Forums: Discussions for entrepreneurs and small business.

Do you know what your USP is?

Actually, here`s a better question. Do you know what a USP is?

USP stands for "Unique Selling Proposition."

A Unique Selling Proposition is the reason why somebody should
buy from you and not your competition. In other words, the
unique features and benefits that your product or service offers consumers.

For example, McDonald`s doesn`t just have hamburgers. They also
have a Big Mac. And do you know what makes the Big Mac unique?
Anybody wanna sing it with me? Here we go..."Two all beef
patties, special sauce, lettuce, cheese, pickles, onions on a
sesame seed bun."

Remember that little ditty? Did I just say ditty? Wow...I`m
really dating myself here.

Moving right along. Here`s another example: "When it
absolutely, positively has to be there overnight." Do you
remember what company coined that memorable slogan? That`s
right, Federal Express.

When Federal Express deployed this USP,
it went on to emerge as the dominant leader in the industry,
gobbling up market share and also increasing its sales and
profits.

Wrapping things up, here`s a more current example: Google`s USP
is its vast amount of information, and how easy it is to use
compared to other search engines.

Google organizes the world`s information and makes it
universally accessible and useful.

When you visit Google or one of the dozens of other Google
domains, you`ll be able to find information in many different
languages; check stock quotes, maps, and news headlines; look-up
phonebook listings for every city in the United States; search
billions of images, etc., etc., etc.

So, does having a UPS really work? The aforementioned examples
proves that it does.

In closing, effectively differentiate yourself from your competition and who
knows? You just might become a giant in your industry too!

Dale King

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I think you will find a lot of people saying, customer service is their Unique Selling Proposition, or key differentiator. However, it`s quite unlikely that everyone`s customer service skills are the best.

DKing... I think you`re right. It`s actually a question that should be asked before you start your business. It`s actually part of the reason for creating a business plan before you create a business. The business plan allows you to measure and anticipate problems. One of those problems will definitely be, "how to best sell your product or service." It`s a great idea to figure that out before the doors open. When you`re in "the business," every day costs you money. You don`t have time to think of "your angle" in selling as you`re doing it.

I`m with DKing. Know your Unique Selling Proposition.

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Vincent Wilcox (a.k.a. KRAKR)
Drummer
My band: Letters Make Words