Page 33 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

CHAPTER 2

Addressing

Each Interviewer’s

Individual Needs

When I am getting ready to reason
with a man, I spend one-third of my time
thinking about myself and what I am going
to say and two-thirds thinking about him
and what he is going to say.

—Abraham Lincoln

eauty, as they say, is in the eye of the beholder. The same
Bholds true for benefits. Any given feature may offer one
benefit to one person and a completely different benefit to
someone else. Understanding this concept is essential for
effective communication—and for using your feature/bene-
fit skills to their fullest potential during an interview. In this
chapter we will learn why the same features offer different
benefits to different people.
For example, consider three of the primary participants in
a baseball game: the batter, the catcher, and the umpire. The
batter has just hit a home run with the bases loaded—a grand

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