Your unique selling proposition is the reason to buy from you rather than your competitors

At any given time, only a small percentage of consumers will have a genuine need or desire for your products.  This brutal reality is what makes generating leads for your business so tricky.  To entice people to buy from you, you must succinctly articulate the benefits the buyer will receive.  The best way to do this is to work forward from “the problem your product solves” to identify precisely why the customer should want to buy from you over your competitor.

Your unique selling proposition (USP) is what differentiates your business from your competitors.  It can be just a few pointed statements that reflect the actual and perceived benefits of your products and services.  The challenge is that your USP’s claims must be unique to your business.  Your goal is to present your buyer with clear reasons to buy from you rather than your competitor.

The higher the number of similar businesses or products available, the higher the competition for your target customer’s attention.  As the uniqueness of your message and product decreases, the noise level and chaos will increase, resulting in a never-ending fight for customer sales.  For most businesses, this dynamic is a slow business killer.

 

Your USP is how you minimize your risks in a crowded marketplace?  You begin by determining the actual value you provide to your customers in your customer value proposition (CVP).  Next, you determine what is unique and different about the products or services you provide compared to what they could buy from a competitor.

Your uniqueness from your CVP is what defines your unique selling proposition.  Your USP needs to differentiate you from competing brands in a compelling way that gives your target customer a clear, logical reason to prefer your business to your competitors if you want to generate sales at a profit.

Failure to define and communicate your USP clearly, concisely, and in a compelling manner will result in lower sales and less profitability.  True, you can remain on the endless treadmill of working hard, getting little, if anything, in return, or you can do the work to determine the compelling reasons for people to buy from you versus a competitor.

Many business leaders will do the necessary hard work to discover a point of differentiation, but then “blow it” by failing to communicate that point in a clear, concise, and compelling message.

What is the cost for not knowing your Unique Selling Proposition?

If you question whether it’s worth the effort to state what makes your business unique, click here to have a certified BusinessCPR™ Business Scientist at no charge identify what it costs you from not having a Unique Selling Proposition.   Within thirty-six hours of receipt of your P&L Statement for the last four years and your sales by customer by year, you will receive back by email your free analysis of how much you are losing by not playing to your strengths.