Today I have some more marketing gold for you.
Why Should Someone Do Business With You Over Your Competition?
This is a question that stumps many business owners, but when you have a clear and defined answer to this important question – your Unique Selling Proposition (USP) – it becomes the basis for everything you do and a catalyst for sustained growth.
Developing Your USP:
Begin by brainstorming all the reasons you and your staff believe you are unique. Try to be specific; it’s not enough to say, “we have great customer service”. What do you actually do that creates a great experience for the customer?
Once you have gone over all the things you believe set you apart from the competition it’s time to find out what your customers think.
Get a list of at least 10-15 of your best customers. You want to find out why these people choose your business and see what’s important to them about the products and services you provide. This can be done with a 5-minute phone call or a quick email questionnaire. (Maybe you can offer some small discount on their next purchase.)
Ok, now you know what’s important to your customers, and what you believe your business is great at providing you need to look at your competition. By combing over their website, calling the sales department and studying their advertising you will quickly start to see gaps between what your customers want and what you competitors are trying to promote.
With this info at hand you will now see exactly what your USP needs to be. And this short sharp message (just a few sentences long) must be consistently communicated to your prospects and customers. In your marketing, on your website and when you answer the phone. Basically anytime you come into contact with the public you tell them, “This is what our company is about and this is how it benefits you.”