One of the best techniques you can use to present yourself most favorably is the sales and marketing technique known as the "Needs/Benefits Link-Up." You use this technique by:
- Determining what skills, background and experience are needed to fill the position (the "needs");
- Showing how your skills, background and experience match or exceed those skills (the "benefits");
- Demonstrating how hiring you can benefit the interviewer's company (the "link-up").
Needs/Benefits Link-Ups
As soon as you can during the interview, tie in your skills, background and experience to your potential employer's needs. In almost every situation, you should be able to link an employer's needs to the benefits your qualifications offer in a persuasive statement. For example: If the interviewer explained that the company is looking for someone with experience in planning and starting up an automated factory, you might say something like:
Mrs. Baker, you need someone with experience setting up and operating an automated factory. In my last position, I evaluated the existing production system at the XYZ Company. On the basis of that evaluation, we completely revamped the production lines, reworking and automating what equipment could be salvaged, and installing the needed new equipment. We retrained existing personnel rather than hiring technicians from the outside. After the production lines were in full operation, we increased production 275 percent, improved quality and cut the reject and rework rate, while at the same time, we were able to substantially reduce unit production costs.
This statement illustrates the two steps you use in a good needs/benefits link-up statement You begin with a brief statement of the employer's need. Then continue with the related benefits your qualifications can provide. (In the statement above, there were actually several related benefits.)
Another example:
Mr. Forbes, Charles Peck from University Associates told me that you're looking for someone with a background in specialty chemical sales and sales management to head up your new telemarketing department. I sold specialty chemicals and then was a regional manager for 10 years with Reem and Speas. In addition, three years ago I started a telemarketing operation targeted specifically to our marginal customers who had been unprofitable to call on in person. The telemarketing operation increased our sales with these marginal customers by 78 percent, at a lower sales call cost per sales dollar.
Look for opportunities to use needs/benefits link-up statements. Use one during the interview as soon as you have a reasonable opportunity to do so. Do this as soon as the interviewer finishes a preliminary statement describing the position. Make your statement agree with the interviewer's definition of the job. Normally, you will find several opportunities to make needs/benefits link-up statements during the course of an interview. You will be able to show how several different aspects of your abilities could benefit an employer.
