Have you ever thought about why someone would want to do business with you instead of another business who can offer the same services? If you are the cheapest, your customers will only be around until they discover someone else who is cheaper! This is why it is important to develop your Unique Selling Proposition (USP).
Your USP is the reason that people want to do business with you. It makes you different. Your unique difference is that single, unique benefit, appeal or big promise that you hold out to your prospects and customers - a benefit or promise that no competitor can offer.
The days of competing on price and service are starting to end. These days, people have so many options, they can almost always get it somewhere cheaper, from someone who’ll do it better. The major point is clear - you must STAND OUT. If you have no uniqueness, you have no reason for existence.
Remember that - as new competitors come into the market, you’ll continue to sink. If there’s no reason to continue coming to you, and not them, you’ll keep losing customers. You must work out your uniqueness, and you must do it NOW.
The best way to discover your uniqueness is to start to look at your business from the outside. If you are having trouble developing your USP and are unsure where to start, survey your customers and ask them why they do business with you. What are you waiting for? Your customers will help you discover your USP. Ask them the following questions:
What are the 3 major reasons you buy from us and not somebody else?
What is the point of difference that makes you want to deal with us?
If you could improve 2 things about us, what would they be and how would you change them?
What are the 2 things that annoy you the most when dealing with business in our industry?
Without a USP, you will appear to be no different than your competitors. Define your USP and you will be able to increase your market share and your wallet share!
Action Steps
The best contacts and resources to help you get it done
Take a free online Business Health Check and find out how your business can be different!
The free online Business Health Check allows you to conduct a comprehensive health check of your business and define areas of opportunity!
I recommend: www.actioncoaching.com/sheriwinesett
Check out this company's uniqueness!
If you want to see an example of a company who has developed their own uniqueness check out www.salmanhomerealty.com
I recommend: www.salmanhomerealty.com to see an awesome example of a USP!
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