The importance of finding a unique selling proposition

Unique Selling Position

Whether you are working in a highly competitive and crowded market or not, should not deter you from understanding the importance of identifying what’s unique or different about what you intend to sell and what differentiates you from the competition.

Businesses and consumers alike are being beaten over the head with various options of whom they should do business with and it’s more difficult now than ever before to establish oneself in a market that’s so competitive. Let’s face it, almost all markets are extremely competitive nowadays and if you are lucky enough to find yourself in a market that is untapped, it will only be a matter of time before word spreads and competition catches wind. Before you know it, you’ll be fighting tooth and nail for business that used to just fall into your lap and the future of your sales operation may be called into question.

The first thing you need to identify in order to separate yourself from the herd is “how are we different?” Meaning, what’s different about your service or company that other services or companies simply cannot or do not offer? Try to think outside the box here because it’s typically more than something as simple as “price” or “cost.” Often times the perceived value associated with cheaper services is a negative one and changing that perspective can sometimes be difficult. More important than actual cost is the quality and depth of the service you provide. Are you a smaller boutique operation that is very much concerned with customer service and experience or are you a larger operation that can tout relationships with fortune 500 companies? Both can be positive and negative traits depending on how you spin them.

You will also want to make sure you develop good relationships with your customers or prospects over time. People enjoy doing business with individuals they genuinely like and get along with, and this becomes even more important when trying to differentiate yourself from the crowd. The product or service you are offering needs to be as unique as your own personality.

Even if you do not feel as though your product is the most “unique” in its offering, it’s your job as a sales person to make it appear as so. Your job is to bring value to that product and make all other products appear pale in comparison. Consult fellow coworkers, friends, colleagues and family on the product and ask their thoughts on it and what aspects of it they feel are the best and/or worst. Use that market research to help you develop your sales proposition and continue to probe both customers and non-customers as to why they bought or did not buy.

That information, combined with a sales presentation that promotes the uniqueness of your product in conjunction with a positive and likeable attitude can do wonders for your sales and help you achieve new heights. Remember to identify what’s different about what you are offering and make your customer believe in the value of that difference.

 

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