Multiplier’s ClubSeptember 2012

Challenge the Comfortable Write your name with your dominant

hand Write your name with your non-

dominant hand

Introduce your current business to each member of the Club

Learn each other’s products Practice a wholesale presentation Identify gap areas Set priorities for October and

November

Purpose and Objectives

Goals – where do you want to be Reality – current situation Options – what could you do Will - what will you do Tactics – how will you do it Habits – sustainable practices

Business Growth

Practice wholesale presentation Identify gaps USP Bestc Communicate product range

Goal: what do you need to achieve

USP BestC Products presentation Pricing Your business goals

Reality: what is happening now

USP BESTC

Options: what could you do

USP this month BestC

Will: what you will do

USP When will you do it How will you do it

Tactics: how & when will you do it

What is a USP Be an industry original

Tactics: how & when will you do it

Strong teeth, healthy gums, fresh breath

Which means you feel

More time for your family

features benefits

Get to the feelingsfeelings

Toothpaste, 170g, peppermint

Which means you get

All types of housework

Confident, fresh, clean, happy

Happier, free, more energetic

Deep seeded identity check to see how well you understand your customer, your business, and the position of your business within the market in which you’re competing

You can tell the listener exactly who you are and what you do, and they’ll want to know more.

What do you do for a living?

USP

Mission statement Meaningless slogan Sales pitch We’re the biggest, best, care the most,

quality, been in business the longest

A USP is NOT

Try your USP on anyone Who Cares?

Who Cares

Stand out – be an industry original Raise the bar to your level Put you in a league of your own

A USP distinguishes you

Summarizes Headline in a story Grabs people’s attention Stops them in their tracks

It is short and sweet

How do you do that? Tell me more? How can I find out info on that? What’s your website? Can I make an appointment?

It makes them say

A customer’s wants A customer’s desires Not her needs

Find out what a customer wants

And get it!

A USP focuses on

Features into benefits

Answers the question

What’s in it for me

A USP translates

Why should I choose your business over all the other choices I have, which includes the choice of doing nothing at all?

A USP answers the question

We deliver fresh hot pizza to your door in thirty minutes or less, or the pizza’s free.

If it absolutely, positively has to get there overnight

Examples

Can be repeated over and over and over

Hammers your message home so your customers remember it

A USP is flexible

It doesn’t compete (we’re the best)

It eliminates (we’re the only)

We’re not only the best at what we do but we’re the only ones who ……………

We’re not just the best pool builder in town, but we’re the only builder who offers a pool sitting service while you are away.

It challenges others

The more the merrier Its impossible to have too many List them out and blow your client’s

away Build your marketing around them

Do you have more than one?

Strong niche product – daggy but comfortable

Subway, not just sandwiches, training fuel

Kikki K -- memories

New sheridan sheets makeover.

Window at sheridan shop in subiaco

‘s’ words for Sheridan sheets

Places to look

Thinktraffic.net/unique-selling-proposition

References

USP this month Unconsciously unaware Tweet it: 140 characters Automated Broadcasted – email signature Stick up on computer, car, phone Business card, postcard

Habits: how will you sustain success