The Interview: How To Take Control

If you’ve decided to move your career up a notch then you should be getting some interviews quite soon. It can be daunting, especially if you haven’t been interviewed for a while. You may feel you’re preparing for a battle with two adversaries facing each other but the latest thinking is that both sides should use the interview as a chance to have a proper conversation, to find out as much about each other as possible and even share ideas.

But you will want to make sure that you get your points across and if you are unlucky you may get someone who likes to exert control, so it helps to have some tips up your sleeve. I’ve been talking to communications expert Adam Batstone @adambat  who frequently briefs clients facing the media in his role at PR company MHP.

Adam what’s the first thing you need to know about taking control of an interview situation?

It’s important that you are very clear about what the core messages are that you want to get across. If you compare it with preparing for an exam, you have spent time revising interesting and relevant things to say about a subject and this is your chance to say them. The interview is your opportunity to show the interviewer that you have done your homework and you have sensible and insightful opinions or experience to bring to bear. As soon as you get the interview on to home territory you will talk more fluently and relax

It can be stressful in there, is there an easy way to remember what to do?

Following on from the previous point, the stress comes out of the fact that in an interview you feel as though you are on the receiving end – more interrogation than conversation and that’s uncomfortable. But focus on the fact that the interviewer is not trying to embarrass or humiliate you – they want to get a true impression of your abilities to enable them to make a sound decision. The comparison I give for clients who may be facing a difficult media interview is to think about a place of safety or island which gives you time and confidence to collect your thoughts, calm down and get the situation back on track. If the question has put you into deep water – make for the island. What have you prepared which is most relevant? Don’t start guessing at answers that will make you panic more, if you cannot answer a particular question, acknowledge that, explain that it’s not a situation you have had experience of and talk about the related issue which is most relevant.

How do I make sure I don’t leave without getting my points across?

The French have a phrase l’esprit de l’escalier which broadly means the “Doh!” moment when you are leaving a room and suddenly remember what you had meant to say. There’s no easy solution to this problem, suffice it to say that good preparation reduces the chances of you forgetting key points. However you do not want to rely on memorising a script. That will be a big effort, stop you from listening to the questions and will sound very odd. When you are preparing, think about your “islands” the subjects you know about and can talk confidently about. For each island prepare three or four sub-points; examples, evidence, relevant experience – small batches of information are easier to master than long lists.

Any other bright ideas? 

The best interviews are conversations – your answers are only a fraction of what is going on. You are being considered on many levels and the more human you come across, the better. The interviewer is thinking: “Can this person do the job? And do I want to share an office with them?” Be a human – smile, eye contact, empathise. And when in doubt – head for your island.

Thank you.

 I am managing a selection of live roles right now so to take your first step email your CV. I look forward to hearing from you! phil@fmcgcentral.co.uk

What will disrupt your life in 2015?

The world of FMCG has always, by definition, been fast moving, but last year was remarkable. The disruptions came thick and fast.

Discounters like Aldi and Lidl continued their inexorable rise and really established themselves as a credible and enduring force. Scandal rocked Tesco as their accounting procedures came under the spotlight. Aggressive de-listing tactics hit the headlines and changes in ownership produced some unsettling conditions in some of the biggest companies in FMCG, with restructuring and redundancies commonplace. 2015 has already seen more disruption and change…

But “disruption” is not always a negative force – in fact in the world of consumer electronics and mobile phones, companies are constantly on the lookout for the next big thing to disrupt the marketplace and sweep all before it.

Time then to embrace the positive in disruption and get ourselves match-fit for the coming season!

After a hard fought and aggressive year in which all sides in the FMCG game seemed to be pitted against each other, my bet is that 2015 will be the year for forging closer partnerships.

Instead of being pushed around and forced onto the back foot by retailer’s tactics which you find unpleasant and aggressive – come out fighting. Even in this tough, disruptive marketplace there are huge opportunities for companies and individuals bold enough to face issues head on. Take a fresh, positive approach to building genuine collaboration and partnerships.

