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October 23, 2013 at 12:20 AM
When people ask “What do you do?” they don’t really want you to go on and on about yourself — even though they’ve asked. The key to engaging with prospects is not to talk but to listen. You want to keep the conversation about them, while still delivering enough about your business to sound exciting, intriguing and memorable.
Even the classic elevator pitch can be too long-winded and gimmicky for an informal introduction. In a world of ever-decreasing attention spans, less is definitely more. So how do you find the balance between brief and memorable?
When asked about your company, what do you usually say? The most successful answer is one that is authentic and designed to position you in the marketplace. Try forming your own answers with help from this simple, four-step questionnaire:
- Who you are?
- What do you do?
- Who do you work with?
- What is unique or memorable about you?
Example 1: “I work with family-owned businesses, helping them pay less in taxes and protect their assets. I specifically work with those who have serious profit problems: big profits.”
Example 2: “I own a marketing consulting firm, which employs seven people, all of whom are focused on helping companies find more clients and advocates. I’ve worked with an NBA basketball team, U.S. senators, financial advisors and mutual-fund companies. I’ve even closed a sale while upside down in an aerobatic biplane at 3,000 feet.”
