Page 30 - The Compass 2017 | Volume 12 | Issue 4

terview questions. STAR stand-
ing for situation, task, action, and
result. While creating these types
of questions takes some time and
the interviewing style can take
some practice, when employed
properly, you’ll dramatically re-
duce your turnover due to poor
hires. ever, those female CEOs unilaterally earn higher stock-market
returns than male CEOs—and they tend to reward their inves-
wOmEN IN cONtRActING: LEAdING IN A tors with better dividends. Woman can rule our businesses and
mALE-dOmINAtEd INdUStRY the world. You have the ability. Go do it!
The trades haven’t always been receptive to women. Although,
it’s become more welcoming, some challenges still exist. Re- ONLINE mARkEtING tRENdS: AttRAct, cON-
becca Cassel explained that women should continue to fight for VERt, ANd dELIGht YOUR cUStOmERS
respect. She outlined nine ways you, as a woman, can establish Online marketing seemingly changes daily. The founder of
yourself in a male-dominated industry: PulseM, Pawan Jaggi, shared with you the critical components
1. Image: Be professional in your attire—and etiquette, body your online strategy must have. Pawan explained that today’s
language, behavior, and communication abilities. consumer is more educated than ever thanks to the internet.
2. Knowledge: Learn the industry. You should push yourself It’s imperative you control your online content. To do so, here’s
to learn all elements of the business as a leader in the com- what Pawan said you must do:
pany. Have you ever been on a ride-along and helped on a • Your Website: It must be mobile-friendly. When working
job? Have you shadowed a sales call? on its copy, you must think like a homeowner searching for
3. Attitude: If you’re going to command respect in the work- a contractor. It must include local keywords.
place, you must have the attitude of a leader. • SEO Strategy: It should have local content—and you need
4. Build Rapport: If you want respect in the workplace, you html tags in your site to include your name, business type,
also need to build rapport with your team members. location, etc.
5. Find a Mentor: The very best way to become successful is • Reputation Management: You must constantly monitor
to find other success-minded people who’ve been where you your online reputation and address problems or complaints
are. There are hundreds of successful female leaders within immediately. Test your SERP by using “incognito” on Goo-
SGI who you can turn to. gle Chrome. Your online/social-media reviews are the most
6. Listen, Then Talk: This is something both women and critical ingredient that will determine if a prospect inves-
men should all work on—being active listeners. tigates your company. Not having recent reviews is as bad
7. Be Willing to Work Hard: Want to command respect as having negative reviews. Using services like PulseM, you
from male counterparts? Be willing to work hard… Are can immediately capture peoples’ emotions about your ser-
you showing up to the office late and leaving early? Are you vice after its done—and you can control and eliminate neg-
taking two-hour lunches? ative reviews by responding immediately to any challenges.
8. No Special Treatment: Act like • Social Selling: You must close the education gap by having
and be part of the team. customer advocates. Provide the best service and you’ll get
9. Go Above & Beyond: Be a prob- glowing reviews. These reviews will attract more custom-
lem solver. Always seek ways to make ers and more employees. It’s a cycle that continues over and
a positive impact. Do more than what over.
was asked.
Women are incredible leaders. As bUSINESS REVIEw wORkShOP
Rebecca explained, unfortunately, Each SGI group had its own Business Review Workshop. For
only 5 percent of For- PSI, ESI, and RSI, it was on Thursday; AirTime was on Friday.
tune 1000 companies (This may help you search for the video.) It’s important that
have female CEOs. How- we always review our businesses. Why?
Because not everything is running as you
intend. We also review our team’s perfor-
mance, so why not our own? After all, we
do inspections for a living.
Each Business Review Workshop had a
detailed checklist for you to complete. It
offered five questions about each of the
pillars in your

30 THE COMPASS | Issue 4 | 2017