Developing Your Selling Points

Beth Braccio Hering, CareerBuilder Writer

Imagine you are an advertising executive assigned the task of getting people to try a new soft drink. Before you pitched the product to consumers, chances are you'd examine the item carefully. How does it taste? Is it lower in calories than other beverages? What features distinguish it from other drinks?

The process is much the same for job seekers -- only this time you are both the marketer and the product being peddled. Before trying to "sell" yourself to prospective employers, it is worth taking time to evaluate your attributes and the best ways they can be presented.

Pinpointing strengths
Experts agree that honest self-assessment is paramount when seeking to identify your selling points. Enlisting the help of a few trusted friends and colleagues who know you well also can be helpful, but ask them to give specific examples to back up the strengths they list. (Evidence will help keep the comments truthful rather than just supportive or nice.)

Paul Klein, director of the career services center at Cleveland State University in Cleveland, Ohio, suggests making a list of all the job responsibilities that you've had, no matter how many or few times you've done them. "For example, if you work at a fast food restaurant and spend 99 percent of your time flipping burgers, it's still very important to include the other 1 percent of your job, which might entail opening or closing the store or taking money from the cash register to the bank. Although this only counts for 1 percent of your job, it's extremely important, as it indicates a level of management skills, trust and responsibility."

Presenting your information
While you might be an excellent typist, an employer looking for an experienced cook is probably not going to care. Worse yet, skills that would have made a hiring manager take notice may be lost within a sea of information.

Instead of a cover letter that could be used for 25 different jobs or a résumé detailing every experience you've ever had, focus on the skills that pertain to the job in question. Take cues from the job ad as to what might be important, and show with positive language and concrete examples how your strengths match the employer's needs. To say you have great writing skills is one thing. To state that you helped your last employer achieve greater communication between departments by creating a monthly newsletter is another.

Klein offers these tips to further help job seekers trying to decide what to include:

• If you work for a name brand employer (IBM, Microsoft) that should get highlighted on your résumé.


• If you work for a solid employer with a great reputation in the field that you're going into, that should be highlighted.


• If you're working for an organization that no one's heard of, emphasize the position, its responsibilities and your accomplishments.

Selling yourself at the interview
Sara LaForest, co-founder of Kubica LaForest Consulting (a management consulting and performance improvement company serving clients nationwide), notes that when your application leads to an interview, consistency across your verbal and written presentation is essential. She recommends seeking a trusted friend or coach to help with a practice interview in which you "articulate your strengths as aligned to the prospective role and use specific evidence (behaviorally-based examples) that demonstrate the outcomes of your skill strengths."

"Practice responding to questions that focus on your strengths, why you would be good for this job and 'why should we select you'- type questions," LaForest says. "Practice responding in a conversational tone -- even if the question surprises you. Exuding a calm confidence, discussing your strengths and reinforcing them in a matter-of-fact way with evidence to support your statements is powerful."

Making the sale
A last thought to consider: Just as you would be leery about a product making too many claims, so might a person making hiring decisions.

"Sell yourself responsibly," LaForest cautions. "Nobody likes a pusher. Specific to selling yourself to prospective employers, ensure you clearly understand their needs and priorities. Do this by listening sincerely and asking clarifying questions. Listen first -- and more than you talk."

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