Know-How Exchange : Career/Training

I think the competitive analysis is a bit over the top in an interview. You could reference it, but I would suggest not to use it.

Things that you need to make clear are:
1. What are the benefits for your new employer when they hire you. Just follow the 'need/feature/benefit' model when you describe them. Also add concrete examples of past relevant experiences (use the STAR approach: Situational description/Tasks involved/Actions or Approach you took/Result).
2. What do you think you get out of this position and why would you be a long-term employee.

When in the interview, make sure you understand what your strengths are, but equally, what your weaknesses are. Be honest about them. Also note that your passions, when asked, are immediately seen as your pitfalls.

If you have to write a motivational letter, do the same as above. Use informal language and short sentences. A motivational letter must be engaging, not an official piece that conforms to all grammar and syntax rules.

What helped in my case is: I printed the letter on off-white/yellowish paper and stuck it in an orange envelope. I added a sentence on the front that was thought provoking and related to the job. For instance: when applying for a marketing position at a security software vendor I took a headline from a local IT paper and used it. Or I used 'Is your next marketeer the sales person you are looking for?'

Good luck.

I too agree that your competitive analysis is a bit strong unless they (the interviewers) bring up the topic. Then I would lead with a statement that sounds like this, "I have been thinking a bit about your situation, I did a quick competitive analysis to get a handle on your situation. Here are a few thoughts I would explore."

It would be my guess that this job will be decided on personal and personality fit rather than credential metrics. Your sales background gives you the edge.

If I was you I would be prepared for a different type of interview. The trend of many human resources departments is to conduct interviews dealing with the prospect attitude in life. Learning about your thoughts on leadership, relations with others in the team, teamwork, what sort of relations preferred a boss or a leader, capacities to judge situations and make decision, competences (professional and behaviour), views on empowerment, views on a career in the company, etc.
I would advise that in addition of doing your home work on the company and its competitive environment please think in the non traditional interview. There are other hints such as to dress formally, do not use perfume, comb your hair, look clean, let the other person talk, be calm and good luck! Hope this helps,
Juan