You? Two? Three?
If you have competitors, then you have at least one unique selling proposal (USP). More real than you are, the better - for your brand recognition of your company and your sales!
We are all competitors, and the more you have, the more important is that you have a unique selling proposal (at least one).
Let me explain. Leave it to the recent example of a company, which sells laser toner cartridges … What do you think they compete on the Internet? You bet it is another category is flooded with retailers. Sound like you?
The challenge, USP can sometimes be difficult. However, every company needs this, which states that, apart from its competitors. Let me stress again that one or several reasons why customers should work with you or buy from you, or do business with you, rather than their competitors, period.
Let me conclude this somewhat, they are used if you have the best price - which has received the company. Although still a minor USP, price alone should not be the only consideration, which are not really unique … Yes, you have to be competitive, but I do not want cheap kind … We are in this to make profit, right? Thus, its price is not “merely” USP. Combine with greater value, what your competition is doing, or not.
OK, back to our example. The company needs more pricing, product prices in line with the law on everyone else, so now what?
First you need to know that their competitors offer.
This is not a new concept. You can not compete if you do not know what you’re against it. So, take little time and see what they have. Some studies, you’ll be surprised what you can find - or not. Special discounts, free shipping, competition, great customer support?
Take a step back, imagine you are a customer and they buy toner from someone a few times a year. If you do not get great service, or just an average, the likelihood that they can influence their way. These references “customer loyalty” Another chapter, but the first customers. Thus, we will view the prospect of a client in the first place.
Well, what are you doing to influence this perspective? We suggest that there is no competition. It can be found in its investigation. Well, if you still have not found the USP or more - that HyPerformance the media can help in that too.
Write down all the ideas that you and your team achieve a. Please do not worry about how foolish this may appear (in time), just brainstorm with data that they choose. The reason why I say that this is stupid, and the other because sometimes few ideas, laughed in May morphing into reality to create your USP. It is not too outlandish ideas at this time, and are usually ideas that laughed at, in fact some things that their competitors do not offer. That’s where we go.
IN toners business, which deals with all types, some of them have already been offered by competitors, some do not. The idea, initially, it as much as possible. Here are some of the things we fell to the ground (about two dozen);
* Price (of course) * Free delivery (depending on the volume / price) * Great customer service (so said one) contest / promotion (which?) * Free gifts (variables) savings on the link (with flags) * Memories? (buy)
The next step is to come back to knock on our mailing list for a creative, really think that here. This only makes us more competitive (after introduction), while others with the same approach. Why? So, before we were, there was ton of competition, and these are added USP now list our “real” from competitors. Now we are more competitive in our industry, because now offer something that (most) of our competitors do not!
We are more competitive immediately implementing a few simple suggestions. We are all in this example and see how we can use or discard in our favor.
* Price - is still very important in any market, but a significant portion of customers (or value). If your product or service is not in competition here - not necessarily rule that more on that later. Nevertheless, it’s usually when he starts a buyer (because it’s easy), who want to be with the team. In this case agree that (based on our research) at the market price. Thus, our price is competitive, and that big, but obviously not enough for business.
* Free Delivery - In our research we found that most companies provided the service for only a few dollars above the price (for “free” offer). Therefore, while May, the value of which was not enough for the company to supply it, so it is discarded. However, if your costs are such that you can send for free and to remain competitive and profitable, it is worth USP.
* Great customer service - this is reflected worldwide, making it difficult for consumers to know that this is reality. It is very difficult to judge until you are a customer. It would be more valuable to offer testimony Grand satisfaction. No customers, but also the satisfaction of our customers. There is a big difference here. That is why we want to see some of our customers very happy and together, or ask their testimony. This is a much more powerful than words or promises “great customer service.” We will use it, but focuses on satisfaction with the testimony of advertising on our site and parts, etc.
* Competition / Promotion - This covers a wide area, but it can be a great success, if properly implemented, and be creative and, if possible, develop your business, product or service. Following our discussions and research, we must develop this idea. Example: Every time you buy from us, you will get another chance to win free toner for the year. “I know you said … free toner a year - what are you crazy? Bear with me on this … First, the majority of its customers use between 4 and 6 toner in the normal use of a year (in this competition, we can actually meet that our rules, which means “no more than 6 rounds. Therefore, Our expenses in connection with the Who, this program does not cost prohibitive, depending on the success of the program. Again, mileage and customers we get from our competition is potentially enormous, and if it works now, we remain in Him … the maximum rate of 6 percent toner God for the Grand Prix.
* Free gifts - no discount, many people take these “proposals” to feel they are outside. Everything else is the same client is not something for nothing. Well, if the problem really does not matter, the client has little or no interest. And indeed, “cheapens” the picture
Your company (gently). We have decided, with our products and business customers who do not work in this business. Nevertheless, it can work for you or your product.
* The transfer program - Another potential attraction (savings) for its customers. I say potential because this type of transfer programs, such as price, should not be the only USP. When used in combination with others, it can constantly growing your business (sales) as well. We need to develop a rewards program that is the link. For example, it could be something as simple as a client for our business and, when their boat for you, whether or accumulate credits, USA, said, or 5% discount on your next order. “Get the idea? The key is to value and to hold it remains profitable.
* Reminders - This is it! More unique, it is of great value to customers, but also strengthens our customer satisfaction! This applies also laughed when the first reference.
So what? What plan? We buy software that can automatically e-mailed to each customer based on their own when they use toner and supplies may have been almost empty (ie, 30 or 90 days or the date on which we choose. After Start, All Automated (winners)! gave us your email address (it is important at any time) and with our memories, all special and seasonal offers more than higher sales volume.
So, what you will find this company?
In a nutshell - your product price to compete well. In this case, it precludes sending free, not very profitable. We stressed satisfied customers in all our marketing materials with testimonies and real life examples. We are also developing competition to us about our competitors. We could not find a gift we thought that adding any value to the customer (but promising). You are in the transfer program as well.
The real USP in combination with others is our unique e-mail reminder system. At the moment, no other competitor offers something like this! This is a unique selling proposal, and it is ideally suited for our example. Put all this together, and the company has a lot of “edge” in the competition. Once the customers are aware that these differences disconnect from all the rest - an increase of almost sure! The company is in much better position to “own” electronic market, or at least the enlarge its market share.
The more you call, the more you are sure to enjoy this kind of ideas.
I understand that this is an example of a fairly extensive, but you should have this idea.
This is not always with the idea that has no competitors, or suggestions, but if only 3-6 competitors offer the same USP, who are still at the top of their level of competence, not as something lost in the notice, but As buyers continue to purchase something through competition. You decide.
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The author and copyright © Scott Sedwick http://www.hyperformancemedia.com ss@hyperformancemedia.com