In every sales effectiveness training program, sales professionals learn that customers don’t buy products/services – they buy solutions to their problems; they buy excitement; they buy hope. And yet, many business and sales leaders continue to position their messaging from the company’s perspective. By identifying your competitive advantage and using it to craft a unique selling proposition, you begin to unlock messaging that not only resonates with your customers but also prompts action.
What is a Unique Selling Proposition (and Why Do We Need It)?
Very few businesses (and their offerings) could be considered truly one-of-a-kind. There are aspects that make your business unique, but, more likely than not, there are many similarities with your competitors. That’s where your unique selling proposition comes into play.
As defined by Entrepreneur Media, a unique selling proposition is:
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
In other words, it’s a concise statement that outlines what makes your business the ideal choice and why your target audience should choose you over the competition. With all the options that consumers have to sort through each and every day, your unique selling proposition empowers you to stand out.
How to Create a Unique Selling Proposition
Every sales strategy and initiative is built upon the same foundation: understanding your target audience. So, before you begin thinking about your differentiators and unique selling proposition, take the time to research your customers – both current customers and those you wish to have as customers in the future.
Once you have your foundation of knowledge, it’s time to start creating your unique selling proposition.
- Define Your Competitive Advantage. No one can be all things to all people. Identify your biggest strengths and what makes you unique in your space. Read more about defining your competitive advantage.
- Identify Customers’ Desires. Revisit your research on your target audience – asking what it is that they need and want (instead of what you do). The key to a powerful sales strategy is being able to show how your offerings solve customers’ challenges and/or satisfy their cravings.
- Think “Different”. Too many businesses focus on being the “best” when the real impact exists in being specifically different. For example, being deemed “best restaurant” is nice, but developing the reputation for being the place to go when craving poutine … that’s what gets customers through the door. What makes you truly different?
- Start Writing. Begin brainstorming – jotting down all the ideas that come to mind before strategically narrowing them down. If you’re stuck, consider this prompt: when an ideal customer leaves the competitor for us, it’s because of __.
- Simplify the Message. Your goal is to have one unique and concise statement that packs a punch – not a paragraph of claims (most of which could also be claimed by the competition).
Remember, your unique selling proposition has three goals: speak to the customers’ needs, identify your business as the sole provider for those needs, and be compelling enough to prompt action.
Looking for Advice on Your Sales Strategy? We Can Help!
At FocalPoint Canada, we guide our clients in overcoming challenges and leveraging opportunities with proven processes and methodologies that have been used by thousands of successful businesses over the past two decades. Our FocalPoint business coaches use their expertise to teach our time-tested methods through individual coaching, group sessions, or trainings and workshops.
It all starts with a conversation. Call us at 866-761-1616 or email firstname.lastname@example.org