Why articulating what you do matters more than you think

The importance of clarity

In sales—especially B2B sales—your ability to explain what you do clearly, concisely, and compellingly is essential. Whether you’re talking to a potential client, a business connection, or even a friend at a social event, every interaction is a chance to open doors.

Sales opportunities are everywhere

Some of the best business deals don’t happen in boardrooms. They happen in airports, coffee shops, industry events, and even in line at the grocery store. And apparently, BBQs too.

Last year, I was having a conversation at a friend’s BBQ, and the person I was chatting to worked in a company that needed exactly the expertise I offered. But I didn’t explain my job well, and they didn’t realize I could help them. Later, I found out they had hired someone else for a project that would have been a perfect fit for me. That was a wake-up call.

I learned that the right conversation with the right person at the right time can lead to a sale, a partnership, or an introduction to a key decision-maker. But if your message isn’t clear, those opportunities slip away.

That’s why I made it a priority to refine my message—because if I couldn’t explain what I do, how could I expect anyone else to understand my value?

Your team needs this skill too

For sales leaders, the ability to articulate value isn’t just a personal skill—it’s a teamwide necessity. If your sales team can’t effectively communicate what your company offers, they won’t make the right connections, win over new prospects, or ultimately close deals. It’s not just about what you sell or the service you provide but how you explain it.

How to get it right

Mastering this skill isn’t about memorizing a script. It’s about:

• Clarity – Can you explain what you do in a way that anyone understands?
• Brevity – Can you do it in under 60 seconds?
• Impact – Does your message spark interest and make people want to know more?

Through my own experience, I found that focusing on these elements helped me craft a message that resonated with just about anyone.

Once you've crafted a message that hits these three key elements, you can then practice how you sell it—how you deliver it to different audiences and how you adjust it for different situations. Soon, you'll be a pro at communicating what you do to anyone, anywhere, at any time (yes, even at your mate’s BBQ).

Final thoughts

Your elevator pitch is about creating moments of connection wherever you go. The clearer and more confident you are in articulating what you do, the more opportunities you’ll recognize and seize.

So, next time someone asks, “What do you do?” make sure you have an answer that counts. I learned the hard way that not being clear cost me an opportunity I didn’t even know I had. Don’t let that happen to you.

If you’re wondering how I describe my own work now, I keep it simple and engaging: I create video-based online learning for workplaces, to help their employees learn new skills, change their behavior, and do their jobs better.