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How to Break Into Cliques
And now that you've been introduced...how do you make yourself stand
out?
Once you have the attention of a business prospect, at some point in the
conversation, the prospect will ask you, "So what do you do?". In most
cases, you will only have 60 seconds, to catch the interest of the
prospect. Therefore, your response to this questions needs to be
specific enough to tell what you do, but interesting enough for the
prospect to ask for more information.
Here is where "bullets" about your business come in handy. Bullets are
short statements about your firm that highlight a specific product,
service or attribute about what you do. If these bullets highlight
something unique to your firm, they are even more effective as
attention-getters.
Let's say you work in the field of Insurance. An intro may be, "By
careful planning, I protect people's assets". This intro says what you
do (careful planning) and what the prospect gets because of it (asset
protection). This got the attention of the prospect by telling them
"what's in it for them" and highlights a specific service that you
offer. Another example would be an Accountant. An Accountant, once
asked- "what do you do?", might respond with " I help keep more of your
hard-earned money in your pocket, instead of in the IRS's pocket". That
would prompt the next question- "How do you do that?".
It is not suggested
that the intro response be so long and detailed that the prospect tries
to get out of the conversation from sheer boredom. You know more about
what you do than your prospect needs to know at this first presentation.
When an intro is effective, it will lead a prospect into asking more
questions. When a prospect asks a question, you will usually have their
attention long enough to hear the answer. That answer, properly worded
will lead to more questions.
By Nancy Roebke
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