Many entrepreneurs are puzzled as to why they aren’t attracting more clients. They are doing a ton of marketing. They are on Facebook and Twitter and they are attending conferences and seminars. Unfortunately none of this networking is translating into new customers. Many entrepreneurs don’t realize that they are losing valuable prospects because they aren’t clearly stating who their clients are and how they help them. I’m going to outline….
The 3 Biggest Mistakes Entpreneurs Make When Answering the Question, “What Do You Do?”
1) You Give Your Job Title
Telling someone that you’re a personal trainer, a caterer or a massage therapist leaves it up to the listener to determine what it is you do. More problematic, this approach doesn’t dispel any preconceived (possibly negative) notions the listener has about your job. In short, using a job description is frequently a BIG deterrent to people wanting to learn more about your work and how you could possibly help them.
2) You Give an Incoherent Description
This is a ramble about how you work with your clients. It sounds something like, “I work with women to enliven their bodies and spirits by helping them eating better…I teach them about various herbs and raw foods that they should include in their diets.” Not only is this statement boring and long-winded, it doesn’t get to the core of what type of clients you serve and the exact problem that you address.
3) Discussing the Process
Entrepreneurs mistakenly think that people care about the nuts and bolts of what they do. The person who is looking for a solution to an important problem, isn’t interested in how long your sessions are or the latest gadget you’re using . If you’re an aesthetician, a prospect may be interested in knowing that you a treatment to prevent break-outs, but she could care less about the fact you use a clay mask drenched in organic honey, shipped in from France, which stays on the client’s face for 30 minutes.
The Effective Answer to, “What Do You Do?”
Your answer should encourage further conversation about your work and services. Moreover if the listener is a potential client, she’ll be ready to find out how to work with you. If she isn’t in need of your services, then you’ll stick in her mind as a referral to her friends and relatives. An effective answer includes the following:
1) Who’s Your Ideal Client: You identify the commalities of your clients i.e. their shared characteristics, circumstances or problems. For example, “I work with women executives who earn more than $300,000 per year.”
2) What Problem Do You Address: You identify the biggest challenge or obstacle that your ideal client faces. For example, “I work with women executives who earn more than $300,000 per year who have been repeatedly passed over for promotions.”
3) What Transformation or Change Do You Bring About? You identify the tangible outcome(s) or benefits of working with you. For example, “I work with women executives who earn more than $300,000 a year, who have repeatedly been passed over for a promotion. I teach them how to promote their achievements so that they are seen as highly qualified candidates for top level positions.”
If you have any questions or had an “Ah ha” moment I’d love to hear from you. Leave me a comment below.======================================
Photo credit: Fritjof Andersson
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Hi Yvonne,
Very well said. Infact I have experience with point number 3 countless times. Many times when I want to book a cab for e.g. I am told that I will be informed after 20 minutes, if it is available. ( Strange process). But they say that this is the process. I have ditched that cab service and found a new one which does not bore me with the processes.
The customer should be exposed to process only when his or her input is desired not all the time.
Thanks and regards,
Ashvini
It sounds like the key is to come up with some sort of “mission statement,” where you describe as briefly but richly as possible what it is your service achieves.
Hi Ashvini:
Unfortunately your experience and actions speak volumes about why small businesses lose customers. Customers are interested in “what’s in it for me,” not in how it’s done.
Smart entrepreneurs discuss benefits, such as fast delivery, low price, convenience, saving money, increased vitality, more sex appeal, etc….not the procedures behind the benefit.
Hi Steven:
Many companies use mission statements. Many employees however can’t remember the mission statements. The real key I believe is to have a firm idea about your clients and the main problem that you solve for them. Memorizing a pithy statement is cool but it’s better to be able to organically provide this information in any type of conversation.
Hi Yvonne,
I LOVED this post. Thank you so much for writing it. It was really helpful to go from points 1 – 3, while adding critical pieces to my own “response” to this question, and a much-needed refresher for re-framing how I think/talk about my work.
I’m hoping you can help me with another problem I’m having: I’m constantly juggling multiple projects and often struggle how to present myself (when I’m not in a niched space).
I’m a budding writer, the owner of a social network for women of color, and an event planner/producer. The “what do you do” question often throws me off because then I start trying to explain that I’m managing multiple projects (and perhaps come off as uncommitted/flighty).
Any suggestions you have for me would be most appreciated
Hi Adaora:
I’m glad that you found the blog post helpful.
First, every space is niched. If you are a musical artist people want to know what genre you perform. If you’re a visual artist people want to know what materials you use, your style and your influences. If you’re an event planner, do you do million dollar events for celebrities or low-cost parties for local kids? The formula is similiar: Who’s your client/audience and how are you addressing their concern/interest/problem.
There are 2 main schools of thought for multi-passioned people. They can create one (cohesive) company with different divisions as a way to house all of their interests. The other is to place one interest front and center and relegate the others to the background.
Personally, when I hear that someone is a screenwriter/waiter/model I’m not inclined to do business with them. Unfortunately most people feel the same way–because it seems unclear what they REALLY do or even want to do.
I hope that this helps.
I hope that this helps.
Hi Yvonne,
Thanks for the timely feedback. My comment earlier about ‘niched spaces’ was actually referring to the physical space (not my profession). For instance, at general networking events vs. a networking events for people in the non-profit industry, which is more focused. I’m pretty confident in my area(s) of expertise: all my projects/clients are pretty well-niched.
Your point about choosing whether or not to focus on one main line of business or house different visions under one umbrella company is exactly what I’ve been trying to decide for myself. So I guess I’m trying to learn which criteria to weigh in making that decision. Once I figure that out, I’m sure the rest will be easier I’m sure.
Thanks for the feedback. I look forward to reading more of your posts!
Great points to think about when preparing to network, present yourself to a new group and/or meet potential clients. Having a good understanding of your strengths and services AND being able to effectively and clearly communicate it, that’s the key. Thank you for another great post!
Anna:
Thanks for taking the time to comment. I’m so appreciative of your consistent support!
I just signed up to your blogs rss feed. Will you post more on this subject?
Thank you Yvonne
I experienced this just this past weekend, and it was amazing that I could see the exact moment that “I lost the listener”
I’m working on my mending my ways
Thank you
This is excellent (and I wish I would have read it before RHH Live!). I will be linking to this post in the very near future. Thanks Yvonne.
Hi Liz:
I’m glad that you found it valuable. Definitely, link away
Love your site, catchy name, clear concise info & positive approach. Thank you.
Thanks Therese for stopping by and saying! Hope that you found some useful info.
I found this post most helpful. You’re a good teacher, I like your practical approach. I’ve got my answer to “What do you do?” and I’ve just subscribed to this blog! Thank you.
Thanks so much! Welcome to the Soulful Affluence community
Honestly I’ve read this before but perhaps it’s that your example is so clear and my mind is open but I really just got this. And in few minutes was able to put this together-now mind you it had been on my mind so subconsioucly the motor was revving. Using your guideline, I got “I empower and teach women with reproductive health issues how to heal and thrive in their lives.” So short and succint-thanks alot, really, I follow a bunch of coaches and this is the first I’ve really gotten clarity.
Namaste,
Kala
Kala:
I am glad to be in service to you.
Yvonne
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