Are your products and services ‘truly’ unique?
Do you really think there is nobody else doing what you do?
Have you ever even looked at your competition?
I guarantee you that I could find your exact same offering from at least 5 other providers.
All it would take is a couple of Google and Bing searches with some clicking around.
Call me out on that guarantee if you need to.
I can hear you saying, “But Grant, they do not have the same level of quality, customer support team or value as we do”
Right, I get you.
But first, let me share a thought with you.
The definition of ‘unique’ is being the ONLY one of its kind; unlike anything else.
Saying you have a good price, best service, great product, etc is only unique if your competitors have no prices, zero service, no product, etc.
So, ask yourself again if you ‘really’ have a unique sales proposition.
Want to find out your unique sales proposition? Check out this guide.
Have you ever had potential customers tell you they were going to shop around on price or that they have seen the exact same offer somewhere else?
It is a good suggestion you’re your business is missing that ‘unique’ offering.
That #1 thing that just makes you pops.
It means that your product or service seems so common to the potential customers, that prospects cannot see any real differentiator between you and the others, so they would rather shop based on price, relationship and biggest bang for their buck.
This is what happens when your business cannot articulate its uniqueness appropriately or… it does not have anything unique to start off with.
But what if you could impress your leads?
What if you could impress them so much that they start asking your competitors if they can do the same unique thing that YOUR company can do.
They would be using your business to set their own benchmark.
The holy grail of business.
An offering that is unique.
A product or service that immediately places competitors behind you.
And, when they cannot match your unique offering, it is obvious exactly where that lead is going to purchase from.
This is not some kind of utopia.
It is extremely achievable and I will walk you through how to get there.
To date, one of the most successful Unique Selling Propositions (USP’s) has been:
“You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
… yep, you know this offer so well, that I do not even need to say the company name.
There was no other pizza shop who wanted to set such a high standard for their brand with all the uncontrollable variables that could lead to them giving away a pizza, such as:
– Busy periods
– Delivery driver availability
– Quantity within the order
This is exactly how Domino’s Pizza set themselves aside from the competition.
They made themselves incomparable.
They set themselves as the benchmark for their prospects to evaluate their competitors from.
And, their USP is still so strong to this day that little to no businesses will hold themselves to such a high standard.
Finding or creating your businesses USP is not a difficult task to undertake.
What I have done for many businesses is to take them through a simple process to explore what their USP could be.
This approach is applicable to any business, in any industry and will not need you to re-build your business from the ground up.
Here are the 6 steps for you to follow:
Step 1: Write down at least 10 needs of the specific demographic that your product or service is targeted to. Here are some areas to think about:
– Problem solving
Step 2: Expand on these needs by thinking outside of the box or brainstorm ideas that are relevant to, until you create 20 – 30. A couple of ideas to help your explore various avenues:
– Specialisation (Niche)
– Expert support (celebrities, clinics, etc)
– Unique ingredients or process
– Past success
Step 3: Go to Google & Bing and find at least 30 direct competitors to you. If you need more, search for other cities, countries, etc.
Step 4: Begin to put a line through all of the documented ‘needs’ that are being used by a competitor, as it is no longer unique.
Step 5: Ensure that by the end of Step 4, you have at least 3 ideas remaining, if not, go back to Step 1 and continue brainstorming (it might take you 2 to 3 times)
Step 6: Present the new USP’s to your prospects and target demographic during sales calls or customer support to see which one(s) create the most excitement, wow factor and sale conversions.
Do not think of a USP as needing to be a new widget on a product or entirely new service, especially if your business is already running.
Just by tweaking what you already offer, you can build a highly compelling USP.
You probably already have one but just do not realise it yet.
If you do not complete the activity above and tell yourself that you cannot create a unique sales proposition for your company, you are already 3 steps behind your competition and setting your business up for an extremely tough road ahead.
Your inability to act will help your competitors grow.
Remember: No decision is the same as not taking action.
It is on you as a business owner to ensure that you give your business, products and services the best support structure to thrive.
This activity could take you 15 minutes or half a day but it does not matter, as the ROI on a USP is significantly greater.
Once you find your unique golden nugget, you can push it through all marketing channels, sales team and product development.
This seemly simple process is the step you need to take in order to separate your business from the noise.
Your sole objective for your business is to become incomparable.