You’re unique. No one in the world is exactly like you.
The same can be said of every business. Each is different in some way, and each brings different things to their customers.
So, it’s logical that when it comes to making sales, each business and each person working in a business brings something different to the process.
That’s why discovering what sets you apart from your competitors, what you have that they don’t, is an important starting point.
You need to discover your unique selling proposition (USP).
How can you find your USP?
Years ago, many businesses found their USPs were being the only provider of a product or service in an area.
Those days are gone.
The internet means your potential customers can search for what they want from all over the world. They use search engines like Google and Bing, see recommendations on social media, and have access to online marketplaces such as Amazon and eBay.
The same issues face people making sales. If customers can access hundreds of different sales options online, what makes you different to the hundreds of sales people they may come across?
So, in these confusing times, finding your USP can be a far more difficult process than it was 20 years ago.
You must dig deeper.
You have to decide what you stand for, what your business stands for, and the all-important ‘why’ which is the basis of your business.
Finding that key motivation for why you do what you do gives you a great starting-point.
Ask yourself these key questions:
- What are my core beliefs?
- What is at the heart of my brand?
- Why did I establish my business?
- What is my story?
- Who are my core customers?
- What are their problems – and how do I solve them?
Once you’ve taken some time to think about and answer all your questions, you can ask this last question: How am I different to my competitors?
Without knowing your clients and knowing your ‘why’, any answer to this question may well not reach the depth you need to make an emotional connection with your customers.
Most people make purchasing decisions because of their emotions – from loyalty to a brand or the fear of missing out on something good, to aspiring to have a different sort of lifestyle.
How can you connect with those potential customers?
As children, we’re all hard-wired to learn by story-telling. From fairy tales and nursery rhymes to the stories we are told by our parents and teachers, we’re constantly soaking up information.
So, use that narrative tendency to make that connection.
Tell your story.
Here’s the key trick, though. It may be your story, but as you tell it you must make it all about your customers.
You need to show them you understand their problems and that you answer them.
Use testimonials to reinforce that narrative.
Tell a compelling story about your USP, and you’ll start to make potential clients feel you understand them.
How can you make this process work for you?
You can learn all the techniques you’ll need to identify your USP and use it in your sales at our Anchor Success Masterclass at the Park Inn, Cardiff, on February 7, at a special price of £179 for one place or £299 for two.
You’ll also learn much more about the sales process from our experienced founder Bob Kennedy.
Places are limited, so please call Bob on 07918 080749 to book.