Improve Your Chances With Your USP

Published by Hans Thorn in Advice, 3 months 2 days 22 hours 29 minutes 47 seconds ago

Today we shall look into what kind of unique qualities you have that can improve your chances in your work or in your business. We all have a number of unique qualities which we often are not aware of. This is often referred to as your USB or Unique Selling Proposition. To really appear as unique in what you do, makes it easier for a potential customer or manager to judge if they want what you offer them or not.

Let us take an example: We have John, 38 years old, who run his own business as a specialist in web design. As you might be aware of, there are plenty of companies offering web design which makes it difficult for the customer to choose who to hire. John contacts me since his business does not perform according to his intentions and plans.

John knows that he is really good at what he does, but he has mediocre sales results. We discuss the problem and I ask John what he does. After a while it is clear for me that John does not differ himself from the rest when he has meetings with potential clients. John does not market himself in a way that differentiates him from his competitors, which makes it impossible for the client to understand why they should choose John instead of any other web design company.

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I ask John what makes him so good, what he is really good at within his niche. He says: I am quite good at everything but there is nothing special with me. However, I know that this is not true since I have seen Johns web design work and it is really good. After a lot of discussion and digging into Johns work, we find three things that differentiate John from the rest. These unique things, also called the Unique Selling Proposition (USP), are;

1. John is reliable above the usual. He delivers what he promises and he makes sure the customer is happy with the result.
2. John offers web solutions that the customer himself can administrate, which makes his products very flexible.
3. John has a competence level within his niche that is second to none. All this is offered to a very competitive price.

When John presents his services with these unique qualities it is much easier for the customer to compare Johns offer with the competitors offers, and choose John.
This is a rather simple way to increase your turn around when you know what you are good at, i.e. to market and present your Unique Selling Proposition (USP).

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So, my question to you my friend is;
- What kind of unique qualites do you have that differentiates you from the rest in your work or in you business?
- Make a list of at least three things that differentiates you from the rest.
- This is your Unique Selling Proposition/your USP. Do your customers or your boss know what your USP is? If not, make sure you communicate this when you are marketing and selling your product or service.

At the Olympic Games in Montreal Canada 1976, the difference between the winner of 100 meter and the guy who came last, was 1/10 of a second. The winner had certain unique qualities that differentiated him from the rest. He became famous and his name was printed in the history books for ever, while the other names were forgotten only a couple of weeks after the competition. It is on people with these kinds of values the companies choose to sponsor with millions of dollars. The same apply for customers; they bet their money on the people or companies that stands out from the rest and offers unique values.

Good luck with these exercises and do not forget that you are unique. Use your Unique Selling Proposition (your USP) and improve your chances.

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