The Market Coalition

Whether you’ve been forced into early retirement, downsized, or
are tired of being at home and eager to work again, or even
taking your first job, entering the work force after the age of
50 can hold some challenges. Here are some tips from someone who
coaches a lot of people in this transition.

FOCUS ON YOUR SKILLS

Focus on the skills you have, not your deficits. Chances are
you’ve accumulated a great range of talents over the years,
particularly people skills. Studies show that Emotional
Intelligence generally increases up to the age of 50 or so
(Reuven Bar-On, Ph.D.) and EQ includes those “soft skills” so
sought after in today’s work place.

Your ability to handle stress and handle people can be a great
asset.

‘GET’ WHAT YOU DON’T HAVE

Don’t be intimidated if you haven’t had the chance to get
computer-proficient. Sign up for courses at the local community
college or computer store. People over 50 are the fastest
growing segment on the Internet.

You can also read. A friend of mine who had been a school
counselor for many years decided to apply for a job as
principal. She read as many text books on the subject as she
could find before the interview, aced the interview and got the
job.

You could also, of course, get an online degree, or a
bricks-and-mortar degree, but the possibility exists of doing
this on your own time, spending less money and perhaps doing it
more rapidly.

FOCUS ON THE PLUSSES

A friend of mine who’s 59 applied for a job recently, and both
the HR person and the manager she interviewed with asked her -
though it’s probably not “legal” - if she had children. Clearly
this was an office that had experienced difficulties with
parents taking time off for their children, and were looking for
someone not so encumbered.

Whether or not it’s “right” for employers to look at it this
way, once your children have left the home, or are grown,
driving, self-sufficient and back home, you have an asset to
offer. You won’t be calling in when the kids are sick, or
leaving early to take them for orthodontist appointments, and
you can find a way to mention this. My friend capitalized on
this, and she got the job though she’d been out of the work
force for three years and was nearly 60. (And at her highest
salary to-date.)

IT ISN’T ‘AGE-RELATED’ (NLESS YOU THINK IT IS)

A client of mine was entering the work force at the age of 60
and mentioned concern about his memory. Some people experience
some short-term memory loss as they age, though it can be
minimal, and it also depends upon the individual. I asked him
some questions around this, and by the end of our conversation
he admitted that he’d “always been that way,” and really hadn’t
suffered an appreciable deficit.

Be particularly cognizant of this on the first few weeks on the
job. Everyone who takes a new job is stressed, and stress
affects us cognitively as well as emotionally. These days, every
fax machine, every phone, and every filing system is different.
What you knew in the past doesn’t always apply. What does apply
is your ability to focus, learn and apply. If you anticipate
having problems because of your age, you’ll add that source of
stress to the mix, and, like all self-fulfilling prophecies, you
may make it come true.

If you do forget some things the first days on the job, which is
quite normal, just keep forging ahead. You might also find it
helpful to carry a notepad with you and write things down. One
client mentioned she was having trouble remembering whether you
needed a “1″ prior to one of the area codes in our vicinity, a
problem typical in many metro areas these days. She thought she
was losing it, until a much younger co-worker told her, “No one
can remember that. Just try it with, then try it without.”

Don’t vocally attribute things to “age”. Do this as a service to
yourself, but also to other older workers. Any time you make a
comment such as, “I’m getting too old to bend over like
this/remember file codes like this/fight with a machine like
this, you’re doing a disservice to other older workers.

My client Isabelle is 55. The last office she worked in, she was
the fastest typist, able to keyboard at over 100 wpm. She was
one of the few in the office not wearing a wrist brace, or
suffering from carpal tunnel syndrome.

If you have physical impairments, don’t attribute them to age,
because there are plenty of people your age who don’t have them.
There are people with severe osteoarthritis in their 30s, and
people like Isabelle, who seem immune to the disease. It has
nothing to do with age.

USE IT OR LOSE IT

If you’re returning to the work force in a completely new field
it may have been quite a while since you learned something new.
I have a friend who’s a physician who is just burnt out. He’s
going into sales, because he doesn’t want to retire. However,
the field of medicine has changed dramatically over his
lifetime, and kept him learning new things, so he’s not at all
troubled by the fact.

