Unique Selling Points
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Unique Selling Points
What is Your Point of Difference?
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MARKETING YOUR POINT OF Difference by Richard Gee

MARKETING YOUR POINT OF Difference  by Richard Gee | Unique Selling Points | Scoop.it

How do you get across to customers that you are different?

How do you get customers to understand the value and benefits that you actually offer?


To help you develop points of difference you might like to take the exercise of writing a list of 21 benefits of doing business with you. These should include such areas as your people, experience, location, products, services, brands and remember a benefit is an advantage to the customer.

If you create a feature or what is known as a fact e.g. you have 11 different colours – that is not a benefit to the customer, so what you do is you use the “So what” test which is you take a feature of 11 colours and then you say in your mind So what does this mean to a customer and that means that will then give you the benefit answer. E.g. in this case gives them colours to choose from, colours to match a particular design need, gives them the ability to meet a particular colour perception that they have.

Generally there will be more benefits from one feature than just one simply because when you use the “So what” test it is easy to identify benefits according to the customers knowledge base.

Once you have established your 21 benefits list, and why 21, it is because all of us seem to think that 21 was a magic birthday for us, so it is a nice magic number, you can then start communicating this to your customers either by attaching it the back of a quotation, by putting it up on your website, communicating in your enews, or perhaps even taking 3 or 4 a week and putting them on to the bottom of your email signature or communicating it to staff in the form of signage or the vision message for the week.

In addition to your list of benefits you may have a “USP” this is a unique selling proposition one line description of the benefits of doing business with you.

This is not to be confused with an elevator speech where you have 30seconds and approximately 30 words to get across your opportunity, this is a unique point of difference, e.g. The Warehouse’s “Where everyone gets a bargain” there are a variety of ways to create one of these and it starts from examining the benefits, and then picking out key words that in your customers perception will help them understand in one sentence or 3 or 4 words exactly what it is that is uniquely different about you.

To say that you are great at supplying services for car washing is not enough, an example of a USP would be “For great looking clean cars” in those few words we have a very simple vision for the staff, customers and for everybody to agree to that the end result of you car washing service is that you get a great looking clean car.

The USP that you have created can then be put on the bottom of your email signature, it can be put in your advertising, attached to your brand name, can be put in your advertising and promotion and marketing, it can also be put on name badges, uniforms, building signage anywhere where a customer is likely to come into contact to help them understand the difference between you and another supplier in the market place.

Even if you have the lowest prices in town you can say that is a USP “The lowest prices in town” as long as you can justify it and it does not come into a problem with the Fair Trading Act of willingly misleading the customer.

One of the most important ways of marketing your point of difference is to promote the experience of your people, many customers want to know that you have skilled and experienced executives and management and members of your staff so that there will be less opportunity for quality problems.

By promoting the experience of your staff it is generally done by a photographic display of the staff head & shoulders with the number of years experience or the particular specialties that they have if you are promoting services and then for further details you might promote that on the website, in a printed brochure, and certainly include with your quotes, tenders & submitting for new customers and new business.

It is also a good idea to communicate to existing customers what other customers say about you in the form of excerpts from testimonials, these can be displayed on your website, put in brochures, put in a email, but it gives people the confidence that you are still continuously delivering your point of difference.

Remember it is more important to quote what others say about you than what you say about yourself – it works, it is valuable and it builds understanding.

Of course to get testimonials you have to ask for them and sometimes you have to promote the customer in what would be a good thing for them to say, you can then choose whether you want to reveal who the customer was or just use initials so that as long as you know where they are and you have a record of it but you are not going to get your customer plagued by lots of people ringing up to check up the references.

An ideal coffee table book is a testimonial book, so that customers who are waiting can see what other clients have said about you.

Marketing your point of difference is about communicating, the more frequently you communicate the point of difference the more your staff will consistently deliver it and the more your customers will understand it and cease going to others for quotations.

