Welcome to the Level2 blog. You’ll find our blog full of business-building ideas that are worth many hundreds of dollars to you and your business.
To compete in today’s competitive marketplace, your company must offer something customers want and since most company have competition, you must find a way to stand out from the crowd. In marketing, we call this your Unique Selling Proposition (USP).
What is your USP. If you don’t really know, try this exercise.
Sit down with your Team with a whiteboard. On the whiteboard, write this question:
What are the 10 reasons customers should buy from your company?
Experience proves that more than likely that your Team will come up with fairly typical answers—answers like better service, better qualified temps, personnel, and so on.
As they come up with answers, you write all the answers down on the whiteboard. Once they have ten, you do something really interesting. You now ask your Team to review the ten items and identify any reason you’ve written down that one of your competitors would say to a customer about themselves, whether or not it’s true. As they identify the items that a competitor would say, you erase them.
Not surprisingly, all the warm “touchy-feely” things will disappear. After all, everyone says they give great service, everyone says they have better qualified people, everyone says they have top-quality products, and so on.
You may have absolutely nothing left on the board. That means you have a problem. Either you don’t have uniqueness, or just as importantly, you haven’t been able to find a way to articulate it.
The point is, of course, that if you don’t have anything tangible, anything real that differentiates you, you have to find it
1 Comment »
RSS feed for comments on this post. TrackBack URL
Please let us know if there are specific topics that you would like us to write about.
Comment by Brett Flickinger — March 1, 2010 @ 10:35 am