Describe your business in terms of benefits and value so the person you are talking to can better understand how you can help them, regardless of what it is you do. “I‘ve been building estate homes in Chicago since 1977” is more descriptive and better than, “I’m a builder,” because it infers some of the benefits you provide and encourages a conversation.

The second version lets the other person know you have solid experience, probably know a lot about a specific geography, you build big-expensive house and, finally, it implies the homes you build are constructed well. If those inferences were not true it is unlikely you'd have been in business since "1977." If you had simply said, “I’m a builder,” you would miss all those important attributes and benefits. Successful people never make this error and almost every successful person I’ve met is a good conversationalists.

A conversation allows you and the other person to determine if your unique expertise fits their unique needs and if your personalities are compatible for a business relationship.

So, the next time you meet someone describe your business or profession in interesting terms that conveys the benefits you provide.

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