“Who Are You? Customers Really Want to Know”
Defining Your Personal Unique Selling Proposition
Most sales are about relationships. Sales people sell their products and services to customers who believe in the value they are convinced on receiving. Some might argue that most of what sales people, or rather, good sales people, are selling, is ultimately ‘themselves’. At the end of the day, the most successful long-term sales people are usually those that have developed a trust and/or comrotary with the customer. Those sales people have a keen way of leveraging that special relationship for their own benefit to most efficiently serve and retain their customers while also growing their business. Therefore, first impressions and lasting impressions, how you conduct yourself, your reputation, and more specifically, the added ‘service value’ you can provide a customer, in a sales environment, are all extremely important to your business. So, tell me, just who are you? Why should I buy from you? What’s the one thing that separates you from other sales people? Are you remarkable, memorable, and/or extraordinary, for one reason or another? And, what’s the benefit of buying products/services from you vs. all other alternatives available?
If you couldn’t quickly answer those questions, don’t fret. You’re not alone. However, you may be sabotaging your sales if you do not give this some immediate thought and have a well-prepared response the next time you are asked that question.
In developing collateral and descriptive materials for clients, my agency is often tasked with creating bios for management teams. Although it might sound surprising, many managers and executives do not have a current bio. Some are not comfortable sharing information about themselves, even professional information. And, some, quite frankly, feel like they simply do not have much to say. Just like the Unique Selling Proposition for any product or service, you too, need a personal unique selling proposition if you expect to gain or sustain a competitive advantage in your market.
Unique Selling Proposition – Revisited
Remember that each business should have its own Unique Selling Proposition (USP). A USP is that ‘one thing’ that makes your business different, unique and/or memorable from your competition? Is it your amazing price point? Your celebrity endorsement? Or is it your heavy-trafficked location, exceptional service, long history of value, or extended hours of operation? Is your “one thing” so strong that it can drive new customers to your product and keep your existing customers from even thinking of another brand? How well do your customers know your “one thing”? And, in today’s me-too world of quick start-ups, is your “one thing” truly sustainable
A good business USP successfully answers the question:
“Why should I choose your business/product/service
versus any/every other competitive option available to me?”
Like your business USP, having a personal USP is imperative for sales reasons. It can immediately support new customer acquisition and catapult your business. Translating that question to a personal USP reads:
“Why should I choose YOU
versus any/every other competitive option available to me?”
Do you offer more value than the competition? Do you personally provide an extraordinary experience to do business with? Are you an industry thought leader? Have you sold more than any of your peers and/or competition?
Developing your personal USP
Developing your own personal USP is not difficult and should not take long. Here are a few questions to answer to help develop yours. Be sure to write these down and consolidate into a few extraordinary bullets:
- Briefly explain what business and/or profession you are in
- How many years have you been serving clients professionally? Is this longer than others in your business?
- Do you have any professional designations and/or trade associations that lend credibility?
- Have you received any national, regional and/or local awards and/or have you been recognized for your professional service, accomplishments and/or contributions to your industry?
- Do you have any cache’ accounts, or those that are easily recognizable (usually Global 2000 companies) that you have served in your professional history?
- Do you sell more units, dollar volume or other than anyone else in your space?
- Is there anything else that you are exceptionally proud of professionally worth mentioning?
- What professional traits, values and/or work ethics are you most proud of and would make a difference serving clients with?
- Is there anything else that makes you truly remarkable, recognizable, unique and/or different in your business worth mentioning to a client?
As an example, you’ll notice my “About the Author” footnote at the end of all GoToU articles. In this I’m quick to identify a few important points that help distinguish me amongst others. Let’s dissect it:
- Angelo Biasi is General Manager (this states my position and lends credibility to those who many want to do business with me; an executive/manager of my company)
- of SMART Marketing Solutions, LLC, a leading full-service integrated marketing company in Naples, FL. (what we do, where we’re located and our position in the marketplace; a leader)
- since 2001 (years in business and serving clients)
- He has helped create and execute marketing plans and integrated marketing solutions for companies such as Playtex, Bic, Rogaine, Tauck, and over 35 colleges and universities, to name a few. (this illustrates some cache, easily recognized clients and lends credibility to my level of service and professionalism. The message here is “If these well recognized brands trusted my service, it’s likely I am good at what I do”)
- Angelo has an MBA in Marketing from the University of Connecticut and has taught Marketing at New York University for over five years. (more credibility points here)
So, is my personal USP truly remarkable, memorable and outstanding? Does it set me apart from the competition and my peers? Would you want to do business with me? Certainly, I could have peppered it with “Angelo is committed to satisfying his clients with exceptional marketing plans that generate results.” Although that may sound compelling, it doesn’t really say anything and is not truly unique (what’s to stop a competitor from saying the same thing?). So, be sure to keep in mind when generating your own personal USP to be honest, brief, clear and as outstanding and unique as possible. Also, promote your personal USP; put it on your website, your GoTo Network profile, your LinkedIn account and wherever else it’s most appropriate. The next time someone asks “What do you do?” recite it and see what type of reaction you get. You might be surprised at just how extraordinary you really are and what key points prospect customers hone in on.
About the Author
Angelo Biasi is General Manager of SMART Marketing Solutions, LLC, a leading full-service integrated marketing company in Naples, FL since 2001. He has helped create and execute marketing plans and integrated marketing solutions for companies such as Playtex, Bic, Rogaine, Tauck, and over 35 colleges and universities, to name a few. Angelo has an MBA in Marketing from the University of Connecticut and has taught Marketing at New York University for over five years. For more information or to learn more, email him at abiasismartmarketingllccom (abiasismartmarketingllccom) , visit www.smartmarketingllc.com or call 239.963.9396.