Michael Senoff's Hard to Find Seminars

If you can craft a powerful USP that hits a home run in the mind of your client’s customers, you’ve found the one thing that can bring them out of obscurity into the spotlight of fame. It’s pure marketing gold. A good USP can take a “nobody” and miraculously turn him into a famous “somebody”.  It’s the difference that can take a product or service from “good” to a marketing “great”.  A great USP will not make the cash register ring, but it …

This recording is a follow-up to a consulting call I did with Nick, the owner of Advanced Hosting Networks. In that recording, I asked Nick’s permission to call some of his newer customers in an effort to determine what is important to people as they shop for a web hosting provider.
Key Concepts

Everyone I talked to were very appreciative of my call and it made a difference in how they viewed the customer service that Nick’s company provided.
I found the most common reasons why people chose Nick’s company over the thousands …

In this recording with Nick, the owner of Advanced Hosting Networks, I make a presentation to Nick about how to utilize his USP in the company’s day-to-day customer activities.  In my excitement to create a great presentation, I whipped up a “straw man” web application. It included the items in his USP, which I suggested be the basis for a real application that could be developed.  That application would assist his service representatives in answering the phone, capturing information, and obtaining new customers. In that respect, this is more of …

What you’ll hear in the first section is a client calling me for the first time looking for marketing help for his cheese business. Then, you’ll hear me call Richard for coaching advice on how to perform the Opportunity Analysis interview with this prospect. Richard has 17 years of experience conducting hundreds of business opportunity analysis sessions with clients ranging from Mom and Pop small businesses to multi million dollar corporations. Then, you’ll hear me call the prospect and conduct the …

George is the owner of a small tanning bed business. He called looking for some advice on how he could grow his business. Without knowing or promising anything, I invited him to talk in more detail about his goals. Listen in as I take George through the HMA Opportunity Analysis in an effort to discover Hidden Marketing Assets (HMA). More importantly, listen to the willingness of George to grow his business. And finally, listen as George hires me to develop a Unique Selling Proposition …

Here is a special opportunity analysis training with Jonathan, the owner of a small fishing tour business. Keep in mind this is not the ideal client that I would recommend you take on. This opportunity analysis training has some important lessons that cannot be denied.  Even though this is a startup business, I was able to find some hidden marketing assets that Jonathan could use to grow his business immediately.  Another lesson to keep in mind is that Jonathan did not have money… …

This is an Opportunity Analysis that I did with a business owner named Dave. Dave has an online business marketing supplements to diabetics. This audio is a splendid tool to help HMA Consultants learn how to question potential clients, try to uncover hidden marketing assets in a business, look for opportunities, and try to find ways to improve a company’s marketing efforts. Early in the conversation, I introduce the HMA System to Dave. I discuss how the system works, the types of businesses that …

Mark Mysack called looking for marketing advice on his new Internet start-up business.  This was only the fourth time I had conducted an opportunity analysis. Notice how I close all the way through the call. This is something I was not doing in my earlier calls.  Each call gets easier and easier.  My confidence in conducting the opportunity analysis is growing. Stick with me on this call to the end even though you may get a little lost with the details …

I live in San Diego, California. My client, Barcus, lives halfway around the world in Australia. This is a live recording of me using the Opportunity Analysis Worksheet. The purpose of using this worksheet is to uncover every single one of the “hidden marketing assets” in Barcus’s business. My client has no idea I am simply reading (word-for-word) parts of the script directly printed on the worksheet. Listen to the dramatic effect this Worksheet (or, cheat sheet, if you prefer) has on Barcus, who is a successful …

Raphael ordered some pre-owned marketing materials from me. As part of his order, I offered to do an opportunity analysis for his 30-year-old moving company. Keep in mind he has paid me money to take him through this “Business Audit”. In the HMA System, you’ll learn how to charge for this service and make a lot of money easily. You’ll hear the exact questions to ask to uncover hidden marketing assets and have clients “sell themselves” on your services at the same time. If …