By Bob Leduc
"Why should I do business with you?" Did anybody
ever ask you that question? Probably not. But, you're losing a
lot of business to your competition if you aren't automatically
answering that question every time you communicate with a
prospective customer.
The answer to the question, "Why should I do business
with you?", is called your Unique Selling Proposition or
"USP". It's the specific benefit I get by doing
business with you... a compelling reason to do business with YOU
instead of with your competition. Your USP is a powerful tool
for positioning your business in the minds of your prospects and
customers. Without it you're just another source among many for
the product, service or opportunity you offer.
If you happen to be a distributor with a network marketing
company, finding and promoting your own USP can be extremely
profitable. Remember that you're not only competing with other
companies offering similar opportunities and promoting similar
products. You're also competing with thousands of other
distributors from your own company. Your job will be much easier
and your income much higher IF you provide a compelling reason
for people to join your organization instead of someone else's
organization.
For example, I know someone who is a distributor for a
network marketing company selling an MLM training course. When
someone orders the training course and signs up in
Pat's downline, he writes them a refund check for his $75
commission on the sale. Would anyone who is aware of his offer
sign up with another distributor? I don't think so. By creating
a distinctive advantage over his competition, Pat created a
compelling reason for opportunity seekers to sign up in his
downline instead of a competitor's downline.
Find Your USP – Or Create It
If you don't already know your USP, here is a quick way to
find it. Make a list of all the benefits you offer to your
customers. Write down everything you can think of. Is there one
major benefit on the list your competition doesn't offer? If the
answer is "yes", that's your USP. If the answer is
"no", you probably don't have one.
Don't worry if you don't have a USP. You'll just have to
create one. How? By adding something to your business you're not
already doing. Put yourself in your customer's shoes. If you
were the prospect being approached, what would it take to get
your attention? What can you add to your business that your
competition doesn't offer? Make that your USP.
Here are a few examples of USP statements to help stimulate
your thinking...
- Private Investigator: "We either find the person for
a fixed fee or refund every penny of the client's
money"
- Resume Service: "Survey: 79% of our clients acquire
higher paying positions"
- Security Systems Installer: "Security systems
designed and built by a policeman"
- Swimming Pool Installer: "We made over 300,000 dreams
come true"
- Plumber: "One of our 65 completely stocked and radio
dispatched service trucks is in your neighborhood now"
- Accountant: "Difficult tax situations handled with
integrity"
Each of these is a real USP promoted by a real business. I
found them in the Yellow Pages of my local phone book. Each of
these USP statements promotes a specific advantage prospective
customers gain by doing business with the advertiser -- instead
of with a competitor.
How To Use Your USP
Your USP is really a tool for positioning your business in
the minds of your prospects and customers. Once you've
identified your USP, convert it into a brief statement and
integrate that statement into everything you do. Make it the
central theme in all of your advertising. Include it on your
letterhead, business cards, website, etc. Even include it on
your invoices and checks to reinforce the benefit of doing
business with you in the minds of your existing customers and
suppliers.
Decide on a strong USP for your business. Use it continuously
in everything you do. Never let it escape the minds of your
prospects and customers and you'll see your business grow far
ahead of your nearest competitor.
Copyright 1999 By Bob Leduc
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
