Part 33 (1/2)

You establish credibility by avoiding open-ended questions like: ”What does your company plan to do in the next five years?” and replacing them with short diagnostic questions. Diagnostic questions are close-ended and designed to elicit specific answers. In the following dialogue, a high-tech job hunter makes use of diagnostic questions:

Job hunter: May I ask you a question? May I ask you a question?

Prospective employer: Sure. What's up? Sure. What's up?

Job hunter: How many net-native applications in the CRM field do you now consider as direct compet.i.tors to your standard desktop product offering? How many net-native applications in the CRM field do you now consider as direct compet.i.tors to your standard desktop product offering?

Prospective employer: Uum. Uum. . . . . . . At this time, there are probably three net-native applications that offer functionality similar to desktop software. At this time, there are probably three net-native applications that offer functionality similar to desktop software.... And that's aside from all of the other net-native applications that keep popping up every couple of weeks. And that's aside from all of the other net-native applications that keep popping up every couple of weeks.... Some of them being open source too. Some of them being open source too.

Job hunter: How many months would it take to move your current application to more of a net-native model? How many months would it take to move your current application to more of a net-native model?

Prospective employer: Well, we did evaluate the ASP model several years ago and at the time, we felt it would probably take about 12 to 18 months to reengineer our software. Well, we did evaluate the ASP model several years ago and at the time, we felt it would probably take about 12 to 18 months to reengineer our software.

Job hunter: At what intervals are new upgrades being offered by your net-native compet.i.tors? At what intervals are new upgrades being offered by your net-native compet.i.tors?

Prospective employer: On average, perhaps every 4 months. On average, perhaps every 4 months.

Job hunter: Have you looked at the .NET framework or other Web services platform to port the functionality of your software so it can be delivered via the Web? Have you looked at the .NET framework or other Web services platform to port the functionality of your software so it can be delivered via the Web?

Prospective employer: Yes. We formed a task group a couple of months ago, and they should be presenting their recommendation shortly. Yes. We formed a task group a couple of months ago, and they should be presenting their recommendation shortly.

And so it goes. A similar dialogue could happen in any industry. By using these diagnostic questions, the job hunter is inferring that she has a good grasp of the Web services model and the real threat that it poses to a traditional desktop software vendor. In this example, the questioning technique served to establish the immediate credibility of the job hunter with the prospective employer. Question based selling has the potential to transform an ordinary interrogative interview into a business discussion, allowing the job hunter to expand the scope of the questions and initiate a relations.h.i.+p with the employer.

Applying this technique to your job hunt will help to uncover the employer's needs that your skills, experience, and talents address in a natural uncontrived manner.

Other Examples of Lead-In/Follow-Up Questions

Marketing Communication Job hunter: May I ask you a question? May I ask you a question?

Prospective employer: Yes, if you make it quick. Yes, if you make it quick.

Job hunter: How many trade shows are you planning on attending in the next 12 months? How many trade shows are you planning on attending in the next 12 months?

Prospective employer: Currently, we are planning to attend 6 events, with perhaps another 2 to 3 events being considered. Currently, we are planning to attend 6 events, with perhaps another 2 to 3 events being considered.

Job hunter: Do you have defined specific goals for these events in terms of how many new leads are to be collected, prospective customers to be met, and/or major announcements to be made? How do you quantify your ROI for partic.i.p.ating at these events? Do you have defined specific goals for these events in terms of how many new leads are to be collected, prospective customers to be met, and/or major announcements to be made? How do you quantify your ROI for partic.i.p.ating at these events?

Prospective employer: Uum Uum . . . . . . well, we usually look at the number of new customers that we sign up in the 8 to 12 months following the event. well, we usually look at the number of new customers that we sign up in the 8 to 12 months following the event.

Job hunter: Do you build a communication plan for each event, which would outline deliverables and timelines tied to communication with existing/prospective customers, as well as media representatives and key opinion leaders? [You may be surprised to learn most companies don't have such a plan in place.] Do you build a communication plan for each event, which would outline deliverables and timelines tied to communication with existing/prospective customers, as well as media representatives and key opinion leaders? [You may be surprised to learn most companies don't have such a plan in place.]

Web Site Design Job hunter: May I ask you a question? May I ask you a question?

Prospective employer: Most certainly. What's on your mind? Most certainly. What's on your mind?

Job hunter: I noted on your web site that quite a few of your customers are in the public sector. I noted on your web site that quite a few of your customers are in the public sector.

Prospective employer: That is correct. That is correct.

Job hunter: Have these customers inquired about meeting compliance with the new accessibility standards as outlined in standards like W3C A, W3C AA, and U.S. Section 508? Have these customers inquired about meeting compliance with the new accessibility standards as outlined in standards like W3C A, W3C AA, and U.S. Section 508?

Prospective employer: As a matter of fact, more and more organizations are inquiring about this. As a matter of fact, more and more organizations are inquiring about this.

Job hunter: What are you advising your customer to do in terms of migrating to such compliant web sites? What are you advising your customer to do in terms of migrating to such compliant web sites?

The bottom line is this: If you have any in-depth knowledge of a subject that would enable you to contribute to an organization's success, you should be able to phrase 10 to 15 questions that would undoubtedly position you as an expert. Of course, make sure that you can answer these questions; otherwise it could get quite awkward if the prospective employer turns the table and questions you.