"So, What Do You Do?": How NEVER To Answer This Question!
By: Barry W. Morris
"So, What Do You Do?" ? 2005 Dr. Barry W. Morris & Magnetic Communications & Consulting? Phone: 831.612.1047 Email: Barry@BarryMorris.com Web: http://BarryMorris.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ This article first appeared in The Marketing Syntax Ezine. Get Your Own Subscription Today?It's Free! http://BarryMorris.com ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ "So, what do you do?" It the standard question.
We all get to field this question every day in our business. It seems everyone wants to know: potential clients, grocery store line-buddies, even fellow attendees at the PTA meeting.
It this article, I'll look at how responding to this seemingly meaningless question can bring you more business.
We'll also learn why the way you currently respond to this question is driving away business in droves.
<<<Hi, my name is Barry. I'm a (label).>>>
We all have labels. I think that most of us tend to think in terms of labels.
I'm a writer; she's a chiropractor, etc.
When someone asks you "the question", how do you respond?
Most likely you respond with something like, "Hi, I'm Barry and I'm a marketing consultant"
It seems perfectly natural to answer in this manner...
<<<Why this response is always a bad idea?>>>
However, the listener responds with a silent, automatic response when they hear you describe yourself with a label such as "marketing consultant."
The automatic response is a mental picture of what they think that a "marketing consultant" looks like. It's then followed by a determination of whether or not they need a "marketing consultant."
All of this happens in less than a second. Think about that.
In less than a second that other person has conjured up an image of the professional-you, whether of not they need you, and whether it's in their best interest to continue the conversation.
Still, some of us use the following response...
<<<Hi, I'm Barry and I (process.>>>
I hear people daily using their business processes to answer the question. It goes something like this.
"I create effective marketing campaigns for Fortune 500 companies by analyzing click-through rates from targeted email messages," or "I use Rogerian therapy to uncover hidden childhood traumas in the lives of my clients."
The problem with both of these responses is that they contain jargon, that industry-specific language that we use all the time but potential clients don't understand.
As we mentioned in the example of the label, the listener forms an instant opinion of our services; when confronted with a process-based response, they become confused.
They don't understand click-through rates or Rogerian therapy.
They counter our answer with a polite, "Oh, that's nice."..translated: See Ya.
Still another possibility is.....
<<<Hi, I'm Barry and I (provide solutions).>>>
...using the solution-based response.
"Hi, I'm Barry and I work with small businesses to increase their visibility."
This is better. It prompts the listener to respond with something like. "Oh really? How?" Warning: But at this point, most of us fall back into process.
"Well, I analyze click-through rates from targeted....yada, yada.....zzzzzzzzzz.
And we're back where we started from.
The strength of this response is that it gets the listener to respond with an appropriate question: one that promotes inquiry and discussion.
That's good, but there's a better way...
<<<Hi, I'm Barry and I (solve a problem).>>>
It's the most effective way to answer "the question."
"I work with small businesses who struggle to become more visible."
Responding in this manner, I've stated who I work with and what their most pressing problem is. In this case, it's limited visibility.
The strength of responding with a problem-based statement is that it promotes instant inquiry.
It will strike a chord with your listener.
One chiropractor I'm aware of responds like this: "I help people with bad backs become completely pain-free."
Wow. That's a powerful statement with which almost anyone can identify.
<<<Homework>>>
When asked, "So what do you do?", by responding with a problem-based answer, we can immediately involve the listener in our business. The listener, while they not personally be experiencing the problem we describe, still understands the problems faced in business.
I've had people respond with, "You know, I have a friend who could use your services." and "My wife is self-employed and she'll probably call you within 48 hours." Your assignment is to craft an effective problem-based response.
How?
Step 1: List your target market (TM) (with who do you work?) Step 2: List several problems your target market experiences. Step 3: Brainstorm the benefits your TM experiences working with you. Step 4: Complete the following sentence:
"I work with ( Target Market) who experience ( TM's biggest problem)."
Step 5: Craft your follow-up statement: After they as you how you do that, follow up with a benefit-related statement.
"By working with me, my clients experience (Benefits)."
Remember to stay away from describing your label, your process, and your specific solutions which almost always contain jargon.
<<<Conclusion>>>
How you choose to answer this simple question can determine the success of your networking activities.
If you've encountered frustration with networking because you're not seeing any results, begin to work on your Business Mantra. Rework it until you can respond with a problem-based response. Then see what happens.
I know you'll be pleasantly surprised.
Dr. Barry W. Morris Magnetic Communications & Consulting? 204 Burnham Court Aptos, CA 95003 831.612.1047
About The Author:
Dr. Barry W. Morris is the owner of Magenetic Communications & Consulting. He helps business owners who struggle to stand out and attract more clients. Receive his expert advice FREE every week by subscribing to The Marketing Syntax Ezine: http://BarryMorris.com