What If I Wanted To Work For Harley Davidson?

What if there was a job opening for a Sales Training Manager job at Harley Davidson? And what if you wanted to get that job? What effort would you/could you put forth to get an interview and work to secure an offer?

In this competitive and tight labor market, a job seeker must present their skills, their competitive advantage and their intellect in a way that both entices the hiring manager to agree to a interview, as well as generate enough value to insure the most competitive offer that equates to the value one brings to the job.

So how would I, for example, as a trained sales professional, avid motorcyclist and student of the job search process, approach this challenge? How would I prepare/research and reach out to present my skills, compatibility to culture, my innovative ideas, as well as demonstrate my past successes? And how could present myself without sending my resume and cover letter through the black hole of online applications that end up in the HR Department, hoping someone sees my resume?

 And what if I had the skills and desire, but not the “industry experience” that often eliminates one from a job, as the company believes such industry can’t be learned quickly?

Hmmm…. (And, if you are a current hiring manager of any company and if you don't see at least some of this process being utilized by candidates you are interviewing, what is that telling you about their interest or lack of interest/desire to make an impact?)

 OK, here would be my initial job pursuit strategy (Your experience and argument would be different, but would attempt to carry the same impact and proof of success):

1.    Print out the job description from the posting on their website or a LinkedIn job posting. Then I would begin a worksheet to highlight/compare and contrast the listed responsibilities and skills required along side a list of my skills and compatible skills I could make towards a convincing argument.

2.    I would research every employee or past employee at Harley Davidson (HD) I could find on LinkedIn or other sites that may have had this job title or similar this job title or worked in the same department. I would call, email, LinkedIn these people, requesting any insights, conversations, ideas they have about the company, culture, the job described, buried bones, leadership challenges, etc. And I may ask that person if they could make a referral into a hiring manager at HD, if it made sense.

3.    I would review the company literature, leadership team profiles, corporate governance, investor relations, 10K and annual reports to see who is running what; who is driving change; what are the goals and mission for the next 5 years the company is promoting? I would look at what companies these leaders worked at before joining HD to look for similar cultures, clues, connections and ideas that I can leverage and demonstrate my skills to that increase my odds of getting an interview. The goal is to get the first interview!

4.    I would then start to edit my resume to start incorporate the words HD uses, phrasing, examples, archetypes of ideas, reference points, clichés, matching metaphors and customer experiences. I would attempt to show I am of the same tribal thinking—the same mindset, energy and drive they look for.

5.    I would research their industry after reviewing all their literature and public access to data. I would uncover the top 5 issues facing their company and industry at-large. What are they doing to address these issues? Are they making progress? Is the media agreeing? Are they having challenges in defining something unique? After gathering all this data, I would begin to gather examples and case studies of what I have done that has fixed similar challenges; ideas and strategies to share that demonstrate I have the capacity to think deductively, rationally, creatively, strategically and abstractly enough to bring a different perspective to their problems to solve.

6.    I would then begin to draft a document, like this very outline, that lists the steps and research I have done to prepare to apply for this job. Perhaps make a short list of some outlier ideas around sales and marketing promotions that would demonstrate I’m not afraid to take an idea to the ridiculous and then see if it can be tweaked or lead to another idea. For example, I might make a list suggesting some different marketing angles:

·     What if HD created a simple line of lighting fixtures for showing off one’s Harley bike in their very own garage? A Showroom style light on a motion sensor so every time the owner walks in their garage or back yard, their bike is aglow in brilliant light! Maybe one is given free with every purchase.

·     What if I suggested that the Harley Davidson website was not very exciting because there is not one sound—the most recognized brand on the planet--the rumble of a Harley motorcycle that appears on the site as of today. Silence is boring. Add a simple rumble when one clicks on the site or an ever present Icon that the viewer can click to get a 5 second rumble fix.

·     What if I suggested they need an exciting video on the home page immediately? Right now there is nothing but a list of new bikes and accessories. If they talk about a moto-culture and experience, then give me one visual experience right away.

·     Why doesn’t HD partner with storage companies, garage companies, garage shelving systems companies to help potential owners find room in their garage for a HD? Thousand’s of Americans want a HD but don’t have room. Help them make room.

·     If the new demographic HD is chasing is a younger, more affluent rider, where are the images of the younger buyers in a work environment they are actually in every day? Coffee shops, co-work spaces, clubs, etc.. The new buyers are not taking trips to Aspen everyday. They want to live the HD culture every work day.

