Are You Referral Ready?

The most common networking question is “What do      you do?” You WILL be asked that question more than once in your life. And when you are, how will you respond?

The way you answer that question can make a difference between making a good impression and making no impression at all, between being common and being uncommon, between being memorable and being forgettable.

When we answer that question with our profession (”I’m an attorney” or “I’m an accountant”), we lose an opportunity to make a connection that markets our business and creates a more lasting impression. If the goal is to stand out, answering in a way that lumps you in with every other attorney or accountant is not the way to do it.

How would you complete this phrase:

“I help people/companies ________”. Before you do, think about how a customer might fill in the blank for you. If the essence of marketing is  capturing the voice of the customer, you actually create a marketing opportunity every time you answer this question with that in mind.

Don’t be afraid to be provocative. For example, a realtor might say “I help people turn houses into homes”. A mortgage lender might say “I help people buy the American dream”. This is effective because answers like that compel other people to ask “And just how exactly do you do that?”, which means 1) they are engaged in your message, and 2) they are inviting you to continue the conversation.

Preparing and practicing your answer to the most common networking question is a fundamental Referral Ready conversational skill. In the process, you will learn to stand out and communicate value as perceived through the eyes of your customer.

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