Continuous lifetime learning is one of the keys to resilience,
an important EQ competency. If you’ve gotten lax about learning,
embrace this opportunity.

ATTITUDE

I have a number of clients over 50 who are looking for jobs or
new careers. There’s a difference between those who have chosen
this path, and those who feel they were ‘forced’ into it. I
think of a friend of mine who found out, after her third child,
she couldn’t have any more babies. “I really didn’t want any
more kids,” she said. “It just made me furious not to have the
choice.”

Emotional Intelligence means managing your emotions. If you’re
stuck in a situation you don’t like, the only thing you can
control is your attitude. No one wants to work with someone
who’s negative, pessimistic or hostile, no matter how great
their skills or expertise, no matter what their age.

If you’re having trouble managing your attitude, consider
getting help with this.

GET A COACH

Coaching is wonderful for this transition. You will likely
encounter negatives from those around you. People may tell you,
“You’ll never get a job at this age,” or “No one will hire you
for anything decent.” To counter this, you need support, and you
also need specific examples to the contrary, which a coach who
works in this area can provide. I can tell you many specific
examples from my own coaching practice.

IT WILL TAKE LONGER

Not necessarily. Everyone who looking for “the” job these days
has a hard go of it. It depends upon many factors, including the
job market in the town where you live.

NO ONE WANTS TO MANAGE ‘THEIR MOTHER”

I interviewed an HR professional to check out the other side of
the picture. He agreed that some managers don’t want a report
who’s the age of their parent, but some do; and some don’t even
notice. Managers are human and they have their idiosyncrasies.
Some don’t like young, unseasoned workers! The best managers are
eager for the richness of a mix of ages, backgrounds, and
expertise because they know what it can add to the bottom line.

AGE DISCRIMINATION

As the HR professional pointed out, it’s people over 40 who are
protected, and, as he said, “Do you have any idea how many
people this applies to?” Quite a few. If you encounter someone
who has prejudices against older workers, then go find someone
who doesn’t. They’re out there.

HAVE A PLAN

Getting a job in today’s market requires a commitment of time
and energy. I recommend you work with a coach to help you come
up with a plan, stay enthusiastic and keep at it. Don’t listen
to people who are negative about it. There are plenty of people
over 50 back in the work force and loving it. The best is yet to
come!

It seems so simple: write down your previous jobs and give some educational history, maybe offer a few details about what you want out of life. Easy stuff, right?

Maybe not.

A poorly written resume is worse than not having one at all. It can easily undo everything that is presented at an interview. No matter how perfectly you word your phrases, they will all be forgotten the minute an employer scans over a shoddy resume.

So, what do you do? One way is to, of course, write it yourself, using templates and other sources, and hope your skills with words match your experiences. But, for those not so confident in their writing abilities, the smartest option is to have a professional resume prepared.

There are multiple sites and organizations dedicated to helping you craft the perfect professional resume. You provide the information and they turn it into something you can be proud of. Having a professional resume created offers you the best chance of impressing employers.

Of course, it must be noted that there is a disadvantage to this process: cost. Professional resume companies charge–sometimes heavily–for their services. Some may not want to pay for what they consider just “a couple pieces of paper”. This may be your mindset. Perhaps you think you could write a solid resume on your own and, perhaps, you can. All should take notice, however, of what they think their skills are, compared to what they really are.

You might be able to create a good resume; if so, create one. But, you should never rely just on your perceptions. You must be sure to let others read it, giving their opinions on what you can improve. If, after different suggestions, you don’t feel the resume is what it should be, consider a professional resume service.

Yes, they do charge and, yes, sometimes it can be much. The key is to research. You might find better deals online than through a standard service, or you could, at least, use the Internet to discover how many options you have available to you. Never go with the first company you stumble across; this is not a wise decision. Compare prices and rates until you find one that can offer quality and affordability. Often, these businesses will offer samples of their work. Decide if their style will suit
what you need.

