1. Multiplier’s Club
September 2012

2. Challenge the Comfortable
 Write your name with your dominant hand
 Write your name with your non-dominant
hand

3. Purpose and Objectives
 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

4. Business Growth
 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

5. Goal: what do you need to achieve
 Practice wholesale presentation
 Identify gaps
 USP
 Bestc
 Communicate product range

6. Reality: what is happening now
 USP
 BestC
 Products presentation
 Pricing
 Your business goals

7. Options: what could you do
 USP
 BESTC

8. Will: what you will do
 USP this month
 BestC

9. Tactics: how & when will you do it
 USP
 When will you do it
 How will you do it

10. Tactics: how & when will you do it
 What is a USP
 Be an industry original

11. Get to the feelings
features benefits feelings
 Toothpaste, 170g, pe  Strong  Confident, fresh, cle
ppermint teeth, healthy an, happy
gums, fresh breath
Which means you
Which means you
feel
get
 Happier, free, more
 More time for your energetic
 All types of
family
housework

12. USP
 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?

13. A USP is NOT
 Mission statement
 Meaningless slogan
 Sales pitch
 We’re the biggest, best, care the
most, quality, been in business the longest

14. Who Cares
 Try your USP on anyone
 Who Cares?

15. A USP distinguishes you
 Stand out – be an industry original
 Raise the bar to your level
 Put you in a league of your own

16. It is short and sweet
 Summarizes
 Headline in a story
 Grabs people’s attention
 Stops them in their tracks

17. It makes them say
 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?

18. A USP focuses on
 A customer’s wants
 A customer’s desires
 Not her needs
 Find out what a customer wants
And get it!

19. A USP translates
 Features into benefits
 Answers the question
What’s in it for me

20. A USP answers the question
 Why should I choose your business over all
the other choices I have, which includes the
choice of doing nothing at all?

21. Examples
 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

22. A USP is flexible
 Can be repeated over and over and over
 Hammers your message home so your
customers remember it

23. It challenges others
 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.

24. Do you have more than one?
 The more the merrier
 Its impossible to have too many
 List them out and blow your client’s away
 Build your marketing around them

25. Strong niche product – daggy but comfortable

26. Subway, not just sandwiches, training fuel

27. Kikki K -- memories

28. New sheridan sheets makeover.

29. ‘s’ words for Sheridan sheets
Window at sheridan shop in subiaco

30. References
Places to  Thinktraffic.net/unique-selling-
look
proposition

31. Habits: how will you sustain success
 USP this month
 Unconsciously unaware
 Tweet it: 140 characters
 Automated
 Broadcasted – email signature
 Stick up on computer, car, phone
 Business card, postcard