How to Generate More Business by Telling People What You Do
What do you tell people when asked what you do? Many small business owners and independent professionals repeatedly miss great opportunities to generate new business or develop leads by answering the "what do you do?" question with a poorly crafted or completely unplanned answer. If your answer does not regularly start a conversation about your business you need to change your answer. What response do you get when you tell people what you do? If your answer draws blank stares and looks of confusion or causes the topic of conversation to change you are likely making one of the common mistakes people make when telling others what they do. Here are some tips to help you transform a question into a an opportunity. Do Not Describe What You Do with a Label Describing yourself with a label makes you vulnerable to people's preconceived notions of what your label means. By using a label to describe yourself you effectively set yourself up to be stereotyped. For instance, imagine a lawyer who tells people "I'm a lawyer" when asked what he does. By doing so he risks being associated with the less than glamorous "lawyers are sharks" stereotype. We've all heard comedians make fun of lawyers. But if a lawyer helps fledgling entrepreneurs set up their companies and remain in compliance with regulatory statutes he's certainly no shark. By simply telling people he's a lawyer he risks constructing a wall between himself and a potential lead or client. Labels also often lack specificity. If I simply tell someone "I'm a consultant" I reveal no detail about who I help or the benefit I provide my customers. Instead, I tell people, "I help small business owners and professional services providers attract more clients and grow their business". It amazing how often I am asked, "Really? How do you do that?" When I get such a response I know right away I'm one step closer to making a sale. If you use a label to describe yourself you can improve your marketing right now by deciding to never use it or any other label again. Do Not Give a Vague Answer People often give answers to "what do you do?" that are too vague and don't effectively communicate who they help and the benefit they provide. I once asked a new acquaintance, Bob, what he did. He told me he owned a software company so I asked him what type of software his company develops. He said, "financial software". Still not yet knowing quite what Bob's company was really all about I asked, "Who uses your software?". To which he replied, "Hedge fund managers." Now we were getting somewhere. I eventually was able to tease out of him what his software does but I shouldn't have had to do so. If I wasn't as curious and persistent as I am I would have never known what Bob's software really does and why people use it. Bob, on the other hand, would have missed a terrific marketing opportunity as I was able make an introduction that led to a business relationship. Another reason not to reply to "what do you do?" with a vague answer is that vague answers can be perceived as disinterest in what you do. When Bob first told me he owned a software company it almost seemed as if he couldn't care less about owning the company. After I nudged him to talk more specifically about who his software helps he became very animated in describing that his software helps hedge fund managers save money by reducing transaction costs and the risk of making poor investments. Avoid vague replies and you will develop more business because more people will perceive you as being enthusiastic about what you do. Do Not Describe a process When trying to generate interest in what you do (which IS the purpose of telling someone what you do) avoid describing any process or system you may employ. People become interested in your product or service because they perceive it as something that will help them solve a problem or fill a need. By describing a system or process you detail mechanics, not benefits. Describe the results you provide and who you help and you will find yourself having more high energy conversations about what you do. Move Your Marketing Forward Are you guilty of answering the "what do you do" question with one or more of the "don't do it" responses listed above? If you are guilty you can dramatically improve your chances of generating new business by replacing your current answer with a compelling marketing message. A great marketing message speaks directly to your target market, clearly states the benefit of your product or service and most importantly, generates interest in what you do. Even if you are not speaking with an ideal client answering the "what do you do" question with a compelling marketing message is a smart and savvy tactic you can use to generate new business. There is always a chance that the person with whom you are speaking knows someone who can benefit from your product or service. By clearly stating the benefit you provide and who you help you create the opportunity for people to associate you as a solution to a problem. Take the time to develop a great marketing message and you will improve your ability to transform a common question into a valuable marketing opportunity. One of the first steps to creating a great marketing message is to focus closely on why your clients use your product or service. One of the best ways to get this information is to simply ask them. You may ask them on the phone, in person or with a survey available at your web site. The answers they provide will have the information you need to craft a message that speaks directly to the value they seek. Being asked what you do happens frequently. Don't squander these marketing opportunities by answering with a label, a vague answer or a description of your process. Instead use your marketing message to generate interest in what you do. About The Author 2004 © Optimize Promote Web Sites, LLC. All rights reserved. The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients and grow their businesses with his marketing services and Free Marketing Guide, "Jumpstart Marketing: More Prospects, Clients and Success." Get the guide and learn about his marketing services at: www.bettermarketingresults.com jcohen@bettermarketingresults.com
Related News
|
 |
|
|
RELATED ARTICLES
Practice Makes Pefect
What is the problem when people try to describe what they do and they stumble over their words
and never consistently repeat the same message?
Keys to Successful Networking While In Transition
Let's be real. With other pressures of life upon us, having to network can be a burden and increase stress levels.
Unforgettable First Impressions Part 4: Become a Social Gift Giver
Do you ever wonder why single people give flowers, wine, candy or mix CD's on first dates?
