Tough Questions and Poise Under Fire Test

For example, a mortgage customer is interested in the cost/points of the mortgage, not the image of the bank offering the mortgage. However a pen customer could, to a degree, be making a "status buy" and at this deeper level his "internal demands" are motivated by a prestige factor, so you can appeal to status perceptions. For example,

'If you work in a professional environment, you might be more interested in this pen. It comes in a durable, finely engineered finish, that reflects a professional concerned with quality."

"The ergonomically designed soft grip makes for complete comfort in long meetings."

"Reliable and never leaks, you can use it anywhere even at 30,000 ft."

"The stylish engraved body, comes in a choice of body colors to complement business clothes."

"Refills in a red, black and blue come in economical 10 packs, and over time reduce the real cost of the investment to almost that of a disposable pen."

Your close then offers choices for one pen and refills, or just the pen.

It's the comparative features and benefits of one product vs. another, related to customer needs (both for their determined usage and on a less obvious level for ego or status), that helps you sell the more expensive product; when products are compared next to each other in an interview situation like this, it isn't necessary, or appropriate, to compare the two point by point.

Knock 'em Dead 2006 The Ultimate Job Seeker's Guide includes the thinking behind over two hundred tough interview questions, and effective ways to answer them.

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