09 August 2026
One of the most common questions professionals are asked is:
"So, what do you do?"
It sounds simple, but the answer can make a huge difference.
Most people respond by describing their job title, qualifications or services.
The problem?
Prospects are not usually interested in what we do.
They are interested in what our expertise can do for them.
A useful formula is this:
Step 1 – Create rapport
Start with something the other person already believes to be true.
When people hear something they agree with, they naturally feel more comfortable.
Step 2 – Mention a problem
Talk about a challenge, concern or goal that people often have.
Step 3 – Explain how you help
Briefly explain how you help people deal with that issue.
For example:
Prospect: "So what do you do?"
You: "Well, you know how many people would like the option to retire earlier and with greater financial security? I help people explore ways of making that possible."
Or:
You: "Well, you know how many business owners want to reduce stress and have greater certainty about their future? I help them put plans in place to achieve that."
Or:
You: "Well, you know how many people worry about whether their family would be financially secure if something happened to them? I help them put solutions in place to protect the people they care about."
Notice that each example starts with the prospect's world, not ours.
People are far more interested in their problems than our job title.
How Do We Fill Our Diary with Quality Appointments?
Whether prospects come from referrals, networking, introductions or purchased leads, the same principle applies.
A lead is simply someone we can talk to.
It is not a pre-sold client.
The real decision is often made during the conversation.
The words we use matter.
The questions we ask matter.
And perhaps most importantly, our ability to listen matters.
Many professionals spend too much time talking and not enough time listening.
Yet prospects rarely complain that someone listened to them too carefully.
When people feel understood, trust starts to grow.
And trust often leads to appointments.
Remember:
- Videos don't listen.
- Websites don't listen.
- Brochures don't listen.
- Artificial intelligence doesn't always listen.
- People do.
When we genuinely listen and seek to understand someone's situation, conversations become easier and opportunities naturally follow.
Have a successful week.
Humour
West London police have warned residents about a notorious cross-eyed burglar.
If you see him looking through your window, please warn the people next door.
My friend has started a business making boats in his loft.
Sales are through the roof.
A man walked into a pet shop and asked for twelve bees.
The assistant counted out thirteen.
"You've given me one extra."
"That's a freebie."
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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