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Very smart article with a lot to take away. Thank you!
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5 Deadly Mistakes to Avoid When Answering the Question "What Do You Do?"
Is your networking... NOT working? Find out if the trouble lies in one or more of the five deadly sins that can transform your answer to the question "What do you do?" into a missed opportunity!
Written Feb 20, 2012, read 6751 times since then.
Is your networking... NOT working? Are you attending plenty of events, both social and the typical business events, but just don't seem to get much of a response or make solid contacts - you know, those connections that lead to referrals & prospects showing interest in what you do?
Chances are the trouble lies in how you're answering the typical "What do you do?" question. It seems that you can't go anywhere without being asked that question. Perhaps you've come to dread even answering it or you just mumble some quick response.
You're probably committing one or more of the five deadly sins that can transform your answer to the question "What do you do?" into a missed opportunity!
Don't feel too bad. You're far from alone. But if you'd like to get better results from networking, keep reading to see if you're guilty of any of these five deadly networking introduction mistakes.
Here they are...
1. Being too literal - using your label
The most common mistake in answering that "What do you do?" question is to just say your label - job or position title. So you might say, for example, that you're a mortgage broker, a house painter, a consultant, an accountant and so on.
So what's the problem with that? Isn't that what you are? Well, sure, you and a few thousand others in your city. Which makes it all too easy to clump you in with the featureless competition, and that's not good. You want to make sure people perceive your uniqueness, yet unless you differentiate yourself, that's not going to happen.
And that's not all. Most people will likely think to themselves, "Do I need that service?" And if they don't, they'll dismiss you as not being important.
There's also room for misunderstandings, especially if they're not familiar with the label you use, such as spinal care practitioner or color consultant. As well, they can make assumptions based on past experiences which may not reflect positively on your services.
2. Describe what you do... in detail!
The next deadly mistake is to describe what you DO - in detail. Again, being a bit too literal as you outline your process and all the nitty-gritty. It might be interesting to you that you have a 27-step process to help your clients, but now is not the time to share that information. Because guess what? They don't really care!
So instead of listening, they'll start backing away from you while looking for someone more interesting to talk to. Remember, people don't buy what you DO - they buy what they NEED - the solution to their problem.
3. Being too sales-y
The third deadly mistake is to be too sales-y! This happens all too often. When someone displays even a polite interest, you could easily misinterpret that interest as a sales opportunity and try to sell your new contact on your services. You might do that, for example, by giving out brochures or invitations to your showroom, pushing to get an appointment or making special offers. I've even had someone go so far as to say "What would it take to get you to sign on the dotted line right now?" Yikes!!
This is not going to work! Instead, they feel like you're putting a bulls-eye on them and use them for target practice! People will back away and avoid you like the plague. And you'll have missed a chance to engage them in a meaningful conversation - one that may have lead to a sale or referral.
4. Being too vague about whom you work with
Some people believe that if they make their ideal target clients broad enough, they'll have more prospects & more sales. That's just not the case!
If you're not clear or too vague about WHO your services are for, i.e., anyone who breathes and will pay you, you're not going to attract anyone because no one will feel spoken to. Trying to attract everyone - will usually get you no one.
Unless people know exactly who your product or services are for, they'll be confused and you won't get referrals or attract prospects to you.
5. You don't communicate the key problems you solve
If you don't focus on your potential clients' needs and can't communicate clearly the key problems you solve as well as the benefits of your services specifically, you won't attract anyone.
People are looking for solutions and so it's important you're able to talk about your services in a solution-focused manner. They're also looking for social proof - so make sure to have a few interesting client success stories you can share. This will help you be remembered and appear more credible.
Recognize yourself in any of these? Maybe you're guilty of a few of these deadly networking introduction mistakes.
Since networking happens everywhere, it's critical to be able to introduce yourself and talk about what you do in a compelling way in any situation - yes even standing in line at Starbucks!
So don't think you can escape these mistakes by avoiding the typical business networking events. I've gotten clients and referrals in all sorts of situations: from walking Darby, my wire fox terrier, to waiting in line at Safeway to attending sporting events, social outings, and, of course, the typical business events. You see, networking is all about making connections, and having a powerful and compelling answer to "What do you do?" is the key to attracting prospects and referrals.
And if you're serious about giving your business an even bigger boost, email me to schedule a Mentoring Session & experience how I can help you.
Check out this published work by Sue Clement
Learn more about the author, Sue Clement.
Comment on this article
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Posted by Nancy Werner, Bothell, Washington |Feb 21, 2012 Thank you Sue. I have been guilty of all of these! I have a real niche with my marketing business. I am all too often lumped in with others. No success in that. This is a great reminder.
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Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee |Feb 21, 2012 Good reminders. I think they're all good points but #5, to me, is absolutely the key. People want to know that you can solve THEIR problems.
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Posted by Keith Gormezano, Seattle, Washington |Feb 22, 2012 I like the idea to keep your answer to 25 words more or less.
