{"id":83,"date":"2015-07-29T21:39:30","date_gmt":"2015-07-29T21:39:30","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&p=83"},"modified":"2015-07-29T21:41:43","modified_gmt":"2015-07-29T21:41:43","slug":"selling-u-developing-and-communicating-your-personal-fab","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/selling-u-developing-and-communicating-your-personal-fab\/","title":{"raw":"Selling U: Developing and Communicating Your Personal FAB","rendered":"Selling U: Developing and Communicating Your Personal FAB"},"content":{"raw":"
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Learning Objectives<\/h3>\r\n
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  1. Understand how to develop your personal FAB message.<\/li>\r\n\t
  2. Learn how to make your FAB message memorable in an interview.<\/li>\r\n<\/ol>\r\n<\/div>\r\nYou can see that FAB is a powerful way to build an emotional connection with a customer. It is also an excellent way to stand out to a prospective employer in an interview. You\u2019ll learn more about the interviewing process in the Selling U<\/em> section of Chapter 10 \"The Presentation: The Power of Solving Problems\", but now it\u2019s a good idea to do some advance preparation.\r\n\r\nYou\u2019ve already done a lot of work that will serve you well as you network and interview\u2014you\u2019ve identified your brand positioning points in the Selling U<\/em> section of Chapter 1 \"The Power to Get What You Want in Life\", put them to work in your r\u00e9sum\u00e9 and cover letter in Chapter 2 \"The Power to Choose Your Path: Careers in Sales\", and developed your elevator pitch in Chapter 5 \"The Power of Effective Communication\". All these activities help you bring your personal FAB (feature, advantage, benefit) message into focus. Your FAB message will help you tell the details about your brand and will help you tell your \u201cstories\u201d about your experience and accomplishments during your interviews.\r\n
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    Stories Paint Pictures<\/h2>\r\nIf getting the job or internship you want were only about the facts, you would only need to present your r\u00e9sum\u00e9 on a job interview. But prospective employers are looking for that \u201ccertain something,\u201d an emotional connection that helps them know that you are the<\/em> one.[footnote]Bryan Eisenberg, \u201cBuying Is Not a Rational Decision,\u201d ClickZ, November 26, 2001, http:\/\/www.clickz.com\/927221<\/a> (accessed August 1, 2009).[\/footnote]<\/span> Every candidate comes into an interview trying to impress the interviewee and saying how much he wants the job. Why not stand out, show, and sell?\r\n\r\nThink about your three brand positioning points you developed in Chapter 1 \"The Power to Get What You Want in Life\". Now, think about the stories that demonstrate each one in terms of FAB. Table 6.4 \"Personal FAB Example\" shows you some examples.\r\n
    \r\n\r\nTable 6.4<\/span> Personal FAB Example\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
    Brand Positioning Point<\/th>\r\nFeature<\/th>\r\nAdvantage<\/th>\r\nBenefit<\/th>\r\n<\/tr>\r\n<\/thead>\r\n
    Marketing Experience<\/td>\r\nHad an internship at an advertising agency<\/td>\r\nI worked on the Limited, Too account developing Twitter conversations with target customers.<\/td>\r\nI can help SpitFire engage its customers directly and learn about shopping preferences using social networking.<\/td>\r\n<\/tr>\r\n
    Customer Service Experience<\/td>\r\nWorked as a server at Olive Garden<\/td>\r\nI interacted with customers and provided excellent customer service under pressure.<\/td>\r\nI understand how to handle multiple tasks under pressure without losing my cool.<\/td>\r\n<\/tr>\r\n
    Leadership Experience<\/td>\r\nPresident of Young Entrepreneurs Club<\/td>\r\nI developed a forum for local investors to regularly hear pitches from student entrepreneurs, which led to the launch of three new products.<\/td>\r\nI understand the process it takes to turn ideas into profitable businesses, and I\u2019m able to be the driving force behind bringing people, ideas, and money together.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n
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    Every Picture Tells a Story<\/h2>\r\nTake your FAB one step up and create a portfolio<\/span><\/span> that you can show during job interviews. When you tell<\/em> someone about your experience and accomplishments, that\u2019s good, but showing<\/em> them really helps you stand out in the crowd. If you are lucky enough to get an interview, capitalize on the opportunity to sell yourself. Keep in mind that most companies interview at least two or three people, and sometimes more, before they make their hiring decision.\r\n\r\nA portfolio isn\u2019t just for creative or advertising people; everyone should have a portfolio. It is simply a collection of samples of your work from class projects, internships, volunteer projects, and any other work that demonstrates your skills.[footnote]\u201cJob Search: Back Up Your Resume with a Portfolio,\u201d WorkForce2.org, http:\/\/www.workforce2.org\/resume-portfolio.htm<\/a> (accessed August 5, 2009).[\/footnote]<\/span> Creating a portfolio is as simple as putting samples of your work in a three-ring binder. You might find it helpful to view this video about how to create a portfolio.\r\n
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    Video Clip<\/h3>\r\nHow to Create Your Portfolio\r\n\r\nhttps:\/\/youtu.be\/hQhigdJ-xEk\r\n
    \r\n\r\nSource: MonkeySee.com\r\n\r\n<\/div>\r\n<\/div>\r\nYou probably have more samples of your work than you think. And each sample is an excellent way to show and<\/em> tell your FAB. Here are some ideas about what to put in your portfolio:\r\n