Business Blue Print (Product)

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#1 PRIORITY = U.S.P (Unique Selling Proposition)

To get your prospects + Clients to see your Business . offering them a superior benefit or advantage that no other competitor offers them

You must determine the most powerful benefit or advantage you can possibly offer an existing or future client so it will be totally irrational for them to choose to do business with anyone but your company

YOU MUST IDENTIFY WHAT ADVANTAGE OR RESULT YOUR CLIENTS WANT THE MOST

You must integrate your U.S.P into all your promotional, marketing, advertising + selling operations

The more clearly you telegraph what makes you a better choice, the more often they'll choose you over the competition

The print is to focus on the one need, or gap that is most sorely lacking-provided you can keep the promise you make

IT'S CRITICAL TO ALWAYS FULFILL "THE BIG PROMISE" OF YOUR USP

The U.S.P is the nucleus around which you build your success, fame + wealth .SO YOU BETTER BE ABLE TO STATE IT!!

try it: write 1 paragraph statement of your new USP. at first you will have trouble expressing it tightly + specifically. it may take 2 or 3 paragraphs or more . ruthlessly edit away the generalities + focus on crisp clear statement that promises the most you could possibly offer.

talk to your staff, write scripts, HOLD CONTESTS + reward people who distinguish themselves promoting your USP

IT'S VITALLY IMPORTANT TO INDELIBLY ETCH A STRONG, CLEAR, COMPELLING USP IN THE MINDS OF YOUR CLIENTS AFTER THEY'VE BOUGHT FROM YOU

Immediately following the sale, write, - email, phone or visit your clients. During the follow-up, make sure the clients feel important + special and that their initial purchases are "RESOLD" repeat your USP + remind the clients how it helped them make their purchasing decision

a USP can come in the form of an occasional special offer :

I advice my clients to frequently offer special promotions to their clients by mail, telephone, or in persons

By offering your clients genuine, specially priced deals, you endear yourself to them

1^st the client should always see the offer as a logical extension of your basic USP

If your USP is service, you preferred promotions will be service based rather than price based

2^nd make it very clear that this special offer is only available to current clients

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Your entire marketing and operational success should be built upon your Unique Selling Proposition. your USPS may touch any part of the Marketing gamut - price, service, quality or exclusivity.

There are many kinds of USP successes :

1. Some companies position them selves as having the best selection or the broadest array of buying options. Their USP is "Broad Choice".
2. Other Companies may offer more limited selection, but their USP is "Low Price" or "low Markup".
3. Another company may decide they don't want to be known for just price selection, so instead they offer the finest quality at a higher, but still reasonable price. Quality or Exclusivity *Even snob Appeal* is its USP.
4. Still, another firm may offer a product or reasonable prices, but their distinct selling appeal is that they offer Better Service, assistance, or Installation help.
   

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Give staff reasonable authority to ensure the promise behind your USP

RISK REVERSAL

Whenever 2 parties come together to transact business of any kind, 1 side is always asking the other to assume more or all of the risk

if you ask someone to take on all the risk, their 1st inclination is not buy

your goal is to eliminate as much,if not all, of the risk in the transaction for your client

take away risk, you lower the barrierto action + eliminate the primary obstacle to buying

1 of all the biggest "competitive edge" advantages you'll ever gain is to always make it easier for the client to say yes than it is for them to say no.

you totally + completely guarantee the purchases for your client

ASSUME THE RISK IN EVERY TRANSACTION YOU HAVE WITH YOUR CLIENTS

BETTER THEN RISK FREE :

Compensating your client for their disatisfaction + valuing their time + trust is the concept behind it

Considering offering the client something else in addition(a bonus) when they agree to purchase. offer theman exceptional money-back guarantee, but allow the client to keep the bonus if he or she asks for a refund

TEST THE MOST SPECIFIC TYPES OF GUARANTEES + BETTER THAN RISK FREE GURANTEES YOU CAN BEFORE ARBITRARILY DECIDING ONE

Test it your self :

when you put a very spesific + dramatic performance-based guarantees or risk reversals on your selling propositions, your sales almost certainly soar.

The longer the guarantee + the more spesific the performance expectations you make, the more people will buy

RISK REVERSAL CAN BECOME AN IMPORTANT OF YOUR USP

Weight-loss programs gurantee spesificweight loss in a spesific period of time.

make a complete list of every obstacle to your clients that might prevent them from purchasing, dealing with, or choosing you over your competition

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Make Top Quality A Top Priority

Att all times strive for the highest possible quality in the products and services you sell - and also in the work of everyone who works for you! Be unrelenting on that score. If your widgets are great stuff, but your customer reps are impolite, indifferent or not constantly alert to new ways in which they can deliver value to your customers, then you've unwittingly created a "quality" gap in your business, and sales beachhead for your competitors!

I hope that you will resolve to make "high quality" an integral part of your unique selling proposition. In a Marveleous book called "The Start-Up Entrepreneur" wrote that to be a successful entrepreneur, "you must become a service and quality fanatic". it's rated that above almost everything else on a 25-item list of the things that an individual should have to attain business success.

The only requirement that rated ahead of quality were these two absolutely essential attributes :

1. You must develop the ability to see thee needs and wants of others.
2. You must find a market gap.
   

The best marketing plan in the world will be quickly undermined by poor quality. Chances are your sales efforts will attract new customers, but most, if not all of them, will quickly leave you if their expecatations aren't met.

Here's the Main Point :
If you sell a product, make it the best and most useful product you can create.
If you sell a service, extend yourself to the absolute maximum.

If you have aproblem, resolve it as equitably and favorably in your customer's behalf as possible.

When creating ads or promotions, put as much thought, effort and review into them as is humanly possible. When everything you do is top-of-the-line quality, you can't help but do better! You can write far more powerful ads and promotions because you've got so much more to build upon. Likewise, you can accure infinitely more repeat and residual business because you'll have so many satisfied customers and referrals. And you'll feel so good about yourself and what you're doing, that it will rub off in every contact you ever have with your customers, as well as your employees.
In fact, you'll start demanding so much more out to yourself that a business that may have once been boring will come alive with exciting, self-improved challenge and fulfillment.

Starting today. right now,to make incredible income in your business. put maximum quality into every facet of your business. the payoff could be awesome



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