You’ve been there.
A prospect says, “What do you do?”
How do you respond?
When people ask what you do, what they’re secretly asking is what can you do for me?
Here’s a 3 part framework for elegantly explaining what you can do for others.
Example for Ryan Reisert – Phone Ready Leads.
1. BEFORE STORY (Focused on the problem. Limit to two sentences.)
“Do you know how frustrating it is to make 50 cold calls and only have 1-2 conversations? Even with direct dials, people don’t pick up.”
2. AFTER STORY (one sentence)
“Phone Ready Leads is a service that enables inside sales reps to have 12-15 conversations for every 50 dials so they can book more meetings without long-term contracts or adding new technology.”
Formula – (Product) + (what it is – app, service, etc.) + (superpower they don’t currently have) + (differentiation – “without”.)
Selling is about the contrast—the before and after.
“Do you have an outbound motion today, or is it mostly inbound?”
Asking a question prevents keeps the conversation going. Brains pay attention to questions because they have to hold up their end of the bargain and answer.
So, what do you do?