In order for your business to be successful in the modern business world, it needs to stand out of the crowd. You will have to deal with a lot of competition and it is your responsibility to show prospective customers why they should spend their hard-earned cash with you and not someone else. This is not at all easy to do.
Because making sales is becoming more and more difficult, determining your USP (unique selling proposition) is a mandatory part of business. While there are many different things that can be mentioned about this subject, let’s discuss some quick tips that help you figure out your unique selling proposition that work in most cases.
Think like the customer
One of the most common mistakes entrepreneurs make these days is that they love their service or product so much that they completely forget the fundamental part of business: in order to make a sale, you need to satisfy the needs of the customer.
Try to take a step back and scrutinize the needs and wants of your target audience. Let’s say that you sell art deco furniture and you do not understand why people like what you have in stock but they do not end up buying. When you ask them, they might tell you that it is difficult for them to move the pieces because they are too heavy. In this case, adding a free moving service to the service you offer might be enough and a differentiator that will help you stand out.
People do not buy only because of the price, no matter what you think. They think about things like customer service, courtesy, reliability, quality, and more.
Understand customer buying decisions and behaviors
In order for a marketing campaign to be successful, it needs to involve some level of psychology. You have to understand what motivates and drives the potential customer. This goes way beyond traditional facts like age, race, gender, geographic location, and income. You should try to gather as much data as possible in order to analyze and improve your sales funnel.
For instance, if you want to promote a pizza shop, you do not have real usable knowledge when you see that 80% of customers are aged 18 to 25. You have to understand why they buy pizza. Is it convenience, peer pressure, the taste?
Why people buy from you and not the competition?
Every single business has competition. You have some customers. Why do people buy from you and not the competition?
As the business grows, customers become the best possible information source available when looking for a good USP to push. For instance, since we mentioned a pizza restaurant, why do people like one pizza over another one? How important are things like ingredients, size, service, atmosphere, and taste for the customers that buy pizza?
Remember an important thing about human psychology. People are very honest when you actually ask them and you show that you want to improve the service you offer them. So, if you have customers that chose you, engage in a conversation. This will highlight many important things that can help you grow your business to the next level.
Obviously, the advice we offered is just a small part of everything that you could do in order to determine a really good USP. A business might actually have many unique selling propositions, each useful when dealing with a segment of customers. Use the advice above to start a journey of discovery. Eventually, you will figure out what your USP is and this will always improve sales when properly used.