Page 49 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

ADDRESSING EACH INTERVIEWER’S INDIVIDUAL NEEDS

is a typical response: “I’m sorry, ma’am, but you can see we
are very busy.” Would this make you feel less frustrated or
upset? Probably not. A feature/benefit approach might save
the day in this situation, or at least ease the tension: “Thank
you for your patience, ma’am. The doctor was called to an
emergency. Rest assured that if you or one of your loved ones
were ever involved in a medical emergency, you could count
on the same attention and dedication.”
What does this mean for you as a job hunter? It means
that you must be careful whenever and however you
communicate. It’s important to know as much as possible
about the thoughts, feelings, and views of your listeners to
have productive communication. It is particularly impor-
tant to understand the thoughts, feelings, and views of the
interviewer.
You must constantly be attuned to your audience when-
ever you communicate. The same principles apply whether
you’re talking face to face or over the phone or when you’re
writing a letter or sending an e-mail. In fact, how you com-
municate in writing, especially via e-mail, can be even more
critical than in face-to-face conversations. In person, you have
facial expressions and body language to help you interpret
how you are being perceived. In writing, these advantages
do not exist.
You should start using your feature/benefit skills begin-
ning with your very first contact with a company for which
you are interested in working. Whether you are responding
to a help-wanted ad or an online job posting or following up
on a tip, your cover letter should take a few of your most
important experiences and interpret them as benefits for your
reader. Offering relevant benefits is essential in this early
stage of the process because your first impression will either
get or lose you the interview.

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