This article contributed by Richard P Gee, Marketing Strategy Consultant, Conference Speaker and Interactive Author. More details about Richard check out his website www.geewiz.co.nz

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How to Find Your Unique Selling Proposition (USP)

How to Find Your Unique Selling Proposition (USP) | Unique Selling Points | Scoop.it

The Unique Selling Proposition (USP) is a characteristic that makes your product or company different from any other. But before you can promote your USP you must figure out what it is.

The Unique Selling Proposition, or Unique Selling Point or Unique Selling Position Statement or simply USP, is the factor or benefit that makes your product different from (and better than) other equivalent products on the market. Identifying your USP takes quite a bit of time and research, but without it you’ll be selling just another commodity.
Difficulty: Average
Time Required: Hours
Here's How:

Industry Research. Before you can discover what makes your product unique, you’ll need to know what else is available for your prospective customers. That means doing in-depth analysis of each one of your competitors. What products exist that can fill the same needs as your product? What selling points do these competitors promote? Review their marketing materials, especially websites. Look at independent review organizations for your industry to see what these analysts have to say. And try out as many competing products as you can to get a feel for how they work.
Prospect Research. What do people who already own a product from your industry have to say? Quite a lot, usually. If you’re selling B2C products and services, then customer reviews online can be a goldmine of feedback. These comments don’t just talk about the product’s good and bad points, but also service issues like delivery costs, bad tech support experiences and billing complications. Search for reviews of your competitors’ products as well as your own. If you see a particular feature or problem mentioned frequently for a given product, write it down. This will give you an excellent feel for what the marketplace thinks about these products.
Customer Research. Existing customers are a terrific source of information. Start out by getting in touch with your ‘best’ customers and ask them if they can spend a few minutes giving you feedback on the products they own. Use this information to pull together a brief survey and mail or email it to the rest of your customers. If you can, offer an incentive for them to fill out and return the survey – anything from a $5 gift card to a coupon for their next purchase.
Product Research. By now you should have a pretty good feel for the competition. You know what products are out there and how well they stack up. It’s time to look more closely at your own product. In what areas are your customers most satisfied with your products? What are your product’s most glaring weaknesses? If you haven’t used your own product recently, try it now and see how your own experience matches with what you’ve heard from your customers.
Analysis. You’ve pulled together quite a lot of information by now. It’s time to review the facts and come up with some conclusions. Compare your list of product strengths and weaknesses to the information you have on your competitors’ products. Are there areas where your product is stronger than most or all of the competing products? How about areas where your products is significantly weaker than comparable products?
Conclusion. The moment of truth comes when you settle on one single area of strength and turn that into a USP. This must be a quality that is important to your customers. If you’re proud of offering your product in 50 subtly different shades of green but your customers can’t tell the difference, that’s not a good choice for your USP. Ideally, your choice should also be a feature or quality that will be both memorable and difficult for someone else to copy.
Distribution. Once you’ve picked your USP it’s time to share it with your prospects. If you use Powerpoint slides in your presentation, add a tagline about your USP and include it on at least the first and last slides. Add the same tagline to your email signature and (if you use them) social media marketing accounts. And work your USP prominently into both your cold call patter and your main sales pitch.

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How Good is Your USP? - Sales - About.com

How Good is Your USP? - Sales - About.com | Unique Selling Points | Scoop.it
The Unique Selling Proposition (USP) is a time-honored sales and marketing tool. It's basically a way to brag about a product benefit in a quick sentence or two that you can include on every bit of marketing material you put in ...
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Unique Sales Proposition – USP is Your Marketing Success

Unique Sales Proposition – USP is Your Marketing Success | Unique Selling Points | Scoop.it
Unique sales proposition is the most important step in your business. Read this article to learn how identifying USP of your business will help your marketing success.
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Find your unique point of difference and your sales will multiply | Tuskany

Find your unique point of difference and your sales will multiply | Tuskany | Unique Selling Points | Scoop.it

What is it that you do that no-one else does?  This is it, the fundamental million dollar question.  Because if you can answer this then you have the key to a truly successful business. In this article we look at why you need to work on this and some steps to help you get there.

