Do You Have A Unique Selling Proposition?

Do You Have A Unique Selling Proposition?

If I were your prospective customer, why should I do business with you above any and all other options? Why would I be an absolute fool to buy what you sell from anyone else but you? That answer should be clearly articulated in the form of your USP.

What you need to know…

A USP is the single, most distinct and important benefit a business owner provides to their clients that’s different from their competition. It’s absolutely critical to not only create an effective and highly compelling USP, but to use it in every piece of marketing you develop, and in every form of communication you use with your clients and prospects.

Why you need to know this…

Your USP, working in tandem with your elevator pitch, creates a huge competitive edge for your business. Developed properly, it will separate your business from your competition, eliminate them in the minds of your prospects and have them saying to themselves that they would be fools to do business with anyone else but you.

For example, most business owners place the name of their business at the top of their business card. That’s the worst thing you can put there. No one cares who you are or what you do. They only care about the benefits your product or service offers to them.

Instead of a jeweler’s business card saying “John’s Jewelers,” what if it said this…

Discounted Diamonds – Unmatched Quality, Untouchable Price, Unbeatable Guarantee

In just a few words, would you feel like an absolute fool if you bought a diamond from anyone else but this jeweler? That’s the power of a well-designed USP.

The cost to you if you fail to act…

Do you have a Unique Selling Proposition?

Do you use it in every piece of marketing you create?

Do you have it prominently displayed on your business card?

If you don’t, you’re losing market share, a massive amount of potential revenue and the opportunity to dominate your market.

To take a Test Drive on our system visit http://[

To your success,

Ron Finklestein

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just CLICK HERE and check out our E-Learning Marketing System™. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the E-Learning Marketing System™ with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. CLICK HERE to see for yourself.


Did you have a Sacred Moment Today?

Did you have a Sacred Moment Today?

An elder woman and her coworker are working at a newsstand and there are 30 people demanding their attention. They all want their newspaper – now.  The coworker is frazzled and frustrated because everyone wants her attention. She cannot keep up with their demands.  She is getting angry because no one is patient – she can’t keep up. The elderly women next to her is so serene in dealing with each interaction and her coworker cannot understand how she keeps her composure with so much going on around her. She decided to ask her coworker how she cannot be angry or frustrated by the demands of the job.  She asks, “How do you not get frustrated and flustered by so many people demanding your attention?” The elderly lady replies, “When I am attending to a customer no other customer exists for me. I am taking care of one person and trying to make their day special by giving them my undivided attention. I know there will always be someone wanting my attention but the person in front of me is the only person in the world that I pay attention to. You are not seeing the person you are working with, you are seeing all the people you are not working with.” The elder woman learned that each interaction she has is a sacred moment.

We are blessed to have sacred moments every moment of our lives, if we allow ourselves to recognize them.

Before we go too much further, let’s become purposeful and define what I mean by a sacred moment. A sacred moment is simply a moment of truth with a customer, a customer interaction (this is not the only time we can experience a sacred moment): a telephone call, an email (yes, an email interaction if well thought out can be a sacred moment when the customer reads it,) a face to face meeting to review a project or determine next steps or simply selling them a paper or a cup of coffee.

Many time we do not interact with our customers unless there is a reason. Something is wrong, they need information only we can provide, something changed, or an emergency occurs. Something happens that requires you or your company to address a situation for your customer.

You can do what Google does and ignore their customers (who made them billions.) I have not been successful in finding someone from Google I can talk with. This is both frustrating and counter-productive.

Or you can do what Zappos does. I recently purchased some shoes from Zappos and the customer experience was delightful. The customer service representative listened, responded as needed and as a result his efforts, I experienced a sacred moment. I did not have to fight, argue or wait on hold.

How you treat each interaction with your customer can make their day and yours. It can be a sacred moment to them and to you. They want to be heard and you need to hear them. They want to be understood and you need to understand them. That want something that typically only you can provide.

You have an opportunity to positively impact someone in a powerful way, and in that moment, a sacred way.

What does this mean for you?

It means your customer feel heard and understood. They will be loyal. I left Google and went to Microsoft because I could talk to a person.

It means when they talk about you they remember how you made them feel. They become advocates and will become word of mouth marketing machines for you.

Anyone one in sales knows they your prospect does not care how much you know until they know how much you care.   They will be loyal and buy more.

Our family members want to feel heard and understood.

Our friends want to feel heard and understood.

Our customer are no different.

