In business, it is not uncommon to be asked about your USP – your Unique Selling Proposition. The USP is defined as that which makes your product or service different from all your competitors.
Does your organization do a deep dive into what makes you unique and why people buy from you? Data may be available from surveys, testimonials and direct communication (like phone calls or in person meetings). Make a draft or a few USP’s and compare them with your competitors. Would you look different and more desirable as a vendor? If not, go back and look at them again. Don’t give in to a 10 item list. Peoples’ eyes glaze over after 3. And, don’t use too many words. Try for something short and snappy.
Next, pass that through the filter of what customers are willing to pay more for. If you think of your corner market, you pay more for the convenient location. If you use Apple products you may pay more for ease of use or compatibility. It may be that your customers prefer you for some reason you have not identified. Wow! Go check that out. Once you’ve tested your USP with a few customers, try it with prospects or potential customers who have not yet heard of you. See if it draws them in. Do they think your offering is clear and attractive to them? If what your selling is basically you, answer this question – when should people call YOU?
Sometimes it helps to work with an outside expert when you can’t see what makes you special. People who do branding or marketing can help. This week, look at your USP. If it seems old and stale, or you don’t actually have one, get to work.
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