Woking FSB AGM Presentation on the USP by Tim Coe
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How you choose to describe and talk about your company's products and services to others is the most important business decision you could ever make. If you think that's a bold statement then stop to think for a moment. What else is more important than what your buyers, existing and potential, think of you? This presentation talks about the vital USP concept, your UTTERLY SEDUCTIVE PROPOSAL, and makes a convincing case for it being at the centre of your most vital business activity...YOUR MARKETING. Tim Coe tim@myusp.biz www.myusp.biz 01590 672282
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Notes de l'éditeur
- Welcome 3 Sessions – 1. Building a case for having a USP 2. Building YOUR USP 3. Sharing them with the group in order to sharpen them up
- I WOULD ASSUME MOST OF YOU HAVE COMPETITORS AND HAVE TO COMPETE FOR NEW BUSINESS YOUR BUYERS HAVE A CHOICE YOU HAVE PLENTY OF COMPETITORS OUT THERE….BUT WHO IS AS FASCINATING, CHARASMATIC, STIMULATING AND IMPRESSIVE AS YOU ARE?
- HAVE A QUICK THINK.... YOU MIGHT THINK YOUR COMP R YOUR ONLY RIVALS 'BUT' ....THERE IS ANOTHER MAJOR THREAT...*ASK*
- UNLESS YOU SELL A LEGAL REQUIREMENT LIKE CAR INSURANCE.... SHOES
- NOW, IT COULD B ARGUED THAT WHAT YOU'VE ALL JUST SAID IS ABSOLUTELY VITAL
- Did anyone watch Sunday’s Brazilian Grand Prix?
- *ASK*
- EVERYONE DOES IT BUT HOW DOES IT HELP THE BUYER? DRILL YOU’RE NOT ACTUALLY BUYING A DRILL ARE YOU? YOU’RE BUYING THE HOLES IT MAKES ROOM EXAMPLES SO WHAT ARE YOUR CLIENTS ACTUALLY BUYING? THINK ABOUT IT, IT’S WHAT TODAY’S ALL ABOUT
- *ASK*
- AGAIN, THERE'S A FEW LEGAL REQUIREMENT PURCHASES THAT DON'T NECESSARILY APPLY TO THIS RULE
- Professional Trusted Advisor – heard that phrase when considering your positioning yourself in front of your prospects.
- INTERCHANGABLE COMMODITY IF A GARDENER SAYS TO SOMEONE “I’M A GARDENER….” THE CHANCES ARE… AS BUYERS WE ALL HAVE THE LUXURY OF CHOICE – DON’T GIVE IT TO THEM
- *ASK* FOR DEFINITION
- THIS IS PROBABLY WHAT CAUSED ME TO START THIS BUSINESS MY FIRST FLYER
- BEFORE WE START WORK ON OUR OWN USPs LET’S TAKE SOME TIME TO SUBSTANTIATE ….
- *ASK*
- *ASK8
- *ASK*
- WHY DON’T YOU, OR YOUR STAFF FOLLOW-UP? SCARED OF WHAT SOMEONE MIGHT SAY,
- YOUR ANTHEM, IF YOU LIKE, THAT POWERFULLY CONVEYS WHY…. GIVES YOU THINGS OF VALUE TO SAY WHEN YOU FOLLOW UP WHICH IS WHEN 80% OF SALES TAKE PLACE
- WHY IS A USP VITAL? SO YOU CAN FOLLOW UP AND BE IN THE ***80% BRACKET***. OR WOULD YOU PREFER TO BE IN THE 20% BRACKET WHERE MOST COMPANIES
- TO SUMMARISE MY PRROF OF WHY A USP IS CRITICAL TO YOUR BUSINESS LONGEVITY
- And having something to say requires a USP...unless of course you’re Jimmy Carr
- What a memory this man has
- Meerkat NEXT
- EXPLAIN THE STAGES
- We’ll come to that point in just none moment
- I WILL SEND THIS INFO TO YOU TOP 5 CRITICAL REASONS ARE…
- 7 MINUTE BREAK
- THAT GUY HAS CREATED SO MANY USPS I’M SPEECHLESS
- WORKBOOK CREATE SECTION THIS COULD ARUABLY BE THE MOST IMPORTANT THINKING YOU’VE DONE ON YOUR BUSINESS ‘EVER’ GOING TAKE OUR TIME THE QUESTIONS MAY APPEAR SIMILAR BUT I’VE INCLUDED EACH OF THEM BECAUSE… A USP IS VERY NARROW SO ONLY APPLIES TO ONE PRODUCT OR SERVICE SO DECIDE NOW DOES EVERYONE HAS ONE……?
- LOOK AT YOUR BEST EXISTING CLIENTS FOR A VERY GOOD CLUE
- 3 MINUTES PER SLIDE – MUSIC IS TIMED
- THAT SHOULD ACTUALLY SAY WHAT ‘PROBLEMS’ THINK HARD DON’T GO ONTO THE NEXT QUESTION, DIG DEEP
- THE MOTHER OF ALL QUESTIONS
- I LOVE THIS ONE BECAUSE IT ILLICITS ‘FUN’ ANSWERS PERONALLY I THINK FUN IS IMPORTANT
- DON’T JUST LOOK AT YOURSELF, LOOK AT THEM FOR CLUES HERE
- FINAL QUESTION