"So Tell Me, What Do You Do?"

If you’ve ever attended even one networking event, I bet you’ve been asked this question before. Someone is asking you to describe your business. You have a chance to highlight the products and services your business offers and possibly generate a new lead. It may seem like a simple question, but answering in a way that leaves them with a WOW factor is not necessarily easy. When you aren’t prepared with a response, it can be even more daunting. Developing an effective ‘elevator speech’ about your business will allow you to feel more confident when this question arises.

Most people answer the question “What do you do?” with statements like, “I’m a lawyer” or “I sell software.” If you have been answering this way, you are missing out on countess opportunities. With a response like that your listener will label you exactly the same as every other lawyer they have encountered. If you say you sell software, they may associate you with annoying sales calls they’ve received. Once you have been labeled this way, it can be hard to recover. You know the old saying, “you never get a second chance to make a first impression,” and it is indeed true.

When you meet a prospective client, their main interest is what your business can do to benefit THEM and solve THEIR problem. Think about the way you answer this question. Are the statements you make focused on you and not on your clients? Do you do most of the talking, or do you ask questions to learn more about the person you’re meeting for the first time? People usually like a chance to talk about themselves, so give them one.

Start thinking of this question in a different way. When someone asks “What do you do?” they really want to know “What can you do for me?” Your answer should not revolve around you; it should involve what you can do for that person or someone they may recommend you to. It should also tell them why you are different than every other lawyer or salesperson they’ve met. (We are not trying to pick on lawyers or salespeople.) If you stress the benefits of working with your company and set yourself apart, people are likely to remember you. And even if they don’t turn out to be a prospective client, they are likely to know someone who could.

When composing your elevator speech, determine what makes you or your company unique, what benefit(s) you provide to your clients. Include a description of the problem your customer(s) experiences that cause them to need your solutions. Then tell a little bit about how you solve the problem(s). If you felt you made a valuable connection, offer them your business card and add a call to action. Ask them if they would like to know more or if they know anyone who is experiencing a problem similar to the one you described. If your business card contains ways that the person can connect with you or learn more, it can serve as a great take-away or call to action all on its own.

If you are a person who attends events, conferences, conventions or other types of networking opportunities regularly, this can be a great way to test different responses and see which are most effective. The more you practice, the better you will become and you will have a natural and impactful response to that age old question – “So, what do you do?”

Posted on BrandTalk, the Barcelona Creative Group blog.