It’s a very tough and competitive market out there.  Too many brands are fighting for a smaller slice of the pie.  Consumers are wary and they’re smart.  They know times are tough so they sit back and wait to see what deals you might be offering and how far you’re prepared to go to close the deal.  Knowing what makes you unique does two very powerful things for you.  Firstly it gives you a point of difference in a cluttered and aggressive market.  This point of difference allows you to position yourself uniquely in the market and depending on what your point of difference is, it allows you to be seen as more appealing to your target market than your competition.  Secondly, identifying exactly what is your key point of difference and then strategically developing compelling wording and packaging to articulate this gives you a very powerful communication platform. Effective marketing is about connecting with your target market and influencing them.  By knowing the key solution that you bring to their lives and by articulating this well your target market will see and hear you, they’ll appreciate the benefit you offer them and they’ll want you!

So how do you identify just what makes you unique?
Well for starters make a list of all the products or services that are your best, have the greatest potential or provide the best profits as features of your business.  Then identify the key ‘benefit’ of each of these features.  Now rate their importance out of 10 and finally state whether these features/benefits are standard or different in the market place. The ultimate aim of this exercise is to highlight one or more features/benefits that only you provide.  When we work with clients sometimes we have to do this exercise a couple of times, because your unique point of difference may not be immediately evident or may not be strong enough or even unique first time round, but with a bit of strategic thinking it will be there and trust me, once you’ve identified that core essence of your brand that sets you apart – you’re on your way to realising your full potential. 

To find out more call Brand Startegist Sally Cooke or email sally@tuskany.co.nz

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Your Personal USP (Unique Selling Proposition) | SMART Marketing Solutions

Your Personal USP (Unique Selling Proposition) | SMART Marketing Solutions | Unique Selling Points | Scoop.it

Your Personal USP (Unique Selling Proposition)
Posted on September 13, 2011 by angelo

“Who Are You? Customers Really Want to Know”

Defining Your Personal Unique Selling Proposition

Selling Yourself

Most sales are about relationships. Sales people sell their products and services to customers who believe in the value they are convinced on receiving. Some might argue that most of what sales people, or rather, good sales people, are selling, is ultimately ‘themselves’. At the end of the day, the most successful long-term sales people are usually those that have developed a trust and/or comrotary with the customer. Those sales people have a keen way of leveraging that special relationship for their own benefit to most efficiently serve and retain their customers while also growing their business. Therefore, first impressions and lasting impressions, how you conduct yourself, your reputation, and more specifically, the added ‘service value’ you can provide a customer, in a sales environment, are all extremely important to your business. So, tell me, just who are you? Why should I buy from you? What’s the one thing that separates you from other sales people? Are you remarkable, memorable, and/or extraordinary, for one reason or another? And, what’s the benefit of buying products/services from you vs. all other alternatives available?


If you couldn’t quickly answer those questions, don’t fret. You’re not alone. However, you may be sabotaging your sales if you do not give this some immediate thought and have a well-prepared response the next time you are asked that question.


In developing collateral and descriptive materials for clients, my agency is often tasked with creating bios for management teams. Although it might sound surprising, many managers and executives do not have a current bio. Some are not comfortable sharing information about themselves, even professional information. And, some, quite frankly, feel like they simply do not have much to say. Just like the Unique Selling Proposition for any product or service, you too, need a personal unique selling proposition if you expect to gain or sustain a competitive advantage in your market.

Unique Selling Proposition – Revisited

Remember that each business should have its own Unique Selling Proposition (USP). A USP is that ‘one thing’ that makes your business different, unique and/or memorable from your competition? Is it your amazing price point? Your celebrity endorsement? Or is it your heavy-trafficked location, exceptional service, long history of value, or extended hours of operation? Is your “one thing” so strong that it can drive new customers to your product and keep your existing customers from even thinking of another brand? How well do your customers know your “one thing”? And, in today’s me-too world of quick start-ups, is your “one thing” truly sustainable

A good business USP successfully answers the question:

“Why should I choose your business/product/service

versus any/every other competitive option available to me?”