I set up, review (DIY doesn't mean you did it right), and teach people how to use their QuickBooks and Quicken software correctly to save on accountant's fees.
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Posted by Sue Clement, Vancouver, British Columbia Canada |Feb 22, 2012 Thanks all, glad you've found value in the article :)
Nancy don't feel too guilty - you're not alone but do tweak what you're doing & watch to see how your networking conversations & results change.
Pam, you hit it dead on - getting clients is always about demonstrating that you can solve their problems.
Another way to do this without selling is to share a success story. When someone asks me "how do you do that?" after telling them what I do, instead of answer "how", I demonstrate it with a client story - framing it by saying what problem the client had before they came to me, a bit about how I helped them and then share the success they had, or the positive outcome as a result of my services.
When I dollarize or quantify my clients success I usually get people saying - "wow, I'd like some of that" or "gee, I know someone who could use your services". Which then can lead to a follow-up sales conversation or referral.
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Posted by Gerald Grinter, Seattle, Washington |Feb 22, 2012 Sue!
You make great points! I think we want everyone to love our business as much as we love it and sometimes our nervous energy gets in the way our mouth has a mind of its own!
Love your articles!
Gerald
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Posted by Sue Clement, Vancouver, British Columbia Canada |
Feb 23, 2012 LOL! yes, that darn mouth! Thanks Gerald :)
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Posted by Carolyn Higgins, Fairfield, California |Feb 23, 2012 Hi Sue,
Great article! As someone who teaches small business owners how to develop good elevator pitches that follow all of these rules, I often find myself falling back on the easy answer: "I'm a Marketing Consultant" and I know better!!! I'm sure I'm not the only one who does this, even when we know better, so thanks for the reminder and the great tips!
-Carolyn,
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Posted by Sue Clement, Vancouver, British Columbia Canada |
Feb 23, 2012 No Carolyn, you stand in w/ the majority when you're taking that short cut - I too have joined that group on occasion. It's just so much easier & quicker - but oh so much less effective :o)
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Posted by Stephen Monday, Monroe, Louisiana |Feb 24, 2012 Hello Sue - and great post!
You have nailed down every aspect of how our answers can sometimes derail success.
The problem/solution format is what I teach concerning how to get more sales by using story-based Copy writing.
The next time I am asked: "What Do You Do? I will put a bridal on my tongue so as to answer in a manner that shows how I may be of help.
Something tells me - you did not "learn" this overnight!!
Very Best Regards,
Stephen Monday
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Posted by Sue Clement, Vancouver, British Columbia Canada |
Feb 24, 2012 Hi Stephen, Thanks for reading & posting your comment.
You're right - not over night & I'm still learning :o) I'm always test & tweaking my networking intro - the trick is discovering what works best in attracting attention & getting my message across. -
Posted by Stephen Monday, Monroe, Louisiana |
Feb 24, 2012 Hi Sue,
Your approach makes perfect sense to me.
Very Best Regards,
Stephen Monday
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Posted by Archana Sunil PAHM, Sammamish, Washington |Feb 28, 2012 Thanks Sue, I just gave myself a pat on my back for not making these mistakes. Although I am yet to see some results:).
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Posted by Rebecca West, Seattle, Washington |Feb 28, 2012 Ha! Just like Carolyn above I lead workshops on great elevator pitches, but really I should also be attending them because it is so easy to fall back into these bad habits! Thanks for the great reminders!
Rebecca West
Rivalee Design -
Posted by Ivan Widjaya, Jakarta, DKI Jakarta Indonesia |Mar 07, 2012 Spot on, Sue!
You know what, I ALWAYS having a problem in answering that question!
As someone who is making a living online by doing so many things, I struggle in deciding my main pitch.
So, I want to ask for your suggestion...
I build websites; I buy and sell websites; I help clients tweak sites and do almost anything you can think of, online - social media marketing, SEO/link building, etc.; I make money online blogging, and yes, I am a business blogger.
So, based on the above, what should I tell people asking "what do you do?" question? Should I pick up a couple that I am most experienced in? Should I label myself as a "webpreneur" or "online entrepreneur"?
Any advices would be much appreciated!
Cheers :)
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Posted by Kathryn Minturn, Seattle, Washington |Mar 18, 2012 Sue, This is the second article of yours that I've read and it's a winner. I think it IS too easy for me to shrug off the opportunity to sell a service for a potential clieint's needs by just introducing myself as working for a small construction company. That says nothing about Odyssey Builder's talent for building beautiful homes for discerning clients. But, like anything in the biz, it takes practice and your comments point to some very important reminders. Thank you! Kathryn
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Posted by Stephen Monday, Monroe, Louisiana |
Mar 18, 2012 Hi Sue,
Every good Internet marketer tests, whether it be an online split test, or on peoples responses - it is always a good idea to test and tweak in order to be able to modify what will bring you the best results.
Best Regards,
Stephen
Published by Sue Clement
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Updated Mar 30, 2012
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