the articulated sales argument, otherwise known as a USP unique selling proposition, it's the argument you build.

It's the reasons why a prospect should do business with you.

And it should, and it has to, distinguish and it can separate your business from all the other competitors that are out there.

So when you're designing an ASA, the mission is to get the customer to say,

I would have to be an absolute fool to do business with anyone but you, regardless of price.

But you know what people do?

You know what companies do?

This is what they say.

I'm the best quality.

I'm insured. I'm bonded. Satisfaction guaranteed, right?

I'm dependable. I'm reliable. But now do this, Tommy. Put this phrase, this tagline after those.

Highest quality. Well, I would hope so. Dependable, reliable. Well, I would hope so, right?

This is what people do. This is what these

companies do. They do nothing to separate themselves from everybody else. Welcome to the

home service expert, where each week Tommy chats with world-class entrepreneurs and experts in

various fields like marketing, sales, hiring, and leadership to find out what's really behind their success in

business. Now, your host, the Home Service Millionaire, Tommy Mello.

Welcome back to the Home Service Expert. My name's Tommy Mello, and today I have a special guest

visiting us from Charlotte, North Carolina,

Mr. Jim Dubois.

Let me explain to the audience what we're dealing with here.

First, I met you.

...