Let me ask you a question, how many people know what you do? Typically the answer I will get is that everyone knows and yet the evidence proves that to be incorrect. The evidence I am talking about is the amount of referrals you get on a regular basis from people who know, like and trust you. You would think that based on those numbers there would be a constant stream of new opportunities and yet that is not the case, so what is happening?
The truth is that most people do not know what you do to a level that they are comfortable making a recommendation. They have a rough idea in their mind but that is about all. You could be in IT for example and yet when you ask twenty people what IT is you will probably get twenty different answers because it is such a broad sector. Do you provide software, apps, technical support for large companies, SME’s, banks etc. Do you work for a large company or small one, do you work in a specific area, do you work in a specific sector? As you can see in just one sector the possibilities are endless and this leads to confusion. How can someone recommend you when they don’t have clarity around what you do. You certainly cannot expect them to research you to find out exactly what you do but you can give them a more specific answer as per this article https://www.alecwdrew.com/post/i-don-t-know-what-we-do
Now that you have worked out what you do can I suggest a small exercise that will help you drive new business opportunities.
- Have a chat with those you believe understand your offering and confirm if they actually do. You may be surprised at the results. If they do not, the exercise in the link above should help you refine what you will say to people in future.
- Make a list of those who were good contacts in the past but you may not have spoken with for some time. Take the opportunity to reconnect and update them with what exactly you do.
- Check your email signature, website and social media channels to see if you have a clear offering that is easy to understand and is consistent across all channels.
If people know clearly what it is you do they are more likely to recommend you to friends and colleagues.
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