Ten Simple Steps to More Customers with Better Networking
Networking is a great way to meet people in a "non-selling" setting. So, don't sell. Meet and greet. Ask people about their businesses. Be friendly and relaxed. Enjoy yourself. Get to know people. Above all, do not sell.
Networking
Put join a networking group on your to do list with a big underline, star and happy face. You'll be glad you did for more reasons than you can count. And the advice is coming from this confirmed non-networker who, in 20 years of business, considered networking a colossal waste of time. The old dog is here with a new trick.
Network Marketing Secret: On Becoming the ?GoTo? Guy
For years we've been taught to identify ourselves as reps for one XYZ company or another.
Social Network Software
My neighbor ? a lovely man I've known, and have had social contact with for years ? is the COO of one of the world's largest companies. He's read my books, is familiar with my concepts, and is a fan. But we've not talked shop due to our social connection.
Youve Got Personality, Use It!
For the self employed professional, nothing is more important than the image you project to your clients and potential clients. Napoleon Hill put it best when he said, "People buy your personality and ideas long before they buy your products and services."
Powerful Networking: Focus on Building Connections, Not Closing Sales
You can find numerous references in the business literature about the importance of a company's mission. These sources emphasize that the mission is not to make a profit; that a profit is the outcome of and reward for fulfilling the mission. In the same sense, the mission of networking is not to gain business and close sales. The mission of your networking activities is to make connections, develop relationships, and help others. The outcome of these activities will ultimately be increased business. It's the reward, not the purpose.
Networking in the Change Room: 5 Ways to Network Effectively While Getting Undressed
There's a time and place to network with people in order to generate leads, build rapport and form meaningful relationships. The change room at your gym, spa or country club isn't one of them. It's a lousy place to do any networking. Things dangle, imperfections are visible and being naked means that you're vulnerable.
Value-Added Network
A value-added network can be achieved through explicit actions to develop, expand, and promote trusted relationships. One successful example is Thomas Powers, the founder and chairman of ecademy, one of the largest UK-based business networks. His passion and commitment to networking compares to none; he is ranked among the top business networkers in the world. Ecademy's philosophy is "Winning by Sharing", a theme of paramount importance. Donna Fisher and Sandy Vilas, of Power Networking, define networking as: "Networking is making links from people we know to people they know, in an organized way, for a specific purpose, while remaining committed to doing our part, expecting nothing in return."
Creating Successful Alliances and Partnerships through Networking
Douglas Wilder, former Governor of the Commonwealth of Virginia, and the first elected Black Governor in the United States gave me advice that I will never forget. He said, "From this point on, when you walk into a room, walk in that room like you own it, when you talk with people remember to stand on your principles, keep your word, and people will want to associate with you." His advice became synonymous with my career and everyday living.
Networking in the Business world
Why is it so important to network with other people when owning a business? Because without building those key relationships our businesses won't grow. See, most of our businesses require referrals to generate more leads and needs. So you're probably saying what are the steps in networking effectively?
Networking Group Loyalty Requirements
How can you find out the group loyalty requirements before you venture forth?
The Anatomy of a Brain Cramp; The Retainer and the Lavalava - Communication
In life, you have to successfully work with people to get anywhere. You can't avoid it.
Did You Market Yourself Today?
"If you build a better mouse trap - the world will beat a path to your door."
Small File Box With Resumes to Help Customers
I bet you have not thought about it much, but there are many ways you can help your customers in their daily lives. If you have a customer who just got laid off from their job, tell them you will be glad to take a few of their resumes and put them in a file box and when Corporate Executives come into the store you will be sure to put a good word in for them. Many years ago I use to drive from company to company to wash cars. Sometimes companies were hiring and sometimes laying off or closing. It was easy to put a small box behind the seat of my work truck and sense most of those who gave me their resumes were customers. I helped them and maintained a customer, because once they got a new job they could resume my mobile car wash services. It sure made people happy. I use to laugh at that, but I placed so many people over the years in jobs and they were so grateful they always referred so many new customers to me. As business owners we know thousands of people and we understand networking, use this skill to keep your customers gainfully employed so they can continue to patronize you. When you see someone out looking for a job, get their resume and keep it in a small file box behind your seat. Label ten folders with categories such as:
The A-B-Cs of Networking
In the workplace - and when dealing with workplace matters - networking is a powerful tool. And the same is true in personal and social situations, where friends and family can provide you with a great support system, both as you make decisions about change in your life and as you carry them out.
Most of us already have a network, but many of us don't know it, so we don't use it. All of us can have a network, but most of us don't do it, so we can't use it. My recommendation? Build a network of people who can assist you in reaching your goals ? and USE IT!
Why Cant I Start A Conversation With You?
One out of every ten Americans has a fear of talking to strangers. When you enter a room full of new faces, to start these conversations seems like an impossible task. You wait and wait and hope to God someone else says hello first, but the apprehensive silence persists. Then nobody talks to anybody.
Give People Something to Talk About!
My husband and I tried an experiment one night. We were invited to a dinner party with three other couples we didn't know. What we did know is that we were all around the same age. We also knew what we were having for dinner. The purpose of the dinner party was to have an opportunity to meet new people and make new friends.
|
