WHY BUY FROM YOU

Best prices. Great service. Quick delivery.

The question above is the greatest marketing challenge facing small business. Why buy from you is what your clients and potential clients constantly ask themselves when considering a purchase.

The best answer to this dilemma is something that has been around for a long time in marketing circles as your USP,. which stands for UNIQUE SELLING PROPOSITION.

The idea here is to identify and then communicate a concise statement of your firm’s most compelling offer and benefit in a way that the potential client can automatically answer the what’s in if for me question. That’s all a USP is.

Most everyone is familiar with the original MTN USP. everywhere you go. This offer is very unique in the telecoms industry and literally built the company based on communicating this unique selling proposition. So what’s your compelling offer? What can you do and offer that no one else in your industry can offer?

Most consumers view small businesses like commodities..“Buy from us because we’ve been in business for 14 years,” or “we’re dependable,” go the slogans of many small businesses.

The fact that you are dependable, carry a full line of products, offer fair pricing, or are honest are expectations…they are not points of differentiation.

An effective USP communicates your firm’s unique ability to fill an obvious void in the marketplace. The USP shows your target market how your firm is uniquely qualified to solve their pain or increase their gain. A USP can be your firm’s single most powerful marketing weapon.

To craft a USP for your firm first make a list of all the
benefits of doing business with your firm, then cut the list down with these guidelines.

1. What things on your list are unique versus your direct competitors.

2. Which of these benefits is most important to your clients?

3. Which of these would be difficult for other’s in your industry to copy?

4. Which of these can be easily communicated?

From this set of guidelines you should be able to narrow your search to the top one or two benefits of doing business with your firm.

From there it is simply a matter of injecting this chief benefit or USP into everything that you do.

Craft headlines that promote your USP, put a USP statement on your stationary and business cards, build your USP into all of your sales presentations.

The ultimate goal is to become known to the market as whatever your USP promotes.