If you have been in business for more than a little while, you know that competition is everywhere. If you cannot differentiate yourself in some way from your competitors then your potential client will see you as the same as all the others, and choose the lowest price. Could you stay profitable, by consistently being the low price leader? Only if you are a large company, who has large margins on other products and services .but is that your small to midsize business?
Section A — Below are some questions that need to be answered by you, to help you develop a Unique Selling Proposition, that will differentiate you from your competition.
- What problem does your product or service eliminate?
- How does your product improve profits?
- Who is the target market, for whom the problem you solve, is serious enough to talk to you about?
- What headache do you relieve, that would be of benefit to your prospective client?
- What promises have your competitors made that, that were not delivered, that you have been called in to fix?
- What will happen if the problems business face that your service resolves, are not handled properly.
Your Unique Selling Proposition should describe how you can help a prospect overcome a problem. This is not the same as describing the features of your service. A feature often can be something that is nice to have, but a problem that is occurring, needs to be resolved for the ongoing benefit of the company or individual who has the problem.
Section B — To develop your Unique Selling Proposition ask yourself the following:
- What are the reasons someone would do business with you rather than one of your competitors?
- List the significant problems your resolve differently than your competitors.
- What have your satisfied customers said in there testimonials, that differentiates you from your competitors?
- What is the most compelling reason, that differentiates you from your competitor that would encourage someone to be more interested in doing business with you than someone else?
Now combine two or three of the items in Section A with two of the items in Section B and you are building your Unique Selling Proposition.