Managers' Corner: So, What do You Do?
Know how to answer the inevitable networking event question — and start generating new business
by Keith Rosen | Published in March 2008 Departments
“So, what do you do?” This question usually surfaces at some point during an initial conversation with a new acquaintance. Surprisingly, few people know how to respond in a way that builds their business or network without appearing overly aggressive or desperate.
If you spend some time preparing an opening dialogue and an intelligent response, however, you’ll walk away from social events, networking functions and trade shows with a list of new contacts and new selling opportunities.
Your Laser Introduction
I recently asked one of my clients, a consultant, to describe her services. “I help my clients with their business,” she said. When I asked her to explain in one sentence the benefits her clients realize through her services, she had a hard time finding the words.
You can answer this question effectively, however — you just need what I like to call a “laser introduction.” Just like a laser emits a highly focused beam of light, you develop your own focused beam of prospecting brilliance that illuminates, clarifies and brings to life every networking or prospecting opportunity you uncover.
To create your laser intro, begin by identifying some of your clients’ challenges. Then, describe how your product or service provides solutions.
Start with, “You know how…,” followed by common problems your clients experience. Then follow up by saying, “What I do is…” and continue with one or two key points, value propositions or compelling reasons related to how your product or service solves these problems.
Here’s an example of what the dialogue between you and a potential prospect might sound like if you’re a sales trainer, coach or consultant:
Prospect: “So, what do you do?”
You: “Well, you know how sales teams often struggle to find new prospects or meet their sales goals?”
Prospect: “Yes. I’m actually going through that myself with my company.”
Allow the person to respond, demonstrating that you have his or her attention and that the person is interested in what you have to say. Then respond with your solution.
You: “Well, what I do is help businesses improve their bottom line and bring in more sales by getting their salespeople in front of more targeted, qualified prospects.”
Prospect: “Hmm. That’s interesting. So, how do you actually do that?”
Notice that I did not say what I sell or do or even the specifics of how I go about achieving these results. I simply shared the end results my clients realize.
Using this approach, you have not only clarified the results you can deliver, but opened the door for further discussion about similar challenges that your prospect, his or her company, clients or other people who this person knows may be experiencing.
Keep in mind that you may want to develop several laser introductions to use depending upon the person you are speaking with and the timely issues or concerns they encounter in their profession or industry.
Make a Phone Ring — Theirs
We often end conversations with potential prospects by handing out a business card and then waiting for the phone to ring. Instead of waiting around for these potential clients to find your business card and call, be proactive about contacting them.
Spend time putting together a laser introduction that works for you, then try it out at your next function or networking event. You’ll notice people taking a greater interest in what you do, while you spend less effort generating new clients.
About the author: Keith Rosen
Keith Rosen is president of the coaching firm Profit Builders and has earned the Master Certified Coach designation from the International Coach Federation. His new book, “Coaching Salespeople into Sales Champions,” will be released by Wiley in February.
Contact: info@profitbuilders.com