Are U your USP?

on Sunday, 15 November 2009. Posted in N21 Business Blog

    

Have you ever been anywhere on holiday, where all the local shops are selling identical souvenirs and other merchandise? Even though some of what they are selling may reflect the local culture, there is little to distinguish one small and overstocked shop from the next and consequently the merchandise is devalued.


Whilst this is perhaps an extreme example, the same is often true of many small businesses, who are equally guilty of failing to have a USP, a unique selling proposition to make them stand out in a crowded marketplace.  In this competitive marketplace there is no place for mediocrity and repetition.


Nearly every business can have a USP
, a reason why customers should buy from you and not from a competitor. Naturally it has to be something which appeals to your target customer or client but also stands up to scrutiny and is put into practice. There is no point in devising a USP which you and your company cannot deliver.

The differentiation will come more from how a product or service is marketed and the people behind the product. In the small business sector it is often the business owner who encapsulates the USP. It may be a cliché but in business people buy from people they know and like and other people know and like. They buy from people who go the extra mile and deliver exceptional service. It is important to remember that it is easier to win repeat business than gain new clients and word of mouth is still the best way to win business.


                   

Have you ever been anywhere on holiday, where all the local shops are selling identical souvenirs and other merchandise? Even though some of what they are selling may reflect the local culture, there is little to distinguish one small and overstocked shop from the next and consequently the merchandise is devalued.

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