Sales 101 in Job Interviews

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Sales 101 in Job Interviews
The highlighted information below was excerpted from a recent article written by
Marc Cenedella, Founder of The Ladders. It offers a perfect introduction to this
month’s topic, “Sales 101 in Job Interviews.”
The most successful hot dog cart in
New York City isn’t a hot dog cart at
all. It’s “The Halal Guys,” a gyro,
chicken and rice stand in midtown a
couple blocks from Fox News and
Radio City Music Hall. The line
stretches all the way down the block,
and it’s that way any time of day or
night.
Now the thing that makes “The Halal Guys” special is the food and the
service. They focus on their specialty and they’re quick to ask what you’d
like. It makes sense because that’s the best way to make sure your
customer is getting what they want.
You’ve experienced the same thing at restaurants and retail shops your
whole life. The person behind the counter asks “how can I help you?” or
“would you like fries with that?” or “what would you like today, Hon?”
The question seems so obvious to us because we’ve grown accustomed to it.
Which makes it strange that when you’re the one doing the selling or
offering, and you’re sitting across from your customer, these simple
questions so rarely pop into your head to ask.
Time after time, when we’re in the job search, or doing some purposeful
networking, or fielding phone calls about job opportunities, we let flattery or
nerves or anxiety get in the way of asking the obvious questions.
“What would you like?” is also the right question for you to ask your future
bosses, prospective colleagues, and interested recruiters!

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Now, you may be asking, “How does this information relate to my career
situation?” Or, “How can I apply this key question to my job search and
career management efforts?” Here’s how …
When I conduct seminars on interviewing, I make several important points
right at the outset, including:
 The interviewer doesn’t care that you’re unemployed or
underemployed, and your needs are not of particular concern to her.
 The interviewer (like most other people), is primarily concerned about
her own needs and problems.
 The interviewer is looking for someone who can offer solutions and
make her job easier.
 The interviewer doesn’t need more applicants. She’s looking for
experts and thought leaders to make her department or company
more successful.
The “bottom line “is this: The interview is not about you; it’s about the
interviewer and her company!
Seminar attendees and clients sometimes say that “I’m being too harsh”
when I stress these facts – but I don’t think so. What I’m trying to do is
inject a shot of “reality” into their interviewing experience. I know that,
unless candidates can flip their attitude and behavior to focus on the
interviewer’s needs, they won’t stand-out or be selected for the job.
It’s “Sales 101.” Ask the customer what he wants and then provide it!
Understand that your “customer” in this case is the interviewer. “Sales 101”
also dictates that the better you know your customer, the better chance you
have of winning his business (i.e., the job offer). It’s sad to say, but the
majority of candidates make two terrible mistakes when they interview: (1)
they don’t ask the interviewer exactly what she’s looking for; and (2) they
don’t do adequate research on the company and the interviewer in advance.
In my interviewing workshops and when coaching my individual clients, I
provide specific instructions on how to shift the conversation toward the
needs of the interviewer. This is what I tell them … When you meet the
interviewer, after you’ve had a few moments of friendly conversation, and

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when you’re about to “get down to business,” open your portfolio and take
out your pen. Lean forward, look directly at the interviewer, and start the
discussion by asking, “So, Ms. Jones, tell me, how may I be of service?” Or,
“How can I be of most help to you, Ms. Jones?” Or, to paraphrase Mr.
Cenedella again (see above), you can ask, “What are you looking for?” The
specific wording is not as important as is the fact that you ask the question!
How can you possibly address any customer’s needs if you don’t know what
those needs are? Remember, this is “Sales 101.” (And please don’t rely on
the job description to inform you of the interviewer’s specific needs, as those
documents are often incorrect, incomplete or even irrelevant).
With that one initial question, you’ll effectively turn the focus of the
interview from you and your needs to the interviewer and her needs. This
question will immediately shift the dynamics of the conversation for the
better, and you’ll instantly differentiate yourself from all the other
candidates for the position.
Of course, as the interview continues, you’ll want to ask several questions
based on the advance research you’ve done on the company and the
interviewer. This will also make a very positive impression and distinguish
you from other applicants.
When I make these suggestions to seminar participants or coaching clients,
they often stare at me “like I’m crazy.” They ask, “You mean you actually
want me to ask that question?” To which I reply, “Yes, exactly.” Then they
ask, “But won’t I seem too controlling? Won’t the interviewer resent the fact
that I’m asking the first question? Won’t this seem like a very strange
question?” To which I reply, “No, probably not. The interviewer will more
likely find your approach refreshing and helpful.”
In rare cases, an interviewer may “push back” and say something like,
“What do you mean, how can you be of service? You’re here because you
need a job, right?” At which point, I recommend that the candidate respond
with, “Well, Mr. Smith, my understanding is that you have certain needs and
challenges here at XYZ Company. With my 15 years of leadership experience
in the industry, I offer many relevant skills and assets. I believe the purpose
of today’s meeting is to determine if I’m the right person for the opportunity.
If I am, then I’ll be happy to potentially work with you. But if it turns out

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that I’m not the right person, then I’ll be happy to refer you to someone else
who could be a better fit. Either way, the important thing is that you find
what you’re looking for, wouldn’t you agree? Now, let’s get started.” At this
juncture, the candidate should start asking probing questions to explore and
clarify the interviewer’s needs, while taking detailed notes.
“Sales 101” also implies that job seekers should “stay focused on the
basics.” Nothing is more fundamental than asking the customer
(interviewer) what she would like. “The Halal Guys” (mentioned above)
apparently knew that this simple strategy would differentiate them from
their competition, build their business and make them highly successful.
So, be like “The Halal Guys.” Ask the question! Strive to clearly understand
the interviewer’s needs and problems, and then show how you can meet
those needs and solve those problems. This will ensure that you’ll get the
customer’s business – which, in this context, means landing the job!
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Sales 101 in Job Interviews

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