You will  certainly need to go into each meeting well prepared and with a strong set of negotiating tactics like these from our friends at Total Negotiation but I truly believe that you will see the benefits from showing your commitment to a positive approach that places your future together centre stage.

5 Essential steps to get the post you want.

As a recruiter I meet a lot of people who want to find a new job and they always ask me – “What do I need to do?” I could talk on the subject for hours – there is so much to say! But really it comes to down 5 key areas and once you have these sorted you will have the confidence to go ahead and apply for any job – although as we will see below that is not necessarily the best idea…..

1) 2 x 4 = Success

First you need to identify your 4 key qualities – these are the 4 things that make you stand out from the crowd – your unique selling points. You may be able to think of 5 or 6 or even 7 but by sticking to 4 you give yourself the best chance of remembering them in a potentially stressful interview or discussion with a recruiter or an employer. These are you anchors so be honest with yourself, take some time to decide what they and use them to get yourself across positively.

Your second group of 4 is made up of the things you want to find about your prospective employers. These might be 4 questions you want to ask in an interview or 4 things that you need to research online. It will act as a reminder that not all jobs are great and not all employers will suit you. Don’t rush into anything – ask questions and do your research.

2) No more interviews!

We all have a pre-conceived idea of what an interview is – whether that’s a cosy chat or a traumatic grilling, either way it is not useful, so forget it and move on. I think it is far more productive to think of these as business meetings. We all have business meetings every day and to maximise their effectiveness we prepare, open with a warm, sincere welcome, come to the table with clear objectives, listen to what the other people have to say and then bring the encounter to a positive close. You would never leave a meeting without mentally ticking off your objectives, so don’t leave a job interview without telling them the things you need to get across…which leads us to our next point;

3) Don’t be afraid to take charge.

At the very least you have to think of an interview as a 2-way conversation but even better if you remember that occasionally it is ok to take the lead. If the person sitting opposite you outlines the way the meeting is going to go and then says “Is that ok?” it is far better to say something than sit there nodding like a donkey. Here is your opportunity to say; “Yes, that’s perfect and I hope we will also be able to talk about my suitability for this role (your 4 points above), and make reference during the interview to your achievements.

4) Stop being so British!

We Brits have a terrible struggle with self promotion – somehow we feel it is not quite right, but if you have mastered points 1, 2, and 3 and are ready to speak up and promote your best bits then you are also ready for number 4. Get others to be honest with you. Ask a good friend to look at everything from your interview technique to your personal statement and your clothes, then really take on board the honest feedback they give you. This is one occasion where being polite and terribly British does not help!

5) Have a plan

Heading out there to search for a new job can be daunting – it feels like a mammoth task – but as anyone who has run a marathon can tell you, it starts with having a plan. If you then break it down into small actions and tick them off as you go, before you know it you have got a long way down the road to your goal.

Job offers aren’t going to be pouring in on day one but if you know what you want and have a good idea of how you are going to get it then they soon will be. Make talking to a recruiter one of things on your list – with valuable advice and access to many jobs which you might not see online, we understand what employers are looking for and we are here to help.

Good luck! Phil Hutchinson May – Director FMCG Central

3 Strategies to Win With a Buyer Every Time

Most sales teams invest a lot of time thinking about winning with their customers, yet go into each meeting totally unprepared. Then they’re surprised when things don’t work out.

Strategy expert and sales trainer Duncan Cawdell has seen it a million times and knows through experience that to come away with the outcome you want you need to put more in at the start. His background as a buyer and a supplier has given him a unique insight into both sides of the process.

His advice is to be strategic, take time and follow a few simple steps.

Here are his 3 sure fire strategies for turning each meeting into a win.

“ We’ve all winged it once or twice in our lives and we might even have got away with it. My advice is don’t do it. The number one way to get what you want out of a meeting is to plan for it.”

