Page 29 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

THE POWER OF FEATURES AND BENEFITS

MAKE IT A HABIT TO TALK ABOUT BENEFITS

To become truly efficient at using features and benefits, you
need to make it a habit. Habits are those things we do auto-
matically, without thinking. Habits can be useful, such as exer-
cising regularly; they can be destructive, such as smoking; or
they can be neutral—for example, right-handers tend to put
on their right sock first. Changing an old habit or adopting a
new one is always difficult, as anyone who has ever tried to
quit smoking or start exercising understands. And making a
new habit frequently requires breaking an old one first.
You may be thinking: “Okay, I’ll practice this benefit skill
a few times, and it will become a habit.” But be aware that it
is not as easy to adopt a new habit as you might think. Two
thousand years ago, the Roman poet Ovid wrote, “Nothing
is stronger than habit.” The high-pressure situation of a job
interview is not the time to be practicing anything—especially
new skills. Even the coolest candidate will revert to habit
when put on the spot.
Experience has taught me that people who regularly prac-
tice the skill of presenting features and benefits until it becomes
a habit are actually less nervous and more comfortable during
an interview. You will feel more confident and in control, mak-
ing you even more appealing as a potential employee.
I suggest that you post the words “What will you do for
me?” where you can see them frequently. Make it your screen
saver, or put signs around your apartment or house. The signs
are a visible reminder for you to practice so that you can begin
to feel comfortable using these new skills. (Feature: The signs
remind you to practice. Benefit: As you practice, you will
begin to feel comfortable using your new skills to become a
successful interviewee.)
So how long does it take to make a new habit? Conven-
tional wisdom says that adopting a new habit or changing an

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