On this Independence Day commit to liberating your business by winning new customers/clients. You need to be perceived as being different, special, better than your competition. There is tremendous power and profit in being perceived as unique, different, better.
Spend time researching and establishing your company’s Unique Selling Proposition (USP). What is your most powerful, compelling benefit/advantage? What is the overt advantage of your product/service? Why do customers continue to do business with you? What major frustrations do you remove from their lives? Once you define your USP, broadcast it like mad in your sales presentations, in your brochures, in your direct mail, on your website, in your telephone answering methods, in your advertisements, in your news releases, etc.
Do not let your USP simply be “quality, service and price.” This says nothing different and has no emotional power. It sounds trite and comes across as “blah, blah, blah” to your prospective customers. Instead, clearly delineate your differences and performance guarantees. Instead of being a mere marketing consultant, be a marketing partner that guarantees revenue results (pay-for-performance) or the client doesn’t pay. Now that is different and understandable. FedEx’s earlier USP was “when it positively, absolutely needs to be there overnight.”
Additionally, to achieve substantial increases in profits and customer satisfaction, you must challenge yourselves to come up with new products/services or repackage old ones in a way that truly excites and delights customers/clients. To qualify as killer ideas and killer solutions, they need to include the following:
- An obvious, compelling benefit to the potential buyer
- Believable evidence/reasons that support this benefit (credibility)
- A significant difference from existing products/services (dramatically new and better)
- A simple and effective means to communicate the benefit, evidence and difference to the target market.
Such killer ideas can revolutionize your business and industry. Dream big.
Stay tuned for the next installment for ideas and strategies on how to attract new customers/clients to your business.