1. Have a plan.

Back in the day in order to get a national account manager’s role most candidates would have spent time on the road with regional accounts or smaller players, learning their craft and gaining experience in countless meetings. Now with a lot of field sales outsourced, recruitment is focused on graduates who move straight into national roles and their experience of meeting face to face is much reduced. That doesn’t hold true on the other side of the fence – many buyers sit though more sales presentations in a week than most NAMs conduct in a year, so it’s important to get it right first time. Learning on the job could cost everyone dear so focus hard on clear, effective and rigorous planning.

2. It’s not all about you.

If you were taking someone new out for dinner you wouldn’t order their food, tell them what to drink and then launch into a half hour monologue about yourself (I hope!) Likewise when you are in the meeting it is really important to talk about your customer not yourself. With the right preparation you will already know all about the people and the dynamics of the organisation you are selling to. By getting into the mind of the customer and thinking about what is and isn’t working for them and how their business operates then you can start to show them how you can solve their problems and meet their needs. Be clever and get their attention with your creative approach.

3. Get permission to sell

If they like what you’re saying then they will want to know more and when they give you that green light you have their permission to sell. This is the magic moment when you can close the deal – when everyone is on the same side. No need for tense negotiations with each side playing the part of adversaries, instead you are working in partnership and getting things done.

So plan, play to your strengths and turn things to your own advantage in meetings that are a win not just for you but for both sides.

Duncan Cawdell has put his extensive experience of the industry behind his company Pure Blue Ocean which offers coaching for sales success to both sales teams and individuals looking to increase their skills. So if you would like to know more do call +44 7788426914 or Email:duncan@pureblueocean.com

 

Understanding Company Culture

Here at FMCG Central we have this advice for candidates looking for their dream job.

Base your move around 3 factors – in this order of importance;

• Company
• Role
• Salary

This tells you how highly we rate understanding company culture. To do well in your career it is absolutely vital that the company is a good fit for you.

What is company culture?

We’re basically talking about the way a company chooses to do things – the type of meetings they have, the way they give feedback, the clothes they wear, the people they employ and the management style. As I am sure you appreciate, every organisation’s culture is unique and it’s essential to understand their values because to thrive and feel at home you need to be in tune with those values yourself.

How do I know they are right for me?

Like choosing your friends or where to live you can often tell straight away if a company is right for you – there’s a connection, so don’t ignore your initial gut feelings as they are usually correct. You do then need to reflect and gather more information as this is one of the most important decisions you will make in 2014 if not your life!

Our top tip is to take a good look at your chosen company’s website as this is their company statement – this is the way they have chosen to present themselves to the world. Each word has been checked and approved, so go through it in detail and take note of what they say and how they say it.

Also LinkedIn is becoming increasingly valuable as a research tool. Check out other people in that organization and the people who will be directly in your team. What is their background? Are they connected to people you know? Visit the office, take in the environment and the surroundings,even if the role is home based, because atmosphere is important.

Take time to research and investigate these areas and piece together your thoughts.

Lastly, ask questions which are important to you. Is it the kind of place which values ideas and suggestions or do they want someone who excels at getting on with the job? Does management have an open door policy, do they reward individuals or teams or neither?  How do they describe their culture and how do they support women in their careers? Ask for examples.

When you are certain that this is the company for you, you will be in a great position to go out and nail the job because your passion for the role and your confidence that you are doing the right thing will shine through.

For more information on careers in FMCG contact me, Phil, at

07540 049 902

01628 421 850

www.fmcgcentral.co.uk

Should you do something outlandish to get your dream job?

Competition for the best jobs is fierce and in an increasingly tight jobs market it is getting harder to stand out from the crowd.

Having a great CV and knowing a few recruiters used to give you the edge and in more recent years an up to date LinkedIn profile would get you noticed over someone with the same skills and experience but even that is starting to lose its novelty. Now you may have to up your game again. At FMCG Central we have seen potential candidates using imaginative ways to help them stand out like Video CVs and a colleague recently reported receiving a picture of a woman holding a 3 foot fish which she claims to have caught herself. Smart? Well it certainly caught his attention!

Is this a good idea? Where does it all end? In short is it ever a wise plan to do something outlandish to land your dream job?

