What do you do ?

What do you do ? 

Most of the times when we meet a new person at a business or social meeting , after introduction the question we face is “What do you do?” Irrespective of the situation, think about what you answer. All too often we respond with the ‘what,’ not the ‘why.’ We’re answering in autopilot. It’s how we are programmed. This tiny difference in response reveals an enormous opportunity for both marketing and sales – and the answer lies in having a simple but compelling value proposition.

A small change in the answer makes a big difference. 

Let us see a three typical responses. 

I work for a company that supplies Tally Software. 

I make spices.

I give advise on organic agriculture. 

See , at the end of these responses the conversation stops. Rarely would you go into details as the listener already has an idea about what is Tally , what are spices , and what is organic agriculture and he reinforces the image that he holds in his mind. 

Let us now look at these same responses , with a little twist. 

I work for a company that improves accounting practises in corporates. 

I make food tastier. 

I help farmers produce better crops. 

These are conversation starters. 

The natural rejoinders to these from the person you are meeting would be 

Tell me , how do you do that . 

With that you get an opportunity to give him an indepth introduction of your activities and the chances of mutual cooperation increase manifold. 

On the other hand , reversing the same question on your friend you can glean much more information about his business. 

What is the difference ? 

In the first part , you were talking about yourself. Just look at your tagline, your website, your collateral… 9 out of 10 this starts with the what you do and not why you do what you do. We love to talk about ourselves – how big we are, the products we offer, the number of clients we have, the growth we are enjoying – it’s all about us. So when we or any of our colleagues get asked the question: What do you do? We answer the way we do – and the conversation is dead.

What is the solution ? 

Read Stephen Covey's seventh habit. Start with the end in mind. 

We’re not in the business of selling a product – we’re in the business of solving a problem , adding value , selling a feeling, a desired state, an outcome. That’s where the power of ‘emotion’ kicks in – emotion and curiosity drives action.

What can you do next, do this simple exercise.

Decide what business are you really ‘in,’ i.e., why should customers or acquaintances recommend you to their peers? 

What’s the single word you want to make stick in the minds of your prospects?

Review your most recent introduction or sales pitch – How clearly does that communicate this single word ?

What needs to change ?