If you seem to have trouble correctly wording your professional resume, or don’t get the responses you desire, it would be wise to look into these services. A professional resume is written by individuals who know what future employers look for; they are well-schooled in catching, and keeping, the attention. So, for the sake of your future, don’t sneer at the idea of receiving help. A resume–for all the talk of it being just a piece of paper–is important.

You don not want to ruin your chances of success with a poor one. Consider a professional resume service; they can help you create a resume tailored for your abilities.

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Let’s face it, most people hate when expo time comes around. Lugging materials, giveaways, props and luggage is not something to look forward to - especially when you know that most of what you are bringing will have to be lugged back when it’s all over. It wouldn’t be so bad if the time and expense is justified with a good return on investment. Unfortunately statistics prove that nearly 93% of all leads generated at the show will not be followed up. Why? Because most salespeople know that the majority of the people that visited their booth were just browsing or killing time until the next round of seminar sessions - they weren’t compelled to see what was being offered or displayed at the booth. Translated, they aren’t a hot prospect.

To get buyers to visit your booth, your marketing message must position you as a “must see” exhibit in the minds of your customers and prospects. Here are 10 prospect generating ideas that will help you drive demand and visits to your booth. Even if you can only afford the smallest booth tucked way in the back corner, there are ways to get your prospects to actively seek you out and create demand for your products or services.

Send out Press Releases. One of the easiest ways to gain valuable pre-show publicity is to issue press releases to your industry trade publications. Industry magazines are always looking for new product and service information. It’s a great way to alert hundreds or thousands about your exhibit, where you can be found, and new products/services. Find out what magazines will be covering the expo. Get the names of the reporters assigned to the event and make appointments to meet them. Almost all expos have a press box. Find ways to help them write about your company.

Reserve a Hospitality Suite. This is a great idea even if you don’t buy a booth at the main show. By simply setting up a hospitality suite that is located near the big show, you can lure prospective customers to a more secluded venue to showcase your company. If promoted correctly, you can gain undivided attention with a captivated audience that will give you a better chance of turning prospects into customers. In many cases this may have a better return on your investment than if you were to have paid for a booth. It can also be used as a place to hold appointments with prospective customers.

Advertise in Your Trade Magazine. The goal of the expo promoters is just that - to promote the expo. What you need to do is use the same techniques to promote the fact that your company will be at the expo.

Send Direct Mail to Prospects. You can have a major influence on meeting attendees who are interested in your product or service. A great way to spread the word is by direct mail. Using the Pre-Registration List and your current list of customers, send a series of postcards or letters inviting them to visit your booth. Make sure that all mailings prominently display your booth number.

Use Your Web Site. Use the internet to promote your booth, products, or special guests that will be at the expo. It not only informs prospective customers, it incorporates a feedback mechanism into your web site offering buyers an easy opportunity to give you instant feedback on their needs.

Promote Your Booth Through the Expo-Promoter Newsletters. Let the event promoter know what’s going to happen at your booth. Make it exciting and they will be sure to cover it in their newsletters that will promote the event. Here are some ideas to help you make getting press easier:

• Keep the theme in mind as you plan your booth activities.
• Do you have a new product to launch?
• Will you have a prize drawing/giveaway?
• If your prize has a substantial value, see if you can get it displayed on the Grand Prize staging area if there is one.

• Are you going to have a special show or guest at your booth?
• Will you have a fun activity at your booth?

Promote New Products/Services. Send your prospect list description of any new products or services that they will be able to experience at the booth. Tout any improvements that have been made. Describe any at-show events or special promotions. Promote your prize drawings or giveaways for those that visit your booth.

Tell Them Who They Can Expect to See at the Event. Let your customers and prospects know which company executives and staff members will be onsite at the show to answer their questions or provide product demonstrations.

Make Appointments. If possible, pre-arrange a specific day and time for an attendee to come by the booth, or your hospitality suite, for a demonstration or to simply discuss your products and services. They will appreciate knowing when and where to find you.

