What "What Do You Do?" Really Means

"Build your reputation by helping other people build theirs."
--Anthony J. D'Angelo

Aside from "How are you?," "What do you do?" is probably the question you've been asked most often. Recently I heard a networking expert share what she thinks the question really means. Her take? It means "How do you help people?" or "How can you help me?"

I thought this was an interesting re-frame because it totally changes how one answers the question. Let's say you're a computer consultant. Your standard answer, "I'm a computer consultant," doesn't really enlighten your listener aside from now knowing you work with computers. How much better to say, "I help companies develop procedures that keep their online information secure." Much more helpful, right?

Revising your answer this way is more engaging and is especially useful if you need to sell your service in some capacity, either inside or outside your organization. The added clarity on exactly how you serve others makes it easier for others to purchase your service or refer you to others.

" TIP: When someone asks you "What do you do?" pretend they asked, "How do you help people?" Then play around with some new ways you might answer the question and see which ones create the most understanding and interest. When people seem able to completely grasp your role without needing a lot of follow-up questions, you'll have a winning answer.

Super Cool TIP of the Month - Sometimes clients ask me for a simple, inexpensive thing they can do to help their company's marketing. Well, here's one -- make better use of your email signature line. Instead of having no information at all at the bottom of your email (unprofessional) or just listing your contact info (better but hardly distinctive), plan on updating your signature at least quarterly to include some of your company's main marketing messages.

If your company was just named a best place to work, how about dropping, "A (source) Best Place To Work Company, 2009" after your contact info? Or perhaps you'd like to let people know you have an electronic newsletter or special promotional offer. Your e-mail signature is a perfect vehicle to reinforce some of your firm's key messages. It's instantaneous, easy and free. Take advantage of it.

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