It is about being present and listening. It is about follow-up.

It is about doing what is right.

Is it a simple concept? Yes. But it can be difficult to implement. Why? Because we are inundated with people demanding our attention. We are distracted by Facebook and Social Media. We have someone else demanding our attention, there is the phone ringing, the email flashing, and the next text message to address.

It is about making each interaction a sacred moment for both you and the person you are with.

Ron Finklestein


Ron Finklestein is an international author, sales coach, trainer and consultant helping companies grow sales and increasing revenues. His company has been selected top sales training company for 2013 and 2014.

Not making your sales numbers?

If you are not achieving the level of success you know you are capable of achieving, take five minutes and go through this sales assessment. There is no charge and I will not ask for your email address. This will give you an indication of what you need to do differently. If after taking this assessment you want to learn more, just send me an email.

Here is the link.

Business Growth Advisor

Ron Finklestein

The Definitive Sales Playbook: How to Grow Sales and Create Lifetime Customers

The Definitive Sales Playbook: How to Grow Sales and Create Lifetime Customers

Dr. Tony Alessandra and I are proud to announce our newest book  The Definitive Sales Playbook is now available on Amazon.  Brian Tracy was kind enough to write the Foreword.

The book was the outcome of a sales membership site Tony and I built with the help of TruNorth. The book reflects the different modules available in the site. The book is designed to be help new sales reps increase sales through the use of best practices, remind seasoned sales reps what they did to be successful and help take existing sales reps to a whole new level in their sales performance.

If you are interested in our sales training or coaching program please contact Ron Finklestein. To learn more about Ron Finklestein  or Dr. Tony Alessandra just click on the highlighted links.

I included the Table of Content for your review:


Nine Behaviors of Successful Salespeople

The Platinum Rule ®   — Treating Others the Way They Want to be Treated!

Building And Maintaining Rapport Throughout The Connecting Phase

Building And Maintaining Rapport Throughout The Exploring Phase

Building And Maintaining Rapport Throughout The Collaboration Phase

Building And Maintaining Rapport Throughout The Confirming Phase

Building And Maintaining Rapport Throughout The Assuring Phase

Negative Preparation Leads to Positive Results!

The Power of Testimonials

Lead Generation with Social Media

Blogging as a Sales Tool

What is the number one thing that business owners want from their sales rep?

Behaviors of Non-Performing Sales vs. High-Performing Sales Reps

Why Goals Fail

How to Build Trust Quickly

Why People Won’t Buy From You!

Question #1: “What do you do?”

Question #2: “How are you different?” or “What’s in it for me?”

Question #3: “Why are you the right and safe choice?”

Question #4: “What do you do better than anyone else in the world (in your industry)?”

Question #5: “Why is that important to my prospects?”

Question #6: “Why buy from me?” or “Prove it.”

Sustaining Motivation

Bite-Sized Training

Selling by the Numbers

Identifying Lucrative Prospects

Identifying Your Best Prospects

Incoming Prospecting

Visibility Strategies for Incoming Prospecting


Asking for Referrals

Knowing Your Competitive Advantages

Your Competitive Advantage Statement

Contacting by Phone—Key Telephone Skills

Using the Phone as a Prospecting Tool

Contacting Prospects Online

In-Person Contacts

Common Up-Front Objections

Skills For Responding To Resistance

Three Steps to Successful Sales

Identify Customer Needs

Question Topic Categories

Exploring Important Topics

Ten Tips for More Effective Questioning

Identifying Success Criteria

Ten Commandments of Powerful Listening

Active Listening

Types of Decision Makers—Understanding the Cast of Characters

Features versus Benefits

Five Key Elements of Presentations

Proposing Solutions

Price Concerns

Product Concerns

Postponement Concerns

Product-Price-Postponement Concerns Worksheet

Negotiating Tips

Confirming The Sale Signals

Benefit Summary

Stairs of Customer Loyalty

Commitment To Your Customers

Effective Communication With Customers

Enhancing the Customer Relationship

Thirteen Ways To Assure Customer Satisfaction

Monitoring & Measuring Success Criteria

The Annual Check-Up

Expanding Your Sales

Time Analysis Questions

Return On Time Invested

ROTI Account Classification

Appendix A — Quick Reference Guide

Building Rapport Throughout the Sales Process

About Dr. Tony Alessandra

About Ron Finklestein


Click here to purchase the book  The Definitive Sales Playbook.

