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It is vital that a company has a USP, to ensure you never have to compete on price, your USP is the one thing that is truly different about you and your business. Suzzanne Laidlaw, Perth business Coach says a successful unique selling point should be:
- Truly unique.
- Exciting to your target market.
- Something that will have your customers telling their friends about it.
- Something that can’t be easily copied.
Suzzanne says that a lot of Perth business owners wonder why they need to find something unique in the first place. The fact is that there is no room for “me-too” businesses and most “me-too” businesses will ultimately fail.
If you don’t have an existing USP, Suzzanne says you’ll need to find one. Firstly, start by listing everything you do that could be considered even a little bit unique. These points don’t have to be earth shattering; they just need to be diverse enough to stand out.
To get you started, here’s a list of some possible USPs you could adopt:
• You sell a higher quality product or service, and you can specifically show how it benefits the customer in a meaningful way.
• You provide better customer service and you can easily explain and promote why you’re better.
• You offer a better or longer guarantee and you have it written down.
• You offer more choice/ selection/ options, and this is something people want and always look for.
• You offer a trade-in program and no one else does.
• You serve a specific (yet sizable) demographic group that is overlooked by most competitors.
• You offer a better or more generous bonus points or loyalty club system and your product or service is at least as good.
• You have the best after-sales service, and this is something you can explain to people easily when they buy.
• Your product or service has unique features people care about.
• You offer attractive products or services no one else does.
• You have a “special ingredient.”
• You install and deliver for free.
These are just a few examples of unique points. If you think hard enough about it within your own business, you’re sure to find something you are currently doing that is unique. Essentially, your uniqueness comes from one of seven areas: quality, price, service, delivery, speed, convenience, and experience. Regardless of what it is, you need to promote it at every available opportunity.