So how do
you stand out from the pack? You do just that! - develop a USP -
a Unique Selling Proposition. What this means is to look at your
business/product/service and choose something, apart from the usual
advantages your product/service offers, that you do completely different
to your competition that will position you completely different
within your consumers mind.
For example;
your business could be a "No Pain" Dentist Surgery and your USP
could be that patients are guaranteed to feel no pain - if they
do the service is free! Or if you are an accountant your USP could
be that if your clients are not absolutely delighted with the outcome
of their consultation that you'll pay for them to see another accountant!
There are
a couple of conditions when using a USP. It is best to make your
USP feasible - only offer something that you can and definitely
will deliver as this will save your business clients and your credibility.
For example; a builder that will offer to re-build your home if
you're not happy with the way it is built - this just wouldn't happen.
Make sure your USP relates to your target market and is something
beneficial to them. For example; If you were a pet groomer you wouldn't
offer a skydiving package if the owner wasn't happy with the service
their pet received.
Also, the
USP your business decides to use needs to be strong enough to stand
out and stimulate the consumers mind. For example; a bakery that
is open Monday to Friday is the norm. On the other hand a 24 hour
bakery is something completely different.
A USP is an
excellent step to better market your business. This is just one
step along the way to a complete marketing plan for your business.
ACTION International Business Trainers and Consultants are trained
in sales and marketing and coach small business owners on sales
and marketing using a few simple tips and strategies.
