What Is Unique About Your Product Or Service?
Why would someone buy from you instead of your competition? Stand out from the crowd by finding what is unique and let your customers know and how it makes you better.
I mentioned in a previous post about a printing company I bought that was just like all the other printers in the area. I created a new division of the company called Medi-forms. This company specialized in printing medical forms for hospitals, doctors and other medical facilities. When I called a medical related company, just by telling them that that was all we did (even though the parent company printed anything, Medi-form ONLY printed medical related printing), we stood out and was unique from any competition. How can the other printers compete with that?
Somehow your potential customers and clients have to be able to determine why they should select your product or service over similar products and services. They most likely will not see that advantages of your services automatically. You will have to point it out.
To help find your USP (Unique Selling Position), study your competition. Find out what they provide and how they provide it. How does this compare with what you do? Chances are there are some differences. Within these differences lie the reasons someone should choose you over your competition.
If you find that there are some things your competitor does better than you, see if you can improve those things in your own company. Or, in some cases, you might want to turn those things into a positive thing. For example, in one of the companies that I owned, the competition was a lot bigger with a much larger staff that was more experienced and a nice large building. I made that into a positive for me by pointing out that our overhead was less and thus our prices were less. I also pointed out that we usually were able to turn around their jobs faster. I also pointed out that doing business with us was less hassle.
See what you can do about finding those special things you do different for your customers