Gathering information on the company's competition and markets will make you a stronger candidate as well. When speaking, be direct, but courteous and tactful. Make a good first impression. Whether over the phone or in person, try to establish and build rapport with the interviewer. Being friendly, warm, and polite can go a long way.
People tend to organize information in a manner that supports their opinions and beliefs.
This means that an interviewer's first impression often determines whether he or she will try to find reasons you'd be a good fit for the job or whether he or she will look for reasons that indicate you wouldn't work out. Get to the point. Your answers to questions should be concise, but still convey all the necessary information. Long monologues detract from your answers and are not appreciated by interviewers. If you find yourself speaking for more than a couple of uninterrupted minutes at a time, you should pause and seek feedback from the interviewer.