Law of Attraction and Unique Selling Proposition: Chalk and Cheese or Brothers in Arms?

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There is one Principle that, once understood and diligently practiced, allows you to attract the objects of your desire in your life strongly and swiftly: the Law of Attraction (or Law of Deliberate Intent), LOA.

There is another Principle that, once understood and diligently crafted, allows you to attract the ideal clients and/or customers in your business strongly and swiftly: the Unique Selling Proposition (or Unique Sales Position), USP.

For many people, USP and LOA have nothing to do with each other. LOA to them belongs to the realm of the esoteric, to the spiritual world. May work for some, but has not correlation with business. USP, on the other hand, belongs to the realms of business, to the world of sales. May work in businesses, but has no correlation with “life” as such.

I strongly disagree with this notion, and for 4 convincing reasons.

First of all, LOA covers all areas of our living world, not just the spiritual and more personal aspects of it. As for personal life, so for business life. There is no cut-off point where LOA stops operating; like vibrations attract like vibrations.

Second of all, USP covers pretty much everything in our human world, too. I wrote it in previous articles already: we are constantly “selling”, whether it is a product or a point of view. I find the fact that sales & marketing and USP are mostly restricted to the business world rather.....well.... restricting.

Third of all, Law of Attraction is all about creating clarity around your desires, and putting your attention, energy and focus on the manifestation of them. A unique selling proposition is all about creating clarity around the benefits of your products and services, and persuading others of the importance of them. Pretty much the same concept.

Fourth of all, apply LOA powerfully, and you will start attracting what it is you deliberately desire. The same goes for USP: emphasise the benefits of your products and services, and you will start attracting the clientele to your business who need or desire what you have to offer.

It is so obvious to me that USP and LOA are connected in a powerful way, that I really don't understand why business owners sometimes shy away from “this airy-fairy stuff”. There is 1) nothing airy-fairy about it, once you start applying it and start seeing the results, and 2) it will mean thousands of dollars in lost profit if you are not willing to put the concept to the test.

When mentoring clients, I stress the importance of crafting a really powerful USP. The USP will be a verbal culmination of the problems in the market place in your specific niche, the solutions you apply in your business to those problems, and the benefits those solutions will have for your target market. Your USP summarises what your business does best, and why clientele should buy into your products and services.

Crafting a powerful USP has two compelling effects: YOU as a business owner will have strong clarity around your line of products and services, which will establish confidence and clarity within you.

Guess what vibration you are sending out when you experience those feelings? Right, positive ones.

This will thereby attract clients that actually want your products and services, which is the second effect. Because prospects are confronted with a powerful USP, they get an instant sense of credibility towards your business and towards you as a business owner.

Guess what vibration THAT is? Right! This positive vibration will establish you as an expert in your field, and will allow for viral marketing and life-long clientele. Who wouldn't want to do business with a entrepreneur who is able to fulfill clients' needs and desires by understanding them clearly?

Truly, start working with it: get clarity on what is the most massive benefit that clients can receive from doing business with you, and start phrasing that in a powerful USP. From that point forwards, watch your business grow.

Results are pretty much guaranteed using the right tools. I keep saying it: nobody doubts that jumping off a building will get you down fast! Law of Gravity is always applicable. The same is the case with the Law of Attraction. IT works. Are you willing to work IT?

To your business success!

Getting More Out of Life June 2009

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Sales and Personality Type: How Type Influences Buying Decisions

"Watch your thoughts, for they become words.
Watch your words, for they become actions.
Watch your actions, for they become habits.
Watch your habits, for they become character.
Watch your character, for it becomes your destiny."

-Unknown

I've often spoken about the importance of Personality Type

Profiling in both business and private settings. Knowing what

moves and motivates you(rself), and knowing what moves

and motivates another are hugely powerful tools for

understanding and ethically influencing your environment.

Today, I'd like to discuss the importance of Personality Type

when it comes to sales and marketing, and to "buying".

Whether you are on the selling side or the buying side of the

equation, you must realise that selling and buying are both

based around emotions, around our needs and desires.

Selling is simply this: identifying a gap/need/desire in the

experience of your prospect (they want something that they don't

have yet), providing a solution to fill this

gap/need/desire, and educating the prospect on the benefits of

purchasing that solution, so they warm up to it and buy it.

That's it. one of my mentors said: you NEVER sell anything,

really. You can only make people buy. And it's true. If I don't

resonate emotionally with what the salesperson is

offering, I will not buy, and v.v.