The Best Tactic Ever - Even if You Can’t Do Any of the Rest! If you have the man or woman power, have a few people out in the traffic area near your booth but not in it. Here’s what you do. Instead of having your associates hand out fliers or try pushing prospects into your booth, have them ask two simple questions to determine if they are a prospect. Look the person in the eye and ask very casually, “have you been able to find everything you wanted to see here at the expo?” And then follow up with, “what was it specifically that made you come out to the show today?” This will help you to make a determination about how best to introduce your product or service.

Your approach will put them at ease because they may think that you are with the expo as opposed to an exhibitor. You will be able to determine if they are a prospect or another exhibitor stretching their legs. If they are a prospect you will be able to build rapport by acknowledging that this is a hectic environment. They will tell you what they are looking for and why they came. If that happens you should be able to find a reason that they would be interested in your product or service. Then simply say, “Oh, you’re interested in XYZ, have you seen how (your company) is (give great benefits)?” Then simply guide them toward the booth and make the introduction to whoever is working the booth.

Sure you can take the easy way out and use what is known as booth-candy. That simply means using a hot looking girl or guy, depending on your industry, to attract visitors to your booth. But that technique won’t give you qualified buyers of your product or service only people interested in, well, browsing.

© David Wells. All Rights Reserved. This article may be reproduced as long as all of the copy, copyright, biography and links remain in tact.

David Wells is a business development expert, speaker, trainer, consultant and founder of http://www.emdco.com a provider of business-to-business lead creation, data confirmation and integrated marketing solutions. For more information on event marketing, go to http://www.emdco.com/eventmarketing.html. Subscribe to “The Business Promoter’s Tips of the Week” ezine at subscribe@emdco.com.

Close your eyes and visualize this. (Ok, bad idea…since you
can’t read with your eyes closed). So instead, just clear your
thoughts for a minute and get this picture in your head.

I’ve been painting my den. All the furniture is crowded together
in the middle of the room. I expertly (yeah right) organized the
space where we could get to the couch to watch TV…except of
course anything we need, which is always seems to be clear
across the room. It’s jumbled, and crowded, and out-of-sync.
Nothing’s easy, nothing’s within reach, and I spend way more
time doing simple things than I normally would.

Sound familiar? That’s a very accurate description of Everyday
life for many people. A crowded up, jumbled up, not-in-sync
quadrant of time and space.

Not a pretty picture. Now imagine that you wanted to ADD
something to that space. Maybe you really really wanted a new
couch, or new TV, or even just a new rug. It would only crowd
things that much more. It would only make you more
uncomfortable, and out of sync.

As a Life Coach, people come to me every day wanting to ADD
something to their lives…starting a new business, finding a
relationship, writing a book. But their lives are like my
den…crowded and “unfunctionable”. Adding something would only
make them more uncomfortable than they already are.

If you want something new and different in your life, you must
first make ROOM. Make room for happiness by moving OUT the old.

Where do you start to begin to make room for happiness?

1. Time. How do you spend your time? Is it wasted time, or
refreshing time? Are you consciously spending time, or just
letting it happen?

2. Environment. What no longer is working for you in your
environment? Are there unfinished projects that were important
at one time, but no longer intrigue you? When you look around,
does your environment make you feel good?

3. Relationships. What relationships are no longer effective to
your happiness? Do the people in your life support you? Are you
are proud to introduce them to others?

4. Thinking. Do you talk to yourself like your best friend? Or
do you talk to yourself like someone who you despise? Pay
attention to how you treat your mind.

5. Work. Do you feel fulfilled and happy about your work? Or do
you dread going to work, and just count the minutes until
Fridays?

Once you have made the ROOM for success, adding what you really
want will give you pleasure and fulfillment. If you try to add
it on top of what you already have, it will become just another
source of aggravation. First, you must set up your life to
support success.

Just as in my den, as I begin to rearrange the sofa and chairs,
the rest of the room became easier and easier. So it will be
with your life.as you change one part, each will be easier and
easier.