The document outlines an agenda for a Multiplier's Club meeting in September 2012. The meeting aims to have members introduce their businesses, learn about each other's products, and practice wholesale presentations. Key topics to be discussed include identifying gaps in businesses, setting priorities for October and November, and developing goals, tactics, and sustainable habits to achieve business growth. Members will work on defining their unique selling proposition (USP) and communicating the key benefits of their product or service to potential customers.

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