What is lean marketing? No one walks through the door at Wal-Mart or Fed-Ex and wonders why they’re there.

That’s the beauty of a USP. It’s all right there, on the table, spelled out. Salespeople know what they’re selling and they’re excited to do it.

Customers are clear on what they’re getting and are more responsive to sales presentations. The company is no longer trying to compete on price or trying to be all things to all people. It’s called lean marketing. And it’s how small businesses stand apart and grow in this economy.

In this audio you’ll hear the creator of the HMA System, explain how USPs work to take the fat out of the sales process by targeting better prospects, attracting more alliances, increasing conversion rates, and improving lifetime customer value. It’s a process that gets integrated into everything from phone scripts to websites.

In his book he co-authored, Richard outlined the power USPs have for creating exponential growth. And in the follow-up product to that book, he shows you exactly how to make (and integrate) those kinds of powerful USPs.

You’ll Also Hear . . .

• The biggest mistake companies usually make with their sales force – and how something as simple as a USP can help to counteract that.

• Why Richard calls USPs the fastest source of new cash flow a company could have – and how to use them to qualify, convert, and sell more.

• The best way to work with business owners throughout the USP phase so you’re transforming their mindset away from traditional “let’s spend even more money on advertising” techniques to the kind of asset-minded lean-marketing that actually works .

• An insider’s look at the typical company Richard creates USPs for – the sad way they normally keep in contact with their past customers, the usual way they try to get prospects through the door – and how Richard uses his USPs to cut through all that and show them the money… fast.

• How the first two steps – creating and integrating the USP can free up money for a business in as little as 60 days (so owners have plenty of cash flow to pay you for the rest of the HMA steps).

Let’s face it. This is still a tough economy. But small businesses can’t keep blaming Wal-Mart if they fail, especially when they really only need to do two things to succeed – stand apart from the competition and stop competing on price already.

That’s where you and the USP come in. USPs are the fastest known way to increase profits because they streamline the whole sales process. They form the base of lean marketing. And in this audio, you’ll hear how powerful that is.