Good salespeople lead a buyer through a sales process toward a purchase. They begin by understanding the buyer’s needs and linking the features of their service to those needs. They then talk about value-adds, tell success stories about purchasers who’ve used their service, provide an implementation plan, and finally summarize why they are the best choice based on the benefits their service provides. Good salespeople understand that prospects won’t understand why they should buy a service simply because they’ve been told about it. Buyers need to be informed very directly, in simple language, of why the salesperson’s service is the best purchasing decision.
The critical element in a purchasing decision is the benefits. No buyer purchases a service without clearly seeing the benefits she will get from the service. But most candidates focus on the skills and experience they bring to the job and don’t clearly state the benefits the company will derive from hiring them. They never clearly communicate, “This is why hiring me is a good idea.”
During your interview, typically toward the end, make a clear statement about why the company should hire you. This statement combines your features with the benefits the company will get from those features. The benefits are based 100 percent on the company’s needs as you have identified them during the interview process. Your “why hire me” statement should be a summary based on the content you have already shared during your interview and should be as objective as possible. A “why hire me” statement can include a combination of skills and experience as well as personal success factors.
Buyers should never have to guess why they should purchase a service; the salesperson should tell them why. In your interviews, stating directly and actively why you should be hired will make it obvious to the hiring manager that you are the best choice. At the end of the interview process, when the hiring manager is trying to figure out why a certain candidate is a good one, she won’t be doing the same with you, because you’ve already told her why. By laying out your reasons to be hired, you make her choice easier!