July 12, 2012
I’m going to make an assumption here – chances are, in the eyes of the customer at least, you aren’t the only person doing what you do in your local market. Am I right? So given that you have other businesses offering similar products or services to you, why should I purchase from you?
That’s where having a Unique Selling Point comes in. Something that makes you different, that has you stand out from the crowd. That has people compelled to do business with you.
I see it so often that businesses around Bendigo have an amazingly unique and valuable offering, but they really miss out because they don’t effectively communicate what makes them different to the marketplace. And do you know what the problem with that is? It’s that you can’t sell a secret.
Do you have a clear Unique Selling Point? Do all of your customers know about it? More importantly, do all of your potential customers know about it?
The better you know your Unique Selling Point, the easier it is to have new customers come to you.
Here are some great tips on how to develop your own really effective Unique Selling Point.
1. Find out what your competition aren’t doing, or what you’re doing significantly better than them.
Is it customer service related? Perhaps you’re the only 24/7 business in the area? Or do you have a product range or quality that stands out from those around you. Perhaps it’s your returns policy, or rewards for customer loyalty?
2. Find out what’s important to your customers, not what’s important to you.
It doesn’t matter if you think it’s valuable – what matters is that your customers think it’s valuable. After all, you’re trying to sell to them, right? What’s their biggest frustration or challenge, and how can you help them in such a way that no one else can?
3. Make it connect with what your business stands for.
If you want your sports store to be known for providing equipment that lasts longer than you do, create your Unique Selling Point around only selling the highest quality goods. And if you want your fashionable clothing store to stand out from the rest, your Unique Selling Point will be around always having the latest and greatest designs in stock.
4. Clearly explain the benefits in terms of your customers.
Although you’re talking about what makes you unique, make sure that it’s focused around your customers. Rather than talking about how many staff you have, how skilled they are, or how many years you’ve been in business, talk about what that means for me – what’s the benefit? Well, that means that you’ll always be well looked after and you’ll know that you’re getting the best service and the best advice. Remember guys, “What’s in it for me?”
5. Do what you said you’d do, when you said you’d do it.
If what makes you different is the fact that you’re there within the hour, every time, make sure that you’re there within the hour, every time! When you’re creating your Unique Selling Point, it’s really important that it’s not exaggerated and that it’s something that you can deliver virtually without fail. This may be an great opportunity to implement a strategy to “do what you say you’ll do” before marketing your USP.
6. Let everyone know about it!
If your competition aren’t doing it, and your customers value it, and it’s congruent with what your business stands for, and you can guarantee that it’ll happen every time, then it’s time to start yelling it from the rooftops. Like I said, you can’t sell a secret. If this is the reason why people need to buy from you, then they need to know it – and it’s your job to tell them.
Marketing is all about constant and consistent communication, and you need to make sure that your USP is constantly and consistently in all of your marketing.
And that’s about it. I would love to hear how you go assessing and creating your own Unique Selling Point, so please leave a comment. And if you’ve found this helpful, let me know!