by John Carroll

Question:

John: Today I was caught off guard during a job interview when the manager point blank threw a pen to me and said "sell this to me." I had no idea what to say and bumbled my way through. In case such a question comes my way in another interview I was wondering if you could give me some advice on how I should have confidently tackled such a question?

Kind regards,

Dear Karen:

Thank you for your message and your question. I'm sorry that happened to you so unexpectedly. As they say, "Fool me once, shame on you. Fool me twice, shame on me."

I agree that you want to be prepared the next time. Here's how I'd go about it:

The questions you need to answer in your own mind are these: Why would that manager want that pen, anyway? What's in it for the manager?

I'd begin by thanking him for the opportunity. Then I'd start asking what his objectives are in recording critical information and signing important documents in the course of the day, week and month. One likely answer is to have a pen that works when he needs it to work. Continue to ask until the specific results of the use of that pen are exhausted. Take notes if you have your pad and pen with you, since you want to be able to use specific comments verbatim wherever possible.

Second, I'd ask by what measures the manager would know if his objectives regarding the pen are met. In other words, where's the proof that the pen works when he needs it to work. One answer might be that it works the first time and he doesn’t have to find another pen to complete the task. Takes notes on the answers.

Third, I'd ask what exactly is the value of meeting these objectives. One answer might be that the manager saves time by getting it done the first time. Another may be the peace of mind that comes with knowing he has a pen with him at all times that works. I'd work to establish at least one dollar figure as value to quantify in the manager's mind just how much having that objective is worth to him. Again, take notes on the answers.

This approach of understanding your prospect’s objectives, measures and values to gain conceptual agreement is the work of Alan Weiss as found in Million Dollar Consulting (McGraw-Hill, 1998).

Now I would begin to talk about how this pen can help the manager meet his objectives, providing the value he has just outlined to you, using his words wherever possible. I would offer alternatives of the purchase of a single pen, a dozen pens and a lifetime supply of the pens. I would also offer a money-back guarantee that the manager will be satisfied with the pen's quality or the money will be refunded.

I would clarify by asking for any questions from the manager. For every question and answer, I would ask if I had answered the question to his satisfaction. Then I would ask which of the alternatives seemed most appropriate to him and how soon he would like to get started enjoying the value of having that pen with him at all times.

Be ready to handle nonsense objections such as, "Let me think about it." What is there to think about, exactly? Be ready to say, "Why don't you give it a try?" to uncover any remaining objections and ask again for the buying decision.

The key in all of this is to have your objectives, measures and values questions in priority order to involve the manager. By asking questions in each of these areas, you can use the listening time to regroup, take notes and prepare your "presentation." Note that, done well, this selling process has your prospect taking more of the "air time" and speaking more than you do. Once you understand this process of uncovering the objectives, measures and values, you never have to be caught off guard again in a selling opportunity.

My disclaimer here is that this approach does not guarantee you the job with this manager and this company. It will tell you, however, based on his reaction and evaluation, whether the manager's style (as well as his organization's style) is similar to this consultative approach. If you are uncomfortable with a considerably different approach that would be expected of you, you can predict with reasonable certainty that this may not be the ideal sales position for you.

Thanks again for your message.

Karen’s response:

Dear John:

Your advice was excellent and I was able to turn the situation around as a result. Your email inspired me to call the interviewer back to prove I was the right person for the job. I looked upon my previous failure with the pen-selling episode as an opportunity to show the interviewer how I could handle objections. He was impressed with my determination and had me back for a second interview. I utilised (sic) the techniques you mentioned and I GOT THE JOB !!!!

Thank you once again for your advice.

John Carroll is President/CEO of Unlimited Performance, a Mt. Pleasant, SC, firm focused on organizational and individual performance improvement. Brian Tracy International, a worldwide network of consultants, has recognized him for sales excellence. Contact him at 1-800-672-4277 toll-free, email at jcarroll@uperform.com, fax at (843) 881-6746 and find him on the Web at www.uperform.com.

© 2000 John Carroll All rights reserved.