| Relationship selling is about differentiating yourself from | | | | - a college kid in a dorm room wants delivery - fast |
| the competition. As small business owners flock online | | | | and cheap so you could offer the product free (a free |
| looking for unlimited numbers of prospects they forget | | | | pizza) or for a discount if it doesn't get there within a |
| that there is increased competition as well. How are | | | | certain time frame (conquering both the emotions of |
| you going to separated yourself from the crowd? | | | | wanting it quickly and as cheap as possible). Dominos |
| What makes you different? | | | | used to offer 30 minutes or less or it is free. |
| You need a USP, a unique selling proposition. This is | | | | Your USP needs to be a strong statement that leaves |
| what your business stands for. It is a statement that | | | | on doubt as to what it is you offer. If it's too bland they |
| tells your customers what is unique about your | | | | won't have any idea what your business will do for |
| business vs all of the other competition in your | | | | them. Are you providing a solution to your market's |
| particular market. A single sentence that answers the | | | | most burning need? What is keeping them awake at |
| question: "Why should I buy from you?" A great USP | | | | night. It can be a great USP but if it solves a solution |
| will brand you as the one who ______. Customers | | | | that no one cares about it's not much good. |
| will say: "Oh yeah I've heard of you." | | | | Buy this product and get this specific benefit. Another |
| What is the biggest promise that you can make? | | | | good USP that I have been seeing a lot of lately is the |
| What makes you unique? What are you promising | | | | Geico commercial: " 15 minutes could save you 15 |
| people that no one else in your industry does? | | | | percent or more on car insurance. It's simple and |
| A good USP should provide evidence that your | | | | effective. Very exact. Easy to remember. |
| product or service is the solution to the customer's | | | | A good USP will take some time to evolve. It needs to |
| need or problem. Since many products are identical in | | | | be revised over time until it is honed down to just a |
| nature, the offering needs to contain an advantage | | | | few choice words. Make each word count.Then make |
| that your product/service has over the others. It could | | | | sure that your statement appears everywhere in your |
| be a special discount or bonus that no one else is | | | | marketing. Show people what you stand for everytime |
| offering (product feature); it could be based on emotion | | | | they make contact with you. |