Networking Made Boring: “What do you do?”

What do you notice the most at networking meetings? I listen to the creative ways people introduce themselves. A great elevator speech is rare.

I go to a lot of networking, Chamber, business associations, and industry gatherings. I’m there to get to know others. Like many others, I’m interested in identifying and developing potentially productive business relationships.

Most people use short-cuts or “rules” for spotting the potential for a productive conversation.

What do you pay attention to when people introduce themselves? The other morning I was at one of those 7 a.m. breakfast meetings where folks go around the room and give their elevator speech: their name, what they do, who their ideal clients are, etc.

It’s a good thing the coffee was good and strong. Not much else was keeping me awake. I felt like most were reciting their name, rank and serial number. It’s surprising how little time and effort people expend into crafting a good introduction for themselves.

The best intros, in my book, are short and succinct. Instead of boring, they differentiate a professional, distinguishing them above others. They usually have specific details and a little personality. And people don’t recite them like an answering machine recording!

When I hear a good intro, I usually react with, “Oh yes! I want to know more!” I know what they do, who they work with, and what the primary benefits are from working with them. And my curiosity is piqued.

A boring intro isn’t just boring and ho-hum. That’s the least of it. Worse, the person comes across as being just average. Who wants to hire a mediocre lawyer, accountant or consultant?

I know I’m writing with non-specific language. “Boring” doesn’t mean much if you’re not bored by the same things as I. Here are a few things I’ve noticed that contribute to a boring intro:

1. Use of industry-specific jargon (“We’re a full-service agency…)
2. Vague benefits (“We really care about our clients and help them solve their issues…”)
3. Confusing client identification (“We cater to high-net individuals and small businesses”)

It seems that every industry has their favorite buzz words, and it gets interesting when a buzz word from an accounting expert has a positive spin, while use of it to lawyers may be negative!

When I’m working with coaching clients, we work a lot on communications skills. One of the first things I ask, is what do you do? You’d be surprised how varied the responses can be after working with someone for one month, three months and six months down the road!

The “What do you do?” question gets asked a lot and the appropriate responses vary depending on context. You can always improve the quality of your responses. All it takes is a little preparation and practice.

Instead of the usual elevator speech, try livening it up a bit.

1. How can you differentiate yourself from the pack?
2. How can you include vivid details?
3. How can you mention client results?
4. How can you add a personal insight?
5. What strong words might grab attention?
6. What detail will make you memorable and easy to contact?

Get creative. Most people I know aim for impressing the rational brain:

• Here’s what I do
• Here’s who I do it with
• Here are the benefits to my clients
• Here’s how to contact me

Ah, yes, makes sense, doesn’t it? And yet, there’s that other “brain” to deal with, the unconscious emotional brain. Remember, people don’t take action, make decisions, or remember anything, unless their emotions are triggered.

That’s the real challenge, isn’t it? How do your deliver rational information AND connect to people’s emotions? How can you answer the “what do you do” question so that it intrigues and fascinates?

Related posts:

1. 7 Tips for Getting Known in Your Target Market