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I want you to think about your three BIGGEST competitors ....... got 'em in ya head? Great, in the next 3 sections, I want you to answer the questions for each competitor.

COMPETITOR 1

1a. What do they do well

1b. What do they do poorly?

1c. What would the average person say about this competitor?

1d. What is unique about them?

1e. What 'Guarantees' do they have in place?

1f. How are these guarantees promoted?

1g. How genuine are these guarantees?

1h. What CAN'T this competitor guarantee?

1i. What do they do that you can't?

1j. Where are they geographically located in comparison to you and your potential marketplace?

COMPETITOR 2

2a. What do they do well

2b. What do they do poorly?

2c. What Would The Average Person Say About This Competitor?

2d. What Is Unique About Them?

2e. What 'Guarantees' Do They Have In Place?

2f. How Are These Guarantees Promoted?

2g. How Genuine Are These Guarantees?

2h. What CAN'T This Competitor Guarantee?

2i. What Do They Do That You Can't?

2j. Where Are They Geographically Located In Comparison To You And Your Potential Marketplace?

COMPETITOR 3

3a. What Do They Do Well

3b. What Do They Do Poorly?

3c. What Would The Average Person Say About This Competitor?

3d. What Is Unique About Them?

3e. What 'Guarantees' Do They Have In Place?

3f. How Are These Guarantees Promoted?

3g. How Genuine Are These Guarantees?

3h. What CAN'T This Competitor Guarantee?

3i. What Do They Do That You Can't?

3j. Where Are They Geographically Located In Comparison To You And Your Potential Marketplace?

YOUR INDUSTRY

This section get's you thinking about the Trades industry overall. How has it changed? What do our clients think about it? What to they perceive about it and expect of it? How do you perform in each area?

Be sure to take some time to think about this!

4a. Describe how your industry has changed in the last 5 years

4b. Describe the changes you expect to see in the next 12 months in your industry:

4c. Describe the changes you expect to see in the next 5 years in your industry:

4d. Tell us about any regulations on marketing in your industry:

4e. What do people expect as standard customer service in the Trades services?

4f. Describe the perceived standards of product quality in your industry.

4g. Describe the perceived standards of sales & marketing in your industry.

YOUR IDEAL SCENARIO

Think about how you would ideally be able to deliver for your clients? If you were the best of the best and delivering the best of the best, what would you be doing?

5a. List 3 things that you can not confidently guarantee today, that you would love to be able to guarantee:

1.
2.
3.

5b. What is the one thing, if you could guarantee it, would make you the market leader? For example, a newsagent that guarantees to sell you a winning lottery ticket every time?

5c. In an ideal world, what would you like your customers to see as the main point of difference between you and your competitors?

5d. If there was one phrase your customers and prospects used to describe what you do now, it would be.... "Oh, you're the guys who ..."

5e. If there was one phrase your customers and prospects used to describe what you do in an ideal world it would be ... "Oh you're the guys who ..."

In the next 3 questions, I want you to think of 3 industries as far removed from yours as you can. Then, from each one 'steal' and idea that could give your business a real point of difference.
What is something that you know another business guarantees that you would love to put into your business?

For example KFC - 'Finger Licking Good'

5f. Industry 1

Industry
Idea

5g. Industry 2

Industry
Idea

5h. Industry 3

Industry
Idea

YOUR SPECIFIC NICHE

7a. Describe your current average customers

7b. Describe your ideal future customer

7c. Rank the priorities of your ideal future customer: pay particular attention to any differences. Rank in order from 1 being the MOST important to 10 being the LEAST important

Quality
Price
Reliability
Safety
Speed of Service
Customer Service
Consistency
Back-Up Service
Convenience
Guarantee
Image
Other

7d. What are 4 reasons your customers come to you rather than your competitors?

1
2
3
4

7e. In what 4 ways do you perceive you are genuinely different from your competitors?

1
2
3
4

In the next section, I want you to fill in which niche each of your competitors fall within.

For example, Volvo is known for safety. Porche is known for speed.

7f. Which competitor fills the niche of Quality?

7g. Which competitor fills the niche of Price?

7h. Which competitor fills the niche of Reliability?

7i. Which competitor fills the niche of Safety?

7j. Which competitor fills the niche of Speed of Service?

7k. Which competitor fills the niche of Customer Service?

7l. Which competitor fills the niche of Consistency?

7m. Which competitor fills the niche of Back-Up Service?

7n. Which competitor fills the niche of Convenience?

7o. Which competitor fills the niche of Guarantee?

7p. Which competitor fills the niche of Image?

7q. Which competitor fills the niche of Other?

7r. Based on those same niches, which do you believe that you fill

7s. What can you do that no-one else can?

7t. Claude Hopkins, advertising guru, made a beer company the market leader with one ad. All he did was describe the process the company went through when making the beer. Please describe in detail how your product is made and delivered:

7u. What are 5 things about your product or service that you take for granted that your customers don't know about?

1
2
3
4
5

YOUR CUSTOMERS THOUGHTS

8a. What are the 3 things your best customers say about you?

1
2
3

8b. What are the 3 things your worst customers say about you?

1
2
3

8c. What would an average customer have said about you 12 months ago?

8d. How would their opinion differ now?

YOUR CUSTOMERS FRUSTRATIONS

9a. What are 3 problems or frustrations that buying your product or service solves?

1
2
3

9b. What are 3 benefits of buying your product or service?

1
2
3

9c. What frustrations do customers experience when trying to find your product or service?

9d. What frustrations do customers experience when making a decision whether or not to buy your product or service?

9e. What frustrations do customers experience when they go to by your product or service?

9f. What frustrations do customers experience when receiving or picking up your product or service?

9g. What frustrations do customers experience after they've bought your product or service?

9h. If you were a customer, why would you dislike buying from you?

9i. Describe the sort of customers who dislike buying from you..and tell us why?

9j. Describe the sort of customers who LOVE buying from you..and tell us why?

9k. If you could easily overcome any 2 of your customers frustrations, what would they be and how would you overcome them?

1
2

YOUR PAST AND PRESENT

10a. What is your current written guarantee?

10b. How is this different from your guarantees of the past?

10c. How do customers react to your current guarantee?

10d. What have you learnt from the changes that you have made to your guarantee to date?

10e. If you have one, what is your current marketing position statement? i.e 'Always Coca-Cola'

10f. How is this different from your past attempts?

10g. How do customers react to your current positioning statement

10h. What have you learnt from the changes that you have made to your positioning statement to date?

WHAT YOU CAN GUARANTEE

11a. What are the 6 things that will relieve your customers frustrations that you can guarantee and deliver 100% of the time right now?

1
2
3
4
5
6

11b. What 3 additional things will you be able to fully guarantee within the next 3 months?

1
2
3

IF YOU'RE A KEEN BEAN, HERE IS AN EXAMPLE OF QUESTIONS YOU CAN USE TO SURVEY YOUR CUSTOMERS FOR FEEDBACK ON THEIR PERCEPTION OF YOUR BUSINESS

https://drive.google.com/file/d/1_TcOSracN-FW4IamVm9XUshvBc3moXib/view

If you enjoyed thinking more about your business and what makes it unique as well as how you can reassure your clients with guarantees, then that is great!

The next step is using this information to ensure that you create compelling marketing and sales processes that will WOW our clients and help them to feel safer working with you.

Well done on completing the USP & Guarantee Questionnaire.

A copy will be emailed to you for your records.