Developing Your Unique Selling Position

Selling customers on the value of what your business offers is a great idea.  We can agree on that.  However, translating that idea into action can be challenging.  Businesses tend to fall back on the price cut strategy  because they truly do not know how to differentiate their business from the competition.

3 Reasons Not to sell on price:
1.  On any given day a competitor can meet or beat your price. Many businesses offer a price match guarantee.
2.  You run the risk of cheapening the image of your product or service.
3. You are working harder for the same amount of profit.
Creating a Niche for your products and services gives you the ability to sell on value.
At ActionCOACH  we define Niche as “No Price Competition”.
The ActionCOACH system coaches clients through the process of determining their USP, their unique selling proposition.

You can begin by asking yourself these 6 questions

1. What makes you special?
   Do you understand the solutions your clients’ are seeking?  What do they need?  Does that differ from what they want?  Are you able to deliver those solutions in a meaning way to your client?
2. Can you explain it to your customers in a way that they understand how it helps them?Are you effectively communicating your solutions to the customer? You may have the perfect the best widget for that client’s need.  If you are not communicating that in a way they understand, it will not make a difference.
3. Does your customer or prospect know why they should buy from you?Do not say customer service! Everyone says they have the best service. You have to prove it. Make sure it is easy to do business with you.  Do they truly know what makes “you” different from the guy down the street selling the same product or service.
4. What do you do better than your competition?
   If I ask you, “ Why I should buy from you instead of your competition?” you better be ready to give me 5 real reasons immediately. After you come up with those 5 ask yourself, “Could my competitors be saying the same thing?” (i.e., we offer great service). If the answer is yes, you better be ready to prove your excellence beyond a shadow of doubt. The best way to do that is through relating examples of how you deliver “excellent service” or are “problem solvers”.
5. How is your competition better than you?
   Understanding their strengths does not mean battling them head on.  Can your incorporate their strengths into your business model?  If not, highlight what you do best and do that better than anyone else. 
6. What is your written guarantee? A strong guarantee will help lower your prospects resistance to doing business with you at a higher price. In addition, it reassures your current customers and makes them feel good about recommending you. A strong enough guarantee can make you a market leader and force your competitors to change the way they do business.

Wishing you great success,
Coach Steve

Click here to find out how to get  a ½ hour telephone coaching session to get clarity on your unique selling proposition.