Like your business USP, having a personal USP is imperative for sales reasons. It can immediately support new customer acquisition and catapult your business. Translating that question to a personal USP reads:

“Why should I choose YOU

versus any/every other competitive option available to me?”

Do you offer more value than the competition? Do you personally provide an extraordinary experience to do business with? Are you an industry thought leader? Have you sold more than any of your peers and/or competition?

Developing your personal USP

Developing your own personal USP is not difficult and should not take long. Here are a few questions to answer to help develop yours. Be sure to write these down and consolidate into a few extraordinary bullets:

Briefly explain what business and/or profession you are in
How many years have you been serving clients professionally? Is this longer than others in your business?
Do you have any professional designations and/or trade associations that lend credibility?
Have you received any national, regional and/or local awards and/or have you been recognized for your professional service, accomplishments and/or contributions to your industry?
Do you have any cache’ accounts, or those that are easily recognizable (usually Global 2000 companies) that you have served in your professional history?
Do you sell more units, dollar volume or other than anyone else in your space?
Is there anything else that you are exceptionally proud of professionally worth mentioning?
What professional traits, values and/or work ethics are you most proud of and would make a difference serving clients with?
Is there anything else that makes you truly remarkable, recognizable, unique and/or different in your business worth mentioning to a client?
As an example, you’ll notice my “About the Author” footnote at the end of all GoToU articles. In this I’m quick to identify a few important points that help distinguish me amongst others. Let’s dissect it:

Angelo Biasi is General Manager (this states my position and lends credibility to those who many want to do business with me; an executive/manager of my company)
of SMART Marketing Solutions, LLC, a leading full-service integrated marketing company in Naples, FL. (what we do, where we’re located and our position in the marketplace; a leader)
since 2001 (years in business and serving clients)
He has helped create and execute marketing plans and integrated marketing solutions for companies such as Playtex, Bic, Rogaine, Tauck, and over 35 colleges and universities, to name a few. (this illustrates some cache, easily recognized clients and lends credibility to my level of service and professionalism. The message here is “If these well recognized brands trusted my service, it’s likely I am good at what I do”)
Angelo has an MBA in Marketing from the University of Connecticut and has taught Marketing at New York University for over five years. (more credibility points here)
So, is my personal USP truly remarkable, memorable and outstanding? Does it set me apart from the competition and my peers? Would you want to do business with me? Certainly, I could have peppered it with “Angelo is committed to satisfying his clients with exceptional marketing plans that generate results.” Although that may sound compelling, it doesn’t really say anything and is not truly unique (what’s to stop a competitor from saying the same thing?). So, be sure to keep in mind when generating your own personal USP to be honest, brief, clear and as outstanding and unique as possible. Also, promote your personal USP; put it on your website, your GoTo Network profile, your LinkedIn account and wherever else it’s most appropriate. The next time someone asks “What do you do?” recite it and see what type of reaction you get. You might be surprised at just how extraordinary you really are and what key points prospect customers hone in on.

About the Author

Angelo Biasi is General Manager of SMART Marketing Solutions, LLC, a leading full-service integrated marketing company in Naples, FL since 2001. He has helped create and execute marketing plans and integrated marketing solutions for companies such as Playtex, Bic, Rogaine, Tauck, and over 35 colleges and universities, to name a few. Angelo has an MBA in Marketing from the University of Connecticut and has taught Marketing at New York University for over five years. For more information or to learn more, email him at abiasismartmarketingllccom, visit www.smartmarketingllc.com or call 239.963.9396.



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Sales Training on USP, Why Listening Works & Law of Association ...

Sales Training on USP, Why Listening Works & Law of Association ... | Unique Selling Points | Scoop.it
Sales Trainer Victor Antonio talks about creating a new type of Unique Selling Proposition, why being a good salesperson requires good listening and the psychological effect listening has on validating the prospect or listener.
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