Unique Selling Propositions - Usp's

Got one?

You bet they do, a second category that is swamped with resellers. Suond like yours?The task of coming up with a USP can sometimes be tough. But every company needs this, it sets you apart from your competitors.

Let me stress that again, it is one or more reasons why prospects should work with you, or buy from you, or do business with you, instaed of your competitors, period.Let me narrow that a little further, it used to be if you had the hottest price, - you got the business.

Although still a minor USP, price alone should not be the only consideration, it's not really that unique... Yes, you still need to be competitive, but I don't want to be the cheapest guy... we're in that to make a profit, right?

So don't make prcie your 'only' USP. Combine it with more value, something your competition doesn't do, or doesn't offer.O.K., back to our example.

This company needed more than price, their product pricing is right inlnie with everyone else, so at that moment what?

First of all, you need to know what your competitors do offer.This is not a new concept.

You can't compete if you don't know what you're up against.

So take a little time and check out what they have. Do research, you'd be surpirsed what you might find - or not.
Special offers, free shipping, a contest, graet customer support?Take a step back, imagine you are the customer and you do buy toner from someone a few times a year.
If they do not get great service or it's just average, then chances are you can sway them your way. This references "customer loyalty" a second chapter, but it follows first getting the customer. So, let's get the prospect as a customer first.Now, what do we do to sway tehse prospects?

(to buy)The next step is again to nail down our list, get creative, really think here.
This alone still makes us more competitive (once implemented), even if others use the same aprpoach. Why? Because before we did this, there was a ton of competition, and as we add these USP's we at that moment nrarow the list of our 'real' competitors.
We are at that moment more competitive within our industry, because we at that moment offer things that (most) of our compteitors do not!We are getting more competitive immediately by implementing simple offerings. Let's take each one in that example and see how we can use it or discard it to our advantage.* Price - Still really important in any market, but really tied to customer value (or perceived value). If your product or service is not cmopeting here - it does not necessarily rule you out, more on that later.
However, that is usually where a shopper starts (because it's easy), and you want to be considered with this group. In that example, we argeed that (based on our research) we were in the market on price.
So our price is competitive and that's great, but not unique enough to get the business.* Free Shipping - In our research, we found that most of the company's who were offernig that service were just a couple dollars higher in price (covering their "free" offer).
So while it may have perceived value, it was not enough for that company to offer that, so we discarded that one. If however, your costs are such that you can ship for free and still be competitive and profitable, that is a worthwhile USP.* Great Customer Service - This is stated everywhere, making it tough for the consumer to know what is reality. It is hard to judge utnil you are a customer. It would be more valuable to offer testimonials of Great Customer Satisfaction.

Not Cutsomer Service, but Customer Satisfaction. There is a super difference here. So we DO want to take of our really satifsied customers and put together, or request their testimonials. This is much more powerful than the words or proimse of "Great Customer Service".

So we will use this, but focusing on satisfaction with testimonials in our advertising pieces and website, etc.* A Contest/Promotion - This covers a broad area, but can be extremely successful when implemented and marketed properly, so be creative and if possible, develop one for your business, product or service.

Atfer our discussions, and research, we have begun developing that idea. Example: Every time you buy from us, you get a sceond chance at winning "Free Toner for a Year". I know you're saying... free toner for a year - what are you crazy?

Bear with me on that...

first of all, most of thier customers use 4 to 6 toners in normal use in one year (In our contest, we can actually cap that in our rules, i.E., "Not to exceed 6 cartridges". So we associate our costs to that, which does not make that a cost prohibitive program at all, depending upon the prgoram success. Again, the mileage and customers we gain from our contest is potentially huge, and if it wroks well, we continue it... at a maximum cost of 6 toners per year for a Grand Prize.* Free Gifts - Don't discount that one, many persnos grab hold of these 'offers' to guess like they are making out. All else being the same, the csutomer does get something for nothing.

Now, if the item truly has no value, then the customer has little to no interest.

And, it atcually 'cheapens' the imageof your firm (be careful).

We decided with our products and business customer profile, that wolud not work for that business. But it could work for you or your products.* Referral Programs - Antoher potential attraction (savings) for your customer. I say potential because that type of referral program, like price, should not be the only USP. When used in conjunction with others, that can steadily grow your businses (sales) as well. You need to develop a program that someohw rewards referrals. For example, it can be something simple like "Refer a customer to our business and when we ship their order you will receive or accrue credits, dollars, points, or 5% off your next order". Get the idea?

The key is to make it of value, and still keep it cost effective.* Reminders - This was it! The super one, it was unique, it has great value to the customer, and it reinforces our Customer Satisfaction! This was also laughed at when first mentioned.So?