Nailing Down The USP – A Call With Richard Kevin & Michael. Part Five

During my last call with Kevin Fort, he told me that the next step in his work for his chiropractor client was going to be the development of the client’s USP. I had told him to give me a call if he needed any help.

Well, Kevin took my up on my offer as you will hear in this recording. He had done tons of research, taken copious notes during his meetings with the client, and has talked to several past and current customers. Only one real Unique Selling Proposition was surfacing: That the doctor has a wonderful, caring personality with his patients. Additionally, Kevin said that patients with traumatic injuries had been cured to the point that they need no additional treatments!

The fact that Kevin’s client is considered an expert at compression trauma treatment was not a Unique Selling Proposition because only about 25% of the patients actually had experienced this sort of injury.

Kevin and I discussed the possibility that the doctor’s personality and ability to get results may well be his Unique Selling Proposition. Although this is a great testimonial to the doctor, Kevin and I both felt that it was a vague Unique Selling Proposition solely on its own.

Enter Richard! Yes, I was able to get Richard on the phone immediately to help us with additional ideas for the USP. Kevin gave Richard the low-down on the client. Listen the types of questions that Richard asked to get the full picture. You will also hear the depth of the information that Kevin responded with, showing how well he did in his research.

Richard had some good ideas about the creation of a USP based on the doctor’s expertise and gave some great examples of how to accomplish this. Listen to Kevin’s response detailing his observations of his client’s business self esteem. The doctor knows that he has problems in his business.

You will hear Richard talk about “anti-USP’s.” In this case, the chiropractor’s business practices leave much to be desired. Due to this problem, any USP that Kevin develops for him would probably be negated by the client’s lack of good business procedures.

Richard suggests that Kevin confront his client and tell him that his business procedures must be fixed before pursuing additional marketing opportunities after the creation of the USP. It is suggested that Kevin offer to actually fix the problems with the business as his second project, if the client would agree. With that as an option, you will hear some ideas that Richard and I have to fix some of the major problems.

It’s important that you listen as we discuss what a “qualified prospect” is and how, unfortunately, Kevin’s chiropractor may not be as qualified as Kevin once thought. We also discuss the possibility that Kevin drop this client after developing the USP if he feels that the client’s business problems cannot be fixed. Being fair to your clients is of the utmost importance.

This recording is a “must listen” for all HMA Consultants. It is a valuable exercise in how brainstorming with others can put things into perspective very quickly. It also shows some stumbling blocks other than Kevin’s once-dreaded cold calling experiences that any consultant may experience at any time in his or her career.

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