<p>Remember the good old days when the local gas station would ask to check the oil or wash your windows and check the air pressure in your tires? Those were very nice, and over the years we came to take them for granted. Now you’re lucky if they will crack a smile or thank you for your business.</p>
<p>The point of all this is that unfortunately now those customer service procedures that companies thought were old-fashioned could today be a Unique Selling Proposition.</p>
<p>I know many of you know the importance of having a USP but many business owners have a hard time choosing the right USP as they think that what they do all day is not so special, but to their customers it is.</p>
<p>Don’t fall into the trap thinking that the only reason you have customers is because of your sparking personality. I am sure it helps but it’s not the reason for all your sales…sorry.</p>
<p>Take for example a client of ours that sells water, coffee and coolers to business homeowners. Some of the top reasons for switching to another water company are taste, impurity count, and price. These are pretty boring. But when examined fully we realized, as a free service to all customers they clean the cooler in a special way to disinfect and sanitize the equipment. Now that might not sound like much to the non-water cooler people out there but to someone who has to clean a water cooler that is a great service and a Unique Selling Proposition.</p>
<p>So how do you find your USP? It’s easy. First ask your customers why they did business with you in the first place. You will see a pattern that might be a great USP. Then look over everything that you currently do for your customers each and every time. What things do you do that you know your competition is not doing? How do you handle them after the sale that is unique and can be used in your marketing as a USP? Do you have a free breakfast or lunch available to clients that wait for their breaks to be repaired? Do you offer a free clean up service after you complete a home repair? What about a week free in home test of the mattresses you sell?</p>
<p>A USP does not have to be so unique. If your competition is doing the same things you do but is not promoting it then why don’t you promote it, and then it becomes a USP.</p>
<p>But business owners beware. A USP is very important for your business but it is not the only thing you need to have to drive sales. A USP must be systematically promoted through a targeted advertising and marketing campaign. Choose wisely because once you have one you must never wane from it. It must be used in all your advertising endeavors. It must be burned into your procedures and performed effortlessly by you and your employees every time. No exceptions. If not, your USP could be your companies RIP.</p>
2009-10-27T15:59:09Z
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the-elusive-usp
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2009-10-29T07:59:41Z
2009-10-29T14:00:00Z
What is a USP? How can your find one?
The Elusive USP
1
2009-10-29T14:00:00Z