another useful strategy. These services are easy to use and relatively inexpensive, a real force multiplier. Whether you are working to grow a business or manage your career, maintaining a healthy network is fundamental to success. Using social media and other digital solutions is a viable solution for most.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

JimWeber@NewCenturyDynamics.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

6. Outplacement Assignment – Atlanta-based Manufacturer: New

April 15, 2017

More On Changing Careers

In my March 6 post, I discussed Career Tips For Changing Industries. Well, I have something to add. I talked with two gentlemen this week who are thinking about changing careers or at least taking a different direction. John, a fellow alumnus, reached out to me because we had met and he follows my blog. He lives in Dallas and has built a career in banking, working with clients in the Petroleum Industry. He knows that opportunities in his field are limited in Atlanta, but it is home. He wants to relocate and find something compatible with his skills and experience. Bill recently moved to Atlanta. He has had a career in finance and accounting and account management with big-name brands. Currently, he is an account executive providing outsourced logistics services. He’s been with his current employer for about eight years but doesn’t see further upside potential, hence the interest new opportunities.

I had a brief conversation with John early in the week to understand his goals. John said that he had not done much networking, nor had he paid much attention to his resume as his job changes had been secured through people he had worked with before. He is not looking for a career coach and does not think he needs professional help with his resume. In fact, as I came to learn, his resume does need a lot of work. We discussed some preliminary thoughts and agreed to have a follow on conversation after I had a chance to review his resume.

After a review of his resume, I sent him a copy of The Executive Resume Cheat Sheet. I knew it would be revealing. He reviewed that document before our second conversation. He acknowledged the work ahead of him in that regard, so our next call was brief. I reinforced key points about effective resumes and added a few additional observations. I suggested that he think about career options to explore while he worked on his resume. I also suggested that he purchase my modestly priced book “Fighting Alligators: Job Search Strategy For The New Normal.” I know, it is a shameless plug, but he could really benefit from the wisdom offered in that book. It is safe to say that John is at the front end of this process. I believe that his primary goal is less about changing careers than moving back to Atlanta. That desire is driving the question about his career.

I met Bill Friday evening. My networking partner, Faith, invited him to our event. While sharing a bottle of wine, Bill told me about his background. He provided an excellent overview of his career and his thoughts about moving in a different direction. Bill’s goal is to advance his situation by building on his experience and accomplishments. He is not location focused, as Atlanta offers a lot of opportunity in his field. He does need some help building his network in the market. I offered some ideas for his consideration, and we agreed to further the conversation.

Both of these professionals must be careful to protect their current employment as they seek out new opportunities. John’s situation is complicated by his motivation to relocate. It is possible but unlikely that he will find an Atlanta-based employer willing to subsidize his relocation. Bill’s situation is less problematic as he is interested in the search for a different opportunity within his industry segment. Both of these gentlemen are at the beginning of the process to change their career direction. They need do a complete analysis to validate and clarify their goals and then craft an appropriate plan.

If you are serious about changing the direction of your career, be clear about your goals. Make sure to analyze your situation thoroughly so as to better understand your options. Develop a plan to realize your goals.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

JimWeber@NewCenturyDynamics.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New

5. Controller – Atlanta-based Restaurant Company: Offer Extended

March 11, 2017

Three Ways to Win New Clients You Might Not Have Thought Of

"Article from Gemma Humphries"

Being a successful freelancer means achieving the delicate balance between pitching for the clients you know you can achieve and pitching for the clients you really want. The fact is that we are all working to earn a living. We need to pay our mortgages, put food on the table, get our kids through college. Money makes the world go round, and your world won't go around without it! Unfortunately that often means taking on the bread and butter jobs we'd rather not do more often than we'd like, and leaving the convoluted pitches process for highly sought after jobs we'd really like to do to those that are younger and have more time and less responsibilities. But it doesn't have to be this way. Here are three overlooked ways to pitch for the business that you really want and actually succeed:

Spend Time Maintaining Relationships

Most small businesses and freelancers understand the importance of generating solid leads, but so often once those leads have been generated they forget to maintain those new relationships and cultivate a culture of mutual understanding and respect. Although it won’t directly add to your revenue, it is important to take a couple of hours out of your week and spend it talking to your customers: existing ones, potential ones, ones that you have been working with for years and those that are newly acquired. Follow up on every business opportunity you are offered and make sure that you are maintaining a good reputation within your community. This might not immediately lead to an uptake in your services (remember that 73% of newly generated business to business sales leads are not ready to purchase) but all of these things are important to building your business identity and ensuring that, if and when they need the services that you provide, the right people will know where to find you.

Believe in Yourself

It’s so easy to criticize yourself and make excuses for why you won’t get a job, or why it’s not worth pitching to that new client. Often in business, we can be our own worst enemies and the more we listen to our inner critic, the less proactive we are in reaching out, networking, and reaching for those goals that might seem unobtainable right now. This is particularly true as our responsibilities grow and we juggle running our businesses with the needs of our family. It may sound a little trite, and like something out of a Disney movie, but believing in yourself is one of the very best things you can do to boost your business success. Confidence comes from many different things, but if you are lacking confidence in yourself or in your brand then why not have a makeover? A new website, new business cards, updated email signature, even a haircut, can all help to increase your confidence in your brand and enable you to sell it to others in a much more positive way.

Leave The Comfort of Your PC

We live in a modern internet age that makes it much easier to arrange all the marketing for your business from behind your computer screen whilst you sit in your jammies. Whilst engaging in online social networking, utilizing social media and having a great website certainly will help you to generate leads for your business, nothing beats leaving the comfort of your PC and going out and meeting people. Show people who you are and what you do: being visible is the very best way of ensuring that you will be remembered by potential clients, and you can impress upon people the wide range of services you can provide for them much more comprehensively in the flesh than you ever could over the internet. Understand your business niche and know who your target market is, then get out of the house and go and target them! You could do this by attending national conferences, professional events for individuals in the same market as you, or even by going out and talking to local small businesses. The key is to put yourself out there and ensure that as many people as possible know who you are.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President

New Century Dynamics Executive Search

JimWeber@NewCenturyDynamics.com

Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments

1. COO- Atlanta-based Casual Dining Restaurant Company – New
2. Director of Business Dev, Atlanta-based B2B Professional Services Company: Complete
3. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete
4. Senior Accounting Manager – Atlanta-based Manufacturer. In Process
5. Controller – Atlanta-based Restaurant Company: New