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What is USP? I have heard this concept referred to as a USP or a PPOD. The USP is a Unique Selling Proposition. The PPOD is a Positive Perception Of Difference. This refers to what makes you and your business different or unique. What sets you apart from your competitors?
Below are 10 tips to help you in developing your winning USP. Ask yourself these questions:
1. How do you compare to others in the same field?
2. What are your options?
3. "Who" is your customer & "Why"?
4. How do you project a positive perception of difference in your
advertising?
5. Which products and or services do you market?
6. Do you face your competition, ignore your competitors or go
around them?
7. Exactly who are your competitors?
8. Who are your best prospects?
9. What demographic groups do you represent?
10. What motivates your prospects to buy?
We all need to decide how we are different from everyone else. Look at your competition. If you don't have the answers to these questions, you may want to visit or call several businesses just like your own and "shop" them.
Consider things like your service, your promptness, your products, your pricing. Look for differences in the appearance of your store or your website. Think about your sales staff and how they treat your customers. You may want to do a survey with all your current customers to help you discern how you are different and why they bought from you. Some of those questions would be:
What do you like least about our products or services?
What do you like most about our products or services?
What products and/or services would you like to see us offer?
Do you plan to use our services in the future?
If not, why?
If yes, would you refer our company to your friends or associates?
On a scale of 1-10 with 10 being the best rate us on:
Our promptness
Our service
Our products
The value you received
Give them something for their time to do a survey. Perhaps a discount or a free report. Make your customers feel that you truly value their opinions.
You could also ask for testimonials. This is great to use in your advertising. It can also shed some light on how your business is different and why they bought from you.
Your USP is vital to your business success. It is truly important to have a good handle on all of these aspects of your own business. It will help you clearly define your USP to others when you are networking at a chamber meeting or leads exchange meeting and all networking events.
This helps you help to help others know who your customer is. In the long run it will create more profitable relationships in those networking efforts. Once you are clear on this, you will be able to define who is a good referral for them and encourage them to do the same.
Copyright @April 2009 written by Joy Klepac, Speaker, Author and Business Consultant
