How to Know What to Say When They Ask, What Do You Do? 99
Did he send the same rŽsumŽ to each? Absolutely not. His rŽsumŽ
never deviated one iota from the truth of his background. Hoever, for the ice
cream company, he highlighted his experience turning a small company
around by doubling its sales in three years. For the food chain, he
underscored his experience working in Europe and his knowledge of
foreign markets.
Both firms offered Roberto the job. Now he could play them off against
each other. He went to each, explaining hed like to work for them but
another firm was offering a higher salary or more perks. The two firms
started bidding against each other for Roberto. He finally chose the food
chain at almost double the salary they originally offered him.
To make the most of every encounter, personalize your verbal rŽsumŽ
with just as much care as you would your written curiculum vitae. Instead
of having one answer to the omnipresent What do you do? prepare a dozen
or so variations, depending on whos asking. For optimum networking,
every time someone asks about your job, give a calculated oral rŽsumŽ in a
nutshell. Before you submit your answer, consider what possible interest the
asker could have in you and your work.
Heres How My Life Can Benefit Yours
Top salespeople talk extensively of the benefit statement. They know,
when talking with a potential client, they should open their conversation
with a benefit statement. When my colleague Brian makes cold calls,
instead of saying Hello, my name is Brian Tracy. Im a sales trainer, he says,
Hello, my name is Brian Tracy from the Institute for Executive
Development. Would you be interested in a proven method that can increase
your sales from 20 to 30 pecent over the next twelve months? That is his
benefit statement. He highlights the specific benefits of what he has to offer
to his prospect.
My hairdresser Gloria, I discovered, gives a terrific benefit statement to
everyone she meets. Thats probably why she has so many clients. In fact,
thats how she got me as a client. When I met Gloria at a convention, she
told me she was a hairdresser who specialized in flexible hairstyles for the
businesswoman. She casally mentioned she has many clients who choose a
conservative hairstyle for work that they can instantly convert to a feminine
style for social situations. Hey, thats me, I said to myself, figering my
ooja
(Ooja)
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