Who'd want to present him/herself this way?  Not us, for sure.  We're taught to be modest, self-effacing, even.  It's not cool to brag or take individual credit for group achievements, though we all know people who do it.

And isn't it always these types that get ahead?  We know we're better than that ... but yet, we watch as they get the promotions and perks we deserve for our hard work and dedication.  Why is that?  It's unfair, is what it is, right?

Nope, what it is, is salesmanship.  And if you're on the job market, it's time for a crash course.

Activity vs. Accomplishment

Let's start with your resume.  Most people fill 'em up with descriptions of their day-to-day activities.  Things like, "compile division sales reports" or "maintain Oracle databases" or "supervise six customer service representatives."  It's good to use action verbs, but these statements don't do much other than tell someone how you spent your time in each job.

This is a critical mistake.

You're wasting a valuable opportunity.  Employers are clued in to what you do regularly by your job title alone.  Sure, you need to spit back the specific skills and requirements listed in a posting (this is just like answering an essay question), but don't dwell on the everyday stuff.

This is just table stakes, checklist items to make sure you pass the sniff test to be a qualified applicant. Once you're in the pool of people who merit a second look, it's your list of accomplishments that will catapult you into real consideration.

Zero in on your achievements.  Identify what you've done in each of your jobs that gave extra value to your employer.  What problems did you solve?  What projects did you complete?  What innovations did you come up with?

Next, think about the end results of these solutions/projects/innovations.  How much money or time was saved?  How was productivity improved?  What was the benefit for the company?  This is what prospective employers want to know.

These are your selling points.  Now all you have to do is package them properly.

Consultative Selling

Consultative selling turns our stereotype of "selling" upside down.  Prospects do the talking and salespeople do the listening.  Rather than pushing their products in people's faces, sales reps encourage prospects to describe their "pain points." They restate these problems or needs, explain how their products could address them and then ask prospects, "Would you agree?"  The trick here is that they're not asking for a sale, just for an opinion.

If the fit is logical, agreement is usually given.  This series of incremental "yeses" serves the purpose of reducing resistance and brings the prospect to the point where the sale is virtually made before the salesperson even gets to the close.

Can you see how this technique could be used during job search?  Turn the interview on its head.  Think of yourself as a product and how you can position yourself as the solution to the employer's problem.  Most interviews start with an opening statement, where the interviewer tells you a little more about the job itself.  Use this opportunity to probe for problems or needs.

Repeat back what you've heard the interviewer say (reflective listening) and then bring up one of your own attributes as a potential solution.  Take the opportunity to expand on this and talk about one of your accomplishments to demonstrate how you could solve this problem or meet this need.

Sounds impossible?  Okay, here's a sample dialogue:

Interviewer:

"We're looking for a Marketing Manager for our new widget, because the former manager was promoted and relocated to our Arizona office.  We really need someone to hit the ground running because our closest competitor is going to be launching a similar product in two months and we don't want to lose market share."

You:

"Okay, it sounds like the right candidate for this job is someone who knows how to come up to speed fast and doesn't need a lot of hand-holding.  Someone who knows the widget marketplace and can pitch in and help you hold off any threat from your competition." (Look for positive body language.)

"I'm a quick study and I get really energized by a tough challenge. Last year, I had a similar situation at my present job.  Of course, it wasn't the widget market, but we'd had a key person leave and our department was on the hook for delivering a project for our client.  We all had to step up and put in a lot of extra effort.  I did some analysis on the female 18-24 demographic and uncovered some trends that opened up a new line of attack for the team.  Not only didn't we lose ground, but we also boosted sales among a new segment."

See?  You've identified the pain point and established yourself as a real solution.  You've made it easy for the employer to imagine you successfully filling this role.  Of course, this isn't a snap - it takes some work to imagine the conversation and develop some short scenarios that showcase your capabilities.  But it's worth it.

Modesty - False and Otherwise

Most achievements at work are the result of team, rather than individual, efforts.  There are some people who insist that it's wrong to take credit for something that others had a part in achieving.  While I applaud their honesty, this interpretation is much too literal.

As a member of a group who made a breakthrough, it's perfectly okay to claim it as yours.  "Yours" doesn't automatically mean exclusively belonging to you - and employers know that.

Denying yourself the benefit of your experience because others contributed to it is self-defeating.  It's not a sin of omission to take credit in this situation.  All you need to do is to say "we" rather than "I" and you're all set.

More

Some people have a different problem.  They're unable to identify any specific achievements.  All they can do is describe their daily routines, which may have continued for years.  Sadly, there's not much that can be done here, saleswise, because most employers are looking for a bigger ROI for each hire than just good attendance.  If this sounds like you, don't waste another minute.  Go find an opportunity to set yourself apart.  Volunteer for an extra assignment or look for a task force to join.  Step up so you'll be able to speak up - for yourself.

Questions about job search or career issues?  Write to me at jamie@jobcircle.com .

Enjoy this article?  Read more of JobCircle.com's Career Coach articles.

Jamie Fabian spent more than 15 years as a human resources executive before changing careers to become a senior project manager for a growing IT consulting company.  Now in management consulting for a large Pharma company, Jamie would like to be seen as a hybrid of Tom Peters, Tom Jackson, and Tom Wolfe, but spends too much time working, driving carpool and watching mindless TV to write more than this column.  You can contact Jamie with questions and comments at jamie@jobcircle.com.