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I know you have heard this question at parties, social gatherings and
when you meet someone. “So, what do you do?” If you are trained, you
will find this to be an amazing opportunity to generate new clients. If
you are not trained, you will most likely say something like, “I am an
acupuncturist. I use the ancient art and science of Chinese medicine to
build health and well being.” Not a bad response, it might even
generate a question or two. But most of the time the person you are
talking to is not going to make the connection to between what you do
and the benefit it can provide them. You have not succeeded in
motivating this person to take an action towards working with you.

A great response to that question immediately makes a connection
between what problem the person you are talking has and how you can
help them. Part of the magic of this interaction is knowing what
problem the person has, or being so clear on what you do that even if
the person you are talking doesn’t have the problem you solve they know
and refer someone who does. The key is that after your initial
interaction this person is feels that you can solve a problem they are
struggling with and are willing to take a step to explore what working
with you looks like.

The basic idea is to say something like, “I help people who are
struggling with x, y and z,” and then be quiet and wait for them to ask
you a question. Pretty simple huh? You will be surprised at the power
this simple reply has to build your business.
Let’s look at what is going on in this interaction and how you can use
it every time you are in a social situation.

First off, it is vital to understand that people are listening from the
point of view of WHAT’S IN IT FOR ME? Take a moment and think about
this. Notice in your own listening how this theme is constantly at
work. Also understand that if you begin talking about yourself and your
process that it is most likely going to be boring to the person you are
speaking with. Have you ever talked to some one and they spent the
entire conversation sharing the technical aspects of their occupation
with you? It was boring right? Unless you share the technical issue as
a passion, you probably couldn’t wait to change the subject.

Now understand that if you speak in the language of WHAT’S IN IT FOR ME
and with your first couple of words not only hit on a problem the
person you are talking has (or some one they know), you also provide a
space for them to ask questions that they are going to be actively
wanting information from you. What a great place to be in.

From here you can get their contact information and send them a one
pager about yourself and the results you produce, you can offer them a
free phone consultation to find out more about their problem or you can
try and make an appointment right on the spot. What steps you take
after the first conversation are up to you and largely based on your
style and what the potential client seems to want.

The point is that if you give a short, simple response that is focused
on how you can solve a problem they are struggling with, talk about
results that you have already created for others and avoid talking to
much about yourself and your process you will be speaking the language
of your potential clients, WHAT’S IN FOR ME?

Rory Lipsky, L.Ac.
http://www.naturesroar.com/
rory@naturesroar.com
(310) 493-6162