Introduction A consultative approach to selling yourself

This book shows you how to sell yourself in an employment interview.

Not "selling" in the traditional sense of having slick, manipulative patter, razzle-dazzle responses for every time you're told "no" and 87 high-pressure closes. Those tactics and techniques have been abandoned by all but the most backwards salespeople today (in most industries, anyway).
By selling yourself, I mean thinking first about the employer's needs and expectations and figuring out how you can create value for their organization. Selling yourself means tapping into the employer's aspirations and reducing their anxieties. It's communicating as vividly and credibly as possible how the employer will be better off by having you as part of their team.

Every day, thousands of bright, capable people go on employment interviews without having put any thought into the needs of the organization they're looking to join or how they could help that organization deliver value to their customers. They get all dressed up and walk right in to the organization knowing little or nothing about it -- what they do, what they need, even who their customers are.

You may have done this yourself. I know I used to. Sometimes we still got hired, somehow. But times have changed. Competition is fierce, and the top 5 percent of interviewees are much more knowledgeable and well-prepared than ever before.

The old approaches of winging it and hoping for the best, memorizing a half-dozen responses from interview books, or even enumerating your skills don't get the job done any more. Usually they just lead to a blown opportunity ... with a lot of effort spent in getting past all the hurdles leading up to the interview wasted by a lack of preparation for the key face-to-face meeting

No gimmicks or shallow techniques

To help you better understand what this book is, let me tell you what it is not. It is not a catalogue of superficial techniques or gimmicks.

You won't find much at all on dressing for success, power handshakes, or body language. It is not a guide to help you manipulate the interviewer -- no 101 ways to compliment their office decor or wardrobe, or a list of insincere lines to stroke the interviewer's ego.

If you want to be told that the job's yours if you'll just wear a teal suit with a maroon tie, press firmly with the 3rd and 4th fingers while shaking hands, and say "klaatu barada nikto" or "open sesame" I'm afraid you've come to the wrong place.

You also won't find tips on taking control of the interview or discussion of techniques to "overcome objections", "turn a no into a yes", "close the sale" or any other archaic left-overs from yesterday's sales strategies that so many career counsellors and recruiters still write about.

And -- above all else -- what you won't find is page after page of dreadful generic answers for you to mindlessly parrot in the interview, or fill-in-the-blank responses to prepare.

So what's left?
Now that I've ruled out what fills 75 per cent of many interview books, you may wonder what's left.

The answer is: everything that really matters.

Anticipating and addressing employers concerns and anxieties. The importance of understanding the organization's customers and how they deliver value to them.
It is a book about how to prepare for the interview so that you're ready to communicate the skills, experience, knowledge, and work values you will bring to an organization.

I won't tell you that you'll never get a rejection letter after you've read this book. You will. But I have no doubt that you will significantly improve your interviewing ability by applying the strategies, principles, and approaches that are described here -- and by completing the preparation lists for each interview you go on.

By doing so, you will place yourself among that top 5 percent -- or at least take a big step towards getting there. And you will have the confidence that comes from knowing that you're going into the interview prepared -- not with superficial techniques, but with the knowledge you need to communicate your value.

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