What Are You Selling?
Most job seekers can easily classify their professional identity and what their services generally include- for example, they may be an IT project manager, a banquet chef, a state representative legislative aide, a stockbroker selling energy stocks, a brand manager for consumer packaged goods, or an accountant. However, most job seekers do not sufficiently define the full range of services they provide, including intangibles that make them successful at the job. In addition to high-quality services, in a competitive marketplace intangible success factors differentiate you from your competition.
Services, Features, and Benefits
In defining your services, think like a business. What is the full range of features and benefits you offer? One business might differentiate itself by promising outstanding customer service, or it might offer a highly specialized component of the service that other companies do not have. One business might offer the base service but have ancillary services that add value and tip the buying decision in its favor. For example, a veterinarian might provide excellent pet care but may also have a mobile van for house calls.
What is the full range of base and add-on services you provide? For example, one of my clients was applying for a position as a manufacturing-plant manager. The position to which he was applying did not include reading blueprints or managing construction in the job description; however, during his interview he spoke about how he learned to read blueprints and manage construction contractors after having been involved in building a plant. The interviewer told him, “That’s great! We’re not currently building, but we anticipate that within 18 months, we will be expanding our current plant or building a new plant.” My client was hired
As another example, a client was applying for a staff accounting position. During his interview, he spoke about having been involved in evaluating, selecting, and implementing an accounting system. The posted job requirements did not include selection and implementation of accounting systems; however, coincidently, the company was beginning to consider purchasing an accounting system. My client was hired.