We often hear and use the term- USP – Unique Selling Proposition as a must if you intend to dominate your market. If we break down this phrase, it refers to a
- Unique benefit exhibited by a company, service, product, or brand that enables it to
- Stand out from competitors.
Though a common enough term, businesses often struggle with identifying a strong USP. During my work with business owners, helping them design sales and marketing strategies to increase revenues, I often share the following 9 points.
1. It is not unique if your competition is also saying the same thing.
2. It does not matter if your competition is only saying but not doing it. Why?
Because a customer who knows neither you nor your competitor sees you both talking the same talk and decides there is nothing unique about either of you. Your actions should speak for themselves if you want to dominate the market.
3. Similarly, a critical asset gets wasted if you do not talk enough about your uniqueness.
Having a USP but not talking about it, thinking that the uniqueness is visible, can cost your business, and your customers. For the customer, you could be just one of the trees in the forest.
4. It is not a good proposition if it does not matter to your customer.
You may be doing something unique that your competition is not doing (or saying). But if your customer does not see value in the propagated uniqueness, it will not put weigh their decision to buy from you. Apply Effective Sales Technique in order to gain a upper hand.
5. Customer understanding about your uniqueness.
If your customer does not understand your uniqueness or believe your uniqueness, it will be tough for them to decide to buy from you. The customer’s point of view is of utmost importance to dominate your market.
6. Can your uniqueness be easily replicated by others?
We will quickly lose traction after selling to your first group of customers. Why? Sharp competitors will adopt your uniqueness quickly and level the competitive battleground.
7. Take that your USP is a tagline.
You may use your USP in your tagline, but it is beyond that fancy-sounding phrase. It is the core reason your customers buy from you, not your competitor.
8.Your USP is not stagnant.
With a dynamic world and ever-changing customers, competition, and market conditions, your USP will also evolve or even dissolve. No rule says – you must have only one USP forever.
9. Force fitting a USP.
If your business offering does not have a USP do not try to make up one with your marketing team. Whatever you come up with will not be impactful or long-lasting.
Now that we know about common mistakes let us spend some time to find the right path to uniqueness.
Think Unique Buying Proposition
Change your perspective from selling to buying. Simply put – Think like a customer! This simple shift will prevent you from making most of the mistakes from the above list.
Change your perspective from you to the market. Simply put, Think Big! This shift will make you look at the bigger picture beyond your organization. Just ask yourself; Am I unique enough to dominate the market?
Think Beyond your Product and Service
The uniqueness factor is not just about the features of your product or service. It can arise from the way you produce, deliver, and package the product/service or even from the unique customers that you cater to.
Think beyond Marketing and dominate your market
Your Uniqueness is not just for your marketing team. Train your sales, customer service, and even your non-customer-facing teams, such as your product development and testing teams, to use your uniqueness in everyday work.
Think for Today! Think for Now!
Your uniqueness is time-bound. So, think about what is vital to your customers now. What differentiates you from your competition now? You may need another uniqueness tomorrow.