Standing on a chair!

by David Wimblett on November 26, 2012 · 0 comments

I was at a networking event recently.  You know the sort of thing, loads of business owners in a room, food and drink, lots of noise, so you have to shout to make yourself heard, and a few people get to give a minute sales pitch.  And, unless you are standing in the front row, or the event has a PA, they can’t be heard and so everyone just continues talking, not taking the slightest bit of notice.

Pretty much a waste of time!  Well at this event one of the speakers did their best to be heard; to stand out.  They jumped up on a chair and spoke from there.  From where I was at least I could see him but I still couldn’t hear a word that was said.

And, it got me thinking about standing out from the crowd.  About a business having a USP – Unique Selling Proposition.  I had already met three photographers that evening and they had all said pretty much the same thing; great pictures, latest technology, reliable service.  And, that their prices were coming down all the time.  They had nothing unique, so the only thing that they could sell on was price.

So, my question is – what is your USP?  When you are out networking and your competition is in the room, how do you stand out?  What makes you truly different?

Here are three things that might help you to develop a really valuable USP.  That will help you to win more business and be able to charge more.

1)    You can’t use what you see as benefits that your competition could also use, or for that matter are just expected of any good supplier.  For example, outstanding photography, reliable, we go the extra mile.  It has to be unique.

2)    Really dig down into what you do.  Ask a friend to ask you this question, “So, why is that good?”  And, get them to keep asking you the same question until your answer really makes them say, “Okay, now I’m interested!”  For example: the computers you sell have the latest chip.  “So, why is that good?”  The answer might be because data is processed faster.  “So, why is that good?”  The answer might be because then you get you work done faster.  “So, why is that good?”  Get the idea?  You just go on and on, until you really hit the reason that matters.

3)    A real success story.  I heard a great example of this recently.  A garage.  Like most garages they did servicing, MOTs and body repairs.  But how about this for being unique?  They service a fleet of Mercedes for a Royal family.  Now that has to put them a step above the norm.

Develop an effective USP and you really will stand out when networking and win more business.

David Wimblett
David Wimblett – author, business success mentor and BNI Area Director for London North West. Director of 7 Training who offer so much more than just theory.

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