Your USP (unique selling proposition) is basically the answer to the question:
“Why should I buy from you instead of anybody else?”
Businesses that don’t have a great answer to that question struggle to get sales because it forces them to compete on price. They’re reduced down to the lowest common denominator which is “Who is cheapest?” or maybe “Who is most convenient?” instead of “Who is best?”
When you have a strong USP that explains why people should buy from you no matter what, it eliminates price competition.
You have to find that uniqueness.
Now, I will tell you that your USP is not likely to be customer service. Everyone will say they have great customer service – that is not unique. Unless you have something that is truly world-class unique that people value and will pay for, customer service should not be your USP.
So find something that really is unique. It could be something about your processes, the way you deliver, your more extensive experience, or your training or certification.
What is it you do that’s different, that stands out, that adds value to your product or service?
If you’d like help defining or improving your USP, schedule a call and we’ll talk through it.
Author: Mark McNulty, Business Coach in Louisville, KY