Click here to learn more about our sales training and sales coach


To your success,


Ron Finklestein


What I learned at my Sales Lunch & Learn

What I learned at my Sales Lunch & Learn

I do a monthly lunch and learn sales coaching program each month. In an effort to reach more people I recorded the session and posted it on YouTube. The link is below. I do not plan to keep this public long so if growing sales is important to you, take some time to watch/listen to this video.

After a short while, I will make this video private and only my client will have access to it via Google Plus.

This video was recorded live as part of a coaching session to private clients of Ron Finklestein and the Business Growth Experience. Ron discusses some challenges sales people must overcome, what business owners expect from people selling to them and nine actions they must take to become more successful. To learn more on implementing these actions please check out our sales training web site at

If you prefer personal coaching, check out and download our free report: Six questions Prospects Want Answered Before they buy.

If you work in Northeast Ohio and want to attend one of these Lunch & Learn events please click here

Our gift to you – our readers

Our gift to you –


As a sales trainer and business coach, one of the biggest problem I  see is lack of follow through-not because they can’t follow through – but because they do not remember to follow through. This is because they do not have a process, system or method that works they can use daily. This lack of follow through is most pronounced in the sales area.   


Dr. Tony Alessandra created an 60+ page eBook on how to sell collaboratively. The content of this book is extraordinary. It is a complete, proven process on selling that works. As a thank you for being a reader, I am making this eBook available to you.


Please read it, use it and implement what is discussed. It will make sales easy.


Just click on this link and you will be taken to the page to download the Collaborative eBook:


Ron Finklestein

The Fuel that Drives the Engine of Your Sales Success

The Fuel that Drives the Engine of Your Sales Success

It is important to identify the prospects that will have the highest need for your product or service.  These are your best prospects—the ones who are most likely to buy, use, and recommend you and your services.

When you have identified your best prospects and know where to find them, you can use your marketing skills to generate leads that will most likely result in profitable sales. Qualified lead generation is the fuel that drives the engine of your sales success.  The techniques discussed here can keep you supplied with highly qualified leads.

How can you identify those prospects that are most likely to want to hear your message? And, once you’ve identified the profile of those most likely to buy—your TOP 20%—where can you find prospects in large numbers who fit that profile?

Begin with an analysis of your sales over the last year or two.

In your analysis, you look at three things:

1.            Who bought what?

2.            How did you find and sell those customers?

3.            Why did they buy what they bought?

Possessing the right marketing skills is crucial in properly identifying the right kinds of prospects for a company. Smart companies accomplish this responsibility by profiling the top twenty percent of their current customers who typically provide eighty percent of their profits.

Looking for new business is very expensive. Therefore, companies need to avoid the wrong kinds of prospects for them.  Just as it is critical in distinguishing the attributes of the right prospects, a company needs to outline the characteristics that make-up the bottom twenty percent of their customer base. Anybody in business can easily recognize who the complainers, price-grinders, and transaction-oriented clients are. By clearly understanding the bad traits of those bottom twenty-percent, companies can much easier avoid the wrong prospects.

This is a review of one chapter from our (Dr. Tony Alessandra and Ron Finklestein) new book. Let us know and we will notify you when it is through the publication process. The book is called The Definitive Sales Playbook: How to Grow Sales and Retain Customers (Soon to be available on

Ron Finklestein
Download our free report on the Six Questions Prospects Want Answered BEFORE they Buy from YOU.



Ways to Increase Sales and Grow Revenues

Marketing Outcomes / How to Grow Sales and Increase Revenues

Every prospect wants to know why they should buy from you. They want to know the outcome they will experience before they want to know how you will create those outcomes. Let’s start with four basic facts …

1.    Every prospect has a problem. This problem creates some negative emotions.

2.    Every product has features: Features are merely objective facts about a product (or the company behind it). In three-dimensional products, features include size, shape, weight, construction, color options and more. You need to be able to tell your prospect the feature of your product or service that will solve the problem. In information products, features include number of pages, size, frequency of publication (for periodicals) and the types of information that are presented.

3.    Fortunately, most features are there for a darned good reason: Prospects don’t want features. They want you to change their lives for the better. Product features are merely the means to that end. That means features can have a place in ad copy – like telling prospects how many issues they’ll get per year … how many big pages are in your book … or that your widget is made from carbon steel for strength or carbon fiber for lightness.

