I asked him, “So what do you do?” and he replied, “I sell insurance.”
How boring!! In a previous post (you can check it out here https://relmes.wordpress.com/2008/03/06/how-to-become-more-effective-at-networking-events-part-9/ ) I wrote about how to develop your audio-business card and why doing so in a way that differentiates you from your competition can positively impact how you are perceived.
Remember, “Your customer’s perception is your reality.”
I am currently reading an excellent book titled: Becoming Preferred – How to Outsell your Competition by Michael Vickers. http://www.michaelvickers.com/
Here is what her wrote (I love, this section) about Creating your Introduction.
The most important thing you can do in formulating a powerful introduction is to first define the benefits of what you do rather than simply describing what you do. For example, let us say that I sell insurance. You meet me at a local watering hole and during the course of our conversation you ask me what I do for a living. I reply,
“I sell insurance.”
Do you need any more information?
Do you feel like introducing me to all of your friends?
Do you get an overwhelming urge to invite me home for dinner and develop a relationship with me?
I don’t think so. Let’s face it, there is nothing wrong with selling insurance, it is just that you have been there and done that! Saying you sell insurance does not create excitement not does it create interest.
A number of years ago i was in a golf tournament. During the course of the tournament I struck up a conversation with a professional looking gentleman whom I had not met before.
The initial conversation was polite and then I asked him what he did for a living. He replied,
“I am a golf fund specialist”
That caught my curiousity and I replied, “What do you mean a golf fund specialist?” “Well, ” he said, “I help executives enjoy the game of Golf today and well into their retirement.” “How do you do that?” I asked, He then stated, “I would love to show your how I do it. If you give me your business card I will be happy to give you a call and perhaps we can continue this conversation over coffee.”
Am I interested in meeting with this person? Absolutely.
Guess what he does for a living?
He sells insurance!
The products he sells are financial products, but the benefit of what he sells is financial security. His marketing target is the business professional who golfs.
The market has thousands of insurance agents and financial planners, but how many “golf fund specialists” do you know?
“It is not what you do that counts, but the benefit of what you do.” – Michael Vickers
Now that is what I call a sexy introduction!!!