EditorialsBy Matt Bud, Chairman, The FENG

From Norm Weinstock, Co-Chairman of The FENG, Norm writes:

One of the most common faults that I find with resumes is that there seems to be a lack of understanding on what you should be trying to accomplish.

When I talk to members about what they are trying to accomplish I have found that their whole strategy of the search is not very defined. “I am looking for a controller’s position” will not do it. There has to be focus in your position search as well as in all the tools that you are employing. To be successful in your search you have to understand the basic fundamentals of the sale.

There are several key elements to every successful sales presentation. Eliminating or neglecting these elements almost assures that your presentation will not end with your objective.

Two of the essential elements are: Establishing Need and Creating Value. Leave out either of these steps and you make closing the sale extremely difficult.

Establishing Need

First, it may seem obvious, but establishing need is a key ingredient. Obtaining a position is not about trying to sell your interviewer what you think they need.

What you should be doing is discovering what their needs are. You should not be telling your interviewer what his or her needs should be. People do not buy for your reasons, they buy for their own reasons.

The key to Establishing Need is determining what’s important to your interviewer. This must be your aim and you must use your entire presentation to meet that objective. Webster’s Dictionary defines “aim” as moving toward a specified goal or objective. It is imperative that you move toward discovering what your client perceives the problem to be; then explain how you can meet that need. Don’t waste time telling interviewers what you think they want to hear. Find out what your target wants and deliver it to them. It is much easier to sell what one is buying.

Establishing need requires you to be observant, you must LEARN from your interviewer.

1. Listen to what the interviewer tells you. To successfully uncover need you must listen and listen carefully. Listen through the ears of the client. Hear what he or she is telling you.

2. Erase any preconceived notions about why you think your interviewer will buy and concentrate on what he is telling you he or she will buy.

3. Ask Questions which open up discussions about the interviewer’s needs and what he or she is expecting to accomplish.

4. Repeat your interviewer’s needs often to ensure you are hearing what he is saying and to help you stay focused and on track.

5. Never take an interviewer’s need lightly. If it is important to them then it better be important to you. The interviewer’s needs are the reason he or she will buy.

Creating Value

Creating Value is showing how you can meet the interviewer’s needs, desires and expectations. As your interviewer share what they are hoping the new employee will do for them, you should be making mental notes of how you can fulfill those needs. Make sure the interviewer understands exactly how he or she will benefit personally. Value is only created when the interviewer sees how he or she is going to personally benefit from hiring you. Value is not created in a generic sense, but in a very real, personal sense.

Need and value are inseparably linked; you cannot establish one without the other.

Regards, Norm

Norman Weinstock
Co-Chairman, Treasurer, Member Benefits
The FENG
35 Bonnie Brook Road
Westport, CT 06880
203-227-2105
[email protected]

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