Last week I looked at applying for jobs online. But whether you’re applying online, via the post, or you’ve got through to the interview stage then an important part of the process is selling yourself. I know that this might sound a bit ‘odd’ but what I really mean is that you should demonstrate the things you are good at so that it puts you in a good light.
So, let’s have a slight digression and look at how to sell things:
Anyone running their own business has to selling something – whether it’s goods or services.
But, the only way you’re going to actually make a sale is by promoting your products and convincing people to buy them. And an important point to remember when you’re trying to sell to someone is that it’s not the features of your products that they buy – it’s the benefits. Confused? I’ll explain. Features are aspects of your product or service. The benefits are what these features will do for your customer.
Let’s imagine you sell hair straighteners to style hair. Women don’t buy straighteners because they heat up fast (feature); because they have a non-twist flex (feature) or because they work from mains or battery (feature). What they are really buying is convenience (benefit) and confidence that they will make her look good anywhere (benefit).
Think about when you are buying a car. The salesman tells you that it has economic fuel consumption (feature). All you are really interested in is that this will save you money (benefit). He tells you that it has power steering (feature) so it’s manoeuvrable for city parking (benefit). He tells you that there is central locking (feature) which means greater security and convenience (benefit).
And exactly the same applies when you are writing your application or attending an interview. You might have good IT skills (feature) but explain how you helped to upgrade the computer system at your current place of work so that they could do things more quickly and you’re showing your prospective new employer how you could save him time and money (benefit).
You might put on your CV that you have good communication skills (feature). Be warned: many people include this and it has become pretty meaningless. But if you can then go on to explain how you have used these skills in the customer complaints department where you currently work then you are offering a benefit.
Do you now understand what I’m getting at when I say you should try to ‘sell yourself’? For every skill you have, try to think of an example from your work life or private life that you can use to demonstrate this. And to end on a lighter note. You mention that you have ‘determination’ and ‘perseverance’ – then demonstrate this by explaining that you failed your driving test six times, but passed it on the seventh!
Author: Diana Nadin
