1. Unique Selling Point
Can you list three reasons why a customer should buy from you in the next minute. If you said:
- Where great at customer service;
- We are a family owned business;
- Our clients love us:
- Our company was founded on honesty and integrity and treating customers fairly
Then you don’t have a strong Unique Selling Point (USP)! In fact many of these selling points are a turn off.
How often do we here companies trot out these same old cliches? How many of us really believe them? Don’t we just expect these? After all would we really deal with a company that is not honest or a company of integrity? A company that is not going to treat us fairly? Or a company that does not deliver good customer service?
Your USP should make you stand above all your competitors. It should position yourself in such a way that your prospective client say “that is an awesome, company, I really want to do business with them.” A USP adds value to the customers buying experience in such a way that price becomes secondary to the buying decision.
Developing a strong USP is about innovating and delivering a much greater perceived value and buying experience than your competitors. To create a strong USP look at:
What makes you, your products or services unique to your prospective and existing clients Some examples of these are:
- Additional services your competitors don’t provide
- Measurable customer service metrics that blow away your competition
- Return policy that goes above and beyond industry standard
These are just a few examples of USPs that can set you apart from your competition. If there is nothing that truly distinguishes you from your competitors you may have to go back and brainstorm with your team to innovate and create added value for your customers. Work to come up with at least three solid USPs. If you can articulate at least three strong USPs you will face an endless battle of competing on price only.