Why Should People Work For You?

It is a well known fact that good salespeople can ‘hook’ people in with a sales pitch that sees you buying something that you perhaps did not really need, or upselling something additional or more expensive. The best salespeople tell you why you need something.Why 2

It happened to me recently when I went to buy a new oven. My existing oven had stopped working – knowing that a kitchen renovation was a likelihood in a few years and that I would be putting in a double oven, I did not want an expensive one.

I also mentioned that a double oven was going to be in my future. The decision was made very quickly and the sale done. While the paperwork was being completed, he mentioned that he could do me a deal on the matching microwave. ‘I don’t need a microwave’, I felt like shouting. The microwave in question was also a convection microwave – he very cleverly gave me the brochure, pointing out that a convection microwave would give additional oven capacity, which would also meant the need for a double oven would vanish.

He didn’t tell me WHAT the microwave did, or HOW it did its job. He told me (actually confirmed to me) WHY I needed it. And of course I bought it.

When you are speaking to candidates, what do you say to them about your firm? Do you tell them WHAT you or the firm does, or HOW it goes about doing what it does? For example:

  • We are a great place to work
  • We have great clients
  • We expect excellence
  • We have many different practice areas
  • We work as team
  • We have great promotional opportunities
  • We have leading edge technology

All of these things, and many more, are useful for candidates to know, and things you want to tell them. But think about this – you want a candidate who will be a good cultural fit for your firm who also believes in your mission and values.

They need to know WHY you do what you do and what you and the firm stands for to make that happen. What you do and how you do it are secondary. Show them what you believe in, what you are passionate about and see if this matches with their own personal values. Changing the way you interview in the selling process for candidates can make all the difference to ensuring you get the right candidate.

Simon Sinek, a well known leadership expert, explains this simple concept from a leadership and sales perspective in a TED talk which you can find here – https://www.youtube.com/watch?v=sioZd3AxmnE

What is your WHY?