Cracking the code: Ace your interviews and win dream projects

Whether it’s your first time or your 50th, walking into an interview with a new client can be nerve-wracking. You may find yourself plagued with imposter syndrome and self-doubt, and feel your confidence plummeting. Learning how to properly prepare for these conversations can help swap your fears with a grounding sense of confidence, and get you ready to seal the deal.

To help independent professionals ace interviews and win dream projects, Executive Coach and Leadership Development Expert Renee Burkinshaw led an interactive, engaging session with the Outsized Community. Renee’s an expert in fostering growth and delivering solution-oriented outcomes around employee engagement, organisational change, and diversity — and knows what it takes to make a lasting impression on a new client.

Retrospective analysis: Learn from your past

The first step to preparing for an interview is actually a step back, into the past. Renee recommends taking some time to do a mini-retrospective of previous interviews, using the Rose-Bud-Thorn framework. Grab a pen, and get ready to reflect. 

Divide a piece of paper into three sections, labeling them Rose, Bud, and Thorn. In the first section, reflect on parts of the interview experience that you loved. Which aspects of the interaction felt like a huge win for you? Maybe you introduced yourself confidently, or gave impactful answers. Write down everything that comes to mind. Under “Bud,” think of any opportunities for learning and improvement that cropped up. Maybe you could have come prepared with a more thoughtful pricing strategy, or you realised the conversation would have been more impactful if you’d done deeper research into the client’s competition. The third section, “Thorn,” is a space to explore what you hated about the process, as well as things you longed for: a challenging aspect of the interview, or an area where you could really use more support to get to the next level. Maybe you came in with the wrong understanding of client expectations, and it showed. 

Once everything’s written down, review your answers and see if you can spot any patterns. Are you successful when it comes to crafting strategy, but weak on delivery and communication? Maybe you’ve realized that doubling down on pricing strategies would really help up your game. Take note of these patterns, and let them be the guiding posts to help you prepare for future interviews. 

Overcoming confidence barriers

Renee reminded the audience that self-doubt and imposter syndrome don’t know the difference between seasoned and budding professionals. Everyone can always use a confidence boost from time to time, and a good way to get there is to pinpoint the root of the issue. This usually comes down to one of the 3Ps: Perfectionism, paralysis, or procrastination.

When you’re striking off on your own and setting your own standards for your work, it’s easy to slip into a territory of unrealistic expectations. Perfectionism leaves no room for execution, and can easily damage confidence levels. Let go of these sky-high expectations, and try to be easier on yourself, says Renee. Another confidence-killer is being stuck in fear-based inaction, or “paralysis.” Recognise this inaction for what it is, and eliminate it by taking a step forward. Same goes for procrastination — forward action is always the best way to gain greater confidence in yourself and your work.

Defining your engagement intentions

Prior to heading into an interview, determine the purpose of the meeting and what you’re hoping to get out of it. Are you looking to scale and grow, or to build deeper relationships? Each goal requires a different type of interaction. 

Make sure you also keep your BHAG in your back pocket. BHAG is what Renee calls your “Big Hairy Audacious Goal.” Think of this as your north star as an independent professional. Create a mission that inspires and delights you — and others! — and helps align your efforts with your greater aspirations. 

Crafting a winning value proposition

Now that you’ve reflected on past interviews, overcome any barriers to confidence, and figured out your grand mission, it’s time to craft a high-impact value proposition. Remember to showcase your unique value, and tailor your approach accordingly. 

To get this right, Renee suggests reflecting on some of the following questions:

• What do you want to be known for?
• What’s your reason for getting up in the morning?
• How are you making it fun?
• What’s the “prize” (how do you define success)?

Remember to align your goals and values with your client’s own goals and values. Showcasing an obvious overlap here is critical, and paves the way for a fruitful partnership. Since your client likely includes multiple people and teams, define each stakeholder role and get clear how each one defines success. Then, in your proposal, address the roadmap toward hitting each one of those success milestones.

Developing case studies: Your secret weapon

At its core, a case study is a story that creates a sense of connection. At the same time, it emphasizes credibility and expertise, and shows that you’re capable of achieving measurable results. Building a strong series of case studies with past clients will help new ones understand the value of working with you. 

To create a winning case study, Renee recommends a 3-part format:

• Define the project goal and client objectives
• Highlight challenges, solutions, and outcomes
• Include emotional and measurable impacts

As you build out a case study, remember to highlight why solving the problem was important for your client. What was at risk for them? Remember, said Renee, that the greatest stories don’t involve smooth sailing. Don’t be afraid to delve into the challenges that you and the team faced as you headed toward the finish line

Actionable takeaways

During your pitch, ask the right questions to form a deeper connection with your clients. Take the time to better understand each stakeholder and their objectives. Dig a bit into their past: What’s worked for them before? What strategy have they previously seen stellar results with? 

Try to really understand what the client wants to hear, feel, and say after their partnership with you has come to an end. Building questions into your pitch that shed light on this topic will help tailor the conversation toward the needs and hopes of the client. Of course, don’t forget any logistical questions to make sure you’re absolutely clear on what deliverables the client needs, and by when.

One step back for your best foot forward

Reflecting on and finding patterns from past interviews, boosting your confidence, and understanding your intentions, higher mission, and unique value are all critical building blocks that help you win a new client or project. Remember to stay curious and adaptive, and always err on the side of asking more questions rather than settling for vague direction. To learn more about Renee’s approach and listen in on the full session, head on over to Outsized’s Community page. We look forward to seeing you at our next event!