What Do You Do Worksheet
This worksheet is designed to help you to develop a number of useful
responses for the frequent occasions when people ask you what you do. This
approach works well for any business and this example focuses on coaches.
When you complete the various sections you will be able to relate it directly
with your own business.
The most common response I hear coaches make in answer to the question
`What do you do?' is 'I'm a coach.' Well this is about as compelling as watching
the proverbial coat of paint dry. It also invariably leads to a discussion on what
coaching is and what coaching is not rather than letting the questioner know
specifically how you can help them. At no stage does it let the other person
know of the benefits they will experience when they work with you. There is a
better way and this worksheet will help you to find yours.
What do you do?
You will find that you get asked this question frequently and how you respond
can impact whether you begin to develop a client relationship or bore people to
death…..And remember you'll never bore people into doing business with you!
Here is a structure that I've found very useful in working with clients (from any
I work with... (insert target market)
who... (insert common problem)
I help them to... (insert solution that you help people to achieve, including the main
benefits – NOT services)
Here is an example. I’ll expand on the points below.
E.g. I work with coaches (a target market) who are struggling to attract clients (a typical coach
problem). I help them to build a successful coaching practice that allows them to profit
from their passion (a solution and benefit that coaches want).
Do you get the idea?
Before you work on your outline note the main points that you think are relevant
for your situation, especially benefits, benefits, benefits.
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1. Write down some concise descriptions of your target market.
2. Write down the common problems that you know your target market experience on a regular basis.
3. Describe the main solutions that people get from working with you.
Now use the structure below to develop a number of possible elevator
speeches for your business.
I work with... (insert target market) who... (insert common problem)
I help them to... (insert solution that you help people to achieve as well as benefits)
Some background on the structure...
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The reason you state the target market first is because it immediately lets
people know specifically who you work with.
Rather than simply saying 'people' or 'small to medium sized business' the more
specific you are the better.
If the person you are speaking with is in your target market you will arouse their
interest more easily. If they're not in your target market then they may know
someone who is and therefore being specific allows them to refer you more
Who... (state problem)
The reason you start off stating a clear description of a common problem is
because the person in front of you will be able to relate to it. People live in their
problems and it is commonly a problem that will cause someone to want to
work with you. If you can describe their problem in exquisite detail then you'll
have their attention. They'll know that you understand them and they will most
likely assume that you can help them.
After stating who you work with and a common problem that they may be
experiencing, stop and pause. Notice the impact that your first introduction is
having. Has it hit the mark? If not, change your introduction until it gets a better
response. It's almost like you want people to say (verbally and/or non-verbally)
If the person in front of you appears to relate to your first introduction then it
may be appropriate to expand into the solutions that you may be able to help
them with. If they say 'tell me more' then do so! Don’t forget to introduce
benefits as well.
I help them to... (state solution)
If you feel it's right to continue then describe the type of solutions that you help
people to achieve. Your target market will most probably have a number of key
desired solutions. If you talk about these, they will most likely want to know
The order of the elevator speech (60 seconds) is critical. Some people ask why
you need to mention the problem at all. Surely as coaches we focus on the
solutions, the better life? Let's keep it positive you say! Maybe - but if you can
describe the person's problem first then you will meet them where they are.
If you talk about the solution first without mentioning the problem at all they
may think that it's all hype and sounds too good to be true. They may not even
think that your solution is possible. Establish credibility and empathy first by
stating the problem and then move on to the solutions you help them reach if
they appear interested.
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Useful things to think of….
You should be able to tell people about the benefits they will experience when
they work with you – telling people about services will quickly turn them off.
Think carefully about different types of clients you want and list the benefits that
are relevant to them. A specific approach is far better than a general one.
It’s important to write out your script as this will help your brain remember it.
Add to this the practice time in front of a mirror, or helpful friend, partner, etc.
then your 60 seconds pitch to those you are networking with will sound
confident and relaxed. Don’t take it with you and read it out loud as those you
are talking to will think you don’t know your business!
If you are speed networking create a number of 60 second scripts – you’ll get
bored using the same one all the time and this will show to those you are telling
I hope that you have found this worksheet useful. If you have any further tips on
how I can improve this worksheet for you, then do let me know.
Extreme Management Solutions
Mobile - 07881 598 671
Phone - 0845 458 2549
Email - info@eXmt.co.uk
Web - www.eXmt.co.uk
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