Erase Economic Uncertainty For Small

“11 Steps to Erase
Economic Uncertainty for

Small Business”
by Suresh Iyengar
A step-by-step guide for erasing uncertainty in the economy from

affecting your small business. This eBook is for small business owners
who need consistent business results in an uncertain economy. Includes
11 powerful steps.
Engineering Explosive Results For The Business Owner™ 
www.buexecution.com | service@buexecution.com 1
! P: 281.410.5375
Sugar Land TX 77498
! P: 281.410.5375
Sugar Land TX 77498
Publishing Info
Published and created by:
Suresh Iyengar – www.buexecution.com
Copyright - Version 1 - July 2018
All content © Suresh Iyengar, Business Unit Execution LLC
Copyright holder is licensing this eBook under the Creative Commons

License. You can post this document on your site and share it freely with your
friends or link on social media, but you may not resell it or alter it from its
current format.
You are free to use the information in this eBook for your own use. However,
the ideas, principles and worksheets may not be used for client work.
Disclaimer/Legal Notices
The information presented here represents the author’s vies on the date of
publication.
This eBook is for information. While we’ve tried to verify the information
provided in this eBook, the author does not assume any responsibility for
errors, slips or omissions.
If you need advice fulfilling the ideas contained in this eBook, then you need to
seek services of a fully qualified professional.
Note: You can view this ebook online, however, to do the exercises, I advise
that you print on paper.
Business Unit Execution – 14835 Jackson Sawmill Ln., Sugar Land, Texas
77498 – www.buexecution.com) ; suresh@buexecution.com
! P: 281.410.5375
Sugar Land TX 77498
How to Erase Economic Uncertainty
…You Need A Unique Selling Proposition For Your Business
For driving a profit-making niche, you need to discover how to distinguish your
business from everyone else. This will compel customers to do business only
with you.
! P: 281.410.5375
Sugar Land TX 77498
Step Find The Conditions That Make Your Prospects First
1 Consider Buying What You Sell
Every small business owner faces some challenge. It’s in the areas of
time, team, money or a combination of the three.
To find the conditions that make your prospects first consider buying what you
sell, you’ll need to uncover their challenge by asking 5 relevant questions.
1. Tell me about your top challenge in your business…

2. Give me an example of this challenge…
3. Roughly how much is this challenge costing you…
4. What would it mean to you if you could solve this challenge?
5. Big picture, what are you trying to do?
 
SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL
! P: 281.410.5375
Sugar Land TX 77498
Step Discover The Fears, Frustration, Pain Your Prospects
2 Experience That Motivate Them To Buy
To discover the fears, frustration or pain your prospects feel, you have to build
rapport before they open up to you.
These are some guidelines.
1. Introduce yourself in a way that shows you’re a learner and

you’re trying to understand the industry and typical challenges it
faces in the current economy
2. Be a great listener – don’t interrupt when the client is talking about
his or her business. Insert another opening when the conversation
seems to end so they continue to talk in detail. During pauses, show
you empathize with their condition. Pay attention to clues for
motivators
3. Tell stories of other clients in the same industry having
problems. For example: It’s interesting to see the ______ problem
in your market. One of the businesses I talked to had worked on it
for years. Have you seen this in your business? This will lead the
prospect to talk more about their own problems and how they handle
them giving the opportunity to build rapport.
! P: 281.410.5375
Sugar Land TX 77498
4. Probe deeper so your solution discovers a fit. Some questions
help in this area.
5. How did you resolve it?
6. Tell me more
7. Do you feel something else that hurts your business because of this
challenge?
8. Can you paint a picture of your perfect solution?
9. How would you feel resolving this issue?
10. Ask for suggestions. You could ask how the prospect is solving a
specific problem because you find them more successful than
others. By doing this, instantly you lift the prospect to the expert
status and he engages in advice. Such conversation builds trust so
your prospect is now a bit further in listening to your solution at the
right moment.
! P: 281.410.5375
Sugar Land TX 77498
Step Find Out What Your Prospects Feel They Need And Expect
3
Because Of What They’ve Bought
Find out what your prospect feels they need and expect from buying a
service or product by asking them to describe their current business problem.
Watch for clues in their description as they talk about their condition. It’s
possible they feel they need a service, which may not get them the result
they’re expecting.
Unless you dig deeper, it’s hard to tell. Once it’s clear, you can show how you
can solve their problem and how it fits what your prospects feel they need and
expect from the buy.
Each business has different needs.
If your prospects are buying hardware, the most important word they want to
hear is “guarantee”. They want peace of mind knowing the hardware they
bought is covered for any repair or breakdown.
If your prospects are buying services, they’d want to know the value in the
services, including the payback period.
! P: 281.410.5375
Sugar Land TX 77498
So craft a presentation based on the specific problem the prospect is trying to
solve. Then focus all the efforts in talking about how your unique solution will
make them feel.
 