Buying is simply this: identifying a gap/need/desire in

yourself, searching for a solution that fills that

gap/need/desire, and purchasing that solution based on the

perceived benefits it will have.

Again, that's it. We buy because we think the product we

consider will do something to or for us that will help us solve

a problem, fill a gap, or fulfil a desire. Ultimately,

this is an emotional process; or, if you don't like that word:

it has to do with us wanting to feel good.

The AusIDentities Personality Type Profiling System

identifies

Four distinct personality types: the Dolphin, the Eagle, the

Kangaroo and the Wombat. In sales (and for your

buying decisions) it is absolutely critical to know your own

type and those of your prospects. If you don't approach them the

right way, they will probably not buy! Perhaps it's

not that paramount when it comes to buying a bottle of water or

a sandwich, but it's definitely the case when it comes to bigger

or more important purchases. You want to get

clear on the needs and desires of your prospects/family

members/friends, because you can then ethically influence them

and make them choose an option that is both good for them

AND you!

In sales you will have to be able to see the world from your

prospect's perspective. Remember: "sales" could also be

mentioning to your wife you want to go and see a football

match, for which in return you will take her out on Friday!! Or

persuading your children to go on a 4 star hotel holiday instead

of a camping trip by choosing the hotel with the

biggest pool on the planet! To graps your "prospect's"

perspective properly, you will will have to dig in their minds.

The right way to do this is by ASKING QUESTIONS.

Each of the four AusIDentities Personality Types are sensitive

to different kinds of questions. let's create some clarity on

what type of questions work best for what type:

The Eagle (or NT, in the Myers-Briggs typology) on combination of WHAT and WHY questions. Examples:

1. why is it so important for you to......?
2. what specifically would you like to see in .......?
3. why will.....be beneficial for you?
4. what research have you done into.....and what were the outcomes?

The Dolphin, (or NF) will be more partial to a combination of WHO and WHY questions. Examples:

1. Who is going to be pleased when you .....?
2. why is .... so important to you and the people around you?
3. who is you are thinking of when you.......?
4. why will your experience be different when you......?

The Kangaroo (or SP) will be focused on a combination of WHAT and HOW questions. Examples:

1. what will ..... allow you to do faster?
2. how can you use.....to create even more powerful results?
3. what other methods have your tried to ......?
4. how did you compare your current experience with your future experience once you have ......?

The Wombat (or SJ), ultimately, is sensitive to a combination of HOW and WHAT questions (note the order difference with the Kangaroo). Examples:

1. how can .... make your experience more pleasurable?
2. what exactly do you expect from .....?
3. how do you think we can make.... an even better product for you?
4. what needs to happen for you to consider.....?

Again, these and similar questions can be used to get people to

make buying decisions in business, but are as easily applicable

to family and other relations, child raising

issues, employment issues, conflict resolution, and other

interpersonal problems and challenges. It all boils down to

understanding the deeper needs and desires of yourself and

others, so you can relate to yourself and others on an emotional

-feeling- level.

Set a Landmarc:

Firstly, from now on, whenever you make a buying decision on

more substantial goods and/or services (house, car, audio/video

equipment, investments etc.) ask yourself: why do I

want to purchase this? What feeling will it give me once I have

it? The more you know for what sort of emotional feeling you buy

things, the more aware you will become in other

areas of your life (they usually reflect the same values).

Secondly, from now on, whenever you want to make someone accept

your opinion, assess what reasoning you use towards the other

parties. What emotions are you trying to get across

to the other parties, so they will accept what you want.

Thirdly, study personality types extensively so you can

understand on an even deeper level what drives you and others.

This will allow you to become very influential, honouring

all parties' wishes and desires. There are several options

available for further study.

Lastly, commit to sales and marketing, both in personal and

professional selling. Although both words are usually applied to

business and the selling of goods and services,

EVERYTHING in life has to do with selling and marketing. Just

think of the hotel vs camping idea: you will have to SELL the 4

star hotel to the family, and MARKET it properly,

so it will be preferred over a camping holiday. You even have to

sell the idea of having to do grocery shopping to your kids, by

offering them a donut or a ride on the merry-go

-round after. Only THEN will they be SOLD on the idea!

If you really want to increase sales in your business or

fulfilment in your personal life by 300% or more, a thorough

knowledge of personality types is crucial. Understanding

yourself and others will make for massively accelerated success

in all areas of life; that's my personal promise.