We asked a range of recruitment and HR experts what they think….

Neil Morrison is an HR professional at change-effect.com he reckons if it is legal then why not – life is all about taking chances but it has to feel authentic to the individual and not just a scheme to get the job. Most people can see through a scam so it’s best to stay true to you. So nothing ventured nothing gained, according to Neil – while it’s high stakes the potential rewards are high too.

Doug Shaw who writes the http://www.stopdoingdumbthingstocustomers.com blog is quite an unorthodox guy himself and often sets his hugely influential and funny marketing advice to music. Google him and you’re bound to find a You Tube video of him singing with his guitar. That is the kind of person he is though and his advice is that you need to stay true to yourself. Unorthodox yes but unethical no – says Doug – so stay authentic and stay within the law!

Steve Ward from @CloudNineReccruitment is at the leading edge of social media recruitment and  reckons that you do need to do something suitably creative to stand out from the crowd but he is wary of what unorthodox might mean to some people – so again keep it authentic and within the law.

Lastly Ken Edwards, an experienced FMCG Management Consultant from the Sphere Organisation says it’s important to remember how hard it is to get noticed out there. So his advice is to make sure that you pay attention to detail and tailor each and every communication to what the business is looking for. Do your research and work hard to send non standardised communications if you want to make your mark.

We agree that you should always have all the basics in place first and that you know what an employer is looking for before you start getting creative – that means;

• A sharply written up to date CV with career achievements and no spelling mistakes.
• An up to date LinkedIn profile with a picture and career details.
• LinkedIn recommendations from trusted sources.
• Also start to endorse people on LinkedIn and see who then endorses you
• Try joining some LinkedIn groups like our group which has over 850 members The FMCG Central Network (UK)

In Summary; you may not want to be outlandish but if you want to be noticed and get that great next job you need to stand out from the crowd.

Good luck!

www.fmcgcentral.co.uk

Category management – are you and your retail customers speaking the same language?

With Christmas spending now behind us and little let up in the economic doom and gloom, shoppers are continuing to watch the price of their shopping basket, making life hard out there for FMCG suppliers.

Getting a look in for your brand is even trickier when you consider that own label ranges are taking an ever greater share of the market – nearly 36% according to a European survey by the insight specialists “Symphony.”

So what is to be done as we head into yet another year of tough trading?

According to John Nevens, director of category management consultants Bridgethorne, it is time to get an effective retailer strategy in place. Suppliers and retailers struggle to form an effective relationship when their expectations and goals are not aligned.

“Suppliers must regard it as their responsibility to help grow categories, increase margins and help the retailer deliver on its KPIs.” he says. But it seems that while retailers are crying out for the data, analyses and reports that help them build the category as a whole, suppliers are failing to carry out even these routine category management tasks.  According to John, the bedrock of the retailer relationship involves;

“ crunching the numbers, completing the analyses, building the reports, undertaking the range reviews and using the insights from the data to show how to grow the category for the benefit of both themselves and the retailer, and how best to channel investment.” In short, “simply supplying great products may no longer be enough.”

“ From our regular conversations with retailers and their buyers we know that there is frustration that, when it comes to trying to get products listed, suppliers are often missing solid category based rationales. They often don’t know how to extract the best insights from their data, or turn it into a selling story that resonates with the buyer. Many don’t have or don’t bring in the kind of expertise that will enable them to create an effective retailer relationship.”

John goes on to argue that suppliers need to take the initiative and carry out the research that will give them the story of how shoppers arrive at the point of purchase.

“We believe that understanding the journey products and shoppers take to the point of purchase is central to realising the goal (of helping) our clients, their products and their categories to grow”

By sharing their insights they can then offer “retailers joint initiatives for category growth “ and “ create mutually beneficial trade investment plans”.

When you and your retailers start speaking the same language then that beautiful relationship can begin.

John Nevens is the Director of Bridgethorne specialists in Category Management, Shopper Marketing and Account Management. www.bridgethorne.com

Contact 0870 124 5566