Selling yourself in a job interview
When you go for an interview, a purchase decision is being made. The employer is seeing you and others to determine whom he’ll acquire and whom he won’t. Chances are he’s read your resume. Now a salesman is coming over with the actual product. Get ready. He won’t just look at the paint job and kick the tires. He’ll take the test drive!
You are the salesman and you’re the product.
Ideally, your potential employer will wind up wanting to buy the car…or at least to drive it again, after he has seen and tried some others. If so, you’ll be offered the job…. or at least invited back for another round of interviews.
In the end you may decide that this employer and his opportunity are not for you.
But what you and I will work on is making sure that he doesn’t conclude you’re not for him.
Bear in mind that you’re proving yourself on two levels:
1. As a fine person, and
2. As someone obviously able to do the job.
The person who is thinking of hiring you want to be sure that you’re someone he’ll enjoy working with. And also someone who can walk around inside and outside the organization as a favorable reflection on the company and on him. Only if he is satisfied on the “fine person” point, will he concern himself with whether he thinks you can handle the job, as indicated by your experience and track record.He is hoping to you:
Ø Intelligent, and also “street smart”,
Ø Analytical, logical, goal oriented, and a planner
Ø A skilled communicator,
Ø Unmistakably a leader,. But also a “ team player”,
Ø Healthful, and well groomed,
Ø Courteous, and cultured,
Ø Sensitive to the feelings of others,
Ø Politically aware, but not political operator,
Ø Responsible and diligent,
Ø Cheerful and optimistic.
And overall, an interesting person, with curiosity, enthusiasm …and may be even a sense of humor!
Don’t underestimate the seemingly superficial aspects that are more “image” than “essence”. Appearance and behavior are first to be noticed. And if they’re deficient, you may flunk the “fine person” test , even though you score plenty of “but-he-could-probably-do-the-job” points.
But for now, let’s go straight to “essence”. Like a salesman, you’ve got to deliver enough persuasive information to convince the prospect that your product can do the job.
Interviewing is a difficult form of selling for two reasons;
- It’s a “package deal”. Where a salesman comes with the product and,
- The customer, not the salesman, controls the unfolding of the sales presentation.
Ordinarily, a customer can take the product, and leave the salesman. Unfortunately, you are a “package deal”. Therefore you must sell with great finesse. You can just make a well-organized presentation, and afterward deal with questions of objections.
The interview is unique ritual drama, in which a sales call is played as if it’s a social call, which it is not. One of the two parties is totally in command. He’s the buyer; he’s the decision- maker at the end. By controlling the use of time and choice of the topic in a Q-and-A format, he determines which features are brought up, and in what order and how thoroughly or superficially each one is discussed.
The first principle of interview salesmanship: forgo the monologue
Engines ready…contact
Let’s get through a pre flight checklist of practical tips.
Ø Check the forecast. If your interview has been arranged by a recruiter, call him the morning or the afternoon before. He may have information since you saw him last, regarding job content, what’s looked for, how long other interviews have lasted, what lines of questioning was pursued, and what mistakes other candidates made. Don’t betray nervousness by asking about all these items.
Ø Pack your flight case. Into your elegant attaché go extra copies of your resume, a yellow pad and a quality pen, any charts of figures you may need a refresh your memory if questioning gets detailed, and a business journal to read if you have to wait for a few minutes.
Ø Arrive early and check the equipment. Get there five minutes ahead of schedule and ask to use the lavatory before being announced, check the lint on your collar and parsley on your teeth.
Ø Return your salute from the crew. The interview begins in the corridor as your host’s secretary greets you and maybe offers to shake hands (be alert for this). She, and through her possibly the receptionist too, will probably be consulted for a report on your poise and personality. Your corridor conversation with her should be cordial but not presumptuous.
Ø Don’t land prematurely. After your firm handshake your host might feign a landing and then pull up, leaving you discourteously plopped for an awkward minute or two. Circle gracefully until you get landing instructions, or clearly see where he is landing.
Ø Warning. Unless you’ve got a bad back, or the sun is in your eyes, sit down where indicated and relax.
Ø Five minutes warning. Don’t go all business all at once. Get off to a positive, upbeat start to a relatively personal note. Do not start off with the lousy weather or any other “downer”.
Ø Hazardous terrain. Avoid such hazardous topics as politics, religion, and sexually- and racially oriented issues. Beware of trick questions aimed at exposing your negative attitudes on these matters by implying in advance that the interviewer has such feelings. Even sports can be a hazardous topic until you know your host’s opinions.
Ø Keep an eye on the radar. Read the interviewer’s body language. Leaning back signals on smooth leisurely ride, tapping fingers, fidgeting and checking the clock call for crisper answers. “Closed position” (tightly-crossed arms and legs) say you’re meeting resistance, whereas, open loose limbs say “all clear” and hand-to-face says he and you are uncertain, possibly untruthful.
Ø Don’t go on autopilot. No matter how well things seem to be going, don’t let your guard down. The one puts you totally at ease is the one who’ll find out even more than you’d prefer to tell him.
Ø Debrief promptly. If a recruiter is involved, call soon afterwards to debrief. The client will also call, and if the recruiter can play back your favorable comments, they will reinforce the client’s good feelings about you. Don’t be a sappy sycophant. But don’t be coy; either recruiter is more inclined to support candidates who probably will accept, than those who might not.
Ø File your flight report. Why not send a brief “thank you”. Two or four paragraphs, using personal stationary or “regular size” paper. While you may refer in some way to what was discussed, this note is not a parting salvo of hard sell. Instead, it’s a courtesy that says fine person. And differentiates you from the vast majority of candidates, who don’t bother with amenities. Even more importantly, write down for future reference everything you found out at your interview. Most candidates wont do this either. Therefore, you’ll be more on the employer’s wavelength than they will, at “second round” interview three or four weeks later.
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