A healthcare company was interviewing five candidates for a marketing manager’s position. Four of the candidates brought in and showed portfolios of ad campaigns they had done for previous employers in the healthcare industry. The fifth brought no portfolio. Instead, he turned the interview into a discussion about the company’s marketing objectives, current results, goals for improvement, and how they measured marketing effectiveness.
Of course, he got the job. “They were impressed that I focused on their business and not on my work,” he told me.
Recommendation: In any selling situation – whether you’re selling a product or yourself – shift the conversation as quickly as you can away from yourself and onto your prospect, his business, and his needs. Though they may pretend otherwise, people are always more interested in themselves – and what you can do for them – than they are in you or what they can do for you.[Ed. Note: Selling is the most financially valuable skill you can learn. To find out how to get the hard-won secrets and top selling strategies of two direct marketing masters, continue reading here…
And for even more on how to improve your selling skills, check out the Direct Response Letter, Bob Bly’s monthly e-newsletter. Sign up today and get over $100 in free bonuses.]