Beyond that, features are a yawn because they’re about the product; not about the prospect. Or, as in the examples above, they can help demonstrate how your product delivers a benefit. The good news is, just about every product fact – every feature – is there to provide a benefit that your prospect IS willing to pay for. Tell your prospect in no uncertain terms the benefits of a particular feature. But we do not want to stop there.

4.    Each benefit has a positive emotional outcome for the buyer. Many time there are more benefits associated with each product feature than are obvious to the average buyer. Each benefit or combination of benefits producing one, two, three or more new benefits you never thought about before. The secret to selling and marketing and most any other revenue generating activity is to identify each and every benefit a product provides – and the emotional outcome your buyer will experience.

5.    Your prospect is buying emotionally first, then they intellectualize & justify the purchase. Connecting the feature, benefits and outcomes makes it very easy for the buying to understand why you are the right and safe choice.

Outcome that sing and soar – in five simple steps

Here’s a little exercise to help you drill down to the outcomes prospects are willing to pay for and then connect those benefits with powerful response-boosting emotions that your prospect already has about those benefits (or the lack of them) in his life.

By the time you’re through, you will have a complete list of company and product features … you will have squeezed every possible benefit out of those features … you will have fully defined the outcomes of those benefits and you will have connected each one to a powerful emotion your prospect has about each one of them.

In short, you’ll have a comprehensive “features/benefits/emotional outcome” inventory you can refer to as you create your marketing message, write your copy, build your sales presentation or create contents for your website.

Going through this exercise can go a long way towards finding new themes and adding power to your sales and marketing.

To begin, create a spreadsheet with these headings:


Negative Emotional Outcomes of Problem

Feature that Solves the Problem

Tangible Benefits of that Feature

Positive Emotional Outcome Prospect with Experience



Write until all know problems are identified and documented. Document how they feel when they experience this problem. Next write the feature of your product or service that solves the problem and document the benefit of that feature. Finally, describe the positive emotional outcome the buyer will experience.

When complete, rank them in order of importance.

He is an example of what your table should look like.

Problem: Sales have plateaued

Emotional Impact of Problem: So frustrated because no matter what I do, I just can’t figure out how to take the sales to the next level. And I’m always the one having to do the sales

Feature: Learn how to build a sales and marketing system

Benefit of Feature: You can stop being the only “sales guy” and start leveraging your marketing and sales processes so that customers come to you to purchase, instead of you chasing them. You will grow sales!

Emotional Outcome: You’ll feel a great sense of relief … no more anxiety about “where is the next sale going to come from?” and you won’t have to be chasing prospective customers all the time … prospects who are hiding from you.

When you complete this process you will have all the material you need to write a great sales letter, create compelling web copy, and build a powerful sales presentation and some much more.

This process is where increase profits and grow sales begins. You need to understand your prospects better than they understand themselves. When completed, you can tell them exactly what they can expect when they work with you.

If you want a more detailed, step by step process, go to and download our free report: Six Questions Your Prospects Want Answered before They Buy.

To Your Success,

Ron Finklestein 330-990-0788

p.s. Go to and supply your email address. We will notify you when we launch our membership site that will take you step by step through our sales and marketing system to help you grow sales and increase revenues.

Can being in sales be a true spiritual approach to business and life? Ron Finklestein

Can being in sales be a true spiritual approach to business and life?

Jim Cartcart was recently on our radio program ( every Wednesday from 4:30 to 5:30 PM EST) and he gave a definition of selling that transformed my view on sales, how I sell and the contribution I make on the lives of others.

Jim Carthcart’s definition of sales is “Changing the lives of others – profitably.”

When I sell the Business Growth Experience Sales Rainmaker program I no longer feel as if I am selling. I know the material I teach will change their lives of people who participate and I am proud to call myself a sales professional. I feel good asking to be paid because of the value I am providing.

But is sales a spiritual approach to life?

Why would I say that?

Most people don’t get into sales because they want to be in sales. They get into sales to help solve a problem and being in sales is a byproduct of accomplishing a larger goal, a higher purpose.

I started looking at doctors, teachers, priests, and other helping professions and I realized I am doing the same things they do: solving a problem to make a persons’ life better.

I like to think of what we teach as using sales skills that you will use in every area of your life. These skills will work with friends, family, children and significant others and you will be a better person for it as I feel I am a better person for teaching it.

If you are a small business owner who is struggling with sales, give me a call. The first thing we will do is help you understand how you can use your product or service to change someone’s life for the better. This is a great first step in realizing the meaning and purpose in what you do.

