Youve been there. You are introduced to someone you have never met before. You and the other person go through the social niceties, talk about the weather, the prospects for the athletic team of choice, fashions, even back in my day but invariably the subject comes up, What do you do for a living? It is the moment of truth. Its time to toot your horn.

I asked that question recently and the reply was a generic, Oh, Im an accountant. The answer made me feel that being an accountant was like being a commodity that, if I didnt know better, all accountants are alike, just like all long-grain rice is the same. But the fact is that, unlike rice, all accountants are not the same. Some are cost accountants, tax accountants, Certified Public Accountants, and auditors. Some specialize in working with individuals, small businesses, large, or mid-size companies. Some are solo practitioners while others work in large, multi-national firms. Some are expert in very narrow fields; others are generalists. In other words all accountants are certainly not alike.

If I was considering changing accountants there was nothing in the statement, Oh, Im an accountant that would make me consider selecting that person to be my accountant. I didnt get the passion, the joy, the interest in the profession in that statement. If the person I was introduced to was interested in attracting new clients he should have given me enough information to judge whether I should consider that person. He should tell me, in very few words, what makes him stand out, why his clients like his services enough to continue using him, what value or specialized knowledge he brings to his clients.

Some people call that introductory statement an elevator speech or an audio commercial. Whatever it is called, it is a mini-script that, if it is well rehearsed and sincerely delivered can be the beginning of a new business relationship. If you are interested in attracting more business, script your own audio commercial and be ready to toot your horn the next time you have the opportunity.