Your unique sales proposition
I was recently asked by a seeker’s husband to “look over” his wife’s resume since he “knows I am good at that sort of stuff”. Arghh. (Note to self: Learn to keep your big mouth shut.) Trying to live up to my own self image as a good soul, I said “sure”. Mistake #1 is saying yes to an intermediary. So I looked over the resume.
It wasn’t “so bad”. No typos that I could see. Decent format. Two page length OK. So, I didn’t go berserk, as I am won’t to do. I compared it to the resumes of the seven turkeys I am trying to help. (Easy enough to do since I have them pinned to my wall next to my desktop. As a reminder to me as to what happens if I get “lazy”.)
All of a sudden it struck me. There difference between theirs and hers was the USP!
Each one of the seven. Probably as a result on my nagging, whining, and ceaseless groaning, all had an immediately identifiable Unique Sales Proposition.
I could tell in a few seconds what of my problems would this turkey would solve for me. Now I may not have that specific problem. In which case, that seeker won’t get an interview from me. But if I do have that problem, the resume impels me to get that person in front of me. That is after all the only purpose of a resume is to get someone to talk to the seeker.
Everything on my turkeys’ resumes support their USP. The intro, whether they have labeled it “profile”, or “objective”, or unlabeled, states the problem that they are going to solve for me. The job history, whether they call it “Experience”, “Professional Experience”, “Chronology”, or “Selected Accomplishments”, in every item sings why I should believe that they can solve my problem. Education ditto. Ditto ditto ditto. On the turkey resumes, there is nothing that doesn’t advance the USP. Nothing that distracts from the USP.
You may need several different resumes. One size doesn’t fit all.
You see that is what was wrong with this co-worker’s wife’s resume. When I read it, I thought of five different jobs she might be applying for. So that is what is “wrong” with her resume. Now she may get interviews off of it. But, I comparing one turkey, who is similar to her, I know which one I’d chose to talk to first.
So does your resume advance your USP?
Gobble, gobble, good luck to you,
fjohn
Just A Big Turkey
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Your value proposition is a series of statements defining your worth. It is the value you bring to the table – the skills, strengths, core competencies, marketable assets and accomplishments you can declare as your own. Your value proposition describes your uniqueness – your unique gifts. It is what differentiates you from the crowd.
Think about some of the statements you can make about yourself that reflect the skills, strengths and competencies you possess. What makes you uniquely you? What is your value, your worth? Begin to jot down some ideas. You might want to ask someone who knows you well what values they see in you. You may be surprised by what they say. Then begin to formulate the best way of stating this.
Your value proposition is the cornerstone for all self-introductory communication. It sets the tone. It’s how you make your mark. It is how you describe yourself when you are networking, when you are conducting an exploratory meeting with senior management, and when you are interviewing.
Your value proposition should be used as your primary response whenever you are asked these types of questions:
So tell me about yourself?
How are you different from every other candidate?
Why should I consider you for this position?
How do you know you can do the job?
Why do I want to get to know you better?
Your value proposition also becomes an integral part of your resume. It is placed at the top, so it sets the tone. It holds tremendous weight as a differentiating tool, swiftly setting you, and your resume, apart from the rest.
There is a fundamental difference between your value proposition and your areas of expertise. Your areas of expertise pertain to what you have done, the experiences you have gained over the years. Your value proposition reflects who you are, the unique gifts you possess. It is who you are which best describes to an employer how you would accomplish the specific responsibilities of the position offered.
As an example, let’s say you gained experience in a cash flow / cash management, or Treasury, type of function. As part of this position, you also gained experience working with bank executives, establishing important relationships with key personnel. These would be areas of expertise. Let’s say that as part of your uniqueness, or worth, you have great macro-vision, which is the ability to see the big picture. You also have an unusual ability to communicate which allows you to quickly initiate critical relationships with high- level executives. These abilities are part of your value proposition. It is your macro-vision and unusual ability to communicate that describe how you would fulfill a position as Treasurer.
Incorporating your value proposition in every aspect of your job search will set you apart and significantly improve your competitive stance in the job market.You will find your next job faster and be in position to receive a much stronger compensation package.It is critical to your success.
– David Richter
Reinke Faces Life 