1.  Introduction

 “Let’s Talk Some More”.  Those are the words we all like to hear someone say when we introduce ourselves to other people. 

“John, what you do sounds really interesting.   Let’s arrange to meet to talk some more.  Have you got your diary with you?”

2.  The Challenge

The challenge is how do we make what we do sound interesting and, more importantly, of potential value. The question that you typically have to answer is, “So tell me, what is it that you do?”  

This is such an innocent question.  Yet how you answer it will strongly influence what happens next.  Since many of us invest so much of our time and marketing spend on networking, it pays to have a good answer. 

You all know what it is that you say in answer to that question today.  Most answers have your name, your role and the company that you work for.  You may also add a little more about the products or services that you provide.

3.  Things to Know Before Answering the ‘Innocent’ Question

  (i)  Understand the ‘Question Behind the Question’

When someone says to you, “So what is it that you do?”, the question that they are really asking themselves, “Is this person going to be of value to me, or perhaps of value to someone that I know?”

  (ii)  Understand your Business Value

The key word here is ‘value”.   So the question that we each have to ask ourselves is,
“What is the real value that I deliver to my customers?”

This is a tough one.  Most of the time we talk about the products & services that we provide and maybe some of the features and benefits.  However, we seldom talk about the real value we provide.

  (iii)  Know What Defines Value

Ultimately, business value is measured in terms of £Notes:

  •  Is this person going to save me money? 
  •  Or, is this person going to make me money?

4. Discover your Business Value

So, what is your business value?   Ask yourself:

  •  How do you help your clients save money? 
  •  Or, how you help your clients make money?

To get the answers, you may like to:

  •  Brainstorm your business value proposition with colleagues & friends
  •  Alternatively, ask your customers as they are the only ones who really know.

For both approaches keep asking the question, “So what did using my services really do for your business, and for you personally?”  Stop asking when you hear the £Notes and then quantify the value.

Here is an example.   You are talking to the Managing Director (MD) of a food processing company that has installed a new manufacturing line that you supplied.  You ask, “Can you tell me what has been the real value to your business since you installed our manufacturing line a year ago?”

•  MD     We are now much more efficient.

•  You    Can you explain that further?

•  MD     Yes, we have faster production times, we employ fewer people, and we can respond to our customer requests more quickly.

•  You    How has this impacted your operating costs?

•  MD     They are lower by 30% which is fantastic. 

•  You    So what has this meant for your business?

•  MD     The business has saved £100,000 in operating costs, we have been able to support an increase in sales of 20%, and margins are up to by 10%.

So, once you have fully understood the real value that you deliver, you are ready to answer the question, “So what is it that you do?”

5. Structure of the Personal Introduction

Here is an example of the structure for a personal introduction.

  •  Introduction: My name is ……….. and I work for …XYZ… company

  •  Product / Service Specialism: We specialise in providing ABC, or we are ABC specialists.

  •  Pain Statements: What are the typical pains that your customers are looking to overcome?

  •  Value Statements: What do your customers get by working with you? (Think value and how these address your customers' pains).

  •  Close as appropriate to the networking situation you are in:

    (i)   Repeat what it is you do/help customers – the impact on them e.g. “As a result, our customers ….”
    (ii)  Ask a question to explore their interest in what you have said
    (iii) Other close e.g. repeat name, company, tag line.

6.   Don’t Leave Money on the Table

Now, some of you may feel uncomfortable saying something like this as, “It isn’t the thing that British people say”. Clearly you have to be comfortable with what you say, and be yourself.

However, think about how much money you may be leaving on the table because your personal introduction is not a strong as it could be.  How many times have you lost the chance to have a ‘Let’s Talk Some More’ meeting because you haven't made your value clear?  If you believe that there may be some truth in this, then developing your value proposition may prove to be a very profitable exercise.