We have figured out why you do what you do, the next step is to figure out exactly what is it you do? Not the elevator speech everyone wants you to create and remember.

Before we go into more let's first go off on a quick tangent. Really, elevator speech? How many people have you met in an elevator that told you a brief description of what they do that made you want to do business with them? We have to stop thinking quick and dirty and think deep and detailed.

Let’s go back to the topic at hand, what is it you do? I’m not talking about the actual physical thing that you do because that isn’t what matters to the consumer. What matters to the consumer is what transformation do you offer for those that do business with you? It is never about the product or service, it is always about what that product or service does for a person. It’s about where does that product or service take them after they use it?

Before you can describe properly what it is you do in a manner that will allow your potential consumer to really connect. You have to understand where they are right now.

Once you understand where they are at, then you can clarify where your product and service takes them. When you have that clarification, then you can describe what it is you do. You must make sure to describe what it is you do through words that they use and understand.

It’s a mistake to try to introduce new vocabulary and a new product and/or service. You must speak their language in order to get the best connection and buy-in by the consumer.

When you go to describe what it is you do, you must also speak to them at their level. Forget the technological, fancy terms if that isn’t how they are used to communicating. If you need to, then get well versed in the technological speak or risk losing before even getting started.

Too many times I see salespeople try to speak on levels that are above their pay grade. Not because they aren’t educated enough, but because they choose to not be educated enough to really have an intelligent conversation about the product or service they are selling.

Don’t try to communicate what you do by starting off and saying how you are better than the competition because of this or that. No one cares to start off a conversation where they are looking for information with boasting or bragging.

When someone asks you what you do, they want information in order to make a decision. Then is not the time to start off by saying how much better you are than the rest. Let’s go over a few real-life examples of describing what it is you do.

We will first talk about the real estate space and use the situation of talking to a potential recruit to your company. The first thing you will get asked is either; why should I join your company? What do you do different? How much is my split?

We’ll take one at a time. Why should I join your company? The response, well honestly I don’t know yet. I really need to learn more about you and see if you joining our company would be a good fit and benefit both of our businesses. See, what we do is first dive deep into your current business and then figure out where it is you would like your business to be. Finally, we ask you what you think is stopping you from getting from where you are at today to where you want to be tomorrow? After reviewing all that information, we look to see if our company structure, culture, and core values line up with what your needs are.

The above is how you answer what it is you do when asked in the form of why should I join your company.

What if you get asked what is it that you do differently? Well, at this point the answer would be specific to what it is you do different but I will give you a sample response. "What we do differently is how we do what we do. Our mindset is that every agent that works with us is a business owner who is making an investment in us and we, in turn, are making an investment in them. In order for both parties to get a return on their investments, we have to make sure that we are optimizing our resources and talents individually for the greater good of both. We do this by providing all of our agents the support of a complete back-office business structure that we have crafted over the 15 years that we have been in the industry. We are confident in the fact that we can provide results but we also understand that in order for those results to materialize it takes a certain type of agent to plug into our system. What we do isn’t for everyone, but if you fit, you will succeed like no one else."

Again, a different way of saying exactly what you do as a broker. Don’t just copy and paste what we talk about, dive deep in what you do and figure out what feels right for you. If it isn’t authentic then it won’t convert.

Finally, let's tackle the what will my split be question. Believe it or not, this is a what do you do question. The reason I say this is because this prospect is obviously looking for a higher split because their business isn’t generating them the net they need to feel good about their business. You have to look deeper than the actual words that are being spoken and look at the reasons they are being spoken.

What is your split? The response; well, honestly our split isn’t what sets us apart, our net is what does. What I mean by that is that we ensure that the agents that come over and work for us are netting more than they have previously in their career. We don’t just look at monitory net, we also are talking time, energy and emotional investment into their business.

See, that old saying is true when it was first spoken and is still true. It isn’t about what you make it’s about what you keep. This goes for time, money, and emotional capital. If you are making a million dollars, but it is costing you 800k to make and every single waking moment, then you are paying a combined price of probably two million to make 200k.

"Why don’t we talk about what you made and kept at your last brokerage and what it is you’d like to keep in the future." That is how you answer the what do you do question and also an example of how the what do you do question is asked in multiple ways and from different angles.

If you need help figuring out what you do and how to communicate it best to your ideal client regardless the product, service, or industry just schedule a time to chat and our team would be happy to work through this process with you, you can schedule here.

Remember, clarity leads two conversions and our out of the box thinking generates out of this world results.