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Skills - Communication & Presentation in Job Search
Sales Techniques WORK!
Introduction to Using Sales Techniques
Don't be afraid to use communication skills that sales experts have polished to a mirror finish. Millions have been spent on research to find out what makes a person commit $ to a purchase. Use the information for your job search.
The Alternate Advance
The alternate advance is probably one of the best sales presentation skills ever. And it is very usable in the job search process.
The alternate advance is extremely simple. That is part of its strength. The alternate advance is simply giving any person a choice of two options, and you don't care which one they choose;either choice is a YES.
I can tell when I am in a commission-paying clothing store. The first clue is that I will be approached by a sales clerk within 30 seconds. The second clue is that they will almost invariably start a conversation with the alternate advance. For example, if I am in the men's section and currently looking at a blue shirt, the salesperson will probably say something like: "Now that's a good shirt for you. But what about this green shirt? Does your wardrobe need a blue shirt or a green one?" Does the salesclerk really care about my wardrobe? Absolutely not! They only want me to make the decision that will put money in their pocket, and the easiest way to do that is to help me make a choice; this one or that one. If I say the blue one, the next question will likely to be something like "OK, shall I ring that up or is there something else I can help you with?" Once again, I have a choice of two options with neither one of the options being "no sale". Whatever happens, I spend money and the salesclerk makes money. It works a huge percentage of the time! Now that shows good communication skills$
So, how do I use the alternate advance in the job search process? Let me give you some examples:
A. Let's say that I have identified a potential employer as a good employer and one that I would like to work for, but I'm not quite sure in what capacity. I decide to do an informational interview, so I visit the employer and strike up a conversation with the person I had previously identified as my potential supervisor. I ask all kinds of questions about the company, the products, the processes used, their share of market, and the supervisor's contribution to the company. In normal conversation, they ask questions also. By the end they will know something about me, and I will know more about them. At that time, I could ask a question like "for your next hire, would it be more important that the candidate have good presentation skills or excellent computer skills?". I will have phrased this question carefully, because I have good skills in both options. Whichever option he or she chooses, I can steer our communication towards when their next opening will occur, OR if they could use someone with my skills now? (Did you recognize the alternate advance in that question?)
B. What if I'm in an interview, and I am asked a question about a specific skill; let's say my familiarity with a particular process or tool. First, I would answer the question with as much detail and as positively as possible, and then add a similar process or tool that I am also familiar with and also use quite well. Then,I ask a question like, "which will I be using more here, tool A or tool B?" It does not matter if they answer out loud or not; what matters is that they answer that question in their subconscious, picturing me already doing the job . Whichever of the two options they choose, they will think of me as already having the job.
C. What about in the negotiating arena? If there is already a basic agreement to hire, and you are confirming or negotiating job duties, responsibilities, authority, wages, fringe benefits, hours, etc., the alternate advance can help you to move someone off of a preset stance and consider other options.
I was concluding an interview for a cooking position a number of years ago, and the employer said that he thought I could do a good job for him, but he was reluctant to start me out at the wage I had requested on the application (I no longer recommend putting an exact wage, it is usually better to say something like "negotiable" or "open"). Anyway, I asked the manager how much he usually pays starting cooks, and I asked him "How about if you put me on for the first pay period, and decide how much to pay me then? If you pay me what I'm requesting, I will keep working until I find a job that will pay me more; if you pay me what I am requesting, I simply stay; either way you know you'll get excellent work for me and your staffing needs will be met?". By the way, he paid me what I was asking, and I became assistant manager within four months. Good communication skills pay.
The Silent Affirmative
The silent affirmative can be as effective as the alternate advance. Its beauty is that it, also, is extremely simple and easy to use. The technique is simply to make a statement that reflects a very positive aspect of who we are as an employee, and then ask a question that requires no answer. Let me illustrate:
A. In my experience, people with a track record like mine are likely to do quite well in a company like yours; wouldn't you agree?"
B. Good communication skills like I have are exceedingly important in a position like this, aren't they?"
You'd think well of an excellent attendance record like mine, wouldn't you?"
As you can see, you can make almost any positive statement and end it with a question. It does not matter whether they answer the question out loud are not, they will answer it in their head. Often, when I am using this technique I actually see people nod, sometimes they answer out loud, and sometimes they simply smile (when they recognize what I am doing) but they agree with it anyway. That's the point; everybody will agree with what you're saying because it is so undeniably true! Even though you're selling hard, it will be considered just good communication skills, because they don't have to answer!
Bait and Switch
Bait and Switch is presentation skill that inspires interest in one product, then switches focus to another. Although the worst practices of this are illegal (like advertising products which are never in stock), the tool is present in nearly every advertisement. Grocers do not need to advertise all the fruits and vegetables they sell, only enough to get shoppers into the produce department. Then they can buy whatever they want, including the advertised items. They don't have to say a word, the presentation skills are all on display on the shelves.
We can use this tool in job search too. In every interview, one of the question that should almost always be asked is, "This position fits me quite well, but is there another that you can think of that would be an even better fit?" It is possible that there may be an opening coming up soon or a new position created that could make better use on ALL your skills, talents, and abilities.
Another use of Bait and Switch is to respond to an advertised job that you know is not the best for you or has already been filled. You can talk face-to-face with a decision-maker by just showing up with an inquiry about the advertised job. Conversation can then be re-directed to your talents, skills, and accomplishments to discus how you can benefit the company. This is a good way to penetrate a good company that has a lousy job they have to keep advertising, then make an employment proposal for a different, better position.
In sales, it generally takes a series of 5 to 10 minor point closes in order to get someone ready to sign on the bottom line, which, in this case, is hearing the statement, "Your hired"! Each alternative advance, each silent affirmative, and every time you are able to reach an agreement about anything is a minor point close. Occasionally, you may need to use one of these tools for the bottom line question: hired or not hired. You might try something like this, "we probably have some paperwork to fill out so I can start, don't we?"; or "Shall I start on Monday, or do you wait until the beginning of the pay period?".
Practice, practice, practice! Good communication skills require practice.If you sound awkward, you hesitate during delivery, or you put too much emphasis on the sales tool (identifying it as just a sales tool ), it will probably backfire and could keep you from being hired. Be professional; learn to deliver your lines like a pro - learn your presentation skills.