Page 39 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

ADDRESSING EACH INTERVIEWER’S INDIVIDUAL NEEDS

❏ Local businessperson: “You can come back every day for
lunch and always have something different.”
❏ Out-of-town executive: “We offer a variety of healthy meal
options to keep you healthy during your travels.”

❏ Long-haul truck driver: “No matter what hours you work,
you can have breakfast any time.”

Remember, if your sample benefits differ from the ones
offered, that doesn’t mean they are wrong. Just be sure that
you have stated a benefit, not another feature.

UNDERSTANDING THAT MANY FEATURES
HAVE MULTIPLE BENEFITS

It gets a little more complicated when there are a number of
features, each with a variety of possible benefits. Let’s say that
you are interested in joining a fitness center. The manager tells
you that the health club has 100 machines. That’s a feature.
What does it do for you? What is the benefit? There is more
than one possibility:

❏ You do not have to waste your valuable time waiting to
use a machine.
❏ You can exercise next to a friend and keep each other
motivated.

❏ The club has a variety of machines to meet all your impor-
tant exercise needs.

Next, the manager tells you, “Our health club has an in-
door track.” This is another feature. The possible benefits
include:

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