Last week, you learned five steps to develop your unique selling proposition. The following questions, will also help guide your USP development process.
Ask your prospects, customers or clients:
- What are your greatest frustrations with our industry?
- When dealing with others who market or sell related products or services to ours, what are your biggest challenges?
- If there was one thing you would change about our industry, that would make your life easier or business better, what would it be?
Their answers will reveal common threads of pain and frustration.
Therefore, your USP should eliminate these “undesirable threads” as you now create positive benefits, high-perceived value and dramatic results.
Remember, there are only three ways to grow your business:
1. Get more customers.
2. Serve the same number of customers at the same dollar volume, yet at better margins.
3. Serve the same number of customers, yet increase the size or dollar volume of their “orders/projects,” by selling them more related or complementary products and services.
As you grow your business in one or all of the preceding ways, your USP helps you find, serve and keep your customers. After all, business-growth is about customer acquisition, satisfaction and retention.
Here’s how I developed our USP. Like you, my clients, whether an individual, Fortune 500 company, young-growth organization, entrepreneurial start-up or association, invest in a more favorable future and results!
Whether I’m speaking, training or consulting, my clients want strategies to improve their performance, productivity and profitability. Now!
A client once said, “Jeff, fill our hearts with hope, tummies with desire and minds with lots of good stuff!”
Unfortunately, there are too many people in my industry who only provide the “fluff” without the “stuff.”
Clients have told me horror stories about investing big bucks and they have nothing to show for it. There was no return on their investment.
I’ll never forget my first phone conversation with the president of a successful chain of home supply centers. He tersely stated, “I don’t like guys like you. You promise a lot and don’t deliver. Put your money where your mouth is. If not, goodbye!”
I replied, “If I don’t deliver, it won’t cost you a penny.”
We set the appointment. And he quickly became a happy client. But I’m convinced, if I didn’t have a USP that immediately removed his fears and frustrations, he would have never become a prospect or a client. But instead, remained a suspect.
Tell the world
Before I reveal my USP, you should know, it’s everywhere; in our brochure, on our Web site (jeffblackman.com), in agreements and with every CD, DVD, book, or business-growth tool we sell. It’s even reiterated to prospects and clients during telephone calls or meetings.
As you now know, a crucial element of your USP, is that you, your marketing materials, products, services and people, tell it to the world. If you know it, but others don’t, it’s like it doesn’t exist.
Customers, clients and prospects must have knowledge of your USP. Therefore, at every opportunity, inform and educate them.
Here’s my USP, excerpted verbatim from our marketing and promotional stuff.
Blackman’s no-risk assurance
Jeff offers you special “bail-out” protection. You should know Jeff is a pretty light-hearted guy, but when it comes to helping you and your people grow your business, he’s dead serious. Therefore, he provides this incredible no-risk assurance: You and your people must be absolutely delighted with Jeff’s message.
Or, if you feel its value or profit-producing potential does not exceed your investment, then Jeff has authorized me to refund your money! Immediately. Part of it, or even all of it. No hard feelings either. Only Jeff is at risk! But ask our many satisfied clients. They will tell you, with Jeff, there’s no risk. Only results!
Sheryl Kantor, director of marketing Blackman & Associates, Inc., says you should know, Jeff has never lost this “bet!”
As you can see, my USP also applies risk-reversal. I take all the risk. My decision maker, none!
This is a powerful differential competitive advantage. And, it generates lots of new business. It quickly enhances perceptions of quality, credibility, commitment, value, trust and expertise.
With the right USP, you too will be armed with a sales and marketing growth weapon, that helps you and your business peak your profits!
So, what makes you unique?
Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to firstname.lastname@example.org or go to jeffblackman.com to subscribe to his free e-letter.