The annual Advertising Age Salary Survey indicates that women earn less than women in all positions in sectors of the industry. The Salary Gap Series, now on its sixth year, was created to tackle this very issue.

On April 3, 2008, expert negotiator and CEO of The Sales Athlete, Inc., Kathy Aaronson guided 80 members of Advertising Women of New York through the fundamental steps of how to recognize your market value and negotiate your compensation, beyond the dollar sign.

Through research and her own personal "short changed" experiences, Aaronson has become a recognized expert in the art of compensation negotiation. She has also made it her personal mission to diminish the gender salary gap.

Aaronson sets the tone with her opening mission statement: "I'm here tonight to discuss my favorite subject, your compensation."
What value do you bring to the company?

Aaronson's key principles to compensation negotiation success will help guide the employee during performance assessment: You must make money for the company, by cutting costs or generating profit. If not your position quickly becomes a line item expenditure, that employers stand ready to cross out.

• You must make money for the company, by cutting costs or generating profit. If not your position quickly becomes a line item expenditure, that employers stand ready to cross out.
• It's not how hard you work, but how smart you work. Work smart by becoming the best at what you do by constantly training and retraining yourself and developing mentor relationships.
• Create a Brag Book: a document of all accomplishments, revenue increases, presentations, and accolades to measure your value, while also creating a reference of your accomplishments. Presenting creative deliverables is the best way to communicate what you are worth. Aaronson encourages attendees to "Open up that drawer and touch it from time to time, feel the accomplishments".

In addition, The Sales Athlete, Inc. has created and utilizes the HiP (High Performance) Factor to assess and identify the candidate value to existing and potential employers, which Aaronson notes is just as important as knowing your FICO score, and may even deliver a higher return on investment.

Who's looking for you? Where am I in demand, where are there not enough talent like me- that's where you'll find the jobs looking for you and end up at the high end of the salary range. Train and network yourself into a high demand.
Do you save time and effort? That is working smart. "I am a value. I save time and effort"

Are you considered an authority in your office? Pick your subject and be better at it than anyone. List 6 things that you're better than others in the office. When you receive your desired compensation, they will soon forget that number and focus on the joy and value you bring to the company.

Convey credibility. Your applying for the role that will create an opportunity to define yourself professional and socially. Always remember, your next employer is watching you. Dress for success; create a lasting impression with your appearance, manners and poise.

Provide value by association. Join organizations and network with others in your industry to become a proud spokesperson for your company.

Offer a positive experience. Get work done on the sunny side of the street. Your employers and co-workers will enjoy working with you.

Research has shown that the gender salary gap still exists in large part because women fail to recognize their own worth, and don’t see compensation negotiation as a bonding tool with an employer. A recent study asked graduating Master’s Degree students who had been given job offers if they accepted the salary they were presented. Only12% of the women said they asked for more, while a resounding 51 % of men insisted on a better deal – and on average they received almost 8% more than those who did not negotiate.

Understanding your worth and developing the ability to negotiate your compensation is probably the most valuable skill you can bring to yourself and to your company. There is no better person to deliver such important and motivating information than Kathy Aaronson, who has negotiated over $500 million in compensation.

The Salary Gap is an annual event. Contact AWNY at www.awny.org for more information.

To learn more about Kathy Aaronson and The Sales Athletes, Inc., please visit www.salesathlete.com

Testimonials from AWNY attendees:

Kathy Aaronson was simply inspirational. Her words of advice affected every woman in the room. For me, the most important thing that I took out of her seminar was acknowledging that compensation is directly based on your own understanding of the value that you bring an organization. Keeping a record of your accomplishments and increased responsibilities are the supporting documents that you will need to communicate your value and effectively negotiate the salary to match. – Mary Rose

I loved hearing Kathy's story about how she became an authority on the subject of salary compensation. What made it particularly meaningful to me is that I am just starting out and figuring out my path in the industry, and her story shows that you never know what will eventually lead to your career progression. Had Kathy never had that experience, she may not have gone on to create The Sales Athlete, Inc. and take her career in a different direction. – Janya

I began creating a brag book the next morning. I think it is so important to keep a record of all the positive contributions you have made to the company.

After finishing the Salary Gap Series, I realized that I had already identified my authority and am on the path to growing my knowledge and influence. – Nikki