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 Many
business people miss gift-wrapped invitations to land new
business simply because they don’t recognize the opportunity.
It comes up, often with no warning, when a person says, What
do you do?
Think about it. How often have you heard that question? More
important, were you ready to offer a good answer? Even more
important, was your response so good that it led to some new
business?
OK. Some people ask the What-do-you-do
question just to be courteous. But some are asking because
they are shopping for products or services. Provide the right
answer and you could be the supplier.
When we new meet new prospects, we always ask them to answer
the What-do-you-do question?
The usual response is long, slow and confusing. Often it is
not even clear what the company does.
The solution? You need a crisp, short, ten-second commercial
you can deliver instantly. For example, here is how we respond
to What-do-you-do?
“We
help our clients sell more stuff.”
Pretty simple – but it works. Notice there is no jargon,
no wild claims about being the “best of the best”,
and no vague claims, such as “we are dedicated to delivering
world-class service”.
Now it’s your turn.
Step One: Think about the
single most important reason why others (a business or person)
buy your product or service.
Step Two: Identify who
it is that buys this service – important because the
person asking the What-do-you-do?
question could be in your target market.
Step Three: Put both messages
into a single sentence that becomes your Ten-Second commercial:
We provide (your key benefit) for (target market).
Rehearse your Ten-Second Commercial until you can deliver
the line effortlessly.
Bonus!
At networking functions, which almost always include an opportunity
to “make a short statement about your company”,
start with your Ten-Second Commercial.
And finally…
Take a look at your advertising. If it isn’t compatible
with your ten-second commercial, it’s time to take a
second look at your advertising.
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