Your Unique Selling Position (USP) is not “Choose us. We’re like everybody else.” Your USP is how you are different from your competitors.
When it’s a price-driven competition, that difference is the lowest number. Chasing the low-price leader, however, is hardly the way to build a lasting business. Well, if you’re Amazon and can afford to deeply discount a half-million products in order to sell the other half-million products at a profit, that might work. Otherwise, marketers should take another approach – and your first step comes with selling yourself on what’s different about your company. How do you look beyond your same products and services to see what’s unique?
The marketing history books extol the example of Avis – which faced down Hertz, its top-tier competitor in the car rental market, with the winning campaign, “We’re number 2, but we try harder.” They couldn’t say, “We’re bigger, we’re cheaper, our cars are better.” But they did sell their commitment to serving their customers.
Similarly, as you look around and see your competitors offering a familiar line-up in your same market, you can pinpoint distinctions in how you do things (instead of pinpointing price). Perhaps you focus on well-trained techs, response time, being on-call for emergencies, commitment to the community, depth of services, strong guarantees.
You can also look to the higher aim. Instead of selling contracting repairs and installations, you’re selling comfort, safety, security, dependability, convenience, ease. These are the intangibles that people actually want – made possible by the equipment that they need, thanks to the company that’s here to serve.
As you address value in your USP, you give customers a different way to measure worth. It becomes a short-hand and an identity in your marketplace: For example, Walmart sells cheap prices. Lexus sells luxury. You sell comfort and safety.
Also, study your competitors to see what they’re selling – and see how you can differentiate yourself. Keeping an eye on what others are doing isn’t a distraction; it helps you make savvy decisions.
As you identify what makes your business unique, this is the message you use to target your market through an integrated marketing strategy. Be consistent in promoting and supporting this image, whether it’s an online ad, a Direct Mail letter, your vehicle wrap, your call-taker’s friendly attitude – or even clean uniforms for well-trained techs with good communication skills. Everything your company does should support your claim.
Your marketing plan will be your guide in staying in front of your market all year long – in busy seasons, as well as slow ones – so you’ll get the calls when they have the need.
Importantly, when these calls come in, your customer service must be at a high enough level to deliver on your promises. Don’t try to make the claim “you try harder” if you’re going to do shoddy work, or they’re never going to hear from you again.
When you get the opportunity to serve, your salespeople and techs should arrive on time (or let customers know if you’re running late). Be courteous and respectful. Explain the service or installation you’re about to complete. Discuss the price that they’ll pay in terms that make the value clear. Then deliver on that promise.
Right after that, begin your Customer Retention marketing that continues to support your value. Make a follow-up call after the job is completed to make sure all is well. Send a thank you note. Keep in touch several times a year through newsletters, holiday cards and other mailings, and maintain a helpful, friendly presence on Social Media.