How To Talk About What You Do
By Patti Waterbury
When a potential client asks what you do for a living, are you prepared with an articulate, clear answer? Can you tell them just how you work with people to help them solve their problems? Are you able to list the benefits you provide to clients?
The Book Yourself Solid Dialogue is much more than a simple “elevator speech.” It lets people know what you do, who you do it for, and why you do it, all while engaging them in the conversation. And by including them, you can determine and address their specific needs at the same time.
You Are Much More Than Your Profession
Simply stating what you do in a single word or phrase can be a conversation-stopper. The listener probably has a pre-conceived idea about your profession-and it might not be good. If you stop at the one word description of “teacher,” the listener may flash back to the high school teacher who failed her without giving her any options for making up missed assignments due to an illness…Well, you get the picture.
You are so much more than a simple label. You make a difference in the world, bringing numerous solutions and benefits to clients. And when you meet potential clients, it’s critical to let them know how you can help them. Using the Book Yourself Solid Dialogue will set you apart from competitors by highlighting you and your unique services.
Providing Solutions & Benefits
Why are people buying what you sell? What’s in it for them? Once you understand what your clients are really searching for, you can use that information to build your business.
First, determine what problems they face. Peel back the layers to find out the deep solutions they need and are hoping you can provide to them. Go beyond the obvious. Determine how their lives would be improved if their problems were solved through you.
Digging deeply will reveal the things people are really searching for. Those deep benefits are what they hope you’ll to provide. And using the Book Yourself Solid Dialogue will allow you to easily talk about what you do, why you do it, and how you can help them solve those problems and achieve those benefits.
The Book Yourself Solid Dialogue Formula
To make the whole process easy for you the Book Yourself Solid Dialogue is actually a formula. It’s not the 60-second “elevator speech” about yourself you may have been taught to master. It’s much better than that-and so much more effective!
It’s a dialogue, not the monologue many people use to describe their services. By actively engaging your listener, they become interested in what you do. And when they’re interested, they listen, understand your solutions, and are more open to hiring you.
Here’s the formula-you fill in the blanks:
1. “You know how ________________________________ (your target market) do, are, or feel _______________________________________ (problems your target market faces)?”
2. “Well, what I do is ______________________________________ (solutions you provide).”
3. “The result is ____________________________________________________________ (dramatic ‘wow!’ results you and your clients have achieved together).”
4. “The benefits are __________________________________________________________ (results and deepest benefits your clients receive when working with you).”
That’s it! In between those questions and statements are responses from the person you’re speaking with. Because it’s a dialogue, they’ll want to respond with comments and questions about what you provide. And it naturally expands into a conversation.
Once you know who your target market is, the big problems they face, and the solutions you can provide, you’re on your way to developing an effective Book Yourself Solid Dialogue. Add in the deep benefits clients will receive when they work with you, and talking with people about what you do will result in more clients.
It’s Just A Conversation-About You
And when done effectively, it appears to be a conversation about your clients. It’s easy-just engage in a conversation with prospects about how you’ve helped others and how you can help them, too. Your input starts the conversation. Asking for the listener’s input keeps them interested in you and your solutions.
You also must be listening to them. Their responses will tell you what they’re looking for in a provider. They’ll let you know if they’ve experienced the big problems you refer to in step 1. They may elaborate on those problems so you can address possible solutions with them at that moment.
The formula is simply the dialogue-starter. Once you get into the dialogue, it may change direction with the prospect’s responses. Be open to that and prepared with various examples of solutions for them. However, don’t lock yourself into the formula as you’ve prepared it. While it may get you started, not everyone’s problems will be the same. It’s best to have some options in mind, especially if your market is broad-based.
Practice, Practice, Practice
It’s true: practice makes perfect. Begin by practicing in the mirror until you feel comfortable with your Book Yourself Solid Dialogue. Then enlist the assistance of friends. Ask them to help by playing the role of potential clients. You may need to let them know some deep problems your target market experiences so they can vary their responses. Listen to their feedback-more than simply practicing to become familiar with the process, you also need to know how you sound to prospects.
Then take your Book Yourself Solid Dialogue ‘on the road.’ Talk about what you do with everyone you meet. They might not be your target market, but they may know someone who desperately needs your help. And the practice will help you become comfortable talking about what you do.
Articulating what you do with prospects is as easy as having a conversation. And the best part is, prospects will respond by telling you their needs and desires so you can immediately begin offering solutions. Simple, easy, and effective!