mc 2012 september
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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