Devoted to Managers and those that seek to improve their management skills

The difference between a successful business and a mediocre or failed one, is none other than its ability to define its Unique Selling Proposition. Yet, far more than that, once it’s defined, to have the will and ability to back it up with the product or service promised in it. 

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The only thing worse than having a USP, is to have one that you are not willing or able to perform for your customer.

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One of the reasons for great frustration in a company that is floundering, is it getting off of its core purpose. Once that is done, all attempts to right the ship are unable to set it back on course. 

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The reason why is that all marketing, sales and customer service must be based upon what that proposition is. Every single strategy used necessitates that purpose permeating every aspect of company policy and effort.

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Once this is understood, and all efforts flow to that center, it is surprising how fast things start taking care of themselves. I can’t emphasize this enough: Without a USP, your business can never be successful. In reality, you can’t really start a business without one. It is that USP that gives the only reason to begin a business in the first place. I hope I’m getting the importance of this across. 

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Now having said that, let’s look at how you develop a USP in the first place. Last post we simply gave a brief glimpse at how this was defined from the beginning. Now we’ll go a bit deeper. 

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What question does the USP answer? “Why should I do business with you instead of one of your competitors?” The answer to that question is your USP. 

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There are several questions to ask about your business to determine a USP:  

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What is unique about your business or brand vs. direct competitors? You'll probably find a whole list of things that set you apart; the next questions will help you decide which of these to focus on. 

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Which of these factors are most important to the buyers and end users of your business or brand? 

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Which of these factors are not easily imitated by competitors?

For example if part of your business requirements would be that you needed to deliver an item, and all of your competitors were already delivering, this would not be a USP. 

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It is that which is hardest to imitate, and that you do well that should be the thing that sets you apart from your competitors, and makes your customers think of you when the need or desire for your product or service comes to mind.