unique selling proposition
E627: What Do You Do Better?
Tell your potential customers why they should hire you.
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E504: Making Your USPs A Priority
Make your unique selling propositions a priority of your business operations.
- If we are going to say it we must deliver it
- Our USPs win us work so we must produce
- We should always work to improve our ability to perform
- Overpromise and overdeliver
- Build your USPs into your business
- They are part of the culture
- Actions of everyone should support them
- It’s the look and feel of your business – the brand
- How do we make it a priority?
- Leadership – you must live and breath the USPs to your teams
- Recruit your champions for help
- Tell the stories and create reminders
- Create the battle for a cause
- People will band together for a cause
- Leadership – you must live and breath the USPs to your teams
E503: Congruent Project Management
Do your project teams support your Unique Selling Proposition?
- Your UPS should define you project management style
- We have to deliver on our promise
- Project teams are the frontline of that delivery
- They handle the majority of the interaction with your clients
- Do your processes and procedures match your USP?
- What systems do you use? How do they support your USP?
- Do your procedures fit?
- Review your current processes and procedures and determine how you can enhance your USP
- Your teams deliver the product so make sure they are delivering the right stuff
- Do your teams know your USP?
- Do their actions support the USP?
- Educate your teams on the USP
- Get feedback from your clients
E502: Marketing You USP
Promote your USP to win more work with the right clients.
Integrate your unique selling proposition into your sales and marketing to help attract the right clients.
- Your brand message
- Your marketing efforts should promote your USP
- Your sales team should communicate it clearly
- Tell stories about your USP
- Keep your messages and your actions congruent
- Be sure that everything supports your USP
- Do the actions of you team support the USP
- You promote meeting schedules yet fail to deliver the proposal as promised
- Be sure everything about your company promotes your USP
- Remember to see it from the customer’s point of view
- What does your customer think?
- Provide stories that mean something to them
- Be sure your culture supports your USP throughout the project
- Conduct surveys to get feedback on how you are doing
- What does your customer think?
E501: Ask Coach – Determining Your Unique Selling Proposition
Determine you unique selling proposition and build your culture and brand around it.
Q: How do I determine the what my sales pitch should be?
A: Determine your unique selling proposition and brand around it.
- What is a unique selling proposition?
- It’s what you stand for and how you operate
- Easy to work with / transparent / quality / speed / thoroughness
- Can be more than one but make one a priority over the rest
- It should be what you do and others don’t
- It’s what you stand for and how you operate
- Defining your USP
- Look at your values – how do they fit
- Look at what you love to do – how does that fit
- Look at your market – what do your customers want / what are others not doing
- What are your strengths
- Expressing your USP
- Build your culture and brand around your USP
- Everything you do should reflect your USP
- Educate your entire staff on what it means
- Create stories to educate everyone on your USP
- Build your culture and brand around your USP