Marketing professionals know that when it comes to selling a product, it is best to emphasize “the sizzle, not the steak.” By that they mean that when selling something, it makes sense to invest in heightening the customers anticipation and desire for something, prior to delivering the goods or services, to enhance the perceived benefits.
When an applicant seeks a new position, he becomes the steak (please note this is used as an analogy, no disrespect intended) and the interviewer, or hiring manager, the consumer. To encourage the buyer that he wants to purchase and use your services, you have to convince him that he will accrue benefits from bringing you on board. You ( the candidate) are the steak, and your ability to spin what you have learned, experienced, and accomplished throughout your career are the ‘sizzle’.
By framing each of your interview responses in terms of how your previous successes will translate to benefits for the new company, you will be well on your way to helping the firm choose you from among all the other “products” on the shelf. Here’s how:
Give your accomplishments the STAR treatment at your next interview;
Ann Zaslow- Rethaber is President of International Search Consultants, a leader in Executive Search since 1999. Please reach out to ISC for any recruitment needs in the following 5 areas of focus: Sales, Financial Services, Healthcare (non-clinical), Human Resources, & Real Estate Acquisition & Development.