If it takes you a few minutes to describe all the things that you do; you probably need to think more about what’s really important to your business. And your audience will probably be stifling yawns.
On the other hand, if you can answer too quickly, “I’m an accountant” or “I sell watches”, you might be limiting yourself too much. To most people, calling yourself an accountant doesn’t just mean you work out numbers, it comes along with certain stereotypes, like being very formal and boring. The danger comes from thinking of yourself this way and being subtly pulled to act just like the stereotype.
Try adding a little twist to your summary. Maybe you’re “Toronto’s friendliest accountant”. Not only will this help customers remember you, but it helps you think of ways you can stand out even more. Maybe you should use plain language and graphs to help your clients understand their financial situation. Maybe you can send handwritten birthday cards or wear more casual and colourful clothes.
When summarizing your business, tell people what you do, but also what makes you different.