10 Ways To Distinguish Your Business From The Competition

strategyEvery business should have something that sets them apart from other businesses. That characteristic is your unique selling proposition (USP for short).  Having a unique selling proposition is important because it differentiates you from your competitors. It tells your target customers why they should buy from you and also shows them what you care about. The unique selling proposition of your business(product or service) is something your customers can connect with you on. It also helps you attract customers who share such values.

Bear in mind that you have to deliver on whatever you decide is your unique selling proposition otherwise it will backfire and you will lose customers in the long run. You can create a unique selling proposition in the following areas;

  1. Price – Take a page from Shoprite and use price as your unique selling proposition. Their slogan “widest range at the lowest prices says it all.” But using price as your unique selling proposition is risky because it is difficult to keep customers who buy solely on price. If your price increases they may switch brands. So before deciding to use price as your USP, you have to determine if you can stick to it in the long run. It’s advisable to use this in the beginning and then change.
  2. Service – Go the extra mile for your customers through your service. If you want to use service as your USP, don’t be generic by saying for example, we offer exceptional or quality services.  Be specific, how do you offer it and in what ways? For example, we offer free technical support for a week, for every laptop you buy.
  3. Delivery – In this age where a lot of people don’t like waiting, you can offer fast and guaranteed delivery as your USP. For example a dry cleaning company can say we deliver same day or for a restaurant, we serve within 15 mins of taking your order.
  4. Durability – If you are confident about how long your products last and it’s a quality customers appreciate, then you can make durability your unique selling proposition.
  5. Exclusivity – If you only make a small quantity of your products or your service can only reach few people then you can use it as your USP, eg a catering company that only caters for private and business events
  6. Convenience – Does your business make life easier or simpler for your customers? Does it save them time? If it does then tout how it saves the time of customers.
  7. Availability – If you are available at times or in places where not many companies are then you can say it. Eg we also open on weekends.
  8. Warranty – Offering a warranty helps people feel secure in their purchase. You can remove the risk associated with buying from you by offering refunds if product/service doesn’t meet the customer’s expectations.
  9. Staff Skill – If your business requires extensive skills and qualifications then you can tell and show customers how qualified you are or your staff is. Is there something special about the way you conduct business that impacts on the quality of the product/service or have you or any of your staff won awards? Bring it to the attention of your customers. Make it your unique selling proposition.
  10. Product Benefits – Talk about any product benefit or fact your customer may find interesting/inspiring.

    Your turn now

    From the points mentioned above, what are your areas of strength? Think about it and write down five areas. Now which of these areas are your competitors meeting well and which areas are neglected? If any of the neglected areas is something your target customers care about, you can capitalize on it making it your unique selling proposition.

    You don’t have to do this alone, you can brainstorm with people. Once you discover your unique selling proposition, communicate it clearly and often to your present and prospective customers.

    Comments are welcome.

Emem Ita

Emem Ita

Hello, my name is Emem. I'm a marketing & social media strategist with a flair for reading, research, pretty shoes and luscious cake.

I help Entrepreneurs, Coaches & Trainers Move From Struggling Online To;

*Increasing Their Online Visibility & Influence even if they are introverts
*Consistently Attract Customers Online

Download this online customer attraction checklist and start consistently attracting customers online. Click this link to download http://bit.ly/2wwzJ1u

Schedule a free strategy session with me by clicking this link http://bit.ly/2hLXfoC
Emem Ita
About Emem Ita

Hello, my name is Emem. I'm a marketing & social media strategist with a flair for reading, research, pretty shoes and luscious cake.

I help Entrepreneurs, Coaches & Trainers Move From Struggling Online To;

*Increasing Their Online Visibility & Influence even if they are introverts
*Consistently Attract Customers Online

Download this online customer attraction checklist and start consistently attracting customers online. Click this link to download http://bit.ly/2wwzJ1u

Schedule a free strategy session with me by clicking this link http://bit.ly/2hLXfoC

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