Always begin with the phrase "You know how" followed by a couple of common problems your clients normally experience. Then follow up by saying, "What I do is" and continue with several key points, benefits or value propositions as to how your product or service solves these problems.
For example, if you are a consultant, you can say, "You know how some businesses experience poor staff performance and productivity which can wind up costing the company time and money?" Allow the person to respond, demonstrating you have their attention and they are interested in what you have to say. Then respond with, "What I do is help businesses with their bottom line by increasing staff productivity and eliminating their headaches so they can generate the results they want."
Using this approach, you have not only clarified what you do in your profession, but have opened the door for further conversation about similar challenges they or their company may be experiencing.
We often end such conversations by handing out one of our business cards and then waiting for the phone to ring. By doing so, you have placed the responsibility on the other person to contact you. If you hand out 100 business cards, think about how many people actually call you. Chances are, not many.
Instead of waiting around for your potential clients to find your business card and call, take he responsibility of getting in touch with them. Doing so will enable you to get in touch with every contact you make instead of waiting for the phone to ring.
When asked for your business card, hand it to them and add, "You know, it's very difficult to contact me since I am often out of the office or on the phone servicing my clients. Let me have your phone number and a good time to get in touch with you so I can make myself available around your schedule."
Spend time putting together a laser presentation that works for you, then try it out at your next chamber mixer or tradeshow. You will notice people taking a greater interest in what you do, while spending less effort generating new clients.
Copyright, 1998 Keith Rosen Profit Builders.