When I wake up in the morning and I know I am having a positive impact on the lives of others, I am inspired, motivated and compelled to work harder because I know I am making life better for others.

In the business growth experience here is what we do: We tell people to stop selling and teach others to buy. We do that by combining sales and marketing so that our clients know more about their customer then the customers know about themselves. Then we teach them to sell the way the customer wants to buy. That way the product sells itself. When you master this process life gets easier, sales is fun and life is more rewarding.

To a more spiritual approach to selling!

Thanks Jim Cathcart. You changed another life!

Ron Finklestein


Eleven Cardinal Sins of a Sales Representative.

Eleven Cardinal Sins of a Sales Representative.

If you are in sales or wonder why your sales are suffering, ask yourself if you are hurting yourself by:

  1. Being desperate. If you are desperate, do not let the prospect see it. It will chase them away faster that junk yard dog.
  2. Being artificial. People are looking for authenticity in their relationships, especially a sales relationship. People want to know you can be trusted.  You do not want your prospects thinking of you as Jerry Springer.
  3. Being unprepared. There is no excuse for not being prepared. With the internet you can find most everything you need to know before the sales call. You can bet the prospect did his homework on you. You are not John Wayne. Don’t try to wing it.
  4. Not planning your sales call. Walking into meeting without an agenda is inexcusable. I was in a meeting where the sales rep did not have an agenda and he did not confirm what he thought was the agenda, and the prospect was not happy.
  5. Being late. Most prospects take being last as a sign of disrespect: of his time. This is a great way to start off on the wrong foot.
  6. Taking longer than you said. If you asked for 30 minutes don’t take a minute longer. Ask for permission to continue if you must or schedule a second meeting.
  7. Not focusing on solving the problem. Most business owners are busy and they do not care to create a relationship with you unless they have a reason. Talking about your hunting trip may be fun for you but your prospect is not particularly interested. Focus on him and his problem.
  8. Talking too much. If you are talking you cannot be listening to the prospect and his problems. A great sales rep is an excellent listener. They listen with purpose: to understand.   Watch Dr. Phil if you want to see how it is done.
  9. Being a liar. Be honest. If you cannot help them tell them. They will respect that and listen the next time you request a meeting. Jim Carey you’re not (I hope)!
  10. Being a liar again. Don’t lie and tell them your product does something it can’t. It takes a short time to destroy your reputation you took a life time to build.
  11. Not be respectful. Do what you say you will do when you say you will do it. Many times a prospect needs something from you to do his work. Deliver what you said you would when you said you would do it.


Need help with growing sales, increasing revenues and shortening the sales process? Give me a call for a free not obligation discussion of your most pressing sales issues.


Ron Finklestein
Business Growth Experience

330-990-0788 /


How do you spell RESULTS?

How do you spell RESULTS?

The word “RESULTS” is unique. It is unique because it means many different things to many different people; mostly psychological (more money, better relationships, more customers, weight loss, better health, etc.)

Though the word “results” means different things to different people, the way to results has not changed, if you are willing to do the work. Let me share with you a simple process I teach all my clients to help them get clear on achieving the results the want to achieve.

R – Results – Defining a specific outcome that you want to achieve. Think of this as your intelligent self-interest, your burning desire, and the end results you will achieve.

E – Enthusiasm. You must be passionate about what you want to achieve. This enthusiasm will provide the motion to get you over the bumps you will experience. Without enthusiasm, action quickly fades.

S – Singular focus. Every decision you make must focus the outcome you want to achieve. You must measure all your actions on how your actions (or lack of) are taking you closer to your specific outcome.

U – Unvarnished truth. There are no excuses. You own it. Don’t hide from it. Don’t try to sugar coat the results with excuses like it is the economy. If something is truly outside your control, it may not be your fault but it is your responsibility. You chose to how you want to respond. You can thrown in the towel or you can draw on your enthusiasm and passion to get you through the tough times.

L – Leadership. Show your personal leadership and just do it. Lead by example.

T – Test, fail quickly, try something else, and test again. I call this failing forward. Test until you find what works (repeat as often as necessary).

S – Start the process over. Do it again. Do more of it. Do it faster. Do it with greater focus.

In the next 60 days I will be announcing a 90 days to massive results program. Let me know if you want the details and I will include you in the formal announcement.
If you would like these blog post to be emailed to you, go to and download the report. “Six Questions Your Prospects Want Answered Before They Buy.” Each time a new blog is written you will get an email letting you know.

To your results,

Ron Finklestein

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