Page 40 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

SELL YOURSELF IN ANY INTERVIEW

❏ You can run here in comfort during cold or rainy weather.

❏ You can run on a softer, more even surface, which has less
impact on your joints and back, making your run a health-
ier experience.

❏ You won’t have to run in the streets. You can run in safety
without having to stop at corners to check for traffic.

DETERMINE WHICH BENEFITS MATTER

You can see that any given feature can have many benefits.
The key is to find out which benefits are important to each per-
son you are talking to—and when job hunting, this means each
person who is interviewing you. Asking questions is impor-
tant to discovering a person’s wants and needs. In the fitness
center example just mentioned, before reading off a laundry
list of the club’s features, a smart club manager would say
something like, “You must have a lot of questions for me”—
and then would pause and listen. This statement—“You must
have a lot of questions for me”—is so simple, but it would
make the customer feel important and could elicit a great deal
of information that would allow the manager to provide
appropriate benefits that are meaningful to that particular
customer.
To elicit more specific information, the manager could ask,
“How do you spend most of your time at a health club?” The
answer will allow the manager to customize the benefits for
the potential client. For example, if the customer were only
interested in using the machines, the manager would just dis-
tract and confuse the customer if he concentrated on the ben-
efits of an indoor track. We will discuss how you can learn
what is important to an interviewer in later chapters.

22