Establishing a USP
These tops tips will help with the crucial decision within any business of establishing a USP – Unique Selling Proposition or Unique Selling Point. The USP is the factor that makes your business different to its competitors, which may be cost, quality or perhaps a new invention. An effective USP clearly articulates the benefits to consumers and why they would be attracted to your business over your competitors.
WHY DO YOU THINK YOUR BUSINESS IS GREAT?
Think about all the reasons you love your product or business. Does this translate into what you want your clients to love about it?
GIVE YOURSELF TIME
Coming up with your USP may not be a quick process. Give yourself enough time to articulate about what makes your business special.
GET TO KNOW YOUR IDEAL CLIENT
Who is your ideal client? Don’t be vague here, get as specific as you can. Think about what is important to them and how you can appeal to them.
If possible, observe what is going on in your business. Watch clients interact with staff, whether in person or on the phone. See what small actions have a significant impact.
Do something different from your competitors. In order to do this, you need to know them so …
UNDERSTAND YOUR COMPETITION
Spend time looking at what your competitors are doing. Are they offering a cheaper product, or a better one, are they focused on client service, exclusivity or ‘coolness’? If you don’t know what they are doing, you can’t set yourselves up as different.
DEFINE YOUR BUSINESS
How would you define your business in a few sentences or 30 seconds? Maybe get some of your team to brainstorm some ideas, they may have differing viewpoints from your own.
IF YOU DIDN’T EXIST WOULD CLIENTS MISS YOU?
Would you be missed if your business didn’t exist? Would your clients shrug and go elsewhere, or would they struggle to find an alternative? If your absence from the market wouldn’t be missed, then your selling point is not unique enough!