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BUSINESS SKILLS TIPS 11 – UNIQUE SELLING POINT
Today’s BST is all about identifying your USP (unique selling point) which is that essence of your business, your service or your trade that makes you stand apart, ahead, from all the others in your field.
Ask yourself today, what exactly it is that you offer your customers, clients, the people who buy what you offer them. Are you unique because of the quality of your product or your price, where are you pitching your products and do they meet your customers’ needs? Have you asked them? If you were to ask them, what do you think they would say? Is there something else that they would like your products to incorporate to make it that much better for them, make them more likely to buy from you rather than your competitors?
Do you know who your competitors are, and where they have pitched their products in relation to your own? A clever business person will have already determined this information – maybe your competitors have already assessed you and your products. Where are your products placed in relation to theirs. Do they come in more expensive, are they of superior quality, do they have a more modern edge, extras that go along with them? All these aspects are so important.
Years ago I ready a truly valuable book called Positioning – The Battle For Your Mind by Al Ries and Jack Trout which is all about the world of Advertising and how to use less words to create more of an impact, even piggy backing on the 1st class position of your competitors. Marketing strategy is a minefield if you do not have good information to guide you. It is a worthwhile read even though it has been changed from the original for our era.
So, I hope that my little BST will trigger something in your mind and make you take a second look at your products and services to see how you can get that edge, using your unique selling point to get results.