Develop Your Laser Introduction

By Keith Rosen, MCC
The Executive Sales Coach™

You have probably been asked this question dozens of times: "So, what do you do?" This question usually surfaces during the initial conversation with a new acquaintance. Surprisingly, few people know how to respond to this question appropriately; you want to introduce your product or service in a way that builds your network, without appearing overly aggressive or desperate.

Often enough, the response is given without much thought. You may reply briefly: "I am an attorney," or "I am in sales." I've also seen people stumble as they answer, as if they weren't sure themselves what it is they do.

On the other hand, those people that walk away from a social event, networking function, or trade show with a list of new contacts are the ones who have spent time to prepare an opening statement and an intelligent

Developing Your Laser Introduction

Here are techniques to assist you in opening up a conversation and new opportunities to increase your network and client base; all will leave a lasting impression.

The Laser Introduction: I recently asked one of my clients, a consultant, to describe her services. She said, "I help my clients with their business." When I asked her to explain in one sentence the benefits her clients realize or the end result they experience after using her services, she had a hard time finding the words. When creating your laser introduction, begin by focusing on the service you provide to your clients. How do you describe the product or service that you provide? You could opt for something generic, as my client above did; however, you will have a greater impact by delivering a message that will spark further interest in the person with whom you are speaking.