If you want prospects to first notice you, second pay any attention to you, and then third, buy from you, you need to make it easy for them to choose you over someone else. You need to make it easy for them to pick you.
Know your USP (Unique Selling Proposition)
Your Unique Selling Proposition is a basic statement that clarifies how your business is unique and valuable to your targeted customers. It helps you answer the customer's question: Why should I buy from you instead of the other supplier selling basically the same thing? Why you?
A few years ago I worked with a community bank. They had six branch locations, and like their competing community banks, they were struggling to complete against the big guys expanding into the area. So the question to them was, "Why should a customer choose you instead one of the other community banks in the area?" To say I was met with a room full of deer-in-the-headlights stares is an understatement. They couldn't. They were local. So were the other community banks. They were active in the community. So were the other community banks. They had been around for over 100 years. So had a few of the other community banks. There was nothing that could set them apart.
However, after a few strategy sessions and some homework, the bank's leadership team came up with their USP: We can simplify your financial life. Even though they were "just" a community bank, they had most of the financial features and services of the big banks, yet they made their financial decisions locally, quickly, and in-house. From complicated trusts and investments to basic checking accounts, they could handle it all.
When most banks provide the same general products and services, being able to simply and concisely explain how you can help your customers fulfill their financial objectives differently than another bank, can be the key to winning their trust -- and their business.
Copyright MMXIV Liz Weber, CMC, CSP - Weber Business Services, LLC.