Have you ever stopped to think about the answer to this question? If someone stops you on the street and asks you directly: “Hey, what do you do for others?” What do we say? I bet it would be very complicated to suddenly elaborate and answer for this question. But, if you think about it, we all do something for others, whatever your profession or work is, so, in reality, it is not surreal that we have prepared that answer “just in case” (it can also serve as presentation card to start conversations in social gatherings, to help you when you create your personal brand, etc).
Explaining what we do in 10 seconds
Sometimes we are forced to say what we do principally related to work to obtain clients, sell services or products or present our company to potential partners, collaborators, etc. It does not take more than 10 or 15 seconds to make a quick presentation of what we do, the bad thing is that we normally don’t do it correctly, we all use general labels that describe our profession, but not what we really do. Making ourselves known through labels can be harmful if the person has a negative mental image of that profession, or, at least, not excessively attractive, and it does not help others to understand how we can help our potential client or contact, which is what we are really interested in. It is also not advisable to present ourselves through the description of the process that we use at work, like: “I analyze areas for bettering in information systems through algorithms …”. Even if our interlocutor understands us or not, we still are not giving a valid reason to pay us more attention or remember us for possible future business.
And the key is those 10 seconds in which we have the total attention of a person, and for that reason we have to choose the appropriate answer to the question that they have asked us.
Defining the value In reality to the customer
What we all want to know when we meet someone, is how that person can help us solve something we want to solve or provide something we need. It is all that matters to us about a stranger, and it is the only reason why we will remember him / her later, or not. So the answer to the question “what do you do?” it must clearly include what value we provide to our clients, contacts, etc., and how we are the right person for it.
What we have to consider is basically this; how will our services and products impact the life of our client, his company, his work, his future? What are the tangible or intangible benefits that we provide? And in a sentence, what is the value we can offer that differentiates us from the rest of our competitors?
Using the right words
When we start creating the sentence that will be our perfect answer, we must choose the most appropriate words to attract the attention of the person to whom we are explaining what we do. The words do not need to be referring about us, in our name, but rather to the problems that the possible client needs to solve. What words do people associate with what we do and which are the easiest to remember? Once we have this clear, we can simply do a small search on the Internet to see what kind of synonyms would be most appropriate or sound best, to create something that has a certain hook and also serves as a marketing message.
Find the perfect phrase
The idea is to build it with the right words, a phrase that encompasses and defines everything we do for others. And for that we have to make sure that we have the correct information to help us create it. What we need to know is basically this:
1. What are my clients, contacts or current partners and what are their characteristics?
2. Who are my potential clients or contacts?
3. What are the problems that we can currently solve for our clients?
4. What problems do they have that we can solve?
5. How do we help our clients achieve their goals?
6. How do we differentiate ourselves from other companies or services that offer the same services?
Once we have all this information available, it is when we are ready to create our perfect answer.
And what do I do for others?
The perfect answer begins with the phrase: I help … (the problem or problems we solve from our clients) so that (what your clients will receive with your services)
Simple, right? This type of answers will be those that prompt the question, ah! Can you give differential information? How do you do that? And it will help us attract more possible contacts. Take the test, and tell me, what do you do for others?