Sunday, 11 March 2018
Friday, 6 January 2012
Unique Selling Points - the USP
People who advise others about how to sell and develop their business seem to be obsessed with the idea of a USP. I am strangely troubled by this obsession. Firstly, when I looked at my own proposition, I wasn't quite sure it was unique. Of-course we are all unique, but then is that unique? If our unique selling points are of no interest to our customer then a USP is a distraction rather than a selling point.
According to the Chemical Engineer I work, with real uniqueness is difficult to find. So, let's move beyond the USP and just think about what the customer wants. If in doubt ask them; listen to them; listen some more; help them think; and, give them the ideal conditions to make a good decision. When you have done that then you can tell them how you will help; and how you are qualified to help.
Good luck with sales in 2012.
According to the Chemical Engineer I work, with real uniqueness is difficult to find. So, let's move beyond the USP and just think about what the customer wants. If in doubt ask them; listen to them; listen some more; help them think; and, give them the ideal conditions to make a good decision. When you have done that then you can tell them how you will help; and how you are qualified to help.
Good luck with sales in 2012.
Subscribe to:
Posts (Atom)