Is your business going along nicely or surviving whilst you go through the motions of being a business owner?

Our suggestion.. don’t let your business perform below its potential. What is your unique selling point or USP?

It is an interesting question to ask amongst such high levels of competition. Whatever industry you are in, you need to establish this with your sales team and drive this point with your customers and potential customers.

Every business should have one “USP”: a Unique Selling Point.

This is something which sets your product or service apart from your competitors’ in the eyes and minds of your prospects. If you don’t have a USP then:

  • Your business will be just another ‘also ran’
  • Your prospects will tend to compare your offering with others purely on price
  • You will have no clear competitive edge, and there will be no outstanding reason for prospects to consider buying from you.

So, what makes a great USP?

  • It should single you out from the opposition in just a few words
  • It will often have the words “the only..” or “no-one else can..”
  • It will be a proposal that will appeal to your prospects

Don’t try to fool yourself by using words such as “we offer good service” or “our staff are friendly“. Firstly, how can you prove this? And secondly, who is not going to say this?

If you have a good, clear (and honest) USP, there is a good chance that you will be able to compete on factors other than price. And that means that you will be more profitable.

There is also interesting information in this article by Paul Simister

http://www.differentiateyourbusiness.co.uk/unique-selling-point-why-customers-should-buy-from-you

There may be very little difference between your product and your competitors’ — but if you can’t find a way to communicate uniqueness and connect it to a need of your target, you might as well quit fighting your competition and sell out to them.

Call Gatti Consulting for an initial free discussion to see how we can help you generate and communicate your USP to your customers and prospective customers in order to improve your businesses performance and profitability.