·     I would suggest that the HD employees need updated coaching to insure their LinkedIn profiles match the HD brand to better leverage millions of potential customers and influencers to become more aware of HD. As of right now, the major of HD employee LinkedIn profiles are barely alive, not even showing pictures, links or creating a fun moto-culture that HD leadership suggests is paramount.

·     I would suggest hiring managers at HD and every sales person in the compay requires updated sales training in the psychology of persuasion and how better to sell in the new gig economy and stressful world. 80% of corporations are 4 years behind in sales training techniques.

·      I might suggest or ask what additional research and comparisons have been done around best practices in affluent marketing companies to learn how HD can add sales? What are sailboat companies, private aviation companies, timepiece makers, golf clubs, car companies, for example, doing to attract that next younger customer into their lifestyle model?

·     I would suggest that the fine American Motorcyclist Association and their magazine, needs to enhance their publication to reflect the average motorbike rider in America to reach and engage a broader audience. The magazine not is carrying the thrill of motorbikes to the everyday street rider.

7.    And after I have presented a bulleted, thought provoking list of questions and observations, I would then decide how best to deliver my presentation to as high up in the company as possible. The CEO? COO? A board member? (No, too political, pass on this one.)

8.    The CEO, I believe, would be the best person to send my proposal to. Sending it through the online application system is too risky of getting lost. Or I will look and sound like every other person. I want to show creativity, a touch of boldness and confidence. I want to show I have a compelling reason to apply; the ability to see the real issues to address; as well as showing the resolve that I know how to get something done and am willing to do the hard work to prove my value.

9.     Deciding then to contact the CEO of HD with my unique job application, I would send him the information as I outlined in this piece. Having already presented a number of bullet points above to show my creative problem-solving approach, I would then create another list of examples on how I have been delivering sales training and marketing successes over the years with this thought process and work ethic. The list would show I have more related experience compared to other successful people they have hired in the past. For example:

·     I am the author/co-author of 11 books, on sales training, leadership development, persuasion psychology and peak performance that have been endorsed by 7 bestselling authors.

·     As a sales trainer and coach, I have influenced thousands of sales professionals throughout America.

·     I have managed my own professionals services firm successfully and been profitable every year.

·     My work as a long time executive search professional has been a pay-for-performance sales job, so I know the skills and techniques to sell high priced products and services.

·     I am a behavioral scientist with a doctorate in psychology and have research skills and knowledge that is unique and a fresh perspective.

·     I have taught sales and leadership course at Northwestern University and for General Electric Company’s in-house university.

·     I know how to communicate and present to an audience. I have delivered 6 TEDx presentations and over 100 live speeches, presentations, as well as over 10,000 media appearances over the years.

·     I have ridden motorcycles since age 16 and flown airplanes since age 19.

·     As an artist/sculptor/craftsman and pilot, I understand and appreciate mechanical concepts and the beauty of engineering and style.

·     I believe in the HD brand, culture and mission.

·     I have references of those I have coached/mentored/trained and worked with that will attest to my skills and ability to learn critical concepts quickly.

10. And now that I have listed what I feel are the most appropriate and compelling attributes that relate to the job description, I would send this information directly to the CEO of Harley Davidson.

11. The last question is exactly how could I deliver this “job application” in a way that insures he will see this, reads this? How can I be sure he sees that I am willing to take a risk and even offer some ideas that have potential revenue value that I am offering at no cost to him? I could FedEx the document, but it could get lost, tossed or land in the wrong person’s hands and I’ll never know what happened. I need to stand out and be willing to risk, as well as offer value to demonstrate my work ethic and intention to make a difference.

12. I think the best way to present this idea is to post this document in a post on my LinkedIn profile and then send a link to the CEO. My odds increase he will see it. I’m offering value with my observations and demonstrated efforts to compile this document. Or perhaps another senior leader at HD will read this and share it with him and suggest he and I meet to explore my interest and potential value?

13. Finally, Should I secure a meeting with the CEO to discuss how I can help move the HD mission of sales and culture forward, you would hear about it for sure. Either as a great way to apply for a new job, or as a example of how you can do research for your respective job search to insure a better than chance you will get an interview.

I would end this document with a closing salvo:

Thank you for your time and serious consideration towards my interest in your Sales Training Manager Position. I believe I have the skills and intellect to make an impact at Harley Davidson and am available for a call or meeting in the next two weeks. I will follow up with you next week.

Regards,

Russ Riendeau, PhD

russ riendeau@gmail.com, 847-363-9789