Have a really good Unique Sales Proposition
Anyone who has heard me talk before will have heard this message, and although the message may have lost some of its originality, it still retains all of its validity.
Let me give you an example of a company that developed a powerful USP and used it to devastating effect. The company is Dyson, and they developed a vacuum cleaner that was “the only vacuum cleaner that maintains 100% suction all of the time”. They didn’t claim to have the highest suction, or to be the best, but by heavily using that strapline Dyson went from zero to the largest supplier in the US market in under 3 years.
How did this happen? The answer is – they caught our imagination. We’ve all had problems with full bags when using our vacuum cleaners, and they can be very irritating when they happen. The Dyson vacuum cleaner promised to solve that problem at a stroke, and people rushed to buy it.
We all think we give better service than our competitors, but that message rarely captures the imagination of our customers. What problems or uncertainties do customers have when they use services like ours? What could we do differently that would solve those problems? When we can answer these two questions, we are well on our way to creating a true USP.
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