Unique
Selling Proposition
Unique
Selling Proposition
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What can you
uniquely guarantee?
That’s your USP
If you have a great answer to that question,
you can charge more money, have fatter margins, put more money into marketing
and advertising, invest more in customer satisfaction and developing new
products.
If you have a
lousy answer to that question, you’re in trouble before you even start.
Symptoms of a bad USP: You’re constantly fighting downward price pressure.
You battle directly with other people n price and delivery. You feel
competitors breathing down you neck. The cost of advertising seems out of
reach. You feel defensive about taking up customer’s time. Nobody really wants
to talk to you, have to knock on lots of doors.
If that sounds like you, then there is
something you’re not promising, something you’re not guaranteeing or not
articulating specifically enough that’s keeping you from being unique and
keeping you from making more sales.
Four Questions
Your USP Can and Should Answer
1. Why should I listen to you?
WHAT CAN YOU “MAKE” UNIQUE ABOUT?
YOU?
1.
Service.
Guaranteed friendliness. Guaranteed delivery. Guaranteed live person on the
phone, etc.
2.
The
market you serve is unique, e.g., your focus is businesses with 10 employees or
fewer.
3.
Your
product is unique. It has a guaranteed result It’s tailor-made for X kind of
person.
4.
Your
whole “experience” is unique. A cab driver promises hot Starbucks coffee and a
morning newspaper waiting for you, and he’ll have you to the airport on time or
you don’t pay.
5.
Your
price is unique. It may be a low price (“we’ll beat anyone’s advertised price
or your mattress is free!”). It may carry a premium price (see the
“Expensive…by Design”.
4. What can you guarantee me that nobody else can
guarantee?
Answer
this Question’s
This Article is Taken From 80/20 Sale andMarketing.
Written by ARSHAD. A
