Most job seekers spend days preparing answers to interview questions. They rehearse “Tell me about yourself” in the mirror. They memorize responses to “What’s your greatest weakness?” They practice until the answers feel polished and smooth.
And then they lose the job when the hiring manager hires someone else.
Here’s why. Answering questions is not the same as selling yourself. And in a job interview, selling yourself effectively is the only thing that matters.
Marketing Yourself to the Hiring Manager
The number of candidates applying for any one job today is often overwhelming. The hiring manager wants to hire the best person and not make a mistake. So, for him, there’s a lot on the line. The unfilled role is creating stress, an extra workload, and pressure from above, so he needs to fill it quickly and ensure it’s a great hire.
Maria, an HR manager, was on all the company’s hiring teams. Over her career, she had been involved with hiring hundreds of professionals and executives. When I asked her about what she thought candidates could do to improve in an interview, her answer reflected what I hear from so many other hiring managers.
“The biggest mistake people make in the interview,” she said, “is that they talk about duties and not what they accomplished or the results they delivered. We want to hear about outcomes that help us envision how that person, if they are working for us, will excel in the job. Sometimes the hired candidate can be less qualified, but they were able to sell themselves so much more effectively, and that’s why they were the one who got hired.”
Do Your Homework
Research the company before you walk in the door. Talk to your network for insider insight. Read their website. Review their recent news.
Ask yourself these questions: What does this employer need most? What pain points does the job description hint at? What experience, skills, and background do I have that can meet those needs?
The candidates who land the role are those who walk in already understanding what the hiring manager is looking for and then illustrate how they are the solution by selling themselves effectively.
Are you ready for your next interview?
Open the Interview with a Sales Technique: The 60 Second Sell
Every product gets a commercial. Yours is your 60 Second Sell.
I developed this interview technique to help a candidate differentiate themselves right from the start. The 60 Second Sell is my version of an elevator pitch that is strategic and on steroids. You identify your top five selling points to excel in the job, link these together in a few sentences, and create your 60 Second Sell.
You open the interview by responding to the most common question they ask: “Tell me about yourself.”
Most candidates ramble through this question and fail miserably in selling themselves from the get-go. Your 60 Second Sell prevents that. It captures attention, sets the agenda, and gives the interviewer a clear picture of “product you” in under a minute. It is customized, very specific, and tailored to this job opening.
60 Second Sell Examples
The job market for a new college graduate is very challenging right now. It’s taking a lot of effort to land an interview, so you must hit it out of the park when you finally get in front of the employer. Experienced professionals and executives are also struggling to get hired. Here are examples of these two clients’ customized 60 Second Sell that helped them land the job.
New College Graduate Example
This client was seeking an analyst position and distinguished herself at the outset.
“I recently graduated with a degree in Business and have a strong foundation in data analysis, financial modeling, and market research. I have advanced skills using Excel, SQL, and R, and have applied these tools in my internship and coursework. I analyzed data, interpreted the results, and generated insights.
“I created visualizations and PowerPoints that helped the decision-makers understand what the data is actually telling them. As a result, this information improved their decision-making. My internship manager commented on how my market research skills and data analytics provided real value to the leadership team. I always try to exceed expectations, so I’m proud of my accomplishments there.”
Experienced Professional example
This client said his 60 Second Sell helped him stay focused and overcome his tendency to add too many irrelevant details and not babble when answering the “Tell us about yourself” question.
“I’m an award-winning regional sales manager, having worked for a national retail store chain with 185 stores. I spent six years as a retail store manager and increased the store’s sales by 31%. I bring an entrepreneurial drive to work each day.
“I took over the chain’s worst territory and doubled sales revenues. I delivered major improvements in customer experience, store layout, and merchandising, resulting in achieving higher sales at each store. I do more with less. I can contain or reduce costs, decrease labor expenses, and reduce staff and manager attrition. I do this by consistently coaching and training both managers and team associates to higher levels of performance. They are the key to my success.”
Don’t Assume the Resume Will Do the Selling
Here is a mistake I constantly see. Candidates assume the hiring manager has read their resume carefully and absorbed every detail. They have not. In reality, most interviewers have glanced at the resume and set it aside. Some haven’t looked at it since they scheduled the interview and are reviewing it as you sit in front of them. Go into your interview, assuming they know nothing about you.
Continuously sell yourself during the conversation. You’ve started on the best foot possible using your 60 Seconds Sell. Now, continue by offering answers and work stories that highlight your strengths and accomplishments. Take every opportunity to highlight your successes and abilities. Whether you have 1 year of experience or 20, you want to prep your answers to demonstrate the results you can deliver once you’re hired.
The Bottom Line
Hiring managers meet dozens of candidates. Most people blur together. The ones who get hired are the individuals who show up with proof that they deliver results. They display confidence to assure the hiring manager that they are making a wise decision by hiring you.
Conclusion. You are the product. Now sell yourself.
A version of this article was first published in Forbes.
