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When I conduct interviews, individuals uncover how to captivate clients using Hidden Marketing Assets (HMA). We delve into the intricacies of crafting a tailored system designed specifically for their needs, which can be implemented within a span of 3 to 6 months. These remarkable outcomes are achieved by following a systematic series of proven steps.

Our consultants excel at developing a unique selling proposition (USP). Some of the most successful companies boast impressive USPs. Take Toyota, for instance, who is renowned for their reliability. Similarly, Solid Comfort, a prominent furniture manufacturer, proudly flaunts their USP in their claim: “Deliveries On Time 99.9% Of The Time.” This aspect is just one element of their comprehensive Ten Point Promise.

Another USP that has illustrated its effectiveness is: “We offer a 10-point promise of reliability to help increase your profit.” Solid Comfort has witnessed record sales for two consecutive years, with this USP playing a pivotal role. They have seamlessly integrated it into their brochures, business cards, and website. I must impress upon the HMA consultants that the brilliance of this marketing system lies in the potentially profound impact of steps 1 and 2 (out of 8): The creation of a compelling USP and its seamless integration.

Moreover, even the sales representatives now discuss their “on-time delivery guarantee” during their calls.

Over the years, we have learned from various stories and case studies that some consultants, both within and outside of the HMA realm, have experienced failure. Likewise, there will be instances where certain USPs do not yield the desired results. If I were to pinpoint the primary reason for this shortfall, it would be that the salespeople have not effectively embraced and promoted the USP to customers.

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Ihab Salloum