How to Talk About What You Do

by Bill Zipp  |  May 18th, 2010
Marketing

Every service professional has been asked in a networking meeting or one-on-one conversation, “What do you do for a living?” This question is a great opportunity to introduce your services in a meaningful, personal way. Yet most service professionals’ answer to this question backfires terribly.

“The typical response is, ‘I’m a business consultant,’ or ‘I’m a massage therapist,’ or ‘I’m a graphic designer,’” says Michael Port in Book Yourself Solid.  “Unfortunately, a polite nod or comment, or worse yet, an awkward silence and a completely blank stare, follow. Once you get that response, anything more you say about yourself or your services is likely to sound pushy.”

The reason is most people have a preconceived idea of what a business consultant or a graphic designer does, and, whether that idea is right or wrong, they’ve already put you into a box marked, “Services not needed.” Furthermore, a mere reciting of your business category does nothing to set you apart from the dozens of other service providers who, on the surface at least, do exactly the same thing as you do.

“A primary reason many service professionals fail to build thriving businesses is that they struggle to articulate—in a clear and compelling way—exactly what solutions and benefits they offer,” Michael Port continues. “You are so much more than your profession. Let’s toss out the generic labels: teacher, doctor, designer, accountant, acupuncturist, personal trainer, yoga teacher, consultant, coach, or other bland description that defines you as one of the masses.”

In other words, when asked the question, ‘What do you do for a living?’ Your professional business category is the wrong answer.

What’s the right answer?

Book Yourself Solid proposes a five part response that can be used in its entirety–if you have time for an extended conversation–or in bits and pieces for shorter interactions. The five parts are:

Part I: A summary of your target market in one sentence.

Part II: A summary of the most critical needs or challenges facing your target market.

Part III: The unique solutions you provide in meeting the critical needs/challenges of your target market.

Part IV: A sampling of the actual results your clients have achieved.

Part V: The deepest benefits your clients receive from working with you.

These five parts are then woven into a dialogue in the following way:

• You know how [insert Part I] do, are, or feel [insert Part II]?
• Well, what I do is [insert Part III].
• The result is [insert Part IV].
• The benefits are [insert Part V].

Here is how I use this formula to explain what I do:

You know how people start their own business and are very, very good at what they do, yet somehow their business never takes off? So they keep at it, working harder, longer for less money than they ever would for someone else. Do you know anyone like that?

Here’s what I’ve found. It takes more than being good at something to have a successful small business. You must also be good at business. I have the privilege of working with very talented people helping them with the business-side of their business in these five areas: planning, people, sales, marketing, and money.

The results I have had with clients over the years is remarkable: 20, 30, and 50 percent growth. Some of my clients have even doubled and tripled their annual revenue. But you want to know the best part? When a small business owner gets control of their business, they also get their life back again, because most of the business owners I know their business is running them and not the other way around. We get to change all that.

Now if this sounds a little long to you, it is. A response like this is designed to be delivered in a real, live conversation. That’s why there are questions along the way. However, not every interaction allows for such an extensive response, so Book Yourself Solid suggests the following options:

The Long Version: All five parts as outlined above

The Medium Version: You know how [insert Parts I and II]? Well, what I do is [insert Parts III and V].

The Short Version: I help [insert Part I] so that they [insert Part V].

Now it’s your turn. To make this approach work for you, do the following four things:

1. Determine your business’ answers to Part I, II, III, IV, and V as listed above. This may take some time and thought, but work that is worth it in every respect.
2. Script out each of the three conversations–long, medium, and short.
3. Practice, practice, practice. Recite your written responses over and over again until they naturally flow from your tongue. Have a friend or colleague ask you at random times throughout the week, “What do you do for a living?” Feel free to return the favor!
4. Keep improving. As you use this method, you’ll find new and better ways to say things. Rewrite your responses and keep on getting better at talking about what you do.

Michael Port says in closing, “Once you’ve clearly identified your target market, understand their needs and desires, and can articulate how you help them by identifying the core benefits associated with the results of your services, you’ll never be caught off guard again. I suggest you continue to hone and refine your message and the practice it over and over. I do.”

So, what do you do for a living?

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