How are you different from your competition? What sets you apart? Not sure?
Knowing what makes your services unique can help you connect with your current customers and attract new ones. We’re talking about your USP – Unique Selling Proposition. Understanding your unique value is an important part of creating a compelling, and effective, sales presentation.
Service providers are lucky. They are given and abundance of opportunity to set themselves apart from their competition. And it’s fortunate for you that your competition probably isn’t doing anything about it. Many service providers, whether they’re attorneys, financial planners, or consultants, neglect to differentiate themselves. When you identify what you have to offer, you can leverage that into a winning pitch to attract and convert customers.
3 Essential Tips for Creating Your USP
What is a Unique Selling Proposition (USP)?
Let’s first define USP so that we’re on the same page. Your Unique Selling Proposition is essentially a statement that tells everyone what makes you different from all others in your industry.
For example, a USP might be that you speak five languages and can “speak the language” of all of your clients. This may attract non-English speaking clients to you, and attract people that appreciate diversity.
Another example might be a malpractice attorney that is also a doctor. There probably aren’t too many lawyers who are also doctors, so that can set them apart.
With those two basic examples, let’s take a look at how you find your own USP.
1. List Your Qualities
Make a list of all of your qualities as they relate to your industry and your customers. Look at the following topics to help guide you:
Don’t be afraid to leverage your personality as a USP. You have a unique personality and it may very well be your biggest selling point. It can be why your customers come back to you again and again.
2. Ask Your Customers
Talk to your current customers, your best customers, and ask them what they think makes you unique and why you’re better than your competition. They may have some insight that you hadn’t thought of.
3. Study Your Competition
Go ahead and research your competition. Hit their websites, follow them on social media and explore what they do differently from you. You may notice significant differences. Those differences can be strengths and what makes you unique.
Once you have a few ideas about what your USP might be, consider creating a statement that defines your value for your customers. While you’re at it, it can help to also create an “ideal customer” persona at the same time.
Then you can make sure your USP aligns with your ideal customer. You can then use this statement in your marketing materials and leverage it in your sales presentations in order to build a customer base of people that you want to work with.
If your USP is not resonating with your potential customers, then it’s time to change your tactics, start with the three steps above.
Your success is my business!