In psychology, the “ability to focus one’s listening attention on a single talker among a cacophony of conversations and background noise” is a phenomenon known as the cocktail effect. Put a different way? It explains someone’s ability to hear their name mentioned clearly from across a crowded room. It’s one of the many aspects of the human condition that good salespeople are able to harness to their advantage in social and professional settings alike.
“Remember, ‘interested is interesting.’ You become more memorable when you can ask people to talk about themselves,” Jay Casimir, senior manager of sales at real estate company Better, told Built In. Casimir recommends taking the time to learn as much as you can about not only the company you’re interviewing for but also the interviewer.
Built In LA sat down with Casimir to further unpack what strategies have helped establish his success in sales and understand the most important attributes sales managers look for in their next new hire.
Before going in for a sales interview, what’s the single most important thing you do to prepare?
Do your research. Put in the time to learn as much as you can about the company you’re interviewing for. Devour the information on their website: the about us, mission statement, the story. Locate articles and press. Really get an understanding for the values and focus of the company. If you understand the company’s “why,” you can better align your approach to the interview. The individuals you will be interviewing with are flag bearers, or culture carriers for the company. If no one else, these individuals will embody the company’s purpose more than anyone. They will be looking to add peers who genuinely share in their passion and vision of the company’s mission.
You become more memorable when you can ask people to talk about themselves.”
The research does not stop there. If you’re fortunate enough to know who will be conducting your interview, research them. Understand their background and the path they took to reach their current position. Remember, “interested is interesting.” You become more memorable when you can ask people to talk about themselves. When you have your interview you can now ask more in-depth, thoughtful, pointed questions to try and understand what brought them there and what keeps them there – separating yourself from other candidates.
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