To stand out in business you have to have a Unique Selling Proposition (USP) or something that answers the question, “Why should I buy from you?”
This is something that sets you apart from the competition – it makes you a “must have” product or service.
Why a USP is important
Your USP is the basic rock of your business. Without one you have a “me too” business.
You are going to find it very difficult to have loyal clients. You may have satisfied clients for a while, those who are ok about your service or product, but who switch if something else better comes along.
A USP is your “iron curtain of indispensability” locking clients in to you.
What is a USP?
You need to be able to explain in a single sentence why your clients use you and why a prospect should too. It is the essence of what you have to offer.
An example of a USP is Domino’s Pizza, “Fresh, piping hot pizza delivered to your home in under 30 minutes – or your money back”
If it had been Domino’s Pizza “Simply the Best in Town” then they would have had a slogan – replicated by every other pizza take away.
How to find your USP
Get all the details of what your business offers and distill it down into one sentence or short phrase.
It needs to be clear, concise and sell to your prospects. It’s not Shakespeare – it needs to generate desire and urgency, not literary awards.
Ask yourself and others about what it is that you do so well for them. This will give you a start.
Other things you might shout about:
a.. Speed and Ease – Are you the fastest, or do you make it easy, (Amazon one click).
b.. Extras- Do you offer a bonus product such as free insurance or loan replacement?
c.. Broad selection – e.g. 1001 different curtains always in stock
d.. Advice and assistance – we deliver and fit your bathroom. We win your case or pay you £1000!
e.. Convenience =Buy in store and we deliver FREE the same day!
f.. A long guarantee – exchange for a new one if it goes wrong– anytime.
Give it a go!
Make sure your USP is measurable, comparable, demonstrable and quantifiable. Communicating a USP will often reinvigorate a company, its sales team and its staff.
If your current USP is a me too or even worse, unprofitable, maybe a new USP will lead to another product opportunity too!