In the article, authors Richard Shell and Mario Moussa argue that in order to sell oneself effectively, one must focus on the needs and interests of the person they are selling to, rather than solely on their own accomplishments and attributes.
The authors explain that traditional methods of selling oneself, such as emphasizing one’s credentials and achievements, often fall short because they fail to address the specific concerns and priorities of the person making the hiring or buying decision. Instead, the authors suggest that effective self-selling requires a deeper understanding of the other person’s motivations and preferences, as well as the ability to communicate how one’s skills and experience align with those needs.
One key strategy the authors recommend is to “frame” oneself in a way that resonates with the person being sold to. This involves identifying the key concerns and interests of the other person, and then presenting oneself in a way that demonstrates how one can help address those concerns. For example, if one is interviewing for a job, it may be useful to research the company’s challenges and goals, and then frame one’s experience and skills in a way that shows how they can help the company achieve those goals.
Another important aspect of effective self-selling is building rapport with the other person. The authors suggest that this can be achieved through active listening, demonstrating empathy, and finding common ground. By building a connection with the other person, one can create a more positive and productive interaction, which can increase the likelihood of success.
Finally, the authors stress the importance of being authentic in one’s self-presentation. While it is important to frame oneself in a way that resonates with the other person, it is equally important to be honest and transparent about one’s skills and experience. Falsely presenting oneself can lead to disappointment and distrust, which can ultimately harm one’s reputation and future opportunities.
Overall, the authors argue that effective self-selling requires a shift in mindset from focusing solely on oneself to focusing on the needs
https://hbr.org/2012/08/the-surprising-secret-to-selli
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