Craft of Selling “Yourself”
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The Craft of Selling The Craft of Selling “Yourself” Ashraf Chaudhry Published by: TRCB Media Networks LLC http://www.TRCB.com TotalRecallPress.com This Book is Sponsored by TotalRecall Publications, Inc. The sponsoring editor is Bruce Moran and the production supervisor is Corby R. Tate. Copyright © 2009 by: Ashraf Chaudhry All rights reserved. Printed in United States of America, Europe and Canada. Except as permitted under the United States Copyright Act of 1976, No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic or mechanical or by photocopying, recording, or otherwise without the prior permission of the publisher. Worldwide exclusive Book and eBook publication and distribution by TRCB.com. Soft Cover eBook: Adobe Acrobat ISBN: 978-1-59095-831-5 ISBN 978-1-59095-832-2 UPC 6-43977-86607-3 UPC 6-43977-68322-2 First edition, November 2008 (Pakistan) Designed & composed by Farida Ashraf The views expressed in this book are solely those of the Author, Co-Authors, Contributors and do not represent the views of any other party or parties. Disclaimer Notice: Judgments as to the suitability of the information herein for purchaser's purposes are necessarily the purchaser's responsibility. Author(s), Publisher, and Sponsors extend no warranties, make no representations, and assume no responsibility as to the accuracy or suitability of such information for application to the purchaser's intended purposes or for consequences of its use. This publication is designed to provide accurate information as of the date of this printing in regard to the subject matter covered. It is sold with the understanding that the copyright owners are not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person who specializes in that particular field should be sought. While due care has been exercised in the compilation of this guide, we are not responsible for errors or omissions. This reference material is intended to assist in providing information to the public, and the information is delivered as accurately as possible. No part of this book may be reproduced by any mechanical, photographic, or electronic process, or in the form of a phonographic recording, nor may it be stored in a retrieval system, transmitted, or otherwise copied for public and private use, without written permission of publisher and author except in the case of brief quotations. The book is dedicated to my mother who’s an endless source of guidance, inspiration & prayers for me, Fari, my wife, without her being at my back, I can’t succeed in life, and my four years old son, Rahnuma, who practices “The Craft of Selling” to get his toys and cartoon movies. Captains of Industry Speak... “This is NOT just a book about getting a job. This book is about building a foundation of success for your entire life. The priceless wisdom sits in each chapter like your own private mastermind group of personal coaches and consultants that exists only for the purpose of making you a success. Don’t just think about buying this book. BUY IT NOW. Don't just buy this book. READ IT. Don't just read this book. PUT THIS POWERFULLY EFFECTIVE ADVICE TO WORK FOR YOU NOW! AND WATCH YOUR LIFE BECOME SUCCESSFUL.” MASTER TRAINER Stephen Reynolds Stephen Reynolds Seminars International "If you are the kind of person who loves to serve others, you will be well served by reading this new book. When you sell yourself, you are selling a promise to serve other people well. Keep that promise and watch your business grow.” Ron Kaufman Author, UP Your Service! Founder, UP Your Service! College “Packed with meaningful information to grow your professional career, this book is worth a thorough read.” Dr. Nido Qubein President, High Point University Chairman, Great Harvest Bread Co. “No one should remain jobless after reading this book”. Murtaza Hashwani Chief Executive Pearl-Continental & Marriott Hotel chains, Pakistan ”I’ve had the good fortune of working with Ashraf and always believed that his huge reservoir of talent would shine in every endeavor. His insightful book is a very useful guide making executives realize and market their true potential in the highly competitive world.” Aftab Tapal CEO, Tapal Tea "A brilliant handbook for all professionals! Packed with invaluable advice and techniques, this book will help you build value in the most important piece of the sales equation - YOU. Highly recommended!” Mike Brooks Author of, The Real Secrets of the Top 20% “Ashraf has clearly articulated the first step to selling success. Once you understand the importance of ‘YOU’ in the selling equations, everything is possible.” Barry Siskind Author of, Selling from the Inside Out & Powerful Exhibit Marketing “Reading and applying the principles written in this book will help save the job-seekers of months of effort and load of frustration of rejections. It’s completely new and unique approach to enter the job market with the power of branding. It’s packed with ‘how-to’ tools. Extremely inspiring!” Dr. Ahsan Hameed Malik Director Marketing & Commercial Pakistan Cricket Board “The book is practical without fluff of exotic theories. Universities should make The Craft of Selling “Yourself” a part of their syllabus.” Siddique Shahid Noor Islamic Bank, Dubai “Ashraf Chaudhry in his book The Craft of Selling “Yourself” has not only put in his professional life’s experiences but has also shared his academic learning which he acquired through the years due to his passion for reading. He has narrated only those experiences that he successfully tested during his career. I’ve in my life seen and browsed at a few self-help books. I've found them to be very academic in nature and have never had the desire to apply any of the suggestions given in the books, this book however is such that you’ll want to try all the recommendations made with the confidence that they’ll work. This book is a must read for all professionals who’re in the job market whether they’re starting their career or are in the middle of their careers, for those who’re close to retiring they should read to learn how to extend their career by putting together a Big Bang Letter ensuring an audience with the top man. The Craft of Selling “Yourself” is a good resource book which should be part of every library, personal and commercial”. Mohammedi Miabhoy COO, Tapal Tea “For me, this is not just a book based on information but there’s a whole lot of practical aspect to it as well. It very much shows that the author has had hands-on working experience in sales and marketing.” Muhammad S. Sajwani Director OSS, Telenor Pakistan “In today’s competitive job market, you really need to master the craft of selling your services. This is an excellent book on preparing young graduates for making a roaring entry in the job market.” Farooq Ahmed, Head of Sales UBL Funds, Pakistan “The Craft of Selling “Yourself” comes from the core of Ashraf’s heart and is the real essence of his experiences through which he morphed from being a loser to an extremely successful professional in the shortest possible timeframe. Knowing Ashraf for the last sixteen years and especially during the years of his bewilderment, I couldn’t point out a bit of exaggeration in what he has said in this book. I remain confident that this book will prove to be one of most invaluable contributions to the well being of young graduates – more specifically, business graduates.” Ihsan Ullah Ihsan, Head – Corp. Banking Pak Brunei Investment Company “Ashraf has provided a powerful tools kit to young aspiring graduates as well as corporate executives to catapult themselves to their ideal jobs.” Abdul Mateen Khan General Manager, Saudi Pak Bank “The Craft of Selling “Yourself” will help and inspire young graduates as well as senior executives to land on jobs they had been aspiring in the past.” Rizwan Munir Emirates Insurance Company, UAE “Ashraf has touched upon a very important subject which most of the experienced professionals often forget! It’s an exceptionally valuable guide for career professionals from internship to retirement and beyond.” Parvez Abbasi, Chief Executive, Mobilezone “This book will help you take the high road and transform your overall frame of reference - your attitude and assumptions towards ‘selling’ your most valuable product that is YOU. A must to own. A must to read. It is a shield in current recession.” Tosheeba Sarwar Entrepreneur, Trainer, Headhunter COO, Experiences – www.experiences.com.pk CONTENTS Captains of Industry Speak... ..................................................................................................IV Acknowledgements ...............................................................................................................XIII Introduction........................................................................................................................... XIV Chapter 1: A ‘Loser’ Catches the Train 1 Chapter 2: Job Hunting and Selling 5 Job hunting is nothing but selling............................................................................................. 5 You’re the CEO of YOU, INC. .................................................................................................. 6 Navigating the turbulence ........................................................................................................ 7 The idea of personal branding ................................................................................................