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想知道如何更容易受潛在老板青睞？通過(guò)購(gòu)買動(dòng)機(jī)來(lái)為你說(shuō)說(shuō)：當(dāng)你為引起購(gòu)買欲望所付出的努力是具有說(shuō)服力的，那么你的購(gòu)買者（將來(lái)的雇主）就會(huì)希望“擁有”這件產(chǎn)品（你的工作績(jī)效）。

Desire is created when you:
（購(gòu)買）欲望產(chǎn)生于你這么做的時(shí)候：

Show why the employer needs you.
展示雇主需要你的原因。

Show how you can satisfy the need.
展示你如何滿足雇主的需求。

Prove your superiority in fulfilling the need.
證明自己在實(shí)現(xiàn)這一需求的優(yōu)越性。

When your effort to create desire is persuasive, the buyer (your boss-to-be) will want to “own” the product (your services).
當(dāng)你為引起購(gòu)買欲望所付出的努力是具有說(shuō)服力的，那么你的購(gòu)買者（將來(lái)的雇主）就會(huì)希望“擁有”這件產(chǎn)品（你的服務(wù)）。

Why You Buy
購(gòu)買的理由

Your decision to buy a product is driven by different needs and wants, such as the following:
你所購(gòu)買產(chǎn)品的欲望受到不同的需求與愿望所驅(qū)動(dòng)，比如下面這些：

  • Prestige
    產(chǎn)品的信譽(yù)
  • Security
    安全性
  • Convenience
    便捷度
  • Comfort
    舒適性
  • Fun
    趣味性
  • Health
    健康度
  • Greed
    期待值
  • Guilt
    負(fù)罪感
  • Vanity
    虛榮心

Why Employers Buy
雇主購(gòu)買產(chǎn)品的理由

Employers also have motivations to “buy.” Among them are the following:
雇主購(gòu)買產(chǎn)品也有他們的動(dòng)機(jī)，其中有下面這些：

  • Make money.
    賺錢。
  • Save money.
    省錢。
  • Save time.
    節(jié)省時(shí)間。
  • Make work easier.
    節(jié)省功夫。
  • Solve a specific problem.
    解決某一特定的問(wèn)題。
  • Be more competitive.
    使公司更具有競(jìng)爭(zhēng)力。
  • Build relationships/an image.
    建立聯(lián)系或形象。
  • Expand business.
    拓展業(yè)務(wù)。
  • Attract new customers.
    吸引新顧客。
  • Retain existing customers.
    維系現(xiàn)有顧客。

Finding your boss-to-be’s “buying motivators” might take some digging. Research the Internet, industry publications, company newsletters, and annual reports. Call friends in the industry. Network online. Interview company employees, customers, or competitors. In short, develop a list of specific needs and interests the company has; then address those needs in your résumé or cover letter. When researching, categorize your findings according to these TOP issues:
想要了解將來(lái)的老板的“購(gòu)買動(dòng)機(jī)”也許得深入挖掘一下了。你可以搜索網(wǎng)絡(luò)，瀏覽行業(yè)出版物，公司簡(jiǎn)報(bào)以及年度報(bào)告。你也可以給業(yè)內(nèi)的朋友致電，在網(wǎng)上建立人脈，與公司的職員，顧客或競(jìng)爭(zhēng)者見(jiàn)面交談。簡(jiǎn)而言之，你得擬出一張?jiān)摴咎囟ǖ男枨笈c意愿列表，然后在你的簡(jiǎn)歷或求職信中提及這些需求。當(dāng)你在瀏覽這些資訊的時(shí)候，請(qǐng)根據(jù)以下這些首要指標(biāo)把信息分門別類：

Trends—the company’s five-year financial trends, strategic direction, and industry trends
趨勢(shì)——此家公司5年的金融趨勢(shì)，策略方向和行業(yè)趨勢(shì)。

Opportunities—new ideas on the drawing board and company priorities
機(jī)遇——繪圖板和公司首要項(xiàng)目中的新理念。

Problems/Projects—competition or challenges that are keeping the organization from being as productive or profitable as possible—projects the company needs help implementing.
問(wèn)題/項(xiàng)目——那些阻礙公司機(jī)構(gòu)生產(chǎn)力發(fā)展或盈利的競(jìng)爭(zhēng)與挑戰(zhàn)，以及公司里需要幫助實(shí)行的項(xiàng)目。

Example：例子：

Addressing Buying Motivators Worked for Mario
來(lái)看看購(gòu)買動(dòng)機(jī)對(duì)Mario的作用有多大

Mario heard that DataSafe Company was growing by leaps and bounds. The company specialized in data security and disaster recovery. He’d read about the company in the Business section of the newspaper. (This is a great source of job leads.) A star salesman, Mario wanted to be part of the action with this local company that had made Fortune’s list of fastest-growing companies.
Mario聽(tīng)聞DataSafe公司正在跨越式發(fā)展中。該公司專營(yíng)數(shù)據(jù)安全與數(shù)據(jù)災(zāi)難復(fù)原業(yè)務(wù)。他早已在報(bào)紙的商業(yè)版面得知這家公司的情況了。（這是很好的找到工作機(jī)會(huì)的來(lái)源。）作為一名明星銷售員，Mario希望成為這家本土公司躋身財(cái)富快速發(fā)展公司列表行動(dòng)中的一份子。

Mario made three calls: one to an employee in the company, one to a customer, and one to a competitor of the company. Asking a few pointed questions, he found out what the hot buttons were for DataSafe: territory expansion and product launches. Although he had extensive experience in both areas, his résumé didn’t show it. The following section shows how rewriting just a few of his accomplishments homed in on his boss-to-be’s needs.
Mario分別給他們打了三通電話：公司員工，客戶和該公司的競(jìng)爭(zhēng)者。通過(guò)提出一些特定的問(wèn)題，Mario發(fā)現(xiàn)DataSafe公司的當(dāng)前要?jiǎng)?wù)在于：行業(yè)版圖擴(kuò)張與產(chǎn)品發(fā)布。盡管他在這兩個(gè)領(lǐng)域里都擁有豐富的經(jīng)驗(yàn)，但是他的簡(jiǎn)歷并不能突顯他的優(yōu)勢(shì)。下面兩張圖，顯示了Mario通過(guò)僅僅修改他的幾個(gè)個(gè)人成就來(lái)迎合潛在雇主的真正需求。

Notice how Mario introduces his accomplishments with words that specifically address his target company’s needs. He also uses check boxes instead of more traditional bullets. They give the reader the subconscious impression that “yes, this candidate has everything I need.”
請(qǐng)留意Mario是如何使用語(yǔ)言明確地通過(guò)展示公司需求來(lái)介紹個(gè)人成就的。同時(shí)他也使用了方框打鉤的小圖標(biāo)而不是傳統(tǒng)的項(xiàng)目符號(hào)。這樣能給閱讀簡(jiǎn)歷的人有這樣一個(gè)潛意識(shí)印象：“沒(méi)錯(cuò)，這位求職者符合所有的要求。”

文中從“雇主需求”出發(fā)，就把一份大眾普通的簡(jiǎn)歷改造成了有效的，能符合雇主需求的簡(jiǎn)歷。通過(guò)這樣的簡(jiǎn)歷變身，必然能在眾多簡(jiǎn)歷中脫穎而出，給招聘者留下深刻印象。

本文節(jié)選自《Resume Magic》簡(jiǎn)歷魔術(shù)（共609頁(yè)）中從各種角度結(jié)合豐富例子，讓簡(jiǎn)歷變得不平凡，像施了魔法一般，奪人眼球。

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