Page 38 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)
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SELL YOURSELF IN ANY INTERVIEW
In Exhibit 2-3, the exercise will help you to begin to
develop the skill of finding different benefits for the same fea-
ture. In this exercise, think about a restaurant with a large
menu of diverse offerings. While concentrating on this one
feature—a large, diverse menu—think of an appropriate ben-
efit for each of the potential customers listed. The first one has
been completed for you as an example.
Exhibit 2-3 DEVELOPING DIFFERENT BENEFIT
STATEMENTS FOR THE SAME FEATURE
Customer Feature: Large, diverse menu
BENEFIT
Mom with We have something to make everyone happy.
four kids
Local
businessperson
Out-of-town
executive
Long-haul
truck driver
How did you do? It’s easy to see that a large menu might
make life a little easier for a mom with four kids: It’s hard to
please a lot of kids, so the more choices, the better. Here are
some possible benefits that might be appropriate for the other
customers:
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