When You're the Product: Acing the Sales-Job Interview
By James Caverly

Interviews for sales positions can differ from interviews for other types of jobs. How you "sell" yourself to an employer reflects how you're likely to pitch its products and services if hired.

In this simulated sales situation, most hiring managers are likely to expect to be treated like a client. An accomplished sales professional, for example, would have extensive knowledge of his or her client's business and any sales materials would be pristine -- not looking like they slid around in a car trunk.

Here are six tips that can help sales professionals pitch themselves effectively to that first client, the interviewer.

Arrive early

Walk through the door 15 minutes early, not any earlier, says Frank A. Melfa, a district manager for a large pharmaceutical company and author of the self-published book "Pharmaceutical Landing: How to Land the Pharmaceutical Sales Job You Want -- and Succeed in It!" (2005). "As far as I'm concerned, showing up on time is late," he says.

If you are unclear on the location, drive there the night before. While you wait for the interviewer, assume the interview has already begun.

Listen carefully

Pay close attention, and understand the company's needs. Doing so will give an interviewer reason to trust you'll do the same when talking to clients.

For example, job candidates should listen and interpret the interviewer's description of the position, then explain why his or her background fits the position, says Bill Soodsma, managing partner at Sales Consultants of Northern Jersey Inc., an executive-recruiting firm in Oakland, N.J. "Have specific examples and stay focused on the questions," Mr. Soodsma says. "Be clear, be concise and wrap up your answer in two to four sentences."

Make a connection

Establishing a relationship quickly is important, says Nick Tucker, media advertising sales account executive for Nassau Broadcasting Partners LLC in Portland, Maine.

Icebreakers, such as commenting on a picture or relating your hobbies or interests to an obvious interest of the employer, can work to your advantage. However, don't walk in ready to recite a rehearsed icebreaker: Every interviewer you encounter will have a different personality.

"The steadfast rule is that there aren't any rules," says Mr. Tucker. You have to be able to perceive the interviewer's agenda, he says. "Sometimes they're all business, sometimes they like to chit-chat. It's up to the interviewee to bridge that gap."

Ask questions

Before you walk into the interview, know what the company sells, whom they sell to, and the past, present and future growth of the company. Asking questions in the meeting will give you a greater understanding of the company and will show your interest.

"One person brought in 20 questions during the final interview," says Cathy Bialy, president of Medical Sales Associates Inc., a recruiting firm in Arlington Heights, Ill. "They were questions that showed he took the time to research the company's financial and development sections." He was offered the job.

Present a plan of action

Prepare a business plan for selling one or two of the company's products if given the job. Sales managers say they won't ask for one, and few people put one together, but it does impress interviewers and shows you're a self-starter, says Mr. Melfa.

Prior to an interview with Questcor Pharmaceuticals Inc. in Union City, Calif., Jessica Sukanen conducted extensive research on the company and its products. When the hiring manager asked if she had anything else she would like to show her, Ms. Sukanen pulled out a folder and announced: "I'd like to present you with my 180-day business plan." Ms. Sukanen then pitched a timeline and strategy for selling a Questcor drug. She was offered the job.

Close the sale

Sometimes, you make a sale only by asking for it. The same applies in some interviews.

"If you're afraid to ask for a second interview, you'll be afraid to ask for a client's business," says Mr. Melfa.

Doug Harmon says he used this technique when interviewing for his current position as a regional sales director for Questcor Pharmaceuticals. First, he sought out uncertainties about his product, which in this case was himself. He says he simply asked his interviewer if she had any questions or doubts about his candidacy. If she did, Mr. Harmon says, he was prepared to resolve any issues and make a case as to why he was the best candidate. But she did not, and Mr. Harmon asked to be recommended for the position.

"You want to make sure there is nothing left unclear at the table and there are no reservations when you leave the room," Mr. Harmon says. The recruiter recommended him for the job, which he was eventually offered. (For more on this interview technique, read the Related Article: "How to Get the Job By Asking for It.")

Avoid high-pressure techniques, says Ron Phipps, a broker at Phipps Realty in Warwick, R.I. Once, an agent interviewing for a job said he had several offers from other companies, and if he didn't hire him, he'd become a competitor, Mr. Phipps says. "Then he said I would be stupid not to hire him." The candidate didn't get an offer.

About the Author
Mr. Caverly is an intern at CareerJournal.com.