How many times do you get asked this question? The answer is virtually every time you meet new people.

I always ask delegates this question in my workshops and presentations, knowing what the answer is likely to be 999 out of 1000.

Let’s use the accountant as an example.

“I’m an accountant.” (Or solicitor or florist or printer etc.)

Invariably the person saying this communicates with his/her body language at the same time “I’m sorry I have to admit this but that’s the truth of it”

Unless you are talking to another accountant or fellow professional, the person asking the question will frequently do one or all of the following:

• They will take one or two mental steps back
•  Their perceived view of you takes over (grey person in grey suit).
•  They will quickly want to move on.

I can say this having been a practising accountant for over 30 years!

When your body language gives off negative vibes, what chance have you got to enthuse people about how good you are and how you may be able to help them in the future with your expertise?

When you’re asked this it’s your big moment for creating a picture in your listener’s mind as to what you’re all about.  Do you want them to have a boring black and white picture or an attractive sparky and colourful one?

Word of mouth marketing

This is another definition of networking

Please remember marketing is all about the prospect not about you.  They don’t care you’re the biggest, smallest, oldest, newest all they want to know is WIIFM (what’s in it for me). They don’t generally care what you do; only what you can do for them

The answer you are giving is not an accurate answer to the question posed. You are answering the question “what are you?” The right answer to that question is “I’m an accountant.” However no one ever asks those questions. Don’t talk in terms of labels, titles and processes because people generally don’t care. They do care how they may benefit from using your services.

You need to be very conscious about the person you’re giving your answer to. Each time it can be different.

Once the question has been asked, this is your moment, to start to sell…yourself. The non-professional is not interested which firm you work for, not yet. It’s not necessary or appropriate to attach yourself to anything; if they are interested in your firm’s services you are the portal through which they will buy. What a responsibility! 

You are about to create an impression dependant on what answer you give. The cliché “you don’t get a second chance to make a first impression,” is absolutely true in this case. If you have ever interviewed anyone for a job, you know that you have made your mind up within less than one minute. It’s intuitive, instant, and not fair. Why should this process be any different when you meet new people, with a view to building new business relationships?

So, “What do you do?”

Before you can answer this question, there are a number of guidelines that you need to understand:

•  Make the answer as uncomplicated as possible
• Ensure the answer gives specific information
• Use words which outline the benefits to the listener
• Give answers which promote inquisitiveness
• Talk in a energetic and enthusiastic manner

Remember: never assume that because you know exactly what you are and what you do that your listeners will.

Robert Middleton of Action Plan Marketing calls the opening words of the answer “the audio logo.”

IN my case, my audio logo is “I help people in the professional, financial and business services world to attract new clients.”

The process here is to start to give a series of answers where the listener wants to know more. A sort of verbal tease.

“Oh that’s interesting tell me more.”

You know that most professional and people in the financial world feel comfortable in their office? As a consequence, they wait for referrals and introductions then wonder why their fee growth is not as high as they would like it.

“Yes I understand that, so what do you actually do?

“I help them become more effective networkers.”

“Oh really, give me some more detail.”

“I show them how to work a room and how to feel more comfortable when following up potential new opportunities”.

“How do you do that?”

“I run workshops and open courses where I give practical and simple techniques and ideas”

“I’m a trainer,” can stop the whole process ever beginning.

As a financial advisor you may wish to say, “I help business people to grow richer”

“Tell me more”

“I advise them how to keep more of what they earn”

This may be the start of a conversation by a tax specialist.

Create a script, which you know backwards, which you feel comfortable with, and you can say in your sleep.

However, consider answering something like this:

“What I am is a………… but actually what I do is help my clients to. ………..

and as a  result they……………………….

Or

“You know how people struggle to…............and as a result …………………………….…………….  Well what I do is ………………………………… ………………………and consequently………………….

These are often known as elevator pitches. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator (UK word lift!) ride (say, thirty seconds or 100-150 words).As the doors open your listener wants to know more.

Needs - How I Help Clients

When you attend business events always think ‘help’ and not ‘sell’. If the moment arises and people show interest in what you do but don’t fully understand, give examples.

What expertise have you got that prospects need?

e.g. I can help them…

a)with…….

Or

b) to………

or

c) by………

or

d)when……

You are looking for opportunities to serve and add value – not sell for the sake of it.

As people spend a lot more time thinking about their life challenges rather than solutions, consider my alternative audio logo.

“I help people in professional and financial businesses who have trouble in finding new clients.”

With this subtle difference, you are likely to get more instant attention. The expected next question will come, “oh that’s interesting, tell me more.” And the process will take a similar path.

Ensure that you don’t talk about your processes too quickly; it may be interesting to you but not to prospects.

During the early dialogue, you are likely to be asked, “What makes you different from other accountants?” It’s a legitimate and regular question, one that you must answer effectively to continue the interest.

Whether you speak it or write it, you must develop your core-marketing message, which has to be crystal clear, focused, and talks about benefits to the reader or listener.

Does your message include:

• Who it’s directed to?
• The concern or challenge of your potential new client?
• Solutions you have to resolve those concerns?
• The various ways your services can help?
• Why you stand out from your competition?
• A promise that reduces the perceived risk of your new client doing business with you?

Time to practise.

“Hello there, what do you do?”

I hope you don’t get this person at your next event. Watch your worst nightmare here!