What makes you different? Why should anyone buy from you?
What is your differentiation? There are many clothing retailers, make up brands, electricians, accountants, marketeers, designers, cafes, restaurants, holiday resorts etc.
The key to differentiation is a “unique selling proposition” (USP).
Understanding what makes your business unique in a world of homogeneous competitors, enables you to target your sales and marketing efforts successfully to your target customer as you will know, for example:
- What are their challenges
- What did they like about their products and services
- What didn’t they like
- What they wanted more of
- What they wanted less of
- Would they recommend you and why
- Why YOU
My favourite question in a customer / client meeting is “WHAT KEEPS YOU AWAKE AT NIGHT?”
Why?…
It opens up the conversation as to what the client is going through. For example their:
- Challenges
- Stresses
- Worries
Whether any of these are real or “in their heads” is irrelevant as this is how they feel. Knowing this, you can tailor your discussion to actively articulate how USP can address these to enable them to move forward.
This principle can be applied to all businesses… large and small…. from roofing, to nursing homes, to makeup, to marketing, to IT support and more. Whatever your business size from 0 – thousands of employees knowing your USP and how that attracts your target customer / client is key to growth.
If you would like support on USP and how it affects your business plan and sales strategy then do get in touch with me, using the Contact Me page.
