Think about this, is your sales effort an interview or sales call?
In behavioral interviewing, employers are trying to discern an applicant’s fit by assessing past performance as an indicator to future performance. The person leading the interview will ask questions intended to draw out examples of skills, capabilities, and achievements. These questions can be tough for a candidate with little experience or if they have poor interviewing skills. Hence the STAR Method, explained on MIT Career Development Center website.
- Situation: Give an example of and describe a situation you were involved in that resulted in a positive outcome.
- Task (or technique): Describe the tasks involved in that situation and what your approach was.
- Action: Talk about the various actions involved in the situation’s task.
- Results: What results directly followed because of your actions
Guess what? Sales calls can work the exact same way.
The prospect/customer (interviewer) wants to know that you can help them and that you’ve helped others in similar situations in the past so they can buy from (hire) you.
The good news is that sales is simply a transfer of confidence from you to the buyer so using the STAR Method is a great way to transfer that confidence in any scenario by sharing the Situation, Task, Action, Result to the buyer. Even though they may not know of the STAR Method, the framework itself means that you, the salesman, convey all the critical elements in a way the buyer can understand and follow regardless of the industry or customer you are referring to.
This is a powerful technique for a sales person to employ on sales calls, in networking situations, and personal branding opportunities.
About Justin McCullough
Justin McCullough is mentor, marketer and leader with more than 10 years of selling experience from startups to large corporations. Justin’s experience ranges from advertising agencies to newspapers and web development firms to book publishers. You can find out more about Justin at www.justinmccullough.com or www.leader4hire.net .