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By Allan Erickson

Interviewing for a job is a combination of marketing and sales process. You are marketing yourself and engaging a sales process simultaneously. To be successful you must know what you are getting into, and understand the people you will be communicating with in various meetings. Certainly you want to "sell" yourself, but at all costs, avoid "over-selling." Everything you do---including filling out the application---creates an impression. Use every opportunity to market yourself optimally.

The classic definition of effective marketing involves two essential elements:

     • be relevant
     • differentiate yourself

Research
How can you communicate relevant messages if you have not done your homework? Before the interview you must research the hiring manager and find out as much as you can. Knowing the personality type of the interviewer will give you a huge advantage. Here are the four personality types, with some clues about their communication styles:

> Lion-leader, hard driving, take charge individual, likes to do most of the talking
> Beaver-detail oriented, not very relational, appreciates a "get-to-the-point" conversation
> Otter-fun loving, playful, somewhat relational, wants the interview to be enjoyable
> Golden Retriever-warm, friendly, very relational, appreciates people who care

In addition to achieving relevant communication by knowing the personality of the interviewer, you must know the company and the job description details. To effectively communicate how your skills and qualifications match the job opening and the company mission, this pre-interview research is crucial.

If you communicate relevant messages in an effective way by taking into consideration the personality of the hiring manager, you automatically differentiate yourself in obvious ways. Remember, you are there to "sell" yourself, and compete with other applicants. Here are other ways you can differentiate yourself even more thoroughly:

Call to Confirm
The day before the interview is scheduled, call to confirm. This extends a courtesy to the interviewer, and helps avoid misunderstandings.

The Night & Morning Before the Interview
The night before the interview, ask a friend to play the role of interviewer. As with all pre-sales organization, this kind of role playing helps you prepare, anticipate questions, and gives you experience in the "hot seat." All this allows you to relax and remain confidently controlled in the actual interview. Rehearsing in this way also helps you fashion questions you will want to ask, but remember, only ask questions when invited to do so.

Bring a copy of your resume, just in case the hiring manager forgets to have a copy available. It can be very helpful to have letters of recommendation on hand. These often go a long way toward helping the interviewer remember you favorably long after the actual interview. Make sure you have at least two pens and a note pad for taking notes, but ask permission before taking notes. Some interviewers consider note taking a violation of interviewing etiquette.

Map out the route you will take (plus an alternative) to get to the interviewer's office. This goes a long way toward removing last-minute stressors that can topple your sense of confidence and blur your focus. Speaking of blur, do not drink alcohol (or eat poppy seeds) in case the employer administers drug and alcohol testing. Tests are not usually called for so early in the process, but it's good to get into the habit of abstaining before any interview.

Eat a light dinner early. Go to bed early after shining your shoes, laying out your wardrobe, and drinking some Tension Tamer tea.

Rise early. Don't drink too much coffee. Eat a light breakfast. Exercise. Be thoroughly groomed and well-dressed, ready to go long before you actually depart. In these ways you can arrive early, rested, refreshed, calm and prepared. Pinch your cheeks. Check for spinach in your teeth.

First Few Minutes of the Actual Interview
First impressions are crucial. Stay relaxed. Smile. Make eye contact. Firm, dry handshake. Allow the interviewer to sit before you do. Don't put anything on his/her desk unless invited to do so. Ask permission to take notes. Let the interviewer set the tone, pace and direction of the discussion. Establish rapport in a respectful, calm, genuine way. Concentrate on being relaxed: relax your shoulders, breathe evenly and slowly. Be yourself.

Actual Interview
Be sincere. Don't try to ingratiate yourself. It is perceived as disingenuous and raises red flags about your integrity. Always, always, always be completely honest. Don't oversell or undersell yourself. Don't understate your qualifications or interest in the job, but likewise don't overstate your suitability. If you do, you can come off as too anxious or desperate which is often an immediate deal killer.

Answer questions thoroughly but avoid rattling on and on. If you don't know the answer to a question, be honest, but ask for permission to research the answer and respond later. Be sure to follow through. Listen carefully. Don't interrupt! Wait for the interviewer to finish their questions before you ask permission to ask yours. Leave issues like compensation and benefits for very late in the process. In the early going, the interviewer wants to know if you are enthused about their company and the opportunity. They want to know if you are qualified, a good fit for their team and culture. Rushing into conversations about compensation leaves the impression you are only interested in yourself, and that can dampen the entire atmosphere.

Close of the Interview
As with any good sales call, never leave the meeting without gaining agreement as to what the next step will be. If you have successfully earned a second interview, do your best (without being pushy) to have the day and time set before you leave. Also, be sure you are clear about the entire process so you can do further preparation. As you leave, thank the hiring manager for granting the interview.

The Rest of the Process
Continue to compete with other applicants by marketing yourself with relevant messages in order to differentiate and distinguish yourself. Here is another "extra-mile" way you can elevate your candidacy.

Take special note of the company you are approaching. Ask questions of the hiring manager regarding the company's challenges and problems. You may wish to ask the interviewer for permission to speak to other employees to get a better understanding of the job and the company mission, but also to identify a problem they are facing. Select one of the problems they have and come up with a solution. Take time with this. Make sure you have identified a real problem. And be sure your solution is viable, one that you can execute yourself.

If you successfully identify a real problem the company has, and if you proffer an effective solution, you have virtually insured you will be offered the job. Few people take real initiative. If you do, you immediately demonstrate your value to the organization in a tangible way. It is a powerful way to differentiate yourself and demonstrate your relevance!

The Magic Moment
Experienced sales people know the magic moment in the process, the point where they have earned the right to ask for the sale. Likewise, in the interviewing process, there is always a magic moment when you will know it's time to ask a "trial close" question, such as:

"So far, it appears you look upon my qualifications favorably, and I'm certainly very interested in this position. Is there anything we need to accomplish today or in the next few days to move the process forward? Assuming I accomplish those steps successfully, are you thinking of offering me the position?"

Wording questions in this way gives the interviewer some room to maneuver and the answers will likely give you a reliable feedback as to where you stand. The interviewer's answers may also give you cues concerning areas you need to address more fully, perhaps revealing objections you have to overcome.

Conclusion
If you don't get the job, it's not the end of the world. Perhaps there is a better situation for you just around the corner. Or, keep in mind, the first person offered a job sometimes refuses the offer, or takes another position elsewhere, so you might get a call even if you placed second or third. Remember the old adage: nothing defeats positive perseverance!

© 2003 Allan Erickson. All rights reserved.