You know it’s coming. You’re standing there at a party, a cocktail in your hand and someone will ask the inevitable question, “So, what do you do?” Many of us, in fact most of us say something like “I sell…..” What a buzz kill answer! Certainly we don’t intend to have that effect on people but we don’t really know what to say. I don’t know about you but after giving a lame answer I try to convince myself that really it doesn’t matter….those people weren’t potential clients. Maybe, but maybe not. The real rub is that it’s easy to sound strong, confident, and competent. It just takes a little time and practice.
To begin this process first understand that your answer should do only two things; create awareness and interest. That’s all. Your answer is not expected to make someone swoon with excitement over the prospects of working with you. The purpose is awareness and interest. Luckily there is a formula for developing your answer to “What do you do?” and it’s called the Elevator Speech (the name reflects the idea that you should be able to answer in the time it takes for an elevator ride…approximately 30 seconds).
The Elevator Speech is actually a formula… Who + Problem + Situation + Solution
1. Who – what audience is your business targeted toward….specifically? Is it a group of people who are geographically linked? Or do they have another common factor in their lives? Examples would be: baby boomers, people with high school children, businesses that sell services, etc.
2. Problem – what problem do they have that your service or product solves? For example, they are dissatisfied with their work life.
3. Situation – why is this problem a problem now?
4. Solution – what do you do that solves this problem?
Here’s the elevator speech for my book. “This book focuses on salespeople who struggle asking for referrals because they are afraid of being viewed as pushy by their friends. I show them how to go from being viewed as a pest to being considered a guardian.
My husband, who operates a real estate school, could use this speech when he’s asked what he does. “My school focuses on people who are dissatisfied with their work life and are now looking for an opportunity to flourish. I help them start a new business by becoming a real estate professional.”
Are you starting to get the rhythm? This is really easier than it appears. To begin, find yourself a comfy spot preferably with your favorite adult beverage and a note pad with pen. Jot notes down for each piece of the formula; who do you serve, what is their problem, what is this problem urgent now, and how do you solve the problem. Now weave the pieces together.
Remember, we are after awareness and interest. The person you are speaking with should walk away thinking, “Wow, I’m going to keep their card.”
Likely your first pass at this is not going to produce the perfect elevator speech because this speech is a process and one that is typically needs some thought. Regardless of the stage that you are in it must sound and feel natural, otherwise you will not use it. But remember no Elevator Speech sound natural the first few times. To get to that point requires repeating it over and over. It will sound different every time you say it. Refine it as you go. Soon you will have a speech that makes you proud to answer when someone asks that inevitable question!