Question

-----Original Message-----

From: Mitch Loewen
Sent: Tuesday, June 29, 1999 1:22 PM
To: michael@mjans.com
Subject: Presentation

Michael

I am giving a ten minute presentation to my networking group on Tuesday July 6th. I represent myself as an independant commercial lines P&C agent. This is supposed to be a ten minute commercial to help other professionals in the group understand what I sell. Any recommendations for content, outline or resources would be greatly appreciated.

Thanks For Your Time
Mitch

Answer

-----Original Message-----
From: Michael Jans, CAE [mailto:michael@mjans.com]
Sent: Tuesday, June 29, 1999 1:33 PM
To: Mitch Loewen
Subject: RE: Presentation

Mitch,

The "magic" you're looking for is in your Unique Selling Proposition: a statement that answers the question, "why should I do business with you above any and all other options." In the case of the networking group, it could be, "why should I refer you, above any and all other options -- including doing nothing."

This is not a slogan! It is a well thought out statement that is so compelling it makes people DESIRE to do business with you -- or makes the other referring partners DESIRE to refer you.

Of course, USP's are easier to create for well defined niches than for the "general" market, for all the reasons we teach in our system. I strongly suggest you download and review the USP Idea Generator in the Members' Only Section. It has 13 ways to develop a USP, including many proven examples.

As with all agents, just like any product or service provider, you must be different, or the market has every right to ask, "why SHOULD I do business with you?" -- and feel very ho-hum.

What not to do: use vague generalities and platitudes: been around since 1954, service, integrity, trust, etc. 

Best of luck and happy marketing,
Michael Jans, CAE