percentages - 9:59 am on Jul 11, 2004 (gmt 0)

>"what is it that I do," that is an excellent question in itself, and one that is very difficult to answer (quickly) for many of us
>and can explain it in 60 seconds

I'm going to try:

"I MAKE YOU MONEY!"

.....4 words are enough;)

All fun aside, and I do give the above answer in all seriousness often, the question is actually very, very complex. Which is why it is often better to be very flippant and confident with your answer;)

You need to be the "Magic Man". The customer doesn't need to know exactly how the "Magic" is performed. They just need to know that you will perform for them!

They also need to fear you, if you are not on their side, you will most likely be playing for their competitors.

I deal with several top 100 Internet properties, if they should ever ask me the answers to the questions you answered in your original post, I would simply answer...."You don't need to know how that works, you only need to know how to measure the results".

If you can truly deliver, and I have no reason to doubt that you can, then you need to be telling your customers that they do not need to understand how it works. Trying to explain it will most likely be your downfall! Most webmasters can't understand it, what chance do they have?

>"telling a bus driver how he should drive the bus" without making him/her upset, or perceive it as a threat to his/her position or a challenge of his/her level of expertise?

I suspect you mean by "bus driver" a lower level individual in the company? If so, the answer is that the question should never arise. You need to be convincing the owner of the "bus company" that what you say goes, no ifs, buts or ands. The owner then needs to be telling his "drivers" that it will be that way. Strong leadership is required, and although the owner should already be of that ilk, you may need to push a tad.

It is a technique called "using the higher authority". You win over the guy that counts and you use them to mop up any potential conflict that may occur with lower levels of management and staff.

If the lower level "bus driver" has a problem, you don't get involved....you tell them to talk to their company superior for advice;)

Simply put: The only guy you ever need to win over is the guy at the top, and he won't give a hoot about what you actually do, you only need to convince him in plain simple terms that you will win!