! P: 281.410.5375
Sugar Land TX 77498
Step Find Out What Would Delight Your Prospects From What
4
They’ve Bought
Find out what would delight your prospects by asking them about an
experience with a product or service they bought previously.
For example, you could delight prospects by:
1. Your returned phone calls inside an hour of getting them

2. Customer receiving follow-up calls inside 12 hours of each sale
3. Customer receiving a thank you card 24 hours after sale
4. You treating “The Customer” as the only boss for your work
5. You delivering what you promised. People would buy from people
they trust more than from people they like.
6. You making sure customer understood benefits you offered
7. You telling customers about results customer can get by working
with you
8. You accepting full responsibility for customer problems
! P: 281.410.5375
Sugar Land TX 77498
Step Find Out What Frustrations Your Prospects Expect When
5 Dealing With Your Industry
Frustrations surround prospects when dealing with just about any industry.
They could be unique, but certainly they exist.
Find out by asking them in an interview, where you place them as the
successful business owner and expert. What you find may surprise you.
Take a look at:
1. Incompetence or too many false claims

2. No value in service
3. Lacking choice in services or products
4. Too expensive
5. High risk or no guarantees
6. Technology behind others
7. Inconvenience
8. Poor quality or unreliable
9. And so on
! P: 281.410.5375
Sugar Land TX 77498
Step Find Out What Possible Problems Your Prospects Dread
6
When They Think Of Buying What You Sell
Some of the common problems your prospects could dread when they
think of buying what you sell are:
1. No returned phone calls from service or repair

2. Lacking documentation for delivery
3. No support during warranty period
4. Unable to reach salesperson who sold the product or service
5. High cost considering value received
6. And more
Asking them in a simple interview would help reveal their major expectations.
! P: 281.410.5375
Sugar Land TX 77498
Step Find Out What Your Prospects Need To Know, Which Is
7
Typical Of Your Industry As They Decide To Buy From You
Service, manufacturing quality, aftermarket service or simply

competence could be topics for your prospects to know before they decide to
buy from you.
For example:
• Is the service going to be timely?

• Is the quality going to make the product or service reliable?
• Is the support after sale going to take care of any issues that may
arise?
• Is the service provider qualified for the service they’ve chosen to
offer?
Taking the right steps to find out in advance could help diffuse any fears or
questions, the prospect could have before they decide to buy from your
business.
 
! P: 281.410.5375
Sugar Land TX 77498
Step Make Sure You Position Your Business To Deliver Exactly
8 What Your Prospects Expect And Delight Them
Is your business ready to take on the work the prospect is about to give you?
Ask yourself if you have made the time and assigned the people and materials
to deliver the work you’re about to promise.
And delighting your prospect would mean giving value above and beyond
what they ever imagined. It could be service that yielded more than XX% cost
savings or increased sales XX%.
If it’s products, you could delight them by offering a great promotion or sale,
which piggy backs to the existing order.
Any such combination could bring the prospects closer to your business and
make them willing to invest.
 
! P: 281.410.5375
Sugar Land TX 77498
Step Prepare Data Which Will Assure Your Prospects About
9
Their Buying Decision
When assuring your prospects, the main hurdle is to gain their trust. Offering
a credible guarantee is essential to building that trust. But just stating…
Guaranteed for XX days…isn’t going to work.
It’s best to use the benefits of the guarantee to maximum gain.
• Describe it in your sales message

• Include it in bold on your order page
• Keep it visible and in the center of the page
• Make it certain your prospect cannot possibly miss it
• If it’s 2 free months of service and competitors are offering none,
announce it to your prospect
 
! P: 281.410.5375
Sugar Land TX 77498
Step Prepare Data For Your Prospects, Which Will Stress
10
Uniqueness About Your Company
You do have a Unique Selling Point, don’t you? If you don’t, you’ll sound like
every other competitor. And it’ll be hard to sell your products and services.
You will have to isolate your product or service Unique Selling Point and
brandish it at your prospect.
There are hundreds of possibilities in making your product or service unique.

To realize full potential, you need to offer your USP as a benefit. It’s the step
that converts the feature to a benefit.
Once you identify them, consolidate the various USPs into one, which no one
can copy – at least that easily.
 
! P: 281.410.5375
Sugar Land TX 77498
Step Prepare Data Which Will Assure Your Prospects They Won’t
11 Experience What They Dread If They Buy From You
Some of the solutions to problems your prospects could dread when they
think of buying what you sell are:
1. We will at once return phone calls for service or repair inside 24

hours of receiving them
2. We will give you full documentation for delivery. If you find any errors
or missing information, we will correct every error or let you know
how we’ll fix it inside 48 hours of receiving your note.
3. We will give you our 100% attention during the warranty period and
fix every issue you report at no cost to you.
4. We’ll ensure our sales person will return all phone calls inside 24
hours. In fact, we’ll give you a reporting database to enter any issue
on sales or any part of our service. We’ll respond at once inside 24
hours to each issue.
5. We’ll match any price for the exact service and product we offer.
We’re so confident of our value we deliver that we’ll research the
competitor ad for you if you can’t find it by yourself.
6. And more
! P: 281.410.5375
Sugar Land TX 77498

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“11 Steps to Erase

Economic Uncertainty for

A step-by-step guide for erasing uncertainty in the economy from

Engineering Explosive Results For The Business Owner™

Suresh Iyengar – www.buexecution.com

Copyright - Version 1 - July 2018

All content © Suresh Iyengar, Business Unit Execution LLC

Copyright holder is licensing this eBook under the Creative Commons

…You Need A Unique Selling Proposition For Your Business

1. Tell me about your top challenge in your business…

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

These are some guidelines.

1. Introduce yourself in a way that shows you’re a learner and

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

Each business has different needs.

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

For example, you could delight prospects by:

1. Your returned phone calls inside an hour of getting them

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

Take a look at:

1. Incompetence or too many false claims

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

1. No returned phone calls from service or repair

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

Service, manufacturing quality, aftermarket service or simply

• Is the service going to be timely?

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

Guaranteed for XX days…isn’t going to work.

It’s best to use the benefits of the guarantee to maximum gain.

• Describe it in your sales message

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

There are hundreds of possibilities in making your product or service unique.

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

1. We will at once return phone calls for service or repair inside 24

SET UP FREE “EXPLOSIVE BUSINESS RESULTS” PHONE CALL

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Engineering Explosive Results For The Business Owner™ 