Unique Selling Proposition
Posted on | March 13, 2007 | No Comments
I have been known to read a book on occasion. I have read a lot of Jay Abraham’s books. I can’t say I agree with all he has to say but I attribute that primarily to the fact that he and I have different personalities.
I am convinced that the exact same plan studied and observed by two different people will appear different at the onset and be accomplished differently. So, I don’t let my disagreement with some ideas keep me from adopting others.
Jay Abraham places a lot of emphasis on developing a statement of your company philosophy. Jay calls this statement “Your Unique Selling Proposition”.
One does not need to read too many pages in Jay’s books to discover that Your Unique Selling Proposition is an attention getting idea, hopefully unique to your industry, that sets your business apart from all of your “me too†competitors. Jay proposes that your entire marketing and operational success should be built upon your Unique Selling Proposition.
Your Unique Selling Proposition can involve any part of your overall business plan – fees, services, turnaround time or contact ratio.
Some field service companies position themselves as having the best inspection or preservation personnel. Their Unique Selling Proposition is “experience.†Other companies may offer lower fees and their USP is “low price.†Another company may decide they don’t want to be known for low fees or their number of services, so instead they offer the highest contact ratio at a higher, but still reasonable price. Quality is this company’s USP.
The possibilities for building a Unique Selling Proposition are many. Obviously, it is best to adopt a Unique Selling Proposition that fills a need – a need that you can fill without fail.
When I ask a new field rep to tell me exactly what her company’s Unique Selling Proposition is, most cannot tell me. Why is this? Because most of them are in too much of a hurry to “go into business” to think through a Unique Selling Proposition or prepare even the simplest business plan.  Most of them are in a hurry to get on the phone and tell all the companies “me too.â€
I have said before that without planning most field service reps will just get by. A lot will not even do that well! Why should a new field services business get a lot of business if all they have is “me too”? Look at it from a National Company or Regional Company’s perspective. Why should they take a chance on an unknown when their income can be greatly influenced by performance?
How do you find Your Unique Selling Proposition? I suggest you first visit and talk with various business owners in your town. See if you can identify an unfulfilled need in your town. Next, analyze what is unique about you. What is your experience? What do you bring to the table? You may find the one niche that you can build your business foundation on.
If you can’t deliver, don’t say you can. If you can do it, then do it. Then you will have a business.
Why am I on my soapbox tonight? Last week I mentioned that I was assisting some new reps get started. The different results from their efforts were astonishing. That’s the right word – astonishing!
One new rep has been in business for less than a month and she is asking how to go about hiring sub-contractors. Another jokingly said she was disgusted with the business – there was just too much business for one person. And regrettably it appears we also have a failure – not really from lack of ability or lack of effort, but because she ran out of time before she started.
How was my day? Quite busy. In the south end again! Tomorrow too! (48•7.50)
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