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Hitting Home Runs - What is your U.S.P.?
When it's your turn up to bat, the ball comes right down the middle and smack....you connect and you know it's gone. Last week I felt that sensation when two potential customers told me they had saved my direct mail piece for over a year.
Southern California must be the junk mail capital of the world. Daily at my home we receive a very large stack of advertisements. So what made these customers save my direct mail piece for over a year? I believe it was my U.S.P. my "Unique Selling Proposition."
Today, there is lots of talk about separating your business from the competition. Easy to say, but hard to do. I think that one of the problems facing us contractors today and maybe why we fight and play the low price game is the fact that in the eyes of the customer we contractors look pretty much the same.
You see, your competitors are all saying the same thing....do quality work and have low prices. We all know, the two just don't go together. So what is your U.S.P.? What sets your company apart from the run of the mill contractor?
What is it about your company that is making the customer say; "Wow, this company looks different." We certainly hope our software and this information can help you in developing a strong U.S.P. that will distinguish you as the contractor of choice.
Only you can develop that unique way of identifying what you do and what sets you apart from the rest of the pack. Give it some quality time, think about it. What are your strong points? Develop a sentence or a paragraph that can tell, or better yet, show your customer you're the company they should be doing business with. It's your 10-second commercial.
Make it short, very clear and quickly understandable. Your customer should be able to clearly discern what your company is all about from the statement. The verbiage you choose should be placed on every piece of promotional materials you have. You should memorize it and say it to your customer often.
Maybe a good place to start is to ask your customer what attracted them to your company, what they feel you do the best, and what they feel your strongest attributes are. They will let you know. After asking a few of your customers a common theme may surface.
Test the statement in your market place see if it fits. Your strong U.S.P. will pay you huge dividends.
"Good Success to You"
Kim Smith
QualityONE Enterprises, Inc.
1-800-798-1877