Are your Selling Points Unique?

11We will review your USP’s and expand the points as you would when talking to a client. Refer to the Value the USP offers the client, mention the features and benefits and review the benefits for the client.

Then we will draw up your skeleton presentation plan.


Looking back to lesson 4, your research will have flagged up points that are not as unique as you may have thought, so now is the time to review your list of USPs.

So go back to the exercise you did at the end of lesson 3, where you made several lists. For your convenience this is the exercise

Exercise (lesson 3)

What are your USPs?

What value does each USP offer to your client?

What are the Features and Benefits?

Write a benefit and features sentence for each USP or Buying point.

Review the benefits for a chosen client

Now with the benefit of the added knowledge you have about your market and competitors, redo these exercises

What are your selling/buying points?

Are they unique? Really?

Are you definitely the cheapest, most reliable, best performing, most advanced?

OR are you mid-market, have a great after sales service, have a high satisfaction rating from clients, and have a great classic product renowned for its design excellence?

JWhen you have your new list of Selling/Buying points, expand the points as you would when talking to a client. Refer to the value the point offers the client, mention the features and benefits and review the benefits for the client.

For example in the scenario we considered in Lesson 4 ;-

You are a kitchen fitter, and a competitor is cheaper, but you offer a full project management service, managing builders, electricians, plumbers etc .and they don’t offer that.

In your List state that you offer a full project management service, managing builders, electricians, plumbers.

Be prepared to discuss this service and the BENEFITS this gives to your clients. “This means that you don’t need to worry about scheduling the different pieces of work, we will do all that for you. If someone runs late or doesn’t turn up, we will deal with that because we have a database of people we work with. The start to end date will be shorter “

List the points, expanding them as above, and put them in order of importance to the client. Be aware that this order will change depending on the clients’ priorities, but be fluent enough with your features and benefits to emphasize the aspects that are important to them.

So for a client whose budget is their chief concern, emphasise the appropriate value benefits, or to one for whom design excellence or speed of delivery is the premium concern, discuss those aspects with them.

And how do you know what is important to your client? By asking them when you first meet them and making and keeping a note to that effect. This is the key to closing your sale. You are going to demonstrate how your product meets their requirements.

And now you have a clear view of your product strengths and weaknesses, this is a good time to consider enhancements to your product. If someone is doing things better than you, can you integrate that into your product or service?

Remember that products and markets are dynamic. If everyone else is moving forward, and they are, then to stand still is to go backwards!

Exercise –review your Selling/Buying points.

Expand the points as you would when talking to a client. Refer to the Value the point offers the client, mention the features and benefits and review the benefits for the client.

This is now the basis of your skeleton presentation plan.

Review and enhance your product or service if you can. OR propose amendments to your management, explaining why changes are needed.

Comments

Are your Selling Points Unique? — 37 Comments

  1. This section is wonderful and practical enough to move my business forward, increase sales and retain valuable customers.

  2. Sure, this topic is on point to what I have been looking for. Thanks.

  3. It is realing a good thing to do this online free course. It will help most of us in business. After the lesson do the practical .

  4. This lesson is encouraging and i’m impressed to be part of this online study which teaches greatly how to relate to customers or clients.
    But i’m little bit confused of what is refers to as USP,pls I need clarity of this three letters word,if anyone have knowledge, pls make a comments.

  5. When I make my products easily accessable, explain to the clients the benifit, brand and features also, why they should buy the products, they will know the value and close a sales. That will be very good USP. Thanks so much

  6. I think you can develop the USP by making sure that you first identify the niche in the market that you want to operate and analyse the market using SWOT analysis. And make sure that you understand your product very well and be able to tell your customer about it and how they will benefits out of it. For example, my product is soy milk, it is very crucial as it minimise the chances of having cancer because is one of the product that contains a lot of nutriant than others.

  7. Nice lecture…my buying and selling point is lol..I love d lecture.wow so nice

  8. If you have competitors,you should be aware of competition and review your product to compete favourably with other goods in the market and you do so by upgrading your products, reviewing the unique selling points and updating your clients.
    Another progressive lesson.